Market Trends: Premium Pet Demographics and Product Purchasing Preferences

Market Trends: Premium Pet Demographics and Product Purchasing Preferences

Over 17 million U.S. households qualify as premium pet product demographics, accounting for approximately one-third of all pet-owning households and 16% of U.S. households overall. This all-new report profiles key consumer demographics driving the upper end of the pet market across five distinct cohorts: Affluents (household income of $150K or more), Specialty Shoppers (those purchasing pet supplies through pet stores or Internet only), Married with Children (household income of $100K or more), Empty Nesters (household income of $75K or more), Dual-Income/No-Kids (DINKs—household income of $75K or more), and Singles (household income of $50K or more). Level of dog and cat ownership, product and brand purchasing preferences, and favored purchasing venues are just a few of the ways in which Simmons Market Research Bureau data and myriad other resources are custom-tailored to develop a better understanding of today’s premium pet product consumer.

Also underscoring and helping to steer the premium direction the market is taking is the surge in new pet products specifically designated as “upscale.” As of 2006, over half of all new pet food products were tagged “upscale” and almost one-third of non-food supplies were so designated, making it clear that pet product developers and marketers on both sides of the aisle are fully behind the market’s premium shift. So, too, are retailers, especially in the pet specialty channel, where 94% of retailers indicate that they are planning to add or increase their selection of pet health and pampering products in the coming year.

How You Will Benefit from this Report
For companies participating in the U.S. market for pet products and services, the premium writing is on the wall as several interrelated trends continue to drive more of this $47 billion market into the hands and the pocketbooks of premium pet demographics. These trends include heavy marketing encouraging pet “humanization,” product upscaling, the entry into the market of entrepreneurs with new brands and innovative products, the growth of pet boutiques and upscale specialty shops, and strong interest in pet products among non-traditional retailers. Trumpeting the premium demographic shift, households earning $70K or more annually increased their share of the aggregate pet market expenditure from 28% in 1995 to 49% in 2005, representing more than a tripling in $70K+ household expenditures from $5.2 billion to $18.6 billion.

This report will help:
* Marketing Managers identify market opportunities and develop targeted promotion plans.
* Research and development professionals stay on top of competitor initiatives and explore demand for on-the-go products.
* Advertising agencies to develop messages and images that compel consumers to purchase on-the-go products.
* Business development executives understand the dynamics of the market and identify possible partnerships.
* Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Introduction
• Scope and Methodology
• Scope of Report
• Report Methodology
• The Pet Market Environment
• Upper Income Pet Households on the Ups
• Kids Lessening as Pet Market Driver
• Upscale Product Surge
• 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
• Growth of Upscale Pet Specialty Shops and Boutiques
• Growth of Non-Traditional Retail Outlets
• Internet Out Front
• Trade Shows Pick Up on Fashion, Boutique Angle
• Magazines and Other Media Also Support the Trend
• The Boomer Factor
• Asians and Hispanics a Growing Force

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
• Gender, Race and Region: Not the Pet-Owning Norm
• The Urban Angle
• The Kid Story
• Demographic Comparisons by Type of Pet
• Affluent Cohort Comprises Larger Households
• Specialty Shopper Cohort Skews Younger
• Married with Children Cohort Defined by Kids
• Empty Nester Cohort Strong at Age 55-64
• DINK Cohort Shines at Age 25-34
• Singles Cohort a More Modest Group
• Pet Product and Brand Preferences
• Premium Dog-Owning Households Focused on Health and Pampering
• Premium Cat-Owning Households Also Health Focused
• Focus on Flea/Tick Controls, Pet Supplements
• Product Preferences by Premium Pet Cohort
• Retail Channel Preferences
• A Marked Skew Toward Specialty Stores, Internet
• Above-Average Shoppers in Non-Traditional Venues

Appendix: Examples of Advertising