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APPA'S SEVEN SEGMENTS OF PET OWNERSHIP

Unlock a deeper understanding of today's pet parents.

Introducing APPA’s Pet Owner Segmentation Guide! Based on extensive research, this report introduces seven distinct pet owner segments, each defined by unique attitudes, behaviors, and motivations. Whether you’re a brand, retailer, or innovator in the pet care space, this guide offers powerful insights to help you sharpen targeting, inspire product development, and personalize your marketing strategy.

 

Activate data-driven decisions across your brand, product pipeline, and marketing with the Executive Guide today—and get ready for full profiles launching soon.

NPOS DATA PLATFORM

Unlock a wealth of pet owner data to transform your business.

The new NPOS Data Platform from the American Pet Products Association (APPA) is a powerful resource for pet industry businesses. Access five years of trended insights from the National Pet Owners Survey and robust visualization and analysis tools to help you make data-driven decisions quickly and effectively.

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 segmentation framework reveals the motivations, values and behaviors behind pet owner decision making. Whether you’re scaling your business, refining your brand strategy or initiating a new marketing plan, this Executive Guide delivers accessible insights on pet owners to help you better understand your customers.

Passionate Pet Parent Cat Dad

Passionate Parents

Fun-Loving | Devoted | Extravagant

Wellbeing Warriors Woman running with dog

Wellbeing Warriors

Wellness-Focused | Social | Conscious

Adventure Seekers Woman paddleboarding with dog

Adventure Seekers

Adventurous | Conscious | Empowered

Ambitious Go-Getters

Ambitious Go-Getters

Aspirational | Impulsive | Image-Conscious

Comfort Companions

Comfort Companions

Authentic | Compassionate | Safe

Security Seekers

Security Seekers

Unconventional | Proud | Responsible

Prudent Pragmatists

Prudant Pragmatists

Cautious | Routine | Frugal

Be the first to hear when our full segmentation profile reports are available!

RECENT REPORTS

Gain Insight on Pet Industry Trends & Consumer Behavior

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.