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Brand Building in the U.S. Pet Products Market

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.

Packaged Facts’ Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products and services. No other market research publisher offers the breadth and depth of coverage in this lucrative, fast-growing industry. Other titles include Pet Food in the U.S., Oral Care Products for Pets, Pet Products in Nontraditional Outlets, The U.S. Pet Insurance Market, Pet Supplements and Nutraceuticals, Natural, Organic and Eco-Friendly Pet Products, and Pet Care Services in the U.S.

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.

Information on new product introductions is derived from reports in the trade press and online, as well as detailed Productscan data from Datamonitor. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) spring 2006 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
Brand Building in the U.S. Market for Pet Products and Services offers unique perspective on this burgeoning market. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.


  • Introduction
    • Market Definition and Methodology
      • Report Methodology
    • The Pet Market Environment
      • Why Brands Matter
        • Table U.S. Pet Industry Sales by Segment, 2003-2009 (in billions of dollars)
        • Table U.S. Pet Industry: Average Annual Growth by Segment, 2003-2009 (percent)
      • Humanization Factor Spurs Product Upscaling
      • Interest in Health-Related Products, Services Supports Branding
      • Interest in Natural/Organic Products Opens New Branding Doors
        • Table Number of Natural and Upscale Pet Products by Package Tag, 1999-2006
        • Table Dog and Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
      • Retail Trends
      • Premium Demographic Shifts
        • Table Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
        • Table Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
    • Household Usage Rates and Consumer Attitudes by Pet Product Category and Brand
      • Household Penetration Rates Static for Most Brands
      • Consumer Attitudes about Pet Products and Brands
        • Table Household Penetration Rates for Selected Branded Pet Products by Type, 2004-2006 (U.S. households)
        • Table Household Penetration Rates for Selected Pet Product Brand Lines, 2004-2006 (U.S. households)
        • Table Consumer Indices for Use of Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
        • Table Consumer Indices for Use of Branded Pet Product Lines by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
        • Table Consumer Indices for Use of Branded Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
  • Building Manufacturer Brands
    • Introduction: An Environment Ripe for Compelling Brands
      • Top Pet Food Brands
      • Top Non-Food Pet Brands
      • Top Brands in Pet Services Include PetSmart and Petco
      • National Pet Brand Common Denominators
      • Billion-Dollar-Plus Human Product Cross-Overs
        • Table Pet Product Marketers with Total Company Revenues of More Than $1 Billion, 2006
      • New Breed of Human Cross-Overs May Pose New Branding Threat
      • Playing the Consumer Advertising Card
        • Table How Pet Owners Usually Becomes Aware of New Pet Products: By Species of Pet Owned (percent)
        • Table Share of Pet Market National Advertising Spending by Segment, 2003-2005 (percent)
        • Table Pet Market National Advertising Spending by Segment, 2003-2005 (in thousands of dollars)
        • Table Marketer Shares of National Advertising Expenditures for Pet Food: 2003-2005 (percent)
        • Table Share of National Advertising Expenditures on Non-Food Pet Supplies by Marketer and Brand, 2003-2005 (percent)
      • Pet Specialty Brands Rely Mainly on Promotions, Advertising
      • Masterbranding Existing Brands
        • Table Most Advertised Pet Food Brands, 2005 (percent)
      • Acquiring Market Innovators
      • Crossing Category Lines
      • Mass to Specialty Cross-Over, and Vice Versa
      • Channel Exclusivity
      • Professional Endorsement and “Pro-Branding”
      • Celebrity Branding
      • Brand “Stabling” Gives Central Garden & Pet and Spectrum Brands Broad Cross-Category Presence
      • Del Monte Launches “Project Brand”
      • McKinsey Report Highlights Breakthrough Brands
      • The Case of Greenies
      • The Case of Munchkin/Bamboo
      • Other Pet Product and Service Brand Success Stories
    • Looking Ahead
      • Innovation and Premiumization
      • Pending Acquisition?
      • Cross-Over Opportunities for Pet Food Giants
      • Increasing Competition from Store Brands
      • Innovation and Brand Repositioning
      • Internet and Experiential Marketing
      • In-Store Marketing
  • Building Private-Label Brands
    • Introduction: Overall U.S. Market Perspective
      • Private-Label Penetration Lags in Pet Market
        • Table Number of New Private-Label Pet Product Lines, 2002-2006
        • Table Number of New Private-Label Pet Product SKUs, 2002-2006
        • Table Private-Label Share of IRI-Tracked Sales of Pet Products by Category, 2000 vs. 2005 (percent)
        • Table IRI-Tracked Sales of Pet Products by Category and Segment: Total vs. Private-Label, 2000-2005
        • Table Factors Influencing Purchasing of Pet Food: 2006 (percent)
      • Positive Prospects and Pockets of Growth
      • Manufacturers Buying into Private-Label
      • Wal-Mart Out Front in Mass-Market Private Label
      • Natural/Organic at Front of Supermarket Push
      • Pet Specialty Retail Leaders Build Own Brands Through Heavy Consumer Advertising
        • Table National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (in thousands of dollars)
        • Table Share of National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (percent)
        • Table Independent Pet Specialty Store Advertising Spending by Type of Media, 2004 (in dollars and percent)
      • PetSmart’s Private-Label and Brand-Building Initiatives
        • Table PetSmart Store Brands by Trademark Name, Usage, and Filing Date
      • Petco’s Private-Label and Brand-Building Initiatives
        • Table Petco Store Brands by Trademark Name, Usage, and Filing Date
      • PetMed Express and Drs. Foster & Smith
      • Independent Pet Shops Also Pushing into Private Label
      • Private-Label Risks and Challenges
      • Private-Label Pet Products Also Catching on in Non-Pet Retailers
    • Looking Ahead
      • Room to Grow
      • Premium Private Label
      • A New Pet Store/Store-Brand Experience?
      • Tiered Private Label and Increased Retailer Involvement
  • Building Licensed Brands
    • Humanization and Kids Are Key Market Drivers
      • Table Number of New Licensed Pet Product Lines, 2002-2006
      • Table Number of New Licensed Pet Product SKUs, 2002-2006
      • Table Share of U.S. Pet-Owning Households with Child Under 18 in Household: By Type of Pet, 2004 (percent)
      • Pet Market Licenses Cover All Bases
        • Table Total U.S. Licensing Revenues By Property Type, 2004 vs. 2005 (in millions of dollars and percent)
      • Licensing Pros…
      • …and Cons
      • The SpongeBob Phenomenon
      • Classic Media Parlays Lassie into Pet Food Brand
      • Licensed Dogsters Line Taps into Fast-Growing Frozen Pet Food Niche
      • 4Kids Entertainment Reps American Kennel Club and Cat Fanciers Association
      • Jakks Pacific Unleashes Flood of Licensed Brands
      • Pet Brands Banking on Milk-Bone and 9 Lives Licenses
      • Cardinal Creates Own Character License: Crazy Pets
      • Kroger’s Private-Label Dog Food Based on Disney’s Old Yeller
      • Additional Forays Into Licensed Pet Products
      • Looking Ahead

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