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We have learned to save for ourselves, but we spend more on animals

A report by the Gamma clearing management company shows that the pet food and equipment market is one of the few in which the corona crisis has created positive momentum with a 21% increase compared to last year. How can it be that the corona actually makes us invest more in walking on all fours?

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Monday, 05 October 2020, 12:03

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More than half a year into the corona crisis, one can already talk about a trend: the animal food and equipment industry is showing a consistent and surprising increase in sales.

The most prominent categories in significant growth - cosmetics, premium food, training products and games for dogs and cats.

"Whether it's new efforts adopted by a pet to alleviate loneliness and boredom, or whether it's people who already had a pet, we all spend more time at home and suddenly it bothers us that the dog's fur, whose mouth does not smell good, we have time to go for walks with him. Longer - and playing with him much more than in the past, maybe taming him to stop getting on the couch at last - finally now that we have time to take care of it.For hundreds of thousands of families in Israel, when they are told to 'be at home' It is completely an expression of this, "says Gadi Idan, one of the owners of the 'Roof for Animals' group, which operates a number of food stores and equipment for animals nationwide.

Importers of international brands also report a similar trend, in the umbrella group animals report a 32% increase in the sale of super premium food for dogs and cats by the international brand natures protection. , Age and other characteristics.

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An audience with great environmental awareness, which means they buy in large quantities and less harmful

The rise in the food and pet equipment industry is most surprising given the fact that areas of self-consumption such as fashion and ready-to-eat food report a decline of tens of percent.

Did the corona cause Israelis to reduce their own investment in favor of the pet?

"The restaurant and fashion industries are built on a direct sales method on the sales floor and therefore less suited to the nature of the period. The field of food and equipment for animals also works on normal days to 70% home deliveries. In this area of ​​shipments, we bypass even the largest food chains. cases same day, so we entered the crisis with strong online network, professional telephone service and fast shipping system, which undoubtedly put our industry take the lead, "Moore explains marketing Director Pat Oriental Best.

among the unique features of the second wave of the matter indicates era Increasing premium foods: "People do not want to buy food every Monday and Thursday, also not pleasant to get stuck with food bags at home when food needs to be stored for an entire family.

We identify a trend of customers switching to higher quality foods, of which animals are satiated after small amounts.

From the learning of the consumer audience we understood that pet owners are also an audience with a high environmental awareness, so now we provide our best-selling foods even in huge bags of 25 kg, which save plastic waste, and are especially suitable for a large order that will last for months - this is the characteristic buying pattern On closing days. "

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