Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- State of the market
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- Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2013-23
- Market challenges
- Engaging the unengaged: As pets age, engagement declines
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- Figure 2: Repertoire of house, travel, and apparel pet supplies purchased, by age of pet, March 2018
- Younger pet owners are price-driven
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- Figure 3: Attitudes toward safety and willingness to increase spend, by age, March 2018
- Mintel recommends
- Acknowledge shifting pet population trends
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- Figure 4: Number of pet-owning households, 2010-17
- Meet the needs of an aging pet population
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- Figure 5: Select attitudes and behaviors toward pet health, by age of pet, March 2018
- Focus on claims that convey safety, health
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- Figure 6: Select attitudes and behaviors toward pet supplies, purchase factors, any (net), March 2018
- What it means
The Market – What You Need to Know
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- Steady growth trajectory continues
- Other pet supplies dominates the market
- Dogs still America’s favorite pet, pet population aging
Market Size and Forecast
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- Market to maintain momentum through 2023
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- Figure 7: Total US sales and fan chart forecast of pet supplies, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of pet supplies, at current prices, 2013-23
Market Breakdown
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- Other pet supplies strongest growth over last five years
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- Figure 9: Total US retail sales of pet supplies, by segment share, 2018
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- Figure 10: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2013-18
Market Factors
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- America’s pets – Pet ownership continues to climb
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- Figure 11: Number of pet-owning households, 2010-17
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- Figure 12: Number of pet-owning households, by type of pet, 2010-17
- Most stick to one pet in the home, pet population aging
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- Figure 13: Profile of America’s pets, March 2018
- A diverse and aging human population impacts market
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- Figure 14: Population aged 18 or older, by age, 2013-23
- Figure 15: Distribution of population, by age and race/Hispanic origin, 2018
Key Players – What You Need to Know
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- Nestlé maintains leading spot, smaller players gaining share
- Crossing over: brands capitalize on humanization trend
- A focus on natural, free-from claims
- Pet health trends mirroring humans
Manufacturer Sales of Pet Supplies
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- Nestlé loses share but stays on top
- Clorox, Church & Dwight see slight lift
- Manufacturer sales of pet supplies
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- Figure 16: MULO sales of pet supplies, by leading company, 2017 and 2018
What’s Working?
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- Litter: staple for cat owners, and potentially even small dog owners
- Human to pet brands
- Who is doing this well?
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- Figure 17: MULO sales of Serta pet beds, rolling 52 weeks 2017 and 2018
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- Figure 18: 8 Pour Chiens et Chats (8 for dogs and cats), September 2017
- Natural claims popular across segments
- Who is doing this well?
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- Figure 19: MULO sales of select pet health products, rolling 52 weeks 2017 and 2018
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- Figure 20: MULO sales of select rawhide dog chew brands, rolling 52 weeks 2017 and 2018
What’s Struggling?
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- Non-clay litter alternatives lacking
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- Figure 21: MULO sales of identified non-clay litter brands, rolling 52 weeks 2017 and 2018
- Rawhides challenged by recalls, movement toward natural
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- Figure 22: MULO sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Pet health products, services, concerns closely mirror humans
- Pet self-care movement emerges
- #Fitspo: pets of all sizes fitness and nutritional goals
- Pet healthcare becoming more available
- Made in America gains pet owners trust
- “Pet”nology becomes more mainstream, yet will need to prove value
The Consumer – What You Need to Know
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- Young adults pamper pets with “essentials”
- Healthier living trends driving health product purchases
- Pet-specific and made in US label reach widest audience
- Safety outweighs cost; owners willing to spend on fur babies
- Owners manage pet health, voice emotional and aging health concerns
- Interest in innovations reflect human product trends
House, Travel, and Apparel Pet Supplies Purchased
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- Younger adults more invested in pampering pets
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- Figure 23: Repertoire of house, travel, and apparel pet supplies purchased, March 2018
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- Figure 24: House, travel, and apparel pet supplies purchased, by age, parental status, March 2018
- Puppies getting pampered
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- Figure 25: Repertoire of house, travel, and apparel pet supplies purchased, by dog, cat ownership, age of pet, March 2018
- Multicultural pet owners engaged in market
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- Figure 26: Select house, travel, and apparel pet supplies purchased, by race and Hispanic origin, March 2018
Health and Grooming Pet Supplies Purchased
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- Pet owners becoming more invested in pet health
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- Figure 27: Health and grooming pet supplies purchased, trended, 2016-18
- Educate new pet parents on benefits of in-between-vet visit products
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- Figure 28: Select health pet supplies purchased, by age of dog, cat, March 2018
Purchase Factors
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- Pet-specific features outweigh other factors
- Products need to withstand wear and tear without compromising safety
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- Figure 29: Purchase factors, by segment, any (net), March 2018
- Pet-specific, locally made garners the widest reach
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- Figure 30: TURF analysis – Purchase factors, March 2018
- Methodology
- First-time pet owners seek health claims, reassurance
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- Figure 31: Purchase factors, any (net), by age, March 2018
- Dog owners consider range of features
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- Figure 32: Purchase factors, any (net), by dog, cat ownership, March 2018
Attitudes and Behaviors toward Pet Supplies
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- Safety outranks price, functional health benefits could increase spend
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- Figure 33: Attitudes and behaviors toward pet supplies, March 2018
- Younger adults try to balance pet costs with financial responsibilities
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- Figure 34: Attitudes toward safety and willingness to increase spend, by age, March 2018
- Cat owners more price sensitive
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- Figure 35: Safety vs price, by type of pet owned, March 2018
Attitudes and Behaviors toward Pet Health
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- Pet owners proactive in managing pet’s health
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- Figure 36: Attitudes and behaviors toward pet health, March 2018
- Pet insurance lifts (some) financial burden of vet visits
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- Figure 37: Vet visit frequency by pet insurance owners, March 2018
- Older pets have greater need for health products
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- Figure 38: Select Attitudes and behaviors toward pet health, by age of pet, March 2018
Interest in Innovations
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- Health-focused products garner the most interest
- Pet tech continues to emerge, yet will need to prove value
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- Figure 39: Interest in innovations, March 2018
- Multiple and younger pet owners find value in pet tech, health products
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- Figure 40: Interest in select pet product innovations, by dog, cat ownership, March 2018
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- Figure 41: Interest in select pet product innovations, by age of dog, cat, March 2018
- In their words:
- Younger and multicultural pet owners most excited by innovations
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- Figure 42: Interest in select pet product innovations, among adults aged 18-34, Black and Hispanic adults, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 43: Total US sales and forecast of pet supplies, at inflation-adjusted prices, 2013-23
- Figure 44: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2013-23
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- Figure 45: Total US retail sales of pet supplies, by segment, at current prices, 2016 and 2018
- Figure 46: Total US retail sales and forecast of litter & deodorant, at current prices, 2013-23
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- Figure 47: Total US retail sales and forecast of rawhide dog chews, at current prices, 2013-23
- Figure 48: Total US retail sales and forecast of other pet supplies, at current prices, 2013-23
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- Figure 49: Total US retail sales of pet supplies, by channel, at current prices, 2013-18
- Figure 50: Total US retail sales of pet supplies, by channel, at current prices, 2016 and 2018
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Appendix – Key Players
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- Figure 51: MULO sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 52: MULO sales of cat and dog litter and deodorant, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 53: Share of pet product launches, by claim, 2013-18*
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Appendix – The Consumer
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- Figure 54: Summary of bases for pet ownership, October 2009-November 2017
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