Pet Food in the U.S.: Riding the Premium Wave

• Scope of Report
• Report Methodology
• Market Overview
  • Pet Food Sales Reach $14.5 Billion in 2005
  • IRI-Tracked Sales Down 5%
  • Dog Biscuits/Treats Is One Bright Spot
  • Dog Food Still Over Half the Market
  • Figure 1-1: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent)
  • Market Share by Retail Channel
  • Top Five Players Control Three-Quarters of the Market
  • Figure 1-2: Top Five U.S. Marketers of Pet Food, July 2006 (percent)
  • The Mass-Market Leaders
  • Consumer Advertising Spending at $277 Million in 2005
  • Hundreds of New Products Hitting the Scene
  • Retail Trends
  • Over 50 Million Households Own Dogs or Cats
  • Pet Food Spending: Trends and Demographics
  • Figure 1-3: Average U.S. Household Expenditures on Pet Food, 1994-2004 (in dollars)
  
  
• Dog Food
  • Total Dog Food Sales at $8.7 Billion in 2005
  • Figure 1-4: U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Chart Gradual Decline
  • Nestlé Purina Dominates Dog Food Category
  • 2006 a Record Year for New Dog Food Products
  • The Upscale Thrust: Natural, Functional, and Special Diet Foods
  • 32% Usage Rate for Packaged Dry Dog Food
  
  
• Cat Food
  • Total Cat Food Sales at $4.9 Billion in 2005
  • Figure 1-5: U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Down 8% Since 2001
  • Iams Jumps to No. 2 in Cat Food Market
  • Over 100 New SKUs Appear in First Six Months of 2006
  • 32% Overall Usage Rate for Packaged Dry Cat Food
  
  
• Other Pet Food
  • Total Other Pet Food Sales at $869 Million in 2005
  • Figure 1-6: Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
  • Marketer Overview
  • Marketing and New Product Trends
  • Population Trends: Household Penetration Increasing for All Animal Types

Chapter 2: Market Overview

• Introduction
  • Scope of Report: Three Main Categories
  • Terminology
  • Exclusions
  • Other Marketing Classifications
  
  
• Market Size and Growth
  • Pet Food Sales Reach $14.5 Billion in 2005
  • Table 2-1: U.S. Retail Sales of Pet Food, 2001-2005 (in millions of dollars)
  • IRI-Tracked Sales Down 5%
  • Figure 2-1: IRI-Tracked Sales of Pet Food, 2001-2005 (in millions of dollars)
  • Dog Biscuits/Treats Is One Bright Spot
  • Table 2-2: IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
  • Table 2-3: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2002-2005 (percent)
  • Table 2-4: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
  • Table 2-5: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2001-2005 (in millions of dollars)
  
  
• Market Composition
  • Dog Food Still Over Half the Market
  • Figure 2-2: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent)
  • Dry Food Accounts for About Half the Market
  • Figure 2-3: Share of IRI-Tracked Sales of Pet Food by Type: 2001, 2003, 2005 (percent)
  • Table 2-6: Share of IRI-Tracked Sales of Pet Food by Segment, 2001-2005 (percent)
  • Independent Pet Stores: Share of Sales by Animal Type
  • Table 2-7: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
  • Dog Food Is No. 2 Category in Pet Specialty Stores
  • Table 2-8: Share of Pet Specialty Retailer Sales by Category: 2004 (percent)
  • Table 2-9: Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
  • Market Share by Retail Channel
  • Figure 2-4: Share of U.S. Pet Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Table 2-10: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasers vs. Sole Purchasers, 2003 vs. 2005 (U.S. households with dogs or cats)
  • Channel Loyalty Increasing Among Online Shoppers
  • Figure 2-5: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type, 2003 vs. 2005 (U.S. households with dogs or cats)
  
  
• Market Outlook
  • The Premium Product Thrust
  • Figure 2-6: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
  • The Retail Thrust
  • Pet Population Trends
  • Table 2-11: Percentage of U.S Households That Own a Pet: 1988-2004 (percent)
  • Table 2-12: Number of U.S Households That Own a Pet: 1988-2004 (in millions)
  • The Aging Pet Population
  • The Boomer Factor
  • Figure 2-7: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Table 2-13: Dog and Cat Ownership Indices: By Adult Age Bracket, 2005 (U.S. households)
  • Other Key Demographics
  • Figure 2-8: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
  • Looking Ahead: Market to Approach $19 Billion by 2010
  • Table 2-14: Projected U.S. Retail Sales of Pet Food, 2005-2010 (in millions of dollars)
  • Natural and Organic Foods
  • Figure 2-9: U.S. Retail Sales of Natural and Organic Pet Food, 2001, 2005, 2010 (in millions of dollars)
  • Functional Foods, Treats, & Nutraceuticals
  • Packaging
  • Human Branding
  • Value Marketing
  
  
• Competitive Overview
  • Top Five Players Control Three-Quarters of the Market
  • Figure 2-10: Top Five U.S. Marketers of Pet Food, July 2006 (percent)
  • The Mass-Market Leaders
  • Figure 2-11: Top Marketers of Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
  • Pet Specialty Channel More Fragmented
  • Figure 2-12: Pet Food Brand Leaders in Pet Specialty Stores, 2004 (percent)
  • Trend Profile: Nutro Products, Inc.
  • Professional Channel Marketers
  • Trend Profile: Hill’s Pet Nutrition
  • Dozens of Niche Marketers
  • Mars Snaps Up S&M NuTec/Greenies, Doane
  • Trend Profile: S&M NuTec/Greenies
  • Del Monte Adds Meow Mix and Milk-Bone
  • Spectrum Formed by Purchases of United Industries, Tetra
  • Central Garden & Pet Taps in to Dog Food Market via Breeder’s Choice Acquisition
  • Diamond Pet Foods Also Facing Safety Issues
  • Crossing Pet Market Lines
  • Private-Label Trends
  • Table 2-15: Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, 1999-2005 (percent)
  • Big-Box Retailers in the Cat Bird’s Seat
  • Channel-Specific Marketing
  • Table 2-16: Leading Marketers of Pet Food by Share of IRI-Tracked Sales, 1999-2005 (percent)
  • Table 2-17: Leading Marketers of Pet Food: Share of IRI-Tracked Sales by Product Segment, 2005 vs. 2006 (percent)
  • Table 2-18: The U.S. Pet Food Market: Selected Leading Marketers and Brands, July 2006
  
  
• Marketing and New Product Trends
  • Consumer Advertising Spending at $277 Million in 2005
  • Top Three Marketers Account for 90% of Spending
  • Figure 2-13: Marketer Shares of National Consumer Advertising Expenditures for Pet Food: 2003-2005 (percent)
  • Dog Food Represents Bulk of Spending
  • Figure 2-14: Share of National Consumer Advertising Expenditures for Pet Food: Dog vs. Cat, 2004 vs. 2005 (percent)
  • Almost Half of Outlay Is for Pedigree and Iams
  • Figure 2-15: Most Advertised Pet Food Brands, 2005 (percent)
  • Advertising Positioned on a Few Major Themes
  • Hundreds of New Products Hitting the Scene
  • Figure 2-16: Number of New Pet Food Products and SKUs by Category, January-June 2006
  • Figure 2-17: Number of New Dog and Cat Food Product Introductions, 2001-2006
  • All Things Premium: Upscale, Natural, and Functional Appeals
  • The New Gold Standard: Natural/Organic
  • Figure 2-18: Number of New Natural/Organic Pet Food Products by Related Package Tags, 1999 vs. 2005
  • Functional/Fortified Foods Cover All Bases
  • Figure 2-19: Number of New Functional Pet Food Products by Related Package Tags, 1999 vs. 2005
  • Special Diet Formulas Include Senior Foods, Weight Maintenance, and Non-Allergenic
  • Convenience Another Key Premium Appeal
  • Table 2-19: Pet Food Product Selling Points by Package Tags, 1999-2006
  
  
• Retail Trends
  • Overview
  • Wal-Mart Bullish on Pet Supplies
  • Target Also Coming on Strong
  • Food Sales Shrinking for Independent Pet Specialty Retailers
  • Figure 2-20: Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
  • Figure 2-21: Share of Pet Specialty Retail Store Profits, 2005 (percent)
  • Figure 2-22: Fastest Growing Product Categories in Pet Specialty Retailers: 2004 (percent)
  • PetSmart and PETCO Tapping High-Margin Products, Services
  • Figure 2-23: PetSmart and PETCO Combined Sales, 2000-2005 (in millions of dollars)
  • PetSmart
  • PETCO
  • Wholesale Clubs, Dollar Stores, Drugstores Making Gains
  • What’s in Store for Supermarkets
  • Going Natural/Organic
  • Natural Food Stores
  • Leading E-tailers of Pet Food and Supplies
  
  
• Pet Ownership Trends and Demographics
  • The Simmons Survey System
  • Over 50 Million Households Own Dogs or Cats
  • Trends in Multiple-Pet Households
  • Figure 2-24: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2005 (in thousands of U.S. households)
  • Pet Ownership by Age Bracket: The Boomer Skew
  • Whites 21% More Likely to Own Both Dogs and Cats
  • Dog Owners Skew Upscale
  • Households of 3-4 Persons Are 18% More Likely to Own Both Dogs and Cats
  • The Pet Specialty/Mass-Market Divide
  • Pet Specialty Store Shopper Demographics
  • Convenience and Nutrition Are Top Purchasing Motivators
  • Figure 2-25: Factors Influencing Purchasing of Pet Food: 2006 (percent)
  • Pet Owners Online
  • Table 2-20: Household Penetration Rates for Selected Pet-Owning Classifications, 2003-2005 (U.S. households)
  • Table 2-21: Demographics Favoring Ownership of One or More Dogs, 2005 (U.S. households)
  • Table 2-22: Demographics Favoring Ownership of One or More Cats, 2005 (U.S. households)
  • Table 2-23: Indexes by Demographic for Selected Pet-Owning Classifications, 2005 (U.S. households)
  • Table 2-24: Indexes by Demographic: Single vs. Multiple Pet-Owning Classifications, 2005 (U.S. households)
  • Table 2-25: Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2005 (U.S. pet-owning households)
  • Table 2-26: The Pet Store or Online Shopper for Pet Supplies: Dog Owners, 2005 (U.S. dog-owning households)
  • Table 2-27: The Pet Store or Online Shopper for Pet Supplies: Cat Owners, 2005 (U.S. cat-owning households)
  • Table 2-28: Use/Influence of Internet: Dog and Cat Owners vs. All U.S. Adults, 2003 (percent)
  
  
• Overview of the U.S. Pet Food Consumer
  • Pet Food Spending: Trends and Demographics
  • Figure 2-26: Average U.S. Household Expenditures on Pet Food, 1994-2004 (in dollars)
  • Pet Food Household Demographics
  • Figure 2-27: Selected High-Index Demographics for Spending on Pet Food, 2004 (U.S. Households)
  • Pet Food Purchasing Overview: Dog Food vs. Cat Food
  • Table 2-29: Household Usage Rates for Selected Pet Food Classifications: Overall and by Pet Ownership, 2005 (U.S. households)
  • Table 2-30: Indexed U.S. Household Spending on Pet Food: By Age, Income, Household Type, Race, Region, and Educational Attainment, 2004

Chapter 3: Dog Food

• Introduction
  • Category Scope: Five Product Segments
  
  
• Market Size and Growth
  • Total Dog Food Sales at $8.7 Billion in 2005
  • Figure 3-1: U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Chart Gradual Decline
  • Figure 3-2: IRI-Tracked Sales of Dog Food, 2001-2005 (in millions of dollars)
  • Dog Biscuits/Treats Out Front in Market Growth
  • Table 3-1: IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
  • Table 3-2: Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2002-2005 (percent)
  • Table 3-3: Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
  • Biscuits/Snacks Taking a Bigger Bite of IRI-Tracked Sales
  • Table 3-4: Share of IRI-Tracked Sales of Dog Food by Segment: 2001, 2003, 2005 (percent)
  • Premium and Senior Foods Are Most Commonly Purchased Types
  • Figure 3-3: Kind of Dog Food Purchased in the Past 12 Months: 2004 (percent)
  • Figure 3-4: Use of Specially Formulated Dog Food, 2004 (percent)
  • Share of Dog Food Sales by Retail Channel
  • Figure 3-5: Share of U.S. Dog Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Table 3-5: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing, 2003 vs. 2005 (% of U.S. households with dogs)
  • Channel Loyalty Increasing Among Online Shoppers
  • Dog Pamperers Skew Toward Pet Specialty Stores
  • Figure 3-6: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with dogs)
  • Table 3-6: Household Purchasing of Pet Supplies by Outlet Type: Dog Food & Treats vs. Dog Food/Not Treats, 2005 (U.S. households)
  
  
• Marketer and Brand Shares
  • Methodology
  • Nestlé Purina Dominates Dog Food Category
  • Figure 3-7: Top Dog Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Iams Focused Mainly in Dry Food
  • Nestlé Purina Slipping in Dry Dog Food
  • Figure 3-8: Leading Marketers of Dry Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Second-Tier Gainers in Dog Biscuits/Treats
  • Figure 3-9: Leading Marketers of Dog Biscuits/Treats by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Mars on Top in Wet Dog Food
  • Figure 3-10: Leading Marketers of Wet Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Controls Semi-Moist Segment
  • Figure 3-11: Leading Marketers of Semi-Moist Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Also on Top in Frozen Dog Food
  • Figure 3-12: Leading Marketers of Frozen Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Purina Beneful Is Top Cross-Segment Dollar Gainer
  • Leading Pet Specialty Channel Brands
  • Table 3-7: Dog Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Table 3-8: Leading Dog Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
  • Table 3-9: Leading Dog Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-10: Leading Dog Food Marketers: Share of IRI-Tracked Sales of Dog Food by Segment: 2005 vs. 2006 (percent)
  • Table 3-11: Brand Shares of IRI-Tracked Sales of Dry Dog Food, 2001-2005 (percent)
  • Table 3-12: Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-13: Brand Shares of IRI-Tracked Sales of Dog Biscuits/Treats, 2001-2005 (percent)
  • Table 3-14: Marketers and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-15: Brand Shares of IRI-Tracked Sales of Wet Dog Food, 2001-2005 (percent)
  • Table 3-16: Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-17: Marketers and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-18: Marketers and Brands of Frozen Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-19: Top Dog Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions of dollars)
  
  
• Marketing & New Product Trends
  • Consumer Advertising Spending at $175 Million in 2005
  • Mars, Nestlé Purina, and Iams Are Top Spenders
  • Pedigree Is Most Advertised Brand
  • Figure 3-13: Marketer Shares of National Consumer Advertising Expenditures for Dog Food, 2004 vs. 2005 (percent)
  • Table 3-20: Share of Dog Food Advertising by Brand, 2004 vs. 2005 (percent)
  • 2006 a Record Year for New Dog Food Products
  • Figure 3-14: Number of New Dog Food Product Introductions, 2001-2006
  • The Upscale Thrust: Natural, Functional, and Special Diet Foods
  • Figure 3-15: Top 10 Dog Food Package Claims, January-June 2006
  • “People Food”
  • The Leading Edge: Natural/Organic
  • Figure 3-16: Top Natural/Organic Dog Food Package Tags, January-June 2006
  • Natural Plus Gourmet
  • Segmenting Natural, Holistic
  • Functional/Fortified Product Appeals
  • Figure 3-17: Top Functional/Fortified Dog Food Package Tags, January-June 2006
  • Weight Control/Special Diet Foods
  • Figure 3-18: Top Special Diet Dog Food Package Tags, January-June 2006
  • Healthy Weight Products
  • Senior Products
  • Size-/Breed-Specific Products
  • Gourmet/Variety Still Key Appeals
  • Veterinary Appeal
  • Dog Treats Riding Two Trends: Functional and Pampering
  • The Nutraceutical Push
  • Training Treats/Treats ‘n Toys
  • Raw and Homemade Foods
  • Dogsters Digs into Frozen Novelties Segment
  • Packaging Appeals Hinge on Convenience
  • Disney, Kroger Find a Hit in “Old Yeller”
  • Table 3-21: Dog Food Product Selling Points by Package Tags, 2004-2006
  • Table 3-22: Dog Food: Selected New Product Introductions, 2005-2006
  
  
• Consumer Focus: Dog Food Purchasers
  • 32% Overall Usage Rate for Packaged Dry Dog Food
  • Figure 3-19: Household Usage Rates for Selected Dog Food Classifications, 2005 (U.S. households)
  • Table 3-23: Pet Owner Usage Rates for Selected Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • A Leg Up for Specialty Formulations
  • Indicators by Dry Dog Food Brand
  • Dog Treats a Daily Habit
  • Minorities, South Are Less Sold on Dog Treats
  • Canned Dog Food vs. Dog Treats
  • Packaged Moist vs. Canned
  • Diversity by Income Level, Number of Dogs Owned
  • Table 3-24: Pet Owner Usage Rates for Selected Packaged Dry Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-25: Demographics Favoring Use of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-26: Top Indicators by Brand for Household Usage of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-27: Pet Owner Usage Rates for Selected Dog Biscuit/Treat Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-28: Demographics Favoring Use of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
  • Table 3-29: Top Indicators by Brand for Household Usage of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
  • Table 3-30: Pet Owner Usage Rates for Selected Canned Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-31: Demographics Favoring Use of Canned Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-32: Top Indicators by Brand for Household Usage of Canned Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-33: Pet Owner Usage Rates for Selected Packaged Moist Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-34: Demographics Favoring Use of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-35: Top Indicators by Brand for Household Usage of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-36: Share of Usage by Household Income Level for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)
  • Table 3-37: Share of Usage by Number of Dogs Owned for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)

Chapter 4: Cat Food

• Introduction
  • Category Scope: Four Product Segments
  
  
• Market Size and Growth
  • Total Cat Food Sales at $4.9 Billion in 2005
  • Figure 4-1: U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Down 8% Since 2001
  • Figure 4-2: IRI-Tracked Sales of Cat Food, 2001-2005 (in millions of dollars)
  • Cat Snacks Is Only Growth Segment
  • Table 4-1: IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
  • Table 4-2: Annual Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2002-2005 (percent)
  • Table 4-3: Total Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
  • Biscuits/Snacks Taking a Bigger Bite of Category Sales
  • Table 4-4: Share of IRI-Tracked Sales of Cat Food by Segment: 2001, 2003, 2005 (percent)
  • Fortified, Premium, and Hairball Formulas Are Most Commonly Purchased Types
  • Figure 4-3: Type of Cat Food Purchased in the Past 12 Months: 2004 (percent)
  • Figure 4-4: Use of Specially Formulated Cat Food, 2004 (percent)
  • Share of Cat Food Sales by Retail Channel
  • Figure 4-5: Share of U.S. Cat Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Figure 4-6: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing: 2003 vs. 2005 (U.S. households with cats)
  • Channel Loyalty Increasing Among Online Shoppers
  • Figure 4-7: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with cats)
  • Cat Pamperers Skew Toward Pet Specialty Stores
  • Table 4-5: Household Purchasing of Pet Supplies by Outlet Type: Cat Food & Treats vs. Cat Food/Not Treats, 2005 (U.S. households)
  
  
• Marketer and Brand Shares
  • Methodology
  • Iams Jumps to No. 2 in Cat Food Market
  • Figure 4-8: Top Cat Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Del Monte Plus Meow Mix
  • Iams Focused Mainly in Dry Food
  • Iams Jumps to Second in Dry Cat Food Segment
  • Figure 4-9: Leading Marketers of Dry Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Ups Ante in Wet Cat Food
  • Figure 4-10: Leading Marketers of Wet Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Del Monte Nose Dives in Cat Snacks Segment
  • Figure 4-11: Leading Marketers of Cat Snacks by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina and Private-Label Limp Along in Semi-Moist Cat Food Segment
  • Friskies Fancy Feast Dry Cat Food Is Top Cross-Segment Dollar Gainer
  • Leading Pet Specialty Channel Brands
  • Figure 4-12: Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Table 4-6: Leading Cat Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
  • Table 4-7: Leading Cat Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-8: Leading Cat Food Marketers: Share of IRI-Tracked Sales of Cat Food by Type, 2005 vs. 2006 (percent)
  • Table 4-9: Brand Shares of IRI-Tracked Sales of Dry Cat Food, 2001-2005 (percent)
  • Table 4-10: Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-11: Brand Shares of IRI-Tracked Sales of Wet Cat Food, 2001-2005 (percent)
  • Table 4-12: Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-13: Brand Shares of IRI-Tracked Sales of Cat Snacks, 2001-2005 (percent)
  • Table 4-14: Marketers and Brands of Cat Snacks by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-15: Brand Shares of IRI-Tracked Sales of Semi-Moist Cat Food, 2001-2005 (percent)
  • Table 4-16: Marketers and Brands of Semi-moist Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-17: Top Cat Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
  
  
• Marketing & New Product Trends
  • Consumer Advertising Spending at $97 Million in 2005
  • Nestlé Purina, Iams, and Mars Are Top Spenders
  • Iams Is Most Advertised Brand
  • Figure 4-13: Marketer Shares of National Consumer Advertising Expenditures for Cat Food: 2004 vs. 2005 (percent)
  • Table 4-18: Share of Cat Food Advertising by Brand/Variety, 2004 vs. 2005 (percent)
  • Over 100 New SKUs Appear in First Six Months of 2006
  • Figure 4-14: Number of New Cat Food Product Introductions, 2001-2006 (percent)
  • Top New Product Claims: Upscale, Natural, and Functional/Fortified
  • Figure 4-15: Top 10 Cat Food Package Claims, January-June 2006
  • Purina Pumps Up Friskies; Del Monte Revives Morris
  • Mars Challenges Nestlé Purina on “Taste Claims”
  • Variety and Gourmet Taste Are Key Appeals
  • Natural and Organic Products
  • Condition-Specific—And All Occasion
  • Cat Snacks Are Mainly Indulgence Oriented
  • Packaging: Pouches, Cups, and Canisters
  • Table 4-19: Cat Food Product Selling Points by Package Tags, 2004-2006
  • Table 4-20: Cat Food: Selected New Product Introductions, 2005-2006
  
  
• Consumer Focus: Cat Food Purchasers
  • 32% Overall Usage Rate for Packaged Dry Cat Food
  • Figure 4-16: Household Usage Rates for Selected Cat Food Classifications, 2005 (U.S. households)
  • Table 4-21: Pet Owner Usage Rates for Selected Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Distinct Demographics for Store Brands
  • Upscale and Downscale for Canned Cat Food
  • Whiskas Temptations Deviate from Cat Treat Mold
  • Senior Skew for Packaged Moist Cat Food
  • Customer Bases by Level of Income and Number of Cats
  • Table 4-22: Pet Owner Usage Rates for Selected Packaged Dry Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-23: Demographics Favoring Use of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-24: Top Indicators by Brand for Household Usage of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-25: Pet Owner Usage Rates for Selected Canned Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-26: Demographics Favoring Use of Canned Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-27: Top Indicators by Brand for Household Usage of Canned Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-28: Pet Owner Usage Rates for Selected Cat Treat Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-29: Demographics Favoring Use of Cat Treats, 2005 (U.S. cat-owning households)
  • Table 4-30: Top Indicators by Brand for Household Usage of Cat Treats, 2005 (U.S. cat-owning households)
  • Table 4-31: Pet Owner Usage Rates for Selected Packaged Moist Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-32: Demographics Favoring Use of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-33: Top Indicators by Brand for Household Usage of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-34: Share of Usage by Household Income Level for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)
  • Table 4-35: Share of Usage by Number of Cats Owned for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)

Chapter 5: Other Pet Food

• Market Size and Composition
  • Category Scope
  • Total Other Pet Food Sales at $869 Million in 2005
  • Figure 5-1: U.S. Retail Sales of Other Pet Food, 2001 vs. 2005 (in millions of dollars)
  • Figure 5-2: Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
  • IRI-Tracked Sales of Other Pet Food Treading Water
  • Figure 5-3: IRI-Tracked Sales of Other Pet Food, 2001-2005 (in millions of dollars)
  • Independent Pet Stores: Share of Sales by Animal Type
  • Table 5-1: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
  • Bird Products: Share of Sales by Product Category
  • Table 5-2: Share of Independent Pet Store Sales of Bird Products by Category, 2005 (percent)
  • Small Mammal Products: Share of Sales by Product Category
  • Table 5-3: Share of Independent Pet Store Sales of Small Mammal Products by Category, 2005 (percent)
  • Fish Products: Share of Sales by Product Category
  • Table 5-4: Share of Independent Pet Store Sales of Fish Products by Category, 2005 (percent)
  • Herptile Products: Share of Sales by Product Category
  • Table 5-5: Share of Independent Pet Store Sales of Herptile Products by Category, 2005 (percent)
  • Share of Other Pet Food Sales by Retail Channel
  • Figure 5-4: Share of U.S. Other Pet Food Sales by Retail Outlet Type, 2005 (percent)
  
  
• Competitive Trends
  • Marketer Overview
  • Leading Pet Specialty Channel Brands
  • Table 5-6: Other Pet Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Hartz on Top in Mass-Market Outlets
  • Figure 5-6: Top Marketers of Other Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
  • Wardley and Tetra Control Fish/Reptile Segment
  • Figure 5-7: Top Marketers of Fish/Reptile Food by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Top Mass-Market Dollar Gainers
  • Corporate Overview: Central Garden & Pet
  • Corporate Overview: Rolf C. Hagen
  • Corporate Overview: Spectrum Brands
  • Table 5-7: Leading Marketers of Other Pet Food by IRI-Tracked Sales and Market Share, 2005 vs. 2006 (in millions of dollars and percent)
  • Table 5-8: Leading Marketers and Brands of Other Pet Food by Mass-Market Share: 2001, 2003, 2005 (percent)
  • Table 5-9: Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 5-10: Top Other Pet Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
  • Table 5-11: Marketers and Brands of Fish/Reptile Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  
  
• Marketing and New Product Trends
  • Marketing Trends
  • New Product Thrusts
  • Trends in Bird and Small Animal Food
  • Added Nutrients, Variety
  • Natural/Fresh/Holistic
  • Gourmet/Premium
  • Healthy, Interactive Treats
  • Species-Specific Products
  • Lifestage Segmentation
  • Convenience Packaging and Product Forms
  • Cooked Diets
  • Egg Protein
  • Fish and Reptile Foods
  • Premium Nutrition and Specialization
  • Natural Foods
  • Species-Specific Products
  • Convenience Crickets
  • Table 5-12: Bird and Small Animal Food: Selected New Product Introductions, 2006
  • Table 5-13: Fish and Reptile Food: Selected New Product Introductions, 2006
  
  
• Consumer Focus: Other Pet Food Purchasers
  • Methodology
  • Population Trends: Household Penetration Increasing for All Animal Types
  • Table 5-14: Number of U.S Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (in millions)
  • Table 5-15: Percentage of U.S. Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (percent)
  • Bird Food Purchaser Trends and Demographics
  • Figure 5-8: Types of Bird Food and Packages Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
  • Figure 5-9: Share of Population by Household Size: Bird Owners vs. All Pet Owners, 2004 (percent)
  • Small Animal Food Purchaser Trends and Demographics
  • Figure 5-10: Type of Small Animal Food Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
  • Figure 5-11: Share of Population by Race: Small Animal Owners vs. All Pet Owners, 2004 (percent)
  • Fish Food Purchaser Trends and Demographics
  • Figure 5-12: Type of Freshwater and Saltwater Fish Food Purchased: 1996 vs. 2004 (percent)
  • Figure 5-13: Outlet Where Freshwater and Saltwater Fish Food Flakes Are Purchased, 2004 (percent)
  • Figure 5-14: Share of Population by Household Income: Fish Owners vs. All Pet Owners, 2004 (percent)
  • Reptile Food Purchaser Trends and Demographics
  • Figure 5-15: Type of Reptile Food Purchased in the Past 12 Months: 1996 vs. 2004 (percent)
  • Figure 5-16: Share of Population by Household Income: Reptile Owners vs. All Pet Owners, 2004 (percent)

Appendix: Addresses of Selected Marketers