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APPA’s Pet Owner Playbook - The Seven Segments of Pet Owners

APPA'S PET OWNER PLAYBOOKS

Unlock a deeper understanding of today's pet parents.

 

APPA’s Pet Owner Playbooks provide an in-depth analysis of seven distinct pet owner segments, each defined by unique attitudes, behaviors, and motivations. Uncover powerful insights from APPA's market segmentation data to uncover the “why” behind the consumer behavior of each pet owner personas. Whether you’re a brand, retailer, or innovator in the pet care space, these playbooks offer powerful insights to help you sharpen your targeting, inspire product development, and personalize your marketing strategies.

KEY BENEFITS

National Pet Owners Survey Data Platform

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Unparalleled Depth of Data

Gain access to detailed datasets and insights that go beyond the pre-packaged reports. This depth allows you to uncover competitive opportunities and trends that are specific to your business and market segment.

Customized Reporting Capabilities

Customized Reporting Capabilities

Easily tailor reports to address your specific business questions and internal needs. Filter, sort, and analyze data in a way that aligns with your strategic objectives.

Real-Time Decision Support

Real-Time Decision Support

In today’s competitive marketplace it is vital to proactive vs. reactive. Answer pressing questions about pet ownership on the fly, helping your team make informed decisions quickly and effectively.

Powerful Visualization Tools

Powerful Visualization Tools

Create your own charts and visualizations to communicate insights clearly. Whether you need quick snapshots or in-depth analytics, the Data Platform makes it simple to generate impactful, professional-grade reports.

Segmented Data Analysis

Segmented Data Analysis

Easily uncover the market segments that can provide the highest returns for your business. Run data analyses among various demographic and lifestyle groups, including generation, ethnicity, DMA, multi-pet households, and living situations. 

Intuitive & Reliable Platform

Intuitive & Reliable Platform

APPA's NPOS Data Platform is designed for ease of use, even for those without technical expertise. The platform is built on robust technology to ensure your data queries are fast, accurate, and secure. 

GET TO KNOW

APPA's Seven Pet Owner Segments

Your competitors are digging deeper than demographics, and now you can, too. APPA’s new Pet Owner Playbooks use segmentation data to reveal the motivations, values and behaviors behind pet owners' decision-making. Whether you’re scaling your business, refining your brand strategy, developing a new product, or launching a new marketing plan, these playbooks deliver accessible insights on pet owners to help you better understand your customers.

Passionate Pet Parent Cat Dad

Passionate Parents

Fun-Loving | Devoted | Extravagant

Get the Playbook

Wellbeing Warriors Woman running with dog

Wellbeing Warriors

Wellness-Focused | Social | Conscious

Get the Playbook

Adventure Seekers Woman paddleboarding with dog

Adventure Seekers

Adventurous | Conscious | Empowered

Get the Playbook

Ambitious Go-Getters

Ambitious Go-Getters

Aspirational | Impulsive | Image-Conscious

Get the Playbook

Comfort Companions

Comfort Companions

Authentic | Compassionate | Safe

Get the Playbook

Security Seekers

Security Seekers

Unconventional | Proud | Responsible

Get the Playbook

Prudent Pragmatists

Prudent Pragmatists

Cautious | Routine | Frugal

Get the Playbook

APPA’s Pet Owner Playbook - The Seven Segments

BUNDLE & SAVE

Your playbook for every pet parent.

Understanding pet owners' mindsets is a roadmap for growth. Bundle and save with APPA's Pet Owner Playbook: The Seven Segments of Pet Owners. This comprehensive guide to APPA's segmentation data provides a single, unified resource that covers all seven pet owner personas, giving your business the clarity it needs to connect with pet owners effectively and confidently – all at a reduced cost.

Learn more about how APPA's Pet Owner Playbooks can help your business.

Complete the form below to connect with our team. 

APPA RESEARCH

Trusted Across the Industry

"Real insight on the state of pet healthcare now."

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 on 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. Insights like these will help to inform our client discussions and recommendations.

Brenda Andresen
Brenda Andresen

Co-CEO

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Access the Latest Report

Discover the latest pet industry insights from APPA with the 2025 State of the Industry Report, including ownership trends, pet-related purchasing behavior, and consumer sentiment information.