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U.S. Pet Market Outlook, 2014-2015


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

  • Executive Summary
    • Introduction
      • Scope and Methodology
      • Report Methodology
    • Market Trends
      • Packaged Facts Re-Sizes Market
        • Table U.S. Pet Market Retail Sales by Category: 2009-2013 (in billions of dollars)
      • Market Share by Category and Animal Type
      • Economy Still Moderating Pet Product Spending
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent)
      • Pet Ownership and Population Trends
      • Pets Looking Long in the Tooth
      • Overweight and Obese Pets Impact Pet Health
      • Higher-Income Household Market Starts Recovery
    • Industry Trends
      • Market Structure
      • M&A and Investment Activity
      • Pet Players Focus on Human/Animal Bond
      • Premiumization Continues Unabated
      • Humanization Continues to Drive Market
    • Retail Trends
      • Many Places to Shop for Pet Owners
      • The Value Shopper
        • Table Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," March 2013 vs. January/February 2014 (percent)
      • The Premium Shopper
      • Petco and PetSmart Step Up Interest in Smaller Formats
    • Pet Ownership Trends
      • Pet Ownership Hits Nearly 57% of U.S. Households
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
      • Dog and Cat Ownership Rates by Age
        • Table Dog or Cat Ownership Rates by Age Bracket: 2008-2013 (percent of U.S. households)
      • Multiple Pet Ownership Trends
      • America Gets Older
      • The Gen X and Gen Y Cohorts
  • Market Trends
    • Market Performance
      • Packaged Facts Re-Sizes Market
        • Table U.S. Pet Market Retail Sales by Category: 2009-2013 (in billions of dollars)
        • Table U.S. Pet Market Retail Sales by Category: 2010-2013 (percent change over previous year)
        • Table Projected Total U.S. Retail Sales of Pet Products and Services, 2013-2018 (in millions of dollars)
        • Table U.S. Pet Market Compound Annual Growth Rates by Category: 2009-2013 vs. 2014-2018 (percent)
      • Market Share by Category and Animal Type
        • Table Percentage Share of U.S. Pet Market Retail Sales by Category: 2009, 2013, 2018
        • Table Share of U.S. Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2013 (percent)
      • Share of Pet Product Sales by Channel
        • Table Share of U.S. Retail Sales of Pet Products Market by Channel Classification, 2013 (percent)
      • IRI-Tracked Channels Up Moderately
        • Table IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, January 2014 (in millions of dollars, units and pounds)
      • Pet Food in Pet Specialty Channels Experiences Healthy Growth
        • Table Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2013 (in billions of dollars)
        • Table Pet Food Sales in Pet Specialty Stores, 2011-2013 (in millions and percent change over previous year)
        • Table Retail Dollar Sales of Dog Food in Pet Specialty Stores, 2013 (in billions of dollars)
        • Table Retail Dollar Sales of Cat Food in Pet Specialty Stores, 2013 (in billions of dollars)
        • Table Retail Dollar Sales of Dog and Cat Pet Food in Pet Specialty Stores by Type, 2013 (in billions of dollars and percent)
      • Natural Supermarket Sales Up Across All Pet Categories
        • Table Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
      • Specialty/Gourmet Supermarket Continues Upward Path
        • Table Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
    • Market Drivers
      • With Expectations Muted, Consumers Still Spend Conservatively
        • Table Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2010-2013 (U.S. pet-owning households)
        • Table Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2010-2013 (U.S. pet-owning households)
      • Economy Still Moderating Pet Product Spending
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent)
        • Table Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2014
        • Table Amount Spent on Pet Products in Last 30 Days, January/February 2014 (percent)
        • Table Pet Food Purchasing by Price Level, 2014 (percent)
      • Pet Ownership and Population Trends
        • Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2009-2013 (percent of U.S. households)
      • Adoptions from Shelters
      • Americans Gravitate Towards Smaller Dogs
        • Table Size of Dogs, 2012-2014 (percent of pet owners)
        • Table Size of Most Recently Acquired Dog, 2014 (percent of pet owners)
      • Pets Looking Long in the Tooth
        • Table Age of Dogs and Cats, 2014 (percent of pet owners)
      • Overweight and Obese Pets Impact Pet Health
        • Table Percentage and Number of Overweight and Obese Dogs and Cats, 2013
        • Table Level Of Agreement With Statement: "I Buy Pet Food/Nutrition Products Related To Weight/Obesity For My Dog(s) Or Cat(s)," 2014 (percent)
      • Higher-Income Household Market Starts Recovery
        • Table Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 2001-2012 (percent)
        • Table $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2008-2012 (percent)
      • Industry Driven by Baby Boomers
      • Pet Industry Looks to Engage Senior Citizens
      • Pet Owners Love to Pamper Their Furry Family Members
        • Table Level of Agreement with Statement: "I enjoy purchasing pet products that pamper my dog or cat," 2014 (percent)
      • Human/Animal Bond Correlates to Pet Spending
        • Table Level of Veterinary Expenditures by Human-Animal Bond and Animal Type, 2011 (mean dollars per household)
      • Pet Players Focus on Human/Animal Bond
      • Health Benefits of the Human/Animal Bond
      • Restaurants Are Taking Reservations for Pets
      • The Next Generation of Pet Owners
      • Cause Marketing
        • Table Level of Agreement with Statement: "The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products," 2014 (percent)
        • Table Level of Agreement with Statement: "The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy," 2014 (percent)
        • Table Pet owners who have contributed time or money to pet welfare or rescue causes," 2014 (percent)
      • Focus on Cats
  • Industry Trends
    • Introduction
      • Market Structure
      • M&A and Investment Activity
      • Cross-Market Trends
    • Pet Services
      • Big Players Continue Expansion into Services
      • VCA Antech and Banfield Lead Veterinary Services
      • Veterinary Visit Statistics
        • Table Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, February / March 2013 vs. January/February 2014
      • Morris Animal Foundation Advances Veterinary Research
      • Fairness to Pet Owners Act Back on the Table
      • Pet Insurance Shows Double Digit Growth
      • Pet Specialty Chains Emphasize Non-Medical Services
        • Table PetSmart and Petco Sales of Pet Services, 2001-2013 (separately and cumulative, in millions of dollars)
      • PetsHotel Expansion Slows, PetSmart Renews Focus
        • Table Number of PetSmart PetsHotels in Operation, 2006-2013
      • PetSmart Promise Helps Keep Homeless People With Their Pets
      • Franchise and Small Businesses Spur Growth and Innovation
    • Pet Products
      • Preventive Care On Top of Pet Owners' Minds
        • Table Level Of Agreement With Statement: "High-quality dog foods/cat foods are effective for preventive health care," 2014 (percent)
      • Product Safety a Key Driver
        • Table Level Of Agreement With Statement: "Fear of pet food contamination/ product safety is a key consideration in the dog foods/cat foods I buy," 2014 (percent)
        • Table Level Of Agreement With Statement: "I am concerned about the safety of the dog food, dog treat, and dog chew products (or cat food and treat products) that I buy," 2014 (percent)
      • Innovation Powers the Premium Tier
      • Defining the Natural Product
      • The Pet Food Establishment
      • The Hill's Natural Makeover
      • Natural Players Proliferate
      • Grain-Free Surging
      • Ancestral Lines Take Pets into the Wild
      • Upside Potential in Premium Cat Food
      • The Epicurean Pet Dines Human-Style
      • The Human-Grade Claim
      • Specialized Diets Serve Micro-Targets
      • Freshpet Powers Growth of the Fresh Segment
      • Natural Products Fuel Treat Market
      • Small Pet Food Mirrors Natural Trends
      • Cross-Channel Migration Issues in Retail
      • Small Is Beautiful
      • The Pet Medications Market
        • Table Projected U.S. Retail Sales of Pet Medications, 2013-2018 (in billions of dollars)
      • Migration from Rx to OTC to Drive Growth for Retailers
      • Developments in Pet Meds
      • The Nonfood Pet Supplies Market
      • Safety, Health Drive Trends in Pet Supplies
      • Toys and Pet Enrichment
      • Pet Accessories
      • Travel Products
      • Licensing Deals and Celebrity Star Power
      • Pet Technology
  • Retail Trends
    • Many Places to Shop for Pet Owners
    • The Value Shopper
      • Table Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," March 2013 vs. January/February 2014 (percent)
    • The Premium Shopper
    • Consumers Less Loyal to Retailers
      • Table Channel Loyalty in Pet Product Purchasing: All Channels, 2008-2013 (percent and number)
      • Table Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2009-2013 (percent)
      • Table Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, 2009-2013 (number in thousands)
    • Coupon Use Takes a Dip
    • Pet Product Purchasing Rates by Channel
      • Table Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, Fall 2013 (number and percent)
    • Pet Superstores Continue Their Ascent
      • Table Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2009-2013 (percent of dog or cat owners)
      • Table Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2009-2013 (U.S. dog or cat owners in thousands)
    • Walmart the Preferred Brick-and-Mortar Channel
      • Table Channel Choices for Pet Product Shopping, Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2014 (percent of pet product buyers)
    • Private Label Has Weak Showing
      • Table IRI-Tracked Private-Label Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (in millions of dollars)
      • Table Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
    • Mass-Market Trends
      • Walmart Love Pets
      • Target Reboots Pet Department
      • PetSmart and Petco's Sales Closing in on $11 Billion
        • Table PetSmart and Petco Sales and Number of Stores: 2001-2013 (cumulative, in units and millions of dollars)
      • Exclusive a Key Strategy for PetSmart
      • Petco and PetSmart Step Up Interest in Smaller Formats
      • Pet Supplies Plus Accelerates Growth
    • Online Shopping
      • Shoppers Increase Frequency of Buying Online
      • Online Business for Pet Meds Intensifies
      • Amazon Eyes Packaged Goods Market
      • Looking Ahead
    • The New Frontier of Retail Sales
      • The Pet Professionals
      • Natural Supermarkets
      • Dollar Stores
      • Agricultural/Feed-Seed Stores
      • Home Improvement Stores
      • Home Stores
      • Luxury Retailers
      • Food Co-ops
      • Farms and Farm Markets
      • Gourmet Food Shops and Country Markets
  • Pet Ownership Trends
    • Pet Ownership Hits Nearly 57% of U.S. Households
      • Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2008-2013 (percent of U.S. households)
      • Table Household Populations for Selected Dog- or Cat-Owning Classifications: 2008-2013 (thousands of U.S. households)
      • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
    • Changes in Pet Households by Income Level
      • Table Change in Pet Market Consumer Base: Households Earning $100,000 or More vs. Households Earning Under $100,000: 2009 vs. 2013 (number of U.S. dog- or cat-owning households)
    • Dog and Cat Ownership Rates by Age
      • Table Dog or Cat Ownership Rates by Age Bracket: 2008-2013 (percent of U.S. households)
    • Multiple Pet Ownership Trends
      • 31% of Pet Households Keep Multiple Types
        • Table Multiple Pet Ownership in the United States by Animal Type, 2009 vs. 2013 (percent of pet-owning households)
        • Table Ownership of Multiple Pets of a Single Type, 2009 vs. 2013 (percent of U.S. households who own a given type of pet)
    • America Gets Older
    • The Gen X and Gen Y Cohorts
      • Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (percent of U.S. households)
      • Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (number of U.S. households in thousands)
      • Table Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (U.S. households)
      • Table Indexes for Dog or Cat Ownership: By Age Cohort, 2009 vs. 2013 (U.S. households)
      • Table Indexes for Dog or Cat Ownership: Younger vs. Older Boomers, 2009 vs. 2013 (U.S. households)
      • Table Number of Total U.S. Population Growth for Selected Age Brackets: 2015-2060 (in thousands)
      • Table Share of Total U.S. Population Growth for Selected Age Brackets: 2015-2060 (in percent)
    • Kids in the House
      • Table Dog/Cat Ownership Rates by Household Composition, 2008-2013 (percent)
      • Table Share of Total Dog/Cat Owners by Household Composition, 2008-2013 (percent)
      • Dog vs. Cat Households
        • Table Dog Ownership Rates by Household Composition, 2008-2013 (percent)
        • Table Share of Total Dog Owners by Household Composition, 2008-2013 (percent)
        • Table Cat Ownership Rates by Household Composition, 2008-2013 (percent)
        • Table Share of Total Cat Owners by Household Composition, 2008-2013 (percent)
    • Pet Ownership Grows in All Ethnic Groups
      • Table Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2009 vs. 2013 (number and percent of U.S. dog- or cat-owning households)
      • Table Dog and Cat Ownership Trends by Race/Ethnicity, 2008-2013 (percent and number of U.S. dog- or cat-owning households)
      • Table Dog vs. Cat Ownership Trends by Race/Ethnicity, 2009 vs. 2013 (percent and number of U.S. dog- or cat-owning households)
      • Table Demographic Snapshot of the U.S. Population, 2012
      • Table Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2060 (in thousands)
    • Pet Owner Psychographics
      • Health and Medical Related Sentiments and Practices
        • Table Selected Health & Medical Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
        • Table Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
    • "Green" Sentiments and Practices
      • Table Selected Sustainability Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
      • Table Selected Sustainability Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
      • Media, Marketing and Channel Related Sentiments and Practices
        • Table Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
        • Table Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)

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U.S. Pet Market Outlook

Humans are passionate about their pets. And to compete in the pet industry, marketers have to be passionate about the pet industry. In 2013-14 some big companies decided they weren’t all in and got out, such as P&G and Novartis, while others brought their pet business to a higher level. Del Monte Foods sold off its non-pet business to emerge as Big Heart Pet Brands, while Eli Lilly increased its commitment to animal health.

Packaged Fact’s U.S. Pet Market Outlook 2014-2015 – the market research bible of the industry – made the move to an “all-in” level. We reformulated our market sizing to better capture all of the ways pet products are sold and added a host of new data from Packaged Facts' proprietary Pet Owners Survey. Moreover, we analyzed in depth the key trends that are shaping the market: whether M&A, new product, retail, demographic/psychographic, or consumer behavior.

To be fully in the pet market, you need this report.

Combining Packaged Facts’ extensive monitoring of the pet market with a proprietary Pet Owner Survey, U.S. Pet Market Outlook 2014-2015 is the go-to source for a complete understanding of the U.S. pet industry. In its 6th edition, the report charts future directions for marketing and retailing along with consumer purchasing patterns across veterinary services, pet food, nonfood pet supplies, and non-medical pet services (such as grooming, boarding, training).

Everything a pet marketer needs to compete in the pet industry can be found in the report, including product category sizing and forecasts, new product activity, retail channel trends including cross-channel shopping vs. shopper loyalty; and analysis of shifts in the needs of today’s pet parents. The report tabulates pet product sales channel by channel, using data from sources including IRI, whose Market Advantage service tracks sales in supermarkets, drugstores, mass merchandisers including Walmart, and select club stores, dollar stores and military commissaries; GfK, which tracks pet specialty stores, veterinary clinics and farm/feed stores; and SPINS, Inc., whose SPINSscan service tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel. Supplementing Packaged Facts’ exclusive Pet Owner Survey is an extensive analysis of Simmons’ Fall 2013 National Consumer Study, which is based on approximately 25,000 adult respondents surveyed from October 2012 through November 2013, as well as previous Simmons surveys for historical trending. The report is therefore rich with numerical tables and charts, photographs of new products and advertising, and screen shots and other images across key channels.


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