Nutrition: When a pet’s in pain, where do pet owners turn?
Not to mention that the future is already here: millennials are the largest pet owner segment today.
The APPA’s 2017-2018 National Pet Owners Survey shows millennial pet ownership has officially surpassed baby-boomer ownership by three percentage points to now account for 35 percent of all pet owners.
According to a quote in Pet Business magazine, “This is a very passionate, active and connected group”, says Bob Vetere, president and CEO of the American Pet Product Association, “and it’s been very exciting to see the ways in which our (pet retail) industry is working to meet the demands of this powerful demographic.”
And millennials are just the beginning…Gen Z is on their way; and it isn’t only younger generations. Technology driven behaviors are changing among all generations. For instance, according to a 2016-syndicated research study conducted by Multi-sponsor Surveys, Inc. on Pet E-Commerce, 46% of pet owners 50-64 years old and 56% of pet owners 35-49 years old have increased online shopping for pet products in the previous 12 months.
The Pet Owner Paths research, sponsored by Merck, Unfenced (an animal health creative agency) and Kynetec (a market research firm), looks at the specific steps pet owners take when making decisions about their pets’ health. The research was released exclusively to dvm360.
In addition to looking at younger versus older pet owners, researchers examined decision making by product category (including dental, dermatology and pain), differences between dog and cat owners, differences when a pet is sick versus when it’s healthy, and more.