The market for natural and organic pet products continues its upward swing as consumers continue to opt for products they perceive to be both safer and, in the case of natural pet food and treats, a source of better nutrition than traditional fare. Because of the exponential growth this market has experienced in recent years, “natural” alone is no longer enough to make new products fly off the shelves, so most of the new products being launched in the natural product space offer additional features such as condition-specific ingredients or low-glycemic formulations. With the burgeoning interest, even the foremost mass players mass players are becoming concerned by the incursions of leading pet specialty players, as illustrated by the 2014 lawsuit filed by Nestlé Purina against Blue Buffalo. Heightened consumer demand is also causing natural and organic products to appear far more frequently on the shelves of mass merchandisers and supermarkets, including in the form of ambitious new private-label lines such as Whole Foods' Whole Paws line and Wegmans' Simply from Nature.
Representing an ongoing market linchpin, pet owners remain concerned about pet product purity and safety, and ripples from the 2007 pet food recalls are apparent in the number of products now being promoted as “made in the U.S.A.” In Packaged Facts' April 2014 Pet Owner Survey-a key source of primary data for this report-61% of dog product purchasers and 50% of cat product purchasers indicated that they actively seek out pet foods made in the U.S. Another key market driver involves environmentally friendly products, with consumers seeking out not just safer products but those made from sustainable or recycled/recyclable materials and manufactured with a smaller carbon footprint.
Building on the analysis presented in the previous editions of this report, this fully updated edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications-pet food and pet care-with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2009 through 2019, competitive strategies of key players, and trends in new product development such as grain-free, low-glycemic, superfood ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage. Featuring exclusive Packaged Facts pet owner survey data, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and product purchasing.