Playground →
Petco's nearest audiences span an unusually wide range of retail and service categories — hair salons, home goods, office supplies, beauty, coffee, eyewear, and furniture all appear in the top 10 — with no single subcategory dominating and scores compressed between 0.94 and 0.90.
The shape is flat: Supercuts leads at 0.94, followed closely by HomeGoods at 0.94 and Office Supplies & Services at 0.93. Pet Supplies & Services — the category-level peer — also sits at 0.93, meaning Petco's own subcategory is present but holds no special advantage over neighbors from entirely different retail and service verticals. Sephora (0.92) and Coffee & Tea (0.91) extend the mix further, and LensCrafters (0.91) and Mattress Firm (0.90) round out a set that crosses apparel, services, and specialty retail. The one genuine outlier in kind is Josh Gad (0.90), an actor — the only Celebrities and Influencers entry in the top 10 — sitting comfortably inside a band otherwise composed entirely of brick-and-mortar retail and service brands. The subcategory distribution here is the finding: no single retail vertical owns this audience shape; instead, it mirrors the broad, errand-driven consumer who moves across strip-mall and service-center categories without strong clustering around any one of them.
That cross-category flatness suggests Petco's audience is defined less by pet ownership as a niche identity and more by a general pattern of routine, in-person consumer behavior shared with a wide range of everyday service and retail brands.
