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America's Pet Owners - US - March 2013

“America’s pet owners are feeling the pressure to be ‘good’ parents for their animals, and their spending behaviors reflect owners’ need to be emotionally connected and socially interactive. Their desire to do anything to keep their pets healthy informs their preferences for ‘premium’ brands and preventive healthcare. Advanced technology may seem to be a potential threat for the attentions of pet owners, but current innovations have shown that it is instead being used as an instrument to enhance human connectedness with their pets.”

– Ika Erwina, Analyst

Some questions answered in this report include:

  • How are broad social issues in overweight/obesity and humane treatment impacting pet owners and their needs?
  • How will the aging population of both owners and pets change pet owners’ needs and spending behaviors?
  • How will companies overcome perpetuating myths in “premium/non-premium” pet products?
 

The pet industry in the U.S. continues to steadily grow despite lingering effects of the recent recession. More than seven in 10 households own a pet of some type, and the familial relationship between most people and their pets ensures that spending on pets remains a priority for owners.

The strong relationship between pets and owners can be a double-edged sword. Just as Americans are facing an obesity epidemic, their pets are also having issues with weight. Only 20% of pet owners characterize their pet is of an unhealthy weight; however, in reality and according to veterinarians, the percentage of unhealthy weight cats and dogs is significantly higher. Pet owners may not have the information they need to know whether or not their pet is living a healthy life as, just as the case for people, senior pets are more susceptible to weight issues than in their youth.

Pet-owning habits, and the ways in which people look after and buy for their pets, differ between generations. For one, Millennials, and to a certain extent Gen Xers, are technologically adept and this is apparent in the way they shop for pet-related items such that they tend to look for deals online and with their mobile devices. Baby Boomers and the Swing/World War II generation tend to be less technologically inclined and are less easily reached or swayed by mobile promotions. While use of and access to technology could differentiate generational shopping behaviors, Mintel finds that technology is not likely to replace owners’ affections toward their pets, but instead has the potential to strengthen human-pet emotional connections.

In this report, owners of all types of household pets are considered, but the focus is primarily on cat and dog owners as these account for the majority of the pet population. In addition, the report evaluates pet owners’ perceptions and attitudes toward owning a pet and on behaviors when shopping for their pet. In viewing these topics, pet products and services (i.e., sales of pet foods and supplies) are considered to give insight on purchasing/consumption habits, but the scope of sales is limited to pet food, pet supplies, veterinary services, and pet services.

The report covers five segments of the overall pet market, defined as follows:

  • Pet food Dry, semi-moist, wet, refrigerated/frozen dog and cat food; cat snacks; dog biscuits and treats; food for animals 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 medications; etc.
  • Veterinary services Routine exams; surgical and nonsurgical 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.
  • Live pets Household pets, including cats, dogs, small animals (i.e., hamsters, rabbits, guinea pigs), fish, reptiles, and birds.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Overview
                        • The market
                          • Pet industry’s upward trajectory
                            • Figure 1: Fan chart forecast of sales of pets and related supplies/services, at current prices, 2007-17
                          • Pet food the largest segment; pet services the fastest growing
                            • Figure 2: Total U.S. retail sales of pets and related supplies/services, by segment, 2007-17
                          • Market factors
                            • The challenges of an aging human population
                              • Figure 3: Total U.S. population, by age, 2013-18
                            • Falling number of households with children
                              • Figure 4: Number of households, by presence of children, 2002, 2007, and 2012
                            • Hispanic population growth outpaces other racial/ethnic groups
                              • Figure 5: Population by Hispanic origin, 2013-18
                            • The consumer
                              • Pet ownership
                                • Figure 6: Pet ownership and type of pet owned, December 2012
                              • Senior and unhealthy weight dog/cat population
                                • Figure 7: Age and weight of only/oldest dog/cat in household, December 2012
                              • Attitudes toward environmental/social responsibilities, saving strategies, and pet ownership
                                • Figure 8: Select attitudes toward pets, pet products, and services, December 2012
                              • Veterinary services command the highest pet-related expenditures
                                • Figure 9: Average amount spent on pet-related items in the last month, December 2012
                              • More spending on pet food, pet supplies, and veterinary services
                                • Figure 10: Shift in spending on pet-related items, December 2012
                              • Technology enhances human-pet emotional bonds
                                • Figure 11: Shopping online/mobile behaviors and the social and entertainment roles of pets vs. technology, December 2012
                              • What we think
                              • Issues in the Market

                                  • How are broad social issues in overweight/obesity and humane treatment impacting pet owners and their needs?
                                    • How will the aging population of both owners and pets change pet owners’ needs and spending behaviors?
                                      • How will companies overcome perpetuating myths in “premium/non-premium” pet products?
                                      • Insights and Opportunities

                                        • Technology stimulating affection toward pets
                                          • The role of pet as a family member fuels U.S. pet owners’ spending
                                            • The impact of more single-person and childless households
                                              • Aging population necessities a different marketing approach
                                              • Trend Application

                                                  • Trend: Prove It
                                                    • Trend: Power of One
                                                      • Mintel Futures: Access Anything, Anywhere
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • A moderate, yet slightly slower, trajectory growth
                                                            • Figure 12: Total U.S. retail sales of pets and related supplies/services, at current prices, 2007-17
                                                            • Figure 13: Total U.S. retail sales of pets and related supplies/services, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 14: Fan chart forecast of market value for pets and related supplies/services, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Aging of the U.S. population brings challenges
                                                                • Figure 15: Population by age, 2008-18
                                                              • Falling number of households with children
                                                                • Figure 16: Number of households, by presence of children, 2002-12
                                                              • Positive trajectory in Hispanic population
                                                                • Figure 17: Population by Hispanic origin, 2008-18
                                                            • Segment Performance

                                                              • Overview
                                                                • Key points
                                                                  • The lion’s share goes to pet food; the fastest growing goes to pet services
                                                                    • Figure 18: Total U.S. retail sales of pets and related supplies/services, by segment, 2011 and 2012
                                                                  • Pet food
                                                                    • Key points
                                                                      • A moderate growth outlook for pet food
                                                                        • Figure 19: Total U.S. retail sales of pet food, at current prices, 2007-17
                                                                      • Revitalization in pet food innovations support growth
                                                                        • Figure 20: Trends in product launch types of pet food, by claim category, 2007-12
                                                                        • Figure 21: Trends in brand name/non-private label product launch types of pet food, by claim category, 2007-12
                                                                        • Figure 22: Trends in private label product launch types of pet food, by claim category, 2007-12
                                                                      • Pet supplies
                                                                        • Key points
                                                                          • Pet supplies’ growth exceeds the overall pets industry average
                                                                            • Figure 23: Total U.S. retail sales of pet supplies, at current prices, 2007-17
                                                                          • Continued innovations in pet products
                                                                            • Figure 24: Trends in product launch types of pet products, by claim category, 2007-12
                                                                            • Figure 25: Trends in brand name/non-private label product launch types of pet products, by claim category, 2007-12
                                                                            • Figure 26: Trends in private label product launch types of pet products, by claim category, 2007-12
                                                                          • Veterinary services
                                                                            • Key points
                                                                              • Price increases contribute to slight sales growth in vet services
                                                                                • Sales and forecast of veterinary services
                                                                                  • Figure 27: Total U.S. retail sales of veterinary services, at current prices, 2007-17
                                                                                • Pet services
                                                                                  • Key points
                                                                                    • Pet services’ growth exceeds the overall pets industry average
                                                                                      • Figure 28: Total U.S. retail sales of pet services, at current prices, 2007-17
                                                                                  • Innovations and Innovators

                                                                                    • Pet food
                                                                                      • Food trucks for pets: Pop-up food truck for dogs
                                                                                        • Figure 29: Rachael Ray Nutrish, October 2012
                                                                                      • Pet products
                                                                                        • Pet memorabilia: LifeGem
                                                                                          • Stress measurement tracking system: Wandant
                                                                                            • Figure 30: Wandant, by Fujitsu Limited, 2012
                                                                                          • Pet exercises I: Frolicat
                                                                                            • Figure 31: Frolicat, 2013
                                                                                          • Pet exercises II: DogPACER’s Mini Treadmill
                                                                                            • Figure 32: DogPACER, 2013
                                                                                          • Game for pet: Friskies You vs. Cat
                                                                                            • Pet services
                                                                                              • Virtual pet care monitoring management: PreciousPetStatus
                                                                                                • Figure 33: Preciouspetstatus, 2013
                                                                                              • Facilitating understanding between dogs and humans: Dognition
                                                                                                • Figure 34: Dognition, 2013
                                                                                              • Hotel for pets: DogVacay
                                                                                                • Figure 35: DogVacay, 2013
                                                                                              • Safety protection: PetHub
                                                                                                • Figure 36: PetHub, 2013
                                                                                            • Marketing Strategies

                                                                                                • Bringing emotional connections to pet owners
                                                                                                  • Strategy: Create an appealing world, with fish
                                                                                                    • Figure 37: Petsmart, “Fish Tales,” September 2012
                                                                                                  • Strategy: Using treats at a lower price to strengthen bond
                                                                                                    • Figure 38: Target, “Skilled Negotiator,” September 2012
                                                                                                  • Strategy: Pets as intro to wider service offerings
                                                                                                    • Figure 39: West Bend Mutual Insurance “Whatever It Takes,” August 2012
                                                                                                  • Strategy: Feeding off cat video humor
                                                                                                    • Figure 40: Fresh Step, “having a hard time finding the litter box”, print ad, 2012
                                                                                                  • Encouraging pet adoption
                                                                                                    • Strategy: Appeal to the heart—save a life, reap the rewards, think local
                                                                                                      • Figure 41: Petsmart, “Save A Life,” September 2012
                                                                                                    • Strategy: Stimulating adoption through “celebrity” endorsement
                                                                                                      • Figure 42: PETA, Uggie adopted, print ad, 2012
                                                                                                    • Strategy: BOGO for kittens!
                                                                                                      • Figure 43: San Francisco SPCA Veterinary Hospital, “The Kittens Have Arrived!,” print ad, September 2012
                                                                                                    • Stimulating health awareness
                                                                                                      • Strategy: Introducing affordable veterinary services, frequent visits
                                                                                                        • Figure 44: San Francisco SPCA Veterinary Hospital, “Sorry People … It’s Just for Pets,” print ad, September 2012
                                                                                                      • Strategy: Dog health through oral care as a special gift
                                                                                                        • Figure 45: Greenies, “Giddy Dog,” November 2012
                                                                                                      • Strategy: Keeping the dog healthy through exercise
                                                                                                        • Figure 46: Tagg, “Tracking Activity,” November 2012
                                                                                                      • Strategy: Health through weight loss: Nestlé/Jenny Craig’s Pet Slim Down Project
                                                                                                        • Figure 47: Nestlé Purina PetCare,”Project: pet slim down from Purina,” online offer, February 2013
                                                                                                    • Pet Ownership

                                                                                                      • Key points
                                                                                                        • High prevalence of pet ownership, for dogs as well as cats
                                                                                                          • Figure 48: Pet ownership and type of pet owned, December 2012
                                                                                                        • Millennials and Gen Xers most likely to own a pet
                                                                                                          • Figure 49: Pet ownership and type of pet owned, by generation, December 2012
                                                                                                        • Slightly more female pet owners than male
                                                                                                          • Figure 50: Pet ownership and type of pet owned, by gender, December 2012
                                                                                                        • Pet ownership increases with household income
                                                                                                          • Figure 51: Pet ownership and type of pet owned, by household income, December 2012
                                                                                                        • Non-singles more likely to own a pet in a household
                                                                                                          • Figure 52: Pet ownership and type of pet owned, by marital/relationship status, December 2012
                                                                                                        • High incidence of pet ownership among property owners
                                                                                                          • Figure 53: Pet ownership and type of pet owned, by primary residence, December 2012
                                                                                                        • Households with children significantly more likely to own pets
                                                                                                          • Figure 54: Pet ownership and type of pet owned, by presence of children in household, December 2012
                                                                                                      • Number of Pets Owned

                                                                                                        • Key points
                                                                                                          • Average pet owner has three pets, multiple ownership falling
                                                                                                            • Figure 55: Average number of pets owned, 2007, 2009, and 2012
                                                                                                          • Nearly half of dog owners have more than two dogs
                                                                                                            • Figure 56: Number of dogs in household, July 2007-August 2012
                                                                                                          • More than half of cat owners live with at least two cats
                                                                                                            • Figure 57: Number of cats in household, July 2007-August 2012S
                                                                                                        • Dog’s and Cat’s Age and Weight

                                                                                                          • Key points
                                                                                                            • Most dog owners living with an aging dog consider its weight to be healthy
                                                                                                              • Figure 58: Age and weight of only/oldest pet dog in household, December 2012
                                                                                                            • Two in five cat owners have a senior feline
                                                                                                              • Figure 59: Age of only/oldest pet cat in household, December 2012
                                                                                                            • Female pet owners are more aware of their dog’s/cat’s weight
                                                                                                              • Figure 60: Age and weight of only/oldest pet dog in household, by gender, December 2012
                                                                                                              • Figure 61: Age of only/oldest pet cat in household, by gender, December 2012
                                                                                                            • Married owners mostly have older hounds, think its weight is healthy
                                                                                                              • Figure 62: Age and weight of only/oldest pet dog in household, by marital/relationship status, December 2012
                                                                                                            • Property owners tend to parent senior dogs/cats
                                                                                                              • Figure 63: Age and weight of only/oldest pet dog in household, by primary residence, December 2012
                                                                                                              • Figure 64: Weight of only/oldest pet cat in household, by primary residence, December 2012
                                                                                                          • Spending Habits on Pet-related Items

                                                                                                            • Key points
                                                                                                              • Pet owners’ expenditures most likely dictated by veterinary/pet services
                                                                                                                • Figure 65: Average amount spent on pet-related items in the last month, December 2012
                                                                                                              • Pet food
                                                                                                                • Pet owners willing to spend on “pricey” pet food
                                                                                                                  • Figure 66: Spend on pet food, December 2012
                                                                                                                • Millennials, as well as Gen Xers, tend to likely spend the most on premium pet food
                                                                                                                  • Figure 67: Spend on pet food, by generations, December 2012
                                                                                                                • Children and their influential power over pet food purchasing
                                                                                                                  • Figure 68: Spend on pet food, by presence of children in household, December 2012
                                                                                                                • Pet supplies
                                                                                                                  • Offering a wide range of price points in pet supplies
                                                                                                                    • Figure 69: Spend on pet supplies, December 2012
                                                                                                                  • Younger pet owners spend more on supplies
                                                                                                                    • Figure 70: Spend on pet supplies, by age, December 2012
                                                                                                                  • Presence of children drives spend on pet supplies
                                                                                                                    • Figure 71: Spend on pet supplies, by presence of children, December 2012
                                                                                                                  • Veterinary services
                                                                                                                    • Veterinary services control pet-related expenditure spending; only few could afford
                                                                                                                      • Figure 72: Spend on veterinary services, December 2012
                                                                                                                    • Expenditures on veterinary services is associated with presence of children
                                                                                                                      • Figure 73: Spend on veterinary services, by presence of children in household, December 2012
                                                                                                                    • Pet services
                                                                                                                      • Lucrative market opportunities in pet services
                                                                                                                        • Figure 74: Spend on pet services, December 2012
                                                                                                                      • Spend on pet services linked to presence of children
                                                                                                                        • Figure 75: Spend on pet services, by presence of children in household, December 2012
                                                                                                                    • Shift in Spending on Pet-related Items

                                                                                                                      • Key points
                                                                                                                        • More spending on pet food, pet supplies, and veterinary services
                                                                                                                          • Figure 76: Shift in spending on pet-related items, December 2012
                                                                                                                        • Gen Xers most likely to spend more on pet food
                                                                                                                          • Figure 77: Shift in spending on pet food, by generations, December 2012
                                                                                                                        • “More spending” on pet supplies driven by Millennials and Gen Xers
                                                                                                                          • Figure 78: Shift in spending on pet supplies, by generations, December 2012
                                                                                                                        • Veterinary, pet, and other services spending
                                                                                                                          • Figure 79: Shift in spending on other pet-related items, by generations, December 2012
                                                                                                                      • Attitudes Toward Pet Ownership and Traveling with Pets

                                                                                                                        • Key points
                                                                                                                          • Pets essentially form an integral part of American families
                                                                                                                            • Figure 80: Attitudes toward pets as part of the family and traveling with pets, December 2012
                                                                                                                          • Most Millennials think pets should be able to travel with owners
                                                                                                                            • Figure 81: Attitudes toward pets as part of the family and traveling with pets, by generations, December 2012
                                                                                                                          • Women are more likely to embrace pets as family
                                                                                                                            • Figure 82: Attitudes toward pets as part of the family and traveling with pets, by gender, December 2012
                                                                                                                          • Pet owners living with a partner most likely to perceive pets as family
                                                                                                                            • Figure 83: Attitudes toward pets as part of the family and traveling with pets, by marital/relationship status, December 2012
                                                                                                                        • Perceptions of a Pet’s Primary Role

                                                                                                                          • Key points
                                                                                                                            • Companionship trumps functionality among older generation pet owners
                                                                                                                              • Figure 84: Perceptions of a pet’s primary role, by generation, December 2012
                                                                                                                            • Men only slightly behind women in seeking companionship from pets
                                                                                                                              • Figure 85: Perceptions of a pet’s primary role, by gender, December 2012
                                                                                                                            • Singles more likely than those with partners to see pets as mainly practical
                                                                                                                              • Figure 86: Perceptions of a pet’s primary role, by marital/relationship status, December 2012
                                                                                                                          • Attitudes Toward Treatment of Pets

                                                                                                                            • Key points
                                                                                                                              • Most Boomers prioritize spending quality time with their pets
                                                                                                                                • Figure 87: Attitudes on treatment of pets, by generations, December 2012
                                                                                                                              • Pet owners living with a partner pay particular attention to pet treatment
                                                                                                                                • Figure 88: Attitudes on treatment of pets, by marital/relationship status, December 2012
                                                                                                                            • Dog/Cat Owners’ Attitudes Toward Pet’s Health

                                                                                                                              • Key points
                                                                                                                                • Strong emotional bonds with pets
                                                                                                                                  • Figure 89: Attitudes toward pet's health and diet, December 2012
                                                                                                                                • Older generations more likely to show stronger emotional connections
                                                                                                                                  • Figure 90: Attitudes toward pet's health and diet, by generations, December 2012
                                                                                                                                • Women more emotionally in tune with their pets
                                                                                                                                  • Figure 91: Attitudes toward pet's health and diet, by gender, December 2012
                                                                                                                              • The Social and Entertainment Roles of Pets vs. Technology

                                                                                                                                • Key points
                                                                                                                                  • Technology facilitates rather than replaces human-pet interactions
                                                                                                                                    • Figure 92: The social and entertainment roles of pets vs. technology, by generations, December 2012
                                                                                                                                  • Men slightly more engaged in technological and innovative pet products/services
                                                                                                                                    • Figure 93: The social and entertainment roles of pets vs. technology, by gender, December 2012
                                                                                                                                  • Single and divorced/widowed pet owners mostly agree on the social benefit
                                                                                                                                    • Figure 94: The social and entertainment roles of pets vs. technology, by marital/relationship status, December 2012
                                                                                                                                • Perceptions of Pet-related Environmental/Social Responsibility

                                                                                                                                  • Key points
                                                                                                                                    • Millennials strong on social/environmental responsibility
                                                                                                                                      • Figure 95: Pet owners’ attitudes toward pet-related environmental/social responsibility, by generations, December 2012
                                                                                                                                    • Women are most receptive to brands that are socially responsible
                                                                                                                                      • Figure 96: Pet owners’ attitudes toward pet-related environmental/social responsibility, by gender, December 2012
                                                                                                                                    • Attitudes on social/environmental views disassociated with income
                                                                                                                                      • Figure 97: Pet owners’ attitudes toward pet-related environmental/social responsibility, by household income, December 2012
                                                                                                                                    • Single pet owners pay particular attention to social/environmental brands
                                                                                                                                      • Figure 98: Pet owners’ attitudes toward pet-related environmental/social responsibility, by marital/relationship status, December 2012
                                                                                                                                  • Money-saving Strategies

                                                                                                                                    • Key points
                                                                                                                                      • Millennials mostly practice money-saving tactics in pet-related shopping
                                                                                                                                        • Figure 99: Money-saving strategies, by generations, December 2012
                                                                                                                                      • Male pet owners more open to private label brand pet food to save money
                                                                                                                                        • Figure 100: Money-saving strategies, by gender, December 2012
                                                                                                                                    • Characteristics of Pet Owners Spending More on Food, Supplies, and Services

                                                                                                                                      • Key points
                                                                                                                                        • Pet food shoppers' purchasing decision likely influenced by knowledge of a brand; recommendations
                                                                                                                                            • Figure 101: Interest in buying pet foods based on key purchase criteria, by spending more on pet foods, December 2012
                                                                                                                                          • Human connections with their pets drive pet food purchases
                                                                                                                                            • Figure 102: Attitudes toward pet's health and diet, by spending more on pet food, December 2012
                                                                                                                                          • Pet supplies specifically designed for pet’s lifestage likely draw consumers’ attentions
                                                                                                                                            • Figure 103: Interest in buying pet supplies based on key purchase criteria, by spending more on pet supplies, December 2012
                                                                                                                                          • Increased spending on pet supplies correlates with pet stores offering health/weight management
                                                                                                                                            • Figure 104: Attitudes toward pet's health and diet, by spending more on pet supplies, December 2012
                                                                                                                                          • Emotional bond linked to more spending on vet services
                                                                                                                                            • Figure 105: Attitudes toward pet's health and diet, by spending more on veterinary services and pet services, December 2012
                                                                                                                                        • Pet Owners’ Use of and Interest in Promotional Tools

                                                                                                                                          • Key points
                                                                                                                                            • Millennial pet owners most welcome coupons redeemed on smartphones
                                                                                                                                              • Figure 106: Pet owners’ use of and interest in promotional tools, by generations, December 2012
                                                                                                                                            • Women most likely responsive to online/email promotional discounts
                                                                                                                                              • Figure 107: Pet owners’ use of and interest in promotional tools, by gender, December 2012
                                                                                                                                            • Online/mobile pet-related shopping mirrors household income
                                                                                                                                              • Figure 108: Pet owners’ use of and interest in promotional tools, by household income, December 2012
                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • High incidence of pet ownership in Hispanics
                                                                                                                                                • Figure 109: Pet ownership by type of pet, by race/Hispanic origin, December 2012
                                                                                                                                              • Hispanics tend to own younger dogs/cats; unhealthy weight dogs
                                                                                                                                                • Figure 110: Age of only/oldest pet dog/cat in household, by Hispanic origin, December 2012
                                                                                                                                              • Most spending on pet services, pet supplies, and pet food by Hispanics
                                                                                                                                                • Figure 111: Spend on pet food, services, and supplies, by Hispanic origin, December 2012
                                                                                                                                                • Figure 112: Shift in spending on pet-related items, by Hispanic origin, December 2012
                                                                                                                                              • More white pet owners claim strong emotional connections
                                                                                                                                                • Figure 113: Attitudes toward pet's health and diet, by race/Hispanic origin, December 2012
                                                                                                                                              • Blacks/Hispanics interested in technology that enhances human-pet bond
                                                                                                                                                • Figure 114: The social and entertainment roles of pets vs. technology, by race/Hispanic origin, December 2012
                                                                                                                                              • Environmentally/socially engaged Hispanic pet owners
                                                                                                                                                • Figure 115: Pet owners’ attitudes on environmental/social responsibility, by race/Hispanic origin, December 2012
                                                                                                                                            • Custom Consumer Group—Pet Owners’ Attitudes and Behaviors by Dog’s Age and Weight

                                                                                                                                              • Key points
                                                                                                                                                • Weight issues more common among senior pets
                                                                                                                                                  • Figure 116: Age only/oldest dog in household, by healthy. non- healthy weight, December 2012
                                                                                                                                                • Human-canine emotional bonds strengthen with age
                                                                                                                                                    • Figure 117: Attitudes toward pet's health and diet, by age of only/oldest dog in household, December 2012
                                                                                                                                                  • Owners of dogs at an unhealthy weight value preventive healthcare
                                                                                                                                                    • Figure 118: Attitudes toward pet's health and diet, by weight of only/oldest dog in household, December 2012
                                                                                                                                                  • Market opportunities on pet supplies
                                                                                                                                                    • Pet owners with a dog younger than 7 more likely to require assistance in choosing pet supplies
                                                                                                                                                      • Dog owners enjoy buying gifts for their pets for special occasions
                                                                                                                                                        • High interest in one-stop shopping for pet supplies and groceries at retail channels
                                                                                                                                                            • Figure 119: Agreement with statements about pet supplies, by age of only/oldest dog in household, December 2012
                                                                                                                                                          • Technology enhances human-canine interactions instead of weakening it
                                                                                                                                                              • Figure 120: Attitudes and behaviors on pet ownership, technology, and shopping, by healthy vs. non-healthy weight of only/oldest dog, December 2012
                                                                                                                                                            • Owners of dogs at an unhealthy weight desire to travel with their pets
                                                                                                                                                                • Figure 121: Agreement with perceptions of environmental/social responsibility, saving strategies, and treatments toward pet(s), by healthy vs. non-healthy weight of only/oldest dog, December 2012
                                                                                                                                                            • Custom Consumer Group—Pet Owners’ Attitudes and Behaviors by Cat’s Age and Weight

                                                                                                                                                              • Key points
                                                                                                                                                                • Unhealthy weight in felines correlates with age
                                                                                                                                                                  • Figure 122: Age of only/oldest cat in household, by healthy vs. non-healthy weight, December 2012
                                                                                                                                                                • Pet owners with cats aged 10+ most likely to think they have a strong bond
                                                                                                                                                                    • Figure 123: Attitudes toward pet's health and diet, by age of only/oldest cat in household, December 2012
                                                                                                                                                                  • Human-cat bond slightly stronger for those with unhealthy weight feline
                                                                                                                                                                      • Figure 124: Attitudes toward pet's health and diet, by weight of only/oldest cat in household, December 2012
                                                                                                                                                                    • Cat owners shopping for pet supplies want to indulge, but need guidance
                                                                                                                                                                        • Figure 125: Agreement with statements about pet supplies, by age of only/oldest cat in household, December 2012
                                                                                                                                                                      • Unhealthy weight cats' role is likely for companionship
                                                                                                                                                                          • Figure 126: Attitudes and behaviors on pet ownership, technology, and shopping, by healthy vs. non-healthy weight of only/oldest cat, December 2012
                                                                                                                                                                        • Cat owners’ perceptions of pet ownership call for distinctive marketing outreach
                                                                                                                                                                          • Figure 127: Agreement with perceptions of environmental/social responsibility, saving strategies, and treatments toward pet(s), by healthy vs. non-healthy weight of only/oldest cat, December 2012
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Figure 128: Target clusters, December 2012
                                                                                                                                                                        • Most Attached, Health Enthusiasts
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Aloof Pet Owners
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Young, Multicultural Empathetics
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                                                  • Figure 129: Target clusters, December 2012
                                                                                                                                                                                                  • Figure 130: Age of only/oldest dog in household, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 131: Age of only/oldest cat in household, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 132: Average amount spent on pet-related items in the last month, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 133: Spend on pet food, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 134: Spend on pet supplies, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 135: Spend on veterinary services, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 136: Spend on pet services, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 137: Shift in spending on pet food, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 138: Shift in spending on pet supplies, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 139: Shift in spending on pet-related items, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 140: Attitudes toward pet's health and diet, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 141: Attitudes and behaviors on pet ownership, technology, and shopping, by target clusters, December 2012
                                                                                                                                                                                                  • Figure 142: Agreement with perceptions of environmental/social responsibility, saving strategies, and treatments toward pet(s), by target clusters, December 2012
                                                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                                                  • Figure 143: Target clusters, by gender, December 2012
                                                                                                                                                                                                  • Figure 144: Target clusters, by generations, December 2012
                                                                                                                                                                                                  • Figure 145: Target clusters, by household income, December 2012
                                                                                                                                                                                                  • Figure 146: Target clusters, by race/Hispanic origin, December 2012
                                                                                                                                                                                                  • Figure 147: Target clusters, by marital/relationship status, December 2012
                                                                                                                                                                                                  • Figure 148: Target clusters, by primary residence, December 2012
                                                                                                                                                                                                  • Figure 149: Target cluster profiles, by demographic, December 2012
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                  • Pet ownership
                                                                                                                                                                                                    • Figure 150: Type of pet owned, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 151: Type of pet owned, by region, December 2012
                                                                                                                                                                                                    • Figure 152: Type of pet owned, by parents with children and age, December 2012
                                                                                                                                                                                                  • Dog’s age and weight
                                                                                                                                                                                                    • Figure 153: Age and weight of only/oldest dog in household, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 154: Age and weight of only/oldest dog in household, by household income, December 2012
                                                                                                                                                                                                    • Figure 155: Age and weight of only/oldest dog in household, by race/Hispanic origin, December 2012
                                                                                                                                                                                                    • Figure 156: Age and weight of only/oldest dog in household, by region, December 2012
                                                                                                                                                                                                    • Figure 157: Age of only/oldest pet cat in household, by marital status, December 2012
                                                                                                                                                                                                    • Figure 158: Age and weight of only/oldest dog in household, by presence of children in household, December 2012
                                                                                                                                                                                                  • Cat’s age and weight
                                                                                                                                                                                                    • Figure 159: Age and weight of only/oldest cat in household, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 160: Age and weight of only/oldest cat in household, by household income, December 2012
                                                                                                                                                                                                    • Figure 161: Age and weight of only/oldest cat in household, by race/Hispanic origin, December 2012
                                                                                                                                                                                                    • Figure 162: Age and weight of only/oldest cat in household, by region, December 2012
                                                                                                                                                                                                  • Spending habits on pet-related items
                                                                                                                                                                                                    • Figure 163: Spend on pet-related items, December 2012
                                                                                                                                                                                                  • Spend on pet food
                                                                                                                                                                                                    • Figure 164: Spend on pet food, by gender, December 2012
                                                                                                                                                                                                    • Figure 165: Spend on pet food, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 166: Spend on pet food, by household income, December 2012
                                                                                                                                                                                                  • Spend on pet supplies
                                                                                                                                                                                                    • Figure 167: Spend on pet supplies, by gender, December 2012
                                                                                                                                                                                                    • Figure 168: Spend on pet supplies, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 169: Spend on pet supplies, by household income, December 2012
                                                                                                                                                                                                    • Figure 170: Spend on pet supplies, by region, December 2012
                                                                                                                                                                                                  • Spend on veterinary services
                                                                                                                                                                                                    • Figure 171: Spend on veterinary services, by gender, December 2012
                                                                                                                                                                                                    • Figure 172: Spend on veterinary services, by region, December 2012
                                                                                                                                                                                                  • Spend on pet services
                                                                                                                                                                                                    • Figure 173: Spend on pet services, by gender, December 2012
                                                                                                                                                                                                    • Figure 174: Spend on pet services, by region, December 2012
                                                                                                                                                                                                  • Shift in spending on pet-related items
                                                                                                                                                                                                    • Shift in food spending
                                                                                                                                                                                                      • Figure 175: Shift in spending on pet food, by gender, December 2012
                                                                                                                                                                                                      • Figure 176: Shift in spending on pet food, by household income, December 2012
                                                                                                                                                                                                      • Figure 177: Shift in spending on pet food, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 178: Shift in spending on pet food, by region, December 2012
                                                                                                                                                                                                    • Shift in pet supplies spending
                                                                                                                                                                                                      • Figure 179: Shift in spending on pet supplies, by gender, December 2012
                                                                                                                                                                                                      • Figure 180: Shift in spending on pet supplies, by household income, December 2012
                                                                                                                                                                                                      • Figure 181: Shift in spending on pet supplies, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 182: Shift in spending on pet supplies, by region, December 2012
                                                                                                                                                                                                    • Shift in veterinary, pet, and other services spending
                                                                                                                                                                                                      • Figure 183: Shift in spending on pet-related items, by gender, December 2012
                                                                                                                                                                                                      • Figure 184: Shift in spending on pet-related items, by household income, December 2012
                                                                                                                                                                                                      • Figure 185: Shift in spending on pet-related items, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 186: Shift in spending on pet-related items, by region, December 2012
                                                                                                                                                                                                    • Attitudes on pet ownership and traveling with pets
                                                                                                                                                                                                      • Figure 187: Attitudes on pet ownership, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 188: Attitudes on pet ownership, by household income, December 2012
                                                                                                                                                                                                      • Figure 189: Attitudes on pet ownership, by region, December 2012
                                                                                                                                                                                                    • Perceptions of pet’s primary role
                                                                                                                                                                                                      • Figure 190: Perceptions of pet’s primary role, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 191: Perceptions of pet’s primary role, by household income, December 2012
                                                                                                                                                                                                      • Figure 192: Perceptions of pet’s primary role, by region, December 2012
                                                                                                                                                                                                    • Attitudes toward treatment of pets
                                                                                                                                                                                                      • Figure 193: Attitudes on treatment of pets, by gender, December 2012
                                                                                                                                                                                                    • Dog/cat owners’ attitudes toward pet’s health and diet
                                                                                                                                                                                                      • Figure 194: Attitudes toward pet's health and diet, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 195: Attitudes toward pet's health and diet, by household income, December 2012
                                                                                                                                                                                                      • Figure 196: Attitudes toward pet's health and diet, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 197: Attitudes toward pet's health and diet, by primary residence, December 2012
                                                                                                                                                                                                      • Figure 198: Attitudes toward pet's health and diet, by region, December 2012
                                                                                                                                                                                                    • The social and entertainment roles of pets vs. technology
                                                                                                                                                                                                      • Figure 199: Attitudes on pet ownership vs. technology, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 200: Attitudes on pet ownership vs. technology, by household income, December 2012
                                                                                                                                                                                                      • Figure 201: Attitudes on pet ownership vs. technology, by region, December 2012
                                                                                                                                                                                                    • Perceptions of pet-related environmental/social responsibility
                                                                                                                                                                                                      • Figure 202: Pet owners’ attitudes toward pet-related environmental/social responsibility, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 203: Pet owners’ attitudes toward pet-related environmental/social responsibility, by region, December 2012
                                                                                                                                                                                                    • Money-saving strategies
                                                                                                                                                                                                      • Figure 204: Money-saving strategies, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 205: Money-saving strategies, by household income, December 2012
                                                                                                                                                                                                      • Figure 206: Money-saving strategies, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 207: Agreement with perceptions of environmental/social responsibility, saving strategies, and treatments toward pet(s), by region, December 2012
                                                                                                                                                                                                    • Pet owners’ use of and interest in promotional tools
                                                                                                                                                                                                      • Figure 208: Pet owners’ shopping behaviors, by gender and age, December 2012
                                                                                                                                                                                                      • Figure 209: Pet owners’ use of and interest in promotional tools, by marital/relationship status, December 2012
                                                                                                                                                                                                      • Figure 210: Pet owners’ shopping behaviors, by region, December 2012
                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Fujitsu Limited

                                                                                                                                                                                                    America's Pet Owners - US - March 2013

                                                                                                                                                                                                    £3,277.28 (Excl.Tax)