Understanding the Pet Parent Behind the Purchase
In today’s pet care market, the consumer isn’t always the one pushing the cart—they’re often the one wagging their tail beside it.
With U.S. annual FMCG pet care sales reaching $86.9 billion1, the stakes have never been higher for brands and retailers to understand not just what’s being bought, but who’s doing the buying—and for whom. Dogs and cats alone account for lifetime pet care FMCG spend of $9,819 and $12,7332 respectively. But behind every purchase is a pet parent making decisions shaped by lifestyle, values, and the unique needs of their furry (or feathered or scaled) companions.
So, how well do you know your pet-owning shopper?
A New Lens on Pet Ownership
To help brands and retailers decode the evolving pet parent profile, NielsenIQ has launched Enhanced Pet Demographics—a new layer of insight built from our Expanded Omnishopper Panel, the largest and most representative consumer panel in the U.S.
This isn’t just about knowing who owns a dog or cat. It’s about understanding:
- How many pets are in the household—and how that affects spend.
- The age, size, and health needs of each pet.
- Where pets were acquired (breeder, shelter, pet store, stray).
- Whether households subscribe to food, treats, or services.
- How grooming, medical, and boarding services factor into routines.
These details matter. They shape everything from product choice to channel preference, from brand loyalty to basket size.
Why it Matters for Your Business
Whether you’re launching a new product, refining your assortment, or planning your next campaign, pet demographic data gives you the context to act with confidence.
With this new layer of insight, you can:
- Pinpoint high-value segments—like multi-pet households or new pet parents.
- Tailor innovation to the needs of senior pets, large breeds, or shelter adopters.
- Optimize marketing by aligning messaging with pet care routines and service usage.
- Refine targeting by linking pet traits to shopper behavior across channels.
And because it’s built on our Expanded Omnishopper Panel—with 250,000 households, 100% e-receipt capture, and demographic accuracy within ±2% of the U.S. Census—you can trust the data to reflect the real world.
From Insight to Impact
In a category where emotional connection drives loyalty, understanding the human–pet bond is more than a nice-to-have—it’s a competitive edge.
By combining Enhanced Pet Demographics with our robust omnichannel purchase data, NielsenIQ offers a uniquely holistic view of the pet care consumer. It’s the kind of intelligence that helps you move faster, act smarter, and stay ahead in a market that’s only getting more dynamic.
Ready to meet the pet parent behind the purchase?
Let’s talk about how Enhanced Pet Demographics can power your next big move.
Sources
1 NielsenIQ Omnisales, Discover, Total US, Total Outlets, 52 weeks ending 07/26/2025
2 NielsenIQ Expanded Omnishopper Panel, Discover, Total US, Total Outlets, 52 weeks ending 06/14/2025; American Kennel Club; Cornell Feline Health Center
