March 5, 2025 – Pet ownership is on the rise in the US. Increasing numbers of pet owners in the US are resulting in opportunities for pet brands and pet services. US pet owners are looking for ways to support their needs to care for their pets and to form close emotional ties to their pets.
This article is based on Innova’s US Pet Owners report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Pets as Family
Pet owners in the US often consider pets to be a family member or even a child. Many people who own pets live alone and may own both a dog and a cat. They develop a strong emotional bond with their pet and seek products that offer a combination of practicality, indulgence, caring, and purpose-driven products.
Growing prevalence of pet ownership supports increased demand for pet-related products and services. Brands can reach pet owners through technology, apps, telehealth, pet insurance, travel services, and social media.
Brands Connect with Consumers Through Pets
Pets offer brands a way to connect with consumers. These connections can be meaningful. A majority of pet owners in the US say that their pets are like members of the family. They also take care of their pets as well as they take care of themselves.
Pet Care Beyond Food, Treats, and Supplies
It is obvious that pet food, pet treats, and pet supplies are opportunities for brands to connect with consumers. Also, pet brands can connect with US pet owners through services, technology, and physical spaces.
Connections and Collaborations Build Partnerships
Pet brands and manufacturers of pet CPGs can strengthen their brand and reputation by creating connections, entering into collaborations, and engaging in philanthropic activities. Stronger connections and collaborations build trust and loyalty among consumers and help brands to get through changes in the economy that might affect pet product sales.
Various types of partnerships and benefit pet brands. Partnerships pertaining to people can provide a model for pet brand partnerships. These can be classic or creative and trendy as ways to expand reach.
Pet Owners Balance Value, Convenience, and Health
Pet owners in the US seek a balance of value, convenience, and health in caring for their pets. Their attitudes and actions are similar to those taken on themselves.
Inflation can impact the buying behaviors of US pet owners. During times of inflation, US pet owners may buy less expensive pet foods and buy fewer pet treats. They are less likely to reduce services for their pet.
Nutrition is highly important. What is changing is attention to nutrition that goes beyond pet age, pet breed, and pet illnesses that are common to particular breeds and types of pets. That is why companies and brands need to follow and adapt to trends in nutrition claims and in ingredients. Other important pet product features are convenience and price.
Trust is Important to Pet Brands
Trust is very important. Yet a lot of US pet owners may be ambivalent about brands and may have low levels of trust in some brands. Pet food and pet product brands need to work to improve the level of trust in their products. Brands that enjoy high levels of trust and loyalty can’t take that for granted.
Key Issues and Opportunities in the US Pet Market
Key issues create opportunity for pet brands. Trust is important to some pet owners and not important to others. Brands can work to build trust. Pet owners in the US can be brand-loyal but they have room to change. Inflation and price increases could lead consumers to seek different brands. Supply chain shortages and high prices put stress on consumer budgets and consumers may change brands. However, US pet brands and US pet retailers can adapt their product line to help pet owners to stay within their budget whiles caring for the wellbeing, health, and nutrition of their pet. US pet owners may not connect their values with the values of pet product manufacturers. This presents an opportunity for companies to market on values. Some consumers don’t care about company efforts to improve quality, safety, and philanthropy. Companies can focus their messages to reach consumers.
What’s Next for US Pet Owners?
The marketplace for US pet owners offers potential for new directions. Brands can strengthen their messaging around pet nutrition to appeal to owners who are concerned about their own nutrition. Pet supplements could grow into toppers for pet food and pet treats that also are supplements. Just as US pet owners seek personalized, customized nutrition for themselves, pet brands can expand into personalized nutrition for pets. US pet owners care about wellness, ethics, and the environment when purchasing products for themselves. What about pet products with benefits for wellness, ethics, and the environment? Beauty and personal care are trending among US consumers. Beauty and personal care products for pets are likely to come next. Finally, technology and AI offer investment opportunities for big brands and will result in a new range of innovative products for US pet owners and their pets.
This article is based on Innova’s US Pet Owners report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
