Questionnaire on Consumption Activities of Pet Owners in Japan 2020
Yano Research Institute (the President, Takashi Mizukoshi) has carried out a consumer questionnaire to pet owners (of dogs and/or cats) in Japan, then classified the pet owners into 3 groups by hierarchical cluster analysis, and analyzed the characteristics of each groups. This press release covers a part of the analysis results.
Summary of Research Findings
This survey was carried out in December 2020 on 1,619 male and female pet owners (owners of dogs and/or cats) in their 20s to 70s (age and gender roughly in even distribution) nationwide. Analysis of the survey is based on 3 groups (“active”, “conservative”, and “eclectic (somewhat ‘active’ and somewhat ‘conservative’ )”) derived from the hierarchical cluster analysis*, based on the attributes of target pet owners (6 attributes including age group, gender, family structure, household income, and years of ownership) and on response to questions regarding their life with pets (17 questions including one asking if they go for a walk/shop/travel/eat out with pets, and one asking if they post pet photos on SNS).
The analysis results revealed that the pet owners can be classified roughly into 40 percent of “active” owners and 40 percent of “conservative” owners. Consumers that belong to the “active” group are mainly in their 40s or younger, parenting children below elementary school age, and have been pet owners for 10 years in average. Out of this group, 30 to 40 percent are keen to take their pets to outings (i.e. shopping, travelling, etc.). On the other hand, main segments of the “conservative” group are chiefly in their 50s or above, with children above junior high school age and not busy with child raising, and the average years of pet ownership is 17 years. Out of this group, approximately 10 percent are eager to take their pets to outings (to shopping or to travelling, etc.).
*Hierarchical cluster analysis is one of the multivariate analysis methods, an analytical method for identifying homogeneous clusters from the bulk of cases with miscellaneous characteristics.
“Active” Pet Owners Shifting Their Perception from ‘Owning Pets’ to ‘Living with Companion Animals’
Although pet owners currently do not have much demand for pet supplies and services such as pet insurance, pet strollers, dental care for pets using toothbrush, pet cameras (including those with treat dispenser feature) and pet diapers (for the use during outings as a manner), demand for these markets are expected to expand going forward as the pet owners are shifting their perception from ‘owning pets’ to ‘living with companion animals as a family member or a partner’.
According to the analysis results, 42.1% of the pets owned by “active” pet owners are insured, while it was only 29.6% among all pets of questionnaire respondents. Similarly, 25.8% of the “active” owners possess pet strollers, 21.3% have done dental care for pets using toothbrush, 23.1% owns pet cameras (including those with treat dispensing feature), and 18.0% uses pet diapers during outings as a manner. All of the percentages (percentage of possession/execution/use) for “active” group exceeded those of “conservative” group and “eclectic (somewhat active and somewhat conservative)” group.
Based on the survey result, it is assumed that the “active” pet owners are keen on new information, and tend to be interested in, and willing to, adopt new things.
For launching new products and services in the pet-related product/service market, it is necessary to develop a strategy to deliver a right message to the “active” pet owners.
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