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-a-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.
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.