Positioning is Everything for Pet Care Brands in 2025
Our pets mean the world to us. We see them as members of our families, as our companions, sometimes even as our reason to get out of bed in the morning. FSC discusses this growing trend of pet exaltation, and how pet care brands must go beyond traditional offerings to create meaningful connections with their customers and stand out for the right reasons.
Introduction
The pet care industry in the UK and Europe has experienced significant growth and transformation in recent years, driven by evolving pet ownership trends and increasing consumer expectations. To stand out in this competitive market, pet care brands must implement robust customer experience strategies that not only meet but anticipate customer needs, offering value beyond mere products and services.
The big shifts in pet ownership
“The pandemic accelerated pet adoption rates, as individuals sought companionship during periods of isolation. However, as normalcy returns and pet acquisition rates stabilise, the industry faces new challenges.”
Pet ownership has surged across Europe, with an estimated 166 million European households owning at least one pet as of 2023. This increase reflects the deepening bond between humans and their pets, often referred to as "pet humanisation." In the UK, the pet care market has grown into a £10 billion industry, with much of this growth driven by a dramatic shift toward premium and luxury pet products.
The COVID-19 pandemic further accelerated pet adoption rates, as individuals sought companionship during periods of isolation. However, as normalcy returns and pet acquisition rates stabilise, the industry faces new challenges. Rising costs associated with pet care have prompted owners to seek products and services that offer both quality and value. Additionally, the integration of technology into pet care, through innovations like automatic feeders and health monitors, reflects the evolving needs of modern pet owners.
Going above and beyond with your CX strategy
In this dynamic landscape, pet care brands must go beyond traditional offerings to create meaningful connections with their customers. A robust customer experience (CX) strategy is essential for several reasons:
Differentiation in a Saturated Market: With the proliferation of pet care products and services, brands need to stand out. Offering unique experiences, personalised services, and exceptional customer support can set a brand apart from competitors.
Anticipating and Addressing Customer Needs: Understanding the evolving needs of pet owners allows brands to proactively offer solutions. This involves staying attuned to trends such as the demand for natural and organic products, as well as the desire for convenience through subscription services and home delivery.
Providing Value Beyond Products and Services: Modern pet owners seek brands that align with their values and lifestyle. This includes offering educational content, community engagement, and support for pet-related causes. Brands that position themselves as partners in pet care, rather than mere suppliers, can build deeper emotional connections with their audience.
Pet care brands leading the charge
Several pet care brands in the UK and Europe have distinguished themselves through exceptional customer experience:
Pets at Home (UK): As the UK’s largest pet care retailer, Pets at Home has developed a "unified pet care platform" that integrates retail, grooming, and veterinary services through a user-friendly app. This holistic approach ensures a seamless customer journey, catering to various pet care needs under one roof.
Pets Corner (UK): Founded in 1968, Pets Corner emphasises ethical pet care products and exceptional customer service. The company invests heavily in staff training, ensuring that employees can provide expert advice to customers. Their dedication to quality and service has fostered strong customer loyalty.
Edgard & Cooper (Belgium): This Belgian pet food brand focuses on providing healthy, sustainable pet food options. By using fresh ingredients and eco-friendly packaging, Edgard & Cooper appeals to environmentally conscious pet owners. Their commitment to transparency and quality has resonated with customers across Europe.
FirstVet (Sweden): FirstVet offers digital veterinary consultations, providing pet owners with immediate access to professional advice. Operating in multiple European countries, including the UK, FirstVet enhances customer experience by offering convenience and peace of mind, especially in urgent situations.
Paws.com (UK): An online retailer that recreates the local pet shop experience digitally, Paws.com uses technology and a medically trained customer service team to offer a personalised wellbeing service for cats and dogs. This approach ensures that customers receive tailored advice and products suited to their pets’ specific needs.
“Modern pet owners seek brands that align with their values and lifestyle. This includes offering educational content, community engagement, and support for pet-related causes. Brands that position themselves as partners in pet care, rather than mere suppliers, can build deeper emotional connections with their audience.”
How to meet the needs of today’s pet owners
Pet owners in 2025 need to feel part of something – to feel as though the brands they’re interacting with recognise the deep emotional bond they have with their animals. This requires another level of customer experience, and must include:
Personalisation: tailored recommendations and services that meet individual customer preferences and their pets’ specific needs.
Omnichannel Engagement: a seamless experience across touchpoints: physical stores, online platforms, and mobile applications.
Community Building: a sense of community through social media engagement, events, and loyalty programs that encourage interaction among pet owners.
Educational Resources: valuable information on pet care, training, and health to position the brand as a trusted authority and partner in pet ownership.
Sustainability Initiatives: sustainable practices and eco-friendly products will enhance brand appeal as consumers become more environmentally conscious.
Meaningful connections lead to customers that stay with you
As we move into 2025 and beyond, the pet care industry in the UK and Europe must recognise that consumer expectations are no longer limited to product quality and convenience. Pet owners increasingly seek brands that align with their values, particularly when it comes to animal welfare, ethical sourcing, and sustainability. By positioning themselves as values-led partners in pet care – rather than just suppliers – brands can foster long-term loyalty and trust.
Those that champion responsible pet ownership, invest in educational initiatives, and actively support pet welfare organisations will resonate more deeply with modern consumers. The brands that thrive in this evolving landscape will be those that recognise pet ownership as more than a transaction – it is a lifelong commitment that demands empathy, innovation, and a genuine dedication to improving the lives of pets and their owners alike.
Future Strategy Club (FSC) is an independent creative agency that uses a unique creative partnership model to deliver exceptional work for clients
With a 500+ network of top global talent, we deliver a in-house full-service agency experience without the unnecessary costs of large group agencies. We provide the full spectrum of strategic and creative solutions, delivering growth for our clients through culture transformation programmes, comms strategies and global 360 campaigns, TV ads, world-leading websites, social strategies and brand communities.
FSC has worked with some of the biggest pet and animal health companies in the industry, with direct experience of working for large and mid-sized organisations in the UK, the US and Europe.
Get in touch to find out why our values, approach and commitment to our clients makes us the creative partner you are looking for in a constantly changing world: hello@futurestrategy.club.
