米国のペット市場の分析：ペットショップ・ペット専門店

ペット産業は、米国で他の消費者市場を凌駕し続けています。長年売上が横ばいだったペット専門店は、パンデミック時に特に好調で、2020年の2桁の売上に続き、2021年の売上は18％増の310億米ドル（店舗、オンライン、サービス売上を含む）に達します。この成功の多くはオンラインブームに起因するもので、Chewy社はインターネット上のペット専門店をリードしています。小売業者が動物医療や非医療サービスに注力し、BOPUSや迅速な宅配などのサービスを追加したことで、実店舗の売上も改善しています。

当レポートでは、米国のペット市場について調査し、ペット専門店売上の推移、市場概要、マーケティング・小売戦略、ペット専門店の購買パターン・サイコグラフィック・人口統計、競合状況等に関する情報を提供しています。

エグゼクティブサマリー

イントロダクション

• 章のハイライト
• ペット専門店売上の推移
  • レポートの範囲と調査手法
  • ペット業界のオムニマーケット
  • ペット専門店の売上高：310億米ドル（2021年）
  • ペット専門店のオンライン販売シェア
  • ペット専門店の売上の推移
• 市場概要
  • インフレ、インフレ、インフレ
  • サプライチェーンの苦境は続く
  • 購買客はパンデミックに触発されたオンラインショッピング習慣を継続
  • 製品品質は、ペットオーナーの優先順位リストの上位
  • ペット専門店は猫の表現力を向上
  • DTCフレッシュペットフードはペット専門店に圧力をかける
  • COMPETE法がペット専門店を脅かす

競合状況

• 章のハイライト
• チャネルの概要
  • 社内競合：ペット専門店の大型店、小規模チェーン店、独立系店舗
  • 時代とともに変化するペット専門店チャネルの情勢
• 合併、買収、拡張、およびパートナーシップ
  • パンデミックが取引成立を加速
  • PetSmart・Chewy
  • 急成長するフランチャイズと民間企業
  • 独立系ペットパートナーは数の力で勝負
• オンライン競合
  • ペット市場のオンライン販売アプローチ：260億米ドル
  • パンデミックにより促進されたeコマースが鈍化
  • Chewyは堅実な成長を経験
  • PetMed Expressの成長戦略
  • Amazonはペット市場への進出を継続
  • ペット用医薬品の販売をめぐる競争
• 実店舗の小売店
  • ペット専門店は売上とロイヤリティ向上のためにサービスを開始
  • ペット専門店のサービスセレクション
  • サービスがPetcoの成長を促進
  • PetSmartは、医療提供に動物医療サービスを追加
  • Petlandがブリーダーインセンティブプログラムを開始
  • 独立系ペットショップは助けを借りて反撃
  • マスマーケットとの競合

マーケティングおよび小売戦略

• 章のハイライト
• マーケティングおよび小売戦略
  • 大きな魅力であるプライベートブランド
  • 健康とウェルネスへの焦点
  • サービスへのスポットライト
  • 配送とBOPUS
  • 人と動物のつながり
  • 慈善活動と動物福祉
  • オムニチャネルマーケティング

ペット専門店の消費者

• 章のハイライト
• ペット専門店の購買パターン
  • データ元に関する注意
  • ペット専門店は量販店より実店舗での購入が上回る
  • ペットフード、用品の同様の購買パターン
  • インターネットショッピングの成長により、その他のチャネルのパフォーマンスが横ばい
  • ペットフードのクロスチャネルの購買パターン
  • PetSmart、Petco - 利用率上位の小売店
• ペット専門店サイコグラフィック
  • 商品の在庫状況はペット専門店で購入する一番の理由
  • ペットオーナーは、ペット専門チャネルを好む傾向
  • ペット製品の購入者にとってコミュニティへの参加は重要
  • ペット専門店ならではのロイヤリティプログラム
  • ペットオーナーは、チェーン店と独立系店舗を区別

ペット専門店人口統計

• オンラインおよび実店舗での購買における教育、世代、雇用の優位性
• 人種/民族、地域、および世代は小売店での購買パターンに影響

The pet industry continues to outperform other consumer markets in the U.S. And following years of flat sales, pet specialty retailers have been doing especially well during the pandemic, with sales rising 18% in 2021 to reach $31 billion (including in-store, online, and services sales) following another double-digit percentage advance in 2020. Much of this success owes to the online boom, with Chewy leading the pure play internet pet specialty pack. But brick-and-mortar sales have been improving as well thanks to retailers' focus on veterinary and non-medical services, as well as additional services such as BOPUS (buy online, pick up at store) and rapid home delivery. This report provides a comprehensive examination of the factors behind the success of the pet specialty channel as well as the challenges and opportunities facing retailers in 2022 and beyond.

The business of pet specialty retailing has never been more complex in terms of the many types of omnichannel players fighting for market share. Focusing on the performance of pet specialty retailers between 2017 and 2021 and projecting sales through 2026, U.S. Pet Market Focus: Pet Stores & Pet Specialty Retailing examines the channel in the context of retail competitors including mass-market retailers, general online retailers, and farm and feed retailers. It also explores competition within the pet specialty channel itself, with PetSmart and Petco garnering the majority of brick-and-mortar sales and Chewy accounting for a large majority of the online boom.

The analysis covers market share trends, marketing trends including private label, and the impact of the pandemic on pet owner behavior including shopping patterns, demographic trends, and cross-channel shopping. U.S. Pet Market Focus: Pet Stores & Pet Specialty Retailing, Packaged Facts contains numerous tables and figures providing detailed breakouts, as well as dozens of illustrations displaying key trends.

Scope of Report and Methodology

This report analyzes the pet specialty channel, defined as including products and services sold through brick-and-mortar-based retail chains and independent retailers, as well as online-only (aka pure play) retailers. The report provides in-depth quantifications of brick-and-mortar and online sales, and it contextualizes the pet specialty channel within the overall pet market. It delineates factors impacting the current market and potential future trends; the competitive situation both within the pet specialty channel and from other retailers; and marketing, retailing, and consumer trends detailing the shopping patterns and psychographics of individuals who own dogs and/or cats.

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. adult pet owners (age 18+) conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes regarding pet products and services. With sample sizes of approximately 2,000 pet owners, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income.

Our consumer analysis draws mainly on two sources:

• Packaged Facts' Surveys of Pet Owners, primarily the ones conducted in February 2022 and May 2022. These surveys have a sample of 2,000 U.S. respondents age 18 or over who in aggregate are representative of the primary demographic measures of the U.S. Census Bureau including gender, age bracket, race/ethnicity, geographic region, household income bracket, and presence of children in the household.
• MRI-Simmons booklet-based consumer surveys of a large and random sample of approximately 25,000 consumers through Spring 2022, who in aggregate represent a statistically accurate cross-section of the U.S. population. Note that MRI-Simmons releases correspond to an approximately 12-month roll-up of survey fielding ending in the quarter indicated; the respondents and results for adjacent surveys are therefore partially overlapping, rather than mutually exclusive. Field dates for the most current Spring 2022 survey were March 2021 through May 2022, while field dates for the preceding Spring 2021 survey were August 2020 through May 2021. As reflected in textual discussion and in the corresponding table or figure titles, therefore, MRI-Simmons Spring 2022 survey release data are best described as 2021/22 figures, and Spring 2021 data as 2020/21 figures, and so forth with historically trended data.

Our primary research also includes interviews with pet market experts and participation in pet industry events including the American Pet Products Association's Global Pet Expos, Petfood Industry/Watt Publishing's Petfood Forums, and the Pet Industry Joint Advisory Council's Pet Industry Leadership Summit. The analysis also reflects on-site examination of retail and service provider venues and Internet canvassing.

Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, Petfood Industry, and Petfood Processing; company profiles in trade and consumer publications; annual reports of companies in the pet market; and information culled from Packaged Facts' extensive pet market research database and report collection. Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers; background sales data from syndicated sales-tracking sources; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research sources.

Our estimates of market size and company performance draw on reported revenues of pet product manufacturers and retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research and retail sales tracking sources.

Executive Summary

• Introduction
  • Pet Specialty Sales in Context
  • Market Overview
• Competitive Situation
  • Channel Overview
  • Mergers, Acquisitions, Expansions, and Partnerships
  • Online Competition
  • Brick-and-Mortar Retailers
• Marketing and Retailing Strategies
  • Private Label a Big Draw
  • Focus on Health and Wellness
  • Spotlight on Services
  • Delivery and BOPUS
  • Human-Animal Bond
  • Charitable Causes and Animal Welfare
  • Omnichannel Marketing
• The Pet Specialty Consumer
  • Pet Specialty Shopping Patterns
  • Pet Specialty Psychographics
  • Pet Specialty Demographics
• Opportunities
  • Autoship/Subscription Programs
    • Table Share of Pet Owners with Current Pet-Related Autoship/Subscriptions for Products or Services by Type and Generational Cohort, 2022 (percent)
  • Private Label
  • Pet Services Retail-ization
  • Payment Options
  • The Internet: Not Just for Buying Products
    • Table Uses of Internet in Past 12 Months, Pet Supplies, 2022 (percent of pet product purchasers)
  • Sustainability and Corporate Responsibility

Introduction

• Chapter Highlights
• Pet Specialty Sales in Context
  • Scope of Report and Methodology
  • The Pet Industry Omnimarket
  • Pet Specialty Sales Top $31 Billion in 2021
  • Pet Specialty Share of Online Sales
  • Pet Specialty Sales in Context
    • Table U.S. Pet Market Retail Sales by Sector, 2016-2021 (in billions of dollars)
    • Table U.S. Pet Market Retail Sales Annual Change by Sector, 2016-2021 (percent change over previous year)
    • Table U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2021 (dollars)
    • Table Share of U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2021 (percent)
    • Table U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2026P (dollars)
    • Table Share of U.S. Retail Channel Sales of Pet Products by Channel Classification: Pet Food & Treats, Non-Food Pet Supplies, Total, 2026P (percent)
• Market Overview
  • Inflation, Inflation, Inflation
  • Supply Chain Woes Persist
  • Shoppers Maintain Pandemic-Inspired Online Shopping Habits
    • Table Uses of Internet in Past 12 Months, Non-Food Pet Supplies, 2022 (percent of pet product purchasers)
  • Product Quality Tops List of Pet-Owner Priorities
  • Pet Specialty Stores Improve Cat Representation
  • DTC Fresh Pet Food Puts Pressure on Pet Specialty Retailers
  • COMPETE Act Threatens Pet Specialty Retailers

Competitive Situation

• Chapter Highlights
• Channel Overview
  • Internal Competition: Pet Specialty Big Boxes, Small Chains, and Independents
    • Table Pet Specialty Retailers by Number of Stores and Total Retail Product Sales
  • Pet Specialty Channel Landscape Changes with the Times
• Mergers, Acquisitions, Expansions, and Partnerships
  • Pandemic Accelerates Deal-Making
  • PetSmart and Chewy
  • Fast-Growing Franchises and Private Companies
  • Independent Pet Partners Finds Strength in Numbers
• Online Competition
  • Pet Market Online Sales Approach $26 Billion
    • Table Share of Online Pet Product Sales by Retailer, 2017-2026 (percent)
  • Pandemic-Driven E-commerce Acceleration Slows
  • Chewy Experiences Robust Growth
    • Table Chewy.com Sales, Fiscal Year 2011 through 2021 (in millions of dollars and percent growth)
  • PetMed Express Strategizes for Growth
  • Amazon Continues Pet Market March
  • Competing for Pet Medication Sales
• Brick-and-Mortar Retailers
  • Pet Specialty Retailers Turn to Services to Boost Sales, Loyalty
  • Pet Specialty Store Services Selection
    • Table Services Offered by Pet Specialty Stores, 2022 (percent of pet specialty shoppers)
    • Table Pet Specialty Store Services Usage Rates, 2022 (percent of pet specialty shoppers)
  • Services Drive Petco Growth
  • PetSmart Adds Veterinary Service Practice to Medical Offerings
  • Petland Launches Breeder Incentive Program
  • Independent Pet Stores Fight Back, With Help
  • Competition from the Mass Market

Marketing & Retail Strategies

• Chapter Highlights
• Marketing and Retailing Strategies
  • Private Label a Big Draw
    • Table Pet Specialty Private-Label Brands, 2022
  • Focus on Health and Wellness
  • Spotlight on Services
  • Delivery and BOPUS
  • Human-Animal Bond
  • Charitable Causes and Animal Welfare
  • Omnichannel Marketing

The Pet Specialty Consumer

• Chapter Highlights
• Pet Specialty Shopping Patterns
  • Note on Data Sources
  • Pet Specialty Beats Out Mass Merchandisers for Brick-and-Mortar Purchases
  • Similar Shopping Patterns for Pet Food, Supplies
  • Growth in Internet Shopping Flattens Other Channel Performance
    • Table Where Shop for Pet Food Products, Fall 2019 – Fall 2021 (percent of pet-owning households)
  • Cross-Channel Shopping Patterns for Pet Food
    • Table Cross-Channel Shopping Patterns for Pet Food, Spring 2022 (percent of pet food customers)
  • PetSmart, Petco Top Retailers by Usage
• Pet Specialty Psychographics
  • Product Availability Top Reason for Shopping Pet Specialty
  • Pet Owners Indicate Preference for Pet Specialty Channel
  • Community Involvement Important to Pet Product Shoppers
  • Loyalty Programs a Pet Specialty Draw
  • Pet Owners Draw Distinctions Between Chain and Independent Stores

Pet Specialty Demographics

• Education, Generation, and Employment Standouts for Online and In-Store Shopping
  • Table Pet Product Shopping Patterns by Demographic Group, Past 12 Months, 2022 (index of pet product shoppers)
  • Table Brick-and-Mortar Pet Product Shopping Patterns by Demographic Group, Past 12 Months, 2022 (index of pet product shoppers)
  • Table Online Pet Product Shopping Patterns by Demographic Group, Past 12 Months, 2022 (index of pet product shoppers)
• Race/Ethnicity, Geography, and Generation Impact Retailer Shopping Patterns
  • Table PetSmart Pet Food Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households,)
  • Table Petco Pet Food Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table Other Pet Specialty Stores Pet Food Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table PetSmart Flea Control Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table Petco Flea Control Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table Other Pet Specialty Stores Flea Control Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table Chewy.com Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table Petco.com Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table PetSmart.com Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)
  • Table 1800PetMeds.com Shopper Demographics, Past Six Months, 2022 (percent, number in thousands, and index of dog- or cat-owning households)