U.S. household pet spending is skyrocketing.
Pet ownership — dogs, cats, fish, birds, small animals, reptiles and horses — has soared to 68% of U.S. households, or about 85 million families, according to the 2017-2018 National Pet Owners Survey conducted by the American Pet Products Association (APPA).
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Source: American Pet Products Association’s 2017-2018 National Pet Owners Survey.
As even more U.S. households welcome pets into the family, spending will continue to grow year after year.
In fact, a Quartz report in October 2018 says Americans will spend more on pets than cable TV, suggesting that the “largest expense” for American families will be an additional pet member of the family.
Brick-and-mortar stores still carry a lot of weight among pet owners, but the weight has shifted from carrying packages home after going through shelves of pet products to brands making their case online, even among more well-known pet suppliers. Some take advantage of Amazon FBA while others choose their own fulfillment services.
According to the U.S. Census Bureau Statistics on Pets, there are 9,164 pet and pet supplies stores in the U.S. Many pet store chains are also noting more customer requests for more discerning pet foods with made with organic ingredients and wholesome grains.
So many products, not enough time – unless a brand can market the must-have feeding, playing, washing, training, treats and ultimate pet-bribing toy.
For online pet supply businesses, opportunities are ripe for through-the-roof sales.
Prime Day 2019 counted a record-breaking 400,000 pet products sold, according to an Amazon press release.
Estimates point to $75.38 billion will be spent in 2019 for pets in the U.S., an increase of 3.89% from the $72.56 billion spent on pets in 2018, according to the AAPA’s National Pet Owners Survey.
| Pet Category | 2019 Estimated (in billions) |
| Food | $31.68 |
| Supplies/OTC Medicine | $16.44 |
| Vet Care | $18.98 |
| Live animal purchases | $1.97 |
| Other Services | $6.31 |
Source: American Pet Products Association
Many small business retailers say their brand will stun the pet-owner world, but it often takes a well-tested product, an efficient pet invention, good impressions and word-of-mouth to stand out among the prevailing pet products cluttering shelves or online space. Core missions include awareness and familiarity before consumers’ consideration, purchase and, finally, loyalty.
As sales of pet food and other pet product grow, U.S. consumers are choosing Amazon as a top destination. An e-commerce platform provides space for uniqueness, tips, and products for young and senior pets.
Statista reports that pet food will remain the top pet market product in 2019, with the vet care segment second in highest revenue; sales totaled $18.11 billion in 2018.
There is room to grow, if Prime Day 2019 is an indicator. A record-breaking 400,000 pet products were sold, according to Amazon. This applies to both 1P and 3P sellers.
Taking a cursory view of Amazon’s Best Sellers in Pet Supplies does not include Wag dog food, which is only available for Amazon Prime members, but that could easily change. On the best-selling list: AmazonBasics Pet Training and Puppy Pads (regular and heavy duty) as well as AmazonBasics Dog Waste Bags and Dispenser and Leash Clip (standard and EPI additive).
And Amazon is doing its part to facilitate pet owners who can use online help buying supplies and caring for their pets.
For better customer service, Amazon created a Pet Food & Supplies page for both pet owners and pet brands.
Pet owners, for example, can drill down using an Amazon pet profile to single out their pet needs after selecting a breed, age, dietary preferences, favorite brands and food flavors, among other options, before starting to shop; pet supply companies can gauge the range of products and pet type offered under Amazon.
Amazon reported a record-breaking 400,000 pet products sold on Prime Day 2019.
The pet category’s most popular products are updated hourly on Amazon’s Best Sellers in Pet Supplies. As of late August 2019, cat litter, dog poop bags, pet stain and odor eliminator, pet trainer and puppy pads, dog treats, litter tray refills, cat food, dog food and treats were among the top-selling items.
Interested in expanding your pet supplies business on Amazon? Don’t forget to read up on Amazon SEO so your products can be seen by your ideal customers.
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