Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US retail sales and forecast of pet supplies, at current prices, 2016-26
- Impact of COVID-19 on pet supplies
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- Figure 2: Short, medium and long term impact of COVID-19 on pet supplies, June 2021
- Opportunities and challenges
- Pandemic pets boosted category growth, but for how long?
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- Figure 3: Timeline of recent pet acquisition, April 2021
- Shift toward online isn’t for everyone, but physical retail needs to transform
- Focus on functional benefits and preventative health
- Younger generations trust their local economy and want to support it
The Market – Key Takeaways
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- Category sales remain elevated
- Pet supplies shows resilience...up to a point
- Pandemic pets may not be permanent fixture in the market
Market Size and Forecast
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- More than a pandemic blip
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- Figure 4: Total US retail sales and forecast of pet supplies, at current prices, 2016-26
- Figure 5: Total US retail sales and forecast of pet supplies, at current prices, 2016-26
- Impact of COVID-19 on pet supplies
Market Factors
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- Pet supply purchases highest among higher-income households
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- Figure 6: Disposable Personal Income change from previous period, January 2007-February 2021
- Pet ownership sees uptick in 2020
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- Figure 7: Share of US households with pets, 2006-20
- A new generation of pandemic pets
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- Figure 8: Timeline of recent pet acquisition, April 2021
- Future work perks could lower barriers to ownership
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- Figure 9: Barriers to pet ownership, April 2021
Companies and Brands – Key Takeaways
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- Feline brands continue to lead the category
- Chewy sees growth
- Focus on wellness driving retailer and innovation trends
- From secondhand to DTC, new ways to shop will emerge
- Inside out: shift the conversation to external health
Market Share
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- Leading feline brands challenged by 2020 stock ups
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- Figure 10: Multi-outlet sales of litter & deodorant, rolling 52 weeks 2020 and 2021
- Smaller players gaining steam
- Private label sees strong growth
- Sales of pet supplies by company
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- Figure 11: Multi-outlet sales of pet supplies, by leading companies, rolling 52 weeks 2020 and 2021
- Chewy reports growth for the first time
Competitive Strategies
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- Retailers become partners in pet health
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- Figure 12: Chewy, April 2021
- Harness the clean label movement
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- Figure 13: US pet product launches with clean claims, 2017-21*
- The key to engagement is through personalized experiences and products
Market Opportunities
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- Tap DTC to reach a wider audience
- Work toward bettering pets and planet
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- Figure 14: Petco sustainability commitment, April 14, 2021
- Keep your eyes on the circular economy
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- Figure 15: Poshmark, February 2021
- Promote wellness from the outside in
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- Figure 16: Skout’s Honor probiotic itch relief spray and calming chews
- Pet wearables have potential
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- Figure 17: Whistle fit social media promotion, April 2021
The Consumer – Key Takeaways
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- Provide permissibility on both a physical and emotional level
- Deliver products that meet evolving lifestyle and health needs
- Online and local shopping gain ground amid pandemic
- Pet owners shift their approach to shopping and seek flexibility
- Pet tech could be an emerging market, albeit slowly
Purchases of House, Travel and Apparel Pet Supplies
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- Pet owners spoiling pets amid pandemic, especially dog owners
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- Figure 18: Repertoire of house, travel and apparel pet supplies purchased, April 2020-21
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- Figure 19: House, travel and apparel pet supplies purchased, by type of pet, April 2021
- Pets part of younger generations’ identity
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- Figure 20: Select house, travel and apparel pet supplies purchased, by generation, April 2021
- Increasing importance of Hispanic pet owners
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- Figure 21: Any house, travel and apparel pet supplies purchased (net), by Hispanic origin, April 2021
Purchases of Health and Grooming Pet Supplies
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- 2020 stock ups impact staples
- Focus grooming NPD on changing lifestyle needs
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- Figure 22: Grooming pet products purchased, April 2020-21
- Bring inclusivity into the pet grooming space
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- Figure 23: Rowan, February 2021
- Grow preventative health categories
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- Figure 24: Pet health products purchased, April 2019-21
- Deliver alternative approaches to managing health for younger pets
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- Figure 25: Pet health products purchased, by age of pet, April 2021
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- Figure 26: VetriScience Laboratories Probiotic Everyday Canine Supplement, November 2020
Pet Supply Purchase Location
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- Pet specialty and mass still lead, but online growing fast
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- Figure 27: Pet supplies purchase location, April 2021
- More Millennial pet owners move online; Gen Z looks for the local element
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- Figure 28: Select pet grooming purchase locations, by generation, April 2021
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- Figure 29: Select pet accessories purchase locations, by generation, April 2021
- Figure 30: Select pet technology purchase locations, by generation, April 2021
- Rise in virtual vet care impacts retailer choice for health purchases
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- Figure 31: Select pet health product purchase locations, by age of pet, April 2021
Pet Supply Shopping Attitudes and Behaviors
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- Focus on experiences, safety to bring shoppers back into stores
- Most pet owners see the benefit in loyalty programs
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- Figure 32: Zoetis petcare, February 2021
- Pandemic strengthens appeal of local products and production
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- Figure 33: Pet supply shopping attitudes and behaviors, April 2021
- Give younger generations alternative purchase options
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- Figure 34: Willingness to spend, by generation, April 2021
- Leverage social media to supplement influence of in-store
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- Figure 35: Select shopping attitudes and behaviors, by age of pet, April 2021
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- Figure 36: Petco Shoppable content, May 2021
- Target premium at the most engaged: dual owners
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- Figure 37: Select pet supply shopping attitudes and behaviors, by type of pet owned, April 2021
Attitudes toward Pet Tech and Wellbeing
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- Pet tech needs to prove value
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- Figure 38: Attitudes toward pet technology and wellbeing, April 2021
- Pet tech brands need to focus on early adopters: young men
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- Figure 39: Attitudes toward pet technology and wellbeing, by gender and age, April 2021
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- : Figure 40: Link my pet, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Learnings from the Great Recession
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- Figure 41: Average household spending on pet supplies, 2016-21
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- Figure 42: Consumer confidence and unemployment, 2000-March 2021
- Market size and forecast
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- Figure 43: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2016-26
- Figure 44: Total retail sales of pet supplies, by channel, at current prices, 2016-21
- Figure 45: Total retail sales of pet supplies, by channel, at current prices, 2019-21
Appendix – The Consumer
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- Figure 46: Likelihood of getting pet, April 2021
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- Figure 47: Timeline of potentially acquiring pet, April 2021
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- Figure 48: Summary of bases for pet ownership, October 2009-December 2019
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- Figure 49: Pet ownership, by Hispanic origin, 2010-20
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