Across the entire pet industry spectrum, the “pets as family” movement is cause for celebration, but perhaps nowhere is this more the case than in pet grooming and spa services and products. People treating their pets like full-fledged family members has become a societal norm, with Millennials knowing no other way and Boomers coping with empty nests, the upshot being pet owners spending more than ever before and pets spending more time with their owners than ever before. Making sure the pets are clean and well-groomed is an integral part of integrating “furbabies” both into the household, where they often share furniture and sleep in the same bed as their owners, but also into public settings, from dog parks and coffeehouses to retail shopping venues.
As service providers, marketers, and retailers wholeheartedly tap in, innovation often tracks fashion trends in human spa products and services right down to the same styles and brands, while also keeping the focus squarely on pet safety. At the same time, as the Internet claims an ever larger share of pet product sales, and pet specialty-type products are increasingly available in mass-market channels, pet specialty retailers large and small are increasing their focus on pet services, and grooming services are almost always front and center.
The publisher's all-new report Pet Grooming, Skin & Coat, and Spa Products and Services in the U.S., 2nd Edition explores the latest trends in pet grooming, highlighting opportunities in both the services market and the grooming products category. The report analyzes how trends such as humanization, wellness, and pet pampering are driving market innovation, and identifies opportunities for marketers and grooming services operators now and into the future. With a focus on dogs and cats, Pet Grooming, Skin & Coat, and Spa Products and Services in the U.S., 2nd Edition provides market sizing and projections for pet grooming/spa services and product sales within the context of a broader pet market overview. Tracking growth from 2013 through 2021, the report estimates total sales at $2.8 billion, breaking out services and products historical and projected market sales.
On the services side, the report examines retail channel trends, trends in add-on services, safety issues, and industry regulation. In the grooming products market, the report analyzes trends in marketing and new products including natural and human-inspired products, as well as retail channel trends and private-label activity. Detailing both services and products, the publisher's custom Survey of Pet Owners conducted in January and February 2018 provides a unique perspective on grooming services preferences, brand usage, ownership trends, and channel choice available nowhere else.
Scope
Pet Grooming, Skin & Coat, and Spa Products and Services in the U.S., 2nd Edition forecasts market size and growth for each category (2018-2021); examines new product activity; surveys retail channel trends; analyzes trends and shifts in the overall pet market impacting the grooming industry; and tabulates pet grooming product sales by channel. Supplementing the exclusive Survey of Pet Owners is an analysis of Simmons' National Consumer Study, which is based on approximately 25,000 adult respondents surveyed annually. The report contains dozens of numerical tables and charts, as well as many photographs of new products, advertising, screen shots, and other images across key channels.
Methodology
The information in Pet Grooming, Skin & Coat, and Spa Products and Services in the U.S., 2nd Edition was obtained from primary datasets including consumer survey data from the publisher's own Survey of Pet Owners and from Simmons' Profile Reports. Other primary research includes on-site examination of retail and service provider venues, attendance at pet industry events including Global Pet Expo 2018, and Internet canvassing including websites and blogs. Secondary research includes information and data-gathering from retail sales databases, consumer business and trade publications, company profiles, and the publihser's own extensive pet product research database and report collection.
Table of Contents
Chapter 1: Executive Summary
Market Overview
Market Definition
Pet Grooming and Spa Services
Pet Grooming and Spa Products
Report Methodology
Market Size and Composition
Pet Grooming Market Experiences Steady Growth
Market Share of Pet Grooming Products by Retail Channel
Market Drivers
Market Overview
Pets as Family
Figure 1-1 Level of Agreement with Statement, “It is important to me to keep my pet clean and smelling fresh,” 2018 (percent of pet owners)
Pet Pampering Reaches New Levels
Grooming and Wellness
Natural Grooming Products the New Status Quo
As Product Sales Migrate Elsewhere, Pet Specialty Retailers Bolster Services Including Grooming
Pet Grooming Services
Thousands of Groomers Offer Wide Range of Services
Grooming Service Providers
Where Pets Are Groomed
Stand-Alone Grooming Salons
Pet Retailer Services
Petco Highlights 7-Point Pet Care Check
PetSmart Improves Grooming Safety Standards, Launches The Groomery
Other Pet Specialty Chains
Mobile Grooming
Self-Service Grooming
Trends in Pet Grooming and Spa Services
Consumer Trends
Types of Grooming Services
Pet Grooming & Spa Products
Competitive Overview
The Marketers
Mass-Market and Pet Specialty Players
Natural and Niche Marketers
Non-Electric Pet Grooming Brand Purchase Rates
Electric Clipper and Dryer Marketers
Entering the Market Via Line Extensions
Natural Grooming Products Now Mainstream
Human-Inspired Products
Retail Trends
Online Shopping Making Inroads into Pet Grooming Market
Private-Label Grooming Products
Marketing and New Product Trends
Grooming Preparations
Non-Electric Grooming Tools
Electric Grooming Tools
Consumer Trends
Grooming Supplies Purchasing Trends
Pet Owner Spending on Grooming Products
Demographics of Pet Grooming Supplies Purchasers
Sales Growth Opportunities
Opportunity 1: Add-on Services
Opportunity 2: Focus on Safety
Opportunity 3: Functional Products
Opportunity 4: Celebrity Tie-Ins
Opportunity 5: Human-Style Services and Products
Chapter 2: Market Overview
Chapter Highlights
Introduction
Market Definition
Pet Grooming and Spa Services
Pet Grooming and Spa Products
Exclusions
Report Methodology
Market Size And Composition
Pet Grooming Market Experiences Steady Growth
Table 2-1 U.S. Retail Sales of Pet Grooming and Spa Services and Products, 2013 vs. 2017 (in millions)
Market Share of Pet Grooming Products by Retail Channel
Figure 2-1 Share of U.S. Retail Sales of Pet Grooming and Spa Products by Retail Channel, 2017 (percent)
Pet Grooming Products in the Natural & Gourmet Channels
Table 2-2 U.S. Retail Sales of Pet Grooming and Spa Services and Products, 2013 vs. 2017 (in thousands)
Market Drivers
Trend Overview
Add-On Services and Human-Style Products Drive Innovation
Pets as Family
Table 2-3 Level of Agreement with Statement: “I consider my dogs/cats to be part of the family,” 2018 (percent of pet owners)
Pets in the Household
Figure 2-2 Level of Agreement with Statement, “It is important to me to keep my pet clean and smelling fresh,” 2018 (percent of pet owners)
Dedicated Dog Showers
Illustration 2-1 Dedicated Dog Shower Stall
Beyond Humanization and Premiumization
Premium Appeals in the Grooming Market
Pet Pampering Reaches New Levels
Table 2-4 Level of Agreement with Statement: “I enjoy buying pet products that pamper my dogs/cat,” 2018 (percent of pet product buyers)
Grooming and Wellness
Illustration 2-2 Pura Naturals Pet Print Ad
Natural Grooming Products the New Status Quo
Figure 2-3 Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2016-2018 (percent of pet owners)
Figure 2-4 Level of Agreement with Statement, “When shopping for pet grooming products, I seek out products that are natural or organic,” 2018 (percent of pet owners)
Safety Concerns Drive Natural Product Interest
Certified Organic Grooming Products
As Product Sales Migrate Elsewhere, Pet Specialty Retailers Bolster Services Including Grooming
Big-Box Retailers Draw Customers with Grooming Services
Grooming Services and Products in Independent Pet Outlets
Millennials a Driving Force in Pet Market
Small Dog Movement Represents Opportunity for Groomers, Grooming Marketers
Table 2-5 Size of Pet Dogs: Owned and Recently Acquired, 2018 (percent of dog owners)
Higher-Income Households Drive Demand for Pet Services
Table 2-6 $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2010-2016 (percent)
Table 2-7 $70K+ Household Share of U.S. Pet Market Expenditures: By Category and Income Level, 2016 (percent)
Grooming Regulation
Pet Grooming Services
Pet Grooming Products
Looking Ahead
Pet Grooming Market to Approach $3.4 Billion by 2021
Table 2-8 U.S. Retail Sales of Pet Grooming and Spa Services and products, 2017 vs. 2021 (in millions)
Chapter 3: Pet Grooming Services
Chapter Highlights
Overview
Thousands of Groomers Offering Wide Range of Services
Grooming Business Is Booming
Grooming Is the Most In-Demand Service
Table 3-1 Top Pet Service Types: Last 12 Months vs. Last 30 Days, 2017 (percent of dog owners vs. cat owners)
Grooming Service Providers
Where Pets Are Groomed
Figure 3-1 Grooming Service Providers Used in Past 12 Months, 2018 (percent)
Grooming Franchises Are Among the Top Pet Market Opportunities
Stand-Alone Grooming Salons
Pet Spas
Illustration 3-1 Pampered Pet Salon Interior
Pet Retailer Services
PetSmart and Petco
Table 3-2 Percentage of Dog or Cat Owners Who Have Taken Pets to a Pet Superstore for Non-Medical Pet Services in Last 12 Months, 2016 vs. 2017 (percent)
Petco Highlights 7-Point Pet Care Check
Illustration 3-2 Screenshot of Petco’s “Getting to Know You” Ad
Illustration 3-3 Petco 7-Point Pet Care Check
Illustration 3-4 Video Still from Petco Grooming Salon Tour
Petco Teams Up with Thrive to Offer Complete Vet Care
PetSmart Improves Grooming Safety Standards
PetSmart Launches The Groomery by PetSmart
Illustration 3-5 The Groomery by PetSmart in Oak Park, IL
Other Pet Specialty
Tractor Supply Company Focuses on Grooming
Illustration 3-6 Tractor Supply Company 2018 Investment Community Event Slide
Grooming in the Independent Pet Channel
Mobile Grooming
Aussie Pet Mobile Dominates in Mobile Grooming Market
Illustration 3-7 Aussie Pet Mobile Van
The Pooch Mobile
Illustration 3-8 The Pooch Mobile Grooming Trailer
Wag’n Tails Outfits Mobile Groomers with Custom Wheels
Illustration 3-9 Wag’n Tails Grooming Van
Self-Service Grooming
Illustration 3-10 Evolution Self-Service Wash
Mutts & Co. Puts Self-Service Wash Stations on a Pedestal
Illustration 3-11 Mutts & Co. Elevated Self-Service Wash Stations
Wag N’ Wash Self-Service Wash Builds Pet-Focused Community
Illustration 3-12 Still from YouTube Video of Wag N’ Wash’s Self-Service Fur Buster Wash
Trends In Pet Grooming And Spa Services
Comfort and Convenience Go Hand in Hand in Grooming Services
Natural Grooming
Beyond the Basics
Add-on Treatments and Spa Services
Illustration 3-13 Blueberry Facial
“Fancy”-ful Cuts and Color
Illustration 3-14 Asian Fusion Style
Illustration 3-15 PetSmart “Pet Expressions” Grooming Service
Specialized Products
Consumer Trends
Grooming Trends
Figure 3-2 Grooming Rates in the Past 12 Months by Type of Pet Owned, 2018 (percent of pet owners)
Figure 3-3 Factors Impacting Grooming Frequency, 2018 (percent of pet owners)
Grooming Expenses
Pet Owners Blend Professional, DIY Grooming
Table 3-3 Use of Grooming Services, 2018 (percent of pet owners whose pets have been groomed in past 12 months)
Figure 3-4 Satisfaction Rates with Grooming Procedures, 2018 (percent of pet owners whose pets have been groomed in past 12 months)
Types of Grooming Services
Figure 3-5 Types of Grooming Services Received in Past 12 Months, 2018 (percent of pet owners whose pets have been groomed in past 12 months)
Chapter 4: Pet Grooming Products
Chapter Highlights
Competitive Overview
The Marketers
Mass-Market and Pet Specialty Players
Illustration 4-1 Hartz Groomer’s Best Grooming Products
Illustration 4-2 Spectrum Brands Pro-Sense and Nature’s Miracle Grooming Products
Natural and Niche Marketers
Non-Electric Pet Grooming Brand Purchase Rates
Table 4-1 Purchase Rates by Brand for Non-Electric Grooming Products in the Past 12 Months, 2018 (percent)
Pet Age’s Pet Specialty Grooming Product Leaders
Table 4-2 Most Popular Grooming Brands in Independent Pet Specialty Outlets, 2016
Electric Clipper and Dryer Marketers
M & A and Brand Refresh Activity
Illustration 4-3 Espree Tear Sheet from Pet Business
Entering the Market Via Line Extensions
Illustration 4-4 Woofmints Cologne
Illustration 4-5 Kong ZoomGroom Brushes for Dogs and Cats
Illustration 4-6 Bramton Company Out! Pet Body Mist and Easy Spray Shampoo
Illustration 4-7 Wahl Grooming Preparations
Illustration 4-8 Oster Grooming Preparations
Wahl Discontinues Cat Grooming Products
Natural Grooming Products Now Mainstream
Figure 4-1 Natural and Organic Products Usage Trends: Pet Owners Overall vs. Grooming Supplies Purchasers (percent)
Illustration 4-9 Kin + Kind Website Screenshot
Human-Inspired Products
Illustration 4-10 Fetch for Pets Martha Stewart Grooming Line
Illustration 4-11 Fetch for Pets Arm & Hammer Grooming Line
Illustration 4-12 Michel Mercier by Kampalook Pet Detangling Brushes
Illustration 4-13 ConairPRO Pet-It Deshedder Kit
Illustration 4-14 JP Pet Grooming Preparations
Illustration 4-15 Unite’s Doggy ‘Poo
Illustration 4-16 Pet Head Grooming Preparations by Company of Animals
Illustration 4-17 Best Shot Pet’s Scentament Spa Line
Retail Trends
Online Shopping Making Inroads into Pet Grooming Market
Figure 4-2 Grooming Supplies Purchase Rate by Channel, 2018 (percent of grooming product purchasers)
Figure 4-3 Retail Channel Shopping Patterns Among Pet Grooming Supplies Purchasers, 2017 (percent of dog and cat grooming product purchasers)
Private-Label Grooming Products
PetSmart Partners with Ellen
Illustration 4-18 ED Ellen DeGeneres Grooming Products
Illustration 4-19 PetSmart Top Paw Dog Grooming Preparations
Illustration 4-20 PetSmart Whisker City Cat Grooming Products
Petco Markets Grooming Products Under Well & Good Label
Illustration 4-21 Petco Well & Good Dog Grooming Products
Illustration 4-22 Petco Well & Good Cat Grooming Products
Other Pet Specialty Retailers
Illustration 4-23 PetValu Essentials Grooming Tools
Illustration 4-24 Pet Supplies Plus Grooming Products
Mass-Market Retailers
Illustration 4-25 Target Boots & Barkley Grooming Products
Illustration 4-26 Dollar Tree Greenbrier Kennel Club Brushes
Illustration 4-27 Kroger Luvsome Soothing Oatmeal Shampoo
Illustration 4-28 Publix Premium Grooming Tools
Illustration 4-29 Meijer Grooming Tools
Amazon Ripe to Expand into Private-Label Grooming
Marketing And New Product Trends
Grooming Preparations
Natural Products
Illustration 4-30 BarkLogic Natural Grooming Line
Natural Flea and Tick Care
Illustration 4-31 Ark Naturals Neem “Protect” Shampoo and Spray
Eco-Friendly Focus
Illustration 4-32 Eco Dog Care Go Green Kit
Illustration 4-33 earthbath Wipes
Sensitive Skin Formulations
Illustration 4-34 TropiClean Oatmeal & Tea Tree Soothing Relief Shampoo
Illustration 4-35 Ditch the Itch Spray
Innovation at Work
Illustration 4-36 Spaw Day Wet Dog Odor Eliminator
Illustration 4-37 TropiClean Aimable Pet Shampoo
Functional Ingredients
Illustration 4-38 Quadruped Pet Care Natural Yucca Shampoo
Illustration 4-39 Espree Renew & Hydrate Argan Oil Shampoo
Illustration 4-40 Burt’s Bees Shed Control Shampoo
Illustration 4-41 Coconut Clean Canine Cleanser
Illustration 4-42 Bio-Groom Natural Scents Baobab Shampoos
Illustration 4-43 Ochah Mineral Mud Scrub
Innovation Opportunity: Probiotics
Illustration 4-44 Alpha Tech Pet’s PetSuds Probiotic Dog Shampoo
Illustration 4-45 P2 Probiotic Power i Clean and i Remove Shampoo and Spray
Illustration 4-46 Skout’s Honor Probiotic Grooming Line
Dry Shampoos and Wipes
Illustration 4-47 Natural Paws Dry Clean Dog Dry Shampoo
Illustration 4-48 Earth Heart Canine Calm Wipes
Illustration 4-49 Pura Naturals Pura Wipes
Facial Cleansers and Paw-Specific Preparations
Illustration 4-50 Bio-Groom Facial Foam Cleanser
Illustration 4-51 South Bark Blueberry Facial
Illustration 4-52 Pura Naturals Paw Rescue Balm
Illustration 4-53 Petkin Paw Wipes
Illustration 4-54 Warren London Paw Fizz Balls
Cat Products
Illustration 4-55 Pura Naturals Cat Grooming Product Line
Illustration 4-56 Pet Head Cat Grooming Products
“Color”-ful Grooming Products
Illustration 4-57 Opawz Color Grooming Paint Pens
Illustration 4-58 Opawz Pet Glitter Gel and Stencils
Illustration 4-59 Top Performance Pet Hair Dye and Nail Color
Illustration 4-60 Warren London Critter Color Pet Hair Dye
Illustration 4-61 Warren London Pet Nail Polish Pens
Non-Electric Grooming Tools
Brushes and Combs
Illustration 4-62 PAW Bamboo Groom Combo Brush
Illustration 4-63 Eazee Click & Brush Deshedder
Illustration 4-64 Bass Hybrid Groomer Series
Nail Trimming
Illustration 4-65 Zen Clipper from Animaganza
Bathing Tools
Illustration 4-66 HandsOn Grooming Glove
Illustration 4-67 Messy Mutts Chenille Grooming Mitt
Illustration 4-68 Aquapaw Pet Bathing Tool
Illustration 4-69 Waterpik Pet Wand PRO
Illustration 4-70 Kurgo Mud Dog Travel Shower
Illustration 4-71 Dexas ScrubBuster
Illustration 4-72 Woof Washer 360
Paw Cleaning Tools
Illustration 4-73 Dexas MudBuster Paw Cleaner
Illustration 4-74 Paw Plunger Paw Cleaner
Drying Products
Illustration 4-75 Ray-Pet Wet Pet Towel
Illustration 4-76 The Absorber Dog Lover’s Towel
Illustration 4-77 Soggy Doggy Super Shammy
Electric Grooming Tools
Nail Grinders
Illustration 4-78 Dremel 7300-PGK Nail Grinder
Electric Clippers
Electric Dryers
Illustration 4-79 B-Air Fido Max-1 Dryer from Cesar Millan Premier Grooming Collection
Grooming Tools and Attachments
Illustration 4-80 Bissell BarkBath QT QuietTone Portable Dog Bath
Illustration 4-81 Dyson Groom Tool
Consumer Trends
Grooming Supplies Purchasing Trends
Table 4-3 Purchase Rates for Non-Electric Grooming Products in the Past 12 Months, 2018 (percent of pet owners)
Table 4-4 Purchase Rates for Electric Grooming Products in the Past 12 Months, 2018 (percent of pet owners)
Figure 4-4 Pet Grooming Supplies Purchasing Trend: Dog vs. Cat, 2012-2017 (percent of dog- and cat-owning households)
Table 4-5 Ownership Level of Key Durable Dog Grooming Supplies, 2006-2016 (percent of dog owners)
Table 4-6 Ownership Level of Key Durable Cat Grooming Supplies, 2006-2016 (percent of cat owners)
Table 4-7 Ownership Level of Key Dog Grooming Preparations, 2016 (percent of dog owners)
Table 4-8 Ownership Level of Key Cat Grooming Preparations, 2016 (percent of dog owners)
Product Choice of Do-It-Yourself Groomers
Figure 4-5 Types of Products Used for Do-It-Yourself Grooming, 2018 (percent of pet-owners)
Pet Owner Spending on Grooming Products
Figure 4-6 Amount Spent in Past 12 Months on Grooming Products, 2018 (percent of pet-owning households)
Demographics of Pet Grooming Supplies Purchasers
Table 4-9 Key Demographic Indicators for Purchasing Pet Grooming Supplies, 2017 (percent, index and number of pet grooming supplies purchasers)
Companies Mentioned
- Animaganza
- Aquapaw, LLC
- Ark Naturals
- BarkLogic
- Bissell
- Bramton Company
- Dexas
- Dyson
- Hartz Groomer’s Best
- Kampalook
- Kin+Kind
- KONG
- Kurgo
- Mutts & Co.
- Nature’s Miracle
- Opawz
- PAW - Pet Adventures Worldwide
- Pet Valu
- Petco
- PetSmart
- Pro-Sense
- Pura Naturals
- Skout’s Honor
- Sunbeam Products,Inc.
- The Pooch Mobile
- TropiClean
- Wag’n Tails Mobile Grooming
- Wahl Clipper Corporation
- Warren London
- Waterpik
- Woofmints Cologne
