Europe Pet Wearable Market size surpassed USD 500 million in 2020 and is witness to growth of more than 19%. from 2021 to 2027.
Increasing penetration of the Internet of things (IoT) will fuel the market growrh. An IoT-powered smart pet wearable remotely monitors heart rate and breathing patterns. The data syncs over WiFi and is accessed through mobile and web apps. With several vets and pet wellness experts acting as advisors in Europe, pet wearables offer a detailed analysis of a pet’s health, support for training, and other premium services. The integration of IoT and cloud enables robust functionality by employing management and monitoring principles including Key Performance Indicators (KPIs) and Threshold Crossing Alerts (TCAs). Furthermore, integration with social media is another interesting function of IoT pet tracking as pet owners tend to create communities.
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The COVID-19 pandemic had a significant impact on the pet wearable industry in 2020 owing to strict lockdown measures enforced in various countries of Europe. Pet wearable manufacturers operating in Europe witnessed a decline in sales owing to the closure of production facilities, resulting in major disruptions in the supply chain. The pet adoption rate significantly increased during the COVID-19 pandemic due to the easy availability of required resources through national websites that list public & private shelters. COVID-19 has a significant impact on pet adoption, which in turn, increased the demand for pet wearables.
According to Pet Food Manufacturers’ Association (PFMA), in 2020, 3.2 million households in the UK acquired a pet. Smart cameras share real-time video feeds with built-in alarms to prohibit suspicious behavior in pets. To assure total safety, cameras enable ongoing surveillance in rural places that lack Wi-Fi solutions. A smart camera provides a natural life-like sound for pets to recognize the owner’s voice. The camera automatically switches to night vision in low light and no light conditions. It also provides extra security to pets with video history, smart alerts, and pet care perks. Smart camera notifies in real-time about potentially dangerous events with audio recognition.
Demand for household pet wearables is growing substantially in Europe due to stringent laws on animal welfare. The increasing number of pets across Europe is aiding the pet wearable market growth. According to the European Pet Food Federation (FEDIAF), pet ownership in Europe is strong with a projected 80 million families owning at least one pet. The high penetration of pet fitness & activity monitoring devices and easy availability of advanced technology-based devices to monitor pet health by gathering vital information are driving the market growth. The rising trend of pet humanization across various countries including the UK, France, and Spain will boost the market expansion.
Bluetooth-based pet wearable devices segment in Europe is anticipated to dominate market share through 2027, as they enable seamless communication between a smartphone and its base station that is attached to the pet to ensure that it is in a safe zone. Once connected with Bluetooth wireless connectivity, owners and pet care facilities can use an iOS- and Android-compatible associated app in their smartphones to find &d track a pet's location and activity. If the pet gets separated from its owner and goes outside the range of the smartphone's Bluetooth, the device allows remote monitoring through a robust cellular network.
Pet wearable devices use several technologies to measure physiological characteristics on daily basis. These wearables allow pet owners & veterinarians to check and identify the early symptoms of a potential illness, thus allowing them to provide effective medication. They also enable pet owners to monitor their pets' behavior and improve their pets' involvement with their surroundings. These wearable devices collect data on food and water intake, which allows owners to assess their pet's nutrition and well-being. For instance, FitBark Inc. offers various products for dog activity and sleep monitoring. It monitors the daily activity levels, sleep quality, distance traveled, calories burnt, and overall behavior pattern through an accelerometer.
Prominent companies operating in the Europe pet wearable market include Afimilk Ltd. (Silent Herdsman Limited), Datamars, DeLaval International AB, DogTelligent, Inc., Equisense, Findster Technologies, Fitbark, Inc., Furtrieve LLC, Garmin Ltd., GEA Group AG, GoPro Inc., IceRobotics, Ltd., and Whistle Labs.
Industry players adopt different strategies, such as acquisitions & partnerships, to maintain market position. For instance, in June 2021, Datamars acquired HerdInsights, a remote animal monitoring company. Datamars intends to speed up its research and product development efforts in animal performance monitoring. It aims to improve its capacity to provide data-driven insights to livestock farmers on productivity, animal well-being, and resource sustainability.