With over 66% of U.S. households owning at least one pet and spending projected to reach $1,700+ per pet per year by 2030, pet retail marketing has an opportunity to drive continuous growth. Moreover, younger generations are embracing pet ownership at a growing rate, meaning that the demand for innovative, high-quality pet products and services will only increase.

Pet owners today see their furry friends as part of the family, making thoughtful choices about the products and services they purchase. With this shift in consumer behavior, pet retailers have a golden opportunity to acquire new customers and grow their businesses. Let’s explore some key trends and pet retail marketing strategies that can help pet retailers capture the hearts—and wallets—of modern pet parents.

The Growing Market for Pet Products and Services

The bond between humans and their pets has never been stronger. Pet owners are prioritizing their pets’ well-being, and the numbers prove it:

• 44% of dog owners and 32% of cat owners now purchase gifts for their pets’ birthdays—a notable increase from 2022.¹
• More pet owners are traveling with their pets, with 55% of dog owners and 36% of cat owners adjusting their plans to ensure their companions are included. ¹
• The demand for premium pet food, natural supplements, and wellness products continues to rise as pet owners become more conscious of their pets’ health. ¹

These trends indicate a shift in spending habits, where quality, convenience, and health-focused products take center stage.

Pet Owners Want More Than Just the Basics

Pet parents today are seeking more than just food and toys. They’re looking for:

• Self-grooming solutions: With pet owners aiming to save on professional grooming costs, there is an increased demand for naturally derived, sensitive-skin-friendly grooming products. ¹
• Natural flea and tick prevention: More pet owners are opting for chemical-free, holistic solutions. ¹
• Calming products: Anxiety in pets is a rising concern, with usage of calming solutions surging by 168% for dogs and 174% for cats since 2018. ¹
• Tech-driven pet care: Cameras, interactive feeders, and smart pet doors are in high demand as pet owners look for ways to monitor and care for their pets remotely. ¹

The Power of Digital and Mailed Pet Retail Marketing

Understanding what pet owners want is just the first step—reaching them effectively is where marketing plays a crucial role.

Pet owners are highly responsive to digital and mailed advertising.

• Digital ads boost brand awareness by up to 80%, making online advertising an essential tool for pet retailers.²
• Consistent brand delivery across platforms can increase revenue by 23% on average.³
• Pet owners are 26% more likely than the general population to use QR codes for coupons—highlighting the importance of interactive promotions.⁴
• 78% of consumers are likely to open direct mail from a brand if it includes an exclusive offer.⁵

How Pet Retailers Can Stand Out

Given the rise in competition and increased costs of raw materials, pet retailers must implement strategic initiatives to retain and attract customers:

• Highlight premium offerings: Showcase high-quality, natural, and health-conscious pet products that cater to evolving consumer demands.
• Leverage pet-friendly travel trends: Promote travel accessories, portable pet essentials, and car-friendly pet gear to cater to pet parents who take their animals on the go.
• Use targeted multi-channel promotions: Consider using both digital and direct mail offers to connect with pet owners in meaningful ways wherever they are in their purchase journey.
• Offer convenience-driven solutions: Whether it’s subscription-based food delivery, in-store pickup, or mobile grooming partnerships, simplifying pet care can create lasting customer loyalty.

The Future of Pet Retail Marketing

For pet retailers, the key to success lies in understanding the evolving needs of pet parents and positioning their brands accordingly. By embracing multi-channel marketing, offering high-quality and natural products, and tapping into lifestyle trends, pet businesses can build a loyal customer base that continues to grow year after year.

Are you ready to take your pet retail business to the next level? Learn how other retailers have partnered with Mspark to drive results in our case studies. Click “get started” below to be connected with an expert to discuss your marketing goals.

Sources: AdMall 2024¹; omnicoreagency.com, 2023²; advertisingweek,com³; WSL How America Shops Survey⁴; LOB State of Direct Mail Consumer Insights 2024⁵