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Market Trends: Oral Care for Pets

With marketers across almost every pet supplies category weighing in for a piece of the action, oral care products for pets have expanded their base to include everything from toys to treats, and from mouthwash to breath strips. There’s definitely a market for such products, with companion animals living longer than ever and 70%-80% of dogs and cats showing signs of oral disease by age 3, according to the American Veterinary Dental Society, and with National Pet Care Dental Month now in its tenth year. Moreover, given the billions of dollars spent annually on oral care products for people, and the growing tendency of pet owners to seek out human-style products for their pets, this pet health segment can only continue to gain momentum. Focusing on dental and oral care products exclusively, this Packaged Facts report covers all types of products, with a particular focus on premium-priced edible bones (such as Greenies and Quest Nutri-Dent) and innovative newer products such as all-natural teeth-cleaning sprays and pastes. It charts historical sales and projections; analyzes marketing and new product trends; profiles leading marketers; and examines cross-tabulated Simmons Market Research Bureau data on pet ownership and health product usage.

Packaged Facts’ Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products and services. No other market research publisher offers the breadth and depth of coverage in this lucrative, fast-growing industry. Other titles include The U.S. Market for Pet Food, The U.S. Pet Insurance Market, Market Trends: Pet Supplements and Nutraceuticals, Market Trends: Natural, Organic and Eco-Friendly Pet Products, and The U.S. Market for Pet Services.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at industry trade shows; informal interviews with members of the trade; and an on-site examination of the retail milieu, including mass-market outlets, pet specialty shops, and veterinary clinics. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant trade, business, and government sources; company reports including annual reports, 10Ks, and other financial releases from public companies; company profiles in trade and consumer publications; and other reports by Packaged Facts, which has been reporting on pet-related markets for nearly two decades.

Our market size estimates are based on Information Resources, Inc. (IRI) data for tracked mass-market retailers (supermarkets, drugstores, and mass merchandisers other than Wal-Mart), independent pet store sales-tracking surveys, reported revenues of marketers and retailers, and figures appearing in the trade press. Information on new product introductions is derived from reports in the trade press and online, as well as detailed Productscan data from Marketing Intelligence Service, Ltd., Naples, New York. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) fall 2004 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
Oral Care Products for Pets offers unique perspective on this burgeoning market. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.


  • Market Trends
    • Introduction
      • Report Methodology
    • Market Definition
    • Industry Associations
    • Market Size and Growth
      • Retail Sales Estimated at $425 Million
      • IRI-Tracked Sales Up 13% in 2004
        • Table IRI-Tracked Sales of Pet Oral Care Products, 2000-2004 (in millions of dollars)
      • Sales by Product Category
        • Table Oral-Care-Specific Products vs. Total Categories:
        • Table IRI-Tracked Sales of Pet Oral Care Products by Category, 2000-2004 (in dollars)
      • Sales by Distribution Channel
    • Market Drivers and Forecasts
      • Oral Care
      • Building Consumer Awareness
      • The Driving Demographic: Aging Baby Boomers
      • Other Key Demographics: Singles and Couples Including Gays/Lesbians
      • Healthy Growth for Health-Oriented Retailers
      • Overall Pet Market Trends Mostly Favorable
        • Table Humans and Pet Well-Being, 2003 and 2004 (percent)
      • Retail Sales
        • Table Projected U.S. Retail Sales of Oral Care Products for Pets, 2004-2009 (in millions of dollars)
  • Competitive Trends
    • Overview
      • Cross-Category Appeal
      • Mass-Market Players and Product Trends
        • Table Share of IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (percent)
        • Table IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
        • Table Compound Annual Growth Rate and Dollar Growth in IRI-Tracked Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
      • Competitor Snapshot: Hartz Mountain
      • Competitor Snapshot: Mars, Inc.
      • Competitor Snapshot: S&M NuTec, LLC (Greenies)
      • Competitor Snapshot: Virbac Corp.
        • Table Selected Marketers and Brands of Pet Oral Care Products, 2005
    • Marketing and New Product Trends
      • Marketing Trends
      • Trade Advertising
      • Online Selling
      • New Product Trends
        • Table Selected New Pet Oral Care Product Introductions, 2004-2005
  • Consumer Trends
    • Pet Ownership Overview
      • Methodology
      • Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
      • On the Web
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults)
        • Table Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
    • Pet Health Product Consumer Focus
      • One in Six Dog/Cat Owners Uses Pet Health Products
      • Pet Health Product Demographics
      • Pet Health Product Usage by Purchase of Dog or Cat Food
      • Pet Health Product Usage by Pharmaceutical and Diet/Health- Related Attitudes and Behaviors
      • Pet Health Product Usage by Pet Supply Purchasing Venue
      • Dog Biscuits/Treats Purchaser Demographics
        • Table Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (in millions of U.S. adult pet owners)
        • Table Specialty Human Oral Care Product Purchasing: By Cat or Dog Ownership, 2004 (in millions of U.S. adult pet owners)
        • Table Pet Health Product Demographics by Percent, Number, and Index, 2004 (in millions of U.S. adult pet owners)
        • Table Pet Health Product Demographics by Percent, Number, and Index: Dog Owners, 2004 (U.S. adults)
        • Table Pet Health Product Demographics by Percent, Number, and Index: Cat Owners, 2004 (U.S. adults)
        • Table Top Pet Health Product Demographics by Percentage, 2004 (U.S. adult pet owners)
        • Table Top Pet Health Product Demographics by Number, 2004 (in millions of U.S. adult pet owners)
        • Table Pet Health Product Usage: By Dog Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
        • Table Pet Health Product Usage: By Cat Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
        • Table Pet Health Product Usage:
        • Table Pet Health Product Usage:
        • Table Pet Health Product Purchasing: By Pet Supply Outlets Used, 2004 (in millions of U.S.
        • Table Dog Biscuit/Treat Usage: By Number of Dogs Owned, 2004 (in millions of U.S. dog owners)
        • Table Pet Health Product Demographics by Percent, Number, and Index: Dog Biscuit/Treat Purchasers, 2004 (U.S. adults)
        • Table Dog Biscuit Demographics by Percent, Number, and Index, 2004 (U.S. adult dog owners)
  • Looking Ahead
    • Trends and Opportunities
      • Room to Grow
      • Getting with the Program
      • More Human CPG Cross-Overs
      • Growth Venues
      • New Product Trends

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