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David SprinklePublisher and Research Director, Packaged [email protected]
Canadian Pet Owner Consumer Trends
Packaged Facts,Canadian Pet Market Outlook, 2014‐Supp
Source: Packaged Facts Consumer Surveys, March 2013 and May 2014
Canadian Ownership Levels for Dogs, Cats &Other Pets, 2013/14
10%
14%
31%
34%
50%
54%
Other
Dog and Cat
Dog
Cat
Dog or Cat
Any
7%
12%
35%
40%
26%
45%
52%
66%
No kids
One or more kids
Any
Dog(s)
Cat(s)
Other
Packaged Facts,Canadian Pet Market Outlook, 2014
Source: Packaged Facts Consumer Survey, March 2013
Canadian Pet Ownership Rates by Household Composition, 2013
Packaged Facts,Canadian Pet Market Outlook, 2014
Source: Packaged Facts Consumer Survey, March 2013
Canadian Pet Market Consumer Overview by Hhld Income, 2013
79%71%
78%74% 75%
21%29%
22%26% 25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
All Dog(s) Cat(s) Other Any
Under $100k $100k +
Packaged Facts,Canadian Pet Market Outlook, 2014‐Supp
Source: Packaged Facts Consumer Survey, May 2014
Canadian Pet Ownership Rates by Age Bracket, 2014
Age Any Dog(s) Cat(s) Other
Age 18-34 52% 28% 34% 10%
Age 35-54 55% 30% 38% 13%
Age 55+ 49% 30% 27% 6%
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.
Strongly Agree 14% 20%
Somewhat Agree 30% 30%
Neutral ‐ NA/D 22% 22%
Somewhat Disagree 18% 17%
Strongly Disagree 15% 11%
“I shop for pet foodsin a variety of
stores”Canada U.S.
19% 18%
34% 34%
25% 26%
14% 12%
9% 10%
“I shop for pet supplies (non‐foods)
in a variety of stores”
Channel Shopping for Pet Foods: Top Channels, 2014 (percent of pet‐owning households)
Channel Canada U.S.
Supermarkets 41% 27%
Walmart 39% 34%
Pet Store/Superstore Chain Other Than PetSmart/Petco 19% 8%
PetSmart 18% 31%
Supercenters/Discount Stores Other Than Walmart 17% 21%
Independent Pet Stores 16% 9%
Veterinarian 14% 15%
Packaged Facts Pet Shopper Surveys April‐June 2014
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 11% 15%Somewhat Agree 22% 24%Neutral ‐ NA/D 39% 37%Somewhat Disagree 17% 14%Strongly Disagree 10% 9%
“Natural pet products sold in pet stores and pet superstores are superior to those sold in general stores such as supermarkets or supercenters.”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 11% 18%Somewhat Agree 19% 23%Neutral ‐ NA/D 42% 36%Somewhat Disagree 16% 12%Strongly Disagree 11% 11%
“I consider natural and organic pet foodsto be safer than regular pet foods”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 11% 16%Somewhat Agree 27% 27%Neutral ‐ NA/D 41% 35%Somewhat Disagree 13% 14%Strongly Disagree 8% 9%
“Store brand pet foods are often as good quality as national name brands”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 13% 19%Somewhat Agree 26% 28%Neutral ‐ NA/D 41% 34%Somewhat Disagree 10% 12%Strongly Disagree 10% 8%
“I choose where I buy pet foods in part for the quality of the store brand products”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 12% 27%Somewhat Agree 24% 33%Neutral ‐ NA/D 43% 29%Somewhat Disagree 11% 7%Strongly Disagree 9% 4%
“I choose where I buy pet supplies (excluding foods) in part for the quality of the store brand products”
Packaged Facts Pet Shopper Surveys April‐June 2014Canada U.S.
Strongly Agree 10% 17%
Somewhat Agree 18% 22%
Neutral ‐ NA/D 25% 25%
Somewhat Disagree 21% 16%
Strongly Disagree 26% 20%
“I use the Internet to get information about
which pet foodsto buy”
Packaged Facts Pet Shopper Survey April‐June 2014Canada U.S.
Strongly Agree 4% 14%Somewhat Agree 10% 16%Neutral ‐ NA/D 22% 22%Somewhat Disagree 21% 15%Strongly Disagree 44% 32%
“I am buying pet products online more
than I used to”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada English Lang. Respondents
French Lang.Respondents
Strongly Agree 3% 12%Somewhat Agree 8% 18%Neutral ‐ NA/D 18% 37%Somewhat Disagree 21% 18%Strongly Disagree 50% 16%
“I am buying pet products onlinemore than I used to”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada English Lang. Respondents
French Lang.Respondents
Strongly Agree 11% 27%Somewhat Agree 33% 20%Neutral ‐ NA/D 22% 24%Somewhat Disagree 18% 16%Strongly Disagree 16% 13%
“I shop for pet foods in a variety of stores”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 30% 33%Somewhat Agree 34% 32%Neutral ‐ NA/D 26% 26%Somewhat Disagree 5% 6%Strongly Disagree 5% 3%
“My pets are important to my physical health”
Packaged Facts Pet Shopper SurveysApril‐June 2014
Canada U.S.Strongly Agree 40% 39%Somewhat Agree 34% 33%Neutral ‐ NA/D 19% 22%Somewhat Disagree 4% 4%Strongly Disagree 3% 2%
“My pets are important to my mental health”
