Table of Contents
Executive Summary
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- The issues
- Owners are concerned about ingredients in pet food
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- Figure 1: Attitudes towards pet ownership (selected statements), June 2015
- Shouldering more responsibilities increases enjoyment
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- Figure 2: Agreement with “Having a pet improves the quality of a person’s life” (any agree), by age of children at home, June 2015
- Perceived cost of pet care is prohibitive to ownership
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- Figure 3: Barriers to pet ownership: “Pet care is too expensive”, by age, June 2015
- The opportunities
- Personalized deals via emails are of interest among owners
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- Figure 4: Agreement with “I am interested in receiving coupons by email for pet supplies or pet food” (any agree), by age and gender, June 2015
- Pet owners are looking for quality in food products and will want proof
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- Figure 5: Attitudes towards pet ownership (selected statements), June 2015
- Promoting physical activity for owners and their dogs
- Future consideration is strong among owners
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- Figure 6: Those planning on getting another pet in the future, by age, June 2015
- What it means
The Market – What You Need to Know
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- Population shifts should benefit the pet industry
- The cost of pet food and supplies will continue to rise
- Wavering consumer confidence may impact spontaneous purchases of treats and toys
Market Factors
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- Demographic shifts favour pet ownership
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- Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Growth of the LGBT community & rise of single parent households
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- Figure 8: Distribution and percentage change of census families, by family structure, 2001-11
- Cost of pet food and supplies likely to continue rising
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- Figure 9: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2010-15
- Recent economic activities have negatively impacted consumer confidence
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- Figure 10: Consumer Confidence Index, monthly, January 2008-January 2015
Key Players – What You Need to Know
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- Businesses are finding ways to honour the bond
- Industry advertising efforts rely on standard themes
What’s New?
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- Improving pet travel: The Ark, JFK Airport’s newest terminal
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- Figure 11: Planned resort for dogs at JFK airport, June 2015
- Sharing the pet experience: Shared ownership programs
- Two can play at this game: Keeping owners and dogs fit with Woof Fit Mini Triathlon
- Marketing to the relationship: American Beagle and MAC Cosmetics
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- Figure 12: MAC Cosmetics Haute Dog collection, June 2015
- Technological hookups for dogs and their owners: Tindog
Marketing Strategies
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- Celebrating the emotional bond
- HomeAway
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- Figure 13: HomeAway, “A Whole Vacation” Part 1 and 2, 2015
- PetSafe Canada
- Attributing human and animal characteristics to each other
- Purina #IGETBEGGIN
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- Figure 14: Purina, “I Get Beggin”, 2015
- Greenies Dental Dog Treat
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- Figure 15: Greenies, “Dental dog treat”, 2015
- Equating quality of food with love
- Cesar – Night Shift
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- Figure 16: Cesar, “Night Shift”, 2015
- Purina Puppy Chow – Bandit’s Fun in the Kitchen
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- Figure 17: Purina, “Bandit’s Fun in the Kitchen”, 2015
The Consumer – What You Need to Know
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- Pets are common in Canadian households
- For pet owners, the benefits far outweigh the efforts involved
- Owners are choosy about ingredients of pet foods
- Veterinarians are the primary source for advice
- Cost and responsibility are barriers for non-pet owners, though future consideration is strong among Millennials
Pet Ownership
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- Nearly two thirds of Canadians have pets
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- Figure 18: Pet ownership, June 2015
- Pets and children are a typical combination in Canadian households
- Women are more likely to be pet owners
- Associated costs impact pet ownership
- Cats are popular among French speakers and the LGBT community
- Future consideration is strong among owners
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- Figure 19: Those planning on getting another pet in the future, by age, June 2015
Pet Care Responsibility and Impact on Quality of Life
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- Pet care responsibility primarily lies with one individual
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- Figure 20: Care responsibility, by age and gender, June 2015
- Pets bring joy and are worth the effort
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- Figure 21: Attitudes towards pet ownership (selected statements), June 2015
- The benefits of pet ownership are vast
- Pets really can be one’s best friend
- Companionship is valuable to older Canadians
- Ownership teaches responsibility and encourages physical activity
- Pet ownership is not without its challenges, though efforts are worth it
- Sharing of pet care responsibilities elevates enjoyment
Pet Acquisition
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- Pets are acquired through various means
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- Figure 22: Pet acquisition, June 2015
- Opportunities to be had upon starting pet ownership
- At the start of the process – A qualitative look
Approach to Pet Food Purchase
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- Owners are concerned about the quality of pet food
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- Figure 23: Attitudes towards pet ownership (selected statements), June 2015
- Ingredients matter – A qualitative look
- The proof is in the (meat) pudding
- Women and more affluent shoppers will look for age-appropriate products
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- Figure 24: Agreement with “I tend to buy products that are designed for my pet's age” (any agree), by gender, June 2015
Shopping for Treats and Celebrations
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- Pet owners shop spontaneously for their pets and seek discounts via email
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- Figure 25: Attitudes towards pet ownership (selected statements), June 2015
- Opportunities abound with women pet owners
- The emotional engagement of rewards extends into purchases for pets
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- Figure 26: Agreement with “I am interested in receiving coupons by email for pet supplies or pet food” (any agree), by age and gender, June 2015
Trusted Sources for Information
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- Veterinarians are the primary source for advice
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- Figure 27: Attitudes towards pet ownership (selected statements), June 2015
- Other sources are considered
- Quebecers more inclined to trust celebrity pet experts
Dog Owners’ Interest in Pet Services
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- Adoption of services outside of grooming is low
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- Figure 28: Pet services used or interested in, June 2015
- Traveling with pets is big business
- Pet boarding and sitting services are of interest among affluent dog owners
- Pet health insurance sees interest but cost is prohibitive
- Parents are keen on services that add ease
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- Figure 29: Pet services used or interested in, by parental status, June 2015
Non-pet Owners – Barriers and Future Consideration
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- Responsibility and cost are prohibitive factors to ownership
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- Figure 30: Barriers to pet ownership, June 2015
- Older Canadians have unique considerations
- Millennials are interested in future pet ownership
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- Figure 31: Future pet ownership – Non-pet owners, June 2015
- Options are available to those looking for less commitment
- Raising awareness of pet sharing services
- Enticing ownership with easier to care for animals
- Keeping pet adoption top of mind
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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