Petfood Industry - March 2018 - 32
32 | www.PetfoodIndustry.com
➥NORTH AMERICAN PET OWNERSHIP DEMOGRAPHICS SHIFTING
will affect the industry, and now that they're here and the
industry spending is higher than ever, it's a promising sign
that our country's pets are in good hands," Vetere said in
Among all age groups, millennials are most open to the
idea of pet ownership. Those in the 18-to-34 age group are
most likely to own a pet, and 43 percent of those in this
key demographic who do not have a pet say they want one
in the future.
As the largest pet-owning group in the US, the millennial generation seems to be replacing babies with cats and
dogs, which poses new challenges for pet food producers.
Additionally, millennials are generally educated about
nutrition and willing to spend on premium natural products. Younger pet owners are more likely to say money
is no object when it comes to their pets, according to
surveys from the Human Animal Bond Research Institute (HABRI) and from IDEXX, a US-based corporation
engaged in the development of products and services
for the companion animal market. This attitude from
younger pet owners leaves space for pet food marketers to
develop new premium products and target millennial pet
Pet ownership trends by ethnicity
In a survey of 14,755 US residents, Branded Research
studied pet ownership trends among four US ethnic
groups. The results revealed certain ethnic groups growing
more than others in pet ownership. For example, Hispanic
and Caucasian/white survey participants were more likely
to own pets than African American and Asian participants. Approximately 70 percent of Caucasian and 69
percent of Hispanic respondents owned at least one pet,
while approximately 43 percent of Asian and 44 percent of
African American survey participants reported having at
least one pet (see Figure 2).
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