Pet Supplies - US - June 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The market
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
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
Figure 3: Multi-outlet sales of “others” products, by segment, rolling 52 weeks 2018 and 2019
The opportunities
Pet ownership is on the rise
Figure 4: Number of pet-owning households, 2011-18
Pet owners are invested in their pets’ health and happiness
Figure 5: Spend on pet and select reasons for spending more, April 2019
Urban dwellers seek indoor activities for pets due to space constraints
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
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
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
Market growth expected to continue through 2024
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
Other pet supplies segment continues to dominate market sales
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
Pet owners are willing to spend more to keep pets healthy and happy
Figure 12: Spend on pet compared to a year ago, April 2019
Figure 13: Reasons for spending more on pet, April 2019
Fur babies are also social media influencers
Figure 14: Mentions of #petsagram, #dogsofinstagram and #catsofinstagram on Instagram, May 2016-19
Figure 15: Photos from pet influencers’ Instagrams
Are pets replacing children?
MARKET FACTORS 
Pet ownership is on the rise; dogs remain American’s most preferred pet
Figure 16: Number of pet-owning households, 2011-18
Figure 17: Number of pet-owning households, by type of pet, 2011-18
Figure 18: Type of pet owned, by age, April 2019
Pet population aging; young and multicultural adults own younger pets
Figure 19: Profile of America’s pets, by age and race and Hispanic origin, April 2019
Most US households are inside metropolitan areas
Figure 20: US households by metropolitan status, 2000 and 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Leading companies see gains, but private label continues to dominate
Sales of pet supplies by company
Figure 21: Multi-outlet sales of pet supplies, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Litter with premium odor protection is in high demand
Figure 22: Multi-outlet sales of select litter, rolling 52 weeks 2018 and 2019
Figure 23: Fresh Step Clean Paws - Multi-Cat Low Tracking Litter
Brands give back to animals
Figure 24: Multi-outlet sales of Nylabone’s other pet supplies and Purina’s rawhide dog chews, rolling 52 weeks 2018 and 2019
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?
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?
Pet owners stick to brands they know and trust
Figure 28: Multi-outlet sales of other products, by segment, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
CBD oil isn’t just for humans
Figure 29: Instagram posts from Smart Hemp CBD
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Most pet owners buy essentials; younger adults are building inventory
Figure 30: Repertoire of house, travel and apparel pet supplies purchased, April 2019
Figure 31: House, travel, and apparel pet supplies purchased, by age, April 2019
City pets have a greater need for paw protection
Figure 32: Select house, travel, and apparel pet supplies purchased, by area, April 2019
House, travel and apparel purchases are driven by dog owners
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
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
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
Figure 36: Purchase location for rawhide or other chews and pet accessories, April 2019
HEALTH AND GROOMING PET SUPPLIES PURCHASED AND PURCHASE LOCATION
Pet owners are invested in pets’ health and wellbeing
Figure 37: Health and grooming supplies purchased, April 2019
Young adults seek holistic solutions for pet health
Figure 38: Select health and grooming pet supplies purchased, by age, April 2019
Health and grooming purchases are driven by dog owners
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
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
Figure 41: Purchase location for health products, April 2019
ATTITUDES AND BEHAVIORS TOWARD PET SUPPLIES
Pets are treated like family because they are family
Make at-home grooming easier and more convenient
Figure 42: Instagram post with Wahl Pet-Pro Clipper Kit
Figure 43: Grooming Parsley the Maltipoo with Scaredy Cut
Figure 44: Attitudes and behaviors toward pet supplies, April 2019
Space constraints lead urban dwellers to seek indoor activities for pets
Figure 45: Wish there were more products to help pets exercise indoors, by age and area, April 2019
Dogs are more spoiled than cats
Figure 46: I buy presents for my pet on special occasions, by pets in household, April 2019
USAGE AND INTEREST IN PRODUCT INNOVATIONS
Subscribe-and-save services garner most consumer interest
Figure 47: Instagram posts from Chewy and Amazon
Pet technology makes owning a pet easier and more convenient
Figure 48: Usage and interest in product innovations, April 2019
Young adults and urban dwellers find value in interactive innovations
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
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
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
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
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
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
Figure 59: Total US retail sales of pet supplies, by channel, at current prices, 2017 and 2019
APPENDIX – KEY PLAYERS 
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
Figure 62: Multi-outlet sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2018 and 2019
APPENDIX – THE CONSUMER 
Figure 63: Summary of bases for pet ownership, October 2011-November 2018