現代人遇到疑難雜症，包含寵物的各種不自然反應，很可能第一個步驟是上網找解答。這給了寵物補品廠商直接接觸客戶的機會，投放數位/社群廣告，吸引千禧世代創造6億美金的年度消費。
Millennial dog people are pumping hundreds of millions of dollars into the pet supplement industry, which in 2018 had an estimated value of around $636 million, according to an April 2019 report from market research publisher Packaged Facts.
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The American pet product industry, which is reportedly worth $75 billion, has become such a gold rush that there’s even a summit for venture capitalists and corporate buyers to connect with pet product startups.
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Pet food is one of the food sector’s fastest growing segments, according to an annual report from Global Industry Analysts, Inc., and is projected to reach nearly $35 billion by 2024. And the category of pet supplements — from fish oil to probiotics to special breakfast treat — has grown year over year for the past five years, according to Packaged Facts.
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Take glucosamine regimen. Glucosamine started out as a human dietary supplement for joint health decades ago, and trickled over into canine health over the last decade, but only attained mainstream popularity among dog owners in recent years.
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The CBD chews purported to soothe a dog’s anxiety, the gut health products you can order custom-tailored to your border collie’s microbiome, the personalized pet meds delivered to your door — these things have crept from niche corners toward the mainstream; from products you’d seek out at vet clinics or specialty stores to products you might consider subscribing to after seeing it on Instagram.
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On the spectrum of pet healthcare, there’s a pretty wide gap between “not great but probably fine” and “needs to go to the vet right now.” Supplements and other products of not-quite-mainstream “wellness,” both canine and human, attempt to fill this gap; to circumvent the barriers and costs of mainstream healthcare while still proactively protecting your pet’s health.
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