Is your brand barking up the wrong tree?
We’ve compiled the latest report into top brands in the luxury pet bed and pet accessory market to see who’s winning with the loudest bark and how the fur-parents are interacting with the competition.
Tori Attwood
Which products are trending?
Latest product trends via Google
Click HereWhere is the opportunity?
Where to gain more online space
Click HereWhere's the social chat happening?
Getting your social right
Click HereWhere are Pets at Home thriving?
What's working for the market leader?
Click HereIt's official...
Dogs are better than cats.
Well, they’re more popular online at least.
When it comes to which furry friend gets the most Google searches, dogs come out on top.
There are more than double the amount of searches for ways to buy dogs online than there are for cats. There’s also more demand for dog-related products when it comes to searches for ‘supplies’, ‘beds’, ‘food’ and ‘accessories’, proving the UK is a nation of dog lovers. With the right SEO agency, pet brands could drive further growth by focusing on pet-specific audiences.
Trending products
To make a real impact in the pet world, you’ve got to ride the trend train because they change faster than a squirrel dashing up a tree and you may miss out on the next big thing!
We’ve looked into the trending products in the pet industry and found:
Freeze dried treats is one of the most rapidly rising products for the pet industry with a huge 54% growth year on year.
If your pet’s stress levels are hitting the woof, dog calming chews are next on the list and are here to rescue your pet from ruff days.
The products with the most search volume is dog salmon – the poshest choice for your sophisticated pup, because every doggo deserves a taste of the fancy life.
For the health-conscious pet parents, pet medicine and fresh dog food are also making tails wag with excitement!
Online market opportunity
To gain better insights into the dog beds industry, we’ve broken down the market into four main categories:
- Leaders: Fastest-growing websites attracting a large audience
- Game Changers: Emerging websites with a high growth potential.
- Niche players: Newbies or smaller companies with a low growth rate.
- Established players: Stable players with established popularity
While brands like Aldi or Pets at Home are considered the leaders with consistent performance and proven track records, there are game changers and niche players like Pets Love Scruffs and Ambient Lounge that have experienced significant growth and are starting to dominate in the market.
How to capture your audience
News format
When it comes to news, our furriends want it short, sweet, and simple – just like the time it takes for your cat to knock something off a shelf! Make basic lists where necessary because they haven’t got time for a dissertation on kibble preferences!
They also like reading reviews on some of the hottest products. Got a product that’s the cat’s meow? Shout it from the rooftops with puns, stats, and facts.
Word count
When it comes to researching products for their fur-babies, pet mums and dads, are greedy for knowledge!
Even though lists came out on top of media formats, your key audience loves an article full of fluff, ranging from 3000 to 10000 words!
Reach your audience with research style articles that’ll make them wag their tails with excitement and pitches you as the experts in all things pets.
Best day to post
When reaching out to journalists with pet-centric content, whether it’s the comfiest beds for your pup or the ultimate chews for those pearly whites, timing is key for a tail-wagging success with your target audience.
Your prime days for media outreach?
Wednesday takes the lead, followed by the Sunday and Monday to capture the hearts of your audience. It’s not just about the what, but also about the when!
The Pet Industry
What do journalists want to hear about when it comes to pets?
Journalists covering pet-related topics are generally interested in stories that are unique, heart-warming, informative, or have a broader impact. From rescue and adoption stories to the involvement of pets in communities, these narratives tend to capture readers’ attention and encourage more action.Â
We can also see that the topics of pet beds and other accessories gaining more popularity, with various news pages and lifestyle blogs compiling lists of the best-rated and most comfortable products on the market.Â
And finally, the health of our furry friend is an evergreen topic, drawing journalists’ focus to the latest veterinary breakthroughs and nutritional insights.
Ensuring your brand is part of the conversation around pets, so ensure your PR agency isn’t barking up the wrong tree!
Want to see the full interactive insights? Contact us here.
Which social media
channel is for you?
Ever wondered where the pet party is happening online?
Using our social media analytics tools, we were able to see which channels get the most bark when it comes to social conversations on pet products, pet beds, pet accessories and everything in between.
Instagram takes the lead as the most pawpular platform, followed by TikTok, Facebook, and possibly surprisingly, even LinkedIn! (for the office pooches maybe?).
Brands, take note – these are the ultimate channels to mark your territory and create a presence that’s top notch.
Share of Voice
Unsurprisingly, Pets at Home dominate the industry, owning 95% of the share of voice amongst brands.
Looking at more niche brands that are direct competitors for luxury and bespoke pet beds and accessories, there is a large opportunity to take control of the share of voice.
With audience insight, bespoke messaging and targeted outreach, you can challenge the bigger brands such as Pets at Home by showcasing your in-house expertise and passion for all things pets.
Where are Pets At Home succeeding?
In the space of online search, there are a few indicators that can perform great tricks when it comes to showing brand visibility and Google rankings, including Average Domain Authority and keyword rankings.
Pets at Home are a brand that owns a big chunk of the pet market and has an ambitious vision to become ‘The best pet business in the world’, it’s clear that their strategies of humanisation of pets and growing pets’ popularity in the UK precisely hit the goal.
It’s no coincidence that after searching terms like ‘dog crate’, ‘dog bed’ or ‘dog accessories’, Pets at Home is the top site Google offers. And why is that? Simply because Pets at Home rank for a whole range of pet-related keywords, with information that targets their ideal customer supported by socials that give all the feels to fur-mum and dads.
Pets at Home have a very large social audience; over 650k accounts follow them across four social medias!Â
Unsurprisingly, social is one of the top drivers for visitors to their website, alongside direct traffic, organic search and paid media.
They’re aligned with issues that their audiences want to know about.Â
One of the most popular areas of the website is their “Pet Talks” blog that offers practical and helpful advice from their in-house experts.Â
In October alone they saw over 93,000 visits across 342 pages of their blog content, positioning them as highly informative industry leaders.
We help brands big and small shine online
Helping AO.com gain
media market share
As a leading UK retailer of electrical products, AO.com has to fight for online visibility against other industry top dogs – like Curry’s and Argos.
We worked with the household name to create
media stories that cut through against competitors
to generate a high quality media profile in a heavily
competitive space.
Building industry experts
James Leinhardt is a Sleep Posture Expert, and owner of pillow and mattress brand Levitex, who has spent more than 10 years working in healthcare and helping patients alleviate pain through his expertise in postural management.
In a saturated market of experts, specialists, and big brands such as Dreams commenting on the nation’s sleep and health, we knew we had to think outside the box and utilise other popular channels to present James and his unique expertise in a way that would connect with his customers.
Meet the team...
Fancy a brew?
If you want to discuss with our team how we can support your brand in building awareness, competing with the big dogs and gaining new furry customers, contact us below.
Award winning
