As digital communications replace traditional human interaction, pets fill
a void for physical companionship. As a result, a strong bond develops and
provides the impetus for pet owners to seek out the same quality and attributes
in products for their pets as they do for themselves. Innovation is adapting to
meet these demands; however, marketers must be cautious about overwhelming and
confusing consumers when it comes to choosing the right product for their pet.
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Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Steady growth to an $11.5 billion
market
Figure 1: Total U.S. sales and fan
chart forecast of pet supplies at current prices, 2007-17
Dog/cat needs is the most dynamic
market segment
Figure 2: Total U.S. retail sales of
pet supplies, by segment, 2012
Market factors
Age of owner is a key factor in pet
ownership
Figure 3: U.S. population by age,
2013-18
Families offer market opportunity
Hispanic population growth outpaces
other racial/ethnic groups
The suppliers
The consumer
Types of pet supplies purchased
Figure 4: Types of pet supplies
purchased, December 2012
Where pet supplies shoppers buy pet
supplies
Pet supplies purchase drivers
Shopping behaviors of the pet
supplies buyer
Figure 5: Purchase behavior of the
pet supplies buyer, December 2012
Attitudes of the pet supplies
shopper
What we think
To
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