Attending Global Pet Expo 2018? … It’s “All under one HUGE Roof” and.. You need a Plan!

The first Global Pet Expo (APPMA) occurred 60 years ago with 17 exhibitors in 30 booths. The industry and the show have both come a long way since then.  In 2018 attendees will see and experience:

  • 1185 separate exhibitor booths – with companies from the U.S. and 28 other countries – a Global experience!
  • Over 358,000 square feet of booths (Plus 30,000 sq ft for the New Product Showcase) Global Pet Expo 2018 actually occupies more than 18 acres of prime Florida “real estate”.
  • 1000 new items in the New Product Showcase plus 3000 more launched on the exhibit floor
  • Sharing the aisles with 16,000+ attendees, more than 6000 “buyers”.
  • The opportunity to choose from 30 different educational seminars – 33 hours of classes
  • 5 miles of aisles – just to walk the exhibit floor

The show floor is open for 26 hours so let’s put this in perspective and…

“Do the Math!”

If you don’t attend any seminars, visit the New Product Showcase, stop to chat with anyone in the aisles or for food, a drink or to go to the bathroom and maintain a walking speed of 2.5 mph,

you can spend about 1 minute and 13 seconds with each exhibitor…

You definitely need a plan!

The theme of Global is “It’s All Under One Roof”. This is very accurate. Attendees will find the broadest selection of products and services while Exhibitors have the opportunity to reach a wide range of buyers across all retail channels.

First and foremost, Global is about Pet Products – Food, treats and a vast array of Supply categories. A regular flow of New Products is always critical to keep businesses and the whole industry strong and growing. Obviously, you must take the time to visit the New Product Showcase. You should also sign up for any relevant classes, network with other industry professionals and…walk the whole show.  There are 3 times as many new products being “launched” on the show floor as there are on display in the New Product Showcase. Plus, 1 of every 3 exhibitors was not at Global 2017. Global is about gathering information and making decisions to improve your business – whether they are made on the spot or put on your “must do” list.

Every business can improve in terms of products. If you are a retailer, what sections of your store are not doing as well as you hoped and need a “facelift” or conversely, what areas are growing and need products to fill additional space? Category managers for distributors and retail chains may only be interested in targeted visits to exhibitors relevant to their “categories”. Representatives may be looking for new manufacturers…in specific product categories. Manufacturers could be looking to find distributors to handle their products or just looking to “check out” the competition. In regard to products, there is always something to see…for everyone!

And Global is the place to see it. It’s “All under one roof”. With so much to see and do, Time is perhaps the most valuable commodity at the show. How do you make the most of your time on the show floor? Here’s an idea.

In 2014 I first designed a tool in Excel, the Super Search Exhibitor Visit Planner to make “working Global & SuperZoo easier and more productive for ALL attendees – retailers, distributors, reps, groomers, vets…even exhibitors. I have updated the data and produced a tool for every GPE and SuperZoo since then…including GPE 2018.

The “update” is not just exhibitor lists but also to the product category offerings for every exhibitor. I reviewed every exhibitor profile on the show site but I also visited over 1100 websites and conducted separate internet searches to “validate” the product offerings. It is not 100% accurate, but it is close.

What does the SuperSearch do?…It searches for and produces a list of Exhibitors by product categories.

  • From the simplest – “give me a list that I can look at on my phone or tablet in either Booth # order or alphabetically”
  • To the most complex…”can do a simultaneous search for multiple specific product categories, allowing you to personally narrow down the initial results and see the “final” alphabetically or by booth number”The GPE Super Search Exhibitor Visit Planner does both…and more…and does it quickly! Take a look at the Quick Start Guide. You will see that it looks complex but is really quite simple.

GPE 2018 Super Search Exhibitor Visit Planner – Quick Start Guide

The GPE Super Search Exhibitor visit planner is designed to make your time on the show floor more efficient and more productive. With the Super Search you can conduct up to 5 separate and distinct product category searches simultaneously with consolidated results produced in booth # order to facilitate your “journey”. There are detailed instructions for reference and to help you understand the nuances of the tool. However, it is really very simple so let’s get started. (Note: No changes in instructions from 2017) Here is the Dashboard where you set up your searches.

On the dashboard, the first things to note are the numerous category columns. There are 5 different floor sections, 11 different Exhibitor or Animal Types and 32 Dog and/or Cat Product categories. You can search exhibitors for any combination of these.

Let’s take a specific example running 3 simultaneous searches for several Dog/Cat categories:

  • Toys
  • Treats
  • Catnip & Litter (Must sell both)

Now referring to the Dashboard, let’s take it by the numbers:

#1. This column is where you activate each search. Type in a “Y” (Cells C3>C7 will auto-capitalize) This search “line” becomes active.(cell turns green) In our example we are running 3 searches so we have 3 green “Y’s”

#2. Now we enter a 1 in the correct column for each search line. Search Line 1: Toys; Search Line 2: Treats.

#3. In Search Line 3 we want exhibitors that sell both Catnip and Litter so we put a 1 in both of these columns.

#4. Now we just “click” the Execute Search Button. The searches are done simultaneously and the results combined into a single list in alphabetical order.

#5. If you would like to view the list in Booth # order, just click the Booth # Sort.

#6. You can switch the list back to an alpha view by clicking the Alpha Sort Button.

#7. To Clear all your search categories and start a new search, Click the Clear Criteria Button. Then click Execute (#4) again and you will be back to the full list

Note: Any Search Line with a Y and no 1’s in any column will always deliver the entire list regardless of what is selected in other lines. Change the Y back to an N in unused search lines. Now a sample of the results:

  • Company A has Toys Only;
  • Company B has Dog Treats Only and is also a 1st Time Exhibitor at GPE;
  • Company C is on the list for Treats and also has Catnip, but no Litter. This is not unusual as Catnip is often a Treat;
  • Company D has Treats & Toys.
  • Company E has both Catnip and Litter and in fact, actually has it all!

Note: The Super Search highlights your search categories so you know “why you are there”. However, it also shows all categories that are available. Some might “pique” your interest while you are visiting the booth.

You can review the exhibitors alphabetically then put the list in Booth # order to make it easier to “work”. The Super Search also allows you to “cut down” the list during your review. (Pg 2; Point #11 – “U Pick ‘em” in Detailed Instructions) But First, I suggest that you “play” with the Super Search to get a “feel” for the tool, and then review the Detailed Instructions. With your “play” experience, the detailed instructions will become a “quick read” and a valuable reference. You will soon be “up to speed” on the full capabilities of Super Search.

Ready to Start Planning?

Use the links below to download the Super Search Tool (Be Sure to Enable Editing/Macros/Content if asked by your computer), the Quick Start Guide and the Detailed Instructions. Then GET STARTED!

[button link=”https://www.petbusinessprofessor.com/wp-content/uploads/2018/02/GPE2018-QuickStartGuideSUPERSEARCHExhibitorVisitPlanner.pdf” type=”icon” newwindow=”yes”] Download Quick Start Guide (PDF)[/button]

(To save the PDF to your computer Right Click the download link and select “Save Link As…”)

[button link=”https://www.petbusinessprofessor.com/wp-content/uploads/2018/02/2018-GPE-SUPERSEARCH-ExhibitorVisitPlannerDETAILED-Instructions.pdf” type=”icon” newwindow=”yes”] Download Detailed Instructions (PDF)[/button]

(To save the PDF to your computer Right Click the download link and select “Save Link As…”)

[button link=”https://www.petbusinessprofessor.com/wp-content/uploads/2018/03/GPE2018-SuperSearch-FINAL-.xlsm” type=”icon” newwindow=”no”] Download GPE 2018 Super Search FINAL- (Excel)[/button]https://www.petbusinessprofessor.com/wp-content/uploads/2018/03/GPE2018-SuperSearch-FINAL-.xlsm

(For the Excel file to work on your computer, be sure to enable macros/editing/content if asked.)

NOTE: There have been 3 additions and 1 correction since our last update on 3/14/18. These changes are highlighted in GREEN The changes from 3/5 to 3/14 are still highlighted in PINK and the changes that occurred from 2/26 to 3/5 are still highlighted in BLUE. This should allow you to quickly determine if any changes impact your schedule. Always check the “as of” date on the download button and file to insure that you are using the most recent version.

GPE 2018 – It’s “All Under One Roof” and Coming Soon!

This year’s theme, “All Under One Roof” is not only accurate, it reflects one of the strongest trends in the evolution of the U.S. retail market in the last 40 years – One Stop Shopping. We saw it first in the late 70’s as Grocery stores began to expand in size by radically increasing their GM departments, eventually adding, delis, coffee shops and pharmacies. They became today’s Supermarkets. Discount stores also saw an opportunity. They added a full grocery department and doubled in size to become today’s SuperCenters and Warehouse Clubs – the highest volume retail outlets in history.

What is behind this “one stop shopping movement”? It is the U.S. consumer. 3 factors drive their buying behavior:

  • Value (Price + Quality)
  • Convenience
  • Selection

One Stop Shopping answers all 3 of these consumer needs. You can also see why internet sales have taken off. Driven by the internet, non-store retailers passed the SuperCenter/Club channel in March of 2016. They only trail Supermarkets, but not for long. The internet will become the #1 retail channel in America because it is nearly impossible for a brick ‘n mortar store to beat a well-run “virtual” store in the 3 key areas affecting consumer buying behavior. To compete, traditional store retailers need to offer an online option, a personalized experience and when possible, services which are unavailable through the internet. This is especially true in our industry because Pet Parenting is very personal.

So how does all of this relate to GPE 2018? It is not just consumers, but buyers at all levels that are strongly impacted by these 3 factors. By putting all the key companies “Under One Roof”, GPE insures that the buyers are likely to be satisfied.

The presence of so many competing companies from around the world insures that they will get a great value. Having them all in one place allows the buyers to easily see the products up close and personal. Finally, where could they find a bigger selection? Ex: There are over 360 exhibitors offering Dog and/or Cat treats. However, “All Under One Roof” isn’t just a benefit for attendees. The exhibitors can see their competition but more importantly, the attendees include buyers from the smallest independent pet stores through the largest retail chains in all channels. The opportunity is there for everyone – and it’s “All Under One Roof” at GPE 2018. Let’s take a look at what awaits you in Orlando.

First, some 2018 GPE “booth” facts: (Note: 2/20/18 – 98% of the booths are assigned or committed)

  • 1185 booths – up only 1% from last year but an incredible 16.5% from 2014
  • 358,000 sq ft of exhibit booth space (Not counting the 30,000 sq ft new product area) – up 23.6% from 2014.
  • 10 x 10 is still the most popular size – with 435, in fact 70% of the booths are 20 x 10 or less.
  • But Booths are also slightly larger than 2017 – the “average” booth is over 300 sq ft (30×10)
  • Size matters – Booths 300 to 800 sq ft (26%) occupy 41% of the space. Those over 1000 sq ft (4%) cover 25%.

Will you see any new exhibitors or is it the usual group? The “usual” group is definitely there (807 from 2017) but…

  • 348 (30%) of the GPE 2018 Exhibitors did not exhibit at GPE 2017 (1 in every 3 Exhibitors was not at GPE 2017!)
    • In fact, 289 (25%) of this year’s GPE exhibitors didn’t exhibit at either GPE 2017 or SZ 2017

There are Specially Designated “Floor Sections” at GPE. Here is a brief review.

  • International – Separate pavilions for 4 countries – China, Taiwan, Great Britain and Canada, Total: 84 Booths. However, this is only about 28% of the 299 exhibitors from 28 countries outside the U.S. – GPE is truly GLOBAL!
  • Natural – 144 Booths: Down 7 (-5%) but booths are larger as “Natural” still has a very strong consumer appeal.
  • Boutique – 51 Booths: Down 1 (2%) The section is “stable”, but down 22% from 2014. Fashion still has a strong appeal but Pet Parents’ priorities have shifted more to function, health and wellness.
  • Aquatic – 58 Booths: Up 7 (14%). GPE has a long standing commitment to be the “go to” show for Aquatics.
  • 1st Time Exhibitors – 144 Booths: The Section is full but only includes about 40% of the 348+ 1st Time exhibitors at the show. If you want to get firmly established in the U.S. Pet Industry, you “must” do GPE. Every year, a major focus of Global Pet Expo is on “new”…both in products and in exhibitors.

A word of caution: These are specially targeted sections. However, if you “do the math” you see that there are large numbers of exhibitors in the “regular” floor space who would qualify for inclusion in these sections. You need to “work” the whole show to insure that you get a full view of the product categories of interest to you.

Once again I will be creating a GPE Exhibitor Visit Planner that allows attendees to plan out their floor time by targeting the exhibitors with products that they are interested in seeing. Up to 5 product category searches can be run concurrently and the results are available in alpha or booth# order. The GPE 2018 SuperSearch will be made available on February 27th. Now, let’s take a look at the results from this year’s research on exhibitors’ product offerings.

First We’ll Compare Exhibitor Types – By function: By Animal type (Numbers are based on assigned booths as of 2/20/18)

  • Dogs Still Rule – 84% (5 out of every 6 booths) are selling dog products.
  • Cats continue to move upIn 2018, Cat Products were offered by 54% of exhibitors. Up from 40% in 2014.
  • Fish/Aquatic – This category took a down turn after 3 years of increases.
  • Other Animals – Reptiles came back after a bad 2017. However, the other animals are showing a slow decline.
  • Business Services – From POS systems to private label manufacturing, the continued growth reflects the growing business needs of attendees.
  • Distributors – A big lift, reflecting GPE’s increasing appeal to independents.
  • Gift/Gen Mdse – The drop in this category reflects the increasing priority of health & wellness over boutique.

Dogs and Cats are the undisputed royalty of Pet. Because of their huge impact on the industry. I have divided the products designed for them into 32 subcategories. Let’s see how this year’s GPE Top Ten (by booth count) are doing.

  • Treats are still #1 and expanding their lead. 1 in 3 booths offers treats. (Many supplements are in treat form.)
  • OTC Meds/Supplements/Devices continue strong growth. 241 Booths: Up 128 (113%) from 2014.
  • Food and Feeding Accessories both flattened out. While still strong, they may have plateaued.
  • Toys – It’s not all about health and nutrition. There is still room for fun. Toys maintained the #2 spot.
  • Apparel – The growth in this category is being driven, not by fashion but by therapeutic devices like vests.
  • Collars, Leads & Harnesses – Gaining a little ground. The numbers are actually buoyed up by wellness products.
  • Beds/Mats are still a strong #6, but their growth seems to be on hold.
  • Grooming Tools and Shampoos – You see the growing strength of the Grooming Segment as Shampoos knocked Crates and Carriers out of the top 10.

The health benefits of Super Premium Foods brought that category to the forefront of the industry. Pet Parents’ concern for the overall health and wellness of their “pet children” is also behind the current biggest trend. It is helping to drive the growth of 4 top 10 categories – apparel, C&L/Harnesses, treats and Meds/Supp/Devices – and it’s not slowing down.

The last chart details the specifics for all 32 of the Dog/Cat product categories that I defined. Of note: All the data inputs for this report and the SuperSearch tool come from  a review of the GPE online exhibitor product listings AND visits to over 1100 websites. They’re not 100% accurate, but pretty close.

Which categories are of interest to your business?

GPE 2018 does have it “All Under One Roof”, including enhanced educational offerings and of course…the New Product Showcase. However, to reap the benefits, you need a plan. Exhibitors need to effectively showcase the “right” items. Attendees need to strategically analyze their data, determine what they need to improve their business and develop a plan to find the products to fulfill their business needs. Then…execute the plan. This is hard work and if they do nothing else at GPE, attendees have a “whopping” 1 minute and 13 seconds to spend with each exhibitor. The GPE 2018 SuperSearch tool will be released in next week’s post. I believe that it can help. Try it out and…Good luck in Orlando!

 

 

Comparing the Spending Demographics of the Industry Segments – SIDE BY SIDE

The first six chapters of this Pet Spending Demographics report have been very detailed data driven and intense. We looked at the industry as a whole and each of the individual Industry segments separately. In 2015 and again in 2016, we have noted how shifts in spending behavior in one major category, Pet Food, can negatively (2015) or positively (2016) impact the spending in others. The effect of this is seen in large groups but is evident right down to individual demographic segments.

In the individual sections of the report we have often referenced the similarities and differences in spending between Total Pet and the individual industry segments. Total Pet Spending is a sum of the parts and not all parts are equal. In this final chapter we are going to put the segments side by side with Total Pet to make the parallels and differences more readily apparent. We will address:

  • “The big spenders” – those groups which account for the bulk of pet spending
  • The best and worst performing segments in each of eleven demographic categories
  • The segments with the biggest changes in spending $ – both positive and negative
  • And yes, even the “Ultimate Spending CUs”

The emphasis is on “visual”, side by side comparisons to allow you to quickly compare the industry segments. We’ll try to minimalize our comments. You can always reference one of the specific chapters for more details. We’ll also break the charts up into smaller pieces that are demographically related to make the comparison more focused and easier.

Before we get started, let’s address an important issue that we haven’t discussed – the market share of each segment.

Food is of course the dominant segment at 39.4% followed by the mid-range segments – Veterinary at 26.9% and Supplies at 23.5%. Pet Services is last as expected at 9.3%. The $2.99B drop in food spending resulted in a major share loss from 43.5% in 2015, which was the highest market share since 1998. In 2016 all the other segments had increased spending and picked up the 4.1% lost by Food. The 2016 “pie” is still divided pretty much the way that we have come to expect in recent years with Pet Products controlling 62.9% of total spending.  However, was it always this way?

Let’s take a look back, way back to 1992. Why 1992? Because that was the last year that Pet Food “owned” at least a 50% share of Total Pet Spending. As you can see, Veterinary and Services have market shares very close to 2016. The big difference is in Food and Supplies. Food dropped into the 40% range after 1992 and stayed there basically until the great recession. Since then it has been in the mid to upper 30s. Supplies sales have exploded since 1992. There were many factors – including innovative new products, the rise of Pet Chains & SuperStores, the distribution explosion, especially in the mass market  – from 86K total outlets in 1992 to 200K today. However, it was also the time when Americans evolved from Pet Owners to Pet Parents, with an urge to spoil their children. We see both short term and long term changes in the Pet Industry.

That trip back was quite a diversion from our stated purpose but it illustrated a very important point in data analysis. Change is constant. We focus on the short term as it is what is happening right now. We drill deeper into the data to better understand what and why it is happening and the impact on different consumer demographic segments. However, it is also important to take a step back to see if any long term trends are in progress. Both of these approaches are necessary and provide information vital to making better business decisions.

Now let’s get started with a look at the “Big Spenders”. The following 2 charts will compare the market share and performance in all Pet Industry segments by the groups responsible for the bulk of the spending in 10 demographic categories. These are the groups that we identified in our Total Pet analysis to generate at least a 60% market share of spending. As you recall, in the Service segments, we had to alter some groups slightly to better target the spending. However, to have a true side by side comparison we need to use the same groups for all. Since the lowest market share in any situation is 58.1% and 90% of all measurements meet or exceed the 60% goal, the comparison is very valid.

The chart makes it especially easy to compare performance across categories. Remember performance levels above 120% show a very high level of importance for this category in terms of increased spending. Unfortunately, it also indicates a high spending disparity among the segments within the category. There are 2 charts, each with 5 categories.

  • White, Non-Hispanic – This group has an 85+% market share in every Segment. Hispanics, African Americans and Asian Americans represent 30% of U.S. CU’s but account for only 8 to 15% of Pet Spending in any category. Factors: Lower incomes for Hispanics and African Americans and lower Pet ownership in Asians and African Americans
  • 2+ People in CU – 2 is the magic number in pet ownership. The performance is remarkably even across all segments. It is under 120% because spending tends to go down in larger CU’s, especially 5+ and Singles are almost always last.
  • Homeowners – Homeownership is very important in Pet Ownership and subsequently in all Pet Spending. The dip in Supplies and increase in services is actually also related to age. The younger groups spend more on Supplies but are also much less likely to own a home. Older groups, especially the Boomers, are more likely to be homeowners and they spend more on Veterinary & Services.
  • Over $50K Income INCOME MATTERS MOST IN PET SPENDING! Pet Food has the “lowest” high performance. Pet Ownership is still common across lower incomes, but CU’s in the upper 50% of income spend much more and are more likely to purchase upgraded food. The importance of income just increases as spending in industry segments becomes more discretionary – like Supplies and Services, or higher priced – like Veterinary Services. In our individual segment reports on Veterinary and Services, we switched to the over $70K group to better target big spenders.
  • Everyone Works – This usually generates higher income so it improves performance. However, not all workers are highly paid. This and the significant contribution by one earner, 2+ CU’s and retirees keep the “scores” below 120%.

  • Associates Degree or Higher – More education often correlates with higher income. We see spending performance very similar to Income but even more pronounced. Education can also be important in recognizing the value in Veterinary services and higher priced products. Food performance is noticeably lower showing that Pet ownership is more evenly dispersed across education levels. We “learn” the benefits and value of pets early in life.
  • 35 to 64 yrs – A huge spending drop by the 55 > 74 group in conjunction with a spending lift by all groups under 44 resulted in a shift from the 45 to 74 group in 2015. The spending across all age ranges became a little more balanced due to some big up and down changes. Veterinary was up in the 25>44 age group. Services and Veterinary were up in the 54 > 64 group, even as their Food sales plummeted. The performance is still at or 120% so disparity between category segments still exists in all product & service segments.
  • All Wage & Salary Earners – This group had the lowest performance of any group. There are 2 reasons. Income is important and it varies widely in this group. The other factor is that the Self-employed and Retirees are significant contributors to Pet Spending. The low performance in Veterinary and Services made us select a new big spending group – “I’m the Boss”, which consists of Mgrs & Professionals, Self-employed and Retirees.
  • Married Couples – Being married makes a huge difference in spending in all segments. Singles and Single Parents have a very low spending rate. The Unmarried 2+ Adults CU’s are improving, just over 100% in all but Veterinary.
  • All Suburban – Most Pet $ are spent here but both the share and performance of this group are falling due to the big spending increases by the Central City in all segments. This is especially noticeable in Food and Veterinary.

Now we’ll drill a little deeper to look at the Best and Worst performing segments in each category. Highlighted cells are different from Total Pet. We will divide the categories into related groups. First, those related to Income.

  • Income – Highest Income = Highest Performance. Lowest Income = Lowest performance. Income matters and it matters most in the nonfood segments. The performance and disparity are astronomical in the two service segments.
  • # Earners – More earners = more income. Once again, income is even more important to the nonfood segments.
  • Occupation – The Self-employed and Mgrs. & Professionals have the two highest incomes so they should be at the top. The worst performers are a mixture of lower income occupations which are all outperformed by Retirees.

Next are demographics of which consumers have no control – Age and Racial/Ethnicity

  • Racial/Ethnic – As expected, White Non-Hispanics are the top performer in all segments. African Americans have the lowest average income and the lowest percentage of pet ownership of any group.
  • Age – The Best Performer in all segments but Supplies is the 55>64 year old Boomers. Supplies spending tends to skew a little younger so its best and worst performers are no surprise. By the way, 45>54 have the highest income.

Now we’ll go back to Demographic Categories in which consumers have some control

  • Education – Best and worst performers directly tied to education. Difference most pronounced in nonfood segments
  • CU Composition – Married is the key. Worst performers are as expected. Pet Food and Veterinary reflect the 55>64 age group. Supplies skews a little younger. Services is a surprise. They just edged out married couples only by 0.2%.
  • CU Size– 2 is a magic number. They are Pet focused. Supplies skews younger and CUs are more likely to have a child.

  • Housing – Homeowners w/Mortgage and Renters are the perennial winner and loser.
  • Area– Smaller Suburbs are the biggest spenders, except for Services which performs better in more populated areas.
  • Region – The West usually garners the most wins. Central City helped the Northeast’s performance.

Here are two charts which reinforce the trends that we have seen.

The spending disparity increases in the nonfood segments, especially Services – the importance of Income. This creates more changes, especially at the low end. We also see the impact of the big 2015/2016 $ swing in Food – 6 changes.

Now, let’s look at the Demographic Segments with the Biggest Changes in $. We’ll truly see some differences between the Industry Segments. First, the Income related categories. The differences from Total Pet are highlighted.

  • IncomeWinners: The $200K is no surprise. $30>49K shows the impact of Retirees. $70>99K is due to Millennials.
    • Losers: Literally, a total mixed bag.
  • # Earners – Winners – Reinforces the importance of income and shows that almost everyone spent less on Food.
    • Losers: Once again it is income and the Retirees really cut back on Food.
  • Occupation – Retirees made a lot of spending trade outs. Mgrs. & Professionals also had increases in Food and Supplies so they won Total Pet. Much of the Tech/Sls/Cler. Food spending is coming from 25>34 yr olds.

Now the Age and Racial/Ethnic Categories

  • Racial Ethnic – The Hispanics had a good year except for a small drop in Supplies. The White, Non-Hispanic Group couldn’t overcome the $3.4B drop in Food. Note: Every group was up in Services!
  • Age – It was all about trade outs. 35>44: Up in Veterinary and Supplies; Down in Services. 55>64: Down big time in Food, but up significantly in Services. 25>34: Paid for most of their Food increase with Supplies $.

Now, we’ll go back to Demographic Categories in which consumers have some control.

  • Education – Associates Degree made a major investment in their pets. The Adv. Degree group swapped some $.
  • CU Composition – This largely parallels the age category. The winners, except for Services are mostly in the 25>44 age range. The losers in Total Pet and Pet Products are driven by 55>64. Singles are usually at the bottom.
  • CU Size – Usually 2-3 People CU’s are the winners and either 1 Person or 5+ People CU’s occupy the lowest spot. The 4 People CU’s had a great year. This was once again undoubtedly due to the younger groups.

  • Housing – Not a normal year. We see the impact of youth and Retirees. Also, everyone was up in Supplies.
  • Area – Only one conclusion to draw, Central City “Ruled” in 2016.
  • Region – South & West are usual winners. The Midwest had a bad year. Northeast won Supplies due to Central City.

I hope that this Visual Comparison helped you to get a “satellite view” of the Pet Industry. Refer back to the earlier chapters to get more details. Although there are numerous individual changes. There are 4 major trends of note:

  1. The big swing in Pet Food $ due to Value Shopping.
  2. The 25>44 age group Pet spending was up & $ were more balanced.
  3. Urbanization trend – Central City was up in every segment.
  4. Swapping $ between Industry Segments.

And Finally…..