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America's Pet Owners - US - August 2018

"Pet ownership in the US continues to climb, propelling the market forward. The market reached an estimated $86.7 billion in 2018 (up 6% over the prior year), with growth experienced among all segments (pet food, pet supplies, veterinary services, pet services)."

Rebecca Cullen, Household Care Analyst

This report will look at the following areas:

  • State of the pet population: dogs dominate, age of pet mirrors owner’s
  • Living situation, income shapes pet ownership
  • What do pets mean to Americans?
  • Miss Independent doesn’t need a man, but maybe a pet
  • Bonding and social activities present opportunities
  • Pet health concerns suggest market potential

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US sales and fan chart forecast of pet care and services, at current prices, 2013-23
        • State of the pet population: dogs dominate, age of pet mirrors owner’s
          • Highlights
            • Considerations
              • Figure 2: Age of dog/cat owned, by age of owner, March 2018
            • Living situation, income shapes pet ownership
              • Highlights
                • Considerations
                  • Figure 3: Change in living situation, financial situation to encourage pet ownership, household income, housing situation, March 2018
                • What do pets mean to Americans?
                  • Highlights
                    • Considerations
                      • Figure 4: Select roles of pets in our lives, by age, March 2018
                    • Miss Independent doesn’t need a man, but maybe a pet
                      • Highlights
                        • Considerations
                          • Figure 5: Role of pets, by gender and marital status, March 2018
                        • Bonding and social activities present opportunities
                          • Highlights
                            • Considerations
                              • Figure 6: Attitudes toward spending time with pets, participation or interest in services or products for pets – Net, by dog/cat ownership, March 2018
                            • Pet health concerns suggest market potential
                              • Highlights
                                • Considerations
                                  • Figure 7: Concerns about pet costs, usage or interest in pet health technology, by dog/cat ownership, March 2018
                                • What it means
                                • The Market – What You Need to Know

                                  • Pet market forecast to grow at steady pace
                                    • Vet services comprise largest share of pet spend
                                      • Pet ownership climbing, Millennial milestones impact market
                                      • Market Size and Forecast

                                        • Pet market forecast to grow by 28% over next five years
                                          • Figure 8: Total US sales and fan chart forecast of pet care and services, at current prices, 2013-23
                                          • Figure 9: Total US sales and forecast of pet care products and services, at current prices, 2013-23
                                      • Market Breakdown

                                        • Veterinary services account for majority of sales
                                          • Figure 10: Share of total US retail sales of pet care products and services, by segment, at current prices, 2016, 2018
                                      • Market Factors

                                        • Americans love their pets – pet ownership continues to climb
                                          • Figure 11: Number of pet-owning households, 2010-17
                                          • Figure 12: Number of pet-owning households, by type of pet, 2010-17
                                        • Younger generations holding off on homeownership
                                          • Figure 13: Homeownership rate, by age of householder, 2017
                                      • Key Players – What You Need to Know

                                        • Pets out on the town, brands and business promote adoption
                                          • Crackdown on fake service animals
                                            • Human brands enter pet space, link between pets and mental health gaining recognition
                                            • What’s Working?

                                              • Pet social
                                                • Who is doing this well?
                                                  • Adoption promotions
                                                    • Who is doing this well?
                                                      • Figure 14: Adoptify ad: Milow, January 2018
                                                      • Figure 15: Pedigree Adoptable Facebook Mask, October 2017
                                                  • What’s Struggling?

                                                    • Retail sales of pets
                                                      • Faux service animals
                                                      • What’s Next?

                                                        • Brands target pet owners
                                                          • What to watch?
                                                            • Pets gain more attention as mental health aid
                                                              • Haute dogs: it’s all about what goes on and in your pets
                                                                • What to watch?
                                                                  • On-the-rise wedding trend: PETS!
                                                                    • Pet-ertainment: fun with pets
                                                                    • The Consumer – What You Need to Know

                                                                      • Pet owner demographics align with traditional stereotypes
                                                                        • Age reveals different motivations for pet ownership
                                                                          • You’ve got a friend in me: dogs fill a familial role
                                                                            • Cat and dog owners worry about unsupervised pets and costs
                                                                              • The Experience Economy: don’t forget about pets
                                                                              • Pet Ownership and Acquisition

                                                                                • Cat and dog owners are similar
                                                                                  • Figure 16: Type of pet owned, by age, gender, household income, living situation, parental status, March 2018
                                                                                • Most stick to one pet in the home, pet population aging
                                                                                  • Figure 17: Profile of US dogs and cats, March 2018
                                                                                • Aging pet population mirrors human population
                                                                                  • Figure 18: Age of dog/cat owned, by age, generation, parental status, March 2018
                                                                                • Dog ownership propels breeder business
                                                                                  • Figure 19: Pet acquisition, by dog/cat ownership, March 2018
                                                                              • Encouraging Pet Ownership

                                                                                • Pets are great company
                                                                                  • Figure 20: Encouraging pet ownership, March 2018
                                                                                • Younger adults consider lifestyle before getting a pet
                                                                                  • Figure 21: Encouraging pet ownership, by age, March 2018
                                                                                • Renters and low-income Americans have less space and money for pets
                                                                                  • Figure 22: Change in living situation, financial situation to encourage pet ownership, by household income, housing situation, March 2018
                                                                              • Role of Pets

                                                                                • Keep calm and get a pet
                                                                                    • Figure 23: Role of pets, by dog/cat/other pet ownership, March 2018
                                                                                  • Single women have strong emotional bond with pet
                                                                                    • Figure 24: Role of pets, by gender and marital status, March 2018
                                                                                  • Lifestage impacts pets role in the family unit
                                                                                      • Figure 25: Fitbit Charge 2 – Big Day ad
                                                                                      • Figure 26: Role of pets, by age, March 2018
                                                                                  • Attitudes toward Pet Ownership

                                                                                    • Owners miss their pets
                                                                                        • Figure 27: Attitudes toward pet ownership, by dog/cat ownership, March 2018
                                                                                      • Younger adults looking to share experiences with pets
                                                                                        • Figure 28: Select attitudes toward pet ownership, by age, March 2018
                                                                                    • Pets: A Public Affair

                                                                                      • Have dog, will travel: sharing experiences with pets
                                                                                        • Health-apps, classes should target Fido over Whiskers
                                                                                          • Figure 29: Participation or interest in services or products for pets, net, by dog/cat ownership, March 2018
                                                                                        • Younger adults active with pets outside of the home
                                                                                          • Accommodating the working (pet) parent
                                                                                            • Figure 30: Participation or interest in services or products for pets, net, by age, March 2018
                                                                                        • 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

                                                                                                          • Figure 31: Total US sales and forecast of pet care products and services, at inflation-adjusted prices, 2013-23
                                                                                                          • Figure 32: Total US sales and forecast of pet care product and services, by segment, at current prices, 2013-23
                                                                                                          • Figure 33: Total US sales and forecast of pet care product and services, by segment, at current prices, 2016 and 2018
                                                                                                          • Figure 34: Total US retail sales and forecast of pet food, at current prices, 2013-23
                                                                                                          • Figure 35: Total US retail sales and forecast of pet supplies, at current prices, 2013-23
                                                                                                          • Figure 36: Total US sales and forecast of veterinary services, at current prices, 2013-23
                                                                                                          • Figure 37: Total US sales and forecast of pet services, at current prices, 2013-23
                                                                                                      • Appendix – The Consumer

                                                                                                          • Figure 38: Summary of bases for pet ownership, October 2009-November 2017

                                                                                                      America's Pet Owners - US - August 2018

                                                                                                      US $4,395.00 (Excl.Tax)