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Britain's Pet Owners - UK - August 2015

Britain's Pet Owners - UK - August 2015

“The bond between a pet and their owner is starting to resemble very closely that between a parent and a child. Such shifting attitudes pave the way for new industries to develop and grow around pet doting and pampering, as pet parents seek to demonstrate how dedicated they are to their non-human companions.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report discusses the following key topics:

Making travelling with pets easier
Reversing pet obesity
Going beyond bricks-and-mortar to promote pet food and supplies


OVERVIEW
What you need to know
EXECUTIVE SUMMARY
Pets are increasingly viewed as family members
Figure 1: Reasons for owning a pet, May 2015
Pampered pets
Figure 2: Shopping habits of pet owners, May 2015
Pet owners search for better deals in supermarkets
Figure 3: Sources of information for buying new things for pets, May 2015
Female owners show a strong attachment to their pets
Figure 4: Attitudes towards pets’ health and welfare, May 2015
What we think
ISSUES & INSIGHTS
Making travelling with pets easier
Reversing pet obesity
Going beyond bricks-and-mortar to promote pet food and supplies
THE MARKET
What you need to know
Pet ownership declines
Children a major driver of pet ownership
Affluent households most likely to have a pet
Pet obesity – A growing problem
Market drivers
Pet ownership declines
Figure 5: Pet ownership, May 2014 and May 2015
Number of pets owned
Figure 6: Number of pets owned, May 2015
Pet ownership rises in families with kids…
Figure 7: Pet ownership, by presence of children under the age of 16 in the household, May 2015
…and declines in smaller households
Figure 8: Pet ownership, by household size, May 2015
Affluence drives pet ownership
Figure 9: Pet ownership, by annual household income, May 2015
Pet obesity – A growing problem
Figure 10: Agreement with the statement ‘It is important to spoil my pet with snacks and treats’, May 2015
Figure 11: Example posters from the #GetPetsFit campaign by PFMA, July 2015
THE CONSUMER
What you need to know
Majority of Britons get a pet for company
Lack of time and money prevents people from getting a pet
Affluent pet owners spend the most on their pets
Female pet owners shoulder more responsibility for pet care
Vets could play a bigger role in recommending healthier food and treats
High demand for easier travel with pets
Pampered pets
Female pet owners show a stronger bond with their pets
Reasons for owning a pet
Most people get a pet for companionship
Figure 12: Reasons for owning a pet, May 2015
Reasons for getting a pet vary by lifestage
Figure 13: Reasons for owning a pet, by age, May 2015
Reasons for not having a pet
Lack of time and finances are biggest barriers to getting a pet
Figure 14: Reasons for not having a pet, May 2015
The over-55s still in mourning for their previous pet
Figure 15: Reasons for not having a pet, by age, May 2015
A quarter of non-owners are planning on getting a pet in the future
Figure 16: Future plans to get a pet, May 2015
Figure 17: Screenshot from the front page of Lady Dinah’s website, July 2015
Expenditure on pets
Pet food is the biggest outlay for owners
Figure 18: Monthly expenditure on pet food/treats and pet accessories/supplies, by age, May 2015
Millennials are biggest spenders on pet food and accessories
Expanding the scope of veterinary services
Figure 19: Annual expenditure on pets, by household income, May 2015
Pet care responsibilities
Women shoulder more responsibility for pets in their home
Figure 20: Pet care responsibilities, May 2015
Caring for pets can teach children important life skills
Sources of information
Pet owners search for value in supermarkets
Figure 21: Sources of information for buying new things for pets, May 2015
Opportunities for multi-channel campaigns in pet markets
Figure 22: Pedigree dog food ‘sniffable’ campaign poster, July 2015
Vets are under-utilised by pet owners
More opportunities for promotion of pet toys and accessories
Figure 23: Number of sources of information for buying new things for pets, May 2015
Usage and interest in pet services
Pet loss industry on the rise
Figure 24: Usage and interest in pet services, May 2015
Holidaying with pets is becoming easier
Figure 25: Planned resort for dogs at JFK, July 2015
Keeping pets fit
Shopping habits of pet owners
Pets as the new kids
Figure 26: Shopping habits of pet owners, May 2015
Responding to pet owners’ time pressures
Figure 27: Screenshot from the PetGiftBox website, July 2015
Ethically-minded pet owners
Reasons for getting a pet drive future behaviour of owners
Figure 28: Shopping habits of pet owners, by reasons for owning a pet, May 2015
Attitudes towards pets’ health and welfare
The rise of pet parents
Figure 29: Attitudes towards pets’ health and welfare, May 2015
Figure 30: Example of an Iams’ ‘I am not a pet’ print ad, July 2015
Making pets’ health a priority
Figure 31: Attitudes towards pets’ health and welfare, May 2015
Figure 32: Screenshot of Whistle mobile app, July 2015
Female owners exhibit a stronger attachment to their pets
Figure 33: Attitudes towards pets’ health and welfare, by gender, May 2015
Figure 34: PetChatz system, July 2015
Pets are a vital source of companionship for people living alone
Figure 35: Selected attitudes towards pets’ health and welfare, by household size, May 2015
APPENDIX
Data sources, abbreviations and supporting information
Definitions
Data sources
Abbreviations
Market drivers
Figure 36: Trends in the age structure of the UK population, 2010-20
Figure 37: Trends in UK household size, 2010-20
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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