The small pet space is a lot like the dog and cat pet space, as it turns out: Pet owners of all stripes love their animals and want what’s best for them. Nutrition, health and wellness, and enrichment are all significant factors in what owners of small mammals, reptiles, amphibians, birds and fish are looking for on pet store shelves.
“The top trends [for birds] typically lean towards natural and nutritious feeding,” said David Block, director of sales and marketing for Volkman Pet Products, which offers products for birds and small mammals. “Companion birds are as much a part of the family as dogs. They have daily interaction with feeding and frolic time that provides both the bird and the pet parent joy. The small [mammal] category is popular based on the interactive nature of these pets. Rabbits, hamsters and guinea pigs are all fun as family pets. Outside of nutritious feeding these pets, not unlike companion birds, need to be kept busy all day long.”
Species-specific bird products are a big ask in the avian space as pet owners look for diets catered to their pets — much like in the dog and cat spaces. | Courtesy Volkman Pet Products
Small pet nutrition opportunities
Just as with dogs and cats, animals in the small pet segments need complete and specialized nutrition in order to live long, healthy lives.
“[One] trend is a commitment to health in general — both their own and that of their pets,” said Marjorie Murray, senior brand manager for W.F. Young/The Missing Link, which offers pet supplements for the avian, dog, cat and equine segments. “Bird parents are focused on keeping their birds happy and healthy and are making careful decisions about what they feed them. They are interested in caring for their pet in species-specific ways, meeting the dietary needs for each breed. There is more emphasis put on developing special formulated diets that may, for example, offer more vegetables and vitamins, often including supplements for additional long-term health support.”
Supplements are just as hot a commodity in the small pet space as in dog/cat, with pet owners looking to complete their animals’ nutrition in much the same ways. | Courtesy W.F. Young
Of course, food and treats can serve another purpose familiar to all pet owners: Bonding.
“Traditionally, you’ll have treats to reward your hamster,” said Ethan Haber, founder/CEO of Happy Habitats, which offers small pet treats as well as a hamster-specific ball called “Halo” that provides enrichment and bonding opportunities between the hamster and its owner. “It’s a great way to train and bond with your hamster. When you first get a small pet, treats are a great reward mechanism to get them to learn to trust you. There’s this ritual you do where you start by just leaving treats in the cage, and then you’ll put them in your hand, and the pet will come up and grab them out of your hand, and then you can take them out of the cage and reward them with treats there. So it’s a great feedback loop for fostering a relationship with your animal.”
Happy Habitats invented this patented hamster ball with the Halo, which allows for additional enrichment and bonding opportunities between the owner and their pet. | Courtesy Happy Habitats
Enrichment: A vital component of small pet ownership
Most small animals have habitats they live in when not interacting with their humans or the larger world around them. While there are free-roaming small pets, it’s much more common to find a hamster or a bird or a bearded dragon with some sort of enclosure to live in. That means it’s all the more important to provide enrichment opportunities for these animals (as anyone who owns a pet knows, a bored animal is a depressed and often destructive animal).
Pet Union, which already offers dog and cat treats, saw an opportunity to combine food and enrichment in the small animal space.
“In recent years, the small animal market has seen rapid growth,” said Wang Chen, general manager of Pet Union and founder of TEEWY, a line of edible hideouts and enrichment toys for small mammals. “We believed it was the perfect time to develop innovative small animal supplies that differ from existing products in the market, using healthy ingredients and creative designs. We believe that every pet, regardless of size, deserves equal love and a high-quality life.”
Pet Union came up with an edible hideout for small animals that fulfills the multifunctional purposes of enrichment and habitat. | Courtesy Pet Union
Naturally, other trends popular throughout the pet space are affecting small pet, such as environmental awareness.
“We observed two main trends: Firstly, an increase in environmental awareness and concern for pet health, and secondly, a growing demand for multifunctional products,” said Chen. “With growing environmental consciousness and pet health concerns, pet owners are becoming increasingly cautious about the composition and additives used in pet products. Our products function as multifunctional hideouts, feeders and chew toys, while also serving as treats, enrichment tools and cage decorations. These products support the instinctual behaviors of small animals, including chewing, hiding and foraging, keeping them entertained and healthy both physically and mentally.”
The human-companion animal bonding experience is an important one for both the owner and their pet, which is what prompted Happy Habitats to invent the “Halo” ball.
“We took a look at the hamster ball,” said Haber, a hamster owner himself. “We isolated all the pain points and we invented this new, safer hamster ball that has a two-step locking mechanism on the lid. It’s made of durable plastic that’s built to last, that doesn’t warp over time. And then we created this carrier it snaps in and out of, called the Halo. And the Halo allows the hamster to run while you carry [the ball]. It has a carry handle and kick out stands that snap in, so you can either have your hamster run in this stand while you’re doing homework or watching TV, or you can snap the ball out so it works like a normal exercise ball, but then it also has a carrying handle. So if it’s a nice day out, you can take your hamster out and walk them around the block, take them to the park, take them to grandma’s.”
The future of small pet trends
As small pets continue to grow in popularity, the segments that serve them will continue to evolve, as well.
“Bird owners are seeking value, quality and effectiveness in the purchases they make for their pets, especially during tough economic times,” said Murray. “Brands in the avian space must focus on efficacy, variety and quality and help their customers get to know and trust the company and brand behind the products. We expect to continue to see an increase in products that not only strengthen the bond of bird ownership, but help support the health and happiness of birds with special attention on the longevity of some breeds.”
As pet owners become more tuned to their pets’ needs, all segments will need to keep their finger on the pulse of consumer needs.
“Education and information are two factors that continue to drive consumer trends,” said Block. “Pet parents want the very best feeding options for their pets regardless of what type. The access to information and health guidance has elevated the habits of pet parents. How are consumer attitudes continuing to evolve around their pets? Pets are family; there is no arguing that fact. The bond or humanization of pets has never been greater and continues to feed the pet community.”
What are small pet owners looking for in an enrichment product?
We asked: Wang Chen, general manager of Pet Union and Founder of TEEWY
Based on market research and customer feedback, small pet owners are primarily looking for enrichment products with the following features:
- Safety and health: Pet owners want products made from non-toxic, natural materials to ensure their pets’ health.
- Multifunctionality: Products that can simultaneously meet multiple needs of pets are more popular.
- Interactivity: Products that promote pet activity and stimulate their natural instincts are well-received.
- Novelty and creativity: Pet owners like to try fresh and interesting things for their little companions.
- Eco-friendliness: An increasing number of consumers are concerned about the environmental performance of products.
- High quality and unique design: Consumers focus not only on product functionality but also expect excellent quality, design and concept.