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Paw Power:Pet Purchasing Trends PET PURCHASINGAbout the Report NUMERATOR’S PAW POWER: PET PURCHASING TRENDSreport breaksdown the continued growth of the pet industry in a post-COVID world andshares inspiration on how brands and retailers can maintain that growth. Using Numerator’s Total Commerce panel of over 150k panelists across bothdigital and physical collection methods, we analyzed purchasing andattitudinal behaviors among the following groupings: •Pet Food & Treats•Pet Supplies All analyses was conducted looking at latest 12 months ending 8/31/2024unless otherwise noted. Pet sales have grown strong for several years but is slowing. PET SALES GROWTH BY SECTOR Projected Sales % Change vs YA | Rolling 12 Months Ending 8/31/2024 Households continue to enter the pet sector,but consumers are becoming choiceful in what they buy. PET SECTOR SALES DECOMPOSITION Latest 12 Months Ending08/31/2024vs Year Ago Four key trends impacting the pet sector. PAWING THROUGH THE AISLES PETS AND PRICE TAGS WELLNESS UNLEASHED GEN Z(OOMIES) As Gen Z steps into their spendingpower, they’re reshaping the petmarket in unique ways. Whilebudget-conscious, this generationcraves experiences—and nothingdraws them in quite like a storewhere their pets can join the fun. General retailers are thriving as petspecialty stores lose share to giantslike Amazon and Walmart. Amazonstands out by winning shoppers withprice, convenience,and promotions. Pet ownership is becoming morechallenging as return-to-officemandates, shifting priorities, andrising pet care costs strain budgets.Brands and retailers must pivot toaddress these pressures, offeringvalue-driven solutions that resonatewith constrained pet parents. Pet parents are pampering theirfurry friends, driving growth in healthand wellness products. Despite costpressures in the pet sector, manyowners prioritize high-quality toysand wellness goods for their pets. Brands tapping into human healthtrends, like gut health, have foundsuccess, with Boomers leading theway and Gen Z offering room forgrowth. Brands can find growth inboth traditional wellness andemerging wellness such as mentalhealth and enrichment toys. Specialty pet retailers face mountingchallenges as mass retailers and e-commerce dominate. To staycompetitive, they mustrefine promotional strategies andfoster loyalty among new petparents. For many Gen Z pet owners, urbanliving and renting in multi-unitcomplexes mean cats often takecenter stage. By speaking to theirlifestyle and values, brands have achance to win the loyalty of thesenext-gen pet parents. Private-label pet foods and treats arethriving, combining premium appealwith affordability to meet demand.At the same time, the pet wellnesssector is expanding, highlightinggrowing attention to pets’ health andpreventive care that retailers mustcatch up to. LEARN THE STORY LEARN THE STORY PAW POWER: PET PURCHASING TRENDS Pets and PriceTags While growth continues, headwinds can be expected as a cycleof ownership is expected to hit a slowdown. Washington Post, 2022 Bloomberg, 2023 A weaker 2025 for pet ownership could be anticipatedespecially among lower income households. SHARE OF PET OWNERS NOT LIKELY TO ADOPT ANOTHER PET% of Respondents 13%Aremore likelyto add apet now compared totwo years ago. Yet… 40%Areless likelyto add apet now compared totwo years ago. Overall pet costs from vet care to pet supplies is driving adecline in adding another pet to the house. While base price inflation for pet food has slowed,prices remain elevated. With higher prices, consumers are shifting back toprivate label for pet food & treats but not supplies. SHARE OF PRIVATE LABEL IN PETSUPPLIES % of Spend | Latest 12 Months Ending 7/31/2024 Although private label pet food has grown, consumers aretrading down to lower absolute cost. However, consumers likely don’t perceive the trade downgiven recent private label branding. PRIVATE LABEL PET FOOD BRAND COMPARISONBased on Household Penetration | Latest 12 Months Ending08/31/2024vs Year Ago GOLDEN REWARDS HEARTLAND FARMS ASHLAND FARMS WALMART Walmart’s GoldenRewards offers a varietyof dog snacks, includingjerky treats, chews, andbiscuits. It is positionedas an affordable yetindulgent option for petowners by emphasizinghigh-protein contentand natural ingredients.The brand is step-upfrom their cheaperVibrant Life line and hasgrown penetration by0.7pts. Heartland Farms hasgrown both penetrationand purchase frequencyin the last year. On abrand level, HeartlandFarms has gained $2.3Mfrom Pedigree Adult. Family Dollar’sAshland Farms petfood has grown 0.7ptsHHP and 4.5% inannual buy rate. Ashland Farmsbranding is explicitly“premium” and naturaland not tied to FamilyDollar branding, givingit the appearance of anon-private labelproduct Heartland Farmsbranding is not tied toDollar General andadvertises “Completeand “Balanced” nutritionfor dogs. Private label’s decline in pet supplies stems from a broader shifttowards pe