U.S. Pet Market Outlook, 2022-2023

 
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Published Mar 31, 2022 | 345 Pages | Pub ID: LA16452521
U.S. Pet Market Outlook, 2022-2023

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The U.S. pet industry continued its strong advance in 2021, surging 14% overall to $123 billion, with non-medical services – the only sector to lose ground in 2020 – rebounding almost fully. A number of factors contributed to this impressive performance, including the heightened focus on pet health and wellness among pet owners in closer contact with their pets; the fast-tracked reliance on all things digital including online shopping; and the adaptability of consumers, marketers, retailers, and service providers. Continuing into 2022, the business saw a record number of M&A transactions as entrenched participants carved out more omnimarket and international territory and outside investors flocked into the fold. All pet industry sectors will continue to benefit from the pervasive focus on health and wellness, which provides a robust framework for ongoing premiumization in areas including alternative form pet food, direct-to-consumer marketing, autoship/subscription programs, and digital pet care.

Scope and Methodology

This 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 e-commerce and technology-driven market advancement.

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. adult pet owners (age 18+) conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes regarding pet products and services. With sample sizes of approximately 2,000 pet owners, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income.

Our consumer analysis draws mainly on two sources:
  • Packaged Facts’ Surveys of Pet Owners, primarily the ones conducted in January 2022 and February 2022. These surveys have a sample of 2,000 U.S. respondents age 18 or over who in aggregate are representative of the primary demographic measures of the U.S. Census Bureau including 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 2021, 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 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.

  • 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

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