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The U.S. Market for Pet Supplies and Pet Care Products, 5th Edition

Packaged Facts
June 1, 2003
298 Pages - SKU: LA854825

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Countries covered: United States

The U.S. Market for Pet Supplies and Pet Care Products, 5th Edition

Special Offer. Now 25% off the original price of $3000.

Find out why Packaged Facts is calling pets and their owners "the new demographic." Among market research publishers, Packaged Facts has been tracking this market longer than anyone else—for nearly two decades—and our 2003 edition explores two key hypotheses: that the much-touted "humanization of pets" trend underlies related competitive trends that will reshape this market during the next five years, and that inadequate marketing has resulted in annual sales returns well below the level this market should deliver.

The U.S. Market for Pet Care Supplies and Pet Care Products makes predictions and recommendations and pinpoints directions for current and prospective marketers. Established players take heed: human product marketers are eying this field, with Hasbro, for example, having already introduced Tonka-branded toys for dogs. The line between human HBC and pet care products will increasingly blur, with such companies as Gerber and Johnson & Johnson reaching out to pet owners in unex-pected ways. Solid market growth will come from a new wave of better promoted and better merchandised healthcare products, with natural and convenience benefits helping to drive growth. Whereas the markets for most human HBC products and nutritional supplements may have already peaked, the pet care business promises not-to-be-missed opportunities for companies able to change with the times.

Report Methodology

The information in The U.S. Market for Pet Supplies and Pet Care Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the pet care and pet supplies markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Retail sales data were derived from Information Resources, Inc. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product in-formation is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Advertising spending data were obtained from CMR/TNS Media Intelligence, the nation’s largest ad-vertising tracking service.

Pegging 2002 sales at approximately $7.5 billion, the report covers products for all types of pets, including fish, birds, and small animals, with a particular focus on cats and dogs. The four principal categories—Cat Litter, Other Cat/Dog Supplies (i.e., other than cat litter/deodorant and rawhide chews), Non-Cat/Dog Supplies, and Rawhide Chews—are quantified to the marketer/brand share level by IRI data and substantiated by extensive qualitative analysis, including consultations with industry participants. The report documents market size and composition, marketing and retail trends, and the role of the Internet, providing forecasts through 2007 and Simmons consumer survey-based profiles of key pet supply demographics.

What You’ll Get in this Report

Now in its 5th edition, The U.S. Market for Pet Supplies and Pet Care Product has earned a reputation for being the one, reliable source of data and trends on the pet supplies and pet care market - information that is notoriously difficult to track. The report addresses the following segments:

The Market (including market size and composition, and projected market growth)
The Marketers (including discussions of specific marketer brand and market shares)
Competitive Profiles (of the mainstream pet supplies marketers, specialists and up-and-coming niche players, and analyses of the products they market)
Retail and Marketing Strategies
The Consumer (who’s buying what, and where)
The Products
Trends and Opportunities
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report

If your company is already competing in the pet supplies and pet care market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet supplies and pet care products, as well as projected sales and trends through 2007. Contribut-ing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for pet care and pet supplies products based on Simmons data.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for pet supplies and pet care products
Research and development professionals stay on top of competitor initiatives and explore demand for products in the pet supplies/care arenas.
Advertising agencies working with clients in pet supplies/care industry under-stand the product buyer to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope and Methodology
Scope of Report
Four Product Categories
Report Methodology

The Market

Overall Retail Sales Weak in 2002
Table 1-1: U.S. Retail Sales of Pet Supplies and Pet Care Products, 1998-2007 (in millions of dollars)
Mass-Market Cat Litter Sales at $730 Million
Fish and Bird Products at 41% of Independent Pet Store Sales
Mass Merchandisers Climb to Top of Market
A High-Income Household Skew
Minorities Underrepresented Among Pet Owners
Overall Prospects Favorable

The Marketers

Thousands of Contenders
Nestlé Purina Takes the Lead
Figure 1-1: Marketer Shares of U.S. Mass-Market Sales of Pet Supplies, 2002 (percent)
Competitive Overview
Cat Litter: Beyond Clay and Crystals
Topical Flea/Tick-Control Potential Remains Untapped

Marketing and Retail Trends

Product Surge Reflects Pet Humanization Trend
Pet Care Products Out Front
Natural Products a Leading Edge
Dental Care Concept Gets New Teeth
Travel Products for Pets
Convenience Trend Led by Wipes, Products with Hygienic/Portable Appeal
Marketers Spend $112 Million on National Consumer Advertising
Advertising Positioned on a Few Major Themes
Retail Overview
PETsMART vs. PETCO
The Wal-Mart Factor
Supermarkets Building on Commodity Sales
Independent Pet Shops Still Fighting Uphill

The Consumer

Household Ownership Rates at 25% for Cats, 32% for Dogs
Northeast the Prime Region for Cat Litter
Sharper Demographics for Dog Ownership
Table 1-2: Household Penetration Rates for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)
30% of Households Use of Flea and Tick Care Products

Chapter 2: The Products
Market Definition

Products Sold at Retail
A Wide Assortment of Products
Four Product Categories

Historical Background

The Distant Past
Pets for the Privileged
Pets Trickle Down
Nineteenth-Century Market Roots

Product Types and Descriptions

Introduction
Cat Litter
Common Materials and Additives
Clumping Litters and Sodium Bentonite
Alternative Litters
Packaging
Drawbacks
Related Accessories
Cat Toys and Furniture
Dog Treats and Toys
Rawhide Chews
Other Chew Toys
Pest-Control Products
Flea Collars
Topical Flea/Tick Treatments
Special Packaging
Environmental Products
OTC Pet Medications
Supplements
Pet Carriers, Shelter, and Furniture
Carriers
Dog Houses and Accessories
Cages and Pens
Furniture
Products Associated with Pet Fish
Products Associated with Pet Birds
Products Associated with Small Animals
Products Associated with Reptiles and Amphibians Table 2-1: Major Types of Pet Supplies and Pet Care Products

Regulatory Environment

Numerous Agencies Regulate Pets and Supplies
USDA, FDA, EPA, FTC, and USFWS Regulation
The Role of the USDA and FDA
Registration with the EPA
Advertising and Warranties Under the FTC
Regulation of Exotics and Non-Indigenous Species
AAFCO Drafts Model State Legislation
State Regulation May Duplicate Federal Regulation
Local Regulation Increasing for Pet Ownership
Retailer Regulation Also on the Rise

Chapter 3: The Market
Market Size and Growth

Overall Retail Sales Weak in 2002
Table 3-1: U.S. Retail Sales of Pet Supplies, 1998-2002 (in millions of dollars)
Measured Mass-Market Sales Post Slim Gain
Table 3-2: U.S. Mass-Market Sales of Pet Supplies, 1998-2002 (in millions of dollars)
Mass-Market Cat Litter Sales at $730 Million
Table 3-3: U.S. Mass-Market Sales of Cat Litter, 1998-2002 (in millions of dollars)
Other Cat/Dog Supply Sales at $244 Million
Table 3-4: U.S. Mass-Market Sales of Other Cat/Dog Supplies, 1998-2002 (in millions of dollars)
Rawhide Chews at $198 Million
Table 3-5: U.S. Mass-Market Sales of Rawhide Chews, 1998-2002 (in millions of dollars)
Figure 3-1: U.S. Retail Sales of Pet Supplies, 1998-2002 (in millions of dollars)
Figure 3-2: Sales Growth Rates for U.S. Mass-Market Pet Supplies: Overall and by Category, 1998-2002 (percent)
Non-Cat/Dog Supplies at $30 Million
Table 3-6: U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 1998-2002 (in millions of dollars)

Market Composition

Cats Outrun Dogs in Population Growth
Table 3-7: U.S. Population of Cats and Dogs, 1981-2002 (in millions)
Table 3-8: Number of Cat and Dog Owners by U.S. Households and Share of Population, 1981-2002 (in millions)
Cat Litter at 57% of Mass-Market Sales
Table 3-9: Share of U.S. Mass-Market Sales of Pet Supplies by Product Category, 1998 vs. 2002 (percent)
Fish and Bird Products at 41% of Independent Pet Store Sales, Aquarium Products at 16%
Table 3-10: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2002 (percent)
Table 3-11: Share of Independent Pet Store Pet Supply Sales by Product Type, 2002 (percent)
Mass Merchandisers Climb to Top of Market
Figure 3-3: Share of Pet Supply Sales by Retailer Type, 2002 (percent)
Supermarkets and Pet Stores Neck to Neck for Household Share
Figure 3-4: Household Purchasing of Pet Supplies by Outlet Type, 2002 (U.S. households)
Mass Merchandisers Claim 61% of Mass-Market Sales
Figure 3-5: Share of U.S. Mass-Market Sales of Pet Supplies by Retailer Type, 2002 (percent)
Cat Litter Sales Steady Throughout the Year
Figure 3-6: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Cat Litter by Quarter, 2002 (percent)
Other Cat/Dog Supplies Post Strong Third Quarter
Figure 3-7: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Other Cat/Dog Supplies by Quarter, 2002 (percent)
Rawhide Chews Hold Holiday Appeal
Figure 3-8: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Rawhide Chews by Quarter, 2002 (percent)
Non-Cat/Dog Supplies Strong in Spring
Figure 3-9: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Non-Cat/Dog Supplies by Quarter, 2002 (percent)
South Is Top Region
Table 3-12: Purchasing Indices for Selected Pet Product Classifications: By Region, 2002 (U.S. households)
Table 3-13: Cat and Dog Ownership Indices: By Region, 2002 (U.S. households)
Minorities Underrepresented Among Pet Owners
Table 3-14: Purchasing Indices for Selected Pet Product Classifications: By Race/Ethnicity, 2002 (U.S. households)
Table 3-15: Cat and Dog Ownership Indices: By Race/Ethnicity, 2002 (U.S. households)
Baby Boomers Out Front
Table 3-16a: Purchasing Indices for Selected Pet Product Classifications: By Adult Age Bracket, 2002 (U.S. households)
Table 3-16b: Purchasing Indices for Selected Pet Product Classifications: By Adult Age Bracket, 2002 (U.S. households)
Table 3-17a: Cat and Dog Ownership Indices: By Adult Age Bracket, 2002 (U.S. households)
Table 3-17b: Cat and Dog Ownership Indices: By Adult Age Bracket, 2002 (U.S. households)
Kids Are Market Drivers, Seniors and Singles Hold Potential
Table 3-18: Purchasing Indices for Selected Pet Product Classifications: By Household Size, 2002 (U.S. households)
Table 3-19: Cat and Dog Ownership Indices: By Household Size, 2002 (U.S. households)
A High-Income Household Skew
Table 3-20a: Purchasing Indices for Selected Pet Product Classifications: By Household Income Bracket, 2002 (U.S. households)
Table 3-20b: Purchasing Indices for Selected Pet Product Classifications: By Household Income Bracket, 2002 (U.S. households)
Table 3-21a: Cat and Dog Ownership Indices: By Household Income Bracket, 2002 (U.S. households)
Table 3-21b: Cat and Dog Ownership Indices: By Household Income Bracket, 2002 (U.S. households)

Factors to Market Growth

Overall Prospects Favorable
Table 3-22: Average U.S. Household Expenditures on Pets, 1994-2001 (in dollars)
Humanization of Pets a Key Psychographic Trend
Table 3-23: Pets as Family Members, 2002 (percent)
Table 3-24: Pets and Holidays/Gifting, 2002 (percent)
Health Benefits of Pet Ownership an Underplayed Card
Table 3-25: Pets and Human Well-Being, 2002 (percent)
The Growing Pet Population
Aging Populations, Both Human and Pet
Table 3-26: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
Table 3-27: U.S. Population Age 55 and Over, 2000-2010 (in thousands)
Targeting Underdeveloped Demographics
Major Gains Will Be Marketer Driven
Table 3-28: Rate of New Product Introduction vs. Mass-Market Sales Growth, 1996-2002
Scaling Up the Market
Health, Nutritional, and Environmental Appeals
Table 3-29: Environmental Responsibility: Cat and Dog Owners vs. All U.S. Adults (percent)
Table 3-30: Health Beliefs and Concerns: Cat and Dog Owners vs. All U.S. Adults (percent)
Table 3-31: Humans and Pet Well-Being, 2002 (percent)
Natural/Organic Product Potential
Travel-Oriented Product Potential
Table 3-32: Pets and Travel, 2002 (percent)
Gift Product Potential
Retail Giants Wield Two-Edged Sword
Online Sales as Market Driver
Table 3-33: Use/Influence of Internet: Cat and Dog Owners vs. All U.S. Adults (percent)
Figure 3-10: Projected U.S. Retail Sales of Pet Supplies, 2002-2007 (in millions of dollars)

Projected Market Growth

Sales to Top $11 Billion by 2007
Table 3-34: Projected U.S. Retail Sales of Pet Supplies, 2002-2007 (in millions of dollars)

Chapter 4: The Marketers
The Marketers

Thousands of Contenders
Myriad Company Types and Sizes
Multi-Segment Marketers
Non-Food Consumer Giants on Top in Cat Litter
Marketers in Other Sanitation Segments
Flea/Tick-Control and OTC Remedy Product Marketers
Dog Chew Marketers Going Dental
Pet Shelter, Furniture, and Toys Marketers
Pet Containment and Training System Product Marketers
Tetra and All-Glass Aquarium Big in Fish Supplies
Pet Care and Natural Product Specialists
Table 4-1: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2003

Marketer and Brand Shares

Methodology
Nestlé Purina Takes the Lead
Figure 4-1: Marketer Shares of U.S. Mass-Market Sales of Pet Supplies, 2002 (percent)
Top Three Marketers Account for 75% of Cat Litter Sales
Figure 4-2: Marketer Shares of U.S. Mass-Market Sales of Cat Litter, 2002 (percent)
Table 4-2: Marketer and Brand Shares of U.S. Mass-Market Sales of Cat Litter, 2001 vs. 2002 (percent)
Hartz Corners 29% of Other Cat/Dog Supplies
Table 4-3: Marketer and Brand Shares of U.S. Mass-Market Sales of Other Cat/Dog Supplies, 2001 vs. 2002 (percent)
Private Label Gaining in Rawhide Chews
Figure 4-3: Marketer Shares of U.S. Mass-Market Sales of Rawhide Chews, 2002 (percent)
Table 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Rawhide Chews, 2001 vs. 2002 (percent)
Hartz at 21% in Non-Cat/Dog Supplies
Figure 4-4: Marketer Shares of U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 2002 (percent)
Table 4-5: Marketer and Brand Shares of U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 2001 vs. 2002 (percent)
Brand Rankings Different at Specialty Pet Retailer Level
Table 4-6: Specialty Pet Retailer Brand Leaders in Key Pet Supply Categories, 2002

Competitive Overview

Retailer Consolidation
Marketer Consolidation
Yet Companies Still Flooding the Scene
Private-Label Inroads
Table 4-7: Private-Label Share of U.S. Sales of Pet Supplies: By Category, 2002 (percent)
Cat Litter: Beyond Clay and Crystals
Topical Flea/Tick-Control Potential Remains Untapped
Drs. Foster Gets Smart on the Web

Competitive Profile: Church & Dwight Co., Inc.

A.K.A., “Arm & Hammer”
Integrating Carter-Wallace
Leveraging Lambert Kay
A Mass-Market Leader in Cat Litter
Advertising Features Product Suites

Competitive Profile: The Clorox Co.

Company Overview
A Tighter Focus in Cat Litter
Cat Litter Extensions and Web Exposure
New Roads for Growth

Competitive Profile: Drs. Foster & Smith, Inc.

Company Overview
Growth Through Acquisitions
Private-Label Expansion
Going all Out on the Internet

Competitive Profile: Farnam Cos., Inc.

Company Overview
Bio Spot Posts Sales in the $10 Million Range
Comfort Zone Debuts in 2002
New Product Development a Core Strategy
Working with the Trade
New Directions?

Competitive Profile: Hartz Mountain Corp.

Good Performance in 2002
Tailoring Distribution
Advanced Care Still the Company’s Primary Focus
All Dressed Up But …

Competitive Profile: Nature’s Answer, Inc.

Company Overview
Nature’s Answer Pets

Competitive Profile: Nestlé Purina Pet Care Co.

Company Overview
In the Catbird’s Seat in Pet Litter?
Product-Specific Websites
Number Two in Rawhide Chews

Competitive Profile: Oil-Dri Corp. of America

World's Largest Manufacturer of Cat Litter
Jonny Cat Brand Acquired from Clorox

Competitive Profile: Pet Care Systems, Inc.

Company Overview
The Swheat Scoop Formula
Expanding Distribution
A Lifestyle Choice

Competitive Profile: Sergeant’s Pet Care Products, Inc.

Company Overview
Building on Pest Controls Another Acquisition Candidate?

Chapter 5: Marketing and Retail Trends
Marketing and New Product Trends

Product Surge Reflects Pet Humanization Trend
Table 5-1: Number of Pet Supply New Product Introductions, 1996-2002
Pet Care Products Out Front
Natural Products a Leading Edge
Table 5-2: Pet Supply Product Selling Points by Package Tags, 2002-2003
Nutritional Supplements: Increasing Segmentation and Improved Delivery Systems
Aromatherapy Products for Pets
Alternative Litters a Key Growth Niche
Natural Flea/Tick Products a Growing Niche
Dental Care Concept Gets New Teeth
Traditional Flea/Tick Products Positioned on Efficacy Equivalent to Veterinarian Brands
Travel Products for Pets
Convenience Trend Led by Wipes, Products with Hygienic/Portable Appeal
Luxury Products Often Have Fashion Edge
Character Licensing Stronger Than Ever
Techno Trends
In the Stores
On the Web Table 5-3: U.S. Market for Pet Supplies: Selected New Product Introductions, January 2002-April 2003

Advertising and Promotion

Marketers Spend $112 Million on National Consumer Advertising
Top Three Cat Litter Marketers Spend $61 Million
Megachains PETsMART and PETCO Spend $47 Million
Cat Litter Giants Also Lead 1-Q 2003 Expenditures
Advertising Positioned on a Few Major Themes
Cat Litter Products Promise Odor Control and Convenience
Other Products Also Claim to Control Odors, Stop Unwanted Pet Behavior
Pest-Control Advertising Stresses Effectiveness, Pet Comfort
Pet Comfort and Convenience
Targeting the Hobbyist
Consumer Promotions
Trade Advertising
Trade Support
Trade Shows and Associations
Public Relations

Retail Trends

Overview
Figure 5-1: Retailer Shares of U.S. Pet Supply Sales, 2002 (percent)
PETsMART vs. PETCO
The Wal-Mart Factor
Supermarkets Building on Commodity Sales
Boosting Selection
Beefing Up Merchandising
Promoting Customer Loyalty
Independent Pet Shops Still Fighting Uphill
Table 5-4: Share of Independent and Chain Pet Specialty Retailer Dollar Sales Volume by Product or Service Category, 2000 vs. 2001 (percent)
Table 5-5: Fastest-Growing Product Categories in Pet Stores, 2000 vs. 2001 (percent)
Dozens of E-tailers
Table 5-6: Selected E-tailers of Pet Supply Products, 2003

Retailer Profile: PETsMART, Inc.

Corporate Overview
Targeted Expansion
The PETsMART Competitive Formula
Remodeling a Success
Targeting Pet Enthusiasts with “Cradle-to-Grave” Services
Private-Label Expansion
PETsMART Hotels Being Tested
Public Relations
PETsMART Online

Retailer Profile: PETCO Animal Supplies, Inc.

Corporate Overview
PETCO Bounces Back—Publicly
Ongoing Expansion—Up to 1,250 Stores
Remodeling for the Millennium
Pumping Up Services
The PETCO P.A.L.S. Program
Bad PR
Good PR
PETCO Buys Naming Rights to Major League Baseball Stadium
PETCO.com

Chapter 6: The Consumer
Consumer Focus: Cats vs. Dogs

The Simmons Survey System
Household Ownership Rates at 25% for Cats, 32% for Dogs
20% of Households Buy Cat Litter
30% Buy Flea and Tick Care Products
Table 6-1: Household Penetration Rates for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)
Table 6-2: Household Populations for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)

Consumer Focus: Cat Owners

Top Indicators for Cat Ownership
45-54 Is Top Bracket for Multiple-Cat Households
Moderate Incomes for Multiple-Cat Households
Figure 6-1: Household Penetration Rates for Selected Cat-Owning Classifications, 2002 (U.S. adults)
Table 6-3: Selected High Consumer Indices for Households with Pet Cats, 2002 (U.S. adults)
Table 6-4: Demographic Characteristics Favoring Ownership of One Cat, 2002 (U.S. adults)
Table 6-5: Demographic Characteristics Favoring Ownership of Two Cats, 2002 (U.S. adults)
Table 6-6: Demographic Characteristics Favoring Ownership of Three Cats, 2002 (U.S. adults)
Table 6-7: Demographic Characteristics Favoring Ownership of Four or More Cats, 2002 (U.S. adults)

Consumer Focus: Cat Litter

Northeast the Prime Region for Cat Litter
Younger, More Affluent Skew for Scoopable Litter
Variations by Brand
Figure 6-2: Household Penetration Rates for Selected Cat Litter Classifications, 2000 vs. 2002 (U.S. adults)
Table 6-8: Demographic Characteristics Favoring Purchase of Cat Litter, 2002 (U.S. adults)
Table 6-9: Demographic Characteristics Favoring Purchase of Scoopable Cat Litter, 2002 (U.S. adults)
Table 6-10: Demographic Characteristics Favoring Purchase of Regular Cat Litter, 2002 (U.S. adults)
Table 6-11: Demographic Characteristics Favoring Purchase of Tidy Cats Cat Litter, 2002 (U.S. adults)
Table 6-12: Demographic Characteristics Favoring Purchase of Fresh Step Cat Litter, 2002 (U.S. adults)
Table 6-13: Demographic Characteristics Favoring Purchase of Scoop Away Cat Litter, 2002 (U.S. adults)
Table 6-14: Demographic Characteristics Favoring Purchase of Cat’s Pride Cat Litter, 2002 (U.S. adults)
Table 6-15: Demographic Characteristics Favoring Purchase of Jonny Cat Cat Litter, 2002 (U.S. adults)

Consumer Focus: Dog Owners

Sharper Demographics for Dog Ownership
Southern Skew for Dog Ownership
Older Slant for Dog Households
Figure 6-3: Household Penetration Rates for Selected Dog-Owning Classifications, 2002 (U.S. adults)
Table 6-16: Selected High Consumer Indices for Households with Pet Dogs, 2002 (U.S. adults)
Table 6-17: Demographic Characteristics Favoring Ownership of One Dog, 2002 (U.S. adults)
Table 6-18: Demographic Characteristics Favoring Ownership of Two Dogs, 2002 (U.S. adults)
Table 6-19: Demographic Characteristics Favoring Ownership of Three Dogs, 2002 (U.S. adults)
Table 6-20: Demographic Characteristics Favoring Ownership of Four or More Dogs, 2002 (U.S. adults)

Consumer Focus: Treatment Products for Cats and Dogs

30% of Households Use of Flea and Tick Care Products
Flea/Tick-Control Products: Veterinarian-Dispensed vs. Retail Brands
Heartworm-Control Products: Cats vs. Dogs
Minority Skew to Pet Supplements
Figure 6-4: Household Penetration Rates for Selected Treatment Products for Cats and Dogs, 2000 vs. 2002 (U.S. adults)
Table 6-21: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products, 2002 (U.S. adults)
Table 6-22: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products: For Preventative Use, 2002 (U.S. adults)
Table 6-23: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products: For Treatment Use, 2002 (U.S. adults)
Table 6-24: Demographic Characteristics Favoring Purchase of Hartz Flea and Tick Care Products, 2002 (U.S. adults)
Table 6-25: Demographic Characteristics Favoring Purchase of Advantage Flea and Tick Care Products, 2002 (U.S. adults)
Table 6-26: Demographic Characteristics Favoring Purchase of Frontline Flea and Tick Care Products, 2002 (U.S. adults)
Table 6-27: Demographic Characteristics Favoring Purchase of Sergeant’s Flea and Tick Care Products, 2002 (U.S. adults)
Table 6-28: Demographic Characteristics Favoring Purchase of Heartworm-Control Products for Cats, 2002 (U.S. adults)
Table 6-29: Demographic Characteristics Favoring Purchase of Heartworm-Control Products for Dogs, 2002 (U.S. adults)
Table 6-30: Demographic Characteristics Favoring Purchase of Pet Food Supplements/Vitamins for Cats or Dogs, 2002 (U.S. adults)
Figure 6-5: Purchasing of Pet Food Supplements/Vitamins for Cats or Dogs: By Adult Age Bracket, 2002 (U.S. Adults)
Figure 6-6: Purchasing of Pet Food Supplements/Vitamins for Cats or Dogs: By Household Income Bracket, 2002 (U.S. Adults)

Chapter 7: Looking Ahead
Trends & Opportunities

Consumer Product Marketers Will Birth “New Demographic”
Ramped Up Marketing, At Last
Product Innovation Tapping Convenience Trend, With Cat Litter Disposal Bags for All (Almost)
Pet Care Growth Led by Supplements, Dental Products
Natural Products a Focus for Marketers and Retailers
Marketer/Retailer Alliances de Rigueur

Appendix: Addresses of Selected Marketers

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The U.S. Market for Pet Supplies and Pet Care Products, 5th Edition

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