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Pet Food in the U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition


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

The U.S. pet food market has not just survived the spring 2007 recalls but proven its resiliency, with 2007 sales up over previous years and healthy growth continuing through 2008. Yet heightened safety concerns on the part of pet food makers and consumers continue to shape product development and marketing, as well as the choices of pet owners looking for the safest and healthiest products possible. At the top of the list are kibble, canned and raw/frozen foods made with ingredients that are natural, organic, grain-free/non-allergenic and pure, as well as made in the U.S.A., locally grown, “whole” (fruits, vegetables, grains, etc.) and human-grade. Foods making functional appeals also continue to proliferate, especially those targeting age- and weight-related conditions via the inclusion of novel ingredients like glucosamine, omega fatty acids, antioxidants and probiotics. In other words, premium pet foods remain the primary value growth driver in the U.S. market, with ever higher quality ingredients fueling the premium wave.

At the same time, one thing marketers and retailers at all levels of the market cannot afford given the faltering U.S. and global economies is complacency. More than ever before the ability to convert pet owners to higher priced products—or keep them buying them—will depend on marketers’ success in communicating product benefits and tapping into the ever-potent human/animal bond. Helping to make the case are new celebrity spokespersons like Cesar Millan with his new Dog Whisperer line, and Ellen DeGeneres with her co-ownership in Halo Purely for Pets, with other positive trends including rapid growth in the natural supermarket channel and an increasingly globalized market in which ingredients suppliers like Cargill are looking to stake a deeper claim in pet food (in Cargill’s case by specifically targeting the U.S. agricultural retail channel as well as global markets). At the same time, new products continue to flood the market, which saw more entries in 2008 than in any previous year.

Pegging 2008 U.S. sales at $17 billion and global sales at $49 billion—and projecting steady growth through 2013—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 Information Resources, Inc., and also providing market size and marketer share figures for the natural supermarket channel. The report thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics and lifestyle pursuits (media and marketing psychographics, Internet usage, “green” involvement, etc.), based on data from Simmons Market Research Bureau, BIGresearch, the American Pet Products Association and other sources.

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. pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market-driving trends. 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. New features of our 2009 edition include focus sections on:

  • The global pet food market (sales overall and by world region, marketer shares, new product trends, U.S. export trends, and more);
  • Recall-related product safety initiatives;
  • Cross-channel private-label activity and prospects;
  • Levels of in-store merchandising and price promotions;
  • Pet food purchasers as coupon users.

Also included are dozens of images of pet products and consumer and trade ads.

Read an excerpt from this report below.


Market Insights: A Selection From The Report


U.S. Pet Food Exports Up 15%

U.S. exports of dog and cat foods approached $1 billion in the first three quarters of 2008, up 15% over the first three quarters in 2007, according to Census Bureau data compiled by the Foreign Agricultural Service (FAS). After a slight downturn in 2004, U.S. exports of pet foods have been growing at a steady clip, driven generally by international demand for specialty and value-added products, and most recently by the pet food adulteration scandal of spring 2007, which dealt a blow to the Chinese pet food exporting industry. [Tables 2-3 and 2-4]

In December 2007, in the wake of the pet food scandal, the United States and China signed a food safety agreement that covers pet foods and pet treats along with grains, seafood, and farm-raised fish used in processed foods. The agreement establishes quality control standards and agreements for quality supervision, training programs, and joint research projects (Petfood Industry, January 8, 2008).

Canada, Japan Are Top Export Markets for U.S. Pet Foods

Canada is the top export market for U.S. dog and cat foods, accounting for $438 million in trade in 2007, and $307 million in trade for the first three quarters of 2008. [Tables 2-3 and 2-4]

A prime market for functional, small-breed and older pet formulations, Japan ranks second as a U.S. export destination, accounting for $209 million in trade for the first quarters of 2008. Japan claims a 22% share of U.S. pet food exports, compared with Canada’s 39% share. [Figure 2-7]

Independent Pet Stores: Share of Sales by Animal Type

According to Pet Product News International’s 2007-2008 State of the Industry report, dogs account for the largest share of independent pet store sales (including food and non-food supplies, as well as livestock), at almost one-half (48%) in 2007, followed by aquarium fish (18%) and cats (12%), with much of the balance of sales going to birds, small mammals and herptiles. Reversing trends seen in previous years, the dog category surged in 2007, increasing its share of independent pet specialty retailer sales by 18 percentage points over 2006, while the cat category rose 5 percentage points. Fueling these gains in the dog and cat categories were the spring 2007 pet food recalls, which brought dog and cat owners into the pet specialty channel in search of safer foods and professional consult. [Table 2-16]

In the News


Pet Owners Splurge on Premium, Fortified Food for Animal Companions

New York, January 13, 2009 - The premiumization trend in the global pet food market indicates that pet owning consumers are as willing to spend more on premium food infused with health fortifying ingredients such as glucosamine, omega fatty acids, antioxidants, and probiotics for their pets as they are for themselves.

Premium pet foods cover all bases—from natural/organic to functional/nutraceutical to special diet (segmented by lifestage, weight, health condition, breed, etc.) to gourmet—while also often reflecting trends in human foods.

Driven by premiumization the global pet food market reached an estimated $49 billion in 2008, according to market research publisher Packaged Facts in the all-new report, Pet Food in the U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition. The 2008 global total marked a compound annual growth rate (CAGR) of almost 5% for the preceding five-year period.

North America accounted for the largest share of global pet food sales in 2008 with 40%. “Particularly in the United States, the premiumization trend goes beyond the tendency Americans have to be better educated about health and nutrition issues. In addition, the pervasive humanization dynamic cannot be underestimated. Pet owners often view their pets as part of the family, or even as surrogate ‘children.’ Thus they are looking for the safest and healthiest products possible,” says Tatjana Meerman, Publisher of Packaged Facts.

Pet Food in the U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition examines the global pet food market (sales overall and by world region, marketer shares, new product trends, U.S. export trends, etc.); strategic directions for current and prospective marketers; high-growth product segments; and trends in pet food purchaser demographics and lifestyle pursuits (media and marketing psychographics, Internet usage, “green” involvement, etc.). The report has separate chapters each discussing food for dogs, cats, and other companion animals.

About Packaged Facts

- Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.

 

  • Executive Summary
    • Scope of Report
      • Report Methodology
    • Global Market Perspective
      • Value of Pet Food Retail Sales
      • Trends by World Region
      • Marketer Shares and Shifts
    • Market Size and Growth
      • U.S. Pet Food Sales Near $17.0 Billion in 2008
      • 2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales Down
      • Dog Food Three-Fifths of the Market
      • Market Share by Retail Channel
      • Market to Approach $19 Billion by 2013
      • Looking Ahead
    • Competitive Overview
      • Top Five Players Control Four-Fifths of the Market
      • Four Companies Dominate Mass-Market Sales
      • Pet Specialty Channel More Fragmented
      • Mega Marketers Tap In to Natural Segment
      • Multinational Powerhouse Cargill Taps Into Feed/Seed Channel
      • Private-Label Pet Food Has Room to Grow in the U.S.
      • Pet Food Producers Position on Safety
    • Marketing and New Product Trends
      • Pet Market Advertising at $520 Million in 2007
      • Marketers Embracing Non-Traditional Media
      • Advertising Positioned on a Few Major Themes
      • Celebrities Kick In
      • 2008 a Record Year for New Pet Food Products
      • Product Premiumization: Natural, Upscale and Functional Appeals
    • Retail and Consumer Trends
      • Economic Concerns and Increased Competition
      • Over 60 Million Households Own Pets
      • Dog/Cat Ownership Rates Edge Up
      • Minorities Over-Index for Semi-Moist and Canned Products
      • Canned Food Is Stronger in Cat Arena
  • Market Overview - Highlights
  • Market Overview
    • Introduction
      • Scope of Report: Three Main Categories
      • Other Marketing Classifications
    • Global Pet Food Market Perspective
      • Value of Pet Food Retail Sales
      • Market Share and Trends by Region
      • Marketer Shares and Shifts
      • Trends in New Product Introductions
      • Top Marketing Claims Involve Natural, Functional Appeals
      • Global Market Outlook
        • Table Top Global Pet Food Industry Forecast Factors: 2007 (percent)
        • Table Top Global Pet Food Industry Forecast Trends: 2007 (percent)
      • U.S. Pet Food Exports Up 15%
      • Canada, Japan Are Top Export Markets for U.S. Pet Foods
        • Table U.S. Exports of Dog & Cat Foods by Leading Country Markets: 2003-2007 (in thousands of dollars)
        • Table U.S. Exports of Dog & Cat Foods by Leading Country Markets: January-September 2007 vs. January-September 2008 (in thousands of dollars)
        • Table U.S. Exports of Dog & Cat Foods by Regional Markets: 2003-2007 (in thousands of dollars)
        • Table U.S. Exports of Dog & Cat Foods by Regional Markets: January-September 2007 vs. January-September 2008 (in thousands of dollars)
        • Table Export Concentration Ratios for U.S. Exports of Dog & Cat Foods by Top, Top 4 and Top 8 Markets: 2003-September 2008 (% of total dollar value)
      • European Union Down as Export Destination
      • Mars Targets Export Growth Markets in Africa
      • Rising Costs, Down Economy Shape Market Environment
    • Market Size and Growth
      • Pet Food Sales Near $17.0 Billion in 2008
        • Table U.S. Retail Sales of Pet Food: 2004-2008 (in millions of dollars)
      • 2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales Down
        • Table IRI-Tracked Dollar, Pound and Unit Sales of Pet Food: 2008 vs. 2007 (in millions of dollars, pound and unit sales)
      • Dog Food Delivers the Most Dollar Growth
        • Table IRI-Tracked Sales of Pet Food: By Category, 2003-2008 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2004-2008 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2003-2007 (in millions of dollars)
        • Table Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2003-2007 (in millions of dollars)
    • Market Composition
      • Dog Food Three-Fifths of the Market
      • Dry Food Increasing in Market Share
        • Table Share of IRI-Tracked Sales of Pet Food by Form: 2003, 2005 and 2007 (percent)
      • Alternative Pet Food Share of Sales
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Alternative Pet Food Segment Performance Relative to Total U.S. Pet Food Market: 2003-2007 (percent, growth rate)
        • Table Share of Independent Pet Store Pet Supply Sales by Animal Type: 2005-2007 (percent)
        • Table Pet Food and Treats Share of Category Sales by Animal Type in Independent Pet Stores: 2006 vs. 2007 (percent)
      • Dog Food Is Top Category in Pet Specialty Stores
        • Table Share of Pet Specialty Retailer Sales by Category: 2006 vs. 2007 (percent)
      • Market Share by Retail Channel
      • Household Purchasing of Pet Supplies by Retail Outlet Type
        • Table Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. households with pets)
    • Chain Merchandising Trends in the Mass Market
      • Dry Dog Food the Most Heavily Merchandised
      • Ephemeral vs. Incremental Merchandising Gains
      • Price Discounting in Chains Is Steepest for Cat Food
        • Table IRI-Tracked Retailer Merchandising Trends for Pet Food: By Category and Segment 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume)
        • Table IRI-Tracked Promotion of Dog, Cat and Other Pet Food: Ratio of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008 (percent)
    • Market Outlook
      • All Eyes on the Economy
        • Table Percentage of Adults with Little or No Confidence in Short-Term Prospects for the Economy: April 2003-April 2008 (U.S. adults)
        • Table Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
      • Pet Food Prices, Costs at Record Highs
      • Impact of Spring 2007 Pet Food Recalls
      • Product Premiumization and Premium Demographics
        • Table IRI-Tracked Volume Sales of Pet Food by Category and Segment: 2003 - Third Quarter 2008 (in millions of volume units)
        • Table Average U.S. Household Expenditures on Pet Food: 1997-2007 (in dollars)
      • Natural/Organic Pet Food Going Strong
      • Pet Humanization a Potent Force
        • Table Mean Number of Veterinary Visits by Human-Animal Bond Among Dog and Cat Households: 2006
        • Table Mean Veterinary Expenditures by Human-Animal Bond Among Dog and Cat Households: 2006 (in dollars)
      • Enhancing Pet Health
      • Aging Pet Population Underpins Healthcare Boom
      • Number of Dog and Cat Households on the Ups
      • The Boomer Factor
        • Table Dog and Cat Ownership by Adult Age Bracket: 2008 (number, percent and index of U.S. households)
      • Dual-Adult/No-Kid Clout
      • Celebrities Back Up and Coming Pet Food Lines
    • Looking Ahead
      • The New Value Equation
      • Market to Approach $19 Billion by 2013
        • Table Projected U.S. Retail Sales of Pet Food: 2008-2013 (in millions of dollars)
      • Additional Market Consolidation
      • Product Innovation
    • Competitive Overview
      • Acquisitions Intensify Market Consolidation
        • Table Timeline of U.S. Pet Food Market Acquisitions: 2002-2008
      • Top Five Players Control Four-Fifths of the Market
      • Four Companies Dominate Mass-Market Sales
        • Table Leading Marketers of Pet Food by Share of IRI-Tracked Sales: 1999-2007 (percent)
        • Table Leading Marketers of Pet Food: Share of IRI-Tracked Sales by Product Segment: 2007 vs. 2008 (percent)
      • Pet Specialty Channel More Fragmented
      • Professional Channel Marketers
      • Value and Superpremium Positioned Marketers
      • Snacks and Treats Specialists, "Springboarding"
      • Natural/Organic Specialists Exclusive to Specialty, Natural Channels
      • Brand Leaders in the Natural Supermarket Channel
      • Mega Marketers Tap In to Natural Segment
      • Raw/Frozen and Homemade Pet Food Specialists
      • Freshpet Makes Refrigerated Pet Food Splash
      • Channel-Specific Marketing
      • Multinational Powerhouse Cargill Taps Into Feed/Seed Channel
      • Crossing Pet Market Lines
        • Table The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2008
    • Focus on Private Label
      • Room to Grow
        • Table Number of U.S. Private-Label Pet Food Product Introductions and SKUs: By Category, 2000-2008
      • Store-Brand Share Stabilizes at Mass-Market Level Following Steady Declines
        • Table Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, 1999-2007 (percent)
      • Mars Plus Doane
      • Whole Foods and Traders Joe's Big on Private Label
      • PetSmart and Petco Heavily Invested in Store Brands
        • Table PetSmart and Petco Pet Food and Treat Private-Label Brands: By Trademark Name, Usage and Filing Date
      • Independent Pet Stores Also Making a Bid
        • Table Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 (percent)
      • The Global Private-Label Pet Food Picture
      • The Future of Private Label
    • Focus on Pet Food Recalls and Product Safety
      • Competitive Impact of Spring 2007 Pet Food Recalls
      • Menu Foods Blindsided But on the Mend
      • Lawsuits Consolidated, Settled
      • Procter & Gamble's Iams Unit Loses Sales and Share
      • Mars Fares Well, Snaps up Nutro and Menu Foods Plant
      • Pet Food Commission Releases Safety Recommendations
      • Congress Passes Food and Drug Administration Amendments Act of 2007
      • New Regulations Also Possible at the State Level
      • New Requirements for Chinese Imports
      • Pet Food Producers Position on Safety
      • Product Safety Still Under Consumer, Government Spotlight
    • Marketing and New Product Trends
      • Pet Market Advertising at $520 Million in 2007
      • Marketers Embracing Non-Traditional Media
      • Pet Food "SuperBrands"
      • Advertising Positioned on a Few Major Themes
      • Celebrities Kick In
      • Cause-Related Marketing, Public Relations
      • Going Green
      • 2008 a Record Year for New Pet Food Products
        • Table Number of New Pet Food Product Introductions: 2001-2008
      • Product Premiumization: Natural, Upscale and Functional Appeals
      • Natural Products Go Mainstream
      • Manufacturers Focusing on Fresh Ingredients
      • Safety Theme Apparent in Ingredient-Related Product Appeals
      • Raw/Frozen Foods
      • Homemade Pet Food
      • "Holistic Labeling"
      • Functional/Fortified Foods Cover All Bases
      • Special Diet Formulas
        • Table Household Purchasing of Light/Weight Management and Senior Dry and Canned Dog and Cat Food: 2004 vs. 2008 (U.S. households with dogs or cats)
      • Nutraceutical Treats
      • Convenience Another Key Premium Appeal
      • One Route to Cost Cutting: Smaller Package Sizes
        • Table Pet Food Product Selling Points by Package Tags: 2004-2008
    • Retail Trends
      • Economic Concerns and Increased Competition
      • The PetSmart/Petco Dynamic Duo
        • Table PetSmart and Petco Combined Sales: 2000-2007 (in millions of dollars)
      • Company Profile: PetSmart, Inc.
        • Table PetSmart Sales: 2000-2007 (in millions of dollars)
      • Petco
        • Table Petco Annual Sales: 2000-2007 (in millions of dollars)
      • Other Top-Ranked Pet Specialty Chains
      • Independent Pet Stores: Bad News and Good News
        • Table Top Challenges Pet Specialty Retailers Face in Next Two Years: 2006 vs. 2007 (percent)
        • Table Pet Food Share of Category Sales by Animal Type in Independent Pet Stores: 2006 vs. 2007 (percent)
      • Walmart Bullish on Pet Supplies
      • Target Also Coming on Strong
      • Supermarkets Hanging on After 2007 Recalls
      • Wholesale Clubs and Dollar Stores
      • Natural Supermarkets Going Strong
      • The Internet Effect
    • Pet Ownership Trends and Demographics
      • The Simmons Survey System
      • Over 60 Million Households Own Pets
        • Table Pet Ownership in the United States: 2008 (percent and number of U.S. households)
      • Dog/Cat Ownership Rates Edge Up
        • Table Dog and Cat Ownership in the United States: 2004, 2006 and 2008 (percent and number of U.S. households)
      • 38% of Pet Households Keep Multiple Types
      • 63% of Pet Households Keep More Than One Pet
        • Table Ownership of Multiple Pets of a Single Type: 2008 (percent of U.S. households who keep pets of a given type)
      • Pet Household Demographics
      • Pet Ownership Holds Up Across Age Brackets
      • Demographic Variations by Type of Pets
        • Table Demographics for Keeping Pets, 2008 (percent, number and index among U.S. consumers)
        • Table Demographic Overview for Selected Pet Classifications, 2008 (percent of U.S. households)
    • Pet Owners as Consumers
      • Household Purchasing of Pet Supplies by Retail Outlet Type
        • Table Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2008 (U.S. households with pets)
        • Table Demographic Overview for Selected Pet Product Retail Channels, 2008 ( U.S. pet-owning households)
      • Channel Choices in Organic Pet Food Purchasing
        • Table Where Groceries Are Most Often Purchased by Selected Retailer Type: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008 (percentage of U.S. adults)
        • Table Where Groceries Are Most Often Purchased by Selected Retail Chain: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008 (percentage of U.S. adults)
      • Pet Food Purchasing Overview for Dog or Cat Owners
        • Table Household Purchasing of Packaged Dog and Cat Food by Type, 2008 (U.S. households with dogs or cats)
      • Pet Owners Are Internet-Prone
      • Not So "Green"
      • The Pet Food Coupon Clipper
        • Table Indicators for Use of Pet Food Coupons: 2008 (index among dog- or cat-owning households)
      • Bulk of Redemption through Grocery Stores
        • Table Coupon Redemption Rates by Selected Retailer Type: 2004-2008 (percent)
      • Grocery vs. Pet Food Coupon Usage Rates
        • Table Coupon Usage Rates by Product Type: 2004-2008 (percent)
      • On-Shelf Coupons Generate Highest Usage
        • Table Consumer Coupon Usage by Coupon Source: 2004-2008 (percent)
  • Dog Food - Highlights
  • Dog Food
    • Introduction
      • Category Scope: Five Product Segments
    • Market Size and Growth
      • Total Dog Food Sales at $10.4 Billion in 2008
      • 2008 IRI-Tracked Dollar Sales of Dog Food Up, But Volume Sales Down
        • Table IRI-Tracked Dollar, Pound and Unit Sales of Dog Food: 2008 vs. 2007 (in millions of dollars, pounds and units)
      • Gradual Dollar Gains from 2003 to 2007
      • Frozen Dog Food Out Front in Market Growth
        • Table IRI-Tracked Sales of Dog Food: By Segment, 2003-2007 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2004-2007 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2003-2007 (in millions of dollars)
      • Wet Dog Food Declining in Market Share
        • Table Share of IRI-Tracked Sales of Dog Food by Segment: 2003, 2005 and 2007 (percent)
      • Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds
        • Table Kind of Dog Food Purchased in the Past 12 Months: 2002 vs. 2006 (percent)
        • Table Use of Specially Formulated Dog Food: 2004 vs. 2006 (percent)
      • Household Purchasing of Pet Supplies by Retail Outlet Type
      • Channel Loyalty Increasing Among Online Shoppers
      • Dog Food Chain Merchandising Trends
        • Table IRI-Tracked Retailer Merchandising Trends for Dog Food: Overall and by Segment, 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume)
      • Price Promotion Patterns Vary by Segment
        • Table IRI-Tracked Promotion of Dog Food by Category and Segment: Ratio of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008 (percent)
    • Marketer and Brand Shares
      • Methodology
      • Impact of Acquisitions
      • Nestlé Purina Dominates Dog Food Category
      • Iams the Most Heavily Leveraged in Dry Dog Food
      • Nestlé Purina the Top Dog in Dry Food Segment
      • Acquisitions Boost Del Monte and Mars in Dog Biscuits/Treats
      • Mars Marching Forward in Wet Dog Food
      • Nestlé Purina Controls Semi-Moist Segment
      • Nestlé Purina Also on Top in Frozen Dog Food
      • Leading Pet Specialty Channel Brands
        • Table Leading Dog Food Marketers by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Leading Dog Food Marketers by Share of IRI-Tracked Sales: 2004, 2006 and 2008 (percent)
        • Table Leading Dog Food Marketers: Share of IRI-Tracked Sales of Dog Food by Segment: 2007 vs. 2008 (percent)
        • Table Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Selected Leading Dry Dog Food Products: 2003-2007 (percent)
        • Table Marketers and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Selected Leading Dog Biscuit/Treat Products: 2003-2007 (percent)
        • Table Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Selected Leading Wet Dog Food Products: 2003-2007 (percent)
        • Table Marketers and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Marketers and Brands of Frozen Dog Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Top Dog Food Products by Dollar Gain in IRI-Tracked Sales: 2007 vs. 2008 (in millions of dollars)
    • Marketing & New Product Trends
      • Dog Food Advertising "SuperBrands"
      • Milk-Bone Celebrates 100th Birthday
      • 2008 a Record Year for New Dog Food Products
      • Premium Thrust Still Going Strong: Natural, Functional and Special Diet Foods
      • Ingredients in the Spotlight
      • Natural Products Go Mainstream
      • Special Diet/Functional Foods
      • Veterinary Appeal
      • Taste, Variety Still Key Appeals
      • Functional/Nutraceutical Treats
      • Human-Style Baked, Gourmet and Holiday Treats
      • Frozen Novelty Treats
      • New Spins on Convenience
        • Table Dog Food Product Selling Points by Package Tags: 2006-2008
    • Dog Ownership Trends and Demographics
      • The Simmons Survey System
      • 40 Million Households Keep Pet Dogs
      • Dog/Cat Ownership Rates Edge Up
        • Table Dog and Cat Ownership in the United States: 2004, 2006 and 2008 (percent and number of U.S. households)
      • Dog Household Demographics
      • Promising Patterns by Age Bracket
      • Keepers of the Pack: Multiple-Dog Demographics
        • Table Demographics for Keeping Pet Dogs, 2008 (percent, number and index among U.S. households)
        • Table Demographic Overview for Selected Dog-Owning Classifications, 2008 (percent and index of U.S. households)
    • Pet Retailer and Dog Food Preferences
      • Pet Stores Edge Out Supermarkets in Overall Popularity
        • Table Dog Owner Shopping for Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. dog-owning households)
      • 94% Buy Dry Dog Foods
        • Table Demographic Overview: Pet Product Shopping Rates by Retail Channel, 2008 (percent of U.S. dog-owning households)
        • Table Demographic Overview: Pet Product Shopping Indexes by Retail Channel, 2008 (indexes for U.S. dog-owning households)
      • Minorities Over-Index for Semi-Moist and Canned Products
      • Treat Purchasing Rates Are Steady at 83% Across Preferences by Dog Food Type
        • Table Demographic Overview: Dog Food Purchasing Rates by Type, 2008 (percent of U.S. dog-owning households)
        • Table Demographic Overview: Dog Food Purchasing Indexes by Type, 2008 (indexes for U.S. dog-owning households)
        • Table Dog Food Cross-Purchasing Rates by Type: 2008 (percent of U.S. dog-owning households)
      • Light, Senior and Puppy Formulations Gain in Usage
        • Table Dog Food Purchasing Patterns by Type: 2004 vs. 2008 (percent of U.S. dog-owing households)
        • Table Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2008 (percent and index)
        • Table Dog Food Purchasing Rates by Type: By Retail Channels Shopped, 2008 (percent of U.S. dog-owning households)
      • Milk-Bone Is Most Widely Used Brand Line
      • Value Brand Skew Among Multiple-Dog Owners
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2008 (percent and index)
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2008 (percent)
      • Demographic Skews: Value Brands vs. Superpremiums
        • Table Selected High-Indexing Demographics by Brand Line for Dog Food and Treats: 2008 (U.S. dog-owning households)
  • Cat Food - Highlights
  • Cat Food
    • Introduction
      • Category Scope: Four Product Segments
    • Market Size and Growth
      • Total Cat Food Sales at $5.7 Billion in 2008
      • 2008 IRI-Tracked Dollar Sales of Cat Food Up, But Volume Sales Down
        • Table IRI-Tracked Dollar, Pound and Unit Sales of Cat Food: 2008 vs. 2007 (in millions of dollars, pounds and units)
      • Meager Dollar Gains from 2001 to 2007
      • Dry Food and Snacks Deliver Dollar Gains
        • Table IRI-Tracked Sales of Cat Food: By Segment, 2003-2007 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2004-2007 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2003-2007 (in millions of dollars)
      • Dry Food, Snacks Increase Category Share
        • Table Share of IRI-Tracked Sales of Cat Food by Segment: 2003, 2005 and 2007 (percent)
      • Fortified, Premium and Hairball Formulas Are Most Commonly Purchased Types
        • Table Kind of Cat Food Purchased in Past 12 Months: 2002 vs. 2006 (percent)
        • Table Use of Specially Formulated Cat Food: 2004 vs. 2006 (percent)
      • Household Purchasing of Pet Supplies by Retail Outlet Type
      • Supermarkets Jump in Channel Loyalty
      • Cat Food Chain Merchandising Trends
        • Table IRI-Tracked Retailer Merchandising Trends for Cat Food: Overall and by Segment, 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume)
      • Chain Price Discounts Steepest for Wet Cat Food, Cat Snacks
        • Table IRI-Tracked Promotion of Cat Food by Category and Segment: Ratio of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008 (percent)
    • Marketer and Brand Shares
      • Methodology
      • Del Monte Jumps to No. 2 in Cat Food Market
      • Del Monte, Mars Recalibrate Wet/Dry/Snack Mix
      • Del Monte Also Climbs to Second in Dry Cat Food
      • Nestlé Purina Ups Ante in Wet Cat Food
      • Mars Widens Leads in Cat Snacks Segment
      • Nestlé Purina Drops Out of Semi-Moist Segment
      • Leading Pet Specialty Channel Brands
        • Table Leading Cat Food Marketers by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Leading Cat Food Marketers by Share of IRI-Tracked Sales: 2004, 2006 and 2008 (percent)
        • Table Leading Cat Food Marketers: Share of IRI-Tracked Sales of Cat Food by Segment: 2007 vs. 2008 (percent)
        • Table Leading Cat Food Marketers: Share of IRI-Tracked Sales of Cat Food by Segment: 2005 vs. 2006 (percent)
        • Table Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Dry Cat Food: 2003-2007 (percent)
        • Table Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Wet Cat Food: 2003-2007 (percent)
        • Table Marketers and Brands of Cat Snacks by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Cat Snacks: 2003-2007 (percent)
        • Table Top Cat Food Products by Dollar Gain in IRI-Tracked Sales: 2007 vs. 2008 (in millions of dollars)
    • Marketing & New Product Trends
      • Cat Food Advertising SuperBrands
      • Meow Mix Investing in Branded Content, Event Marketing
      • Product Introductions Rebound in 2008
      • Top Product Themes: Upscale, Functional and Natural
      • Healthfulness to the Fore
      • Natural and Organic Expand Their Reach
      • Special Diet and Functional Products
      • Gourmet-Style, Variety Still Key Appeals
      • Cat Treats Take Health, Indulgence to the Bank
      • Premium and Convenience Packaging
        • Table Cat Food Product Selling Points by Package Tags: 2006-2008
    • Cat Ownership Trends and Demographics
      • The Simmons Survey System
      • 29 Million Households Keep Pet Cats
      • Dog/Cat Ownership Rates Edge Up
        • Table Dog and Cat Ownership in the United States: 2004, 2006 and 2008 (percent and number of U.S. households)
      • Cat Household Demographics
      • Cat vs. Dog Ownership Patterns Diverge by Age Bracket
      • Patterns by Number of Cats
        • Table Demographics for Keeping Pet Cats, 2008 (percent, number and index among U.S. households)
        • Table Demographic Overview for Selected Cat-Owning Classifications, 2008 (percent and index of U.S. households)
    • Pet Retailer and Cat Food Preferences
      • 53% of Cat Owners Shop Supermarkets for Pet Products
        • Table Cat Owner Shopping for Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. cat-owning households)
      • Demographic Patterns by Retail Channel
      • Canned Food Is Stronger in Cat Arena
        • Table Demographic Overview: Pet Product Shopping Rates by Retail Channel, 2008 (percent of U.S. cat-owning households)
        • Table Demographic Overview: Pet Product Shopping Indexes by Retail Channel, 2008 (indexes for U.S. cat-owning households)
      • Lower-Income and Hispanic Skews to Semi-Moist Cat Food
      • Purchasing Rates for Treats Vary by Cat Food Preference
        • Table Demographic Overview: Cat Food Purchasing Rates by Type, 2008 (percent of U.S. cat-owning households)
        • Table Demographic Overview: Cat Food Purchasing Indexes by Type, 2008 (indexes for U.S. cat-owning households)
        • Table Cat Food Cross-Purchasing Rates by Type: 2008 (percent of U.S. cat-owning households)
      • Use of Light/Weight Management Cat Food Jumps to 9%
        • Table Cat Food Purchasing Patterns by Type: 2004 vs. 2008 (percent of U.S. cat-owing households)
        • Table Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2008 (percent and index)
        • Table Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2008 (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, 2008 (percent and index)
        • Table Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2008 (percent)
      • Demographic Skews: Cats and Crowded Households
        • Table Selected High-Indexing Demographics by Brand Line for Cat Food and Treats, 2008 (U.S. cat-owning households)
  • Other Pet Food - Highlights
  • Other Pet Food
    • Market Size and Composition
      • Category Scope
      • Total Other Pet Food Sales at $907 Million in 2008
      • 2008 IRI-Tracked Dollar Sales Up, Unit Sales Down
        • Table IRI-Tracked Dollar and Unit Sales of Other Pet Food: 2008 vs. 2007 (in millions of dollars and units)
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Share of Independent Pet Store Pet Supply Sales by Animal Type: 2005-2007 (percent)
      • Fish Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Fish Products by Category: 2005-2007 (percent)
      • Bird Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Bird Products by Category: 2005-2007 (percent)
      • Herptile Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Herptile Products by Category: 2005-2007 (percent)
      • Small Mammal Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Small Mammal Products by Category: 2005-2007 (percent)
      • Share of Other Pet Food Sales by Retail Channel
      • Mass-Market Merchandising Trends for Other Pet Foods
        • Table IRI-Tracked Retailer Merchandising Trends for Other Pet Foods: 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume)
      • Price Discounting in Chains Is Steepest for Cat Food
        • Table IRI-Tracked Promotion of Dog, Cat and Other Pet Food: Ratio of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008 (percent)
    • Competitive Trends
      • Marketer Overview
      • Leading Pet Specialty Channel Brands
      • Central Garden & Pet on Top in Mass-Market Outlets
      • Audubon Park Posts Biggest Dollar Gains
      • Wardley and Tetra Control Fish/Reptile Segment
        • Table Other Pet Food Brand Leaders in Pet Specialty Stores: 2004, 2006 and 2007 (percent)
        • Table Leading Marketers of Other Pet Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Leading Marketers and Brand of Other Pet Food by Mass-Market Share: 2007 vs. 2008 (percent)
        • Table Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
        • Table Top Ten Other Pet Food Products by Dollar Gain in IRI-Tracked Sales: 2007 vs. 2008 (in millions of dollars)
        • Table Marketers and Brands of Fish/Herptile Food by IRI-Tracked Sales and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
    • Company Profiles
      • Central Garden & Pet: Corporate Overview
      • Hartz Mountain Corp.
      • Vitakraft/Sun Seed Co.
    • Marketing and New Product Trends
      • Marketing Trends
      • New Product Thrusts
      • Trends in Bird Food
      • Trends in Small Animal Food
      • Trends in Fish Food
      • Trends in Herptile Food
        • Table Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, 2007-2008
    • Consumer Focus: Other Pet Food Purchasers
      • Methodology
    • Population Trends: Household Penetration Increasing for All Animal Types
      • Table Pet Ownership in the United States: 2008 (percent and number of U.S. Households)
    • Fish Food Purchaser Trends and Demographics
      • Demographics for Keeping Pet Fish
      • Bird Food Purchaser Trends and Demographics
      • Small Animal Food Purchaser Trends and Demographics
      • Reptile Food Purchaser Trends and Demographics
        • Table Demographics for Keeping Pet Fish, 2008 (percent, number and index among U.S. consumers)
        • Table Demographics for Keeping Pet Birds, 2008 (percent, number and index among U.S. consumers)
        • Table Demographics for Keeping Pet Rabbits or Hamsters, 2008 (percent, number and index among U.S. consumers)
        • Table Demographics for Keeping Pet Reptiles, 2008 (percent, number and index among U.S. consumers)
  • Addresses of Selected Marketers

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