Description

Providing the most comprehensive and up-to-date information and analysis of the US Pets market including the behaviors, preferences, and habits of the consumer.

The market for pet care products and services benefitted from an influx of new pets acquired during 2020 amid the COVID-19 pandemic. Most segments experienced larger than usual year over year growth; and though pet services such as groomers suffered, the post-pandemic outlook for the overall market is bright. Factors such as a falling birthrate mean pets play an increasingly important role in the lives of young adult owners, and the future is full of opportunities to cater to pet parents who wish to provide their animals with the best possible products and care.

Read on to discover more about America’s Pet Owners consumer market, read our Pet Food – US – 2021 report, or take a look at our other Pets market research reports.

Quickly understand

  • Positive impact the COVID-19 pandemic has had on the pet care market as more Americans brought pets into their household.
  • Examples of brands that effectively acknowledge the important role that pets play in owners’ lives.
  • Uncertain future of pet services such as boarding and day care as remote work appears here to stay.
  • Owners’ interest in features of preventative care plans for their pets, despite low awareness of wellness coverage in general.
  • Pet owner demographics and pet owner market segmentation.

Covered in this report

Brands include: PooPrints, Citibank, Veteran’s First Mortgage, Nationwide Pet, Modern Animal, Bond Vet, Small Door Veterinary, Work and Woof, Petfinder.com iheartdogs.com, Raw Threads Athletics, Crown & Paw, Purina, RedRover, Naturo Natural Pet Food, Walmart, Target, Kroger, Safeway, Costco, Sam’s Club, PetSmart, Petco.

Expert analysis from a specialist in the field

This report, written by Kristen Boesel, a leading analyst in the Lifestyles & Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The number of households with pets grew in 2020 as people found themselves with more time to dedicate to pet ownership during the pandemic. In a time of uncertainty, pets have provided their owners with comfort, stability and a sense of identity. During the recovery, young adult pet parents will seek ways to include their pets in activities away from home and will relish opportunities to make their pets happy. This presents opportunities for pet brands as well as companies in other sectors to accommodate pet owners and their lifestyles.
Kristen Boesel - Research Analyst
Kristen Boesel
Senior Lifestyles Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definitions
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of pet care products and services, at current prices, 2016-26
    • Impact of COVID-19 on pet care products and services
      • Figure 2: Short, medium and long term impact of COVID-19 on pet care products and services, 2021
    • Opportunities and challenges
    • Most owners identify as pet parents
      • Figure 3: Importance of being a pet parent to identity, 2021
    • There aren’t enough veterinarians
      • Figure 4: Percentage of owners who paid for vet care in the past 12 months, by type of location, 2021
    • Retailers could offer and promote pet services to compete with online-only retailers
      • Figure 5: Attitudes toward pet grooming, among total pet owners, 2021
    • Despite low awareness, owners express interest in pet wellness coverage
      • Figure 6: Features that would make wellness coverage more appealing, 2021
  3. The Market – Key Takeaways

    • Pets benefitted from the effects of the pandemic
    • The total pet market now exceeds $100 billion annually
    • Continued growth expected for all pet segments
    • Workplace changes will impact the future of professional pet care services
  4. Impact of COVID-19 on Pet Owners

    • Pandemic turmoil did not curb demand for pets
      • Figure 7: Estimated number of US households with any pets, in millions, Fall 2010-20
    • Dogs and cats continue to dominate the pet market
      • Figure 8: Share of US households with dogs, Fall 2016-20
      • Figure 9: Share of US households with cats, Fall 2016-20
    • Rabbits and hamsters helped households cuddle through the pandemic.
      • Figure 10: Estimated number of US households with less-popular pets, in millions, Fall 2010-20
    • Extra spending on pets boosted some segments
    • Pet services took a hit
      • Figure 11: US sales of pet care products and services, percentage change by segment, at current prices, 2019-21
    • Veterinary services suffered at the outset of the pandemic, but recovered
      • Figure 12: Personal consumption expenditures for veterinary and other services for pets, quarterly, 2019-21
  5. Market Size and Forecast

    • Historic and projected sales performance
      • Figure 13: Total US sales and fan chart forecast of pet care products and services, at current prices, 2016-26
      • Figure 14: Total US sales and forecast of pet care products and services, at current prices, 2016-26
  6. Segment Performance

    • Pet services
    • Veterinary care
    • Pet supplies
    • Pet food
      • Figure 15: US sales and forecast of pet care products and services, by segment, at current prices, 2019-26
  7. Market Factors

    • Falling birthrate foreshadows increasing importance of pet parenthood
      • Figure 16: Annual US births, in millions, 2010-19
    • Challenges to homeownership
      • Figure 17: Type of residence of dog and cat owners, 2020
      • Figure 18: US homeownership rate by age, 2004-19
    • Critical mass could change the rental market
    • Workplace changes will benefit pets
    • The rise of remote and hybrid workers
    • The Great Resignation
    • Technology enables DNA testing of pets
    • Policy changes could affect puppy supply chain
  8. Companies and Brands – Key Takeaways

    • Millennial owners who identify as “pet parents” are an ideal target
    • Brands outside of the pet space can still appeal to pet owners
    • Pet parents want to express themselves and their identity
    • Opportunities to support the pet owner community by focusing on people
  9. Competitive Strategies

    • Outpacing competitors in multichannel advertising
      • Figure 19: Nationwide paid Facebook advertisement for pet insurance, 2021
    • Targeting an audience for premium veterinary care
      • Figure 20: Modern Animal Instagram post, 2021
    • Attracting pet owners by welcoming their dogs
      • Figure 21: Work & Woof price list, 2021
    • Acknowledging the role that pets play in owners’ lives
    • Apartments.com offers listings for pet-loving renters
      • Figure 22: Apartments.com | Pet-Friendly | :30, April 2021
    • Citibank’s Citi Rewards+ credit card
      • Figure 23: National television advertisement for Citibank’s Rewards+ credit card, 2021
    • Veterans First Mortgage
      • Figure 24: Veterans First Mortgage desktop display digital advertisement, 2021
  10. Market Opportunities

    • Mintel Global Trend Drivers
      • Figure 25: Mintel Global Trend Driver, Identity
      • Figure 26: Mintel Global Trend Driver, Wellbeing
    • Pet parent is an identity
      • Figure 27: Importance of being a pet parent to identity, 2021
      • Figure 28: Images of dog-related athletic wear
    • Custom art can capture the individuality of both pets and owners
    • Spotlight: Crown & Paw offers customizable options for unique, pet-related art
      • Figure 29: Crown & Paw Instagram Post, 2021
    • CSR opportunities to support the wider pet parent community
    • Spotlight: Purina contributes to the Purple Leash Project
      • Figure 30: Red Rover Instagram post about domestic violence awareness month, 2020
    • Pets benefit their owners’ overall wellbeing
    • Humans face emotional challenges
      • Figure 31: Agreement that pets help their owners stay calm during stressful times, 2020
    • Pets may need help with their own anxiety
      • Figure 32: Percentage of pet owners who have dogs or cats with anxiety or depression, by age, 2020
  11. The Consumer – Key Takeaways

    • Dogs dominate the pet world
    • Above all else, pets are companions
    • Pet services will enter a new era
    • Strong demand for veterinary care will continue for years
    • Wellness plans can meet owners’ needs better than pet insurance plans
  12. Pet Owner Profiles

    • Dogs and cats, Americans’ favorite pets
      • Figure 33: Types of pets owned by adults, 2020
    • A nearly equal share of men and women own cats and dogs
    • Dog and cat owners skew younger than the general population
    • Dog owners average higher household incomes
      • Figure 34: Gender, age and household income of dog and cat owners, 2020
  13. Pet Acquisition

    • Two in five cats and dogs found their homes in the past year
      • Figure 35: Length of time with most recent dog or cat, 2021
    • Animal shelters and rescue organizations remain a top source for new pets
      • Figure 36: Dog and cat acquisition sources, 2021
    • Pandemic dogs more likely to come from pet stores
      • Figure 37: Dog acquisition sources, by length of time with dog, 2021
    • Pet owners want companionship
      • Figure 38: Reasons for getting a new dog or cat, 2021
      • Figure 39: Reasons for getting a new dog, by length of time with dog, 2021
  14. Professional Pet Services

    • Dogs drive the pet service industry
      • Figure 40: Professional pet services used in the past 12 months, 2020
    • Locally owned pet services have an advantage over pet retailers
      • Figure 41: Locations of paid pet services received, 2021
    • Retailers can leverage convenience of in-house services
      • Figure 42: Primary food/treat purchase location, 2021
    • Target pet owners with the promise of grooming expertise
    • Dog owners don’t want to deal with nails
      • Figure 43: Attitudes toward pet grooming, among total pet owners, 2021
    • Niche opportunity to pamper cats
      • Figure 44: Attitudes toward pet grooming, among pet owners who use grooming services, 2021
    • Boarding and day care services will need to evolve
      • Figure 45: Owners’ agreement that it’s easy to take overnight trips with their pet, 2021
  15. Veterinary Care

    • The pandemic did not halt the demand for veterinary care
      • Figure 46: Number of veterinary visits in the past 12 months, 2021
    • Dog and cat owners are devoted to local veterinary practices
      • Figure 47: Percentage of owners who paid for vet care in the past 12 months, by type of location, 2021
    • Maintaining a pet’s health is important, but expensive
      • Figure 48: Amount spent on veterinary care in the past 12 months, 2021
      • Figure 49: Attitudes toward veterinary care, 2021
  16. Pet Wellness Coverage

    • Most veterinary visits are routine
      • Figure 50: Types of veterinary care for dogs and cats, 2020
    • Resistance to health insurance for pets
    • Wellness plans must overcome low awareness among owners
    • Optimizing wellness plans
      • Figure 51: Features that would make wellness coverage more appealing, 2021
    • TURF analyses
    • Dog owners want discounts on nonpreventative care
      • Figure 52: TURF analysis – Wellness plan features – Dog owners, 2021
    • Cat owners may be more interested in a simple discount plan
      • Figure 53: TURF analysis – Wellness plan features – Cat owners, 2021
  17. Appendix – Data Sources and Abbreviations

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

      • Figure 54: Total US homeownership rate, 2000-19
      • Figure 55: Median household income and median sales price of new, single-family houses sold in US, 1970-2019
      • Figure 56: Total US sales and forecast of pet care products and services, at inflation-adjusted prices, 2016-26
      • Figure 57: Total US sales and forecast of pet care products and services, by segment, at current prices, 2016-26
      • Figure 58: Best/worst case forecasts of total US sales of pet care products and services, 2021-26
      • Figure 59: Total US sales and fan chart forecast of veterinary services, at current prices, 2016-26
      • Figure 60: Best/worst case forecast of total US sales of veterinary services, 2021-26
      • Figure 61: Total US sales and fan chart forecast of pet services, at current prices, 2016-26
      • Figure 62: Best/worst case forecast of total US sales of pet services, 2021-26
  19. Appendix – The Consumer

      • Figure 63: Reasons for getting a new dog, by length of time with dog, 2021
      • Figure 64: Reasons for getting a new cat, by length of time with cat, 2021
      • Figure 65: Professional pet services for dogs, 2019 and 2020
      • Figure 66: Professional pet services for cats, 2019 and 2020
      • Figure 67: Locations of paid pet services received by owners of only dogs, 2021
      • Figure 68: Locations of paid pet services received by owners of only cats, 2021
    • TURF analysis methodology
      • Figure 69: Table – TURF analysis – Dog owners, 2021
      • Figure 70: Table – TURF analysis – Cat owners, 2021

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