Pet Products Association (APPA) announced the official release of its newly expanded APPA National Pet Market Opportunity
Study at the 2014 Global Pet Expo. The report focuses on previous pet owners and non-pet owners
(individuals who have never owned a pet) and identifies new market
opportunities as well as barriers to pet ownership. The study also
explores comparisons between current, previous and non-pet owning households.
One of the
key findings in the survey found that there are 84.6 million US
households that are current pet owners, 26.6 million US households are
previous pet owners and 11.4 million households have never owned a pet.
behaviors between the three pet ownership types—current, previous and non-pet
owners—there are some notable demographic differences, according to the report. Current pet owners tend to live in more rural areas, have young
children at home and larger households. They report somewhat lower average household
incomes, are younger and own their own single family home. Conversely, previous
pet owners tend to live in mid-size markets, do not have young children at
home and have the highest average household incomes. They are slightly older
and live in a single-family home they own with one other person (typically
their spouse). Finally, non-pet owners tend to be urban dwellers who more often
live alone, rent their residence (which has a higher likelihood of being a
building for three or more families) and are least likely to be married.
New to this
year’s study was a look at ownership by generation. One-third of current pet
owners are Baby Boomers, while another one-quarter each are Gen Y and Gen X.
Only 10% of current pet owners are from the Builder generation. Previous pet
owners are far more likely to be Baby Boomers (43%), followed by Gen X (21%)
and Builders (20%). Gen Y makes up the smallest number of previous pet owners.
The non-pet owners group is composed of one-third Baby Boomers and nearly
one-third Gen X respondents. One-quarter are Gen Y and the remaining are
The report also
includes the impact of current economic conditions on pet ownership, as well as
the influence of TV shows/videos about pets. Media habits, leisure activities,
Internet usage and care of free-roaming animals are just a few of the other
topics explored, according to APPA.
For more about sustainability in petfood, watch Jan Hoijtink's Petfood Forum 2010 PowerPoint, "Corporate social responsibility: from whim to a matter of strategy."
Learn about more companies and how they are lending a helping paw and claw to their own cause campaigns
Commercial petfood makers are creating mixers and diets
that require consumers to get involved with preparation
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