WPA moves into market research with PetLens

The World Pet Association (WPA) is moving into market research. Together with the consultancy BSM Partners, the US trade association behind the Superzoo trade show has set up PetLens, a programme of recurring reports for retailers, brands and distributors. It was presented at Superzoo 2026 in Las Vegas; the first report is due in September.

That report, PetLens Pulse, is to appear monthly and is structured around five areas: sentiment and ownership, spending and shopping behaviour, category and product, discovery and loyalty, and health and wellness. A second format, PetLens Spotlight, is planned quarterly and will examine an individual product category or an industry trend in more depth.

The data comes from continuous tracking and surveys of more than 75,000 pet owners run by BSM Partners, interpreted by data scientists, researchers, veterinarians and product scientists. Alongside dogs…