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Marketing to Pet Owners - US - September 2012

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.

What the 'Marketing to Pet Owners' report covers

This report primarily covers owners of household animals 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.

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

  • Pet Food - Dry, semi-moist, wet, refrigerated/frozen dog and cat food; cat snacks; dog biscuits and treats; food for animals other than dogs and cats
  • Pet Supplies - Litter, deodorant, litter bags; rawhide dog chews; leashes, collars; scratching posts; toys; cages, habitats; animal bedding; aquatic supplies; shampoos; vitamins and OTC medications; etc.
  • Veterinary Services - Routine exams; surgical and nonsurgical treatments; lab services, etc. Includes only services provided by veterinarians who predominantly or exclusively treat companion animals
  • Pet Services - Grooming; boarding; training; etc. Includes pet service revenues at veterinary offices and pet stores in addition to businesses primarily offering pet services
  • Live Pets - Household pets, including cats, dogs, small animals (ie, hamsters, rabbits, guinea pigs), fish, reptiles, and birds

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Pet industry withstood economic turmoil
                            • Figure 1: Total U.S. retail sales of pets and related supplies/services, at current prices, 2007-12
                          • Pet food and vet services account for largest share of market sales
                            • Figure 2: U.S. retail sales of pets and related supplies/services, by segment, 2011
                          • Forecast
                            • Figure 3: Fan chart of market value for pets and related supplies/services, at current prices, 2007-17
                          • Market factors
                            • Young adult population key factor in pet ownership
                              • Figure 4: U.S. population, by age, 2012
                            • Shrinking share of households with children undermines category growth
                              • Figure 5: Number of U.S. households, by presence of children, 2001-11
                            • Pet industry not fully recession-proof
                              • Figure 6: Consumer Sentiment Index, January 2007-July 2012
                            • The consumer
                              • Pet ownership
                                • Figure 7: Types of pets owned, May 2012
                              • Factors that influence pet selection
                                • Figure 8: Factors that influence pet selection, May 2012
                              • Attitudes of dog owners
                                • Figure 9: Attitudes regarding dogs, by dog owners, May 2012
                              • Attitudes of cat owners
                                • Figure 10: Attitudes regarding cats, by cat owners, May 2012
                              • What we think
                              • Issues in the Market

                                  • How can the industry help promote responsible pet ownership?
                                    • How can lifestyle products attract all types of pet owners?
                                      • How can pet industry marketers drive brand loyalty?
                                      • Insights and Opportunities

                                        • Health and wellness
                                          • Massage
                                            • Alternative therapy
                                              • Fitness
                                              • Trend Application

                                                  • Trend: Immaterial World
                                                    • Trend: Click and Connect
                                                      • Inspire 2015 trends
                                                        • Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Pet industry well-positioned against economic uncertainty
                                                              • Figure 11: Total U.S. retail sales of pets and related supplies/services, at current prices, 2007-17
                                                              • Figure 12: Total U.S. retail sales of pets and related supplies/services, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 13: Fan chart of market value for pets and related supplies/services, at current prices, 2007-17
                                                            • Market Drivers

                                                              • Total population growth will drive long-term sales
                                                                  • Figure 14: Population, by age, 2007-17
                                                                • Families are vital to market growth
                                                                    • Figure 15: Number of households, by presence of children, 2001-11
                                                                  • Hispanic pet owners important to future market development
                                                                      • Figure 16: Population, by Hispanic origin, 2007-17
                                                                    • Pet industry not fully recession-proof
                                                                        • Figure 17: Consumer Sentiment Index, January 2007-July 2012
                                                                        • Figure 18: Real personal disposable income, January 2007-June 2012
                                                                        • Figure 19: Median household income in inflation-adjusted dollars, 2000-10
                                                                        • Figure 20: Unemployment and underemployment rates, January 2007-July 2012
                                                                    • Market Segmentation

                                                                      • Key points
                                                                        • Pet food accounts for majority of market sales
                                                                          • Sales of pets and related supplies/services, by segment
                                                                            • Figure 21: Total U.S. retail sales of pets and related supplies/services, by segment, 2010 and 2011
                                                                        • Segment Performance—Pet Food

                                                                          • Key points
                                                                            • Pet food growth driven by price increases
                                                                              • Lackluster innovation suppresses sales
                                                                                • Product claims speak to pet owners’ personal preferences
                                                                                    • Figure 22: Trends in product launch types of pet food, by claim category, 2007-12
                                                                                  • Sales and forecast of pet food
                                                                                    • Figure 23: Total U.S. retail sales of pet food, at current prices, 2007-17
                                                                                • Segment Performance—Veterinary Services

                                                                                  • Key points
                                                                                    • Price increases contribute to slight sales growth in vet services
                                                                                      • Sales and forecast of veterinary services
                                                                                        • Figure 24: Total U.S. retail sales of veterinary services, at current prices, 2007-17
                                                                                    • Segment Performance—Pet Supplies

                                                                                      • Key points
                                                                                        • Sales of pet supplies accelerate following modest 2009
                                                                                          • Innovation plays a key role in driving growth
                                                                                            • Sales and forecast of pet supplies
                                                                                              • Figure 25: Total U.S. retail sales of pet supplies, at current prices, 2007-17
                                                                                          • Segment Performance—Pet Services

                                                                                            • Key points
                                                                                              • Pet services experience strong growth
                                                                                                • Promoting pet services to prove value
                                                                                                  • Sales and forecast of pet services
                                                                                                    • Figure 26: Total U.S. retail sales of pet services, at current prices, 2007-17
                                                                                                • Segment Performance—Live Pets

                                                                                                  • Key points
                                                                                                    • Little change in live pet sales
                                                                                                      • Figure 27: Trends in overall pet ownership in the U.S., 2007-11
                                                                                                    • Sales and forecast of live pets
                                                                                                      • Figure 28: Total U.S. retail sales of live pets, at current prices, 2007-17
                                                                                                  • Marketing Strategies—Within the Pet Industry

                                                                                                    • Overview
                                                                                                      • Pet supplier brand analysis: Solvit
                                                                                                          • Figure 29: Brand analysis of Solvit, 2012
                                                                                                        • Pet food brand analysis: Halo Pets
                                                                                                            • Figure 30: PETCO, Not on My Shelf ad, October 2011-November 2011
                                                                                                            • Figure 31: Brand analysis of Halo Pets, 2012
                                                                                                          • Retail brand analysis: PetSmart
                                                                                                            • Figure 32: PetSmart, Play Time ad, June 2012-July 2012
                                                                                                          • Martha Stewart Pets collection
                                                                                                              • Figure 33: Brand analysis of Martha Stewart Pets, 2012
                                                                                                            • Toys“R”Us Pets collection
                                                                                                                • Figure 34: Brand analysis of Toys“R”Us Pets, 2012
                                                                                                              • Bret Michaels Pets Rock collection
                                                                                                                  • Figure 35: Brand analysis of Bret Michaels Pets Rock, 2012
                                                                                                              • Marketing Strategies—Outside the Pet Industry

                                                                                                                • Overview
                                                                                                                  • Bissell
                                                                                                                    • Figure 36: Bissell, Suck It Up ad, March 2012-May 2012
                                                                                                                  • Arm & Hammer
                                                                                                                      • Figure 37: Arm & Hammer, Making Switch ad, December 2011-January 2012
                                                                                                                    • Protect Your Bubble
                                                                                                                        • Figure 38: Protect Your Bubble, We Love Pets ad, April 2012-July 2012
                                                                                                                      • jetBlue
                                                                                                                        • AT&T
                                                                                                                            • Figure 39: AT&T, Keeping Close ad, September 2011-December 2011
                                                                                                                        • Pet Ownership

                                                                                                                          • Key points
                                                                                                                            • Widespread incidence of pet ownership; majority own a cat or dog
                                                                                                                              • Figure 40: Household pet ownership, May 2012
                                                                                                                            • Pet ownership generally declines with age
                                                                                                                              • Figure 41: Household pet ownership, by age, May 2012
                                                                                                                            • More affluent households are more likely pet owners
                                                                                                                              • Figure 42: Household pet ownership, by household income, May 2012
                                                                                                                            • Partners and married couples more likely to own pets
                                                                                                                              • Figure 43: Household pet ownership, by marital/relationship status, May 2012
                                                                                                                            • Households with children significantly more likely to own pets
                                                                                                                              • Figure 44: Household pet ownership, by presence and number of children in household, May 2012
                                                                                                                          • Number of Pets Owned

                                                                                                                            • Key points
                                                                                                                              • Americans typically own more than one pet
                                                                                                                                • Figure 45: Average number of pets owned, by type of pet owned, May 2012
                                                                                                                              • Households with children are multiple pet owners
                                                                                                                                • Figure 46: Average number of pets owned, by presence of children in household, May 2012
                                                                                                                              • Dog ownership
                                                                                                                                • Figure 47: Number of dogs in household, October 2010-November 2011
                                                                                                                              • Cat ownership
                                                                                                                                • Figure 48: Number of cats in household, October 2010-November 2011
                                                                                                                            • Factors that Influence Pet Selection

                                                                                                                              • Key points
                                                                                                                                • Temperament of animal is topmost factor in pet selection
                                                                                                                                  • Figure 49: Factors that influence pet selection, May 2012
                                                                                                                                • Appearance, specific breed, and pedigree more important to men
                                                                                                                                  • Figure 50: Factors that influence pet selection, by gender, May 2012
                                                                                                                                • More affluent pet owners influenced by pedigree and appearance of animal
                                                                                                                                    • Figure 51: Factors that influence pet selection, by household income, May 2012
                                                                                                                                  • All selection factors weigh heavily on pet owners with children in the household
                                                                                                                                    • Figure 52: Factors that influence pet selection, by presence and number of children in household, May 2012
                                                                                                                                  • Dog owners are more influenced by a variety of selection factors
                                                                                                                                    • Figure 53: Factors that influence pet selection, by dog or cat ownership, May 2012
                                                                                                                                • Spending Habits on Pet Supplies

                                                                                                                                  • Key points
                                                                                                                                    • Shifts in spending on pet supplies
                                                                                                                                      • Figure 54: Shifts in spending on pet supplies, May 2012
                                                                                                                                    • Strategies used to spend less on pet supplies
                                                                                                                                      • Figure 55: Strategies used to spend less on pet supplies, May 2012
                                                                                                                                    • Young pet owners seek out cheaper retailers to buy pet supplies
                                                                                                                                      • Figure 56: Strategies used to spend less on pet supplies, by age, May 2012
                                                                                                                                  • Spending Habits on Pet Services

                                                                                                                                    • Key points
                                                                                                                                      • Shifts in spending on pet services
                                                                                                                                        • Figure 57: Shifts in spending on pet services, May 2012
                                                                                                                                      • Strategies used to spend less on pet services
                                                                                                                                        • Figure 58: Strategies used to spend less on pet services, May 2012
                                                                                                                                      • Older pet owners cut back on frequency of pet services
                                                                                                                                        • Figure 59: Strategies used to spend less on pet services, by age, May 2012
                                                                                                                                      • Lower-income households seek out less expensive service providers
                                                                                                                                        • Figure 60: Strategies used to spend less on pet services, by household income, May 2012
                                                                                                                                    • Habits of Dog Owners

                                                                                                                                      • Key points
                                                                                                                                        • Three quarters of dog owners let their pet have free run of the house
                                                                                                                                          • Figure 61: Habits of dog owners, May 2012
                                                                                                                                        • Young pet owners more likely to have an “outside dog”
                                                                                                                                          • Figure 62: Habits of dog owners, by age, May 2012
                                                                                                                                        • Affluent pet owners more likely to have their dog chipped
                                                                                                                                          • Figure 63: Habits of dog owners, by household income, May 2012
                                                                                                                                        • Childless households more likely to let their dog sleep in owner’s bedroom
                                                                                                                                          • Figure 64: Habits of dog owners, by presence of children in household, May 2012
                                                                                                                                      • Attitudes of Dog Owners

                                                                                                                                        • Key points
                                                                                                                                          • Dog owners consider their pet a family member
                                                                                                                                            • Figure 65: Attitudes of dog owners, May 2012
                                                                                                                                          • Young dog owners feel safer with their pet nearby
                                                                                                                                            • Figure 66: Attitudes of dog owners, by age, May 2012
                                                                                                                                          • Families own a dog for functional purposes, but also buy holiday gifts for their pet
                                                                                                                                            • Figure 67: Attitudes of dog owners, by presence and number of children in household, May 2012
                                                                                                                                        • Attitudes of Cat Owners

                                                                                                                                          • Key points
                                                                                                                                            • Cat owners like to spend time with their pet
                                                                                                                                              • Figure 68: Attitudes of cat owners, May 2012
                                                                                                                                            • Women are more likely to think of their cat as family, share personality traits, and feel understood by their pet
                                                                                                                                              • Figure 69: Attitudes of cat owners, by gender, May 2012
                                                                                                                                            • Younger cat owners have close connection with their pet
                                                                                                                                              • Figure 70: Attitudes of cat owners, by age, May 2012
                                                                                                                                            • Families give gifts and pamper their pet
                                                                                                                                              • Figure 71: Attitudes of cat owners, by presence and number of children in household, May 2012
                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Pet ownership elevated among Hispanics
                                                                                                                                                • Figure 72: Household pet ownership, by race/Hispanic origin, May 2012
                                                                                                                                              • Hispanics seek out child-friendly pet
                                                                                                                                                • Figure 73: Factors that influence pet selection, by Hispanic origin, May 2012
                                                                                                                                              • Hispanics buy pet supplies on sale
                                                                                                                                                • Figure 74: Strategies used to spend less on pet supplies, by Hispanic origin, May 2012
                                                                                                                                              • Hispanics find less expensive service providers to save money
                                                                                                                                                • Figure 75: Strategies used to spend less on pet services, by Hispanic origin, May 2012
                                                                                                                                              • Hispanic dog owners more likely to keep their dog outdoors only
                                                                                                                                                • Figure 76: Habits of dog owners, by Hispanic origin, May 2012
                                                                                                                                              • Attitudes of Hispanic dog and cat owners
                                                                                                                                                • Figure 77: Attitudes of dog owners, by Hispanic origin, May 2012
                                                                                                                                                • Figure 78: Attitudes of cat owners, by Hispanic origin, May 2012
                                                                                                                                            • Cluster Analysis—Dog Owners

                                                                                                                                                • Disengaged Dog Owner
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Family Dog Owner
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Functional Dog Owner
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • No-nonsense Dog Owner
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                  • Figure 79: Dog owner clusters, May 2012
                                                                                                                                                                                  • Figure 80: Factors that influence pet selection, by dog owner clusters, May 2012
                                                                                                                                                                                  • Figure 81: Shifts in spending on pet supplies and services—Spend more, by dog owner clusters, May 2012
                                                                                                                                                                                  • Figure 82: Shifts in spending on pet supplies and services—Spend less, by dog owner clusters, May 2012
                                                                                                                                                                                  • Figure 83: Attitudes of dog owners, by dog owner clusters, May 2012
                                                                                                                                                                                • Dog owner cluster demographics
                                                                                                                                                                                  • Figure 84: Dog owner clusters, by gender, May 2012
                                                                                                                                                                                  • Figure 85: Dog owner clusters, by age, May 2012
                                                                                                                                                                                  • Figure 86: Dog owner clusters, by household income, May 2012
                                                                                                                                                                                  • Figure 87: Dog owner clusters, by race, May 2012
                                                                                                                                                                                  • Figure 88: Dog owner clusters, by Hispanic origin, May 2012
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • Cluster Analysis—Cat Owners

                                                                                                                                                                                    • Functional Cat Owner
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Family Cat Owner
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • No-nonsense Cat Owner
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                              • Figure 89: Cat owner clusters, May 2012
                                                                                                                                                                                                              • Figure 90: Important factors that influence pet selection, by cat owner clusters, May 2012
                                                                                                                                                                                                              • Figure 91: Shifts in spending on pet supplies and services—Spend more, by cat owner clusters, May 2012
                                                                                                                                                                                                              • Figure 92: Shifts in spending on pet supplies and services—Spend less, by cat owner clusters, May 2012
                                                                                                                                                                                                              • Figure 93: Attitudes of cat owners, by cat owner clusters, May 2012
                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                              • Figure 94: Cat owner clusters, by gender, May 2012
                                                                                                                                                                                                              • Figure 95: Cat owner clusters, by age, May 2012
                                                                                                                                                                                                              • Figure 96: Cat owner clusters, by household income, May 2012
                                                                                                                                                                                                              • Figure 97: Cat owner clusters, by race, May 2012
                                                                                                                                                                                                              • Figure 98: Cat owner clusters, by Hispanic origin, May 2012
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • Custom Groups—Property Owners vs. Renters

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Property owners are more likely to be pet owners
                                                                                                                                                                                                                  • Figure 99: Household pet ownership, by own or rent primary residence, May 2012
                                                                                                                                                                                                                • Renters seek out hypoallergenic animals
                                                                                                                                                                                                                  • Figure 100: Important factors that influence pet selection, by own or rent primary residence, May 2012
                                                                                                                                                                                                                • Renters are spending less on housetraining and sanitation
                                                                                                                                                                                                                  • Figure 101: Shifts in spending on pet supplies and services—spend less, by own or rent primary residence, May 2012
                                                                                                                                                                                                                • Homeowners more likely to get their dog chipped
                                                                                                                                                                                                                  • Figure 102: Habits of dog owners, by own or rent primary residence, May 2012
                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • AT&T Inc.
                                                                                                                                                                                                                • Bissell Homecare, Inc.
                                                                                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Garmin International Inc.
                                                                                                                                                                                                                • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                • PETCO Animal Supplies, Inc
                                                                                                                                                                                                                • PetSmart, Inc
                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                Marketing to Pet Owners - US - September 2012

                                                                                                                                                                                                                £2,684.63 (Excl.Tax)