U.S. Pet Market Outlook, 2019-2020
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U.S. Pet Market Outlook has long been the go-to source for a complete understanding of the U.S. pet industry. The report evaluates current trends and future directions for marketing and retailing, along with consumer patterns across the full spectrum of the market, including veterinary services, pet food, nonfood pet supplies, and non-medical pet services (including grooming, boarding, training, and pet insurance). This report forecasts market size and growth for each category (2019-2023), examines new product activity, surveys retail channel trends including cross-channel shopping vs. shopper loyalty, and analyzes trends and shifts in the needs of today’s pet parents. The report tabulates pet product sales channel by channel and projects channel shares through 2023.
- Executive Summary
- Scope & Methodology
- Scope of Report
- Report Methodology
- Market Trends
- Market Performance
- Market Drivers
- Industry Trends
- Industry Overview
- Pet Food
- Table Level of Agreement with Pet Food Purchase Patterns by Formulation, 2018 (percent of dog- and cat-owning households)
- Non-Food Pet Supplies
- Veterinary Services
- Non-Medical Petcare Services
- Retail Trends
- Competitive Situation
- Channel Trends
- Pet Ownership Trends
- Slight Dip in Dog Ownership Rates
- Market Growth Demographics
- Sales Growth Opportunities
- "Pet Effect" as Pet Population Driver
- Pet-Friendliness
- E-Commerce and Omnichannel
- Blurring the Line Between Meals and Snacks
- Next Generation Superpremium Pet Food
- A New Blue?
- IT Driving Pet Product Innovation, Automating Petcare Tasks
- Petcare Services Providers Going Digital
- Vet-Connected Pet Wearables
- New Funding for Innovative Start-ups
- Subscription-Based Products and Services
- Cause Marketing and Animal Welfare
- Lower-Income Households
- Scope & Methodology
- Market Trends
- Chapter Highlights
- Market Performance
- Growth in the Age of E-Commerce and IT
- Table U.S. Pet Market Retail Sales by Category, 2014-2018 (in billions of dollars)
- Table U.S. Pet Market Retail Sales Annual Change by Category, 2014-2018 (percent change over previous year)
- Table Dollar Sales Per Pet-Owning Household by Category, 2014-2018 (millions of dollars and dollars)
- Table Dollar Sales Per Dog-Owning Household by Category, 2014-2018 (millions of dollars and dollars)
- Table Dollar Sales Per Cat-Owning Household by Category, 2014-2018 (millions of dollars and dollars)
- Table Dollar Sales Per Individual Dog and Cat by Category, 2018 (millions of dollars and dollars)
- Table Projected U.S. Retail Sales of Pet Products and Services, 2018-2023 (in billions of dollars)
- Table Projected U.S. Retail Sales of Pet Products and Services by Category, 2018-2023 (in billions of dollars)
- Table Projected U.S. Pet Market Retail Sales Annual Change by Category, 2018-2023 (percent change over previous year)
- Table U.S. Pet Market Compound Annual Growth Rates by Category: 2013-2018 vs. 2018-2023 (percent)
- Market Share by Category and Animal Type
- Table Category Share of U.S. Pet Market Retail Sales: 2013, 2018, 2023 (percent)
- Table Category Share of U.S. Pet Market Retail Sales by Animal Type: Dog, Cat, Other, 2018 (percent)
- Share of Pet Product Sales by Channel
- Table Share of U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2018 (percent)
- Projected Channel Share Shifts
- Table Modeling of Projected Shifts in Retail Channel Shares of U.S. Pet Product Sales, 2018, 2019, 2023 (percent)
- Boarding and Grooming Account for Over Two-Thirds of U.S. Petcare Services Sales
- Growth in the Age of E-Commerce and IT
- Market Drivers
- E-Commerce/IT Spurs Innovation, Reshapes Market
- Investment and M&A Activity Going Strong
- Pet as Family
- Table Level of Agreement with Statement: "I consider my dogs/cats to be part of the family," 2018 (percent of pet owners)
- Table Travel Activities of Dog and Cat Owners in Last 12 Months, 2018 (percent of dog owners vs. cat owners)
- Pets in Public
- HABRI Documents Human Health Benefits of Pet Ownership
- Table Agreement with Statement: "My dog or cat has a positive impact on my mental health," 2017 vs. 2018 (percent of dog or cat owners)
- Table Agreement with Statement: "My dog or cat has a positive impact on my physical health," 2017 vs. 2018 (percent of dog or cat owners)
- Scaling up "Superpremium": Fresh Pet Food
- Economic Improvement Reflected in Pet Owner Outlook
- Table Pet Owners: Overview by Change in Financial Situation Compared with 12 Months Ago, 2014-2018 (percent and index for U.S. pet-owning adults)
- Table Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2014-2018 (percent and index for U.S. pet-owning households)
- Pet Ownership Trends
- Table Household Penetration Rates for Selected Pet-Owning Classifications, 2008-2018 (percent of U.S. households)
- Table Household Base for Selected Pet-Owning Classifications, 2008-2018 (in millions of U.S. households)
- Boomers, Millennials, and Housing Issues
- Purchased Pets Out, Adopted Pets In
- Smaller Dogs Are Big
- Table Size of Pet Dogs: Owned and Recently Acquired, 2018 (percent of dog owners)
- Aging Pet Population
- Table Age of Dogs and Cats, 2018 (percent of pet owners)
- Pet Overweight/Obesity
- Higher-Income Households Achieve New Pet Expenditure Milestone
- Table Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 2001-2017 (percent)
- Table $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2010-2017 (percent)
- Table $70K+ Household Share of U.S. Pet Market Expenditures: By Category and Income Level, 2017 (percent)
- Dog and Cat Ownership Down Among Lower-Income Households
- Table Pet Ownership Base by Household Income Bracket, 2008-2018 (in millions of U.S. households)
- Non Dog/Cat Resurgence?
- DCM/Grain-Free Situation Worsens
- Industry Trends
- Chapter Highlights
- Industry Overview
- Market Structure
- Leading Pet Product Marketers and Brands
- Leading Veterinary and Other Petcare Service Operators
- Fast-Growing Franchises
- M&A and Investment Activity
- Subscription-Based Products and Services
- Cause Marketing and Animal Welfare
- Top of the Heap Product and Service Types
- Pet Food
- "Omnichannel" in the Age of E-Commerce and Mass Premiumization
- Champion Petfoods Extends Distribution into Petco
- PetSmart and Petco Changing with the Pet Food Times
- The Next Big Superpremium Thing
- Fresh, Human-Grade Pet Food
- Ongoing Interest in Natural Pet Food
- Table Dog and Cat Owners Currently Using Pet Food: By Free-Of Claim, 2018 (percent)
- Table Level of Agreement with Pet Food Purchase Patterns by Formulation, 2018 (percent of dog- and cat-owning households)
- Grain-Free Diets Facing Increasing Headwinds
- Limited Ingredient Diets
- Clean and Transparent
- Blurring the Lines Between Snack and Meals: Treats, Toppers, and Wet Food
- Table Usage of Wet Pet Food, 2009-2018 (percent of dog- and cat-owning households)
- Alternative Proteins, Novel Ingredients, and the Future of Functional Pet Food
- Pet Food Safety: Issue and Opportunity
- Table Top Draws for Selected Product Claims Among Dog and Cat Food Purchasers, 2018 (percent)
- Non-Food Pet Products Increasingly Intersecting with Pet Food
- Non-Food Pet Supplies
- All Eyes on Pet Tech
- Pet Tech Products Surpass $440 Million in Sales
- Powerhouse Pet Food Marketers Betting on Tech
- Vet-Connected
- Health, Convenience, and ECOM
- Multi-Smart Marketers: Wagz and Petkit Cover Multiple Bases
- Pet Wearables: Tracking, Monitoring, and More
- Camera Monitors and Treat Dispensers
- Feeding & Watering
- Toys
- Calming Products
- Veterinary Services
- An Industry in Flux
- App- and Cloud-Based Technologies
- Industry Consolidation
- Diagnostics and DNA Testing
- Pet Wearables Are Increasingly Vet-Connected
- ECOM Taking a Toll on Vet Pet Food Sales
- Veterinary Services Inside Pet Superstores
- Petco Launches Vet-Focused PetCoach Stores
- PetIQ Opening Veterinary Clinics in Walmart Stores
- Walgreens and CVS Also Partnering with Veterinary Service Providers
- Veterinarians Countering E-tailers with Online Pharmacies of Their Own
- Consumer Expenditures in Veterinary Clinics
- Table Expenditures on Veterinary Services by Dog and Cat Owners in Past 12 Months, 2018 (percent of dog and cat owners)
- Table Expenditures on Pet Products in Veterinary Clinics by Dog and Cat Owners in Past 12 Months, 2018 (percent of dog and cat owners)
- Fairness to Pet Owners Act
- Non-Medical Petcare Services
- Market Landscape
- Market Continues to Enamor Investors
- Battle of the Apps
- Local and Worldwide
- Pet Sitters International Weighs in on Pet Tech Boom
- Pet Specialty Increasingly Reliant on Petcare Services, Smaller Stores
- PetSmart and Petco
- Franchise Operations
- Best Friends Pet Care
- Pet Insurance Posting Double-Digit Growth
- Table Percent of Dog and Cat Owners Who Have Medical Coverage/Plan for Their Pets, 2018 (percent of dog and cat owners)
- Retail Trends
- Chapter Highlights
- Competitive Situation
- E-Commerce/IT Upending Longstanding Retail Dynamics
- Signs of the E-Commerce Times
- Top Three Pet Specialty Retailers Under New Direction
- Petland Discounts Loses Battle to E-Commerce
- Chewy Ahead in Sales, Amazon Out Front by Number of Online Pet Product Shoppers
- Amazon's Pet Market March Continues
- Table Amazon's Pet Owner Customer Base, 2014-2018 (percent and number of dog-owning, cat-owning, or other pet-owning households)
- PetSmart and Petco Building Out Online
- Walmart Also Looking to the Internet
- Subscription Programs
- Rapid Home Delivery and Click-and-Collect
- Brick-and-Mortar Retailers Sharpening Focus on Petcare Services
- Petco Bans Artificial Ingredients in Pet Food, Adds Champion Brands
- Petco Bringing JustFoodForDogs Kitchens Into Its Stores
- Customers Buying More Pet Products in Walmart Stores
- Private Label and Exclusive Brands Taking on New Importance
- Pet Specialty Independents and Small Chains Finding Strength in Numbers
- Amazon Plus Brick-and-Mortar Pet Specialty?
- Channel Trends
- Pet Product Customer Base by Retail Channel
- Table Household Customer Base for Pet Products by Retail Classification, 2013 vs. 2017 and 2018 (thousands of households and percent)
- Table Draw Among Pet Product Purchasers by Selected Retail Channels and Pet Superstore Chains, 2010-2018 (percent of dog- or cat-owning households)
- Table Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains, 2010-2018 (U.S. dog- or cat-owning households in thousands)
- Walmart Tops Among Pet Product Shoppers
- Table Channel Choices for Pet Product Shopping, Last Three Months: Pet Food vs. Other Pet Supplies, 2016-2018 (percent of pet product buyers)
- Channel Loyalty Lower for Owners of Different Pet Types
- Table Channel Loyalty in Dog or Cat Product Purchasing: All Channels, 2008-2018 (percent and number of dog- or cat-owning households)
- Table Channel Loyalty in Pet Product Purchasing: By Selected Pet-Owning Classifications, 2008 vs. 2017 and 2018 (percent of dog- or cat-owning households)
- Table Share of Customer Base Who Are Channel-Loyal: By Selected Retail Classifications, 2013-2018 (percent of dog- or cat-owning shoppers)
- Table Size of Channel-Loyal Customer Base: By Selected Retail Classifications, 2013-2018 (in millions of dog- or cat-owning shoppers)
- Table Cross-Shopping for Pet Products by Retail Channel, 2018 (index for dog/cat owners)
- Pet Product Customer Base by Retail Channel
- Pet Ownership Trends
- Chapter Highlights
- Overview of Pet Ownership Rates
- Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2008-2018 (percent of U.S. households)
- Table Household Populations for Selected Dog- or Cat-Owning Classifications, 2008-2018 (thousands of U.S. households)
- Table Household Ownership Rates for Selected Types of Pets, 2008-2018 (percent of U.S. households)
- Table Household Base for Ownership of Selected Types of Pets, 2008-2018 (thousands of U.S. households)
- Pet Ownership Rates by Age Bracket
- Table Dog or Cat Ownership Rates by Age Bracket, 2008-2018 (percent of U.S. households)
- Table Dog or Cat Ownership Base by Age Bracket, 2008-2018 (thousands of U.S. households)
- A Third of Pet Households Keep Different Types
- Table Multiple Pet Ownership by Selected Animal Type: 2009, 2013, 2017, and 2018 (percent of pet-owning households)
- Ownership of Multiple Pets of a Single Type
- Table Ownership of Multiple Pets of a Single Type, 2013, 2017, and 2018 (percent of U.S. households who own a given type of pet)
- Market Growth and the Graying of America
- Table Share of U.S. Population by Selected Age Brackets, 2016-2050 (in percent)
- Table Size of U.S. Population by Selected Age Brackets, 2016-2050 (in thousands)
- Table Household Ownership Rates for Selected Pet-Owning Classifications: By Age Cohort, 2008 vs. 2018 (percent of U.S. households)
- Table Household Base for Selected Pet-Owning Classifications: By Age Bracket and Generational Cohort, 2008 vs. 2018 (thousands of U.S. households)
- Table Household Ownership Index for Selected Pet-Owning Classifications: By Age Bracket and Generational Cohort, 2008 vs. 2018
- Two-Adult Households without Kids Account for One-Third of Pet Owners
- Table Share of Total Pet Owners by Household Composition, 2008-2018 (percent)
- Table Share of Total Dog Owners by Household Composition, 2008-2018 (percent)
- Table Share of Total Cat Owners by Household Composition, 2008-2018 (percent)
- Table Share of Total Owners of Pets Other Than Dogs or Cats by Household Composition, 2008-2018 (percent)
- Table Pet Ownership Rates by Household Composition, 2008-2018 (percent)
- Table Pet Ownership Base by Household Composition, 2008-2018 (thousands of households)
- Pet Ownership Grows Among Hispanics
- Table Share of Pet-Owning Households by Race/Ethnicity, 2008 vs. 2018
- Table Change in Pet Market Consumer Base by Selected Pet Ownership Classifications: White Non-Hispanics vs. Minorities, 2008 vs. 2018 (number and percent of U.S. pet-owning households)
- Table Pet Ownership Rates by Race/Ethnicity: Pets Overall, Dogs, Cats, and Other Pets, 2008-2018 (percent of U.S. households)
- Table Pet Ownership Base by Race/Ethnicity: Pets Overall, Dogs, Cats, and Other Pets, 2008-2018 (thousands of U.S. households)
- Overview of Pet Ownership Rates
- Chapter Highlights
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