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America's Pet Owners - US - August 2016

"In 2016 the market for pet products and services is an estimated $67.5 billion, an increase of 4.3% over the previous year. A majority of households own at least one pet (59%) and as the economy improves, households are more likely to take on the expense and commitment of pet ownership (there has been positive growth in ownership since 2008). The trend of humanizing pets continues to shape the market, creating interest for new products such as pet fitness trackers, video monitors, and specialty food (and drinks). Pet owners demonstrate a desire for offerings that help keep their pet healthy, but also happy, as 87% think of their pet not just as an animal, but a member of the family."

- Dana Macke, Senior Lifestyles and Leisure Analyst

This report covers the following areas:

  • Pet owners struggle to balance spoiling and disciplining their pets
  • Owners believe emotional health is important, but struggle to understand pet’s needs
  • Cat owners less willing to spend on products and services

For the purposes of this Report, Mintel has used the following definitions:

  • Pet owners: adults aged 18+ who own a cat or dog, but may also own other animals
  • Non-pet owners: adults aged 18+ who don’t own any animals
  • Cat owners: adults aged 18+ who own at least one cat, but may also own other animals
  • Dog owners: adults aged 18+ who own at least one dog, but may also own other animals

The segments for the estimated market size include the following:

  • Pet food: Dry, semi-moist, wet, refrigerated/frozen dog and cat food; cat snacks; dog biscuits and treats; food for pets other than dogs and cats.
  • Pet supplies: Litter, deodorant, litter bags; rawhide dog chews; leashes, collars; scratching posts; toys; cages, habitats; animal bedding; aquatic supplies; shampoos; vitamins and OTC (over-the-counter) medications; etc.
  • Veterinary services: Routine exams; surgical and non-surgical treatments; lab services, etc. Includes only services provided by veterinarians who predominantly or exclusively treat companion animals.
  • Pet services: Grooming; boarding; training; etc. Includes pet-service revenues at veterinary offices and pet stores in addition to businesses primarily offering pet services. Service estimates are based on retail sales only and do not include private transactions, such as freelance dog walkers or pet sitters.

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

          • The issues
            • Pet owners struggle to balance spoiling and disciplining their pets
              • Figure 1: Attitudes toward pet ownership – Discipline and rewards, June 2016
            • Owners believe emotional health is important, but struggle to understand pet’s needs
              • Figure 2: Attitudes toward pet ownership – Emotional needs, June 2016
            • Cat owners less willing to spend on products and services
              • Figure 3: Willingness to spend, by type of pet owned, June 2016
            • The opportunities
              • Owners looking for pet health and longevity
                • Figure 4: Wishes for your pet – Health and longevity, June 2016
              • Vets are a key resource, particularly for pet owners who adopt
                • Figure 5: Seeking advice – Pet health from a vet, by source of pet acquisition, June 2016
              • Owners show interest in obtaining insurance
                • Figure 6: Willingness to spend – Pet health resources, June 2016
              • What it means
              • The Market – What You Need to Know

                • Pet market estimated at $67.5 billion
                  • Improving economic conditions will push the pet market forward
                    • Decline in homeownership may be a challenge
                      • Solo residents may find pets to be good companions
                      • Market Size and Forecast

                        • Pet market forecast to grow by 15% over the next five years
                          • Figure 7: Total US retail sales and fan chart forecast of pet products and services, at current prices, 2011-21
                          • Figure 8: Total US retail sales and forecast of pet products and services, at current prices, 2011-21
                      • Market Breakdown

                        • Veterinary services, food are the largest components of the pet market
                          • Figure 9: Total US retail share of sales of pet products and services, by segment, 2016
                        • Market growth to come from pet services
                          • Figure 10: US retail sales and forecast of pet products and services, by segment, at current prices, 2016-21
                        • Human trends drive pet food category
                          • Figure 11: Sales of pet food, by segment, 2011-16
                        • Pet supplies market buoyed by cat-centric innovations
                          • Figure 12: Total US retail sales and forecast of pet products and services, by segment, at current prices, 2011-21
                      • Market Factors

                        • Millennials may favor pets as they delay marriage and kids
                          • Figure 13: Pet ownership, by generation, June 2016
                        • Income growth and improved DPI are a boon for pet ownership
                          • Figure 14: Disposable Personal Income change from previous period, January 2007-May 2016
                        • Financial situations “healthy”
                          • Figure 15: Perceptions of financial health, 2013-16
                        • Increase in renting vs owning may hamper pet ownership
                          • Figure 16: Quarterly Rental Vacancy Rates, Q1 1996 – Q1 2016
                        • Aging Americans may find companionship with pets
                          • Figure 17: Single-person households as a percentage of total households by generation, 2015
                      • Key Trends – What You Need to Know

                        • Offerings developed for those traveling with, or without, their pets
                          • Pets take center stage in animated films
                            • Rescue organizations focus on owners
                              • Pet tech monitors and tracks animal movements
                                • Pets show symptoms of human ailments from obesity to elevated stress
                                  • Robotic pets can be good, low commitment, companions
                                    • Employers create pet-specific benefits
                                      • Funeral services for pets provide owners with comfort
                                        • Dogs and cats are foodies too, with new, niche pet food offerings
                                        • What’s Working?

                                          • Social sites match pets with people
                                            • Social media goes to the dogs
                                              • Figure 18: Grumpy Cat’s Worst Touchdown Dance Ever, February 2016
                                            • Travel brands open up new options for pet owners
                                              • Pet brands craft campaigns to ride the tails of The Secret Life of Pets
                                                  • Figure 19: PetSmart email: Join us at The Secret Life of Pets store event!, July 20, 2016
                                                • Adoption agencies focus on pet owners, over pets, in their new ads
                                                  • Figure 20: Mutual Rescue: Eric & Peety – Short Film, February 2016
                                                  • Figure 21: Battersea – Who Needs Who? , October 2015
                                                  • Figure 22: Pedigree – First Days Out, April 2015
                                                • Pet monitors offer insight into pet behavior
                                                • What’s Struggling?

                                                  • Homeless shelters struggle to find a place for companion animals
                                                    • Obesity is a continued concern
                                                      • Showing affection might alleviate human stress but elevate pet stress
                                                        • Animated animals can drive demand for exotic (and illegal) pets
                                                        • What’s Next?

                                                          • Companion pets face new competition from AI
                                                            • Figure 23: A Companion for the Holidays – Hasbro’s Joy for All, December 2015
                                                            • Figure 24: Meet CHiP: The World’s First Lovable Robot Dog, January 2016
                                                          • “Paw-ternity leave” grants employees time to bond with new pets
                                                            • Services to ease a pet’s passing abound
                                                              • Pet-friendly food and beverages offer the ultimate in treats
                                                                • Pet wearables provide owners piece of mind
                                                                  • Finicky pets get made-to-order food
                                                                    • Bark & Co. lets your pet shop ’til he drops
                                                                    • The Consumer – What You Need to Know

                                                                      • Pet ownership on the rise
                                                                        • Pet adoption is the most common source of acquisition
                                                                          • Non-pet owners are deterred by the work and the expense
                                                                            • Owners willing to spend to keep pets healthy
                                                                              • Veterinarians are a primary source of advice
                                                                                • Owners want to keep their pet healthy, to keep them happy
                                                                                  • Owners believe in discipline, but also rewards
                                                                                  • Pet Ownership and Acquisition

                                                                                      • Pet ownership grows slightly in popularity
                                                                                        • Figure 25: Household pet ownership, July 2007- March 2016
                                                                                      • Growth in pet ownership comes largely from households with dogs
                                                                                        • Figure 26: Household pet ownership, by pet type, July 2007- March 2016
                                                                                      • Multiple cats more likely than multiple dogs
                                                                                        • Figure 27: Number of pets owned, June 2016
                                                                                        • Figure 28: Type of other pets owned, by frequency of write-in entry, June 2016
                                                                                      • Cat owners and dog owners have similar demographic profiles
                                                                                          • Figure 29: Profile of pet owners, by dog and cat owners, June 2016
                                                                                        • Demand remains for pure-bred dogs
                                                                                          • Figure 30: Sources of pet acquisition, by cat and dog, June 2016
                                                                                      • Barriers to Pet Ownership

                                                                                          • The commitment of ownership deters some from bringing home a pet
                                                                                              • Figure 31: Barriers to pet ownership, June 2016
                                                                                            • Young adults are less available for pet care
                                                                                              • Figure 32: Barriers to pet ownership – Availability, by age and by race, June 2016
                                                                                            • Low income Americans have more time (but less money) for pets
                                                                                              • Figure 33: Barriers to pet ownership – Availability and expense, by household income, June 2016
                                                                                            • Harsh climates don’t seem to exacerbate the work of pet ownership
                                                                                              • Figure 34: Barriers to pet ownership – Care, by region, June 2016
                                                                                            • The loss of a pet can discourage future ownership
                                                                                            • Willingness to Spend on Pets

                                                                                                • Pet health is a top concern for owners
                                                                                                  • Figure 35: Willingness to spend – Pet health resources, June 2016
                                                                                                • Pet owners aged 35-44 are a favorable target for insurance
                                                                                                  • Figure 36: Willingness to spend – Pet health resources, by age, June 2016
                                                                                                • Men want to keep their pets active
                                                                                                  • Figure 37: Willingness to spend – Pet training and behavior, by gender, June 2016
                                                                                                • Pet tech shows promise with both cat and dog owners
                                                                                                  • Figure 38: Willingness to spend – Pet technology, by type of pet owned, June 2016
                                                                                                • Racial groups show similar willingness to spend across pet services
                                                                                                  • Figure 39: Willingness to spend – Select items, by race, June 2016
                                                                                                • Cat owners less willing to spend on pet expenses
                                                                                                  • Figure 40: Willingness to spend, by type of pet owned, June 2016
                                                                                                • Pets from pet stores get the royal treatment
                                                                                                  • Figure 41: Willingness to spend – Select items, by pet acquisition source, June 2016
                                                                                                • Pet owners may spend on products that solve pet problems
                                                                                                • Seeking Advice on Pet Ownership

                                                                                                    • Vets are the best resource for pet health questions
                                                                                                      • Google is the go-to for pet services
                                                                                                        • Figure 42: Seeking advice – Correspondence map, June 2016
                                                                                                        • Figure 43: Seeking advice – Frequency table, June 2016
                                                                                                      • Young pet owners less likely to seek advice from a vet
                                                                                                        • Figure 44: Seeking advice – Pet health, by age, June 2016
                                                                                                      • Dog owners more likely to seek advice for pet issues
                                                                                                        • Figure 45: Would seek advice – Pet services, by type of pet owned, June 2016
                                                                                                      • Pet owners who adopt are more likely to seek vet advice
                                                                                                        • Figure 46: Seeking advice – Pet health from a vet, by source of pet acquisition, June 2016
                                                                                                    • What Owners Want Most for Their Pets

                                                                                                        • Above all, owners hope for health and longevity
                                                                                                            • Figure 47: Wishes for your pet, June 2016
                                                                                                          • Women prioritize emotional and physical health of pets
                                                                                                            • Figure 48: Wishes for your pet – Health and longevity, by gender, June 2016
                                                                                                          • Cat owners want to keep their animals active
                                                                                                            • Figure 49: Wishes for your pet – Health and longevity, by type of pet owned, June 2016
                                                                                                          • Hispanic pet owners interested in advanced training for pets
                                                                                                            • Figure 50: Wishes for your pet – Select items, by Hispanic origin, June 2016
                                                                                                        • Attitudes toward Pet Ownership

                                                                                                            • Owners agree pets’ emotional wellbeing is paramount to overall health
                                                                                                                • Figure 51: Attitudes toward pet ownership, June 2016
                                                                                                              • Cats face less discipline, but may miss out on rewards
                                                                                                                • Figure 52: Attitudes toward pet discipline, by type of pet owned, June 2016
                                                                                                              • Millennials believe in discipline, but also in the power of treats
                                                                                                                • Figure 53: Attitudes toward pet discipline, by generation, June 2016
                                                                                                              • Pets from a pet store share owner’s personality traits
                                                                                                                • Figure 54: Attitudes toward pet personalities, by pet acquisition source, June 2016
                                                                                                              • Black pet owners consider the functional role of animals
                                                                                                                • Figure 55: Attitudes toward pet discipline, by race, June 2016
                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                              • Data sources
                                                                                                                • Sales data
                                                                                                                  • Fan chart forecast
                                                                                                                    • Consumer survey data
                                                                                                                      • Consumer qualitative research
                                                                                                                        • Direct marketing creative
                                                                                                                          • Abbreviations and terms
                                                                                                                            • Abbreviations
                                                                                                                              • Terms
                                                                                                                              • Appendix – Market

                                                                                                                                  • Figure 56: Total US retail sales and forecast of pet care products and services, at current prices, 2011-21
                                                                                                                                  • Figure 57: Total US retail sales and forecast of pet products and services, at inflation-adjusted prices, 2011-21
                                                                                                                                  • Figure 58: Total US retail sales and forecast of pet care products and services, by segment, at current prices, 2011-21
                                                                                                                                  • Figure 59: Total US retail sales of pet care products and services, by segment, at current prices, 2014 and 2016
                                                                                                                                  • Figure 60: Total US retail sales and forecast of pet food, at current prices, 2011-21
                                                                                                                                  • Figure 61: Total US retail sales and forecast of pet food, at inflation-adjusted prices, 2011-21
                                                                                                                                  • Figure 62: Total US retail sales and forecast of pet supplies, at current prices, 2011-21
                                                                                                                                  • Figure 63: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2011-21
                                                                                                                                  • Figure 64: Total US retail sales and forecast of veterinary services, at current prices, 2011-21
                                                                                                                                  • Figure 65: Total US retail sales and forecast of veterinary services, at inflation-adjusted prices, 2011-21
                                                                                                                                  • Figure 66: Total US retail sales and forecast of pet services, at current prices, 2011-21
                                                                                                                                  • Figure 67: Total US retail sales and forecast of pet services, at inflation-adjusted prices, 2011-21
                                                                                                                              • Appendix – Consumer

                                                                                                                                  • Figure 68: Household pet ownership, July 2007- March 2016

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              America's Pet Owners - US - August 2016

                                                                                                                              £3,174.67 (Excl.Tax)