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For several years, MarketPlace has tracked pet trends via an annual survey of U.S. pet parents designed to track audience awareness, attitudes, and behaviors related to the pet nutrition category. This report is based on our 2023 survey of 765 pet parents (those who own at least one dog, cat, or horse), including a subset of 282 pet supplement shoppers.

In this 42-page report, we present findings from this study, including:

→ Pet trends influencing supplements, food, and treat purchases
→ Ingredients that influence purchase
→ Preferred proteins in pet nutrition
→ Preferred pet supplement formats
→ Benefits (need-states) that drive pet supplement purchase
→ Pet supplement consideration drivers
→ Retail channel and category shopping habits
→ Shifts in pet-related spending

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Jon Copeland leads our research and insights team, informing critical business and brand decisions with proprietary consumer trend research and market intelligence.
Nicole Hill drives visionary change for businesses and brands, from global enterprises to entrepreneurial startups.