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U.S. Pet Market Trends and Opportunities: Cats

  • ID: 5483787
  • Report
  • November 2021
  • Region: United States
  • 190 Pages
  • Packaged Facts
This report examines growth and development opportunities across pet market products and services for cats, covering all four sectors of the U.S. pet industry - pet food, non-food pet supplies, the veterinary sector, and non-medical services

As the second-largest component of the U.S. pet industry by animal type, cats typically benefit from the same favourable trends driving growth in the pet industry overall, including the pandemic pet spending/adoption phenomenon and heightened health focus; the omnimarket strategizing of marketers, service providers, and retailers; and the growing role of the internet in e-commerce and as pet owner influencer.

Scope of Report

This report examines growth and development opportunities across pet market products and services for cats, covering all four sectors of the U.S. pet industry - pet food, non-food pet supplies, the veterinary sector, and non-medical services. Topics addressed include product and service innovation, industry investment, technology, retailing, and cat ownership and cat owner demographic trends.

Note: Product cover images may vary from those shown

Chapter 1: Executive Summary
Scope & Methodology
Scope of Report
Report Methodology
Market Overview
Cats in Context
Felines to the Fore
Cats as Family
Cats as Personal Health Care
Cat Opportunities Getting More Spotlight
Cats by the Numbers: Population Overview
Packaged Facts Vs. Other Analyst's Estimates
Cat Vs. Dog Ownership Rates
Number of Cat-Owning Households
Number of Pet Cats
Trends by Number of Cats Owned
Growth in Share of Cat Owners with Senior Cats
Overweight and Special Needs Cats
Cats by the Numbers: Dollar Spending
Cats at 29% of Pet Market Sales
Average Spending by Cat Household and Per Cat
Cat Owner Demographics
10-Year Growth Demographics for Owning Cats
5-Year Growth Demographics for Owning Cats
10-Year Growth Demographics for Owning 2+ Cats
Pet Food
Introduction
Cats in Context
Opportunities
An Underserved Community
New Pet Owners
E-Commerce, Omnichannel/Omnimarket
Science-Based and Veterinary Diets
Segmenting Natural
Fresh Pet Food
Wet Pet Food
Focus on Cat Treats
Natural, Sustainable, Animal Cruelty-Conscious, and Safe
Non-Food Pet Supplies
Introduction
Cats in Context
Opportunities
Market Reset: Pandemic Era Spending, Health, Home
Pandemic Drivers
Health
Pet Supplements
Pet Medications
Diy Pet Care
Home
Cat Litter and Litter Box Momentum
“Back to Normal”
Senior Cats
Tech Products Riding the Pandemic Wave
Subscription Boxes
Putting (And Keeping) the Spotlight on Cats
Veterinary Sector
Introduction
Cats in Context
Opportunities
Targeting Cat Owners
Targeting Millennials/Gen Z
Targeting New Pet Owners
Affordability and Vet Care Options
Top Customer Priority is Preventive Health Care, Not Cost
Non-Medical Pet Services
Introduction
Cats in Context
Cats an Underserviced Market Segment
Low Levels of Household Usage Rates
Opportunities
Pandemic Presents New Possibilities for Feline Advancement
Pet Insurance
Pet Sitting
Affluent Households
Omniservice
Opportunities
An Underserved Community
New Pet Spending
Cats as Companions
Figure 1.1: COVID-19 Related Motivations for Acquiring a New Pet, February 2021 (Percent of Pet Owners)
Table 1.1: Patterns for Working at Office/Company and Working at Home: Adults Overall and Pet Owners, Fall 2019, Fall 2020, Spring 2021 (Percent)
Home
“Back to Normal”
Health & Wellness
Overweight and Senior Cats
Table 1.2: Share of Cat Owners Who Report Having Overweight, Special Needs, or Handicapped Cats, February 2021 (Percent)
Figure 1.2: Share of Cat-Owning Households Owning Kittens Under Age 1 or Senior Cats Age 7+, 2011/12 - 2020/21 (Percent)
Technology
The Vet Card
Millennials/Gen Z
Figure 1.3: Cat Owner Concerns: Food & Nutrition
Affluent Households
Omnispending
Illustration 1.1: Petco Promotion of In-Store, Same-Day, Curbside, and Repeat Delivery Services

Chapter 2: Market Overview
Chapter Highlights
Cats in Context
Felines to the Fore
Figure 2.1: Percent of Cat Owners Agreeing: “Compared with What's Available for Dogs, Cats are Sometimes Treated as Second-Class Citizens By”, 2019
Cats as Family
Table 2.1: Level of Agreement with Statement: “I Consider My Cats/Dogs to be Part of the Family,” February 2021 (Percent of Pet Owners)
Cats as Personal Health Care
Table 2.2: Level of Agreement with Statement: “My Pets are Important to My Physical/Mental Health,” February 2021 (Percent of Dog and Cat Owners)
Cat Opportunities Getting More Spotlight
Illustration 2.1: Petco's “Cat's October Savings”
Cats by the Numbers: Population Overview
This Report Vs. Other Analyst's Estimates
Cat Vs. Dog Ownership Rates
Figure 2.2: Topline Household Ownership Rate for Dogs And/Or Cats: 2002/03 - 2020/21 (Odd-Numbered Years) (Percent)
Number of Cat-Owning Households
Table 2.3: Number of Cat-Owning Households, 2002/03 - 2020/21 (Odd-Numbered Years) (In Thousands)
Number of Pet Cats
Table 2.4: Number of Pet Cats, 2016 - 2021 (In Millions)
Trends by Number of Cats Owned
Figure 2.3: Household Ownership Rates for Cats: Overall and by Number of Cats, 2002/03 - 2020/21 (Percent)
Figure 2.4: Distribution of Cat-Owning Households by Number of Cats Owned, 2002/03 - 2020/21 (Percent)
Growth in Share of Cat Owners with Senior Cats
Figure 2.5: Share of Cat-Owning Households Owning Kittens Under Age 1 or Senior Cats Age 7+, 2011/12 - 2020/21 (Percent)
Table 2.5: Household Ownership of Cats: by Age of Cats, 2020/21 (Percent and Number of Cat-Owning Households)
Overweight and Special Needs Cats
Table 2.6: Share of Cat Owners Who Report Having Overweight, Special Needs, or Handicapped Cats, February 2021 (Percent)
Cats by the Numbers: Dollar Spending
Cats at 29% of Pet Market Sales
Table 2.7: U.S. Pet Market Sales by Sector and Animal Type, 2020 (In Billions and Percent)
Average Spending by Cat Household and Per Cat
Table 2.8: Dollar Sales Per Pet-Owning Household by Sector, 2020 (Millions of Dollars and Dollars)
Table 2.9: Dollar Sales Per Cat-Owning Household by Sector, 2020 (Millions of Dollars and Dollars)
Table 2.1:0 Dollar Sales Per Dog-Owning Household by Sector, 2020 (Millions of Dollars and Dollars)
Table 2.1:1 Dollar Sales Per Cat by Sector, 2020 (Millions of Dollars and Dollars)
Table 2.1:2 Dollar Sales Per Dog by Sector, 2020 (Millions of Dollars and Dollars)
Cat Owner Demographics
10-Year Growth Demographics for Owning Cats
Table 2.1:3 Key Growth Demographics for Cat Ownership, 2010/11 - 2020/21 (In Thousands and Percent)
5-Year Growth Demographics for Owning Cats
Table 2.1:4 Key Growth Demographics for Cat Ownership, 2015/2016 - 2020/21 (In Percent and Percentage Point Change)
10-Year Growth Demographics for Owning 2+ Cats
Table 2.1:5 Key Growth Demographics for Ownership of 2+ Cats, 2010/11 - 2020/21 (In Thousands and Percent)
Detailed Demographic Tables
Table 2.1:6A Cat Ownership Rates by Demographic: by Number of Cats in Household - Any, One, Two, or Three or More, 2020/21 (Percent)
Table 2.1:6B Total Number of Cat Owners by Demographic: by Number of Cats in Household -  Any, One, Two, or Three or More, 2020/21 (In Thousands)
Table 2.1:6C Cat Ownership Indexes by Demographic: by Number of Cats in Household -  Any, One, Two, or Three or More, 2020/21 (Index with Base = 100)
Table 2.1:7A Cat Ownership Rates by Demographic: by Age of Cats in Household -  Under 1 Year, 1.2: Years, 2.6: Years, 7 or More Years, 2020/21 (Percent)
Table 2.1:7B Total Number of Cat Owners by Demographic: by Age of Cats in Household -  Under 1 Year, 1.2: Years, 2.6: Years, 7 or More Years, 2020/21 (In Thousands)
Table 2.1:7C Cat Ownership Indexes by Demographic: by Age of Cats in Household -  Under 1 Year, 1.2: Years, 2.6: Years, 7 or More Years, 2020/21 (Index with Base = 100)

Chapter 3: Pet Food
Chapter Highlights
Introduction
Cats in Context
Figure 3.1: U.S. Pet Food Sales, 2017.2:021P, 2025P (In Billions)
Figure 3.2: Pet Food Sales and Share by Animal Type, 2020 (In Billions)
Table 3.1: Dollar Sales of Pet Food Per Pet-Owning Household and Per Pet, Cats Vs. Dogs, 2020
Opportunities
An Underserved Community
Illustration 3.1: Made by Nacho “Made for Cats by a Cat” Cat Food
New Pet Owners
Illustration 3.2: “Pandemic Kitten” Pet Food Promotion (February 2020)
Illustration 3.3: Fromm Kitten Gold Kitten Food
E-Commerce, Omnichannel/Omnimarket
Science-Based and Veterinary Diets
Figure 3.3: Cat Owner Concerns: Food & Nutrition
Illustration 3.4: Purina Pro Plan Liveclear Cat Food
Illustration 3.5: Veterinary Diets on Chewy.Com
Segmenting Natural
Fresh Pet Food
Figure 3.4: Freshpet Sales: 2016.2:020
Small Rides in on Dtc Pet Food Wave
Illustration 3.6: Smalls Cat Food
Wet Pet Food
Focus on Cat Treats
Figure 3.5: Usage Rates for Cat Treats Vs. Dog Biscuits/Treats, 2008/09 - 2020/21
Figure 3.6: Level of Satisfaction with Pet Treats: Cat Owners Vs. Dog Owners, 2021
Illustration 3.7: Hauspanther Cat Treats
Illustration 3.8: Petco's Wholehearted Freeze-Dried Treats
Figure 3.7: Purchase Rates for Functional Cat Treats by Health Condition, 2021 (Percent)
Illustration 3.9: Holistapet Cbd Cat Treats
Illustration 3.1:0 Get Naked Biteables Functional Cat Treats
Natural, Sustainable, Animal Cruelty-Conscious, and Safe
Figure 3.8: Natural and Eco-Friendly Pet Food Product Purchasing: Cat Vs. Dog Owners, 2021 (Percent)

Chapter 4: Non-Food Pet Supplies
Chapter Highlights
Introduction
Cats in Context
Figure 4.1: U.S. Non-Food Pet Supplies Sales, 2017.2:021P, 2025P (In Billions)
Figure 4.2: Non-Food Pet Supplies Sales and Share by Animal Type, 2020 (In Billions)
Table 4.1: Dollar Sales of Non-Food Pet Supplies Per Pet-Owning Household and Per Pet, Cats Vs. Dogs, 2020
Opportunities
Market Reset: Pandemic Era Spending, Health, Home
Figure 4.3: Selected Health, Comfort, and Home-Centric Pet Owner Psychographics: Cat Vs. Dog Owners, 2021 (Percent of Pet Owners)
Pandemic Drivers
Illustration 4.1: Petco “Partner in Kittenhood” Promotion
Health
Pet Supplements
Illustration 4.2: Pro Plan Veterinary Supplements Feline Calming Care Probiotic Supplement
Pet Medications
Illustration 4.3: Fall Flea/Tick Reminder from Petco
Diy Pet Care
Illustration 4.4: Petco Dental Health Month Reminder
Home
Illustration 4.5: Petco “Home Environment” Promotion
Illustration 4.6: Central Garden & Pet's “Central to Home” Theme
Illustration 4.7: “Grooming Confidence in the Comfort of Your Own Home” Ad from Furminator
Cat Litter and Litter Box Momentum
Illustration 4.8: Pretty Litter Health Monitoring Subscription Based Cat Litter
Illustration 4.9: Kent Pet Group (World's Best Corn-Based Cat Litter)
“Back to Normal”
Illustration 4.1:0 Petco Promotion Targeting Feline Separation Anxiety
Illustration 4.1:1 Scientiapet's Bserene Feline Calming Product Line
Illustration 4.1:2 Chewy Cat Toys Promotion
Senior Cats
Figure 4.4: Cat Owner Concerns: Special Needs Cat
Illustration 4.1:3 Petco Promotion Supporting Senior/Overweight Cat Health
Tech Products Riding the Pandemic Wave
Illustration 4.1:4 Relaxopet Usa's Pet Relaxation Trainer
Illustration 4.1:5 Smarty Pear's Leo's Loo Self-Cleaning Litter Box
Illustration 4.1:6 Pawtrack Gps Cat Tracking Collar
Subscription Boxes
Table 4.2: Uses of the Internet and Direct-To-Consumer Purchasing: Cat Owners Vs. Dog Owners, 2021 (Percent)
Illustration 4.1:7 Meowbox Subscription Box
Putting (And Keeping) the Spotlight on Cats
Illustration 4.1:8 Petmate.Com Jackson Galaxy Cat Collection Promotion
Illustration 4.1:9 Rolf C. Hagen's Catit E-Commerce Website
Illustration 4.2:0 Petsmart “Spring Fever” Promotion
Illustration 4.2:1 Petco Valentine's Day Promotion

Chapter 5: Veterinary Sector
Chapter Highlights
Introduction
Cats in Context
Figure 5.1: U.S. Veterinary Sector Sales, 2017.2:021P, 2025P (In Billions)
Figure 5.2: Veterinary Sector Sales and Share by Animal Type, 2020 (In Billions)
Table 5.1: Dollar Sales of Non-Food Pet Supplies Per Pet-Owning Household and Per Pet, Cats Vs. Dogs, 2020
Opportunities
Targeting Cat Owners
Figure 5.3: Usage Rates for Veterinary Services: Dog Vs. Cat Owners, 2005/06 - 2020/21 (Percent)
Table 5.2: Usage Rates for Veterinary Services: Dog Vs. Cat Owners, 2010/11 - 2020/21 (Percent)
Illustration 5.1: Petco Cat Health Promotion
Competing in an Omnimarket Context
Targeting Millennials/Gen Z
Figure 5.4: Most Important Sources of Pet Care Information: Cat Vs. Dog Owners, 2021 (Percent of Cat or Dog Owners)
Figure 5.5: Most Important Sources of Pet Care Information: by Generational Cohort, 2021 (Percent of Dog or Cat Owners)
Targeting New Pet Owners
Illustration 5.2: Retailers Marketing to New Pet Owners: Chewy, Petco, Petsmart, and Tractor Supply
Figure 5.6: Where/How Cats are Acquired, 2021 (Percent Who Adopted Cats in Last 12 Months)
Affordability and Vet Care Options
Table 5.3: Selected Psychographics About Veterinary Care Services, 2021 (Percent of Pet Owners)
Figure 5.7: Significant Challenges to Pet Ownership in Last 12 Months, 2021 (Percent of Cat or Dog Owners)
Figure 5.8: Selected Psychographics: Veterinary Costs and Payment Management, 2021 (Percent Agreeing by Generation Cohort)
Illustration 5.3: Petvet: Low Cost Clinic, Posted Pricing
Illustration 5.4: Banfield Wellness Plans
Figure 5.9: Types of Veterinary Clinics/Services Used in Last 12 Months, 2021 (Percent of Cat or Dog Owners)
Illustration 5.5: Petsmart Charities Low-Cost Clinic Locator
Top Customer Priority is Preventive Health Care, Not Cost
Figure 5.1:0 Pet Owner Priorities: Vet Services, 2021 (Percent of Cat or Dog Owners)
Detailed Demographic Tables
Table 5.4: Veterinary Service User Demographics: Owners of Cats But Not Dogs, 2020/21 (Percentages, Number, and Index)

Chapter 6: Non-Medical Pet Services
Chapter Highlights
Introduction
Cats in Context
Figure 6.1: Share of Pet Services Sales by Type, 2019 Vs. 2020 (Percent)
Table 6.1: Pet Services Sales, 2017.2:020, 2021P, 2025P (Dollars in Billions)
Table 6.2: Use of Pet Services by Type: Cats Vs. Dogs, 2019 Vs. 2020
(Percent of Dog and Cat Owners)
Cats an Underserviced Market Segment
Figure 6.2: Pet Services Sales and Share by Animal Type: Cats Vs. Dogs, 2020 (In Billions)
Table 6.3: Share of Dollar Sales of Pet Services by Service Category: Cats Vs. Dogs, 2020 (Millions of Dollars and % Shares)
Table 6.4: Dollar Sales of Pet Services by Service Category Per Pet-Owning Household and Per Pet: Cats Vs. Dogs, 2020
Low Levels of Household Usage Rates
Figure 6.3: Share of Pet Grooming Customer Base by Types of Pets Owned, 2012/13 - 2020/21 (Percent)
Table 6.5: Topline Usage Rates for Pet Grooming Services: by Combination of Cats or Dogs Owned, 2012/13 - 2020/21 (Percent of Pet-Owning Households)
Figure 6.4: Share of Pet Boarding Customer Base by Combination of Cats or Dogs Owned, 2012/13 - 2020/21 (Percent)
Figure 6.5: Share of Pet Insurance Customer Base by Combination of Cats or Dogs Owned, 2012/13 - 2020/21 (Percent)
Opportunities
Pandemic Presents New Possibilities for Feline Advancement
Illustration 6.1: Petco “Is Your Cat Ready for Change?” Promotion
Pet Insurance
Table 6.6: Percent with Insurance/Medical Coverage for Their Pets: Cat Vs. Dog Owners, 2020 Vs. 2021 (Percent of Cat or Dog Owners)
Figure 6.6: Top Indexing Demographics for Having Cat Insurance, 2020/21 (Index with Base = 100)
Illustration 6.2: Metlife Pet Insurance
Pet Sitting
Affluent Households
Figure 6.7: Spending Index on Non-Medical Pet Care Services, February 2020 Vs. February 2021 (For Cat Vs. Dog Pet Care Service Users)
Membership/Subscription Programs

Note: Product cover images may vary from those shown

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