Friday, July 10, 2020

Pet sector advances in digitization

The dog is man's best friend," attorney George Graham Vest said at a trial in Missouri in the United States in the late 19th century. The phrase would have become popular after the hearing and, to this day, marks the relationship of people with their animals.
The role of pets in the lives of their owners may not be unanimous, but in recent years, pets have moved an increasingly heated industry to meet their health, food and wellness needs.
The Brazilian pet market earned a total of R$ 22.3 billion last year, according to data from the Brazilian Association of The Pet Products Industry (Abinpet). Worldwide, the amount was US$ 131.1 billion. The growth of the sector in Brazil from 2018 to 2019 in veterinary services was 15%, while the care segment recorded an increase of 8.5%, and food increased by 8.4%.
The year 2020, however, brought the Covid-19 pandemic as a factor of change for the entire business chain, as well as for consumer habits. The pet market has been considered an essential service and might keep its operation running throughout the quarantine. Despite this, the sector had to promote adaptations to ensure the safety of employees and customers, with measures of social distancing within stores and factories, changes in working hours and strengthening sanitary practices.
Unlike other industry sectors, according to Cobasi marketing manager Daniela Bochi, the pet market had to adapt to the pandemic's demands while it was operating. "We had to make the adjustments with the wheel moving," he says.
Despite minimizing the impact on store revenues, this movement brought the risk of generating friction in the relationship and customer experience during the change phase. On the other hand, some characteristics of the sector facilitated the adoption of certain protocols. The constant hygiene of the environments, for example, was already part of the routine of the pet market that receives animals at its points of sale frequently.
Just like the food sector, at the beginning of the pandemic, the pet market accompanied the stocking movement. The brands recorded an increase in sales of sacks, larger packaging for daily consumption of animals. This process was a reflection of consumer insecurity, which was preparing to spend a long period of time without going to the stores. Gradually, panic shopping gave way to a more moderate behavior and focused on digital.
-Taís Farias
Meio&Mensagem - 10/07/2020 News Item translated automatically
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