Pet Market Trends, 2022 Data

Pet Market Research and Consumer Insights

PET MARKET RESEARCH TO DECODE THE U.S. PET PARENT

Between 2021 and 2022, desirability of “high in protein” in pet nutrition surged +17 points and “high in fiber” jumped +14 points among general pet parents—yet only 35% say they would seek a specific benefit first when purchasing a pet supplement, revealing a gap between rising nutritional awareness and benefit-driven purchase behavior.

Nextin™ Pet Category Trends maps the attitudes, behaviors, and motivations that distinguish pet supplement shoppers from the broader pet parent audience, and identifies the ingredients, need-states, and values that drive purchase consideration.

From functional ingredient preferences and occasion-based supplementation to the sustainability values and shopping behaviors that shape the path to purchase, Nextin translates pet survey data into the innovation intelligence that keeps pet industry professionals ahead of what’s next.

Pet Survey Data for Innovative Professionals

This Nextin Research package equips pet industry professionals with validated pet data and forward-looking consumer insights to support high-stakes decisions:

• Brand and product teams: Pressure-test supplement concepts and refine positioning with pet market research that reveals which ingredients, formats, and claims resonate with the supplement-buying consumer
• Ingredient suppliers: Quantify consumer consideration for functional ingredients—from omega-3 and glucosamine to emerging botanicals—and benchmark year-over-year shifts in perceived health benefits
• Retailers and category managers: Leverage cross-category purchase data and retail channel insights to optimize assortment for the high-engagement pet supplement shopper
• Investors and analysts: Assess pet supplement category momentum using primary pet survey data on need-state adoption curves, satisfaction gaps, and the values-driven purchase criteria that underpin growth
• Executives and strategists: Ground long-range planning in consumer psychographics, lifestyle data, and the humanization trends reshaping how pet parents shop for supplements, treats, and nutrition products

If your pet category decisions rely on assumptions rather than current consumer data, this research fills the gap. See sample content and discuss how the data applies to your business:

Schedule a 30-Minute Walkthrough

What’s Included: Pet Market Research with a Pet Supplement Spotlight

Data Vintage: June 2022 survey of 737 U.S. adults aged 18 and older who reported owning at least one dog, cat, or horse, further screened to a subgroup of 282 pet supplement shoppers who reported purchasing pet supplements in the past 12 months, making pet product purchase decisions, and having primary or shared responsibility for their pet. It is among the most comprehensive primary consumer research available on the pet supplement category for this data vintage. Survey sample provided by Dynata

The Insights Report (34 pages): Forward-looking analysis of pet supplement trends spanning purchase drivers, ingredient perceptions, need-state demand, format preferences, sustainability values, and consumer satisfaction. Includes year-over-year comparisons, psychographic profiling, and retail channel analysis. Designed to inform product development, brand strategy, and executive decision-making.

The Charts (52 charts plus data tables in PowerPoint): Presentation-ready visuals covering every major topic in the report, formatted for retail buyer meetings, investor presentations, and internal strategy sessions. Embed directly into your next deck or customize to your brand.

Detailed Tables of Contents

CLICK BELOW TO EXPAND

A Preview: The Insights Inside

The Pet Supplement Shopper Advantage

Only 38% of pet parents in the study (n=282 of 737) qualified as pet supplement shoppers—an engaged shopper segment across categories and channels:

• More likely than average to purchase dental care products (+15 pts) above the general pet parent audience
• More likely than average to purchase functional pet treats (+13 pts)
• More likely to shop on Amazon (+13 pts) and Chewy.com (+12 pts)
• More likely to look at online reviews (+10 pts) before a first-time purchase

Strategic implication: Pet supplement shoppers concentrate engagement across wellness-adjacent categories and digital channels. Nextin pet data reveals exactly which need-states, ingredient perceptions, and values-driven attributes differentiate this high-value subgroup from the broader pet parent audience.

The full report includes detailed comparisons across 20+ need-states, 20+ functional ingredients, year-over-year trend shifts, and psychographic profiles of the pet supplement consumer, plus satisfaction and dissatisfaction analysis across benefit categories.

Pet Market Coverage

This pet market research spans the supplement, nutrition, and wellness landscape through the lens of two distinct audiences: general pet parents and pet supplement shoppers.

• Pet Supplements: Format preferences, supplementation frequency, purchase drivers, quality indicators, satisfaction and dissatisfaction by benefit category
• Ingredients and Nutrition: Functional ingredient consideration, protein and produce preferences, dietary desires, year-over-year shifts in ingredient-health benefit associations
• Need-States and Benefits: Purchase behavior and purchase consideration by health condition, occasion-based calming supplement demand, year-over-year trend comparisons
• Sustainability and Values: Made-in/from claims, sourcing and ethics alignment, animal welfare and cause-driven preferences, packaging material priorities
• Cross-Cutting Analysis: Consumer psychographics, shopping behaviors, retail channel usage, information sources, subscription and personalized nutrition attitudes, human-pet relationship dynamics, wearable technology and biomarker awareness

Trusted Across the Pet Industry

Nextin Research insights have been sourced by the National Animal Supplement Council, Petfood Industry, Pet Sustainability Coalition, Petfood Forum, Global PETs, and leading ingredient, brand, and retail organizations.

A MarketPlace brand, Nextin draws on more than two decades of pet category expertise. Built to drive action, Nextin Research transforms proprietary pet survey data into insights that bridge supply chain dynamics and consumer demand.

Put Consumer Data Behind Your Next Move

Instant access upon checkout. Download the complete research package—insights report, PowerPoint charts, and Consumer Intelligence Snapshot—immediately.

Questions?

Explore sample pet market research content and see how the data connects to your category or business challenge:

Schedule a 30-Minute Walkthrough

Or send us a message to start the conversation.