New Report Launched at Global Pet Expo!

2024 State of the Industry Report 

The APPA 2024 State of the Industry Report is created to serve pet industry professionals including manufacturers, suppliers, distributors, retailers, direct-to-consumer brands, economists, and venture capitalists. While the survey data reflects United States pet ownership, the insights gleaned from the data are also valuable for global pet brands, many of which import, sell, and do business in the U.S. 

The American Pet Products Association aims to promote pet ownership and support pet businesses throughout periods of economic challenges and growth. Through our in-depth pet ownership research, we identify consumer trends and behaviors that help pet businesses reach their audiences – and ultimately, provide products that keep pets happy and healthy. 

  • Access 100+ visually engaging pages filled with insights, companion research, and economic forecasts
  • Easily share and apply insights to your business by incorporating insights into your presentations
  • Drill down with segmented data by generation or species based on your needs
  • Inform your business strategies with forecasted trends on consumer behavior

This engaging new report is FREE for APPA members! Not yet a member? Follow us on LinkedIn for special promo offers and discount opportunities. 

APPA State of the Industry Preview 2024
Media Contact:
Cori Stoutenberg
"The latest Strategic Insights presentation from APPA is outstanding! It is a great collection of industry data points and specific research findings. The easy-to-follow format made it quick to identify opportunity areas for our business. Through the insights we have gained, we have been able to validate and develop both promotional and product opportunities that we can put into action immediately! Thank you, APPA, for this value-added benefit to our membership!"

- Steve Clark, Chief Revenue Officer, Petmate

Trusted, Objective, and Actionable Pet Industry Data for Smart Business Decisions

Since 1988, APPA has published the National Pet Owners Survey (NPOS), the industry's most comprehensive consumer research study of demographics, buying habits, and other traits of owners of dogs, cats, fish, birds, reptiles, small animals, and equine. The survey and its related publications are the premier resource of in-depth data on consumer behavior, product and service consumption, and lifestyle and media habits. Since 2022, APPA has conducted the survey annually (vs. biannually) to serve its members in the face of rapid innovation and economic changes in the industry. 

National Pet Owners Survey studies U.S. pet owners of:

  • Dogs
  • Cats
  • Fish
  • Birds
  • Small Animals
  • Reptiles
  • Horses
The objective of APPA Research & Insights is to monitor consumer habits on an ongoing basis to identify short- and long-term trends, as well as new opportunities in pet ownership and pet product and service consumption. This article represents the ongoing effort to make insights publicly available to pet industry professionals. 

“Google 'pet healthcare trends' and you’ll find no shortage of articles and 'data' highlighting our industry’s exponential growth. What’s been missing, though, is real insight into the state of pet healthcare now, several years post-pandemic, and what that growth really looks like. This report fills that critical need, making it possible to understand core areas of pet owner behavior and priorities before, during, and after COVID-19.
There’s much to unpack: some positive news (increasing recognition of the value and benefit of the human-animal bond) and some news of concern (younger pet owners increasingly turn to online resources, and not a veterinarian, for information about their pet and are less likely to use flea/tick medication or spay/neuter their pet). Insights like these will help to inform our client discussions and recommendations."

- Brenda Andresen, Co-CEO, S&A

Looking for older publications of the National Pet Owners Survey Report?

Please email with your request and we will be in touch.

Dive Deeper with Access to APPA’s Interactive Data Portal

APPA's interactive Data Portal is an easy-to-use data exploration tool allowing quick, customized access to APPA's valued consumer insights data.  Key Platform Features: 

  • Customize cross-tabs across key demographics and content areas

  • Create custom filters

  • Perform desired calculations, including significance testing

  • Create and save favorite templates

  • Download to use with Excel to build tables, charts, reports

Learn More