Author: Mintel Group Ltd.
Last saved by: HTTP server

America's Pet Owners - US - August 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Total US sales and fan chart forecast of pet care and services, at current prices, 2013-23
State of the pet population: dogs dominate, age of pet mirrors owner’s
Highlights
Considerations
Figure 2: Age of dog/cat owned, by age of owner, March 2018
Living situation, income shapes pet ownership
Highlights
Considerations
Figure 3: Change in living situation, financial situation to encourage pet ownership, household income, housing situation, March 2018
What do pets mean to Americans?
Highlights
Considerations
Figure 4: Select roles of pets in our lives, by age, March 2018
Miss Independent doesn’t need a man, but maybe a pet
Highlights
Considerations
Figure 5: Role of pets, by gender and marital status, March 2018
Bonding and social activities present opportunities
Highlights
Considerations
Figure 6: Attitudes toward spending time with pets, participation or interest in services or products for pets – Net, by dog/cat ownership, March 2018
Pet health concerns suggest market potential
Highlights
Considerations
Figure 7: Concerns about pet costs, usage or interest in pet health technology, by dog/cat ownership, March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Pet market forecast to grow at steady pace
Vet services comprise largest share of pet spend
Pet ownership climbing, Millennial milestones impact market
MARKET SIZE AND FORECAST
Pet market forecast to grow by 28% over next five years
Figure 8: Total US sales and fan chart forecast of pet care and services, at current prices, 2013-23
Figure 9: Total US sales and forecast of pet care products and services, at current prices, 2013-23
MARKET BREAKDOWN
Veterinary services account for majority of sales
Figure 10: Share of total US retail sales of pet care products and services, by segment, at current prices, 2016, 2018
MARKET FACTORS 
Americans love their pets – pet ownership continues to climb
Figure 11: Number of pet-owning households, 2010-17
Figure 12: Number of pet-owning households, by type of pet, 2010-17
Younger generations holding off on homeownership
Figure 13: Homeownership rate, by age of householder, 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Pets out on the town, brands and business promote adoption
Crackdown on fake service animals
Human brands enter pet space, link between pets and mental health gaining recognition
WHAT’S WORKING?
Pet social
Who is doing this well?
Adoption promotions
Who is doing this well?
Figure 14: Adoptify ad: Milow, January 2018
Figure 15: Pedigree Adoptable Facebook Mask, October 2017
WHAT’S STRUGGLING?
Retail sales of pets
Faux service animals
WHAT’S NEXT?
Brands target pet owners
What to watch?
Pets gain more attention as mental health aid
Haute dogs: it’s all about what goes on and in your pets
What to watch?
On-the-rise wedding trend: PETS!
Pet-ertainment: fun with pets
THE CONSUMER – WHAT YOU NEED TO KNOW 
Pet owner demographics align with traditional stereotypes
Age reveals different motivations for pet ownership
You’ve got a friend in me: dogs fill a familial role
Cat and dog owners worry about unsupervised pets and costs
The Experience Economy: don’t forget about pets
PET OWNERSHIP AND ACQUISITION 
Cat and dog owners are similar
Figure 16: Type of pet owned, by age, gender, household income, living situation, parental status, March 2018
Most stick to one pet in the home, pet population aging
Figure 17: Profile of US dogs and cats, March 2018
Aging pet population mirrors human population
Figure 18: Age of dog/cat owned, by age, generation, parental status, March 2018
Dog ownership propels breeder business
Figure 19: Pet acquisition, by dog/cat ownership, March 2018
ENCOURAGING PET OWNERSHIP 
Pets are great company
Figure 20: Encouraging pet ownership, March 2018
Younger adults consider lifestyle before getting a pet
Figure 21: Encouraging pet ownership, by age, March 2018
Renters and low-income Americans have less space and money for pets
Figure 22: Change in living situation, financial situation to encourage pet ownership, by household income, housing situation, March 2018
ROLE OF PETS 
Keep calm and get a pet
Figure 23: Role of pets, by dog/cat/other pet ownership, March 2018
Single women have strong emotional bond with pet
Figure 24: Role of pets, by gender and marital status, March 2018
Lifestage impacts pets role in the family unit
Figure 25: Fitbit Charge 2 – Big Day ad
Figure 26: Role of pets, by age, March 2018
ATTITUDES TOWARD PET OWNERSHIP  
Owners miss their pets
Figure 27: Attitudes toward pet ownership, by dog/cat ownership, March 2018
Younger adults looking to share experiences with pets
Figure 28: Select attitudes toward pet ownership, by age, March 2018
PETS: A PUBLIC AFFAIR 
Have dog, will travel: sharing experiences with pets
Health-apps, classes should target Fido over Whiskers
Figure 29: Participation or interest in services or products for pets, net, by dog/cat ownership, March 2018
Younger adults active with pets outside of the home
Accommodating the working (pet) parent
Figure 30: Participation or interest in services or products for pets, net, by age, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 31: Total US sales and forecast of pet care products and services, at inflation-adjusted prices, 2013-23
Figure 32: Total US sales and forecast of pet care product and services, by segment, at current prices, 2013-23
Figure 33: Total US sales and forecast of pet care product and services, by segment, at current prices, 2016 and 2018
Figure 34: Total US retail sales and forecast of pet food, at current prices, 2013-23
Figure 35: Total US retail sales and forecast of pet supplies, at current prices, 2013-23
Figure 36: Total US sales and forecast of veterinary services, at current prices, 2013-23
Figure 37: Total US sales and forecast of pet services, at current prices, 2013-23
APPENDIX – THE CONSUMER 
Figure 38: Summary of bases for pet ownership, October 2009-November 2017

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.