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Market Trends: Pet Clean Up and Odor Control Products

With pets being treated like full-fledged members of the family, it’s more important than ever that pet “accidents” and odors be made ever more manageable, and a barrage of new higher-margin products are rising to the occasion, many of them based on new technologies and touting safety and ease of use. Oxy-powered and enzyme-based entries are now available across the full carpet/upholstery-cleaning and stain-removal spectrum; hair-removal products are everywhere; and odor-control products are expanding to include more botanical-based items—such as spritzes and splashes—as well as professional-style “super-strength” odor killers. As a result, this field is attracting cross-overs from outside the usual pet marketer spectrum, suggesting consumer product marketers like Procter & Gamble (which owns Iams), as well as Nestlé Purina and Clorox (crossing over from cat litter), could be weighing in soon.

Like the other volumes in Packaged Facts’ exclusive pet report lineup for 2005, Market Trends: Pet Clean-Up and Odor Control Products targets one of the hottest areas in pet supplies, covering a wide range of pet-specific household clean-up products including carpet/upholstery-cleaning, stain-removal, hair-removal, and odor-control, as well as air-freshening/deodorizing sprays and powders. The report charts historical sales and projections covering the 10-year 2000-2009 period; analyzes marketing and new product trends; provides an extensive listing of new products with detailed descriptions; and profiles key players such as Church & Dwight/Lambert Kay, Eight in One Pet Products (Nature’s Miracle, now facing off against Petastic), and SeaYu Enterprises, Inc. (Petrotech). The report also examines cross-tabulated Simmons Market Research Bureau data on owners of multiple pets, mass-market vs. pet specialty store shoppers, and pet owners as users of household cleaning products including rug deodorizers/fresheners, laundry additives, and air fresheners/room deodorizers.

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
Pet Clean-Up and Odor-Control Products 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
      • Product Technology
    • Market Size and Growth
      • Retail Sales Trends, 2000-2004
        • Table U.S. Retail Sales of Pet Clean-Up Products, 2000-2004 (in millions of dollars)
      • Sales by Product Category
      • Sales by Distribution Channel
    • Market Outlook
      • The Situation
      • The Potential
      • Marketing Trends
        • Table Number of New Pet-Oriented Clean-Up Product Lines and SKUs: Household Cleaning vs. Pet-Specific, 2000-2005
      • Pet Humanization
        • Table Consumer Activities and Opinions Reflecting Humanization of Pets, 2003 and 2004 (percent)
      • Pet Population Trends
      • The Boomer Factor
        • Table Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
      • Other Key Demographics
      • Looking Ahead
      • Retail Sales to Approach $200 Million in 2010
        • Table Projected U.S. Retail Sales of Pet Clean-Up Products, 2004-2010
  • Competitive Trends
    • Overview
      • Marketer Overview
      • Pet Specialty/Mass-Market Divides and Overlap
      • Mass Market Leaders by Share of IRI-Tracked Sales
        • Table Share of Mass-Market Dollar Sales of Pet Clean-Up Products by Marketer, Brand, and Product Type, 2000-2005 (percent)
        • Table IRI-Tracked Dollar Sales of Pet Clean-Up Products by Marketer, Brand, and Product Type, 2000-2005 (in millions of dollars)
        • Table IRI-Tracked Sales of Pet Clean-Up Products by Dollar Change and Compound Annual Growth Rate, 2000-2005 (in millions)
      • Brand Leaders in Pet Specialty Stores
        • Table Specialty Pet Retailer Brand Leaders in Sanitation Products, 2002 vs. 2004
      • Strategic Directions
      • Competitor Snapshot: Church & Dwight Co., Inc./Lambert Kay
      • Competitor Snapshot: Eight in One Pet Products, Inc.
      • Competitor Snapshot: NCH Corp. (Bramton Co./OUT! International)
      • Competitor Snapshot: SeaYu Enterprises, Inc.
        • Table Marketers and Brands of Pet Clean-Up Products, 2005
    • Marketing and New Product Trends
      • Consumer Advertising
      • Trade Support and Incentives
      • Trade Advertising
      • Online Selling
      • Rates of New Product Introductions
        • Table Total Number of New Pet-Oriented Household Cleaning Product Lines and SKUs, 2000- 2005
        • Table Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Deodorizers & Air Fresheners, 2000-2005
        • Table Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category:
        • Table Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Spot Removers and Preventatives, 2000-2005
        • Table Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category:
      • New Product Trends
        • Table Selected New Pet Clean-Up Product Introductions, 2003-2005
  • Consumer Trends
    • Pet Ownership Overview
      • The Simmons Survey System
      • Trends in Multiple-Pet Households
      • Pet Ownership by Age Bracket: The Boomer Skew
      • Whites 20% More Likely to Own Both Dogs and Cats
      • Dog Owners Skew Upscale
      • Households of 5+ Persons Are 66% More Likely to Own Both Dogs and Cats
      • Pet Owners by Shopping Venue: Mass-Market vs. Specialty
      • Pet Owners Active on the Web
      • Cat Owners Distinctive in Health-Related Attitudes
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2000-2004 (U.S. households)
        • Table Demographics Favoring Ownership of Two or More Dogs, 2004 (U.S. households)
        • Table Demographics Favoring Ownership of Two or More Cats, 2004 (U.S. households)
        • Table Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
        • Table Total Households for Dog and Cat Ownership Classifications: By Adult Age Bracket, 2004 (in thousands of U.S. households)
        • Table Dog and Cat Ownership Indices: By Race/Ethnicity, 2004 (U.S. households)
        • Table Dog and Cat Ownership Indices: By Household Income, 2004 (U.S. households)
        • Table Dog and Cat Ownership Indices: By Household Size, 2004 (U.S. households)
        • Table Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2004 (U.S. pet-owning households)
        • Table Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
        • Table Selected Health-Related Attitudes/Behaviors: U.S. Households Overall vs. Dog- and Cat-Owning Households, 2004 (percent and indices)
    • Consumer Usage of Selected Household Cleaning Products: Pet Households vs. Non-Pet Households
      • Consistently High Usage Rates for Pet-Owning Households
      • Multiple-Pet Households Post Higher Usage Rates
      • Air Freshener Sprays/Room Deodorizers
      • Disposable Wipes/Floor Cleaners
      • Laundry Boosters/Pre-Soaks/Pre-Cleaners
      • Rug Cleaners/Shampoos
      • Rug Deodorizers/Fresheners
      • Product/Brand Picks Among Pet-Owning Households
        • Table Household Penetration Rates for Selected Household Cleaning Product Types: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Household Penetration Rates for Selected Household Cleaning Product Types: By Number of Dogs or Cats Owned, 2004 (U.S. households)
        • Table Consumer Base for Selected Household Cleaning Product Types: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
        • Table Household Penetration Rates for Selected Air Freshener Spray/Room Deodorizer Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Household Penetration Rates for Selected Disposable Wipe/Floor Cleaner Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Household Penetration Rates for Selected Laundry Booster/Pre-Soak/Pre-Cleaner Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Household Penetration Rates for Selected Rug Cleaner/Shampoo Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Household Penetration Rates for Selected Rug Deodorizer/Freshener Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
        • Table Usage Indexes for Selected Household Cleaning/Clean-up Brands: By Pet-Owning

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