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Canadian Pet Market Outlook, 2014


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Canadian Pet Market Outlook, 2014

Economic pressures in Canada – while not as severe as they were in the U.S. during the Great Recession – certainly affected the pet products market there. In a proprietary survey, Packaged Facts found that Canadian pet owners were sensitive to price when it came to spending on their pets. On the other hand, there was still a willingness to open their wallets on premium products that support the health and happiness of their pets. Indeed, this attitude has fueled growth in the Canadian pet market over the past five years. And the sales data supports this: Canadian pet market sales have grown at a slow but steady pace over the past five years, hovering at a 4% rate, not bad for such a large, mature market. The popularity of natural products is another trend affecting the market, exemplified by M&A activity and the entry of big names such as Purina, Hills’ Science Diet and Walmart into the natural products market.

Also driving growth is consumers’ concern about pet health. The Canadian pet population is getting older and health care companies, such as Bayer and Perrigo, have increased their investment in pet health products. Pet marketers may also want to tap an opportunity by tying the proven benefits pets have on human health. Both trends are fueled by the pets-as-family mentality, resulting in the continuing humanization of pets products and services (and media coverage and programming of the idea), with manufacturers and retailers introducing everything from human-style food to couture pet accessories.

Combining Packaged Facts’ extensive monitoring of the pet market with an exclusive pet owner survey, Canadian Pet Market Outlook, 2014 is the go-to source for a complete understanding of the Canadian pet industry. In its first Canadian edition, 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 (grooming, boarding, training, etc.). Building on the market tracking, forecasting, and analysis of U.S. editions, the report forecasts market size and growth for each category, examines new product activity, surveys retail channel trends, and analyzes trends and shifts in the needs of today’s pet parents. The report tabulates pet product sales and market penetration using data from sources including the Pet Industry Joint Advisory Council of Canada (PIJAC Canada) and Statistics Canada, as well as Packaged Facts’ exclusive 2013 survey data. The report contains dozens of numerical tables and charts, as well as numerous photographs of new products and in-store promotional and merchandising initiatives across key channels.


  • Executive Summary
    • Introduction
      • Scope and Methodology
      • Report Methodology
    • Market Trends
      • Pet Industry Advances
        • Table Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
      • Market Share by Category and Animal Type
      • Pet Owners Still Spending Despite Slow Economy
        • Table Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
      • Trends in Pet Acquisitions: Shelters in Favor
      • The Aging Pet Population
      • Overweight and Obese Pets Keep Costs Up
      • Veterinary Costs Drive Canadians South
    • Industry Trends
      • Market Structure
      • M&A and Investment Activity: Pet Health and Natural Products Star
      • Premiumization
      • Humanization
      • Globalization
    • Retail Trends
      • Pet Shoppers Say Let's Make a Deal
      • Industry Mainstay: The Premium Shopper
      • Pet Owners Shop at Supermarkets, Supercenters for Pet Supplies
    • Pet Ownership Trends
      • 57% of Canadian Households Own Pets
      • Single Pet Ownership Higher Than Multiple
      • More $100K+ Pet Households
      • Dog and Cat Ownership Rates by Age
      • Impact of Boomers and Graying Population
      • Role of Gen Xers and Gen Ys
  • Market Trends
    • Market Performance
      • Pet Industry Advances
        • Table Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
        • Table Canadian Pet Market Retail Sales by Category: 2012 vs. 2013 (in millions of dollars and percent)
        • Table Total Canadian Retail Sales of Pet Products and Services, 2013-2018 (in millions of dollars)
      • Market Share by Category and Animal Type
        • Table Share of Canadian Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2013 (percent)
    • Market Drivers
      • Consumers Cautiously Optimistic about Economic Future
      • Pet Owners Still Spending Despite Slow Economy
        • Table Canadian Household Final Consumption Expenditure, by Commodity Type: 2008-2012 (dollars in billions)
        • Table Canadian Household Final Consumption Expenditure Percent Change, by Commodity Type: 2008-2012 (percent)
        • Table Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
        • Table Level of Agreement with Statement: "If natural/organic products were more affordable where I shop, I would buy them more often," 2013 (percent of Canadian pet owners)
        • Table Amount Spent on Pet Products in Last 30 Days, March 2013 (percent of Canadian pet owners)
        • Table Pet Product Purchasing by Price Level: Food vs. Nonfood, 2013 (percent of pet owners)
      • Trends in Pet Acquisitions: Shelters in Favor
        • Table Level of Agreement with Statement: "People should adopt pets from shelters and not purchase them from shops/breeders," 2013 (percent of Canadian pet owners)
      • The Shift to Smaller Dogs
        • Table Size of Dogs, 2013 (percent of Canadian dog owners)
      • The Aging Pet Population
        • Table Age of Dogs and Cats, 2013 (percent of Canadian pet owners)
      • Overweight and Obese Pets Keep Costs Up
        • Table Level of Agreement with Statement: "I have an overweight pet," 2013 (percent of Canadian pet owners)
      • Pets Are Family-The Kind You Pamper
        • Table Level of Agreement with Statement: "I enjoy purchasing pet products that pamper my pet," 2013 (percent of Canadian pet owners)
      • Veterinary Costs Drive Canadians South
      • Pet-Positive Media Exposure
      • Industry Emphasizes Pets' Human Health Enhancement
      • Cause Marketing
      • Pet Food Regulation and Oversight
  • Industry Trends
    • Introduction
      • M&A and Investment Activity
    • Cross-Market Trends
      • The Veterinary Channel
      • Non-Medical Pet Services
        • Table PetSmart Global Sales of Pet Services, 2001-2012 (in millions of dollars)
      • Franchises Help Grow the Industry
    • Pet Products
      • Continued Interest in Premium, Natural Products
        • Table Select New Pet Product Releases in Canada, 2012-2013 (by marketer and brand)
      • Pet Health on Everybody's Agenda
      • Cross-Channel Migration Puts Squeeze on Pet Specialty
      • Human-Style and Human-Grade Pet Food
      • Grain-Free Gains Ground
      • Raw Pet Food Hits the Mainstream
      • Specialized Diets Continue to Proliferate
      • Nonfood Pet Supplies
      • That Pet Has Style
      • Travel Products
  • Retail Trends
    • Pet Shoppers Say Let's Make a Deal
    • Industry Mainstay: The Premium Shopper
    • Pet Owners Shop at Supermarkets, Supercenters for Pet Supplies
      • Table Canadian Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Other Pet Supplies and Pet Medications, 2013 (percent of Canadian pet product buyers)
    • Private Label Shows Strength and Weakness
    • Mass-Market Trends
      • Supermarkets Draw Largest Portion of Pet Product Shoppers
      • Walmart Claims Lion's Share of Pet Supplies Sales…
      • And Launches Pet Insurance in Canada
      • Target Takes on Walmart
      • Costco Expands its Reach
      • Pet Supercenters Make Strides
        • Table Top Canadian Pet Superstore Chains, 2013
      • Canadian Pet Retailer Global Pet Foods Crosses U.S. Border
      • Pet Valu
      • PetSmart
      • Mondou
    • Online Shopping
      • Pet Shoppers Not Fully Embracing Online Shopping
    • Up and Comers
      • Veterinarians
      • Natural Supermarkets
      • Dollar Stores
      • Drugstores/Convenience Stores
      • Agricultural/Feed-Seed Stores
      • Home Improvement Stores
  • Pet Ownership Trends
    • Methodology
      • 57% of Canadian Households Own Pets
      • Single Pet Ownership Higher Than Multiple
        • Table Canadian Ownership Levels for Dogs and Cats by Number of Pets, 2013 (percent)
      • More $100K+ Pet Households
        • Table Canadian Pet Market Consumer Base: Pet Ownership by Household Income, 2013 (percentage of pet owners)
      • Dog and Cat Ownership Rates by Age
        • Table Canadian Pet Ownership Rates by Age Bracket, 2013 (percent)
      • Senior Growth Rate Outpaces Population at Large
      • Impact of Boomers and Graying Population
      • Role of Gen Xers and Gen Ys
        • Table Indexes for Selected Canadian Pet-Owning Classifications: By Generational Cohort, 2013
      • Households With Kids
        • Table Canadian Pet Ownership Rates by Age of Children, 2013 (percent)
        • Table Canadian Pet Ownership Rates by Age of Children, 2013 (index)
      • Half of Pet Owners Live in Urban Areas
        • Table Share of Canadian Pet-Owning Population by Location of Residence, 2013 (percent)
        • Table Canadian Pet Ownership Rates by Location of Residence, 2013 (index)
      • Pet Ownership Across Ethnic Groups
        • Table Canadian Pet Ownership Consumer Base: White vs. Minorities, 2013 (index of pet-owning households)
        • Table Canadian Pet Ownership by Ethnic Origin, 2013 (percent of pet-owning households)
        • Table Growth of Visible Minorities in the Canadian Population, 2006-2011 (number and percent)
        • Table Demographic Snapshot of the Canadian Population, 2011 (number and percent)
        • Table Select Indexes for Pet Ownership, 2013 (Canadian Households)
      • Pet Owner Psychographics
        • Table Health-Related Psychographic Indicators by Type of Pet Owned, 2013 (percent of Canadian pet owners)
        • Table Health-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
        • Table Shopping-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
        • Table Shopping-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
        • Table Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
        • Table Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (index of Canadian pet owners)
        • Table Technology-Related Psychographic Indicators, by Pet Ownership: 2013 (percent of Canadian pet owners)
      • Purchasing Patterns
        • Table Dog Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
        • Table Cat Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
        • Table Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
        • Table Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (index of Canadian dog owners)
        • Table Cat Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
        • Table Cat Litter Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)

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