If your target audience watches TV they may have encountered commercials featuring the Barkleys, a family of golden retrievers enjoying human-like encounters as dad drives the family Subaru around town. Its campaign, “Dog Tested, Dog Approved,” is part of the automaker’s initiative supporting the ASPCA’s sponsorship of national pet adoption programs.
Understanding the market dynamics will inform how you approach your audience to create relevant and interesting pet-related campaigns. The pet product and care industry is heavily intrigued by Millennial pet owners under the age of 40, according to the October 2019 report, Pet Population and Ownership Trends in the U.S: Dogs, Cats, and Other Pets, 3rd Edition by Packaged Facts.
Consumer Expenditure Survey data showed that households headed by 25- to 34-year-olds spend $11.3 billion annually on pets, including pet products and services, while those headed by 18- to 37-year-olds spend $16.6 billion.
Market analyst Daniel Granderson of Packaged Facts, comments, “Although younger pet owners have not yet reached their peak earning capacity, they are significant spenders on pet products and services.”
He notes that the 37 million Millennials who own pets constitute 27% of all pet owners. Millennials are an especially important consumer group for segments of the pet industry marketing products and services to owners of pets other than dogs or cats. Millennials make up one in three owners of pets such as fish, birds, rabbits, gerbils, and hamsters.
“Another reason why Millennial pet owners constitute a key pet market consumer segment is that compared to pet owners in older age groups, 25- to 39-year-old pet owners are more likely to have younger pets that they have acquired recently,” Granderson says. “The combination of younger, recently adopted dogs or cats leads younger owners to have an immediate need for and a higher propensity to purchase pet products of all kinds.”
Simmons National Consumer Study data, Millennial dog or cat owners are more likely than older pet owners to have purchased beds, bowls, feeders and waterers, carriers, crates and kennels, grooming supplies, and toys in the last 12 months.
That isn’t to say that there are no trends in the pet market consumption by older generations. According to the Packaged Facts report, over the past decade there was an increase in pet ownership rate by Baby Boomers, and, although pet ownership historically has dropped significantly when adults turn 70, during the past decade the percent of 70- to 74-year-olds with pets increased from 41% to 45%. Boomers and Seniors accounted for the vast majority of the growth in the population of pet owners over the past decade. Between 2008 and 2018 the number of pet owners in the 55-and-over age group grew by 11.6 million, while pet owners under the age of 40 increased by only 4.1 million and the population of pet owners in the 40- to 54-year-old age group declined by 2.9 million.
It is telling that Boomers continue to acquire puppies as they age. Packaged Facts estimates that 1.4 million 55- to 74-year-olds own puppies and other dogs less than one year old. An additional 5.2 million Boomers have dogs between one and three years old.
These pet ownership trends translate into consumer spending patterns. Households headed by Boomers account for 33% of all households and 40% of aggregate expenditures on pets ($34.4 billion). Together, Boomers and their older counterparts in their mid-70s and over account for 47% of aggregate expenditures on pets.
Pet product trends for 2019 as would be expected, are technology driven. According to another Packaged Facts report, Durable Dog and Cat Petcare Products, 2nd Edition (October 2018), which covers products ranging from collars/leashes, beds, carriers, toys, apparel, bowls, litter boxes and smart products, the latter subcategory racked up $565 million in sales for that year, growing by 11% from 2017.
Smart pet products include pet wearables similar to Fitbit, remote-controlled pet doors, spa-like pet crates and beds, treat-dispensing pet toys, and pet feeders that control the amount of food dispensed via a phone app.
Of course, if you have the obvious businesses – vets, groomers, kennels, doggie daycares – sales are somewhat easy. However, if these businesses want the same old, same old beyond pens (because every business can and should have these), talk them into objects that make sense for their clientele to use with and for their pets, such as leashes and collars.
Also, “Many more businesses are interested in pet promos outside of just veterinarians, groomers and pet supply stores,” notes Carrie Lewis, marketing/communications manager for BIC Graphic North America. “People are bringing pets everywhere today, so think about pet-related products for animal-friendly retail stores, college tailgates and pet-friendly workplaces. There are also a growing number of apps designed especially for pet owners, so the technology market could be a potential area for growth.”
Lewis also observes that charity run/walks and outdoor events are seeing more and more participants bringing their dogs along for the fun. Providing pet-accessory promotional products for these organizers can help spread the word about the event’s promoter/association/charity through increased visibility and potential for even more “Instagrammable” social media moments with cute dogs sporting branded promos. This also holds true for any business supporting the event.
As an example, is central New Jersey-based Purr n Pooch Foundation, the charity operated by Purr’N Pooch Pet Resorts. Its annual summer gala has sponsors ranging from a local coffee roaster (Rook), a vet (Garden State Veterinary Specialists), HVAC (Delta Heating & Cooling), a bank (Manasquan Bank), local publisher (Jersey Shore Publications), newspaper (The Monmouth Journal), libations store (Court Liquors), local hardware store (Builders’ General) and more.
More people are taking their pets along while traveling. She recommends the BIC Graphic North America’s pet accessory bag (#45730), which includes two collapsible bowls for food and water, organizational pockets and a detachable zip case for storing treats or waste bags.
BIC Graphic North America, she reports, just launched a new retractable pet leash that works with pets up to 44 pounds and has an extra long 16-foot length, offered in black or royal with full-color imprint. “Items like leashes and harnesses capitalize on two big lifestyle trends of the moment, encouraging both wellness and pet ownership.”
You will find that focusing on pet promos is not only fun, gratifying and exciting – it’s “pawsitively” profitable!