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Brand Building in the U.S. Pet Products Market

Packaged Facts
December 1, 2006
148 Pages - SKU: LA1219008

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Countries covered: United States

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Consumer demand for premium, natural/organic, and health-related pet products, the high degree of interest in pet care services, sales growth in non-traditional retail channels, and an influx of new competitors including powerful human brands are driving marketers of pet products and services to bolster existing brands and create new ones. The much-touted strong growth prospects of this market have attracted the attention of a broad range of company types, from innovative pet specialty start-ups determined to make their mark with new-generation products and brands (e.g., Greenies, Bamboo), to marketers of well-known human brands seeking to parlay their clout into suitable pet categories (e.g., 3M, Disney). Upping the competitive ante even further is the determination of many retailers to develop and compete upon compelling store brands, making it all the more important for manufacturers to keep their brands at the leading edge of product innovation and quality. Some of the most familiar brands in the U.S. pet market are, in fact, not those of marketers, but of PetSmart, Petco, and etailer PetMed Express, which together spent over $235 million on national consumer advertising in 2005, and whose private-label programs continue to expand.

Brand Building in the U.S. Market for Pet Products and Services, a groundbreaking Packaged Facts pet trends report, examines branding strategies in the following areas—manufacturer brands, private-label brands, and licensed/human brands—and identifies the pet market labels most (or least) important to U.S. consumers, as well as those brands currently increasing their household penetration rates. It provides case histories of successful marketing initiatives, charts the most powerful and innovative brands, and predicts which brands will thrive and expand across category lines in the years to come.

Packaged Facts’ Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products and services. No other market research publisher offers the breadth and depth of coverage in this lucrative, fast-growing industry. Other titles include Pet Food in the U.S., Oral Care Products for Pets, Pet Products in Nontraditional Outlets, The U.S. Pet Insurance Market, Pet Supplements and Nutraceuticals, Natural, Organic and Eco-Friendly Pet Products, and Pet Care Services in the U.S.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at industry trade shows; informal interviews with members of the trade; and an on-site examination of the retail milieu, including mass-market outlets, pet specialty shops, and veterinary clinics. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant trade, business, and government sources; company reports including annual reports, 10Ks, and other financial releases from public companies; company profiles in trade and consumer publications; and other reports by Packaged Facts, which has been reporting on pet-related markets for nearly two decades.

Information on new product introductions is derived from reports in the trade press and online, as well as detailed Productscan data from Datamonitor. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) spring 2006 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
Brand Building in the U.S. Market for Pet Products and Services offers unique perspective on this burgeoning market. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Chapter 1: Introduction

Market Definition and Methodology
Report Methodology
The Pet Market Environment
Why Brands Matter
Table 1-1a: U.S. Pet Industry Sales by Segment, 2003-2009 (in billions of dollars)
Table 1-1b: U.S. Pet Industry: Average Annual Growth by Segment, 2003-2009 (percent)
Humanization Factor Spurs Product Upscaling
Interest in Health-Related Products, Services Supports Branding
Interest in Natural/Organic Products Opens New Branding Doors
Table 1-2: Number of Natural and Upscale Pet Products by Package Tag, 1999-2006
Table 1-3: Dog and Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
Retail Trends
Big-Box Consolidation
Private-Label Growth
Growth of Non-Traditional Outlets
Premium Demographic Shifts
Figure 1-1: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
Figure 1-2: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
Household Usage Rates and Consumer Attitudes by Pet Product Category and Brand
Household Penetration Rates Static for Most Brands
Consumer Attitudes about Pet Products and Brands
Table 1-4: Household Penetration Rates for Selected Branded Pet Products by Type, 2004-2006 (U.S. households)
Table 1-5: Household Penetration Rates for Selected Pet Product Brand Lines, 2004-2006 (U.S. households)
Table 1-6: Consumer Indices for Use of Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
Table 1-7: Consumer Indices for Use of Branded Pet Product Lines by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
Table 1-8: Consumer Indices for Use of Branded Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)

Chapter 2: Building Manufacturer Brands

Introduction: An Environment Ripe for Compelling Brands
Top Pet Food Brands
Top Non-Food Pet Brands
Top Brands in Pet Services Include PetSmart and Petco
National Pet Brand Common Denominators
Billion-Dollar-Plus Human Product Cross-Overs
Table 2-1: Pet Product Marketers with Total Company Revenues of More Than $1 Billion, 2006 Newell Rubbermaid Drops Off List
New Breed of Human Cross-Overs May Pose New Branding Threat
Playing the Consumer Advertising Card
Table 2-2: How Pet Owners Usually Becomes Aware of New Pet Products: By Species of Pet Owned (percent)
Figure 2-1: Share of Pet Market National Advertising Spending by Segment, 2003-2005 (percent)
Table 2-3: Pet Market National Advertising Spending by Segment, 2003-2005 (in thousands of dollars) Pet Food Advertising Spending at $277 Million
Figure 2-2: Marketer Shares of National Advertising Expenditures for Pet Food: 2003-2005 (percent) Non-Food Pet Supplies Advertising
Table 2-4: Share of National Advertising Expenditures on Non-Food Pet Supplies by Marketer and Brand, 2003-2005 (percent)
Veterinary Product Advertising Spending
Pet Retailers’ Advertising Spending on the Ups
Pet Specialty Brands Rely Mainly on Promotions, Advertising
Masterbranding Existing Brands
Figure 2-3: Most Advertised Pet Food Brands, 2005 (percent)
Acquiring Market Innovators
Crossing Category Lines
Mass to Specialty Cross-Over, and Vice Versa
Channel Exclusivity
Professional Endorsement and “Pro-Branding”
Kong Line Embraced by Professional Trainers
Celebrity Branding
Brand “Stabling” Gives Central Garden & Pet and Spectrum Brands Broad Cross-Category Presence
Del Monte Launches “Project Brand”
Less Traditional Brand Development Approaches Include Blogging and Licensing
McKinsey Report Highlights Breakthrough Brands
The Case of Greenies
The Case of Munchkin/Bamboo
Other Pet Product and Service Brand Success Stories
Looking Ahead
Innovation and Premiumization
Pending Acquisition?
Cross-Over Opportunities for Pet Food Giants
Increasing Competition from Store Brands
Innovation and Brand Repositioning
Internet and Experiential Marketing
In-Store Marketing

Chapter 3: Building Private-Label Brands

Introduction: Overall U.S. Market Perspective
Balancing Quality and Value
Brand Loyalty vs. Store Loyalty
The Role of Private-Label Manufacturers
Natural/Organic’s Mainstream Thrust Extends to Private-Label
Private-Label Penetration Lags in Pet Market
Table 3-1: Number of New Private-Label Pet Product Lines, 2002-2006
Table 3-2: Number of New Private-Label Pet Product SKUs, 2002-2006
Figure 3-1: Private-Label Share of IRI-Tracked Sales of Pet Products by Category, 2000 vs. 2005 (percent)
Table 3-3: IRI-Tracked Sales of Pet Products by Category and Segment: Total vs. Private-Label, 2000-2005
Why the Slower Going?
Figure 3-2: Factors Influencing Purchasing of Pet Food: 2006 (percent)
Positive Prospects and Pockets of Growth
Manufacturers Buying into Private-Label
Mars Acquires Doane Pet Care
Dad’s Bets on Corporate Brands/Treats
Wal-Mart Out Front in Mass-Market Private Label
Target Also Coming on Strong
Natural/Organic at Front of Supermarket Push
Pet Specialty Retail Leaders Build Own Brands Through Heavy Consumer Advertising
Table 3-4a: National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (in thousands of dollars)
Table 3-4b: Share of National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (percent)
Table 3-5: Independent Pet Specialty Store Advertising Spending by Type of Media, 2004 (in dollars and percent)
PetSmart’s Private-Label and Brand-Building Initiatives
Table 3-6: PetSmart Store Brands by Trademark Name, Usage, and Filing Date
Petco’s Private-Label and Brand-Building Initiatives
Table 3-7: Petco Store Brands by Trademark Name, Usage, and Filing Date
PetMed Express and Drs. Foster & Smith
Independent Pet Shops Also Pushing into Private Label
Private-Label Risks and Challenges
Success Stories
Boutique Private-Label Initiatives
Private-Label Pet Products Also Catching on in Non-Pet Retailers
Looking Ahead
Room to Grow
Premium Private Label
A New Private-Label Experience?
Tiered Private Label and Increased Retailer Involvement

Chapter 4: Building Licensed Brands

Humanization and Kids Are Key Market Drivers
Table 4-1: Number of New Licensed Pet Product Lines, 2002-2006
Table 4-2: Number of New Licensed Pet Product SKUs, 2002-2006
Figure 4-1: Share of U.S. Pet-Owning Households with Child Under 18 in Household: By Type of Pet, 2004 (percent)
Pet Market Licenses Cover All Bases
Table 4-3: Total U.S. Licensing Revenues By Property Type, 2004 vs. 2005 (in millions of dollars and percent)
Licensing Pros…
…and Cons
The SpongeBob Phenomenon
Classic Media Parlays Lassie into Pet Food Brand
Licensed Dogsters Line Taps into Fast-Growing Frozen Pet Food Niche
4Kids Entertainment Reps American Kennel Club and Cat Fanciers Association
Jakks Pacific Unleashes Flood of Licensed Brands
Pet Pals Acquisition Includes AKC License
New Deals with MGA Entertainment (Bratz) and Marvel (Spider-Man Et Al)
The Cat Fanciers Association Deal
The Meow Mix Deal
Company Signs on with Snoop Dogg
Pet Brands Banking on Milk-Bone and 9 Lives Licenses
Cardinal Creates Own Character License: Crazy Pets
Kroger’s Private-Label Dog Food Based on Disney’s Old Yeller
Additional Forays Into Licensed Pet Products
Looking Ahead

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