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Pet Food in the U.S.: Riding the Premium Wave


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

The U.S. pet food market is experiencing healthy growth as marketers continue to convert pet owners to better quality, higher priced, more upscale fare. Premium pet foods cover all bases—natural/organic, fortified/functional, weight control, lifestage, breed-/size-specific, gourmet, etc.—and are increasingly being positioned not just as human style but as human grade. As a result, much of the growth is occurring at the upper-income tier of the pet owner spectrum, with U.S. households earning $70,000 or more now accounting for an impressive 44% of the aggregate pet food expenditure—up from just 15% in 1994.

Top marketers including Nestlé Purina, Mars, Iams, Hill’s, Nutro, and S&M NuTec clearly have their fingers on the emotional pulse of American pet owners, as well as some very big advertising guns. During 2005, they spent nearly $300 million on national advertising for pet food, virtually all of it encouraging the deep attachment Americans feel for their pets, while also launching the biggest surge of new products in the history of the market. The high level of interest in all things pet has also spurred a number of high-profile acquisitions, including Mars’ recent purchase of S&M NuTec (Greenies) and private-label producer Doane, Del Monte’s purchase of Milk-Bone and Meow Mix, Bain Capital’s purchase of Nutro, and Central Garden & Pet’s purchase of Breeder’s Choice.

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 particular focus on high-growth product segments such as functional treats. Covering products for all type of companion animals, the report is organized into four main chapters—Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), plus an in-depth overview chapter covering cross-market trends.

Pegging 2005 sales at $14.5 billion and projecting healthy growth through 2010, 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. The report fully documents marketing, new product, and retail trends, as well as trends in pet food purchaser demographics, based on Simmons Market Research Bureau data as well as data from the American Pet Products Manufacturers Association’s 2005-2006 National Pet Owners Survey.

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 Oral Care Products for Pets, Pet Products in Nontraditional Outlets, The U.S. Pet Insurance Market, Market Trends: Pet Supplements and Nutraceuticals, Market Trends: 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.

Our market size estimates are based on Information Resources, Inc. (IRI) data for tracked mass-market retailers (supermarkets, drugstores, and mass merchandisers other than Wal-Mart), independent pet store sales-tracking surveys, reported revenues of marketers and retailers, and figures appearing in the trade press. 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) fall 2005 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
Pet Food in the U.S. 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.


  • Executive Summary
    • Scope of Report: Three Animal Categories
      • Report Methodology
    • Market Overview
      • Pet Food Sales Reach $14.5 Billion in 2005
      • IRI-Tracked Sales Down 5%
      • Dog Biscuits/Treats Is One Bright Spot
      • Dog Food Still Over Half the Market
        • Table Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent) 70%
      • Market Share by Retail Channel
      • Top Five Players Control Three-Quarters of the Market
        • Table Top Five U.S. Marketers of Pet Food, July 2006 (percent)
      • The Mass-Market Leaders
      • Consumer Advertising Spending at $277 Million in 2005
      • Hundreds of New Products Hitting the Scene
      • Retail Trends
      • Over 50 Million Households Own Dogs or Cats
      • Pet Food Spending: Trends and Demographics
        • Table AVERAGE U.S. HOUSEHOLD EXPENDITURES ON PET FOOD, 1994-2004 (IN DOLLARS) $120
    • Dog Food
      • Total Dog Food Sales at $8.7 Billion in 2005
        • Table U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
      • IRI-Tracked Sales Chart Gradual Decline
      • Nestlé Purina Dominates Dog Food Category
      • 2006 a Record Year for New Dog Food Products
      • The Upscale Thrust: Natural, Functional, and Special Diet Foods
      • 32% Usage Rate for Packaged Dry Dog Food
    • Cat Food
      • Total Cat Food Sales at $4.9 Billion in 2005
        • Table U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
      • IRI-Tracked Sales Down 8% Since 2001
      • Iams Jumps to No. 2 in Cat Food Market
      • Over 100 New SKUs Appear in First Six Months of 2006
      • 32% Overall Usage Rate for Packaged Dry Cat Food
    • Other Pet Food
      • Total Other Pet Food Sales at $869 Million in 2005
        • Table Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
      • Marketer Overview
      • Marketing and New Product Trends
      • Population Trends: Household Penetration Increasing for All Animal Types
  • Market Overview
    • Introduction
      • Scope of Report: Three Main Categories
      • Other Marketing Classifications
    • Market Size and Growth
      • Pet Food Sales Reach $14.5 Billion in 2005
        • Table U.S. Retail Sales of Pet Food, 2001-2005 (in millions of dollars)
      • IRI-Tracked Sales Down 5%
      • Dog Biscuits/Treats Is One Bright Spot
        • Table IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2002-2005 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
        • Table Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2001-2005 (in millions of dollars)
    • Market Composition
      • Dog Food Still Over Half the Market
        • Table Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent)
      • Dry Food Accounts for About Half the Market
        • Table Share of IRI-Tracked Sales of Pet Food by Type: 2001, 2003, 2005 (percent)
        • Table Share of IRI-Tracked Sales of Pet Food by Segment, 2001-2005 (percent)
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
      • Dog Food Is No. 2 Category in Pet Specialty Stores
        • Table Share of Pet Specialty Retailer Sales by Category: 2004 (percent)
        • Table Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
      • Market Share by Retail Channel
        • Table Share of U.S. Pet Food Sales by Retail Outlet Type, 2005 (percent)
      • Household Purchasing of Pet Supplies by Retail Outlet Type
        • Table Household Purchasing of Pet Supplies by Outlet Type: Total Purchasers vs. Sole Purchasers, 2003 vs. 2005 (U.S. households with dogs or cats)
      • Channel Loyalty Increasing Among Online Shoppers
        • Table Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type, 2003 vs. 2005 (U.S. households with dogs or cats)
    • Market Outlook
      • The Premium Product Thrust
        • Table Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
      • The Retail Thrust
      • Pet Population Trends
        • Table Percentage of U.S Households That Own a Pet: 1988-2004 (percent)
        • Table Number of U.S Households That Own a Pet: 1988-2004 (in millions)
      • The Aging Pet Population
      • The Boomer Factor
        • Table Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
        • Table Dog and Cat Ownership Indices: By Adult Age Bracket, 2005 (U.S. households)
      • Other Key Demographics
        • Table Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
      • Looking Ahead: Market to Approach $19 Billion by 2010
        • Table Projected U.S. Retail Sales of Pet Food, 2005-2010 (in millions of dollars)
        • Table U.S. Retail Sales of Natural and Organic Pet Food, 2001, 2005, 2010 (in millions of dollars)
    • Competitive Overview
      • Top Five Players Control Three-Quarters of the Market
        • Table Top Five U.S. Marketers of Pet Food, July 2006 (percent)
      • The Mass-Market Leaders
        • Table Top Marketers of Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
      • Pet Specialty Channel More Fragmented
        • Table Pet Food Brand Leaders in Pet Specialty Stores, 2004 (percent)
      • Professional Channel Marketers
      • Dozens of Niche Marketers
      • Mars Snaps Up S&M NuTec/Greenies, Doane
      • Del Monte Adds Meow Mix and Milk-Bone
      • Spectrum Formed by Purchases of United Industries, Tetra
      • Central Garden & Pet Taps in to Dog Food Market via Breeder's Choice Acquisition
      • Diamond Pet Foods Also Facing Safety Issues
      • Crossing Pet Market Lines
      • Private-Label Trends
        • Table Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, 1999-2005 (percent)
      • Big-Box Retailers in the Cat Bird's Seat
      • Channel-Specific Marketing
        • Table Leading Marketers of Pet Food by Share of IRI-Tracked Sales, 1999-2005 (percent)
        • Table Leading Marketers of Pet Food: Share of IRI-Tracked Sales by Product Segment, 2005 vs. 2006 (percent)
        • Table The U.S. Pet Food Market: Selected Leading Marketers and Brands, July 2006
    • Marketing and New Product Trends
      • Consumer Advertising Spending at $277 Million in 2005
      • Top Three Marketers Account for 90% of Spending
        • Table Marketer Shares of National Consumer Advertising Expenditures for Pet Food: 2003-2005 (percent)
      • Dog Food Represents Bulk of Spending
        • Table Share of National Consumer Advertising Expenditures for Pet Food: Dog vs. Cat, 2004 vs. 2005 (percent)
      • Almost Half of Outlay Is for Pedigree and Iams
        • Table Most Advertised Pet Food Brands, 2005 (percent)
      • Advertising Positioned on a Few Major Themes
      • Hundreds of New Products Hitting the Scene
        • Table Number of New Pet Food Products and SKUs by Category, January-June 2006
        • Table Number of New Dog and Cat Food Product Introductions, 2001-2006
      • All Things Premium: Upscale, Natural, and Functional Appeals
      • The New Gold Standard: Natural/Organic
        • Table Number of New Natural/Organic Pet Food Products by Related Package Tags, 1999 vs. 2005
      • Functional/Fortified Foods Cover All Bases
        • Table Number of New Functional Pet Food Products by Related Package Tags, 1999 vs. 2005
      • Special Diet Formulas Include Senior Foods, Weight Maintenance, and Non-Allergenic
      • Convenience Another Key Premium Appeal
        • Table Pet Food Product Selling Points by Package Tags, 1999-2006
    • Retail Trends
      • Overview
      • Wal-Mart Bullish on Pet Supplies
      • Target Also Coming on Strong
      • Food Sales Shrinking for Independent Pet Specialty Retailers
        • Table Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
        • Table Share of Pet Specialty Retail Store Profits, 2005 (percent)
        • Table Fastest Growing Product Categories in Pet Specialty Retailers: 2004 (percent)
      • PetSmart and Petco Tapping Higher-Margin Products, Services
        • Table PetSmart and Petco Combined Sales, 2000-2005 (in millions of dollars)
      • Wholesale Clubs, Dollar Stores, Drugstores Making Gains
      • What's in Store for Supermarkets
      • Natural Food Stores
      • Leading E-tailers of Pet Food and Supplies
    • Pet Ownership Trends and Demographics
      • The Simmons Survey System
      • Over 50 Million Households Own Dogs or Cats
      • Trends in Multiple-Pet Households
        • Table Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2005 (in thousands of U.S. households)
      • Pet Ownership by Age Bracket: The Boomer Skew
      • Whites 21% More Likely to Own Both Dogs and Cats
      • Dog Owners Skew Upscale
      • Households of 3-4 Persons Are 18% More Likely to Own Both Dogs and Cats
      • The Pet Specialty/Mass-Market Divide
      • Pet Specialty Store Shopper Demographics
      • Convenience and Nutrition Are Top Purchasing Motivators
        • Table Factors Influencing Purchasing of Pet Food: 2006 (percent)
      • Pet Owners Online
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2003-2005 (U.S. households)
        • Table Demographics Favoring Ownership of One or More Dogs, 2005 (U.S. households)
        • Table Demographics Favoring Ownership of One or More Cats, 2005 (U.S. households)
        • Table Indexes by Demographic for Selected Pet-Owning Classifications, 2005 (U.S. households)
        • Table Indexes by Demographic: Single vs. Multiple Pet-Owning Classifications, 2005 (U.S. households)
        • Table Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2005 (U.S. pet-owning households)
        • Table The Pet Store or Online Shopper for Pet Supplies: Dog Owners, 2005 (U.S. dog-owning households)
        • Table The Pet Store or Online Shopper for Pet Supplies: Cat Owners, 2005 (U.S. cat-owning households)
        • Table Use/Influence of Internet: Dog and Cat Owners vs. All U.S. Adults, 2003 (percent)
    • Overview of the U.S. Pet Food Consumer
      • Pet Food Spending: Trends and Demographics
        • Table Average U.S. Household Expenditures on Pet Food, 1994-2004 (in dollars)
      • Pet Food Household Demographics
        • Table Selected High-Index Demographics for Spending on Pet Food, 2004 (U.S. Households)
      • Pet Food Purchasing Overview: Dog Food vs. Cat Food
        • Table Household Usage Rates for Selected Pet Food Classifications: Overall and by Pet Ownership, 2005 (U.S. households)
        • Table Indexed U.S. Household Spending on Pet Food: By Age, Income, Household Type, Race, Region, and Educational Attainment, 2004
  • Dog Food
    • Introduction
      • Category Scope: Five Product Segments
    • Market Size and Growth
      • Total Dog Food Sales at $8.7 Billion in 2005
        • Table U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
      • IRI-Tracked Sales Chart Gradual Decline
        • Table IRI-Tracked Sales of Dog Food, 2001-2005 (in millions of dollars)
      • Dog Biscuits/Treats Out Front in Market Growth
        • Table IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2002-2005 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
      • Biscuits/Snacks Taking a Bigger Bite of IRI-Tracked Sales
        • Table Share of IRI-Tracked Sales of Dog Food by Segment: 2001, 2003, 2005 (percent)
      • Premium and Senior Foods Are Most Commonly Purchased Types
        • Table Kind of Dog Food Purchased in the Past 12 Months: 2004 (percent)
        • Table Use of Specially Formulated Dog Food, 2004 (percent)
      • Share of Dog Food Sales by Retail Channel
        • Table Share of U.S. Dog Food Sales by Retail Outlet Type, 2005 (percent)
      • Household Purchasing of Pet Supplies by Retail Outlet Type
        • Table Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing, 2003 vs. 2005 (% of U.S. households with dogs)
        • Table Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with dogs)
        • Table Household Purchasing of Pet Supplies by Outlet Type: Dog Food & Treats vs. Dog Food/Not Treats, 2005 (U.S. households)
    • Marketer and Brand Shares
      • Methodology
      • Nestlé Purina Dominates Dog Food Category
        • Table Top Dog Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
      • Iams Focused Mainly in Dry Food
      • Nestlé Purina Slipping in Dry Dog Food
        • Table Leading Marketers of Dry Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Second-Tier Gainers in Dog Biscuits/Treats
        • Table Leading Marketers of Dog Biscuits/Treats by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Mars on Top in Wet Dog Food
        • Table Leading Marketers of Wet Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Nestlé Purina Controls Semi-Moist Segment
        • Table Leading Marketers of Semi-Moist Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Nestlé Purina Also on Top in Frozen Dog Food
        • Table Leading Marketers of Frozen Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Purina Beneful Is Top Cross-Segment Dollar Gainer
      • Leading Pet Specialty Channel Brands
        • Table Dog Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
        • Table Leading Dog Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
        • Table Leading Dog Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Leading Dog Food Marketers: Share of IRI-Tracked Sales of Dog Food by Segment: 2005 vs. 2006 (percent)
        • Table Brand Shares of IRI-Tracked Sales of Dry Dog Food, 2001-2005 (percent)
        • Table Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Dog Biscuits/Treats, 2001-2005 (percent)
        • Table Marketers and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Wet Dog Food, 2001-2005 (percent)
        • Table Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Marketers and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Marketers and Brands of Frozen Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Top Dog Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions of dollars)
    • Marketing & New Product Trends
      • Consumer Advertising Spending at $175 Million in 2005
      • Mars, Nestlé Purina, and Iams Are Top Spenders
      • Pedigree Is Most Advertised Brand
        • Table Marketer Shares of National Consumer Advertising Expenditures for Dog Food, 2004 vs. 2005 (percent)
        • Table Share of Dog Food Advertising by Brand, 2004 vs. 2005 (percent)
      • 2006 a Record Year for New Dog Food Products
        • Table Number of New Dog Food Product Introductions, 2001-2006
      • The Upscale Thrust: Natural, Functional, and Special Diet Foods
        • Table Top 10 Dog Food Package Claims, January-June 2006
      • "People Food"
      • The Leading Edge: Natural/Organic
        • Table Top Natural/Organic Dog Food Package Tags, January-June 2006
      • Functional/Fortified Product Appeals
        • Table Top Functional/Fortified Dog Food Package Tags, January-June 2006
      • Weight Control/Special Diet Foods
        • Table Top Special Diet Dog Food Package Tags, January-June 2006
      • Healthy Weight Products
      • Senior Products
      • Size-/Breed-Specific Products
      • Gourmet/Variety Still Key Appeals
      • Veterinary Appeal
      • Dog Treats Riding Two Trends: Functional and Pampering
      • Training Treats/Treats `n Toys
      • Raw and Homemade Foods
      • Dogsters Digs into Frozen Novelties Segment
      • Packaging Appeals Hinge on Convenience
      • Disney, Kroger Find a Hit in "Old Yeller"
        • Table Dog Food Product Selling Points by Package Tags, 2004-2006
        • Table Dog Food: Selected New Product Introductions, 2005-2006
    • Consumer Focus: Dog Food Purchasers
      • 32% Overall Usage Rate for Packaged Dry Dog Food
        • Table Household Usage Rates for Selected Dog Food Classifications, 2005 (U.S. households) 40%
        • Table Pet Owner Usage Rates for Selected Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
      • A Leg Up for Specialty Formulations
      • Indicators by Dry Dog Food Brand
      • Dog Treats a Daily Habit
      • Minorities, South Are Less Sold on Dog Treats
      • Canned Dog Food vs. Dog Treats
      • Packaged Moist vs. Canned
      • Diversity by Income Level, Number of Dogs Owned
        • Table Pet Owner Usage Rates for Selected Packaged Dry Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
        • Table Demographics Favoring Use of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
        • Table Top Indicators by Brand for Household Usage of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
        • Table Pet Owner Usage Rates for Selected Dog Biscuit/Treat Classifications, 2003-2005 (U.S. dog-owning households)
        • Table Demographics Favoring Use of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
        • Table Top Indicators by Brand for Household Usage of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
        • Table Pet Owner Usage Rates for Selected Canned Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
        • Table Demographics Favoring Use of Canned Dog Food, 2005 (U.S. dog-owning households)
        • Table Top Indicators by Brand for Household Usage of Canned Dog Food, 2005 (U.S. dog-owning households)
        • Table Pet Owner Usage Rates for Selected Packaged Moist Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
        • Table Demographics Favoring Use of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
        • Table Top Indicators by Brand for Household Usage of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
        • Table Share of Usage by Household Income Level for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)
        • Table Share of Usage by Number of Dogs Owned for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)
  • Cat Food
    • Introduction
      • Category Scope: Four Product Segments
    • Market Size and Growth
      • Total Cat Food Sales at $4.9 Billion in 2005
        • Table U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
      • IRI-Tracked Sales Down 8% Since 2001
      • Cat Snacks Is Only Growth Segment
        • Table IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
        • Table Annual Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2002-2005 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
      • Biscuits/Snacks Taking a Bigger Bite of Category Sales
        • Table Share of IRI-Tracked Sales of Cat Food by Segment: 2001, 2003, 2005 (percent)
      • Fortified, Premium, and Hairball Formulas Are Most Commonly Purchased Types
        • Table Type of Cat Food Purchased in the Past 12 Months: 2004 (percent)
        • Table Use of Specially Formulated Cat Food, 2004 (percent)
      • Share of Cat Food Sales by Retail Channel
        • Table Share of U.S. Cat Food Sales by Retail Outlet Type, 2005 (percent)
      • Household Purchasing of Pet Supplies by Retail Outlet Type
        • Table Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing: 2003 vs. 2005 (U.S. households with cats)
      • Channel Loyalty Increasing Among Online Shoppers
        • Table Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with cats)
      • Cat Pamperers Skew Toward Pet Specialty Stores
        • Table Household Purchasing of Pet Supplies by Outlet Type: Cat Food & Treats vs. Cat Food/Not Treats, 2005 (U.S. households)
    • Marketer and Brand Shares
      • Methodology
      • Iams Jumps to No. 2 in Cat Food Market
        • Table Top Cat Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
      • Iams Focused Mainly in Dry Food
      • Iams Jumps to Second in Dry Cat Food Segment
        • Table Leading Marketers of Dry Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Nestlé Purina Ups Ante in Wet Cat Food
        • Table Leading Marketers of Wet Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Del Monte Nose Dives in Cat Snacks Segment
        • Table Leading Marketers of Cat Snacks by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
      • Nestlé Purina and Private-Label Limp Along in Semi-Moist Cat Food Segment
      • Friskies Fancy Feast Dry Cat Food Is Top Cross-Segment Dollar Gainer
      • Leading Pet Specialty Channel Brands
        • Table Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
        • Table Leading Cat Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
        • Table Leading Cat Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Leading Cat Food Marketers: Share of IRI-Tracked Sales of Cat Food by Type, 2005 vs. 2006 (percent)
        • Table Brand Shares of IRI-Tracked Sales of Dry Cat Food, 2001-2005 (percent)
        • Table Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Wet Cat Food, 2001-2005 (percent)
        • Table Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Cat Snacks, 2001-2005 (percent)
        • Table Marketers and Brands of Cat Snacks by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Brand Shares of IRI-Tracked Sales of Semi-Moist Cat Food, 2001-2005 (percent)
        • Table Marketers and Brands of Semi-moist Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Top Cat Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
    • Marketing & New Product Trends
      • Consumer Advertising Spending at $97 Million in 2005
      • Nestlé Purina, Iams, and Mars Are Top Spenders
      • Iams Is Most Advertised Brand
        • Table Marketer Shares of National Consumer Advertising Expenditures for Cat Food: 2004 vs. 2005 (percent)
        • Table Share of Cat Food Advertising by Brand/Variety, 2004 vs. 2005 (percent)
      • Over 100 New SKUs Appear in First Six Months of 2006
        • Table Number of New Cat Food Product Introductions, 2001-2006 (percent)
      • Top New Product Claims: Upscale, Natural, and Functional/Fortified
        • Table Top 10 Cat Food Package Claims, January-June 2006
      • Purina Pumps Up Friskies; Del Monte Revives Morris
      • Mars Challenges Nestlé Purina on "Taste Claims"
      • Variety and Gourmet Taste Are Key Appeals
      • Natural and Organic Products
      • Condition-Specific-And All Occasion
      • Cat Snacks Are Mainly Indulgence Oriented
      • Packaging: Pouches, Cups, and Canisters
        • Table Cat Food Product Selling Points by Package Tags, 2004-2006
        • Table Cat Food: Selected New Product Introductions, 2005-2006
    • Consumer Focus: Cat Food Purchasers
      • 32% Overall Usage Rate for Packaged Dry Cat Food
        • Table Household Usage Rates for Selected Cat Food Classifications, 2005 (U.S. households)
        • Table Pet Owner Usage Rates for Selected Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
      • Distinct Demographics for Store Brands
      • Upscale and Downscale for Canned Cat Food
      • Whiskas Temptations Deviate from Cat Treat Mold
      • Senior Skew for Packaged Moist Cat Food
      • Customer Bases by Level of Income and Number of Cats
        • Table Pet Owner Usage Rates for Selected Packaged Dry Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
        • Table Demographics Favoring Use of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
        • Table Top Indicators by Brand for Household Usage of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
        • Table Pet Owner Usage Rates for Selected Canned Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
        • Table Demographics Favoring Use of Canned Cat Food, 2005 (U.S. cat-owning households)
        • Table Top Indicators by Brand for Household Usage of Canned Cat Food, 2005 (U.S. cat-owning households)
        • Table Pet Owner Usage Rates for Selected Cat Treat Classifications, 2003-2005 (U.S. cat-owning households)
        • Table Demographics Favoring Use of Cat Treats, 2005 (U.S. cat-owning households)
        • Table Top Indicators by Brand for Household Usage of Cat Treats, 2005 (U.S. cat-owning households)
        • Table Pet Owner Usage Rates for Selected Packaged Moist Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
        • Table Demographics Favoring Use of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
        • Table Top Indicators by Brand for Household Usage of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
        • Table Share of Usage by Household Income Level for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)
        • Table Share of Usage by Number of Cats Owned for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)
  • Other Pet Food
    • Market Size and Composition
      • Category Scope
      • Total Other Pet Food Sales at $869 Million in 2005
        • Table U.S. Retail Sales of Other Pet Food, 2001 vs. 2005 (in millions of dollars)
        • Table Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
      • IRI-Tracked Sales of Other Pet Food Treading Water
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
      • Bird Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Bird Products by Category, 2005 (percent)
      • Small Mammal Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Small Mammal Products by Category, 2005 (percent)
      • Fish Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Fish Products by Category, 2005 (percent)
      • Herptile Products: Share of Sales by Product Category
        • Table Share of Independent Pet Store Sales of Herptile Products by Category, 2005 (percent)
      • Share of Other Pet Food Sales by Retail Channel
        • Table Share of U.S. Other Pet Food Sales by Retail Outlet Type, 2005 (percent)
    • Competitive Trends
      • Marketer Overview
      • Leading Pet Specialty Channel Brands
        • Table Other Pet Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
      • Hartz on Top in Mass-Market Outlets
        • Table Top Marketers of Other Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
      • Wardley and Tetra Control Fish/Reptile Segment
        • Table Top Marketers of Fish/Reptile Food by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
      • Top Mass-Market Dollar Gainers
        • Table Leading Marketers of Other Pet Food by IRI-Tracked Sales and Market Share, 2005 vs. 2006 (in millions of dollars and percent)
        • Table Leading Marketers and Brands of Other Pet Food by Mass-Market Share: 2001, 2003, 2005 (percent)
        • Table Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
        • Table Top Other Pet Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
        • Table Marketers and Brands of Fish/Reptile Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
    • Marketing and New Product Trends
      • Marketing Trends
      • New Product Thrusts
      • Trends in Bird and Small Animal Food
      • Fish and Reptile Foods
        • Table Bird and Small Animal Food: Selected New Product Introductions, 2006
        • Table Fish and Reptile Food: Selected New Product Introductions, 2006
    • Consumer Focus: Other Pet Food Purchasers
      • Methodology
      • Population Trends: Household Penetration Increasing for All Animal Types
        • Table Number of U.S Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (in millions)
        • Table Percentage of U.S. Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (percent)
      • Bird Food Purchaser Trends and Demographics
        • Table Types of Bird Food and Packages Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
        • Table Share of Population by Household Size: Bird Owners vs. All Pet Owners, 2004 (percent)
      • Small Animal Food Purchaser Trends and Demographics
        • Table Type of Small Animal Food Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
        • Table Share of Population by Race: Small Animal Owners vs. All Pet Owners, 2004 (percent)
      • Fish Food Purchaser Trends and Demographics
        • Table Type of Freshwater and Saltwater Fish Food Purchased: 1996 vs. 2004 (percent)
        • Table Outlet Where Freshwater and Saltwater Fish Food Flakes Are Purchased, 2004 (percent)
        • Table Share of Population by Household Income: Fish Owners vs. All Pet Owners, 2004 (percent)
      • Reptile Food Purchaser Trends and Demographics
        • Table Type of Reptile Food Purchased in the Past 12 Months: 1996 vs. 2004 (percent)
        • Table Share of Population by Household Income: Reptile Owners vs. All Pet Owners, 2004 (percent)
  • Addresses of Selected Marketers

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