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Pet Food - US - May 2015

Pet Food - US - May 2015

“Although pet owners’ interest in premium pet food will contribute to some sales growth in 2015, the humanization trend is evolving beyond flavors to ensuring nutritional benefits, ingredient quality and manufacturing standards are as high as human food rather than transposing human food trends wholesale into pet food.”

– Amy Kraushaar, US Category Manager Food & Drink, and Foodservice

This report answers the following key questions:

Will the humanization of pet food trend continue?
Where are the innovation opportunities?
Is homemade pet food detracting from pet food sales?


SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
The market
Pet food sales grow to $21 billion in 2014
Figure 1: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
Key players
Purina, Big Heart remain category leaders
Retail Channels
Figure 2: Total US retail sales of pet food, by channel, 2014
The consumer
Dogs are most popular pet in US
Figure 3: Types of pets living in household, February 2015
Pets’ flavor preferences, price are leading factors in purchase decision
Figure 4: Purchase decision factors for pet food, February 2015
Brand satisfaction high among pet owners
Figure 5: Attitudes toward pet food brands, by demographics, February 2015
Natural, meat-rich diets favored by pet owners, particularly Millennials
Figure 6: Pet diets and nutrition, by generation, February 2015
Dog owners see poultry and red meat as ideal ingredients, cat owners choose poultry and fish
Figure 7: Top five ideal pet food ingredients, by pet, February 2015
Product labels are a key information source
Figure 8: Information sources for pet food buyers, February 2015
Pet owners associate treats with love
Figure 9: Pet treat behaviors, February 2015
What we think
ISSUES AND INSIGHTS
Will the humanization pet food trend continue?
The issues
Insight: Consumers want human quality foods, not human diets, for their pets
Where are the innovation opportunities?
The issues
Insight
Is homemade pet food detracting from pet food sales?
The issues
Insight: preparing homemade pet foods remains a niche practice among pet parents
TREND APPLICATIONS
Trend: The Real Thing
Trend: Patriot Games
Trend: Prove It
MARKET SIZE AND FORECAST
Key points
Sales and forecast of pet food
Figure 10: Total US sales and forecast of pet food, at current prices, 2009-19
Figure 11: Total US sales and forecast of market, at inflation-adjusted prices, 2009-19
Pet food to reach $22.8 billion in 2019
Figure 12: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
Medium sized households lead in pet ownership
Figure 13: Households, by presence of own children, 2003-13
Unmarried Millennials drive premiumization
Figure 14: Population by generation, 2010 - 2020
Figure 15: Population by generation, 2010 - 2020
Lagging income growth, increasing meat prices limit premiumization
Figure 16: Median household income, in inflation-adjusted dollars, 2003-13
SEGMENT PERFORMANCE
Key points
Wet food, pet treats drive growth in category
Sales of pet food, by segment
Figure 17: Total US retail sales of pet food, by segment, at current prices, 2012 and 2014
Figure 18: Total US retail sales of pet food, by segment, at current prices, 2014
SEGMENT PERFORMANCE – DRY DOG FOOD
Key points
Dry dog food loses share to wet food
Sales and forecast of dry dog food segment
Figure 19: Total US sales and forecast of dry dog food segment, at current prices, 2009-19
SEGMENT PERFORMANCE – WET DOG FOOD
Key points
Wet dog food continues to grow
Sales and forecast of wet dog food segment
Figure 20: Total US sales and forecast of wet dog food segment, at current prices, 2009-19
SEGMENT PERFORMANCE – DRY CAT FOOD
Key points
Dry cat food loses ground to wet cat food
Sales and forecast of dry cat food
Figure 21: Total US sales and forecast of dry cat food segment, at current prices, 2009-19
SEGMENT PERFORMANCE – WET CAT FOOD
Key points
Wet cat food gains as consumers upgrade
Sales and forecast of wet cat food
Figure 22: Total US sales and forecast of dry cat food segment, at current prices, 2009-19
SEGMENT PERFORMANCE – OTHER PET FOOD
Key points
Other pet foods flat as Americans return to work
Sales and forecast of other pet food segment
Figure 23: Total US sales and forecast of other pet foods segment, at current prices, 2009-19
SEGMENT PERFORMANCE – PET TREATS
Key points
Premium products drive sales in pet treats segment
Sales and forecast of pet treats
Figure 24: Total US sales and forecast of pet treats segment, at current prices, 2009-19
RETAIL CHANNELS
Key points
Supermarkets lose traction to other retail channels
Figure 25: Total US retail sales of pet food, by channel, at current prices, 2012 and 2014
Supermarkets continue to struggle against other channels
Figure 26: US supermarket sales of pet food, at current prices, 2009-14
Warehouse clubs, specialty retailers dominate market
Figure 27: US sales of pet food through other retail channels, at current prices, 2009-14
Natural channel sales continue to grow steadily
Figure 28: Natural supermarket sales of pet food, treats, and snacks, by segment, at current prices,
rolling 52 weeks 2012 and 2014
Figure 29: Whole Foods Market, “Dog Food, Tender & True Pet Food,” Digital Video, March 2015
LEADING COMPANIES
Key points
Sales gains related to pet food humanization slow
Manufacturer sales of market
Figure 30: MULO sales of pet food, by leading companies, rolling 52 weeks 2014 and 2015
BRAND SHARE – DRY AND WET DOG FOOD
Key points
Purina largest brand in dry and wet dog food
Figure 31: Pedigree, “Love a Shelter Pet: A Miranda Lambert Story (Short Version),” Digital Video, July
2014
Figure 32: Blue Buffalo, “Blue Buffalo Life Protection Formula for Dogs,” TV Commercial, December
2014
Manufacturer sales of dry dog food
Figure 33: Manufacturer sales of dry dog food, 2014 and 2015
Manufacturer sales of wet dog food
Figure 34: Manufacturer sales of wet dog food, 2014 and 2015
BRAND SHARE – DRY AND WET CAT FOOD
Key points
Digital marketing fails to drive cat food sales
Figure 35: Purina, “Dear Kitten: Regarding the Big Game,” Digital Video, January 2015
Figure 36: Sheba, “Winter Fantasy,” Commercial, July 2014
Manufacturer sales of dry cat food
Figure 37: Manufacturer sales of dry cat food, 2014 and 2015
Manufacturer sales of wet cat food
Figure 38: Manufacturer sales of wet cat food, 2014 and 2015
BRAND SHARE – OTHER PET FOODS
Key points
Central Garden & Pet remains the largest other pet food company
Manufacturer sales of other pet food segment
Figure 39: MULO sales of other pet food, by leading companies and brands, rolling 52 weeks 2014and
2015
BRAND SHARE – PET TREATS
Key points
Pet treat buyers pair nutrition with indulgence
Figure 40: Pedigree, “Pedigree Dentastix Commercial: ‘Doggie Dentures’:15,” Commercial, June 2014
Manufacturer sales of pet treat segment
Figure 41: MULO sales of other pet treats, by leading companies and brands, rolling 52 weeks 2013
and 2014
INNOVATIONS AND INNOVATORS
Cause marketing appears on labels
Refrigerated and frozen products position for freshness
Pumpkin trends in dog food
Treats couple indulgence with nutrition
Holiday items include pets in festivities
THE CONSUMER – PET OWNERSHIP
Key points
Dogs are most common pet
Figure 42: Types of pets living in household, February 2015
Cat owners more likely to own multiple pets than dog owners
Figure 43: Any pets living in household, by demographics, February 2015
25-34-year-olds lead in pet ownership
Figure 44: Any pets living in household, by six age groups, February 2015
Higher income pet owners prefer dogs
Figure 45: Any pets living in household, by six income group, February 2015
Households with kids have highest pet ownership rates
Figure 46: Any pets living in household, by presence of children under 18 in household, February 2015
THE CONSUMER – DOG FOODS PURCHASED
Key points
Other brands lead in dry dog food purchases
Figure 47: Packaged dry dog food purchases by brand, by demographics, November 2013-December
2014
Pedigree, other brands lead wet dog food
Figure 48: Wet/Moist dog food purchases by number of packages or cans, by income, November 2013-
December 2014
Milk Bone leads in dog treats
Figure 49: Dog biscuits or treats by brand, by demographics, November 2013-December 2014
THE CONSUMER – CAT FOODS PURCHASED
Key points
Other brands lead in dry food purchases
Figure 50: Packaged dry cat food purchases by type, by demographics, November 2013-December
2014
Friskies leads in wet cat food
Figure 51: Wet/Moist cat food purchases by brand, by demographics, November 2013-December 2014
Whiskas Temptations
Figure 52: Cat snacks or treats by brand, by demographics, November 2013-December 2014
THE CONSUMER – PURCHASE DECISION FACTORS FOR PET FOOD
Key points
Price, taste drive pet food purchase decision
Figure 53: Purchase decision factors for pet food, February 2015
Millennials prefer natural/organic pet foods
Figure 54: Purchase decision factors for pet food, by six age groups, February 2015
Taste factors prominently in both cat and dog owners’ purchase decisions
Figure 55: Purchase decision factors for pet food, by pet, February 2015
Nutrition eclipses taste for affluent customers
Figure 56: Purchase decision factors for pet food, by household income, February 2015
THE CONSUMER – PET FEEDING BEHAVIORS
Brand loyalty is high among pet owners
Figure 57: Attitudes toward pet food brands, by demographics, February 2015
Brand satisfaction lowest among Millennials
Figure 58: Attitudes toward pet food brands, by age, February 2015
Middle-income pet owners most open to trying new brands
Figure 59: Attitudes toward pet food brands, by demographics, February 2015
Owners of multiple pets most likely to experiment with new products
Figure 60: Attitudes toward pet food brands, by number of pets owned, February 2015
THE CONSUMER – PET DIETS AND NUTRITION
Key points
Pet owners look to natural, meat-heavy diets for nutrition
Figure 61: Pet diets and nutrition, February 2015
Millennials most cautious about unnatural pet food
Figure 62: Pet diets and nutrition, by generation, February 2015
Ingredient quality concerns increase with number of pets owned
Figure 63: Pet diets and nutrition, by number of pets owned, February 2015
Households with children more discerning of their pets’ diets
Figure 64: Pet diets and nutrition, by presence of children in household, February 2015
THE CONSUMER – IDEAL PET FOOD INGREDIENTS
Key points
Pet owners look to meat-heavy formulations
Figure 65: Ideal pet food ingredients, February 2015
Cat owners favor poultry and fish, dog owners prefer poultry
Figure 66: Ideal pet food ingredients, by pet, February 2015
Affluent pet owners lean toward rice, ancient grains over other grains
Figure 67: Ideal pet food ingredients, by six income groups, February 2015
Millennials most interested in fruits and vegetables, but still prefer meat
Figure 68: Ideal pet food ingredients, by Millennials and Non-Millennials, February 2015
THE CONSUMER – INFORMATION SOURCES
Key points
Pet owners rely on product labels, vets, and brands’ reputations to find new products
Figure 69: Information sources for pet food buyers, February 2015
Dog owners look to digital resources to learn about products
Figure 70: Information sources for pet food buyers, February 2015
Young pet owners use greatest number of sources to learn about pet food brands
Figure 71: Information sources for pet food buyers, by six age groups, February 2015
Pet owners with children utilize online, in-store information sources
Figure 72: Information sources for pet food buyers, by presence of children under 18 in household,
February 2015
THE CONSUMER – PET TREAT BEHAVIORS
Key points
Pet owners use treats to demonstrate affection
Figure 73: Pet treat behaviors, February 2015
Daily pet treat usage highest among dog owners
Figure 74: Pet treat behaviors, by pet type, February 2015
Older consumers equate treats with affection
Figure 75: Pet treat behaviors, by six age groups, February 2015
Owners of multiple pets more interested in flavor
Figure 76: Pet treat behaviors, by number of pets, February 2015
RACE AND HISPANIC ORIGIN
Key points
Pet ownership strong among Hispanic consumers
Figure 77: Types of pets living in household, by race, February 2015
Hispanics slightly less interested in taste than other pet owners
Figure 78: Purchase decision factors for pet food, by Hispanic origin, February 2015
Ingredient quality, nutritional concerns rank highly among Hispanics
Figure 79: Pet diets and nutrition, February 2015
Hispanics slightly more likely to see fruits and vegetables as ideal
Figure 80: Ideal pet food ingredients, by Hispanic origin, February 2015
APPENDIX – TRADE ASSOCIATIONS
APPENDIX – OTHER USEFUL TABLES
Figure 81: Pet ownership, by type of pet, November 2013-December 2014
Figure 82: Packaged dry dog food purchases, by household income, November 2013-December 2014
Figure 83: Dry dog food purchases by type, November 2013-December 2014
Figure 84: Packaged dry dog food purchases by type, by age, November 2013-December 2014
Figure 85: Dry dog food purchases by type, by race, November 2013-December 2014
Figure 86: Dry dog food purchases by type, by household income, November 2013-December 2014
Figure 87: Dry dog food purchases by type, by presence of children, November 2013-December 2014
Figure 88: Packaged dry dog food purchases by number of pounds, by household income, November
2013-December 2014
Figure 89: Wet/moist dog food purchases, by age, November 2013-December 2014
Figure 90: Wet/moist dog food purchases, by household income, November 2013-December 2014
Figure 91: Wet/Moist dog food purchases by type, November 2013-December 2014
Figure 92: Wet/Moist dog food purchases by type, by age, November 2013-December 2014
Figure 93: Wet/Moist dog food purchases by type, by race, November 2013-December 2014
Figure 94: Wet/Moist dog food purchases by type, by household income, November 2013-December
2014
Figure 95: Wet/Moist dog food purchases by type, by presence of children in household, November
2013-December 2014
Figure 96: Dog biscuits or treats purchases, by age, November 2013-December 2014
Figure 97: Dog biscuits or treats eaten, by age, November 2013-December 2014
Figure 98: Packaged dry cat food purchases, by age, November 2013-December 2014
Figure 99: Packaged dry cat food purchases by number of pounds, by age, November 2013-December
2014
Figure 100: Packaged dry cat food purchases by type, November 2013-December 2014
Figure 101: Packaged dry cat food purchases by type, by age, November 2013-December 2014
Figure 102: Packaged dry cat food purchases by type, by race, November 2013-December 2014
Figure 103: Packaged dry cat food purchases by type, by household income, November 2013-
December 2014
Figure 104: Packaged dry cat food purchases by type, by presence of children in household, November
2013-December 2014
Figure 105: Wet/moist cat food purchases, by household income, November 2013-December 2014
Figure 106: Wet/Moist cat food purchases by type, November 2013-December 2014
Figure 107: Wet/moist cat food purchases by type, by age, November 2013-December 2014
Figure 108: Wet/Moist cat food purchases by type, by race, November 2013-December 2014
Figure 109: Wet/Moist cat food purchases by type, by household income, November 2013-December
2014
Figure 110: Wet/Moist cat food purchases by type, by presence of children in household, November
2013-December 2014
Figure 111: Wet/moist cat food purchases by number of packages or cans, by age, November 2013-
December 2014
Figure 112: Cat snakcs or treats usage, by age, November 2013-December 2014
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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