Dog Population and Dog Owner Trends
Pet owners and the extensive pet industry that they support (everything from veterinarians to pet food to pet toys to pet supplements) have long been a backbone of the American retail landscape. In the all-new report, Dog Population and Dog Owner Trends, Packaged Facts focuses on the population of pet dogs, dog owner demographics, and dog owner psychographics in the U.S. market. The report offers a present-day and historical analysis of dog owners, examining trends pertaining to the segments’ financial, household, regional, ethnic, and generational composition, as well as trends stemming from dog owner attitudes about advertising, the environment, health, and the internet.
CHAPTER 1: EXECUTIVE SUMMARY
Research Methodology
Dog Ownership Rates Projected to Approach 40% in 2012
Table 1-1: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Mixed News in Recent Trends
Dog Ownership Rate Continues to Climb
Overview of Pet Dog Population and Pet Care Characteristics
Table 1-2: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 1-3: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 1-4: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Dog Owners Are More Likely to Have Multiple Pets
Younger Adults and Dog Ownership
Boomers Are Still Redefining Industry Potential
Pet Pendulum Continues to Shift to Households Without Kids
Latinos Are Catching Up to Dog Ownership Norm
Dog Ownership Rate Is Increasing in Most Populous States
Especially for Dogs, Pet Owning Rises with Household Income
Pet Spending Has Stabilized
Table 1-5: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)
Topline Psychographics from Packaged Facts Pet Owner Survey
Table 1-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Dog Owners Are Above Average in Internet Activities
CHAPTER 2: OVERVIEW OF DOG AND PET OWNERSHIP
Dog Ownership Rates Projected to Approach 40% in 2012
Table 2-1: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Recent Pet Ownership Trends
Table 2-2: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006 vs. 2011 (percent of U.S. households)
Table 2-3: Change in Pet Market Consumer Base: Number of Dog or Cat Owners, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 2-4: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2011 (percent of and number of U.S. households in millions)
Overview of Pet Dog Population and Pet Care Characteristics
Table 2-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 2-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 2-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 2-8: Summary of Annual Veterinary Care for Pet Dogs, 2012 (percent of U.S. dog owners)
Trends in Multiple Pet Ownership
31% of Pet Households Keep Multiple Types
Figure 2-1: Ownership of Multiple Pets, 2011 (percent of pet-owning U.S. households)
Table 2-9: Multiple Pet Ownership in the United States, 2007 vs. 2011 (percent of pet-owning households)
Dog-Owners as Multiple-Pet Owners
Table 2-10: Ownership of Multiple Pets of a Single Type, 2011 (percent and number of U.S. households who keep pets of a given type)
Ownership of Multiple Dogs Is on the Rise
Table 2-11: Ownership of Multiple Pets of a Single Type, 2007 vs. 2011 (percent of U.S. households who keep pets of a given type)
CHAPTER 3: DOG OWNER DEMOGRAPHICS
Age Bracket Breakdowns
Table 3-1: Dog Ownership Rates by Age Bracket: 2006-2011 (percent of U.S. households)
Table 3-2: Dog Ownership Rates by 5-Year Age Brackets, 2011 (index and percent of U.S. households)
Generational Cohort Trends
Impact of Boomers and Graying Population
Table 3-3: Household Penetration Rates by Generational Cohort: Pets Overall vs. Dogs, 2011 (percent of U.S. households)
Table 3-4: Household Populations by Generational Cohort: Pets Overall vs. Dogs, 2011 (number of U.S. households in millions)
Table 3-5: Indexes by Generational Cohort: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-6: Indexes for Dog or Cat Ownership: By Age Cohort, 2006 vs. 2011 (U.S. households)
Role of Gen Xers and Gen Ys
Patterns by Household Composition
Balance Continues to Shift to Households Without Kids
Effects of the Recession
Figure 3-1: Dog Ownership Share by Household Composition: No-Kids Households vs. Kids Households, 2006-2011 (percent)
Table 3-7: Dog Ownership Rates by Household Composition, 2006-2011 (percent)
Table 3-8: Share of Total Dog Owners by Household Composition, 2006-2011 (percent)
Dog vs. Cat Ownership Rates by Household Composition
Patterns by Race/Ethnicity
Table 3-9: Dog Ownership Trends by Race/Ethnicity, 2006-2011 (percent and number of U.S. dog- or cat-owning households)
Table 3-10: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2006 vs. 2011 (number and percent of U.S. dog- or cat-owning households)
Latinos Are Catching Up to the Dog Ownership Norm
Figure 3-2 Dog or Cat Ownership by Hispanic Households, 2006 versus 2011 (index)
The Challenge of Lower Minority Pet Ownership Rates
Latino Dog Owners in the Spotlight
Table 3-11: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
Table 3-12: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
Geographical Patterns
Where Dog Owners Live
Table 3-13: Dog Ownership Rates by U.S. Region, 2006-2011 (percent)
Table 3-14: Share of Total Dog Owners by U.S. Region, 2006-2011 (percent)
Table 3-15: Indexes by U.S. Region: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-16: Indexes for Dog or Cat Ownership: By U.S. Region, 2006 vs. 2011 (U.S. households)
Dog Ownership Increases in Populous States
Table 3-17: Dog Ownership Rates by Ten Most Populous States, 2006-2011 (percent)
Table 3-18: Indexes by Ten Most Populous States: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-19: Indexes for Dog or Cat Ownership by Ten Most Populous States, 2006 vs. 2011 (U.S. households)
Patterns by Household Income
Finances and Dog Ownership Go Hand in Hand
Table 3-20: Dog Ownership by Household Income, 2011 (percent, number and index of U.S. dog-owning households)
Figure 3-3: Dog Ownership Rates by Household Income Bracket, 2006 versus 2011 (percent of U.S. dog-owning households)
Higher-Income Households a Crucial Segment
Table 3-21: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 3-22: Change in Pet Market Consumer Base: Household Income $75K or More vs. Household Income Under $75K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 3-24: Change in Pet Market Consumer Base: Household Income $100K or More vs. Household Income Under $100K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
With Pet Spending, Recessionary Effect Has Leveled Off
Table 3-25: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)
CHAPTER 4: DOG OWNERSHIP PSYCHOGRAPHICS
Pets as Part of the Family
Table 4-1 Level of Dog Owner Agreement with Statement: “I Consider My Pet(s) To Be Part of the Family,” 2012 (percent)
Table 4-2 Level of Dog Owner Agreement with Statement: “My Pet Is My Best Friend,” 2012 (percent)
Table 4-3 Level of Dog Owner Agreement with Statement: “I Am Very Concerned About the Safety of the Pet Products I Buy,” 2012 (percent)
Table 4-4 Level of Dog Owner Agreement with Statement: “I Am Spending More Time With My Pets These Day,” 2012 (percent)
Table 4-5 Level of Dog Owner Agreement with Statement: “People Should Adopt Pets From Shelters and not Purchase Them From Shops/Breeders,” 2012 (percent)
Table 4-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Table 4-7 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Health and Wellness Attitudes
“Green” Consumers and Sustainability
Table 4-8 Selected Health & Medical Psychographics: Adults Overall and Dog Owners vs. Non-Dog Owners, 2011 (percent and index)
Table 4-9 Selected “Green” Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
On Media and Marketing
Table 4-10 Selected Media & Marketing Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
Role of the Internet
Table 4-11 Selected Internet-Related Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
Appendix: Demographics for Dog Ownership
Table A-1: Demographics for Dog Ownership, 2011 (percent, number and index of U.S. dog-owning households)
Research Methodology
Dog Ownership Rates Projected to Approach 40% in 2012
Table 1-1: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Mixed News in Recent Trends
Dog Ownership Rate Continues to Climb
Overview of Pet Dog Population and Pet Care Characteristics
Table 1-2: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 1-3: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 1-4: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Dog Owners Are More Likely to Have Multiple Pets
Younger Adults and Dog Ownership
Boomers Are Still Redefining Industry Potential
Pet Pendulum Continues to Shift to Households Without Kids
Latinos Are Catching Up to Dog Ownership Norm
Dog Ownership Rate Is Increasing in Most Populous States
Especially for Dogs, Pet Owning Rises with Household Income
Pet Spending Has Stabilized
Table 1-5: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)
Topline Psychographics from Packaged Facts Pet Owner Survey
Table 1-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Dog Owners Are Above Average in Internet Activities
CHAPTER 2: OVERVIEW OF DOG AND PET OWNERSHIP
Dog Ownership Rates Projected to Approach 40% in 2012
Table 2-1: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Recent Pet Ownership Trends
Table 2-2: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006 vs. 2011 (percent of U.S. households)
Table 2-3: Change in Pet Market Consumer Base: Number of Dog or Cat Owners, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 2-4: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2011 (percent of and number of U.S. households in millions)
Overview of Pet Dog Population and Pet Care Characteristics
Table 2-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 2-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 2-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 2-8: Summary of Annual Veterinary Care for Pet Dogs, 2012 (percent of U.S. dog owners)
Trends in Multiple Pet Ownership
31% of Pet Households Keep Multiple Types
Figure 2-1: Ownership of Multiple Pets, 2011 (percent of pet-owning U.S. households)
Table 2-9: Multiple Pet Ownership in the United States, 2007 vs. 2011 (percent of pet-owning households)
Dog-Owners as Multiple-Pet Owners
Table 2-10: Ownership of Multiple Pets of a Single Type, 2011 (percent and number of U.S. households who keep pets of a given type)
Ownership of Multiple Dogs Is on the Rise
Table 2-11: Ownership of Multiple Pets of a Single Type, 2007 vs. 2011 (percent of U.S. households who keep pets of a given type)
CHAPTER 3: DOG OWNER DEMOGRAPHICS
Age Bracket Breakdowns
Table 3-1: Dog Ownership Rates by Age Bracket: 2006-2011 (percent of U.S. households)
Table 3-2: Dog Ownership Rates by 5-Year Age Brackets, 2011 (index and percent of U.S. households)
Generational Cohort Trends
Impact of Boomers and Graying Population
Table 3-3: Household Penetration Rates by Generational Cohort: Pets Overall vs. Dogs, 2011 (percent of U.S. households)
Table 3-4: Household Populations by Generational Cohort: Pets Overall vs. Dogs, 2011 (number of U.S. households in millions)
Table 3-5: Indexes by Generational Cohort: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-6: Indexes for Dog or Cat Ownership: By Age Cohort, 2006 vs. 2011 (U.S. households)
Role of Gen Xers and Gen Ys
Patterns by Household Composition
Balance Continues to Shift to Households Without Kids
Effects of the Recession
Figure 3-1: Dog Ownership Share by Household Composition: No-Kids Households vs. Kids Households, 2006-2011 (percent)
Table 3-7: Dog Ownership Rates by Household Composition, 2006-2011 (percent)
Table 3-8: Share of Total Dog Owners by Household Composition, 2006-2011 (percent)
Dog vs. Cat Ownership Rates by Household Composition
Patterns by Race/Ethnicity
Table 3-9: Dog Ownership Trends by Race/Ethnicity, 2006-2011 (percent and number of U.S. dog- or cat-owning households)
Table 3-10: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2006 vs. 2011 (number and percent of U.S. dog- or cat-owning households)
Latinos Are Catching Up to the Dog Ownership Norm
Figure 3-2 Dog or Cat Ownership by Hispanic Households, 2006 versus 2011 (index)
The Challenge of Lower Minority Pet Ownership Rates
Latino Dog Owners in the Spotlight
Table 3-11: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
Table 3-12: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
Geographical Patterns
Where Dog Owners Live
Table 3-13: Dog Ownership Rates by U.S. Region, 2006-2011 (percent)
Table 3-14: Share of Total Dog Owners by U.S. Region, 2006-2011 (percent)
Table 3-15: Indexes by U.S. Region: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-16: Indexes for Dog or Cat Ownership: By U.S. Region, 2006 vs. 2011 (U.S. households)
Dog Ownership Increases in Populous States
Table 3-17: Dog Ownership Rates by Ten Most Populous States, 2006-2011 (percent)
Table 3-18: Indexes by Ten Most Populous States: Pets Overall vs. Dogs, 2011 (U.S. households)
Table 3-19: Indexes for Dog or Cat Ownership by Ten Most Populous States, 2006 vs. 2011 (U.S. households)
Patterns by Household Income
Finances and Dog Ownership Go Hand in Hand
Table 3-20: Dog Ownership by Household Income, 2011 (percent, number and index of U.S. dog-owning households)
Figure 3-3: Dog Ownership Rates by Household Income Bracket, 2006 versus 2011 (percent of U.S. dog-owning households)
Higher-Income Households a Crucial Segment
Table 3-21: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 3-22: Change in Pet Market Consumer Base: Household Income $75K or More vs. Household Income Under $75K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
Table 3-24: Change in Pet Market Consumer Base: Household Income $100K or More vs. Household Income Under $100K, 2006 vs. 2011 (U.S. dog- or cat-owning households)
With Pet Spending, Recessionary Effect Has Leveled Off
Table 3-25: Level of Dog Owner Agreement with Statement: “I Am Spending Less on Pet Products These Days Because of the Economy,” 2012 (percent)
CHAPTER 4: DOG OWNERSHIP PSYCHOGRAPHICS
Pets as Part of the Family
Table 4-1 Level of Dog Owner Agreement with Statement: “I Consider My Pet(s) To Be Part of the Family,” 2012 (percent)
Table 4-2 Level of Dog Owner Agreement with Statement: “My Pet Is My Best Friend,” 2012 (percent)
Table 4-3 Level of Dog Owner Agreement with Statement: “I Am Very Concerned About the Safety of the Pet Products I Buy,” 2012 (percent)
Table 4-4 Level of Dog Owner Agreement with Statement: “I Am Spending More Time With My Pets These Day,” 2012 (percent)
Table 4-5 Level of Dog Owner Agreement with Statement: “People Should Adopt Pets From Shelters and not Purchase Them From Shops/Breeders,” 2012 (percent)
Table 4-6 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Table 4-7 Level of Dog Owner Agreement with Statement: “My Pet Has a Positive Impact on My Physical Health,” 2012 (percent)
Health and Wellness Attitudes
“Green” Consumers and Sustainability
Table 4-8 Selected Health & Medical Psychographics: Adults Overall and Dog Owners vs. Non-Dog Owners, 2011 (percent and index)
Table 4-9 Selected “Green” Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
On Media and Marketing
Table 4-10 Selected Media & Marketing Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
Role of the Internet
Table 4-11 Selected Internet-Related Psychographics: Adults Overall vs. Dog Owners and Non-Dog Owners, 2011 (percent and index)
Appendix: Demographics for Dog Ownership
Table A-1: Demographics for Dog Ownership, 2011 (percent, number and index of U.S. dog-owning households)
