Paws and Claws

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Paws and Claws
A Syndicated Study on Canadian Pet Ownership June, 2001

Table of Contents
BACKGROUND AND REPORT STRUCTURE .........................................................................1 METHODOLOGY...................................................................................................................2 EXECUTIVE SUMMARY ........................................................................................................4 Who Are Pet Owners?.....................................................................................................4 Owners’ Relationships with Their Pets..............................................................................4 Pet Owner Segments ......................................................................................................5 Cat Owners and Dog Owners ..........................................................................................8 Pet Health ......................................................................................................................9 Pet Food ...................................................................................................................... 10 CONCLUSIONS AND IMPLICATIONS ...................................................................................11 Targeting the Market ..................................................................................................... 11 SECTION ONE: MARKET SIZE FOR COMPANION ANIMALS AND COMPOSITION ..............17

Statistics Canada Data ................................................................................................. 20 Dog Purchase Channels............................................................................................... 21 Dog Age......................................................................................................................... 22 Dog Gender................................................................................................................... 23 Dog Breeds ................................................................................................................... 23 Breed Groupings........................................................................................................... 23 Indoor/Outdoor ............................................................................................................. 24

Microchipping................................................................................................................ 24 Pet Insurance for Dogs ................................................................................................. 25 Cat Purchase Channels................................................................................................ 26 Cat Age.......................................................................................................................... 27 Cat Gender.................................................................................................................... 27 Cat Breeds .................................................................................................................... 27 Indoor/Outdoor .............................................................................................................. 29 Microchipping................................................................................................................ 29 Pet Insurance for Cats .................................................................................................. 30 Pet Food Channels ....................................................................................................... 30

SECTION TWO: P ET OWNERSHIP AND ATTITUDES ..........................................................33 Canadians’ Attitudes Toward Pet Ownership............................................................... 33 Pet Owners Attitudes...
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