How Indian Pet Food Brands Are Adapting to Sustainability and Consumer Engagement
Raghvendra Rao is the Chief Operating Officer at Allana Group and a strategic, hands-on leader in Cocoa, Spices, and Agri Consumer Products Ltd with a strong entrepreneurial track record as well as cross-functional leadership. He has been involved in sales, marketing, operations, and international trade in his experience as he manages P&L responsibility of the food, feed, and industrial businesses. Currently, he also serves as a Director at Allana Consumer Products Ltd. Known for generating value and excelling in matrix environments, he is flexible and committed to self-development.
In the whirlwind of modern life, pet ownership has become an integral part of family life; therefore, pets are regarded as a subsidiary family member. The industry will primarily decide the demand for quality products and services, and the market is focused and engrossed in innovation but more importantly in consumer engagement. Brands must understand and take effective marketing strategies to build a long-lasting relationship with pet owners as they continue to become more discerning.
At Pet Care companies, a comprehensive 360-degree marketing approach is employed to reach Indian pet owners, considering regional differences, demographics, and pet preferences. The sales focus primarily occurs through SPT, that is, Specialty Pet Trade channels, as they constitute about 70-72% of the overall sales recognized through pet shops, veterinarians, and breeders. It's a direct channel to devise individualized recommendations and create an efficient brand.
Modern trade accounts for another significant portion, contributing approximately 8-10% to the company's sales. Additionally, a Pet Care company utilizes digital marketplaces like Amazon and Flipkart, which represent around 20-25% of the business. The digital strategy targets urban pet owners who engage with content on social media platforms, 70% of pet owners are connected with pet-related content on Facebook, while 40% engage with similar content on Instagram. Collaborations with influencers and bloggers enhance visibility and credibility in the market.
Indian pet ownership has increase rapidly since COVID, and growth rates increased from the norm of 6-8% to 8-10%, among Millennials and Gen Z. Old-school touch points, vet clinics, aren't out of the picture either-thirds of owners consult with them to get advice. Overall, a Pet Care company continues to focus on the SPT channel which is a source of most of their business.
Cultural and Regional Influence on Pet Food Branding in India
In India’s diverse cultural and regional landscape, a tailoring pet food branding and advertising strategies is essential. One of the prominent players in the pet food industry is Pet Care companies, which understands that its strategy must align with regional differences through the Nutrimax range. For instance, in Western India, a largely vegetarian population prefers vegetarian diets for their pets. As a result, a Pet Care company incorporates appropriate plant-based ingredients into its products. The organization focuses on formulating nutritional recipes especially for these small breeds, as there is a lot of demand for them in the Eastern parts of India.
Health-conscious consumers increasingly shape trends in the Indian pet food market and drive demand for natural and organic offerings, while 70 percent of millennials and 73 percent of Gen Z are likely to advocate for the same, that is what Pet Care companies focus on through regional sourcing. This approach makes their products more attractive and increases consumer confidence in locally manufactured goods. DINK (Dual Income No Kids) households have increased the bonding of pets with the family, which leads to increased investments in quality care. Today, there are approximately 75% dogs and nearly 25% cats, with a growing number of urban residents as well.
Indian pet food market is expected to expand from USD 872.16 million in 2023 to USD 2.13 billion by 2032 at an 18% compound annual growth rate. With regard to cost-sensitive areas, Pet Care companies’ wants to make sure value-for-money products are available-a 2022 survey found that 50% of the pet owners of tier II and tier III cities are mass purchasing so as to cut down costs. So, the Nutrimax range caters to the different needs of the pet owner in India against the cultural, regional, and economic backdrop.
Role of Digital Marketing in Promoting Pet Food in India
Digital marketing has largely emerged as a medium to promote pet food products in India, as they use several channels to reach the pet owners effectively. Indeed, Instagram and Facebook are most important to social media advertisement, and a 2023 Pet India Study indicates that 62% of metro city pet owners already follow pet food brands on Instagram. For instance, e-commerce platforms such as Amazon and Flipkart are also vital, experiencing 45% growth in 2022 as more pet owners seek convenience and variety. Brands use Google Ads and YouTube, India's second-largest search engine, to offer targeted ads and pet care tutorials, which translate into a 30% annual increase in online ad spending in the pet care space.
In addition, over 600 million people use mobile phones in India, so that companies have really needed to promote mobile for the propagation of discounts and personalised suggestions. A study in 2022 confirms that 75% of pet product searches occur through a mobile device. This further increases the need for mobile friendly websites and apps. Digital marketing is therefore shifting the very method by which the pet food market in India reaches its customers and therefore ways a brand can interact with their audience.
Leveraging Social Media and Influencers for Pet Food Brand Loyalty
Pet food brands in India are obviously leveraging social media and influencer marketing, leading to the development of brand loyalty besides engaging pet owners. Instagram and Facebook happen to be particularly prominent places for reaching consumers as, according to the 2023 Pet India Study, 62% of pet owners in metro cities follow pet food brands on Instagram. So, these engagements enable a brand to carry out interactive campaigns and collaborate with influencers.
It also fairly shows that the e-commerce platform happens to be a value sales channel, with Amazon and Flipkart sites recording a whopping 45% growth in 2022 due to pet owners looking for convenience in their purchases. Digital advertising on Google and YouTube is increasingly important; YouTube has been ranked as India's second-biggest search engine. Brands use the platforms for targeted advertising and educational content on pet care; online ad spending is taken up in the pet care segment around 30% each year.
Considering over 600 million smartphone users in India, it becomes inevitable to tap the consumers through mobile marketing. As per a 2022 report, 75 percent consumers check for pet products through a mobile device. For this reason, the need of the hour for pet food brands is mobile-friendly websites and applications, with which they can reach their target audience and eventually work toward gaining brand loyalty.
Building Brand Trust in India's Pet Food Market
Local tie-ups play a critical role in building more visibility and credibility for the brand in the Indian pet food market. Tie-ups with pet shops and veterinary clinics are even better penetration since about 75 percent of the pet owners seek a veterinarian's guidance for feeding their pet. Such collaborations make the maximum impact on brand trust in Tier II and Tier III cities, which contributes to an increase of 15 percent-20 percent. Besides, it gives access to new markets and expresses specific regional needs by working with regional distributors. Events and trade fairs about pets will be sponsored to give room to visibility building and brand equity by direct engagement between the company and pet owners and industry professionals.
In the whirlwind of modern life, pet ownership has become an integral part of family life; therefore, pets are regarded as a subsidiary family member. The industry will primarily decide the demand for quality products and services, and the market is focused and engrossed in innovation but more importantly in consumer engagement. Brands must understand and take effective marketing strategies to build a long-lasting relationship with pet owners as they continue to become more discerning.
At Pet Care companies, a comprehensive 360-degree marketing approach is employed to reach Indian pet owners, considering regional differences, demographics, and pet preferences. The sales focus primarily occurs through SPT, that is, Specialty Pet Trade channels, as they constitute about 70-72% of the overall sales recognized through pet shops, veterinarians, and breeders. It's a direct channel to devise individualized recommendations and create an efficient brand.
Modern trade accounts for another significant portion, contributing approximately 8-10% to the company's sales. Additionally, a Pet Care company utilizes digital marketplaces like Amazon and Flipkart, which represent around 20-25% of the business. The digital strategy targets urban pet owners who engage with content on social media platforms, 70% of pet owners are connected with pet-related content on Facebook, while 40% engage with similar content on Instagram. Collaborations with influencers and bloggers enhance visibility and credibility in the market.
Indian pet ownership has increase rapidly since COVID, and growth rates increased from the norm of 6-8% to 8-10%, among Millennials and Gen Z. Old-school touch points, vet clinics, aren't out of the picture either-thirds of owners consult with them to get advice. Overall, a Pet Care company continues to focus on the SPT channel which is a source of most of their business.
Cultural and Regional Influence on Pet Food Branding in India
In India’s diverse cultural and regional landscape, a tailoring pet food branding and advertising strategies is essential. One of the prominent players in the pet food industry is Pet Care companies, which understands that its strategy must align with regional differences through the Nutrimax range. For instance, in Western India, a largely vegetarian population prefers vegetarian diets for their pets. As a result, a Pet Care company incorporates appropriate plant-based ingredients into its products. The organization focuses on formulating nutritional recipes especially for these small breeds, as there is a lot of demand for them in the Eastern parts of India.
Health-conscious consumers increasingly shape trends in the Indian pet food market and drive demand for natural and organic offerings, while 70 percent of millennials and 73 percent of Gen Z are likely to advocate for the same, that is what Pet Care companies focus on through regional sourcing. This approach makes their products more attractive and increases consumer confidence in locally manufactured goods. DINK (Dual Income No Kids) households have increased the bonding of pets with the family, which leads to increased investments in quality care. Today, there are approximately 75% dogs and nearly 25% cats, with a growing number of urban residents as well.
Indian pet food market is expected to expand from USD 872.16 million in 2023 to USD 2.13 billion by 2032 at an 18% compound annual growth rate. With regard to cost-sensitive areas, Pet Care companies’ wants to make sure value-for-money products are available-a 2022 survey found that 50% of the pet owners of tier II and tier III cities are mass purchasing so as to cut down costs. So, the Nutrimax range caters to the different needs of the pet owner in India against the cultural, regional, and economic backdrop.
Local tie-ups play a critical role in building more visibility and credibility for the brand in the Indian pet food market.
Role of Digital Marketing in Promoting Pet Food in India
Digital marketing has largely emerged as a medium to promote pet food products in India, as they use several channels to reach the pet owners effectively. Indeed, Instagram and Facebook are most important to social media advertisement, and a 2023 Pet India Study indicates that 62% of metro city pet owners already follow pet food brands on Instagram. For instance, e-commerce platforms such as Amazon and Flipkart are also vital, experiencing 45% growth in 2022 as more pet owners seek convenience and variety. Brands use Google Ads and YouTube, India's second-largest search engine, to offer targeted ads and pet care tutorials, which translate into a 30% annual increase in online ad spending in the pet care space.
In addition, over 600 million people use mobile phones in India, so that companies have really needed to promote mobile for the propagation of discounts and personalised suggestions. A study in 2022 confirms that 75% of pet product searches occur through a mobile device. This further increases the need for mobile friendly websites and apps. Digital marketing is therefore shifting the very method by which the pet food market in India reaches its customers and therefore ways a brand can interact with their audience.
Leveraging Social Media and Influencers for Pet Food Brand Loyalty
Pet food brands in India are obviously leveraging social media and influencer marketing, leading to the development of brand loyalty besides engaging pet owners. Instagram and Facebook happen to be particularly prominent places for reaching consumers as, according to the 2023 Pet India Study, 62% of pet owners in metro cities follow pet food brands on Instagram. So, these engagements enable a brand to carry out interactive campaigns and collaborate with influencers.
It also fairly shows that the e-commerce platform happens to be a value sales channel, with Amazon and Flipkart sites recording a whopping 45% growth in 2022 due to pet owners looking for convenience in their purchases. Digital advertising on Google and YouTube is increasingly important; YouTube has been ranked as India's second-biggest search engine. Brands use the platforms for targeted advertising and educational content on pet care; online ad spending is taken up in the pet care segment around 30% each year.
Considering over 600 million smartphone users in India, it becomes inevitable to tap the consumers through mobile marketing. As per a 2022 report, 75 percent consumers check for pet products through a mobile device. For this reason, the need of the hour for pet food brands is mobile-friendly websites and applications, with which they can reach their target audience and eventually work toward gaining brand loyalty.
Building Brand Trust in India's Pet Food Market
Local tie-ups play a critical role in building more visibility and credibility for the brand in the Indian pet food market. Tie-ups with pet shops and veterinary clinics are even better penetration since about 75 percent of the pet owners seek a veterinarian's guidance for feeding their pet. Such collaborations make the maximum impact on brand trust in Tier II and Tier III cities, which contributes to an increase of 15 percent-20 percent. Besides, it gives access to new markets and expresses specific regional needs by working with regional distributors. Events and trade fairs about pets will be sponsored to give room to visibility building and brand equity by direct engagement between the company and pet owners and industry professionals.
