U.S. Pet Market Outlook, 2022-2023
This Packaged Facts report analyzes current and projects future retail sales and trends across the U.S. pet industry, factoring in the current and expected longer-term impacts of the coronavirus pandemic. The report examines collectively and separately four sectors of pet products and services – pet food, non-food pet supplies, veterinary services, and non-medical pet services – paying particular attention to the market impact of COVID-19 and of e-commerce and technology-driven market advancement.
- Executive Summary
- Market Size and Growth
- Scope and Methodology
- Pet Industry Shines Despite U.S. Consumer Market Uncertainty
- Pet Product and Service Spending Per Pet-Owning Household
- Retail Channel: E-commerce Continues to Accelerate
- Looking Ahead: Strong Growth Market-wide Through 2026
- Market Drivers
- Overall Industry Trends
- Overview
- Leading Pet Product Marketers and Brands
- Leading Veterinary and Non-Medical Pet Service Operators
- Fast-Growing Franchises and Private Companies
- Supply Chain Challenges: A Fact of Life in the Pandemic Era
- Pet Industry Leaders Back Promising Startups with Venture Funds
- Pandemic Accelerates Deal-Making
- Focus on Pet Food & Treats
- Pandemic Bump Underscores Pet Food's No. 1 Pet Health Role
- Price Inflation and Product Shortages
- E-commerce Implications
- The Superpremium Evolution: Upping the "Natural" Ante
- Beyond Kibble and Wet
- Mars CESAR FRESH CHEF Joins Freshpet in Fresh/Refrigerated Pet Food
- Mars Jumps into DTC Fresh Pet Food with NomNomNow Acquisition
- DTC Pet Food Startups Continue to Attract Outside Investors
- Major Online and Brick-and-Mortar Retailers Also Ramping up in Fresh
- Other Alternative Form Pet Foods Including Freeze-Dried and Raw/Frozen Also Coming on Strong
- Sustainability Initiatives Include Alternative Proteins, Packaging
- Traditional Wet Pet Food Gaining on Dry
- Science-Based Diets Also Going Strong
- Double-Digit Gains in Pet Treats Reflect "Pandemic Effect"
- Focus on Non-Food Pet Supplies
- Overview
- Price Inflation and Product Shortages
- Sales, Consumer Influence Continue to Shift Online
- Bullseye on Health & Wellness
- Double-Digit Growth in Pet Supplements
- Pet Medications Also Riding COVID-Driven Hyper Health Wave
- "Homebodies" Also in the Pet Market Bullseye
- Technology Extends Omnimarket Reach
- Focus on Veterinary Services
- Veterinary Sector Revenues
- Veterinary Share of Pet Care Service Revenues
- Veterinary Spending per Customer Household
- Share of Veterinary Revenues by Animal Type
- Veterinary Sector Competitive Landscape
- Veterinary Care Customer Patterns
- Focus on Non-Medical Pet Care Services
- On the Rebound
- Market Forces
- Rover Goes Public
- Wag! Announces Plans to Go Public, Adds New Services
- Franchise Operations
- Best Friends Pet Care
- Major Home Service Franchisors Buy In to Pet
- Pet Supplies Plus Acquires Wag N' Wash
- Dogtopia Scores Major Franchise Deal
- Walmart and Petco Team up with Rover
- Chewy Adds Pet Insurance, Says More Services to Come
- Pet Paradise Expands, Combines Pet Care with Vet Care
- Petco Testing Mobile Grooming
- Pet Insurance Maintains Upward Curve
- Pet Service Professionals Increasingly Influential
- Veterinary Share of Pet Care Service Revenues
- Non-Medical Services Usage Levels by Service Type
- Internet and Retail
- Competitive Landscape
- Retail Channel Sales and Shares
- Omnimarket Additions to Walmart Pet
- Evolution of Pet Specialty Chains, 2012 vs. 2021
- Pet Food and Treats
- Focus on Pet Supplies
- Pet Population Trends
- Overall Pet Ownership Trends
- Pet Ownership in Wake of COVID-19
- Focus on Dog Ownership
- Focus on Cat Ownership
- Opportunities
- Investment and M&A
- Digital Revolution
- Sustainability and Corporate Responsibility
- Autoship/Subscription Programs
- Table Share of Pet Owners With Current Pet-Related Subscriptions for Products or Services by Type and Generational Cohort, 2022 (percent)
- Direct-to-Consumer (DTC) Marketing
- Alternative Form Pet Food
- Microbiome
- The Varieties of Customization
- Cross-Over Human Companies, Brands, Celebrities
- Private Label
- Consumerization of Veterinary Care
- Pet Services Retail-ization
- The Feline Factor
- Payment Options
- Pets and Human Health
- Market Size and Growth
- Market Size and Growth
- Chapter Highlights
- Market Size & Growth
- Pet Industry Shines Despite U.S. Consumer Market Uncertainty
- Table U.S. Pet Market Retail Sales by Sector, 2016-2021 (in billions of dollars)
- Table U.S. Pet Market Retail Sales Annual Change by Sector, 2016-2021 (percent change over previous year)
- Table Sector Share of U.S. Pet Market Retail Sales: 2020, 2021, and 2026P (percent)
- Table Sector Share of U.S. Pet Market Retail Sales by Animal Type: Dog, Cat, Other, 2021 (percent)
- Table Sector Sales of U.S. Pet Market Retail Sales by Animal Type: Dog, Cat, Other, 2021 (in billions of dollars)
- Pet Product and Service Spending Per Pet-Owning Household
- Table Dollar Sales Per Pet-Owning Household by Sector, 2017-2021 (millions of dollars and dollars)
- Table Dollar Sales Per Dog-Owning Household by Sector, 2017-2021 (millions of dollars and dollars)
- Table Dollar Sales Per Cat-Owning Household by Sector, 2017-2021 (millions of dollars and dollars)
- Table Dollar Sales per Individual Dog and Cat by Sector, 2021 (millions of dollars and dollars)
- Retail Channel: E-commerce Continues to Accelerate
- Table Share of U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2021 (percent)
- Looking Ahead: Strong Growth Market-wide Through 2026
- Table Projected Growth by Pet Market Sector and Channel, 2021, 2022, and 2026 (millions of dollars)
- Table Projected 2021-2026 U.S. Retail Sales of Products and Services (in billions of dollars)
- Table Projected 2021-2025 U.S. Retail Sales of Products and Services: By Sector (in billions of dollars)
- Table Projected 2021-2026 Annual Change in U.S. Retail Sales of Products and Services: By Sector (percent change over previous year)
- Table U.S. Pet Market Compound Annual Growth Rates by Sector: 2016-2021 vs. 2021-2026 (percent)
- Pet Industry Shines Despite U.S. Consumer Market Uncertainty
- Market Drivers
- COVID Economy Impact on Pet Owner Spending Mindset
- Table $70K+ Household Share of Pet Market Expenditures: By Classification, 2012-2020 (percent)
- Inflation and Supply Chain Issues
- Pandemic Continues to Drive Shoppers Online
- Intensified Focus on Health and Wellness
- Table Level of Agreement with Statement: "My pets are important to my physical/mental health," January 2022 (percent of dog, cat, and other pet owners)
- Table Overview of Senior Pet (Age 7+) Population: Dogs vs. Cats, 2017-2021 (percent of households and number of households in millions)
- Pandemic "New Normal" Means More Time at Home
- Pets and Owners Physically Closer than Ever
- Pet Ownership Trends
- Table Overview of U.S. Pet Population, 2017-2021 (percent of households and number of households in thousands)
- Product Quality Tops List of Pet-Owner Priorities
- Cats Gain Market Representation
- Investment and M&A
- COVID Economy Impact on Pet Owner Spending Mindset
- Overall Industry Trends
- Chapter Highlights
- Industry Trends
- Overview
- Leading Pet Product Marketers and Brands
- Leading Veterinary and Non-Medical Pet Service Operators
- Fast-Growing Franchises and Private Companies
- Supply Chain Challenges: A Fact of Life in the Pandemic Era
- Pet Industry Leaders Back Promising Startups with Venture Funds
- Pandemic Accelerates Deal-Making
- PetSmart & Chewy
- Recent Mergers, Acquisitions, Investments, and Rebranding
- Focus on Pet Food & Treats
- Chapter Highlights
- Pet Food and Treats
- Pandemic Bump Underscores Pet Food's No. 1 Pet Health Role
- Price Inflation and Product Shortages
- E-commerce Implications
- The Superpremium Evolution: Upping the "Natural" Ante
- Beyond Kibble and Wet
- Mars CESAR FRESH CHEF Joins Freshpet in Fresh/Refrigerated Pet Food
- Mars Jumps into DTC Fresh Pet Food with NomNomNow Acquisition
- DTC Pet Food Startups Continue to Attract Outside Investors
- Major Online and Brick-and-Mortar Retailers Also Ramping up in Fresh
- Other Alternative Form Pet Foods Including Freeze-Dried and Raw/Frozen Also Coming on Strong
- Sustainability Initiatives Include Alternative Proteins, Packaging
- Traditional Wet Pet Food Gaining on Dry
- Science-Based Diets Also Going Strong
- Double-Digit Gains in Pet Treats Reflect "Pandemic Effect"
- Focus on Non-Food Pet Supplies
- Chapter Highlights
- Non-Food Pet Supplies
- Overview
- Price Inflation and Product Shortages
- Sales, Consumer Influence Continue to Shift Online
- Table Uses of Internet in Past 12 Months, Non-Food Pet Supplies, 2022 (percent of pet product purchasers)
- Bullseye on Health & Wellness
- Double-Digit Growth in Pet Supplements
- Pet Medications Also Riding COVID-Driven Hyper Health Wave
- "Homebodies" Also in the Pet Market Bullseye
- Technology Extends Omnimarket Reach
- Focus on Veterinary Services
- Chapter Highlights
- Veterinary Services
- Veterinary Sector Revenues
- Table U.S. Veterinary Sector Revenues: Overall and Services vs. Products, 2019-2021 (in billions of dollars)
- Table U.S. Veterinary Sector Revenues by Service and Product Classification, 2020 vs. 2021 (in millions of dollars)
- Veterinary Share of Pet Care Service Revenues
- Table Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (in millions of dollars and share of total)
- Veterinary Spending per Customer Household
- Table Share of Veterinary Care Spending in Last 12 Months by Dollar Ranges and Generational Cohort, 2021 (percent of veterinary service users)
- Share of Veterinary Revenues by Animal Type
- Veterinary Spending: Dogs vs. Cats
- Table U.S. Veterinary Sector Revenues by Type of Pet: Dog vs. Cat Expenditures, 2021 (in millions of dollars and dollars)
- Veterinary Sector Revenues
- Veterinary Sector Competitive Landscape
- Veterinary Service Operators and Industry Corporatization
- Local Vets Step Up in COVID Era
- Curbside Concierge
- Members-Only Concierge
- New Pet Owners
- Braving the New World of Millennials/Gen Z
- Table Most Important Sources of Pet Care Information: By Generational Cohort, 2022 (percent)
- Table Levels of Agreement with Selected Veterinary Care Psychographics: By Generational Cohort, 2022 (percent)
- Table What Is "Especially Important" in a Veterinary Clinic: Overall and by Generational Cohort, 2021 (percent of veterinary service users)
- Senior, Overweight Pets
- All Roads Lead to Channel Trends
- Competing for Pet Medication Sales
- Competing for Prescription Pet Food Sales
- Pet Care Information as Product
- The Retail-ization of Vet and Pet Care
- Pet Healthcare Digitalization Beyond E-Commerce
- Telemedicine and "Smart" Product Trends
- Table Levels of Agreement with Selected Veterinary Care Statements: By Generational Cohort, 2022 (percent)
- Veterinary Care Customer Patterns
- Usage Rates for Veterinary Services
- Table Customer Base for Veterinary Services: Dog vs. Cat Owners, 2011-2021 (percent)
- Table Customer Base for Veterinary Services: Dog vs. Cat Owners, 2011-2021 (in thousands)
- Regular Check-Up vs. Urgent/Emergency Visits to Vet
- Reasons for Vet Visits
- Table Selected Reasons for Veterinary Visits: Dog not Cat Owners vs. Cat Not Dog Owners, 2022 (percent)
- Patterns by Number of Veterinary Visits
- Table Patterns for Number of Annual Visits to Vet: Dog vs. Cat Owners, 2011—2021 (percent)
- Usage Rates for Veterinary Services
- Focus on Non-Medical Pet Care
- Chapter Highlights
- Non-Medical Pet Services Sector
- On the Rebound
- Table U.S. Sales of Non-Medical Pet Services by Type, 2019–2021 (in billions of dollars)
- Market Forces
- Rover Goes Public
- Wag! Announces Plans to Go Public, Adds New Services
- Franchise Operations
- Best Friends Pet Care
- Major Home Service Franchisors Buy In to Pet
- Pet Supplies Plus Acquires Wag N' Wash
- Dogtopia Scores Major Franchise Deal
- Walmart and Petco Team up with Rover
- Chewy Adds Pet Insurance, Says More Services to Come
- Pet Paradise Expands, Combines Pet Care with Vet Care
- Petco Testing Mobile Grooming
- Pet Insurance Maintains Upward Curve
- Table Insurance/Medical Coverage for Pets: Cat vs. Dog Owners, 2021 vs. 2022 (percent of cat or dog owners who have taken pet to vet in past 12 months)
- Pet Service Professionals Increasingly Influential
- Table Most Important Sources of Pet Care Information: By Generational Cohort, 2022 (percent)
- Veterinary Share of Pet Care Service Revenues
- Table Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (in millions of dollars and share of total)
- Non-Medical Services Usage Levels by Service Type
- Table Topline Use Rates for Pet Services: By Type of Service and Types of Pets Owned, 2013–2021 (percent of pet-owning households)
- On the Rebound
- Internet and Retail
- Chapter Highlights
- Competitive Landscape
- The Pet Industry Omnimarket
- Retail Channel Sales and Shares
- Table U.S. Retail Sales and Shares of Pet Products: Overall, Internet vs. Brick & Mortar (Mass Market, Pet Specialty, and Other), 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Omnimarket Additions to Walmart Pet
- Evolution of Pet Specialty Chains, 2012 vs. 2021
- Pet Food and Treats
- Retail Channel Sales and Shares
- Table U.S. Retail Sales and Shares of Pet Food/Treats: Overall, Internet vs. Brick & Mortar (Mass Market, Pet Specialty, and Other), 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Walmart Tops the Charts
- Growth in Internet Shopping Flattens Other Channel Performance
- Table Where Shop for Pet Food Products, Fall 2019—Fall 2021 (percent of pet-owning households)
- Cross-Channel Shopping Patterns for Pet Food
- Table Cross-Channel Shopping Patterns for Pet Food, Fall 2019 vs. Fall 2021 (percent of pet food customers)
- Fresh as Disruptor
- Internet vs. Brick-and-Mortar Sales of Pet Treats
- Table U.S. Retail Sales and Shares of Dog vs. Cat Treats: Overall and Internet vs. Brick & Mortar, 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Retail Channel Sales and Shares
- Focus on Pet Supplies
- Retail Channel Pet Supplies (Non-Food) Sales and Shares
- Table U.S. Retail Sales of Pet Supplies (Non-Food): Overall, Internet vs. Brick & Mortar (Mass Market, Pet Specialty, and Other), 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Internet vs. Brick-and-Mortar Sales of Cat Litter
- Table U.S. Retail Sales and Shares of Cat Litter: Overall and Internet vs. Brick & Mortar, 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Internet vs. Brick-and-Mortar Sales of Pet Medications
- Table U.S. Retail Sales and Shares of Pet Medications: Overall, Veterinary, Internet, and Retail, 2021, 2022P and 2026P (dollar sales in billions and percent share)
- Online Share of Prescription Flea/Tick/Heartworm Shopping
- Veterinary Sector Strength, Rise in E-Commerce for Flea Control
- Cross-Channel Shopping for Flea Control Tilts Online
- Table Cross-Channel Shopping Patterns for Flea Control Products, Fall 2019 vs. Fall 2021 (percent of dog- or cat-owning households)
- Retail Channel Pet Supplies (Non-Food) Sales and Shares
- Pet Population Trends
- Chapter Highlights
- Overall Pet Ownership Trends
- Pet Ownership Rates
- Table Topline Pet Ownership Rates by Type, 2017—2021 (percent of overall households)
- Table Number of Pet-Owning Households by Type, 2017—2021 (in millions)
- Table Topline Household Ownership Rates for Dogs and/or Cats: 2011—2021 (Odd-Numbered Years) (percent and number in thousands)
- 14% of Households Have "Other" Pets
- Table Topline Household Ownership Rates for Pets by Type: Fish, Small Mammals, Herptiles, and Birds, 2021 (percent)
- Pet Ownership Rates
- Pet Ownership in Wake of COVID-19
- The "Pandemic Pet" Riddle: Acquisition Offset by Attrition
- Table Key Demographics for Gains and Losses in Pet Ownership: Households Overall vs. Pet Owners, 2017 vs. 2019 and 2019 vs. 2021 (number in thousands)
- Table Key Demographics for Gains and Losses in Dog and Cat Ownership, 2017 vs. 2019 and 2019 vs. 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Age Bracket: Households Overall vs. Pet Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Age Bracket: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Race/Ethnicity: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Highest Degree of Educational Attainment: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number and percentages)
- Table Gains and Losses in Pet Ownership Base by Highest Degree of Educational Attainment: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Employment Status: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Household Income Bracket: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Household Composition: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- Table Gains and Losses in Pet Ownership Base by Residence Type: Dog Owners vs. Cat Owners, 2017, 2019, 2021 (number in thousands)
- The "Pandemic Pet" Riddle: Acquisition Offset by Attrition
- Focus on Dog Ownership
- Topline Dog Population
- Table Topline Household Ownership of Dogs: 2017—2021 (percent of U.S. households and number in millions)
- Trends by Number of Dogs Owned
- Table Household Ownership Rates for Dogs: Overall and by Number of Dogs, 2017-2021 (percent of U.S. households)
- Growth in Share of Dog Owners with Senior Dogs
- Trend Toward Medium-Size Dogs
- Table Distribution of Dog-Owning Households by Size of Dogs, 2012—2021 (percent of dog owners)
- Overweight and Special Needs Dogs
- Table Share of Dog Owners Who Report Having Overweight, Special Needs, or Handicapped Dogs, 2022 (percent)
- Detailed Demographic Tables for Dog Ownership
- Table Dog Ownership Rates by Demographic: By Number of Dogs in Household—Any, One, Two, or Three or More, 2021 (percent of U.S. households)
- Table Total Number of Dog Owners by Demographic: By Number of Dog in Household— Any, One, Two, or Three or More, 2020/21 (in thousands of U.S. households)
- Table Dog Ownership Indexes by Demographic: By Number of Dogs in Household— Any, One, Two, or Three or More, 2021 (index with base = 100)
- Topline Dog Population
- Focus on Cat Ownership
- Topline Cat Population
- Table Topline Household Ownership of Cats: 2017—2021 (percent of U.S. households and number in millions)
- Trends by Number of Cats Owned
- Table Household Ownership Rates for Cats: Overall and by Number of Cats, 2017-2021 (percent of U.S. households)
- Growth in Share of Cat Owners with Senior Cats
- Overweight and Special Needs Cats
- Table Share of Cat Owners Who Report Having Overweight, Special Needs, or Handicapped Cats, 2022 (percent)
- Detailed Demographic Tables for Cat Ownership
- Table Cat Ownership Rates by Demographic: By Number of Cats in Household—Any, One, Two, or Three or More, 2021 (percent of U.S. households)
- Table Total Number of Cat Owners by Demographic: By Number of Cats in Household— Any, One, Two, or Three or More, 2020/21 (in thousands of U.S. households)
- Table Cat Ownership Indexes by Demographic: By Number of Cats in Household— Any, One, Two, or Three or More, 2021 (index with base = 100)
- Topline Cat Population
- Map of Census Regions and Sub-Regions
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