• Overall Retail Sales at $8.5 Billion in 2004
  
• Table 2-1: U.S. Retail Sales of Pet Supplies, 2000-2004 (in millions of dollars)
  
• IRI-Tracked Sales Static at $1.5 Billion in 2004
  
• Table 2-2: IRI-Tracked Sales of Pet Supplies, 2000-2004 (in millions of dollars)
  
• Table 2-3: Dollar Change in IRI-Tracked Sales of Pet Supplies by Category, 2000-2004
  
• IRI-Tracked Sales of Cat Litter Stalled at $725 Million
  
• Table 2-4: IRI-Tracked Sales of Cat Litter, 2000-2004 (in millions of dollars)
  
• Other Dog/Cat Supply Sales at $410 Million
  
• Table 2-5: IRI-Tracked Sales of Other Dog/Cat Supplies, 2000-2004 (in millions of dollars)
  
• Dog Chews at $282 Million
  
• Table 2-6: IRI-Tracked Sales of Dog Chews, 2000-2004 (in millions of dollars)
  
• Non-Dog/Cat Supplies at $47 Million
  
• Table 2-7: IRI-Tracked Sales of Non-Dog/Cat Supplies, 2000-2004 (in millions of dollars)

• Mass-Market Retailers: Share of Sales by Product Type
  
• Table 2-8: Share of IRI-Tracked Sales of Pet Supplies by Product Category, 2000 vs. 2004 (percent)
  
• Independent Pet Stores: Share of Sales by Animal Type
  
• Table 2-9: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2004 (percent)
  
• Dog Products: Share of Sales by Category
  
• Table 2-10: Share of Independent Pet Store Sales of Dog Products by Category, 2003 vs. 2004 (percent)
  
• Fish Products: Share of Sales by Product Category
  
• Table 2-11: Share of Independent Pet Store Sales of Fish Products by Category, 2003 vs. 2004 (percent)
  
• Bird Products: Share of Sales by Product Category
  
• Table 2-12: Share of Independent Pet Store Sales of Bird Products by Category, 2003 vs. 2004 (percent)
  
• Cat Products: Share of Sales by Product Category
  
  
  
• Table 2-13: Share of Independent Pet Store Sales of Cat Products by Category, 2003 vs. 2004 (percent)
  
• Small Mammal Products: Share of Sales by Product Category
  
• Herptile Products: Share of Sales by Product Category
  
• Non-Food Supplies Account for 29% of Natural Product Sales
  
• Figure 2-1: Share of U.S. Retail Sales of Natural Pet Products by Category: 2000, 2004, 2009 (percent)
  
• Sales by Retail Channel: PETsMART and PETCO Take the Helm
  
• Table 2-14: Share of Pet Supply Sales by Retailer Type, 2002 vs. 2004 (percent)
  
• Household Purchasing of Pet Supplies by Retail Outlet Type
  
• Table 2-15: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Purchasing vs. Sole Purchasing, 2004 (U.S. adult cat or dog owners)
  
• Table 2-16: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Percent of Purchasers Who Are Sole Purchasers, 2004 (U.S. adult cat or dog owners)
  
• Quarterly Sales Trends Indicate Growing Seasonality
  
• Figure 2-2: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Cat Litter by Quarter: 2002 vs. 2004 (percent)
  
• Figure 2-3: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Other Dog/Cat Supplies by Quarter: 2002 vs. 2004 (percent)
  
• Figure 2-4: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Dog Chews by Quarter: 2002 vs. 2004 (percent)
  
• Figure 2-5: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Non-Dog/Cat Supplies by Quarter: 2002 vs. 2004 (percent)

• The Retail Thrust
  
• The New Product Thrust
  
• Table 2-17: Rate of New Product Introduction vs. Market Growth, 2000-2004 (number and percent)
  
• Scaling up the Market
  
• The Marketing Thrust
  
• Pet Pampering
  
• Table 2-18: Humans and Pet Well-Being, 2003 and 2004 (percent)
  
• Pet Population Trends
  
• The Aging Pet Population
  
• The Boomer Factor
  
• Figure 2-6: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  
• Table 2-19: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  
• Other Key Demographics
  
  
  
• Figure 2-7: Share of Dog Biscuit/Treat Purchasers by Frequency of Use: Households Without Children vs. Households With Children, 2004 (U.S. dog-owning households)

• Sales to Approach $10 Billion by 2009
  
• Table 2-20: Projected U.S. Retail Sales of Pet Supplies, 2004-2009 (in millions of dollars)

Chapter 3: Competitive Overview

• The Marketers
  
  • A Cast of Thousands
    
  • Multi-Category Market Leaders
    
  • Central Garden & Pet
    
  • Hartz Mountain Corp.
    
  • Rolf C. Hagen
    
  • Rayovac/Spectrum Brands
    
  • Second-Tier Multi-Category Marketers
    
  • Natural Product Specialists
    
  • Category Leaders
    
  • Cat Litter
    
  • Flea/Tick-Control Products
    
  • HBC (Grooming, Supplements, Oral Care)
    
  • Clean-Up/Odor-Control Products
    
  • Rawhides/Dog Chews
    
  • Toys
    
  • Training/Containment Products
    
  • Shelter, Crates, Carriers, Furniture
    
  • Non-Dog/Cat Supplies
    
  • Mergers & Acquisitions: The Big Get Bigger
    
  • Central Garden & Pet
    
  • Hartz Mountain Corp
    
  • Rayovac/Spectrum Brands
    
  • Smaller Acquisitions
    
  • Industry Globalization
    
  • The Import Tsunami
    
  • Shifting Trade Regulations and Currency Rates
    
  • The Private-Label Factor
    
  • Table 3-1: Private-Label Pet Supply Sales and Category Shares, 2000 vs. 2004 (in millions of dollars)
    
  • Impact of Retailer Consolidation
    
  • Table 3-2: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2005
  
  
  
• Marketer and Brand Shares
  
  • Methodology
    
    
    
  • Nestlé Purina Up Front
    
  • Figure 3-1: Top Marketers of Pet Supplies by Share of IRI-Tracked Sales, 2004 (percent)
    
  • Cat Litter: The Most Consolidated Category
    
  • The Natural Niche
    
  • Figure 3-2: Top Natural Cat Litter Brands by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
    
  • Other Dog/Cat Supplies: Hartz and All the Rest
    
  • Figure 3-3: Top Marketers of Other Dog/Cat Supplies by Share of IRI-Tracked Sales, 2005 (percent)
    
  • Dog Chews: Hartz Way Ahead, But Many Up-and-Comers
    
  • Figure 3-4: Top Marketers of Dog Chews by Share of IRI-Tracked Sales, 2005 (percent)
    
  • Non-Dog/Cat Supplies: Perky-Pet Takes the Lead
    
  • Figure 3-5: Top Marketers of Non-Dog/Cat Supplies by Share of IRI-Tracked Sales, 2005 (percent)
    
  • Brand Rankings in the Pet Specialty Channel
    
  • Table 3-3: Marketer Sales and Shares of U.S. Mass-Market Sales of Pet Supplies by Category: 2000 vs. 2004 (in millions of dollars)
    
  • Table 3-4: Marketer and Brand Shares of IRI-Tracked Sales of Cat Litter, 2004 vs. 2005 (percent)
    
  • Table 3-5: Cat Litter Marketers by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
    
  • Table 3-6: Cat Litter Brands by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
    
  • Table 3-7: Marketer and Brand Shares of IRI-Tracked Sales of Other Dog/Cat Supplies, 2004 vs. 2005 (percent)
    
  • Table 3-8: Marketers of Other Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
    
  • Table 3-9: Brands of Other Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    
  • Table 3-10: Marketer and Brand Shares of IRI-Tracked Sales of Dog Chews, 2004 vs. 2005 (percent)
    
  • Table 3-11: Marketers of Dog Chews by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    
  • Table 3-12: Brands of Dog Chews by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    
  • Table 3-13: Marketer and Brand Shares of IRI-Tracked Sales of Non-Dog/Cat Supplies, 2004 vs. 2005 (percent)
    
  • Table 3-14: Marketers of Non-Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    
  • Table 3-15: Brands of Non-Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    
  • Table 3-16: Specialty Pet Retailer Brand Leaders in Key Pet Supply Categories, 2002 vs. 2004

Chapter 4: Marketing and New Product Trends

• Marketing Trends
  
  • Cross-Category Expansion
    
  • Mass-Market/Pet Specialty Cross-Over
    
  • Channel-Specific Marketing
    
  • Human Product Mega-Marketers
    
  • Licensing: Fun Names, Serious Implications
    
  • Tapping into Alternative Channels
  
  
  
• Advertising Trends
  
  • Methodology
    
  • National Consumer Advertising Expenditures
    
  • Figure 4-1: Share of Consumer Advertising Expenditures on Pet Supplies by Company Type, 2003 vs. 2004 (percent)
    
  • Retail Product Marketers Spend $57 Million
    
  • Figure 4-2: Share of Consumer Advertising Expenditures on Pet Supplies by Marketer, 2003 vs. 2004 (percent)
    
  • Pet Retailers Spend $49 Million
    
  • Veterinary Product Marketers Spend $57 Million
    
  • Advertising Positioned on a Few Major Themes
    
  • Targeting the Hobbyist
    
  • Consumer Promotions
    
  • Trade Advertising and Promotions
    
  • Trade Support
  
  
  
• New Product Trends
  
  • New Product Surge Continues
    
  • Table 4-1: Number of New Pet Supplies Product Lines and SKUs, 1996-2005
    
  • Table 4-2: Pet Supply Product Selling Points by Package Tags, 2001-2005
    
  • Common Denominators in New Product Development
    
  • Functional/Value-Added
    
  • Product Humanization
    
  • Natural
    
  • Oral Care
    
  • Convenience
    
  • Portable Pets
    
  • Table 4-3: Pets and Travel: 2002, 2003, and 2004 (percent)
    
  • Gifting
    
  • Table 4-4: Pets and Gifts/Birthdays/Holidays: 2002, 2003, and 2004 (percent)
    
  • Luxury
    
  • Trends In Key Categories
    
  • Cat Litter
    
  • Flea/Tick Products
    
  • Chews and Toys
    
  • Spa/Grooming Products
    
  • Supplements
    
    
    
  • Clean-Up/Odor-Control Products
    
  • Training Products, Carriers, and Shelter
    
  • High-Tech Products
    
  • Non-Dog/Cat Supplies
    
  • Table 4-5: U.S. Pet Supplies Market: Selected New Product Introductions, 2004-2005
  
  
  
• Retail Trends
  
  • Overview
    
  • Figure 4-3: Share of Pet Supply Sales by Retailer Type, 2004 (percent)
    
  • The PETsMART/PETCO Dynamic Duo
    
  • Table 4-6: Revenues of PETsMART and PETCO, 1998-2004 (in millions of dollars)
    
  • PETsMART
    
  • PETCO
    
  • Other Top-Ranked Pet Specialty Chains
    
  • Independents More Optimistic
    
  • The Mass-Market Contingent
    
  • Wal-Mart Makes Pet Department a Priority
    
  • Target
    
  • Supermarkets Building on Commodity Sales
    
  • Natural Food Stores
    
  • Leading E-tailers of Pet Supplies
    
  • Table 4-7: Selected E-tailers of Pet Supplies, 2004

Chapter 5: The Consumer

• Overview of Dog and Cat Owners
  
  • The Simmons Survey System
    
  • Over 50 Million Households Own Dogs or Cats
    
  • Jump in Multiple-Dog Households
    
  • Figure 5-1: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
    
  • Female Skew for Cat Ownership
    
  • Jury’s Out on Aging Boomers
    
  • Whites Are 20% More Likely to Own Both Dogs and Cats
    
  • Dog Owners Skew Upscale
    
  • Households of 5+ Persons Are 66% More Likely to Own Both Dogs and Cats
    
  • Pet Owners Active on the Web
    
  • Cat Owners Distinctive in Health-Related Attitudes
    
  • Table 5-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000-2004 (U.S. households)
    
  • Table 5-2: Dog and Cat Ownership Indices: By Gender, 2004 (U.S. households)
    
    
    
  • Table 5-3: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
    
  • Table 5-4: Total Households for Dog and Cat Ownership Classifications: By Adult Age Bracket, 2004 (in thousands of U.S. households)
    
  • Table 5-5: Dog and Cat Ownership Indices: By Race/Ethnicity, 2004 (U.S. households)
    
  • Table 5-6: Dog and Cat Ownership Indices: By Household Income, 2004 (U.S. households)
    
  • Table 5-7: Dog and Cat Ownership Indices: By Household Size, 2004 (U.S. households)
    
  • Table 5-8: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
    
  • Table 5-9: Selected Health-Related Attitudes/Behaviors: U.S. Households Overall vs. Dog- and Cat-Owning Households, 2004 (percent and indices)
  
  
  
• Consumer Focus: Dog Owners
  
  • Demographics for Dog Ownership
    
  • Figure 5-2: Household Penetration Rates for Selected Dog-Owning Classifications, 2004 (percent of U.S. households)
    
  • Ownership Rates Increase with Age of Children
    
  • Dog Ownership and Household Size
    
  • Mixed Income Patterns for Multiple-Dog Ownership
    
  • Age Bracket Variations by Number of Dogs Kept
    
  • Tilt to Southwest and Southeast
    
  • Table 5-10: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Age Bracket of Children in Household, 2004 (U.S. households)
    
  • Table 5-11: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Household Size, 2004 (U.S. households)
    
  • Table 5-12: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Household Income Bracket, 2004 (U.S. households)
    
  • Table 5-13: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Age Bracket, 2004 (U.S. households)
    
  • Table 5-14: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Marketing Region, 2004 (U.S. households)
    
  • Table 5-15: Top Demographic Indices for Ownership of One or More Dogs, 2004 (U.S. households)
    
  • Table 5-16: Demographics Favoring Ownership of One or More Dogs, 2004 (U.S. households)
    
  • Table 5-17: Demographics Favoring Ownership of One Dog, 2004 (U.S. households)
    
  • Table 5-18: Demographics Favoring Ownership of Two Dogs, 2004 (U.S. households)
    
    
    
  • Table 5-19: Demographics Favoring Ownership of Three or More Dogs, 2004 (U.S. households)
  
  
  
• Consumer Focus: Cat Owners
  
  • Demographics for Cat Ownership
    
  • Figure 5-3: Household Penetration Rates for Selected Cat-Owning Classifications, 2004 (U.S. households)
    
  • Stepped Income Pattern by Number of Cats Owned
    
  • As with Dogs, Ownership Rises with Age of Children
    
  • 45-54 Is Top Bracket for Multiple-Cat Ownership
    
  • Whites Account for 88% of Cat-Owning Households
    
  • Table 5-20: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Household Income Bracket, 2004 (U.S. households)
    
  • Table 5-21: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Age Bracket of Children in Household, 2004 (U.S. households)
    
  • Table 5-22: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Age Bracket, 2004 (U.S. households)
    
  • Table 5-23: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Race/Ethnicity, 2004 (U.S. households)
    
  • Table 5-24: Top Demographic Indices for Ownership of One or More Cats, 2004 (U.S. households)
    
  • Table 5-25: Demographics Favoring Ownership of One or More Cats, 2004 (U.S. households)
    
  • Table 5-26: Demographics Favoring Ownership of One Cat, 2004 (U.S. households)
    
  • Table 5-27: Demographics Favoring Ownership of Two Cats, 2004 (U.S. households)
    
  • Table 5-28: Demographics Favoring Ownership of Three or More Cats, 2004 (U.S. households)
  
  
  
• Overview of Pet Product Purchasers by Outlet Type
  
  • 53% Are Sole Outlet Shoppers
    
  • Variations by Age Bracket
    
  • 2.4 Million Women Shop for Pet Products Online
    
  • Pacific Is Stronghold for Pet Stores and Online Shopping
    
  • Wealthiest Households Nearly Twice as Likely to Purchase Pet Products Online
    
  • Households with Children Flock to Discounters
    
  • Table 5-29: Indices for Purchase of Pet Products by Outlet Type: By Age, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-30: Indices for Purchase of Pet Products by Outlet Type: By Gender, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-31: Indices for Purchase of Pet Products by Outlet Type: By Marketing Region, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-32: Indices for Purchase of Pet Products by Outlet Type: By Household Income, 2004 (U.S. dog- or cat-owning households)
    
    
    
  • Table 5-33: Indices for Purchase of Pet Products by Outlet Type: By Age of Children in Household, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-34: Demographics Favoring Purchase of Pet Products Through Pet Stores, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-35: Demographics Favoring Purchase of Pet Products Through Supermarkets, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-36: Demographics Favoring Purchase of Pet Products Through Discount Stores, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-37: Demographics Favoring Purchase of Pet Products Through Other Outlets, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-38: Demographics Favoring Purchase of Pet Products Online, 2004 (U.S. dog- or cat-owning households)
  
  
  
• Overview of Pet Supply Purchasers by Product Type
  
  • 30% of U.S. Households Purchase Pet Flea/Tick Care Products
    
  • 83% of Cat-Owning Households Buy Cat Litter
    
  • Figure 5-4: Usage Rates for Selected Pet Supply Classifications, 2004 (U.S. dog- or cat-owning households)
    
  • Mixed Purchasing Trend for Pet Food Supplements
    
  • Figure 5-5: Percentage Increase in Purchase Populations for Selected Pet Supply Classifications, 2000-2004 (U.S. households)
    
  • Variations by Region
    
  • Purchasing Patterns Are Gender-Neutral
    
  • Usage Rates for Flea/Tick Care Edge Up by Age Bracket
    
  • Blacks Twice as Likely to Use Pet Food Supplements
    
  • Patterns by Household Income
    
  • Purchasing of Cat Litter Skews to One-Person Households
    
  • Table 5-39: Overall Penetration Rates for Selected Pet Supply Classifications, 2000-2004 (U.S. households)
    
  • Table 5-40: Purchase Populations for Selected Pet Supply Classifications, 2000 vs. 2002 (U.S. households)
    
  • Table 5-41: Purchasing of Selected Pet Supply Classifications: By Region (U.S. dog- or cat-owning households)
    
  • Table 5-42: Purchasing of Selected Pet Supply Classifications: By Region (U.S. dog- or cat-owning households)
    
  • Table 5-43: Pet Product Purchasing Indices: By Gender, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-44: Pet Product Purchasing Indices: By Adult Age Bracket, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-45: Pet Product Purchasing Indices: By Race/Ethnicity, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-46: Pet Product Purchasing Indices: By Household Income, 2004 (U.S. dog- or cat-owning households)
    
    
    
  • Table 5-47: Pet Product Purchasing Indices: By Household Size, 2004 (U.S. dog- or cat-owning households)
  
  
  
• Consumer Focus: Flea- and Tick-Care Products
  
  • Southeast and Southwest Are Prime Regions
    
  • Skew to Seniors
    
  • Minorities As Top Consumers
    
  • Patterns by Educational Attainment: Treatment vs. Prevention, Mass-Market vs. Veterinary
    
  • Table 5-48: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Age Bracket, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-49: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Race/Ethnicity, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-50: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Highest Level of Educational Attainment, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-51: Demographics Favoring Purchase of Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-52: Demographics Favoring Purchase of Flea & Tick Control Products: For Preventative Use, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-53: Demographics Favoring Purchase of Flea & Tick Control Products: For Treatment Use, 2004, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-54: Demographics Favoring Purchase of Mass-Market Retail Brand Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
    
  • Table 5-55: Demographics Favoring Purchase of Veterinary Brand Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
  
  
  
• Consumer Focus: Cat Litter
  
  • Indicators for Above-Average Use
    
  • Condo/Co-Op Residents Post Index of 129 for Scoopable Litter
    
  • Northeast the Prime Region for Cat Litter
    
  • Younger, More Affluent Skew for Scoopable Litter
    
  • Table 5-56: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Kind of Residence, 2004 (U.S. cat-owning households)
    
  • Table 5-57: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Marketing Region, 2004 (U.S. cat-owning households)
    
  • Table 5-58: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Age Bracket, 2004 (U.S. cat-owning households)
    
  • Table 5-59: Demographics Favoring Purchase of Cat Litter, 2004 (U.S. cat-owning households)
    
    
    
  • Table 5-60: Demographics Favoring Purchase of Scoopable Cat Litter, 2004 (U.S. cat-owning households)
    
  • Table 5-61: Demographics Favoring Purchase of Regular Cat Litter, 2004 (U.S. cat-owning households)
  
  
  
• Consumer Focus: Heartworm Control Products
  
  • Distinct Draws by Age Bracket and Type of Pet
    
  • Southeast Is the Prime Region
    
  • Table 5-62: Demographics Favoring Purchase of Heartworm Treatments for Dogs, 2004 (U.S. dog-owning households)
    
  • Table 5-63: Demographics Favoring Purchase of Heartworm Treatment for Cats, 2004 (U.S. cat-owning households)
  
  
  Consumer Focus: Pet Food Supplements
  
  • Blacks Post Index of 201
    
  • Table 5-64: Demographics Favoring Purchase of Food Supplements for Dogs or Cats, 2004 (U.S. dog- or cat-owning households)

Chapter 6: Looking Ahead

• Trends and Opportunities
  
  • Ongoing Consolidation and Globalization
    
  • Brand Building
    
  • The Oral Care Wave
    
  • The Natural Wave
    
  • Other Cross-Category Opportunities
    
  • Pet Supplements on the Ups
    
  • Demographic Targeting
    
  • Figure 6-1: Share of U.S. Population Growth for Selected Racial/Ethnic Populations, 2005-2010 (percent)
    
  • Growing Online

Appendix: Addresses of Selected Marketers i

Abstract

Covering products for all type of companion animals—especially “new-generation” value-added entries—this fully updated report examines non-food pet supplies including chews, litter, toys, carriers, collars/leashes, grooming products, supplements and just about every other kind of product imaginable, honing in on hot product trends such as “professional-style” products (vet-approved, oral care, breeder-developed, etc.), health/natural products, clean-up/odor-control products, training products, travel products, gift/holiday/luxury products, and “high-tech” products such as automatic litter boxes and feeders. The report also surveys market-transforming competitive trends such as cross-over human marketers, store branding, channel-specific marketing, retailing in non-traditional outlets, and licensing.

A unique and valuable addition to this report are in-depth profiles of dog and cat owners and purchasers—covering attitudes as well as product usage rates and demographics—honing in on pet-owning segments including baby boomers, affluents, women, singles, couples, households with children, minorities, and multiple pet owners. Pet owners are also profiled by marketing region (Northeast, East Central, West Central, Southeast, Southwest, and Pacific); shopping channel (pet stores, discount stores, supermarkets, and online); and product type (cat litter, flea/tick controls, heartworm medications, and supplements).

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.

Our market size estimates are based on Information Resources, Inc. (IRI) data for tracked mass-market retailers (supermarkets, drugstores, and mass merchandisers other than Wal-Mart), independent pet store sales-tracking surveys, reported revenues of marketers and retailers, and figures appearing in the trade press. Information on new product introductions is derived from reports in the trade press and online, as well as detailed Productscan data from Marketing Intelligence Service, Ltd., Naples, New York. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) fall 2004 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
The U.S. Market for Pet Care Supplies and Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Pet Care Supplies and Products offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Competitors
• Competitive Profiles (of the mainstream competitors, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail 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.

How You Will Benefit from this Report
If your company is already competing in the pet supplies industry, 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 care supplies and products, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for pet supplies based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for pet care supplies and products.
• Research and development professionals stay on top of competitor initiatives and explore demand for pet supplies.
• Advertising agencies working with clients in the pet industry understand 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.

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