Shopping for my pet

Uncover the purchasing behaviors of pet shoppers, the categories purchased, valued factors, how and where they choose to shop.

Want an inside look into the research? Download your complimentary infographic.

Kantar's shopping for my pet report

The pet’s market has gained the spotlight in recent years, as pet owners continue to invest in high-quality products and services and paying a special attention to their pet’s health and wellness.   The trend of pet humanization, where pets are considered part of the family, has been a significant driver for the growth of the market and pet owners are willing to invest in premium and innovative products that enhance their pets' well-being and quality of life.

 

Learn more about the research

 

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Types of pets

  • Dogs
  • Cats
  • Fish
  • Birds
  • Reptiles
  • Small mammals
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Central question

What are the key shopping behaviors and what influences purchases of pet products? How do emerging categories fit within shoppers’ repertoire?

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Growth areas

  • New categories and services (penetration and interest)

  • Emerging trends (humanization, pampering, CBD, insect-based food, exercising)

  • Premiumization and health & wellness


We asked 2,000 shoppers to share their shopping behavior when it comes to shopping for their pets, including trip and purchase influencers and emerging categories. Here's some of what we found:

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Pets are family

83% of pet shoppers strongly consider their pets as family members.

67% of pet shoppers like to buy gifts for their pets (over indexing among older millennials at 73%)

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Focus on pet's health wellness

55% of cat and dog shoppers already buy and will continue buying foods containing supplemental vitamins, minerals, and antioxidants.

50%+ of shoppers for dogs and cats prioritize the purchase of toppers and mix-ins that contain premium ingredients and boast multiple health-related claims.

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Increase the humanity of dog food

60% of shoppers already buy and will continue to purchase dog treats and snacks similar to human snacks.


 

To purchase the full report and research materials, contact the Kantar team at RetailNA_CategoryInsights@kantar.com





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