SLIDE 1 David Sprinkle Publisher and Research Director, Packaged Facts dsprinkle@marketresearch.com
Canadian Pet Owner Consumer Trends
SLIDE 2 Packaged Facts, Canadian Pet Market Outlook, 2014‐Supp
Source: Packaged Facts Consumer Surveys, March 2013 and May 2014
Canadian Ownership Levels for Dogs, Cats &Other Pets, 2013/14
10% 14% 31% 34% 50% 54%
Other Dog and Cat Dog Cat Dog or Cat Any
SLIDE 3 7% 12% 35% 40% 26% 45% 52% 66% No kids One or more kids
Any Dog(s) Cat(s) Other
Packaged Facts, Canadian Pet Market Outlook, 2014
Source: Packaged Facts Consumer Survey, March 2013
Canadian Pet Ownership Rates by Household Composition, 2013
SLIDE 4 Packaged Facts, Canadian Pet Market Outlook, 2014
Source: Packaged Facts Consumer Survey, March 2013
Canadian Pet Market Consumer Overview by Hhld Income, 2013
79% 71% 78% 74% 75% 21% 29% 22% 26% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
All Dog(s) Cat(s) Other Any
Under $100k $100k +
SLIDE 5 Packaged Facts, Canadian Pet Market Outlook, 2014‐Supp
Source: Packaged Facts Consumer Survey, May 2014
Canadian Pet Ownership Rates by Age Bracket, 2014
Age Any Dog(s) Cat(s) Other
Age 18-34 52% 28% 34% 10% Age 35-54 55% 30% 38% 13% Age 55+ 49% 30% 27% 6%
SLIDE 6 Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 14% 20% Somewhat Agree 30% 30% Neutral ‐ NA/D 22% 22% Somewhat Disagree 18% 17% Strongly Disagree 15% 11%
“I shop for pet foods in a variety of stores”
Canada U.S. 19% 18% 34% 34% 25% 26% 14% 12% 9% 10%
“I shop for pet supplies (non‐foods) in a variety of stores”
SLIDE 7 Channel Shopping for Pet Foods: Top Channels, 2014 (percent of pet‐owning households)
Channel Canada U.S.
Supermarkets 41% 27% Walmart 39% 34% Pet Store/Superstore Chain Other Than PetSmart/Petco 19% 8% PetSmart 18% 31% Supercenters/Discount Stores Other Than Walmart 17% 21% Independent Pet Stores 16% 9% Veterinarian 14% 15%
Packaged Facts Pet Shopper Surveys April‐June 2014
SLIDE 8
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 11% 15% Somewhat Agree 22% 24% Neutral ‐ NA/D 39% 37% Somewhat Disagree 17% 14% Strongly Disagree 10% 9%
“Natural pet products sold in pet stores and pet superstores are superior to those sold in general stores such as supermarkets or supercenters.”
SLIDE 9
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 11% 18% Somewhat Agree 19% 23% Neutral ‐ NA/D 42% 36% Somewhat Disagree 16% 12% Strongly Disagree 11% 11%
“I consider natural and organic pet foods to be safer than regular pet foods”
SLIDE 10
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 11% 16% Somewhat Agree 27% 27% Neutral ‐ NA/D 41% 35% Somewhat Disagree 13% 14% Strongly Disagree 8% 9%
“Store brand pet foods are often as good quality as national name brands”
SLIDE 11
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 13% 19% Somewhat Agree 26% 28% Neutral ‐ NA/D 41% 34% Somewhat Disagree 10% 12% Strongly Disagree 10% 8%
“I choose where I buy pet foods in part for the quality of the store brand products”
SLIDE 12
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 12% 27% Somewhat Agree 24% 33% Neutral ‐ NA/D 43% 29% Somewhat Disagree 11% 7% Strongly Disagree 9% 4%
“I choose where I buy pet supplies (excluding foods) in part for the quality of the store brand products”
SLIDE 13 Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 10% 17% Somewhat Agree 18% 22% Neutral ‐ NA/D 25% 25% Somewhat Disagree 21% 16% Strongly Disagree 26% 20%
“I use the Internet to get information about which pet foods to buy”
SLIDE 14 Packaged Facts Pet Shopper Survey April‐June 2014
Canada U.S. Strongly Agree 4% 14% Somewhat Agree 10% 16% Neutral ‐ NA/D 22% 22% Somewhat Disagree 21% 15% Strongly Disagree 44% 32%
“I am buying pet products online more than I used to”
SLIDE 15
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada English Lang. Respondents French Lang. Respondents Strongly Agree 3% 12% Somewhat Agree 8% 18% Neutral ‐ NA/D 18% 37% Somewhat Disagree 21% 18% Strongly Disagree 50% 16%
“I am buying pet products online more than I used to”
SLIDE 16
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada English Lang. Respondents French Lang. Respondents Strongly Agree 11% 27% Somewhat Agree 33% 20% Neutral ‐ NA/D 22% 24% Somewhat Disagree 18% 16% Strongly Disagree 16% 13%
“I shop for pet foods in a variety of stores”
SLIDE 17
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 30% 33% Somewhat Agree 34% 32% Neutral ‐ NA/D 26% 26% Somewhat Disagree 5% 6% Strongly Disagree 5% 3%
“My pets are important to my physical health”
SLIDE 18
Packaged Facts Pet Shopper Surveys April‐June 2014
Canada U.S. Strongly Agree 40% 39% Somewhat Agree 34% 33% Neutral ‐ NA/D 19% 22% Somewhat Disagree 4% 4% Strongly Disagree 3% 2%
“My pets are important to my mental health”
SLIDE 19 David Sprinkle Publisher and Research Director, Packaged Facts dsprinkle@marketresearch.com
www.packagedfacts.com
