The Target Market for Pet Grooming: Demographics, Preferences, and Opportunities 2023

Running pet grooming you have to satisfy two clients at once! The owner and his pet.

The target market for pet grooming refers to pet owners. And on them, we will focus in this article. Who are they? How old are they? Where do they live?

In this article, we will explore the demographics, preferences, and opportunities for pet groomers. By the end, you will have a comprehensive understanding of the market and be equipped to make informed decisions for your pet grooming business.

Target Market for Pet Grooming

What is Pet Grooming?

You already know what dog grooming is if you’re reading this. But first, it’s crucial that we define the word “pet grooming” and make sure everyone is on the same page before we go into the specifics of the target market for pet grooming.

Explanation of Pet Grooming Services

Pet grooming is a specialized service dedicated to maintaining and enhancing the appearance and hygiene of pets. Professional groomers take care of various aspects of a pet’s grooming needs, including coat, nail, ear, and dental care. Groomers help pets look their best and contribute to their overall health and well-being by providing these services.

The most popular is dog grooming but also cat grooming and even horse grooming are practiced.

Most Popular Dog Grooming Services

The pet grooming industry offers a wide range of services to cater to the diverse needs of dog owners. Some of the most popular dog grooming services include:

  1. Bathing and shampooing: Groomers use specially formulated dog shampoos and conditioners to clean the dog’s coat and remove dirt, debris, and odors. This process often includes a thorough brushing to help remove tangles and loose hair.
  2. Hair trimming and styling: Depending on the dog’s breed and owner preferences, groomers may trim and style the dog’s coat using various tools such as scissors, clippers, and thinning shears.
  3. Nail clipping and grinding: Regular nail maintenance is essential for a dog’s comfort and health. Groomers clip and file the dog’s nails to prevent overgrowth and reduce the risk of injury.
  4. Ear cleaning and plucking: Ears can be a breeding ground for bacteria and yeast. Groomers clean the dog’s ears and, if necessary, remove excess hair to promote better air circulation and prevent infections.
  5. Teeth brushing and dental care: Oral health is important for dogs. Groomers may offer teeth brushing services using dog-safe toothpaste and provide recommendations for maintaining dental hygiene at home.
  6. De-shedding treatments: For dogs with heavy shedding coats, groomers offer de-shedding treatments to help reduce the amount of loose hair and keep the coat healthy.
  7. Spa and wellness treatments for dogs: Some groomers offer additional services such as aromatherapy, massages, and other treatments to provide a pampering experience for dogs.

By offering a variety of services, pet groomers can cater to the diverse needs of their clients and ensure a steady stream of business.


The Target Market for Pet Grooming

Pet Owners by Generation

As for the target market for pet grooming, pet owners of different ages have different preferences and needs. Here’s a breakdown of pet owners by generation(information from Forbes):

  • Gen Z: 16%
  • Millennials: 33%
  • Gen X: 25%
  • Baby Boomers: 24%
  • Silent Generation: 2%

Considering the size of the Millennial pet owner segment, it’s crucial to create marketing strategies that appeal to this generation. This may involve utilizing social media, offering eco-friendly and natural grooming products, and providing services that prioritize convenience and efficiency.


Create pet grooming adapted to a specific generation! By focusing on specific age groups, we can better tailor marketing strategies.

Each generation expects a different customer experience. Adapting a pet grooming salon to the expectations of a certain group of customers can set you apart from the competition!

Most Popular Pets

Knowing the most popular pets can help pet groomers tailor their services and marketing strategies. The top pets in the U.S. are(information from Forbes):

  • Dogs (65.1 million households, 67%)
  • Cats (46.5 million households, 35%)
  • Freshwater fish (11.1 million households)
  • Small animals (hamsters, gerbils, rabbits, guinea pigs, chinchillas, mice, ferrets) (6.7 million households)

It is clear that dog grooming service will be most needed.


Here are two potential approaches to the use of this different target market for pet grooming:

1. Specialize in dog grooming:

Given the high demand for dog grooming services, one option is to specialize exclusively in dog grooming. A business that has a smaller variety of services will be simpler to run.

2. Add grooming services for less common pets:

While dogs are the primary focus of many pet groomers, there may be opportunities for growth by expanding services to cater to other popular pets, such as cats, horses, or small animals. This approach can help tap into new market segments and diversify revenue streams.

Gender Distribution Among Pet Owners

A significant majority of pet owners are female, with 60% of pet owners identifying as women. This demographic trend has implications for the pet grooming industry in terms of marketing and service offerings. (Information from Mintel)


To capitalize on the gender distribution among pet owners, pet grooming salons can create an environment where women feel comfortable and cater to their preferences. Focusing on the preferences of one gender will make the pet grooming salon unique.

Income Levels of Pet Owners

Pet ownership is more prevalent among higher-income households. In fact, 60% of households with incomes topping $80,000 have pets, compared to only 36% of households with incomes under $20,000. This shows that mainly wealthy people own a pet. (Information from Yahoo)


By targeting higher-income customers, pet groomers can increase their chances of success. Some strategies for attracting higher-income clients include offering premium services, using high-quality products, and establishing a professional online presence.

Residence Types and Pet Ownership Rates

Pet ownership rates vary depending on the type of residence and its location. Pet ownership is lowest among city dwellers and highest among people who live in the least urban areas or near/in urban areas with populations below 100,000. This information can help pet groomers identify the best locations for their businesses and target their marketing efforts accordingly. (Information from Avma)


For example, groomers located in more urban areas may want to focus on offering mobile or pick-up and drop-off services to cater to busy city dwellers. On the other hand, groomers in less urban areas might consider offering a wider range of services, including boarding and training, to meet the needs of their clientele.

Interesting Facts

Here are some noteworthy statistics about pet ownership in the U.S. that can be useful in determinate the target market for pet grooming:

  • 66% of U.S. households (86.9 million homes) own a pet.
  • One quarter (23%) of pet owners say they would pay for medical procedures to extend the life of their pet, regardless of the cost.
  • Americans spent an incredible $11 billion on pet supplies last year, showcasing the nation’s love for their furry companions.

(information from Forbes, Mintel)

These facts demonstrate the potential for growth in the pet grooming industry, as pet owners are willing to invest in the well-being and happiness of their pets. Groomers can capitalize on this by offering value-added services and products, ensuring a top-quality experience for both pets and their owners.

BONUS: Get to Know Your Audience Better with Analytical Tools

For a deeper understanding of your target market for pet grooming and to better customize your pet grooming salon’s offerings, consider using insightful tools like Sprout Social. This comprehensive social media management platform provides detailed social media analytics, helping you uncover your audience’s preferences and habits.

sproutsocial analytics

By examining the performance of your social media posts, you can determine which content types truly connect with your customers. Recognizing patterns in engagement, such as likes, comments, and shares, can reveal what aspects of your pet grooming services and promotions appeal most to your clientele.

Sprout Social’s analytics capabilities empower you to:

  • Assess post-performance across multiple social media platforms, including Facebook, Instagram, Twitter, and LinkedIn.
  • Keep track of audience demographics, like age, gender, and location, enabling you to refine your marketing strategies.
  • Discover the optimal times to post on each platform based on your audience’s online behavior.
  • Evaluate the success of your social media campaigns and return on investment (ROI) through adjustable reporting tools.
  • Gain a competitive edge by learning about your competitors’ social media performance.

By tapping into the potential of social media analytics with tools like Sprout Social, pet grooming salons can obtain valuable knowledge about their target audience’s preferences and tendencies. This information can be employed to develop more effective marketing strategies. Definitely worth the investment!

Conclusion: The Target Market for Pet Grooming

In summary, understanding the target market for pet grooming is essential for success in the industry. By considering factors such as age, pet popularity, gender, income levels, and residence types, pet groomers can tailor their services and marketing efforts to effectively reach their desired audience. Additionally, being aware of the interesting facts and statistics related to pet ownership can help groomers make informed decisions to grow their business.

Whether you’re just starting your pet grooming journey or looking to expand your existing business, leveraging this knowledge will undoubtedly give you an edge in the competitive pet grooming market. For more tips and ideas on how to attract and retain clients, check out this guide on how to get dog grooming clients, and for inspiration on engaging your audience on social media, explore these 10 dog grooming social media post ideas.