Description

“Stay-at-home mandates due to the COVID-19 pandemic has seen pet owners spending more time at home with their furry loved ones. With pet owners likely having deepened the bond with their pet during this period, many will not hold back on spoiling their pets and looking out for their wellbeing. Canadian-made products will resonate with pet owners, in addition to natural offerings as consumers look out for the health of their pets.”

– Andrew Zmijak, Research Analyst, Consumer Behaviour

This report will look at the following areas:

  • The impact of COVID-19 on the pet retail industry.
  • How the pet retail market will fare post-COVID-19.
  • Explores pet ownership and types of pets acquired since the start of the pandemic (ie March 2020), pet shopping responsibilities, type of pet food purchased and frequency of purchase, retail channels used to purchase pet products, pet-related items purchased, as well as pet supply shopping behaviours and attitudes.
  • Examines the challenges the pet retail market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing.

 

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on pet retail
    • Summary
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on pet retail, January 2021
    • Opportunities
    • Dog acquisition during COVID-19 to see boost in corresponding items
    • Frequent purchase of dog treats should signal brands
    • Canadian-made products resonate with consumers
    • Challenges
    • Competing against the big players
    • COVID-19 has led some to cut their spending on pet supplies
    • How the pandemic affects wellbeing
      • Figure 2: Mintel Trend Driver Wellbeing
  3. The Market – Key Takeaways

    • Boost in immigration will help drive growth in the category
    • The Canadian economy recovers but only slightly
    • The effect of consumers exiting cities due to the pandemic
  4. Market Factors

    • Projected increase in immigration will help to drive growth
      • Figure 3: Immigrants as a proportion of Canadian population, 1871-2036
    • The Canadian economy recovers but only slightly
      • Figure 4: Canadian unemployment rate, January 2020-January 2021
    • The effect of consumers exiting cities due to the pandemic
    • Opportunity for pet insurers to reach new and existing owners
  5. Key Players – Key Takeaways

    • Keeping pet owners informed and engaged through tips
    • Using humour for marketing purposes
    • Opportunities for brands to represent issues that matter to owners
    • Going up against the big players
    • Pandemic has potential to boost in-home services
  6. Competitive Strategies

    • Keeping pet owners informed and engaged via tips
      • Figure 5: Global Pet Foods Instagram post, February 2021
      • Figure 6: Global Pet Foods Instagram post, January 2021
    • Using humour for marketing purposes
      • Figure 7: Critters Pet Health Store Instagram post, May 2020
      • Figure 8: Petonly.ca Instagram post, March 2019
    • Opportunities for brands to represent issues that matter to owners
      • Figure 9: Petco Instgram post, June 2020
      • Figure 10: Ash and Daisy’s Instagram post, June 2020
    • Going up against the big guys
    • Pandemic has potential to boost in-home services
    • Human-grade pet food likely to gain traction
      • Figure 11: The Honest Kitchen Instagram post, March 2021
  7. The Consumer – Key Takeaways

    • Dogs and cats most commonly acquired during COVID-19
    • Nearly three quarters purchase dog treats at least once per month
    • Pet retail chains are the go-to for shopping
    • Most prefer Canadian made pet products
    • Loyalty programs sway most pet owners
  8. Pet Ownership

    • A third of Canadians own a dog
      • Figure 12: Pet ownership, November 2020
    • Ownership of pets skews younger
      • Figure 13: Pet ownership, by age, November 2020
    • Parents and pets go hand in hand
      • Figure 14: Pet ownership, by parental status, November 2020
    • Social media as a discovery tool for parents
      • Figure 15: “I sometimes find out about new products from social media” (% agree), by parental status, November 2020
      • Figure 16: PetSmart Canada Instagram post, February 2021
    • Acquiring pets during COVID-19
      • Figure 17: Pet adoption/purchase since start of pandemic, dogs and cats, November 2020
      • Figure 18: Petonly.ca Instagram post, October 2019
  9. Pet-related Items Purchased

    • It’s all about food and treats
      • Figure 19: Frequency of pet food purchase, November 2020
      • Figure 20: Bark & Fitz Mississauga Instagram post, September 2020
      • Figure 21: Global Pet Foods – Liberty Village Instagram post, February 2021
      • Figure 22: Dinovate Facebook post, December 2020
    • Half of owners purchased toys for their pets
      • Figure 23: Items purchased, November 2020
    • Younger pet owners more likely to have purchased most items
      • Figure 24: Items purchased, by age, November 2020
      • Figure 25: Woof Concept Instagram post, January 2021
      • Figure 26: Bone & Biscuit Instagram post, November 2020
  10. Purchase Location

    • Most take on sole responsibility for their pet’s needs
      • Figure 27: Pet shopping responsibility, November 2020
    • Pet owners shop a broad range of stores
      • Figure 28: PetSmart – FREE same day delivery, February 2021
      • Figure 29: PetSmart Presents: How to Give Your Dog a Bath at Home, May 2020
      • Figure 30: Retail channels used, November 2020
      • Figure 31: Freshpet refrigerator in Fortinos, February 2021
    • Retail channels used differ by age
      • Figure 32: Retail channels used, 18-44s vs over-45s, November 2020
  11. Pet Supply Shopping Behaviours and Attitudes

    • Most prefer Canadian-made pet products
      • Figure 33: Pet product-related attitudes (% agree), November 2020
      • Figure 34: Select pet product-related attitudes (% agree), by age, November 2020
    • Loyalty programs sway most pet owners
      • Figure 35: Select pet supply shopping behaviours and attitudes (% agree), November 2020
    • Pet owners are doing their research before shopping
      • Figure 36: Research-related attitudes (% agree), November 2020
    • The pandemic has led some to cut their spending on pet supplies
      • Figure 37: Cost-related attitudes (% agree), November 2020
      • Figure 38: Petmax.ca Instagram post, December 2020
      • Figure 39: Wooftown Instagram post, December 2020
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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