Packaged Facts’ Executive Summaries provide a comprehensive overview of the contents contained in our full-length market intelligence reports.
Containing a snapshot of the overall market analysis, each Executive Summary provides a description of the scope and methodology used in the report; chapter overviews complete with statistical data; a sampling of charts and graphs when applicable; a brief look at the trends shaping the market; and projected future growth or demise of each market sector with relevant sales figures.
The report from which this Executive Summary is compiled is for Brand Building in the U.S. Market for Pet Products and Services, and the full study abstract is as follows: Consumer demand for premium, natural/organic, and health-related pet products, the high degree of interest in pet care services, sales growth in non-traditional retail channels, and an influx of new competitors including powerful human brands are driving marketers of pet products and services to bolster existing brands and create new ones. The much-touted strong growth prospects of this market have attracted the attention of a broad range of company types, from innovative pet specialty start-ups determined to make their mark with new-generation products and brands (e.g., Greenies, Bamboo), to marketers of well-known human brands seeking to parlay their clout into suitable pet categories (e.g., 3M, Disney). Upping the competitive ante even further is the determination of many retailers to develop and compete upon compelling store brands, making it all the more important for manufacturers to keep their brands at the leading edge of product innovation and quality. Some of the most familiar brands in the U.S. pet market are, in fact, not those of marketers, but of PetSmart, Petco, and etailer PetMed Express, which together spent over $235 million on national consumer advertising in 2005, and whose private-label programs continue to expand.
Brand Building in the U.S. Market for Pet Products and Services, a groundbreaking Packaged Facts pet trends report, examines branding strategies in the following areas—manufacturer brands, private-label brands, and licensed/human brands—and identifies the pet market labels most (or least) important to U.S. consumers, as well as those brands currently increasing their household penetration rates. It provides case histories of successful marketing initiatives, charts the most powerful and innovative brands, and predicts which brands will thrive and expand across category lines in the years to come.