Millennials as Pet Market Consumers
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Millennials as Pet Market ConsumersThe millennial demographic has become a leading and increasingly influential consumer force in the U.S. pet market. Between 2007 and 2015, millennial spending in the U.S. pet market was responsible for 43% of the growth in the number of pet owners in the United States. The 43 million pet owners in the millennial age range now account for around one in three pet owners, making millennial demographics more relevant to the pet market than ever. Moreover, millennial pet owners bring significant buying power to the table. In 2014 households headed by Millennial consumers spent a total of $10.6 billion on their pets.
Growing Millennial Buying Power Bodes Well For Pet IndustryThis new Packaged Facts report, Millennials as Pet Market Consumers, shows why millennial spending power will play an even more significant role in the pet products industry over the next decade. The accelerating aging of the American population threatens to shift the consumer landscape of the pet market, especially because pet ownership has traditionally declined precipitously after the age of 60. In addition, the population of 40- to 54-year-olds—an age segment with high buying power in the pet market—is expected to decline. Millennial spending will account for an ever growing share of pet expenditures in the years ahead, because many pet owners in the millennial age range now have the purchasing power to massively increase expenditure in the pet market. Millennials as Pet Market Consumers highlights how millennial spending power augurs well for the pet industry. For example, Packaged Facts National Online Consumer Survey data cited in this report show that pet owners in the millennial age group are much more likely than those in the 35-and-over age group to expect to spend more on pet products and pet care services during the next few years.
Millennials as Pet Market Consumers also shows how millennial pet owners differ sharply from their counterparts in the 35- and over-group, and demonstrates why and how marketers of pet products and pet care services need to be attuned to the expectations of millennial pet owners as consumers. In some ways, the consumer behavior of millennial pet owners simply reflects their overall consumer orientation and behavior. For example, when it comes to shopping for pet products, Millennial pet owners are much more likely than other pet owners to be tethered to their smartphones to compare prices and products, as well as to use mobile apps to scan a QR code to get promotions or discounts when buying pet products.
Trends Among Millennial Pet OwnersMoreover, Millennial pet owners are generally less concerned than other pet owners about brand loyalty. According to Packaged Facts National Online Consumer Survey data cited in this report, this consumer characteristic (or lack thereof) crosses over into the approach the millennial demographic takes when it buys pet food. Compared to pet owners in the 35-and-over age group, millennial pet owners are much less likely to think it is important to “get the specific brands I want” when shopping for pet products and are far more likely to have tried a new brand of dog food in the last 30 days. This is reflective of the mentality many millennial pet owners assume, particularly because so many millennials view their pets as part of the family.
Millennials as Pet Market Consumers shows that Millennials also stand alone in comparison to other pet owners when it comes specifically to the care and feeding of their pets. For example, millennial pet owners are much more likely to use raw pet food or pet foods with formulations geared toward enhancing the health of their pets. Compared to pet owners in the 35-and-over age group, millennial pet owners are more likely to trust in their own ability to take care of the teeth of their pets at home and consequently are much more likely to purchase pet oral care/dental hygiene products.
Scope of the ReportMillennials as Pet Market Consumers focuses on millennial pet owners (those in the 18- to 34-year-old age group). When referring to pet owners who are 35 years old and over, this report interchangeably uses the terms “other” pet owners as well as those “in the 35-and-over age group.” This report analyzes trends in the growth of the population of millennial pet owners, provides a demographic profile of millennial pet owners, analyzes their attitudes toward their pets, and highlights their pet care practices. This report also highlights the consumer behavior of pet owners in the millennial age range, with close consideration directed toward millennial buying power, retail channels favored for pet product purchases, shopping behavior, and pet product preferences. This report also includes an assessment of marketing approaches that work with millennial pet owners.
MethodologyConsumer data in Millennials as Pet Market Consumers come from two primary sources. The first source is the Packaged Facts National Online Consumer Survey conducted in April, August and November/December 2015 and February 2016. These surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household and household income.
Another source of consumer data in this report is the Simmons National Consumer Study (NCS) for Summer 2015 (and Spring 2007 for trend analysis tables) from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers(approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
This report is also based upon data collected from a wide range of industrysources, including company websites, press releases, trade publications,business newspapers and magazines and consumer blogs.