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America's Pet Owners - US - September 2015

"Owning a pet can be anxiety inducing, and each pet comes with its own unique set of challenges. These challenges may discourage pet owners from obtaining more pets or getting another pet after a pet passes away. The most common challenges include keeping the house clean, paying for medical care, and finding care for pets when away from home. Many of these challenges are shared among different types of pet owners, but dog owners tend to be more concerned about training, while cat owners tend to be more concerned about hair shedding and damage to furniture."

- Lindsey Rogers, Consumer Research Analyst

This report covers the following areas: 

  • Sales of pets are flat, despite growing share in ownership
  • Pets aren't always a walk in the park

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales of pets are flat, despite growing share in ownership
            • Figure 1: Sales of pets and forecast, at current prices, 2010-20
          • Pets aren’t always a walk in the park
            • Figure 2: Challenges of pet ownership, February 2015
          • The opportunities
            • Treat pets like humans
              • Target parents, childless couples
                • Play up the benefits of owning a pet
                  • Figure 3: Benefits of pet ownership, February 2015
                • Let them eat cake… with their pets
                  • Figure 4: Pets in public/pet owners’ involvement with their pets, February 2015
                • Research, recommend, repeat
                  • Figure 5: Trusted sources of pet advice, February 2015
                • Help owners pamper their pets, make life more convenient
                  • Figure 6: Use of and interest in pet services, February 2015
                • What it means
                • The Market – What You Need To Know

                  • Spending on pets to continue current growth trajectory through 2020
                    • Pet food, veterinary services account for majority of spending
                      • Demographic shifts impact the market
                        • Humanization of pets continues to open up market opportunities
                        • Market Size and Forecast

                          • Expenditures on pets expected to grow by $10.3 billion through 2020
                            • Figure 7: Total US expenditures and fan chart forecast on pets* at current prices 2010-20
                            • Figure 8: Total US expenditures and forecast on pets* at current prices 2010-20
                        • Market Breakdown

                          • Pet owners spend the most on pet food, vet visits
                            • Figure 9: Total US expenditures and forecast on pets*, by segment, at current prices, 2010-20
                            • Figure 10: Total US expenditures on pets*, by segment, at current prices, 2013 versus 2015
                        • Market Factors

                          • Humanization of pets
                            • Childless couples, unmarried Americans on the rise
                              • Figure 11: Share of households by number of persons per household, 1960-2013
                            • America’s aging population
                              • Figure 12: Americans aged 65+, total population and share of population, 2015-60
                            • America’s pets also aging
                            • Key Players – What You Need To Know

                              • Pet retailers work to differentiate themselves
                                • By humanizing pets, companies appeal to owners
                                  • Pet owners seek out convenient, premium services
                                    • Vet loyalty programs encourage repeat visits, adherence to medical advice
                                    • Leading Retailers

                                      • Petco
                                        • Figure 13: Petco company overview
                                      • Competitive analysis
                                        • PetSmart
                                          • Figure 14: PetSmart company overview
                                        • Competitive Analysis
                                            • Figure 15: PetSmart, “Pet Expressions: Creative Dog Grooming from PetSmart,” Apr. 7, 2014
                                        • What’s Working?

                                          • Pet ads treat pets like humans
                                            • Figure 16: Big Lots, “Big Lots Pet Supplies - Pets with Opinions #PetsRPeople2,” Sept. 8, 2014
                                          • Premium services fetch top dollar
                                            • Services for humans go to the dogs
                                              • With pet subscription boxes, every dog has its day
                                              • What’s Facing Challenges?

                                                • Fewer turning to breeders, pet stores
                                                  • Veterinarians struggle with patient compliance
                                                  • What’s Next?

                                                    • Petnology on the rise
                                                      • Pet fitness devices
                                                        • Figure 17: Whistle, “The Whistle Activity Monitor,” June 15, 2013
                                                      • Pet connection devices
                                                        • Figure 18: Petcube, “Petcube Camera: Stay connected to your pets when you are not at home,” Nov. 18, 2014
                                                        • Figure 19: Petzi, “Petzi Treat Cam,” June 10, 2015
                                                      • No longer sicker than a dog: Rewards programs build vet loyalty
                                                        • Figure 20: Rethink Veterinary Solutions, “Rethink Veterinary Solutions Testimonials,” Nov. 6, 2013
                                                      • Here, boy! Pet services make house calls
                                                      • The Consumer – What You Need To Know

                                                        • Americans are dedicated to their pets
                                                          • Pet owners are particularly interested in health, tech services
                                                            • Pets make great companions, but they also cause owners stress
                                                              • Owners consider pets part of the family and treat them accordingly
                                                              • Pet Ownership

                                                                • Americans go wild for furry friends
                                                                  • Figure 21: Types of pets owned by household, February 2015
                                                                • Pet parents are often parents of children too
                                                                  • Figure 22: Presence of dogs and cats in households, by age and presence of children in the household, February 2015
                                                              • Pet Acquisition

                                                                • To buy or not to buy?
                                                                    • Figure 23: Sources of pet acquisition, by type of pet owned, February 2015
                                                                    • Figure 24: Sources of dog acquisition, by size of dog owned, February 2015
                                                                  • How much is that doggie in the window? Pet purchasing behaviors by demographics
                                                                    • The pet owners’ theory of mutual selection
                                                                    • Caring For and Spending Time with Pets

                                                                      • Multiple hours spent with pets each day
                                                                        • Figure 25: Distribution of hours spent with pet(s) each day, February 2015
                                                                      • Who spends the most time with pets
                                                                        • Figure 26: Mean number of hours spent with pet each day, by gender, February 2015
                                                                        • Figure 27: Mean number of hours spent with pet each day, by gender, age, and type of pet owned, February 2015
                                                                      • The hand that feeds
                                                                        • Figure 28: Who takes responsibility for caring for pets, by gender and parental status by gender, February 2015
                                                                        • Figure 29: Share of kids who live in households with pet/who help care for their pet, Fall 2008-14
                                                                    • Benefits of Pet Ownership

                                                                      • All in good company: Pet owners enjoy animal companionship
                                                                        • Figure 30: Benefits of pet ownership, by type of pet owned, February 2015
                                                                    • Challenges of Pet Ownership

                                                                      • Cleaning, medical care, pet sitters lead to pet stress
                                                                          • Figure 31: Challenges of pet ownership, by type of pet owned, February 2015
                                                                        • Pet owners seek reassurance
                                                                          • Figure 32: Questions pet owners would ask their pets, March 2015
                                                                          • Figure 33: Feelings of guilt and anxiety experienced by pet owners, February 2015
                                                                      • Pet Etiquette and Pets in Public

                                                                        • Pet owners, pets expected to practice proper ‘petiquette’
                                                                          • Figure 34: Attitudes toward pet etiquette/pets in the public space, February 2015
                                                                      • Seeking Advice and Recommendations

                                                                        • It takes a village to raise a pet
                                                                            • Figure 35: Trusted sources of pet advice, February 2015
                                                                        • Pet Services – Use and Interest

                                                                          • Pet owners see value in health-related services
                                                                              • Figure 36: Use of and interest in pet services, February 2015
                                                                            • Dog owners use more services
                                                                              • Figure 37: Interest in pet services, by type of pet owned, February 2015
                                                                          • The Pet–Owner Relationship

                                                                            • Modern pet parenthood
                                                                                • Figure 38: Attitudes toward the pet-owner relationship, February 2015
                                                                              • Other types of pet–owner relationships
                                                                                • Pet grandparents
                                                                                  • Pet friends
                                                                                    • Traditional pet owners
                                                                                      • Oh the humanity! Anthropomorphizing pets impacts interactions
                                                                                        • Figure 39: Pet owners’ permissiveness and involvement with their pets, February 2015
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Fan chart forecast
                                                                                            • Consumer survey data
                                                                                              • Consumer qualitative research
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                  • Appendix – The Market

                                                                                                    • Overall market – inflation-adjusted prices
                                                                                                      • Figure 40: Total US expenditures and forecast on pets, at inflation-adjusted prices, 2010-20
                                                                                                    • Segment overview – current prices
                                                                                                      • Figure 41: Total US expenditures and forecast on pets by segment, at current prices, 2010-20
                                                                                                    • Segments – current prices
                                                                                                      • Figure 42: Total US retail sales and forecast of pet food, at current prices, 2010-20
                                                                                                      • Figure 43: Total US retail sales and forecast of pet supplies, at current prices, 2010-20
                                                                                                      • Figure 44: Total US expenditures and forecast for veterinary services, at current prices, 2010-20
                                                                                                      • Figure 45: Total US expenditures and forecast for pet services, at current prices, 2010-20
                                                                                                      • Figure 46: Total US expenditures and forecast for purchases of live pets, at current prices, 2010-20
                                                                                                    • Segments – inflation-adjusted prices
                                                                                                      • Figure 47: Total US retail sales and forecast of pet food, at inflation-adjusted prices, 2010-20
                                                                                                      • Figure 48: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2010-20
                                                                                                      • Figure 49: Total US expenditures and forecast for veterinary services, at inflation-adjusted prices, 2010-20
                                                                                                      • Figure 50: Total US expenditures and forecast for pet services, at inflation-adjusted prices, 2010-20
                                                                                                      • Figure 51: Total US expenditures and forecast for purchases of live pets, at inflation-adjusted prices, 2010-20
                                                                                                  • Appendix – Additional Consumer Tables

                                                                                                      • Figure 52: Share of kids who live in households with pets, Fall 2008-14
                                                                                                      • Figure 53: Share of kids with pets who help take care of a pet, Fall 2008-14
                                                                                                  • Appendix – Qualitative Research

                                                                                                      • General quotes
                                                                                                        • Pet diary entries (written from the pet’s point of view)
                                                                                                          • Pet Facebook profiles (written from the pet’s point of view)

                                                                                                          Companies Covered

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

                                                                                                          America's Pet Owners - US - September 2015

                                                                                                          £3,199.84 (Excl.Tax)