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Pet Supplies and Pet Care Products in the U.S., 8th Edition: Pet Health and Pampering: The New Value Equation


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

Even as the economic picture improves, consumers remain cautious about spending, including in terms of the pet products they buy. Having lived up to its “recession-resistant” reputation once again, the business therefore continues to face challenges that have retailers, marketers and product developers relying more heavily than ever before on the all-important notion of pets as family. Accordingly, themes including health, function, comfort, safety, gifting, travel, and yes pet pampering are all weighing heavily on the value scale as market participants look to strike the perfect balance in pet categories across the board.

Tapping into Packaged Facts’ extensive pet market report collection and analyst expertise, this report provides detailed market breakouts and insights not available elsewhere. Covering non-food 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 many other product segments. Using 2009 as the base year, it charts sales since 2005 and forecasts sales through 2014; breaks the market out by animal type and product category in both the mass-market and pet specialty channels; presents dollar sales and market share for leading marketers and brands; analyzes competitive strategies and shifts; profiles top companies and market innovators; analyzes new product trends; and provides demographic and psychographic profiles of product purchasers.

Trends examined include product positioning vis-à-vis the new economy; product humanization and pet pampering; natural, organic and “green” appeals; corporate responsibly and cause marketing; celebrity marketing and licensing (here comes Martha!); pet travel and convenience products; and gift/holiday fare. Special features include an expanded discussion of pet supplies purchasing by change in economic situation and by retail channel, focusing on cross-channel shopping and shopper loyalty; and proprietary pet owner survey data collected by Packaged Facts focusing on the economy and on the natural/organic products segment.

Read an excerpt from this report below.

Report Methodology

The information in this report was obtained from primary and secondary research. Primary research entailed attendance at the Global Pet Expo and Petfood Forum trade events from 2005 through 2009; consultations with pet product manufacturers and expert members of the trade; and an on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and conference calls; company profiles in trade and consumer publications; government reports; and other pet market reports by Packaged Facts.

Sales estimates are based data from the above sources as well as Information Resources, Inc.’s (IRI) InfoScan Review, with data on new product introductions provided by Product Launch Analytics, a Datamonitor service. Analysis of consumer attitudes and demographics primarily derives from data compiled by Experian Simmons, New York, NY. On an ongoing basis, Experian Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The Summer 2009 survey primarily cited in this report is based on 24,728 respondents, including 13,814 pet owners, 9,739 dog owners, and 6,033 cat owners.

The report also includes data from Packaged Facts’ February 2009 online poll of 1,668 pet owners; and data provided through special arrangements with the American Pet Products Association (APPA National Pet Owner Surveys); PET AGE (annual Retailer Reports); Pet Product News International (annual State of the Industry Reports); and the American Veterinary Medical Association.


Market Insights: A Selection From The Report


Second-Tier Multi-Category Marketers

It is now the rule rather than the exception for pet supplies marketers to compete in multiple categories, and a number of well-established marketers form an important second tier after the above-noted top guns, at times surpassing them in certain product segments. Most of these companies rely heavily on a single namesake brand that has been extended across multiple categories, although some have expanded via strategic acquisitions. These companies include American Colloid (cat litter and small animal bedding), Cardinal Laboratories (toys, supplements, grooming products), Coastal Pet Products (collars, carriers, bedding, et al), Doskocil (Petmate and Aspen carriers, bedding, watering/feeding equipment, housing, et al), Ethical Products (toys, apparel), Lixit Corp. (pet water bottles and feeders), Lupine (collars, harnesses, leads), Penn-Plax (aquarium accessories et al), Perky-Pet (wild bird feeders and accessories), Precision Pet Products (wide range of products for dogs, cats
and other animal types), Sergeant’s Pet Care Products (wide range of products for dogs, cats and other animal types), and Van Ness (plastic pet products).

Natural Product Specialists

As discussed throughout this report, the natural/organic segment is seeing above-average growth in both sales and number of entrants. Natural cat litter remains a bright spot in a category that has otherwise slipped into commodity mode, while natural pet health items— including grooming products, flea/tick care products, supplements/nutraceuticals, over-the-counter (OTC) medications, odor/stain-control products, and assorted other health-related products—are now available from mainstream marketers and specialists alike. There is also a growing tendency toward cross-over between natural pet food and/or litter and natural health products (e.g., grooming products, supplements), with a number of natural marketers fielding a variety of product types. Examples include Ark Naturals, Bio-Derm, Castor & Pollux, Cloud Star, Halo Purely for Pets, NaturVet (aka The Garmon Corp.) and Nutri-Vet, LLC.

In the News


U.S. Non-Food Pet Supplies Market Increases 3% in 2009,
Future Growth Hinges on Human-Animal Bond and Premium Consumer Spending

New York, January 19, 2010The U.S. market for non-food pet supplies (including grooming products and bedding) overcame economic setbacks that caused consumers to reduce spending in non-essential categories and trade over to lower-priced products, to grow 3% in 2009 to $11 billion, according to leading market research publisher Packaged Facts in the all-new report Pet Supplies and Pet Care Products in the U.S., 8th Edition

Packaged Facts identifies numerous signs that point to continued growth in sales of pet supplies, including the industry’s success in playing up the human-animal bond to drive higher-ticket sales; an ongoing surge of premium products responding to strong consumer demand and reminiscent of human fare; the growing role of premium demographics in the market; the growing population of pets with specialized health needs; and continued retail expansion in both traditional and non-traditional retail venues. 

“The word ‘restraint’ will continue to characterize how Americans shop and what they buy, making pet product appeals based on practicality, professionalism, health, safety, convenience and comfort more important than ever in wooing the nation’s 61 million pet-owning households and meeting the needs of their nearly 400 million pets,” says Don Montuori, publisher of Packaged Facts.

The human-animal bond has been a particularly important insulator against recessionary cutbacks.  The majority of American pet owners informally polled by Packaged Facts indicated that they have found themselves valuing the comfort and security their pets offer more than ever during the uncertain economic times of the past few years. As a result, pet owners are willing to invest in products directly beneficial to their pets’ health, including everything from natural and organic products to supplements and pet medications to heated pet beds and exercise toys.

Premium demographics are also significant contributors insulating the market because wealthier households are less likely to feel the financial pinch of a downturn as quickly or intensely.  In addition, wealthier consumers are more likely to read labels and pay attention to health claims, and to thus appreciate why higher priced products are worth the extra dollars in terms of potential pet health dividends.  Packaged Facts cites the growing clout of premium demographics as an indication of the success of pet supply marketers in tapping into pet owners’ willingness and desire to pamper their pets and provide them with the healthiest products available.

Pet Supplies and Pet Care Products in the U.S., 8th Edition provides detailed market breakouts and insights covering non-food pet supplies of all types and for all companion animal groups (dogs, cats, small animals, birds, fish, reptiles, and amphibians). The report examines trends in flea/tick care products, cat litter, toys, rawhide chews, bedding, grooming products, supplements, clean-up products and more. Using 2009 as the base year, the report charts sales since 2005 and forecasts sales through 2014; breaks the market out by animal type and product category in both the mass-market and pet specialty channels; presents dollar sales and market share for leading marketers and brands; analyzes competitive strategies and shifts; profiles top companies and market innovators; analyzes new product trends; and provides demographic and psychographic profiles of product purchasers. 

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services.   

Pet Market Insights From Analyst David Lummis


Packaged Facts Column for Petfood Industry/1st Quarter 2010

State of the Industry
True to the pet industry’s recession-resistant claim to fame, sales of pet products and services rose 4.8% in 2009 to reach $53 billion, meaning that the market added two and a half billion dollars in the midst of the biggest economic crisis since the Great Depression.  That said, pet market growth has not been uniform across areas of the market, with the less discretionary categories of food and veterinary services faring the best, and non-essential products and services faring the worst.  Sales of veterinary services rose nearly 10% in 2009, followed by petfood at 5%, non-food supplies at 3%, and other pet services at 4%, according to Packaged Facts’ March 2010 Pet Market Outlook 2010-2011 report.

Moreover, while the recession is officially over, no one expects consumer confidence and spending to rebound overnight, with most economists predicting a slow recovery.  And no marketer or retailer can afford to ignore recessionary effects on consumer shopping patterns that could linger for years.  To weather the economic storm, many Americans reprioritized shopping lists along essential vs. discretionary lines, reevaluated channel loyalties based on factors including convenience and discounts, and traded across categories and brands.  For example, although dog and cat food sales rose 7% in 2009 according to Information Resources, Inc. data for supermarkets, drugstores and mass merchandisers except Walmart, this high rate of growth derives in part from slower going in the pet specialty channel.

In short, the word “restraint” will continue to characterize how Americans shop and what they buy in the years ahead, making petfood appeals based on health, safety, convenience, comfort, practicality and professionalism more important than ever in wooing the nation’s 61 million pet-owning households and meeting the needs of their nearly 400 million pets.  At the same time, there’s still plenty of room for pet pampering and indulgence positioned squarely on the human/animal bond, as reflected in dog biscuits/treats and cat snacks 2009 sales gains of 8% and 15%, respectively, per IRI.

Value, Value and Value
During 2010, the most effective strategy for all pet market players can be summed in a word:  Value.  Because this common denominator takes on different meanings for different consumer groups, Packaged Facts segments pet owners into three fairly evenly sized cohorts, each of which defines and responds to the notion of value in its own way.

  • Value-Critical Pet Owners tend to not view high prices as a primary petfood purchasing criterion, spending 25%-50% more than pet owners on average.  However, they do expect the products they buy to deliver tangible health benefits and emotional rewards, and will be the first to say so if they don’t.  Not surprisingly, this group comprises higher-income households as well as those who view their pets as full-fledged members of the family.  Because these dog and cat owners associate petfood and treats closely with pet health, they are the most ingredient-aware group and the least likely to switch brands absent a good reason.
  • Value-Influenced Pet Owners view pricing as a top petfood purchasing criterion.  Unlike value-driven consumers (see below), price is not, however, their foremost shopping draw, and they may be swayed in either premium or value directions.  This is the group Walmart is going after with its “exact same brands as those found in the pet specialty channel at unbeatable prices” campaign (which features the mass/specialty bridge brand Iams).  It’s also the target for PetSmart’s new TV commercials offering up to 20% savings on hundreds of items.  As this price-centered duel suggests, a fierce tug of war for value-influenced pet owners is underway, with a growing proportion of the group shopping both mass and pet specialty, and with the weak economy giving the latter a leg up.
  • Value-Driven Pet Owners base their petfood purchase primarily on price.  Although this does not preclude seeking out higher quality foods, this is the group most likely to hold the opinion that there’s little if any difference between national and store brands.  With the winds of the recession beneath its wings, private label increased its share of petfood sales to 11% ($622 million) in 2009, up from 10% ($543 million) in 2008, according to IRI, with value-driven pet owners likely representing the bulk of that 15% increase.

By focusing heavily on any one of these value groups, petfood marketers increase their chances of success during these still iffy economic times.  Even better, many companies and brands are well positioned to attract value-influenced pet owners in addition to one of the other groups, and during the coming year and beyond those “middle of the road” consumers will determine the fortunes of many pet market players.


Pets International, Issue 3/2010

U.S. Pet Supplies Market Expecting Pent-Up Demand
Retail Sales Near $11 Billion in 2009

Packaged Facts estimates that U.S. retail sales of non-food pet supplies totaled approximately $10.7 billion in 2009, up 2.5% over 2008.  During the five-year 2005-2009 period, the market increased by a total of 17.6% and posted a compound annual growth rate (CAGR) of 4.1%.  As a result of the economic recession, growth slowed in 2008 and 2009 as consumers reduced spending in non-essential categories and traded over to lower-priced products and value-oriented channels.

U.S. Retail Sales of Pet Supplies:  2005 vs. 2009
(in millions of dollars) Source:  Packaged Facts, The U.S. Market for Pet Supplies and Pet Care Products, 7th Edition report (January 2010)

PetSuppliesChart

Dogs account for the lion’s share of sales of pet supplies, at 61% in 2009, followed by cats at 33%.  The balance of sales goes to other animal types, with fish and reptiles slightly edging out birds and small animals, at 55% to 45%, respectively.  Flea/tick products are the top-selling dog category by a significant margin, accounting for almost one-quarter (23%) of dog supply sales during 2009 (inclusive of products restricted to the veterinary channel).  The cat side of the aisle is dominated by the staple litter, which accounted for 43% of cat supply sales during 2009.

Duo the Leading Retail Force
In the U.S. market, pet stores are the top channel for non-food pet supplies by a considerable margin, representing nearly half (46%) of sales in 2009.  Most of these pet specialty sales trace back to PetSmart and Petco, which together accounted for almost a third (31%) of the market in 2009, with independents pulling in less than half that amount (15%).  Supermarkets continue to slide, to 10% in 2009, while mass merchandisers continue to rise.  From 2005 to 2009, the mass sector’s market share went from 22% to 23%, no doubt benefiting from the recession as consumers traded down across brands and consolidated shopping trips. Another retailing bright spot is online, and with pet products showing up in a wider-than-ever array of channels, “other” channels’ collective share is also on the ups.

Mergers & Acquisitions Ongoing
Despite the global economic meltdown and uncertainties surrounding major financial and lending institutions, the pet market saw several mergers and acquisitions in 2008 and 2009.  On the non-food side, these included Bramton’s purchase of Veterinarian’s Best, Radio Systems’ purchase of MultiVet International, and Sergeant’s purchase of Chomp and of Virbac’s Consumer Brands division.  Activity has been slower on the pet food side, with no major shifts occurring either year, although Old Mother Hubbard/Wellness (a top brand in the pet specialty channel) went from one venture capitalist to another.  While still quite respectable, this level of activity pales in comparison to that seen earlier in the decade, with such dramatic shifts as Rayovac’s 2005 market entry and subsequent creation of Spectrum Brands, and Hartz’s summer 2004 acquisition by Japan’s Sumitomo.

2009 a Record Year for New Product Entries
The U.S. pet supplies market relies on new products as a principal sales driver, with upgrades and innovations constantly appearing to pique consumer interest and open retail doors, and marketers were apparently relying on new products more than ever during the economic downturn.  According to Product Launch Analytics, a Datamonitor service, the numbers of new product lines and stock-keeping units (SKUs) jumped sharply in 2009, with the number of reports increasing 57% to 213, and the number of SKUs increasing 84% to 735.  Considering the previous four-year period, this is the highest level of new product activity by far, with just 148 reports and 402 SKUs appearing in 2005.  Despite the weak U.S. economy, the top package tags and marketing claims make it clear that the pet market continues to shift in premium directions.  At the top of the list is natural, which appeared in 102 new product reports, up from 65 in 2008.

Economic Concerns Intensify Cross-Channel Competition
As of spring 2010, cross-channel competition is at an all-time high in the U.S. market as consumer trends adopted during the recession persist, from spending cutbacks to consolidated shopping trips.  Signs of the challenges retailers face include fierce competition between big-box pet specialty and mass, private-label incursions into non-food pet products, declining sales among independent pet specialty retailers, and price promotions across all retail sectors.  In such an environment, value-oriented retailers stand to cash in, as Walmart has been aggressively working to do.  According to Packaged Facts’ February 2010 pet owner poll, 52% of pet owners agree with the statement “I shop for pet products at a variety of stores to find the best prices, special offers, and sales,” with 16% strongly agreeing and 34% somewhat agreeing.  On the other hand, only 30% of survey respondents report that they do not engage in deal-seeking behavior of this sort.

With these same trends continuing into 2010, retailers are employing a variety of strategies to draw shoppers into the store, and cooperative promotional programs with vendors are going strong.  For retailers, one of the biggest advantages of co-op promotions is that the big consumer packaged goods outfits typically foot much of the bill, allowing retailers to impact trip decisions without compromising their own margins too drastically.  Coupon offers also can be highly effective in supporting store loyalty programs such as Petco’s PA.L.S. and PetSmart’s PetPerks, while forming the core of collaborative special events programs between retailers and manufacturers, à la PetSmart’s President’s Day sale featuring Hill’s Science Diet and its new lower pricing.

Looking Ahead
As a result, with the economy on a slow but apparently steady recovery path, Packaged Facts is predicting a better showing for pet supplies in 2010 as pent-up demand begins to kick in.  By our forecast, annual sales growth will rebound from 2.5% in 2009 to 4.0% during 2010, then climb back up to 5% in 2013 and 2014—an assessment that presumes much market dynamism moving forward.

  • Executive Summary
    • Introduction
      • Market Definition
      • Exclusions
      • Four IRI-Tracked Product Categories
      • Report Methodology
    • The Market
      • Retail Sales Slow in 2009
      • IRI-Tracked Sales at $1.9 Billion
      • Sales by Product Type
      • Natural and Organic Product Sales and Market Share
      • Retail Channel Shares and Trends
      • State of the Market
    • The Marketers
      • Number and Types
      • Second-Tier Multi-Category Marketers
      • Natural Product Specialists
      • Nestlé Purina Leads in IRI-Tracked Sales
      • Mergers & Acquisitions
      • Celebrities Weight In
      • Licensing Bigger Than Ever
      • The Private-Label Factor
    • Marketing and New Product Trends
      • Pet Market Advertising Tops $500 Million
      • Non-Traditional Media
      • Social Networking
      • Cause-Related Marketing
      • "Green" Initiatives
      • 2009 a Record Year for New Product Entries
      • Dominant Themes Involve Premium Appeals
    • Retail Channel Trends
      • Economic Concerns Intensify Cross-Channel Competition
      • The PetSmart/Petco Dynamic Duo
      • Pet Superstores vs. Discount Stores
      • Independents and Supermarkets Continue to Slide
      • Non-Traditional Channels Gaining Ground
      • Independent Pet Stores Feel Economic Pinch
    • The Consumer
      • 53% of Households Own Pets
      • Overview of Dog and Cat Supply Purchasing
      • Two-Thirds Are Receptive to Affordable Natural/Organic Pet Supplies
  • Highlights - The Market
  • The Market
    • Introduction
      • Market Definition
      • Exclusions
      • Four IRI-Tracked Product Categories
      • Trade Associations and Shows
      • Regulatory Agencies and Trends
      • Report Methodology
    • Market Size and Growth
      • Retail Sales Slow in 2009
        • Table U.S. Retail Sales of Pet Supplies, 2005-2009 (in millions of dollars)
      • IRI-Tracked Sales at $1.9 Billion
        • Table IRI-Tracked Sales of Pet Supplies, 2005-2009 (in millions of dollars)
        • Table IRI-Tracked Sales of Pet Supplies by Category, 2009 vs. 2008 (in millions of dollars and units)
        • Table IRI-Tracked Sales of Pet Supplies: By Category, 2005-2009 (in millions of dollars)
        • Table Growth of IRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
        • Table Dollar Change in IRI-Tracked Sales of Pet Supplies by Category, 2005-2009 (in millions of dollars)
    • Market Composition
      • Sales by Product Type
      • Share of Dog Supply Sales by Product Category
        • Table Share of U.S. Retail Sales of Dog Supplies: By Category, 2009 (in millions of dollar and percent share)
        • Table Average Annual Dog Supply Expenses: By Category, 2009 (in dollar)
      • Share of Cat Supply Sales by Product Category
        • Table Share of U.S. Retail Sales of Cat Supplies: By Category, 2009 (in millions of dollars and percent share)
        • Table Average Annual Cat Supply Expenses: By Category, 2009 (in dollar)
      • Share of IRI-Tracked Sales by Product Category
        • Table Share of IRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
      • Share of Independent Pet Store Sales by Animal Type
        • Table Share of Independent Pet Store Pet Supply Sales by Category: 2005-2008 (percent)
      • Share of Dog Category Sales by Product Type
        • Table Share of Independent Pet Store Sales of Dog Products: By Category, 2005-2008 (percent)
      • Share of Fish Category Sales by Product Type
        • Table Share of Independent Pet Store Sales of Fish Products: By Category: 2005 vs. 2008 (percent)
      • Share of Cat Category Sales by Product Type
        • Table Share of Independent Pet Store Sales of Cat Products: By Category, 2005-2008 (percent)
      • Share of Small Mammal Sales by Product Type
        • Table Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2008 (percent)
      • Share of Bird Category Sales by Product Type
      • Share of Herptile Category Sales by Product Type
        • Table Share of Independent Pet Store Sales of Bird Products: By Category, 2005 vs. 2008 (percent)
        • Table Share of Independent Pet Store Sales of Herptile Products: By Category, 2008 (percent)
      • Natural and Organic Product Sales and Market Share
      • Retail Channel Shares and Trends
        • Table Share of Pet Supply Sales: By Retailer Type, 2006 vs. 2009 (percent)
      • Dog/Cat Household Pet Supply Purchasing by Channel
        • Table Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent of U.S. dog- or cat-owning households)
    • Market Outlook
      • State of the Market
      • Recession Receding-Slowly
      • Pet Market Impact
        • Table Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Services in Next 12 Months, February 2009
        • Table Pet Owner Patterns: By Change in Financial Situation Compared With 12 Months Ago, 2009 (percent of U.S. pet-owning households)
        • Table Pet Owner Population: By Change in Financial Situation Compared With 12 Months Ago, 2009 (millions of number of U.S. pet-owning households)
        • Table Pet Owner Indexes: By Change in Financial Situation Compared With 12 Months Ago, 2009 (U.S. pet-owning households)
      • Human/Animal Bond a Potent Force
        • Table Mean Number of Veterinary Visits: By Human/Animal Bond Among Dog and Cat Households, 2006
        • Table Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households, 2006 (in dollars)
      • All Things Pet Health
      • Product Safety a Growing Concern
      • Natural/Organic Products
        • Table Percent of Pet Owners Who Purchased Natural/Organic Pet Products in Last 3 Months: Dog Owners vs. Cat Owners, February 2009 (percent of U.S. dog or cat owners)
        • Table Percent of Pet Owners Who Would Buy More Natural/Organic Pet Products If They Were More Available or More Affordable, February 2009 (percent of U.S. dog or cat owners)
      • Functional Products
      • Senior, Overweight and Special Needs Pet Products
      • Premium Demographics Helping to Drive Expenditures
        • Table Average U.S. Household Expenditures on Pet Supplies: 1998-2008 (in dollars)
        • Table Share of U.S. Pet Supplies Expenditures: $70K+ vs. Under $70K Income Brackets, 1998-2008 (percent)
        • Table $70K+ Household Share of U.S. Pet Market Expenditures: Total and By Category, 1998 vs. 2008 (percent)
      • Impact of Aging Pet Population
      • Impact of Pet Overweight, Obesity
        • Table Percentage and Number of Overweight and Obese Dogs and Cats, 2008
        • Table Percentage and Number of Overweight and Obese Dogs and Cats, 2007
      • Rise in Pet Travel Favors Many Product Categories
      • Favorable Trends in Pet Ownership
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2009 (percent of and number of U.S. households in millions)
      • More Pets than People
        • Table Number of Pets in the United States by Type: 2000, 2002, 2004, 2006 and 2008 (number in millions and percent)
      • Impact of Boomers and Graying Population
        • Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (percent of U.S. households)
        • Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (number of U.S. households in millions)
        • Table Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (U.S. households)
        • Table Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
      • Role of Gen Ys and Gen Xers
      • No-Kid Pet Household Clout
        • Table Childless Dog or Cat Owners: Dog/Cat Ownership Rates and Share of Total Dog/Cat Owners: 2003, 2006 and 2009 (percent)
      • Celebrity Involvement and Pet-Themed Hit TV Series
      • Looking Ahead: Trends and Opportunities
        • Table Projected U.S. Retail Sales of Pet Supplies: 2009-2014 (in millions of dollars)
  • Highlights - The Marketers
  • The Marketers
    • Competitive Overview
      • Number and Types
      • Multi-Category Market Leaders
      • Second-Tier Multi-Category Marketers
      • Natural Product Specialists
      • Category Leaders
      • Flea/Tick-Control Products
      • HBC (Grooming, Supplements, Oral Care)
      • Clean-Up/Odor-Control Products
      • Dog Chews
      • Toys
      • Training/Containment Products
      • Shelter, Crates, Carriers, Furniture
      • Non-Dog/Cat Supplies
      • Mergers & Acquisitions
        • Table Timeline of U.S. Pet Supplies Marketer and Brand Acquisitions and Sales: 2004-2009
      • Human Product Mega-Marketers
      • Impact of Retailer Consolidation
      • Non-Food/Food Cross-Over
      • Mass/Pet Specialty Cross-Over
      • Channel and Retailer Exclusivity
      • Celebrities Weight In
      • Cesar Millan
      • Martha Stewart
      • Retailer Exclusivity
      • Licensing Bigger Than Ever
      • Disney's Bolt
      • Pet Market Licensing Leaders
      • Jakks Pacific
      • Pet Brands
      • Purina Jumps In
      • The Kid Factor
      • Licensing Pros and Cons
      • The Private-Label Factor
        • Table IRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
        • Table U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2009
    • Marketer and Brand Shares
      • Methodology
      • Nestlé Purina Leads in IRI-Tracked Sales
      • Cat Litter Category: Consolidated But Still Branching Out
      • Competition Up in Natural Niche
      • Other Dog/Cat Supplies: Category Leader Hartz Suffers Major Loss
      • Dog Chews: No. 1 Hartz Posts Big Losses
      • Non-Dog/Cat Supplies: Central Garden & Pet Coming on Strong
      • Brand Rankings in the Pet Specialty Channel
        • Table Marketer Sales and Shares of Pet Supplies in IRI-Tracked Outlets by Category: 2008 vs. 2009 (in millions of dollars and percent)
        • Table IRI-Tracked Sales of Cat Litter by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
        • Table Cat Litter Marketers by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
        • Table Cat Litter Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
        • Table IRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
        • Table Other Dog/Cat Supplies Marketers: By Dollar Change in IRI-Tracked Sales, 2008 vs. 2009 (in millions of dollars)
        • Table Other Dog/Cat Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
        • Table IRI-Tracked Sales of Dog Chews by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
        • Table Dog Chews Marketers by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
        • Table Dog Chews Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
        • Table IRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in thousands of dollars and percent)
        • Table Non-Dog/Cat Supplies Marketers by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
        • Table Non-Dog/Cat Supplies Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
        • Table Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2004, 2006 and 2008
    • Competitor Profile: Central Garden & Pet
      • A Pet Supplies and Household Garden Market Leader
      • Company Acquires Farnam
      • A Pet Specialty and Mass-Market Leader
        • Table IRI-Tracked Sales of Central Garden & Pet Pet Products by Category: 2008 vs. 2009 (in millions of dollars and percent)
    • Competitor Profile: Drs. Foster & Smith
      • The Top U.S. Pet Catalog Marketer
      • Building an Internet Presence
      • On the Air
      • Cause Marketing
      • Environmental Commitment
      • Aquatic Services
    • Competitor Profile: Hartz Mountain Corp.
      • Corporate Overview
      • Mass-Market Sales Slipping
        • Table IRI-Tracked Sales and Market Share of Hartz Mountain Pet Supplies, 2005-2009 (in millions of dollars and percent)
      • Product Innovation
      • Corporate Responsibility
      • Hartz Website Includes Online Tip Exchange
      • Looking Abroad
    • Competitor Profile: Doskocil (Petmate)
      • A Multi-Category Pet Supplies Powerhouse
      • Building on Innovation
      • Problem-Solution Focus
      • Aspen a Best-Selling Brand
        • Table Doskocil's IRI-Tracked Sales of Dog and Cat Supplies, 2008 vs. 2009 (in millions of dollars and percent)
      • Environmental Initiatives
    • Competitor Profile: Sergeant's Pet Care, Inc.
      • Overview
        • Table IRI-Tracked Sales and Market Share of Sergeant's Pet Care, 2005-2009 (in millions of dollars and percent)
      • Bulking Up Through Acquisitions
      • New Product Innovations
      • Increased Web Presence
    • Competitor Profile: Spectrum Brands
      • Company Overview
        • Table Share of Spectrum Brands Net Sales, 2007-2009 (percent)
      • Abandoning Acquisitions Strategy
      • An Optimistic Outlook
        • Table Spectrum Brands' IRI-Tracked Pet Product Sales, 2008 vs. 2009 (in millions of dollars and percent)
  • Highlights - Marketing and New Product Trends
  • Marketing and New Product Trends
    • Marketing Trends
      • Pet Market Advertising Tops $500 Million
        • Table Media Breakout of U.S. Advertising Expenditures on Pet Products, 2004-2008 (percent)
      • Human/Animal Bond More Important Than Ever
      • Value-Focused Advertising
      • Other Key Themes
      • Celebrity Kick
      • Trade Advertising and Promotions
      • Non-Traditional Media
      • Internet Advertising
      • Social Networking
      • Cause-Related Marketing
      • Pet Marketers Embracing Sustainable Initiatives
      • Professional Endorsement and "Pro-Branding"
      • Brand "Toning"
    • New Product Trends
      • 2009 a Record Year for New Product Entries
        • Table Number of New Pet Supply Product Lines and SKUs, 2005-2009
      • Dominant Themes Involve Premium Appeals
        • Table Top Pet Supply Product Selling Points by Package Tags/Marketing Claims, 2005-2009
      • Leading Marketers by Level of New Product Introductions
        • Table Top Companies by Number of Pet Supplies New Product Launches: 2005-2009
      • Common Denominators in New Product Development
      • Natural/Organic
      • Product Humanization and Pet Pampering
      • Convenience
      • Safety
      • Oral Care
      • Special Needs Products
      • Gifting and Luxury Products
        • Table Pets and Gifts/Birthdays/Holidays: 2008 (percent, dollar, and number)
      • Luxury Products
      • Flea/Tick Products
      • Online Selling
      • Value
      • Safety
      • Natural
      • New Drugs and Anti-Diversion Initiatives
      • Cat Litter and Accessories
      • Toys
      • Interactive
      • Senior and Weight-Maintenance
      • Super-Durable and Combo Chew/Food
      • Natural/Organic/Eco-Friendly
      • Small Dog Toys
      • Dog Chews
      • Variety
      • Oral Care
      • Functional
      • "Ethical" Claims
      • Grooming Products
      • Supplements
      • Clean-Up/Odor-Control Products
      • Collars, Leashes and Leads
      • Carriers, Crates, Shelter
      • Bedding
      • Watering and Feeding Devices
      • Electronic/High-Tech
      • Pet ID Systems
      • Home DNA Test Kits
      • Smart Pet Doors
      • Non-Dog/Cat Supplies
      • Kid-Appeal
      • Health/Functional
      • Natural/Eco-Friendly
      • Convenience/Effectiveness
      • Style
      • Category Cross-Over
  • Highlights - Retail Channel Trends
  • Retail Channel Trends
    • Economic Concerns Intensify Cross-Channel Competition
      • Pet Supply Shopping by State of Financial Situation
        • Table Pet Product Purchasing Patterns Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2009 (percent of U.S. dog- or cat-owning households)
        • Table Pet Product Purchasing Indexes Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2009 (U.S. dog- or cat-owning households)
      • Pet Superstores vs. Discount Stores
        • Table Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent and millions of number of U.S. dog- or cat-owning households)
      • Independents and Supermarkets Continue to Slide
      • Non-Traditional Channels Gaining Ground
        • Table Shopping Rates for Selected Retail Chains and Internet/Catalog Merchants Among Dog or Cat Owners Who Purchase Pet Supplies at "Other" Outlets, 2009 (percent and index of U.S. dog- or cat-owning households)
      • Channel Loyalty Waning
        • Table Overview of Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2004 vs. 2009 (percent and in millions of number of U.S. dog- or cat-owning households)
        • Table Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2007-2009 (percent and in millions of number of U.S. dog- or cat-owning households)
      • The PetSmart/Petco Dynamic Duo
        • Table PetSmart and Petco Combined Sales: 2001-2008 (in millions of dollars)
      • Other Top-Ranked Pet Specialty Chains
      • Company Profile: PetSmart, Inc.
        • Table PetSmart Sales: 1999-2008 (in millions of dollars)
      • Expansion, Growth Despite Down Economy
        • Table Number of PetSmart Stores in Operation, 1999-2009
      • Impact of Economic Downturn
      • Martha Stewart Line to Debut as PetSmart Exclusive
      • Rewarding Customer Loyalty Key to Success
      • Company Profile: Petco Animal Supplies, Inc.
        • Table Petco Annual Sales: 2000-2008 (in millions of dollars)
      • Changes and Challenges
        • Table Number of Petco Stores in Operation, 1999-2009
      • Celebrity Tie-Ins
      • Petco Tests "Unleashed" Concept
      • A New Staff Training Program
      • Marketing and PR
      • Independent Pet Stores Feel Economic Pinch
        • Table Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009 vs. 2009-2010 (percent)
        • Table Pet Specialty Retailer Average Gross Dollar Volume: 2001-2008 (in dollars)
      • Increasing Competition from Mass, Pet Superstores
      • Food Sales Boost Independents' Profile
      • Distributors Also Helping Out
      • Survival of the Industry
      • Walmart Bullish on Pet Supplies
      • Target Also Coming on Strong
      • Supermarkets Still Struggling to Compete
      • Natural Supermarket Trends
        • Table Share of Pet Product Sales in Natural Supermarkets: By Category, 2005-2008 (percent)
        • Table Percent of Dog or Cat Owners Shopping at Trader Joe's or Whole Foods, 2005-2009 (percent and number of U.S. dog- or cat-owning adults)
        • Table Pet Owner Shopping Patterns: Trader Joe's vs. Whole Foods, 2007-2009 (percent, number, and index for U.S. pet-owning adults)
      • Wholesale Clubs
      • Dollar Stores
      • Convenience Stores
      • The Internet Effect
      • Leading E-tailers of Pet Food and Supplies
      • Pet Retailers Turn to Blogs, Social Networking
  • Highlights - The Consumer
  • The Consumer
    • Pet Ownership Trends
      • The Simmons Survey System
      • 53% of Households Own Pets
        • Table Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2009 (percent, number and indexes of U.S. households)
      • Boomers Still Account for Plurality of Pet Owners
      • Overall Pet Ownership Rates Are Edging Up
        • Table Household Ownership of Selected Pet-Owning Classifications, 2006-2009 (percent and number of U.S. households)
    • Overview of Dog and Cat Supply Purchasing
      • Gains for Flea/Tick, Heartworm Products
        • Table Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2009 (percent of U.S. households)
      • Top-Line Purchasing Rates by Product Type
        • Table Household Purchasing of Dog or Cat Supplies by Category and Type, 2009 (percent and number of U.S. dog- or cat-owning households)
      • Two-Thirds Are Receptive to Affordable Natural/Organic Pet Supplies
        • Table Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, February 2009 (percent)
      • Patterns by Pet Channel and Product Type
        • Table Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2009 (percent of U.S. pet-owning households)
        • Table Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2009 (U.S. pet-owning households in thousands)
        • Table Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2009 (U.S. pet-owning households)
    • Consumer Focus: Flea- and Tick-Care Products
      • 35% Use Frontline
      • Southeast Is Prime Region
        • Table Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2009 (percent and number of U.S. dog- or cat-owning households)
        • Table Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2007-2009 (percent of U.S. dog- or cat-owning households)
        • Table Purchasing Indices for Flea/Tick Care Products: By Gender, 2009 (U.S. dog- or cat-owning households)
        • Table Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2009 (U.S. dog- or cat-owning households)
        • Table Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2009 (U.S. dog- or cat-owning households)
        • Table Purchasing Indices for Flea/Tick Care Products: By Region, 2009 (U.S. dog- or cat-owning households)
        • Table Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2009 (U.S. dog- or cat-owning households)
    • Consumer Focus: Heartworm Control Products
      • 68% of Dog Owners Buy Heartworm Control
        • Table Purchasing Rates for Heartworm Products for Dogs or Cats, 2007-2009 (percent of U.S. dog- or cat-owning households)
        • Table Purchasing Rates for Heartworm Products for Dogs or Cats: By Change in Economic Situation Compared With 12 Months Ago, 2009 (percent of U.S. dog- or cat-owning households)
      • Distinct Draws by Type of Pet
        • Table Purchasing Indices for Heartworm Control Products: By Selected Demographic Traits, 2009 (U.S. dog- or cat-owning households)
    • Consumer Focus: Cat Litter
      • 84% Use Cat Filler/Litter
        • Table Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2009 (percent and number of U.S. cat-owning households)
        • Table Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2007-2009 (percent of U.S. cat-owning households)
        • Table Purchasing Patterns for Cat Filler/Litter Products by Type, 2005-2009 (percent of U.S. cat-owning households)
      • Indicators for Above-Average Use
        • Table Purchasing Indices for Cat Box Filler/Litter: By Gender, 2009 (U.S. cat-owning households)
        • Table Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2009 (U.S. cat-owning households)
        • Table Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2009 (U.S. cat-owning households)
        • Table Purchasing Indices for Cat Box Filler/Litter: By Region, 2009 (U.S. cat-owning households)
        • Table Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2009 (U.S. cat-owning households)
    • Consumer Focus: Pet Supplements
      • 15 Million Purchase Nutritional Supplements for Dogs or Cats
      • Higher Indexes for Hispanics, Blacks
        • Table Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2009 (U.S. dogor cat-owning households)
  • Addresses of Selected Marketers

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