During SuperZoo 2026, the World Pet Association (WPA) launched petLENS, a market intelligence initiative developed with BSM Partners that gives the pet industry ongoing access to consumer research, category insights and expert analysis. The first report, petLENS Pulse, is set to premiere in September.
WPA said many of the industry's biggest decisions — including inventory, assortment and channel strategy — are still based on data that is months out of date, leaving businesses reacting to consumer trends rather than anticipating them. The association, which has organized SUPERZOO and other industry programs for decades, created petLENS to address that gap.
"The pet industry doesn't lack expertise," said Mike Karsting, senior vice president of WPA. "It lacks the ability to see around corners. Retailers, brands, distributors — every part of this industry is making decisions today based on where the market was months ago, not where it's actually headed. petLENS gives this industry that forecasting ability year-round."
Who is being surveyed?
petLENS draws on continuous tracking and surveying of more than 75,000 pet owners, conducted by BSM Partners, along with interpretation from a team of data scientists, researchers, veterinarians and product scientists. The research covers dogs and cats as well as birds, reptiles, small mammals and aquatic pets.
The program includes two components. petLENS Pulse is a monthly index report structured around five pillars: sentiment and ownership; spending and shopping behavior; category and product; discovery and loyalty; and health and wellness. It is intended to help retailers, brands and other stakeholders spot trends, flag risks and guide decisions such as adjusting an order or resetting a shelf.
petLENS Spotlight is a quarterly series of studies examining specific product categories or broader industry trends through consumer research, trend data and expert insight, aimed at guiding product development and retail strategy.
"Most research in this industry is a snapshot: a survey at one point, a sales report at another," said Michael Johnson, principal of marketing, insights and innovation at BSM Partners. "petLENS never stops measuring because the consumer never stops evolving.
"We continuously study and track pet owners to understand their behaviors, needs, concerns and how we in the industry can better support their journeys," added Johnson. "To do that, we need to know what's happening now, not what happened years ago. That's what this program is for."
Additional information is available at petLENS.org.
