Pet Category Trends, 2023 Data

Pet Market Data and Consumer Insights

PROPRIETARY RESEARCH FOR FUTURE-FACING PET INSIGHTS

38% of pet parents report purchasing supplements in the past year, but they don[’t stop there. Pet Supplement Shoppers purchase dental care, functional treats, and grooming products at rates 11 to 16 percentage points higher than the average pet parent, revealing a high-engagement crossover audience that spends more across categories.

Nextin™ Pet Category Trends maps the need-states, ingredient demand signals, format preferences, and purchase behaviors shaping the next wave of pet nutrition innovation.

Whether the opportunity is in supplements, treats, food, or functional formats, this pet report translates consumer data into the strategic intelligence that keeps pet professionals ahead of the category curve, from benefit-driven positioning to retail channel optimization.

Built for Professionals Navigating Pet Market Growth

This Nextin Research package equips pet industry professionals with current, validated pet market data to sharpen product development, marketing, and investment decisions:

• Brand and product teams: Identify the health benefits, formats, and ingredients that drive supplement and treat consideration, then pressure-test concepts against consumer-reported purchase priorities
• Ingredient suppliers: Quantify consumer demand for specific functional ingredients, proteins, and plant-based sources. Track which associations with positive health benefits are gaining or losing momentum year over year.
• Retailers and category managers: Use cross-category purchase data and multi-channel shopping behaviors to build assortments that reflect how pet parents actually buy across food, treats, supplements, and dental care
• Investors and analysts: Evaluate pet market growth potential with primary data analysis on spending resilience, price sensitivity, supplement adoption rates, and the consumer willingness underpinning category expansion
• Executives and strategists: Anchor long-range planning in current pet parent psychographics, year-over-year trend data, and the benefit-driven dynamics reshaping pet nutrition from kibble to functional formats

If your pet market strategies lack pet market data that captures the consumer perspective, Nextin research closes that gap. See sample content and explore how the data applies to your category:

Schedule a 30-Minute Walkthrough

What’s Included: Pet Market Data that Looks Ahead

Data Vintage: May 2023 survey of 765 U.S. pet parents who currently have at least one dog, cat, or horse and make household decisions about the purchase of products for their pets to consume—including a subgroup of 282 pet supplement shoppers. Year-over-year comparisons draw from MarketPlace’s surveys of pet supplement shoppers in 2021 (n=359), 2022 (n=282), and 2023 (n=282).

The Pet Insights Report (42 pages): The pet report delivers a rich analysis of pet supplement, food, and treat trends spanning need-states, ingredient demand, format preferences, protein and plant-based ingredient considerations, retail channel behaviors, and spending dynamics. Includes year-over-year trend tracking, segment comparisons between general pet parents and supplement shoppers, and innovation explorations. Designed for product development, brand positioning, and stakeholder presentations.

The Charts (33 charts plus data tables in PowerPoint): Editable visuals covering every major topic in the report—formatted for retail buyer decks, board-level presentations, and internal strategy sessions. Embed directly into your next presentation or customize to your brand.

Detailed Tables of Contents

CLICK BELOW TO EXPAND

What’s Inside: A Pet Insights Preview

The Pet Supplement Shopper Advantage

Only 37% of pet parents (n=282) purchased pet supplements in the past year—but those who did are dramatically more engaged across the broader pet product landscape:

• Purchase dental care products at higher-than-average rates (+15 pts compared to general pet parents)
• Purchase functional treats at higher-than-average rates (+16 pts)
• Purchase toys at higher-than-average rates (+14 pts)
• More likely to have shopped at a brick-and-mortar pet specialty or independent pet store in the past 12 months (+13 pts)

Strategic implication: Pet supplement shoppers function as a high-value crossover audience whose elevated purchase rates across dental care, functional treats, and grooming signal clear opportunities for cross-category bundling and benefit-driven positioning—and the data reveals exactly which need-states, formats, and ingredients resonate with this segment.

The full report includes year-over-year trend tracking across 19 ingredient categories, detailed profiles of supplement shoppers vs. general pet parents, need-state and format preference analysis, retail channel comparisons, and spending data across food, treat, and supplement categories.

Pet Market Data and Insights

This pet report spans the categories, ingredients, and consumer dynamics driving pet market growth and product innovation:

• Pet Supplements: Purchase path, benefit-driven need-states, format preferences, confidence-building attributes, quality indicators, year-over-year trends
• Ingredients and Proteins: Animal protein consideration, plant and fungi ingredient demand, functional ingredient preferences, consumer health-benefit associations, research behaviors
• Pet Food and Treats: Cross-category purchase behaviors, spending data, price sensitivity, treat and functional treat adoption
• Retail Channel Behaviors: In-store and online shopping behaviors, pet specialty trends, multi-channel purchase patterns
• Cross-Cutting Analysis: Pet parent psychographics, supplement shopper profiling, spending resilience, calming supplement drivers, non-supplementing pet parent potential, innovation explorations

Trusted Across the Pet Industry

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

A MarketPlace brand, Nextin pairs more than two decades of pet and nutrition category expertise with proprietary consumer research—delivering insights that bridge supply chain dynamics and consumer demand to inform decisions built for what\u2019s next, not just what\u2019s now.

Put Consumer Data Behind Your Next Move

Instant access upon checkout. Download the full research package—pet insights report and visualized charts and tables—immediately upon purchase.

Questions?

Explore sample pet market data, charts, and insights, and discuss how the research applies to your business:

Schedule a 30-Minute Walkthrough

Or send us a message to start the conversation.