Going Down the 🐇 Hole

Issue #99

September 10th, 2024

Quick Hits:

🌊 This Jack Russell is proof that Velcro works in water

👠 Dogs take over NYC Fashion Week

🏀 Never… Letting… The… Ball..Go…Ever!

⚡️ 13 things that may or may not surprise you that scare dogs

🥕 Do vegan diets improve your dog’s health?

This week we let the co-founder of Binkyness, Martín Centurión break down the entire pet rabbit market. So let’s hop to it:

When I tell people I'm the co-founder of a pet care startup focused on rabbits, they're often surprised. Yet, almost invariably, they follow up with a story about their own childhood bunny or one owned by a friend. While rabbits have been kept as domestic companions since the 1800s, their role as household pets has significantly evolved in recent decades.

This shift is partly due to increased awareness about proper rabbit care, sparked by pioneers like Marinell Harriman. Published in 1985, her "House Rabbit Handbook" was instrumental in educating people about caring for rabbits as indoor pets and eventually led to the founding of the House Rabbit Society. Today, there's a thriving and passionate community of devoted rabbit lovers worldwide.

Let's go down the rabbit hole (pun intended) to explore the current business landscape and uncover potential opportunities.

While the rabbit market might not be as massive as the cat or dog industry, it’s certainly not small potatoes (which, by the way, you shouldn’t feed your rabbit).

• In the United States, the 2022 AVMA Pet Ownership and Demographic Sourcebook reports that rabbits reside in approximately 1.2 million households.

• In the United Kingdom, the 2024 PDSA Animal Wellbeing (PAW) Report reveals an estimated population of 800,000 pet rabbits.

In recent years, rabbits have become more popular as beloved companions. The pandemic had a big part to play in this—people wanted some furry pals to brighten up their homes. I got my first rabbit, Ollie, during that time.

Social media also helped spread the joy of rabbit parenting, with influencers like @lennonthebunny, @bunnymama, and @baothelop capturing hearts worldwide with their adorable bunnies.

Challenges and misconceptions

Rabbits are often misunderstood as pets. Many potential owners are unaware of the commitment required when bringing a rabbit into their home. Some common misconceptions are:

• Complexity of care: Many assume rabbits are low-maintenance pets (because cleaning up hay 24/7 is everyone's idea of a relaxing hobby, right?), but caring for rabbits can get expensive, and they actually need just as much attention as cats or dogs. They require a specialized diet and veterinary check-ups from exotic pet specialists.

• Lifespan: Most rabbits can live 8-12 years, but many people underestimate their longevity. Sadly, some rabbits experience a shortened lifespan due to inadequate care.

• Suitability for young children: While rabbits can make great family pets, they're often not ideal for young children. They are generally fragile and can be easily injured if not handled properly.

These misconceptions often lead to impulse purchases and subsequent surrenders to shelters. As responsible businesses in the pet industry, it's crucial to educate pet parents about the realities of rabbit care.

Who's hopping on the rabbit bandwagon?

To better understand the needs and preferences of Brazilian pet rabbit parents, my startup conducted a detailed survey in early 2024. The results offered valuable insights into the demographics, behaviors, and challenges within this growing community. Here’s what we found.

• Demographic breakdown: Millennials (aged 25-34) constitute the largest group of pet rabbit parents, approximately 40%, while Gen X (ages 35-44) make up about 34%.

• Number of rabbits per household: Single-rabbit households are the most common, with 65% of owners having one bunny. Meanwhile, 26% have two rabbits, and 8% have three or more.

• Frustrations with rabbit healthcare: The main frustrations among Brazilian rabbit owners are the difficulty in finding specialized clinics and the higher costs, with regular checkups being more expensive than those for cats and dogs. Many respondents also cited a lack of veterinarians and health insurance plans.

• In-home veterinary care: Only 25% of respondents have had a veterinarian visit their home for their rabbits, while 75% have not. In-home veterinary care can significantly reduce a rabbit's stress levels compared to travel, highlighting a potential area for growth in providing more accessible and stress-free care options.

Emerging trends

Bunnies are no longer just backyard pets—they’re beloved members of the family, just like Ollie is to me. As I've learned more about her needs, I’ve encountered firsthand the challenges and gaps in rabbit care.

It’s clear that as we gain more awareness of their needs, the industry is evolving to address these issues. There’s room for growth in areas such as:

• Care for senior rabbits: Innovations for senior rabbits focus on improving their comfort and accommodating their limited mobility. Specialized litter box configurations, for instance, enhance accessibility and convenience. Moreover, nutritional supplements play a crucial role in supporting kidney function, joint health, and maintaining an ideal weight for aging rabbits.

• Organic chew toys: Safe, non-dyed chew toys made from natural materials like untreated wood not only help rabbits maintain dental health and provide enrichment but also reflect a growing consumer preference for sustainable pet ownership.

• Post-surgery apparel: Neutering is crucial for preventing health risks and behavioral issues in rabbits. Providing specialized post-surgery apparel to rabbits recovering from such procedures can greatly enhance their comfort and well-being. During Ollie's recovery, I relied on cat clothing, which, as expected, did not fit her properly. Access to well-designed, rabbit-specific apparel would have made a significant difference in reducing her discomfort and stress levels.

• Tailored wellness and insurance plans: In the UK, 23% of rabbits are now insured, yet financial concerns still deter many owners, with 37% citing cost as the main reason. Additionally, 27% of rabbit owners feel insurance isn’t worth the expense, and 19% believe it’s unnecessary. Offering affordable, value-driven wellness and insurance plans specifically designed for rabbits could help address these concerns and encourage broader adoption.

• Specialized pet-sitting and boarding: As a bun dad, I'd feel much more at ease leaving my rabbits at a place that truly understands their needs when I need to travel. These businesses should provide staff trained in rabbit handling, appropriate housing, and the ability to recognize and respond to potential health issues.

Embracing the rabbit niche

The pet rabbit market, while niche, presents an exciting opportunity for businesses willing to dive deep and understand the unique needs of these charming pets and their devoted owners.

If this article has inspired you to welcome a furry hopper into your own home, remember that many rabbits are waiting for their forever homes in shelters and rescue centers. Adopting not only gives a deserving bunny a second chance but also supports broader rabbit welfare efforts.

Whether you're a business owner looking to expand into this market or a potential rabbit parent, the world of pet rabbits offers a wealth of opportunities and joys.

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Finally, how do rabbits travel?

By hareplane.

See you Friday!