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Pet Supplements and Nutraceutical Treats in the U.S., 2nd Edition


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

Although formal regulatory status continues to evade pet supplements, the market is advancing at impressive rates, with sales expected to jump 39% by 2012 to reach $1.7 billion—a forecast that does not factor in the effect of the products’ attaining formal regulatory status, which Packaged Facts predicts will create a huge boom in the market as consumers respond to the bolstered credibility of pet supplements and new products and companies rush to market. Currently driving sales are numerous factors, including growing interest in the products among U.S. pet owners, the aging and overweight pet population, the steady influx of new products, and increased usage and recommendation of clinically proven supplements by the veterinary community.

This greatly expanded second edition of Packaged Facts’ groundbreaking 2005 report segments the market into two categories—supplements and nutraceutical treats—defining the latter as treats containing supplements or novel botanical ingredients addressing specific health conditions, such as glucosamine for joint health or omega fatty acids for skin and coat health. Its primary focus is on products for dogs, cats and horses, with coverage also extending to other types of companion animals including birds, small mammals and herptiles. The report provides a forward-looking analysis of the market from every angle, with key focuses including market breakouts by ingredient type and retail channel, the evolving regulatory situation and efforts of the National Animal Supplement Council (NASC), heightened food safety concerns stemming from the spring 2007 pet food recalls, the influx of natural and organic products, and competition from pet foods making functional claims.

The report also homes in on high-growth segments such as functional treats, customized supplements, veterinary-exclusive products, emerging ingredients (such as probiotics and fresh fruits and veggies) easier-to-administer forms, and untapped consumer demographics—such as the 20 million dog- or cat-owning households who use human supplements but not pet supplements, and who are excellent prospects since they are pet owners who appreciate the benefits of nutritional supplementation. It also provides close-up looks at numerous innovators, including SmartPak, Nutri-Vet, Virbac, Dogswell and Nature’s Answer.


Chapter 1: Market Trends

  • Introduction
  • Market Definition
  • Two Product Categories
  • Two Animal Classifications
  • Condition-Specific Products
  • Natural vs. Synthetic Supplements
  • Organic Pet Supplements
  • Key Types of Supplements and Ingredients
  • Product Regulation
  • Pet Supplements in Regulatory Limbo
  • The Dietary Supplement Health and Education Act
  • DSHE Remains FDA Focus, Evolves
  • FDA Releases Good Manufacturing Practices
  • Congress Passes Adverse Event Reports (AER) Bill
  • The National Animal Supplement Council
  • NASC Becoming a Role Model for Related Industries
  • Market Size and Composition
  • U.S. Retail Sales Top $1 Billion
  • Table 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats, 2003-2007 (in millions of dollars)
  • Figure 1-1: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats by Category: 2003, 2007, 2012 (percent)
  • Natural/Organic Product Share of Sales
  • Sales by Animal Type
  • Figure 1-2: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats by Animal Type, 2004 vs. 2007 (percent)
  • Figure 1-3: Share of U.S. Retail Sales by Animal Type and Category: Pet Supplements vs. Nutraceutical Treats, 2007 (percent)
  • Share of Supplement Sales by Function
  • Figure 1-4: Share of U.S. Retail Sales of Horse Supplements and Nutraceutical Treats by Function, 2007 (percent)
  • Figure 1-5: Share of U.S. Retail Sales of Dog Supplements and Nutraceutical Treats by Function, 2007 (percent)
  • Figure 1-6: Share of U.S. Retail Sales of Cat Supplements and Nutraceutical Treats by Function, 2007 (percent)
  • Horse Supplement Usage by Form
  • Table 1-2: Form of Horse Supplements Usually Used, 2006 (percent)
  • Table 1-3: Horse Supplements/Medications Obtained from Veterinarian vs. Retail Outlet, 2006 (percent)
  • Sales by Distribution Channel
  • Figure 1-7: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical Treats by Distribution Channel, 2007 (percent)
  • Figure 1-8: Share of U.S. Retail Sales of Small Animal Supplements and Nutraceutical Treats by Distribution Channel, 2004 (percent)
  • Market Outlook
  • Aging Pet Population Keeps Focus on Pet Health
  • Figure 1-9: Distribution of $25.4 Billion U.S. Pet Healthcare Market, 2007 (percent)
  • Rising Rates of Pet Overweight, Obesity
  • Pet Humanization and Pampering
  • Widening Acceptance of Pet Supplements Among Veterinary Community
  • Pet Supplement Consumer Demographics: Diversity + Room for Growth
  • Table 1-4: Key Pet Supplement/Nutraceutical Treat Consumer Prospects: Users of Human Supplements vs. Users of Pet Supplements (percent and number of U.S. households)
  • Premium Pet Households on the Upswing
  • Figure 1-10: Share of Total U.S Pet Market Expenditures by Under-$70K vs. $70K+ Income Brackets: 1995, 2000 and 2005 (percent)
  • Figure 1-11: $70K+ Income Household Share of U.S Pet Market Expenditures by Segment, 1995 vs. 2005 (percent)
  • Natural Product Wave Good News for Pet Supplements
  • Figure 1-12: Number of New Natural and Organic Non-Food Pet Products, 2000-2006
  • Natural Supermarkets Continue Fast-Track Expansion
  • Whole Foods Plus Wild Oats
  • Pet Product Specialists Tapping in via Tailor-Made Lines
  • Growth of the Raw/Frozen Pet Food Niche
  • PetSmart and Petco Still Going Strong
  • The Independent Pet Specialty Store Push
  • Internet Growth Also Good News
  • Figure 1-13: “Doing More Internet Shopping Than Before”: Adults Overall vs. Pet-Owning Adults and Pet Supplement Purchasers, 2007 (percent)
  • Equine Impact
  • Pet Population Trends
  • Table 1-5: Number of U.S Households That Own a Pet: 1990-2006 (in millions)
  • Competition from Functional Pet Foods
  • Impact of Pet Food Recall
  • The X Factor: Attaining Formal Regulatory Status
  • Looking Ahead
  • Toward Formal Category Recognition
  • Ongoing Need for Self-Regulation, Product Testing
  • Spotlight on Safety
  • Congress Passes Food and Drug Administration Amendments Act of 2007
  • Riding the Natural Wave
  • Consumers Unclear About Natural and Organic Definitions
  • High-Growth Product Segments
  • Nutraceutical Treats
  • Figure 1-14: Percent of Pet Owners Who Give Their Pets Treats or Vitamins/Supplements: By Animal Type, 2006
  • Age-Related Products
  • Weight-Related Products
  • Flea/Tick Care Supplements
  • Homeopathic Products
  • Equine-Specific Products
  • Customized Products
  • Easier-To-Administer Forms
  • Emerging Ingredients and Product Segments
  • Company Inroads and Exits
  • Sales Forecast to Increase 39% by 2012
  • Table 1-6: Projected U.S. Retail Sales of Pet Supplements and Nutraceutical Treats, 2007-2012 (in millions of dollars)

Chapter 2: Competitive Trends

  • Marketer Overview
  • Most Supplement Companies Focused in Pet Health
  • Central Garden & Pet Acquires Farnam
  • Leading Pet Specialty Channel Marketers
  • Competitor Snapshot: Nutri-Vet, LLC
  • Competitor Snapshot: Virbac Corp.
  • Leading Mass-Market Marketers
  • Supplements
  • Nutraceutical Treats
  • Table 2-1: IRI-Tracked Sales of Selected Dog and Cat Treats Relative to Overall Pet Food Category/Segment Sales, 2002-2007 (in millions of dollars)
  • Leading Veterinary Channel Marketers
  • Veterinary Marketers Back Products with Clinical Tests
  • Leading Equine Supplement Marketers
  • Nutraceutical Treats Category Attracting New Players from Many Sides
  • Winnie’s Cookies Makes a Name in Equine Treats
  • Company Snapshot: Dogswell, LLC
  • Advertising Trends
  • Name Claims
  • In-Store Merchandising Displays
  • Veterinary Trade Incentives
  • The E-tailing Contingent
  • Ongoing Competition from Pet Food Marketers Positioning on Functional Ingredients
  • Table 2-2: Selected Marketers and Brands of Pet Supplements and Nutraceutical Treats, 2007
  • Table 2-3: Selected E-tailers of Pet Supplements and Nutraceutical Treats, 2007
  • New Product Trends
  • Supplement Entries Slow in 2007
  • Table 2-4: Number of New Non-Food Pet Products by Supplement Type, 2003-2007
  • Table 2-5: Number of New Non-Food Pet Product SKUs by Supplement Type, 2003-2007
  • Supplement Claims More Abundant in Pet Food Category
  • Table 2-6: Number of New Pet Food Products by Supplement Type, 2003-2007
  • Table 2-7: Number of New Pet Food SKUs by Supplement Type, 2003-2007
  • “High Vitamins” Is No. 1 “High Ingredient” Claim on New Pet Products
  • Table 2-8: Number of New Non-Food Pet Products by “High Ingredient” Package Tags/Marketing Claims, 2002-2007
  • Table 2-9: Number of New Pet Food Products by “High Ingredient” Package Tags/Marketing Claims, 2002-2007
  • All-Natural, Organic and Human-Grade Ingredients
  • Treats Well-Suited for Natural/Organic Formulation
  • Whole Fruits and Veggies
  • Non-Allergenic Products
  • 100% U.S.-Sourced, Safe and China-Free
  • Customized Nutrition
  • SmartPak Leading the Pack
  • Farnam Launches Platform Customized Equine Nutrition
  • Senior Nutrition
  • “New and Improved”
  • Veterinary Clout
  • Ongoing Human Marketer Cross-Over
  • Competitor Snapshot: Nature’s Answer, Inc.
  • Condition-Specific Products Going Strong
  • Joint, Bone and Senior Support
  • Skin & Coat Health
  • Oral Care Products
  • Calming/Behavior-Control Products
  • Digestive Health, Immune Support and Probiotics
  • Weight Loss/Maintenance
  • Flea/Tick-Control Supplements
  • Multivitamins Also Seeing Plenty of Action
  • Bird and Small Mammal Supplements
  • Reptile Supplements

Chapter 3: Consumer Trends

  • Pet Ownership Overview
  • Methodology and Data Sources
  • 51% of Households Keep Pets
  • Figure 3-1: Household Ownership Rates for Selected Pet-Owning Classifications, 2007 (percent of U.S. households)
  • Table 3-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2005 vs. 2007 (percent of U.S. households)
  • Pet Owner Demographics
  • Horse Owner and Horseback Rider Demographics
  • Pet Owners on the Web
  • Table 3-2: Demographics for Pet Ownership, 2007 (percent, number and index of U.S. pet-owning households)
  • Table 3-3: Demographic Profile of U.S. Pet Owners vs. Horse Owners (percent)
  • Table 3-4: Demographics for Horseback Riding in Last 12 Months, 2007 (percent, number and index of U.S. adults)
  • Table 3-5: Use/Influence of Internet: Adults Overall vs. Pet-Owning Adults, 2007 (percent)
  • Table 3-6: Relative Use/Influence of Internet: By Type of Pet Owned, 2007 (index)
  • Consumer Focus: Pet Supplement Purchasers
  • Penetration Rates for Pet Supplements
  • Figure 3-2: Percent of Dog or Cat Owners Who Purchase Pet Supplements/Nutraceutical Treats, 2007 (U.S. dog- or cat-owning households)
  • Table 3-7: Percent of Pet Owners Who Give Their Pets Vitamins/Supplements: By Animal Type, 2006
  • Dog Owners More Likely to Use Pet Supplements
  • Figure 3-3: Percent of Households Using Pet Supplements/Nutraceutical Treats: By Number of Cats or Dogs Owned, 2007
  • Pet Supplement Demographics
  • Pet Supplement Purchasers and Internet Marketing
  • Table 3-8: Dog Owner Demographics for Purchasing Pet Supplements/Nutraceutical Treats, 2007 (percent, number and index of U.S. dog-owning households)
  • Table 3-9: Cat Owner Demographics for Purchasing Pet Supplements/Nutraceutical Treats, 2007 (percent, number and index of U.S. cat-owning households)
  • Table 3-10: Use/Influence of Internet: Dog and Cat Owners Overall vs. Pet Supplement/Nutraceutical Treat Purchasers, 2007 (percent)
  • Table 3-11: Relative Use/Influence of Internet Among Pet Supplement/ Nutraceutical Treat Purchasers: Dog Owners vs. Cat Owners, 2007 (index)
  • Consumer Focus: Psychographic and Purchasing Patterns Among Pet Supplement Users
  • Pet Supplement Usage and Shopping- Related Psychographics
  • Medical Psychographics of Pet Supplement Users
  • Purchasing Patterns for Non-Food Pet Supplies
  • Purchasing Patterns for Dog and Cat Food
  • Retail Purchasing Patterns for Pet Supplies
  • Human vs. Pet Supplement Usage: A Potential Growth Segment of 20 Million Households
  • Table 3-12: Pet Supplement/Nutraceutical Treat Usage: By Selected Shopping-Related Attitudes or Behaviors, 2007 (percent and index of U.S. dog or cat owners)
  • Table 3-13: Pet Supplement/Nutraceutical Treat Usage: By Selected Medical-Related Attitudes or Behaviors, 2007 (percent and index of U.S. dog or cat owners)
  • Table 3-14: Pet Supplement/Nutraceutical Usage: By Purchasing of Other Non-Food Pet Supplies, 2007 (percent, number and index of U.S. dog- or cat-owning households)
  • Table 3-15: Pet Supplement/Nutraceutical Treat Usage: By Dog or Cat Food Types Purchased, 2007 (percent, number and index of U.S. dog- or cat-owning households)
  • Table 3-16: Pet Supplement/Nutraceutical Treat Purchasing: By Pet Supply Outlets Used, 2007 (percent, number and index of U.S. adult pet owners)
  • Table 3-17: Key Pet Supplement/Nutraceutical Treat Consumer Prospects: Users of Human Supplements vs. Users of Pet Supplements (percent and number of U.S. households)

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