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Pet Market Research Bundle: Pet Supplies and Pet Care Products in the U.S. & Natural, Organic, and Eco-Friendly Pet Products in the U.S.

This pet bundle consists of the following reports:


Supplies and Pet Care Products in the U.S, 9th Edition

During the economic "new normal" of economic lethargy, U.S. pet owners remain focused on value, necessitating that U.S. marketers and retailers do the same. Affordable pricing is a key consideration, but so are premium-style products with functional (health) and indulgence (pampering) attributes appealing to people and pets alike. Accordingly, stylish, distinctly “human-style” products and brands continue to make waves in the market, even as lower-priced private labels—often directly comparable to their national brand counterparts—continue to gain traction.

To succeed in the current market environment, a solid grasp of broad pet market trends is essential. The pet supplies market is vast, however, encompassing everything from cat litter and health/hygiene products to toys and apparel. So market players must examine category by category the wants and needs of the product purchasers they hope to attract and retain.

Tapping into Packaged Facts’ extensive pet market research collection and analyst expertise, Pet Supplies and Pet Care Products in the U.S, 9th Edition provides category breakouts and insights not available from any other source. Covering nonfood pet supplies of all types and for all companion animal types, the report examines trends in flea/tick care products, cat litter, toys, rawhide chews, bedding, grooming products, supplements, clean-up products, and numerous other product segments. Using 2011 as the base year, it charts sales since 2007 and forecasts sales through 2016; breaks the market out by animal type, product category, and retail channel; presents dollar sales and market shares for leading marketers and brands in mass channels, the natural supermarket channel, and the specialty gourmet supermarket channel; analyzes competitive strategies and new product trends; and provides demographic and psychographic profiles of product purchasers.

Trends examined include pet health and pampering; the increasing strength of private-label pet products; the changing paradigm in flea/tick spot-ons as formerly “vet-only” brands cross over into retail and patents expire; natural/organic and sustainable appeals; brand licensing and celebrity pitches; and pet travel and convenience products.

Special features include a discussion of pet supplies purchasing by economy related factors and by retail channel, focusing on cross-channel shopping and shopper loyalty; proprietary pet owner survey data collected by Packaged Facts during 2011 and 2012; and a first-hand report on new product trends based on Packaged Facts’ participation in the American Pet Products Association’s 2012 Global Pet Expo in Orlando, FL.

 


Natural, Organic and Eco-Friendly Pet Products in the U.S.

With Hill’s reformulating Science Diet as a natural product, Walmart launching its first natural store brand (Pure Balance), Nestlé Purina coming on strong with Purina One Beyond, and Merrick taking organic to the next level with its acquisition of Castor & Pollux and organic certification—to name just a few recent market developments—big changes are underway in the U.S. market for Natural, Organic and Eco-Friendly Pet Products. More than ever as pet specialty and mass-market brands increasingly look alike, product differentiation is key, with trends including grain-free, human grade, and organic taking superpremium natural pet food to new heights. On the pet care side, eco-friendly products abound, with Petco now fielding its own Planet Petco line and companies embracing sustainable packaging and production processes like never before.

Also underpinning natural pet products’ steady advance is consumer demand for products perceived to be safer, an appeal that got a big boost from the spring pet food 2007 recalls and one that continues to define the way marketers formulate and position products. In Packaged Facts’ August 2012 Pet Owner Survey, approximately two-fifths (38%) of pet owners feel that natural/organic brand pet products are often better than standard national brand products, and 63% report they are very concerned about the safety of the pet products they buy. Featuring exclusive Packaged Facts pet owner survey data such as these, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers.

Building on the analysis presented in the previous three editions of this report, this fully updated fourth edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications—pet food and pet care—with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2007 through 2017, competitive ploys of key players, and trends in new product development such as grain-free, low-glycemic, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage. Additional data sources include SymphonyIRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Experian Simmons data profiling trends in pet ownership and product purchasing.

 


Pet Supplies and Pet Care Products in the U.S.

Chapter 1: Executive Summary
Scope & Methodology
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Report Methodology
Market Trends
Retail Sales Sluggish Post Recession
Figure 1-1: U.S. Retail Sales of Pet Supplies, 2007, 2011, 2016 (in millions of dollars)
Mass-Market Sales at $1.9 Billion
Sales by Animal Type
Figure 1-2: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Share of Cat Supply Sales by Product Category
Share of Mass-Market Sales by Product Category
Market Share by Retail Channel
Competitive Trends
Number and Types of Marketers
Market Leaders
M&A Activity Picks Up Post Recession
Competitive Trends
Brand Stables
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Private Label
Nestlé Purina Leads in SymphonyIRI-Tracked Sales
Figure 1-3: Marketer Shares of Pet Supplies in SymphonyIRITracked Outlets: 2012 (percent)
Marketing and New Product Trends
Advertising Trends
Social Media
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Brand Licensing and Celebrity Appeal
Convenience and Automation
Senior/Special Needs
Retail Trends
Pet Shoppers Looking for Deals at Retail
Figure 1-4: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)
Channel Loyalty on the Decline
Pet Product Purchasing Rates by Channel
Walmart Tops Recent Shopper List
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Consumer Trends
56% of Households Own Pets
Overall Pet Ownership Rates Are Edging Up
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 1-5: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)
Patterns by Pet Channel and Product Type
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 1-1: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)

Chapter 2: The Market
Introduction
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Trade Associations and Shows
Regulatory Agencies and Trends
Report Methodology
Market Size and Growth
Retail Sales Sluggish Post Recession
Table 2-1: U.S. Retail Sales of Pet Supplies, 2007-2011 (in millions of dollars)
Mass-Market Sales at $1.9 Billion
Cat Litter
Other Dog/Cat Supplies
Dog Chews
Non-Dog/Cat Supplies
Table 2-2: SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2010 (in millions of dollars and units)
Table 2-3: Growth of SymphonyIRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
Pet Product Performance in the Natural Supermarket Channel
Table 2-4: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-5: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Pet Product Performance in the Specialty/Gourmet Supermarket Channel
Table 2-6: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-7: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Market Composition
Sales by Animal Type
Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Table 2-8: Share of U.S. Retail Sales of Dog Supplies by Category, 2011 (in millions of dollar and percent share)
Table 2-9: Average Annual Dog Supply Expenses by Category, 2011 (in dollars)
Share of Cat Supply Sales by Product Category
Table 2-10: Share of U.S. Retail Sales of Cat Supplies by Category, 2011 (in millions of dollars and percent share)
Table 2-11: Average Annual Cat Supply Expenses by Category, 2011 (in dollars)
Share of Mass-Market Sales by Product Category
Figure 2-2: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2011 (percent)
Table 2-12: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
Share of Independent Pet Store Sales by Animal Category
Table 2-13: Share of Independent Pet Store Pet Supply Sales by Animal Type/Category: 2011 vs. 2010 (percent)
Table 2-14: Area of Largest Expected Revenue Increase During Following Year: By Animal Type/Category, 2011
Share of Dog Category Sales by Product Type
Table 2-15: Share of Independent Pet Store Sales of Dog Products: By Category, 2011 vs. 2010 (percent)
Share of Cat Category Sales by Product Type
Table 2-16: Share of Independent Pet Store Sales of Cat Products: By Category, 2011 vs. 2010 (percent)
Share of Aquarium Fish Category Sales by Product Type
Table 2-17: Share of Independent Pet Store Sales of Aquarium Fish Products: By Category: 2011 vs. 2010 (percent)
Share of Small Mammal Sales by Product Type
Table 2-18: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2011 vs. 2010 (percent)
Share of Bird Category Sales by Product Type
Table 2-19: Share of Independent Pet Store Sales of Bird Products: By Category, 2011 vs. 2010 (percent)
Share of Herptile Category Sales by Product Type
Table 2-20: Share of Independent Pet Store Sales of Herptile Products: By Category, 2010 (percent)
Natural and Organic Product Sales and Market Share
Figure 2-3: U.S. Retail Sales of Natural and Organic Pet Care Products: 2008, 2011 and 2014 (in millions of dollars)
Figure 2-4: Share of U.S. Retail Sales of Natural Pet Care Products by Category: 2008, 2011, 2014 (litter, health, other, percent)
Natural Product Percentage of Sales by Category
Table 2-21: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010
Market Share by Retail Channel
Table 2-22: Share of U.S. Pet Supply Sales by Retailer Type, 2009 vs. 2011 (percent and dollars in millions)
Dog/Cat Household Pet Supply Purchasing by Channel
Table 2-23: Pet Product Purchasing Rates by Retail Classification: Percentage of Pet Households, Winter 2011 vs. Winter 2012 (number and percent)
Market Drivers
Market in Perspective
Table 2-24: Retail Dollar Sales and Percentage Share of U.S. Pet Market by Category: 2011 (in billions of dollars)
Slow Economy Continues to Dampen Consumer Confidence
Table 2-25: Selected U.S. Economic Measures: 2008-2012 (percent and number in millions)
Table 2-26: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2011 (U.S. pet-owning households)
Table 2-27: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2011 (U.S. pet-owning households)
Pet Owners Spending Less
Table 2-28: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)
Price Resistance
Table 2-29: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011 vs. 2012
Pet Ownership and Population Trends
Table 2-30: Total Number of Pets in the United States: By Type, 2000-2010
Table 2-31: Changes in the U.S. Population and Pet-Owning Population, 1996-2010 (number and percent)
Table 2-32: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006-2012 (percent of U.S. households)
Canine Population Shifting Toward Smaller Dogs
Figure 2-5: Size of Dog Owned: Small, Medium or Large, 2000 vs. 2010 (percent of U.S. dog-owning households)
Pets as Family
Table 2-33: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)
Focus on Pet Health/Wellness
Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)
Figure 2-7: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions of dollars)
Focus on Product Safety
Figure 2-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” 2012 (percent)
Figure 2-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,” 2012 (percent)
Ongoing Interest in Premium Products
Table 2-34: Amount Spent on Pet Products in Last 30 Days, March 2012 (percent)
Table 2-35: Pet Product Purchasing by Price Level: Food vs. Nonfood, March 2012 (percent)
Ongoing Interest in Natural Products
Figure 2-10: Level of Agreement with Statement:“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)
Table 2-36: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Table 2-37: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Rise in Pet Travel Favors Many Product Categories
Pet-Positive Media Exposure
Illustration 2-1: Subaru “Stolen Parking Space” Commercial
The Aging Pet Population
Table 2-38: Age of Dogs and Cats, 2012 (percent of pet owners)
Table 2-39: Average Age of First, Second, and Third Dog in Household, 2010 vs. 2000
Table 2-40: Average Age of First, Second, and Third Cat in Household, 2010 vs. 2000
Pet Overweight and Obesity
Table 2-41: Percentage and Number of Overweight and Obese Dogs and Cats, 2011
Higher-Income Household Market Boost Moderates
Table 2-42: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2005, 2009, 2010 (percent)
Market Projections
Sales to Reach $13.8 Billion in 2016
Table 2-43: Projected U.S. Retail Sales of Pet Supplies: 2011-2016 (in millions of dollars)
Pet Ownership and Population Growth Essential
Table 2-44: Level of Agreement with Statement: “People should adopt pets from shelters and not purchase them from shops/breeders,” 2012 (percent)
Figure 2-11: Level of Agreement with Statement: “My pet has a positive impact on my health”: Physical vs. Mental, 2012 (percent)
Smaller Dogs
Feline Potential

Chapter 3: The Marketers
Competitive Overview
Number and Types
Multi-Category Market Leaders
Central Garden & Pet
Hartz Mountain Corp.
Petmate
Rolf C. Hagen
Sergeant’s Pet Care Products
Spectrum Brands (United Pet Group)
Second-Tier Multi-Category Marketers
Category Leaders and Competitive Trends
Carriers, Crates, Shelter
Cat Litter
Clean-Up/Odor-Control Products
Collars and Leads
Dog Chews
Flea/Tick-Control Products
Grooming Products
Supplements
Toys
Training Products
Non-Dog/Cat Supplies
M&A Activity Picks Up Post Recession
United Pet Group Buys Furminator
Wind Point Partners Acquires Petmate
Petmate Acquires Bamboo, Kennel-Aire, and Wetnoz
Contech Acquires G&B Marketing
Quaker Pet Group Acquires Watson’s Senior Pet Supplies, Sherpa
Unicharm Takes Stake in Hartz
Additional M&A
Investment Activity
Worldwise Acquired by Mistral Equity
Nutri-Vet Acquired by Imperial Capital/Petra Pet
Competitive Trends
Brand Stables
Illustration 3-1: Petmate Pavilion at Global Pet Expo 2012
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Illustration 3-2: Kong Premium Treats
Private Label
Figure 3-1: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, May 2012 (percent)
Table 3-1: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
Marketer and Brand Shares
Methodology
Nestlé Purina Leads in SymphonyIRI-Tracked Sales
Figure 3-2: Marketer Shares of Pet Supplies in SymphonyIRITracked Outlets: 2012 (percent)
Cat Litter Defies Private-Label Onslaught
World’s Best Takes No. 1 Spot in Natural Segment as Traditional Cat Litter Marketers Weigh In
Figure 3-3: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2012 (percent)
Other Dog/Cat Supplies: Flea/Tick Spot-ons Hopping
Changing Ranks in Dog Chews
Non-Dog/Cat Supplies: Central Garden & Pet and Spectrum on Top
Brand Rankings in the Pet Specialty Channel
Table 3-2: Marketer Sales and Shares of Pet Supplies in SymphonyIRI-Tracked Outlets by Category: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-3: SymphonyIRI-Tracked Sales of Cat Litter by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-4: Cat Litter Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-5: Cat Litter Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-6: Top Natural Cat Litter Brands by SymphonyIRITracked Sales: 2011 vs. 2012 (in millions)
Table 3-7: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2011 vs. 2012 (percent)
Table 3-8: SymphonyIRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in SymphonyIRI-Tracked Sales, 2011 vs. 2012 (in millions of dollars)
Table 3-10: Other Dog/Cat Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-11: SymphonyIRI-Tracked Sales of Dog Chews by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-12: Dog Chews Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-13: Dog Chews Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-14: SymphonyIRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in thousands of dollars and percent)
Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2006, 2008 and 2010 (percent)
Table 3-18: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2012

Chapter 4: Marketing and New Product Trends
Advertising Trends
Trade Advertising and Promotions
Social Media
Illustration 4-1: Screenshot of Hartz’s Facebook Page
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Illustration 4-2: PetZLife Oral Care Spray and Gel
Brand Licensing and Celebrity Appeal
Illustration 4-3: Synergy Labs’ Licensed Dog Whisperer Dog Grooming and Odor Removal Products
Convenience and Automation
Senior/Special Needs
Illustration 4-4: Quaker Pet Group’s Silver Tails Collection of Senior Pet Products
Illustration 4-5: Pet Flys’ Upholstered Pet Steps
Illustration 4-6: Dog Quality Enterprises’ Dogger Dog Stroller
Travel Products
Product Safety
Illustration 4-7: Brochure Cover for JLA Pets’ Simmons Pet Bedding
Illustration 4-8: K&H Products’ Heated Pet Beds
Carriers, Crates, Shelter
Illustration 4-9: Kurgo Pet Travel Products
Illustration 4-10: Pet Gear Pet Strollers at Global Pet Expo 2012
Illustration 4-11: Solvit’s HoundAbout Bicycle Trailer at Global Pet Expo 2012
Illustration 4-12: Carlson Pet Containment “Cribs” at Global Pet Expo 2012
Illustration 4-13: Bergan’s Canine Crate
Illustration 4-14: Advantek’s Pet Gazebo Tent-Top Outdoor Kennel
Illustration 4-15: Petmate’s Look ‘N See Portable Kennel
Cat Litter and Accessories
Illustration 4-16: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter
Illustration 4-17: Fresh Step’s “Litter Science 101” Web Page
Illustration 4-18: Omega Paws’ Roll’ N Clean Litter Box
Illustration 4-19: Tidy Cats Breeze Litter Box
Clean-up Products
Illustration 4-20: Bissell’s Online Pet Lovers Community
Illustration 4-21: PetSmart Web Page Featuring Simple Solution’s PawSafe Line
Collars, Leashes, Harnesses
Illustration 4-22: Absolutely New’s Power Leash Weighted Exercise System
Illustration 4-23: Angel Pet Supplies’ Athens Series Fashion Dog Collars
Illustration 4-24: Coastal Pet Products’ New Earth Collars and Leads
Dog Chews
Illustration 4-25: Target’s Boots & Barkley Rawhides Rack Display
Illustration 4-26: Summma International’s Canine Chews Dental Care Line
Flea/Tick Products
Illustration 4-27: Central Garden & Pet’s Bio Spot Defense Smart Shield Applicator
Grooming Products
Illustration 4-28: Furminator’s New At-Home Grooming Tool Collection
Illustration 4-29: Jarden Animal Solutions’ “As Seen on TV” Shed Monster De-Shedding Tool
Illustration 4-30: Trade Ad for Wahl’s Pet Grooming Product Line
Illustration 4-31: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging
Supplements
Illustration 4-32: Steadfast Joint Health Supplement from Arenus (Novus International)
Illustration 4-33: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats
Illustration 4-34: Garmon Corp.’s Slim-N-Fit Weight Control Canine Supplement
Illustration 4-35: Trade Ad for Tomlyn’s New Gel Supplements
Toys
Illustration 4-36: Scratch Lounge Cat Scratchers
Illustration 4-37: Simply Fido’s Organic Pet Toy Collection
Training and Behavior
Illustration 4-38: Greenberry Eco Industries’ Eco-Friendly Puppy Pads
Water/Feeding Bowls and Devices
Illustration 4-39: Petmate’s Drinkwell Lotus Pet Fountain
Illustration 4-40: PetSafe’s Drinkwell Hydrate H20 Filtration System
Illustration 4-41: Bergan’s Ergoflo Elevated Bowls with Wood Base
Illustration 4-42: Hing Designs’ Designer Pet Bowls in Fish and Bone Styles
Illustration 4-43: Van Ness’s Pureness Eco-Friendly Pet Dishes
Non-Dog/Cat Supplies
Health/Functional
Illustration 4-44: Dunlea Farms Pet Hay Tidy Feeder
Illustration 4-45: Harrisons’ Pet Products’ Sunshine Factor and Booster Supplements
Natural/Eco-Friendly
Illustration 4-46: APD Pet’s Green Dreamzzz Small Pet Bedding
Kid-Appeal
Illustration 4-47: JW Pet Co.’s PetVille Palace for Small Animals
Illustration 4-48: Absorption Corp.’s Healthy Pet Confetti Small Pet Bedding
Convenience/Effectiveness
Illustration 4-49: Richell’s Mobile Critter Condo
Illustration 4-50: Absolutely News’ Squirrel-Proof Wild Bird Feeder
Style
Illustration 4-51: Rolf C. Hagen’s Fluval Spec Desktop Aquarium
Travel
Illustration 4-52: Marshall Pet Products Pack-n-Go Small Animal Carrier

Chapter 5: Retail Channel Trends
Pet Shoppers Looking for Deals at Retail
Figure 5-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)
Figure 5-2: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” September 2011 vs. March 2012 (percent)
Premium Shopper Survives
Figure 5-3: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)
Figure 5-4: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)
Channel Loyalty on the Decline
Table 5-1: Channel Loyalty in Pet Product Purchasing: All Channels, 2007-2011 (percent and number)
Table 5-2: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2007-2011 (percent)
Coupon Use on the Rise
Figure 5-5: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2006- 2011 (percent)
Pet Product Purchasing Rates by Channel
Table 5-3: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, 2011 (number and percent)
Pet Superstores Gaining Ground
Table 5-4a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2007-2011 (percent of dog or cat owners)
Table 5-4b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2007-2011 (U.S. dog or cat owners in thousands)
Walmart Tops Recent Shopper List
Table 5-5: Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2012 (percent of pet product buyers)
Private-Label Share Tops 20% in Pet Supplies
Figure 5-6: Level of Agreement with Statement: “I am buying more store-brand pet products these days,” 2011 vs. 2012 (percent)
Figure 5-7: Level of Agreement with Statement: “Store-brand pet products are often as good as national brand-name products,” September 2011 vs. March 2012 (percent)
Table 5-6: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category, 2011 vs. 2012 (in millions of dollars)
Table 5-7: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2012 (percent)
Table 5-8: Purchasing Patterns for Store-Brand Cat Litter: By Retail Channel Shopped, Spring 2007 vs. Summer 2011 (percent of cat-owning households)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Table 5-9: Level of Agreement with Statement: “With spot-on (topical) flea/tick products, I would trust generic or storebrand products if they contained the same active ingredients”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-10: Level of Agreement with Statement: “Veterinariandispensed spot-on (topical) flea/tick products are too expensive”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-11: Level of Agreement 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, 2011 (percent)
Mass-Market Trends
Market Polarization Not Good for Mass
Walmart Bucking the Trend
Illustration 5-1: Mars Pedigree/”Pets Love Walmart” Promotion
Another Bright Spot: Drugstores
Illustration 5-2: Walgreens’ Pet Shoppe Store Brand Natural Bones
Illustration 5-3: Walgreens’ Pet Shoppe Store Brand Pet Collars and Leashes
Mass Channels Tapping into Pet Med Potential
Illustration 5-4: Walmart Floor Talker for PetTrust Heartworm Preventive (HeartGard Generic): “Save on Pet Medications”
Pet Specialty Trends
Independents View Economy as Top Challenge
Table 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011, 2011-2012 (percent)
Table 5-13: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” 2011 (percent)
Table 5-14: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” 2011 (percent)
PetSmart and Petco Advance Their Lead
Table 5-15: PetSmart and Petco Sales and Number of Stores: 2001-2011 (cumulative, in millions of dollars and number of units)
PetSmart Banking on Exclusive Brands
Advantage and K-9 Advantix Flea and Tick Topicals
Martha Stewart
GNC Pet Supplements
Illustration 5-5: Banner Ad for GNC Pets Products Line on PetSmart.com
Toys “R” PetSmart
The Bret Michaels Pet Rock Collection
Illustration 5-6: PetSmart’s Bret Michaels Pets Rock Collection (Website Announcement)
Illustration 5-7: Bret Michaels Pets Rock Cuddler Bed
Petco Advances Unleashed
Petco Acquires Complete Petmart
Moochie & Co. and Mini Moochies Top 40 Units
Illustration 5-8: Exterior of Moochie & Company Mall-Based Pet Specialty Shop, Columbus, OH
The Natural Thrust
Canadian Pet Retailer Global Pet Foods Crosses U.S. Border
Online Shopping
Shopper Base Up, Buying More
Figure 5-8: Level of Agreement with Statement: “I am buying pet products online more than I used to,” September 2011 vs. March 2012 (percent)
Figure 5-9: Time Frame for Most Recent Online Purchase of Pet Products, March 2012 (percent of pet owners)
Heightened Competition
Table 5-16: Top Websites for Purchasing Pet Products Online in Last 12 Months, 2011 (percent of dog/cat owners—9 websites)
Table 5-17: PetMed Express Sales, 2007-2011 (in millions of dollars)
VIPPS Certification May Give Internet a Boost
Up and Comers
Veterinarians
Natural Supermarkets
Dollar Stores
Agricultural/Feed-Seed Stores
Home Improvement Stores
Illustration 5-9: Pet Department in Lowe’s
Home Stores
Illustration 5-10: Bed Bath & Beyond’s Online Pet Product Selection

Chapter 6: The Consumer
Pet Ownership Trends
Note on Data Sources
56% of Households Own Pets
Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2012 (percent, number and indexes of U.S. households)
Seniors Edge Up in Pet Ownership Rates
Table 6-2: Household Ownership of Pets by Age Bracket, 2004-2012 (percent of U.S. households)
Overall Pet Ownership Rates Are Edging Up
Table 6-3: Household Ownership of Selected Pet-Owning Classifications, 2006-2012 (percent and number of U.S. households)
Pet Dog Population Characteristics
Table 6-4: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Table 6-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 6-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 6-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Pet Cat Population Characteristics
Table 6-8: Projected Pet Cat Population, 2012 (percent and number of U.S. households)
Table 6-9: Distribution of Cat Population by Age of Pet, 2012 (percent of U.S. cat owners)
Table 6-10: Indoor/Outdoor Patterns for Pet Cat Population, 2012 (percent of U.S. cat owners)
Overview of Dog and Cat Supply Purchasing
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 6-1: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)
Table 6-11: Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2012 (percent of U.S. households)
Top-Line Purchasing Rates by Product Type
Table 6-12: Household Purchasing of Dog or Cat Supplies by Category and Type, 2012 (percent and number of U.S. dogor cat-owning households)
Patterns by Pet Channel and Product Type
Table 6-13: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2012 (percent of U.S. pet-owning households)
Table 6-14: Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households in thousands)
Table 6-15: Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households)
Half Would Be Receptive to More Affordable Natural/Organic Pet Products
Table 6-16: Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, March 2012 (percent)
Close-Up on Product Purchasing
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 6-17: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)
Toys/Chews or Durable Goods Also the Top Impulse Purchases
Table 6-18: Impulse Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Toys/Chews, Habitat Products, and Grooming Products Show Highest Rates of Pet Pampering/Indulgence Choices
Non-Prescription Meds and Nutritional Supplements Show Highest Rates of Natural/Organic Purchasing
Table 6-19: Pampering/Indulgence Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-20: Natural/Organic or Eco-Friendly Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Roughly One in Five Product Choices Are Store Brand
Pet Stores/Superstores Are Top Choices for Carriers and Crates
Natural Supermarkets/Food Stores Are Strong in Supplements
Table 6-21: Store-Brand Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-22: Pet Store/Pet Superstore Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-23: Natural Supermarket/Natural Food Store Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
39% of Flea/Tick Product Purchases Are From Veterinarians
Roughly One in Four Pet Supply Products Are Purchased on Sale or Promotion
Toys/Chews Are Least Subject to Comparison Shopping
Table 6-24: Veterinarian Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-25: Sale/Promoted Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-26: Comparison Shopping-Based Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Pet Litter Is Most Likely Repeat Purchase
Table 6-27: Repeat Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Fish Products Are Most Common Purchase Among Owners of Other Pets
Table 6-28: Overview of Pet Supply Product Purchasing in Last 3 Months: For Pets Other Than Dogs or Cats, March 2012 (percent of owners of pets other than dogs or cats)
Consumer Focus: Flea and Tick Care Products
46% Use Topical/Spot-On Products
Table 6-29: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2012 (percent and number of U.S. dog- or cat-owning households)
Advantage Surges in Brand Use
Table 6-30: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2006-2012 (percent of U.S. dog- or cat-owning households)
Cross-Usage by Product Type
Table 6-31: Cross-Purchasing of Flea/Tick Products by Type, 2012 (U.S. pet-owning households)
Demographics by Product Type and Brand
Table 6-32: Purchasing Indices for Flea/Tick Care Products: By Gender, 2012 (U.S. dog- or cat-owning households)
Table 6-33: Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2012 (U.S. dog- or cat-owning households)
Table 6-34: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2012 (U.S. dog- or cat-owning households)
Table 6-35: Purchasing Indices for Flea/Tick Care Products: By Region, 2012 (U.S. dog- or cat-owning households)
Table 6-36: Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2012 (U.S. dog- or catowning households)
Consumer Focus: Cat Litter
84% Use Cat Filler/Litter
Table 6-37: Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2012 (percent and number of U.S. cat-owning households)
Shares for Scoopable Litter and Leading Brands Edge Upward
Table 6-38: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (thousands of U.S. cat-owning households)
Indicators for Above-Average Use
Table 6-40: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2012 (U.S. cat-owning households)
Table 6-41: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2012 (U.S. cat-owning households)
Table 6-42: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2012 (U.S. cat-owning households)
Table 6-43: Purchasing Indices for Cat Box Filler/Litter: By Region, 2012 (U.S. cat-owning households)
Table 6-44: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2012 (U.S. cat-owning households)
Consumer Focus: Pet Supplements
15 Million Purchase Nutritional Supplements for Dogs or Cats
Figure 6-2: Consumer Base for Nutritional Supplements for Dogs or Cats, 2006-2012 (percent and number of U.S. dogor cat-owning households)
Higher Indexes for Hispanics, Blacks
Table 6-45: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2012 (U.S. dog- or cat-owning households)

Natural, Organic, and Eco-Friendly Pet Products in the U.S.

Chapter 1: Executive Summary
Scope & Methodology
Scope of Report: Pet Food and Pet Care
Report Methodology
Market Trends
Market Size & Composition
Note on Market Sizing
U.S. Retail Sales Top $4 Billion in 2012
Litter Dominates Pet Care Classification
Figure 1-1: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2012 (percent)
Mass-Market Sales Trends
Market Share by Retail Channel
Superpremium Increasingly = Natural
Figure 1-2: Level of Agreement with Statement:
“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)
Product Safety/Purity Concerns a Plus
Natural a Key Thrust for the Pet Specialty Channel
Sales to Top $9 Billion in 2017
Competitive Trends
Market Structure and Retail Dynamics
Pet Specialty Channel Marketer Ranking
Natural Cat Litter Leaders in the Pet Specialty Channel
Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food
Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food
Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter
Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products
Marketing and New Product Trends
Differentiation Via Ingredients Claims
Illustration 1-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012)
Pet Care Products Focus on the Environment
Illustration 1-2: Web Page for Petco’s Planet Petco Products
Consumer Trends
59% of Dog- or Cat-Owning Households Purchase General
Market Natural or Organic Products
Natural/Organic Pet Product Purchasing Shows Uptick 21% of Dog Owners and 15% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products
Figure 1-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly Pet Products: Overall and by Gender, August 2012 (percent)
Pet Food and Treats Show Highest Rates of NOEF Product Purchasing

Chapter 2: Introduction
Scope & Methodology
Scope of Report: Pet Food and Pet Care
Report Methodology
Market Definitions and Terminology
Natural Pet Food
Defining Natural
California Proposition 37
A Basic Natural Pet Food Profile
Defining Organic
Pet Food Task Force Formed to Clarify Standards
U.S. Organic Standards as of October 2012
Third-Party Organic Accreditation
Natural vs. Organic
“Ethical” Issues Related to Organic
Raw Pet Food
Freeze-Drying
Pasteurization
Terms Often Associated with Natural and Organic Pet Food
Natural Pet Food Ingredients
Undesirable Ingredients
Natural Pet Care Products
Natural and Alternative Cat Litter
Natural Pet Health Products
Natural Pet Grooming Products
Natural Pest-Control Products
Natural Pet Supplements
Other Natural Pet Care Products
Ethical Issues
Key Ethical Issues
Eco-Friendly (“Green”)
Locally Grown and “Food Miles”
Humane Treatment of Animals
No Animal Testing/Cruelty-Free
No Genetic Modification or Cloned Animals
Fair Trade/Ethically Sourced
Sustainable Agriculture and Development
Corporate Responsibility
FTC Cracking Down on “Eco-friendly” Labels
Illustration 2-1: Greener Choices Online Eco Label Evaluator

Chapter 3: Market Trends
Market Size & Composition
Note on Market Sizing
U.S. Retail Sales Top $4 Billion in 2012
Table 3-1: U.S. Retail Dollar Sales of Natural Pet Products:Pet Food, Pet Care, Total, 2008-2012 (in millions of dollars)
Figure 3-1: Share of U.S. Retail Dollar Sales of Natural Pet Products: Pet Food vs. Pet Care, Total, 2008-2012 (percent)
Organic Pet Food Sales
Table 3-2: U.S. Retail Sales of Organic Pet Food, 2003-2011 (in millions of dollars)
Raw and Refrigerated Pet Food Sales
Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2008-2012 (in millions of dollars)
Litter Dominates Pet Care Classification
Table 3-3: U.S. Retail Dollar Sales of Natural Pet Care
Products by Segment: Cat Litter, Pet Health, Other, 2008 vs.2012 (in millions of dollars and percent)
Figure 3-3: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2012 (percent)
Natural Product Percentage of Pet Specialty Sales by Category
Figure 3-4: Share of Independent Pet Specialty Store Total Sales Derived from Natural Products, 2011 (percent)
Table 3-4: Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2011 (percent)
Table 3-5: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010
Mass-Market Sales Trends
Table 3-6: SymphonyIRI-Tracked Sales of Natural Pet Products: Total and by Food and Nonfood Category and Segment, 2011 vs. 2012 (in millions of dollars and pounds)
Table 3-7: Natural Product Share of Total SymphonyIRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2011 vs. 2012 (percent)
Table 3-8: Share of SymphonyIRI-Tracked Sales of Natural Pet Products by Food and Nonfood Category and Segment,2011 vs. 2012 (percent)
Natural Supermarket Sales Continue Upward Path
Table 3-9: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2011 vs. 2012 (in millions of dollars)
Table 3-10: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment,2011 vs. 2012 (percent)
Specialty/Gourmet Supermarket Sales Up 21%
Table 3-11: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2011 vs. 2012 (in millions of dollars)
Table 3-12: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2011 vs. 2012 (percent)
Market Share by Retail Channel
Table 3-13: Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2012 (percent)
Market Outlook
Natural and Organic Going Strong on the Human Side
In the Pet Market, Superpremium Increasingly = Natural
Figure 3-5: Level of Agreement with Statement:“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)
Figure 3-6: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)
Figure 3-7: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)
Product Safety/Purity Concerns a Plus
Figure 3-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” March 2012 vs. August 2012 (percent)
Figure 3-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,”2012 (percent)
Natural a Key Thrust for the Pet Specialty Channel
Figure 3-10: Level of Agreement with Statement: “Natural products sold in pet specialty stores (such as Petco,PetSmart, or independent pet stores) are superior to natural products sold in regular stores (such as Walmart,supermarkets, drugstores),” 2012 (percent)
Figure 3-11: “In which product categories is a natural marketing proposition important?” (percent)
Table 3-14: Purchasing Rates for Pet Products in the Pet Specialty Channel: 2007-2011 (percent of dog or cat owners)
Petco Advances Unleashed
Illustration 3-1: Natural Brands Carried by Unleashed by Petco (Website Screenshot)
Product Recalls Muddy the Natural Pet Food Waters
Raw Food Roadblocks?
Pet Market Macrotrends
Pet Owners Cut Back Due to Economic Doldrums
Table 3-15: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)
Pet Ownership and Population Trends
Table 3-16: Household Penetration Rates for Dogs and Cats,2007-2012 (U.S. households—percent and number in thousands)
The Aging Pet Population
Table 3-17: Age of Dogs and Cats, 2012 (percent of pet owners)
Pet Overweight and Obesity
Table 3-18: Percentage and Number of Overweight and Obese Dogs and Cats, 2011
Figure 3-12: “My pet would be considered overweight or obese,” 2012 (percent)
Pets as Family
Table 3-19: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)
Market Projections
Sales to Top $9 Billion in 2017
Table 3-20: Projected U.S. Retail Dollar Sales of Natural Pet
Products: Pet Food, Pet Care, Total, 2012-2017 (in millions
of dollars)
Table 3-21: Level of Agreement with Statement: “Many pet
products are becoming too expensive,” 2011 vs. 2012
(percent)
Table 3-22: Level of Agreement with Statement: “If
natural/organic pet products were more available where I
shop, I would buy them more often,” 2011 vs. 2012 (percent)
Table 3-23: Level of Agreement with Statement: “If
natural/organic pet products were more affordable where I
shop, I would buy them more often,” 2011 vs. 2012 (percent)

Chapter 4: Competitive Trends
Market Structure and Retail Dynamics
Acquisitions and Mergers
Investors Tap In
WellPet Doing Well
Traditional Marketers Tap In via Line Extensions, New Brands
Purina One Beyond
Illustration 4-1: Purina One Beyond
Illustration 4-2: Purina One’s Bowl by Bowl Shelter Support Game
Dad’s Reorganization as Ainsworth Breeds Success
Walmart Launches Pure Balance Store Brand
Hill’s Science Diet Going Natural
Illustration 4-3: Hill’s Science Diet Ideal Balance
Illustration 4-4: Science Diet’s Better Life Product Groupings
Illustration 4-5: Science Diet’s Better Life Package Design
Natura Opens Innova Distribution to Pet Specialty Chains
Organic Pet Products Growing Up
Illustration 4-6: Merrick/Castor & Pollux’s Natural/Organic Food Revolution (Website Screenshot)
Natural Pet Care Leaders and Up-and-Comers Pet Care Category Specialists
Worldwise and Walmart?
Advertising Trends
Illustration 4-7: Consumer Ad for Blue Dog Food (Natural Dog,2013 Annual)
Social Media
Illustration 4-8: Merrick’s “Faces of the Revolution” Facebook Page
Illustration 4-9: Natural Balance’s Tillman page
Illustration 4-10: Petco Nutro Discussion on Facebook
Illustration 4-11: PetSmart World’s Best Cat Litter Promotion on Facebook
Cause Marketing
Illustration 4-12: Rachael Ray Nutrish and Rachael’s Rescue (Website Screenshot)
Direct Selling Via Internet
Illustration 4-13: Sojos Online Pet Food Store
Corporate Responsibility and Sustainability
Rolf C. Hagen
Cardinal Labs
Novus International
Natura
Mars
Nestlé Purina
Eco-friendly Packaging
Pet Food Producers Position on Safety
Marketer and Brand Rankings
Methodology for Estimates
Pet Specialty Channel Marketer Ranking
Pet Age Retailer Ranking of Dog Food and Cat Food Market Leaders
Table 4-1: Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2006-2010 (percent)
Natural Cat Litter Leaders in the Pet Specialty Channel
Figure 4-1: Pet Specialty Channel Marketer and Brand Leaders in Cat Litter 2006-2010 (percent)
Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food
Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food
Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter
Table 4-2: Share of U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (percent)
Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products
Brand Leaders in the Natural Supermarket Channel
Table 4-3: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)
Table 4-4: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)
Table 4-5: U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)
Table 4-6: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars)
Table 4-7: Marketers and Brands of Natural and Organic Pet Food, 2012
Table 4-8: Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2012

Chapter 5: Marketing and Product Trends
Pet Food
Differentiation Via Ingredients Claims
Illustration 5-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012)
Grain-Free Pet Foods
Illustration 5-2: Hill’s Science Diet Ideal Balance Grain-Free Dog Food
Illustration 5-3: Blue Buffalo’s Freedom Grain-Free Dog and Cat Food
Illustration 5-4: Trade Ad for Spring Naturals Grain-Pet Food (Pet Age, October 2012)
Illustration 5-5: Trade Ad for Against the Grain Pet Food (Pet Business, September 2012)
Grain-Free Treats
Low-Glycemic
Illustration 5-6: Trade Ad for Darford’s Zero/G Low-Glycemic Dog Food (Pet Business, March 2012)
Meat First—No Byproducts
Illustration 5-7: Consumer Print Ad for Blue Buffalo Pet Food
Illustration 5-8: Purina One Beyond vs. Blue Buffalo Comparison Chart
Human Grade
Natura Forced to Retract Human-Grade Claims, Pay Settlement
Limited Ingredients
Illustration 5-9: Natural Balance’s L.I.D. Limited Ingredient Diets (Website Screenshot)
Made in the USA, Locally Grown, Family Farms
Functional Ingredients and Specialized Diets
Illustration 5-10: Consumer Ad for Solid God Sun Dancer Dog Food with Curcumin (AKC Family Dog, September/October 2012)
Illustration 5-11: Dogswell Functional Dog Treats
Illustration 5-12: Trade Ad for Fruitables Skinny Minis Dog Treats (Pet Product News International Buying Guide, 2013 Annual)
Illustration 5-13: Trade Ad for Fromm’s Large and Small Breed Dog Food (Pet Age, October 2012)
Illustration 5-14: Banner Ad for Castor & Pollux’s New Organix Small Breed Kibble (Website Screenshot)
Hypoallergenic
Natural Plus Gourmet
Illustration 5-15: Trade Ad for Evanger’s Slow Cooked Grain-Free Stews (Pet Business, May 2011)
Illustration 5-16: Consumer Ad for Natural Balance Delectable Delights (Natural Dog, 2013 Annual)
Baked Treats
Illustration 5-17: Three Dog Bakery’s Bake to Nature Dog Treats
Focus on Raw Pet Food
Market Leaders and Upstarts
Illustration 5-18: Trade Ad for Stewart Raw Pet Food (Pet Business, May 2012)
Product Mainstreaming
Complete and Balanced
Freeze-Dried and Dehydrated
Illustration 5-19: Honest Kitchen Dehydrated Raw Dog Food Mixes
Illustration 5-20: Trade Ad for Sojos Pet Food Mixes (Pet Business Guide to Buying, Selling and Marketing—Natural Pet Products special issue, May 2012)
Illustration 5-21: Trade Ad for Stella & Chewy’s Freeze-Dried Cat Dinners (Pet Age, 2012)
Illustration 5-22: Dogswell Nutrisca Freeze-Dried Dog Food
Illustration 5-23: Halo’s Liv-A-Littles Freeze-Dried Treats Convenience Forms and Packaging
Illustration 5-24: Nature’s Variety’s New Instinct Raw Bites (Website Screenshot)
Illustration 5-25: Trade Ad for Nature’s Variety’s New Instinct Raw Boost (Pet Business, May 2012)
Focus on Product Safety
The Freezer Case Factor
Illustration 5-26: Trade Ad for Nature’s Variety’s Freezer Case Program (Pet Business, March 2011)
New Zealand Appeal
Other Trends in Raw Foods
Frozen Treats
Illustration 5-27: Nature’s Variety SweetSpots Frozen Dog Treats
Refrigerated Pet Food: Freshpet Drives Category to New Heights
Expanding Distribution, Product Lines
Illustration 5-28: Freshpet Pet Food and Treats Brand Lines (Website Screenshot)
Big Investors, National TV Advertising
Pet Care Products
Focus on the Environment
Illustration 5-29: Online List of Eco-friendly Petmate Products
Illustration 5-30: Web Page for Petco’s Planet Petco Products Cat Litter
Illustration 5-31: Petco’s Planet Petco Pine Cat Litter
Illustration 5-32: PetSmart’s ExquisiCat Naturals Cat Litter (Website Screenshot)
Illustration 5-33: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter
Illustration 5-34: Trade Ad for World’s Best’s New Cat Litter Packaging (Pet Business, May 2102)
Flea/Tick Products
Illustration 5-35: Dermagic’s Diatomaceous Earth Flea Bar Grooming Products
Illustration 5-36: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging
Illustration 5-37: Trade Ad for Wahl’s Pet Grooming Line Including All Natural Shampoo
Illustration 5-38: Tropiclean “Green” Shampoo and Conditioner Clean-Up Products
Illustration 5-39: Pawganics Pet- and Baby-Safe Pet Clean-up Products
Illustration 5-40: Greenberry Eco Industries’ Eco-Friendly Puppy Pads
Pet Supplements
Illustration 5-41: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats
Health Remedies
Illustration 5-42: Dermagic Pet All Natural Pet Skincare Products
Illustration 5-43: Opie and Dixie’s SnoutStik Dog Nose Balm
Illustration 5-44: PetZLife Oral Care Spray and Gel Beds
Illustration 5-45: Trade Ad for West Paw Design’s New Hemp Dog Beds (Pet Age, October 2012)
Toys
Illustration 5-46: Katie’s Bumpers Eco-friendly U.S.-Made Toys
Illustration 5-47: Scratch Lounge Cat Scratchers
Collars and Leads
Illustration 5-48: Trade Ad for Coastal Pet Products’ New Earth
Collars and Leads
Other Eco-friendly Pet Products
Illustration 5-49: Van Ness’s Pureness Eco-Friendly Pet Dishes

Chapter 6: Consumer Trends
Overview of Natural/Organic Product Purchasing
Note on Data Sources
59% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products
Figure 6-1: Percentage Who Especially Look for Organic/Natural Foods Generally vs. Buy Any Packaged Organic Foods: Households Overall, Dog Owners, and Cat Owners, 2010 vs. 2012
Table 6-1: General Market Purchasing Patterns for Organic/Natural Products: Households Overall vs. Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households)
Natural/Organic Pet Product Purchasing Shows Uptick
Figure 6-2: Purchasing Rates for Selected Natural, Organic or Eco-Friendly Pet Product Classifications, 2010 vs. 2012 (percent)
Table 6-2: Purchasing Patterns for Selected Natural or Organic Pet Product Classifications: Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households)
Purchasing Patterns by Product Type
21% of Dog Owners and 15% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products
Figure 6-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly Pet Products: Overall and by Gender, August 2012 (percent)
Pet Food and Treats Show Highest Rates of NOEF Product Purchasing
Table 6-3: Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Supplies by Type, August 2012 (percent of dog owners)
Table 6-4: Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies by Type, August 2012 (percent)
Pet Superstores, Walmart Are Top Retailers for NOEF Product Purchasing
Table 6-5: Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)
Table 6-6: Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)
Table 6-7: Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)
Table 6-8: Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or Treats Are Purchased: Selected Channels, August 2012 (percent among product purchasers)
Organic, Grain-Free Lead by NOEF Pet Food Formulation Type
Figure 6-4: Types of Natural, Organic or Eco-Friendly Pet
Food or Treats Purchased: Dog Owners vs. Cat Owners, August 2012 (percent among product purchasers)
Purchasing Rates by NOEF Pet Food Brand
Table 6-9: Selected Brands of Natural, Organic or Eco- Friendly Dog Food or Treats Purchased, August 2012 (percent among product purchasers)
Table 6-10: Selected Brands of Natural, Organic or Eco- Friendly Cat Food or Treats Purchased, August 2012
(percent among product purchasers)
Fresh Scoop Natural Step Is Natural Cat Litter Brand Leader
Table 6-11: Selected Brands of Natural, Organic or Eco- Friendly Cat Litter Purchased, August 2012 (percent among product purchasers)
Consumer Profiles
Mixed Demographics for Organic Pet Food
Strong Relationship Between Purchasing of General Market Natural/Organic Products and Organic Pet Food
Figure 6-5: Top Demographic Indicators for Purchasing of Organic Pet Food, 2012 (percent of dog- or cat-owning households)
Table 6-12: Overview of the Organic Pet Food Purchaser, 2012 (percent, number and index of dog- or cat-owning households)
Regional Skews for Purchasing of Natural Dog Foods
The Nutro Dog Food Purchaser
Table 6-13: Demographic Indexes for the Natural Dog Food Brand Purchaser, 2012 (dog-owning households)
Table 6-14: Overview of the Nutro Brand Dog Food Purchaser, 2012 (percent, number and index of dog-owning households)
Figure 6-6: Top Demographic Indicators for Purchasing of Nutro Dry Dog Food, 2012 (dog- or cat-owning households)
The Natural Balance Dog Food Purchaser
Table 6-15: Selected Indicators for Purchase of Natural Balance Brand Dog Food, 2012 (percent, number and index of dog-owning households)
The Nature’s Recipe Dog Food Purchaser
Table 6-16: Selected Indicators for Purchase of Nature’s Recipe Brand Dog Food, 2012 (percent, number and index of dog-owning households)
The Goodlife Recipe Pet Treat Purchaser
Table 6-17: Selected Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2012 (percent, number and index of dog- or cat-owning households)
The Natural Cat Litter Purchaser
Table 6-18: Selected Indicators for Purchasing of Natural Brand Cat Litter, 2012 (index of cat-owning households)


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