Over 17 million U.S. households qualify as premium pet product demographics, accounting for approximately one-third of all pet-owning households and 16% of U.S. households overall. This all-new report profiles key consumer demographics driving the upper end of the pet market across five distinct cohorts: Affluents (household income of $150K or more), Specialty Shoppers (those purchasing pet supplies through pet stores or Internet only), Married with Children (household income of $100K or more), Empty Nesters (household income of $75K or more), Dual-Income/No-Kids (DINKs—household income of $75K or more), and Singles (household income of $50K or more). Level of dog and cat ownership, product and brand purchasing preferences, and favored purchasing venues are just a few of the ways in which Simmons Market Research Bureau data and myriad other resources are custom-tailored to develop a better understanding of today’s premium pet product consumer.

Also underscoring and helping to steer the premium direction the market is taking is the surge in new pet products specifically designated as “upscale.” As of 2006, over half of all new pet food products were tagged “upscale” and almost one-third of non-food supplies were so designated, making it clear that pet product developers and marketers on both sides of the aisle are fully behind the market’s premium shift. So, too, are retailers, especially in the pet specialty channel, where 94% of retailers indicate that they are planning to add or increase their selection of pet health and pampering products in the coming year.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at the 2007 Global Pet Expo and Petfood Forum trade events; interviews with pet product marketers, service providers and expert members of the trade; and an on-site examination of retail venues. Our analysis of consumer trends and demographics primarily derives from exclusive customized cross-tabulations of consumer data collected by Simmons Market Research Bureau in its Fall 2006 full-year adult consumer survey, which is based on 24,467 respondents age 18 or over. Data on new product introductions are provided by Datamonitor’s Productscan Online service and Packaged Facts. Secondary research includes extensive Internet canvassing; research- and data-gathering from relevant consumer business and trade publications including PET AGE, Pet Product News International, Pet Business and Petfood Industry; the American Pet Products Manufacturers Association (APPMA) 2007-2008 National Pet Owners Survey; and other pet market reports by Packaged Facts, which has been tracking pet-related markets for over 25 years.

How You Will Benefit from this Report
For companies participating in the U.S. market for pet products and services, the premium writing is on the wall as several interrelated trends continue to drive more of this $47 billion market into the hands and the pocketbooks of premium pet demographics. These trends include heavy marketing encouraging pet “humanization,” product upscaling, the entry into the market of entrepreneurs with new brands and innovative products, the growth of pet boutiques and upscale specialty shops, and strong interest in pet products among non-traditional retailers. Trumpeting the premium demographic shift, households earning $70K or more annually increased their share of the aggregate pet market expenditure from 28% in 1995 to 49% in 2005, representing more than a tripling in $70K+ household expenditures from $5.2 billion to $18.6 billion.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans.
• Research and development professionals stay on top of competitor initiatives and explore demand for premium pet products.
• Advertising agencies to develop messages and images that compel consumers to purchase premium pet products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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