Helping people thrive through the love of pets
By Scott Peterson, Category Leadership Accelerator – Pet
Our work at Clorox revolves around our purpose: We champion people to be well and thrive every single day. What do consumers tell us helps them thrive? It’s their beloved pets. More than half of U.S. households have pets — that’s 69 million homes caring for 82 million dogs and 59 million cats.1
Through research and learning, we know that human-pet relationships are evolving. A lot of people now see their fur baby as a full member of the family, leading to new functional and emotional needs. Dog and cat owners spend on average $2,000 and $1,400, respectively, every year to care for their pets.1 With growing pet needs and priorities, over the past two years alone spending on Pet categories has outpaced human edible groceries by 2 points (+22% vs. +20%, respectively).2
The continuum of human-pet relationships is now pushing even further from “family” to “partner” status for some owners. Pop culture is catching up with these trends, contextualizing pets as “love at first sight” or a “rebound pet” — a better alternative at the end of a romantic relationship. And there are some advantages, according to one consumer: “Dogs act like you just came back from another dimension, even if you were just at the gas station for 10 minutes. Meanwhile, your teenager doesn’t even look up from their phone. You’re lucky if you get a grunt.”
Consumers’ love for their pets is all over social media. Don’t forget: The internet still runs on cats — a whole different story compared to dogs. As a consumer said: “Cats look at you like you just ruined their evening. They’re sitting on the couch like they’ve been paying the mortgage and you’re a tenant who missed rent.” And yet, growth in cat ownership has been outpacing growth in dog ownership. Among U.S. households, 1 in 4 has a cat, with many considered “out of home,” reflecting a growing trend allowing cats access to outdoor spaces. More people also are looking for ways to travel with their cats — a trend fueled by TikTok — leading to new needs. This redefining of the role pets play in our lives is dynamic and shaped by the new, younger generations. Gen Z and younger millennials accounted for almost all new pet ownership growth in 2024.1
For the foreseeable future, love with be the wellspring for Pet categories. Functional benefits like keeping pets healthy, making related chores easier, or ensuring they are entertained and engaged all stem from the root motivation of love. And then there will be other needs to serve related to pets aging well, pets with special needs, outdoor pets and travel with pets.
At Clorox, we’re privileged to innovate experiences in the Pet category, perpetuating the love story between pet and pet parent.
CITATIONS:
1Packaged Facts Pet Market Sizing, October 2024
2Circana Scan Panel L52WE Dec. 1, 2024