Description

“The pet supplies market found continued steady, conservative growth propelled by rising pet ownership coupled with premium innovation that reflects pet owner desires to provide happiness and health to pets as valued members of the family. The COVID-19 outbreak has further solidified the bond between pet and owner, with some consumers having only their pets for companionship during lockdown.”

–    Rebecca Cullen, Senior Household Analyst

This report will look at the following areas:

  • Tap into emotion: More together time with pets during lockdown has strengthened pet-owner bonds to a new degree. Marketing that highlights the emotional support that pets can provide during challenging times, or that portrays how owners have grown closer to their pets during the pandemic, will strike a chord.
  • Heightened focus on health: Considering the role pets play in consumers’ lives and the importance pet owners place on their pets’ health and happiness, expect continued growth in sub-segments like pet health and essentials like litter and deodorant.
  • Trust and value will be paramount longer term: The economic downturn will challenge the notion that the pet supply market is recession resistant. Still, pet supply manufacturers will need to prioritize safety and quality to prove value for cost-conscious pet owners.

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Analyst perspective: COVID-19 and pet supplies
          • Market Overview
            • Figure 1: Total US retail sales and forecast of pet supplies market, at current prices, 2015-25
          • Impact of COVID-19 on pet supplies
            • Figure 2: Short-, medium- and longer-term impact of COVID-19 on pet supplies, July 2020
          • Opportunities and Challenges  
            • Pet ownership could dip amid recession
              • Pet supplies experience short burst of stock-up spending
                • Shift to online purchases gains momentum
                  • Figure 3: Online purchases of pet supplies, April 2019-20
                • Appeal to the conscious pet shopper
                  • A tight relationship gets tighter amid lockdown
                    • Greater focus on health
                      • Figure 4: Attitudes toward pets amid pandemic, April 2020
                    • What’s next
                    • The Market – What You Need to Know

                      • Pet supply sales projected to soften amid recession
                        • Pet population on the rise
                          • Pet supplies during COVID-19 and beyond
                          • Market Size and Forecast

                            • Slow growth projected in wake of COVID-19, recession
                              • Figure 5: Total US sales and forecast of pet supplies market, at current prices, 2015-25 (fore)
                              • Figure 6: Total US sales and forecast of pet supplies market, at current prices, 2015-25
                          • Market Perspective

                            • Strengthened pet and owner relationships amid lockdown
                                • Figure 7: Attitudes toward pets amid pandemic, April 2020
                                • Figure 8: Chewy Facebook ad, April-May 2020
                              • Shifts in shopping, channel choice will accelerate
                                  • Figure 9: Chewy COVID-19 response on Instagram, April 2020
                                • Servicing pets at home
                                • Market Factors

                                  • Americans love pets, yet economic direction could impact ownership
                                    • Figure 10: Number of pet-owning households, 2009-19
                                  • America’s pets are getting older; young and multicultural adults own younger pets
                                    • Figure 11: Age of America’s pets, by age and race and Hispanic origin, April 2019
                                  • Baby bust: a (further) decline in childbirth will could create pet boom
                                    • Figure 12: Future pet ownership, by parental status, marital status, April 2020
                                  • Pandemic lockdown spurs pest numbers
                                  • Key Players – What You Need to Know

                                    • Private label continues to grow
                                      • Natural, eco-friendly will have short- and long-term appeal
                                        • Retail landscape competition heats up
                                        • Company and Brand Sales of Pet Supplies

                                          • Market share of leading brands determined mainly by litter
                                            • Private label strengthens lead
                                              • Sales of pet supplies by company
                                                • Figure 13: Multi-outlet sales of pet supplies, by leading companies, rolling 52 weeks 2019 and 2020
                                            • What We’re Seeing

                                              • Natural cat litter catching up to traditional options
                                                • Figure 14: Multi-outlet sales of natural cat litters, rolling 52 weeks 2019 and 2020
                                              • Pet owners continue to seek humanized products for their pets
                                                • Figure 15: Wild One sells pet essentials for pets and their people, May 2020
                                              • Pet retail space becomes more fragmented and competitive
                                                  • Figure 16: Petco JustFoodForDogs kitchen
                                                • Social media provides inspiration, but can also build brand equity
                                                  • Figure 17: Use of social media for product discovery, by age and gender, April 2020
                                              • What’s Struggling

                                                • Established leaders slip as private label gains traction
                                                  • Figure 18: Select private label pet grooming products
                                              • What to Watch

                                                • CBD has room to grow
                                                  • Figure 19: Pet Releaf Hemp Health Topical Canna Care For Dogs, US, 2020
                                                • Eco-paw print: where sustainability fits in the pet space
                                                    • Figure 20: Catalyst Pet Instagram post, July 2020
                                                • The Consumer – What You Need to Know

                                                  • Most buy essentials, yet younger pet owners tend to pamper
                                                    • Health continues to be of high importance
                                                      • Online purchases gaining ground
                                                        • Younger pet supply shoppers breaking out of routine
                                                        • House, Travel and Apparel Pet Supplies Purchased

                                                          • Emphasis on health will move products from ‘nice to have’ to ‘necessity’
                                                            • Figure 21: Repertoire of house, travel and apparel pet supplies purchased, April 2020
                                                            • Figure 22: House, travel and apparel pet supplies purchased, by age of pet, April 2020
                                                          • Younger pet owners show interest in apparel, furniture
                                                            • Figure 23: House, travel and apparel pet supplies purchased, by age, April 2020
                                                          • Multicultural adults heavy purchasers
                                                            • Figure 24: House, travel and apparel pet supplies purchased, any pet accessory (net), by race and Hispanic origin, April 2020
                                                        • Health and Grooming Pet Supplies Purchased

                                                          • Litter most purchased; dog owners heavier buyers of health products
                                                            • Figure 25: Health and grooming pet supplies purchased, April 2020
                                                          • Owners of younger pets show interest in newer formats, products
                                                            • Figure 26: Select health pet supplies purchased, by age of pet, April 2020
                                                        • Purchase Location

                                                          • Mass and pet specialty stores still lead
                                                            • Figure 27: Purchase location, by product type, April 2020
                                                          • Online gains ground in pandemic era
                                                            • Shop and support local
                                                                • Figure 28: Select purchase locations for pet accessories and health products, by age, race and Hispanic origin, April 2020
                                                            • Pet Supply Shopping Attitudes and Behaviors

                                                              • Safety and health are key concerns for pet supply purchasers
                                                                • Routine approach to category shopping is fading
                                                                  • Figure 29: Pet supply shopping behaviors and attitudes, April 2020
                                                                • Younger pet owners tend to be information seekers
                                                                  • Figure 30: Select pet supply shopping behaviors and attitudes, agree, by age, April 2020
                                                                • Multicultural owners purchase to replace, but are an engaged audience
                                                                  • Figure 31: House Dogge Instagram post, June 2020
                                                                  • Figure 32: Select pet supply shopping behaviors and attitudes, agree, by race and Hispanic origin, April 2020
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Forecast
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – The Market

                                                                                • Figure 33: Total US sales and forecast of pet supplies market, at inflation-adjusted prices, 2015-25
                                                                            • Appendix – Retail and Media Channels

                                                                                • Figure 34: Chewy site spend share, Facebook ad spend share by gender, April-May 2020
                                                                                • Figure 35: PetSmart site spend share, Facebook ad spend share by gender, April-May 2020
                                                                                • Figure 36: Petco site spend share, Facebook ad spend share by gender, April-May 2020
                                                                            • Appendix – Key Players

                                                                                • Figure 37: Multi-outlet sales of litter & deodorant, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                • Figure 38: Multi-outlet sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                • Figure 39: Multi-outlet sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • Appendix – The Consumer

                                                                                • Figure 40: Summary of bases for pet ownership, October 2009 – December 2019
                                                                                • Figure 41: Number of cat- or dog-owning households, 2009-19
                                                                                • Figure 42: Pet ownership, by age, race and hispanic origin, and parental status, April 2020
                                                                                • Figure 43: Timeframe of pet acquisition, by type of pet, April 2020
                                                                                • Figure 44: Future pet ownership, April 2020
                                                                                • Figure 45: Barriers to pet ownership

                                                                            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.

                                                                            Below is a sample report, understand what you are buying.

                                                                            Click to show report

                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                                            Trusted by companies. Big and small.

                                                                            Bell Logo - Mintel client
                                                                            Boots Logo - Mintel Client
                                                                            Kelloggs Logo - Mintel client
                                                                            Samsung Logo - Mintel client
                                                                            Nike Logo - Mintel client
                                                                            Walgreens Logo - Mintel client

                                                                            Want to speak to us directly?

                                                                            Contact us on via phone or fill out a form with your enquiry.

                                                                            Contact Us