PUBLISHER: Packaged Facts | PRODUCT CODE: 1255287
PUBLISHER: Packaged Facts | PRODUCT CODE: 1255287
US Pet Market Outlook, 2023-2024
The "pandemic years" of 2020 and 2021 were boom years for the U.S. pet industry, with sales up 9.8% and 13.7%, respectively. During 2022, however, the market's 9% growth was largely a function of inflation. Although the economic headwinds cooled sales in some of the more discretionary categories, the industry overall has fared well vis-a-vis other consumer markets. In Packaged Facts' Surveys of Pet Owners, pet products and services are at the bottom of the list of household spending cutbacks, second only to human medicine and healthcare. Reflecting both the higher prices and Americans' deep commitments to their pets, pet parents remain tenacious when it comes to pet care, with 68% spending more in February 2023 vs. January 2022 even as they looked for ways to economize.
With the industry continuing to trend in omnichannel and omnimarket directions, and M&A and investment activity still going strong, Packaged Facts anticipates ongoing advancement across all pet industry sectors through 2027, when sales are expected to top $190 billion. Characterizing a gradual return to normalcy during the forecast period will be the reinvigoration of trends including premiumization, health & wellness, sustainability, and all things digital including e-commerce, although the most positive short-term factor will likely be the expected gradual lessening of inflation.
Scope and Methodology
This report analyzes current and projects future retail sales and trends across the U.S. pet industry. It examines collectively and separately four sectors of products and services - pet food, non-food pet supplies, veterinary services, and non-medical pet services (including grooming, boarding, daycare, sitting/walking, and pet insurance) - paying particular attention to the impact of the post pandemic economy, omnichannel and omnimarket strategizing, and consumer mindsets and product and service preferences.
The information contained in this report was obtained from primary and secondary research. Our consumer analysis draws mainly on two sources:
Packaged Facts' Surveys of Pet Owners conducted on a regular basis, including four surveys conducted between November 2022 and March 2023. These surveys have samples of 1,350-2,000 U.S. respondents age 18 or over, with the aggregate sample of each survey representative of the national population by the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, household income bracket, and presence of children in the household.
MRI-Simmons booklet-based consumer surveys of a large and random sample of approximately 25,000 consumers through Fall 2022, who in aggregate represent a statistically accurate cross-section of the U.S. population. Note that MRI-Simmons releases correspond to an approximately 12-month roll-up of survey fielding ending in the quarter indicated; the respondents and results for adjacent surveys are therefor partially overlapping, rather than mutually exclusive.
Our primary research also includes interviews with pet market experts and participation in pet industry events including the American Pet Products Association's Global Pet Expos, Petfood Industry/Watt Publishing's Petfood Forums, the Pet Industry Joint Advisory Council's Pet Industry Leadership Summit, and the North American Veterinary Community (NAVC) VMX Veterinary Conferences and Media E-Commerce Summits, The analysis also reflects on-site examination of retail and service provider venues and internet canvassing.
Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, Petfood Industry, and Veterinary Practice News; company profiles in trade and consumer publications; annual reports of companies in the pet market; and information culled from Packaged Facts' extensive pet market research database and report collection. Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers; background sales data from syndicated sales-tracking sources; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research sources.
Table of Content
CHAPTER 1: EXECUTIVE SUMMARY
SCOPE AND METHODOLOGY
Scope of Coverage
Research Methodology
Generational Breakouts
Census Region Breakouts
THE MARKET
Inflation Accounts for Much of the Dollar Growth
- Looking Ahead: Strong Growth Market-wide Through
Pet Owners Not Spared Economic Pressures
Higher-Income Households Dominate Spending
Supply Chain Issues Moderate
"Pets as Family"
Focus on Health and Wellness
Declining Dog Population
Travel Surge and Return to Work Are a Mixed Pet Care Bag
INDUSTRY TRENDS
Overview
Illustration 1-1. Omnimarket Strategies Cross Traditional Business Boundaries
Consolidation Continues Apace
Pet Industry Leaders Back Promising Startups with Venture Funds
- Deal-Making Moderates in
PET FOOD AND TREATS
Double-Digit Inflation
The Superpremium Evolution
The Fresh Pet Food Revolution
Freeze-Dried Segment Remains High Interest
Advancements in Human Grade Pet Food
Smucker Downsizes Pet Food Portfolio, Post Buys In
General Mills/Blue Buffalo Exploring New Growth Avenues
Science-Based Diets on a Roll
Wet Pet Food Usage Slows, But Future Remains Bright
Pet Treats Continue to Advance
Focus on Affordability
NON-FOOD PET SUPPLIES
Pandemic Blowback: Economic Angst and Extreme Inflation
Product Shortages
Away from Home
Health & Wellness
Pet Supplements and CBD
Pet Medications Not Spared Substantial Headwinds
Pet Tech/Technology Extends Omnimarket Reach
VETERINARY SERVICES SECTOR
Topline Revenues and Growth
Veterinary Spending Per Customer Household
Share of Veterinary Revenues by Animal Type
Veterinary Spending: By Type of Pet
Customer Draw by Veterinary Service Type
Usage Rates for Veterinary Services
NON-MEDICAL PET SERVICES SECTOR
Market Segmentation and Performance by Category
Economic Stress/Inflation
Staffing Shortages/Business Closures
The Franchise Revolution
Wag! Goes Public, Acquires Dog Food Advisor
Rover: Revenues Up, Share Prices Down
Top Retailers Continue to Lean In on Services
Pet Insurance Maintains Upward Curve
RETAIL AND E-COMMERCE TRENDS
Sales Overall and by Food Versus Non-Food
Brick & Mortar Versus E-Commerce Sales
Breakouts of Sales and Shares
The Omnipresent Internet
Consumer Priorities in Choosing Where to Shop
PET OWNERSHIP AND PET POPULATION TRENDS
Motivations for Pet Ownership
Pets as Family
Pet Parent Challenges
Over Half of Households Own Pets
Omnichannel, Omnimarket
Payment Services for Customers
Private Label/Affordability
Customization and Personalization
Illustration 1-2. dandy's Personalized Pet Supplements
Cross-Over Human Companies, Brands, Celebrities
Microbiome
Alternative Form Pet Food
Consumerization of Veterinary Care
Pet Services Retail-ization
The Feline Factor
Illustration 1-3. Blue's Tastefuls Kibble and Wet Cat Food
Autoship, Subscription/Membership Programs
Direct-to-Consumer
Home Delivery, BOPUS, and Curbside
Sustainability, Corporate Responsibility, Animal Welfare
Senior / Special Needs Pets
Pets and Human Health
CHAPTER 2: MARKET SIZE AND GROWTH
CHAPTER HIGHLIGHTS
MARKET SIZE & GROWTH
Inflation Accounts for Much of the Dollar Growth
Pet Product and Service Spending Per Pet-Owning Household
Retail Channel: E-commerce Continues to Accelerate
MARKET DRIVERS
Pet Owners Not Spared Economic Pressures
Pet Care Spending Is Sticky
Table 2-16. $70K+ Household Share of Pet Market Expenditures: By Classification, 2012-2021 (percent)
"Pets as Family"
Companionship, Love Top Reasons for Pet Ownership
Supply Chain Issues Persist
Intensified Focus on Health and Wellness
Pet Obesity and Aging Pets Contribute to Health Concerns
Declining Dog Population
Younger Pet Owners May Give Up Pets
Travel Surge and Return to Work Are a Mixed Pet Care Bag
Investment and M&A
CHAPTER 3: OVERALL INDUSTRY TRENDS
CHAPTER HIGHLIGHTS
INDUSTRY TRENDS
Overview
Illustration 3-1. Omnimarket Strategies Cross Traditional Business Boundaries
Consolidation Continues Apace
Pet Food Market Leaders
Non-Food Pet Supplies Market Leaders
Leading Veterinary and Non-Medical Pet Service Operators
Fast-Growing Franchises and Private Companies
Supply Chain Issues Persist
Pet Industry Leaders Back Promising Startups with Venture Funds
Mars' Companion Venture Fund
Mars' Leap Venture Studio and Academy
Illustration 3-2. Mars' Leap Venture Studio 2022 Cohort
Nestle Purina's PetCare Innovation Prize
Illustration 3-3. Purina's Pet Care Innovation Prize Members
The Central Garden & Pet Ecosystem
- Deal-Making Moderates in
Mergers, Acquisitions, Investments, and Rebranding
Smalls Receives Capital Investment
Natural Balance and Canidae Merge
Post Acquires Pet Brands from Smucker
Beach Point Capital Acquires Controlling Stake in Wet Noses
PetMeds to Acquire PetCareRx
Barkleigh Acquires National Dog Groomers Association
Mars Petcare Acquires Champion Petfoods
EarthWise Pet Acquires 42 New Locations
Rover's Wellness Acquired by London-Based CPG Group
Chasing Our Tails Buys K9 Candy Kitchen
BrightPet Nutrition Group Acquires Bravo! Pet Foods
Premium Pet Food Brand Ziwi Acquires New Zealand-Based Freeze-Dried Foods
Antelope Acquires Ark Naturals
Win World International Trade Acquires Pet Gazebo
Wag! Goes Public
Boss Pet Products Acquires Bardel Bows
Pet Food Express Receives Investment
One Farm Pet Supplements Merges with Ziggy Marley's Apawthecary
Antelope Acquires Pet CBD Supplement and Treat Co.
Garnett Station Partners Acquires Woof Gang Bakery & Grooming
Clayton, Dubilier & Rice Acquires Covetrus
Tuffy's Treat Co. Acquires Finley's Barkery
The Honest Kitchen Receives Investment
Worldwise Acquires Pet Factory
Hollywood Feed Acquires PetPeople
Dane Creek Capital Corp. Acquires Pet Treats Maker Wodema Industries
Wild Earth Receives Investment
Made by Nacho Receives Investment
"I and love and you" Receives Investment
Swedencare Acquires NaturVet
Brazilian Pet Retail Chain Acquires WizSmart Dog Pads
Pet Supplies Plus Acquires Wag N' Wash Natural Pet Food & Grooming
Authority Brands Acquires Woofie's
Worldwise Acquires FurHaven and Kitty Sift
Manna Pro Acquires Oxbow Animal Health
Mars Acquires NomNomNow
CHAPTER 4: FOCUS ON PET FOOD AND TREATS
CHAPTER HIGHLIGHTS
PET FOOD AND TREATS
Double-Digit Inflation
The Superpremium Evolution
The Fresh Pet Food Revolution
- Freshpet Posts Closes Out A Strong
- Illustration 4-1. Freshpet Projected Sales Through
Retailers Also Ramping Up in Fresh
Freeze-Dried Segment Remains High Interest
Advancements in Human-Grade Pet Food
Illustration 4-2. Full Moon Pet's New Freshly Crafted Dog Food
Locally Sourced and Made in the USA
Smucker Downsizes Pet Food Portfolio, Post Buys In
Post's New Pet Food Platform
General Mills/Blue Buffalo Exploring New Growth Avenues
New Directions: Fresh Pet Food, Cat Food, Treats
Illustration 4-3. Blue's New Premier Blend Wilderness Formula
Mars Bulks Up Superpremium Portfolio
Higher Costs Equal Higher Prices
Focus on Affordability
Illustration 4-4. Spot & Tango's "Affordable Fresh" Pet Food
Science-Based Diets on a Roll
Illustration 4-5. Hill's New Prescription ONC
Spotlight on Microbiome
Illustration 4-6. Hill's Microbiome Focus
Sustainable Pet Food Formulas and Industry Initiatives
Illustration 4-7. PawCo Plant-Based Pet Food
Illustration 4-8. Chippin Silver Carp Dog Food
Sustainable Packaging a Key Challenge
Canidae/Petco Rolls Out Kibble Refill Stations
Illustration 4-9. Canidae Rebrand
Wet Pet Food Usage Slows, But Future Remains Bright
Pet Treats Continue to Advance
Smucker Shooting for $1 Billion with Milk-Bone
Illustration 4-10. Milk-Bone Varieties
General Mills Rebranding Former Tyson Treats Brands under Blue Buffalo
CBD Pet Treats Continue to Cross Regulatory Lines
Illustration 4-11. Martha Stewart CBD Dog Treats
Treat-Specific Subscription Programs
CHAPTER 5: FOCUS ON NON-FOOD PET SUPPLIES
CHAPTER HIGHLIGHTS
NON-FOOD PET SUPPLIES
Pandemic Blowback: Economic Angst and Extreme Inflation
Product Shortages
Away from Home
Health & Wellness
Pet Supplements and CBD
Illustration 5-1. Zesty Paws Vet Strength Line
Illustration 5-2. Charlotte's Web Condition-Specific CBD Supplements
Pet Medications Not Spared Substantial Headwinds
Illustration 5-3. Walmart PetRx
Illustration 5-4. Petco Veterinary Services
Illustration 5-5. Vetsource's Vet-Targeted Web Page
Pet Tech/Technology Extends Omnimarket Reach
Illustration 5-6. PETS International/Yummypets Pet Tech Survey
DNA Test Kits
Illustration 5-7. Embark Genetic Screening Test Kits
Sustainability and Corporate Responsibility
Illustration 5-8. Central Garden & Pet Sustainability Initiatives
Illustration 5-9. Jackson's Galaxy's Sustainably Yours Cat Litter
CHAPTER 6: FOCUS ON VETERINARY SERVICES
CHAPTER HIGHLIGHTS
VETERINARY SERVICES SECTOR
Topline Revenues and Growth
Veterinary Share of Pet Care Service Revenues
Veterinary Spending Per Customer Household
Share of Veterinary Revenues by Animal Type
Veterinary Spending: By Type of Pet
VETERINARY CARE USAGE PATTERNS
Customer Draw by Veterinary Service Type
Usage Rates for Veterinary Services
Patterns by Number of Veterinary Visits
Reasons for Veterinary Visits
SECTOR TRENDS
Competitive Landscape
Industry Consolidation
Braving the New World of Millennials/Gen Z
Millennials/Gen Z Pet Parents Are Less Vet-Centric
Millennials/Gen Z Pet Parents Are Less Attached to Local, Independent Vet Model
Millennials/Gen Z Pet Parents Have More Diverse Range of Vet Service Priorities
Millennial/Gen Z Pet Parents Are More Prone to Buy Healthcare Products Through Vet
The Veterinary Diets Opportunity
Telehealth and "Smart" Product Trends
CHAPTER 7: FOCUS ON NON-MEDICAL PET SERVICES
CHAPTER HIGHLIGHTS
NON-MEDICAL PET SERVICES SECTOR
Market Segmentation and Performance by Category
Economic Stress/Inflation
Declining Dog Population
Staffing Shortages/Business Closures
The Franchise Revolution
Pet Supplies Plus / Wag N' Wash on Rapid Expansion Path
- Dogtopia Aiming for 400 Units by
Mars' Camp Bow Wow
Earthwise Pet Tops 170 Unit Milestone
Other Leading Pet Care Franchises
More Franchisors Entering the Market
Non-Franchise Pet Services Chains
Wag! Goes Public, Acquires Dog Food Advisor
Rover: Revenues Up, Share Prices Down
Top Retailers Continue to Lean In on Services
Walmart Pet Care Banner Expands to In Store Best Friends Pet Care Units
Petco's Services Thrust
PetSmart Covers All Bases
Chewy Adds CarePlus Pet Insurance, Claims More Services to Come
Illustration 7-1. Chewy's Pet Health Services
Pet Insurance Maintains Upward Curve
Table 7-5. Insurance/Medical Coverage for Pets: Cat vs. Dog Owners, 2021-2023 (percent of cat or dog owners who have taken pet to vet in past 12 months)
Illustration 7-2. Purina and Spot Pet Insurance
Eyes on the Price
Pet Service Professionals Increasingly Influential
Veterinary Share of Pet Care Service Revenues
CHAPTER 8: RETAIL AND E-COMMERCE TRENDS
CHAPTER HIGHLIGHTS
RETAIL SECTOR SALES OVERVIEW
Note on Data
Sales Overall and by Food Versus Non-Food
Brick & Mortar Versus E-Commerce Sales
Pet Specialty Versus All Other Sales
Breakouts of Sales and Shares
COMPETITIVE LANDSCAPE
Omnimarket Versus Omnichannel
Pet Supplies Plus Acquisitions
Illustration 8-1. Expanded Pet Food Selection at Wag N' Wash
The Omnipresent Internet
Pet Industry Reset
Wellness as Omnimarket Driver
IN-STORE AND E-COMMERCE SHOPPING PATTERNS
Consumer Priorities in Choosing Where to Shop
Topline Retail Shopping Patterns
Channel Purchasing Patterns by Dog/Cat Owners and Generational Cohort
In-Store Shopping for Pet Food/Treats
Online Shopping for Pet Food/Treats
In-Store Shopping for Non-Food Pet Supplies
Online Shopping for Non-Food Pet Supplies
Top Websites for Pet Products
Shopper Loyalty Patterns
Cross-Shopping Patterns for Pet Food Across Top Retailers
THE TOOLBOX FOR COMPETING
Leveraging Private Label
A Bump Likely for Private Label
Illustration 8-2. Chewy Vibeful Pet Supplements
Private-Label Usage Rates
Customer Rewards and Loyalty Programs
Illustration 8-3. Petco Vital Care
Illustration 8-4. Petco Vital Care Rewards Summary
Autoship, Subscribe & Save
Top Categories for Autoship/Subscription Purchasing
BarkBox and Subscription Boxes
Illustration 8-5. Petco PupBox
Home Delivery, BOPIS, and Curbside
Illustration 8-6. DoorDash for Merchants Outreach to Pet Stores
The BOPIS and Curbside Options
Tie-in to Online Grocery Shopping
Variations on Curbside
Direct-to-Consumer
Direct-to-Consumer as Purer-Play Threat to Autoship
Payment Services for Customers
CHAPTER 9: PET OWNERSHIP AND POPULATION TRENDS
CHAPTER HIGHLIGHTS
PET OWNER PSYCHOGRAPHICS
Motivations for Pet Ownership
Pet Health in Wake of COVID-19
Shopper Priorities for Pet Products
Pet Food as Health Care
Pet Parent Challenges
TOPLINE PET OWNERSHIP RATES
Over Half of Households Own Pets
Topline Ownership Rates for Pets Other Than Dogs or Cats
FOCUS ON DOG OWNERSHIP AND POPULATION
Topline Ownership Rates and Population
Trends by Number of Dogs Owned
Half of Dog Owners Have Senior Dogs
Trend Away From Smaller Dogs
Overweight and Special Needs Dogs
FOCUS ON CAT OWNERSHIP AND POPULATION
Topline Ownership Rates and Population
Trends by Number of Cats Owned
Size of Cats Owned
Growth in Share of Cat Owners with Senior Cats
Overweight and Special Needs Cats
PET ACQUISITION TRENDS
Pet Acquisition Sequence by Type of Pet
Table 9-24. Sequence of Pet Acquisition by Type of Pet, 2022 (percent)
Industry-Wide Focus on Pet Adoption
Illustration 9-1 Industry-Wide Focus on Pet Adoption
Annual Pet Acquisition Trends
Age of Dogs Adopted
Size of Dogs Adopted
Impulse Versus Planned: Nature of Pet Acquisition
Sources of Pet Acquisition
Influencers on Pet Adoption
Holiday Pets
PET POPULATION PROJECTIONS
