U.S. Pet Market Outlook, 2022-2023

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
    • 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)
    • 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
  • 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 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)
  • 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)
  • 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)
    • 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)
  • 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 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)
    • 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)
    • 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)
    • Map of Census Regions and Sub-Regions

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook