Today, pets are almost universally considered full-fledged members of the family. So, it makes sense to create a home with their needs in mind – but what does a modern pet home actually look like? 

Unsurprisingly, the pandemic left a big mark on the modern pet home with owners spending more time with their pets and physically inside their houses over the past two years.

'With people having to spend more time indoors during the pandemic, the focus for pet products to be more aesthetically appealing and look good in the house has grown tremendously. There's definitely a shift to make pet products for the house look less like traditional pet products and more neutral to fit into the décor,' says Karishma Patel, director of eCommerce at Zee.Dog. 

The pandemic has also created opportunities for retailers to become the go-to providers of everything pet parents need to build a modern pet home. 

'As the world has gone through a pandemic and still struggles to go back to 'normal' more people have become pet parents and have relied on the bonds of our pets to help us get through this difficult time,' says Jennifer Rosenberger, director of product management for Fringe. 'With more new pet parents coming into this market and pet retailers being an essential business, the pet industry hasn't slowed down even through the pandemic. Pet parents continue to search out new and exciting products that can better compliment their home or offer solutions to their pets wants and needs.' 

Modern Must-Haves

While pet household products encompass many different categories, there are a few essentials every owner needs when setting up a modern home. Two such must-haves are food and water bowls.

'The modern home pet starter kit has certainly changed from years of the past. As the pet community has learned more and more about healthier eating habits and the benefits of using raised feeding surfaces, we are seeing pet owners are more inclined to keep their pet's long term health as a factor in selecting the products in their pet's feeding and dining areas,' explains Gretchen George, president of PetRageous Designs.

In addition to function, bowls have also come a long way in terms of design. It's becoming increasingly popular to incorporate a pet's feeding arrangement with home and kitchen décor, according to George. 

'Pet owners want to make selections that coordinate with their style including matching with their home décor,' she says, adding, 'This includes incorporating coordinating placemats and trays into the dining area that complement the feeding products and the room that they are displayed in.'

Another must-have in a modern pet home: a comfortable and stylish place for pets to catch some sleep. 'The demand for products that are made of higher quality materials and offer more comfort have been increasing over the past few yea rs. Pet owners have been wanting more comfort and support for their pets' beds and the increase in memory foam/orthopedic bed options is proof of this,' says Patel.

And while there is certainly overlap between the household needs of cats and dogs, it's also important to recognize their differences when crafting an up-to-date home for pets.

'When setting up a modern home it's important to provide cats with items that they can 'claim' as their own, either through scent marking or scratching, which leaves a visual mark. Beds and scratchers are both extremely important, creating designated areas where cats can rest and scratch,' explains Kate Benjamin, creator of the Hauspanther Collection by Primetime Petz.

Contemporary Sales

Pet retailers have an opportunity to help owners find the best products for both their homes and their pets. The first step is getting to know the products.

'Having knowledgeable staff in-store to help customers think through what they need for their home, and not just focusing on the look of a product, will not only help the pet owner find the right products from the start, but also view the retailer as an expert they can trust,' says Patel. 

'Retailers also shouldn't be afraid to reach out to manufacturers if they have questions about any of their current products, especially when trying to help find a solution to something a customer is searching for,' adds Rosenberger.

Owners with limited space, such as those living in an apartment, require different solutions than an owner with a large home. Pet size, breed and behaviors can also make a big difference, especially for products like feeding bowls. 

'Larger breeds require higher capacity bowls and taller raised feeders or tables. Large volume bowls become heavy when filled, so certain pets may require a specific material, such as stainless steel,' explains George. 'Dogs that eat aggressively should likely try a slow feed bowl in addition to eating at a heightened level for better digestion.'

How household products are displayed in stores can also make a big difference in driving sales. Both Jen O'Brien, key account for Fringe, and Mel Abernathy, vice president of sales for Primetime Petz, advise retailers to use displays to tell the story of the modern pet home.

'We feel that putting together a display that is merchandised as a collection is the best way to sell our household pet products. You can do this in front of the store, on a table or on an endcap. It helps the consumer to envision the product in their homes,' says O'Brien.

'Set up a focal area of the store creating a complete multi-category visual story that pet parents can relate to, allowing them to imagine the items in their own homes,' recommends Abernathy.

The more retailers can make the displays visually mimic a real home, the better, as this helps customers envision what it might look like in their own home or how different products can create a cohesive look and feel.

Retailers might also consider cross-merchandising with related products, like litter boxes near litter or feeders near the food aisle, by placing displays nearby.

'We always suggest merchandising bowls and feeders near the food section. Pet owners may not think to browse for feeding supplies, so endcaps near the food aisle are always a great idea,' says George. 'We also suggest showing a complete arrangement of a food bowl, water bowl and a coordinating placemat.'

As for the future of household pet products, the modern pet home of tomorrow may look different, but a few trends are expected to hold – namely, the humanization of pets.

'The line between household pet products and human products is going to blur as pet products are made from the same materials and look like the human versions of the same products. Minimalistic design is going to continue to drive how pet products look for the foreseeable future,' predicts Patel.  PB

by By Carley Lintz - Pet Food Business