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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- The market
- Pet industry withstood economic turmoil
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- Figure 1: Total U.S. retail sales of pets and related supplies/services, at current prices, 2007-12
- Pet food and vet services account for largest share of market sales
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- Figure 2: U.S. retail sales of pets and related supplies/services, by segment, 2011
- Forecast
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- Figure 3: Fan chart of market value for pets and related supplies/services, at current prices, 2007-17
- Market factors
- Young adult population key factor in pet ownership
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- Figure 4: U.S. population, by age, 2012
- Shrinking share of households with children undermines category growth
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- Figure 5: Number of U.S. households, by presence of children, 2001-11
- Pet industry not fully recession-proof
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- Figure 6: Consumer Sentiment Index, January 2007-July 2012
- The consumer
- Pet ownership
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- Figure 7: Types of pets owned, May 2012
- Factors that influence pet selection
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- Figure 8: Factors that influence pet selection, May 2012
- Attitudes of dog owners
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- Figure 9: Attitudes regarding dogs, by dog owners, May 2012
- Attitudes of cat owners
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- Figure 10: Attitudes regarding cats, by cat owners, May 2012
- What we think
Issues in the Market
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- How can the industry help promote responsible pet ownership?
- How can lifestyle products attract all types of pet owners?
- How can pet industry marketers drive brand loyalty?
Insights and Opportunities
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- Health and wellness
- Massage
- Alternative therapy
- Fitness
Trend Application
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- Trend: Immaterial World
- Trend: Click and Connect
- Inspire 2015 trends
- Old Gold
Market Size and Forecast
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- Key points
- Pet industry well-positioned against economic uncertainty
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- Figure 11: Total U.S. retail sales of pets and related supplies/services, at current prices, 2007-17
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- Figure 12: Total U.S. retail sales of pets and related supplies/services, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Fan chart of market value for pets and related supplies/services, at current prices, 2007-17
Market Drivers
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- Total population growth will drive long-term sales
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- Figure 14: Population, by age, 2007-17
- Families are vital to market growth
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- Figure 15: Number of households, by presence of children, 2001-11
- Hispanic pet owners important to future market development
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- Figure 16: Population, by Hispanic origin, 2007-17
- Pet industry not fully recession-proof
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- Figure 17: Consumer Sentiment Index, January 2007-July 2012
- Figure 18: Real personal disposable income, January 2007-June 2012
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- Figure 19: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 20: Unemployment and underemployment rates, January 2007-July 2012
Market Segmentation
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- Key points
- Pet food accounts for majority of market sales
- Sales of pets and related supplies/services, by segment
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- Figure 21: Total U.S. retail sales of pets and related supplies/services, by segment, 2010 and 2011
Segment Performance—Pet Food
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- Key points
- Pet food growth driven by price increases
- Lackluster innovation suppresses sales
- Product claims speak to pet owners’ personal preferences
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- Figure 22: Trends in product launch types of pet food, by claim category, 2007-12
- Sales and forecast of pet food
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- Figure 23: Total U.S. retail sales of pet food, at current prices, 2007-17
Segment Performance—Veterinary Services
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- Key points
- Price increases contribute to slight sales growth in vet services
- Sales and forecast of veterinary services
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- Figure 24: Total U.S. retail sales of veterinary services, at current prices, 2007-17
Segment Performance—Pet Supplies
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- Key points
- Sales of pet supplies accelerate following modest 2009
- Innovation plays a key role in driving growth
- Sales and forecast of pet supplies
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- Figure 25: Total U.S. retail sales of pet supplies, at current prices, 2007-17
Segment Performance—Pet Services
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- Key points
- Pet services experience strong growth
- Promoting pet services to prove value
- Sales and forecast of pet services
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- Figure 26: Total U.S. retail sales of pet services, at current prices, 2007-17
Segment Performance—Live Pets
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- Key points
- Little change in live pet sales
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- Figure 27: Trends in overall pet ownership in the U.S., 2007-11
- Sales and forecast of live pets
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- Figure 28: Total U.S. retail sales of live pets, at current prices, 2007-17
Marketing Strategies—Within the Pet Industry
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- Overview
- Pet supplier brand analysis: Solvit
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- Figure 29: Brand analysis of Solvit, 2012
- Pet food brand analysis: Halo Pets
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- Figure 30: PETCO, Not on My Shelf ad, October 2011-November 2011
- Figure 31: Brand analysis of Halo Pets, 2012
- Retail brand analysis: PetSmart
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- Figure 32: PetSmart, Play Time ad, June 2012-July 2012
- Martha Stewart Pets collection
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- Figure 33: Brand analysis of Martha Stewart Pets, 2012
- Toys“R”Us Pets collection
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- Figure 34: Brand analysis of Toys“R”Us Pets, 2012
- Bret Michaels Pets Rock collection
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- Figure 35: Brand analysis of Bret Michaels Pets Rock, 2012
Marketing Strategies—Outside the Pet Industry
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- Overview
- Bissell
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- Figure 36: Bissell, Suck It Up ad, March 2012-May 2012
- Arm & Hammer
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- Figure 37: Arm & Hammer, Making Switch ad, December 2011-January 2012
- Protect Your Bubble
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- Figure 38: Protect Your Bubble, We Love Pets ad, April 2012-July 2012
- jetBlue
- AT&T
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- Figure 39: AT&T, Keeping Close ad, September 2011-December 2011
Pet Ownership
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- Key points
- Widespread incidence of pet ownership; majority own a cat or dog
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- Figure 40: Household pet ownership, May 2012
- Pet ownership generally declines with age
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- Figure 41: Household pet ownership, by age, May 2012
- More affluent households are more likely pet owners
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- Figure 42: Household pet ownership, by household income, May 2012
- Partners and married couples more likely to own pets
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- Figure 43: Household pet ownership, by marital/relationship status, May 2012
- Households with children significantly more likely to own pets
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- Figure 44: Household pet ownership, by presence and number of children in household, May 2012
Number of Pets Owned
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- Key points
- Americans typically own more than one pet
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- Figure 45: Average number of pets owned, by type of pet owned, May 2012
- Households with children are multiple pet owners
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- Figure 46: Average number of pets owned, by presence of children in household, May 2012
- Dog ownership
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- Figure 47: Number of dogs in household, October 2010-November 2011
- Cat ownership
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- Figure 48: Number of cats in household, October 2010-November 2011
Factors that Influence Pet Selection
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- Key points
- Temperament of animal is topmost factor in pet selection
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- Figure 49: Factors that influence pet selection, May 2012
- Appearance, specific breed, and pedigree more important to men
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- Figure 50: Factors that influence pet selection, by gender, May 2012
- More affluent pet owners influenced by pedigree and appearance of animal
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- Figure 51: Factors that influence pet selection, by household income, May 2012
- All selection factors weigh heavily on pet owners with children in the household
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- Figure 52: Factors that influence pet selection, by presence and number of children in household, May 2012
- Dog owners are more influenced by a variety of selection factors
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- Figure 53: Factors that influence pet selection, by dog or cat ownership, May 2012
Spending Habits on Pet Supplies
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- Key points
- Shifts in spending on pet supplies
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- Figure 54: Shifts in spending on pet supplies, May 2012
- Strategies used to spend less on pet supplies
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- Figure 55: Strategies used to spend less on pet supplies, May 2012
- Young pet owners seek out cheaper retailers to buy pet supplies
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- Figure 56: Strategies used to spend less on pet supplies, by age, May 2012
Spending Habits on Pet Services
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- Key points
- Shifts in spending on pet services
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- Figure 57: Shifts in spending on pet services, May 2012
- Strategies used to spend less on pet services
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- Figure 58: Strategies used to spend less on pet services, May 2012
- Older pet owners cut back on frequency of pet services
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- Figure 59: Strategies used to spend less on pet services, by age, May 2012
- Lower-income households seek out less expensive service providers
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- Figure 60: Strategies used to spend less on pet services, by household income, May 2012
Habits of Dog Owners
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- Key points
- Three quarters of dog owners let their pet have free run of the house
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- Figure 61: Habits of dog owners, May 2012
- Young pet owners more likely to have an “outside dog”
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- Figure 62: Habits of dog owners, by age, May 2012
- Affluent pet owners more likely to have their dog chipped
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- Figure 63: Habits of dog owners, by household income, May 2012
- Childless households more likely to let their dog sleep in owner’s bedroom
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- Figure 64: Habits of dog owners, by presence of children in household, May 2012
Attitudes of Dog Owners
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- Key points
- Dog owners consider their pet a family member
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- Figure 65: Attitudes of dog owners, May 2012
- Young dog owners feel safer with their pet nearby
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- Figure 66: Attitudes of dog owners, by age, May 2012
- Families own a dog for functional purposes, but also buy holiday gifts for their pet
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- Figure 67: Attitudes of dog owners, by presence and number of children in household, May 2012
Attitudes of Cat Owners
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- Key points
- Cat owners like to spend time with their pet
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- Figure 68: Attitudes of cat owners, May 2012
- Women are more likely to think of their cat as family, share personality traits, and feel understood by their pet
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- Figure 69: Attitudes of cat owners, by gender, May 2012
- Younger cat owners have close connection with their pet
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- Figure 70: Attitudes of cat owners, by age, May 2012
- Families give gifts and pamper their pet
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- Figure 71: Attitudes of cat owners, by presence and number of children in household, May 2012
Impact of Race/Hispanic Origin
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- Key points
- Pet ownership elevated among Hispanics
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- Figure 72: Household pet ownership, by race/Hispanic origin, May 2012
- Hispanics seek out child-friendly pet
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- Figure 73: Factors that influence pet selection, by Hispanic origin, May 2012
- Hispanics buy pet supplies on sale
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- Figure 74: Strategies used to spend less on pet supplies, by Hispanic origin, May 2012
- Hispanics find less expensive service providers to save money
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- Figure 75: Strategies used to spend less on pet services, by Hispanic origin, May 2012
- Hispanic dog owners more likely to keep their dog outdoors only
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- Figure 76: Habits of dog owners, by Hispanic origin, May 2012
- Attitudes of Hispanic dog and cat owners
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- Figure 77: Attitudes of dog owners, by Hispanic origin, May 2012
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- Figure 78: Attitudes of cat owners, by Hispanic origin, May 2012
Cluster Analysis—Dog Owners
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- Disengaged Dog Owner
- Demographics
- Characteristics
- Opportunity
- Family Dog Owner
- Demographics
- Characteristics
- Opportunity
- Functional Dog Owner
- Demographics
- Characteristics
- Opportunity
- No-nonsense Dog Owner
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 79: Dog owner clusters, May 2012
- Figure 80: Factors that influence pet selection, by dog owner clusters, May 2012
- Figure 81: Shifts in spending on pet supplies and services—Spend more, by dog owner clusters, May 2012
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- Figure 82: Shifts in spending on pet supplies and services—Spend less, by dog owner clusters, May 2012
- Figure 83: Attitudes of dog owners, by dog owner clusters, May 2012
- Dog owner cluster demographics
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- Figure 84: Dog owner clusters, by gender, May 2012
- Figure 85: Dog owner clusters, by age, May 2012
- Figure 86: Dog owner clusters, by household income, May 2012
- Figure 87: Dog owner clusters, by race, May 2012
- Figure 88: Dog owner clusters, by Hispanic origin, May 2012
- Cluster methodology
Cluster Analysis—Cat Owners
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- Functional Cat Owner
- Demographics
- Characteristics
- Opportunity
- Family Cat Owner
- Demographics
- Characteristics
- Opportunity
- No-nonsense Cat Owner
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 89: Cat owner clusters, May 2012
- Figure 90: Important factors that influence pet selection, by cat owner clusters, May 2012
- Figure 91: Shifts in spending on pet supplies and services—Spend more, by cat owner clusters, May 2012
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- Figure 92: Shifts in spending on pet supplies and services—Spend less, by cat owner clusters, May 2012
- Figure 93: Attitudes of cat owners, by cat owner clusters, May 2012
- Cluster demographics
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- Figure 94: Cat owner clusters, by gender, May 2012
- Figure 95: Cat owner clusters, by age, May 2012
- Figure 96: Cat owner clusters, by household income, May 2012
- Figure 97: Cat owner clusters, by race, May 2012
- Figure 98: Cat owner clusters, by Hispanic origin, May 2012
- Cluster methodology
Custom Groups—Property Owners vs. Renters
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- Key points
- Property owners are more likely to be pet owners
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- Figure 99: Household pet ownership, by own or rent primary residence, May 2012
- Renters seek out hypoallergenic animals
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- Figure 100: Important factors that influence pet selection, by own or rent primary residence, May 2012
- Renters are spending less on housetraining and sanitation
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- Figure 101: Shifts in spending on pet supplies and services—spend less, by own or rent primary residence, May 2012
- Homeowners more likely to get their dog chipped
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- Figure 102: Habits of dog owners, by own or rent primary residence, May 2012
Appendix—Trade Associations
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