Spending, CPI, demographics of overall market

2022 Pet Food Spending was $38.69B – Where did it come from…?

As we continue to drill ever deeper into the demographic Pet spending data from the US BLS, we have now reached the level of individual Industry segments. We will start with Pet Food, the largest and arguably most influential of all. We have previously noted the trendy nature of Pet Food Spending. In 2018 we broke a pattern which began in 1997 – 2 years up then spending goes flat or turns downward for a year. We expected a small increase in 2018 but what we got was a $2.27B decrease (-7.3%). This was due to the reaction to the unexpected FDA warning on grain free dog food. A pattern of 20+ years was broken by 1 statement. The grain free warning lost credibility and spending rebounded in 2019, +$2.35B (+7.1%). In 2020 the market was hit by an even bigger outside influence – the pandemic. The impact varied by segment. In Pet Food, it created a wave of panic buying out of fear of shortages, resulting in a $5.65B (18.1%) lift. The panic buying wasn’t repeated in 2021 resulting in a $2.44B (-6.6%) drop in spending. In 2022 spending returned to more “normal” behavior with a strong $4.29B, +12.5% increase to $38.69B, a new record high. Let’s take a closer look.

First, we’ll see which groups were most responsible for the bulk of Pet Food spending and the $4.29B increase. The first chart details the biggest pet food spenders for each of 10 demographic categories. It shows their share of CU’s, share of pet Food spending and their spending performance (Share of spending/share of CU’s). All are the same as Total Pet. The categories are presented in the order that reflects their share of Total Pet Spending. The big difference is that $70K> income has the smallest share of Food $. This difference is magnified in performance. Being Married is the most important factor in Food spending. In Total Pet and other segments, Income is the most important. Food spending is also a little more balanced than Total Pet Spending. This is evident by the fact that the Performance of only 4 groups exceeds 120%. In Total Pet and Pet Products there were 5. In 2022, Pet Food accounted for 63.8% of Pet Products $ and 37.7% of Total Pet. This is better than 59.1% and 34.4% in 2021 but still far below 70.8% of Pet Products and 44.0% of Total Pet in 2020 and even 65.0% and 39.5%  in pre-pandemic 2019. Spending is a little more balanced between industry segments.

  1. Race/Ethnic – White, not Hispanic (83.4%) down from 84.2%. This large group accounts for the vast majority of spending in every segment. They lost share and their performance decreased to 124.1% from 125.2%, but this category moved up from #4 to a tie for #3 in terms of importance in Pet Food Spending demographic characteristics. Hispanics, African Americans and Asians account for 32.8% of U.S. CU’s, but they spend only 16.6% of Pet Food $. Asians were the only minority to spend less on Food. Hispanics and African Americans spent $1.2B more.
  2. Housing – Homeowners (80.8%) – down from 81.0%. Homeownership is a huge factor in pet ownership and pet spending. In 2022, homeowners lost a little share and their performance fell from 125.1% to 124.1%. However, homeownership moved up from 5th to a tie for 3rd in importance. Renters were +13.8%. Homeowners were +12.1%
  3. # in CU – 2+ people (80.2%) – up from 79.1%. The share of market grew for 2+ CUs and is again back over 80% for Pet Food. Their performance also grew from 113.8% to 116.3% but their rank stayed at #6. Only 2 person CUs spent less, but 79% of the increase in Food $ came from a $2.3B lift from 3 people CUs and a $1.1B lift by 4 people CUs. Although Singles spent more, their increase was only 6.1%, less than half of the 14.1% for 2+ CUs. This drove the increase in share and performance. Singles are the only CU size performing below 100% – 63.7%.
  4. Area – Suburban + Rural (74.1%) up from 69.4%. Their performance grew from 107.6% to 113.1%. (still 8th) Only Center City spent less but 98% of the Food increase came from a $4.2B, +33.0% lift by Suburbs over 2500 population.
  5. Education – Assoc. Degree> (66.6%) – down from 71.5%. College Grads share fell below 60% due to a big lift by <College Grads. The group now includes Associate’s degrees. Performance fell from 123.9% to 115.4% (No longer in the 120+% Club) and higher education fell from 3rd to 7th in importance in increased Pet Food Spending.
  6. Income – Over $70K (60.5%) – down from 63.1%. Their performance also dropped from 140.9% to 127.9% and they fell from 1st to 2nd in importance. High income is still very important in Pet Food Spending but the bar was lowered slightly in 2022. The 50/50 $ divide fell from $92K in 2021 to $91K in 2022. The <$100K group was up $2.2B while $100K> was up $2.09B – pretty balanced. The only spending decrease came from $70>99K, -$0.4B. This caused the drop in share and performance. Pet ownership is common across all income levels but only groups with an income over $70K perform at 100+%.
  7. # Earners – “Everyone Works” (62.9%) – up from 57.6%. This was a huge increase from last year and their performance also increased from 101.7% to 107.8%. They moved up from 10th (last) to 9th in importance. No Earner, 2+ CUs spent $2.2B less while 2+ Earners CUs spent $4.5B more. This drove the lift in share & performance.
  8. Occupation – All Wage & Salaried Workers (62.4%) – up from 60.5% – Only Retirees spent less so this workers group’s performance also grew slightly from 102.0% to 103.4%. However, Occupation is now last in importance in Pet Food spending.
  9. CU Composition – Married Couples (61.3%) – down from 64.8%. They lost share and their performance fell from 136.8% to 128.3%, but they moved up to #1 in importance. Married, Couples Only and those with an oldest child 6>17 years old were the only segments that spent less so Married CUs had a smaller increase than Unmarried CUs.
  10. Age – 35>64 (61.1%) – up from 55.0%. This younger group replaced 45>74 yr-olds. Their performance grew from 105.0% to 117.2% and age moved up from #7 to #5 in importance. 45>64 is in both groups. The change happened because the 35>44 share is 18.6% while 65>74 is 17.2%. Only 25>34 and 75> spent less on Pet Food in 2022.

All of the big spenders for Pet Food are the same as Total Pet. Last year there was 1 special group and in 2020 there were 3. 2022 brought a return to a more normal spending pattern and spending became slightly more balanced. This is best illustrated by the fact that in 2022 the performance for only 4 groups exceeds 120% with the highest at 128.3%. In 2021 there were 5, with 3 over 130%. In 2020 there were 8 at 120+%, 5 of which had a performance level above 130%.

Now, we’ll look at 2022’s best and worst performing Pet Food spending segments in each category.

Almost all of the best and worst performers are the ones that we would expect. 2022 produced just 1 surprise – Married, Oldest Child <6 won in CU Composition. There are 4 different winners from 2021 and 7 different losers. This is much different from 2021, which had 10 new winners and 5 new losers. This reflects a more stable environment among the winners. Changes from 2021 are “boxed”. We should also note the performance gap between winner and loser narrowed in 9 categories. Overall, the average gap fell from 82.8% in 2021 to 73.5%. More evidence of increased spending balance. Here are some more performance specifics:

  • Income No changes. Although the gap narrowed from 141% to 112%, this is the only category with a gap over 100%.
  • # Earners – The highest income group moved to the top, but the gap narrowed from 90% to 71%.
  • Occupation – Mgrs/Prof. stayed on top, but Service Workers replaced Blue Collar & the gap widened – 45% to 54%
  • Age, Generation- The high income, 45>54 Gen Xers stayed on top. The oldest replaced the youngest on the bottom.
  • Race – The usual winner and loser. The gap narrowed from 103.2% to 93.9%.
  • Education – Higher education with its higher income mattered in Pet Food Spending but the gap was only 53.7%.
  • Housing – Owning a home is always important. The usual winner & loser returned. The gap narrowed by only 4.1%.
  • CU Comp., CU Size– Married, Oldest Child <6 was a surprise. Singles replaced Single Parents. 3 replaced 5+ CUs.
  • Region – Midwest flipped from Worst to Best and the South took their place at the bottom.
  • Area – The areas <2500 population stayed on top and Center City regained its usual position as the worst performer.

It’s time to “Show you the money”. Here are segments with the biggest $ changes in Pet Food Spending.

There are 2 repeats from 2021. 6 losers won last year and 7 of the winners were 2021 losers. 54% flipped from 1st to last or vice versa, down from 71% in 2021. Almost all of the winners are expected. The only Surprise winner was HS Grad or Less. The surprising losers were Adv. College Degree, 2 People and Married Couple Only. Spending grew 12.5% as 82% of 96 demographic segments spent more. Plus, all segments in the Housing category had increases. Here are the specifics:

  • Area Type – Center City, the 2021 surprise winner, had the only spending decrease, and flipped to last.
    • Winner – Suburbs 2500> – Pet Food Spending: $16.86B; Up $4.19B (+33.0%)          2021: Center City
    • Loser – Center City – Pet Food Spending: $10.05B; Down $0.49B (-4.7%)                  2021: Areas <2500
    • Comment – The Areas <2500 also spent a little more, +$0.59B (+5.3%).
  • Race/Ethnic – White, Not Hispanics flipped to the top and Asians replaced them at the bottom.
    • Winner – White, Not Hispanic – Pet Food Spending: $32.26B; Up $3.28B (+11.3%)            2021: Hispanic
    • Loser – Asian – Pet Food Spending: $0.84B; Down $0.16B (-15.9%)                                        2021: White, Not Hispanic
    • Comment – The U.S. is becoming more racially/ethnically diverse but White, Not Hispanics are by far the biggest spender in every Pet Segment. Asian Americans had the only decrease, but it was not surprising after growing 130% in 2021. Pet Food spending became more balanced. Both African Americans & Hispanics were up 20+%.
  • Education – Higher education fell in importance in Pet Food spending as HS Grads or Less flipped to the top.
    • Winner – HS Grads or less – Food Spending: $7.78B; Up $3.04B (+64.0%)                        2021: BA/BS Degree
    • Loser – Adv College Degree – Food Spending: $10.03B; Down $0.36B (-3.5%)                 2021: HS Grads or less
    • Comment – The $3.04B lift was almost equally divided between those with only a HS Diploma and those without. Those with an Associate’s Degree finished in 3rd place with a $1.14B, 36.5% increase. In fact, only those with an Advanced College Degree spent less on Pet Food in 2022. Note: In 2021 they were up $2.63B, +33.9%
  • Region – The Midwest flipped from last to 1st.
    • Winner – Midwest – Pet Food Spending: $9.58B; Up $2.99B (+45.5%)                           2021: South
    • Loser – West – Pet Food Spending: $8.56B; Down $0.43B (-4.7%)                                   2021: Midwest
    • Comment – In 2021, only the Midwest spent less. In 2022, it was only the West, but their decrease was only -4.7%.
  • # Earners – The winner and loser flipped putting both in a more normal position.
    • Winner –– 2 Earners – Pet Food Spending: $15.08B; Up $2.99B (+24.7%)                     2021: No Earner, 2+ CU
    • Loser – No Earner, 2+ CU – Pet Food Spending: $3.13B; Down $2.22B (-41.5%)          2021: 2 Earners
    • Comment – 1 Earner, Singles were the only other segment to spend less, and their drop was only -$0.01B (-0.3%). All other segments were up at least 17.5%. The number of earners is definitely less important than income.
  • # in CU – 2 People CUs flipped to the bottom.
    • Winner – 3 People – Pet Food Spending: $7.17B; Up $2.26B (+46.1%)                       2021: 2 People
    • Loser – 2 People – Pet Food Spending: $14.23B; Down $0.34B (-2.3%)                     2021: 4 People
    • Comment: Only 2 People CUs spent less on Pet Food in 2022. While 3 People CUs had the biggest increase, 4 People CUs were also up $1.11B (+25.5%) and 5+ CUs grew by $0.82B (+24.3%).
  • Housing – Homeowners w/Mtges held onto their expected position on top.
    • Winner – Homeowners w/Mtge – Food: $20.90B; Up $2.13B (+11.3%)                        2021: Homeowners w/Mtge
    • Loser – Renters – Food: $7.44B; Up $0.90B (+13.8%)                                                       2021: Homeowners w/o Mtge
    • Comment – All segments spent more so Renters “lost” with a $0.90B increase. Homeowners w/o Mtge, also spent $1.3B more so they are at $10.05B, +22.5% vs 2019. They have recovered from the binge & drop in 20/21.
  • Occupation – After 4 years away, Managers & Professionals returned to the Top. Retirees flipped to the bottom.
    • Winner – Mgrs & Professionals – Pet Food Spending: $12.97B; Up $2.12B (+19.6%)               2021: Retired
    • Loser – Retired – Pet Food Spending: $7.13B; Down $1.31B (-15.5%)                                          2021: Self-Employed
    • Comment – Only Retirees spent less. All occupations including A/O & Unemployed spent more. Mgrs/Profess. had the biggest $ lift but the highest % increase belonged to Blue Collar Workers, +40.2%.
  • Generation – Gen X held on to the top spot.
    • Winner – Gen X – Pet Food Spending: $13.08B; Up $1.96B (+17.6%)                             2021: Gen X
    • Loser – Born <1946 – Pet Food Spending: $1.88B; Down $1.73B (-47.9%)                   2021: Baby Boomers
    • Comment – Much of the 2020>21 Pet Food spending boom and bust was due to the Boomers. Gen X has now taken over and held on to the top position. Only those Born <1946 spent less on Pet Food in 2022. After their big drop in 2021 the Boomers again spent more on Pet Food. However, their $1.50B increase ranked only 3rd behind Gen X, +$1.96B and Millennials, +$1.56B. Gen Z also spent +158% more so they are now entering the “game”.
  • Age – The Winner and loser both flipped.
    • Winner – 55>64 yrs – Pet Food Spending: $8.60B; Up $1.86B (+27.5%)                        2021: 75+ yrs
    • Loser – 75+ yrs – Pet Food Spending: $2.23B; Down $1.53B (-40.8%)                            2021: 55>64 yrs
    • Comment: Only 25>34 & 75> spent less. The big drop by 75> may have been from them downgrading their food due to high inflation. The 55>64 group is about 70% high income Boomers which produced most of their lift.
  • CU Composition – Again the winner and loser both flipped.
    • Winner – Married, Oldest Child 18> – Food: $4.04B; Up $1.46B (+56.7%)             2021: Married, Couple Only
    • Loser – Married, Couple Only – Food: $10.82B; Down $0.78B (-6.7%)                    2021: Married, Oldest Child 18>
    • Comment – Only Married, Couple Only and those with an Oldest Child 6>17 spent less. There were strong increases in a number of unexpected segments. Those with an Oldest Child <6 were +$1.24B. Single Parents were +$1.22B as were Unmarried, 2+ All Adult CUs. Overall, CUs with Children were +3.29B.
  • Income – In a second consecutive flip, $100>149K flipped again to the top.
    • Winner – $100 to $149K – Pet Food Spending: $6.71B; Up $1.25B (+23.0%)            2021: $150 to $199K
    • Loser – $70 to $99K – Pet Food Spending: $5.81B; Down $0.40B (-6.5%)                  2021: $100 to $149K
    • Comment – The $70>99K group was the only segment to spend less. Spending increases were widespread but $50>69K was +$1.23B, a very close 2nd. $40>49K was +40.5%. This made <$70K +20.5% compared to $70> +7.8%.

We’ve now seen the “winners” and “losers” in terms of increase/decrease in Pet Food Spending $ for 12 Demographic Categories. In 2020, very specific segments binge bought Pet Food. In 2021, their pets “ate up” the overstock so Pet Food spending fell. 2022 brought a new challenge, strong inflation. However, most of America remains firmly committed to high quality Pet Food. Super premium Food already had high prices, so income is still very important in Pet Food spending. The pandemic and inflation have accelerated value shopping, especially on the internet. The result was 82% of all demographic segments spent more on Pet Food in 2022 producing a $4.29B, 12.5% increase. We have identified the winning segments in performance and $ increase but they were not alone. Not every good performer can be a winner. Some “hidden” segments should also be recognized for performance. They don’t win an award, but they get…

HONORABLE MENTION

This group clearly demonstrates that the lift in Pet Food spending was very demographically widespread. The first thing that you notice is that the youngest Americans have become much more committed to Pet Parenting. Gen Z and the <25 group (All Gen Z) more than doubled their Pet Food spending in 2022. Also, Super Premium Pet Food prices are high and inflated in 2022 but lower income groups still “found a way”. Single Parents, African American, Blue Collar Workers and $40>49K CUs all have low incomes and are under tremendous financial pressure. They often finish at the bottom in performance, but not in 2022. Single Parents more than doubled their Pet Food spending and the other groups increased spending over 40%. Pet Parenting is widespread, and all are committed to the welfare of their children.

Summary

Pet Food has been ruled by trends over the years. The drop in 2018 due to the FDA grain free warning broke a pattern of 2 years up followed by 1 year of flat or declining sales which had been going on since 1997. This trendy nature increased with the first significant move to premium foods in 2004. The Melamine crisis in 2007 intensified the pattern and resulted in a series of “waves” which became a tsunami with the introduction of Super Premium Foods.

The 25 to 34 yr old Millennials were the first to “get on board” with Super Premium in the 2nd  half of 2014. In 2015, many more groups began to upgrade. The result was a $5.4B spending increase. These consumers were generally more educated and had higher incomes. Unfortunately, they often paid for the upgrade by spending less in other segments. In 2016 the anticipated drop in spending happened. Many value shopped for their new food and found great deals, especially online. They spent some of the $3B “saved” Food $ in other segments but not enough to make up for the drop in Food. Total Pet Spending was down $0.46B. In 2017 we were ready for a new “wave”. However, due to a price competitive market, what we got was a deeper penetration of Super Premium. These upgraders were mostly middle-income and not college educated. The result was a $4.6B increase but this time there was no trading of segment $.

In 2018 we were “due” a small annual increase in Pet Food. Spending in the 1st half was +$0.25B but then the bottom dropped out as spending fell $2.51B in the 2nd  half in reaction to the FDA warning on grain free dog food. The big decrease in spending came directly from the groups who had fueled the 2017 increase. In fact, 71% of the demographic groups with the biggest change in Pet Food $ switched from first to last or vice versa from their position in 2017.

That brought us to 2019. The FDA warning was false, so Pet Parents returned to Super Premium or even pricier options. Supplement $ also grew as the health of their Pet Children remained the #1 priority. Pet Food $ grew $2.35B with 75% of demographic segments spending more. Income and related categories mattered more, and Pet Food Spending became less demographically balanced. In 2020 the Pandemic accelerated this trend. Fear of shortages led to binge buying and a $5.65B increase. This behavior was driven by very specific groups. This spending disparity was manifested in the fact that the performance of 8 of 10 big spending groups exceeded 120% while 49% of all segments spent less.

In 2021, the retail market strongly recovered but the turmoil in Pet Food continued. The 2020 binge buying didn’t increase usage, so Pet Food spending fell by $2.44B. Every segment with the biggest increase in 2020 had the biggest decrease in 2021. The resulting drop in $ hid the fact that 65% of all demographic segments spent more on Pet Food.

In 2022 the situation returned to a more normal, balanced pattern in spending. Pet Parents renewed their commitment to high quality food for their children. Despite strong inflation, 82% of demographic segments increased spending generating a $4.29B (+12.5%) lift and reaching a new record high of $38.69B – even exceeding the 2020 binge by $1.85B.

Finally – The Ultimate Pet Food Spending CU is 3 people – a married couple with a child over 18. They are 45>54 years old and White, but not Hispanic. Everyone works and at least one has an Advanced College Degree and is a Manager or Professional. They earn $150>$199K but are still paying the mortgage on their house in a small suburb in the Midwest.

2022 Pet Products Spending was $60.63B – Where did it come from…?

We looked at the Total Pet Spending for 2022 and its key demographic sources. Now we’ll start drilling down into the data. Ultimately, we will look at each individual segment but the first stop in our journey of discovery will be Pet Products – Pet Food and Supplies. Food and Supplies are the industry segments that are most familiar to consumers as they are stocked in over 200,000 U.S. retail outlets, plus the internet. Every week over 20,000,000 U.S. households buy food and/or treats for their pet children. Pet Products accounted for $60.63B (59.0%) of the $102.71B in Total Pet $ in 2022. This was up $2.42B (+4.2%) from the $58.21B that was spent in 2021. Pet Food spending rebounded after the big drop in 2021 following the binge buy in 2020. Supplies had its own spending rollercoaster. After falling during the 2020 pandemic, there was a record surge in 2021. This couldn’t be repeated so spending fell in 2022.

Overall, in 2022 Pet Food spending rose +$4.29B, while Supplies spending fell a -$1.86B. We’ll combine the data and see where the bulk of Pet Products spending comes from.

We will follow the same methodology that we used in our Total Pet analysis. First, we will look at Pet Products Spending in terms of the same 10 demographic category groups that were responsible for 60+% of Total Pet spending. Then we will look for the best and worst performing segments in each category and finally, the segments that generated the biggest dollar gains or losses in 2022.

The first chart details the biggest pet product spenders for each demographic category. It shows their share of CU’s, share of pet products spending and their spending performance (spending share/share of CU’s). Although their share of the Pet Products $ may be different from their share of the Total Pet $, the biggest spending groups are the same. The categories are shown in the order that reflects their share of Total Pet Spending. This highlights the differences. In Pet Products spending share, larger CUs and age are more important while income matters less. However, we should note that, like Total Pet Spending, Income is the highest performing demographic characteristic. In Pet Products there are only 4 groups with a performance rating of 120+%, 1 less than last year and 1 less than Total Pet in 2022. This reflects the fact that Pet Products spending, especially on Food, is spread more evenly across the category segments.

  1. Race/Ethnic – White, not Hispanic (82.7%) down from 83.8%. They are the 2nd largest group but still account for the vast majority of spending in every segment. Their performance fell from 124.8% to 123.1% but they moved up from 4th to 3rd in terms of importance in Pet Products Spending demographic characteristics. Hispanics, African Americans and Asian American account for 32.8% of U.S. CU’s, but they only spend 17.3% of Pet Products $. Although the minority share of Pet Poducts $ is low, it has improved considerably from 12.8% in 2020. Pet ownership is relatively high in Hispanic households, but it is significantly lower for African Americans and Asians.
  2. Housing – Homeowners (80.0%) up from 79.3%. Controlling your “own space” has long been the key to pet ownership and more pet spending. Their performance grew from 122.6% to 123.0% and they officially moved up from 5th to 4th in terms of importance for increased pet products spending. Although both Homeowners and Renters spent more on Pet Products in 2022, 76% of the increase came from Homeowners w/o a Mortgage. Those with a Mortgage spent $0.51B, +1.6% more but that was much better than Renters. Overall, Homeowneers were +5.2% while Renters were +0.6%. This disparity caused the positive change in Share & Performance for Homeowners.
  3. # in CU – 2+ people (81.4%) up from 80.8%. The share for Pet Products is higher than for Total Pet, 80.8%. If you put 2 people together, pets very likely will follow. If you have a pet, you must spend money on food and supplies. Their performance of 117.9% is up from 116.2%. Only 2 & 5 People CUs spent less but this was overcome by a 33% lift from 3 People CUs. Singles were only +1.0%. This combination improved share & performance for 2+ People CUs.
  4. Area – Suburban & Rural (72.7%) up from 72.1%, but their performance fell from 111.8% to 111.0%. Suburban households are the biggest pet spenders and they are growing in popularity. The increase in the number of CUs is what pushed the group performance down. Rural CUs alone grew by 1331, +5.5%.
  5. Education – Assoc Degree> (68.6%) down from 73.4%. Their performance level also dropped sharply from 127.2% to 118.9%. They fell from 2nd to 5th in importance and are no longer in the 120+% club. The drops in share and performance are only due to a $3.5B decrease in spending by College Grads. All groups with less than a College Degree spent more on Pet Products. The Associates Degree group did especially well, +46.5%.
  6. Income – Over $70K (64.3%, down from 65.3%). Pet Parenting is common in all income groups but money is a big driver in the spending behavior for all industry segments. Although their performance fell to 136.0% from 145.7%, CU income continues to be the single most important factor in increased Pet Products Spending. As a general rule,  Higher Income = Higher Pet Products Spending. In 2022 there was an up & down rollercoaster in Pet Products spending but performance grew with income. All and only, income segments over $70K perform at 100+%.
  7. # Earners – “Everyone Works” (65.3%) up from 64.1%. Their performance is 111.9%, down from 113.0%. In this group, all adults in the CU are employed. While 1 Earner, Singles spent $0.44B less, 2+ Earner CUs spent $2.75B more. This produced the increase in share. The drop in performance was due to a 2.45 million increase in CUs (Note: other groups were down -1.98 million CUs) along with a $2.14B spending lift from 1 Earner, 2+ People CUs. Income is the top priority in Pet Products Spending, but how many people work to get it is less important.
  8. Occupation – All Wage & Salary Earners (64.7%) up from 60.7%. Their performance also grew from 102.2% to 107.2%. Mgrs/Professionals had the biggest lift but only Tech/Sls/Cler spent less among the employed. Blue Collar $ were +32.5%. Retirees & A/O,Unemployed spent $2.1B less. Together, this produced the lift in share & performance.
  9. CU Composition – Married Couples (61.1%) down from 63.7%. Their performance fell from 134.4% to 127.8% but they went from 3rd to 2nd in importance. Only Married, Couple Only & CUs with a Child 6>17 spent less, -$4.1B. Single Parents & Unmarried, 2+ Adult CUs were +$2.3B. These were key factors in the drops in share & performance.
  10. Age – 35>64 (61.3%) up from 59.7%. Their performance also grew from 113.9% to 117.7%. Even with a -$1.26B drop by 35>44, their spending grew by +$2.49B. Outside of the group the combined change was -$0.07B. This produced the big gains in share and performance. However, they stayed in 7th place in terms of importance.

The biggest spending groups are the same for Pet Products as for Total Pet, but there are subtle differences in market share and performance. Money matters most but how many earners, their occupation and education matters less. It also appears that Pet Products Spending is becoming more balanced  across almost all demographic categories.

Now, let’s drill deeper and look at 2022’s best and worst performing Products spending segments in each category.

Most of the best and worst performers are the ones that we would expect. However, there are 9 that are different from 2021. That is 2 less than last year but 2 more than Total Pet this year. Changes from 2021 are “boxed”. We should note: Only 2 of the Product winners are different from Total Pet – $150>199K rather than $200K> and 3 People CUs rather than 4 people CUs. These differences are slight, and both reinforce the importance of Income & Family in Pet Spending.

The average performance of the 2022 Product winners was 136.1%, down from 148.6% – 10 were down. The average for the losers was 60.7%, up from 56.3% – 10 were up. The gap between best and worst narrowed from 92.3% to 75.4% indicating that Pet Products spending became more balanced across America in 2022. We should also note:

  • Generation – Gen X continues to hold their spot at the top. However, Gen Z has “awakened” which has pushed the oldest group, those Born <1946 to the bottom.
  • Income, # Earners – The new winners are still at or near the top In CU income. The importance of income is also reinforced by a number of other winners, including Mgrs/Prof., 45>54, Adv. College Degree & Gen X.
  • CU Composition, CU Size – Families and children remain important. Married, w/Children now outperforms Married, Couple Only. All Married CUs perform at 100+% but even Single Parents are up to 97%.
  • Age – The high-income 45>54 group replaced 35>44. After the “youth” spending surge in 2021, especially on Supplies, spending is skewing towards older Gen Xers.
  • Region – The Midwest took the top spot from the West, and they are the only 2 Regions performing at 100+%. However, the “under performers” are from 91>93% so spending is still relatively regionally balanced.

It’s time to “Show you the money”. Here are segments with the biggest $ changes in Pet Products Spending.

In this section we’ll see who drove Pet Products spending up. There are 2 repeats from 2021 and 12 Segments switched positions – from first to last or vice versa. This is slightly less turmoil than 2021 which had only 1 repeat but 16 flips. There is only 1 truly surprising winner, High School Grads or Less. In 2 categories, all spent more. Here are the specifics:

  • Region – Both the 2021 winner and loser flipped in 2022.
    • Winner – Midwest – Products Spending: $14.93B; Up $4.05B (+37.2%)                     2021: West
    • Loser – West – Products Spending: $14.54B; Down $3.83B (-20.9%)                           2021: Midwest
    • Comment – The West had drops in both Food & Supplies. The NE had the only other decrease – in Supplies only.
  • Education – Both winner and loser flipped.
    • Winner – HS Grad or Less – Products Spending: $10.45B; Up $3.37B (+47.5%)                        2021: Adv College Degree
    • Loser – Adv College Degree – Products Spending: $15.87B; Down $3.36B (-17.5%)                2021: Less than HS Grad
    • Comment – There was a clear dividing line in the 2022 Pet Products spending pattern. Those with at least a BA/BS degree spent less. All segments without a college degree spent more.
  • # in CU – Both the winner and loser are new. Only 3 People CUs spent more on both Food & Supplies.
    • Winner – 3 People – Products Spending: $10.88B; Up $2.70B (+33.1%)                      2021: 2 People
    • Loser – 5+ People – Products Spending: $7.14B; Down $0.64B (-8.2%)                       2021: 4 People
    • Comment: All but 3 people CUs spent less on Supplies but only 2 and 5+ CUs spent less on Pet Products.
  • Occupation – Retirees flipped from 1st to last.
    • Winner – Mgrs & Professionals – Products Spending: $21.33B; Up $2.70B (+14.5%)                        2021: Retired
    • Loser – Retired – Products Spending: $10.23B; Down $1.13B (-9.9%)                                                   2021: Self-Employed
    • Comment – All but Retirees, Tech/Sls/Cler and All Other/Unemployed spent more. Retirees $ were down due to a big drop in Food. The other drops came because of a big decrease in Supplies spending.
  • CU Composition – Again, both the winner and loser flipped.
    • Winner – Married, Oldest child 18> – Products: $6.96B; Up $2.63B (+60.8%)                     2021: Married, Oldest Child 6>17
    • Loser – Married, Oldest Child 6>17 – Products: $8.08B; Down $3.40B (-29.6%)                 2021: Married, Oldest Child 18>
    • Comment – Married Couple Only and Married, Oldest Child 6>17 were the only segments to spend less on Pet Products, but their drop was enough to turn Total Married Couples negative. Most segments were up in Food but down in Supplies. Only Oldest Child 18> and Married, plus Adults, but no kids were up in both Food & Supplies $.
  • # Earners – The winner is new but No Earner, 2+ People CUs flipped to the bottom spot.
    • Winner – 1 Earner, 2+ CU – Products Spending: $12.22B; Up $2.14B (+21.2%)                             2021: No Earner, 2+ CU
    • Loser –– No Earner, 2+ CU – Products Spending: $4.47B; Down $2.58B (-36.6%)                          2021: 2 Earners
    • Comment – While income matters most, the # of Earners is still not a major factor in Pet Products spending as 1 Earner, 2+ CUs won. Only 1 Earner, Singles and No, Earner, 2+ People CUs spent less.
  • Age – The 55>64 yr-olds flipped from last to first and 75> moved to the bottom due to a big drop in Food $
    • Winner – 55>64 yrs – Products Spending: $13.25B; Up $2.04B (+18.2%)                                   2021: 35>44 yrs
    • Loser – 75> yrs – Products Spending: $3.41B; Down $1.32B (-27.9%)                                         2021: 55>64 yrs
    • Comment: The only spending drops came from 25>44 and over 75. The 45>74 yr-olds spent more in both Food & Supplies. Only 25>34 yr-olds spent less on both – minor decreases. Supplies $ drove the 35>44 group down.
  • Income – Both winner and loser flipped.
    • Winner – $100 to $149K – Products Spending: $11.67B; Up $1.86B (+19.0%)                          2021: $200K>
    • Loser – $200K> – Products Spending: $9.77B; Down $1.88B (-16.1%)                                        2021: $100>149K
    • Comment – A spending rollercoaster: <$40K = -$0.63B; $40>69K = +$2.07B; $70>99K = -$0.32B; $100>199K = +$3.19B; $200K> = -$1.88B. Most Impressive: $40>49K was +34.6% and spent more on both Food & Supplies.
  • Housing – Homeowners w/o Mtge flipped from last to 1st but all segments spent more on Pet Products.
    • Winner – Homeowner w/o Mtge – Products: $15.93B; Up $1.84B (+13.1%)                           2021: Homeowner w/Mtge
    • Loser –– Renter – Products Spending: $12.10B; Up $0.07B (+0.6%)                                          2021: Homeowner w/o Mtge
    • Comment– Wealthier Homeowners who have paid off their homes, but are not retired, were the big drivers.
  • Generation – Both the winner and loser are new.
    • Winner – Millennials – Products Spending: $15.14B; Up $1.59B (+11.8%)                              2021: Gen X
    • LoserBorn <1946 – Products Spending: $2.77B; Down $1.71B (-38.2%)                              2021: Baby Boomers
    • Comment – There were only 2 Pet Products negatives – Gen X had a strong lift in Food, but it was overcome by a huge drop in Supplies $ and Born <1946, who were up slightly in Supplies but had a big drop in Food $.
  • Area Type – The larger Suburbs held their spot on top. Center City is a new loser, but all Area Types spent more.
    • Winner – Suburbs 2500> – Products Spending: $26.70B; Up $1.44B (+5.7%)                         2021: Suburbs 2500>
    • Loser – Center City – Products Spending: $16.56B; Up $0.31B (+1.9%)                                    2021: Population <2500
    • Comment – <2500 was the only area to spend more on Supplies & Food. Center City had the only drop in Food $.
  • Race/Ethnic – White, Non-Hispanic held their spot on top while Asians replaced African Americans at the bottom.
    • Winner – White, Not Hispanic – Products Spending: $50.14B; Up $1.34B (+2.7%)                       2021: White, Not Hispanic
    • Loser – Asian – Products Spending: $1.50B; Down $0.29B (-16.4%)                                                 2021: African American 
    • Comment – African Americans didn’t win but they spent 59.7% more overall and were the only group to spend more on Supplies – and on both Food & Supplies. On the flip side, Asians were the only group to spend less on both Food & Supplies. White, Not Hispanic “won” because a $3.28B Food lift overcame a $1.94B drop in Supplies.

We’ve now seen the winners and losers in terms of increase/decrease in Pet Products $ for 12 Demographic Categories. 2022 was a positive, but mixed year for Pet Products Spending. Food rebounded after the big 2021 drop from the binge buy in 2020. The lift was enough to overcome the drop in Supplies $ after the record post pandemic spending surge in 2021. In 2022, 52% of segments still spent more on Supplies, but 82% spent more on Food so that 70% spent more on Pet Products. Of course, not every good performer can be a winner but some of these “hidden” segments should be recognized for their outstanding effort. I’ve narrowed the group down to 6. They don’t win an award, but they deserve…

Honorable Mention

Pet Products spending was up $2.42B in 2022. A rebound in Food exceeded the big drop in Supplies. The lift in Pet Products spending was widespread as 70% of 96 demographic segments spent more. Income was still the most important factor, but spending became a little more balanced. In our honorable mention group, you see that Gen Z truly got into the game by more than doubling their Pet Products spending. Although 2022 spending skewed towards the older Gen X group, 70% lifts by the <25 group and CUs with an oldest child <6 showed that the younger groups were still “strong” pet parents. Some other low-income segments that often finish on the bottom in spending also had a good year. Single Parents and African Americans both increased their Pet Products spending by 58+%. Finally, Higher Education became a little less important. College Grads spent less on Pet Products while all demographic segments w/o a college degree spent more. Those with an Associate’s degree were a big contributor with a 46% increase. The lift in Pet Products spending was widespread and more balanced so there were many “heroes”.

Summary

Pet Products spending has seen a lot of turmoil since 2015. Many consumers upgraded to Super Premium Food and cut back on Supplies in 2015. In 2016 they value shopped for Food and Spent some of the saved money on Supplies. In 2017 there was increased availability and value in both segments. More Consumers recognized the opportunity and spent $7B more. 2018 was calm, until the second half when the FDA warning on grain free dog food caused many consumers to downgrade their food and new tariffs on Supplies flattened spending growth. The result was -$1B drop in Products $.

In 2019 Pet Food spending rebounded to a new record level but the full impact of higher prices in the Supplies segment really hit home, with a record $2.98 decrease in spending. The drop was almost universal as 93 of 96 demographic segments spent less. The result was a -$0.64B drop in Pet Products $, the second consecutive decrease.

2020 brought the COVID pandemic. Out of fear of reduced availability, Pet Parents binge bought Pet Food in the 1st half of the year. As Pet Parents focused on “needs”, discretionary Supplies dropped significantly in importance and $. However, Pet Products spending still grew by $3.99B and exceeded $50B for the 1st time at $52.0B.

In 2021, the Food binge was not repeated and pets “ate down” the overstock so Pet Food spending fell. However, Pet Parents caught up on purchasing all the Supplies that they had postponed buying due to the pandemic. The result was a record increase in Supplies and a $6.21B increase in Pet Products $.

2022 brought a return to more normal spending behavior. Pet Food spending increased $4.29B, +12.5%. Obviously, the binge was not repeated but Supplies spending only fell -7.8% and 52% of demographic segments still spent more. The net was a $2.42B, +4.2% increase which pushed Pet Products $ up to $60.63B. Overall, the lift was widespread as 70% of 96 demographic segments spent more. While the Spending leader remained Gen X, the $ moved towards their older members in the 45>54 yr-old age group. However, the youngsters also made their presence felt as Gen Z more than doubled their Pet Products spending. Spending also became more demographically balanced. The most visible feature of this change was in the big groups doing at least 60% of the dollars. In order to reach the 60% minimum, the Education group was downgraded from College Grads to those with an Associate’s Degree or more. However, the balancing act was not limited to Education. 10 of 12 categories narrowed the gap between their best and worst performing segments. Overall, the average gap narrowed from 92.3% in 2021 to 75.4% in 2022. It’s still big but definitely improving.

Finally,… The “Ultimate” 2022 Pet Products Spending CU is 3 people, a married couple with a child over 18. They are in the 45>54 age range and are White, but not Hispanic. At least one has an Advanced College Degree and is a Mgr/Professional. Everyone works, including their child, producing a CU income of $150>199K.They still have a mortgage on their house located in a small suburb  in the Midwest.

Retail Channel Monthly $ Update – October Final & November Advance

In November, Commodities prices actually deflated vs 2022. Although down from its peak, cumulative inflation still impacts consumer spending. The sales increase rate is lower than the inflation rate in a number of channels, which indicates a drop in the amount of product sold. The recovery continues but there is still a long road ahead, so we’ll continue to track the retail market with data from 2 reports provided by the Census Bureau and factor in a targeted CPI from US BLS data.

The Census Bureau Reports are the Monthly and the Advance Retail Sales Reports. Both are derived from sales data gathered from retailers across the U.S. and are published monthly at the same time. The Advance Report has a smaller sample size so it can be published quickly – about 2 weeks after month end. The Monthly Final Report includes data from all respondents, so it takes longer to compile the data – about 6 weeks. Although the sample size for the Advance report is smaller, the results over the years have proven it to be statistically accurate with the final monthly reports. The biggest difference is that the full sample in the Final report allows us to “drill” a little deeper into the retail channels.

We will begin with the October Final Report and then go to the Advance Report for November. Our focus is comparing to last year but also 2021 & 2019. We’ll show both actual and the “real” change in $ as we factor inflation into the data.

Both reports include the following:

  • Total Retail, Restaurants, Auto, Gas Stations and Relevant Retail (removing Restaurants, Auto and Gas)
  • Individual Channel Data – This will be more detailed in the “Final” reports, and we’ll focus on Pet Relevant Channels.

The data will be presented in detailed charts to facilitate visual comparison between groups/channels. The charts will show 11 separate measurements. To save space they will be displayed in a stacked bar format for the channel charts.

  • Current Month change – % & $ vs previous month
  • Current Month change – % & $ vs same month in 2022 and 2021.
    • Current Month Real change for 2023 vs 2022 and vs 2021 – % factoring in inflation
  • Current Ytd change – % & $ for 2023 vs 2022, 2021 and 2019.
    • Current Ytd Real change % for 2023 vs 2022, 2021 and 2019
  • Monthly & Ytd $ & CPIs for 22>23 and 21>23 which are targeted by channel will also be shown. (CPI Details are at the end of the report)

First, the October Final. All but Auto were up from September and all but Gas Stations were up vs 22, 21 & 19. When you consider inflation, the # of real drops vs 22 & 21 (6) was the same as September. Gas Stations are still really down vs 2019. A significant fact to note is that Relevant Retail is again “really” up monthly vs 22. ($ are Actual, Not Seasonally Adjusted)

The October Final is $1.8B less than the Advance. Specifically, Restaurants: No Chge; Auto: -$0.2B; Gas Stations: -$0.4B; Relevant Retail: -$1.3B. $ were up vs September for all but Auto and actual sales for all but Gas Stations were positive in all measurements vs 22, 21 & 19. Gas prices fell but Gas Stations sales were down again monthly & YTD vs 22. There were 7 “real” sales drops, 5 from Gas Stations. Restaurants and now Total Retail are the only groups with all positives. Monthly real sales for Relevant Retail vs 22 are up again but have been down in 15 of the last 20 months. Their YTD real measurement vs 22 is still negative. They are the top “real” performer vs 2019 but only 48% of their growth is real.

Now, let’s see how some Key Pet Relevant channels did in October in the Stacked Bar Graph Format

Overall– 10 were up from September, but vs 22, only 5 were up vs Oct and 8 YTD. 4 were “really” up monthly & 5 Ytd. Vs 21, 9 had increases but only 4 monthly & 3 Ytd were real. Vs 2019, Office/Gift/Souvenir & Discount Department Stores were really down.

  • Building Material Stores – The pandemic focus on home has produced sales growth of 34.3% since 2019. Prices for the Bldg/Matl group have inflated 14.7% since 2021 which is having an impact. HomeCtr/Hdwe stores are down monthly & Ytd vs 22 but up vs 21 &19. Farm Stores are only down vs October 22. However, both have all negative real numbers vs 2022 & 2021. Importantly, only 20.1% of their 19>23 lift was real. It was only this high because most of the lift came prior to the inflation wave. Avg 19>23 Growth: HomeCtr/Hdwe: 7.0%, Real: 1.1%; Farm: 11.4%, Real: 5.2%
  • Food & Drug – Both channels are truly essential. Except for the pandemic food binge buying, they tend to have smaller fluctuations in $. They have been very different in inflation and the situation has flipped as the Grocery rate is now 55% lower than Drug/Med products. Drug Stores are positive in all measurements and 73% of their growth since 2019 is real. Except vs Oct 22, the $ are all up for Supermarkets but their 23 real sales are down vs 22 & 21 and just slightly positive vs 2019. Only 7% is real growth. Avg 19>23 Growth: Supermarkets: +6.3%, Real: +0.5%; Drug Stores: +5.9%, Real: +4.3%.
  • Sporting Goods Stores – They also benefited from the pandemic in that consumers turned to self-entertainment, especially sports & outdoor activities. Sales are down -2.3% from September. Their only positives are YTD vs 22, monthly vs 21 and YTD vs 19. Prices are still deflating, -1.2% and YTD, -0.1%, a big change from +5.6% in 21>22 and +6.5% in 20>21. The result is that 60% of their 42.6% lift since 2019 is real. Their Avg 19>23 Growth Rate is: +9.3%; Real: +5.8%.
  • Gen Mdse Stores – All were up vs September. Actual sales vs 22, 21 & 19 were up for Clubs & $ stores but Disc Dept Stores were only up YTD vs 21 & 19. In real sales SupCtr/Clubs were down vs 22 & 21. $/Value Stores were only down YTD vs 21. Disc Dept Stores were down in all measurements, even vs 2019, -1.2%. The other channels average 35% In real growth. Avg 19>23 Growth: SupCtr/Club: 6.3%, Real: 2.4%; $/Value Strs: +6.8%, Real: +2.8%; Disc. Dept. Strs: +2.4%, Real: -0.3%
  • Office, Gift & Souvenir Stores – Actual sales are up 20.2% from September but down in all measurements but YTD vs 21 & 19. Their real sales numbers are all negative including -6.1% Ytd vs 2019. Their recovery started late, and their slow progress stalled in Jun>Sep. However, it may have restarted in October. Avg Growth Rate: +1.1%, Real: -1.6%
  • Internet/Mail Order – Sales are up 8.2% from September and again above $100B. All measurements are positive, but their growth is only 60% of their average since 2019. However, 79% of their 94.5% growth since 2019 is real. Avg Growth: +18.1%, Real: +15.0%. As expected, they are still by far the growth leaders since 2019.
  • A/O Miscellaneous – Pet Stores are 22>24% of total $. In May 2020 they began their recovery which reached a record level of $100B for the first time in 2021. In 2022 their sales dipped in January, July, Sept>Nov, rose in December, fell in Jan>Feb 23, grew Mar>May, fell in Jun>Aug, then rose in Sep/Oct. All measurements are positive. They remain in 2nd place in the % increase vs 2021 but 71% of their 54.5% growth since 2019 is real. Average 19>23 Growth: +11.5%, Real: +8.6%. They also moved back up to 2nd place in growth since 2019, only trailing the Internet.

Inflation remains an important factor in Retail. In actual $, 5 channels reported increases in sales vs 2022 and 9 vs 2021. When you factor in inflation, the number with “real” growth drops to 4 vs 2022 and vs 2021. Inflation’s impact may be slowing but it is still lowering sales increases. The October lift vs 2022 was less than 50% of Jan/Feb. The impact is also visible in specific retail channels. The commodities CPI deflated in November. Let’s look for any impact on Retail $ales.

In October, all but Auto & 3 small channels were up vs last month. November had  a similar pattern. Again, 3 small channels were down but in addition to Auto, sales in Gas Stations & Restaurants also fell. An Oct>Nov lift in Total Retail has happened in 75% of the years since 1992. The average increase was 2.2% so the 2.0% lift in 2023 was slightly below average. All actual $ measurements are again positive vs 22, 21 & 19 for all big groups but Gas Stations. Plus, the lifts vs 2022 are slightly larger than in October. Inflation is still a big factor. However, the national CPI slowed from 3.2% to 3.1% and the all commodities rate, which is the best pricing measure for Retail, fell from 0.4% to -0.05%. There is some significant “real” good news. The big groups have 20 “real” sales measurements vs 22 & 21. In November, only 4 were negative and 3 of those came from Gas Stations. Relevant Retail’s real monthly sales vs 22 have now been positive for 5 straight months, but the biggest news is that Relevant Retail is positive in all measurements for the 1st time in 2023.

Overall – Inflation Reality – For Total Retail, prices deflated, and all real sales are again positive. For Restaurants, inflation remains high, +5.3% but they are still really positive vs 22 & 21. Gas prices fell but that group is in true turmoil. Auto prices are down vs 22 but up 10.9% Ytd vs 21 which pushed their real sales down. Inflation is 0.7% for Relevant Retail and all of their monthly & ytd real sales are positive for the 1st time in 2023. They continue to make slow progress.

Total Retail – Since June 2020, every month but April 23 has set a monthly sales record. December 22 $ were $748.9B, a new all-time record. Sales have been on a rollercoaster. Up in July & Aug, down in September, then up in October & November. Prices deflated -0.05% but sales growth is still low. Sales are up 4.3% vs last year. That’s only 54% of their average 19>23 growth. All real sales measurements are positive again but only 35% of the 19>23 growth is real. Inflation in Total Retail has radically slowed vs 2022 but we still see its cumulative impact. Avg 2019>23 Growth: +7.9%, Real: +2.9%.

Restaurants – They were hit hard by the pandemic and didn’t begin recovery until March 2021. However, they have had strong growth since then, setting an all-time monthly record of $91B in December and exceeding $1T in 2022 for the 1st time. They have the biggest increases vs 22, 21 & 19 and all real sales are positive. Inflation slowed to 5.3% from 5.4% last month but is still +14.1% vs 21 and +22.4% vs 19. 36.7% of their 40.6% growth since 19 is real but they remain 2nd in performance behind Relevant Retail. Recovery started late but inflation started early. Avg 2019>23 Growth: +8.9%, Real: +3.5%. They just account for 13.1% of Total Retail $, but their performance improves the overall retail numbers.

Auto (Motor Vehicle & Parts Dealers) – They actively worked to overcome the stay-at-home attitude with great deals and a lot of advertising. They finished 2020 up 1% vs 2019 and hit a record $1.48T in 2021 but much of it was due to skyrocketing inflation. In 22 sales got on a rollercoaster. Inflation started to drop mid-year, but it caused 4 down months in actual sales which are the only reported sales negatives by any big group in 21>22. This is bad but their real 22 sales numbers were much worse, down -8.2% vs 2021 and -8.9% vs 2019. 2023 is a true rollercoaster. $ grew in Jan>Feb, fell Mar>Apr, grew in May, fell Jun>Jul, grew in Aug, fell in Sep, grew in Oct, then fell in Nov. Only Ytd real $ vs 21 are down. Prices vs 22 are -0.9% monthly & -1.5% Ytd. Only 5% of 19>23 growth is real. Avg 2019>23 Growth: +6.6%, Real: +0.4%.

Gas Stations – Gas Stations were also hit hard. If you stay home, you drive less and need less gas. They started recovery in March 2021 and inflation began. Sales got on a rollercoaster in 2022 but reached a record $583B. Inflation started to slow in August and prices slightly deflated in Dec & Feb, strongly dropped in Mar>Jul to -20.2%. In August they turned up to -3.7%. In Sep they were +2.7% but then fell to -9.2% in Oct/Nov. Pricing is a big factor in the actual sales drops vs 22 and only real sales vs Nov 21 are positive.  Avg 2019>23 Growth: +6.6%, Real: -1.2%. The numbers show the cumulative impact of inflation and demonstrate how strong deflation can be both a positive and a negative.

Relevant Retail – Less Auto, Gas and Restaurants – They account for 60+% of Total Retail $ in a variety of channels, so they took many different paths through the pandemic. However, their only down month was April 2020, and they led the way in Total Retail’s recovery. Sales got on a roller coaster in 2022 but all months in 2022 set new records with December reaching a new all-time high, $481B, and an annual record of $4.81T. In 2023, Jan & Feb had normal $ drops then grew in March, starting another roller coaster. Sales fell in Jun>Jul, turned up in Aug, fell in Sep, then grew in Oct/Nov. Actual sales are again up vs 22, 21 & 19. However, the big news is that all sales comparisons – both actual & real are positive for the 1st time in 2023. 48% of their 37.6% 19>23 growth is real – #1 in performance. Avg 2019>23 Growth is: +8.3%, Real: +4.2%. This is where America shops. A month of all positive sales vs 22, 21 & 19 is a great news.

Inflation is still low but the cumulative impact is still there. Sales increases are still small, but the fact that 94% of all Non-Gas Station real sales numbers vs 22 & 21 are still positive is a good sign. Restaurants are still doing well, and Auto is improving. Inflation/Deflation has caused turmoil in Gas Stations’ sales. The biggest positive is from Relevant Retail. For the 1st time in 2023, all sales measurements are positive. This means that as of November, consumers not only spent more $ monthly & Ytd in 2023 vs 22, 21 & 19, they bought more product. The turnaround continues to gain ground.

Here’s a more detailed look at November by Key Channels in the Stacked Bar Graph Format

  • Relevant Retail: Avg Growth Rate: +8.3%, Real: +4.2%. 8 of 11 were up from October and vs November 22 & 21. However, only 6 had a “real” increase vs 22 & 4 vs 21. Inflation continues to slow sales increases.
  • All Dept Stores – This group was struggling before the pandemic hit them hard. They began recovery in March 2020. Their Actual $ are up 19% from October but down for all comparisons vs 22, 21 & even 19. Their real sales are also down in all measurements. Avg 2019>23 Growth: -0.1%, Real: -2.7%.
  • Club/SuprCtr/$ – They fueled a big part of the overall recovery because they focus on value which has broad consumer appeal. $ales are up from October and in all other measurements. Their real sales are down Ytd vs 22 & 21. Only 35% of their 27.7% 19>23 lift is real – the impact of inflation. Avg Growth: +6.3%, Real: +2.4%.
  • Grocery- These stores depend on frequent purchases, so except for the binge buying in 2020, their changes are usually less radical. $ are up from October and in all measurements vs 22, 21 & 19. However, inflation hit them hard. Real sales are down for all but Ytd vs 2019 and only 6% of the growth since 2019 is real. Avg Growth: +6.2%, Real: +0.4%.
  • Health/Drug Stores – Many stores in this group are essential, but consumers visit far less frequently than Grocery stores. Sales are up from October and positive in all other measurements, actual and real vs 22, 21 & 19. Inflation has been relatively low so 73% of their 26.2% growth from 2019 is real. Avg 2019>23 Growth: +6.0%, Real: +4.4%.
  • Clothing and Accessories – Clothes initially mattered less when you stayed home. That changed in March 21 with strong growth through 2022. Actual $ales are up from October and monthly & Ytd vs 22, 21 &19. Real sales are down monthly and Ytd vs 21 & Ytd vs 22, but 64% of their 19>23 growth is real. Avg 2019>23 Growth: +3.8%, Real:+2.5%
  • Home Furnishings – In mid-2020 consumers’ focus turned to their homes and furniture became a priority. Prices are now deflating but they were high in 2022. Sales are up from October but negative in all other measurements but actual Ytd vs 2019. Their real sales are even down -4.1% vs 2019. Avg 2019>23 Growth: +2.8%, Real: -1.0%.
  • Electronic & Appliances – This channel has many problems. Sales fell in Apr>May of 2020 and didn’t reach 2019 levels until March 2021. $ales are up from October and now only down Ytd vs 22 & 21. Consistent deflation has caused real sales to be positive in all measurements. Avg 2019>23 Growth: +0.6%, Real: +2.9%.
  • Building Material, Farm & Garden & Hardware –They truly benefited from the consumers’ focus on home. In 2022 the lift slowed as inflation grew to double digits. Inflation has slowed to 2.8%. Sales are down from October, and they are again all negative vs 2022. They have the highest Ytd 22>23 Inflation rate of any channel so real sales are negative in all but Ytd vs 2019. Also, just 20% of their sales growth since 2019 is real. Avg 2019>23 Growth is: +7.7%, Real: +1.7%.
  • Sporting Goods, Hobby and Book Stores – Consumers turned their attention to recreation and Sporting Goods stores sales took off. Book & Hobby Stores recovered more slowly. Actual $ales are up from October and positive for all but vs Nov 22 & 21. Real sales are only down monthly & YTD vs 21. Prices deflated again and their inflation rate has been lower than most groups so 66.8% of their 29.5% growth since 2019 is real. Avg 2019>23 Growth: +6.7%, Real: +4.6%.
  • All Miscellaneous Stores – Pet Stores have been a key part of the strong and growing recovery of this group. They finished 2020 at +0.9% but sales took off in March 21 and have continued to grow. Sales are down vs October but positive in all other measurements – actual & real. They are 2nd to NonStore in increases vs 21 & 19. 65% of their 40.5% 19>23 growth and 45% of their 16.5% 21>23 growth is real. Their Avg 19>23 Growth is: 8.9%, Real: 6.0%.
  • NonStore Retailers – 90% of their volume comes from Internet/Mail Order/TV. The pandemic accelerated online spending. They ended 2020 +21.4%. The growth continued in 2021 as sales exceeded $100B for the 1st time and they broke the $1 Trillion barrier. Their growth slowed significantly in 2022 and now 2023. $ales are up from October and in all other measurements. 77.9% of their 86.6% growth since 2019 is real. Their Avg Growth: +16.9%, Real: +13.8%.

Note: Almost without exception, online sales by brick ‘n mortar retailers are recorded with their regular store sales.

Recap – The Retail recovery from the pandemic was largely driven by Relevant Retail and by the end of 2021 it had become very widespread. In 2022, there was a new challenge, the worst inflation in 40 years. Overall, inflation has slowed considerably from its peak in June 2022, which has helped the Retail Situation. Sales were up from October for Total Retail, Relevant Retail & most channels. Inflation is slowing in many channels and even deflating in a few. However, some channels like Gas Stations, Grocery and Bldg Material stores still have high cumulative inflation rates so they are still struggling. Only a few channels are doing well. The new problem is that the sales increase rate vs 2022 for many channels has slowed and is even below the lower inflation rate. Real monthly sales for Relevant Retail have been positive vs 22 for 6 of the last 7 months but are still negative for 5 of 11 channels. The big news is that Relevant Retail is positive in all measurements for the 1st time in 2023. The turnaround is a little more widespread, but November was again a mixed bag of pluses and minuses. We are definitely making progress but still have a long way to go for a full recovery.

Finally, here are the details and updated inflation rates for the CPIs used to calculate the impact of inflation on retail groups and channels. This includes special aggregate CPIs created with the instruction and guidance of personnel from the US BLS. I also researched data from the last Economic Census to review the share of sales by product category for the various channels to help in selecting what expenditures to include in specific aggregates. Of course, none of these specially created aggregates are 100% accurate but they are much closer than the overall CPI or available aggregates. The data also includes the CPI changes from 2021 to 2023 to show cumulative inflation.

Monthly 22>23 CPI changes of 0.2% or more are highlighted. (Green = lower; Pink = higher)

I’m sure that this list raises some questions. Here are some answers to some of the more obvious ones.

  1. Why is the group for Non-store different from the Internet?
    1. Non-store is not all internet. It also includes Fuel Oil Dealers, the non-motor fuel Energy Commodity.
  2. Why is there no Food at home included in Non-store or Internet?
    1. Online Grocery purchasing is becoming popular but almost all is from companies whose major business is brick ‘n mortar. These online sales are recorded under their primary channel.
  3. 6 Channels have the same CPI aggregate but represent a variety of business types.
    1. They also have a wide range of product types. Rather than try to build aggregates of a multitude of small expenditure categories, it seemed better to eliminate the biggest, influential groups that they don’t sell. This method is not perfect, but it is certainly closer than any existing aggregate.
  4. Why are Grocery and Supermarkets only tied to the Grocery CPI?
    1. According to the Economic Census, 76% of their sales comes from Grocery products. Grocery Products are the driver. The balance of their sales comes from a collection of a multitude of categories.
  5. What about Drug/Health Stores only being tied to Medical Commodities.
    1. An answer similar to the one for Grocery/Supermarkets. However, in this case Medical Commodities account for over 80% of these stores’ total sales.
  6. Why do SuperCtrs/Clubs and $ Stores have the same CPI?
    1. While the Big Stores sell much more fresh groceries, Groceries account for ¼ of $ Store sales. Both Channels generally offer most of the same product categories, but the actual product mix is different.

Petflation 2023 – November Update: Down to +4.3% vs 2022

Inflation continues to slow but is still far above the target rate. The huge YOY increases in the monthly Consumer Price Index peaked in June 2022 at 9.1% then began to slow until turning up in Jul/Aug 2023. Prices dropped in Oct & Nov and the November CPI  fell to +3.1% from +3.2% vs 2022. Grocery inflation also continued to slow. After 12 straight months of double-digit YOY monthly increases, grocery inflation is now down to +1.7%, 9 consecutive months below 10%. As we have learned, even minor price changes can affect consumer pet spending, especially in the discretionary pet segments, so we will continue to publish monthly reports to track petflation as it evolves in the market.

Petflation was +4.1% in December 2021 while the overall CPI was +7.0%. The gap narrowed as Petflation accelerated and reached 96.7% of the national rate in June 2022. National inflation has slowed considerably since June 2022, but Petflation generally increased until June 2023. It passed the National CPI in July 2022 and at 4.3% in November, it is still 38.7% above the national rate of 3.1%. We will look deeper into the numbers. This and future reports will include:

  • A rolling 24 month tracking of the CPI for all pet segments and the national CPI. The base number will be pre-pandemic December 2019 in this and future reports, which will facilitate comparisons.
  • Monthly comparisons of 23 vs 22 which will include Pet Segments and relevant Human spending categories. Plus
    1. CPI change from the previous month.
    2. Inflation changes for recent years (21>22, 20>21, 19>20, 18>19)
    3. Total Inflation for the current month in 2023 vs 2019 and now vs 2021 to see the full inflation surge.
    4. Average annual Year Over Year inflation rate from 2019 to 2023
  • YTD comparisons
    1. YTD numbers for the monthly comparisons #2>4 above

In our first graph we will track the monthly change in prices for the 24 months from November 21 to November 23. We will use December 2019 as a base number so we can track the progress from pre-pandemic times through an eventual recovery. This chart is designed to give you a visual image of the flow of pricing. You can see the similarities and differences in segment patterns and compare them to the overall U.S. CPI. The current numbers plus yearend and those from 12 and 24 months earlier are included. We also included and highlighted (pink) the cumulative price peak for each segment. In November, Pet prices were down from last month overall and in all segments but Food & Vet Services.

In November 21, the CPI was +8.2% and Pet prices were +3.5%. Like the CPI, prices in the Services segments generally inflated after mid-2020, while Product inflation stayed low until late 21. In 22 Petflation took off. Food prices grew consistently but the other segments had mixed patterns until July 22, when all increased. In Aug>Oct Petflation took off. In Nov>Dec, Services & Food prices continued to grow while Vet & Supplies prices stabilized. In Jan>Apr 23, prices grew every month except for 1 dip by Supplies. In May Products prices grew while Services slowed. In June/July this was reversed. In August all but Services fell. In Sep/Oct this was reversed. In November, all but Food & Veterinary Services fell driving down Total Pet prices, -0.2% vs October. Petflation has been above the CPI since Nov 22.

  • U.S. CPI – The inflation rate was below 2% through 2020. It turned up in January 21 and continued to grow until flattening out in Jul>Dec 22. Prices turned up Jan>Sep, then dipped in Oct/Nov, but 35% of the 19.5% increase in the 47 months since December 2019 happened in the 6 months from January>June 2022 – 13% of the time.
  • Pet Food – Prices were at or below Dec 2019 levels from Apr 20>Sep 21. They turned up and grew, peaking in May 23. In Jun>Aug they dipped but grew again in Sep>Nov. 93% of the 23.2% increase has occurred since 22.
  • Pet Supplies – Supplies prices were high in Dec 19 due to added tariffs. They then had a “deflated” roller coaster ride until mid-2021 when they returned to Dec 19 prices and essentially stayed there until 2022. They turned up in January and hit an all-time high, beating the 2009 record. They plateaued Feb>May, grew in June, flattened in July, then turned up in Aug>Oct setting a new record. Prices stabilized in Nov>Dec but turned up in Jan>Feb 23, a new record. They fell in March, peaked at a new record in May, fell in Jun>Aug, grew in Sep>Oct, then fell in Nov.
  • Pet Services– Normally inflation is 2+%. Perhaps due to closures, prices increased at a lower rate in 2020. In 2021 consumer demand increased but there were fewer outlets. Inflation grew in 2021 with the biggest lift in Jan>Apr. Inflation was stronger in 2022 but it got on a rollercoaster in Mar>June. It turned up again July 22>Mar 23 but the increase slowed to +0.1% in April. Prices fell -0.3% in May, turned up again, peaking in Aug, then fell in Sep>Nov.
  • Veterinary – Inflation has been consistent. Prices turned up in March 20 and grew through 21. A surge began in December 21 which put them above the overall CPI. In May 22 prices fell and stabilized in June causing them to fall below the National CPI. However, prices rose again and despite some dips they have stayed above the CPI since July 22. In 23 prices grew Jan>May, stabilized Jun>Jul, fell in Aug, then grew Sep>Nov to a new high.
  • Total Pet – Petflation is a sum of the segments. In Dec 21 the price surge began. In Mar>Jun 22 the segments had ups & downs, but Petflation grew again from Jul>Nov. It slowed in Dec, grew Jan>May 23 (peak), fell Jun>Aug, grew in Sep/Oct, then fell in Nov. Except for 5 monthly dips, prices in all segments increased monthly Jan>Jun 23. In Jul/Aug there 5 more dips, 2 in Sep/Oct, then 2 big ones in Nov. Petflation has been above the CPI since Nov 22

Next, we’ll turn our attention to the Year Over Year inflation rate change for November and compare it to last month, last year and to previous years. We will also show total inflation from 21>23 & 19>23. Petflation fell again to 4.3% in November, but it is still almost 1.4 times the National rate. The chart will allow you to compare the inflation rates of 22>23 to 21>22 and other years but also see how much of the total inflation since 2019 came from the current pricing surge. Again, we’ve included some human categories to put the pet numbers into perspective.

Overall, Prices were -0.2% from October but were +3.1% vs November 22, down from +3.2% in October. Grocery inflation is down again, to +1.7% from +2.1%. 5 of 9 categories had a price decrease from last month – National CPI, Total Pet, Groceries, Pet Supplies & Services. There were only 2 in October. That’s 3 months in a row for Pet Services. The national YOY monthly CPI rate of 3.1% is only 44% of the 21>22 rate. The 22>23 inflation rate is below 21>22 for all categories for the 3rd consecutive month. In our 2021>2023 measurement you also can see that over 65% of the cumulative inflation since 2019 occurred in only 4 segments – Total Pet, Pet Food, Pet Supplies and Veterinary – All Pet. We should also note that the segments with the lowest percentages are Haircuts, Pet Services and Medical Services. Service Segments have generally had higher inflation rates so there was a smaller pricing lift in the recent surge. Services expenditures account for 61.8% of the National CPI so they are very influential. We also see that Pet Products have a very different pattern. The 21>23 inflation surge provided 97.8% of their overall inflation since 2019. This happened because Pet Products prices in 2021 were just starting to recover from a deflationary period.

  • U.S. CPI– Prices are -0.2% from October. The YOY increase is 3.1%, down from 3.2%. It peaked at +9.1% back in June 2022. The targeted inflation rate is <2% so we are still 55% higher than the target. After 12 straight declines, we had 2 lifts, then a stable month and now 2 consecutive drops – good news! The current inflation rate is 56.3% below 21>22 but the 21>23 rate is still 10.5%. That is 54% of the total inflation since 2019, but down from 57% last month.
  • Pet Food– Prices are +0.01% vs October and +5.6% vs November 22, down from 6.5%. However, they are still 3.1 times the Food at Home inflation rate. The YOY increase of 5.6% is being measured against a time when prices were 16.3% above the 2019 level, but that increase is still 1.5 times the pre-pandemic 3.7% increase from 2018 to 2019. The 2021>2023 inflation surge has generated 96.9% of the total 22.9% inflation since 2019.
  • Food at Home – Prices are down -0.5% from October. The monthly YOY increase is 1.7%, down from 2.1% in October and radically lower than Jul>Sep 2022 when it exceeded 13%. The 25.4% Inflation for this category since 2019 is 31% more than the national CPI and remains 2nd to Veterinary. 54% of the inflation since 2019 occurred from 2021>2023. The pattern mirrors the national CPI, but we should note that Grocery prices began inflating in 2020>2021 then the rate accelerated. It appears that the pandemic supply chain issues in Food which contributed to higher prices started early and foreshadowed problems in other categories and the overall CPI tsunami.
  • Pets & Supplies– Prices were down -0.5% from October and -1.2% vs November 2022. They still have the lowest increase since 2019. As we noted, prices were deflated for much of 2021. However, even with recent price drops the 2021>2023 inflation surge accounted for 82% of the total price increase since 2019. They reached an all-time high in October 2022 then prices deflated. 3 months of increases pushed them to a new record high in February. Prices fell in March, bounced back in Apr/May to a new record high, fell in Jun>Aug, grew in Sep>Oct, then fell in November.
  • Veterinary Services – Prices are up +1.0% from October. They are +9.0% from 2022, again the highest rate in the Pet Industry. Plus, they are still the leader in the increase since 2019 with 30.0% compared to Food at home at 25.4%. For Veterinary Services, relatively high annual inflation is the norm. The rate did increase during the current surge so 70% of the 4 years’ worth of inflation occurred in the 2 years from 2021>2023.
  • Medical Services – Prices turned sharply up at the start of the pandemic but then inflation slowed and fell to a low rate in 20>21. Prices grew 0.3% from October but are -0.9% vs 22. Prices have now deflated for 7 straight months. Medical Services are not a big part of the current surge as only 39% of the 2019>23 increase happened from 21>23.
  • Pet Services – Inflation slowed in 2020 but began to grow in 2021. November 23 prices were -2.1% from October and only +1.4% vs 22, which is down 70% from 4.7% last month and 84% lower than 8.0% in March. Now, only 50% of their total 17.8% inflation since 2019 occurred from 21>23.
  • Haircuts/Other Personal Services – Prices are up 0.3% from October and +3.9% from 2022, down sharply from 5.0% last month. Inflation has been rather consistent as 51% of the inflation from 19>23 happened from 21>23.
  • Total Pet– Petflation is now 64% lower than the 21>22 rate, but still 1.4 times the U.S. CPI. For November, +4.3% is the 4th highest rate since 1997 (2022: 12.0%; 2008: 10.0%; 2007: 5.3%). Vs October, prices fell for Supplies & Services so Total Pet was -0.3%. An Oct>Nov drop has only happened in 6 of the last 24 years so it was a surprise. Veterinary & Food are still the Petflation leaders, but all segments have an influence. Pet Food has been immune to inflation as Pet Parents are used to paying a lot, but inflation can reduce purchase frequency in the other segments.

Now, let’s look at the YTD numbers

The increase from 22>23 is the biggest for 2 of 9 categories – both Pet, Pet Food & Veterinary. The 22>23 rates for Haircuts, Pet Services & Total Pet are slightly below 21>22. However, the CPI, Pet Supplies, Medical Services and Food at Home are significantly down from 21>22. The average annual increase since 2019 is 4.5%+ for all but Medical Services (2.7%) and Pet Supplies (2.5%).

  • U.S. CPI – The current increase is down 48% from 21>22 and 6.7% less than the average increase from 2019>2023, but it’s 72% more than the average annual increase from 2018>2021. 66% of the 19.2% inflation since 2019 occurred from 2021>23. Inflation is a big problem that started recently.
  • Pet Food – Strong inflation continues with the highest 22>23 & 21>23 rates on the chart. Deflation in the 1st half of 2021 kept YTD prices low then prices surged in 2022. 96% of the inflation since 2019 occurred from 2021>23.
  • Food at Home – The 2023 YTD inflation rate has slowed but still beat the U.S. CPI by 29%. You can see the impact of supply chain issues on the Grocery category as 69% of the inflation since 2019 occurred from 2021>23.
  • Pets & Pet Supplies – Prices fell in November and the YTD inflation rate is down to 2.9%. Prices deflated significantly in both 2020 & 2021 which helped to create a very unique situation. Prices are up 10.2% from 2019 but 105% of this increase happened from 2021>23. Prices are up 10.7% from their 2021 “bottom”.
  • Veterinary Services – They are still #1 in inflation since 2019 but they have only the 2nd highest rate since 2021. At +6.5%, they have the highest average annual inflation rate since 2019. Inflation was high and consistent, around 4% from 2019>2021. It took off in 2022. Regardless of the situation, strong Inflation is the norm in Veterinary Services.
  • Medical Services – Prices went up significantly at the beginning of the pandemic, but inflation slowed in 2021. In 2023 prices have generally been deflating and are now at -0.3% YTD, the only current deflation in any segment.
  • Pet Services – May 22 set a record for the biggest year over year monthly increase in history. Prices fell in June but began to grow again in July, reaching record highs in Sep>Apr 23. The January 2023 increase of 8.4% set a new record. Prices have dropped Sep>Nov and YTD November fell to 6.1% from 6.6% in October and 7.0% in August. Their price surge started in 2021 when inflation jumped to 4.7% from 2.5% in 2019 & 2020.
  • Haircuts & Personal Services – The services segments, essential & non-essential, were hit hardest by the pandemic. After a small decrease in March 22, prices turned up again. Since 2021 inflation has been a consistent 5+%, 89% higher than 18>19. Consumers are paying 21% more than in 2019, which usually reduces the purchase frequency.
  • Total Pet – There were two patterns. After 2019, Prices in the Services segments increased, and the rate grew into 2021. Pet products – Food and Supplies, took a different path. They deflated in 2020 and didn’t return to 2019 levels until mid-year 2021. Food prices began a slow increase, but Supplies remained stable until near yearend. In 2022, Food and Supplies prices turned sharply up. Food prices grew until Jun>Aug 23. Supplies prices stabilized Apr>May, grew Jun>Oct, fell in Nov, rose in Dec>Feb, fell in Mar, rose in Apr>May then fell in Jun>Aug. Both grew Sep/Oct. In November, Food was stable & Supplies fell. The Services segments have also had ups & downs but have generally inflated. The net is a YTD Petflation rate vs 2022 of 8.3%, about double the CPI. In May 22 it was 5.8% below the CPI.

Petflation is slowing, but still strong. Petflation dropped from 5.2% in October to 4.3% in November. This is 64% below the record 12.0% set in November 22, but still the 4th highest rate for the month. The last 6 months have all been <10% but 9 of 16 have been 10+%. The current 4.3% rate is still 2.7 times the 1.6% average rate from 2010>2021 and also 1.4 times the national rate. There is no doubt that the current pricing tsunami is a significant event in the history of the Pet Industry, but will it affect Pet Parents’ spending. In our demographic analysis of the annual Consumer Expenditure Survey which is conducted by the US BLS with help from the Census Bureau we have seen that Pet spending continues to move to higher income groups. However, the impact of inflation varies by segment. Supplies is the most affected as since 2009 many categories have become commoditized which makes them more price sensitive. Super Premium Food has become widespread because the perceived value has grown. Higher prices generally just push people to value shop. Veterinary prices have strongly inflated for years, resulting in a decrease in visit frequency. Spending in the Services segment is the most driven by higher incomes, so inflation is less impactful. This spending behavior of Pet Parents suggests that we should look a little deeper. Inflation is not just a singular event. It is cumulative. Total Pet Prices are up 4.3% from 2022 but they are up 16.9% from 2021 and 21.5% from 2019. That is a huge increase in a very short period. It puts tremendous monetary pressure on Pet Parents to prioritize their expenditures. We know that the needs of their pet children are always a high priority but let’s hope for a little relief – stabilized prices and even deflation. This is not likely in the Service segments, but it has happened before in Products. Pet Food inflation has slowed for 7 straight months, and Supplies prices have deflated in 3 of the last 4 months. It’s just a start. Let’s hope that it accelerates “down”.

2022 Total Pet Spending was $102.71B – Where did it come from…?

Total Pet Spending in the U.S. was $102.71B in 2021, a $2.73B (2.7%) increase from 2021. These figures and others in this report are calculated from data in the annual Consumer Expenditure Survey conducted by the US BLS. 2021 was tumultuous but it was almost all positive. The Food binge couldn’t be repeated so Food $ fell slightly but all other segments had record increases which produced the biggest Pet spending lift in history. 2022 had mixed results. Like the Food segment, the binge spending on Supplies and Veterinary Services was not repeated, so spending fell in both segments. However, Pet Food bounced back with a 12.5% increase and Services continued their spectacular growth. This produced only a small increase in Total Pet $ Spending but it certainly deserves a closer look.

The first question is, “Who is spending most of the $103 billion dollars?” There are of course multiple answers. We will look at Total Pet Spending in terms of 10 demographic categories. In each category we will identify the group that is responsible for most of the overall spending. Our goal was to find demographic segments in each category that account for 60% or more of the total. To get the finalists, we started with the biggest spending segment then bundled it with related groups until we reached at or near 60%.

Knowing the specific group within each demographic category that was responsible for generating the bulk of Total Pet $ is the first step in our analysis. Next, we will drill even deeper to show the best and worst performing demographic segments/groups and finally, the segments that generated the biggest dollar gains or losses in 2022.

In the chart that follows, the demographic categories are ranked by Total Pet market share from highest to lowest. We also included their share of total CU’s (Financially Independent Consumer Units) and their performance rating. Performance is their share of market vs their share of CU’s. This is an important number, not just for measuring the impact of a particular demographic group, but also in measuring the importance of the whole demographic category in Spending. All are large groups with a high market share. A performance score of 120+% means that this demographic is extremely important in generating increased Pet Spending. I have highlighted the 5 groups with 120+% performance.

The only group change from 2021 is that College Grads lost 6% in share and fell below the 60% threshold so Associate’s Degree> returned to the list. There were changes in the numbers and rankings. Homeowners moved up from 3rd to 2nd and the new Education group is 5th. College Grads were 7th in 2021. Again only 5 made the 120%+ club. Associate’s Degree> replaced College Grads in the club. Formal higher education matters. However, higher income remains the single most important factor in Total Pet Spending.

  1. Race/Ethnic – White, not Hispanic (83.9%) down from 84.2%. This is the 2nd largest group and has the largest share of Pet Spending. Their performance was down from 125.3% to 124.9% but they moved up from #4 to #3 in importance. Although this demographic, along with age, are 2 areas in which the consumers have no control, spending disparities within the group are enhanced by differences in other areas like Income, CU Composition and homeownership. There are also apparently cultural differences which impact Pet Spending. Asian Americans are first in income, education and total CU spending but they’re last in Pet Spending as a percentage of total spending – 0.40% vs a national average of 1.05%.
  2. Housing – Homeowners (81.2%) up from 80.0%. Controlling your “own space” is a key to larger pet families and more pet spending. 2022 was a good year for Homeowners, with & without Mtges. Homeowners spent $3.5B more and the group’s performance grew from 123.6% to 124.8%. Contributing to the increase was a 3.6% drop in spending by Renters. Homeowners moved up from 5th to 4th place in importance. The homeownership rate grew slightly to 65.1%. The lift came entirely from younger CUs as homeownership remained stable in the older groups.
  3. # in CU – 2+ people (80.8%) up from 80.6%. Singles remain the only group with under 100% performance. In 2022, there was a big increase in the number of singles, but they spent even less on their pets. At the same time, 3 person CUs spent $3.2B more. This explains the change in share and a performance increase from 115.9% to 117.1%.
  4. Area – Suburban & Rural (71.7%) down from 71.8% Homeownership is high and they have the “space” for pets. All areas spent more but Center City had the biggest % lift. This, in conjunction with more CUs, pushed Suburban/Rural’s performance down from 111.4% to 109.5%. Center City still has the worst performance at 82.1%
  5. Education – Associates Degree or more (71.5%) down from 74.7%. Higher Education is usually tied to higher income and Pet spending. It can also be a key factor in recognizing the value in product improvements. In 2021 College Grads binge spent $21.6B more on their pets. This was not repeated in 2022 so we returned to the Associates Degree or higher group. This group’s performance fell from 129.6% to 123.9% but they are #5 in importance. The drops are all due to College Grads. In 2022, the Associates Degree segment increased their share of Pet $ from 9.1% to 12.1% and their performance grew from 88.3% to 110.2%. They earned their spot.
  6. Income – Over $70K (67.5%) down from 68.2%. They lost a little share and their performance fell to 142.8% from 152.3%. However, CU income is still by far the most important factor in increased Pet Spending. Spending was again on a roller coaster: <$40K: -$0.5B; $40>69K: +$2.1B; $70>99K: -$1.2B; $100>199K: +$2.7B; $200K>: -$0.4B. Higher income is important. Consider: $100K> = 33.2% of CUs, 53.3% of Pet $; $150K> = 17..7% of CUs, 32.9% of Pet $
  7. # Earners – “Everyone Works” (66.8%) up from 66.4%. These are CUs of any size where all adults are employed. They gained share but their performance fell again, from 117.0% to 114.5%. They dropped out of the 120+% club in 2021 and are now only the 8th most important category. Income is important but # of Earners is less so. They gained share due to a +$2.77B lift from 2+ Earner CUs but their performance fell because they added 2.5 million more CUs.
  8. Occupation – All Wage & Salary Earners (65.7%) up from 63.2%. Their performance also grew from 106.5% to 109.0%. All but Service Workers spent more on their pets in 2022. Managers and Professionals (+$2.98B) and Blue Collar (+$1.43B) had the biggest spending increases. Blue Collar workers actually spent 30.2% more on their pets. Their gains were enhanced by a -$0.98B drop by Retirees and a -$1.2B decrease by “All Other”, which includes unemployed and those not working because of illness or attending school.
  9. CU Composition – Married Couples (61.8%) down from 62.7%. 2 people, committed to each other, is an ideal situation for Pet Parenting. In 2022, they lost share and their performance fell from 132.4% to 129.3%, but they moved up from 3rd to 2nd place in importance because College Grads dropped out. Their drops in share and performance were due to a -$2.6B decrease from those with an oldest child 6>17 and a big lift by single parents.
  10. Age – 35>64 (61.1%) up from 60.9%. They gained share and their performance grew from 116.2% to 117.2%. A $4.3B increase from 45>64 overwhelmed the $2.3B drop by the 35>44 yr-olds. <25 was +$0.77B while the 65> lift and 25>34 drop cancelled each other out. Pet Spending is slightly more balanced, and age stayed 7th in importance.

Total Pet Spending is a sum of the spending in all four industry segments. The “big demographic spenders” listed above are determined by the total pet numbers. The share of spending and performance of these groups varies between segments. In fact, in the Veterinary & Services segments we altered some groups to better reflect where most of the business is coming from. There’s was some turmoil but in 2022 Pet Spending returned to more normal behavior.

Performance is an important measurement. Any group that exceeds 120% indicates an increased concentration of the business which makes it easier for marketing to target the big spenders. Income over $70K is again the clear winner, but there are other strong performers. High performance also indicates the presence of segments within these categories that are seriously underperforming. These can be identified and targeted for improvement. However, 2022 is a bit more complicated. Many of the big drops in spending came from segments that binge bought Supplies & Vet Services in 2021. These big moves, up or down can affect the total group performance. We’re not there yet but we’re closer to normal.

Now, let’s drill deeper and look at 2022’s best and worst performing segments in each demographic category

Most of the best and worst performers are expected but there are 4 winners & 3 losers that are different from 21. Last year there were 9 new winners and 1 loser. The situation is becoming more normal. Changes from 2021 are “boxed”.

  • Income is important in Pet Spending, which is shown by the 195.5% performance by the $200K> group and wins by the high income 3 Earners, Mgrs/Prof, 45>54 and Adv College Degrees. All groups over $70K performed at 100+%.
  • Occupation – Mgrs/Professionals & Self-Employed are the only occupations with 100+% performance. Retirees edged out Service Workers (76.9%) for the bottom spot.
  • Age/Generation – Gen X won again but spending skewed towards their older members with the 45>54 win.
  • Region – The Midwest returned to the top. The West (the usual winner) also had 100+% performance.
  • CU Size/Composition – The importance of children was maintained with wins by 4 People and those with an Oldest Child over 18. Single Parents had a strong year and moved off the bottom. The “magic” CU number fell from 5 to 4.

The winners reflect the continued move back towards more normal spending patterns from slightly older CUs. In the next section we’ll look at the segments which literally made the biggest difference in spending in 2022.

We’ll “Show you the money”! This chart details the biggest $ changes in spending from 2021.

Like 2021, in 1 category, all segments spent more – Area Type. In 2021, it was # of Earners. Only 3 segments held their spot from 2021 while 9 switched from winner to loser or vice versa. There was considerable internal turmoil but much less than in 2021 when 17 flipped. However, 87.5% were different from last year, just a little better than 96% in 2021.

  • Region – The winner and loser both flipped. This only happened in the Region Category.
    • Winner – Midwest – Pet Spending: $25.36B; Up $6.39B (+33.7%)                                2021: West
    • Loser – West – Pet Spending: $26.32B; Down -$3.99B (-13.2%)                                     2021: Midwest
    • Comment – In 2021 the Midwest had the only decrease in Total Pet $. In 2022 they had double digit increases in all segments. The South also spent more, +$1.9B. The West spent less in all but Services.
  • Education – Adv College degrees flipped to last, but all College Grads spent less in every industry segment.
    • Winner – Associates Degree – Pet Spending: $12.41B; Up $3.33B (+36.7%)                       2021: Adv. College Degree
    • Loser – Adv. College Degree – Pet Spending: $28.70B; Down -$3.74B (-11.5%)                 2021: < HS Grads
    • Comment – All segments w/o a College Degree spent more but those with an Associate’s Degree had an especially strong year. Their Vet spending was only +5.8% but Services was +116.3% and Products was +47.5%.
  • Age – The 35>44 yr-olds flipped to the bottom as they “gave back” the 2021 big lifts in Supplies & Veterinary.
    • Winner – 45>54 yrs – Pet Spending: $21.80B; Up $3.29B (+17.8%)                              2021: 35>44 yrs
    • Loser – 35>44 yrs – Pet Spending: $19.05B; Down $2.34B (-10.9%)                             2021: 55>64 yrs
    • Comment: The high-income 45>54 yr-olds are back on top but only the 25>44 and 75+ groups spent less.
  • # in CU – A new winner and loser but no flips.
    • Winner – 3 People – Pet Spending: $17.73B; Up $3.23B (+22.2%)                                2021: 2 People
    • Loser – 5+ People – Pet Spending: $10.27B; Down -$1.21B (-10.6%)                            2021: 4 People
    • Comment: All groups spent more on Services but less on Veterinary. Only 2 People CUs spent less on Food while only 3 People CUs spent more on Supplies. However, only 2 & 5+ people CUs spent less Total Pet $.
  • Occupation – Retirees flipped from 1st to last.
    • Winner –– Managers & Professionals – Pet Spending: $37.57B; Up $2.98B (+8.6%)           2021: Retired
    • Loser – Retired – Pet Spending: $17.32B; Down -$0.98B (-55.3%)                                           2021: Self-Employed
    • Comment– Only Retirees, Service Workers & Unemployed/All other spent less. Blue & White collar spent more.
  • CU Composition – With big lifts in all but Veterinary, Married with an oldest child over 18 flipped from last to 1st.
    • Winner – Married, Oldest Child 18> – Pet Spending: $11.498; Up $2.70B (+30.7%)                       2021: Married, Couple Only
    • Loser – Married, Oldest Child 6>17 – Pet Spending: $14.52B; Down -$2.58B (-15.1%)                  2021: Married, Child 18>
    • Comment – Married, oldest child 6>17 spent more on Services but were the only group with a drop in Total Pet $
  • Income – With double digit increases in all but Veterinary, $100>149K flipped to the top.
    • Winner – $100>149K – Pet Spending: $20.99B; Up $2.49B (+13.4%)                              2021: $200K>
    • Loser – $70 to $99K – Pet Spending: $14.58B; Down -$1.16B (-7.3%)                             2021: $100>149K
    • Comment – There was no clear pattern. This category was on a spending rollercoaster. <$40K: -$0.54B; $40>69K: +$2.13B; $70>99K: -$1.16B; $100>199K: +$2.72B; $200K>: -$0.41B.
  • # Earners – After their surprising win in 2021, No Earner 2+ CUs flipped to the bottom.
    • Winner – 1 Earner, 2+ CU – Pet Spending: $19.01B; Up $2.17B (+12.9%)                        2021: No Earner, 2+ CU
    • Loser – No Earner, 2+ CU – Pet Spending: $7.67B; Down $2.53B (-24.8%)                      2021: 1 Earner, Single
    • Comment – 1 Earner, singles also spent less. All other groups including No Earner, Singles spent more.
  • Race/Ethnic – White, Not Hispanics stayed on top.
    • Winner – White, Not Hispanic – Pet Spending: $86.18B; Up $2.04B (+2.4%)                2021: White, Not Hispanic
    • Loser – Hispanic – Pet Spending: $9.45B; Down -$0.54B (-5.4%)                                     2021: African American
    • Comment – African Americans had a huge, +43.9% increase but Hispanics and Asians spent less.
  • Generation – In a true surprise, Gen Z is on top. They are “growing up” and Pet Parenting is radically increasing.
    • Winner Gen Z – Pet Spending: $3.48B; Up $1.84B (+112.6%)                                          2021: Gen X
    • Loser – Born <1946 – Pet Spending: $5.19B; Down -$1.46B (-22.0%)                               2021: Baby Boomers
    • Comment – Boomers had the 2nd biggest lift and only the oldest generations, born <1946 spent less.
  • Housing – Homeowners w/o Mtge flipped from last to 1st
    • Winner – Homeowner w/o Mtge – Pet Spending: $26.94B; Up $1.79B (+7.1%)             2021: Homeowner w/Mtge
    • Loser – Renter – Pet Spending: $19.27B; Down -$0.73B (-3.6%)                                       2021: Homeowner w/o Mtge
    • Comment – The win by Homeowners w/o Mtge was driven by CUs who have paid off their home but haven’t retired. They just edged out Homeowners w/Mtge, +$1.67B. Only Renters spent less.
  • Area Type – Both winner and loser held their positions and all segments spent more.
    • Winner – Suburbs 2500> – Pet Spending: $46.46B; Up $0.99B (+2.2%)                          2021: Suburbs 2500>
    • Loser – Areas <2500 – Pet Spending: $27.18B; Up $0.81B (+3.1%)                                  2021: Areas <2500
    • Comment – The Big Suburbs stayed in their usual spot at the top. Center City had a +$0.93B lift and Areas <2500 rebounded from a drop in 2021. The increases were pretty balanced, ranging from +2.2% to +3.3%.

We’ve seen the best overall performers and the “winners” and “losers” in terms of increase/decrease in Total Pet Spending $ for 12 Demographic Categories. Now, here are some segments that didn’t win an award, but they deserve….

HONORABLE MENTION

It was not a good year for College Grads but it was a great year for those without a BA/BS. Associates had the biggest lift but those w/o a HS diploma more than doubled their Pet $. Single parents are often on the “bottom” in Pet Spending, but they spent 54% more in 2022. In 2021, African Americans had the only drop in spending by a racial/ethnic group. In 2022 they rebounded with a +43.9% increase, by far the biggest percentage lift of any group in the category. Not all Gen Zers are under 25 but all CUs below 25 are Gen Z. The <25 group have radically increased their Pet Parenting responsibility and spending. Pet Spending continues to be centered in the higher income groups but almost 70% of all CUs have pets. They are an important part of the family for all Pet Parents. Although they didn’t win any awards, the 28% Pet Spending increases by Blue Collar Workers and the low income $40>49K group clearly demonstrate the widespread importance of the Pet members of U.S. households.

Summary

To properly review 2022, we must put it into context with recent history. Total Pet Spending reached $78.60B in 2018, a $14.28B, 22.2% increase from 2014. However, it was not a steady rise, Total spending actually fell in 2016 and each segment had at least one down year. There were a number of factors driving both the growth and tumult within the industry. Two big positives were the movement to super premium pet foods and the rapid expansion of the number of outlets offering pet services. On the downside were value shopping, trading $ between segments and outside influences like the FDA dog food warning and tariffs. Pricing, inflation/deflation was also a negative/positive factor in some cases.

In 2019, the industry had another small decrease, -$0.16B (-0.2%) which was largely driven by a huge drop in spending in Supplies caused by Tarifflation. This affected virtually every demographic segment and caused Supplies $ to fall below 2014. Services spending also fell slightly as consumers value shopped. The good news was that Pet Food bounced back from the impact of the 2018 FDA warning to reach a new record high. Veterinary $ also increased 2.7%. Unfortunately, this was entirely due to a 4.1% increase in prices. The amount of Vet Services sold actually decreased.

That brings us to 2020 and the Pandemic turmoil. The effect was positive for Food and Veterinary, especially Food. Out of fear of shortages, many Pet Parents binge bought Pet Food. Spending also increased in Veterinary, as consumers focused on their Pets’ needs. The discretionary segments suffered. Supplies prices stayed high, so spending continued to decline. Services saw the biggest negative pandemic impact as many outlets were subject to closures and restrictions.

2021 was a new year and brought a change in attitude as the marketplace returned to “normal”. The Food binge buying wasn’t repeated but Pet Parents caught up with all their “children’s” wants and needs. This produced a record increase in Total Pet +$16.23B) and in all segments but Food. Gen X took back the top spot in $ and  Pet spending skewed younger and back to more traditional winners, like Homeowners w/Mtges and Incomes over $200K.

In 2022, the spending lift was much smaller. Food $ increased by 12.5% and Services had another record increase, +$3.26B. This was enough to overcome the big “binge drops” in Veterinary and Supplies and produce a 2.7% increase in Total Pet $. 72% of 96 demographic segments spent more on their pets. This is good but down considerably from 83% in 2021. The lift was not quite as widespread as 2021 but in some ways, spending became a little more balanced with strong performances by those without a college degree, Blue Collar workers, African Americans and Gen Z – to name a few. Income is still important as Gen X stayed on top. Spending also skewed a little older towards the oldest Gen Xers, 45>54 yr olds. Baby Boomers are still the “heart” of the Pet Industry, but Gen Xers are likely to stay on top in $ for a number of years, until they are eventually displaced by the Millennials.

Before we go…The Ultimate Total Pet Spending CU in 2022 has 4 people, a married couple with an oldest child 18>. They are 45>54 yrs-old. They are White, but not Hispanic. Both work and so does their oldest child. At least one has an Advanced College Degree and is a Mgr/Professional. They earn $200K+. They still have a mortgage on their house located in a small suburb in the Midwest.

2022 U.S. Pet Spending by Generation – Gen X Stays on Top!

In 2022 Americans spent $102.71B on our companion animals, 1.05% of $9.79T in total expenditures. Pet Spending was up $2.73B (+2.7%), much less than the $16.23B in 2021. In 2020 Consumers focused on the necessary segments – Food and Veterinary, including a Food buying binge. The discretionary segments, Supplies and Services, suffered until 2021 when Food $ fell but all other segments had record increases. In 2022, Supplies & Veterinary $ fell but Food spending grew by 12.5% and Services set a new record. This mixed performance produced the small 2.7% lift in Total Pet $.

In this report we will compare Pet Spending in 2022 vs 2021 for the most popular demographic measurement – by Generation. We will also include historical data going back to 2019 when Gen Z first had enough CUs to be recognized as a separate segment. All data comes from the US BLS Consumer Expenditure Survey.

We’ll start by defining the generations and looking at their share of U.S. Consumer Units (CUs are basically Households)

GENERATIONS DEFINED

Gen Z: Born after 1996

In 2022, Age 25 or less

Millennials: Born 1981 to 1996

In 2022, Age 26 to 41

Gen X: Born 1965 to 1980

In 2022, Age 42 to 57

Baby Boomers: Born 1946 to 1964

In 2022 Age 58 to 76

Silent/Greatest: Born before 1946

In 2022, Age 77+

  • Baby Boomers still have the largest number of CU’s at 43.5M and 32.4% of the total. They had a slight decrease in 2022 and generally have been losing ground. In fact, they have 1.7M fewer CU’s than in 2016.
  • The Oldest Generations will continue to lose CUs primarily due to death or movement to permanent care facilities.
  • Gen X has the second most CUs and gained a little ground in 2022.
  • Millennials have the largest number of individuals, but they rank only third in the number of CU’s.
  • Gen Z gained 1.3M CUs as more of these youngsters established independent households.

Now let’s look at some key CU Characteristics (Note: Nationally, there were no changes from 2021.)

# Children: No Changes; CU size: Down for Boomers; # Earners: Millennials & Gen X up, Gen Z down; Homeownership: Up for Gen X & younger; No Mtge: Up for Gen X & Boomers but down for Gen Z & Silent/Greatest.

  • CU Size – Nationally, CU size stayed at 2.4. It was 2.5 back in 2020. CUs with 2+ people still account for 69.0% of all U.S. CUs (down from 69.5% in 2021) and 80.8% of pet $ (up from 80.6%) There were fewer 2+ CUs but they spent more on their pets. Millennials and now Gen Z are actively building their households. However, CU size, with all the related responsibilities, still peaks with the Gen Xers and then starts dropping. The Boomers’ CUs fell below 2.0 for the 1st time but the CU size for all other groups was the same as 2021.
  • # Children < 18 – 27.0% of U.S. CU’s have children, down from 27.1% and they generate 32.8% of Pet Spending, up slightly from 31.9%. The slight drop in CUs came from families with an oldest child under 6 and Single Parents. The increase in Total Pet Spending was more balanced. Married couples with an oldest child 6>17 spent $2.58B less. All other CUs, with or without children spent more. The net result was CUs with children spent $1.83B more while those without children only increased spending by $0.90B. Overall and in all generations, there was no change in the # of children per CU. Millennials are still the leader and the only generation to average more than 1 child per CU. Gen X is still #2, followed by Gen Z. Boomers fell from 0.2 to 0.1 in 2020. They should stay above zero for a few more years.
  • # Earners – Pet spending is often tied to the number of earners in a CU. In 2022, only No Earner 2+ CUs and Single, 1 Earner CUs spent less on their pets. 2+ earner CUs still spent the most and had the biggest increase, +$2.77B. No Earners are usually older and retired. This includes the oldest Boomers and the Silent/Greatest generations.
  • Homeownership – Owning and controlling your own space has always been a major factor in increased Pet Ownership and spending. In 2022 homeownership increased slightly to 65.09% from 64.72%. Gen Z, Millennials & Gen X had increases while the oldest groups were stable. The homeowners’ share of Total Pet Spending grew from 80.0% to 81.2%. The increase happened because Homeowners’ Pet Spending increased $3.46B (+4.3%), while Renters’ fell -$0.73B (-3.6%). We should also note that the percentage of homeowners w/no Mtge was unchanged overall and for Millennials. It grew slightly for Gen X & Boomers, but this was offset by small decreases from Gen Z and the Silent/Greatest generations.
    • As expected, Gen Z are the most common renters in society. Homeownership by Millennials has moved up to 51% but it is still only 78% of the national average.
    • Gen Xers have been above the national avg since 2018 and Homeownership continues to increase with age.

Next, we’ll compare the Generations to the National Avg.:

In Income, Total CU Spending, Total Pet Spending and the Pet Share of Total CU Spending

CU National Avg: Income – $94,003; Total CU Spending – $72,993; Total Pet Spending – $766.20; Pet Share – 1.05%

  • Income – The Gen Xers are still at the top, but their lead fell slightly. Compared to the national average, the income of Boomers fell but the Silent/Greatest grew. Millennials’ income beat the national average in 2020 and continues to grow. The income of Gen Z passed that of the oldest Americans in 2021 and as expected, continues to grow.
  • Total Spending – The Gen Xers make the most and spend the most but it’s not out of line with their income. The Millennials’ increase was slightly below the national lift but overall, it is still above the national average. Like their income, Boomers’ spending fell even further below the national average. Due to a big lift in spending in relation to income, the oldest group is once again deficit spending in relation to their after tax income. With an 8.7% increase in Income and an 8.3% increase in spending, the retail importance of Millennials continues to grow.
  • Pet Spending – Again only 2 groups exceeded the national average and Gen X stayed firmly on top. Millennials are still 3rd, 24% below Gen X but only 8% below Boomers. The oldest group replaced Gen Z at the bottom.
  • Pet Spending Share of Total Spending – The national number fell from 1.12% to 1.05%. The drop was driven by decreases from all groups but Gen Z. In 2020 Boomers were the only group to spend more than 1% of their total expenditures on their pets. In 2021 only Gen Z spent less than 1% of their total expenditures on their pets. In 2022, only Boomers and Gen X are above 1% but Millennials (0.97%) and Gen Z (0.96%) are very close.

Now, let’s look at Total Pet Spending by Generation in terms of market share as well as the actual annual $ spent for 2019 through 2022. The 2022 numbers are boxed in red (decrease) or green (increase) to note the change from 2021.

  • Gen X kept the top spot in Pet Spending but they only lead Boomers by $0.43B, 1.3%, down from $0.68B, 2.1% in 21.
  • There are a variety of spending patterns. Spending in the oldest group is low and had been slowly falling. It surged in 2021 then fell in 2022. Millennials are the only group with consistent annual growth. Gen X had also been growing every year… until 2020. However, they came back strong and moved to the top in 2021 & 2022. The Boomers have been on a rollercoaster ride because they have a strong reaction to trends and outside influences. In 2020 they were the primary group that panic bought Pet Food. In 2021 their spending fell due to a big drop in Food $. In 2022 it increased but is still below 2020. Interestingly, their pattern is the exact opposite of the oldest generation. Gen Z is just getting started. They’re the smallest group and spend the least but their spending more than doubled in 2022.
  • In 2022, only the Silent/Greatest generations spent less. Gen Z & Boomers had the biggest lifts.
    • Silent/Greatest: -$1.46B. Boomers: +1.05B. Gen X: +0.80B. Millennials: +$0.50B. Gen Z: +$1.84B.
  • Gen X – Ave CU spent $957.44 (+$15.57); 2022 Total Pet Spending = $34.43B, Up $0.80B (+2.4%)
    • 2019>2022: Up $8.68B Their annual Pet spending growth since 2015 had been strong and consistent until a drop in 2020. In 2021 and 2022 they were #1 in CU Pet spending and Total $. Their spending is up 34% from 2019.
  • Boomers – Ave CU spent $791.26 (+$26.58); 2022 Total Pet spending = $34.00B, Up $1.05B (+3.2%)
    • 2019>2022: Up $5.27B; They stayed on the roller coaster as spending turned up but it’s still -2.4% vs 2020.
  • Millennials – Ave CU spent $724.99 (+$8.48); 2022 Total Pet Spending = $25.61B, Up $0.50B (+2.0%)
    • 2019>2022: Up $9.18B; As the income and overall spending of Millennials grows, their pet spending has also grown every year. This younger group has the biggest increase in $ since 2019 of any group, $9.18B, +56%.
  • Silent + Greatest – Ave CU spent $425.85 (-$62.65); 2022 Total Pet Spending = $5.19B, Down $1.46B (-22.0%)
    • 2019>2022: Down $1.27B; Spending was down, and their CU count continues to fall, -9.5% from 2021 and -28% from 2019.
  • Gen Z – Ave CU spent $460.26 (+$188.99); 2022 Total Pet Spending= $3.48B, Up $1.84 (+112.6%)
    • 2019>2022: Up $2.41B; They’re just starting to build H/Hs but they “got on board” in Pet Parenting in 22 as Pet spending doubled.

Gen X held onto the top spot in Total Pet Spending, but all but the Silent/Greatest group spent more. Plus, spending took off for Gen Z. Unfortunately, with 8.9% inflation, all other groups really bought less Pet Products & Services in 2022.

Let’s look at the individual segments. First, Pet Food…

  • The Silent/Greatest generations had the only decrease. The Boomer rollercoaster turned up again, but the younger groups have had more consistent growth. Gen Z more than doubled their spending in 2022.
  • Since 2014, Millennials’ have led the way in food trends, and they are the only group with an annual increase every year since 2016.
  • Boomers – Ave CU spent $315.56 (+35.11); 2022 Pet Food spending = $13.32, Up $1.50B (+12.7%)
    • 2019>2022: Up $0.76B They are still #1 in Total Food $. They are below 2020 but finally passed their 2019 $.
  • Gen X – Ave CU spent $367.21 (+$60.94); 2022 Pet Food spending = $13.08B, Up $1.96B (+17.6%)
    • 2019>2022: Up $3.05B They reacted to the FDA warning by further upgrading their food. No pandemic panic buying. They value shopped. In 2021 and 2022 they spent more and became the leader in CU Pet Food Spending.
  • Millennials – Ave CU spent $243.54 (+$37.42); 2022 Pet Food Spending = $8.80B, Up $1.56B (+21.6%)
    • 2019>2022: Up $3.01B They are the only group with increased spending every year since 2016. Their income is growing as is a commitment to their pets. They often pioneer food upgrades and the pandemic had little impact.
  • Silent/Greatest – Ave CU spent $154.12 (-$107.88); 2022 Pet Food spending = $1.88B, Down $1.73B (-47.9%)
    • 2019>2022: Down $0.60B; CU count is falling, and high prices may have caused them to downgrade their food.
  • Gen Z – Ave CU spent $206.03 (+$101.59); 2022 Pet Food spending = $1.62B, Up $0.99B (+158.6%)
    • 2019>2022: Up $1.28B; Pets moved up in importance to these youngsters. Pet Food spending more than doubled

Pet Food Spending is driven by trends and outside influences like FDA warnings and COVID. 2022 was a more normal year. Even with 10.2% inflation, all but Silent/Greatest spent more $ and bought more food.  Now, Supplies Spending.

  • Only Gen X spent less but they kept their position at the top of Pet Supplies spending. Supplies spending used to be more skewed towards the younger groups. It has become more balanced. The oldest and youngest generations essentially have the same share and there is a difference of less than 10% in the $ of the 3 biggest spenders.
  • Gen X – Ave CU spent $194.64 (-$70.79); 2022 Pet Supplies spending = $7.04B, Down $2.36B (-25.1%)
    • 2016>2021: Up $1.57B; Gen Xers are again the leader in Supplies spending. They were affected by tarifflation in 2019 but held their ground in 2020. In 2021 spending exploded, +71% so the drop in 2022 was not unexpected.
  • Baby Boomers – Ave CU spent $156.31 (+$2.28); 2022 Pet Supplies spending = $6.79B, Up $0.08B (+1.1%)
    • 2019>2022: Up $0.89B In 2020 they focused on Food! In 2021 they made it back to 2018 $ and then had a small lift in 2022.
  • Millennials – Ave CU spent $181.77 (+$1.40); 2022 Pet Supplies spending = $6.35B, Up $0.03B (+0.5%)
    • 2019>2022: Up $2.43B; Millennials earn their share of Supplies $. They were the least impacted by the tariffs in 2019 and spent more in 2020. Their spending then took off in 2021, with a 53% increase. It stayed there in 2022.
  • Silent + Greatest – Ave CU spent $72.64 (+$8.37); 2022 Pet Supplies spending = $0.89B, Up $0.02B (+2.3%)
    • 2016>2021: Down $0.21B; They’re losing CUs & were hit hard by COVID & inflation but had small lifts in 21 & 22.
  • Gen Z – Ave CU spent $119.05 (+$36.10); 2022 Pet Supplies spending = $0.87B, Up $0.37B (+73.4%)
    • 2019>2022: Up $0.45B; With a huge increase in Food, their big lift in Supplies is not surprising, Pets need both.

In 2019, tarifflation drove spending down in all groups. In 2020 Millennials and Gen X spent a little more while the older groups spent a lot less. In 2021 spending took off in all groups. In 2022, only Gen X spent less, -$2.36B. However, considering 7.7% inflation, only Gen Z really bought more Supplies.

Next, we’ll turn our attention to the Service Segments. First, Non-Veterinary Pet Services

  • All groups spent more. Baby Boomers had the biggest increase and became #1 in Services $.
  • Baby Boomers – Ave CU spent $95.56 (+$25.50); 2022 Pet Services spending = $4.15B, Up $1.10B (+35.9%)
    • 2019>2022: Up $1.37B; The biggest $ drop in 2020 and the biggest lifts in 2021 & 2022. They moved to the top.
  • Gen X – Ave CU spent $110.26 (+$18.62); 2022 Pet Services spending = $3.99B, Up $0.74B (+22.9%)
    • 2019>2022: Up $0.95B; In 2020 they had a big drop. In 2021 and 2022 they had the 2nd biggest lifts but fell to #2 in 2022.
  • Millennials – Ave CU spent $95.50 (+$28.89); 2022 Pet Services spending = $3.34B, Up $1.00B (+43.0%)
    • 2019>2022: Up $1.54B; In 2020 they had the smallest decrease of any group and with the 2021 & 2022 lifts, they are now 86% ahead of their 2019 spending.
  • Silent + Greatest – Ave CU spent $50.25 (+$23.96); 2022 Pet Services spending = $0.61B, Up $0.26B (+73.1%)
    • 2016>2021: Down $0.34B; They definitely have the need. In 2022, they found the money. Spending was +73%.
  • Gen Z – Ave CU spent $37.35 (+$18.82); 2022 Pet Services spending = $0.27B, Up $0.16B (+143.5%)
    • 2019>2022: Up $0.21B; They still have the smallest share of the $ but their spending more than doubled in 2022.

This segment had slow annual growth until 2017 which saw a small drop in spending due to an extremely competitive environment. In 2018, the increased number of outlets really hit home, and spending exploded. 2019 brought another small decrease as Gen Xers & Millennials looked for and found a better deal. 2020 brought pandemic restrictions and closures. Fueled by the Big 3, 2021 produced a record lift which they exceeded in 2022. However, Boomers are now #1.

Now, Veterinary Services

  • Gen X & Gen Z had the only increases and Gen X moved to the top in both CU spending and total $.
  • Except for the 2022 drop by Millennials, the younger groups have had a growing commitment to this Pet Parenting responsibility. The combined Veterinary $ of Millennials, Gen Z & Gen Xers is up 47% from 2019 but 95% from 2017.
  • Gen X – Ave CU spent $285.33 (+$6.80); 2022 Veterinary spending= $10.32B, Up $0.46B (+4.6%)
    • 2019>2022: Up $3.11B; They have been at the top of CU Veterinary spending since 2018. They are the only group with an annual increase in Veterinary $ every year since 2019 and in 2022 they moved to the top in Total $.
  • Boomers – Ave CU spent $223.83 (-$36.31); 2022 Veterinary spending= $9.73B, Down $1.62B (-14.3%)
    • 2016>2021: Up $2.25B; In 2020, Boomers focused on Food & Veterinary. In 2021 they had a big drop in Food but a big lift in Veterinary. They have been the perennial leader in Vet $ until the big drop in 2022 pushed them down to #2.
  • Millennials – Ave CU spent $204.18 (-$59.23); 2022 Veterinary Spending $7.13B, Down $2.10B (-22.7%)
    • 2019>2022: Up $2.21B; They had the biggest lift in 21 and the biggest drop in 22 but Veterinary is still a priority.
  • Silent + Greatest – Ave CU spent $148.84 (+$12.90); 2022 Veterinary spending $1.81B, Down $0.02B (-0.9%)
    • 2016>2021: Down $0.12B; Their pets’ health is still a priority. Spending fell only because of a decrease in CUs.
  • Gen Z – Ave CU spent $97.84 (+$32.49); 2022 Veterinary spending = $0.72B, Up $0.32B (+80.9%)
    • 2019>2022: Up $0.47B; Their growing commitment to Pets includes Vet Services as spending rose over 80%.

Veterinary spending continues to be important to the 3 younger groups. Gen X moved to the top in $ and along with Gen Z, had the only increases. However, with 8.8% inflation, Vet spending really fell 16.4% and only Gen Z bought more.

One last chart to compare the share of spending to the share of total CU’s to see who is “earning their share”.

  • Gen X Performance – Total: 124.2%; Food: 125.3%; Supplies: 118.9%; Services: 119.6%; Veterinary: 128.8%
    • Gen Xers returned to the top spot in performance. They again earned their share in Total Pet and all industry segments. Except for the 2020 dip they increased their Total Pet Spending every year since 2016. In 2021 they had a big increase in every segment. In 2022 they had some spending dips but an overall increase as they stayed on top in Total Pet $. They are the performance leader in every segment. Gen Xers range in age from 42>57 so only the oldest are in their peak earning years. Expect their commitment and pet spending to continue to grow.
  • Baby Boomers Performance – Total: 102.1%; Food: 106.2%; Supplies: 95.5%; Services: 103.6%; Veterinary: 101.0%
    • Boomers led the way in building the industry but are no longer the “top dogs” in $. They earn their share in all but Supplies and are still the spending leader in Food & Services. They are also the most emotional Pet Parents, so their spending is subject to radical swings like 2020’s panic, binge buying of Pet Food. They should still be a major force in the Pet Industry for many more years, but the Gen Xers have now stepped up and the Millennials are also preparing to eventually take their turn at the top.
  • Millennials Performance – Total: 95.7%; Food: 87.3%; Supplies: 111.1%; Services: 103.6%; Veterinary: 92.1%
    • Millennials are now the only group to have increased their pet spending every year since 2016. Their spending is more evenly balanced, and their performance is stable at 95+% but their future as the Pet Parenting spending leaders is still a long way off. Their income, home ownership and pet spending are all increasing. They are educated and well connected. Indications are that they may lead the way in adopting new trends, especially in food. Their progress is good news, but in reality, their leadership is probably at least a decade away.
  • Gen Z Performance – Total: 62.0%; Food: 76.6%; Supplies: 72.8%; Services: 40.5%; Veterinary: 44.2%
    • They are just beginning so the numbers are low, but a strong year moved them past the oldest group.
  • Silent/Greatest Performance – Total: 55.6%; Food: 53.5%; Supplies: 44.4%; Services: 54.5%; Veterinary: 67.2%
    • Pet Parenting is more challenging in old age. Their overall performance fell from 66.1% in 2021 to 55.6% in 2022.

Baby Boomers are still the heart of the industry, but Gen Xers are the $ leaders. Expect Gen X’s growth to continue as they are pursued by Millennials. Both groups seem ready, willing and able to take their turn at the top. Pet Spending has become more balanced across the generations. This bodes well for the continued strong growth of the industry.

Retail Channel Monthly $ Update – September Final & October Advance

In October, Commodities inflation fell from 1.4% to 0.4%. Although down from its peak, inflation still impacts consumer spending. The sales increase rate is lower than the inflation rate in a number of channels, which indicates a drop in the amount of product sold. A recovery may have started but there is still a long road ahead, so we’ll continue to track the retail market with data from two reports provided by the Census Bureau and factor in a targeted CPI from US BLS data.

The Census Bureau Reports are the Monthly and the Advance Retail Sales Reports. Both are derived from sales data gathered from retailers across the U.S. and are published monthly at the same time. The Advance Report has a smaller sample size so it can be published quickly – about 2 weeks after month end. The Monthly Final Report includes data from all respondents, so it takes longer to compile the data – about 6 weeks. Although the sample size for the Advance report is smaller, the results over the years have proven it to be statistically accurate with the final monthly reports. The biggest difference is that the full sample in the Final report allows us to “drill” a little deeper into the retail channels.

We will begin with the September Final Report and then go to the Advance Report for October. Our focus is comparing to last year but also 2021 & 2019. We’ll show both actual and the “real” change in $ as we factor inflation into the data.

Both reports include the following:

  • Total Retail, Restaurants, Auto, Gas Stations and Relevant Retail (removing Restaurants, Auto and Gas)
  • Individual Channel Data – This will be more detailed in the “Final” reports, and we’ll focus on Pet Relevant Channels.

The data will be presented in detailed charts to facilitate visual comparison between groups/channels. The charts will show 11 separate measurements. To save space they will be displayed in a stacked bar format for the channel charts.

  • Current Month change – % & $ vs previous month
  • Current Month change – % & $ vs same month in 2022 and 2021.
    • Current Month Real change for 2023 vs 2022 and vs 2021 – % factoring in inflation
  • Current Ytd change – % & $ for 2023 vs 2022, 2021 and 2019.
    • Current Ytd Real change % for 2023 vs 2022, 2021 and 2019
  • Monthly & Ytd $ & CPIs for 22>23 and 21>23 which are targeted by channel will also be shown. (CPI Details are at the end of the report)

First, the September Final. All were down from August but all, but Gas Stations were up vs 22, 21 & 19. When you consider inflation, the # of real drops vs 22 & 21 (6) was down from August (8). Gas Stations are still really down vs 2019. A significant fact to note is that Relevant Retail is again “really” up monthly vs 22. (All $ are Not Seasonally Adjusted)

The September Final is $2.3B more than the Advance. Specifically, Restaurants: +$0.9B; Auto: +$0.5B; Gas Stations: +$0.1B; Relevant Retail: +$0.7B. $ were down vs August for all, but actual sales for all but Gas Stations were positive in all measurements vs 22, 21 & 19. Gas prices turned up and Gas Stations sales dropped again monthly & YTD vs 22. There were 7 “real” sales drops, 5 from Gas Stations. Restaurants and now Total Retail are the only groups with all positives. Monthly real sales for Relevant Retail vs 22 are up again but have been down in 15 of the last 19 months. Their YTD real measurement vs 22 is still negative. They are the top “real” performer vs 2019 but only 48% of their growth is real.

Now, let’s see how some Key Pet Relevant channels did in September in the Stacked Bar Graph Format

Overall– Only 1 was up from August, but vs 22, 7 were up vs Sep. and 8 YTD. 5 were “really” up monthly & 4 Ytd. Vs 2021, 10 had increases but only 6 monthly & 3 Ytd were real. Vs 2019, Off/Gift/Souv & Disc Dept Strs were really down.

  • Building Material Stores – The pandemic focus on home has produced sales growth of 34.9% since 2019. Prices for the Bldg/Matl group have inflated 19.6% since 2021 which is having an impact. HomeCtr/Hdwe stores are down monthly & Ytd vs 22 but up vs 21 &19. Farm Stores are up in all measurements. However, both have all negative real numbers vs 2022 & 2021. Importantly, only 20.6% of their 19>23 lift was real. It was only this high because most of the lift came prior to the inflation wave. Avg 19>23 Growth: HomeCtr/Hdwe: 7.1%, Real: 1.2%; Farm: 11.6%, Real: 5.4%
  • Food & Drug – Both channels are truly essential. Except for the pandemic food binge buying, they tend to have smaller fluctuations in $. They have been very different in inflation and the situation has flipped as the Grocery rate is now 43% lower than Drug/Med products. Drug Stores are positive in all measurements and 73% of their growth since 2019 is real. While the $ are all up for Supermarkets, their 23 real sales are down vs 22 & 21 and just slightly positive vs 2019. Only 7% is real growth. Avg 19>23 Growth: Supermarkets: +6.3%, Real: +0.5%; Drug Stores: +5.8%, Real: +4.3%.
  • Sporting Goods Stores – They also benefited from the pandemic in that consumers turned to self-entertainment, especially sports & outdoor activities. Sales are down -16.9% from August. Their only positives are YTD vs 22, monthly vs 21 and YTD vs 19. Prices are still deflating, -0.1% and YTD they’re flat, a big change from +5.4% in 21>22 and +6.5% in 20>21. The result is that 60% of their 42.8% lift since 2019 is real. Their Avg 19>23 Growth Rate is: +9.3%; Real: +5.8%.
  • Gen Mdse Stores – All were down vs August but actual sales vs 22, 21 & 19 were up for all but Disc Dept Stores vs 22. In real sales Clubs were only down YTD vs 22 & 21. $/Value Stores were only down YTD vs 21. Disc Dept Stores are the worst performer and again are really down vs 2019, -1.0%. The other channels average 36% In real growth. Avg 19>23 Growth: SupCtr/Club: 6.3%, Real: 2.4%; $/Value Strs: +6.8%, Real: +2.8%; Disc. Dept.: +2.4%, Real: -0.25%
  • Office, Gift & Souvenir Stores – Actual sales are down from August and in all measurements but YTD vs 21 & 19. Their real sales numbers are all negative including -6.5% Ytd vs 2019. Their recovery started late, and their slow progress has stalled in Jun>Sep. Avg Growth Rate: +1.0%, Real: -1.7%
  • Internet/Mail Order – Sales are down from August and fell below $100B, but still set a record for the month. All measurements are positive, but their growth is only 47% of their average since 2019. However, 79% of their 95% growth since 2019 is real. Avg Growth: +18.2%, Real: +15.1%. As expected, they are still by far the growth leaders since 2019.
  • A/O Miscellaneous – Pet Stores are 22>24% of total $. In May 2020 they began their recovery which reached a record level of $100B for the first time in 2021. In 2022 their sales dipped in January, July, Sept>Nov, rose in December, fell in Jan>Feb 23, grew Mar>May, fell in Jun>Aug, then rose in Sep. All measurements but real YTD vs 2022 are positive. They fell to 2nd place in the % increase vs 2021 but 72% of their 54.8% growth since 2019 is real. Average 19>23 Growth: +11.5%, Real: +8.6%. They also dropped from 2nd to 3rd in growth since 2019, behind the Internet & Farm Stores.

Inflation remains an important factor in Retail. In actual $, 7 channels reported increases in sales vs 2022 and 10 vs 2021. When you factor in inflation, the number with “real” growth drops to 5 vs 2022 and 6 vs 2021. Inflation’s impact may be slowing but it is still lowering sales increases. The September lift vs 2022 was less than 50% of Jan/Feb. The impact is also visible in specific retail channels. The CPI fell in October. Let’s look for any impact in the Advance Retail $ales

The big change from September is that all but Auto and 3 small channels are up from last month. In September, all were down. Actually, this is truly the norm. 2009 is the only year since 1992 in which Total Retail sales fell Sep>Oct. The average increase is 3.4% so the 2.3% lift in 2023 is considerably smaller. On the plus side, all actual $ measurements are again positive vs 22, 21 & 19 for all big groups but Gas Stations. However, you will also see that the lifts vs 2022 are still low. Inflation is a big factor. However, the national CPI slowed from 3.7% to 3.2% and the all commodities rate, which is the best pricing measure for Retail, fell from 1.4% to 0.4%. There is some significant “real” good news. The big groups have 20 “real” sales measurements vs 22 & 21. In September and again in October, only 6 were negative and 4 of those came from Gas Stations. Relevant Retail’s real monthly sales vs 22 have now been positive for 4 straight months. Note: The monthly % lift vs 22 for Relevant & Total Retail is still less than half of Jan & Feb levels

Overall – Inflation Reality – Gas prices fell, and Auto prices are still down vs 22. For Total Retail, the rate was again below the sales lift and all real sales are positive. For Restaurants, inflation remains high, +5.4% but they are still really positive vs 22 & 21. Monthly real sales for Relative Retail vs last 22 are positive again. That’s 5 of the last 6 months but only 5 of the last 20. Also, again only their Ytd Real sales vs 2022 are down. They continue to make slow progress.

Total Retail – Since June 2020, every month but April 23 has set a monthly sales record. December 22 $ were $748.9B, a new all-time record. Sales have been on a rollercoaster. Up in July & Aug, down in September, then up in October. Inflation is only 0.4% but sales growth is still low. Sales are up 2.7% vs last year. That’s only 34% of their average 19>23 growth. All real sales measurements are again positive but only 35% of the 19>23 growth is real. Inflation in Total Retail has radically slowed vs 2022 but we still see its cumulative impact. Avg 2019>23 Growth: +7.9%, Real: +2.9%.

Restaurants – They were hit hard by the pandemic and didn’t begin recovery until March 2021. However, they have had strong growth since then, setting an all-time monthly record of $91B in December and exceeding $1T in 2022 for the 1st time. They have the biggest increases vs 22, 21 & 19 and all real sales are positive. Inflation slowed to 5.4% from 6.0% last month but is still +14.3% vs 21 and +22.1% vs 19. 37.7% of their 40.9% growth since 19 is real but they remain 2nd in performance behind Relevant Retail. Recovery started late but inflation started early. Avg 2019>23 Growth: +8.9%, Real: +3.6%. They just account for 13.2% of Total Retail $, but their performance improves the overall retail numbers.

Auto (Motor Vehicle & Parts Dealers) – They actively worked to overcome the stay-at-home attitude with great deals and a lot of advertising. They finished 2020 up 1% vs 2019 and hit a record $1.48T in 2021 but much of it was due to skyrocketing inflation. In 22 sales got on a rollercoaster. Inflation started to drop mid-year, but it caused 4 down months in actual sales which are the only reported sales negatives by any big group in 21>22. This is bad but their real 22 sales numbers were much worse, down -8.2% vs 2021 and -8.9% vs 2019. 2023 is a true rollercoaster. $ grew in Jan>Feb, fell Mar>Apr, grew in May, fell Jun>Jul, grew in Aug, fell in Sep, then grew in Oct. Only Ytd real sales vs 21 are down. Prices vs 22 are -2.1% monthly & -1.6% Ytd. Only 6% of 19>23 growth is real. Avg 2019>23 Growth: +6.7%, Real: +0.5%.

Gas Stations – Gas Stations were also hit hard. If you stay home, you drive less and need less gas. They started recovery in March 2021 and inflation began. Sales got on a rollercoaster in 2022 but reached a record $583B. Inflation started to slow in August and prices slightly deflated in Dec & Feb 23, strongly dropped in Mar>Jul to -20.2%. In August they turned up to -3.7%. In Sep they were +2.7% but fell to -5.6% in Oct. Pricing is a big factor in the monthly & Ytd sales drops vs 22. Real sales vs 22, 21 & 19 are down both monthly & YTD.  Avg 2019>23 Growth: +6.6%, Real: -1.3%. The numbers show the cumulative impact of inflation and demonstrate how strong deflation can be both a positive and a negative.

Relevant Retail – Less Auto, Gas and Restaurants – They account for 60+% of Total Retail $ in a variety of channels, so they took many different paths through the pandemic. However, their only down month was April 2020, and they led the way in Total Retail’s recovery. Sales got on a roller coaster in 2022 but all months in 2022 set new records with December reaching a new all-time high, $481B, and an annual record of $4.81T. In 2023, Jan & Feb had normal drops then grew in March, starting another roller coaster. Sales fell in Jun>Jul, turned up in Aug, fell in Sep, then grew in Oct. Actual sales are up vs 22, 21 & 19. Real sales are only down Ytd vs 22. Monthly Real sales vs last year are again up. That’s 5 of the last 6 months, but only 5 of the last 20. 48% of their 19>23 growth is real – #1 in performance. Avg 2019>23 Growth is: +8.3%, Real: +4.2%. This group is where America shops. Another month of positive real sales is a good sign.

Inflation is still low but the cumulative impact is still there. Sales increases are still small, but the fact that 88% of all Non-Gas Station real sales numbers vs 22 & 21 are still positive is a good sign. Restaurants are still doing well, and Auto is improving. Inflation/Deflation has caused a drop in Gas Stations’ actual sales. Our biggest concern is Relevant Retail. Their situation is improving. Ytd real sales vs 22 are still negative, which shows the impact of cumulative inflation, but monthly real sales vs 22 have now been positive in 5 of the last 6 months. The slow turnaround continues.

Here’s a more detailed look at October by Key Channels in the Stacked Bar Graph Format

  • Relevant Retail: Avg Growth Rate: +8.3%, Real: +4.2%. 8 of 11 were up from September but only 7 were up vs 22 & vs 21. Only 4 had a “real” increase vs 22 & 3 vs 21. Inflation continues to slow sales increases.
  • All Dept Stores – This group was struggling before the pandemic hit them hard. They began recovery in March 2020. Their Actual $ are up from September but down for all comparisons but Ytd vs 21 & 19. Their real sales are down in all measurements, even vs 2019. Avg 2019>23 Growth: +0.2%, Real: -2.5%.
  • Club/SuprCtr/$ – They fueled a big part of the overall recovery because they focus on value which has broad consumer appeal. $ales are up from September and in all other measurements. Their real sales are down monthly vs 22 and Ytd vs 22 & 21. Only 36% of their 28.4% 19>23 lift is real – the impact of inflation. Avg Growth: +6.5%, Real: +2.5%.
  • Grocery- These stores depend on frequent purchases, so except for the binge buying in 2020, their changes are usually less radical. $ are up from September and in all measurements vs 22, 21 & 19. However, inflation hit them hard. Real sales are down for all but Ytd vs 2019 and only 5.9% of the growth since 2019 is real. Avg Growth: +6.2%, Real: +0.4%.
  • Health/Drug Stores – Many stores in this group are essential, but consumers visit far less frequently than Grocery stores. Sales are up from September and positive in all other measurements, actual and real vs 22, 21 & 19. Inflation has been relatively low so 72% of their 25.4% growth from 2019 is real. Avg 2019>23 Growth: +5.8%, Real: +4.3%.
  • Clothing and Accessories – Clothes initially mattered less when you stayed home. That changed in March 21 with strong growth through 2022. Actual $ales are up from September and only down vs Oct 22. Their real sales are now down monthly and Ytd vs 22 & 21. However, 64% of their 19>23 growth is real. Avg 2019>23 Growth: +3.9%, Real:+2.5%
  • Home Furnishings – In mid-2020 consumers’ focus turned to their homes and furniture became a priority. Prices are now deflating but they were high in 2022. Sales are down from September and negative in all other measurements but actual Ytd vs 2019. Their real sales are even down -3.6% vs 2019. Avg 2019>23 Growth: +3.0%, Real: -0.9%.
  • Electronic & Appliances – This channel has many problems. Sales fell in Apr>May of 2020 and didn’t reach 2019 levels until March 2021. $ales are down from September and in all measurements but vs Oct 22 and Ytd vs 19. However, consistent deflation has caused real sales to be up in all measurements. Avg 2019>23 Growth: +0.6%, Real: +2.7%.
  • Building Material, Farm & Garden & Hardware –They truly benefited from the consumers’ focus on home. In 2022 the lift slowed as inflation grew to double digits. Inflation is still high at 4.2%. Sales are up from September, but they are again all negative vs 2022. They have the 2nd highest Inflation of any channel so real sales are negative in all but Ytd vs 2019. Also, just 20% of their sales growth since 2019 is real. Avg 2019>23 Growth is: +7.7%, Real: +1.7%.
  • Sporting Goods, Hobby and Book Stores – Consumers turned their attention to recreation and Sporting Goods stores sales took off. Book & Hobby Stores recovered more slowly. Actual $ales are down from September, but positive for all but vs Oct 22 & 21. Real sales are down for all but YTD vs 22 & 19. Prices deflated again and their inflation rate has been lower than most groups so 66.2% of their 29.3% growth since 2019 is real. Avg 2019>23 Growth: +6.6%, Real: +4.5%.
  • All Miscellaneous Stores – Pet Stores have been a key part of the strong and growing recovery of this group. They finished 2020 at +0.9% but sales took off in March 21 and have continued to grow. Sales are up vs September and positive in all measurements. Real sales are only down vs Oct & Ytd 22. They are 2nd to NonStore in increases vs 21 & 19. 65% of their 41.1% 19>23 growth and 46% of their 21>23 growth is real. Their Avg 19>23 Growth is: 9.0%, Real: 6.1%.
  • NonStore Retailers – 90% of their volume comes from Internet/Mail Order/TV. The pandemic accelerated online spending. They ended 2020 +21.4%. The growth continued in 2021 as sales exceeded $100B for the 1st time and they broke the $1 Trillion barrier. Their growth slowed significantly in 2022 and now 2023. $ are up from September and in all other measurements. 78% of their 86.5% growth since 2019 is real. Their Avg Growth: +16.9%, Real: +13.7%.

Note: Almost without exception, online sales by brick ‘n mortar retailers are recorded with their regular store sales.

Recap – The Retail recovery from the pandemic was largely driven by Relevant Retail and by the end of 2021 it had become very widespread. In 2022, there was a new challenge, the worst inflation in 40 years. Overall, inflation has slowed considerably from its peak in June 2022, which should help the Retail Situation. Sales were up from September for all big groups & most channels. Inflation is slowing in many channels and even deflating in a few. However, some channels like Gas Stations, Grocery and Bldg Material stores still have high cumulative inflation rates so they are still struggling. Only a few channels are doing well. The new problem is that the sales increase rate vs 2022 for many channels has slowed and is even below the lower inflation rate. Real monthly sales for Relevant Retail have been positive vs 22 for 5 of the last 6 months but are still negative for 7 of 11 channels. The turnaround for Relevant retail is not widespread. It is primarily being driven by NonStore with a little help from Health Care. October was again a mixed bag of pluses and minuses. We still have a long way to go for a full recovery from the inflation tsunami.

Finally, here are the details and updated inflation rates for the CPIs used to calculate the impact of inflation on retail groups and channels. This includes special aggregate CPIs created with the instruction and guidance of personnel from the US BLS. I also researched data from the last Economic Census to review the share of sales by product category for the various channels to help in selecting what expenditures to include in specific aggregates. Of course, none of these specially created aggregates are 100% accurate but they are much closer than the overall CPI or available aggregates. The data also includes the CPI changes from 2021 to 2023 to show cumulative inflation.

Monthly 22>23 CPI changes of 0.2% or more are highlighted. (Green = lower; Pink = higher)

I’m sure that this list raises some questions. Here are some answers to some of the more obvious ones.

  1. Why is the group for Non-store different from the Internet?
    1. Non-store is not all internet. It also includes Fuel Oil Dealers, the non-motor fuel Energy Commodity.
  2. Why is there no Food at home included in Non-store or Internet?
    1. Online Grocery purchasing is becoming popular but almost all is from companies whose major business is brick ‘n mortar. These online sales are recorded under their primary channel.
  3. 6 Channels have the same CPI aggregate but represent a variety of business types.
    1. They also have a wide range of product types. Rather than try to build aggregates of a multitude of small expenditure categories, it seemed better to eliminate the biggest, influential groups that they don’t sell. This method is not perfect, but it is certainly closer than any existing aggregate.
  4. Why are Grocery and Supermarkets only tied to the Grocery CPI?
    1. According to the Economic Census, 76% of their sales comes from Grocery products. Grocery Products are the driver. The balance of their sales comes from a collection of a multitude of categories.
  5. What about Drug/Health Stores only being tied to Medical Commodities.
    1. An answer similar to the one for Grocery/Supermarkets. However, in this case Medical Commodities account for over 80% of these stores’ total sales.
  6. Why do SuperCtrs/Clubs and $ Stores have the same CPI?
    1. While the Big Stores sell much more fresh groceries, Groceries account for ¼ of $ Store sales. Both Channels generally offer most of the same product categories, but the actual product mix is different.

Petflation 2023 – October Update: Down to +5.2% vs 2022

Inflation continues to slow but is still far above the norm. The huge YOY increases in the monthly Consumer Price Index peaked in June 2022 at 9.1% then began to slow until turning up in July & August 2023. In October prices dropped 0.04% from September and the CPI  fell to +3.2% from +3.7% vs 2022. Grocery inflation also continued to slow. After 12 straight months of double-digit YOY monthly increases, grocery inflation is now down to +2.1%, 8 consecutive months below 10%. As we have learned, even minor price changes can affect consumer pet spending, especially in the discretionary pet segments, so we will continue to publish monthly reports to track petflation as it evolves in the market.

Petflation was +4.1% in December 2021 while the overall CPI was +7.0%. The gap narrowed as Petflation accelerated and reached 96.7% of the national rate in June 2022. National inflation has slowed considerably since June 2022, but Petflation generally increased until June 2023. It passed the National CPI in July 2022 and at 5.2% in October, it is still 62.5% above the national rate of 3.2%. We will look deeper into the numbers. This and future reports will include:

  • A rolling 24 month tracking of the CPI for all pet segments and the national CPI. The base number will be pre-pandemic December 2019 in this and future reports, which will facilitate comparisons.
  • Monthly comparisons of 23 vs 22 which will include Pet Segments and relevant Human spending categories. Plus
    1. CPI change from the previous month.
    2. Inflation changes for recent years (21>22, 20>21, 19>20, 18>19)
    3. Total Inflation for the current month in 2023 vs 2019 and now vs 2021 to see the full inflation surge.
    4. Average annual Year Over Year inflation rate from 2019 to 2023
  • YTD comparisons
    1. YTD numbers for the monthly comparisons #2>4 above

In our first graph we will track the monthly change in prices for the 24 months from October 2021 to October 2023. We will use December 2019 as a base number so we can track the progress from pre-pandemic times through an eventual recovery. This chart is designed to give you a visual image of the flow of pricing. You can see the similarities and differences in patterns between segments and compare them to the overall U.S. CPI. The current numbers plus yearend and those from 12 and 24 months earlier are included. We also added and highlighted (pink) the cumulative price peak for each segment. In October, Pet prices were up from last month overall and in all segments but Non-Vet Services.

In October 21, the CPI was +7.6% and Pet prices were +3.4%. Like the CPI, prices in the Services segments generally inflated after mid-2020, while Product inflation stayed low until late 21. In 22 Petflation took off. Food prices grew consistently but the other segments had mixed patterns until July 22, when all increased. In Aug>Oct Petflation took off. In Nov>Dec, Services & Food prices continued to grow while Vet & Supplies prices stabilized. In Jan>Apr 23, prices grew every month except for 1 dip by Supplies. In May Products prices grew while Services slowed. In June/July this was reversed. In August all but Services fell. In Sep/Oct this was reversed. Petflation has been above the CPI since Nov 22.

  • U.S. CPI – The inflation rate was below 2% through 2020. It turned up in January 21 and continued to grow until flattening out in Jul>Dec 22. Prices turned up Jan>Sep, then dipped in October, but 35% of the 19.7% increase in the 46 months since December 2019 happened in the 6 months from January>June 2022 – 13% of the time.
  • Pet Food – Prices were at or below Dec 2019 levels from Apr 20>Sep 21. They turned up and grew, peaking in May 23. In Jun>Aug they dipped but grew again in Sep/Oct. 93% of the 23.1% increase has occurred since 22.
  • Pet Supplies – Supplies prices were high in Dec 19 due to added tariffs. They then had a “deflated” roller coaster ride until mid-2021 when they returned to Dec 19 prices and essentially stayed there until 2022. They turned up in January and hit an all-time high, beating the 2009 record. They plateaued Feb>May, grew in June, flattened in July, then turned up in Aug>Oct setting a new record. Prices stabilized in Nov>Dec but turned up in Jan>Feb 23, a new record. They fell in March, peaked at a new record high in May, fell in Jun>Aug, then grew in Sep>Oct.
  • Pet Services– Normally inflation is 2+%. Perhaps due to closures, prices increased at a lower rate in 2020. In 2021 consumer demand increased but there were fewer outlets. Inflation grew in 2021 with the biggest lift in Jan>Apr. Inflation was stronger in 2022 but it got on a rollercoaster in Mar>June. It turned up again July 22>Mar 23 but the increase slowed to +0.1% in April. Prices fell -0.3% in May, turned up again, peaking in Aug, then fell in Sep>Oct.
  • Veterinary – Inflation has been consistent. Prices turned up in March 20 and grew through 21. A surge began in December 21 which put them above the overall CPI. In May 22 prices fell and stabilized in June causing them to fall below the National CPI. However, prices rose again and despite some dips they have stayed above the CPI since July 22. In 23, prices grew Jan>May, stabilized Jun>Jul, fell in Aug, then grew Sep>Oct to a new high.
  • Total Pet – Petflation is a sum of the segments. In December 21, the pricing surge began. In Mar>Jun 22 the segments had ups & downs, but Petflation grew again from Jul>Nov. It slowed in December, turned up Jan>May 23, fell in Jun>Aug, then grew in Sep>Oct. Except for 5 monthly dips, prices in all segments increased monthly Jan>Jun 23. In Jul>Aug there 5 more dips but only 2 in Sep>Oct. Cumulative Petflation has been above the CPI since Nov. 22.

Next, we’ll turn our attention to the Year Over Year inflation rate change for October and compare it to last month, last year and to previous years. We will also show total inflation from 21>23 & 19>23. Petflation fell again to 5.2% in October, but it is still over 1.6 times the National rate. The chart will allow you to compare the inflation rates of 22>23 to 21>22 and other years but also see how much of the total inflation since 2019 came from the current pricing surge. Again, we’ve included some human categories to put the pet numbers into perspective.

Overall, Prices were -0.04% from September but were +3.2% vs October 22, down from +3.7% last month. Grocery inflation is down again, to +2.1% from +2.4%. Only 2 of 9 categories had a price decrease from last month – Pet Services & the National CPI. There was only 1 in September, but 4 in August. That’s 2 consecutive monthly decreases for Pet Services. The national YOY monthly CPI rate is down to 3.2% from 3.7% in Aug>Sep and is only 42% of the 21>22 rate. The 22>23 inflation rate is below 21>22 for all categories for the 2nd consecutive month. In our 2021>2023 measurement you also can see that over 65% of the cumulative inflation since 2019 occurred in only 4 segments – Total Pet, Pet Food, Pet Supplies and Veterinary – All Pet. We should also note that the segments with the lowest percentages are Haircuts, Pet Services and Medical Services. Service Segments have generally had higher inflation rates so there was a smaller pricing lift in the recent surge. Services expenditures account for 61.8% of the National CPI so they are very influential. We also see that Pet Products have a very different pattern. The 21>23 inflation surge provided 94.8% of their overall inflation since 2019. This happened because Pet Products prices in 2021 were just starting to recover from a deflationary period.

  • U.S. CPI– Prices are -0.04% from September. The YOY increase is 3.2%, down from 3.7%. It peaked at +9.1% back in June 2022. The targeted inflation rate is <2% so we are still 85% higher than the target. After 12 straight declines, we had 2 lifts, then a stable month and now another drop – good news! The current inflation rate is 58.4% below 21>22 but the 21>23 rate is still 11.2%. That is 57% of the total inflation since 2019, but it is now below 60%.
  • Pet Food– Prices are +0.1% vs September and +6.5% vs October 2022, down from 7.6%. However, they are still 3.1 times the Food at Home inflation rate. The YOY increase of 6.5% is being measured against a time when prices were 15.4% above the 2019 level, but that increase is still 1.8 times the pre-pandemic 3.7% increase from 2018 to 2019. The 2021>2023 inflation surge has generated 98.3% of the total 22.9% inflation since 2019.
  • Food at Home – Prices are up +0.3% from September. The monthly YOY increase is 2.1%, down from 2.4% in September and radically lower than Jul>Sep 2022 when it exceeded 13%. The 25.8% Inflation for this category since 2019 is 32% more than the national CPI and remains 2nd to Veterinary. 57% of the inflation since 2019 occurred from 2021>2023. The pattern mirrors the national CPI, but we should note that Grocery prices began inflating in 2020>2021 then the rate accelerated. It appears that the pandemic supply chain issues in Food which contributed to higher prices started early and foreshadowed problems in other categories and the overall CPI tsunami.
  • Pets & Supplies– Prices were up +0.1% from September but down -1.2% vs October 2022. They still have the lowest increase since 2019. As we noted, prices were deflated for much of 2021. However, even with recent price drops the 2021>2023 inflation surge accounted for 92% of the total price increase since 2019. They reached an all-time high in October 2022 then prices deflated. 3 straight months of increases pushed them to a new record high in February. Prices fell in March, bounced back in Apr>May to a new record high, fell in Jun>Aug, then turned up in Sep>Oct.
  • Veterinary Services – Prices are up +0.4% from September. They are +8.1% from 2022 and took the #1 spot from Food in the Pet Industry. Plus, they are still the leader in the increase since 2019 with 29.1% compared to Food at home at 25.8%. For Veterinary Services, relatively high annual inflation is the norm. The rate did increase during the current surge so 69% of the 4 years’ worth of inflation occurred in the 2 years from 2021>2023.
  • Medical Services – Prices turned sharply up at the start of the pandemic but then inflation slowed and fell to a low rate in 20>21. Prices grew 0.2% from September but are -2.0% vs 22. Prices have now deflated for 6 straight months. Medical Services are not a big part of the current surge as only 38% of the 2019>23 increase happened from 21>23.
  • Pet Services – Inflation slowed in 2020 but began to grow in 2021. October 23 prices were -0.4% from September but +4.7% vs 22, which is down from 6.0% last month and much lower than 8.0% in March. Now, only 55% of their total 20.6% inflation since 2019 occurred from 21>23.
  • Haircuts/Other Personal Services – Prices are up 0.4% from September and +5.0% from 2022, up slightly from 4.8% last month. Inflation has been rather consistent as 50% of the inflation from 19>23 happened from 21>23.
  • Total Pet– Petflation is now 55% lower than the 21>22 rate, but still 1.6 times the National CPI. For October, +5.2% is the 4th highest rate since 1997 (2022: 11.6%; 2008: 9.7%; 2007: 5.5%). Vs September, prices again grew for all but Services so Total Pet was +0.2%. A Sep>Oct increase has happened in 17 of the last 24 years so it was not a surprise. Veterinary & Food are still the Petflation leaders, but all segments have an influence. Pet Food has been immune to inflation as Pet Parents are used to paying a lot, but inflation can reduce purchase frequency in the other segments.

Now, let’s look at the YTD numbers

The increase from 2022 to 2023 is the biggest for 4 of 9 categories – All Pet. The 22>23 rate for Haircuts is slightly below 21>22. However, the Total CPI, Pet Supplies, Medical Services and Food at Home are significantly down from 21>22. The average annual increase since 2019 is 4.5% or more for all but Medical Services (2.8%) and Pet Supplies (2.5%).

  • U.S. CPI – The current increase is down 48% from 21>22 and 4.4% less than the average increase from 2019>2023, but it’s 65% more than the average annual increase from 2018>2021. 68% of the 19.1% inflation since 2019 occurred from 2021>23. Inflation is a big problem that started recently.
  • Pet Food – Strong inflation continues with the highest 22>23 & 21>23 rates on the chart. Deflation in the 1st half of 2021 kept YTD prices low then prices surged in 2022. 96% of the inflation since 2019 occurred from 2021>23.
  • Food at Home – The 2023 YTD inflation rate has slowed but still beat the U.S. CPI by 35%. You can see the impact of supply chain issues on the Grocery category as 70% of the inflation since 2019 occurred from 2021>23.
  • Pets & Pet Supplies – Although prices rose in October, the YTD inflation rate is down to 3.3%. Prices deflated significantly in both 2020 & 2021 which helped to create a very unique situation. Prices are up 10.4% from 2019 but 106% of this increase happened from 2021>23. Prices are up 11.0% from their 2021 “bottom”.
  • Veterinary Services – They are still #1 in inflation since 2019 but they have only the 2nd highest rate since 2021. At +6.4%, they have the highest average annual inflation rate since 2019. Except for a sight slowing in 2020, inflation has consistently increased since 2019. Regardless of the situation, strong Inflation is the norm in Veterinary Services.
  • Medical Services – Prices went up significantly at the beginning of the pandemic, but inflation slowed in 2021. In 2023 prices have been deflating and are now at -0.3% YTD, the only current deflation in any segment.
  • Pet Services – May 22 set a record for the biggest year over year monthly increase in history. Prices fell in June but began to grow again in July, reaching record highs in Sep>Apr 23. The January 2023 increase of 8.4% set a new record. YTD October fell a little from 6.8% to 6.6%. Interestingly, although the rates are not as high, they have the exact same annual inflation pattern as Veterinary. The Services segments in the Pet Industry are definitely unique.
  • Haircuts & Personal Services – The services segments, essential & non-essential, were hit hardest by the pandemic. After a small decrease in March 22, prices turned up again. Since 2021 inflation has been a consistent 5+%, 93% higher than 18>19. Consumers are paying 21% more than in 2019, which usually reduces the purchase frequency.
  • Total Pet – There were two different patterns. After 2019, Prices in the Services segments continued to increase, and the rate grew as we moved into 2021. Pet products – Food and Supplies, took a different path. They deflated in 2020 and didn’t return to 2019 levels until mid-year 2021. Food prices began a slow increase, but Supplies remained stable until near yearend. In 2022, Food and Supplies prices turned sharply up. Food prices grew until Jun>Aug 23. Supplies prices stabilized Apr>May, grew Jun>Oct, fell in Nov, rose in Dec>Feb, fell in Mar, rose in Apr>May then fell in Jun>Aug. Both turned up in Sep & Oct. The Services segments have also had ups & downs but have generally inflated. The net is a YTD Petflation rate vs 2022 of 8.7%, double the National CPI. In May 22 it was 5.8% below the CPI.

Petflation is slowing, but still strong. Petflation dropped from 5.7% in September to 5.2% in October. This is 57% below the record 12.0% set in November, but still the 4th highest rate for the month. The last 5 months have all been <10% but 9 of 15 have been 10+%. The current 5.2% rate is still 3.3 times the 1.6% average rate from 2010>2021 and also 1.6 times the national rate. There is no doubt that the current pricing tsunami is a significant event in the history of the Pet Industry, but will it affect Pet Parents’ spending. In our demographic analysis of the annual Consumer Expenditure Survey which is conducted by the US BLS with help from the Census Bureau we have seen that Pet spending continues to move to higher income groups. However, the impact of inflation varies by segment. Supplies is the most affected as since 2009 many categories have become commoditized which makes them more price sensitive. Super Premium Food has become widespread because the perceived value has grown. Higher prices generally just push people to value shop. Veterinary prices have strongly inflated for years, resulting in a decrease in visit frequency. Spending in the Services segment is the most driven by higher incomes, so inflation is less impactful. This spending behavior of Pet Parents suggests that we should look a little deeper. Inflation is not just a singular event. It is cumulative. Total Pet Prices are up 5.2% from 2022 but they are up 17.4% from 2021 and 22.0% from 2019. That is a huge increase in a very short period. It puts tremendous monetary pressure on Pet Parents to prioritize their expenditures. We know that the needs of their pet children are always a high priority but let’s hope for a little relief – stabilized prices and even deflation. This is not likely in the Service segments, but it has happened before in Products. The Pet Food inflation rate has slowed for 6 straight months, and Pet Supplies prices have deflated vs 2022 in 2 of the last 3 months, including a -1.2% drop in October. It’s just a start. Let’s hope that it accelerates “down”.

2022 U.S. TOTAL PET SPENDING $102.71B…Up ↑$2.73B

In 2022 Total Pet Spending in the U.S. was $102.71B, a $2.73B (2.7%) increase from 2021. Spending fell in Veterinary and Supplies as the record 2021 binges were not repeated. However, Pet Food returned to a more normal pattern with a 12.5% increase and Services spending continued to surge with another record lift. Together this produced a small increase in Total Pet $. Another factor also affected spending in 2022 – high inflation in all segments.

  • A $4.29B (+12.5%) increase in Food
  • A $1.86B (-7.8%) decrease in Supplies
  • A $2.95B (-9.0%) decrease in Veterinary
  • A $3.26B (+35.8%) increase in Services

Let’s see how these numbers blend together at the household (CU) level. Weekly, 25.3 million CU’s (1/5) spent $ on their Pets – food, supplies, services, veterinary or any combination – up from 24.4MM in 2021 but still below 27.1MM in 2019.

In 2022, the average U.S. CU (pet & non-pet) spent a total of $766.20 on their Pets. This was a +2.3% increase from the $748.93 spent in 2021. However, this doesn’t “add up” to a 2.7% increase in Total Pet Spending. With additional data provided from the US BLS, here is what happened.

  • 0.4% more CU’s
  • Spent 0.5% less $
  • 2.8% more often

If 68% of U.S. CU’s are pet parents, then their annual CU Total Pet Spending was $1126.76. Now, let’s look at the recent history of Total Pet Spending. The rolling chart below provides a good overview. (Note: All numbers in this report come from or are calculated by using data from the US BLS Consumer Expenditure Surveys – The 2016>2022 Totals include Veterinary Numbers from the Interview survey, rather than the Diary survey due to high variation)

  • In 2014-15, the Super Premium Food upgrade began, with the biggest lift coming in 2015.
  • In 2016, Pet Parents value shopped for super premium foods. They spent more in other segments, but spending fell slightly.
  • In 2017, spending took off in all but Services, especially in the 2nd half. Consumers found more $ for their Pets.
  • In 2018, a spectacular lift in Services overcame the FDA issue in Food, tariffs on Supplies and inflation in Veterinary.
  • In 2019, a bounce back in Food and small lift in Veterinary couldn’t overcome the drop in Supplies from “tarifflation”.
  • In 2020, consumers focused on necessities, Food & Veterinary (+$8.7B) while Services & Supplies suffered (-$3.4B).
  • In 2021, there was no Food binge but in all other segments consumers made up for all the lost ground…and more!
  • In 2022, big lifts in Food & Services overcame drops in Supplies & Veterinary.
  • The 2022 lift was the 3rd in a row, breaking a pattern since 2010 – 2 years of increases followed by a small decrease.

Now we’ll look at some Demographics. First, 2022 Total Pet Spending by Income Group

Only the $30>70K & $100>149K income groups spent more but all of the big groups, <$70> & <$100k> had increases.

Nationally: · Total Pet: $2.73B   · Food: ↑$4.29B  · Supplies: ↓$1.86B  · Services: ↑$3.26B  · Veterinary: ↓$2.95B

  • < $70K(52.7% of U.S. CUs); CU Pet Spending: $472.48, +9.9%; Total $: $33.35B, $1.59B (+5.0%) from…
    • Food $2.60B       Supplies ↓$1.16B       Services ↑$0.46B       Vet ↓$0.30B
    • Money matters a lot to this group. In the pandemic they focused on Pet needs. In 2021 they spent less on food but more in all other segments. In 2022, their segment spending matched the national pattern and their $ grew 5.0%
  • >$70K – (47.3% of U.S. CUs); CU Pet Spending: $1093.30, -4.4%; Total $: $69.36B, $1.15B (+1.7%) from…
    • Food $1.69B       Supplies ↓$0.70B       Services ↑$2.81B       Vet ↓$2.65B
    • This group continues to grow in size, up 6.0% in 2022, but they only produced 42% of the spending increase. Only $100>150K spent more. They also matched the national pattern but accounted for 90% of the drop in Veterinary.
  • < $30K(23.8% of U.S. CUs); CU Pet Spending: $349.31, +4.0%; Total $: $10.84B, ↓$0.41B (-3.7%) from…
    • Food $0.08B       Supplies ↓$0.59B       Services $0.23B       Vet ↓$0.13B
    • This lowest income group still has relatively stable spending but they remain committed to their pets. They also only spent less in Supplies & Veterinary but their lift in Food was so small that their Total $ fell -3.7%.
  • $30>$70K – (28.9% of CUs); CU Pet Spending: $569.03, +11.8%; Total $: $22.51B, $2.00B (+9.8%) from…
    • Food $2.52B       Supplies ↓$0.57B       Services ↑$0.22B       Vet ↓$0.17B
    • Another National Pattern match. However, they had the biggest lncrease in Food and the 2nd largest in Total Pet.
  • $70>$99K – (14.1% of CUs); CU Pet Spending: $766.36, -3.6%; Tot $: $14.58B, ↓$1.16B (-7.3%) from…
    • Food ↓$0.40B       Supplies ↑$0.08B       Services ↑$0.63B       Vet ↓$1.47B
    • This mid-income group is very price sensitive. They had the biggest drop in Veterinary and the only drop in Food.
  • $100K>$149K– (15.5% of CUs); CU Pet Spend: $1013.24, +3.6%; Tot $: $20.99B, $2.49B (+13.4%) from…
    • Food $1.25B       Supplies ↑$0.61B       Services ↑$0.69B       Vet ↓$0.06B
    • After years of stability they became reactive and they have the money to take action. In 2020 they led the way in the Food binge. In 2021 they had a huge drop in Food $ but big increases in the other segments. In 2022 they got more “on track”. They had a small drop in Veterinary but big increases in the other segments. This generated the biggest increase in Total Pet $ for any income segment.
  • $150K> – (17.7% of CUs); CU Pet Spending: $1424.79, -12.1%; Total $: $33.79B, ↓$0.18B (-0.5%) from…
    • Food $0.83B       Supplies ↓$1.39B       Services ↑$1.49B       Vet ↓$1.11B
    • This group consists of 2 segments, $150>199K and $200K>. In 2021 both groups had double digit increases in all segments and they generated 87% of the Total Industry’s Record Increase. 2022 was different. The $150>199K group had a small increase in Food and big lifts in Supplies & Services but were down -$1.5B in Veterinary. Net: +$0.23B. The $200K> group had a huge increae in Services and strong lifts in Food & Veterinary but a -$2.68B drop in Supplies. Net: -$0.41B. High incomes can have different behaviors but together they do 32.9% of Pet $.
  • < $100K – (66.8% of CUs); CU Pet Spending: $534.79, +5.4%; Total $: $47.93B, $0.43B (+0.9%) from…
    • Food $2.20B       Supplies ↓$1.08B       Services ↑$1.09B       Vet ↓$1.77B
    • A spending sandwich, with the “meat” in the middle  <40K: -$0.54B; $40>69K: +$2.13B; $70>99K: -$1.16B
  • >$100K – (33.2% of CUs); CU Pet Spending: $1232.94, -6.3%; Total $: $54.78, $2.30B (+4.4%) from…
    • Food $2.09B       Supplies ↓$1.78B       Services ↑$2.17B       Vet ↓$1.18B
    • The $100K> group exceeded 50% of Pet $ for the 1st time in 2020. Their lead is growing as they now do 53.3%.

Income Recap –  The top 2 drivers in consumer spending behavior are value (quality + price) and convenience. That makes income very important in Pet Spending. We also often see motivation brought by new products. In 2020 we saw the results from perhaps the biggest human motivator – fear. This drove the binge buying of pet food. The huge lift from $100>149K helped push the 50/50 $ divide up to $103K, a huge change from $94K in 2019. 2021 brought a record lift and record spending in all segments but Food. This increase was driven by the $150K> income group and the 50/50 spending divide moved up to $107K. In 2022, Food & Services $ grew while Vet & Supplies fell. This produced a small, 2.7% increase in Total Pet $. However, a big lift by the $100>149K segment pushed the spending divide up slightly to $108K. Income continues to grow in importance in Total Pet Spending.

Next let’s look at 2022 Total Pet Spending by Age Group

The 25>44 and 75> yr-old groups spent less while all others spent more. The 45>54 group had the biggest increase.

Nationally: · Total Pet: $2.73B   · Food: ↑$4.29B  · Supplies: ↓$1.86B  · Services: ↑$3.26B  · Veterinary: ↓$2.95B

  • <25 – (4.7% of U.S. CUs); CU Pet Spending: $386.78, +43.4%; Total $: $2.56B, $0.77B (+42.8%) from…
    • Food $0.72B       Supplies ↑$0.11B       Services ↓$0.02B       Vet ↓$0.04B
    • Many consolidated into bigger CUs and some got married but their Pets were included. Plus, more pets were added which generated a huge lift in Food. Overall, 5.1% fewer CUs spent 55.9% more $, 3.6% less often.
  • 25-34 – (15.6% of U.S. CUs); CU Pet Spending: $687.59, -1.9%; Total $: $14.48B, ↓$0.42B (-2.8%) from…
    • Food ↓$0.11B       Supplies ↓$0.06B       Services ↑$0.54B       Vet ↓$0.80B
    • In 2021 these Millennials had a 20% increase with a big lift in all segments. In 2022 they dialed back their spending in all but Services, with a big drop in Veterinary as 0.6% fewer CUs spent 3.6% less $, but 1.4% more often.
  • 35-44 – (17.0% of CUs); CU Pet Spending: $822.61, -12.3%; Total $: $19.05B, ↓$2.34B (-10.9%) from…
    • Food $1.56B       Supplies ↓$2.81B       Services ↑$0.36B       Vet ↓$1.45B
    • They have the largest families and are building their careers, so they are very sensitive in times of change. In 2021 they spent more in all segments and became #1 in Total Pet $. In 2022 they matched the national pattern with big changes in every segment. 0.5% fewer CUs spent 12.3% less $, but 2.0% more often. They fell to #3 in Pet spending.
  • 45-54 – (16.9% of U.S. CUs); CU Pet Spending: $967.31, +16.8%; Total $: $21.80B, $3.29B (+17.8%) from…
    • Food $1.29B       Supplies ↑$0.42B       Services ↑$0.78B       Vet $0.80B
    • They have the highest income and were #1 in Pet Spending in 2018. In 2019 & 2020 their spending and rank fell. In 2021, their spending started to grow. In 2022 they were the only group with an increase in all segments. They are #1 in CU spending but 2nd in $ because of fewer CUs. 1.8% more CUs spent 12.7% more $, 2.6% more often.
  • 55-64 – (18.2% of U.S. CUs); CU Pet Spending: $905.56, +6.6%; Total $: $21.94B, $0.99B (+4.7%) from…
    • Food $1.86B       Supplies ↑$0.18B       Services ↑$0.46B       Vet ↓$1.51B
    • 80% are still younger Baby Boomers and they are very reactive. They were the drivers behind the 2020 binge and 2021 drop in Pet Food. Except for a big rollback in Veterinary their spending returned to a more normal pattern. 1.3% fewer CUs spent 3.0% less $, but 9.3% more often and they returned to the top in Total Pet $.
  • 65-74 – (16.2% of U.S. CUs); CU Pet Spending: $765.42, +7.6%; Total $: $16.44B, $1.30B (+8.6%) from…
    • Food $0.51B       Supplies ↑$0.09B       Services ↑$0.83B       Vet ↓$0.14B
    • This group is growing and are all Baby Boomers. They are careful with their money, but their commitment to their pets is very apparent. They are the only group with a spending increase every year from 2020>2022. In 2022 they increased spending in all but Veterinary as 1.2% more CUs spent 5.3% more $, 1.9% more often
  • 75> – (11.4% of U.S. CUs); CU Pet Spending: $429.29, -14.9%; Total $: $6.45B, ↓$0.84B (-11.5%) from…
    • Food ↓$1.53B       Supplies $0.21B       Services $0.30B       Vet ↑$0.18B
    • Pet parenting is more difficult, and money is tight for these oldest Pet Parents, but their commitment is still there. In 2021 they had increases in all segments. In 2022, only Food spending fell, and the drop was substantial. In response to skyrocketing inflation many CUs may have even downgraded their Pet Food. 4.9% more CUs spent 11.4% less $, 4.9% less often.

Age Group Recap: In 2022 Total Pet Spending definitely skewed away from the younger groups to the older 45>74 groups.  However, it was still driven by the 3 highest income groups from 35 to 64.

Next, we’ll take a look at some other key demographic “movers” in 2022 Total Pet Spending. The segments that are outlined in black “flipped” from 1st to last or vice versa from 2021. The red outline stayed the same.

In 2022, 69 of 96 Demographic Segments (72%) spent more on their Pets, a big drop from 83% in 2021. Although they were different, both years had 1 category where all segments spent more. However, there was less turmoil in 2022 as 3 segments held their spot and only 10 of the 24 segments flipped from 1st to last or vice versa. In 2021 there were 16 flips. In 2022 the flips were evenly divided between 1st and last. Last year most were to last because of big drops in Food $ from the 2020 binge. In 2022 most of the biggest lifts weren’t significantly larger than the biggest drops, an indication of more balanced spending. We should also note the stability in the Area category. Both the winner and loser held their position and Rural “lost” with an $0.81B increase, less than 20% below the winner. As noted earlier, both 2021 & 2022 had 1 category in which all segments spent more – In 2022 it was Area Type; In 2021 it was # of Earners.

Let’s look at some specifics.

7 of the winners are often on Top and all of them have higher incomes.

  • 45>54    Mgrs & Prof.     Married, Child 18>     $100>149K     Suburbs 2500>     White, Not Hisp.     Midwest

3 winners are surprising:

  • < College Grads    Gen Z      Homeowners w/o Mtge

Among the losers, 5 often find themselves in this position:

  • Retirees    No Earner, 2+ CUs     Hispanics     Born <1946     Renters

All of the “usual” losers have low incomes. There were 4 surprises:

  • College Grads      West      35>44 yr-olds     <2500 Population, aka “Rural” (despite a $0.8B spending increase)

All but Rural have a high income. However, Rural is a big Pet spender, with over $1000 in annual CU pet spending.

Recap: After a slight downturn in 2019, Pet Spending turned up in 2020, primarily due to the pandemic binge buying of Pet Food in the 1st half of the year. The Food binge ended in 2021 and Food $ fell as Pets “ate up” the overstock. However, it was replaced by binges in the other segments. Pet Parents caught up with all the Supplies purchases that they had postponed due to the pandemic and spending grew by 57%. COVID also caused them to focus on the health of their Pet Children so Veterinary also had a record increase. Services were hit hard by pandemic restrictions and closures, but they came back strong, $ were up 32%. Together, this produced a record $16.23B increase in Pet Spending. 2022 brought a new challenge – radically high inflation. Supplies and Veterinary had drops in spending as their 2021 binge couldn’t be repeated. Food spending bounced back with a 12.5% increase. However, the $4.29B Food lift didn’t make up for the combined $4.81B drop in Veterinary & Supplies. Without the record $3.26B increase in Services, Pet spending would have been down -$0.53B in 2022. This mixture produced a small $2.73B (+2.7%) lift in 2022. However, if you consider 8.9% Petflation in 2022, the amount of Pet Products & Services sold in 2022 was really down 5.7%. Spending skewed towards older groups but became more balanced among the 3 groups with the highest incomes. The 50/50 spending divide moved up a little in Total Pet. However, the impact of inflation was largely hidden. Petflation started slowing in July 23, but in September the 2023 YTD rate was still +9.1% vs 2022 and +17.9% vs 2021. We’ll see what happens.

2022 U.S. VETERINARY SERVICES SPENDING $29.71B…Down ↓$2.95B

Veterinary Services is the 2nd largest segment in the Pet Industry. For years, high inflation has been a problem in the segment. Spending grew 24.0% from 2014>2019. Prices rose 17.4%, an avg of 3.3%. This caused a reduction of visit frequency and only 28% of the growth was “real” (avg real growth: +1.3%). In late 2020 & 2021, COVID focused Pet Parents on their “children’s” needs, including Veterinary Services. In 2021 Veterinary Spending reached $32.76 with 87% “real” growth. In 2022 the binge was not repeated so spending dropped to $29.71B, down $2.95B (-9.0%). Inflation was also high in 2022, 8.8%. In this report, we’ll take a closer look at the demographics behind the 2022 numbers. Note: All 2022 numbers in this report come from or are calculated by using data from the US BLS Consumer Expenditure Interview Survey, rather than their Diary report. The low frequency of Veterinary Visits is still generating an extremely high variation in Diary data. Interview is a more logical and accurate way to track Veterinary Services Expenditures.

Let’s get started. Veterinary Spending per CU in 2022 was $221.60 down 9.4% from $244.51 in 2021. (Note: A 2022 Pet CU (68%) Spent $325.88. More specifically, the decrease in Veterinary spending came as a result of:

  • 0.4% more CU’s
  • Spending 7.7% less $
  • …1.8% less often

We’ll take a closer look. But first, the chart below gives an overview of recent Veterinary Spending.

The big drop in the first half of 2015 was tied to the upgrade to Super Premium Foods – Trading $. Then consumers began value shopping for Food and the savings freed up $ for Veterinary Services. Spending began to climb until it flattened out at the beginning of 2017. Inflation slowed in the 2nd half and spending took off. In 2018 prices turned up and consumers held their ground through 2019. The initial COVID reaction in 2020 was a drop in spending but “need focused” consumers then drove a huge increase through 2021. In 2022, inflation grew to 8.8% and spending slowed.

Now, let’s look at Veterinary spending by some specific demographics. First, here is a chart by Income Group

Veterinary Spending is still strongly driven by income. All groups spent less in 2022 with the biggest drop coming in the $70K> group. This is not unexpected as they drove the “binge” lift in 2021. The $100>150K group had the smallest decrease. However, the 50/50 spending break point in $ still grew slightly from $113K in 2021 to $115K in 2022.

National: $221.60 per CU (-9.4%) – $29.71B – Down $2.95B (-9.0%)

  • Over $150K (17.7% of CUs) – $428.31/CU (-19.8%) $10.15B, Down $1.11B (-9.9%) This highest income group is the biggest Veterinary Spender as 17.7% of CUs generated 34.1% of 2022 $ but also 37.6% of the decrease from 2021.
  • $100>150K (15.5% of CUs) – $326.23/CU (-9.6%) $6.78B, Down $0.06B (-0.9%) Spending by this middle/upper income group slowed in 2019 but took off in 20>21 as they filled their pets’ needs. In 2022, their spending stabilized.
  • $70K>100K (14.1% of CUs) – $202.95/CU (-24.3%) $3.84B, Down $1.47B (-27.7%) Steady growth 2016>19. Then $ fell in 2020 due to monetary pressures. 2021 had a big lift. High inflation was likely a factor in their big 2022 drop.
  • $30K>70K (28.9% of CUs) – $151.44/CU (-0.6%) $5.87B, Down $0.17B (-2.8%) From 2016 to 2020 their pattern was remarkably similar to the big spending $150K+ group. That changed in 2021 as they were the only group to spend less in Vet $ while $150K> had the biggest lift. In 2022 their $ continued to drop but the decrease was only -2.8%.
  • Under $30K (23.8% of CUs) $96.37/CU (+2.5%) $3.08B, Down $0.13B (-4.1%) This group is very price sensitive. After the big spending dip in 2018, they have slowly but consistently increased Veterinary spending until the small drop in 2022. They are 20% ahead of their 2017 Veterinary $, but considering inflation, they actually bought 5% less.

Now, here is Veterinary Spending by Age Group

Only 45>54 & 75> spent more. 55>64 & 35>44 had the biggest drops, about -$1.5B. In 2021 they had the biggest lifts.

National: $221.60 per CU (-9.4%) – $29.71B – Down $2.95B (-9.0%)

  • <25 (4.7% of CUs) – $60.30/CU (-5.6%) -$0.38B – Down $0.04B (-10.4%) Many combined into group CUs and some got married so 5.1% less CUs spent 7.8% more $ …12.5% less often.
  • 25>34 (15.6% of CUs) – $200.84/CU (-15.5%) – $4.20B – ↓ $0.80B (-16.0%) The commitment of these Millennials to their pets is growing. After being stable from 2017>19, the pandemic caused Veterinary spending to take off In 2020 & 2021. A 2022 drop was not unexpected as 0.6% less CUs spent 7.5% less $ …8.7% less often.
  • 35>44 (17.0% of CUs) – $223.94/CU (-21.7%) – $5.11B – ↓ $1.45B (-22.1%) In 2019, they radically increased their spending and briefly became #1 in Veterinary $. In 2020, unlike most groups, spending decreased. In 2021 they had the biggest % increase. In 2022 their spending fell $1.44B as 0.5% less CUs spent 6.0% less $ …16.7% less often.
  • 45>54 (16.9% of CUs) – $303.96/CU (+11.2%) – $6.90B – Up $0.80B (+13.2%) This group has the highest income, but value is important. In 2017, the slowed inflation caused them to spend significantly more money. In 2018, prices turned up and continued to inflate in 2019. Spending dropped precipitously to their 2016 level and they lost the top spot in Veterinary $. 2020 brought a big spending lift which continued into 2021 and 2022 despite high inflation. They moved back to the top in Veterinary spending as 1.8% more CUs spent 6.5% more $…4.4% more often
  • 55>64 (18.2% of CUs) – $251.46/CU (-18.7%) – $6.14B – ↓ $1.51B (-19.7%) This group was the leader in Veterinary Spending prior to 2015. In 2015 they upgraded to Super Premium Food and Vet Spending fell. In 2016 inflation slowed and they regained the top spot. In 2018 Veterinary prices began to strongly inflate again. Their spending fell and continued down into 2019. In 2020 they moved back to the top in Veterinary Spending. They stayed there with the biggest lift in 2021. In 2022 their spending binge ended and inflation soared to 8.8% so 1.3% fewer CUs spent 21.0% less $ …2.9% more often. They had the biggest drop in $, -$1.51B and fell to 2nd place in Veterinary spending.
  • 65>74 (16.2% of CUs) – $216.86/CU (-3.9%) – $4.71B – ↓ $0.14B (-2.8%) This group is growing and is all Boomers, so they are committed to their pets. They had consistent annual growth from 2018>2021. In 2022 1.2% more CUs spent 8.9% less $ …5.4% more often. Inflation was likely a factor in their small decrease.
  • 75> (11.4% of CUs) – $149.35/CU (+3.5%) – $2.28B – Up $0.18B (+8.6%) This group of oldest Pet Parents has a strong commitment to their pets. In 2015, they had a $1B increase in Veterinary Spending. In 2016 & 2017, they focused on Food, Supplies and Services. In 2018, they turned their attention back to Veterinary. However, their spending has slowly but consistently grown every year since 2015 – the only group to accomplish this. In 2022 4.9% more CUs spent 7.2% less $ …11.5% more often. This produced an 8.6% increase in spending.

Now, let’s take a look at some other key demographic “movers” behind the 2022 Veterinary Spending numbers.

Veterinary spending fell by $2.95B (-9.0%) in 2022. With a high 8.8% inflation rate, the real drop in the amount of services bought was -16.4%. 74 of 96 demographic segments (77.1%) spent less on Veterinary Services, a big change from 2021 when 93.4% of segments spent more. There was a lot of turmoil as 14 of 24 flipped from first to last or vice versa while only 3 segments maintained their position from 2021. 8 of the flips were from 1st to last. We should also note that in 2021 there were 9 categories in which all segments spent more. In 2022 in 3 categories, all spent less.

Only 4 of the “winners” are often found at the top:

    ∙ 45>54 yr olds   Gen X   $200K    Homeowners w/Mtg (had the smallest decrease)

The biggest surprises are:

   ∙ Blue Collar   HS Grad or Less   African American   No Earner, Single   Center City (had the smallest decrease)

Both groups have one characteristic in common – Income. The usual winners have the highest income in their demographic category and the surprises are all at or near the bottom in income for their category.

In the “losers” group, there are only 2 that are often on the bottom – Renters and Unmarried, 2+ Adult CUs. 8 of the 12 flipped from 1st in 2021 to last in 2022 but all have 1 thing in common. They all binge spent on Veterinary Services in 2021. Since binges usually aren’t repeated, it’s not surprising that they had big decreases in 2022.

Overall, the $2.95B drop in $ was just 37.7% of the $7.82B lift in 2022 – a net gain of $4.87B in 2 years (+19.6%). Considering inflation, 87% of the 20>21 growth was real but only 31.5% of the 20>22 growth. There was only a 6.2% increase in the amount of Veterinary Services bought from 2020 to 2022. High inflation is a problem.

The 2022 decrease was widespread across Income and Age groups as all income groups spent less and only 2 age groups spent more. The drop was also widespread beyond Age and Income. 77% of all segments spent less including 3 categories – Housing, Area and CU Size, where all segments had decreased Veterinary Services spending.

Prior to 2020 there was a strong youth movement in Veterinary Spending from the <45 crowd. That changed in 2020 as the 45> groups accounted for 94% of the $3B increase. In 2020 & 2021 the 55>64 yr-olds were on top , followed by the highest income 45>54 yr-olds in 2022. The $ are skewing older but have also become more balanced from 25>74. Although Veterinary services are needed by all Pet Parents, higher income is still the biggest driver in spending. This is best illustrated by comparing segment performance (Share of $/Share of CUs): <$30K: 50.6%; $30>69K: 68.3%; $70K>99K: 91.6%; $100>149K: 147.2%; $150>199K: 151.2%; $200K>: 225.3%. Yes, Vet Services are needed by all, but are becoming less affordable for many.