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Pet Care Research Update and 2016 Calendar of Studies

Multi-sponsor Surveys has been providing the pet industry with consumer trend data on pet nutrition, grooming and health care for over 20 years. Read on for news headlines from recent studies and our 2016 Calendar of studies.

Pet 1Key findings from recent studies. . .

Pet owners enjoy pampering their pets and take a lot of pride in their pets’ appearance.

Pampering has been on the rise since the recession, as has willingness to spend more for quality dog products. Over half of dog owners say their dog sleeps in their bed, which may encourage more regular grooming.

Source: 2015 Study of the Dog Grooming Market

Interest in natural pet foods and grooming products has climbed in recent years.

Pet 2In 2015, 70% of dog owners agreed “natural dog shampoos/bathing products are worth the extra money they cost,” and Millennials are far more likely to share this opinion than older generations. Millennial pet owners also read ingredient labels on pet food packages more than older pet owners and are far more likely to believe that “natural pet foods are healthier for (my) pet.”

Source: 2015 Study of the Dog Grooming Market & 2013 Study of the Market for Clean Label Pet Food

The flea and tick control market is in flux as use of topical drops has been declining over several years, particularly among dog owners. Older dog owners (age 50+) report use of topical drops more often than younger owners, while owners under age 50 more often use tick shampoos or soaps. Roughly half of dog owners express concern about their dogs’ safety when using topical drops and trends show an increase in preference for natural or organic flea and tick control products.

Source: 2014 Study of the Flea & Tick Control Products Market

Pet 3The internet exposes pet owners to a wide variety of pet products and online shopping appeals most to Premium Pet Pamperers, the segment most willing to lavish time and money on their pets. Multi-sponsor Surveys is launching a new study in April to initiate regular trend monitoring of Online Shopping for Pet Products – to examine customer demand, preferred retailers, current habits, satisfaction and market potential.

Source: 2013 Pet Lifestyle Segmentation Study



Research Package Discounts:

You are invited to design your own research package to take advantage of the savings available when multiple studies are purchased. You may choose from the 2016 studies listed above, as well as the currently available research listings on the next page.

Purchase 2 studies…………receive 10% discount
Purchase 3+ studies………receive 15% discount


Recently Completed Studies Available for Immediate Delivery

2015 Gallup Study of Flea & Tick Control Products (15049)
This annual trend study has tracked change in the flea & tick control products market for over 20 years, including tracking brand awareness and use, product satisfaction and attitudes. Conducted among a national sample of 750 dog owners and 750 cat owners, it provides insights into the process pet owners go through when selecting flea, tick and heartworm products.

Conducted in November 2016 and available for immediate delivery; Price: $23,500

2015 Study of the Dog Grooming Market (15016)
2nd in a series of trended surveys, this study examines dog grooming habits and product use among a national sample of 800 dog owners with purchase responsibility. The study examines the grooming tasks they tackle themselves vs. hire out to grooming services. Trends in use of grooming products and brands are tracked, as well as dog owners attitudes.

Conducted in July 2015 and available for immediate delivery; Price: 20,000

2014 Gallup Study of the Market for Cat Litter (14009)
2nd in a trended series, this study tracks cat litter brand preferences and selection criteria. Information about cat litter usage habits, product satisfaction, brand image and purchase habits is collected among a national sample of 600+ owners of cats who use litter boxes/trays at home.

Conducted in April/May 2014 and available for immediate delivery; Price: $21,000

2013 Gallup Pet Lifestyle Segmentation Study (12073)
Tracks trends in dog and cat owner experiences and attitudes toward pet ownership, including a comprehensive Market Segmentation identifying the following five groups:
Older/Companion Pet Owners Premium Pet Pamperers Reluctant Pet Owners
Cost-Constrained Pet Owners Non-Indulgent Pet Owners
Each segment is profiled to identify which pet owners are best suited for specific pet products.

Conducted in April 2013 and available for immediate delivery; Price: $21,000

2013 Gallup Study of Clean Label Pet Food (13037)
This benchmark study examines the current and potential market for clean label pet foods among a national sample of 1,000 dog and cat owners. The study examines attention to pet food ingredient labels, the appeal of specific clean-label descriptors, brands associated with natural pet foods, willingness to pay more for clean labels and key drivers motivating interest.

Conducted in October 2013 and available for immediate delivery; Price: $20,000

2012 Gallup Study of Pet Nutrition (12016)
Examines pet food brand use, selection and satisfaction among a national sample of 500 dog owners and 500 cat owners. This comprehensive study provides information on packaged pet treats and pet supplements, as well as pet owners’ perceptions of the pet food industry and confidence in the health benefits possible through proper nutrition.

Conducted in May / June 2012 and available for immediate delivery; Price: $23,000

Target Market Reports – – offer a lower-priced option when your information needs are targeted to a specific product category or market segment. Our Target Market Reports draw from the primary research studies listed above, including trends, market size projections and attitudes.

Dog Owners’ Use of Professional Grooming Services (2015); $5,200
Satisfaction with Cat Litter Products (2014); $7,225
Heartworm Medication (2015); $5,100
Dog Shampoo & Conditioner (2015); $5,000
Dog Cleaning Wipes (2015); $4,500




Nutrient Knowledge & Consumption

With a focus on fresh/unprocessed foods, consumer efforts to eat vegetables, protein, healthy fats & oils and probiotics have climbed in recent years.  This reflects growing confidence in their health benefits, as well as an understanding that no-added sugar is a more important consideration than low-fat. Source: 2015 Gallup Study of Nutrient Knowledge & Consumption


Breakfast rivals dinner as the meal adults consider “healthiest,” which demonstrates the growing need for healthful breakfast food/beverage options.  Millennials, who have recently shifted towards more at-home breakfasts, are the age group most interested in quick, easy-to-prepare options, but they also want clean, organic, non-GMO, etc.  Source: Gallup Study of Breakfast (2014)

Vitamins & Other Dietary Supplements

Sports nutrition is a growing segment of the nutrition/supplement market, although most growth is occurring in the non-pill delivery formats.  Source: 2015 Gallup Study of Vitamins & Other Dietary Supplements

Sweetener Preferences

Use of low/no-calorie sweeteners rebounded in 2015 reflecting growing familiarity with and use of natural low/no-calorie sweeteners.  The upcoming 2016 study will track how sweetener preferences are changing in light of the new recommendations limiting added sugar.  Source: Gallup Study of Sweetener Preferences (2015)

Cognitive Health Supplements

Market growth for cognitive health supplements in terms of product awareness and interest.  Use of such supplements expanded over the past two years, particularly among baby boomers.  Blended supplements specifically formulated for brain/memory grew at the fastest pace.  Source: 2016 Gallup Segmentation Study of the Market for Cognitive Health Supplements


Pulses are in the news and our research finds 55% of adults aware of beans/legumes as a protein source.  Increased efforts to avoid animal proteins in favor of vegetarian proteins was also observed between 2012 and 2015. Source: 2015 Study of Protein

Clean Label Supplements

Clean labels are increasingly important to supplement purchasers, particularly labels such as:  natural source, organic, no artificial colors or flavors.  Source: Target Market Report on Clean Label Supplements

Eye Health Supplement Users

Use of eye health supplements continues to climb, particularly among adults under age 50.  Data suggests physicians are playing a greater role in encouraging supplement use for eye health benefits.   Source: 2015 Gallup Study of Eye Health Supplement Users

Dry Eye Strikes Younger, Digitally-Active Adults

Dry eye, which has been on the rise for years, is now striking adults at younger ages. Millennials are now as likely to report dry eye symptoms as Baby Boomers. Our recently issued 2015 Study of Dry Eye Sufferers, 12th in a trended series finds:

  • Dry eye sufferers say their symptoms are most bothersome while using digital devices (computer, tablet, SmartPhone, etc.).
  • A growing share of dry eye sufferers are under a doctor’s care, although OTC eye drops/artificial tears remain the leading treatments.
  • Daily use of OTC lubricant eye drops or artificial tears has climbed over the past year.



This study was most recently conducted in two phases in order to track 1) incidence of dry eye among a general population sample of adults (n=1,000) and 2) delve deeper into dry eye treatment practices among a national sample of dry eye sufferers (n=776).   Click here for more information.