Nielen IQ Omnishopper Panel data suggests that nearly all of the growth in the United States pet care market has been driven by established consumers during the past year. Among those companion animal caregivers, heavy buyers made up a large percentage of overall sales. Considering these two aspects of the U.S. pet food industry together, established pet food customers who buy heavily may have an outsized influence the market.
Importance of established pet owners to the US companion animal industry
Retained pet care customers accounted for US$9.1 billion in dollar volume growth during the 52 weeks preceding June 17. New buyers made us US$1.0 billion, while lost buyers decreased dollar volume by US$0.8 billion. Overall, pet care sales dollar volume increased from US$70.4 billion to US$79.7 billion during that period.
Pet food sales made up US$53.7 billion out of that nearly US$80 billion total. The pet food segment grew both online and in-stores, while durable goods grew mostly in e-commerce.
Among pet food customers, heavy buyers accounted for 76% of all dollars spent on consumables for companion animals.
“The true omni-shopper provides the most value as their weight of dollars is significantly higher,” according to a report presented by Andrea Binder and Sam Smith of NielsenIQ at SuperZoo 2023. “Retained and heavy consumption trends show case how lucrative those loyal shoppers can be.”