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