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Pet Food in the U.S., 9th Edition


Attention: There is an updated edition available for this report.

In the post-recession pet food world, acquisitions and capital investments promise to reshape the U.S. pet food market. During 2010, Procter & Gamble/Iams acquired holistic pet food maker Natura, Nestlé Purina bought fast-growth treats maker Waggin’ Train, and Del Monte was snapped up by a group of investors including KKR for the tidy sum of $5.3 billion. As the early 2011 acquisition of Petmate by private equity firm Wind Point Partners makes clear, this keen interest in all things pet is industry-wide, with smaller companies also receiving capital infusions. Breathing additional dynamism into the market are health-related marketing and product development initiatives including a wave of grain-free pet foods, new weight-loss foods and programs from major market forces including Hill’s and Purina, and a flood of additional special diet and condition-specific functional foods and treats that takes the notion of pet pampering to a new level.

At the same time, the market continues to face challenges related to consumer cutbacks and retail price wars. Toward the end of the historical 2006-2010 period examined here, the $70K-plus households who have been largely driving the product premiumization trend took a step back, as did some of the consumers buying natural products. As signs of the times, Mars discontinued its Goodlife Recipe line of “natural light” pet foods, and Nestlé Purina quietly withdrew its Pet Promise “stealth brand” from the natural supermarket channel. In addition, during 2010, the number of new products tagged Upscale halved as marketers and retailers continued to focus on value-related appeals, while the number of private-label entries rose. Looking ahead into 2011, this sort of temperance will remain a smart strategy, since in Packaged Facts’ most recent survey of pet owners, conducted in February 2011, almost three-quarters of pet owners agree with the statement “I think many pet products are becoming too expensive.”

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts’ broad cross-category expertise, Pet Food in the U.S., 9th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering products for all type of companion animals, the report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market Overview covering cross-market trends and opportunities through 2015. Among these: impact of recession and economic recovery; recent and expected mergers and acquisitions; private-label inroads; advertising and promotional trends including social media and cause marketing; green initiatives; the multifaceted trend of natural and organic foods (which despite a slowdown continue to outpace the market as a whole); grain-free/non-allergenic foods; “meat first” products; weight maintenance and senior foods; customized and preportioned foods; “whole” and human-grade ingredients including fruits, vegetables, whole grains, etc.; and novel ingredients such as glucosamine, omega fatty acids, antioxidants and probiotics.

Pegging 2010 U.S. retail sales at $18.4 billion and projecting steady growth through 2015, the report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from SymphonyIRI. It also charts market size and marketer share figures for the natural supermarket channel, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 9th Edition thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on customized cross tabulations of Experian Simmons consumer survey data; exclusive data from Packaged Facts’ own quarterly pet owners; and data shared with Packaged Facts by the American Pet Products Association (APPA). Dozens of images of pet food and treat products and consumer and trade ads are included.


Market Insights: A Selection From The Report


Natural and Organic Pet Food Sales

In our July 2010 report, Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition, Packaged Facts places sales of natural pet food through all channels at $1.5 billion in 2009, up from $689 million in 2005. Natural pet food, with its superpremium pricing, has
felt the impact of the recession, with sales in SymphonyIRI-tracked channels falling 2.4% during the 52 weeks ending April 18, 2010, to $223 million, compared with overall dog and cat food growth of 4.5% during the same period. Looking ahead, however, the sales growth
of natural pet food is still expected to well outpace that of pet food overall during the next five years, at 11% vs. 4% in terms of compound annual growth. [Table 2-8]

Company Profile: Petco Animal Supplies, Inc.

With sales of $3 billion in 2010 and over 1,000 stores in operation, Petco offers an enormous array of pet-related products—over 10,000 in all. The company maintained a healthy rate of double-digit sales growth almost every year between 2000 and 2008, but like PetSmart, Petco saw its sales growth cut in half in 2009 and 2010, according to Packaged Facts estimates.

Also like PetSmart, Petco views pet care services as a growth area, with grooming and dog obedience training available in most stores, and limited veterinary services including routine vaccinations in some stores. Since 2000, pet services have tripled as a share of Petco's overall sales, rising from 2% ($24 million) to 7% ($203 million) in 2010, reflecting a compound annual growth rate (CAGR) of 24% for the ten-year period compared with a 10% CAGR for company sales overall. [Table 2-52]

Functional

As discussed in Packaged Facts' February 2011 report, Pet Supplements and Nutraceutical Treats in the U.S., 3rd Edition, functional treats are big business as well as a growing part of the pet supplements trade. New to the market in 2010 are Breeder's Choice Active Care Healthy Joint Treat Soft Heart Shaped Cat Treats, which contain chondroitin and glucosamine; Vetri-Science's UT Strength Everyday Chicken Flavor Soft Chews for Cats, which are touted as "Veterinarian-approved urinary tract support formula with probiotics," and which also contain cranberry extract; Hartz Mountain's Hartz Crunch 'n Clean Cat Treats with the patented ingredient DentaShield, which according to labeling removes three times more tartar than competitive products; Mars' Skin & Coat extension to the Temptations Essentials line, which also includes dental care and hairball control varieties; and Natura's EVO Wild Cravings grain-free treats, whose varieties are Herring & Salmon Formula, Turkey & Chicken Formula, and Weight Management Formula. [Illustration 4-9]

In the News

Acquisitions, Investments Reshape Post-Recession U.S. Pet Food Market

New York, March 9, 2011 — In the post-recession world, acquisitions and capital investments are reshaping the pet food market, according to Pet Food in the U.S., 9th Edition by market research publisher Packaged Facts.

Fueling marketer, retailer, and capital investment interest is the relatively stability of the market vis-á-vis other consumer product industries. According to the report, retail sales of pet food reached $18.4 billion in 2010, up 2.8% over 2009 levels. While this rate represented a slowing of category growth (the first time since the turn of the century that sales didn't grow by 3% or more annually), it also signaled the pet food market's relative strength in the face of economic hard times.

During 2010, Procter & Gamble/Iams acquired holistic pet food maker Natura, Nestlé Purina bought fast-growth treats maker Waggin' Train, and Del Monte was snapped up for the tidy sum of $5.3 billion by a group of investors including KKR. As indicated by Wind Point Partners' early 2011 acquisition of Petmate, which has expanded from pet carriers to a wide-ranging line of pet accessories, this keen interest in all things pet spans product categories. Breathing additional dynamism into the market are health-related marketing and product development initiatives including new weight-loss foods and programs from major market forces including Hill's and Purina and a flood of special-diet and condition-specific functional foods and treats that take pet pampering to yet another new level.

"Given that Procter & Gamble now has Natura and Mars Nutro, Packaged Facts suspects that Nestlé Purina may be shopping for a "true" natural pet food brand (i.e., one born in the pet specialty channel) to acquire, and it will be interesting to see which of these three top-ranked pet food companies is first to make the pet-specialty-to-mass leap with such a brand," says David Lummis, senior pet market analyst for Packaged Facts. "Such an event is only a matter of time."

Packaged Facts expects to see additional acquisitions of natural pet companies by mainstream market leaders during 2011 and 2012. It would not be surprising, for example, to see PetSmart or Petco snap up a leading producer of natural/holistic pet food, in order to fast-track their own expansion into natural via an exclusive brand, which could in effect become the chain's private label.In this vein, five companies stand out as possible acquisitions targets:

  • WellPet LLC, which is currently in the hands of investment management company Berwind Corp.

  • Natural Balance, a top marketer of natural pet food in the pet specialty channel and a top seller for Petco.

  • Halo Purely for Pets, majority owned by private equity fund Pegasus Capital Advisors.

  • Nature's Variety, which produces natural raw and traditional pet food; its parent corporation, M.I. Industries, is backed by investment firm Catterton Partners.

  • Castor & Pollux, a top organic pet food brand in the pet specialty and natural supermarket channels.

Pet Food in the U.S., 9th Edition, provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from SymphonyIRI. It also charts market size and marketer share figures for the natural supermarket channel, using SPINSscan sales tracking data. The report thoroughly documents shifts in the competitive landscape, new product and retail developments, and trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on exclusive data from Packaged Facts' own quarterly surveys of pet owners; customized cross tabulations of Experian Simmons consumer survey data; and data shared with Packaged Facts by the American Pet Products Association (APPA). Dozens of images of pet food and treat products and consumer and trade ads are included to illustrate the state of the market.

About Packaged Facts — Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

  • Executive Summary
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Growth
      • U.S. Pet Food Retail Sales, 2006-2015
      • Mass-Market Dollar Sales Flat, Volume Sales Down
      • Dog Food Inches Up to $3.7 Billion
      • Cat Food Stalls at $2.4 Billion
      • Non-Dog/Cat Food Declines to $243 Million
      • Market Share by Retail Channel
    • Competitive Overview
      • Del Monte and P&G Shake It Up
      • Top Five Players Control Four-Fifths of Market
      • Four Companies Dominate Mass-Market Sales
      • Pet Specialty Channel Leaders
      • Natural/Organic Specialists
      • Natural Branching Out
      • Focus on Private Label
    • Marketing and New Product Trends
      • Pet Market Advertising Expenditures
      • Pet Food "SuperBrands"
      • Advertising Positioned on Human Animal Bond, Health, Flavor
      • Pet Food Launches Peak in 2010
      • New Product Trends
      • The Ingredients Thrust
    • Retail Channel Trends
      • Channel Trends
      • The Big Two:PetSmart and Petco Continue to Advance
      • Other Top-Ranked Pet Specialty Chains
      • Independent Pet Stores Under Pressure
      • Walmart and Target Bullish on Pet Supplies
      • Online Selling
    • Pet Consumer Trends
      • 61 Million Households Own Pets
      • 61% of Pet Households Keep More Than One Pet
      • 80% Buy Dog Biscuits/Treats
      • Milk-Bone Is Most Widely Used Brand Line
      • Canned Food Is Stronger in Cat Arena
      • Friskies Is Most Widely Used Cat Food Brand Line
  • Market Overview
    • Introduction
      • The Animal Categories: Dog, Cat, Other
      • Terminology
      • Exclusions
      • Other Marketing Classifications
    • Market Size and Growth
      • U.S. Pet Food Retail Sales, 2006-2010
        • Table U.S. Retail Sales of Pet Food:2006-2010 (in millions of dollars)
      • Mass-Market Dollar Sales Flat, Volume Sales Down
        • Table SymphonyIRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, 2010 vs. 2009 (in millions of dollars)
      • Dog Food Inches Up to $3.7 Billion
      • Cat Food Stalls at $2.4 Billion
      • Non-Dog/Cat Food Declines to $243 Million
      • Dog Food the Strongest Contributor to Mass-Market Growth
      • Back-story:Mass-market Sales Chart Steady Growth
      • Pet Food Sales Trends in Natural Supermarkets
        • Table Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2009 vs. 2010 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2009 vs. 2010 (percent)
    • Market Composition
      • Premium vs. Regular vs. Value Foods
      • Dog Food vs. Cat Food
        • Table Share of U.S. Retail Sales of Pet Food by Price Category:Premium (Mass Premium and uperpremium), Regular, Value, Treats:Dog Food, Cat Food, Total, 2008-2010 (percent)
        • Table Share of SymphonyIRI-Tracked Retail Dollar Sales of Pet Food by Category:2009 vs. 2010 (percent)
      • Dog and Cat Treats on the Ups
      • Pet Food Sales by Form:Dry Tops List
        • Table Share of SymphonyIRI-Tracked Sales of Dog and Cat Food by Form:2009 vs. 2010 (percent)
        • Table Share of SymphonyIRI-Tracked Sales of Pet Food by Form:2009 vs. 2010 (percent)
      • Natural and Organic Pet Food Sales
        • Table U.S. Retail Sales of Natural Pet Food:2005, 2009 and 2014 (in millions of dollars)
      • Independent Pet Store Sales by Animal Type
        • Table Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type:2007-2009 (percent)
      • Food and Treats Share of Sales in Independent Pet Stores by Animal Type
        • Table Share of Retail Dollar Sales of Pet Edibles vs. Pet Non-Edible Supplies, by Animal Type in Independent Pet Stores:2007-2009 (percent)
      • Dog Food Remains Largest Category in Pet Specialty Stores
        • Table Share of Pet Specialty Retailer Dollar Sales by Category:2007-2009 (percent)
      • Market Share by Retail Channel
        • Table Share of U.S. Pet Food Sales by Retail Outlet Type:2010 (percent)
    • Market Outlook
      • Shoppers, Retailers Adapting to "New Normal"
      • Economic Downturn and Recovery
      • Pet Market Not Immune to Recession
        • Table Economic Outlook of U.S. Pet Owners:Now vs. Last 12 Months (percent)
        • Table SymphonyIRI-Tracked Sales of Pet Products by Food and Non-Food Category,2010 vs. 2009 (in millions of dollars and pounds)
        • Table Economic Outlook of U.S. Pet Owners:Now vs. Next 12 Months (percent)
      • Human/Animal Bond and "Functional Pampering"
      • Functional Pet Foods Continue to Advance
        • Table Kind of Dog or Cat Food Purchased in the Past 12 Months:2004, 2006 and 2008 (percent)
        • Table Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog Owners, 2010 (percent)
        • Table Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Cat Owners, 2010 (percent)
      • Aging Pet Population
      • Pet Overweight, Obesity
        • Table Percentage and Number of Overweight and Obese Dogs and Cats, 2009
      • Sales of Senior, Weight Management, and Special Needs Products Strong Across Multiple Categories
        • Table U.S. Retail Sales of Senior, Weight Management, and Special Needs Pet Products:2004, 2008 and 2013 (in millions of dollars)
      • The Natural Wave
      • Growth in Pet Ownership Slows with Economy
        • Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2005 vs. 2010 (percent of U.S. households)
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2010 (percent of and number of U.S. households in millions)
        • Table Number of Pets in the United States by Type:2000, 2002, 2004, 2006 and 2008 (number in millions and percent)
      • Impact of Boomers and Graying Population
        • Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2010 percent of U.S. households)
        • Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (number of U.S. households in millions)
        • Table Indexes for Selected Pet-Owning Classifications:By Generational Cohort, 2010 (U.S. households)
        • Table Indexes for Dog or Cat Ownership:By Age Cohort, 2005 vs. 2010 (U.S. households)
        • Table Number and Share of Total U.S. Population Growth for Selected Age Brackets:2010, 2015 and 2020 (in thousands of number and percent)
      • Role of Gen Xers and Gen Ys
      • High-Income Demographics
        • Table Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning households)
      • Internet Trends
        • Table Level of Pet Owner Agreement with Statement: "I Use the Internet to Help Find and Choose Pet Products," February 2010 (percent)
        • Table Level of Pet Owner Agreement with Statement:"I Buy Pet Products Online," February 2010 (percent)
        • Table Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2010 (percent and index)
      • Product Safety Issue a Dual-Edged Sword
    • Looking Ahead
      • Sales Growth Through 2015
        • Table Projected U.S. Retail Sales of Pet Food:2010-2015 (in millions of dollars)
      • Moderation
        • Table 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)
      • Power Segments
      • Value
    • Competitive Overview
      • Del Monte and P&G Shake It Up
      • Del Monte Acquired by Investors
      • Simmons Acquires Menu Foods
      • Procter & Gamble Acquires Natura
      • Nestlé Purina Acquires Waggin' Train
      • Dad's Restructures Under Ainsworth Parent
      • Freshpet Aligns with Tyson
      • Private Equity Firms Continue to Invest
      • Possible Future Acquisitions Targets
      • Top Five Players Control Four-Fifths of Market
        • Table Top Five U.S. Marketers of Pet Food:2006, 2008 and 2010 (percent)
      • Four Companies Dominate Mass-Market Sales
        • Table Top Marketers of Pet Food by Share of SymphonyIRI-Tracked Sales:2009 vs. 2010 (percent)
        • Table Leading Marketers of Dog and Cat Food: Share of SymphonyIRI-tracked Sales by Product Type:2009 vs. 2010(percent)
      • Pet Specialty Channel Leaders
        • Table Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2005-2009 (percent)
      • Natural/Organic Specialists
      • SPINSscan Brand Leaders in Natural Supermarkets
        • Table Top 10 Brands and Marketers of Pet Products in the Natural Supermarket Channel, 2009 vs. 2010 (retail sales in millions of dollars)
      • Natural Branching Out
      • Marketers Tapping Natural Hit Speed Bumps
      • Veterinary Diet Marketers
      • Channel-Specific Marketing
      • Mars Limits Greenies Distribution
      • Mars Pulls Plug on WholeMeals
      • Raw Pet Food Market Leaders
      • Freshpet/Tyson Building Out Refrigerated Pet Food
      • Crossing Pet Market Lines
      • Iams Testing Pure-Play Supplement Waters
      • Purina Licenses Name into Toys, Other Non-Food Categories
      • PurinaCare Pet Insurance
      • Focus on Private Label
        • Table SymphonyIRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: 2010 vs. 2009 (in millions of dollars and pounds)
        • Table Private-Label Share of SymphonyIRI-Tracked Sales of Pet Food: By Product Category and Segment, 2009 vs. 2010 (percent)
      • Independents Also Playing the Store-Brand Game
        • Table Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2010 (percent)
        • Table Number of U.S. Private-Label Pet Food Product Introductions and SKUs: By Category, 2000-2010
    • Marketing and New Product Trends
      • Pet Market Advertising Expenditures
      • Pet Food "SuperBrands"
      • Advertising Positioned on Human Animal Bond, Health, Flavor
      • Cause-Related Marketing, Public Relations
      • Online Media and Mobile Apps
      • Sustainable Initiatives
      • Pet Food Launches Peak in 2010
        • Table Number of New Pet Food Product Introductions:2001-2010
      • New Product Trends
        • Table Pet Food Product Selling Points by Package Tag/Marketing Claim:2008-2010 (number)
      • The Ingredients Thrust
      • Real Meat, No Byproducts or Fillers
      • Grain-Free
        • Table Number of New Grain-Free Pet Food Products:Reports and SKUs, 2007-2010
      • Whole Fruits and Vegetables
      • Human-Grade
      • USA-Sourced
      • Functional/Special Diet
      • Weight Control a Growing Focus
      • Preportioned Servings
      • Custom Foods
        • Table The U.S. Pet Food Market:Selected Leading Marketers and Brands, 2010 Manufacturer (website)/Brand
    • Retail Channel Trends
      • Channel Trends
        • Table Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. households with pets)
      • The Big Two:PetSmart and Petco Continue to Advance
        • Table PetSmart and Petco Combined Sales:2001-2010 (in millions of dollars)
      • Other Top-Ranked Pet Specialty Chains
      • Company Profile:PetSmart, Inc.
        • Table PetSmart Sales: 2000-2010 (in millions of dollars)
      • Expansion, Growth Despite Down Economy
        • Table Number of PetSmart Stores in Operation, 2000-2010
      • Martha Stewart Line Debuts as PetSmart Exclusive
      • Compelling Products and Services
      • Customer Rewards:Cornerstone of Marketing Efforts
      • Company Profile:Petco Animal Supplies, Inc.
        • Table Petco Annual Sales:2000-2010 (in millions of dollars)
      • Changes and Challenges
        • Table Number of Petco Stores in Operation, 2000-2010
      • Petco Tests "Unleashed" Concept
      • Focus on Nutrition
      • Marketing and PR
      • Petco Goes Wireless
      • Independent Pet Stores Under Pressure
        • Table Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011 (percent)
        • Table Pet Specialty Retailer Average Gross Dollar Volume:2001-2009 (in dollars)
      • Increasing Competition from Mass, Pet Superstores
      • Survival of the Industry
      • Walmart Bullish on Pet Supplies
      • Target Also Building Pet Department
      • Supermarkets in the Middle
      • Online Selling
    • Pet Consumer Trends
      • Methodology
      • 61 Million Households Own Pets
        • Table Pet Ownership in the United States, 2010 (percent and number of U.S. households)
      • Dual Ownership of Dogs and Cats Trends Downward
        • Table Dog and Cat Ownership in the United States:2006, 2008 and 2010 (percent and number of U.S. households)
    • 34% of Pet Households Keep Multiple Types
      • Across-the-Board Dip in Ownership of Multiple Types of Pets
        • Table Multiple Pet Ownership in the United States, 2006 vs. 2010 (percent of pet-owning households)
      • 61% of Pet Households Keep More Than One Pet
    • Bucking Trend, Ownership of Multiple Dogs Is on the Rise
      • Table Ownership of Multiple Pets of a Single Type, 2010 (percent and number of U.S. households who keep pets of a given type)
      • Table Ownership of Multiple Pets of a Single Type, 2006 vs. 2010 (percent of U.S. households who keep pets of a given type)
    • Pet Specialty Climbs to Top by Overall Channel Usage Rates
      • Table Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2010 (percent of U.S. households with pets)
    • Organic Pet Food and Channel Choices
      • Table Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2010 (percent of U.S. households with pets)
    • The Pet Food Coupon Clipper
      • Table Coupon Usage Rates by Type Among Pet Owners, 2010 (percent and index among U.S. pet-owning households)
  • Dog Food
    • Introduction
      • Five Product Segments
    • Market Size and Growth
      • Total Dog Food Retail Sales, 2005-2015
        • Table U.S. Retail Sales of Dog Food: 2006-2015 (in millions of dollars)
      • SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food
        • Table SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food by Category:2010 vs. 2009 (in millions of dollars and pounds)
        • Table Share of SymphonyIRI-Tracked Sales of Dog Food by Segment:2010 (percent)
        • Table SymphonyIRI-Tracked Sales of Dog Food: 2006-2010 Compound Annual Growth Rates by Segment percent)
      • Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds
        • Table Kind of Dog Food Purchased in the Past 12 Months:2004, 2006 and 2008 (percent)
        • Table Use of Specially Formulated Dog Food:2004, 2006 and 2008 (percent)
    • Marketer and Brand Shares
      • Methodology
      • Acquisitions, Other Deals Affecting Competition in 2011
      • Nestlé Purina Dominates Dog Food Category
        • Table Top Dog Food Marketers by Share of SymphonyIRI-Tracked Sales of Dog Food and Total Pet Food, 2009-2010 (percent)
      • Three of Five Top Dog Food Marketers Rely Most on Dry Form
        • Table Share of Top Dog Food Marketers' SymphonyIRI-Tracked Sales by Product Form, 2009-2010 (percent)
      • Nestlé Purina Leads Dry Dog Food Segment
      • Mars Moves Greenies to Specialty Circuit
      • Mars Maintains Pinnacle Position in Wet Dog Food
      • Semi-Moist Segment Dominated by Nestlé
      • Freshpet Turns up Heat in Frozen/Refrigerated Dog Food
      • Top Dog Food Products
      • Pet Specialty Channel Marketer/Brand Dog Food Leaders
        • Table Marketers and Brands of Dry Dog Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Marketer and Brands of Dog Biscuits/Treats by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Marketer and Brands of Wet Dog Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Marketer and Brands of Semi-Moist Dog Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Marketer and Brands of Frozen/Refrigerated Dog Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Top Dog Food Products by Dollar Gain in SymphonyIRI-Tracked Sales:2009 vs. 2010 (in millions of dollars)
        • Table Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller:2005-2009 (percent)
    • Marketing and New Product Trends
      • Dog Food Advertising Expenditures
      • Meaningful Marketing in the Dog Food Sphere
      • Social Media Do-Gooding
      • Dog Food Introductions Continue Upward
        • Table Number of New Dog Food Introductions, 2002-2010
      • Natural, Functional and Special Diet Foods
        • Table Dog Food Product Introductions: Top 25 Selling Points by Package Tags/Marketing Claims, 2008-2010 (number)
      • Spotlight on Ingredients
      • Meat First
      • Fruits & Veggies
      • Limited Ingredients
      • Human Grade
      • Gourmet
      • Grain-Free Foods and Treats
      • Ancestral Diets
      • Natural Branches Out
      • Organic
      • Holistic
      • Natural Plus Gourmet
      • Functional and Special Diet Foods and Treats
      • Senior Support
      • Healthy Weight
      • Probiotics, Probiotics and Healthy Digestion
      • Seasonal Pet Food
      • Customized Food
      • Raw/Frozen Foods Focus on Convenience
    • "People Food"
    • Treats Trends
      • Nutraceutical Treats
      • Oral Care Treats
      • Frozen Treats Getting Functional
      • Fortified Dog Water/Beverages
      • Baked Treats
      • Grain-Free Treats
    • Examples of Dog Food Advertising
      • Emphasis: Immunity/Joint Health
      • Emphasis: Dental Health
      • Emphasis: Value/Nutrient Comparison/Health
      • Emphasis: Lifestage-and-Size-Specific
      • Emphasis: Nutrition as Medicine
      • Emphasis: Weight Reduction
      • Emphasis: Company Heritage
      • Emphasis: Variety/Social Media Incentive
    • Dog Ownership Trends and Demographics
      • Methodology
      • 41 Million Households Keep Pet Dogs
      • Multiple Dog Ownership on the Rise
        • Table Dog Ownership in the United States:2006, 2008 and 2010 (percent and number of U.S. Households)
      • Dog Household Demographics
        • Table Demographics for Keeping Pet Dogs, 2010 (percent, number and index among U.S. households)
      • Dogs and the City
      • Boomers, Seniors Are Keeping Pet Dogs at Higher Rates
        • Table Dog Ownership Rates by Age 40+ Brackets:2003 vs. 2010 (percent of U.S. households)
      • Keepers of the Pack: Multiple-Dog Demographics
        • Table Demographic Overview for Selected Dog-Owning Classifications, 2010 (percent and index of U.S. households)
    • Retail Purchasing Patterns
      • "Other" Channels Grab Substantial Share Gains
        • Table Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. dog-owning households)
      • Demographic Patterns by Retail Channel
        • Table Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2010 (percent of U.S. dog-owning households)
        • Table Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2010 (indexes for U.S. dog-owning households)
    • Dog Food Purchasing Trends
      • 80% Buy Dog Biscuits/Treats
        • Table Dog Food Cross-Purchasing Rates by Type, 2010 (percent of U.S. dog-owning households)
      • Minority, Lower Income Skews for Canned/Wet Dog Foods
      • Lifestage Dry/Canned Food Formulations Slip in Usage
        • Table Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2010 (percent of U.S. dog-owning households)
        • Table Dog Food Purchasing Patterns by Type, 2005 vs. 2010 (percent of U.S. dog-owing households)
      • Single- vs. Multiple-Pet Patterns by Dog Food Type
        • Table Dog Food Purchasing Patterns by Type:Single vs. Multiple Dog Owners, 2010 (percent and index)
      • Milk-Bone Is Most Widely Used Brand Line
      • Indulgent Treats Skew to Single-Dog Owners
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2010 (percent and index)
      • Independent Pet Stores Are Partial Exception to Cross-Channel Shopping Patterns
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2010 (percent)
  • Cat Food
    • Introduction
    • Market Size and Composition
      • Total Cat Food Retail Sales, 2005-2015
        • Table U.S. Retail Sales of Cat Food:2006-2015 (in millions of dollars)
      • SymphonyIRI-Tracked Dollar and Volume Sales
        • Table IRI-Tracked Dollar and Volume Sales of Cat Food:2010 vs. 2009 (in millions of dollars and pounds)
        • Table Share of SymphonyIRI-Tracked Sales of Cat Food by Segment:2010 (percent)
        • Table SymphonyIRI-Tracked Sales of Cat Food: 2006-2010 Compound Annual Growth Rates by Segment (percent)
      • Fortified, Premium, Indoor and Hairball Are Most Commonly Purchased Types
        • Table Kind of Cat Food Purchased in Past 12 Months:2004, 2006 and 2008 (percent)
        • Table Use of Specially Formulated Cat Food:2004, 2006 and 2008 (percent)
    • Marketer and Brand Shares
      • Methodology
      • Acquisitions, Other Deals Affecting Competition in 2011
      • Nestlé Purina No. 1 in Cat Food Category
        • Table Top Cat Food Marketers by Share of SymphonyIRI-Tracked Sales of Cat Food and Total Pet Food, 2009-2010 (percent)
      • Iams the Most Heavily Leveraged in Dry Cat Food
        • Table Share of Top Cat Food Marketers' SymphonyIRI-Tracked Sales by Product Form, 2009-2010 (percent)
      • Nestlé Purina Has Lion's Share of Dry Cat Food
      • Nestlé Purina Remains on Top in Wet Cat Food
      • Mars on Top in Cat Treats
      • Freshpet Births Refrigerated Cat Food Segment
      • Semi-moist Cat Food
      • Top Cat Food Products
      • Pet Specialty Channel Marketer/Brand Cat Food Leaders
        • Table Marketers and Brands of Dry Cat Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010 (in millions of dollars and percent)
        • Table Marketers and Brands of Wet Cat Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010(in millions of dollars and percent)
        • Table Marketers and Brands of Cat Treats by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010 (in millions of dollars and percent)
        • Table Marketers and Brands of Frozen/Refrigerated Cat Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010 (in millions of dollars and percent)
        • Table Top Cat Food Products by Dollar Gain in SymphonyIRI-Tracked Sales:2009 vs. 2010 (in millions of dollars)
        • Table Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller:2005-2009
    • Marketing and New Product Trends
      • Cat Food Advertising Expenditures
      • Creative Tactics in Cat Food Promotion
      • Cat Food New Product Introductions Seesaw
        • Table Number of New Cat Food Introductions, 2002-2010
      • Natural on Top
        • Table New Cat Food Product Introductions: Top 25 Selling Points by Package Tags/Marketing Claims, 2008-2010 (number)
      • Grain-Free/Allergy Free
      • Functional and Special Diet Products
      • Indoor and Hairball Formulas
      • Nulo Cat Food Comes with Weight-Loss Plan
      • Digestive/Immune System
      • Healthy Skin and Coat
      • Kitten Formulas
      • Gourmet-Style, Variety Still Key Appeals
      • Packaging Perks
      • Treats
      • Natural
      • Functional
      • Indulgence and Fun
    • Examples of Cat Food Advertising
      • Emphasis: Nutritional Health / Developed by Veterinarians
      • Emphasis: Taste Adventure
      • Emphasis: Flavor/Humanization
      • Emphasis: Animal-Human Bond/Lifestyle
      • Emphasis: Functional/Age-Specific
      • Emphasis: Human-Grade Ingredients
    • Cat Ownership Trends and Demographics
      • Methodology
      • 28 Million Households Keep Pet Cats
      • Multiple Cat Household Numbers Edge Downward
        • Table Cat Ownership in the United States:2006, 2008 and 2010 (percent and number of U.S. Households)
      • Age Profile of Cat Owners Gets Older
      • Patterns by Number of Cats Owned
        • Table Demographics for Keeping Pet Cats, 2010 (percent, number and index among U.S. households)
        • Table Demographic Overview by Number of Cats Owned, 2010 (percent and index of U.S. households)
    • Retail Purchasing Patterns
      • 53% of Cat Owners Shop Supermarkets for Pet Products
        • Table Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. cat-owning households)
      • Demographic Patterns by Retail Channel
        • Table Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2010 (percent of U.S. cat-owning households)
        • Table Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2010 (indexes for U.S. cat-owning households)
    • Cat Food Purchasing Patterns
      • Canned Food Is Stronger in Cat Arena
        • Table Cat Food Cross-Purchasing Rates by Type, 2010 (percent of U.S. cat-owning households)
        • Table Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2010 (percent and index of U.S. cat-owning households)
      • Uptick in Canned Cat Food Positioning
        • Table Cat Food Purchasing Patterns by Type:2005 vs. 2010 (percent of U.S. cat-owing households)
      • Multiple Cat, Independent Store Skews to Canned/Wet Food
        • Table Cat Food Purchasing Patterns by Type:Single vs. Multiple Cat Owners, 2010 (percent and index)
        • Table Cat Food Purchasing Rates by Type:By Retail Channels Shopped, 2010 (percent of U.S. cat-owning households)
      • Friskies Is Most Widely Used Brand Line
      • Highest Skews Are for Multiple-Cat Fanciers
        • Table Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2010 (percent and index)
        • Table Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2010 (percent)
  • Other (Non-Dog/Cat) Pet Food
    • Introduction
      • Category Scope
    • Market Size and Growth
      • Other Pet Food Sales, 2006-2010
        • Table U.S. Retail Sales of Other Pet Food:2006-2015 (in millions of dollars)
        • Table SymphonyIRI-Tracked Dollar and Unit Sales of Other Pet Food:2010 vs. 2009 (in millions of dollars and units)
      • Historical Growth
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Share of Independent Pet Store Sales by Animal Type:2007-2009(percent)
      • Fish Products: Share of Sales by Category
      • Bird Products: Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Fish Products by Category: 2007-2009 (percent)
        • Table Share of Independent Pet Store Sales of Bird Products by Category: 2007-2009 (percent)
      • Herptile Products: Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Herptile Products by Category:2007-2010 (percent)
      • Small Mammal Products:Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Small Mammal Products by Category: 2007-2010 (percent)
      • Share of Other Pet Food Sales by Retail Channel
    • Competitive Trends
      • Marketer Overview
      • Central Garden & Pet on Top in SymphonyIRI-Tracked Outlets
        • Table Marketers and Brands of Other Pet Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010 (in millions of dollars and percent)
      • Central Garden & Pet Posts Biggest Dollar Gains
        • Table Top Ten Other Pet Food Products by Dollar Gain in SymphonyIRI-Tracked Sales:2009 vs. 2010 (in millions of dollars)
      • Tetra and Wardley Control Fish/Herptile Segment
      • Leading Pet Specialty Channel Brands
        • Table Marketers and Brands of Fish/Herptile Food by SymphonyIRI-Tracked Sales and Market Share:2009 vs. 2010 (in millions of dollars and percent)
        • Table Other Pet Food Brand Leaders in Pet Specialty Stores:2007, 2008 and 2009 (percent)
    • Marketing and New Product Trends
      • Overriding Trends
      • New Product Thrusts
      • Humanization
      • Bird Treats
      • Species-Specific
      • Trends in Small Animal Food
      • Gourmet
      • Ingredient Sourcing
      • Trends in Fish Food
      • Trends in Herptile Food
      • Live Food Innovations
      • Gourmet
        • Table Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, January 2009 - January 2011
    • Examples of Other Pet Food Advertising
      • Emphasis: Dual Benefit
      • Emphasis: Lifestyle
      • Emphasis: Differentiation
      • Emphasis: Nutritional Precision
      • Emphasis: Premiumization/Lifestyle
      • Emphasis: Human-Animal Bond/Organic Ingredients
      • Emphasis: Natural Ingredients / Eco-friendly Packaging
      • Emphasis: Gender/Charitable Tie-in
    • Consumer Focus: Ownership of Pets Other than Dogs or Cats
      • Methodology
      • 15 Million Households Own "Other" Pets
        • Table Pet Ownership in the United States:Pets Other than Dogs or Cats, 2010 (percent and number of U.S. Households)
        • Table Pet Ownership in the United States: Pets Other than Dogs or Cats, 2006, 2008, and 2010 (percent and number of U.S. Households)
      • Kids and "Other" Pets
      • Demographics for Keeping Pet Fish
      • Demographics for Keeping Pet Birds
      • Demographics for Keeping Pet Reptiles
      • Demographics for Keeping Pet Rabbits or Hamsters
        • Table Demographics for Keeping Pets Other Than Dogs or Cats, 2010 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Fish, 2010 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Birds, 2010 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Reptiles, 2010 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Rabbits and Hamsters, 2010 (percent, number and index among U.S. households)
  • Addresses of Selected Marketers

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