Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US sales and fan chart forecast of pet care products and services, at current prices, 2014-24
- Redefining Adulthood
- The trend
- The implication
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- Figure 2: Attitudes toward pet ownership – Pets understand owners, April 2019
- Creature Comfort
- The trend
- The implication
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- Figure 3: Usage and interest – Out-of-home pet services, April 2019
- Total Wellbeing
- The trend
- The implication
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- Figure 4: Pet health concerns, April 2019
- Social Isolation
- The trend
- The implication
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- Figure 5: Attitudes toward pet ownership – Communicating with pets, April 2019
- What it means
The Market – What You Need to Know
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- Pet market grew nearly 6% from 2018
- Pet ownership remains stable
- Owners treat pets more like people
Market Size and Forecast
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- Pet market nearing $100 billion
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- Figure 6: Total US sales and fan chart forecast of pet care products and services, at current prices, 2014-24
- Figure 7: Total US sales and forecast of pet care products and services, at current prices, 2014-24
Market Breakdown
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- Pet segments remain stable
- Pet and vet services
- Pet supplies
- Pet food
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- Figure 8: Pet segments as share of total market, at current prices, 2014-19
Market Factors
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- Pet ownership remains stable post-recession
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- Figure 9: Share of US households with pets, 2010-18
- Fur babies are a first step for Millennial families
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- Figure 10: Median age at first marriage, by gender, 2008-18
- Young adults enter the housing market
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- Figure 11: Primary residence type, March 2019
- Housing priorities shift
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- Figure 12: Median lot size and median house size of new single-family houses sold excluding condominiums, 2009-17
Market Perspective – Humans First, Pets Next
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- Pet food good enough to eat
- Fresh
- Snacks
- Customization
- The eco-friendly pet
- Reducing plastic waste
- Pets let their hair down
- Fit owners, fit pets
- Pet gear
- Partner workouts
- Specialized classes
Key Trends – What You Need to Know
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- Pets express their own personal style
- GPS trackers help us watch our watchdogs
- Popular pets set trends online
- Pets lighten the mood for traditional brands
- Planning for a pet’s life and death
- Owners want to travel with pets, but not stress
- Meat-free and loving it
What’s Happening Now
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- Pets accessorized to match owner’s aesthetic
- Who’s doing this well
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- Figure 13: Wild One walk kit, June 2019
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- Figure 14: The Foggy Dog Instagram post, June 2019
- TV and toys keep pets entertained
- Who’s doing this well
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- Figure 15: iFetch Frenzy Interactive Brain Game
- Pet holidays give a reason to tweet and treat
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- Figure 16: Popularity of the search term “Puppy,” June 2018-June 2019
- Who’s doing this well
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- Figure 17: National Puppy Day Twitter posts – Military organizations, March 2019
- Figure 18: National Puppy Day Twitter posts – Sports organizations, March 2019
- Celeb pets steal the show
- Who’s doing this well?
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- Figure 19: Taylor Swift – ME! (feat. Brendon Urie of Panic! At The Disco)
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- Figure 20: Kim Kardashian West Instagram post for The Secret Life of Pets 2, May 2019
- Brands create “relatability” with pets in advertising
- Who’s doing this well?
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- Figure 21: Lulu & Lobo vs. the Woo Woo Monster, April 2019
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- Figure 22: Dog toys piling up? Track recurring payments with Control Tower(SM), March 2019
- Figure 23: Introducing the new Propel® Card – Movie Night|Popular Streaming Services, January 2019
- Tracking pets’ activity and location
- Who’s doing this well?
What’s Happening Next
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- Planning for pets’ lives and deaths
- Emerging opportunity: financial planning for pets
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- Figure 24: Nationwide veterinary pet insurance, mobile ad, June 2017
- Pets need self-care too
- Emerging opportunity: CBD pet products
- Nipping at the plant-based market
- Emerging opportunity: vegan pet food
- Living their best (nine) lives
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- Figure 25: REI adventures for pets (April Fool’s campaign), April 2019
- Emerging opportunity: help owners bring their pets along
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- Figure 26: Smart Pet Love Snuggle Puppy, June 2019
- Pets are just dirty enough
- Emerging opportunity: messaging around the pet mess
- Cuddle without the chaos
- Emerging opportunity: part-time pets
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- Figure 27: CoPuppy | Pet Sharing, October 2018
The Consumer – What You Need to Know
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- Pets remain a part of most peoples’ lives
- Breed matters more for dog owners
- Growing service market driven by dogs
- Pet owners want to take their pets along
- Medical professionals have the most sway
- Mental and emotional health are a priority
- Pets are part of the family
- Pet owner segmentation shows key opportunities
Pets and Their People
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- The majority of Americans have a pet in the household
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- Figure 28: Pet ownership – Type of pet and number of pets, April 2019
- Pet owner profiles
- Little distinction between pet owner profiles
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- Figure 29: Pet owner demographics, April 2019
- Pet characteristics: dogs
- Owners want small dogs, but not too small
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- Figure 30: Pet ownership – Size of dog, April 2019
- The puppy phase is critical, but short
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- Figure 31: Pet ownership – Age of dog, April 2019
- Pet characteristics: cats
- The adult stage is extended for cats
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- Figure 32: Pet ownership – Age of cat, April 2019
- Pet characteristics: other pets
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- Figure 33: Pet ownership – Other pets word cloud, April 2019
Pet Acquisition
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- Dogs are primarily “rescued”
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- Figure 34: Pet acquisition – Dogs, April 2019
- Pet stores and breeders have less play for cats
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- Figure 35: Pet acquisition – Cats, April 2019
Pet Services
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- Out-of-home services
- Opportunity areas: day care and pet training
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- Figure 36: Usage and interest – Out-of-home pet services, April 2019
- In-home services
- Opportunity area: video monitors
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- Figure 37: Usage and interest – In-home pet services, April 2019
- Emerging services
- Opportunity area: subscription services
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- Figure 38: Welcome, Pet Owners – Amazon commercial, April 2019
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- Figure 39: Usage and interest – Emerging pet services, April 2019
- Opportunities for cat owners: subscriptions and pet sitting
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- Figure 40: Usage and interest – Pet services, by cat owners only and dog owners only, April 2019
How Pets Influence Owners
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- Owners are tracking their own activity, not their pets’
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- Figure 41: Whistle 3 setup and specs, June 2019
- Figure 42: Pet owner activities and preferences, April 2019
- Pets in public
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- Figure 43: Pet owner activities – Bringing pets in public, April 2019
- Have pet, will travel
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- Figure 44: Pet owner activities and preferences – Traveling with pets, April 2019
- Cats may have emotional benefits, but dogs motivate physical activity
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- Figure 45: Pet owner activities and preferences, by cat only and dog only owners, April 2019
- Young adults bring pets along
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- Figure 46: Pet owner activities and preferences – Pets in public, by age, April 2019
How Pet Owners Stay Informed
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- Vets play crucial role in guiding owners
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- Figure 47: Sources of pet information – Pet professionals, by age of pet, April 2019
- Entertainment is an avenue to pursue
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- Figure 48: Jiffpom merchandise at Walmart, February 2019
- Figure 49: Sources of pet information, April 2019
- Dogs take the internet back from cats
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- Figure 50: Why Does Grumpy Cat Hate The Holidays? November 2018
- Figure 51: Sources of pet information, by type of animal owned, April 2019
Pet Health Concerns
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- Wholly healthy pets, Batman!
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- Figure 52: Pet product examples – Healthy weight, June 2019
- Figure 53: Pet product examples – Other health benefits, June 2019
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- Figure 54: Pet health concerns, April 2019
- Anxiety can impact pets of all ages
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- Figure 55: Pet health concerns – Select items, by age of pet, April 2019
- Owner anxiety might manifest as a pet concern
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- Figure 56: Pet health concerns – Select items, by age of owner, April 2019
- Cat can’t hide those extra pounds
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- Figure 57: Pet health concerns, by type of pet, April 2019
Attitudes toward Pet Ownership
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- Pet benefits go beyond the functional
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- Figure 58: Attitudes toward pet ownership – The pet/owner bond, April 2019
- Also, dude, “pet owner” is not the preferred nomenclature
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- Figure 59: Attitudes toward pet ownership – Pet acquisition and experience, April 2019
- Concerns of loneliness may prompt people to adopt a pet for their pet
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- Figure 60: Attitudes toward pet ownership – Pet worries, April 2019
- How people and pets communicate
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- Figure 61: Attitudes toward pet ownership – Communicating with pets, April 2019
- Bond may be strong for cat owners, but cattitudes differ
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- Figure 62: Attitudes toward pet ownership – Select items, by cat and dog owners, April 2019
In Their Words – Pet Personalities
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- Pet Enneagram types
- In their dreams
- Pet obsessions
Pet Owner Segmentation
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- Factors
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- Figure 63: Pet owner segments, April 2019
- Rescues (35%)
- Characteristics
- Demographics
- Opportunity
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- Figure 64: Demographic profile: Rescues segment, April 2019
- Show Dogs (24%)
- Characteristics
- Demographics
- Opportunity
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- Figure 65: Demographic profile: Show Dogs segment, April 2019
- Lap Dogs (21%)
- Characteristics
- Demographics
- Opportunity
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- Figure 66: Demographic profile: Lap Dogs segment, April 2019
- Free Range (20%)
- Characteristics
- Demographics
- Opportunity
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- Figure 67: Demographic profile: Free Range segment, April 2019
- Figure 68: Interest in pet services, by pet owner segments, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 69: Total US sales and forecast of pet care products and services, at current prices, 2014-24
- Figure 70: Total US sales and forecast of pet care products and services, at inflation-adjusted prices, 2014-24
- Figure 71: Total US sales and forecast of veterinary services, at current prices, 2014-24
- Figure 72: Total US sales and forecast of veterinary services, at inflation adjusted prices, 2014-24
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- Figure 73: Total US sales and forecast of pet services, at current prices, 2014-24
- Figure 74: Total US sales and forecast of pet services, at current prices, 2014-24
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Appendix – The Consumer
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- Figure 75: Share of households with pets, 2010-18
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- Figure 76: Median age at first marriage, by gender, 2008-18
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- Figure 77: Median lot size and median house size, 2009-17
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