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Pet Medications in the U.S., 4th Edition


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Pet Medications in the U.S., 4th Edition


The market for pet medications in the U.S. has entered a period of redefinition and renewal. Merial’s Frontline Plus is still the market leader in flea and tick medication, but it has a number of copycat competitors, selling at far less than the now off-patent powerhouse. But Merial has managed to not only stem the losses, but also gain back share via a new flea and tick blockbuster, Nexgard. In other areas, Zoetis introduced a blockbuster of its own, the anti-itch drug APOQUEL, and has had trouble meeting demand. The industry has also enjoyed the entrance of a wave of animal health start-ups, and a number of new drugs appear to be on the horizon.

Long sold primarily in the veterinary clinic, pet medications can be found in a variety of channels. Still, many animal health companies sell exclusively to the veterinary channel, which has drawn scrutiny from the FTC.

The pet medication space has also seen considerable investment action, from the position taken in Zoetis by the hedge fund of activist investor William Ackman to the sale of Novartis Animal Health’s assets to Elanco and Virbac.

In its fourth edition, Pet Medications in the U.S. analyzes the market for prescription and over-the-counter medications for dogs and cats, with a particular focus on brand-name products used by consumers and on antiparasitics. Areas covered include parasite prevention and control (flea, tick, heartworm, etc.), cancer, pain management, behavioral health, diabetes, cognitive dysfunction, heart health, ear care and allergies. The report provides in-depth coverage of competitive trends, new product trends and marketing activity, and draws on insights from other reports in Packaged Facts’ extensive Pet Market Collection. Statistics provided include historical and projected market revenues, along with demographics and psychographics of pet med purchasers, based on data from sources including Simmons and Packaged Facts own pet owner surveys.

Scope

This report examines the consumer market for medications for dogs and cats, with a focus on products used by consumers. These include prescription, over-the-counter (aka “retail”), and ethical products (nonprescription medications whose distribution is restricted by the manufacturer to veterinarians). The primary focus of this report is on antiparasitics (flea, tick, heartworm, etc.), but it also covers market-shaping developments in other areas including cancer, cognitive dysfunction, mood disorder, pain management, and obesity/diabetes.Animal health products for production animals and horses are excluded from this market analysis, as are nutritional supplements for horses and companion animals, the latter of which are covered in Packaged Facts’ February 2015 report, Pet Supplements in the U.S., 5th Edition.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed informal interviews with leading manufacturers of pet medications and with other pet industry experts; attendance at the Global Pet Expo and Petfood Forum trade events from 2005 through 2015; consultations with pet product manufacturers and members of the trade; and an on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other pet market reports by Packaged Facts.

Sales estimates are based on published and estimated sales of major market participants; market size estimates from other sources appearing in the trade press; figures obtained through consultation with market participants; the performance of relevant retail venues; consumer usage rates for pet medications; rates of company and product entries into the market; and sales data from IRI for multi-outlet (MULO), which represents sales through U.S. supermarkets, drugstores, mass merchandisers (Walmart, Target, Kmart, and Shopko), Sam’s Club and BJ’s warehouse clubs, dollar stores excluding Dollar Tree, and military commissaries.

Our consumer analysis draws primarily on two sources:
  • Simmons National Consumer Surveys from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
  • Packaged Facts Pet Owner Surveys, including one conducted in August 2015. These surveys had a sample of 2,000 U.S. respondents age 18 or over who in aggregate are Census representative on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, household income bracket, and presence of children in the household.


  • Executive Summary
    • Scope and Methodology
      • Market Definition
      • Report Methodology
    • Market Trends
      • Market Size & Composition
      • Share of Sales by Distribution Channel
      • Market Outlook
        • Table Projected U.S. Retail Sales of Pet Medications, 2015-2019 (in billions of dollars)
    • Competitive Overview
      • Prescription and Non-prescription Marketers
      • Shakeup in the Global Animal Health Rankings
        • Table Global Pharmaceutical Marketers: Total Sales vs. Animal Health Sales, 2013-2014 (in millions of dollars)
      • Retail Pet Medication Marketers
      • Notable Deals
      • Merial Wards Off the Competition
    • Retail Trends
      • The Challenge of the Omnichannel Consumer
      • FTC Reports Examines Competition in Industry
    • Consumer Trends
      • Three-Quarters of Dog or Cat Households Use Flea/Tick Products
      • Pet Owners Still Favor Spot-On Flea/Tick Medications
      • 68% of Dog-Owning Households Use Heartworm Meds
      • Antibiotics Top List of Other Pet Medications
      • Attitudes on Veterinarian/Professional vs. Store Products
        • Table Levels of Agreement/Disagreement with Statement, "I Trust the Pet Medications My Veterinarian Recommends": Dog Owners vs. Cat Owners, 2015 (percent)
  • Market Trends
    • Market Size & Composition
      • U.S. Retail Sales of Pet Medications at $7 Billion in 2015
        • Table U.S. Retail Sales of Pet Medications, 2011-2015 (in billions of dollars)
      • Share of Sales by Animal Type
      • Share of Sales by Distribution Channel
        • Table Share of U.S. Sales of Pet Medications by Type, 2015 (percent)
    • Market Outlook
      • The Veterinary Market
      • Industry Banks on Higher-Income Households
      • Pets Are No Spring Chickens
        • Table Age of Dogs and Cats, 2015 (percent of pet owners)
      • Overweight Pets at Risk
        • Table Agreement With Statement: "I have an overweight dog/cat," 2014 vs. 2015 (percent)
      • Morris Animal Foundation a Primary Research Funder
      • IBM's Watson to Advise Veterinarians
      • Pet Insurance Making Strides
      • Optimism in Economy Increases, But Consumers Still Wary
      • Some Consumers Still Spending Less
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2015 (percent)
        • Table Economic Mood of U.S. Pet Households, 2011-2015 (percent)
        • Table Economic Outlook of U.S. Pet Households, 2011-2015 (percent)
      • Veterinary Visit Statistics
        • Table Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, 2015 (percent)
      • Veterinarians a Key Source for Parasite Prevalence Information
      • Holistic and Natural Treatments
        • Table Use of Specialty Nutritional Formula Pet Food, Treats, and Pet Supplements, Last 30 Days: Dog Owners vs. Cat Owners, 2015 (percent)
    • Looking Ahead
      • Projected Market Growth: Sales to Close in on $9 Billion by 2019
        • Table Projected U.S. Retail Sales of Pet Medications, 2015-2019 (in billions of dollars)
  • The Marketers
    • Competitive Overview
      • Prescription and Non-prescription Marketers
      • Shakeup in the Global Animal Health Rankings
        • Table Global Pharmaceutical Marketers: Total Sales vs. Animal Health Sales, 2013-2014 (in millions of dollars)
        • Table Global Pharmaceutical Marketers by Dollar and Percentage Change in Global Sales: Total vs. Animal Health, 2013-2014 (in millions of dollars)
        • Table Global Pharmaceutical Marketers by Dollar and Percentage Change in Global Sales: Animal Health, 2015 (projected) (in millions of dollars)
      • Retail Pet Medication Marketers
      • Notable Deals
      • Wave of Animal Health Startups
      • Generics Still Trying to Make In-Roads
    • The World of Antiparasitics
      • Merial Still Tops the Flea/Tick Charts
        • Table Marketer Shares of U.S. Flea & Tick Sales, 2015 (percent)
      • Merial Wards Off the Competition
      • Bayer's Lineup Packs a Punch
      • Zoetis Eyes a Bigger Slice of Parasiticide Market
      • Elanco's Growth
      • Virbac Adds to U.S. Offerings
      • Ceva Picks Up Growth
      • OTC Brands Struggle in Mass Channels
        • Table IRI-tracked Sales of Pet Medications, 2015
      • Focus on Retail Flea/Tick Brands
      • Trends in Advertising and Promotion
      • Changes in Heartworm Market
      • Virbac Joins Big Leagues
      • Elanco Brings Back Interceptor
      • Heartgard Keeps Rolling
      • Heartworm Advertising and Promotion
      • Broad Spectrum Wormers
    • Trends in Developing Market Segments
      • Cancer
      • Brain Health
      • Pain Management
      • Diabetes
      • Heart Health
      • Ear Infections
      • Skin Allergies
  • Retail Trends
    • The Challenge of the Omnichannel Consumer
    • FTC Reports Examines Competition in Industry
    • Pet Meds Use and Channel Choices Among Pet Adopters
    • Online Retail Appears Fragmented
    • Vet-VIPPS Marks Exclusive Territory
    • Veterinary Pharmacies Online
    • PetMed Express Sees Slow Growth
      • Table PetMed Express Sales, 2007-2015 (in millions of dollars)
    • PetSmart and Petco Step Up Web Game
    • Mass Market Retailers Emphasize Pet Meds
    • Mobile Veterinary Services Popping Up
    • Fairness to Pet Owners Act Still on the Table
    • Flea & Tick Important to Pet Specialty Channel
  • Consumer Trends
    • Pet Medication Purchasing Patterns
      • Three-Quarters of Dog or Cat Households Use Flea/Tick Products
        • Table Percent of Dog or Cat Owners Who Purchase Flea & Tick Care Medications or Medicated Products, 2012-2015 (U.S. dog- or cat-owning households in thousands)
      • Pet Owners Still Favor Spot-On Flea/Tick Medications
      • Frontline Still the Top Draw, But Brand Usage More Varied
        • Table Share of Flea & Tick Care Medication Purchasers by Brand, 2015 (U.S. dog owners)
        • Table Share of Flea & Tick Care Topical Medication Purchasers by Brand, 2015 (U.S. cat owners)
      • Demographics for Flea & Tick Brands
        • Table Index for Use of Flea/Tick Products by Brand, 2015
      • 68% of Dog-Owning Households Use Heartworm Meds
        • Table Index for Use of Heartworm Control Medications for Dogs, 2015
      • Dog Owners Prefer Heartgard
        • Table Share of Heartworm Purchasers by Brand, 2015 (U.S. dog owners)
      • Antibiotics Top List of Other Pet Medications
        • Table Use by Type of Selected Other Pet Medications for Dogs and Cats, 2015 (percent)
        • Table Purchasing by Channel of Selected Other Pet Medications for Dogs, 2015 (percent)
        • Table Purchasing by Channel of Selected Other Pet Medications for Cats, 2015 (percent)
      • For Flea/Tick, Veterinarians and Walmart Key for Dog Owners
        • Table Purchasing of Flea/Tick Care Medications by Channel: Dog Owners, 2015 (percent)
      • Internet Favorites Differ By Prescription and Non-Prescription
        • Table Purchasing of Prescription Dog and Cat Medications by Online Source, 2015 (percent)
        • Table Purchasing of Non-Prescription Dog and Cat Medications by Online Source, 2015 (percent)
    • Pet Med Psychographics
      • Pet Owners Keep Pet Med Purchases Consistent
        • Table Levels of Agreement/Disagreement with Statement, "I Am Buying More Pet Medications Than I Used To": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement "The Current Range of Pet Medications Is Not Adequate": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "I Am Interested in New Types of Pet Medications": Dog Owners vs. Cat Owners, 2015 (percent)
      • Pet Owners See Age- and Weight-Related Causes
        • Table Levels of Agreement/Disagreement with Statement, "Age-Related Conditions Are the Cause of Some of the Pet Medications That I Buy": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "Weight/Obesity-Related Conditions Are the Cause of Some of the Pet Medications That I Buy": Dog Owners vs. Cat Owners, 2015 (percent)
      • Attitudes on Veterinarian/Professional vs. Store Products
        • Table Levels of Agreement/Disagreement with Statement, "I Trust the Pet Medications My Veterinarian Recommends": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "I Trust the Pet Medications Available at the Stores Where I Buy Pet Products": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "With Spot-On (Topical) Flea/Tick Products, the Products Available in Stores Are Just as Effective as Those Available Through Veterinarians": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "With Spot-On (Topical) Flea/Tick Products, I Would Trust Generic or Store-Brand Products if They Contained the Same Active Ingredients": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "Veterinarian-Dispensed Spot-On (Topical) Flea/Tick Products Are Too Expensive": Dog Owners vs. Cat Owners, 2015 (percent)
      • Resistance and Alternatives to Pet Meds
        • Table Levels of Agreement/Disagreement with Statement, "I Avoid Using Pet Medications as Much as Possible": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "I Prefer to Try Holistic/Natural Pet Treatments Including Nutritional Supplements Before Resorting to Pet Medications": Dog Owners vs. Cat Owners, 2015 (percent)
        • Table Levels of Agreement/Disagreement with Statement, "High-Quality Pet Foods Are Effective as a Preventive Pet Health Treatment": Dog Owners vs. Cat Owners, 2015 (percent)

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