Meet Your Best Customers; Pet Owners
Growing Pet Owner Population
About 63% of all U.S. households, or 69.1 million homes, have at least one pet. Pet ownership is expected to continue to increase especially among key demographic sectors including baby boomers (empty nesters) and young professional couples (delaying starting families in favor of careers). Both of these demographics are turning to pets to fill the void at home.
Money to Spend
American pet owners spend over 38 billion dollars each year on their beloved animals—$38.5 billion in 2006. Now, that’s a lot of love! From monogrammed sweaters to grooming sessions followed by spa massages and self-cleaning litter boxes, there’s nothing too good for our adored pets.
Total U.S. Pet Industry Expenditures
Year |
Billion |
|---|---|
| 2006 | $38.5 |
| 2005 | $36.3 |
| 2004 | $34.4 |
| 2003 | $32.4 |
| 2002 | $29.5 |
| 2001 | $28.5 |
| 1998 | $23 |
| 1996 | $21 |
| 1994 | $17 |
Generous
Now, pet owners come in all shapes, sizes, and colors. They come from all walks of life— they have different nationalities, religious and political beliefs, sexual orientations and bank account balances. Yet, there’s one thing common to all of these different types of people; the love for their pets. The majority of pet owners say they're willing to sacrifice everything for their pets: A full 74 percent of those surveyed say that they would be willing to go into debt in order to provide for their animal's well-being. And of those who have a will, 27 percent have included provisions for their pets.
Educated & Affluent
Many pet owners, especially the growing populace of baby boomers and young professional couples have higher-than-average discretionary income. These family pets are enjoying elaborate high-end and high-tech products as well as innovative devices designed for the convenience of the pet owner.
Loyal
Pet owners are an extremely loyal breed. Once they purchase a product they like, they continue to purchase that product.
Brand Aware
Pet owners are highly likely to actively seek out brands that advertise uniquely to them.
Ad Aware
Pet owners go out of their way to purchase products and services marketed directly to them.
Diverse Needs & Interests
Don’t forget pet owners are consumers of many goods and services. They eat, sleep, play, work, love, walk, run, drive, and shop just like non-pet owners. Well, maybe “better” than non-pet owners! Pet owners have diverse needs and interests. So, you don’t have to have a pet-related product, to market to the pet owner demographic.
—Sources: AVMA U.S. Pet Ownership & Demographics Sourcebook, APPMA National Pet Owner’s Survey, U.S. Census Bureau
