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America's Pet Owners - US - August 2019

"Americans are looking at the products and services made for them and asking: “why don’t they have this for my pet?” From fresh food delivery to anti-anxiety offerings, products for pets are looking more like products for people every day. This is one of the major factors driving this market forward to an estimated $96.4 billion in 2019. The market is forecast for above average growth over the next five years, with all segments benefiting from a stable economy and positive attitudes toward pet ownership."
- Dana Macke, Associate Director - Lifestyles & Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of pet care products and services, at current prices, 2014-24
        • Redefining Adulthood
          • The trend
            • The implication
              • Figure 2: Attitudes toward pet ownership – Pets understand owners, April 2019
            • Creature Comfort
              • The trend
                • The implication
                  • Figure 3: Usage and interest – Out-of-home pet services, April 2019
                • Total Wellbeing
                  • The trend
                    • The implication
                      • Figure 4: Pet health concerns, April 2019
                    • Social Isolation
                      • The trend
                        • The implication
                          • Figure 5: Attitudes toward pet ownership – Communicating with pets, April 2019
                        • What it means
                        • The Market – What You Need to Know

                          • Pet market grew nearly 6% from 2018
                            • Pet ownership remains stable
                              • Owners treat pets more like people
                              • Market Size and Forecast

                                • Pet market nearing $100 billion
                                  • Figure 6: Total US sales and fan chart forecast of pet care products and services, at current prices, 2014-24
                                  • Figure 7: Total US sales and forecast of pet care products and services, at current prices, 2014-24
                              • Market Breakdown

                                • Pet segments remain stable
                                  • Pet and vet services
                                    • Pet supplies
                                      • Pet food
                                        • Figure 8: Pet segments as share of total market, at current prices, 2014-19
                                    • Market Factors

                                      • Pet ownership remains stable post-recession
                                        • Figure 9: Share of US households with pets, 2010-18
                                      • Fur babies are a first step for Millennial families
                                        • Figure 10: Median age at first marriage, by gender, 2008-18
                                      • Young adults enter the housing market
                                        • Figure 11: Primary residence type, March 2019
                                      • Housing priorities shift
                                        • Figure 12: Median lot size and median house size of new single-family houses sold excluding condominiums, 2009-17
                                    • Market Perspective – Humans First, Pets Next

                                        • Pet food good enough to eat
                                          • Fresh
                                            • Snacks
                                              • Customization
                                                • The eco-friendly pet
                                                  • Reducing plastic waste
                                                    • Pets let their hair down
                                                      • Fit owners, fit pets
                                                        • Pet gear
                                                          • Partner workouts
                                                            • Specialized classes
                                                            • Key Trends – What You Need to Know

                                                              • Pets express their own personal style
                                                                • GPS trackers help us watch our watchdogs
                                                                  • Popular pets set trends online
                                                                    • Pets lighten the mood for traditional brands
                                                                      • Planning for a pet’s life and death
                                                                        • Owners want to travel with pets, but not stress
                                                                          • Meat-free and loving it
                                                                          • What’s Happening Now

                                                                            • Pets accessorized to match owner’s aesthetic
                                                                              • Who’s doing this well
                                                                                • Figure 13: Wild One walk kit, June 2019
                                                                                • Figure 14: The Foggy Dog Instagram post, June 2019
                                                                              • TV and toys keep pets entertained
                                                                                • Who’s doing this well
                                                                                  • Figure 15: iFetch Frenzy Interactive Brain Game
                                                                                • Pet holidays give a reason to tweet and treat
                                                                                  • Figure 16: Popularity of the search term “Puppy,” June 2018-June 2019
                                                                                • Who’s doing this well
                                                                                  • Figure 17: National Puppy Day Twitter posts – Military organizations, March 2019
                                                                                  • Figure 18: National Puppy Day Twitter posts – Sports organizations, March 2019
                                                                                • Celeb pets steal the show
                                                                                  • Who’s doing this well?
                                                                                    • Figure 19: Taylor Swift – ME! (feat. Brendon Urie of Panic! At The Disco)
                                                                                    • Figure 20: Kim Kardashian West Instagram post for The Secret Life of Pets 2, May 2019
                                                                                  • Brands create “relatability” with pets in advertising
                                                                                    • Who’s doing this well?
                                                                                      • Figure 21: Lulu & Lobo vs. the Woo Woo Monster, April 2019
                                                                                      • Figure 22: Dog toys piling up? Track recurring payments with Control Tower(SM), March 2019
                                                                                      • Figure 23: Introducing the new Propel® Card – Movie Night|Popular Streaming Services, January 2019
                                                                                    • Tracking pets’ activity and location
                                                                                      • Who’s doing this well?
                                                                                      • What’s Happening Next

                                                                                        • Planning for pets’ lives and deaths
                                                                                          • Emerging opportunity: financial planning for pets
                                                                                              • Figure 24: Nationwide veterinary pet insurance, mobile ad, June 2017
                                                                                            • Pets need self-care too
                                                                                              • Emerging opportunity: CBD pet products
                                                                                                • Nipping at the plant-based market
                                                                                                  • Emerging opportunity: vegan pet food
                                                                                                    • Living their best (nine) lives
                                                                                                      • Figure 25: REI adventures for pets (April Fool’s campaign), April 2019
                                                                                                    • Emerging opportunity: help owners bring their pets along
                                                                                                      • Figure 26: Smart Pet Love Snuggle Puppy, June 2019
                                                                                                    • Pets are just dirty enough
                                                                                                      • Emerging opportunity: messaging around the pet mess
                                                                                                        • Cuddle without the chaos
                                                                                                          • Emerging opportunity: part-time pets
                                                                                                            • Figure 27: CoPuppy | Pet Sharing, October 2018
                                                                                                        • The Consumer – What You Need to Know

                                                                                                          • Pets remain a part of most peoples’ lives
                                                                                                            • Breed matters more for dog owners
                                                                                                              • Growing service market driven by dogs
                                                                                                                • Pet owners want to take their pets along
                                                                                                                  • Medical professionals have the most sway
                                                                                                                    • Mental and emotional health are a priority
                                                                                                                      • Pets are part of the family
                                                                                                                        • Pet owner segmentation shows key opportunities
                                                                                                                        • Pets and Their People

                                                                                                                          • The majority of Americans have a pet in the household
                                                                                                                            • Figure 28: Pet ownership – Type of pet and number of pets, April 2019
                                                                                                                          • Pet owner profiles
                                                                                                                            • Little distinction between pet owner profiles
                                                                                                                              • Figure 29: Pet owner demographics, April 2019
                                                                                                                            • Pet characteristics: dogs
                                                                                                                              • Owners want small dogs, but not too small
                                                                                                                                • Figure 30: Pet ownership – Size of dog, April 2019
                                                                                                                              • The puppy phase is critical, but short
                                                                                                                                • Figure 31: Pet ownership – Age of dog, April 2019
                                                                                                                              • Pet characteristics: cats
                                                                                                                                • The adult stage is extended for cats
                                                                                                                                  • Figure 32: Pet ownership – Age of cat, April 2019
                                                                                                                                • Pet characteristics: other pets
                                                                                                                                  • Figure 33: Pet ownership – Other pets word cloud, April 2019
                                                                                                                              • Pet Acquisition

                                                                                                                                • Dogs are primarily “rescued”
                                                                                                                                  • Figure 34: Pet acquisition – Dogs, April 2019
                                                                                                                                • Pet stores and breeders have less play for cats
                                                                                                                                  • Figure 35: Pet acquisition – Cats, April 2019
                                                                                                                              • Pet Services

                                                                                                                                • Out-of-home services
                                                                                                                                  • Opportunity areas: day care and pet training
                                                                                                                                    • Figure 36: Usage and interest – Out-of-home pet services, April 2019
                                                                                                                                  • In-home services
                                                                                                                                    • Opportunity area: video monitors
                                                                                                                                        • Figure 37: Usage and interest – In-home pet services, April 2019
                                                                                                                                      • Emerging services
                                                                                                                                        • Opportunity area: subscription services
                                                                                                                                          • Figure 38: Welcome, Pet Owners – Amazon commercial, April 2019
                                                                                                                                          • Figure 39: Usage and interest – Emerging pet services, April 2019
                                                                                                                                        • Opportunities for cat owners: subscriptions and pet sitting
                                                                                                                                          • Figure 40: Usage and interest – Pet services, by cat owners only and dog owners only, April 2019
                                                                                                                                      • How Pets Influence Owners

                                                                                                                                        • Owners are tracking their own activity, not their pets’
                                                                                                                                          • Figure 41: Whistle 3 setup and specs, June 2019
                                                                                                                                          • Figure 42: Pet owner activities and preferences, April 2019
                                                                                                                                        • Pets in public
                                                                                                                                          • Figure 43: Pet owner activities – Bringing pets in public, April 2019
                                                                                                                                        • Have pet, will travel
                                                                                                                                          • Figure 44: Pet owner activities and preferences – Traveling with pets, April 2019
                                                                                                                                        • Cats may have emotional benefits, but dogs motivate physical activity
                                                                                                                                          • Figure 45: Pet owner activities and preferences, by cat only and dog only owners, April 2019
                                                                                                                                        • Young adults bring pets along
                                                                                                                                          • Figure 46: Pet owner activities and preferences – Pets in public, by age, April 2019
                                                                                                                                      • How Pet Owners Stay Informed

                                                                                                                                        • Vets play crucial role in guiding owners
                                                                                                                                          • Figure 47: Sources of pet information – Pet professionals, by age of pet, April 2019
                                                                                                                                        • Entertainment is an avenue to pursue
                                                                                                                                          • Figure 48: Jiffpom merchandise at Walmart, February 2019
                                                                                                                                          • Figure 49: Sources of pet information, April 2019
                                                                                                                                        • Dogs take the internet back from cats
                                                                                                                                          • Figure 50: Why Does Grumpy Cat Hate The Holidays? November 2018
                                                                                                                                          • Figure 51: Sources of pet information, by type of animal owned, April 2019
                                                                                                                                      • Pet Health Concerns

                                                                                                                                        • Wholly healthy pets, Batman!
                                                                                                                                          • Figure 52: Pet product examples – Healthy weight, June 2019
                                                                                                                                          • Figure 53: Pet product examples – Other health benefits, June 2019
                                                                                                                                          • Figure 54: Pet health concerns, April 2019
                                                                                                                                        • Anxiety can impact pets of all ages
                                                                                                                                          • Figure 55: Pet health concerns – Select items, by age of pet, April 2019
                                                                                                                                        • Owner anxiety might manifest as a pet concern
                                                                                                                                          • Figure 56: Pet health concerns – Select items, by age of owner, April 2019
                                                                                                                                        • Cat can’t hide those extra pounds
                                                                                                                                          • Figure 57: Pet health concerns, by type of pet, April 2019
                                                                                                                                      • Attitudes toward Pet Ownership

                                                                                                                                        • Pet benefits go beyond the functional
                                                                                                                                          • Figure 58: Attitudes toward pet ownership – The pet/owner bond, April 2019
                                                                                                                                        • Also, dude, “pet owner” is not the preferred nomenclature
                                                                                                                                          • Figure 59: Attitudes toward pet ownership – Pet acquisition and experience, April 2019
                                                                                                                                        • Concerns of loneliness may prompt people to adopt a pet for their pet
                                                                                                                                          • Figure 60: Attitudes toward pet ownership – Pet worries, April 2019
                                                                                                                                        • How people and pets communicate
                                                                                                                                          • Figure 61: Attitudes toward pet ownership – Communicating with pets, April 2019
                                                                                                                                        • Bond may be strong for cat owners, but cattitudes differ
                                                                                                                                          • Figure 62: Attitudes toward pet ownership – Select items, by cat and dog owners, April 2019
                                                                                                                                      • In Their Words – Pet Personalities

                                                                                                                                        • Pet Enneagram types
                                                                                                                                          • In their dreams
                                                                                                                                            • Pet obsessions
                                                                                                                                            • Pet Owner Segmentation

                                                                                                                                                • Factors
                                                                                                                                                  • Figure 63: Pet owner segments, April 2019
                                                                                                                                                • Rescues (35%)
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Demographics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Figure 64: Demographic profile: Rescues segment, April 2019
                                                                                                                                                      • Show Dogs (24%)
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Demographics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Figure 65: Demographic profile: Show Dogs segment, April 2019
                                                                                                                                                            • Lap Dogs (21%)
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Figure 66: Demographic profile: Lap Dogs segment, April 2019
                                                                                                                                                                  • Free Range (20%)
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Figure 67: Demographic profile: Free Range segment, April 2019
                                                                                                                                                                          • Figure 68: Interest in pet services, by pet owner segments, April 2019
                                                                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                                                                        • Data sources
                                                                                                                                                                          • Fan chart forecast
                                                                                                                                                                            • Consumer survey data
                                                                                                                                                                              • Consumer qualitative research
                                                                                                                                                                                • Direct marketing creative
                                                                                                                                                                                  • Abbreviations and terms
                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                      • Terms
                                                                                                                                                                                      • Appendix – The Market

                                                                                                                                                                                          • Figure 69: Total US sales and forecast of pet care products and services, at current prices, 2014-24
                                                                                                                                                                                          • Figure 70: Total US sales and forecast of pet care products and services, at inflation-adjusted prices, 2014-24
                                                                                                                                                                                          • Figure 71: Total US sales and forecast of veterinary services, at current prices, 2014-24
                                                                                                                                                                                          • Figure 72: Total US sales and forecast of veterinary services, at inflation adjusted prices, 2014-24
                                                                                                                                                                                          • Figure 73: Total US sales and forecast of pet services, at current prices, 2014-24
                                                                                                                                                                                          • Figure 74: Total US sales and forecast of pet services, at current prices, 2014-24
                                                                                                                                                                                      • Appendix – The Consumer

                                                                                                                                                                                          • Figure 75: Share of households with pets, 2010-18
                                                                                                                                                                                          • Figure 76: Median age at first marriage, by gender, 2008-18
                                                                                                                                                                                          • Figure 77: Median lot size and median house size, 2009-17

                                                                                                                                                                                      America's Pet Owners - US - August 2019

                                                                                                                                                                                      £3,435.47 (Excl.Tax)