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2025年宠物消费报告

广告门会员 2025-05-06
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梁玟玟 自由撰稿人 关注
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从吃穿住行到情绪陪伴,宠物早已不再仅仅是陪伴者,而是 “家人”、“朋友”、“搭子”,我们会照顾TA们的情绪,细致的关注TA们的需求,会让TA们有自己的“OOTD”和“出行载具”……宠物消费也正在向更智能、更拟人、更细分的全场景升级。


报告显示:

宠物行业稳步扩容,猫经济由量驱动,狗经济由价驱动。近五年来,宠物行业销售额年复合增长率约10%,其中宠物猫行业增速达13%,销售额逐渐追平犬类,成为增长主引擎。消费者心智洞察显示,人宠关系升级,从主宠关系到家人/好朋友。养宠人愿意称自己的宠物为家人(58%)、好朋友(29%)等角色。


宠物成情绪共同体,从索取情绪价值到给予情绪价值。超四成养宠人主动关注、理解宠物情绪,42%的人会反向安抚宠物,超六成人愿意为宠物的情绪付费。养宠人认知从“喂饱”迈向“养好”,科学喂养成为认知新共识。55.3%的养宠人愿意主动了解科学喂养方式,四成以上养宠人已养成主粮+湿粮搭配习惯。


宠物参与共建生活方式,宠物融入了日常生活决策和建设。近六成养宠人为宠物设置专属舒适空间,超四成养宠人为其改变生活作息和居住地点。从猫狗到“动物园”,新奇体验和给宠物找伴成养多宠主要原因。近6成养宠人养过2种及以上宠物,其中“猫狗双全”与“异宠+水族”组合最为常见。


消费者调研显示,养宠人偏好综合电商购物,六成以上购频超一月一次,54%会因促销囤货,100-300为主要消费价格段。猫狗食品占近6成销售额,猫食品占近7成销售额,猫食品用户增速超过狗。狗食品的客单价约为猫的1.3倍。猫砂在清洁类用品中销售额占比近六成,且增速可观,达44%。植物猫砂因环保、健康、吸水结团和不粘底等功效特点,销售额增速高达307%。宠物出行用品中,拟人化用品增速亮眼,宠物外出婴儿车成交量同比增速超10倍、宠物配饰成交量同比增速58%。智能产品既要“卷功能”也得 “卷生态”...


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标签: 2025 宠物经济 宠物消费市场 行业趋势洞察 数据报告
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