Table of Contents
Chapter 1: Introduction
- Scope and Methodology
- Scope of Report
- Report Methodology
- The Pet Market Environment
- Upper Income Pet Households on the Ups
- Figure 1-1: Share of Total U.S Pet Market Expenditures by Under-$70K vs.
$70K+ Income Brackets: 1995, 2000 and 2005 (percent)
- Figure 1-2: $70K+ Income Household Share of U.S Pet Market Expenditures by
Segment: 1995 vs. 2005 (percent)
- Kids Lessening as Pet Market Driver
- Figure 1-3: Two-Adult Households/No Kids as Pet Owners: 2003 vs. 2006
(percent)
- Upscale Product Surge
- Figure 1-4: Upscale Product Share of Total Pet Product Introductions: Food
and Non-Food, 2002 vs. 2006
- Advertising Positioning Reflects Upscale Thrust, Trends in New Product
Development
- Humanization Trend Supports Product Upscaling
- The Aging Pet Population
- Interest in Health-Related Products, Services Supports Product
Premiumization
- Natural/Organic Surge Another Premium Market Driver
- Figure 1-5: Number of New Natural and Organic Pet Products: Food and
Non-Food, 2002-2006
- Growth of Upscale Pet Specialty Shops and Boutiques
- Growth of Non-Traditional Retail Outlets
- Internet Out Front
- Figure 1-6: Percent of U.S. Households Who Are “Doing More Internet
Shopping Than Before”: Dog and Cat Owners vs. All U.S. Adults, 2006
(percent)
- Trade Shows Pick Up on Fashion, Boutique Angle
- Magazines and Other Media Also Support the Trend
- The Boomer Factor
- Figure 1-7: Share of U.S. Population Growth for Selected Age Brackets:
2005-2015 (percent)
- Asians and Hispanics a Growing Force
- Figure 1-8: Share of U.S. Population Growth for Selected Racial/Ethnic
Populations: 2005-2010 (percent)
- Table 1-1: $70K+ Household Expenditures on Pet Products and Services:
Average, Aggregate and Share of Total, 1995-2005
- Table 1-2: $70K+ Household Expenditures on Pet Food: Average, Aggregate
and Share of Total, 1995-2005
- Table 1-3: $70K+ Household Expenditures on Veterinary Services: Average,
Aggregate and Share of Total, 1995-2005
- Table 1-4: $70K+ Household Expenditures on Pet Supplies: Average,
Aggregate and Share of Total, 1995-2005
- Table 1-5: $70K+ Household Expenditures on Pet Services: Average,
Aggregate and Share of Total, 1995-2005
- Table 1-6: Upscale Products: Number and Share of Total Pet Product
Introductions: Food and Non-Food, 2002-2006
- Table 1-7: Number of New Natural and Organic Pet Products: Food and
Non-Food, 2002-2006
- Table 1-8: Use/Influence of Internet: Dog- and Cat-Owning Adults vs. All
U.S. Adults, 2006 (percent)
- Table 1-9: Pet Food and Supply Purchasing Indices by Retail Channel: By
Household Size, 2006 (U.S. pet-owning households)
- Table 1-10: Pet Ownership Indices: By Adult Age Bracket, 2006 (U.S.
households)
- Table 1-11: Projected Population of the United States by Age and
Race/Ethnicity, 2000-2010 (in thousands)
Chapter 2: Premium Pet Demographics
- Market Overview
- Premium Pet Households Number Over 17 Million
- Affluents Are Largest Premium Pet Cohort
- An Affluent Bunch
- The Baby Boomer Bulge
- Figure 2-1: Demographic Comparison by Index: Premium Pet Households vs.
Total Pet-Owning Households, 2006 (U.S. dog- or cat-owning households)
- Gender, Race and Region: Not the Pet-Owning Norm
- The Urban Angle
- The Kid Story
- Figure 2-2: Household Composition Comparison by Index: Premium Pet
Households vs. Total Pet-Owning Households, 2006 (U.S. dog- or cat-owning
households)
- Demographic Comparisons by Type of Pet
- Affluent Cohort Comprises Larger Households
- Figure 2-3: Demographic Comparison by Index: Affluent Cohort Households
vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
- Specialty Shopper Cohort Skews Younger
- Figure 2-4: Age Comparison by Index: Specialty Shopper Cohort Households
vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
- Married with Children Cohort Defined by Kids
- Figure 2-5: Selected High-Index Demographic Groups: Married with Children
Cohort Premium Pet Households, 2006 (U.S. dog- or cat-owning households)
- Empty Nester Cohort Strong at Age 55-64
- Figure 2-6: Demographic Comparison by Index: Empty Nester Cohort
Households vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning
households)
- DINK Cohort Shines at Age 25-34
- Figure 2-7: Age Comparison by Index: DINK Cohort Households vs. Premium
Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
- Singles Cohort a More Modest Group
- Figure 2-8: Selected Top-Index Demographic Segments: Singles Cohort
Premium Pet Households, 2006 (U.S. dog- or cat-owning households)
- Table 2-1: Premium Pet Demographics: Percent of Total Households and
Pet-Owning Households, 2006 (U.S. households)
- Table 2-2: Number of Pet-Owning Households and Premium Pet Households by
Cohort, 2006 (U.S. households)
- Table 2-3: Premium Pet Demographics, 2006 (U.S. dog- or cat-owning
households)
- Table 2-4: Demographic Comparison: Premium Pet Households vs. Total
Pet-Owning Households, 2006 (U.S. dog- and cat-owning households)
- Table 2-5: Premium Pet Demographics: Dog Owners 2006 (U.S. dog-owning
households)
- Table 2-6: Premium Pet Demographics: Cat Owners, 2006 (U.S. cat-owning
households)
- Table 2-7: Premium Pet Demographics: Owners of Both Dogs and Cats, 2006
(U.S. dog- and cat-owning households)
- Table 2-8: Premium Pet Demographic Indexes: Dog, Cat, Dog & Cat Owners
2006 (U.S. dog-, cat-, and dog & cat-owning households)
- Table 2-9: Premium Pet Demographics: Affluents, 2006 (U.S. dog- or
cat-owning households)
- Table 2-10: Premium Pet Demographics: Specialty Shoppers, 2006 (U.S. dog-
or cat-owning households)
- Table 2-11: Premium Pet Demographics: Married with Children, 2006 (U.S.
dog- or cat-owning households)
- Table 2-12: Premium Pet Demographics: Empty Nesters, 2006 (U.S. dog- or
cat-owning households)
- Table 2-13: Premium Pet Demographics: DINKs, 2006 (U.S. dog- or cat-owning
households)
- Table 2-14: Premium Pet Demographics: Singles, 2006 (U.S. dog- or
cat-owning households)
- Pet Product and Brand Preferences
- Premium Dog-Owning Households Focused on Health and Pampering
- Figure 2-9: Top 10 High-Index Dog Products Among Premium Pet Households,
2006 (U.S. dog-owning households)
- Premium Cat-Owning Households Also Health Focused
- Figure 2-10: Top 10 High-Index Cat Products Among Premium Pet Households,
2006 (U.S. cat-owning households)
- Focus on Flea/Tick Controls, Pet Supplements
- Product Preferences by Premium Pet Cohort
- Table 2-15: Percent of Households Purchasing Dog Food/Supplies by Type and
Brand: Dog Owners Overall vs. Premium Pet Dog Owners, 2006 (U.S. dog-owning
households)
- Table 2-16: Percent of Households Purchasing Cat Food/Supplies by Type and
Brand: Cat Owners Overall vs. Premium Pet Cat Owners, 2006 (U.S. cat-owning
households)
- Table 2-17: Percent of Households Purchasing Flea/Tick Care Products by
Type and Brand or Purchasing Pet Food Supplements: Dog or Cat Owners Overall
vs. Premium Pet Dog or Cat Owners, 2006 (U.S. dog- or cat-owning households)
- Table 2-18a: Percent of Households Purchasing Pet Supplies by Type: Dog or
Cat Owners Overall vs. Premium Pet Cohorts, 2006 (U.S. pet-owning households)
- Table 2-18b: Total Number of Households Purchasing Pet Supplies by Type:
Dog or Cat Owners Overall vs. Premium Pet Cohorts, 2006 (U.S. pet-owning
households in millions)
- Table 2-18c: Household Purchasing Indices for Pet Supplies by Type:
Premium Pet Demographics Overall vs. Premium Pet Cohorts, 2006 (U.S.
pet-owning households)
- Retail Channel Preferences
- A Marked Skew Toward Specialty Stores, Internet
- Figure 2-11: Pet Owners Overall vs. Premium Pet Demographics: Purchasing
Rates for Pet Stores and Online, 2006 (U.S. pet-owning households)
- Figure 2-12: Premium Pet Demographic Indexes for Purchasing Pet
Food/Supplies in Pet Stores: By Cohort, 2006 (U.S. premium pet households)
- Above-Average Shoppers in Non-Traditional Venues
- Figure 2-13: Top 10 High-Index Chain Retailers Among Premium Pet
Demographics: By Shopping or Making Purchase in Last 4 Weeks, 2006 (U.S.
households)
- Table 2-19: Pet Owners Overall vs. Premium Pet Demographics: Purchasing
Rates for Pet Food/Supplies by Retail Channel, 2006 (U.S. dog- or cat-owning
households)
- Table 2-20a: Premium Pet Demographic Breakouts by Cohort: Purchasing Rates
for Pet Food/Supplies by Retail Channel, 2006 (U.S. premium pet households)
- Table 2-20b: Premium Pet Demographic Breakouts by Cohort: Total Number of
Households Purchasing Pet Food/Supplies by Retail Channel, 2006 (U.S. premium
pet households in millions)
- Table 2-20c: Premium Pet Demographic Breakouts by Cohort: Indices for
Purchasing Pet Food/Supplies by Retail Channel, 2006 (U.S. premium pet
households)
- Table 2-21: Selected Chain Retail Shopping Patterns for Premium Pet
Demographics: By Shopping or Making Purchase in Last 4 Weeks, 2006 (U.S.
households)
Appendix: Examples of Advertising
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