•  More than half of American households now own pets.
•  Millennial pet ownership has now surpassed that of baby boomers. Members of that generation now comprise the biggest segment of all pet owners, per a survey from the APPA.
• According to the APPA, in 2018 US consumers spent $72.56 billion on their pets, and are expected to spend $75.38 billion in 2019.
• The top three drivers for a pet parent to choose a retailer are price, variety of products, and convenience.
•  Colin Stewart, senior vice president at Acosta, was particularly struck by the finding that the pet aisle in grocery and mass channels is larger than many top categories, including carbonated soft drinks, cheese, candy, milk and beer. He also said it’s noteworthy that many shoppers are looking for healthy solutions for their pets.
• Nearly half (46%) of pet owners buy products they think will bring their pets a wellness benefit, while 36% spend more than $500 annually on pet medical expenses and $200 per year on regular grooming.
• This “parent” behavior differs somewhat by generation, according to the report. In delaying childbirth more than other generations, the report says, Millennials almost seem to be replacing human babies with fur babies, at least for a while. Among Baby Boomers, nearly all (94%) say they talk to their pets on a daily basis, compared with 64% of Generation Xers and 47% of Millennials.
• “As pet parents project human feelings onto their pets, they adopt a more conscious responsibility for the pet’s health and happiness, including the pet’s feeding enjoyment,” says Debra Williams, category manager, AFB International, St. Charles, Missouri.
• In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.

Summary Of Our Early Findings Relevant To The Goals

• Our first hour of research confirmed that most of the data required for pet parents is available, with a few exceptions. It is highly unlikely that publicly available information exists that provides the electronic products pet parents prefer to buy, and nothing was found concerning household items as well. In fact psychographic information as a whole, could not be found. We are suggesting not pursuing this.
• We were not able to conduct any research into eco-friendly parents in our first hour of research, but we are confident that much of this information will be publicly available, with the likely exception of psychographics. We have pivoted accordingly and provided scoping that will likely provide what is publicly available.
• We assumed a United States focus for this research. If a more broad approach is desired, for example, a global look, this would have to be clearly communicated to us in any reply.
• Please select one or more of the options provided in the proposed scoping section below.