U.S. Pet Product Retail and Internet Shopping Trends, 4th Edition

 
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Published Jan 4, 2023 | 204 Pages | Pub ID: LA17594249
U.S. Pet Product Retailing and Internet Shopping Trends, 4th Edition

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The industry term “omnichannel,” from the retailing and marketing communications point of view, focuses on brick & mortar + internet sales. The Packaged Facts term “omnimarket,” from a broader competitive landscape vantage, further emphasizes that pet owner spending is broadening across a transformed set of products, services, and high-tech product/service hybrids, with competitors aggressively crossing former business boundaries to vie for consumer mindshare and customer loyalty.

All pet and vet industry opportunities intertwine with channel shopping trends, as well as with the digital platforms both as sales juggernauts and as consumer behavior influencers.

In the wake of COVID-19, a reset of the U.S. pet industry is evident in several trends—which, being synergistic and intertwined, are best wielded in strategic combinations.
  • A permanent remix of physical and digital shopping behaviors, with buy online, pick up at store (BOPUS) and curbside bridging the two.
  • In an omnimarket era, on top of mergers and acquisitions, a fluid role for partnerships.
  • An entrenched role for autoship/subscription purchasing in key pet product categories.
  • Beyond autoship, a competitive focus on efficient home delivery of products as larger consumer market trends play out in pet products.
  • In a digitalized era of abundant retail and ubiquitous product options, an essential role for private label and customer rewards programs.
  • Beyond rewards programs, a growing role for pet care spending and financing options.
  • The continued retail-ization of vet and pet services.
At a general level, the humanization of pets and the premiumization of pet products and services means that human market trends have overtopped the traditional pet industry levees.

At the industry-specific level, however, innovation in pet health and wellness is the omnimarket driver. Wellness-seeking consumerism is hardly new nor specific to the pet market, but it exerts a unifying principle in a way not feasible in the much larger and messier human consumer market, of which the pet industry is a microcosm.

Scope of Report

This report provides a data-rich analysis of pet product retail sales and shopping patterns in the U.S., with a primary focus on dog and cat products. Report coverage spans e-commerce, discount stores/supercenters and supermarkets, pet specialty stores, and the veterinary sector. Along with detailed retail sales and share quantification, the discussion examines competitive dynamics, pet product shopper psychographics, and customer demographics by channel and key retailers (such as Amazon, Chewy, Walmart, PetSmart, and Petco). Focus chapters on pet food and pet medication/flea control further assess retail dynamics in these core pet market categories.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes proprietary 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. The Packaged Facts surveys cited in this report were primarily conducted between January and November 2022.

The pet ownership and pet owner demographic data draw on trended MRI-Simmons National Consumer Study data through the Summer 2022 survey release, including trending and comparison with pre-COVID-19 patterns. Secondary research includes information and data-gathering from consumer business and pet/vet trade publications.

Market size and segmentation calculations draw on various sources: syndicated sales-tracking data; 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
    • Scope & Methodology
      • Scope of Report
      • Report Methodology
    • Overview of Dollar Sales and Channel Usage
      • Retail vs. Veterinary Sales
        • Table U.S. Sales of Pet Products: Overall, Retail Sector Pet Food/Treats and Pet Supplies, and Veterinary Sector Products, 2020 - 2022P, 2026P (dollar sales in billions and percent growth)
      • Internet vs. Brick & Mortar Retail Sales
      • Pet Specialty vs. All Other Sales
      • Retail Channel Pet Product Sales and Shares
      • Retail Channel Pet Food Sales and Shares
      • Retail Channel Pet Supplies (Non-Food) Sales and Shares
    • Competitive Landscape
      • Pet Omnimarket
      • Pet Industry Reset
      • Wellness as Omnimarket Driver
    • Shopper Psychographics
      • Pets as Homemakers
      • Cats as Family
      • Pet Parenting Day and Night
      • The Pet Market as Health Market
      • Pet Products Are Themselves Priority
    • Focus on Pet Food
      • Brick & Mortar vs. e-Commerce Sales Projections
      • Growth in Online Shopping Curbs Brick & Mortar Performance
        • Table Leading Channels for Pet Food Shopping, Fall 2019 - Summer 2022 (percent)
      • Walmart Is Top Pet Food Retailer by Shopper Draw
      • Cross-Channel Shopping for Pet Food
    • Focus on Pet Medications
      • e-Commerce Intrusion on Veterinary Sector Dominance
        • Table U.S. Pet Medication Sales: Overall, Veterinary Sector, Online, and Brick & Mortar, 2019 - 2022P and 2026P (in thousands of dollars)
      • Customer Draw for Flea Control by Channel
      • The Online Boom
  • Overview of Dollar Sales and Channel Usage
    • Chapter Highlights
    • Topline Pet Product Dollar Sales
      • Retail vs. Veterinary Sales
        • Table U.S. Sales of Pet Products: Overall, Retail Sector Pet Food/Treats and Pet Supplies, and Veterinary Sector Products, 2020 - 2022P, 2026P (dollar sales in billions and percent growth)
      • Internet vs. Brick & Mortar Retail Sales
      • Pet Specialty vs. All Other Sales
        • Table Pet Products Retail Sales and Shares: Internet vs. Brick & Mortar, 2017 - 2022P, 2026P (in billions of dollars, percent growth, and percent share)
      • Retail Channel Pet Product Sales and Shares
        • Table Retail Sales of Pet Products: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (in billions of dollars)
        • Table Dollar Sales Growth Rate for Pet Products: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022P, 2026P (annual percentages and 5-year CAGRs)
        • Table Dollar Sales Growth for Pet Products: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022, 2026P (in millions of dollars)
        • Table Retail Dollar Shares for Pet Products: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (percent)
      • Retail Channel Pet Food Sales and Shares
        • Table Retail Sales of Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (in billions of dollars)
        • Table Dollar Sales Growth Rate for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022P, 2026P (annual percentages and 5-year CAGRs)
        • Table Dollar Sales Growth for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022, 2026P (in millions of dollars)
        • Table Retail Dollar Shares for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (percent)
      • Retail Channel Pet Supplies (Non-Food) Sales and Shares
        • Table Retail Sales of Pet Supply Products (Non-Food): Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (in billions of dollars)
        • Table Dollar Sales Growth Rate for Pet Supply Products (Non-Food): Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022P, 2026P (annual percentages and 5-year CAGRs)
        • Table Dollar Sales Growth for Pet Supply Products (Non-Food): Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022, 2026P (in millions of dollars)
        • Table Retail Dollar Shares for Pet Supply Products (Non-Food): Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (percent)
  • Competitive Landscape
    • Chapter Highlights
    • The Pet Industry Omnimarket
      • Omnimarket vs. Omnichannel
      • Pet Industry Reset
      • Wellness as Omnimarket Driver
      • Corporate Versions of Omnimarket: Mars, Chewy, Petco, CGP
      • Incubating Cross-Industry Innovation
      • Amazon and Pet/Vet Services: When Will the Shoe Drop?
      • Mergers & Acquisitions
    • The Toolbox for Competing
      • Leveraging Private Label
        • Table Select Private-Label Pet Food Brands, 2022
      • Customer Rewards and Loyalty Programs
        • Table Services Offered by Pet Specialty Stores, 2022 (percent of pet specialty shoppers)
      • Autoship, Subscribe & Save
        • Table Share of Pet Owners With Current Pet-Related Subscriptions for Products or Services by Type and Generational Cohort, 2022 (percent)
      • Home Delivery, BOPUS, and Curbside
      • Direct-to-Consumer
      • Payment Services for Customers
      • The Retail-ization of Vet and Pet Care Services
  • Shopper Psychographics
    • Chapter Highlights
    • Pets as Homemakers
      • Motivations for Pet Ownership
      • Pets as Family
      • Cats as Family
      • Pet Parenting Day and Night
      • The Pet Market as Health Market
        • 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)
    • Shopper Priorities and Values
      • Pet Products Are Themselves Priority
      • Quality as Most Important Factor to Product Purchasing
      • Advancing Values
    • Pet Wellness as Purchase Driver
      • On the Hunt for Pet Health Products
      • Addressing Pet Stress Among Dogs and Cats
      • Serving the Aging Pet Population
        • Table Share of Dog-Owning Households With Puppies Under Age 1 or Senior Dogs Age 7+, 2012 - 2021/22 (percent)
        • Table Share of Cat-Owning Households With Kittens Under Age 1 or Senior Cats Age 7+, 2011/12 - 2021/22 (percent)
      • Products for Overweight and Special Needs Pets
      • Pet Food as Health Care
        • Table Leading Types of Specialized Pet Food Formulations: Dog vs. Cat Owners, August 2022 (percent of dog/cat owners using)
  • Focus on Pet Food
    • Chapter Highlights
    • Sales & Shares
      • Online vs. Brick & Mortar Sales
        • Table U.S. Pet Food/Treat Retail Sales: Overall, Online, and Brick & Mortar, 2019 - 2022P and 2026P (in thousands of dollars)
        • Table Share of Pet Food/Treat Retail Dollar Sales: Online vs. Brick & Mortar, 2019 - 2022P and 2026P (percent)
      • Pet Food Product Sales and Shares by Retail Channel
        • Table Retail Sales of Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (in billions of dollars)
        • Table Dollar Sales Growth Rate for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022P, 2026P (annual percentages and 5-year CAGRs)
        • Table Dollar Sales Growth for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2020 - 2022, 2026P (in millions of dollars)
        • Table Retail Dollar Shares for Pet Food/Treats: Overall Internet, Overall Brick & Mortar, and Brick & Mortar by Retail Channel, 2017, 2020 - 2022P, and 2026P (percent)
      • Growth in Online Shopping Curbs Brick & Mortar Performance
        • Table Leading Channels for Pet Food Shopping, Fall 2019 - Summer 2022 (percent)
      • Walmart Is Top Retailer by Shopper Draw
      • Retail Shopping Skews by Dog/Cat Ownership
        • Table Shopper Draw by Channel and Leading Retailers and by Pet Ownership: Dogs/Not Cats, Cats/Not Dogs, Dogs + Cats, 2021/22 (index against pet owners overall)
      • Cross-Channel Shopping for Pet Food
        • Table Cross-Channel Shopping Patterns for Pet Food Products: Index by Leading Channels and Retailers, 2021/22 (index)
      • Internet Not Just About Sales
        • Table Uses of Internet in Past 12 Months for Pet Food, Pet Treats/Chews, and Selected Non-Food Pet Supplies, 2022 (percent of pet product purchasers)
      • DTC Fresh Pet Food Challenges Brick & Mortar-Based Retailers
    • Shopper Demographics: Pet Food
      • Customer Demographics: Leading Channels and Retailers
        • Table Demographic Skews for Pet Food Customers by Leading Retail Chains or E-Tailers: Walmart, Chewy, Amazon, PetSmart, Petco, 2021/22 (index)
      • Detailed Demographic Tables
        • Table Pet Food Shopping Patterns by Customer Demographic: Overall, Walmart, Supermarket/Grocery Stores, Wholesale Clubs, and Farm/Feed Stores, 2021/22 (in thousands of category shopper households)
        • Table Pet Food Shopping Patterns by Customer Demographic: Overall, Supermarket/Grocery Stores, Walmart, Wholesale Clubs, and Farm/Feed Stores, 2021/22 (percent)
        • Table Pet Food Shopping Patterns by Customer Demographic: Supermarket/Grocery Stores, Walmart, Wholesale Clubs, and Farm/Feed Stores, 2021/22 (index by channel/retailer)
        • Table Pet Food Channel/Retailer Shopping Patterns by Demographic: Chewy, Amazon, PetSmart, Petco, and Veterinarian, 2021/22 (in thousands of category shopper households)
        • Table Pet Food Channel/Retailer Shopping Patterns by Demographic: Chewy, Amazon, PetSmart, Petco, and Veterinarian, 2021/22 (percent)
        • Table Pet Food Channel/Retailer Shopping Patterns by Demographic: Chewy, Amazon, PetSmart, Petco, and Veterinarian, 2021/22 (index by channel/retailer)
  • Focus on Pet Medications
    • Chapter Highlights
    • Sales and Shares
      • e-Commerce Intrusion on Veterinary Sector Dominance
        • Table U.S. Pet Medication Sales: Overall, Veterinary Sector, Online, and Brick & Mortar, 2019 - 2022P and 2026P (in thousands of dollars)
        • Table Share of Pet Medication Dollar Sales: Veterinary, Online, and Brick & Mortar, 2019 - 2022P and 2026P (percent)
      • On-Site Veterinary vs. Online Share of Rx Flea/Tick/Heartworm Shopping
      • On-Site Brick & Mortar vs. Online Share of OTC Flea/Tick Product Shopping
      • Customer Draw for Flea Control by Channel
        • Table Leading Channels for Flea Control Product Shopping, Fall 2019 - Summer 2022 (percent of dog or cat owners)
      • Cross-Channel Shopping for Flea Control
        • Table Cross-Channel Shopping Patterns for Flea Control Products: Index by Leading Channels, 2021/22 (index)
      • The Online Boom
        • Table Uses of Internet in Past 12 Months for Non-Food Pet Supplies, 2022 (percent of pet product purchasers)
      • Retail Purchasing Patterns for Over-the-Counter Medications
        • Table On-Site vs. Online Purchasing Patterns for Over-the-Counter Pet Medications: Dog vs. Cat Owners, 2022 (percent)
      • CBD and Direct-to-Consumer Delivery
    • Shopper Demographics: Flea Control
      • Customer Demographics: Vet Sector vs. Leading Retailers
        • Table Demographic Skews for Flea Control Customers: Veterinary Sector, Chewy, Amazon, Walmart, PetSmart, and Petco, 2021/22 (index)
      • Detailed Demographic Tables
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Overall, Veterinary Sector, Chewy, and Amazon, 2021/22 (in thousands of category shopper households)
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Overall, Veterinary Sector, Chewy, and Amazon, 2021/22 (percent)
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Overall, Veterinary Sector, Chewy, and Amazon, 2021/22 (index by channel/retailer)
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Walmart, Supermarket/Grocery, PetSmart, and Petco, 2021/22 (in thousands of category shopper households)
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Walmart, Supermarket/Grocery, PetSmart, and Petco, 2021/22 (percent)
        • Table Channel Shopping Patterns for Flea Control Products by Demographic: Walmart, Supermarket/Grocery, PetSmart, and Petco, 2021/22 (index by channel/retailer)

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