Cats: US Pet Market Trends and Opportunities, 2nd Edition

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• MARKET OVERVIEW
• Scope of Report
• Report Methodology
• Illustration 1-1. US Census Regional Divisions and Sub-Divisions
• Cats in Context
• Figure 1-1. Agreement with the Statement, "Compared with what's available for dogs, cats are sometimes treated as second-class citizens by...", 2019, 2022, and 2024 (percent of cat owners)
• Cats by the Numbers: Population Overview
• Cats by the Numbers: Dollar Spending
• Cat Owner Demographics
• PET FOOD
• Introduction
• Opportunities
• NON-FOOD PET SUPPLIES
• Introduction
• Opportunities
• VETERINARY SECTOR
• Introduction
• Opportunities
• NON-MEDICAL PET SERVICES
• Introduction
• Opportunities

CHAPTER 2: MARKET OVERVIEW

• CHAPTER HIGHLIGHTS
• CATS IN CONTEXT
• Felines to the Fore
• Figure 2-1. Agreement with the Statement, "Compared with what's available for dogs, cats are sometimes treated as second-class citizens by...", 2019, 2022, and 2024 (percent of cat owners)
• Companionship, Love Top Reasons for Pet Ownership
• Table 2-1. Top Reasons Why Pet Owners Have Their Pet: By Type of Pet, 2024 (percent of pet owners)
• Cats Considered Easier to Care for Than Dogs
• Table 2-2a. Top Reasons For Having Cats not Dogs, by Generation, 2024 (percent of owners of cats not dogs)
• Table 2-2b. Top Reasons For Having Cats not Dogs, by Income, 2024 (percent of owners of cats not dogs)
• Time, Cost Tops Reasons for not Having Pets
• Table 2-3a. Top Reasons For Not Having Pets, by Generation, 2024 (percent of non-pet owners)
• Table 2-3b. Top Reasons For Not Having Pets, by Income, 2024 (percent of non-pet owners)
• Pet Population Outlook: Declining Dog Population Shifts Focus to Cats
• Table 2-4. Dog- and Cat-Owning Household Population by Generational Cohort, 2019 - 2023 (thousand households and numerical/percent change)
• Figure 2-2. Projected Growth in Dog vs. Cat Household Population, 2024 - 2030 (percent)
• Figure 2-3. Projected Growth in Dog and Cat Household Population vs. US Population Overall, 2024 - 2030 (percent)
• Younger Men Increasingly Cat Owners
• Table 2-5. Cat Ownership by Generation and Gender, 2015 - 2024 (percent and index)
• Cats Owners Struggle With Rising Prices
• Figure 2-4. Impacts of the Current Economic Environment, 2024 (percent of cat owners)
• Table 2-6. Level of Agreement with Selected Statements Related to Pet Product Spending: Cat vs. Dog Owners, 2024 (percent of pet product shoppers)
• Figure 2-5. Changes in Pet Care Spending, 2024 (percent of cat owners)
• Cat Owners Concerned About Food, Pet Food Prices
• Figure 2-6. Level of Concern About Rising Prices in Consumer Categories, 2024 (percent of cat owners)
• Challenges to Pet Ownership
• Figure 2-7. Top Challenges to Pet Ownership, Cat-Only vs. Dog-Only 2024 (percent of cats and not dogs/dogs and not cats owners)
• Cats Central to Home Life
• Table 2-7. Level of Agreement with Statement, "I consider my cats/dogs to be part of the family", 2024 (percent of cat and dog owners)
• Table 2-8. Level of Agreement with Statement, "My pets are central to my home life", 2024 (percent of cat and dog owners)
• Cats as Personal Healthcare
• Table 2-9. Level of Agreement with Statement, "My pets are important to my physical/mental health", 2024 (percent of dog and cat owners)
• Cat Opportunities Getting More Spotlight
• Illustration 2-1. Kohl's Cat Display
• CATS BY THE NUMBERS: POPULATION OVERVIEW
• Cat vs. Dog Ownership Rates
• Figure 2-8. Number of US Dog- and Cat-Owning Households, 2006/07 - 2023/24 (Odd-Numbered Years) (percent)
• Figure 2-9. Topline US Household Ownership Rate for Dogs and/or Cats, 2006/07 - 2023/24 (every other year) (percent)
• Number of Cat-Owning Households
• Table 2-10. Number of Cat-Owning Households, 2006/07 - 2023/24 (every other year) (thousands)
• Number of Pet Cats
• Table 2-11. Number of Pet Cats, 2018 - 2023 (millions)
• Trends by Number of Cats Owned
• Figure 2-10. Household Ownership Rates for Cats: Overall and by Number of Cats, 2006/7 - 2023/24 (percent)
• Figure 2-11. Distribution of Cat-Owning Households by Number of Cats Owned, 2006/07 - 2023/24 (percent)
• Puppy vs. Kitten Adoption Trends
• Table 2-12. Number of US Households with Cats/Kittens vs. Dogs/Puppies, 2013 - 2024 (thousands)
• Figure 2-12. Percent of Dog Owners with Puppies vs. Percent of Cat Owners with Kittens, 2012 -2024 (percent of dog/cat-owning households)
• Table 2-13a. Percentage of Cat-Owning Households With Kittens Under Age 1 or Senior Cats Age 7+, 2018 - 2024 (percent)
• Table 2-13b. Number of Cat-Owning Households With Kittens Under Age 1 or Senior Cats Age 7+, 2018 - 2024 (thousands)
• Table 2-14. Household Ownership of Cats: By Age of Cats, 2023/24 (percent and number of cat-owning households)
• Cat Acquisition Patterns
• Table 2-15. Most Recent Cat Acquisition, 2024 (percent of cat owners adding a cat to household in past 12 months)
• Table 2-16. Source of Most Recent Cat Acquisition, 2024 (percent of cat owners adding a cat to household in past 12 months)
• Table 2-17. Factors Playing a Role Most Recent Cat Acquisition, 2024 (percent of cat owners adding a cat to household in past 12 months)
• Overweight and Special Needs Cats
• Table 2-18. Share of Cat Owners Who Report Having Overweight, Special Needs, or Handicapped Cats, 2021 vs. 2023 (percent)
• Size of Cats Owned
• Figure 2-13. Distribution of Cat Ownership by Size/Weight of Cats, 2023 (percent of cat owners)
• CATS BY THE NUMBERS: DOLLAR SPENDING
• Cats at 30% of Pet Market Sales
• Table 2-19. US Pet Market Sales by Sector and Animal Type, 2023 (billion dollars and percent share)
• Average Spending by Cat Household and Per Cat
• Table 2-20. Dollar Sales Per Pet-, Cat-, and Dog-Owning Household by Sector,
• Table 2-21. Dollar Sales Per Cat and Dog by Sector,
• CAT OWNER DEMOGRAPHICS
• 10-Year Growth Demographics for Owning Cats
• Table 2-22. Key Growth Demographics for Cat Ownership, 2012/13 - 2023/24 (thousands and percent)
• 5-Year Growth Demographics for Owning Cats
• Table 2-23. Key Growth Demographics for Cat Ownership, 2017/2018 - 2023/24 (percent and percentage point change)
• 10-Year Growth Demographics for Owning 2 and 3+ Cats
• Table 2-24. Key Growth Demographics for Ownership of Two Cats, 2012/13 - 2023/24 (thousands and percent)
• Table 2-25. Key Growth Demographics for Ownership of Three or More Cats, 2012/13 - 2023/24 (thousands and percent)
• Detailed Demographic Tables
• Table 2-26. Cat Ownership Rates by Demographic: By Number of Cats in Household, 2023/24 (percent)
• Table 2-27. Total Number of Cat Ownership by Demographic: By Number of Cats in Household, 2023/24 (thousands)
• Table 2-28. Cat Ownership Indexes by Demographic: By Number of Cats in Household, 2023/24 (index with base = 100)
• Table 2-29. Cat Ownership Rates by Demographic: By Age of Cats in Household, 2023/24 (percent)
• Table 2-30. Total Number of Cat Ownership by Demographic: By Age of Cats in Household, 2023/24 (thousands)
• Table 2-31. Cat Ownership Indexes by Demographic: By Age of Cats in Household, 2023/24 (index with base = 100)

CHAPTER 3: PET FOOD

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Cats in Context
• Figure 3-1. US Dog and Cat Food Sales, 2019 - 2023P, 2028P (billion dollars)
• Figure 3-2. Pet Food Sector Sales and Share by Animal Type, 2023 (billion dollars)
• Table 3-1. Dollar Sales of Pet Food Per Pet-Owning Household and Per Pet, Cats vs. Dogs,
• Smucker Downsizes Pet Food Portfolio
• Purina Cat Chow Marks 60th Anniversary
• Temptations Expands from Treats to Food
• Illustration 3-1. Temptations Dry Cat Foods
• Wag! Launches Cat Food Advisor
• Illustration 3-2. Cat Food Advisor
• OPPORTUNITIES
• An Underserved Community
• Cat Preference Most Important Factor to Pet Food Choice
• Table 3-2. Strongest Influences on Most Recent Pet Food Purchase, 2023 (percent of pet food purchasers)
• Cat Food Spending Patterns
• Figure 3-3. Changes in Cat Food Spending, 2024 (percent of cat product purchasers)
• E-commerce, Omnichannel/Omnimarket
• Table 3-3. Online Sales and Shares of Pet Food, Overall vs. Cat Food and Treats, 2020, 2023, and 2028P (million dollars and percent share)
• Value for the Price
• Figure 3-4. Types of Cat Food Changes Made, 2023 (percent of cat owners who changed cat foods in past 12 months)
• Figure 3-5. Level of Agreement with Statement, "Private-label (store brand) pet foods provide the same or better quality compared to national brand pet foods", 2023 (percent of cat owners)
• Pricing Pressure Expected to Continue in
• Pet Food: The No. 1 Pet Health Product
• Figure 3-6. Products Considered Most Important for Pet Health and Wellness: Cat vs. Dog Owners, 2024 (percent of cat and dog owners)
• Table 3-4. Level of Agreement with Selected Statements Related to Pet Food and Pet Health: Cat Owners vs. Dog Owners, 2023 (percent of cat and dog owners)
• Overweight/Obese Cats at Risk for Health Problems
• Usage Rates Stabilize Across Pet Food/Treat Types
• Table 3-5. Household Usage of Pet Food or Treats by Type in Last 6 Months, 2019 - 2023 (percent of cat/dog-owning households)
• Wet Pet Food Retains Appeal
• Illustration 3-3. ORIJEN Amazing Pates Wet Cat Food
• Alternative Pet Foods' Rising Appeal
• Table 3-6. Pet Food Usage by Formulation Type, 2024 (percent of cat and dog owners)
• Fresh Pet Food Leaving Cats Behind
• Figure 3-7. Freshpet Long-Term Strategy
• Illustration 3-4. Identity Imagine Fresh Cat Food
• Smalls Focusing on Fresh Cat Food Customers
• Illustration 3-5. Smalls Cat Food
• Primal Pet Foods Offers Fresh Cat Foods
• Illustration 3-6. Primal Pet Foods Gently Cooked Balanced Base Pet Foods
• Functional, Science-Based, and Veterinary Diets
• Illustration 3-7. Hill's Prescription Diet Landing Page
• Illustration 3-8. NutriSource Element Series Cat Diets
• Illustration 3-9. Wellness CORE+ Cat Foods
• Illustration 3-10. Tiki Cat Functions Meal Toppers
• Sustainable Pet Food Formulas and Industry Initiatives
• Table 3-7. Level of Agreement with Selected Statements Related to Pet Food Sustainability and Eco-Consciousness, 2023 (percent of cat and dog food purchasers)
• Illustration 3-11. Purina ONE DualNature Sustainable Cat Food
• Illustration 3-12. Open Farm Sustainable Wet Cat Food and Toppers
• Focus on Cat Treats
• Figure 3-8. Usage Rates for Cat Treats vs. Dog Biscuits/Treats, 2012/13 - 2023/24 (percent cat treats and dog treats)
• Figure 3-9. Purchase Rates for Pet Treats/Chews by Type: Dog vs. Cat Owners, 2024 (percent dog owners and cat owners)
• Illustration 3-13. Temptations TenderFills
• Illustration 3-14. Friskies Playfuls
• Illustration 3-15. Fromm Family PurrSnackitty Treats
• Illustration 3-16. GivePet Cat Treats
• Dental Treats
• Illustration 3-17. Ark Naturals Cat Dental Treats
• Illustration 3-18. WHIMZEES Cat Dental Treats

CHAPTER 4: NON-FOOD PET SUPPLIES

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Cats in Context
• Figure 4-1. US Non-Food Pet Supplies Sales, 2019-2024P, 2028P (billion dollars)
• Figure 4-2. Non-Food Pet Supplies Sales and Share by Animal Type, 2023 (billion dollars)
• Table 4-1. Dollar Sales of Non-Food Pet Supplies Per Pet-Owning Household and Per Pet, Cats vs. Dogs,
• OPPORTUNITIES
• Pandemic Blowback in Non-Food Supplies Market
• Figure 4-3. Year-Over-Year Changes in Levels of Non-Food Pet Supplies Spending, 2021 - 2024 (percent of cat-owning non-food pet supplies purchasers)
• Table 4-2. Important Factors When Selecting Which Pet Products to Purchase and Where to Purchase Them, 2024 (percent of cat owners)
• Focus on Litter
• Figure 4-4. Reduction in Spending on "Extras", 2023 (percent of pet owners)
• Figure 4-5. Types of Litter Changed To in Past 12 Months 2023 (percent of cat owners)
• Most Households Use Litter
• Figure 4-6. Purchase Rate of Litter and Litter-Related Products Bought Specifically for Cats in Past 12 Months, 2023 (percent of cat owners)
• Table 4-3. Litter Usage Trends, 2017 - 2024 (percent and thousands of cat-owning households)
• The Challenges of Marketing Litter
• Oil-Dri Acquires Ultra Pet
• Engaging Litter Consumers
• Illustration 4-1. World's Best Cat Litter on Pinterest
• Illustration 4-2. Tidy Cats and Drew Barrymore on Facebook
• Odor Control Most Important Factor in Purchasing Litter
• Figure 4-7. Most Important Factors When Purchasing Litter, 2023 (percent of litter purchasers)
• Sustainability and Corporate Responsibility
• Table 4-4. Cat Litter Usage in Last 12 Months, 2020 - 2023 (percent of cat-owning households)
• Illustration 4-3. Dofu Cat Natural Cat Litter
• Figure 4-8. Cat Owner Attitudes Toward Natural and Environmentally Friendly Litter Products, 2023 (percent of cat owners)
• Table 4-5. Cat Owner Attitudes Toward Natural and Environmentally Friendly Litter Products, by Generation, 2023 (percent of cat owners)
• Subscription Services Abound in Litter Market
• Health & Wellness
• Figure 4-9. Products Considered Most Important for Pet Health and Wellness: Cat vs. Dog Owners, 2024 (percent of cat owners and dog owners)
• Pet Supplements
• Pet Medications
• Figure 4-10. Parasiticide Purchase Rates in Veterinary Channel in Last 12 Months, 2023 (percent of dog and cat owners who visited a vet clinic in last 12 months)
• Table 4-6. Percentage and Number of Dog or Cat Owners Who Use Flea/Tick or Other Parasiticides, 2023/24 (percent and thousands of cat- or dog-owning households)
• Over Half of Cat Owners Use Parasiticide Drops/Spot-Ons
• Table 4-7. Usage Rates of Parasiticides by Type, 2023/24 (percent of cat- and dog-owning households)
• Home Centered Marketing and Product Design
• Illustration 4-4. Chewy Home Collection
• Pet Tech/Technology Extends Omnimarket Reach
• Table 4-8. Agreement with Statement, "Technology is allowing me to save time on pet care": Overall and by Generational Cohort, 2024 (percent of dog/cat owners)
• Table 4-9. Agreement with Statement, "Technology is allowing me to spend more quality time with my pets": Overall and by Generational Cohort, 2024 (percent of dog/cat owners)
• Table 4-10. Selected Attitudes and Behaviors Related to Smartphone Apps, 2024 (percent of cat owners)
• Subscription Purchasing and Direct-to-Consumer
• Illustration 4-5. Chewy Goody Box for Cats

CHAPTER 5: VETERINARY SECTOR

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Cats in Context
• Figure 5-1. US Veterinary Sector Sales, 2019 --2024P, 2028P (billion dollars)
• Figure 5-2. Veterinary Sector Sales and Share by Animal Type, 2023 (billion dollars)
• Table 5-1. Dollar Sales of Non-Food Pet Supplies Per Pet-Owning Household and Per Pet, Cats vs. Dogs,
• Veterinary Inflation Outpaces Sales Growth
• Figure 5-3. Annual Consumer Price Index Inflation Rates for Veterinary Services, 2015 - 2023 (percent)
• Figure 5-4. Changes in Levels of Veterinary Spending in Last 12 Months: Dog vs. Cat Owners, 2024 (percent of vet services customers with 2+ years as pet owners)
• Figure 5-5. Health-Related Significant Challenges to Pet Ownership, Cat-Only vs. Dog-Only, 2024 (percent of owners of cats and not dogs and owners of dogs and not cats)
• OPPORTUNITIES
• Targeting Cat Owners
• Table 5-2. Veterinary Service Usage Rates: Overall and by Dog/Cat Ownership, 2019 - 2023 (percent of dog/cat owning households)
• Dog/Cat Owner Share of Client Base
• Figure 5-6. Dog/Cat Household Shares of Veterinary Services Client Base vs. Overall Dog/Cat Households, 2013, 2018, and 2023 (percent)
• Competing in an Omnimarket Context
• Targeting Millennials/Gen Z
• Table 5-3. Most Important Sources of Pet Care Information: By Generational Cohort, 2024 (percent)
• Targeting New Pet Owners
• Illustration 5-1. Petco New Cat Owner Guide
• Figure 5-7. Influences on Most Recent Cat Acquisition, 2024 (percent who adopted a cat in last 12 months)
• REASONS FOR VETERINARY VISITS
• Table 5-4. Selected Reasons for Veterinary Visits: For Dogs vs. Cats, 2021 vs. 2022 (percent of veterinary customers)
• Figure 5-8. Level of Agreement with the Statement, "If heartworm and flea/tick medications weren't prescription-only, I'd be less likely to take my pet to the vet for annual check-ups", 2024 (percent of owners of cats and not dogs who had been to a vet in the past 12 months)
• Pet Wellness Plans
• Illustration 5-2. Banfield Wellness Plan for Cats
• Illustration 5-3. PetVet Veterinary Care Packages for Cats
• Illustration 5-4. Walmart Veterinary Services Packages for Cats
• Illustration 5-5. Pet Supermarket Veterinary Care
• Types of Veterinary Clinics Visited
• Figure 5-9. Types of Veterinary Clinics/Services Used in Last 12 Months, 2024 (percent of cats and not dogs or dogs and not cats owners who visited a vet in past 12 months)
• Telehealth Trends
• Figure 5-10. Selected Stats on Online/App Veterinary Telehealth Service Users, 2023 (percent)
• Figure 5-11. Levels of Agreement with Selected Statements Related to Telehealth, 2024 (percent of veterinary customers who own cats)
• Illustration 5-6. Chewy's Connect With a Vet
• Detailed Demographic Tables
• Table 5-5. Veterinary Service User Demographics: Owners of Cats but not Dogs, 2023/24 (percentages, number, and index)

CHAPTER 6: NON-MEDICAL PET SERVICES

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Cats in Context
• Figure 6-1. Share of Pet Services Sales by Type, 2019 vs. 2023 (percent)
• Table 6-1a. Pet Services Sales, 2020 - 2023, 2024P, 2028P (million dollars)