The pet care market is booming. According to Euromonitor International, sales of all pet care products and services, including pet food, increased 14% from 2012 to 2017, representing US$13 billion in value growth. That means sales reached US$109 billion last year.

This growth shows how pets are more important to their owners than ever, especially in developed markets. Meanwhile in developing markets, increasing disposable incomes and more westernized lifestyles are leading to a growing pet population. Millennials, in particular, are most likely to consider their pets as part of the family and their purchasing patterns—of both foods, toys and toiletries—reflect this.

Euromonitor expects sales to continue to grow in the low- to mid- single digits as the world pet population continues to grow and the pet humanization trend continues.

And, nonwovens is getting a share of this market, where they are used in products like training pads , doggy diapers and cleaning wipes. While some of these products have been around for a while, they are gaining in sophistication and size as pet parents seek more options.

OUT! Pet Care offers OUT! Heavy Duty Quilted Dog Pads for pet parents who are out all day and need extra protection for their floors and other indoor surfaces. The pads are 50% stronger and 25% more absorbent, and the XXL size is 75% larger than regular pads.  “Our Heavy Duty Quilted Dog Pads are perfect for pet parents who are away from home all day and want extra protection for their floors and other indoor surface areas and stronger pads their pets can’t shred or tear,” says Matt Smith, VP of marketing at OUT! Pet Care. “Our redesigned Odor Control Quilted Dog Pads work even better for house training puppies or for protecting against ‘accidents’ by sick or older dogs.”

The company has also redesigned its best-selling dog pads, OUT! Odor Control Quilted Dog Pads, which now have improved quality and performance at the same great price.

All the pads offer greater protection against leaks including diamond quilting for quicker absorption, advanced odor control technology that helps reduce unpleasant odors by 50% compared to standard technology, and an advanced dog attractant to help train pets where to go potty.

Meanwhile, First Quality Enterprises, a maker of nonwovens as well as several different types of human hygiene products, expanded its product offering this year through the launch of  Fetchers Doggie Pads with Baking Soda for the pet care industry.

According to the company, Fetchers Doggie Pads with Baking Soda are fast-absorbing, quilted pads that help prevent odors and leaks. The Fetchers Total Care System also features Go Here Attractant and an Easy Clean Up Liner. These products are ideal for puppies and older dogs, and convenient for city life, inclement weather or traveling.

For the dog who has trouble “going potty” whether it’s due to age, excitement or disease, companies are offering specially designed diapers in both usable and reusable varieties.

Wipes have also entered the pet care market. Petkin, a company founded in 1989, offers a line to help keep pets clean. Starting with two basic products Doggywipes and Kittywipes, the line has expanded to include Petwipes, Ear Wipes, Eye Wipes, Tooth Wipes, Itch Wipes, Paw Wipes, Tushie Wipes, Flea Wipes, Pet Stain Wipes and Sunscreen Wipes.
Another player in the category, one that has roots in the human personal care market, is John Paul Pet, which was founded by the Paul Mitchell, owner of the popular salon hair care brand.

John Paul Pet features a line of grooming and hygiene products made especially for pets. Following extensive hair and skin research, the company introduced shampoos, conditioners and pet wipes that contain an optimum pH balance for dogs and cats alike, which meet the needs of their sensitive skin and coats.

The company encourages pet owners to be more active in the grooming and care for their pets, and says that daily grooming is a great way to bond with pets, while also helping in the “early detection of lumps, bruises, skin irritations or infections that could be early symptoms of a larger issue.”

John Paul Pet offers Body & Paw wipes, Tooth & Gum wipes and Ear & Eye wipes. All three wipes products, made up of 30% rayon and 70% PET, are pH balanced for use on dogs and cats, but can also be used on horses.

John Paul Pet’s Body & Paw pet wipes are designed to keep pets fresh smelling and moisturized between baths, while its Tooth & Gum wipes were made to help promote a pet’s tooth and gum hygiene. According to the company, “80% of dogs over the age of three suffer from periodontal disease.”

Unicharm Focuses on Fido
Unicharm has made a strong commitment to its pet care business. While pet care represents less than 10% of its business, the Japanese maker of diapers and other disposable hygiene products has focused on growing its pet care business in Japan, a market where pets are aging, by launching high-value added products aimed at creating a cohesive society. It plans to also generate further growth in the U.S. by launching products based on technology from Japan, leading to the creation of new market categories.

“The pet care market continues to expand worldwide. We forecast growth in advanced economies, as well as in emerging markets in South America and Asia, particularly China, where rising incomes and aging societies are likely to drive market expansion,” the company says.

In Japan, Unicharm already  has the leading share in all pet food and pet toiletry segments where it has a market presence, and the company aims to expand the pet care business further by building on this strong position in Japan and accelerating expansion overseas.

Unicharm’s goal is to create a cohesive society where people and their pets can live long and rich lives. To realize this goal, it is creating new markets and developing new products that provide support for all aspects of pets’ lives, from hygiene to food.

As pets become older, Unicharm is offering a wider choice of healthy pet food options for specific segments, based on requirements such as breed, age and health condition.

In pet toiletry products, the company is using the nonwoven fabric and absorbent material processing and molding technologies developed since the early days of Unicharm to actively develop new markets, aiming to create clean and hygienic environments for owners and their pets whenever and wherever they need them. Despite slow growth in the number of pets in Japan, Unicharm’s efforts led to sales growth of 9% year on year in 2016, helping it maintain its leading position in the domestic market.

Unicharm entered into the pet care business in 1986 and is now the leading pet care manufacturer in Japan. The company’s growth can be attributed to differentiated product lines, with particular strength in the puppy training pad category and strong marketing capabilities.