How do Gen Z
pet buyers differ from other
generations?

Online is crucial to Pet Care as both dollars & units are continued drivers of industry growth

Source: NIQ Omnisales, Total Omni, In-Store, and Online, Pet Care L52W w/e 04/20/24

Younger Gen Z’s ratio of spend on Pet Care out of Total Store is a dominant 10% for Online

*Share of Req Loyalty basis Total Store
Source: NIQ Omnishopper, Total In-Store vs Online, All departments by Age Demos L52W w/e 04/20/24

Gen Z is poised to follow Millennials and transition to Online dominant shopping for Pet Food

*Buyers are not mutually exclusive, cannot sum for Total Omni $ Buy Rate
Source: NIQ Omnishopper, Total In-Store & Online, Pet Food by Age Demo L52W w/e 04/20/24

Focusing on new ways to reach younger Pet parents will help brands gain awareness long term

Source: Spectra MRI Simmons Leisure and Lifestyle, Total Pet Care and Total Gen Z

And while they haven’t reached their full spend potential their multi-year trend out paces Total US

Source: NIQ Omnishopper, Total Omni, Pet Care by Age Demos L52W w/e 04/20/24

They are also bucking industry trends with double-digit growth in declining Bird & Fish categories

Source: NIQ Omnishopper, Total Omni, Pet Categories Age 25-29 Demo L52W w/e 04/20/24

In fact, across non-traditional Pets, Gen Z either leads or is the only generation growing spend

Source: NIQ Omnishopper, Total Omni, Petcare Department, Target Animal, Generations Demo L52W w/e 03/23/24