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America's Pet Owners - US - September 2011

This report builds on the analysis presented in Mintel’s America’s Pet Owners—U.S., November 2009. While exploring the market from a different perspective, this report is a companion to the analysis presented in Pet Food—U.S., August 2011 and August 2010, as well as Pet Supplies—U.S., September 2011 and August 2010. Readers may also be interested in Mintel’s Pet Food and Supplies—U.S., July 2009, August 2008, August 2007, February 2006, and previous reports from 2005, 2004, 2002, and 2001.

This report primarily covers owners of household pets including cats and dogs, as these represent the vast majority of pets owned. Where relevant, other pets are discussed.

This report includes limited information on the sales of pet foods and supplies in order to provide context, but focuses on the pet owners themselves, exploring their characteristics, demographics, traits, attitudes, and behaviors.

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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

                        • Pets making themselves at home
                          • Children and pets often go together
                            • Pets as surrogate children
                              • Pet food prices expected to rise in second half of 2011
                                • Pet innovations mirroring human market
                                  • Purina is top dog in terms of marketing support
                                    • Pet owner profile
                                      • Pet owners’ attitudes and behaviors
                                      • Insights and Opportunities

                                        • Pet insurance coverage limited, but offers growth potential
                                          • Dog parks as a marketing platform
                                            • Incorporating pet-friendly features into home designs
                                              • Marketing sponsorships of pet events
                                                • Pet monitors may be worth keeping an eye on
                                                • Inspire Insights

                                                    • Trend: Snack Society
                                                      • Trend: Totophobia
                                                      • Pet Industry Total Expenditures and Forecast

                                                        • Key points
                                                          • Pet industry’s annual gains a pretty good trick considering economy
                                                            • Figure 1: Total U.S. pet industry expenditures, at current prices, 2006-16
                                                            • Figure 2: Total U.S. pet industry expenditures, at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 3: Total U.S. pet industry expenditures and fan chart forecast with best/worst case scenarios, at current prices, 2006-16
                                                            • Breakdown of total U.S. pet industry expenditures
                                                              • Figure 4: Total U.S. pet industry expenditures, by segment, 2010-11
                                                            • Pet food market growth is modest but steady
                                                              • Figure 5: Total U.S. sales and forecast of pet food, at current prices, 2006-11
                                                            • Pet supplies market posting small annual gains
                                                              • Figure 6: Total U.S. sales and forecast of pet supplies, at current prices, 2006-16
                                                          • Market Drivers

                                                            • Key points
                                                              • Pets living longer lives
                                                                • Households with children present large target audience
                                                                  • Figure 7: Families, by presence of own children younger than 18 in household, 1950-2010
                                                                • Some young adults opting for pets instead of children
                                                                  • Figure 8: U.S. birthrate, 2003-11
                                                              • Marketing Challenges

                                                                • Key points
                                                                  • Huge pet food recall requires rebuilding of brands and trust
                                                                    • Pet products are actually marketed to humans
                                                                      • Expected rise in pet food prices may be hard to swallow
                                                                        • Figure 9: Real disposable income, 2007-11*
                                                                      • Switches in pet’s diet can lead to stomach upset
                                                                      • Pet Ownership in America

                                                                        • Key points
                                                                          • Pet ownership at all-time high
                                                                            • Figure 10: Average annual dog/cat expenses, 2011
                                                                          • Pet ownership going to the dogs
                                                                            • Fish are a good catch in terms of pet numbers
                                                                              • Figure 11: Number of U.S. households that own a pet and number of pets, 2011
                                                                            • Southern hospitality extends to pet ownership
                                                                              • Figure 12: adults with pets, by region, 2007 and 2011
                                                                            • Higher education levels showing increase in pet ownership
                                                                              • Figure 13: adults with pets, education level, 2007 and 2011
                                                                          • Innovations and Innovators

                                                                            • Overview
                                                                              • Functional pet foods
                                                                                • Premium/indulgent pet food and treats
                                                                                  • Lifestyle pet products
                                                                                    • Pet-friendly vehicle features appeal to dog owners
                                                                                    • Company Profiles and Marketing Strategies

                                                                                      • Key points
                                                                                        • Nestlé Purina PetCare Company
                                                                                          • Purina online
                                                                                            • Brand analysis: Purina
                                                                                              • Figure 14: Brand analysis of Purina
                                                                                            • Pedigree
                                                                                              • Pedigree online
                                                                                                • Brand analysis: Pedigree
                                                                                                  • Figure 15: Brand analysis of Pedigree
                                                                                                • Bayer HealthCare Animal Division
                                                                                                  • Bayer HealthCare Animal Division online
                                                                                                    • Brand analysis: Bayer HealthCare Animal Division
                                                                                                      • Figure 16: Brand analysis of Bayer HealthCare animal division
                                                                                                    • TV presence
                                                                                                      • Overview
                                                                                                        • Fancy Feast
                                                                                                          • Figure 17: Fancy Feast “the best ingredient is love,” April 2011
                                                                                                        • Travelers Insurance
                                                                                                          • Figure 18: Travelers Insurance, “It’s better under the Umbrella,” 2011
                                                                                                        • Claritin D allergy medication
                                                                                                          • Figure 19: Claritin D, “Live Claritin Clear,” September 2010
                                                                                                        • Hoover Max Extract
                                                                                                          • Figure 20: Hoover Max Extract, “Superior Cleaning,” January 2011
                                                                                                        • 3M Scotch Lint Roller
                                                                                                          • Figure 21: 3M Scotch Lint Remover, “The Sticky Experts,” April 2010
                                                                                                      • Pet Types and Number in Household

                                                                                                        • Key points
                                                                                                          • Pet owners make room for multiple animals in their homes
                                                                                                            • Figure 22: Type and number of pets in household, May 2011
                                                                                                            • Figure 23: Type and number of pets in household, by age, May 2011
                                                                                                          • Dogs are the most common type of pet
                                                                                                            • Figure 24: Type and number of pets in household, by dog/cat ownership, May 2011
                                                                                                          • Compared to renters, homeowners more likely to have cats or dogs
                                                                                                            • Figure 25: Dog and cat ownership by residence type, February 2010-march 2011
                                                                                                        • Source and Selection of Most Recently Acquired Pet

                                                                                                          • Key points
                                                                                                            • Shelters/rescue groups are primary source for dogs and cats
                                                                                                                • Figure 26: Source of most recently acquired dog or cat, by dog/cat owners, May 2011
                                                                                                              • Specific breed much more important to dog owners than cat owners
                                                                                                                • Figure 27: Selection of most recently acquired pet, by dog/cat owners, May 2011
                                                                                                              • Men more likely than women to focus on specific dog breed
                                                                                                                • Figure 28: Selection of most recently acquired dog, by gender, May 2011
                                                                                                                • Figure 29: Selection of most recently acquired dog, by age, May 2011
                                                                                                                • Figure 30: Selection of most recently acquired dog, by household income, May 2011
                                                                                                            • Size of Dog Owned by Household

                                                                                                              • Key points
                                                                                                                • Size does matter—when it comes to dogs
                                                                                                                  • Figure 31: Sizes of dogs owned by household, by gender, May 2011
                                                                                                                • As owners grow older, dogs grow smaller
                                                                                                                  • Figure 32: Sizes of dogs owned by household, by age, May 2011
                                                                                                                  • Figure 33: Sizes of dogs owned by household, by household income, May 2011
                                                                                                              • Dogs—Household Freedoms and Services

                                                                                                                • Key points
                                                                                                                  • Dogs often considered part of the family
                                                                                                                    • Figure 34: Household treatment/care, by gender, May 2011
                                                                                                                  • Older owners afford dogs their freedom
                                                                                                                    • Figure 35: Household treatment/care, by age, May 2011
                                                                                                                  • Lower-income household dogs are roughing it outdoors
                                                                                                                    • Figure 36: Household treatment/care, by household income, May 2011
                                                                                                                  • Dog-related products and services have room for growth
                                                                                                                      • Figure 37: Dog products and services used, by gender, May 2011
                                                                                                                    • Younger dog owners’ interest in pet insurance spells growth for future
                                                                                                                      • Figure 38: Dog products and services used, by age, May 2011
                                                                                                                    • Wealthier dog owners splurging on services
                                                                                                                      • Figure 39: Dog products and services used, by household income, May 2011
                                                                                                                  • Dogs—Veterinarian Visits

                                                                                                                    • Key points
                                                                                                                      • Dog owner’s age and income impacts frequency of vet visits
                                                                                                                        • Figure 40: Frequency of taking dog to the vet, by key demographics, May 2011
                                                                                                                      • Yellow Pages veterinarian searches comparable to other medical and professional services
                                                                                                                        • Figure 41: Referred to Yellow pages in the last 12 months, by dog/cat owners, February 2010-March 2011
                                                                                                                        • Figure 42: Yellow pages services referred to in the last 12 months, by dog/cat owners, February 2010-March 2011
                                                                                                                    • Dogs—Current Use and Interest in Pet Services

                                                                                                                      • Key points
                                                                                                                        • Kitchens going to the dogs
                                                                                                                          • Figure 43: Dog services use and interest, May 2011
                                                                                                                        • Younger dog owners most interested in pet-friendly amenities
                                                                                                                          • Figure 44: Dog services use and interest, by age, May 2011
                                                                                                                          • Figure 45: Dog services use and interest, by household income, May 2011
                                                                                                                        • Looking for dog perks in the city
                                                                                                                          • Figure 46: Dog services use and interest, by urban area, May 2011
                                                                                                                      • Attitudes and Behaviors Toward Pets

                                                                                                                        • Key points
                                                                                                                          • Pet’s health condition is critical to owners
                                                                                                                            • Figure 47: Attitudes and behaviors toward pets, by dog/cat owners, May 2011
                                                                                                                          • Dog owners’ attitudes and behaviors
                                                                                                                            • Figure 48: Attitudes and behaviors toward dogs, by gender, May 2011
                                                                                                                          • Increased awareness of own health among older owners transfers to dogs
                                                                                                                            • Figure 49: Attitudes and behaviors toward dogs, by age, May 2011
                                                                                                                            • Figure 50: Attitudes and behaviors toward dogs, by household income, May 2011
                                                                                                                          • Cat owners’ attitudes and behaviors
                                                                                                                            • Figure 51: Attitudes and behaviors toward cats, by gender, May 2011
                                                                                                                            • Figure 52: Attitudes and behaviors toward cats, by household income, May 2011
                                                                                                                        • Feelings About Pets

                                                                                                                          • Key points
                                                                                                                            • Dogs and cats are considered part of the family
                                                                                                                              • Figure 53: Feelings about pets, by dog/cat owners, May 2011
                                                                                                                            • Pet owners tend to be satisfied with their lives
                                                                                                                              • Figure 54: Effect of pet ownership on happiness, by dog/cat owners, February 2010-March 2011
                                                                                                                            • Pet owners’ feelings about their dogs
                                                                                                                              • Figure 55: Feelings about dogs, by gender, May 2011
                                                                                                                              • Figure 56: Feelings about dogs, by age, May 2011
                                                                                                                              • Figure 57: Feelings about dogs, by household income, May 2011
                                                                                                                            • Pet owners’ feelings about their cats
                                                                                                                              • Figure 58: Feelings about cats, by gender, May 2011
                                                                                                                              • Figure 59: Feelings about cats, by household income, May 2011
                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • Black pet ownership tends to be lower than other races/ethnicities
                                                                                                                                • Figure 60: Type and number of pets in household, by race/Hispanic origin, May 2011
                                                                                                                              • Whites favor larger dogs
                                                                                                                                • Figure 61: Sizes of dogs owned by household, by race/Hispanic origin, May 2011
                                                                                                                              • Whites tend to give dogs more freedom around the house
                                                                                                                                • Figure 62: Household treatment/care, by race/Hispanic origin, May 2011
                                                                                                                              • Blacks more interested in dog products/services
                                                                                                                                • Figure 63: Dog products and services used, by race/Hispanic origin, May 2011
                                                                                                                              • Hispanics most interested in pet-friendly accommodations
                                                                                                                                • Figure 64: Dog services use and interest, by race/Hispanic origin, May 2011
                                                                                                                              • Hispanics enjoy the fun side of dog ownership
                                                                                                                                • Figure 65: Attitudes and behaviors toward dogs, by Hispanic origin, May 2011
                                                                                                                            • Cluster Analysis

                                                                                                                                • Dog=animal
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Dog=child
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Dog=companion
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                    • Figure 66: Dog owner clusters, May 2011
                                                                                                                                                    • Figure 67: Source of most recently acquired dog, by dog owner clusters, May 2011
                                                                                                                                                    • Figure 68: Sizes of dogs owned by household, by dog owner clusters, May 2011
                                                                                                                                                    • Figure 69: Household treatment/care, by dog owner clusters, May 2011
                                                                                                                                                    • Figure 70: Dog products and services used, by dog owner clusters, May 2011
                                                                                                                                                    • Figure 71: Frequency of taking dog to the vet, by dog owner clusters, May 2011
                                                                                                                                                    • Figure 72: Feelings about pets, by dog owner clusters, May 2011
                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                    • Figure 73: Dog owner clusters, by gender, May 2011
                                                                                                                                                    • Figure 74: Dog owner clusters, by age, May 2011
                                                                                                                                                    • Figure 75: Dog owner clusters, by household income, May 2011
                                                                                                                                                    • Figure 76: Dog owner clusters, by race, May 2011
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                    • Key points
                                                                                                                                                      • Presence of children a big influence on pet ownership
                                                                                                                                                          • Figure 77: Type and number of pets in household, by marital status and presence of children in household, May 2011
                                                                                                                                                          • Figure 78: Sizes of dogs owned by household, by marital status and presence of children in household, May 2011
                                                                                                                                                        • Parents less likely to choose their dog, more likely to acquire it as a “gift”
                                                                                                                                                            • Figure 79: Selection of most recently acquired dog, by marital status and presence of children in household, May 2011
                                                                                                                                                          • Cats received as gifts/chosen by someone else one third of the time
                                                                                                                                                            • Figure 80: Selection of most recently acquired cat, by marital status and presence of children in household, May 2011
                                                                                                                                                          • Dogs in childless households have more freedom to roam
                                                                                                                                                              • Figure 81: Household treatment/care, by marital status and presence of children in household, May 2011
                                                                                                                                                            • Married and childless owners more likely to pamper their dogs
                                                                                                                                                              • Figure 82: Dog products and services used, by marital status and presence of children in household, May 2011
                                                                                                                                                            • Unmarried owners want perks for their pets
                                                                                                                                                              • Figure 83: Dog services use and interest, by marital status and presence of children in household, May 2011
                                                                                                                                                            • Childless owners “parent” their pets
                                                                                                                                                              • Figure 84: Attitudes and behaviors toward dogs, by marital status and presence of children in household, May 2011
                                                                                                                                                              • Figure 85: Feelings about dogs, by marital status and presence of children in household, May 2011
                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                            • Type of pets in household
                                                                                                                                                              • Figure 86: Type and number of pets in household, by marital status by presence of children in household, May 2011
                                                                                                                                                            • Sizes of dog(s) household owns
                                                                                                                                                              • Figure 87: Sizes of dogs owned by household, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 88: Sizes of dogs owned by household, by urban area, May 2011
                                                                                                                                                            • Selection of most recently acquired pet
                                                                                                                                                              • Figure 89: Selection of most recently acquired dog, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 90: Selection of most recently acquired dog, by urban area, May 2011
                                                                                                                                                              • Figure 91: Selection of most recently acquired cat, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 92: Selection of most recently acquired cat, by urban area, May 2011
                                                                                                                                                            • Dogs’ household freedom
                                                                                                                                                              • Figure 93: Household treatment/care, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 94: Household treatment/care, by urban area, May 2011
                                                                                                                                                            • Dog products and services
                                                                                                                                                              • Figure 95: Dog products and services used, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 96: Dog products and services used, by urban area, May 2011
                                                                                                                                                            • Dog frequency of vet visits
                                                                                                                                                              • Figure 97: Frequency of taking dog to the vet, by marital status/presence of children in household, May 2011
                                                                                                                                                              • Figure 98: Frequency of taking dog to the vet, by urban area, May 2011
                                                                                                                                                            • Dog services use and interest
                                                                                                                                                              • Figure 99: Dog services use and interest, by marital status by presence of children in household, May 2011
                                                                                                                                                            • Attitudes and behaviors toward dogs
                                                                                                                                                              • Figure 100: Attitudes and behaviors toward dogs, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 101: Attitudes and behaviors toward dogs, by urban area, May 2011
                                                                                                                                                            • Feelings about dogs
                                                                                                                                                              • Figure 102: Feelings about dogs, by marital status by presence of children in household, May 2011
                                                                                                                                                              • Figure 103: Feelings about dogs, by urban area, May 2011
                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • AAA
                                                                                                                                                            • American Honda Motor Co., Inc.
                                                                                                                                                            • American Pet Products Manufacturers Association, Inc.
                                                                                                                                                            • Bayer Corporation
                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                            • Goldman Sachs Group, Inc., The
                                                                                                                                                            • Google, Inc.
                                                                                                                                                            • Harley Davidson, Inc
                                                                                                                                                            • Hartz Mountain Corporation
                                                                                                                                                            • Hoover Ltd
                                                                                                                                                            • Los Angeles Times
                                                                                                                                                            • Mars Incorporated
                                                                                                                                                            • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                            • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                            • National Football League Inc.
                                                                                                                                                            • Nestlé Purina Petcare Company
                                                                                                                                                            • Nestlé S.A.
                                                                                                                                                            • Panasonic Corporation of North America
                                                                                                                                                            • Pet Food Institute (PFI)
                                                                                                                                                            • Pet Industry Distributors Association
                                                                                                                                                            • Pet Industry Joint Advisory Council (PIJAC)
                                                                                                                                                            • PETCO Animal Supplies Stores, Inc.
                                                                                                                                                            • PetSmart, Inc
                                                                                                                                                            • Royal Canin Usa, Inc
                                                                                                                                                            • Taco Bell Corp.
                                                                                                                                                            • Tesco Plc
                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                            • US Department of Commerce
                                                                                                                                                            • USA Network
                                                                                                                                                            • USA Today
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                            • Whiskas
                                                                                                                                                            • Yellow Pages Association
                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                            America's Pet Owners - US - September 2011

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