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America's Pet Owners - US - July 2017

"Pet ownership continues on an upward trajectory with growth experienced among all segments (pet food, pet supplies, veterinary services, pet services). An interest in keeping pets healthy, coupled with the rising cost of veterinary care, is propelling the market forward as veterinarian services overtake pet food as the largest segment in the pet industry."
- Dana Macke, Senior Research Analyst

This Report discusses the following key topics:

  • Barriers to pet ownership shaped by income differences
  • Men less likely to be won-over by adoption appeals
  • Pet insurance not seen as a “must have” for aging pets

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Barriers to pet ownership shaped by income differences
              • Figure 1: Top barriers to pet ownership, by household income, April 2017
            • Men less likely to be won-over by adoption appeals
              • Figure 2: Top qualities of a potential pet, April 2017
            • Pet insurance not seen as a “must have” for aging pets
              • Figure 3: Dog owners’ attitudes toward pet insurance, by age of dog, April 2017
            • The opportunities
              • Parents a key target for pet services
                • Figure 4: Pets’ role in the household – Select items, by parental status, April 2017
              • Pet-related causes have wide appeal
                • Figure 5: Attitudes toward pet charities and entertainment, April 2017
              • Preventative care is a growing opportunity
                • Figure 6: Interest in select pet services, April 2017
              • What it means
              • The Market – What You Need to Know

                • Pet market experiences strong growth
                  • Future growth fueled by pet indulgence
                    • Vet services comprise largest share of pet market
                      • Growth in supplies and services highlight desire for human-quality amenities
                        • Acquisition bolsters pet retailers, while animal entertainment takes a dive
                          • Room for pet health insurance to grow
                            • Millennials to drive pet market forward
                            • Market Size and Forecast

                              • Pet market continues to grow at above-average pace
                                • Figure 7: Total US retail sales and fan chart forecast of pet products and services, at current prices, 2012-22
                                • Figure 8: Total US retail sales and forecast of pet care products and services, at current prices, 2012-22
                            • Market Breakdown

                              • Vet services makes up the largest segment in the market
                                • Figure 9: Total US retail sales of pet care products and services, by segment, at current prices, 2013, 2015, 2017
                              • Substantial growth seen in all pet segments
                                • Figure 10: Forecast US retail sales of pet products and services, by segment, at current prices, 2017-22
                            • Market Perspective

                              • PetSmart and Petco plan for the future through acquisitions
                                • Ringling Bros folds up the tent, SeaWorld changes course
                                  • Pet food follows human food trends
                                    • Owners more willing to stop in-store if they can bring a pet
                                      • Pet insurance market
                                        • Figure 11: Farmers Insurance Group acquisition email, May 2017
                                        • Figure 12: United States Fire Insurance Company/ASPCA Pet Insurance email, April 2017
                                        • Figure 13: Nationwide pet insurance refer a friend email, June 2017
                                    • Market Factors

                                      • Millennials embrace pet ownership
                                        • Figure 14: Type of pet owned, by generation, April 2017
                                      • Homeownership for younger generations yet to get off the ground
                                        • Figure 15: Homeownership rate, by age of householder, 2016
                                      • Family households shrinking in share of total
                                        • Figure 16: Family and nonfamily households, as a percentage of total households, 2006-16
                                    • Key Trends – What You Need to Know

                                      • Animal ads bring attention to seemingly unrelated industries
                                        • Pets take comfort with human-quality amenities
                                          • Expectations for animal welfare are climbing
                                            • Call for continued consumer education around dog behavior
                                              • Pets provide relief for owners with chronic conditions
                                              • Positive Trends

                                                • Brands boost perceptions with pet-focused ads
                                                  • Figure 17: U.S. Bank: The Power of Possible – The Escape:60, January 2017
                                                  • Figure 18: Somebody to Love (:60) – 2017 Coldwell Banker TV Commercial, March 2017
                                                  • Figure 19: Topher Brophy – 12 Min of Same Trailer, May 2017
                                                • People products for pets
                                                  • Pets enjoy new travel perks
                                                    • Brands look for new ways to support pet ownership
                                                    • Negative Trends

                                                      • When the bite is worse than the bark
                                                        • Not all dogs are fit to be running buddies
                                                          • Unprepared pet owners may find themselves in over their heads
                                                            • Americans gone wild
                                                            • Up-and-coming Trends

                                                              • Animal welfare continues to concern consumers
                                                                • Figure 20: Percent change in the number of vegan claims in new food product launches in the US, 2014-16
                                                              • Subscription model helps to heal pet relationship with mail carriers
                                                                • Pets play a role in patient care
                                                                  • Pets take center stage
                                                                  • The Consumer – What You Need to Know

                                                                    • Interest in dogs is growing pet ownership
                                                                      • Lifestyle concerns keep some households animal-free
                                                                        • Adoption is a key consideration when choosing a pet
                                                                          • Improving pet health is top of mind for owners
                                                                            • Pets’ presence is their present
                                                                              • Pet health is not a DIY initiative
                                                                              • Pet Ownership and Acquisition

                                                                                  • Pet ownership grows slowly
                                                                                    • Figure 21: Number of pet owning households, 2006-16
                                                                                  • Growth comes mostly from dog ownership
                                                                                    • Figure 22: Number of households who own pets, by pet type, 2006-16
                                                                                  • Dogs continue as Americans’ preferred pets
                                                                                    • Figure 23: Type of pet owned, April 2017
                                                                                  • Parents choose dogs over cats
                                                                                    • Figure 24: Profile of dog and cat owners, by key demographics, April 2017
                                                                                  • Dog ownership drives breeder business
                                                                                    • Figure 25: Pet acquisition, by dog/cat ownership, April 2017
                                                                                  • A dog, and a pickup truck to put him in
                                                                                    • Figure 26: Major life events, April 2017
                                                                                • Barriers to Pet Ownership

                                                                                    • Pets may cramp your style
                                                                                      • Figure 27: Barriers to pet ownership, April 2017
                                                                                    • Lifestyle issues more likely to constrain adults 55+
                                                                                      • Figure 28: Barriers to pet ownership, by age, April 2017
                                                                                    • Residence type limits low-income adults
                                                                                      • Figure 29: Barriers to pet ownership, by household income, April 2017
                                                                                  • Getting a New Pet

                                                                                      • A preference for adoption trumps other traits
                                                                                        • Figure 30: Qualities of a potential pet, April 2017
                                                                                      • In their own words
                                                                                        • Shelters should emphasize pet size and breed for increased adoption
                                                                                          • Figure 31: TURF Analysis – Getting a new pet, April 2017
                                                                                        • Methodology
                                                                                          • Figure 32: Table – TURF Analysis – Getting a new pet, April 2017
                                                                                        • Adoption appeals more to women
                                                                                          • Figure 33: Qualities of a potential pet, April 2017
                                                                                        • Parents a bit more particular
                                                                                          • Figure 34: Qualities of a potential pet – Select items, by parental status, April 2017
                                                                                        • Black pet owners want to be assured of good behavior
                                                                                          • Figure 35: Qualities of a potential pet – Select items, by race, April 2017
                                                                                      • Interest in Pet Services

                                                                                          • Pet health is a top priority for owners
                                                                                            • In their own words
                                                                                                • Figure 36: Interest in pet services, April 2017
                                                                                              • Pet services more applicable for dog owners
                                                                                                • In their own words
                                                                                                    • Figure 37: Interest in pet services – Select items, by type of pet owned, April 2017
                                                                                                  • Young owners focus on pet health
                                                                                                    • Figure 38: Interest in pet services – Select items, by age, April 2017
                                                                                                  • Young parents take their pets along
                                                                                                    • Figure 39: Interest in pet services – Select items, by age of children, April 2017
                                                                                                • Pets in the Family

                                                                                                    • Pets provide positivity
                                                                                                      • Figure 40: Puppyhood: Newlyweds get “Test Baby” Puppy | Purina Puppy Chow, December 2016
                                                                                                      • Figure 41: Pets’ role in the household, April 2017
                                                                                                    • Women have a stronger emotional attachment to their pets
                                                                                                      • Figure 42: Pets’ role in the household – Positive traits, by gender, April 2017
                                                                                                    • Parents looking for pet problem solvers
                                                                                                      • Figure 43: Pets’ role in the household – Select items, by parental status, April 2017
                                                                                                    • In their own words
                                                                                                      • Dogs are part of the family, while cats do their own thing
                                                                                                        • Figure 44: Pets’ role in the household – Select items, by type of pet owned, April 2017
                                                                                                    • Attitudes toward Pet Health

                                                                                                        • Owners are in favor of preventative care for pets
                                                                                                          • In their own words
                                                                                                              • Figure 45: Attitudes toward pet health, April 2017
                                                                                                            • Even low-income pet owners invest in their pet’s health
                                                                                                              • Figure 46: Attitudes toward pet health, by household income, April 2017
                                                                                                            • Pet insurance perceived as a greater benefit for young dogs
                                                                                                              • Figure 47: Dog owners’ attitudes toward pet insurance/treatment, by age of dog, April 2017
                                                                                                          • Attitudes toward Pet Related Entertainment

                                                                                                              • Pet-related entertainment is a win
                                                                                                                • Figure 48: Attitudes toward pet charities and entertainment, April 2017
                                                                                                              • Pet store shoppers are engaged owners
                                                                                                                • Figure 49: Attitudes toward pet related activities, by pet acquisition source, April 2017
                                                                                                            • Appendix – Data Sources and Abbreviations

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

                                                                                                                                • Figure 50: Total US retail sales and forecast of pet care products and services, at current prices, 2012-22
                                                                                                                                • Figure 51: Total US retail sales and forecast of pet care products and services, at inflation-adjusted prices, 2012-22
                                                                                                                            • Appendix – The Consumer

                                                                                                                                • Figure 52: Share of pet owning households, October 2006-November 2016
                                                                                                                                • Figure 53: Share of households who own pets, by pet type, 2006-16

                                                                                                                            Companies Covered

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                                                                                                                            America's Pet Owners - US - July 2017

                                                                                                                            US $3,995.00 (Excl.Tax)