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Canadian Pet Owners - Canada - September 2019

"The majority of Canadians have a pet in their household with dogs and cats being most common. The market for dog and cat food continues to climb and will likely see premium offerings expand into more product lines. Sentiment among pet owners displays a strong connection between them and their pets, as well as a tendency to purchase pet food with natural ingredients. Looking forward, the market will continue to see growth due to a new generation of pet owners that seek to provide pets with a healthy and happy life filled with products and experiences fit for human consumption.

The primary focus of this Report will be based on the results of Mintel’s exclusive research and focuses on pet ownership in Canada; including type of pet owned, number of pets owned, retail channels used to purchase pet supplies, channels of influence in the purchase decision and attitudes toward pet ownership. Additionally, trends/innovations, issues and insights, market size and forecast, market factors, marketing and advertising campaigns are explored."

- Andrew Zmijak, Research Analyst

This report will look at the following areas:

  • Older consumers are less inclined toward pet ownership
  • Word of mouth and vets have an affect
  • Some have concerns over leaving their pet home alone

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Older consumers are less inclined toward pet ownership
            • Figure 1: Pet ownership (select), 18-44s vs over-45s, July 2019
          • Word of mouth and vets have an affect
            • Figure 2: Sources of influence, July 2019
          • Some have concerns over leaving their pet home alone
            • Figure 3: Select attitudes toward pet ownership, July 2019
          • The opportunities
            • Parents love pets
              • Figure 4: Pet ownership (select), parents vs non-parents, July 2019
            • Pet owners are interested in modern services
              • Figure 5: Pet services, currently using vs never used, but interested, July 2019
            • A preference for natural ingredients
              • Figure 6: Select attitudes toward pet ownership, July 2019
            • What it means
            • The Market – What You Need to Know

              • Moderate but steady growth looking forward
                • A rising population positive for the category
                  • More Canadians living in condos
                    • The state of financial confidence to affect consumer spend
                    • Market Size and Forecast

                      • Moderate but steady growth looking forward
                        • Figure 7: Canada value sales for pet food, at current prices, Canada, 2013-24
                        • Figure 8: Canada value sales for pet food, at current prices, Canada, 2013-24
                      • Forecast methodology
                      • Market Factors

                        • A rising population positive for the category
                          • Figure 9: Population growth, high-growth scenario, Canada, 2019-24
                        • More Canadians living in condos
                          • The state of financial confidence to affect consumer spend
                            • Figure 10: Ikea Canada Instagram post, May 2019
                        • Key Players – What You Need to Know

                          • Pet food sales continue to grow
                            • Brands giving back
                              • Established players face new competition
                                • CBD oils and hemp nutrition for pets
                                • What’s Working?

                                  • Pet food sales continue to grow
                                    • Brands giving back
                                    • What’s Struggling?

                                      • Established players face new competition
                                        • Cost of ownership can deter some
                                        • What’s Next?

                                          • CBD oils and hemp nutrition for pets
                                            • Figure 11: Canna-pet Instagram post, September 2019
                                          • Brands extending their reach into the pet category
                                            • Figure 12: Febreze Spring & Renewal Heavy Traffic Carpet Foam (US), April 2018/Febreze Pet Air Freshener (US), April 2019
                                        • The Consumer – What You Need to Know

                                          • Younger consumers are pet savvy
                                            • Pet owners are interested in modern services
                                              • Most shop at pet specialty retail chain
                                                • Word of mouth and professional opinion lead to purchases
                                                  • For many, there is a special bond between them and their pets
                                                  • Pet Ownership

                                                    • Equal ownership of cats and dogs
                                                      • Figure 13: Pet ownership, July 2019
                                                      • Figure 14: Petco Instagram post, September 2019
                                                      • Figure 15: Pet ownership (select), by gender, July 2019
                                                    • Younger cohorts love pets
                                                      • Figure 16: Pet ownership (select), 18-44s vs over-45s, July 2019
                                                      • Figure 17: Pet Value Instagram post, September 2019
                                                      • Figure 18: Pet ownership (select), parents vs non-parents, July 2019
                                                    • Owning multiple pets
                                                      • Figure 19: Own more than one dog, July 2019
                                                  • Pet Services

                                                    • Pet owners are interested in modern services
                                                        • Figure 20: Bowzer Box Instagram post, September 2019
                                                        • Figure 21: Pet services, currently using vs never used, but interested, July 2019
                                                      • Younger owners are more inclined to use pet services
                                                        • Figure 22: Current usage of pet services, by age, July 2019
                                                      • Interest also declines with age, but to a less degree
                                                        • Figure 23: Never used, but interested in using pet services, by age, July 2019
                                                      • Past experience with services can act as a deterrent for future use
                                                        • Figure 24: Pet services, used in the past, but no longer using, July 2019
                                                    • Retail and Influencing Channels

                                                      • Half of pet owners shop at pet specialty retail chains
                                                        • Figure 25: Retailer of choice, July 2019
                                                        • Figure 26: Online Booking. It’s That Easy!, August 2019
                                                        • Figure 27: THE FOODIE – PetSmart Presents, March 2019
                                                        • Figure 28: Wooftown Instagram post, July 2019
                                                        • Figure 29: Retailer of choice (select), 18-44s vs over-45s, July 2019
                                                      • Parents seek convenience and affordability
                                                        • Figure 30: Retailer of choice (select), parents vs non-parents, July 2019
                                                        • Figure 31: Sources of influence (select), parents vs non-parents, July 2019
                                                      • Word of mouth and professional opinion lead to purchases
                                                          • Figure 32: Sources of influence, July 2019
                                                          • Figure 33: Sources of influence (select), 18-44s vs over-45s, July 2019
                                                          • Figure 34: Sources of influence (select), by age and gender, July 2019
                                                        • Strong correlation between word of mouth and vets as influencers
                                                          • Figure 35: TURF Analysis – channels of influence in the purchase decision, July 2019
                                                          • Figure 36: Table - TURF Analysis – Channels of influence in the purchase decision, July 2019
                                                        • Methodology
                                                        • Attitudes toward Pet Ownership

                                                          • For many, there is a special bond between them and their pets
                                                              • Figure 37: Select attitudes toward pet ownership, July 2019
                                                            • Vet bills can frustrate pet owners
                                                              • Pet owners trust professionals, but also online reviews
                                                                • Figure 38: Trust-related attitudes toward pet ownership, July 2019
                                                              • Natural ingredients are important to many
                                                                  • Figure 39: Purchase-habit related attitudes toward pet ownership, July 2019
                                                                • Over a quarter have concerns about their pet being home alone
                                                                  • Figure 40: Select attitudes toward pet ownership, July 2019
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations

                                                                        Canadian Pet Owners - Canada - September 2019

                                                                        £3,435.47 (Excl.Tax)