It's time for a new move by the United Devil!
But this time it's not a joint name, it's a cake for cats and dogs!
On February 20, a brand-new pet baker, Holland Pet, was officially announced. Unlike previous pet marketing, the brand focuses on pet birthday cakes and pet service experiences. Despite a very high price of $168,218 it still attracts attention.
Foodaily learned that rare-sounding pet baked products such as “dog cake” and “cat cake” had once been out of control in overseas markets and had led to the creation of many pet baked brands.
Fresh (current) snacks tailored for pets are undoubtedly a representative category of pet foods moving towards leisure. How much market space does it have at home? How can innovation in pet baked food be advanced, given the type of food that cats and dogs can eat? What can be the inspiration for domestic industries when pets are baked overseas?
Do the boys have cake?
In the midst of a growing pet industry and an increasingly hot pet economy, pet baking as a new segmented track, albeit limited in size, also opens new scenes and opportunities for the baking industry.
On February 20th, HollandPet Foods and the official micro-credit scheme, HollandPet Cake, were officially online for pet cakes.
The product line consists of a bone series, a flower butterfly series, a toy series, a claw series, 17 pet cake products (a price range of 168-218) and a pet birthday purse (a price of 28).
In keeping with the brand of "Design for Love" and using natural colours from human-grade raw materials and plants, zero preservatives, zero preservatives, and pure and safe pet cakes.
It is understood that the meat produced under the brand covers chicken, duck, beef, salmon, quail, etc., and is accompanied by lamb powdered milk, cheese, carrots, duck heart, chicken liver, pear, potato, etc., covered with cheese skin, with an animal protein content of more than 80 per cent — as if it were better than a contemporary batterer.
All pet cakes are now available, and can be shipped at a specified date, with the option of flashing and tabling. When the product is purchased, it is accompanied by meals, knives, candles, cards, birthday cards, banners, etc.
In recent years, domestic pet bakeries have competed for creation. Among them, OneSeventh in Shanghai is a senior brand in this track.
OneSeventh, apart from seven, was established in 2018 to provide birthday cake, fresh snacks and nutritious meals for pets. All products operated are made on the same day, without additives, ensuring 100 per cent freshness. The bakery now serves more than 30,000 parents.
OneSeventh's food mix is very good. In addition to meeting the nutritional needs of pets, they have the effect of fighting fatigue and ageing. For example, redberry flavors prevent dog urine problems, yoghurts complement the fungus needed in dogs, while potatoes help to promote intestinal creeping.
They will also launch their own snacks in conjunction with the festival, such as pets, moon cakes, and the youth pack. The pets won't be alone for every holiday. They'll eat and drink with the master.
In addition, OneSeventh extends out party services, birthday photography services... and attempts to create a full range of pet services.
On the Internet, the pet cake shop is also taking shape. In the case of Sing Siu, Sweet, Meow, Meow, Pet First Nutritional Puppet Baking, etc., all are providing customized services for pet birthday cake. Some of these online stores sell as much as 1w+ per month, with average sales at around 3,000+.
In product types, dog biscuits are relatively mature and concepts are more diverse. For example, there are pet cookies with master grinding teeth and bad breath; there are toothy cookies with cat mints; and some cookies with nutrients, such as soft phosphorus, tea polyphenol, etc., highlight functional claims.
2. How can a price-fixing “petcake” make a pet feel better?
With the opening of the Holiland Pet, its cake price of $100 to $200 has triggered online discussions.
A number of pets say that, although dogs are happy to stare at each other after eating, the price of the product is not so low as to force the scavengers to “scath”. In particular, at the moment, consumption has been downgraded, brands have been baking in price wars, market shuffles have continued, and fierce competition is phasing out many players. In 2023, 39 of the conglomerates ' TOP 100 bakers were no longer in business and 32 had their number reduced.
Thus, one wonders: how much market can a cheap “petcake” be?
Foodaily learned that the product of Holland Pet was scheduled for the end of March as “a hard-to-reach”. What are the forces that sustain the pet baking market?
According to China's 2022 pet consumption report, which was sent to read the pet data platform & produced jointly by the National Technical Committee for Partner Standardization of Animals, “false flowers” are a major feature of current youth pets. The proportion of high-consumption pets in first and second-line cities was 38.3 per cent and 44.7 per cent, respectively. The average monthly consumption of high-consumption pets is over $500.
The number of people with high incomes is growing, and the proportion of middle-income people is growing. Undoubtedly, strong purchasing power is the first feeder of the pet bakery market.
This is a reflection of China's current trend towards “demonstration”.
The pets are moving from their former “functional” to “emotional” roles, and they are playing an increasingly important role in people's lives, with the trend towards “love” as family and the consumption associated with pets rising.
In addition to the provision of adequate food and water, pet owners also place greater emphasis on the physical health, psychological state and quality of life of pets.
At the same time, 150 million people living alone in the country have a need for company and care, which also creates a huge development space for the pet industry.
The combination of the left and left figures shows that the number of people living alone in China is directly related to the number of pets. Source: Refinery Data, National Statistical Office
The second pillar is a product upgrade driven by differentiated demand for pet food.
At present, dry food is still the core of pet foods, but other snack-type products, such as frozen dry snacks, tooth grinders, raw flesh, canned meat, are emerging.
Functional and health-care products are growing at a rate of almost 30 per cent and are becoming more sophisticated. For example, products that address different demands, such as gastrointestinal adjustments, hairballs, increased immunity, strong bones, and skin protection, are well received. In addition, pet foods for different ages are beginning to appear to meet the needs of gross children for a full life cycle diet.
China ' s pet industry is still in the early stages of development for relatively mature overseas markets. According to Nelson, market penetration of Chinese pet products (22 per cent) still has considerable room for improvement compared to 40-70 per cent penetration in major European and American countries. Moreover, in the average consumption of single pets, China ($4021), is only 35 per cent of the United States ($11,500).
On the other hand, we also have to see that there are problems at the pet food track.
Due to inadequate and inadequate industry standards and market regulations, the market product “fish dragons” and “venom food” sprawling occur. In the first half of last year, NAC received 6617 complaints from pets, an increase of 89.17 per cent over the previous year, of which pet food safety became a “high-risk area”.
Nutritional “runs” are another major pain in the pet food industry.
It is not clear that the importance of protein for pets, which are constantly produced by major merchants, is not the content, but rather whether the amino acid balance is close to the “ideal protein”.
As a result, some of the staples of high-protein farming expose pets to indigestion and deodorant problems. For a long time, obese, heart disease and various serious diseases are associated with a lack of physical exercise for pets while at the same time consuming large amounts of high-protein food.
Therefore, the ability to regulate markets at an early stage from the regulatory, scientific and other levels will be a key element in determining the future development of pet foods.
What do pet cakes from abroad look like?
In overseas markets, pet consumption has long become a demand for the population. The pet cake-baking track is also set up to serve as an important reference for domestic counterparts in product innovation and service design.
For example, Singapore's pet cake brand – BarknBake. The brand is made of “dog cakes” made of natural, human-grade components, without preservatives and beryllium. The main raw materials are meat, organic oats, fresh pumpkins, organic geisha seeds, and even whole vegetarian food options, such as organic oats, organic oats, organic geisha seeds, organic coconut oil, fruit/vegetation mud and peanut butter.
It is worth mentioning that the brand transparents the composition of the various parts of the cake (cake embryos, exterior cream, top cookies) for consumer reference. Consumers can also customize themselves according to dietary needs and preferences of different types of dogs. For example, the main meat components of the cake can be selected - beef, salmon, pork, or chicken. Besides, cake shapes, colours, all the names on them. The brand even provides tailor-made guidance on cake size according to dog size or size, which can be considered as good.
Similar to Holland Pet and OneSeventh, BarknBake also offers pet party services – Doggo Pawties – to help make a good life.
In addition to products and services from the birthday scene, BarknBake also focused on the daily food needs of the pets and launched the frozen prefabricated food series. Customized by canine nutritionists and rich in meat and vitamins, pets can be fed with simple heating. The single price of $6.9-9.9 is not cheap.
Another pet baker — Petissier — provides “dog cake” products while working on pet party supplies such as balloons and colour flags.
Petissier has designer cakes and 3D cakes of many types that can be selected in a variety of shapes, very insinuated.
Unlike the two main pet baked brands above, Puppy Cake in the United States has turned “dog cake” into pre-fabricated baked products.
Puppy Cake's frozen dog cakes contain a combination of baked ingredients, petists need only add a proper amount of water, and microwave heating can get fresh “dog cakes” in minutes.
Puppy Cake also introduced ice cream – Puppy Scoops to satisfy the dogs' desire for sweet food.
On the basis of these interesting products, Puppy Cake received close to 20 million yuan over three years of its existence.
Summary
Euromonitor expects the domestic pet food market to exceed 88.6 billion yuan by 2026. Its economy is rising, and its food is burning.
Not only will they build up in the baking market themselves, but they will also radiation brand power through pet foods to the pet army and the wider population.