Income soared up to 5,000 times, the peak season for pet supplies sales is coming

Demand increased in the first quarter and hot-selling products were frequently launched

When it comes to the United States, it can be said that it is a country of pets. According to a recent survey by the American Pet Products Association, about 67% of American households (84.9 million households) own at least one pet. Over the years, the number of Americans who own pets has steadily increased. The more people who keep pets, the greater the demand for pet products.

Currently, the United States is the world's largest pet consumer market. According to data from the American Pet Products Association, in 2020, U.S. pet market consumer spending exceeded $100 billion for the first time. In the decade from 2010 to 2020, the market size of the U.S. pet industry grew from $48.35 billion to $103.6 billion, with a compound growth rate of 7.92%.

According to Jungle Scout's consumer trend report for the first quarter of 2022, 18% of American consumers purchased more pet supplies compared to the previous quarter. The report also revealed that 15% of consumers would purchase related products through Amazon.

Jungle Scout conducted a survey to further understand how American consumers purchased pet supplies on Amazon in the first quarter .

Pet supplies can be roughly divided into two categories: one is supplies, such as clothing, collars, toys, bedding, feeding tools, dog training products, etc.; the other is food, including cat and dog food, tooth cleaning sticks, teething sticks, nutritional supplements, pet medicines, etc.

The survey shows that not all categories have seen revenue growth. Affected by various factors, some categories have seen month-on-month growth, while others have seen declines, but overall sales have remained stable at a high level.

Let's take a look at supplies first. Now raising a pet is like raising a child, so many pet owners will also buy toys for their pets . Data shows that Americans spent $48 million on dog toys in the first quarter and $26 million on cat toys. However, both figures are smaller than in the fourth quarter, down 33% and 31% respectively. Jungle Scout believes that this may be because people stockpiled too many pet toys in the previous quarters, which reduced purchases in the first quarter.

Although overall toy revenue has declined, some products have always bucked the trend. For example, the sales of this puzzle for dogs increased by 173% month-on-month, while the revenue of the mouse toy designed for cats increased by 62%.

Similar to toys, collar revenue in the first quarter of this year was also lower than in the fourth quarter of last year. Among them, dog collar sales were slightly less than $16 million, a decrease of 14% from the previous quarter, and cat collar sales were about $4 million, a decrease of 27% from the previous quarter.

The collars are often paired with leashes. Unexpectedly, sales of leashes have seen an uptick. Dog leashes generated more than $8 million in revenue in the first quarter, up 11% from the previous quarter, while cat leashes grew 517%, reaching about $2 million in revenue in the first quarter.

Among the standout products: dog leashes with padded handles (sales increased 192% month-on-month) and leashes with cat harnesses (+100%).

In addition to these, pets also need a place to rest. Therefore, products such as dog beds and cat towers are also must-buys for pet lovers. Cat towers brought in sales of $3 million in the first quarter, up 86% from the previous quarter. In contrast, revenues from products such as dog beds ($45 million), cat beds ($2.5 million), and outdoor dog houses ($1.5 million) declined to varying degrees, with the largest drop being 44%.

The following are the main "star" products. Among them, the sales of outdoor dog houses and cat towers have seen astronomical growth, increasing by more than 5,000 times respectively.

The rise of the pet economy has also spawned a number of new pet products. Now it is also popular in the pet industry to be the "prettiest one", so many pet beauty products are also favored by consumers.

Cat shampoo sales reached $1 million in the first quarter, up 2% from the previous quarter; dog shampoo brought in more than $15 million in revenue, down 22% from the previous quarter.

As for food , dog food sales during the same period were approximately $148 million, down 7% from the previous month, while cat food revenue reached $30 million, up 13%. Among them, sales of these two products increased by 4,600%-5,600%.

The peak sales season is coming, sellers can do these things

Almost at the same time, e-commerce consulting firm Pattern also released a survey on Amazon's US pet products market. Its chart more intuitively reflected that the US pet products market did get off to a good start in the first quarter of this year.

Not only that, Pattern also analyzed demand data from the past three years in order to restore the annual consumption trends of Amazon's US pet supplies market.

Pattern research found that throughout the year, American consumers have a high demand for pet products. Dogs are the most popular pets in the United States, so people have the highest demand for dog products; cat products follow closely behind, with almost the same consumption trend as dog products. In terms of price, Jungle Scout found that the average price of dog products tends to be higher than that of cat products on Amazon.

Looking further, demand peaks during the "dog days" of summer and hits a low point during the year-end holiday season. That is, starting around April and May, demand for pet supplies will continue to rise until June and July, after which it will fall back again .

It is important to note that the peak demand in 2020 was in April, which was the first few months of the lockdown. This highlights the impact of the early epidemic on the demand for pet supplies in the online market. However, judging from the data in 2021, American consumer demand has roughly returned to pre-epidemic habits.

If we break it down into smaller categories, the situation will be different. Take cat and dog supplies as an example. The demand for food does not show much seasonal characteristics.

However, toys, which are non-essential items, are very different. It can be clearly seen that the year-end holiday shopping season is the time when people have the greatest demand for pet toys . The average demand in the week of December 12, 2021 increased by 117% compared with the past. This also echoes the decline in pet toy sales in the first quarter mentioned above.

In addition to the year-end shopping season, there was also a small peak in demand for pet toys during Valentine's Day this year, which was not seen in 2021. Pattern said this suggests that demand may increase at certain times of the year in 2022.

It is important for sellers to understand the peak sales season. How to get consumers' attention is also an important proposition. In this regard, Jungle Scout provides several tips.

Sellers can accurately locate keywords and optimize product listings to help consumers find their products and get enough information to make purchasing decisions.

In order to enhance their competitiveness, sellers can sell products that are different from those on the market, or expand the categories of their own stores. If they want to expand their user base, they can also sell products that can be used by multiple types of pets. It is understood that a seller achieved sales conversion of pet dog urine pads by searching for the term "pet pig urine pad".

Another thing is to optimize the advertising strategy. Some sellers found that display promotion is better than sponsored ads when advertising dog collars. This suggests that sellers can try multiple advertising channels to see which one is best for their products.

Judging from the existing data, the pet economy is still a strong force. Sellers can make corresponding plans based on their own circumstances.

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