Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition

Published by: Packaged Facts

Published: Jul. 1, 2010 - 278 Pages

Table of Contents

Chapter 1: Executive Summary

Introduction

Scope of Report: Pet Food and Pet Care

Report Methodology

Market Trends

U.S. Retail Sales, 2005-2014

Table 1-1: U.S. Retail Sales of Natural Pet Products, 2005-2014 (in millions of dollars)

Pet Food vs. Pet Care

Organic Pet Food Sales

Litter Dominates Pet Care Classification

Mass-Market Sales Trends

Natural Supermarket Sales Trends

Market Share by Retail Channel

Figure 1-1: Share of U.S. Retail Sales of Natural Pet Products by Distribution Channel: 2005 vs. 2009 (percent)

Competitive Trends

Natural Pet Market Tracking Human Path

Procter & Gamble Plus Natura

New Brands and Line Extensions

Raw Pet Food Market Leaders

Freshpet and Tyson Join Forces in Refrigerated Pet Food

Natural Product Leaders in the Pet Specialty Channel

Dog Food

Cat Food

Cat Litter

Natural Product Leaders in Tracked Mass-Market Channels

Dog Food

Cat Food

Cat Litter

Dog/Cat Needs

Top Ten Brands in the Natural Supermarket Channel

New Product Trends

“Natural” Leads New Product Surge

“Natural-Related” Claims

“Green” Claims

Consumer Trends

Purchasing Patterns for Natural/Organic Dog Products

Purchasing Patterns for Natural/Organic Cat Products

Independent Pet Stores Are Highest-Indexing Channel for Natural Product Purchasers

Figure 1-2: Retail Channel Indexes: Purchasers of Natural/Organic Pet Products, July 2009-March 2010 (U.S. pet-owning households)

Availability and Affordability as Impediment to Natural Product Purchasing

Chapter 2: Introduction

Scope & Methodology

Scope of Report: Pet Food and Pet Care

Report Methodology

Market Definitions and Terminology

Natural Pet Food

Defining Natural

What “Natural” Isn’t

Defining Organic

Pet Food Task Force Formed to Clarify Standards

April 2010 NOP Recommendation Muddies Organic Pet Food Waters

Organic Standards as of May 2010

Sustainability and Other Ethical Issues

Third-Party Accreditation

Natural vs. Organic

Raw Pet Food Product Definition

Dr. Billinghurst’s BARF Diet

The Raw Meaty Bones (Prey Model) Approach

Raw Food Processing

Freeze-Drying

Pasteurization

Raw Food Regulation

Terms Often Associated with Natural and Organic

“Healthy” Ingredients

“Unhealthy” Ingredients

Natural Pet Care Products

Natural and Alternative Litter

Natural Pet Health Products

Natural Pet Grooming Products

Natural Pest-Control Products

Natural Pet Supplements

Other Natural Pet Care Products

“Ethical” and Environmental Issues

Key Ethical Issues

Eco-Friendly (“Green”)

Locally Grown and “Food Miles”

Humane Treatment of Animals

No Animal Testing/Cruelty-Free

No Genetic Modification or Cloned Animals

Fair Trade/Ethically Sourced

Sustainable Agriculture and Development

Corporate Responsibility

The Global Reporting Initiative

Governmental and Non-Governmental Criteria and Certification

Consumers Union Lists 150 Different “Eco-Labels”

Chapter 3: Market Trends

Market Size & Growth

U.S. Retail Sales, 2005-2014

Table 3-1: U.S. Retail Sales of Natural Pet Products, 2005-2014 (in millions of dollars)

Pet Food vs. Pet Care

Table 3-2: U.S. Retail Sales of Natural Pet Products by Classification and Category: 2005, 2009 and 2014 (in millions of dollars)

Table 3-3: Share of U.S. Retail Sales of Natural Pet Products: 2005, 2009 and 2014 (percent)

Food Sales by Type

Table 3-4: Share of U.S. Retail Dollar Sales of Natural Dog and Cat Food by Form, 2009 (in millions of dollars)

Organic Pet Food Sales

Table 3-5: U.S. Retail Sales of Organic Pet Food, 2003-2009 (in millions of dollars)

Raw Pet Food Sales

Figure 3-1: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2005, 2009 and 2014 (in millions of dollars)

Litter Dominates Pet Care Classification

Figure 3-2: Share of U.S. Retail Sales of Natural Pet Care Product Classification by Category: 2005, 2009 and 2014 (percent)

Mass-Market Sales Trends

Table 3-6: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Pet Food, Litter, and Dog/Cat Needs vs. Total Pet Food, Litter, and Dog/Cat Needs: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars)

Dog and Cat Food

Table 3-7: Share of U.S. SymphonyIRI-Tracked Retail Dollar Sales of Total Pet Food and Natural Pet Food by Animal Type: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (percent)

Table 3-8: Share of U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog Food and Total Dog Food by Product Type: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (percent)

Table 3-9: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog and Cat Food vs. Total Dog Food by Category: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars)

Table 3-10: Share of U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food and Total Cat Food by Product Type: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (percent)

Cat Litter

Table 3-11: U.S. SymphonyIRI-Tracked Dollar, Unit, and, Volume Sales of Natural Cat Litter vs. Total Cat Litter: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars, units and pounds)

Figure 3-3: Natural/Alternative Cat Litter Share of Tracked Mass-Market Cat Litter Sales, 2003-2009 (percent)

Natural Supermarket Sales Trends

Table 3-12: Dollar Sales of Pet Products in the Natural Supermarket Channel by Category, 52 Weeks Ending May 15, 2010 vs. Year-Ago Period (in millions of dollars)

Figure 3-4: Share of Sales of Pet Products in the Natural Supermarket Channel by Category, 52 Weeks Ending May 15, 2010 vs. Year-Ago Period (percent)

Figure 3-5: Estimated Percentage Growth Rate of Pet Product Sales in Natural Supermarkets, 2006-2010 (percent)

Market Share by Retail Channel

Figure 3-6: Share of U.S. Retail Sales of Natural Pet Products by Distribution Channel: 2005 vs. 2009 (percent)

Market Outlook

Recession Takes a Toll

Table 3-13: Symphony/IRI-Tracked Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2008 (in millions of dollars, units and pounds)

Slow But (Apparently) Steady Recovery Underway

Pet Market Consumers a Bullish Bunch

Figure 3-7: Level of Agreement with Statement “I Am Spending Less on Pet Products These Days Because of the Economy,” 2010 (percent of U.S. pet owners)

Table 3-14: Level of Agreement with Statement “I Am Spending Less on Pet Products These Days Because of the Economy”: Dog Owners and Cat Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat Food/Supply Purchasers, 2010 (percent of U.S. pet owners)

Table 3-15: Level of Agreement with Statement “I Am Spending Less These Days Because of the Economy”: Dog Owners and Cat Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat Food/Supply Purchasers, 2010 (percent of U.S. pet owners)

Figure 3-8: Level of Agreement with Statement “I Anticipate Spending More on Pet Products Over the Next 12 Months,” 2010 (percent of U.S. pet owners)

Table 3-16: Level of Agreement with Statement “I Anticipate Spending More on Pet Products Over The Next 12 Months”: Dog Owners and Cat Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat Food/Supply Purchasers, 2010 (percent of U.S. pet owners)

Heightened Consumer and Governmental Focus on Product Safety

New Regulations for Flea/Tick “Spot-ons”

Heightened Focus on the Environment

Focus on Organic and Sustainable

New NOP Recommendation Threatens Organic Pet Food

Recession Takes a Toll

Organic Ingredient Surplus and Higher Costs to Producers

Is Organic Really Better?

Confusion over Natural vs. Organic, “Green”

A “Greenwashing” Backlash?

OTA Bullish on Organic Growth

Government Steps Up Support of Organic Industry

Strong Consumer Interest

Favorable Trends in Multiple Retail Channels

Independent Pet Specialty Continues to Shift Toward Natural

Table 3-17: Level of Change in Sales Volume Among Independent Pet Specialty Retailers, 2007-2010 (percent)

Table 3-18: Natural Product Share of Independent Pet Specialty Store Sales by Animal Category, 2009 (percent)

Table 3-19: Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2009 (percent)

Table 3-20: Change in Amount of Natural/Holistic Products Sold: “Has the Amount of Natural/Holistic Products Your Store Sells Increased, Remained the Same, or Decreased In the Last 12 Months?” (percent)

Petco Programs

PetSmart and Martha Stewart

Room to Grow at Whole Foods

A Boom in Mass Channels?

Figure 3-9: Level of Agreement with Statements “If Natural/Organic Pet Products Were More Affordable / More Available Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. pet owners)

Internet a Big Plus for Natural Pet Products

Table 3-21: Level of Pet Owner Agreement with Statement: “I Use the Internet to Help Find and Choose Pet Products,” February 2010 (percent)

Table 3-22: Level of Pet Owner Agreement with Statement: “I Buy Pet Products Online,” February 2010 (percent)

Table 3-23: Selected Internet-Related Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2009 (percent and index)

The Human/Animal Bond

Figure 3-10: “Consider My Pet(s) Part of the Family,” 2009 (percent of pet, dog/cat, dog and cat owners)

Premium Demographics

Table 3-24: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2005 vs. 2009 (U.S. dog- or cat-owning households)

Figure 3-11: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 1998-2008 (percent)

Impact of Aging Pet Population

Impact of Pet Overweight, Obesity

Chapter 4: Competitive Trends

Introduction

Natural Pet Market Tracking Human Path

Key Acquisitions

Procter & Gamble Buys Natura

Possible Future Acquisitions Targets

New Brands and Line Extensions

Illustration 4-1: Milk-Bone Natural Snacks

No Guarantee of Success

Mainstreaming Backlash

Organic vs. Natural

HSUS Debuts Humane Choice Organic Pet Food

Illustration 4-2: Humane Society’s Humane Choice Organic Pet Food

Focus on Raw Pet Food

Raw Pet Food Market Leaders

Focus on Product Safety

Paw Naturaw Committed to “Wholesale Direct”

The Freezer Case Hurdle

Illustration 4-3: Freezer Case of Country Pet’s CANZ Raw Pet Food in Whole Foods

Raw Foods Mainstreaming

Illustration 4-4: Bravo’s Balance Raw Pet Food

Freshpet and Tyson Join Forces in Refrigerated Pet Food

Illustration 4-5: Trade Ad Featuring Freshpet Food and Refrigerator Case

The Next Big Thing: Jarred Pet Food?

Illustration 4-6: Miss Autumn’s Barkery Jarred Organic Pet Food

Marketer and Brand Rankings

Pet Specialty Still the Locus

Natural Pet Food Leaders in the Pet Specialty Channel

Table 4-1: Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2004-2008 (percent)

Natural Pet Care Leaders in the Pet Specialty Channel

Natural Cat Litter Marketers

Figure 4-1: Pet Specialty Channel Marketer and Brand Leaders in Cat Litter 2004-2008 (percent)

Multi-Category Natural Pet Care Marketers

Category Specialists

Mass-Market Marketer and Brand Rankings

Dog Food

Cat Food

Cat Litter

Dog/Cat Needs

Top Ten Brands in the Natural Supermarket Channel

Figure 4-2: Top Brands of Pet Products in the Natural Supermarket Channel: Share of Dollar Sales - 52 Weeks Ending May 15, 2010 vs. Year-Ago Period (percent)

Table 4-2: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Category: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars)

Table 4-3: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food by Marketer, Brand, and Category: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars)

Table 4-4: Share of U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (percent)

Table 4-5: U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending April 2010 vs. Year-Ago Period (in millions of dollars)

Table 4-6: U.S. SymphonyIRI-Tracked Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending April 18, 2010 vs. Year-Ago Period (in millions of dollars)

Table 4-7: Top Brands of Pet Products in the Natural Supermarket Channel: Dollar Sales - 52 Weeks Ending May 15, 2010 vs. Year-Ago Period (in millions of dollars)

Marketing Trends

Celebrity Kick

Cause-Related Marketing

Pet Food Producers Position on Safety

Illustration 4-7: Consumer Ad for Natural Balance’s “Buy with Confidence” Program

Direct Selling via Internet

Advertising and Promotion

Illustration 4-8: Humane Choice Organic Pet Food Retail Display

Focus on Sustainability

Pet Industry Embracing Sustainable Initiatives

Figure 4-3: Are “Green” Positioning and Claims Becoming More or Less Important to Your Company vs. a Few Years Ago? (percent)

Table 4-8: What Are The Reasons Your Operation Is Adopting Green and Sustainable Practices? (percent)

Figure 4-4: How Important Do You Think It Is for Your Organization to Be a Leader in Adopting Sustainable Practices? (percent)

Figure 4-5: What Do You Think Is the Likelihood That Increased Sustainability Will Lead to Increasing Long-Term Profits for Your Company? (percent)

Table 4-9: Sustainability Practice Areas That Have Already Delivered or Have Significant Potential to Deliver a Strong Return on Investment (ROI) for Your Operation (percent)

Sustainable Initiatives in Factory Conversion and Construction

Sustainability and Ethical as Company Positioning

Sustainability in Product Design

Illustration 4-9: Bramton’s Eco-Care Training Pads

Eco-Friendly Cat Litter at the Fore

Sustainability in Packaging

Retailers Also Going Green

Table 4-10: Marketers and Brands of Natural, Organic and Eco-friendly Pet Food, 2010

Table 4-11: Marketers and Brands of Natural, Organic and Eco-friendly Products, 2010

Chapter 5: New Product Trends

“Natural” Leads New Product Surge

Table 5-1: Number of New Natural and Organic Dog Food, Cat Food, and Pet Healthcare Products and Share of Total Category Launches, 2005-2010 (number and percent)

“Natural-Related” Claims

“Green” Claims

Smaller Marketers Continue to Lead Natural Charge

Table 5-2: Number of Natural and Organic Pet Food Launches by Company, 2007-2009

Natural/Upscale Overlap

Figure 5-1: Percentage of Natural or Organic Pet Product Launches Also Tagged Upscale or Gourmet: 2006-2009

Natural Plus Gourmet

Merrick Pet Care a Gourmet/Natural Pioneer

Illustration 5-1: Merrick’s Elements Pet Food Supplement Mix

Natural/Gourmet Treat Combos

Illustration 5-2: Oliver Bentleys LLC Barking Bakery Organic Dog Treats

Three Dog Bakery Introduces Bake to Nature Packaged Line

Rachael Ray Extends Nutrish Line with Just 6 Treats

Senior, Weight Management, and “Special Needs” Products

The Holistic Buzz

Illustration 5-3: New Packaging for WellPet’s Holistic Select

Table 5-3: Number of Dog Food and Treat Launches and Percentage Share of All Dog Food and Treat Launches by Marketing Claim/Package Tag, 2006-2009

Table 5-4: Number of Cat Food and Treat Launches and Percentage Share of All Cat Food and Treat Launches by Marketing Claim/Package Tag, 2006-2009

Table 5-5: Number of Pet Healthcare Product Launches and Percentage Share of All Pet Healthcare Launches by Marketing Claim/Package Tag, 2006-2009

Pet Food

All About Ingredients

Petco Launches Nutrition Education Campaign

Illustration 5-4: Petco Pet Food Label Evaluation Tips

Human-Grade Ingredients

Honest Kitchen Makes Honest Claim Out of “Human Grade”

Country-Coded and U.S.-Sourced Ingredients

Locally Sourced Ingredients

Figure 5-2: U.S. Retail Sales of Locally Grown Foods: 2002, 2007, and 2011 (in billions of dollars)

Functional Ingredients and Condition-Specific Claims

Trend Profile: Dogswell, LLC

Illustration 5-5: Dogswell Natural Nutraceutical Dog Treats

Grain-Free Foods and Treats

Illustration 5-6: Blue Wilderness Grain-Free Pet Food

Ancestral Diets

Hypoallergenic

No Wheat Gluten

Focus on Raw and Refrigerated Foods

Going Organic and Playing Up “Natural”

Raw and Human-Grade

Raw and Hypoallergenic/Grain-Free

New Zealand Appeal

Freeze-Dried and Dehydrated

Focus on Convenience

Focus on Felines

Pet Food Mixes and Homemade Foods

Company Snapshot: Honest Kitchen

Illustration 5-7: Lucy Postins’ Made Out of Love Pet Food Recipe Book

Company Snapshot: Nature’s Variety

Pet Care Products

Cat Litter

Illustration 5-8: Advertising for World’s Best Cat Litter’s “New Look”

Scoopable and Multi-Cat Formulations

Figure 5-3: Purchasing Patterns for Cat Filler/Litter Products by Type, 2005-2009 (percent of U.S. cat-owning households)

Illustration 5-9: Swheat Scoop Multi-Cat Natural Wheat Litter

New Clay Litters Co-Opting “Natural”

Illustration 5-10: Oil-Dri Corp’s Cat’s Pride Natural Scoop

Eco-Friendliness

Product Safety

Litter Boxes and Accessories

Pest Controls

Illustration 5-11: Advertising for Liquid Net’s Ultimate Insect Repellant for Pets

Grooming Products

Illustration 5-12: TropiClean “Green” Shampoo and Conditioner

Spa/Gift/Travel Appeals

Clean-Up Products

Supplements and Health Remedies

Illustration 5-13: TropiClean’s New Fresh Breath Clean Teeth Gel

Pet Beds

Toys

Collars and Leads

Illustration 5-14: Premier Pet’s Eco Gentle Leader Harness

Illustration 5-15: Website Banner for Coastal Pet’s Earth Soy Collars and Leads

Carriers, Housing, and Bowls

Illustration 5-16: Eco Concepts Dog Houses

Non-Dog/Cat Supplies

Illustration 5-17: Kaytee’s Nature’s Benefits Food for Birds and Small Animals

Illustration 5-18: Kaytee’s All-Natural Timothy Hay Plus

Chapter 6: Consumer Trends

Note on Data Sources

Cat-Owning Households Have Slightly Higher Propensity to Buy General-Market “Green” Products

Table 6-1: Purchasing of General-Market Natural, Organic, or Eco-Friendly Products, July 2009-March 2010 (percent of U.S. households)

Overall Purchasing Patterns for Natural/Organic Dog Products

Table 6-2a: Overview of Dog-Owner Purchasing Patterns for Natural/Organic Pet Supplies: Any, 2009/2010 (percent and number among U.S. dog-owning households)

Table 6-2b: Overview of Dog-Owner Purchasing Patterns for Natural/Organic Pet Supplies: Natural Dog Food Brand and Organic Pet Food, 2009/2010 (percent and number among U.S. dog-owning households)

Urban, Upper-Middle Class, and Gen Y Base for Natural Dog Products

Older Boomers Twice as Likely to Buy Natural Dog Foods

Spanish TV Is Prime Time for Natural Dog Food Brands

Table 6-3: Key Demographic Indicators for Purchasing Natural Products for Dogs: Overall, Pet Food/Treats, and Non-Food Supplies, May/June 2010 (index among U.S. dog owners)

Table 6-4: Selected Demographics for Purchasing Natural Brand Dog Foods, July 2009-March 2010 (percent and index among U.S. dog-owning households)

Table 6-5: Selected Lifestyle Indicators for Purchasing Natural Brand Dog Foods, July 2009-March 2010 (index among U.S. dog-owning households)

Table 6-6: Selected Psychographic Indicators for Purchasing Natural Brand Dog Foods, July 2009-March 2010 (index among U.S. dog-owning households)

Demographics for Organic vs. Natural Dog Food Brands

Table 6-7: Selected Demographics for Purchasing Organic Dog Food, July 2009-March 2010 (percent and index among U.S. dog-owning households)

The Consumer Mindset for Organic Dog Food

Table 6-8: Selected Psychographic Indicators for Purchasing Organic Dog Food, July 2009-March 2010 (index among U.S. dog-owning households)

Overall Purchasing Patterns for Natural/Organic Cat Products

Table 6-9a: Overview of Cat-Owner Purchasing Patterns for Natural/Organic Pet Supplies: Any Natural/Organic Pet Food or Supplies, Natural/Organic Pet Food/Treats, Natural/Organic Pet Supplies Other Than Pet Food/Treats, Natural/Organic Cat Litter and Natural/Organic Flea & Tick Care 2009/2010 (percent and index among U.S. cat-owning households)

Table 6-9b: Overview of Cat-Owner Purchasing Patterns for Natural/Organic Pet Supplies: Organic Pet Food, Natural/Alternative Brand Cat Litter, 2009/2010 (percent and index among U.S. cat-owning households)

Hispanics Index at 158 for Purchasing Natural Cat Products

Metropolitan Skew for Organic Cat Food

Psychographic Indicators for Purchasing Organic Cat Food

Table 6-10: Key Demographic Indicators for Purchasing Natural Products for Cats: Overall, Pet Food/Treats, and Non-Food Supplies, May/June 2010 (index among U.S. cat owners)

Table 6-11: Selected Psychographic Indicators for Purchasing Organic Cat Food, July 2009-March 2010 (index among U.S. cat-owning households)

The Natural/Alternative Cat Litter Consumer

Independent Pet Stores Are Highest-Indexing Channel for Natural Product Purchasers

Table 6-12: Retail Channel Patterns: Purchasers vs. Non-Purchasers of Natural/Organic Pet Products, July 2009-March 2010 (percent and index among U.S. pet-owning households)

Figure 6-1: Retail Channel Indexes: Purchasers of Natural/Organic Pet Products, July 2009-March 2010 (U.S. pet-owning households)

Retail Draws: PetSmart vs. Petco

Table 6-13: Patterns for Shopping at PetSmart vs. Petco: Purchasers vs. Non-Purchasers of Natural/Organic Pet Products, July 2009-March 2010 (percent and index among U.S. pet-owning households)

Availability as Impediment to Natural Product Purchasing

Table 6-14: Level of Agreement with Statement, “If Natural/Organic Pet Products Were More Available Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. pet owners)

Table 6-15: Level of Agreement with Statement Among Dog Owners Who Purchase Natural/Organic Pet Products, “If Natural/Organic Pet Products Were More Available Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. dog owners)

Table 6-16: Level of Agreement with Statement Among Cat Owners Who Purchase Natural/Organic Pet Products, “If Natural/Organic Pet Products Were More Available Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. dog owners)

Affordability as Impediment to Natural Product Purchasing

Table 6-17: Level of Agreement with Statement, “If Natural/Organic Pet Products Were More Affordable Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. pet owners)

Table 6-18: Level of Agreement with Statement Among Dog Owners Who Purchase Natural/Organic Pet Products, “If Natural/Organic Pet Products Were More Affordable Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. cat owners)

Table 6-19: Level of Agreement with Statement Among Cat Owners Who Purchase Natural/Organic Pet Products, “If Natural/Organic Pet Products Were More Affordable Where I Shop, I Would Buy Them More Often,” 2010 (percent of U.S. cat owners)

Table 6-20: Percent Who Strongly Consider Availability or Affordability as Impediments to Further Purchasing of Natural/Organic Pet Products: By Pet Owner Classification, 2010 (percent)

Abstract

Also underpinning steady market advancement is consumer demand for products perceived to be safer, an appeal that got a big boost from the Spring 2007 recalls and one that continues to define the way marketers formulate and position products. According to pet owner surveys conducted by Packaged Facts, 40% of dog owners and 38% of cat owners purchase natural/organic pet products; nearly half of pet owners would buy more natural/organic pet products if they were more affordable; and almost two-fifths would do so if they were more available. Featuring exclusive consumer data such as these, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers.

Building on the analysis presented in the previous two editions of this report, Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition divides the market into two classifications-pet food and pet care-with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2005 through 2014, competitive strategies of key players, and trends in new product development such as human-grade pet food, raw/frozen pet food, fresh (refrigerated) pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, and cause marketing. Additional data sources include SymphonyIRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel, Datamonitor Product Launch Analytics data tracking new product introductions, and Experian Simmons data profiling trends in pet ownership and product purchasing.

About the Author

David Lummis is the senior pet market analyst for Packaged Facts. He is also author of the monthly "Market Outlook" column in Pet Product News International, and a regular contributor of articles and market insight to other pet industry magazines as well as major business media including The New York Times and CNNMoney. Mr. Lummis also is President of New Orleans-based Marigny Research Group, Inc., a producer of custom market research reports for Packaged Facts. Since 1986, MRG has prepared more than 175 studies on consumer packaged goods markets and developed full report lines covering pet, demographic, retail and financial markets. Mr. Lummis, who graduated from Yale University, has also written approximately 75 other published B2B reports and is the author of the book, "Value Retailing in the 1990s."

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