Last year, as pandemic closures caused humans to start buzzing their heads and coloring their hair at home, they also began to groom their pets at home. As the blockages lifted, many consumers continued to groom their pets, whether it was to save money, through an abundance of COVID protection, or because they learned to take advantage of it. experience – much like cooking and baking, crafting or any number of new habits taken. in the pandemic.
According to NielsenIQ, as sales growth rates for pet toiletries like brushes and combs, grooming supplies, shampoo and conditioner have slowed since the peak of the period. purchase in May 2020, sales remain significantly above pre-COVID levels, with total sales of pet grooming. up 27.4% since the start of the pandemic. This far exceeds the 3.2% growth generated by the entire pet care category.
More than 11 million U.S. households have adopted pets during the pandemic, according to the American Pet Products Association (APPA) “COVID-19 Pulse” study. This triggered sales growth across all pet care categories (i.e. pet supplies, pet food, and pet treatments). Pet supplies have been the fastest growing pet care category throughout the pandemic and pet grooming has been one of the fastest growing segments in the world. within the category.
There are a total of 106 million pet-owning households in the United States, according to the 2019-2020 APPA National Pet Owner Survey, but NielsenIQ Homescan data shows that only 12.3 million of these households purchased pet grooming products during the year ended October 31. , 2020. This leaves plenty of opportunities for retailers and manufacturers to capture new buyers.
âBy providing pet friendly products that make clear connections between consumers’ sense of self-care and pet personal care,â NielsenIQ reports, âbrands and retailers will be able to tap into the large segment of households that have not yet purchased from the pet grooming category.
Much of today’s shopping for pet grooming supplies is currently done online. E-commerce accounted for more than half (53%) of all animal grooming dollar sales between April and September 2020, up 11% from pre-COVID levels. In that 53% figure, around 5% of online purchases were made through click-and-collect, but click-and-collect sales declined sharply after the peak pandemic buying period in May. . NielsenIQ suggests that by offering exclusive in-store savings, special click-and-collect promotions, in-store product training, and contactless payment and pickup methods, retailers can incentivize these online shoppers (and pet groomers) to visit brick and mortar stores and convert additional sales.
As the pandemic has turned many Americans into handymen, pet grooming at home could be a trend with long-term potential.