2025宠物消费趋势报告（英文版）

TRENDSREPORT

PawPower:

PetPurchasingTrends

PETPURCHASING

AbouttheReport

NUMERATOR’SPAWPOWER:PETPURCHASINGTRENDSreportbreaksdownthecontinuedgrowthofthepetindustryinapost-COVIDworldandsharesinspirationonhowbrandsandretailerscanmaintainthatgrowth.

UsingNumerator’sTotalCommercepanelofover150kpanelistsacrossboth

digitalandphysicalcollectionmethods,weanalyzedpurchasingandattitudinalbehaviorsamongthefollowinggroupings:

•PetFood&Treats

•PetSupplies

Allanalyseswasconductedlookingatlatest12monthsending8/31/2024unlessotherwisenoted.

Source:Numerator

Petsaleshavegrownstrongforseveralyearsbutisslowing.NNonertor

PETSALESGROWTHBYSECTOR

ProjectedSales%ChangevsYA|Rolling12MonthsEnding8/31/2024

GroceryHealth&BeautyHouseholdHome&GardenElectronicsPet

25%

20%

15%

11%

12%

10%

10%

5%

8%

0%

-5%

-10%

-15%

2021202220232024

Source:Numerator

Householdscontinuetoenterthepetsector,

butconsumersarebecomingchoicefulinwhattheybuy.

PETSECTORSALESDECOMPOSITION

Latest12MonthsEnding08/31/2024vsYearAgo

+5.0%

ProjectedSales

+1.1pp

HouseholdPenetration

+3.9%

BuyRate

+3.3%+0.6%

PurchaseFrequencySpendperTrip

“From1996-2024,thedogpopulationhassteadilyincreased,from52.9

milliontoanewpeakof89.7million.”

AmericanVeterinaryMedicalAssociation

Drivenbymixoverinflation

July’sCPIforPetProducts:+0.8%1

-2.1%+2.7%

UnitsperTripSpendperUnit

Source:Numerator|1BLSCPI

Fourkeytrendsimpactingthepetsector.

PETSANDPRICETAGS

Petownershipisbecomingmore

challengingasreturn-to-office

mandates,shiftingpriorities,and

risingpetcarecostsstrainbudgets.Brandsandretailersmustpivotto

addressthesepressures,offering

value-drivensolutionsthatresonatewithconstrainedpetparents.

Private-labelpetfoodsandtreatsarethriving,combiningpremiumappeal

withaffordabilitytomeetdemand.

Atthesametime,thepetwellness

sectorisexpanding,highlighting

growingattentiontopets’healthandpreventivecarethatretailersmust

catchupto.

LEARNTHESTORY

WELLNESSUNLEASHED

Petparentsarepamperingtheir

furryfriends,drivinggrowthinhealthandwellnessproducts.Despitecostpressuresinthepetsector,many

ownersprioritizehigh-qualitytoysandwellnessgoodsfortheirpets.

Brandstappingintohumanhealthtrends,likeguthealth,havefoundsuccess,withBoomersleadingthewayandGenZofferingroomforgrowth.Brandscanfindgrowthinbothtraditionalwellnessand

emergingwellnesssuchasmentalhealthandenrichmenttoys.

LEARNTHESTORY

PAWINGTHROUGHTHEAISLES

GeneralretailersarethrivingaspetspecialtystoreslosesharetogiantslikeAmazonandWalmart.Amazonstandsoutbywinningshopperswith

price,convenience,andpromotions.

Specialtypetretailersfacemountingchallengesasmassretailersande-

commercedominate.Tostay

competitive,theymust

refinepromotionalstrategiesandfosterloyaltyamongnewpet

parents.

LEARNTHESTORY

GENZ(OOMIES)

AsGenZstepsintotheirspendingpower,they’rereshapingthepetmarketinuniqueways.While

budget-conscious,thisgenerationcravesexperiences—andnothingdrawstheminquitelikeastore

wheretheirpetscanjointhefun.

FormanyGenZpetowners,urbanlivingandrentinginmulti-unit

complexesmeancatsoftentakecenterstage.Byspeakingtotheirlifestyleandvalues,brandshaveachancetowintheloyaltyofthesenext-genpetparents.

LEARNTHESTORY

Source:Numerator

PAWPOWER:PETPURCHASINGTRENDS

PetsandPriceTags

Whilegrowthcontinues,headwindscanbeexpectedasacycleofownershipisexpectedtohitaslowdown.

l

WashingtonPost,2022Gothamist,2024

Kiplinger,2023

Bloomberg,2023

Source:Numerator

Aweaker2025forpetownershipcouldbeanticipated

especiallyamonglowerincomehouseholds.

SHAREOFPETOWNERSNOTLIKELYTOADOPTANOTHERPET

%ofRespondents

43%

13%

Aremorelikelytoaddapetnowcomparedto

twoyearsago.

Yet…

40%

Arelesslikelytoaddapetnowcomparedtotwoyearsago.

39%

37%

LowIncome(<$40K)MiddleIncome($40K-$125K)HighIncome(>$125K)

Source:Numerator|N=1035

Q.Howlikelyareyoutoaddmorepetstoyourhouseholdcomparedtotwoyearsago?Selectone.

Overallpetcostsfromvetcaretopetsuppliesisdrivingadeclineinaddinganotherpettothehouse.

REASONSFORBEINGLESSLIKELYTOADDANOTHERPETTOHOUSEHOLD

%ofRespondents

CostofpetneedsOtherhouseholdprioritiesUpfrontcostandotherpricefactors

36%

28%28%27%

30%

12%

Costofveterinarycare/prescriptions

Otherpriorities

aheadofpet

ownership

CostofpetToomanypetsat

supplieshome

CostofpetfoodChangeinliving

situation

Source:Numerator|N=1035

Q.Whyareyoulesslikelytoaddpetstoyourhouseholdcomparedtotwoyearsago?Selectallthatapply.

11%

Generalnon-pethouseholdcosts

7%

Costofpetadoption

Whilebasepriceinflationforpetfoodhasslowed,

pricesremainelevated.

PETFOODCONSUMERPRICEINDEX

MonthlyInflation

——%ChgfromLY——CumulativeChange

+23.4%

+15.7%

8/1/198/1/208/1/218/1/228/1/238/1/24

Source:BLS

Withhigherprices,consumersareshiftingbacktoNNonertor

privatelabelforpetfood&treatsbutnotsupplies.

SHAREOFPRIVATELABELINPETSUPPLIES

%ofSpend|Latest12MonthsEnding7/31/2024

SHAREOFPRIVATELABELINPETFOOD&TREATS

%ofSpend|Latest12MonthsEnding7/31/2024

-4.7

+0.5

13.8%13.7%

21.8%

20.5%

13.2%13.3%

19.3%

17.1%

2021202220232024

2021202220232024

Source:Numerator

Althoughprivatelabelpetfoodhasgrown,consumersaretradingdowntolowerabsolutecost.

PRIVATELABELPETFOODANDTREATSHOUSEHOLDPENETRATIONCHANGE(INPERCENTAGEPOINTS)

Latest12MonthsEnding08/31/2024vsYA

06pt

0.8pt

.

0.3pt

WalmartDollarGeneralDollarTree

SPENDPERUNITONPRIVATELABELDOGFOOD&TREATS

BelowaverageAboveaverage

-0.2pt

-0.3pt

-0.3pt

-0.9ptKroger

-1.1pt

PetSmart

Chewy

petco

Amazon

CategoryAverage:$7.85

$5.97

$3.57

$2.25

●$8.58

$6.33

$19.16

$16.75

$9.30

Source:Numerator

However,consumerslikelydon’tperceivethetradedowngivenrecentprivatelabelbranding.

PRIVATELABELPETFOODBRANDCOMPARISON

GOLDENREWARDS

Walmart’sGolden

Rewardsoffersavarietyofdogsnacks,includingjerkytreats,chews,andbiscuits.Itispositionedasanaffordableyet

indulgentoptionforpetownersbyemphasizinghigh-proteincontent

andnaturalingredients.Thebrandisstep-up

fromtheircheaper

VibrantLifelineandhasgrownpenetrationby

0.7pts.

ASHLANDFARMS

FamilyDollar’s

AshlandFarmspet

foodhasgrown0.7pts

HHPand4.5%inannualbuyrate.

AshlandFarms

brandingisexplicitly

“premium”andnaturalandnottiedtoFamilyDollarbranding,givingittheappearanceofanon-privatelabel

product

WALMART

BasedonHouseholdPenetration|Latest12MonthsEnding08/31/2024vsYearAgo

HEARTLANDFARMS

HeartlandFarmshas

grownbothpenetrationandpurchasefrequencyinthelastyear.Ona

brandlevel,Heartland

Farmshasgained$2.3MfromPedigreeAdult.

HeartlandFarms

brandingisnottiedtoDollarGeneraland

advertises“Complete

and“Balanced”nutritionfordogs.

Source:Numerator

Privatelabel’sdeclineinpetsuppliesstemsfromabroadershifttowardspetwellnessthatretailershavenotfocusedon.

%OFPROJECTEDSALESBYPETSUPPLIESMAJORCATEGORIES

Latest12MonthsEnding8/31/2024

BrandedPrivateLabel

29%

25%

20%

16%

11%9%

6%

2%

1%

20%18%

6%4%

6%5%

5%4%

4%

6%

3%

CatSuppliesHealth&PetToysWasteFlea&TickCollars&LeadsPetPetBedsPetGroomingAllOther

%SalesChangeYOY

WellnessManagementContainmentSupplies

+8%

+16%

-1%

+2%

+1%

+9%

-3%

+9%

+10%

-

Source:Numerator

InspirationforPetsandPriceTags.

PREMIUMIZETOGROW

Withpetownersincreasinglyhesitanttoaddanotherpettotheirhouseholdduetotherisingupfrontandongoingcostsofsuppliesandfood,brandsmustfocusondrivinggrowththroughtheir

existingcustomerbase.Expandingthecategorywillrequireidentifyingandcapitalizingonwhitespaceopportunitiesand

emergingtrendsthatencouragepetownerstoinvestmoreintheirpets.

Thiscouldincludepremiumofferingssuchashigher-qualityfoodornewventuresintotheexpandingworldofpetwellness,whichwillbeexploredfurtherinthenextsectionofthereport.

APRIVATELABELDUALITY

Theprivatelabelpetindustryisexperiencingasplittrajectory,

withgrowthinpetfoodandtreatsbutdeclineinpetsupplies.Inthepetfoodandtreatssegment,privatelabelbrandswith

premiumpositioningatbudget-friendlyretailerslikeWalmartanddollarstoresaregainingtraction.Incontrast,privatelabelpet

suppliesarelosingmarketshareasretailersfallinkeepingpace.

Tonavigatethisduality,brandsmustfirstdefendtheirpositioninpetfoodandtreatstosecureshelfspaceandmaintainvisibility.Theyalsohaveanopportunitytocollaboratewithretailersto

revampprivatelabelofferingsinthepetsuppliessegment.

Retailersshouldfocusonrefreshingtheirprivatelabelbrandingtobetteralignwithcurrenttrendswhilemaintainingaffordability.

Enteringthewellnessspacecouldalsoprovideapathwayforretailerstocapturealargershareofthisgrowingmarket.

Source:Numerator

PAWPOWER:PETPURCHASINGTRENDS

WellnessUnleashed

Health&wellnessproductsareexperiencingthefastestgrowthwithinthepetsector.

TOPGROWINGPETCATEGORIESAMONGPETOWNERS

Latest12MonthsEnding08/31/2024vsYearAgo

Category%OfPetOwnersBuyRate

Health&Wellness

+1.8pts

+9.2%

WasteManagement

+0.8pts

-1.5%

CatSupplies

+0.7pts

+5.8%

CatFood&Treats

+0.5ptss

+5.9%

Source:Numerator

TopCategoriesbasedoffgreatest%ofPetOwnerYoYGrowth

AndnearlyallcategoriesareseeingbothnewandexistingNNonertor

customersdrivegrowth.

TOPPETHEALTH&WELLNESSCATEGORIES

12MonthsEnding08/31/2024

12%

10%

UnitsperTripGrowth

PetEarCare

PetDentalCare

8%

6%

VisionCare

4%

Wound

Care(Pet)

CalmingProducts

(Pet)

2%

0%

PetPainRelief

HairballRelief

Allergy&ItchRelief

-2%

-4%

-0.20.00.20.40.60.81.01.21.4

%ShopperGrowth

Source:Numerator

BubbleSize=projectedsalesinthelast12monthsending8/31/2024

Petshoppersaren’tjustfocusedononehealthneed–theyarebuyingacrosstheboardwithdentalcarebeingtheentrypoint.

PETHEALTH&WELLNESSCATEGORIESANDBRANDSPURCHASED

12MonthsEnding08/31/2024

46%

ofPetWellnessshopperspurchasedmorethan1

wellnesscategory.

2.5

AveragenumberofPetWellnessbrandspetownerspurchasedinthelast12months.

1in2

Shopperswhopurchased

justoneHealth&WellnesscategorypurchasedaformofPetDentalCare.

Source:Numerator

Health&WellnessPetalsoincludesDogDentalChewsandCatDentalTreat

Categoriesfocusedonpetskincarearedrivingthegrowth.NNonertor

PROJECTEDSALESCHANGEYEARAGOACROSSCATEGORIES

Latest12MonthsEnding08/31/2024vsYearAgo

24%

17%

16%

15%

38%

35%

28%

26%

Allergy&ItchReliefHairballReliefPetDentalCarePetPainReliefPetEarCareWoundCare(Pet)Behavior(PetH&W)VisionCare

Source:Numerator

Manyfast-growingpetskincareproductsarebeingmarketedwithguthealthinmind–atrendalsofoundinhumanhealth.

TOPGROWINGALLERGY&ITCHRELIEFANDHAIRBALLRELIEFBRANDS

Latest12MonthsEnding08/31/2024vsYearAgo|SelectListofBrands

Learnmoreaboutdigestivehealthinour

HealthTrendsfor2024&2025

article.

Source:Numerator

Petwellnessshoppersaretypicallyolder,high-incomecouples.NNonertor

PETWELLNESSSHOPPER

PetSectorShoppers

%ofPetWellnessShoppersvs.Overall

TopDogAilments

Rural

GenX

33%,109

TopCatAilments

Index

32%,108Index

Allergies25%,114

Weight

Issues

NoChildren

73%,101Index

White/Caucasian

8%,111

74%,111Index

Allergies8%,106

Anxiety/

Stress

16%,115

AdultCouples

22%,120Index

HighIncome($125k+)

31%,109Index

Anxiety/

Stress

7%,106

Arthritis/

HipIssues

13%,113

PetSubscription

9%,147Index

Thepercentageofadultslivingwithoutchildrenhasrisenby19points

since1967.1KnownasDINKs(DualIncome,NoKids),thisgrowinggroup

isalsolikelytoownpets,with72%ofDINKshavingapet.

Source:Numerator|1USCensus

PetWellnessShopperIncludesthosepurchasingDentalDogChewsandDentalCatTreats

Olderpetownersviewtheirpetsasmembersofthefamily.NNunertor

PETHEALTH&WELLNESSIMPORTANCE

%ofRespondents

GenZMillennialsGenXBoomers+

57%

53%

51%

“Weloveanimalsandconsiderthemtobeapartofourfamily.Ourcatsareallrescues.Weaddedeachoneknowingthatweweresavingtheir

lives.Eachcathasbroughtjoyandloveintoourhousehold.“

InTheirOwnWords

43%

39%

30%31%27%

33%

27%

19%

17%

20%

15%

11%

11%

“BecauseIalwaysgrewupwitha

petandIseeapetmorethanjustapet.Iseethemasfamilysothat'sthereasonwhyIhaveacatanda

bird.Havingapetjustmakesmefeelcomplete.“

17%

14%

12%

6%

It'simportantformy

pettohavethebest

nutritionanddiet

MypetshouldeatashealthyasIdo

Standardpetfoodis

goodenoughformy

pet

PetnutritionandPricebeatsingredients

healthisnotaswhenitcomestopetimportantasmyownfoodchoice

Source:Numerator|SurveyfieldedOctober2024N=1,034

Q.Whatstatementsbelowaretruewhenitcomestoyourpet’shealth?Selectallthatapply.

Brandswillneedtodrivemoreoccasionsamongyoungerconsumerstofurthergrowhealth&wellness.

PETWELLNESSSPENDMETRICS

GenZ&Millennialshaveasimilarpricetolerancecomparedtoothergenerations.Brandsshouldtapintotheirvaluestodrivepurchaseoccasionstogrowpurchasing.

Z

Latest12MonthsEnding08/31/2024

AgeGeneration

BuyRate

PurchaseFrequency

SpendPerUnit

GenZ

$69.38

3.5

$14.49

Millennial

$101.70

4.4

$17.06

GenX

$109.47

5.0

$16.01

Boomers+

$101.77

5.0

$14.53

Source:Numerator

Health&WellnessPetalsoincludesDogDentalChewsandCatDentalTreat

Beyondphysicalhealth,consumersareconsideringhowtheytakecareoftheirpet’smentalhealththroughenrichmenttoys.

CONSUMERPERCEPTIONOFMOSTINTERESTINGPETTRENDSBYGENERATION

%ofRespondents|AmongPetOwners

RankingGenZMillennialsGenXBoomers+

1

EnrichmentToys

DentalHygieneProducts

EnrichmentToys

DentalHygieneProducts

2

SustainablePetProducts

EnrichmentToys

DentalHygieneProducts

GroomingDevices

3

GroomingDevices

GroomingDevices

GroomingDevices

SmartFeeders,WaterBowls,andLitterBoxes

Source:Numerator|SurveyfieldedOctober2024N=1,034

Q.Whichofthefollowingpethealthandwellnesstrendsinterestyouthemost?Selectallthatapply.

Aspetwellnessbecomesapriority,brandsshouldlooktospecializeinthesedemandspacestodrivegrowth.

GROWINGPETWELLNESSBRANDS

PetOwnerProjectedSalesIndexedtoYearAgo

GroomingandEnrichment

Groomingkitskeepspetslookingtheirbestwithminimalmess,whiletreat-dispensingtoysengagespetsinactiveplay,helpingprevent

boredom.Bysupportingbothphysicalupkeepandmentalenrichment,theseproductsensurepetsstayhealthy,happy,andentertained.

PetDentalCare

Withavarietyofoptionsdesignedtosuitdifferentpreferences

includingdentalwipes,wateradditives,andpowder.Thesepetdentalproductsprovideconvenient,effective,andgentlewaystosupport

oralhygiene,ensuringyourpet'smouthstaysfresh,clean,andhealthy.

Barkbox

157index

OneisAll

124index

Proden

160index

HICCPet

1533index

PetlabCo.

278index

Source:Numerator

InspirationforWellnessUnleashed.

PRIMETHENEXTGENERATION

Wellnessproductsforpetsmustbetailoredtothedistinctneedsandprioritiesofdifferentgenerations.Youngerpetownersoftenseekcost-effectivesolutionsthatoffervalueformoney,while

oldergenerationsaremoreinclinedtoinvestinpremiumproductsthatpromiseenhancedhealthbenefits.

Tofosterdeeperconnectionswithpetowners,brandsshould

emphasizetheemotionalbondbetweenpeopleandtheirpetsbyshowcasingwellnessproductsthatreflecttheirvaluesandthe

notionofpetsasfamilymembersandextendintootherpet

ailments.Educationisneededamongyoungerconsumersto

showcasethevalueofinvestingintheirpettosavecostsinthefuture.

HUMANIZEPETHEALTH

Consumersarefullyinvestedintheirpets’well-being,from

purchasingsupplementstomanagingdentalandearcare,and

thismovementshowsnosignsofslowing.Someofthefastest-

growingbrandsandcategoriesinitiallyfocusedonskinandcoathealth,butanemergingtrendhighlightstheimportanceofgut

health—closelymirroringconcernsseeninhumanwellness.This

parallelallowspetownerstoempathizewiththeissuestheirpetsface,makingiteasierforbrandstoconnectonadeeperlevel.

Tostaycompetitive,brandsshouldcontinueprioritizinghigh-growthareaswhileexpandingtheirofferingstoaddress

challengesthatresonatewithhumanexperiences,suchasanxietyorjointpain.

Source:Numerator

PAWPOWER:PETPURCHASINGTRENDS

PawingThroughtheAisles

AmazonandWalmarthasbeenthebeneficiaryofshoppershiftswithinpet–growingsharecomparedto2021.

PETSECTORDOLLARSHAREBYRETAILER

Latest12MonthsEnding8/31/2024

2021

2022

2023

2024

22%22%

20%

18%17%17%

15%

14%

13%

9%

8%

7%

6%

6%

5%5%

5%5%5%5%

13%

13%

21%

7%

WalmartAmazonCPetSmartPetcoTractorSupplyCo

Source:Numerator

TraditionalpetretailershavelostinpetfoodandsupplieswhileAmazonandWalmarthaveseengrowthoutpaceanydeclines.

PETDEPARTMENTSALESGROWTHACROSSRETAILERS

Latest12MonthsEnding08/31/2024vsYearAgoPetFood&TreatsGrowthPetSuppliesGrowth

15.0%

11.9%

13.1%

10.0%

5.0%

0.0%

-5.0%

-10.0%

6.3%

4.7%

0.1%

-0.3%-0.3%

-3.7%

-8.6%

-9.9%

WalmartAmazonCPetSmartPetco

Source:Numerator

Amazonhasgrownamongdogandcatproductsandhasbeena

successfulchannelforbrandsinthespaceevenduringPrimeDay.

MOSTPURCHASEDITEMSPRIMEDAY2023

Basedon#ofunits

AMAZONPROJECTEDSALESGROWTHBYSPECIESCATEGORY

Latest12MonthsEnding08/31/2024|RankedbyCategorySize

+19%

+9%

0%

+15%

-3%Bird

Reptiles

-3%Fish

Cat

Dog

Small

Mammal

PartofAmazon’sDogandCatgrowthcomesfromSubscribe&Savedeliveriesforfoodandlitter.WhenshoppersuseSubscribe&Save,Amazonwins+13%moreshareofwallet.

Source:Numerator

Price,convenience,andpromotionsdriveretailerchoiceamongAmazonshoppers.

TOPIMPORTANTFACTORSINCHOOSINGRETAILERFORPETSUPPLIES

%ofAmazonPetShoppers

62%

41%

42%

34%34%

PriceConvenientlocationGooddeals&promotionsFavoritebrandsinstockEasyonlineshopping

Source:Numerator|N=1,035

Q.Whatfactorsarethemostimportantinchoosingaretailerwhenshoppingforyourpet?

Assortmentandtradepromotionsareareasoffocus

forpetretailerstogrow.

Whatcouldatraditionalpetretailerdotoencourageyoutoshoptheremore?

“Havebetterselectionandprices.It’ssad,butAmazonhasamuchbetterselection.”

“CarrytheitemsIuseformycatordogs.Theyhavealotofthebignamebrands

thataren’tactuallythathealthy.“

“…encouragemetoshoptheremorebyimprovingtheirrewardsprograms.Iwantmypettoreceiveatoyortreatonherbirthday.”

“Morepromotionsindifferentvarieties.Grooming,items

bought…Savingsmeanalottopeoplenowwithinflation!Ialsolovethatyoucantakeyourdoginstore!“

Source:Numerator|N=1,035|TraditionalpetretailerdefinedtorespondentsasPetSmart,PetCoorPetSuppliesPlus

Traditionalpetstoreswillneedtoreassesspromotionalstrategyasmass,dollar,andAmazonhavetakenupshareofvoice.

NUMBEROFADBLOCKSCHANGEYEAROVERYEAR

Latest12MonthsEnding8/31/2024|ShowingPetBanners,AmazonandKeyChannels

158%

127%

21%

22%

13%

13%

-9%-11%

-35%

DollarMassCAPetSuppliesPlusSupermarketsPetcoClubPetsmart

Source:Numerator

Additionally,specialtybrick&mortarretailersNNunertor

struggleinretaininghouseholds.

PETSECTORREPEATRATEACROSSRETAILERS

Latest12MonthsEnding08/31/2024vsYearAgo

80.1%

80.8%

77.7%

57.5%

58.9%

51.9%

WalmartAmazonCPetSmartPetcoTractorSupplyCo

Source:Numerator

Drivingconsecutiverepeatfornewpetshoppersisimportantastraditionalpetretailerslag.

IMMEDIATELOYALTYTORETAILERAFTERFIRSTPETSHOPPINGTRIP

Latest6MonthsEnding4/30/2024|PostPeriod26WeeksAfterAnalysisPeriod

17.0%

18.2%

10.0%

PetChannelWalmartAmazon

Source:Numerator|Readas:18%ofNewWalmartPetShoppersshoppedatWalmartintheirnextimmediatepetshoppingtrip.

InspirationforPawingThroughtheAisles.

RETAINTOSTAYASHORE

Anotherthreattotraditionalpetretailisthatnewshoppersviewthesestoresasaone-timevisitinsteadofarepeatable

destination.WalmartandAmazonarenearlytwotimesmore

likelytohavenewshoppersvisitthemintheirnextimmediatepettripcomparedtotheentirepetchannel.

Forretailers,thismeansbreakingdownwhothenew-to-store

shopper(suchasGenZ)isandbuildingoutanurturingcampaigntodriverepeattrips.Forbrands,itmeanshelpingtheseretailersoutbyofferingbrandexclusivestohelpstemleakage.

PROMOTETOSTAYAFLOAT

TraditionalpetretailisfacingawatershedmomentasconsumersaremovingawayfromthesestoresandgoingbacktoWalmart

andAmazon.ForWalmart,welearnedinourPets&PriceTagsectionthatprivatelabelwasagrowingsuccesswhileAmazonshoppersseekforthelowestpriceanddeals.

Withpricesatanalltimehigh,reducingtradepromotionscan

causeheadwindsastraditionalpetretailershaveshown.Retailerswillneedtoreassesswhatpromotionstheyofferanddetermine

whichtypesofpromotionsdrivethebiggestchangeindrivingincrementalshoppersgoingforward.

Source:Numerator

PAWPOWER:PETPURCHASINGTRENDS

GENERATIONZ(OOMIES)

AsGenZagesandcontinuestogrowtheirspending,theywillrepresentalargershareoftotalpetspending.

PETBUYRATEGROWTHBYGENERATION

%ChangevsYA|Latest12MonthsEnding8/31/2024

11%

9%9%

4%

GenZMillennialGenXBoomers+

Source:Numerator

AlthoughGenZseeksgooddeals,theyheavilyappreciatehavingthein-storeexperience.

FACTORSTHATAREMOSTIMPORTANTWHENSELECTINGARETAILERTOSHOPFORPET

%ofRespondents

GenZAllShoppers

56%

47%

43%

37%39%

30%31%30%

27%

20%

15%

13%

9%

6%

13%13%

20%

37%

27%

29%

26%

13%

13%

7%

PriceGooddeals

Located

Myfavorite

Mypetis

Selection

Partofmy

Icanbuy

Easyonline

Pet

Petservices

Convenient

or

closeto

brandisin

welcomed

across

regular

otheritems

shopping

Pharmacy

onsite

subscription

promotions

home

stock

species

shoppingroutine

atthesamestore

options

deliveryoptions

Source:Numerator|SurveyfieldedOctober2024N=1,034

Q.Nowwearegoingtoaskyouafewquestionsaboutyourretailerchoiceforpetsupplies.Whatfactorsarethemostimportantinchoosingaretailerwhenshoppingforyourpet?Selectallthatapply.

Havinganin-storeexperiencewherepetscanjoininhasmadeGenZmorelikelytoshopatdecliningtraditionalpetshops.

%OFGENZPETSPENDINDEXEDTOALLSHOPPERS

Latest12MonthsEnding8/31/2024

PetChannelOnlineChannelAllOtherChannel

187

106

103

99

94

100

88

79

76

155152

TargetPetcoPetSmartAmazonKrogerCostcoWalmartTractorSupplyCDollarGeneral

Co

Source:Numerator

Tiki