the appa generational report, volume 2: findings...2019/01/29 · 1 the appa generational report,...

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The APPA Generational Report, Volume 2: Findings

Presented by: Julie Springer, APPA Market Research Analyst

Trusted Data for Smart Business Decisions

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In 1988, APPA began gathering quantified data from pet owners about pet ownership, pet care practices, purchasing behavior of pet-related products and sources of pet-related goods and services. These studies are conducted every other year. The current Survey was conducted in 2016 and is the fifteenth in the series.

APPA’s objective is to monitor consumer habits on an on-going basis to identify short and long-term trends, as well as new opportunities in pet ownership and pet product and service consumption.

In the latest volume of the APPA Generational Report, the data show Millennials have taken over from Baby Boomers as the largest segment of pet owners. The report explores how Millennials differ from the other generations in their approach to pet ownership.

Background and Objective

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The 2017-2018 National Pet Owners Survey was conducted by Ipsos, Inc. Invitations to the current Survey were distributed online to a nationally representative sample from the Ipsos Online Panel. Prior to 2012, the Survey was conducted via their mail panel.

The Survey was divided into two parts – a screener and detailed pet owner module (questionnaire). 22,202 respondents completed the screener, of which 12,581 were current pet owners.

Following the screener, there were eight different modules, each corresponding to a different type of pet – dog, cat, freshwater fish, saltwater fish, bird, small animal, reptile and horse. Upon completing the screener, pet owners selected for one of the eight follow-up modules were then directed to complete the appropriate module based on the type of pet they owned.

A total of 2,559 completed pet owner surveys are included in the tabulations.

For the generational analysis, the following definitions for each generation apply. ‘Millennials’ (1994-1980) includes respondents aged 18-36; ‘Gen X’ (1979-1965) respondents are 37-51 years old; ‘Baby Boomers’ (1964-1946) are between 52-70 and ‘Builders’ (1945-1920) are 71+ years old.

Methodology

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APPA Generational Report, Volume 2: Overview

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A Generational Shift in Pet Ownership

Millennials24%

Gen X30%

Boomers37%

Builders9%

2014

Millennials35%

Gen X27%

Boomers32%

Builders6%

2016

For the first time, in 2016 Millennials represent a larger proportion of pet owners than Boomers.

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Who Are Millennial Pet Owners?

29%23%

20% 19%

Millennials Gen X Boomers Builders

Market Size: 5,000,000+

15%18%

28%33%

<$25K $25K-$44.9K

$45K-$74.9K

$75K+

Income: Millennials

50% 49%

73%

27%

81%

19%

83%

16%

Own Do Not Own

Home Ownership


Other Millennial Demographics:

46% have young children

51% are not married (35% never married)

71% are employed

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Pet Ownership by Generation

22%

35%

26%

38%

24%

35%

31%

27%

30%

26%

30%

27%

38%

32%

37%

31%

37%

32%

9%

6%

8%

5%

9%

6%

Cat - 2014

Cat - 2016

Dog - 2014

Dog - 2016

Current Pet Owners - 2014

Current Pet Owners - 2016

Millennials Gen X Baby Boomers Builders

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35%

53%

36%

50%

26%

46%

36%

26%

40%

32%

29%

24%

26%

19%

22%

16%

37%

28%

2%

2%

2%

2%

7%

2%

Reptile - 2014

Reptile - 2016

Small Animal - 2014

Small Animal - 2016

Bird - 2014

Bird - 2016


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29%

49%

44%

62%

31%

43%

21%

21%

33%

28%

36%

32%

44%

26%

21%

10%

29%

22%

6%

4%

2%

4%

3%

Horse - 2014

Horse - 2016

Saltwater Fish - 2014

Saltwater Fish - 2016

Freshwater Fish - 2014

Freshwater Fish - 2016


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Pet Types Owned by Generation

78%

57%

19%12% 11% 9% 5% 4%

Dog Cat FreshwaterFish

Bird SmallAnimal

Reptile SaltwaterFish

Horse

Millennial Pets

69%57%

17%9% 8% 5% 3% 2%


SmallAnimal

Bird Reptile SaltwaterFish

Horse

Gen X Pets

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Pet Types Owned by Generation

67%54%

10% 8% 4% 3% 3% 1%


Bird SmallAnimal

Reptile Horse SaltwaterFish

Baby Boomer Pets

60% 55%

8% 4% 3% 2% 2% 0%


Bird SmallAnimal

Reptile Horse SaltwaterFish

Builder Pets

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Personal Attitudes: Millennials[Agree Less] Current Pet Owners [Agree More]

Intend to travel more frequently

Lead a very busy life

Have an active social life

Make decisions impulsively

Having a pet is time-consuming

Households with pets are noisier and dirtier

Worry about the financial obligations of pets

Worry about my pet when I die

Pets are a good source of affection

Owning a pet can be beneficial to my health

Eco-friendly products are important to me

BPA-free products are important to me

Pets are easier to take care of

Interacting with a pet can help me relax

Very careful with how I spend my money

Feel unconditional love for my pet

U.S.-made products are important to me

Should commit to spending time with pet

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Health Benefits From Pet Ownership

Health Benefits Total Millennial Gen X Boomer Builder

Happiness/emotional support 80% 78% 79% 83% 83%

Stress relief 66% 65% 66% 67% 61%

Less anxiety/depression 55% 59% 55% 54% 46%

Lower blood pressure 34% 26% 34% 40% 38%

Exercise more 33% 37% 30% 32% 27%

Better mental acuity 32% 36% 28% 31% 30%

Improved cardiovascular health 18% 19% 16% 18% 16%

Improved immunity 14% 19% 13% 10% 6%

Other 4% 3% 4% 4% 4%

No health benefits 8% 6% 9% 7% 10%

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Influence of the Economy

35%28%

22%16%

40%

24%19%

14%


Influenced By The Economy

2014 2016

23%

10%

22%17%

Spend Less Money Spend More Money

Economic Effect: Millennials

2014 2016

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Millennials + Technology

Millennials spend an average of 3.5 hours per day online

87% 85%

62% 60%52%

24%15%

Socialnetworking

Entertainment Financial Research/information

on pets

Education Find a petto purchase or adopt

Bloggingaboutpets

Millennials: Online

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Sources of New Pet Product Awareness

Sources Total Millennial Gen X Boomer Builder

Browse in a store 58% 58% 60% 59% 51%

Television ad 39% 38% 38% 42% 34%

Internet (any) 38% 50% 36% 30% 20%

Web surfing 32% 42% 32% 26% 16%

Banner ads 9% 16% 8% 6% 4%

Link from another site 8% 11% 7% 6% 4%

Friend/relative 31% 38% 30% 27% 22%

Veterinarian 25% 32% 21% 23% 24%

Print ad 23% 18% 21% 26% 27%

Pet store personnel 21% 29% 20% 17% 17%

Direct mail 11% 11% 11% 10% 12%

Radio 5% 9% 4% 3% 2%

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New Pet Product Awareness: Online

Online Sources Total Millennial Gen X Boomer Builder

Pet product company sites 63% 59% 63% 68% 69%

Facebook 47% 56% 47% 36% 26%

Product review sites 43% 46% 43% 38% 32%

YouTube 25% 37% 22% 11% 10%

Pinterest 22% 31% 20% 12% 5%

Blogs 19% 29% 18% 9% 7%

Instagram 14% 28% 9% 2% 2%

Twitter 12% 21% 10% 3% 2%

Other 13% 7% 15% 18% 24%

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Online Purchasing

48%

38% 35% 36%

59%

45%40% 43%


Food

2014 2016

46%

35% 35% 32%

56%

42%38% 38%


Treats

2014 2016

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Online Purchasing

40%31% 32% 29%

48%

35%30% 30%


Medication

2014 2016

47%38% 38%

32%

58%

45%39% 37%


Other Supplies

2014 2016

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APPA Generational Report, Volume 2: Dog Owners

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Size and Breed of Dog

40% 39% 37%50%

26%34%

51%

26%38%

67%

13%24%

Small Dog Medium Dog Large Dog

Size of Dog


59% 55%59%50%

60%50%

60%49%

Pure Breed Mixed Breed

Breed of Dog


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Sources Where Dogs Are Obtained

18%

28%

22%26% 24%

18%

27%24% 24%

31%

24% 24%

Breeder Friend/relative Animal shelter/humane society

12%

6%

11% 12%12%9%

11%

16%

Rescue group Private party


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How Owners Learn of Dog’s Availability

44% 45%

19%

39%33% 31%

49%

29% 26%

53%

24%18%

Word of mouth Internet/online Other

8% 5%11%

3%8%

2%

18%

2%

Newspaper/magazine/publication

Sign/bulletin board


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Veterinarian Visits

3.3

2.6 2.6 2.6


Average # of Vet Visits: Dog Owners

60%52%

36% 33%

68%

53% 51%41%

71%63%

50%40%

78%

62% 64%

40%

Routine physical Other vaccinations Rabies vaccination Flea and tick products

Services/Products Obtained From Vet


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Flea and Tick Products

66% 64% 63% 62%


Purchased Any Flea/Tick Product: Dog Owners

21%29%

33%

44%

20% 16%

29%

53%

12% 11%

37%

52%

7%

25%

57%

36%

Collar Shampoo Tablets Topical solution

Flea/Tick Products Purchased


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Dog Food Purchased Past 12 Months

42%

30%

18%

41%

23%17%

40%

20% 22%

49%

13%

4%

Premium Natural Grain-free

17% 15%

7% 6%10%

6%

16%

2%

Limited ingredient Organic


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Treats

95% 94% 95% 93%


Purchased Treats: Dog Owners

12%

39%

26%

17%16%

24%28% 26%

11%

27%

20%

36%

2%

20%

38%33%

1-2 packages 3-5 packages 6-10 packages 11+ packages

# of Treat Packages Purchased Per Year


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Toys

80%67% 67%

58%


Purchased Toys: Dog Owners

71%

71%

67%

62%

38%

71%

64% 70

%

69%

33%

57%

56% 63

%

62%

15%

58% 65

%

58% 69

%

19%

Chew Tug Fetch Comfort Food dispensing

Types of Toys Purchased


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Gifts

84% 80% 77%69%


Purchased Gifts for Dog

6.1

5.04.5 4.1


Average # Gifts Purchased

$21.89

$14.11$10.88

$8.71


Average Spent Per Gift

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Importance of Brand Name: Dog Owners

23%

55%

22%

15%

47%

39%

13%

58%

29%

11%

47%42%

Very important Somewhat important Not at all important


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Top Dog Care Expenses

Expense Total Millennial Gen X Boomer Builder

Surgical veterinarian visits $474 $474 $417 $546 $209

Emergency veterinarian visits $349 $205 $365 $459 $306

Kennel/boarding $322 $180 $232 $470 $300

Routine veterinarian visits $257 $207 $315 $257 $367

Food $235 $247 $238 $235 $196

Sick veterinarian visits $204 $100 $338 $214 $163

Professional grooming - salon $182 $117 $182 $197 $255

Other medications $132 $86 $145 $149 $136

Professional grooming - mobile $127 $32 $141 $194 $590

Other expenses $104 $53 $104 $160 $72

Heartworm medication $102 $67 $118 $108 $115

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Benefits and Drawbacks: Dog OwnershipBenefits Total Millennial Gen X Boomer Builder

Companionship/love/company/affection 81% 69% 72% 88% 89%

Fun to watch/have in household 73% 67% 59% 79% 89%

Relaxation/relieves stress 67% 63% 59% 72% 71%

Like a child/family member 59% 62% 51% 60% 62%

Good for health/helps us live longer 53% 52% 42% 57% 53%

Security 49% 37% 41% 58% 49%

Walking/jogging/exercise 48% 46% 43% 50% 49%

Drawbacks Total Millennial Gen X Boomer Builder

Sadness when they die 48% 34% 43% 53% 64%

Shedding 32% 36% 28% 32% 31%

Cost for food/care/medicine 31% 34% 28% 30% 40%

Finding care when away from home 28% 31% 27% 29% 22%

General cleaning up 26% 26% 28% 26% 27%

Noise/barking/whining 26% 21% 25% 28% 31%

No drawbacks 24% 23% 19% 27% 20%

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APPA Generational Report, Volume 2: Cat Owners

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Sources Where Cats Are Obtained

18%

34%

22%28%

33%29%

38%

24% 26%30% 28%

21%

Stray Animal shelter/humane society

Friend/relative

10% 10%6%

10%10%5%

11%6%

Rescue group Adopted at a pet superstore


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How Owners Learn of Cat’s Availability

38% 36% 34%

44%

21%

46%48%

14%

55%

43%

13%

49%

Word of mouth Internet/online Other

7% 6%4% 1%4% 1%6%

2%

Newspaper/magazine/publication

Sign/bulletin board


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Veterinarian Visits

2.7

1.72.3

1.7


Average # of Vet Visits: Cat Owners

44%38%

22%26%

48%41%

27%

15%

48%43%

33%

22%

60%51%

43%

11%

Routine physical Other vaccinations Rabies vaccination For specific illness

Services/Products Obtained From Vet


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Flea and Tick Products

51%42% 45%

36%


Purchased Any Flea/Tick Product: Cat Owners

30% 30%

49%

27%28%

11%

57%

20%21%

5%

70%

13%18%

0%

65%

0%

Collar Shampoo Topical solution Indoor products

Flea/Tick Products Purchased


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Cat Food Purchased Past 12 Months

37%

26%21%

42%

19% 20%

41%

15% 17%

30%

17% 19%

Premium Natural Added vitamins/minerals

18%14%16%

13%15%9%9%

6%

Grain-free Limited ingredient


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Treats

85% 83% 78% 77%


Purchased Treats: Cat Owners

23%

33%

19%

10%

23%20%

16%

25%

15%20% 18%

26%

19% 19%

6%

32%

1-2 packages 3-5 packages 6-10 packages 11+ packages

# of Treat Packages Purchased Per Year


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Toys

69% 66% 67%60%


Purchased Toys: Cat Owners

72% 80

%

62%

58%

44%

42%

38%

74%

67%

51%

43%

33%

24%

19%

79%

52%

52%

48%

29%

19%

15%

79%

46% 54

%

46%

43%

25%

11%

Catnip Interactive Scratching post Comfort Laser Automated Food dispensing

Types of Toys Purchased


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Gifts

74%68% 66% 64%


Purchased Gifts for Cat

5.1 5.14.6

5.3


Average # Gifts Purchased$24.74

$14.69

$7.49 $7.38


Average Spent Per Gift

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Importance of Brand Name: Cat Owners

26%

47%

27%

15%

54%

32%

14%

57%

29%

19%

47%

34%

Very important Somewhat important Not at all important


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Top Cat Care Expenses

Expense Total Millennial Gen X Boomer Builder

Surgical veterinarian visits $245 $43 $94 $425 $213

Sick veterinarian visits $244 $156 $238 $285 $100

Food $235 $187 $216 $259 $237

Routine veterinarian visits $182 $103 $173 $209 $189

Kennel/boarding $164 $56 $178 $324 $207

Emergency veterinarian visits $154 $148 $137 $176 $35

Other expenses $91 $64 $115 $104 $22

Other medications $82 $41 $77 $104 $46

Flea/tick medication $77 $50 $72 $86 $83

Other supplies $71 $54 $84 $79 $46

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Benefits and Drawbacks: Cat Ownership

Benefits: Cats Total Millennial Gen X Boomer BuilderCompanionship/love/company/affection 83% 75% 77% 89% 81%

Fun to watch/have in household 76% 69% 71% 80% 81%

Relaxation/relieves stress 68% 59% 68% 70% 68%

Like child/family member 56% 55% 54% 57% 57%

Good for my health/family’s health 46% 38% 53% 44% 53%

Convenience, easy to maintain 37% 37% 36% 38% 38%

Drawbacks: Cats Total Millennial Gen X Boomer Builder

Sadness when they die 54% 45% 53% 59% 43%

Shedding 40% 29% 45% 43% 36%

Damage to furniture/carpet/floors 37% 36% 35% 39% 36%

Cost for food, care, medicine 31% 36% 30% 32% 23%

Odor (litter box) 29% 37% 32% 29% 11%

General cleaning up 28% 36% 24% 28% 26%

No drawbacks 19% 15% 21% 17% 32%

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In many ways, Millennials are a very different type of pet owner from Gen X, Boomers and Builders.

More Millennials agree with the “clinical” statements about pet ownership and are not as focused on the “emotional”

Technology is key to reaching Millennials but they are also interested in an “in-person” element when it comes to getting information about pets and products

Millennial dog and cat owners go to the vet more often but for things like food and grooming versus vaccines and physicals

More Millennials purchase toys and gifts, spending more on the latter than older generations

Right now, Millennials continue to be the future of pet ownership. With Millennials representing the greatest proportion of pet owners combined with earning more and being inclined to spend that money to spoil their pets, the future is promising.

With the first members of Gen Z on the cusp of adulthood, it will be interesting to follow their path to pet ownership. Will they share similar traits with Millennials or will they be a new breed of pet owner?

Pet Ownership by Generation: Summary

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APPA – The Complete Knowledge Center

http://www.americanpetproducts.org/survey

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Sneak Peak: APPA’s Latest Research Initiative

APPA’s National Pet Owners Survey Data Portal Members spoke, APPA listened!

Gain the ability to create your own data tables from APPA’s expansive data Deep dive into topics relevant to your business Look at topics by demographics or other data points that do not appear in the Survey

For more information, come see us at Global Pet Expo!

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Thank you!

the appa generational report, volume 2: findings...2019/01/29 · 1 the appa generational report,...

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