“Catering to the humanization trend and ‘pets as family’ phenomenon will remain an important market strategy well into the future. Innovation focused on premium, functional ingredients, health/wellness and customized product formulas remains a significant opportunity. The market will continue to see growth as pet owners seek to provide pets with a healthy and happy life filled with products and experiences fit for human consumption.”
–    Jason Praw, Head of Canadian Research
This Report discusses the following key topics:

•    Market factors influencing pet ownership.
•    Current and prospective pet ownership.
•    Barriers to pet ownership.
•    Use of traditional pet services in the past and expected use in the future.
•    Use of additional, less traditional pet services.
•    Behaviours and attitudes about pet ownership.




Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Category outlook: pet ownership, 2022-27
                • Opportunities and challenges
                  • Pet ownership widespread with expected growth in the future
                    • Most owners identify as pet parents
                      • Growing demand for pet services
                      • Market Factors

                        • Pandemic impacted pet ownership, with lasting repercussions
                          • Figure 2: Current work location, 2022
                        • Rising cost of living will have Canadians re-evaluating their budgets
                          • Figure 3: 12-month change in the Consumer Price Index, 2019-22
                        • Challenges to home ownership impact pet ownership
                          • Figure 4: Pet ownership, own vs renting residence, 2022
                        • Immigration trends could suppress pet ownership
                          • Figure 5: Distribution of foreign-born population by region of birth, 1996-2036
                          • Figure 6: Pet ownership, overall and Asians by origin, 2022
                      • Competitive Strategies and Market Opportunities

                        • Leveraging health benefits of pet ownership
                            • Figure 7: Mintel Trend Driver: Wellbeing
                            • Figure 8: Global Pet Foods Instagram post, 2022
                          • Valuing the pet’s wellbeing
                            • Figure 9: Petco Facebook post, 2022
                            • Figure 10: Petco Instagram post, 2022
                            • Figure 11: Natural Pet Foods Instagram post 2022
                          • Pets as family
                            • Figure 12: The Farmer’s Dog Instagram post, 2021
                            • Figure 13: The Honest Kitchen Instagram post, 2022
                          • Post-pandemic opportunities
                            • Figure 14: PetSmart Instagram post, 2022
                            • Figure 15: Pawjourr Instagram post, 2022
                            • Figure 16: CBD North Instagram post, 2022
                            • Figure 17: Pampered Pooch Playground Instagram post, 2022
                        • Pet Ownership: Fast Facts

                          • Fast fact #1: dogs and cats dominate the pet world
                            • Fast fact #2: premium pet goods and services in demand
                              • Fast fact #3: pet parents take their role to heart
                              • Pet Ownership

                                • Dog ownership leads the pack
                                  • Figure 18: Pet ownership, current vs future, 2022
                                • Current pet ownership
                                  • Dog owners tend to have higher incomes
                                    • Figure 19: Current pet ownership, by household income, 2022
                                  • Families are more likely to own pets of all types
                                    • Figure 20: Current pet ownership, by parental status, 2022
                                  • Prospective pet ownership
                                    • Young adults offer the greatest prospect for future pet ownership
                                      • Figure 21: Interest in future pet ownership, by age, 2022
                                    • Families look to add pets to their family in the future
                                      • Figure 22: Interest in future pet ownership, by parental status, 2022
                                  • Barriers to Pet Ownership

                                    • Cost and effort are top barriers
                                      • Figure 23: Barriers to pet ownership, 2022
                                    • Less affluent find cost significant barrier to pet ownership
                                      • Figure 24: Barriers to pet ownership, by household income, 2022
                                    • Many parents don’t want to put in extra work
                                      • Figure 25: Barriers to pet ownership, by parental status, 2022
                                      • Figure 26: PetSmart Canada Instagram post, 2022
                                  • Pet Services

                                    • Vet care is the leading pet service used
                                      • Figure 27: Pet services – Past vs future, 2022
                                    • Younger pet owners most likely to be interested in day care
                                      • Figure 28: Pet services – Past and future, by age, 2022
                                      • Figure 29: Petopia Facebook post, 2022
                                    • Parents have strong engagement in grooming, boarding and day care
                                      • Figure 30: Pet services – Past and future, by parental status, 2022
                                      • Figure 31: Paws Playgrounds Instagram post, 2022
                                  • Additional Pet Services

                                    • Wellness-related pet services offer good opportunity
                                      • Figure 32: Additional pet services, 2022
                                    • Additional services generate strong engagement from younger pet owners
                                      • Figure 33: Additional pet services, by age, 2022
                                      • Figure 34: FitBark Instagram post, 2022
                                    • Parents likely seek out additional services for pets as family members
                                      • Figure 35: Additional pet services, by parental status, 2022
                                      • Figure 36: Dog Photographer Instagram post, 2020
                                  • Attitudes toward Pet Ownership

                                    • Fur baby phenomenon is real
                                      • Figure 37: Attitudes toward pet ownership (% any agree), 2022
                                    • Parents demonstrate strong engagement as pet parents too
                                      • Figure 38: Select attitudes toward pet ownership (% any agree), by parental status, 2022
                                    • Being a pet owner is part of one’s identity
                                      • Figure 39: Pet parent attitudes (% any agree), men vs women, 2022
                                      • Figure 40: Homes Alive Pets Instagram post, 2022
                                      • Figure 41: Cabela’s Canada Instagram post, 2022
                                    • Older pet owners look for premium pet services
                                      • Figure 42: Attitudes toward pet grooming (% any agree), by age, 2022
                                      • Figure 43: Premium PetStyling Ltd Facebook post, 2022
                                    • Higher income earners seek out premium pet products
                                      • Figure 44: Attitudes toward pet products, by household income, 2022
                                      • Figure 45: Smack Pet Food Instagram post, 2022
                                  • Appendix – Data Sources and Abbreviations

                                    • Data sources
                                      • Consumer survey data
                                        • Mintel Trend Drivers
                                          • Abbreviations

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