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Strategic Questions You Should Ask To Know Your Target Pet Care Audience

Digital Marketing
June 19, 2023
7 min

An Ever-Changing Landscape 

With 86.9 m. households owning a pet in the United States, there is a vast business opportunity for you as a pet care business owner to pursue. Given this potential, it is vital to know  who would most likely be your target audience.

Knowing what’s trending should turn into an essential part of your pet care business strategy to boost revenue and outperform rivals. 

Over the last three decades, a major shift has shaped the American mindset of making a pet part of a family. 

As of April 2023, 85% of pet owners across the United States own a dog (63.4 m. households), while 76% own a cat (42.7 m. households).

Pet Ownership in the US (Spots, 2023)
Pet Ownership in the US (Spots, 2023)

Still, are pure numbers enough for you to sell more pet goods and services? 

Not at all! 

Instead of playing the numbers game, you should understand the reasons behind what’s trending among pet owners now and years ahead. Herewith, asking target audience questions is of crucial importance for your marketing effort in pet care niche.

An overwhelming humanization of pet care has shaped individual lifestyles while Americans are virtually parenting their furry friends. In 2022, Forbes reported that even during the pandemic, 78% of US pet lovers acquired a pet.

The trend signals a vast market potential for your business in pursuing Millenials and GenZ as your target audiences.

US Pet Ownership Across Demographic Groups (Forbes, 2022)


Here, you see that GenZs are most open to diverse pet ownership beyond conventional pet ownership categories of cats and dogs. In their turn, Millennials are so far the majority of pet owners (33%) almost equally followed by Gen X (25%) and Baby Boomers (24%).

US Pet Ownership Demographics (Common Thread Collective, 2023)
US Pet Ownership Demographics (Common Thread Collective, 2023)

Pet parenting along with growing adoption rates have altogether led to an unprecedented growth of pet care spending from $123.6 b. in 2021 to  $136.8 b. in 2022. With that, more and more Americans are getting generous while helping their furry friends adjust to being home alone.

While these pet market numbers suggest stable industry growth in the coming future, you certainly want to know more about your target customers.

How Far Do You Know Your Customers?

Beyond the essential stats that feature the surge of the North American pet market, there are critical questions you should ask yourself to keep your pet business afloat and expand to a new level: 

  • Is everyone around the block your perfect customer? 
  • Does everybody need the products from the variety of your offer? 
  • Why should anyone buy from you rather than your competitors?
  • What makes your selling proposition unique?

If you are not yet among the top pet industry league with millions of site visits a month, you’ve probably not invested enough in answering these strategic questions.

US Pet Market Leader by Organic Traffic (SimilarWeb, April 2023) 

 Top Pet Market Players by SimilarWeb, April 2023

Granulating Customer Profiles

Let’s now dive deeper into your target customer profile with Promodo digital marketing experts.

Digging beneath your customer base is your strategic must-have. While you are going digital, so are your target customers and closest rivals. Essentially, your target audience is people who are buying goods and services for their pets.


The more you spend on customer research and ask audience survey questions, the more you’ll save on your marketing budget. Kateryna Husachenko, Marketing Strategist at Promodo. 

With a maximum focus on return on ad spend (ROAS), be sure to follow purchasing behaviors and buying decisions of your target segments.

Knowing your customers is beyond a conventional set of metrics offered by artificial intelligence (AI) systems like Google and Facebook. Instead, your job is to feel the market and project the shifts in customer behaviors. 

Here are more target market survey questions you’ve probably passed by recently:

So, who makes the majority of your pet care customers? 

by demographics:

  • Gender 
  • Age group (Gen Zs, Millennials, Baby Boomrers, Gen Xers)
  • White collars vs. blue collars
  • Millenials, GenZs, Baby Booomers, Gen Xs
  • Americans  (local neighborhoods, community members)
  • Immigrants (diaspora members)

by education:

  • No degree
  • High school
  • College degree
  • University

by income level:

  • Less than $60.000 y.
  • $ 60-80.000 y.
  • $ 80-100.000 y.
  • More than $100.000 y.

While working on how to identify your target audience, you may dive deeper by segmenting your targets’:

  • Lifestyles
  • Hobbies and interests
  • Professional/amateur memberships
  • Nuclear/extended family
  • Children/childless
  • Property ownership.

Obviously, the more questions you ask your audience, the more sales you’ll generate. These audience analysis questions are crucial for you to further target your pet care customers. Plus, an in-depth research is important to explore the closest referral groups. These are the most trusted people by your customers: family members, neighbors, closest friends, acquaintances, co-workers, or anyone who’s already bought from you and probably recommended your pet care stuff to others.  Kateryna Husachenko, Marketing Strategist at Promodo.

In-person recommendations from referrals predetermine rational buying decisions and a final choice of the most preferred brand among similar products and services offered by the competitors.  

We Are Here to Upscale Your Pet Care Business!
Earn more with the customized pet care strategies by Promodo!

There are more critical questions on the digital pet care agenda to come, so be ready to go the extra mile:

  • Purchasing power: How much are your targets ready to spend on their pets a day, week, month, a year?
  • Price sensitivity: Will your customers get price sensitive, say, if you increase the price for your most popular items by 5%
  • Customization: What are the individual preferences shared by the majority of your target customers?
  • Purchasing behaviors: rational vs. irrational.
  • Purchasing choices: Are most of your customers buying online or prefer visiting your retail pet shop? 
  • Mobile friendliness: How many customers are ordering your pet care products/services through mobile apps? 

By actualizing your customer profiles, you’ll know your target audience from within. The better you know your audience, the closer you get to them and spark loyalty in return.

The demand for your top offers will mostly depend on how far you follow marketing shifts. Resonating with immediate customer needs and preferences is essential to your marketing performance.

Over time, collective customer profiles will feature your top audience segments. Understanding what your customers want through maximum customization is at the heart of the marketing effort. Therefore, there is no more question of why is it important to know your target audience!

Your effective marketing strategy will embrace psychographic analysis of your pet care clientele as well as their immediate needs. So, while identifying your audience, be sure to know their: 

  • Routine pet care problems
  • Barriers that deter them from spending more on their pets
  • Drivers that push them to spend more on pet care
  • Purchasing triggers that make them purchase above the planned budget
  • Factors that affect purchasing decisions
  • Preferred communication points 
  • Individual user experiences with your products or services.

Continuous monitoring of collective customer profiles is your best-fit response to the ever-changing trends. Every single aspect here is changing over time and so are the preferences of individual customers. 

By identifying essential client needs, you’ll keep up with the league of top pet care providers, at least locally.  Rather than relying on generalized customer profiles, get to know your customers as far as possible. Kateryna Husachenko, Marketing Strategist at Promodo.

With that, you’ll be far more confident about: 

  • Typical customer behaviors and individual preferences  
  • Most demanded products and services 
  • Business growth points 
  • Expansion opportunities.

Once you’ve already established your customer base, we suggest 5W segmentation as the best-fit model to: 

  • Outline individual customer experiences 
  • Spot potential consumers who need your products most
  • Use communication channels and SMM platforms with the best resonating effect 
  • Reveal additional sales and promotion channels
  • Embrace multiple segments of your target and potential audience.

If you are already targeting a sufficient pool of customers, we suggest using JTBD which will help you:

  • Engage more customers
  • Diversify your products and services
  • Expand towards new markets.

Our experts will help you develop detailed customer profiles to know more about people’s daily habits and routines and their most preferred pet care products and services.

Promodo team is here to make your pet care business grow!
Benefit from our finest pet care

Written by
Taras Bereza

Content Marketing Manager at Promodo

Taras has 16 years of hands-on copywriting experience overseas with 3000+ unique copies.

Accredited with Certificate of Proficiency in English (C2 level) by Cambridge University. Studied at Writing Launch Academy (United States) and owns an Academic Writing Certificate from Oregon University. Author of 12 dictionaries with Apriori Publishers.

Written by
Kateryna Husachenko

Marketing Strategist at Promodo

Expertise: agricultural market, fintech, SAAS, automotive products, children's products. 10+ years of experience in strategic marketingIn the area of ​​my competences:conducting qualitative and quantitative research of consumersdetermination of brand growth pointsformation of UTP of the brandpositioning development.

June 19, 2023
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