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Pet Supplies - US - June 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

Supplies for household pets including cats, dogs, small animals (hamsters, etc), reptiles, fish, and birds; horse care items are not included. Supplies include, but are not limited to, litter/deodorant, rawhide dog chews, dog/cat supplies (ie grooming, collars, leashes, toys, bedding, feeding equipment, and over-the-counter flea and tick treatments), and non-dog/cat supplies (ie indoor aquariums and aquarium accessories, bird feeders).

"The pet supplies market is estimated to reach $25.2 billion in total 2019 retail sales, an increase of 5.6% from 2018. Pet ownership is on the rise, and pet owners’ desire to keep their pets healthy and happy is encouraging some of them to increase spend, contributing to market growth. Interactive product innovations that keep pets active or entertained are an opportunity for brands to boost sales."

- Olivia Guinaugh, Home & Personal Care Analyst

This report will look at the following areas:

  • Pet owners don’t see value in all pet technology innovations
  • Smaller and newer brands struggle to enter pet supplies market

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2014-24
        • The issues
          • Pet owners don’t see value in all pet technology innovations
            • Figure 2: Usage and interest in smart technology innovations – have not used and not interested in using, April 2019
          • Smaller and newer brands struggle to enter pet supplies market
            • Figure 3: Multi-outlet sales of “others” products, by segment, rolling 52 weeks 2018 and 2019
          • The opportunities
            • Pet ownership is on the rise
              • Figure 4: Number of pet-owning households, 2011-18
            • Pet owners are invested in their pets’ health and happiness
              • Figure 5: Spend on pet and select reasons for spending more, April 2019
            • Urban dwellers seek indoor activities for pets due to space constraints
              • Figure 6: Wish there were more products to help pets exercise indoors and trial and interest in select product innovations, any interest or trial (net), by area, April 2019
            • Owners of kittens and puppies buy more than just the necessities
              • Figure 7: Select house, travel, and apparel pet supplies purchased, by age of pet, April 2019
            • What it means
            • The Market – What You Need to Know

              • Market growth expected to continue through 2024
                • Other pet supplies segment continues to dominate market sales
                  • Health trends, social media and slowing birth rates benefit pet supplies market
                    • Pet ownership is on the rise; dogs remain American’s most preferred pet
                    • Market Size and Forecast

                      • Market growth expected to continue through 2024
                        • Figure 8: Total US sales and fan chart forecast of pet supplies, at current prices, 2014-24
                        • Figure 9: Total US sales and forecast of pet supplies, at current prices, 2014-24
                    • Market Breakdown

                      • Other pet supplies segment continues to dominate market sales
                        • Figure 10: Share of US retail sales of pet supplies, by segment, at current prices, 2019
                        • Figure 11: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2014-24
                    • Market Perspective

                      • Pet owners are willing to spend more to keep pets healthy and happy
                        • Figure 12: Spend on pet compared to a year ago, April 2019
                        • Figure 13: Reasons for spending more on pet, April 2019
                      • Fur babies are also social media influencers
                        • Figure 14: Mentions of #petsagram, #dogsofinstagram and #catsofinstagram on Instagram, May 2016-19
                        • Figure 15: Photos from pet influencers’ Instagrams
                      • Are pets replacing children?
                      • Market Factors

                        • Pet ownership is on the rise; dogs remain American’s most preferred pet
                          • Figure 16: Number of pet-owning households, 2011-18
                          • Figure 17: Number of pet-owning households, by type of pet, 2011-18
                          • Figure 18: Type of pet owned, by age, April 2019
                        • Pet population aging; young and multicultural adults own younger pets
                          • Figure 19: Profile of America’s pets, by age and race and Hispanic origin, April 2019
                        • Most US households are inside metropolitan areas
                          • Figure 20: US households by metropolitan status, 2000 and 2018
                      • Key Players – What You Need to Know

                        • Leading companies see gains, but private label continues to dominate
                          • Premium odor protection, ethical brands and interactive innovations are valued
                            • Pet owners stick to brands they know and trust
                              • CBD oil isn’t just for humans
                              • Company and Brand Sales of Pet Supplies

                                • Leading companies see gains, but private label continues to dominate
                                  • Sales of pet supplies by company
                                    • Figure 21: Multi-outlet sales of pet supplies, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working?

                                  • Litter with premium odor protection is in high demand
                                    • Figure 22: Multi-outlet sales of select litter, rolling 52 weeks 2018 and 2019
                                    • Figure 23: Fresh Step Clean Paws - Multi-Cat Low Tracking Litter
                                  • Brands give back to animals
                                    • Figure 24: Multi-outlet sales of Nylabone’s other pet supplies and Purina’s rawhide dog chews, rolling 52 weeks 2018 and 2019
                                    • Figure 25: Pets are Kids Too donation photo, April 2019
                                  • Busy pet owners want to keep their pets busy too
                                    • Who’s doing this well?
                                      • Figure 26: iFetch Family of Products: iFetch, iFetch Too and iFetch Frenzy!
                                      • Figure 27: iDig from iFetch - The First Ever Digging Toy for Dogs!
                                  • What’s Struggling?

                                    • Pet owners stick to brands they know and trust
                                      • Figure 28: Multi-outlet sales of other products, by segment, rolling 52 weeks 2018 and 2019
                                  • What’s Next?

                                    • CBD oil isn’t just for humans
                                      • Figure 29: Instagram posts from Smart Hemp CBD
                                  • The Consumer – What You Need to Know

                                    • Most pet owners buy essentials; younger adults are building inventory
                                      • Pet owners are invested in pets’ health and wellbeing
                                        • Pets are treated like family because they are family
                                          • Pet owners value the convenience from online services and pet tech
                                          • House, Travel, and Apparel Pet Supplies Purchased and Purchase Location

                                            • Most pet owners buy essentials; younger adults are building inventory
                                              • Figure 30: Repertoire of house, travel and apparel pet supplies purchased, April 2019
                                              • Figure 31: House, travel, and apparel pet supplies purchased, by age, April 2019
                                            • City pets have a greater need for paw protection
                                              • Figure 32: Select house, travel, and apparel pet supplies purchased, by area, April 2019
                                            • House, travel and apparel purchases are driven by dog owners
                                              • Figure 33: Select house, travel, and apparel pet supplies purchased, by type of pet owned, April 2019
                                            • Owners of young pets buy more than just the necessities
                                              • Figure 34: Select house, travel, and apparel pet supplies purchased, by age of pet, April 2019
                                            • Non-essential purchases are driven by multicultural pet owners
                                              • Figure 35: Select house, travel, and apparel pet supplies purchased, by race and Hispanic origin, April 2019
                                            • Pet-specific retailers are the go-to channel for pet owners
                                              • Figure 36: Purchase location for rawhide or other chews and pet accessories, April 2019
                                          • Health and Grooming Pet Supplies Purchased and Purchase Location

                                            • Pet owners are invested in pets’ health and wellbeing
                                              • Figure 37: Health and grooming supplies purchased, April 2019
                                            • Young adults seek holistic solutions for pet health
                                              • Figure 38: Select health and grooming pet supplies purchased, by age, April 2019
                                            • Health and grooming purchases are driven by dog owners
                                              • Figure 39: Select health and grooming pet supplies purchased, by pets in household, April 2019
                                            • Older pets need specific solutions; younger pets need anxiety solutions
                                              • Figure 40: Select health and grooming pet supplies purchased, by age of pet, April 2019
                                            • Adults value expert guidance when shopping for health products for pets
                                              • Figure 41: Purchase location for health products, April 2019
                                          • Attitudes and Behaviors toward Pet Supplies

                                            • Pets are treated like family because they are family
                                              • Make at-home grooming easier and more convenient
                                                • Figure 42: Instagram post with Wahl Pet-Pro Clipper Kit
                                                • Figure 43: Grooming Parsley the Maltipoo with Scaredy Cut
                                                • Figure 44: Attitudes and behaviors toward pet supplies, April 2019
                                              • Space constraints lead urban dwellers to seek indoor activities for pets
                                                • Figure 45: Wish there were more products to help pets exercise indoors, by age and area, April 2019
                                              • Dogs are more spoiled than cats
                                                • Figure 46: I buy presents for my pet on special occasions, by pets in household, April 2019
                                            • Usage and Interest in Product Innovations

                                              • Subscribe-and-save services garner most consumer interest
                                                • Figure 47: Instagram posts from Chewy and Amazon
                                              • Pet technology makes owning a pet easier and more convenient
                                                • Figure 48: Usage and interest in product innovations, April 2019
                                              • Young adults and urban dwellers find value in interactive innovations
                                                • Figure 49: Trial and interest in select product innovations, any interest or trial (net), by age and area, April 2019
                                              • The convenience provided by pet tech appeals to multi-pet households
                                                • Figure 50: Trial and interest in select product innovations, any interest or trial (net), by pets in household, April 2019
                                              • Nearly all innovations spark interest among multicultural pet owners
                                                • Figure 51: Trial and interest in select product innovations, any interest or trial (net), by race and Hispanic origin, April 2019
                                            • 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 52: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2014-24
                                                              • Figure 53: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2014-24
                                                              • Figure 54: Total US retail sales of pet supplies, by segment, at current prices, 2017 and 2019
                                                              • Figure 55: Total US retail sales and forecast of litter and deodorant, at current prices, 2014-24
                                                              • Figure 56: Total US retail sales and forecast of rawhide dog chews, at current prices, 2014-24
                                                              • Figure 57: Total US retail sales and forecast of other pet supplies, at current prices, 2014-24
                                                              • Figure 58: Total US retail sales of pet supplies, by channel, at current prices, 2014-19
                                                              • Figure 59: Total US retail sales of pet supplies, by channel, at current prices, 2017 and 2019
                                                          • Appendix – Key Players

                                                              • Figure 60: Multi-outlet sales of litter and deodorant, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                              • Figure 61: Multi-outlet sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                              • Figure 62: Multi-outlet sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                          • Appendix – The Consumer

                                                              • Figure 63: Summary of bases for pet ownership, October 2011-November 2018

                                                          Pet Supplies - US - June 2019

                                                          US $4,395.00 (Excl.Tax)