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America's Pet Owners - US - September 2014

“Americans love their pets to the tune of more than $54 billion a year. For many, the household pet is member of the family like any other. Yet, the cost of ownership is rising at the same time that families have increasing financial responsibilities and burdens. Marketers that figure out how to enable pets to be pampered without breaking the bank should see success.”
– Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel and Leisure

This report answers the following questions:

  • Are there any limits on what pet owners will do for (or spend on) their pets?
  • Do pet owners welcome tech connections?
  • How important are Hispanics to future growth in the market?
The majority of US households own pets for the enjoyment and companionship they provide.
For most adults, pet ownership is a lifestyle or emotional choice that is limited only by one’s ability to care for, finance, house or medically tolerate a pet. Market innovations that reduce the burdens of ownership while increasing its enjoyment are the keys to future growth.
 
As the US economy continues to improve, consumer confidence grows. Greater consumer confidence drives the market through increased discretionary spending on impulse purchases (ie clothes, toys), training, better quality pet food, and willingness to spend more on pet healthcare.

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Table of contents

  1. Scope and Themes

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

                      • The pet market is estimated at $54.5 billion in 2014
                        • Figure 1: Total US retail sales and fan chart forecast of the pet market at current prices,with best and worst case scenarios, 2009-19
                      • Pet food and veterinary services are the two largest market segments
                        • Figure 2: Sales of pets, pet products, supplies, and services, segmented by type, 2014
                      • Market drivers
                        • The consumer
                          • Pets are a part of the quintessential family unit
                            • Figure 3: Household pet ownership, July 2014
                          • Most adults plan to have a pet
                            • Figure 4: Plans for pets in the future, by pets while growing up, July 2014
                          • Responsibility and expense are barriers to pet ownership
                            • Figure 5: Top reasons for not having pets, July 2014
                          • Pet owners want the best for their animals
                            • Figure 6: Attitudes toward pet’s holistic health, July 2014
                          • Most adults agree pets should be micro-chipped
                            • Figure 7: Attitudes toward tech assistance for pet care, July 2014
                          • Four in 10 kids take care of a pet in the household most of the time
                            • Figure 8: Kids responsible for taking care of a pet, by gender, November 2012-December 2013
                          • Hispanics embrace pet ownership
                            • Figure 9: Household pet ownership, by race/Hispanic origin, July 2014
                          • What we think
                          • Issues and Insights

                              • Are there any limits on what pet owners will do for (or spend on) their pets?
                                • The issues:
                                  • The implications:
                                    • Do pet owners welcome tech connections?
                                      • The issues:
                                        • The implications:
                                          • How important are Hispanics to future growth in the market?
                                            • The issues:
                                              • The implications:
                                              • Trend Application

                                                  • Trend: Click and Connect
                                                    • Trend: Second Skin
                                                      • Trend: Mood to Order
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Americans LOVE their pets
                                                            • Figure 10: Total US retail sales and forecast of the pet market, at current prices, 2009-19
                                                            • Figure 11: Total US retail sales and forecast of the pet market, at inflation-adjusted prices, 2009-19
                                                          • Fan chart forecast
                                                              • Figure 12: Total US retail sales and fan chart forecast of the pet market at current prices,with best and worst case scenarios, 2009-19
                                                          • Market Drivers

                                                            • Key points
                                                              • Majority of American households own pets
                                                                • Shifts in key age groups create market opportunities
                                                                  • Figure 13: Total US population, by age, 2009-19
                                                                • Families are more likely to be pet owners; childless households offer opportunities
                                                                  • Figure 14: Number of households, by presence of own children, 2003-13
                                                                • The influence of the Hispanic pet owner
                                                                    • Figure 15: Population, by Hispanic origin, 2009-19
                                                                  • Increased consumer confidence provides impetus for impulse purchases
                                                                    • Figure 16: Consumer Sentiment Index, January 2007-July 2014
                                                                • Segment Overview

                                                                  • Key points
                                                                    • The cost of purchasing a pet is just the tip of the iceberg
                                                                      • Figure 17: Sales of pets, pet products, supplies, and services, segmented by type, 2012 and 2014
                                                                  • Segment Performance – Pet Food

                                                                    • Key points
                                                                      • Americans spend more than $20 billion on pet food
                                                                        • Pet food sales outlook is positive
                                                                          • Figure 18: Total US retail sales and forecast of pet food, at current prices, 2009-19
                                                                          • Figure 19: Total US retail sales and forecast of pet food, at inflation-adjusted prices, 2009-19
                                                                      • Segment Performance – Veterinary Services

                                                                        • Key points
                                                                          • What’s good for veterinarians is costly for pet owners
                                                                            • Advances in veterinary medicine can extend a pet’s life
                                                                              • Figure 20: Sales and forecast of veterinary services, at current prices, 2009-19
                                                                              • Figure 21: Sales and forecast of veterinary services, at inflation-adjusted prices, 2009-19
                                                                          • Segment Performance – Pet Supplies

                                                                            • Key points
                                                                              • Recession-resilient segment exceeds $12 billion annually
                                                                                • Litter/deodorant and dog/cat supplies account for majority of supply sales
                                                                                  • Pet supply sales forecast to increase 21% between 2014 and 2019
                                                                                    • Figure 22: Sales and forecast of pet supplies, at current prices, 2009-19
                                                                                    • Figure 23: Sales and forecast of pet supplies, at inflation-adjusted prices, 2009-19
                                                                                • Segment Performance – Pet Services

                                                                                  • Key points
                                                                                    • Pampered pets lead to 42% growth
                                                                                      • Pet services to grow 29% between 2014 and 2019
                                                                                        • Figure 24: Sales and forecast of pet services, at current prices, 2009-19
                                                                                        • Figure 25: Sales and forecast of pet services, at inflation-adjusted prices, 2009-19
                                                                                    • Segment Performance – Pet Sales

                                                                                      • Key points
                                                                                        • About $2.2 billion a year is spent on buying a pet
                                                                                          • Figure 26: Sales and forecast of pets, at current prices, 2009-19
                                                                                          • Figure 27: Sales and forecast of pets, at inflation-adjusted prices, 2009-19
                                                                                      • Innovation and Innovators

                                                                                        • IKEA – Home for Hope
                                                                                          • Figure 28: IKEA Singapore, Home for Hope Video, 2014
                                                                                        • Zoetis
                                                                                          • Luxury Pet Hotels and Spas
                                                                                            • Rover.com
                                                                                              • Meals on Wheels, Fort Collins, Colo.
                                                                                                • PetChatz
                                                                                                  • Figure 29: PetChatz, Greet & Treat Your Pets from Anywhere, Anytime video, 2013
                                                                                              • Marketing Strategies

                                                                                                • Overview
                                                                                                  • Theme: The Human/Animal Connection
                                                                                                    • Figure 30: Petco, “The Power of Together – Companions,” 2013
                                                                                                    • Figure 31: Petco, “One to Remember – Summer,” May 2014
                                                                                                  • Theme: Anthropomorphism
                                                                                                    • Figure 32: FreshPet, “The Freshpet Story,” 2013
                                                                                                    • Figure 33: Friskies SauceSations Commercial, 2014
                                                                                                  • Theme: Convenience/Assistance
                                                                                                    • Figure 34: Top 10 claims associated with new pet supply product launches – 2009-14
                                                                                                    • Figure 35: Tidy Cats Light Weight Litter, Hidden Camera video, 2013
                                                                                                  • Theme: Your Brand/Service Provider Cares
                                                                                                    • Figure 36: Dog for Dog, Now in Walgreens, 2014
                                                                                                    • Figure 37: Pedigree, “Good Food: See What Good Food Can Do(TM),” 2014
                                                                                                  • Theme: Connecting
                                                                                                  • Pet Ownership by the Numbers

                                                                                                    • Key points
                                                                                                      • Majority of US households own a pet
                                                                                                        • Figure 38: Household pet ownership, July 2014
                                                                                                      • US households own more than 95 million cats and 83 million dogs
                                                                                                        • Figure 39: Number of households that own pets and total number of pets owned, by type, 2013/2014
                                                                                                      • Oldest adults least likely to have pets in their household
                                                                                                        • Figure 40: Household pet ownership, by age, July 2014
                                                                                                      • Higher-income households more likely to own pets
                                                                                                        • Figure 41: Household pet ownership, by household income, July 2014
                                                                                                      • Children and pets a perfect fit
                                                                                                        • Figure 42: Household pet ownership, by presence of children in household, July 2014
                                                                                                      • Pet owners are more likely to own their own home
                                                                                                        • Figure 43: Household pet ownership, by primary residence, July 2014
                                                                                                      • Pet owners most likely had a pet as a child
                                                                                                        • Figure 44: Household pet ownership, by pets while growing up, July 2014
                                                                                                      • Multi-pet owners a significant group
                                                                                                        • Figure 45: Household pet ownership – Frequency groups, by dog and cat owners, July 2014
                                                                                                    • Plans for Pets in the Future

                                                                                                      • Key points
                                                                                                        • Seven in 10 adults plan to have a pet in the future
                                                                                                          • Figure 46: Plans for pets in the future, by age, July 2014
                                                                                                        • Most adults plan to have a pet, regardless of income
                                                                                                          • Figure 47: Plans for pets in the future, by household income, July 2014
                                                                                                        • Adults with children more likely to foresee a pet in their future
                                                                                                          • Figure 48: Plans for pets in the future, by presence of children in household, July 2014
                                                                                                        • Adults who grew up with pets want them the most
                                                                                                          • Figure 49: Plans for pets in the future, by pets while growing up, July 2014
                                                                                                      • Reasons for Dog/Cat Ownership

                                                                                                        • Key points
                                                                                                          • Most adults acquire a pet because they want one
                                                                                                            • Figure 50: Reasons for dog/cat ownership, July 2014
                                                                                                          • Men more likely to go along with the decision to get a pet
                                                                                                            • Figure 51: Reasons for dog/cat ownership, by gender, July 2014
                                                                                                          • Majority of dog owners have a dog for the enjoyment they provide
                                                                                                            • Figure 52: Reasons for dog ownership, by gender, July 2014
                                                                                                          • Many men agree to own a cat because of someone else
                                                                                                            • Figure 53: Reasons for cat ownership, by gender, July 2014
                                                                                                        • Reasons for Not Having Pets

                                                                                                          • Key points
                                                                                                            • Responsibility and expense block pet ownership
                                                                                                              • Figure 54: Reasons for not having pets, by gender, July 2014
                                                                                                            • Older adults less likely to want the responsibility of pet care
                                                                                                              • Figure 55: Reasons for not having pets, by age, July 2014
                                                                                                            • Cost precludes many low-income householders from owning pets
                                                                                                              • Figure 56: Reasons for not having pets, by household income, July 2014
                                                                                                          • Responsibility for Pet Care

                                                                                                            • Key points
                                                                                                              • More than four in 10 owners are solely responsible for pet’s care
                                                                                                                • Figure 57: Responsibility for dog(s)/cat(s) care and attitudes toward health, by gender, July 2014
                                                                                                              • Sole responsibility for pet care is highest for adults 25-34
                                                                                                                • Figure 58: Responsibility for dog(s)/cat(s) care and attitudes toward health, by age, July 2014
                                                                                                            • Attitudes toward Pet Health and Welfare

                                                                                                              • Key points
                                                                                                                • Adults are generally concerned about pet health and wellbeing
                                                                                                                  • Figure 59: Responsibility for dog(s)/cat(s) care and attitudes toward health, by gender, July 2014
                                                                                                                • Adults aged 55+ more focused on their pet’s health and wellbeing
                                                                                                                  • Figure 60: Responsibility for dog(s)/cat(s) care and attitudes toward health, by age, July 2014
                                                                                                              • Trust Issues for Pet Owners

                                                                                                                • Key points
                                                                                                                  • Pet owners split on who to trust with their pet’s wellbeing
                                                                                                                    • Most pet owners are nonchalant about pet-related technology
                                                                                                                      • Figure 61: Caring for dog(s)/cat(s), by gender, July 2014
                                                                                                                    • Adults age 55+ more likely to trust their vet; less likely to count on others
                                                                                                                      • Pet-related technology of greater interest to younger adults
                                                                                                                        • Figure 62: Caring for dog(s)/cat(s), by age, July 2014
                                                                                                                      • Wealthiest households most trusting of others for pet care
                                                                                                                        • Adults earning $150K+ most interested in pet-related technology
                                                                                                                          • Figure 63: Caring for dog(s)/cat(s), by household income, July 2014
                                                                                                                      • Attitudes toward a Holistic Approach to Health

                                                                                                                        • Key points
                                                                                                                          • Pet owners want the best for their animals
                                                                                                                            • Figure 64: Attitudes toward pet’s holistic health, July 2014
                                                                                                                          • Men somewhat more likely to take action
                                                                                                                            • Figure 65: Attitudes toward pet’s holistic health, by gender, July 2014
                                                                                                                          • Older adults less likely to take action
                                                                                                                            • Figure 66: Attitudes toward pet’s holistic health, by age, July 2014
                                                                                                                        • Attitudes toward Technology Assistance

                                                                                                                          • Key points
                                                                                                                            • Most adults agree pets should be micro-chipped
                                                                                                                              • Figure 67: Attitudes toward tech assistance for pet care, July 2014
                                                                                                                            • Men slightly more interested in tech assistance
                                                                                                                              • Figure 68: Attitudes toward tech assistance for pet care, by gender, July 2014
                                                                                                                            • Younger adults more receptive to tech assistance
                                                                                                                              • Figure 69: Attitudes toward tech assistance for pet care, by age, July 2014
                                                                                                                          • Trust in Pet Food/Pet Food Brands

                                                                                                                            • Key points
                                                                                                                              • Most adults believe there are differences among pet foods brands
                                                                                                                                • Figure 70: Trust in pet food/pet food brands, July 2014
                                                                                                                              • Men are more likely than women to say pet food brands are all the same
                                                                                                                                • Figure 71: Trust in pet food/pet food brands, by gender, July 2014
                                                                                                                              • Young adults more likely to agree that pet food brands are all the same
                                                                                                                                • Figure 72: Trust in pet food/pet food brands, by age, July 2014
                                                                                                                            • Kids’ Responsibility for Pet Care

                                                                                                                              • Key points
                                                                                                                                • Four in 10 kids take care of a pet in the household most of the time
                                                                                                                                  • Figure 73: Kids responsible for taking care of a pet, by gender, November 2012-December 2013
                                                                                                                                • Half of girls 9-11 take care of their pet most of the time
                                                                                                                                  • Figure 74: Kids responsible for taking care of a pet, by gender and age, November 2012-December 2013
                                                                                                                                • Kids who take care of pets have more responsibilities than other kids
                                                                                                                                  • Figure 75: Household responsibilities, by take care of pet, November 2012-December 2013
                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Pet ownership highest for Hispanic households
                                                                                                                                    • Figure 76: Household pet ownership, by race/Hispanic origin, July 2014
                                                                                                                                  • Eight in 10 Hispanics have future plans to own a pet
                                                                                                                                    • Figure 77: Plans for pets in the future, by race/Hispanic origin, July 2014
                                                                                                                                  • Hispanics have more diverse reasons for owning a pet
                                                                                                                                    • Figure 78: Reasons for dog/cat ownership, by race/Hispanic origin, July 2014
                                                                                                                                  • Black and Hispanic adults more likely to be solely responsible for pet care
                                                                                                                                    • Figure 79: Responsibility for dog(s)/cat(s) care and attitudes toward health, by race/Hispanic origin, July 2014
                                                                                                                                  • Responsibility for care and cost are barriers to pet ownership
                                                                                                                                    • Figure 80: Reasons for not having pets, by race/Hispanic origin, July 2014
                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Pet ownership
                                                                                                                                    • Figure 81: Pet ownership, February 2007-March 2014
                                                                                                                                    • Figure 82: Pet ownership, by household income, January 2013-March 2014
                                                                                                                                    • Figure 83: Pet ownership, by presence of children in household, January 2013-March 2014
                                                                                                                                    • Figure 84: Pet ownership, by region, January 2013-March 2014
                                                                                                                                    • Figure 85: Pet ownership, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                  • Dogs in household
                                                                                                                                    • Figure 86: Number of dogs in household, by household income, January 2013-March 2014
                                                                                                                                    • Figure 87: Number of dogs in household, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                    • Figure 88: Number of dogs in household, by region, January 2013-March 2014
                                                                                                                                  • Cats in household
                                                                                                                                    • Figure 89: Number of cats in household, by household income, January 2013-March 2014
                                                                                                                                    • Figure 90: Number of cats in household, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                    • Figure 91: Number of cats in household, by region, January 2013-March 2014
                                                                                                                                  • Household pet ownership
                                                                                                                                    • Figure 92: Household pet ownership, by gender, July 2014
                                                                                                                                    • Figure 93: Household pet ownership, by gender and age, July 2014
                                                                                                                                    • Figure 94: Household pet ownership, by marital/relationship status, July 2014
                                                                                                                                    • Figure 95: Household pet ownership, by area, July 2014
                                                                                                                                    • Figure 96: Household pet ownership, by plans for pets in the future, July 2014
                                                                                                                                    • Figure 97: Household pet ownership – Frequency groups (3+), July 2014
                                                                                                                                  • Reasons for dog/cat ownership
                                                                                                                                    • Figure 98: Reasons for dog/cat ownership, by age, July 2014
                                                                                                                                    • Figure 99: Reasons for dog/cat ownership, by gender and age, July 2014
                                                                                                                                    • Figure 100: Reasons for dog/cat ownership, by household income, July 2014
                                                                                                                                  • Reasons for not having pets
                                                                                                                                    • Figure 101: Reasons for not having pets, by presence of children in household, July 2014
                                                                                                                                  • Attitudes toward pet health
                                                                                                                                    • Figure 102: Responsibility for dog(s) care and attitudes toward health, by gender, July 2014
                                                                                                                                    • Figure 103: Responsibility for cat(s) care and attitudes toward health, by gender, July 2014
                                                                                                                                    • Figure 104: Responsibility for dog(s)/cat(s) care and attitudes toward health, by household income, July 2014
                                                                                                                                  • Trust issues for pet owners
                                                                                                                                    • Figure 105: Caring for dog(s), July 2014
                                                                                                                                    • Figure 106: Caring for cat(s), July 2014
                                                                                                                                    • Figure 107: Caring for cat(s), by gender, July 2014
                                                                                                                                  • Attitudes toward pets
                                                                                                                                    • Figure 108: Attitudes toward pets, by household income, July 2014
                                                                                                                                  • Impact of race and Hispanic origin
                                                                                                                                    • Figure 109: Caring for dog(s)/cat(s), by race/Hispanic origin, July 2014
                                                                                                                                    • Figure 110: Attitudes toward pets, by race/Hispanic origin, July 2014
                                                                                                                                • Appendix – Information Resources, Inc. Builders Panel Data Definitions

                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                      Companies Covered

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                                                                                                                                      America's Pet Owners - US - September 2014

                                                                                                                                      £3,277.28 (Excl.Tax)