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)
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- 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
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- 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
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- 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)