Lessons from pet owner psychographics

Both dog and cat owners seem to agree on where pets belong in their humans’ lives.

February 18, 2025

Pets are undeniably part of peoples’ families, but what does that translate to in terms of things like identity and long-term ownership?

Pets are undeniably part of peoples’ families, but what does that translate to in terms of things like identity and long-term ownership?

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Pet owners’ defining psychographic is the “pets as family” mindset. Long before COVID-19, a large majority of owners considered their pets as full-fledged family members. The pandemic-related traumatization of minimal human contact, maximum anxiety over personal health and financial insecurity then had Americans depending on their pets more intensely than ever for companionship and comfort. Packaged Facts’ July–August 2024 and November 2024 Surveys of Pet Owners show 72% of dog owners and 70% of cat owners agreeing that their pets are “part of the family.” (See Table 1.)

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US pet ownership update

Overall pet ownership has dipped slightly, especially where dogs are concerned, with cats finally gaining ground.

Cats have gained ground in the pet ownership arena during the last several years — even before the COVID-19 pandemic changed the landscape.

‘All of the Above’ and pet product channel shopping trends

Omnichannel shopping continues to evolve as pet owners eschew the either/or concept and use whatever’s most convenient.

The continued expectation of convenience in purchasing has led to the strengthening of the omnimarket approach to pet food shopping.

Pet product retailing and political outlook

Data shows particular political leanings when it comes to who shops where for pet food.

Everyone agrees that their pets are the best — but when it comes to politics, there are some differences in shopping channel preferences.

Pet food price inflation and retail shopping shifts

Price changes have affected how — and where — pet owners conduct their pet food shopping.

Pet food shopping continues to shift as inflation pressures, omnichannel options and pet owner preferences evolve.

Generational notes on pet food

The younger generations are firmly in the driver’s seat when it comes to pet food shopping trends.

Millennials are the current pet food purchasing powerhouse generation, but as more Gen Zers become adults, they’re throwing their preferences into the trends mix.

Cross-currents in pet food expectations

Pet owners provide clear preferences in surveys, but their actual purchases don’t always bear their thoughts out.

Pet owners treat their pets like family, and with that comes the same conflicts of desire vs. practicality in pet food purchasing that exist in human food purchasing.

Vets as pet care influencers are on a more crowded stage

Specialty pet shops and the internet have gained in influence in recent years.

Veterinarians remain a reliable source of pet information in pet owners’ eyes, but other sources of information are gaining ground among millennials and Gen Z.

Dry dog food update: Growth from ongoing premiumization

The top dog kibble companies continue to see growth in usage, as does the overall category.

Dog kibble brands continue to grow, alongside and perhaps in spite of novel ingredient and similar trends.

Pet food sales and retail shopping patterns: A side-by-side look

E-commerce and brick & mortar continue to grapple for share in an omnichannel market containing more players than ever.

Pet food shopping has far more consumer options than ever before, leading to a different experience for each pet owner depending on their needs.

Sales performance, growth prospects in US pet food

The trends are shifting in terms of pet ownership and pet food sales influences.

Dogs and cats are vying for the top spot in pet owners’ hearts more than ever, shifting pet food sales trends to match.

Pet food marketers begin to cat(ch) up

The cat segment may finally be getting its due as investors and companies alike see the available opportunities.

Cat owners have long known their animals are worth it, and now the pet food industry may be catching up.

The prognosis for prescription pet foods

Pet owners continue to shift the channels through which they purchase their pets’ diets.

Veterinary diet purchasing directly through the veterinarian is down, but that doesn’t mean pet owners aren’t spending their money on specialty formulations for their pets.

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