Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2014-24
- The issues
- Pet owners don’t see value in all pet technology innovations
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- Figure 2: Usage and interest in smart technology innovations – have not used and not interested in using, April 2019
- Smaller and newer brands struggle to enter pet supplies market
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- Figure 3: Multi-outlet sales of “others” products, by segment, rolling 52 weeks 2018 and 2019
- The opportunities
- Pet ownership is on the rise
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- Figure 4: Number of pet-owning households, 2011-18
- Pet owners are invested in their pets’ health and happiness
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- Figure 5: Spend on pet and select reasons for spending more, April 2019
- Urban dwellers seek indoor activities for pets due to space constraints
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- Figure 6: Wish there were more products to help pets exercise indoors and trial and interest in select product innovations, any interest or trial (net), by area, April 2019
- Owners of kittens and puppies buy more than just the necessities
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- Figure 7: Select house, travel, and apparel pet supplies purchased, by age of pet, April 2019
- What it means
The Market – What You Need to Know
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- Market growth expected to continue through 2024
- Other pet supplies segment continues to dominate market sales
- Health trends, social media and slowing birth rates benefit pet supplies market
- Pet ownership is on the rise; dogs remain American’s most preferred pet
Market Size and Forecast
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- Market growth expected to continue through 2024
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- Figure 8: Total US sales and fan chart forecast of pet supplies, at current prices, 2014-24
- Figure 9: Total US sales and forecast of pet supplies, at current prices, 2014-24
Market Breakdown
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- Other pet supplies segment continues to dominate market sales
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- Figure 10: Share of US retail sales of pet supplies, by segment, at current prices, 2019
- Figure 11: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2014-24
Market Perspective
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- Pet owners are willing to spend more to keep pets healthy and happy
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- Figure 12: Spend on pet compared to a year ago, April 2019
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- Figure 13: Reasons for spending more on pet, April 2019
- Fur babies are also social media influencers
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- Figure 14: Mentions of #petsagram, #dogsofinstagram and #catsofinstagram on Instagram, May 2016-19
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- Figure 15: Photos from pet influencers’ Instagrams
- Are pets replacing children?
Market Factors
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- Pet ownership is on the rise; dogs remain American’s most preferred pet
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- Figure 16: Number of pet-owning households, 2011-18
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- Figure 17: Number of pet-owning households, by type of pet, 2011-18
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- Figure 18: Type of pet owned, by age, April 2019
- Pet population aging; young and multicultural adults own younger pets
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- Figure 19: Profile of America’s pets, by age and race and Hispanic origin, April 2019
- Most US households are inside metropolitan areas
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- Figure 20: US households by metropolitan status, 2000 and 2018
Key Players – What You Need to Know
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- Leading companies see gains, but private label continues to dominate
- Premium odor protection, ethical brands and interactive innovations are valued
- Pet owners stick to brands they know and trust
- CBD oil isn’t just for humans
Company and Brand Sales of Pet Supplies
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- Leading companies see gains, but private label continues to dominate
- Sales of pet supplies by company
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- Figure 21: Multi-outlet sales of pet supplies, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Litter with premium odor protection is in high demand
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- Figure 22: Multi-outlet sales of select litter, rolling 52 weeks 2018 and 2019
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- Figure 23: Fresh Step Clean Paws - Multi-Cat Low Tracking Litter
- Brands give back to animals
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- Figure 24: Multi-outlet sales of Nylabone’s other pet supplies and Purina’s rawhide dog chews, rolling 52 weeks 2018 and 2019
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- Figure 25: Pets are Kids Too donation photo, April 2019
- Busy pet owners want to keep their pets busy too
- Who’s doing this well?
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- Figure 26: iFetch Family of Products: iFetch, iFetch Too and iFetch Frenzy!
- Figure 27: iDig from iFetch - The First Ever Digging Toy for Dogs!
What’s Struggling?
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- Pet owners stick to brands they know and trust
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- Figure 28: Multi-outlet sales of other products, by segment, rolling 52 weeks 2018 and 2019
What’s Next?
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- CBD oil isn’t just for humans
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- Figure 29: Instagram posts from Smart Hemp CBD
The Consumer – What You Need to Know
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- Most pet owners buy essentials; younger adults are building inventory
- Pet owners are invested in pets’ health and wellbeing
- Pets are treated like family because they are family
- Pet owners value the convenience from online services and pet tech
House, Travel, and Apparel Pet Supplies Purchased and Purchase Location
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- Most pet owners buy essentials; younger adults are building inventory
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- Figure 30: Repertoire of house, travel and apparel pet supplies purchased, April 2019
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- Figure 31: House, travel, and apparel pet supplies purchased, by age, April 2019
- City pets have a greater need for paw protection
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- Figure 32: Select house, travel, and apparel pet supplies purchased, by area, April 2019
- House, travel and apparel purchases are driven by dog owners
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- Figure 33: Select house, travel, and apparel pet supplies purchased, by type of pet owned, April 2019
- Owners of young pets buy more than just the necessities
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- Figure 34: Select house, travel, and apparel pet supplies purchased, by age of pet, April 2019
- Non-essential purchases are driven by multicultural pet owners
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- Figure 35: Select house, travel, and apparel pet supplies purchased, by race and Hispanic origin, April 2019
- Pet-specific retailers are the go-to channel for pet owners
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- Figure 36: Purchase location for rawhide or other chews and pet accessories, April 2019
Health and Grooming Pet Supplies Purchased and Purchase Location
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- Pet owners are invested in pets’ health and wellbeing
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- Figure 37: Health and grooming supplies purchased, April 2019
- Young adults seek holistic solutions for pet health
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- Figure 38: Select health and grooming pet supplies purchased, by age, April 2019
- Health and grooming purchases are driven by dog owners
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- Figure 39: Select health and grooming pet supplies purchased, by pets in household, April 2019
- Older pets need specific solutions; younger pets need anxiety solutions
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- Figure 40: Select health and grooming pet supplies purchased, by age of pet, April 2019
- Adults value expert guidance when shopping for health products for pets
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- Figure 41: Purchase location for health products, April 2019
Attitudes and Behaviors toward Pet Supplies
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- Pets are treated like family because they are family
- Make at-home grooming easier and more convenient
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- Figure 42: Instagram post with Wahl Pet-Pro Clipper Kit
- Figure 43: Grooming Parsley the Maltipoo with Scaredy Cut
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- Figure 44: Attitudes and behaviors toward pet supplies, April 2019
- Space constraints lead urban dwellers to seek indoor activities for pets
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- Figure 45: Wish there were more products to help pets exercise indoors, by age and area, April 2019
- Dogs are more spoiled than cats
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- Figure 46: I buy presents for my pet on special occasions, by pets in household, April 2019
Usage and Interest in Product Innovations
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- Subscribe-and-save services garner most consumer interest
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- Figure 47: Instagram posts from Chewy and Amazon
- Pet technology makes owning a pet easier and more convenient
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- Figure 48: Usage and interest in product innovations, April 2019
- Young adults and urban dwellers find value in interactive innovations
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- Figure 49: Trial and interest in select product innovations, any interest or trial (net), by age and area, April 2019
- The convenience provided by pet tech appeals to multi-pet households
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- Figure 50: Trial and interest in select product innovations, any interest or trial (net), by pets in household, April 2019
- Nearly all innovations spark interest among multicultural pet owners
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- Figure 51: Trial and interest in select product innovations, any interest or trial (net), by race and Hispanic origin, April 2019
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 52: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2014-24
- Figure 53: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2014-24
- Figure 54: Total US retail sales of pet supplies, by segment, at current prices, 2017 and 2019
- Figure 55: Total US retail sales and forecast of litter and deodorant, at current prices, 2014-24
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- Figure 56: Total US retail sales and forecast of rawhide dog chews, at current prices, 2014-24
- Figure 57: Total US retail sales and forecast of other pet supplies, at current prices, 2014-24
- Figure 58: Total US retail sales of pet supplies, by channel, at current prices, 2014-19
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- Figure 59: Total US retail sales of pet supplies, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 60: Multi-outlet sales of litter and deodorant, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 61: Multi-outlet sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 62: Multi-outlet sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 63: Summary of bases for pet ownership, October 2011-November 2018
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