Cats are taking over (again) & this time, it’s the economy

Over 9,000 years ago, a cat looked at a human settlement and said, “That’s a lucrative business partner.” 

Since then, cats have been an integral part of human civilisation. From being bringers of bad luck in parts of Europe to being bringers of good luck in parts of Asia and Africa, there is no denying the impact cats have had on our culture. Even today, cat memes are loved across the world by people of all ages. But that poses the question: are cats really as loved as the Internet has made them out to be? To answer that, we have to look at the bigger picture: the booming global pet economy.

The Global Pet Economy is Purr-fectly Stable

As of 2024, the global pet economy was set to surpass USD 500 billion by 2030. This would be almost 55% higher than the current economy, which stands at around USD 320 billion today. This drastic increase can be attributed to a variety of factors coming together.

1. Increase in disposable income

Significant economic growth in emerging markets like India has led to a rise in disposable income for a larger demographic. People now have greater access to personal purchases, which may not have been the case in the past. As a result, pet ownership is no longer limited to select households. It’s increasingly an accessible reality.

2. Humanization of pets

Originally, people kept pets for specific purposes. Today, they are kept as a source of companionship. They are seen as a part of the family. People are becoming increasingly aware of pet needs and will go the extra mile to ensure they live a good life. 

3. E-commerce strengthening accessibility

Pet products are no longer an add-on to a pet’s lifestyle. They are integral to the holistic development and happiness of pets. Online platforms and D2C brands have made it easier for pet owners to find exactly what they need to fully deliver a perfect life for their animal companions.

Pandemic Pawtnerships

The COVID-19 pandemic boosted all these factors immensely. As people got stuck in their homes, sometimes stranded far away from their loved ones, they turned to animals to fill in the void. Pet adoption across the globe skyrocketed during that year, and have continued to do so since. 

However, not everything has been rainbows and sunshine. Pet relinquishments have also seen an uptick after the lockdown lifted. More and more people became fully aware of the realities of pet ownership. In India alone, 50% of all pet owners admitted to relinquishing a pet since the start of the pandemic. 

This contrast brings one important truth into focus: loving a pet isn’t just about cuddles and companionship. It’s about responsibility. And that responsibility begins with the most basic part of caring for them: food.

Consumers are Becoming Expurrts

India’s cat food market has traditionally lagged behind the dog food category. But that's changing quickly. With an increase in urban cat ownership and a new generation of younger, informed pet owners, the demand for quality cat food is growing exponentially.

Modern cat owners have taken to poring over the ingredient list, ensuring only the best ratios of protein to filler content. Brands have had to take a hard look at their formulations, quickly adapting to the increasing awareness of the Indian consumer. 

Ingredient and formulation quality are not the only concerns of pet owners. To give the absolute best to their furry companions, owners look for products that solve very specific issues. Products that help in hairball control, improve urinary tract health, or maintain dental hygiene, to name a few, are sought after by owners.

Cats, being notorious for not staying hydrated, need a good quantity of wet food to sustain their health. The most popular form of wet food in the market are the single-use, convenience pouches. Most brands opt for these due to their lighter weight, though tins are also found in the more premium brands. Mars Petcare India, a subsidiary of Mars Incorporated, rolled out a new, recyclable packaging for their flagship cat food brand Whiskas. This was done due to rising concerns over the environmental impact of single-use pouches. 

What’s Actually Pawssible?

At the end of the day, every cat owner just wants to give their cat a healthy life within what they can afford. They look for brands that will actively contribute to this goal, while also being transparent about their ingredients. That doesn’t mean that they will compromise on convenience and ease, though. Bringing in a brand experience that reduces the effort a cat owner must make, while providing the best for their cat, is a dream come true. In short, a cat owner today is looking for a complete ecosystem of trust, care, and convenience.