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U.S. Pet Market Outlook, 2016-2017


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U.S. Pet Market Outlook, 2016-2017

The future of the pet industry continues to look bright. The industry picked up the pace in 2015, compared to 2014 when sales were not as strong. And the outlook for 2016 and beyond looks even better, as warm weather across the U.S. is sure to perk up sales. Changes are also in the air in terms of market dynamics. Private equity has shown considerable interest in pet retail, with a host of investments in the major players – including PetSmart, Petco and Pet Supermarket. The veterinary channel is also seeing changes, including acquisitions from Mars PetCare and VCA. Services, both veterinary and non-medical, have been moving across channels, as more retailers offer grooming, boarding, training and veterinary clinics.

U.S. Pet Market Outlook 2016-2017 features all new survey questions from Packaged Facts proprietary Pet Owner Survey, the latest in market sizing and projections, demographic trends among both pet owners and pets, new product trends and marketing developments. The report has everything you need to know about mergers and acquisitions, retail channel trends and spending habits. Our coverage includes the latest in pet food trends – from exotic proteins to food toppers – as well as insights into pet supplies.

With Packaged Facts’ extensive monitoring of the pet market our report is the go-to source for a complete understanding of the U.S. pet industry. In its 8th 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.). The report forecasts market size and growth for each category; 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, using data from sources including IRI, whose Market Advantage service tracks sales in supermarkets, drugstores, mass merchandisers including Walmart, and select club stores, dollar stores and military commissaries; food sales in the pet specialty, farm/feed and veterinary channels from GfK; and SPINS, Inc., whose SPINSscan service tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel. Supplementing Packaged Facts’ exclusive Pet Owner Survey is an extensive analysis of Simmons National Consumer Studies, which is based on approximately 25,000 adult respondents surveyed annually. The report contains dozens of numerical tables and charts, as well as numerous photographs of new products, advertising, screen shots and other images across key channels.


  • Executive Summary
    • Introduction
      • Scope and Methodology
      • Report Methodology
    • Market Performance
      • Pet Industry Picks Up Pace
        • Table U.S. Pet Market Retail Sales by Category, 2011-2015 (in billions of dollars)
      • Market Share by Category and Animal Type
      • Reduced Spending Remains the New Normal for Some
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2011-2016 (percent)
      • Older Pets
      • Small Dog Trend
      • Higher-Income Households Crucial to Industry
      • Human/Animal Bond a Key Catalyst
      • Humanization
      • Digital Usage
    • Industry Trends
      • Market Structure
      • M&A and Investment Activity
      • Veterinary Services Inside Pet Superstores
      • Mobile Clinics Encroaching on Veterinarian Turf
      • Innovation in the Pet Industry
      • Natural Food Dominates the Pet Food Market
    • Retail Trends
      • Ubiquity of Pet Products
      • The Demand for Discounts
        • Table Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," 2013-2016 (percent)
      • Purchase Trends by Channel
      • Walmart Has Largest Draw Among Pet Product Shoppers
    • Pet Ownership Trends
      • Pet Ownership at 56% of U.S. Households
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2011-2015 (percent of and number of U.S. households in millions)
      • Dog and Cat Ownership Rates by Age
        • Table Dog or Cat Ownership Rates by Age Bracket, 2009-2015 (percent of U.S. households)
      • Multiple Pet Ownership Trends
      • Boomers and Millennials
  • Market Trends
    • Market Performance
      • Pet Industry Picks Up Pace
        • Table U.S. Pet Market Retail Sales by Category, 2011-2015 (in billions of dollars)
        • Table U.S. Pet Market Retail Sales Annual Change by Category, 2011-2015 (percent change over previous year)
        • Table Projected Total U.S. Retail Sales of Pet Products and Services, 2015-2020 (in billions of dollars)
        • Table Projected U.S. Pet Market Retail Sales by Category, 2016-2020 (in billions of dollars)
        • Table U.S. Pet Market Compound Annual Growth Rates by Category: 2010-2015 vs. 2015-2020 (percent)
      • Market Share by Category and Animal Type
        • Table Category Share of U.S. Pet Market Retail Sales: 2010, 2015, 2020 (percent)
        • Table Category Share of U.S. Pet Market Retail Sales by Animal Type: Dog, Cat, Other, 2015 (percent)
      • Share of Pet Product Sales by Channel
        • Table Share of U.S. Retail Channel Sales of Pet Products by Channel Classification, 2015 (percent)
      • IRI-Tracked Channels See Gains
        • Table IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, December 2015 (in millions of dollars, units and pounds)
      • Pet Food Keeps Rolling in Pet Specialty Channels
        • Table Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2015 (in billions of dollars)
      • Pet Food Sales Trends in Natural and Specialty/Gourmet Supermarkets
        • Table Retail Dollar Sales of Pet Food and Pet Care in the Natural Supermarket and Specialty/Gourmet Channels, 2014 vs. 2015 (in millions of dollars)
    • Market Drivers
      • Consumers Optimistic About Economy, Depending on Whom You Ask
        • Table Pet Owners: Overview by Change in Financial Situation Compared with 12 Months Ago, 2012-2015 (percent and index for U.S. pet-owning households)
        • Table Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2012-2015 (percent and index for U.S. pet-owning households)
      • Reduced Spending Remains the Norm for Some
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2011-2016 (percent)
        • Table Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2016 (percent)
        • Table Amount Spent on Pet Products in Last 30 Days, February 2016 (percent by spending bracket)
        • Table Pet Food Purchasing by Price Level, 2014-2016 (percent of dog owners vs. cat owners)
      • Pet Ownership and Population Trends
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2011-2015 (percent of and number of U.S. households in millions)
      • Give Me Shelter
      • Pet Owners Downsize
        • Table Size of Pet Dogs, 2012-2016 (percent of dog owners)
        • Table Size of Most Recently Acquired Pet Dog, 2014-2016 (percent of dog owners)
      • The Market for Senior, Weight Management and Special Needs Products
      • Older Pets
        • Table Age of Dogs and Cats, 2016 (percent of pet owners)
      • Failing to Recognize a Weight Problem
        • Table Agreement with Statement: "I have an overweight dog/cat," 2015 vs. 2016 (percent)
      • Industry Banks on Higher-Income Households
        • Table Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 2001-2014 (percent)
        • Table $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2009-2014 (percent)
      • Human/Animal Bond a Key Catalyst
        • Table Pet Food Purchasing by Price Level, 2014-2016 (percent of dog owners vs. cat owners)
        • Table Agreement with Statement: "My dog or cat has a positive impact on my physical health," 2016 (percent)
        • Table Agreement with Statement: "I enjoy purchasing pet products that pamper my dog or cat," 2016 (percent)
        • Table Level of Agreement with Pampering Statements, 2016 (percent)
      • Humanization
      • Classroom Pets
      • Digital Usage
        • Table Technologies Used in the Last Seven Days, Pet Owners Vs. Non-Pet Owners
      • All for a Good Cause
        • Table Level of Agreement with Statement: "The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products," 2014-2016 (percent)
        • Table Level of Agreement with Statement: "The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy," 2014-2016 (percent)
        • Table Agreement with Statement: "I have contributed time or money to pet welfare or rescue causes," 2015 vs. 2016 (percent of dog owners vs. cat owners)
  • Industry Trends
    • Introduction
      • Market Structure
      • M&A and Investment Activity
        • Table Blue Buffalo's Net Sales and Growth, 2010-2015 (in millions of dollars and percent change)
    • Pet Services
      • Retailers and Vets Continue to Add Services
      • Veterinary Services Led by Banfield and VCA
      • Veterinary Services Inside Pet Superstores
        • Table Percentage of Dog or Cat Owners Who Have Taken Pets to a Pet Superstore for Veterinary Services in Last 12 Months, 2016
      • Veterinary Visit Statistics
        • Table Percentage of Dog and Cat Owners Who Have Visited Vet in Last 12 Months, 2016
      • Oral Care Services
      • Mobile Clinics Encroaching on Veterinarian Turf
        • Table Percentage of Dog or Cat Owners Who Have Visited a Mobile Veterinary Clinic in Last 12 Months, 2016
      • Fairness to Pet Owners Act
      • Pet Specialty Chains Bank on Non-Medical Services
        • Table PetSmart and Petco Sales of Pet Services, 2001-2015 (separately and combined, in millions of dollars)
        • Table Percentage of Dog or Cat Owners Who Have Taken Pets to a Pet Superstore for Non-Medical Pet Services in Last 12 Months, 2016 (percent)
      • Top Service Types
        • Table Top Pet Service Types: Last 12 Months vs. Last 30 Days, 2016 (percent of dog owners vs. cat owners)
      • Innovation in the Pet Industry
    • Pet Products
      • New Product Roundup
      • Preventive Health Benefits of Pet Food Emphasized
        • Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive health care," 2014-2016 (percent)
      • Product Safety Drives Purchase Decisions
        • Table Level of Agreement with Statement: "Fear of pet food contamination/ product safety is a key consideration in the dog foods/cat foods I buy," 2014-2016 (percent of dog owners vs. cat owners)
        • Table Level of Agreement with Statement: "I am concerned about the safety of the dog food, dog treat, and dog chew products (or cat food and treat products) that I buy," 2014-2016 (percent of dog owners vs. cat owners)
      • Natural Food Dominates the Pet Food Market
      • Interpreting Natural
      • Pet Food Leaders
      • Grain-Free and Other Free-Of Claims
        • Table Dog and Cat Owners Currently Using Pet Food, By Free-Of Claim, 2015 (percent)
      • What's New in Ancestral
      • Proteins
        • Table Agreement with Statement: "My dog/cat needs a high-quality protein diet," 2016 (percent of dog owners vs. cat owners)
      • Senior, Weight Management and Special Needs Products Near $3.8 Billion
      • Diets for Every Pet Type
      • Home-Cooked Pet Food
      • Food Toppers
      • Treat Trends
      • Oral Care Products
      • Trends in Non-Dog/Cat Pet Food
      • Holiday-Themed Pet Products and Services on the Rise
        • Table Agreement with Statement: "Over the recent Christmas/ Winter Holiday season, my dog(s)/cat(s) got special gifts or treats," 2015 vs. 2016 (percent of dog owners vs. cat owners)
      • The Nonfood Pet Supplies Market
      • Pet Supply Sales Has Multiple Drivers
      • The Pet Medications Market
      • Lightweight Now Heavyweight in Litter Category
      • Pet Travel
        • Table Travel Activities of Dog and Cat Owners in Last 12 Months, 2016 (percent of dog owners vs. cat owners)
      • Crates, Carriers, and Pet Shelters
  • Retail Trends
    • Ubiquity of Pet Products
    • The Demand for Discounts
      • Table Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," 2013-2016 (percent)
    • Spending More on Pet Products
      • Table Level of Agreement with Statement: "I am willing to pay more for pet food products that are healthier for my pets," 2015 percent)
    • Coupon Use Goes Down
    • Consumer Loyalty Levels Off
      • Table Channel Loyalty in Pet Product Purchasing: All Channels, 2008-2015 (percent and number)
      • Table Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2009-2015 (percent)
      • Table Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, 2009-2015 (number in thousands)
    • Pet Product Purchasing Rates by Channel
      • Table Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, 2015 (number and percent)
    • Purchase Trends by Channel
      • Table Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains, 2011-2015 (percent)
      • Table Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains, 2011-2015 (U.S. dog or cat owners in thousands)
    • Walmart Draws Top Percentage of Pet Product Shoppers
      • Table Channel Choices for Pet Product Shopping, Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2015 vs. 2016 (percent of pet product buyers)
    • Private Label Gains Overall
      • Table IRI-Tracked Sales of Private Label Pet Products: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
      • Table Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food Category and Segment, 2014 vs. 2015 (percent)
      • National Brands Outpace Private Label
        • Table IRI-Tracked Sales of Branded Pet Products: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
    • The Mass-Market
      • Walmart and Pets
        • Table Walmart.com's Top-Selling Pet SKUs
      • Target's Bullseye Mascot Returns to Spotlight
      • Pet Specialty Chains
      • PetSmart and Petco's Sales Close in on $12 Billion
        • Table PetSmart and Petco Sales and Number of Stores, 2001-2015 (aggregated, in units and millions of dollars)
      • The Strategy of Exclusivity
      • Small Format Stores Designed with Millennials in Mind
      • Other Pet Specialty Players
    • Selling at Supermarkets
    • Wholesale Clubs
    • Drugstores/Convenience Stores
    • Online Sales
      • Table Level of Agreement with Statement: "I am buying pet products online more than I used to," 2011-2016 (percent)
      • Table Time Frame for Most Recent Online Purchase of Pet Products, 2012-2016 (percent of pet owners)
    • Other Retail Markets
      • The Pet Professionals
      • Natural Supermarkets
      • Dollar Stores
      • Agricultural/Feed-Seed Stores
      • Home Improvement Stores and Hardware Stores
      • Luxury Retailers
      • Food Co-ops
  • Pet Ownership Trends
    • Pet Ownership at Almost 56% of U.S. Households
      • Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2010-2015 (percent of U.S. households)
      • Table Household Populations for Selected Dog- or Cat-Owning Classifications, 2010- 2015 (thousands of U.S. households)
      • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2011-2015 (percent of and number of U.S. households in millions)
    • Dog and Cat Ownership Rates by Age
      • Table Dog or Cat Ownership Rates by Age Bracket, 2009-2015 (percent of U.S. households)
    • Multiple Pet Ownership Trends
      • 32% of Pet Households Keep Multiple Types
        • Table Multiple Pet Ownership by Animal Type, 2010 vs. 2015 (percent of pet-owning households)
        • Table Ownership of Multiple Pets of a Single Type, 2011 vs. 2015 (percent of U.S. households who own a given type of pet)
    • Boomers and Millennials
      • Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (percent of U.S. households)
      • Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (number of U.S. households in thousands)
      • Table Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (U.S. households)
      • Table Indexes for Dog or Cat Ownership: By Age Cohort, 2011 vs. 2015 (U.S. households)
      • Table Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in thousands)
      • Table Share of Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in percent)
    • Household Composition
      • Table Dog/Cat Ownership Rates by Household Composition, 2009-2015 (percent)
      • Table Share of Total Dog/Cat Owners by Household Composition, 2009-2015 (percent)
      • Dog vs. Cat Households
        • Table Dog Ownership Rates by Household Composition, 2009-2015 (percent)
        • Table Share of Total Dog Owners by Household Composition, 2009-2015 (percent)
        • Table Cat Ownership Rates by Household Composition, 2009-2015 (percent)
        • Table Share of Total Cat Owners by Household Composition, 2009-2015 (percent)
    • Pet Ownership Grows Among Minorities
      • Table Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2011 vs. 2015 (number and percent of U.S. dog- or cat-owning households)
      • Table Dog and Cat Ownership Trends by Race/Ethnicity, 2009-2015 (percent and number of U.S. dog- or cat-owning households)
      • Table Dog vs. Cat Ownership Trends by Race/Ethnicity, 2011 vs. 2015 (percent and number of U.S. dog- or cat-owning households)
      • Table Demographic Snapshot of the U.S. Population, 2014
      • Table Projected Population Growth of Hispanics, 2015-2060 (in thousands)
    • Pet Owner Psychographics
      • Health and Medical Related Sentiments and Practices
        • Table Selected Health & Medical Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2015 (percent and index)
        • Table Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2015 (percent and index)
    • "Green" Sentiments and Practices
      • Table Selected Sustainability Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2015 (percent and index)
      • Table Selected Sustainability Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2015 (percent and index)
      • Media, Marketing and Channel Related Sentiments and Practices
        • Table Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2015 (percent and index)
        • Table Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2015 (percent and index)

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