Pet Trends: Insights Report, Charts, & Data Package
Pet Market Research and Consumer Insights
PROPRIETARY INSIGHTS TO NAVIGATE PET MARKET GROWTH
63% of pet parents purchased treats in the prior year, but only 32% purchased supplements. Yet compared to all pet parents, Pet Supplement Purchasers indexed at 1.6x for grooming product purchases and 1.5x for dental care product purchases. This highly engaged segment outpaced the general audience across every product category measured.
Nextin™ Pet Trends maps the cross-category connections, ingredient signals, and benefit-driven behaviors shaping the next wave of pet product innovation.
Whether the opportunity lies in dog food formats, cat supplement delivery systems, or the channel strategies that reach proactive pet parents, this Nextin pet industry report translates primary consumer data into the strategic intelligence that keeps pet professionals ahead of the market.
Built for Pet Industry Professionals Who Shape Wha’s Next
This Nextin Research package equips pet industry professionals with current, validated consumer data and forward-looking pet trends to sharpen high-stakes decisions:
- Brand and product teams: Pressure-test innovation concepts against species-specific need-states, ingredient perceptions, and format preferences drawn from primary pet market research
- Ingredient suppliers: Identify which functional ingredients, biotics, and benefit claims resonate with pet parents—and where emerging demand outpaces current awareness
- Retailers and category managers: Apply cross-category purchase data analysis and multi-channel shopping behaviors to build assortments that reflect how pet parents actually shop online and in-store
- Investors and analysts: Evaluate pet food market growth potential using primary data analysis on supplement adoption curves, category spending patterns, and the consumer behaviors that underpin category expansion
- Executives and strategists: Anchor long-range planning in current pet parent psychographics, species-specific decision-drivers, and the benefit-driven trends reshaping pet nutrition from food to supplements
If your pet category decisions rely on data that looks to historic sales measures, this research bridges the gap. See sample content and discuss how it applies to your business:
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What’s Included: Forward-looking Pet Market Research
Data Vintage: May 2024 survey of 754 U.S. adults aged 18 and older who report owning at least one dog or cat and making pet product purchase decisions.
The Pet Insights Report (41 pages): Forward-looking pet industry report with pet food, treat, supplement, and dental care insights spanning dog and cat markets. Includes species-specific decision-drivers, cross-category purchase behaviors, ingredient perception data, biotics adoption analysis, and pet supplement purchaser profiling. Built to support product development, brand strategy, and executive decision-making.
The Charts (37 PowerPoint charts + data tables): Presentation-ready charts and tables visualize every major topic in the survey. Editable and ready to drag and drop into your next deck for retail buyer meetings, board presentations, and internal strategy sessions.
The Consumer Intelligence Snapshot (Excel): Summary data tables from the Nextin pet consumer survey of 754 U.S. pet parents; a quick-reference source of pet market data.
Detailed Tables of Contents
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Pet Insights Report: Full Table of Contents (41 pages)
Pet Category Trends 2024
a Nextin Research Trend Report
Introduction and Methodology
- Introduction
- Methodology
Meet the Audience: The U.S. Pet Parent in 2024
Nextin Insights: The Multifaceted, Multi-Channel Pet Parent
- U.S. Pet Parent Attitudes, Preferences, and Lifestyles
- Pet Product Purchases
- Pet Product Purchases by Audience, Prior 12 Months (Table 1.1)
- Shopping Behaviors and Information Sources
- Retail Channels Shopped for Pet Products, Prior 12 Months (Table 1.2)
- Ingredients That Influence Perception
- The Biotics Bump
- Biotics Consumption by Species, Daily + Weekly (Table 1.3)
- Biotics Familiarity, Research, and Perception (Table 1.4)
Dog Spotlight: Decision-Making for Dogs: Canine Category Priorities and Drivers
- Made These Pet-Related Purchases
- Seek Benefits
- Consider These Factors When Selecting a Dog Food
- Feed a Variety of Dog Food Types
- Purchase a Variety of Dog Treats
- Associate These Ingredients with Pet Health Benefits
- May Feed Their Dogs Supplements
- Researched in the Prior 12 Months
- Source Information About Pet Health From
- Relationship Between Dog Product Benefits and Information Sources (Table 2.1)
- Purchased Pet Products From These Channels
Cat Spotlight: The Cat-egory Close Up: Feline-Focused Motivations and Behaviors
- Made These Pet-Related Purchases
- Seek Benefits
- Consider These Factors When Selecting a Cat Food
- Feed a Variety of Cat Food Types
- Purchase a Variety of Cat Treats
- Associate These Ingredients with Pet Health Benefits
- May Feed Their Cats Supplements
- Researched in the Prior 12 Months
- Source Information About Pet Health From
- Relationship Between Cat Product Benefits and Information Sources (Table 3.1)
- Purchased Pet Products from These Channels
Pet Supplement Spotlight: Pet Supplement Purchasers: The Early Adopters of the Pet Category
- The Path to Purchase
- Benefits Guide Purchase Consideration
- The Influence of Ingredients
- Biotics and Phages, Today and Tomorrow
- Biotics Familiarity and Pet Consumption Frequency (Table 4.1)
- Botanicals, Antioxidants, and the Power of Messaging
- Functional Ingredient Familiarity and Pet Consumption Frequency (Table 4.2)
- Pet Product Information Sources and Retail Channels
- Retail Channels Shopped by Pet Supplement Purchasers, Prior 12 Months (Table 4.3)
- Pet Supplement Purchaser Subsegments
- Brick-and-Mortar Shoppers
- Online Shoppers
- Who Look to YouTube for Pet Health Info
- The Cat Supplement Subsegment
- The Dog Supplement Subsegment
About Nextin Research
About MarketPlace
Index of Charts
Index of PowerPoint Charts and Tables (37 charts + data tables)
Nextin Pet Trend Charts and Tables
37 PowerPoint Charts Plus Data Tables
Pet Parent Attitudes, Preferences, and Lifestyles
- Pet Ownership, U.S. Households
- Responsibilities for Pet Product Purchase Decisions
- Information Sources for Pet Health and Wellness
- Ingredients Associated with Pet Health Benefits
- Familiarity with Functional Ingredients
- Ingredients Researched, Prior 12 Months
- Attitudes Regarding Ingredients in Pet Nutrition Products
- Attributes that Inspire Confidence in Pet Supplements
- Quality Indicators in Pet Supplements
Dog Data: Food, Treats, Need-States, and Ingredients
- Most Commonly Purchased Types of Dog Food
- New Dog Food Purchase Considerations
- Dog Treats Purchased, Prior 12 Months
- Need-States Motivating Dog Product Purchases, Prior 12 Months
- Ingredients Recognized and Fed in Canine Diets
Dog Supplement Trends
- Dog Supplementation Frequency
- The Start of the Dog Supplement Shopping Journey
- Dog Supplement Purchase Considerations
- Preferred Dog Supplements
Cat Food, Treats, Need-States, and Ingredients
- Most Commonly Purchased Types of Cat Food
- Cat Food Purchase Considerations
- Need-States Motivating Cat Product Purchases, Prior 12 Months
- Ingredients Recognized and Fed in Feline Diets
Cat Supplement Data
- Cat Supplementation Frequency
- The Start of the Cat Supplement Shopping Journey
- Cat Supplement Purchase Considerations
- Preferred Cat Supplement Delivery Systems
Pet Product Shopping Behaviors and Information
- Retail Channels Shopped for Pet Products, Prior 12 Months
- Products Purchased for Dog or Cat, Prior 12 Months
- U.S. Pet Owner Demographics, Gender
- U.S. Pet Owner Demographics, Age Group
- U.S. Pet Owner Demographics, Household Income
- U.S. Pet Owner Demographics, U.S. Region
Explore Integrated Services
Do More with Your Data
These additional services help you uncover specific details about your audience or product segment, inform innovation strategy, and enhance your presentations.
Custom Data Slice: $2,500
Additional data analysis based on a single set of criteria; includes a customized Executive Summary. Get in touch to learn more.
Strategy Consulting: $5,000
Consulting from an experienced Strategist in your category. Discuss the possibilities specific to your ingredient, product, or brand. Includes a documented Executive Summary. Learn more.
Protocept Renderings: $7,500 for 3
Illuminate the possibilities with three digital Protocept Mockups that demonstrate how innovation might come to life in a packaged good. Ideal for presentations. Includes discovery call, delivered in PNG and JPG formats. See protocept examples.
A Preview: The Insights Inside
The Early Adopter Advantage: Pet Supplement Purchasers
Only 32% of pet parents purchased a pet supplement in the prior 12 months, and those who did are dramatically more engaged across the entire pet category:
- Purchased grooming products at higher-than-average rates (+20 pts compared to the general audience)
- Purchased dental care products at higher-than-average rates (+15 pts)
- Consulted product brand websites for pet health information at higher-than-average rates (+16 points)
- 77% are sole decision-makers for pet product purchases (+7 pts)
Strategic implication: Pet supplement purchasers function as early adopters whose cross-category behaviors forecast broader pet market trends—and the data reveals which benefits, ingredients, formats, and channels connect with this high-value segment.
The full report includes species-specific profiles for dog and cat parents, supplement purchaser subsegments (brick-and-mortar shoppers, online shoppers, YouTube-influenced buyers, and species-specific supplement purchasers), plus biotics adoption analysis and ingredient perception data across the full pet audience.
Pet Market Coverage
This pet industry report spans the full companion pet nutrition and wellness landscape across dogs and cats:
- Dog Nutrition: Food format preferences, treat types purchased, need-states motivating purchase, ingredient associations, supplement frequency, food selection factors
- Cat Nutrition: Food style preferences, treat format adoption, species-specific need-states, urinary and kidney focus, supplement format preferences
- Pet Supplements: Purchaser profiling, benefit-driven purchase consideration, ingredient influence, biotics familiarity and consumption, format preferences by species
- Ingredients and Functional Trends: Biotics awareness and adoption curves, antioxidant and botanical perceptions, ingredient research behaviors, quality indicators
- Cross-Cutting Analysis: Multi-channel shopping behaviors, information source correlations, retail channel data, pet supplement purchaser subsegments, pet parent demographics
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 combines more than two decades of pet and nutrition category specialization with proprietary consumer research—bridging supply chain dynamics and consumer behavior to deliver intelligence that moves from insight to impact.
From Insight to Action
Instant access upon checkout. This complete research package—insights report, PowerPoint charts, and Consumer Intelligence Snapshot—is available for immediate download.
Questions?
Explore sample findings and see how Nextin Pet Trends data applies to your category, ingredient, or brand:
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