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Dog Population and Dog Owner Trends

Abstract

The wag of a dog's tail is the main engine for an extensive pet industry (everything from veterinarians to pet couture) that not only remained robust through the Great Recession and but promises to boom in the future.

In the all-new report, ‘Dog Population and Dog Owner Trends’, Packaged Facts focuses on the population of pet dogs, dog owner demographics, and dog owner psychographics in the U.S. market. The report offers a present-day and historical analysis of dog owners, examining trends pertaining to the segments' financial, household, regional, ethnic, and generational composition, as well as trends stemming from dog owner attitudes about advertising, the environment, health, and the internet.

Research Methodology

The research in this report is based on Packaged Facts' ongoing coverage of the pet market, a proprietary Packaged Facts online survey conducted in February-March 2012 (with a sample of 2000, including 836 dog owners), and customized cross tabulations of Experian Simmons national consumer survey data from 2006-2011. Additional information was gathered from various government, business, and trade media.

Table of Contents

Chapter 1: Executive Summary

  • Research Methodology
  • Dog Ownership Rates Projected to Approach 40% in 2012
    • Table 1-1: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
  • Mixed News in Recent Trends
  • Dog Ownership Rate Continues to Climb
  • Overview of Pet Dog Population and Pet Care Characteristics
    • Table 1-2: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
    • Table 1-3: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
    • Table 1-4: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
  • Dog Owners Are More Likely to Have Multiple Pets
  • Younger Adults and Dog Ownership
  • Boomers Are Still Redefining Industry Potential
  • Pet Pendulum Continues to Shift to Households Without Kids
  • Latinos Are Catching Up to Dog Ownership Norm
  • Dog Ownership Rate Is Increasing in Most Populous States
  • Especially for Dogs, Pet Owning Rises with Household Income
  • Pet Spending Has Stabilized
    • Table 1-5: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)
  • Topline Psychographics from Packaged Facts Pet Owner Survey
    • Table 1-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
  • Dog Owners Are Above Average in Internet Activities

Chapter 2: Overview of Dog and Pet Ownership

  • Dog Ownership Rates Projected to Approach 40% in 2012
    • Table 2-1: Projected Pet , 2012 (percent and number of U.S. households)
  • Recent Pet Ownership Trends
    • Table 2-2: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006 vs. 2011 (percent of U.S. households)
    • Table 2-3: Change in Pet Market Consumer Base: Number of Dog or Cat Owners, 2006 vs. 2011 (U.S. dog- or cat-owning households)
    • Table 2-4: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2011 (percent of and number of U.S. households in millions)
  • Overview of Pet and Pet Care Characteristics
    • Table 2-5: Distribution of by Age of Pet, 2012 (percent of U.S. dog owners)
    • Table 2-6: Size (Weight) Patterns for Pet , 2012 (percent of U.S. dog owners)
    • Table 2-7: Indoor/Outdoor Patterns for Pet , 2012 (percent of U.S. dog owners)
    • Table 2-8: Summary of Annual Veterinary Care for Pet Dogs, 2012 (percent of U.S. dog owners)
  • Trends in Multiple Pet Ownership
    • 31% of Pet Households Keep Multiple Types
    • Figure 2-1: Ownership of Multiple Pets, 2011 (percent of pet-owning U.S. households)
      • Table 2-9: Multiple Pet Ownership in the United States, 2007 vs. 2011 (percent of pet-owning households)
    • Dog-Owners as Multiple-Pet Owners
      • Table 2-10: Ownership of Multiple Pets of a Single Type, 2011 (percent and number of U.S. households who keep pets of a given type)
    • Ownership of Multiple Dogs Is on the Rise
      • Table 2-11: Ownership of Multiple Pets of a Single Type, 2007 vs. 2011 (percent of U.S. households who keep pets of a given type)

Chapter 3: Dog Owner Demographics

  • Age Bracket Breakdowns
    • Table 3-1: Dog Ownership Rates by Age Bracket: 2006-2011 (percent of U.S. households)
    • Table 3-2: Dog Ownership Rates by 5-Year Age Brackets, 2011 (index and percent of U.S. households)
  • Generational Cohort Trends
    • Impact of Boomers and Graying Population
      • Table 3-3: Household Penetration Rates by Generational Cohort: Pets Overall vs. Dogs, 2011 (percent of U.S. households)
      • Table 3-4: Household Populations by Generational Cohort: Pets Overall vs. Dogs, 2011 (number of U.S. households in millions)
      • Table 3-5: Indexes by Generational Cohort: Pets Overall vs. Dogs, 2011 (U.S. households)
      • Table 3-6: Indexes for Dog or Cat Ownership: By Age Cohort, 2006 vs. 2011 (U.S. households)
    • Role of Gen Xers and Gen Ys
  • Patterns by Household Composition
    • Balance Continues to Shift to Households Without Kids
    • Effects of the Recession
      • Figure 3-1: Dog Ownership Share by Household Composition: No-Kids Households vs. Kids Households, 2006-2011 (percent)
      • Table 3-7: Dog Ownership Rates by Household Composition, 2006-2011 (percent)
      • Table 3-8: Share of Total Dog Owners by Household Composition, 2006-2011 (percent)
    • Dog vs. Cat Ownership Rates by Household Composition
  • Patterns by Race/Ethnicity
    • Table 3-9: Dog Ownership Trends by Race/Ethnicity, 2006-2011 (percent and number of U.S. dog- or cat-owning households)
    • Table 3-10: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2006 vs. 2011 (number and percent of U.S. dog- or cat-owning households)
    • Latinos Are Catching Up to the Dog Ownership Norm
      • Figure 3-2 Dog or Cat Ownership by Hispanic Households, 2006 versus 2011 (index)
    • The Challenge of Lower Minority Pet Ownership Rates
    • Latino Dog Owners in the Spotlight
      • Table 3-11: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
      • Table 3-12: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
  • Geographical Patterns
    • Where Dog Owners Live
      • Table 3-13: Dog Ownership Rates by U.S. Region, 2006-2011 (percent)
      • Table 3-14: Share of Total Dog Owners by U.S. Region, 2006-2011 (percent)
      • Table 3-15: Indexes by U.S. Region: Pets Overall vs. Dogs, 2011 (U.S. households)
      • Table 3-16: Indexes for Dog or Cat Ownership: By U.S. Region, 2006 vs. 2011 (U.S. households)
    • Dog Ownership Increases in Populous States
      • Table 3-17: Dog Ownership Rates by Ten Most Populous States, 2006-2011 (percent)
      • Table 3-18: Indexes by Ten Most Populous States: Pets Overall vs. Dogs, 2011 (U.S. households)
      • Table 3-19: Indexes for Dog or Cat Ownership by Ten Most Populous States, 2006 vs. 2011 (U.S. households)
  • Patterns by Household Income
    • Finances and Dog Ownership Go Hand in Hand
      • Table 3-20: Dog Ownership by Household Income, 2011 (percent, number and index of U.S. dog-owning households)
      • Figure 3-3: Dog Ownership Rates by Household Income Bracket, 2006 versus 2011 (percent of U.S. dog-owning households)
    • Higher-Income Households a Crucial Segment
      • Table 3-21: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
      • Table 3-22: Change in Pet Market Consumer Base: Household Income $75K or More vs. Household Income Under $75K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
      • Table 3-24: Change in Pet Market Consumer Base: Household Income $100K or More vs. Household Income Under $100K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
  • With Pet Spending, Recessionary Effect Has Leveled Off
    • Table 3-25: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)

Chapter 4: Dog Ownership Psychographics

  • Pets as Part of the Family
    • Table 4-1 Level of Dog Owner Agreement with Statement: “I Consider My Pet(s) To Be Part of the Family,” 2012 (percent)
    • Table 4-2 Level of Dog Owner Agreement with Statement: “My Pet Is My Best Friend,” 2012 (percent)
    • Table 4-3 Level of Dog Owner Agreement with Statement: “I Am Very Concerned About the Safety of the Pet Products I Buy,” 2012 (percent)
    • Table 4-4 Level of Dog Owner Agreement with Statement: “I Am Spending More Time With My Pets These Day,” 2012 (percent)
    • Table 4-5 Level of Dog Owner Agreement with Statement: “People Should Adopt Pets From Shelters and not Purchase Them From Shops/Breeders,” 2012 (percent)
    • Table 4-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
    • Table 4-7 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
  • Health and Wellness Attitudes
  • “Green” Consumers and Sustainability
    • Table 4-8 Selected Health & Medical Psychographics: Adults Overall and Dog Owners vs. Non-Dog Owners, 2011 (percent and index)
    • Table 4-9 Selected “Green” Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
  • On Media and Marketing
    • Table 4-10 Selected Media & Marketing Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
  • Role of the Internet
    • Table 4-11 Selected Internet-Related Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)

Appendix: Demographics for Dog Ownership

  • Table A-1: Demographics for Dog Ownership, 2011 (percent, number and index of U.S. dog-owning households)
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