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Article: Unleashing growth in the pet category with Walmart first-party data

A deep dive into pet ownership and customer trends

With two-thirds of U.S. households owning pets, it's the perfect time to delve into the spending habits of pet parents. How do they choose to spoil their furry, feathered, and scaly companions? And how has the fluctuating economy changed these habits?1

From premium food to seasonal fashion, new data from Walmart Luminate reveals customers are willing to invest in a wide range of products and accessories that prioritize their pets’ health and happiness: 

  • 72% of surveyed Walmart customers said they pamper their pets on holidays with gifts and surprises2

  • 90% said they are planning to celebrate National Pet Month by purchasing a new treat for their pet companion2

  • 43% said they are willing to spend up to $25 for a health & wellness product for their pet2

For more detailed insights, tips, and best practices, check out our National Pet Month Insight Guide to help you unleash your brand’s potential and unlock new opportunities.


1. https://www.forbes.com/advisor/pet-insurance/pet-ownership-statistics/#sources_section 

2. Walmart First-Party Data, Walmart Customer Spark Community. Walmart Luminate, March 2024.