You might want to change the litterbox or take the dog out before reading this: In a revealing snapshot of pet industry dynamics, recent findings from purchase data platform Attain show a clear divide emerging between traditional brick-and-mortar retailers and digital-first platforms, reflecting broader demographic and economic trends shaping consumer behavior.
Online pet products purveyor Chewy stands out as the premium player, commanding the highest average transaction value at $61.71 in 2024, slightly up from 2023, according to Attain’s data. The e-commerce focused pet supplies retailer has found particular success with affluent households, showing a noticeably high 221 index among consumers earning $100,000 or more annually. This aligns with its strong appeal to Gen X shoppers (132 index) who typically have more established careers and disposable income.
"Pet owners are likely pulling back on spending in the face of high prices," notes Madi Bradford, Product Manager of Platform and Insights at Attain.
Bradford points to declining average transaction amounts at traditional retailers Petco (-3.2%) and PetSmart (-1.5%), noting these brands' stronger connection with younger generations who “likely have less discretionary income to spend on pets compared to older generations — who favor Chewy.”
In terms of overall ownership, the U.S. pet population is growing at different rates for dogs and cats, according to stats from the American Veterinary Medical Association . After a temporary decline in 2023, dog ownership has now reached record levels. Meanwhile, the AVMA finds that the cat population continues its steady incremental growth.
The percentage of households with pets reflects this trend, with both dog and cat ownership rates showing consistent increases.
Attain’s data points to an interesting paradox in the market: while traditional retailers face spending headwinds, subscription-based Barkbox achieved the highest year-over-year growth in average transaction value (+0.7%). The company's success appears driven by its resonance with both Millennials (107 index) and Gen X consumers (109 index), particularly among female shoppers (137 index) and high-income households (197 index for $100K+).
For the most part, the shift toward digital platforms reflects evolving consumer preferences beyond mere convenience. Jonathan Slavin, chief business officer at Infolinks, says the growing importance of quality and environmental consciousness in pet care purchasing decisions.
“By honing in on pet owners’ unique content journeys—from exploring health tips to purchasing eco-friendly treats—advertisers can enhance relevance and minimize ad waste, providing a truly tailored experience,” Slavin tells The Outcome.
Nick Valenti, CEO of Mādin, frames the industry's evolution through the lens of behavioral economics.
“What we've seen in the pet industry is a masterclass in behavioral economics, where people willingly elevate their pets to family status,” says Valenti. “The industry's success shows that even ‘practical’ goods like pet food can be marketed with a dash of luxury, effectively turning a mundane purchase into a meaningful act of love.”
As data above showed, women show stronger engagement across all platforms, with particularly high indices for Chewy and Barkbox.
While Boomer+ consumers generally show lower engagement with most retailers, they maintain a strong presence on Chewy, suggesting the platform's broad generational appeal.
Income levels emerge as a critical factor in channel selection. Households earning over $100,000 annually show dramatically higher engagement across all retailers, with Chewy (221 index) and Barkbox (197 index) leading in this crucial demographic. This trend underscores the industry's successful positioning of pet care as a premium category worthy of significant investment.
As the pet care market continues to evolve, retailers’ ability to align with demographic preferences and values-based purchasing decisions appears increasingly crucial for success. The data shows that while traditional retailers maintain important relationships with younger consumers, digital platforms are capturing high-value transactions and setting new standards for customer engagement in the pet care ecosystem.
“Brands succeed because they create offerings that resonate on an emotional level, becoming less about utility and more about deep-seated needs for love, loyalty, and care,” Valenti adds. “For performance driven advertising, we are seeing campaigns that highlight the human-like qualities of pets, aiming to establish an emotional bond between the brand and the consumer. This comes through in brand messaging that focuses on emotions, such as love, loyalty, and companionship. Pet product e-commerce has surged, as convenience and direct delivery align tremendously well with busy pet owners' lifestyles.”
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