![](https://static.wixstatic.com/media/e304ec_91736a56d857455985fa01b198b01c1e~mv2.jpg/v1/fill/w_116,h_88,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/e304ec_91736a56d857455985fa01b198b01c1e~mv2.jpg)
According to the American Pet Products Association (APPA), total 2020 sales exceeded $100 billion for the first time and 69.0 million households with a dog were responsible for most of that spending.
Radio is a favorite media of most dog owners, especially Millennials and Gen Xers who owned dogs at the highest rates according to five representative 2021 consumer/market surveys from The Media Audit. The average dog ownership among Millennials was 31.5% and 30.3% among Gen Xers – and more of them listened to one or more hours of radio daily.
![](https://static.wixstatic.com/media/e304ec_5978e499a77c4edda9e46970450d494a~mv2.jpg/v1/fill/w_116,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/e304ec_5978e499a77c4edda9e46970450d494a~mv2.jpg)
“With more Americans finding the companionship of pets very comforting during the pandemic, the APPA reported total retail sales increased 6.7% YOY. Pet specialty and independent retailers reported very satisfactory 2020 sales increases,” said Jill Medina, Southwest Market Manager, The Media Audit. “The table above shows Gen Zers who own a dog and who are often difficult to reach listen to radio at substantial levels.”
Additional analysis of The Media Audit consumer/market surveys supports the increase in total retail pet industry sales during 2020 and Morgan Stanley’s forecast of a compound annual growth rate (CAGR) for the next decade of 8%, compared to 3% during the past decade.
Adults 18+ who own a dog shopped for pet supplies at a local store during the past four weeks significantly more than shopping only online, averaging 37.6% and 17.4%, respectively, in the five markets. Local pet-supplies stores may still receive most of pet owners’ consumer dollars, but the other telling analysis of the data in the table below is a majority (55.0%), on average, are shopping either at a local store or online. It’s a clear indication local stores that sell pet supplies must have an online presence and, preferably, the technology to sell products and services online.
![](https://static.wixstatic.com/media/e304ec_20d35abe01da4a56951f3b9f63178783~mv2.jpg/v1/fill/w_124,h_53,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/e304ec_20d35abe01da4a56951f3b9f63178783~mv2.jpg)
With the projected growth in the pet vertical, there will be many opportunities for pet stores, other retailers who sell pet supplies and all pet-services businesses to gain a larger share of the market. As always, those gains will require careful planning, a thorough understanding of pet owners and smart advertising and promotional campaigns – and radio can help generate store awareness and loyalty with its tremendous reach.