Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Pets making themselves at home
- Children and pets often go together
- Pets as surrogate children
- Pet food prices expected to rise in second half of 2011
- Pet innovations mirroring human market
- Purina is top dog in terms of marketing support
- Pet owner profile
- Pet owners’ attitudes and behaviors
Insights and Opportunities
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- Pet insurance coverage limited, but offers growth potential
- Dog parks as a marketing platform
- Incorporating pet-friendly features into home designs
- Marketing sponsorships of pet events
- Pet monitors may be worth keeping an eye on
Inspire Insights
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- Trend: Snack Society
- Trend: Totophobia
Pet Industry Total Expenditures and Forecast
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- Key points
- Pet industry’s annual gains a pretty good trick considering economy
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- Figure 1: Total U.S. pet industry expenditures, at current prices, 2006-16
- Figure 2: Total U.S. pet industry expenditures, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: Total U.S. pet industry expenditures and fan chart forecast with best/worst case scenarios, at current prices, 2006-16
- Breakdown of total U.S. pet industry expenditures
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- Figure 4: Total U.S. pet industry expenditures, by segment, 2010-11
- Pet food market growth is modest but steady
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- Figure 5: Total U.S. sales and forecast of pet food, at current prices, 2006-11
- Pet supplies market posting small annual gains
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- Figure 6: Total U.S. sales and forecast of pet supplies, at current prices, 2006-16
Market Drivers
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- Key points
- Pets living longer lives
- Households with children present large target audience
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- Figure 7: Families, by presence of own children younger than 18 in household, 1950-2010
- Some young adults opting for pets instead of children
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- Figure 8: U.S. birthrate, 2003-11
Marketing Challenges
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- Key points
- Huge pet food recall requires rebuilding of brands and trust
- Pet products are actually marketed to humans
- Expected rise in pet food prices may be hard to swallow
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- Figure 9: Real disposable income, 2007-11*
- Switches in pet’s diet can lead to stomach upset
Pet Ownership in America
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- Key points
- Pet ownership at all-time high
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- Figure 10: Average annual dog/cat expenses, 2011
- Pet ownership going to the dogs
- Fish are a good catch in terms of pet numbers
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- Figure 11: Number of U.S. households that own a pet and number of pets, 2011
- Southern hospitality extends to pet ownership
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- Figure 12: adults with pets, by region, 2007 and 2011
- Higher education levels showing increase in pet ownership
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- Figure 13: adults with pets, education level, 2007 and 2011
Innovations and Innovators
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- Overview
- Functional pet foods
- Premium/indulgent pet food and treats
- Lifestyle pet products
- Pet-friendly vehicle features appeal to dog owners
Company Profiles and Marketing Strategies
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- Key points
- Nestlé Purina PetCare Company
- Purina online
- Brand analysis: Purina
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- Figure 14: Brand analysis of Purina
- Pedigree
- Pedigree online
- Brand analysis: Pedigree
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- Figure 15: Brand analysis of Pedigree
- Bayer HealthCare Animal Division
- Bayer HealthCare Animal Division online
- Brand analysis: Bayer HealthCare Animal Division
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- Figure 16: Brand analysis of Bayer HealthCare animal division
- TV presence
- Overview
- Fancy Feast
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- Figure 17: Fancy Feast “the best ingredient is love,” April 2011
- Travelers Insurance
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- Figure 18: Travelers Insurance, “It’s better under the Umbrella,” 2011
- Claritin D allergy medication
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- Figure 19: Claritin D, “Live Claritin Clear,” September 2010
- Hoover Max Extract
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- Figure 20: Hoover Max Extract, “Superior Cleaning,” January 2011
- 3M Scotch Lint Roller
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- Figure 21: 3M Scotch Lint Remover, “The Sticky Experts,” April 2010
Pet Types and Number in Household
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- Key points
- Pet owners make room for multiple animals in their homes
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- Figure 22: Type and number of pets in household, May 2011
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- Figure 23: Type and number of pets in household, by age, May 2011
- Dogs are the most common type of pet
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- Figure 24: Type and number of pets in household, by dog/cat ownership, May 2011
- Compared to renters, homeowners more likely to have cats or dogs
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- Figure 25: Dog and cat ownership by residence type, February 2010-march 2011
Source and Selection of Most Recently Acquired Pet
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- Key points
- Shelters/rescue groups are primary source for dogs and cats
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- Figure 26: Source of most recently acquired dog or cat, by dog/cat owners, May 2011
- Specific breed much more important to dog owners than cat owners
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- Figure 27: Selection of most recently acquired pet, by dog/cat owners, May 2011
- Men more likely than women to focus on specific dog breed
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- Figure 28: Selection of most recently acquired dog, by gender, May 2011
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- Figure 29: Selection of most recently acquired dog, by age, May 2011
- Figure 30: Selection of most recently acquired dog, by household income, May 2011
Size of Dog Owned by Household
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- Key points
- Size does matter—when it comes to dogs
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- Figure 31: Sizes of dogs owned by household, by gender, May 2011
- As owners grow older, dogs grow smaller
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- Figure 32: Sizes of dogs owned by household, by age, May 2011
- Figure 33: Sizes of dogs owned by household, by household income, May 2011
Dogs—Household Freedoms and Services
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- Key points
- Dogs often considered part of the family
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- Figure 34: Household treatment/care, by gender, May 2011
- Older owners afford dogs their freedom
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- Figure 35: Household treatment/care, by age, May 2011
- Lower-income household dogs are roughing it outdoors
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- Figure 36: Household treatment/care, by household income, May 2011
- Dog-related products and services have room for growth
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- Figure 37: Dog products and services used, by gender, May 2011
- Younger dog owners’ interest in pet insurance spells growth for future
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- Figure 38: Dog products and services used, by age, May 2011
- Wealthier dog owners splurging on services
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- Figure 39: Dog products and services used, by household income, May 2011
Dogs—Veterinarian Visits
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- Key points
- Dog owner’s age and income impacts frequency of vet visits
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- Figure 40: Frequency of taking dog to the vet, by key demographics, May 2011
- Yellow Pages veterinarian searches comparable to other medical and professional services
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- Figure 41: Referred to Yellow pages in the last 12 months, by dog/cat owners, February 2010-March 2011
- Figure 42: Yellow pages services referred to in the last 12 months, by dog/cat owners, February 2010-March 2011
Dogs—Current Use and Interest in Pet Services
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- Key points
- Kitchens going to the dogs
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- Figure 43: Dog services use and interest, May 2011
- Younger dog owners most interested in pet-friendly amenities
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- Figure 44: Dog services use and interest, by age, May 2011
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- Figure 45: Dog services use and interest, by household income, May 2011
- Looking for dog perks in the city
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- Figure 46: Dog services use and interest, by urban area, May 2011
Attitudes and Behaviors Toward Pets
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- Key points
- Pet’s health condition is critical to owners
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- Figure 47: Attitudes and behaviors toward pets, by dog/cat owners, May 2011
- Dog owners’ attitudes and behaviors
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- Figure 48: Attitudes and behaviors toward dogs, by gender, May 2011
- Increased awareness of own health among older owners transfers to dogs
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- Figure 49: Attitudes and behaviors toward dogs, by age, May 2011
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- Figure 50: Attitudes and behaviors toward dogs, by household income, May 2011
- Cat owners’ attitudes and behaviors
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- Figure 51: Attitudes and behaviors toward cats, by gender, May 2011
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- Figure 52: Attitudes and behaviors toward cats, by household income, May 2011
Feelings About Pets
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- Key points
- Dogs and cats are considered part of the family
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- Figure 53: Feelings about pets, by dog/cat owners, May 2011
- Pet owners tend to be satisfied with their lives
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- Figure 54: Effect of pet ownership on happiness, by dog/cat owners, February 2010-March 2011
- Pet owners’ feelings about their dogs
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- Figure 55: Feelings about dogs, by gender, May 2011
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- Figure 56: Feelings about dogs, by age, May 2011
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- Figure 57: Feelings about dogs, by household income, May 2011
- Pet owners’ feelings about their cats
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- Figure 58: Feelings about cats, by gender, May 2011
- Figure 59: Feelings about cats, by household income, May 2011
Impact of Race and Hispanic Origin
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- Key points
- Black pet ownership tends to be lower than other races/ethnicities
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- Figure 60: Type and number of pets in household, by race/Hispanic origin, May 2011
- Whites favor larger dogs
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- Figure 61: Sizes of dogs owned by household, by race/Hispanic origin, May 2011
- Whites tend to give dogs more freedom around the house
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- Figure 62: Household treatment/care, by race/Hispanic origin, May 2011
- Blacks more interested in dog products/services
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- Figure 63: Dog products and services used, by race/Hispanic origin, May 2011
- Hispanics most interested in pet-friendly accommodations
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- Figure 64: Dog services use and interest, by race/Hispanic origin, May 2011
- Hispanics enjoy the fun side of dog ownership
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- Figure 65: Attitudes and behaviors toward dogs, by Hispanic origin, May 2011
Cluster Analysis
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- Dog=animal
- Characteristics
- Opportunity
- Dog=child
- Characteristics
- Opportunity
- Dog=companion
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 66: Dog owner clusters, May 2011
- Figure 67: Source of most recently acquired dog, by dog owner clusters, May 2011
- Figure 68: Sizes of dogs owned by household, by dog owner clusters, May 2011
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- Figure 69: Household treatment/care, by dog owner clusters, May 2011
- Figure 70: Dog products and services used, by dog owner clusters, May 2011
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- Figure 71: Frequency of taking dog to the vet, by dog owner clusters, May 2011
- Figure 72: Feelings about pets, by dog owner clusters, May 2011
- Cluster demographic tables
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- Figure 73: Dog owner clusters, by gender, May 2011
- Figure 74: Dog owner clusters, by age, May 2011
- Figure 75: Dog owner clusters, by household income, May 2011
- Figure 76: Dog owner clusters, by race, May 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Presence of children a big influence on pet ownership
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- Figure 77: Type and number of pets in household, by marital status and presence of children in household, May 2011
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- Figure 78: Sizes of dogs owned by household, by marital status and presence of children in household, May 2011
- Parents less likely to choose their dog, more likely to acquire it as a “gift”
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- Figure 79: Selection of most recently acquired dog, by marital status and presence of children in household, May 2011
- Cats received as gifts/chosen by someone else one third of the time
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- Figure 80: Selection of most recently acquired cat, by marital status and presence of children in household, May 2011
- Dogs in childless households have more freedom to roam
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- Figure 81: Household treatment/care, by marital status and presence of children in household, May 2011
- Married and childless owners more likely to pamper their dogs
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- Figure 82: Dog products and services used, by marital status and presence of children in household, May 2011
- Unmarried owners want perks for their pets
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- Figure 83: Dog services use and interest, by marital status and presence of children in household, May 2011
- Childless owners “parent” their pets
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- Figure 84: Attitudes and behaviors toward dogs, by marital status and presence of children in household, May 2011
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- Figure 85: Feelings about dogs, by marital status and presence of children in household, May 2011
Appendix—Other Useful Consumer Tables
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- Type of pets in household
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- Figure 86: Type and number of pets in household, by marital status by presence of children in household, May 2011
- Sizes of dog(s) household owns
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- Figure 87: Sizes of dogs owned by household, by marital status by presence of children in household, May 2011
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- Figure 88: Sizes of dogs owned by household, by urban area, May 2011
- Selection of most recently acquired pet
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- Figure 89: Selection of most recently acquired dog, by marital status by presence of children in household, May 2011
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- Figure 90: Selection of most recently acquired dog, by urban area, May 2011
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- Figure 91: Selection of most recently acquired cat, by marital status by presence of children in household, May 2011
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- Figure 92: Selection of most recently acquired cat, by urban area, May 2011
- Dogs’ household freedom
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- Figure 93: Household treatment/care, by marital status by presence of children in household, May 2011
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- Figure 94: Household treatment/care, by urban area, May 2011
- Dog products and services
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- Figure 95: Dog products and services used, by marital status by presence of children in household, May 2011
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- Figure 96: Dog products and services used, by urban area, May 2011
- Dog frequency of vet visits
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- Figure 97: Frequency of taking dog to the vet, by marital status/presence of children in household, May 2011
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- Figure 98: Frequency of taking dog to the vet, by urban area, May 2011
- Dog services use and interest
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- Figure 99: Dog services use and interest, by marital status by presence of children in household, May 2011
- Attitudes and behaviors toward dogs
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- Figure 100: Attitudes and behaviors toward dogs, by marital status by presence of children in household, May 2011
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- Figure 101: Attitudes and behaviors toward dogs, by urban area, May 2011
- Feelings about dogs
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- Figure 102: Feelings about dogs, by marital status by presence of children in household, May 2011
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- Figure 103: Feelings about dogs, by urban area, May 2011
Appendix—Trade Associations
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