Culture is always evolving, and this includes Pet Culture! This innovative new syndicated study taps into the Pet Culture today, addressing trends in pet retail, pet care, and even pet social media!

This study will focus on the similarities and differences in terms of pet ownership, attitudes, behaviors, and brand relationships by key consumer cohorts: Multicultural (Black, Latinx, White non-Latinx, Asian), LGBTQIA+, and Generational (Gen Z, Millennials, Gen X, Boomers) segments.


Incidence of Pet Ownership by Key Segments

  • Pet Profile: Number of pets, species, size, ages and health, indoor/outdoor, and more
  • Pet owner profiles by pet species: Age/generation, gender/sexual orientation, family composition, pet motivations and drivers of ownership (for the kids, as an ESA or service animal, breeder, companion, etc.), pet attitudes, pet attitudes (treat pet as a child, celebrate birthdays, where pets sleep, etc.)
  • Engagement with pet health and care: Number of vet visits/drivers, pet insurance/financing, engagement with other pet care behaviors (grooming/spa, dog walking services/pet sitting, traveling with pets, etc.)
  • Pet product shopping behaviors: Incidence, frequency, and amount spent by category, share of disposable income
  • Deep dive into pet food: Key benefits/features/ingredients, desired retailers, role of fresh diets (versus dry), brick-and-mortar versus online
  • Deep dive into flea/tick/heartworm control products: Brands used, channels
  • Influencers on pet care (pharma, pet products, and nutrition), social media (e.g., for information/research, to connect with other pet owners, for entertainment, pet has social media account, etc.), traditional advertising and media, and veterinary health team
Survey will be fielded in English and Spanish.

An online survey of 2,500 pet owners 18+, with readable samples of all key segments.
Detailed reporting and tracking by key segments, such as total pet owners, age/generational pet owner cohorts, multicultural pet owner segments (Black, Latinx, White non-Latinx, Asian), LGBTQIA+ pet owners
The full report will include an executive summary with analysis by total pet owners and each of the key segments. Additional reports focus on multicultural segments or other key variables.

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