For most pet owners, pets aren't just pets. They're family. And that mindset shapes everything from what owners feed their pets to where they shop, which brands they trust, and even where they choose to live.
The 2019 US Pet Industry Study is Bigeye's national survey of 784 US pet owners. It explores how owners spend, which retailers they shop, what influences their buying decisions, and how they prefer to engage with advertising, with clear differences by age, region, and household.
In July 2019, Bigeye surveyed 784 pet owners across the US, aged 25 to 55, to understand the behaviors and attitudes behind one of the country's fastest-growing consumer categories.
The study breaks the findings into four areas: who pet owners are and how they see their pets, what they buy and where, what prompts them to try new products, and how they consume media and ads. Along the way, it compares younger and older owners, urban and rural households, and regional differences across the Northeast, South, Midwest, and West.
Why This Research Matters
The pet category was changing fast in 2019. Ecommerce was gaining ground, big-box retailers were expanding their pet offerings, and new brands were entering a market long dominated by a few major players.
This study captures pet owners right before the pandemic-era pet boom. It shows how "pet humanization" was already driving premium, health-focused purchases, how younger owners were leading adoption of subscriptions, insurance, and CBD, and how vets, reviews, and coupons shaped decisions.
For pet brands, retailers, and marketers, it's a useful baseline for understanding how today's pet owner took shape.
Key Findings at a Glance
95% of owners consider their pet a member of the family.
75% own a dog and 46% own a cat.
76% spend less than $100 per month on pet products.
66% bought pet products at Walmart in the past year, followed by PetSmart (62%), Petco (56%), and Chewy.com (44%).
34% use one or more pet subscription services, most often for food.
49% look to their veterinarian when deciding what to feed their pet.
59% currently use CBD on their pets (17%) or would consider it (42%). Anxiety and stress relief is the top reason.
34% say their pet influenced where they live, rising to 48% of owners aged 25 to 34.
38% prefer to engage with ads on their smartphone, while TV commercials are still the most preferred ad format (41%).
What's Inside the Study
Pets and Owners: Pets as Family
Dogs and cats dominate US pet ownership, and most owners (66%) have just one pet. Nearly all owners see their pet as family, and that view held consistent across regions, incomes, and age groups.
Most pets were acquired with some planning (70%), and more were purchased (39%) than adopted (36%). Pets also shape big life decisions: about a third of owners say their pet influenced where they live, and younger, urban apartment dwellers are the most likely to say so.
Purchasing Behaviors: Spending, Retailers, and Subscriptions
Treats (73%), toys (62%), and specialty food (54%) top the list of regular purchases. Most owners spend less than $100 a month, but owners aged 25 to 34 are more than twice as likely as those aged 45 to 55 to spend over $200 a month.
Nearly half buy pet food at a grocery or department store (48%), while 31% buy from a pet retailer. Walmart leads individual retailers, with PetSmart, Petco, and Chewy.com leading pet-specific retailers. The study also covers pet subscriptions (food is the top category), costume buying (59% of owners aged 25 to 34 at least sometimes buy them), and pet services, led by vet care and grooming.
Pet Health, Insurance, and CBD
45% give their pets vitamins or supplements, and 25% have pet insurance. Younger owners are the most engaged pet parents: 40% of owners aged 25 to 34 have pet insurance, vs. 14% of the oldest group.
The study takes a deep look at cannabidiol (CBD) for pets, including who's using it, why (anxiety and stress lead), and how interest varies by age, region, income, number of pets, and device and ad preferences.
Purchase Influences: What Drives Owners to Try New Products
Coupons or discounts (21%) and nutritional benefits (20%) are the top reasons owners try a new product, followed by reviews. Younger owners over-index on email, ads, and social mentions. Older owners lean on coupons, nutrition claims, and samples.
When rating purchase factors on a 0 to 10 scale, health benefits (7.7) rank highest, followed by durability (7.0) and value (6.8). Vet recommendations carry real weight, especially for food.
Media Consumption: How Pet Owners Engage with Ads
The smartphone is the preferred device for engaging with ads (38%), especially for owners under 35 (47%). Owners aged 45 to 55 lean toward TV. TV commercials remain the most preferred ad format overall (41%), with Facebook, Instagram, and influencers combining for 34%. And 68% of owners recall seeing pet product sales or discounts on TV.
Who This Research Is For
Pet food, treat, and supplement brands looking to understand what drives trial and loyalty
Pet retailers and ecommerce teams weighing channel mix across big box, pet specialty, and online
DTC (direct-to-consumer) and subscription pet brands targeting younger, urban owners
Pet health, insurance, and wellness companies exploring vet influence and emerging categories like CBD
Media and marketing teams planning device, format, and messaging by age
Multifamily property developers marketing pet-friendly living
How to Use This Research
Lead with health and value. Build messaging around the factors owners rated most influential: health benefits, durability, and value.
Earn the vet's voice. Vet recommendations are the top influence on food choices and a key driver of pet insurance decisions.
Use offers to drive trial. Coupons, discounts, and samples are proven levers, especially for older and more budget-conscious owners.
Plan media by age. Mobile, social, and video for owners under 35. TV still matters for owners 45 and up.
Target subscriptions and insurance smartly. Younger, urban owners are the most likely to subscribe and insure.
Think regionally. Retailer preference, spending, and CBD interest all vary by region.
About the Research
The 2019 US Pet Industry Study is a Bigeye National Study. In July 2019, 784 US adults aged 25 to 55 completed a 45-question online survey hosted on Qualtrics. Respondents were screened for pet ownership and a household size of five or fewer, split evenly between women and men, and reflected US geographic distribution. The margin of error is ±3.5% at a 95% confidence level, except where noted.
Note: Industry figures such as total market size and household pet ownership come from the American Pet Products Association and are included in the study as context.
Download the Full Study
Get the complete 2019 US Pet Industry Study, with every chart, age and regional breakdown, and deep dive on subscriptions, pet health, and CBD. See what drives pet owners to buy, and how to reach them.
Want to see how pet owners have changed since? Talk to our research team, or see how we approach pet marketing.
Frequently Asked Questions
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