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Pet Supplements in the U.S., 5th Edition

Growth in pet supplement sales somewhat lags overall pet product sales growth in the U.S., with a compound annual growth rate (CAGR) of 3.7% between 2010 and 2014 advancing the pet supplement market to $541 million 2014. In response to this ongoing challenge, supplement marketers are introducing new products that mimic the key trends in human supplements in hopes of enticing more pet owners to give supplements to their pets. Key crossover trends include natural and organic supplements, as well as supplements focused on obesity and aging. Joint health-related supplements remain the top category, capturing even more market share as marketers increase awareness of the benefits of using such supplements to maintain the health of older pets. The pet supplement market's biggest challenge is the much faster sales growth of nutraceutical treats-functional biscuits and soft chews designed to be more enjoyable and palatable than traditional pills or tablets while still providing health benefits. Supplement marketers are combating this trend by introducing more alternative format products of their own, with numerous new liquid and powder supplements as well as gels and pastes.

With a primary focus on products for dogs and cats, but also extending to other types of small companion animals, the 5th edition of Packaged Facts' definitive Pet Supplements in the U.S. report examines the pet supplement market from every angle. The report includes a historical (2009-2014) and forecasted (2015-2019) retail sales analysis, as well as a breakdown of the market by supplement type and retail channel. Featuring exclusive Packaged Facts pet owner survey data, the report also discusses key trends affecting the marketplace, trends driving growth, consumer demographics, and provides profiles of major pet supplement marketers.

Report Methodology

The information in Pet Supplements in the U.S., 5th Edition is based on primary and secondary research. Primary research entailed interviews with companies, distributors, and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from publicly traded marketers of pet supplements, estimates reported in the trade and consumer press, industry experts, and participating manufacturers and retail outlets. Consumer findings are derived from Packaged Facts' proprietary survey conducted in January 2015 expressly for this report, which provides current data on consumers' purchasing habits, preferences, and perspectives.

What You'll Get in This Report

Pet Supplements in the U.S., 5th Edition makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data Pet Supplements in the U.S., 5th Edition offers. Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables, and graphs.

How You'll Benefit from This Report

If your company is already doing business in the pet supplement market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet supplements in the U.S., as well as projected markets and trends through 2019.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for pet supplements.
  • Research and development professionals stay on top of competitor initiatives and explore demand for pet supplements.
  • Advertising agencies working with clients in the retail industries understand the product buyer to develop messages and images that compel consumers to buy supplements for their pets.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers, and other colleagues with the vital information they need to do their jobs more effectively.

Table of Contents

Chapter 1 - Executive Summary

  • Scope & Methodology
  • Market Size, Segmentation and Forecast
  • Table 1-1: U.S. Pet Supplements Market, 2010-2019 (million $ and percent growth)
  • Pet Supplement Sales by Supplement Category
  • Pet Supplement Sales by Channel
  • Mass Market Pet Supplement Sales
  • Organic and Natural Pet Supplement Sales
  • Trends and Opportunities
  • Strong Demand for Functional Treats Hinders Supplement Sales
  • The Decline of Pet Ownership and the Rise of Pet Parenting
  • Pet Obesity/Weight Management
  • Natural/Organic Supplements will Grow with Continued Premiumization Trend
  • Senior Pets
  • Marketers and Brand Shares
  • Mergers & Acquisitions
  • Top Marketers Differ Between Pet Specialty and Mass Market Channels
  • Figure 1-1: Top Four Pet Supplement Brands: Overall Market vs. Mass Market,2014/2015 (percent purchasing)
  • Leading Products in the MULO Channel
  • Marketing and New Product Trends
  • Key Advertising Trends “Made in the USA” and “All Natural”
  • New Product Trends
  • Featured Ingredients
  • The Retail Marketplace
  • Veterinary Channel Top Destination for Pet Supplement Purchasers
  • Pet Specialty Channel Retailers
  • The Mass Market and Natural Food Channels
  • Consumer Trends
  • Frequency and Spending on Pet Supplements
  • Figure 1-2: Amount Spent per Month on Pet Supplements, 2015 (percent)
  • Consumer Traits of Pet Supplement Purchasers
  • Demographics Trends for Pet Supplement Use Remain Anomalous
  • Dog & Cat Owner Trends in Animal Supplement Use
  • More Pets in a Household Equals a Better Chance of Supplement Use

Chapter 2 - Market Projections and Opportunities

  • Key Points
  • Scope of Report
  • Report Methodology
  • Market Projection
  • Figure 2-1: U.S. Pet Supplements Market, 2010-2019 (million $ and percent growth)
  • Future Trends for the Pet Supplement Market
  • Strong Demand for Functional Treats Will Hinder Supplement Sales Growth
  • Figure 2-2: Consumer Perception of Functional Pet Treats and Foods, 2015(percent)
  • The Decline of Pet Ownership and the Rise of Pet Parenting
  • Pet Obesity/Weight Management
  • Figure 2-3: Pet Owner Awareness of Pet Obesity, 2015 (percent)
  • Natural/Organic Supplements will Grow with Continued Premiumization Trend
  • Table 2-1: Natural Pet Product Sales by Segment, 2010-2019 (million $)
  • Senior Pets
  • Figure 2-4: Pet Owner Use of Age-Related Food & Nutrition Products for Pets,2015 (percent)
  • Number of Pets Increasing with Growth in Households
  • Figure 2-5: U.S. Households with Pets, 2008-2014 (percent)

Chapter 3 - Market Size and Segmentation

  • Key Points
  • Pet Supplement Sales Sluggish in 2014
  • Figure 3-1: U.S. Pet Supplements Market, 2010-2014 (million $ and percent growth)
  • Supplement Sales in Context
  • Table 3-1: Pet Medication & Pet Supplement Retail Sales, 2010-2014 (million $)
  • Pet Supplement Sales by Supplement Category
  • Figure 3-2: Condition-Specific Pet Supplement Purchasing, 2015 (percent)
  • Pet Supplement Sales by Channel
  • Figure 3-3: Pet Supplement Sales by Channel, 2014 (percent)
  • Mass Market Pet Supplement Sales by Supplement Category
  • Figure 3-4: Multi-Outlet Pet Supplement Sales by Category, 2014 (percent)
  • Table 3-2: Multi-Outlet Pet Supplement Sales by Category, 2013-2014(thousand $)
  • Supplements a Strong Growth Category in Mass Market Pet Product Sales
  • Table 3-3: Multi-Outlet Pet Product Sales, 2013-2014 (million $)
  • Supplement Sales in the Natural Supermarket Channel
  • Table 3-4: Pet Products Sales in the Natural Supermarket Channel, 2013-2014 (million $)
  • Organic and Natural Pet Supplement Sales
  • Figure 3-5: Natural/Organic Share of U.S. Retail Pet Supplements Sales, 2008-2014 (percent)
  • Dogs Continue to Drive Pet Supplement Sales
  • Figure 3-6: Pet Supplement Sales by Animal Type in the MULO Channel, 2014 (percent)

Chapter 4 - The Marketers

  • Key Points
  • Competitive Overview
  • Mergers & Acquisitions
  • Table 4-1: Pet Supplement Marketer & Retailer Acquisitions, 2013-2014
  • PBI-Gordon Acquires PetAg
  • Uckele Health & Nutrition Acquires the Prudence Brand
  • Perrigo Acquires Velcera
  • Acquisitions in the Vet Channel
  • Competitor Brief: Nutramax
  • Table 4-2: Nutramax Pet Supplement Sales in the MULO Channel, 2013-2014 ($)
  • Illustration 4-1: Dasuquin Advanced joint health supplement by Nutramax
  • Competitor Brief: I and love and you
  • Illustration 4-2: I and love and you's updated pet supplement product packaging
  • Competitor Brief: PureLife 4 Pets
  • Illustration 4-3: PureLife 4 Pets' line of pet supplement products
  • Competitor Brief: Perrigo
  • Table 4-3: Perrigo's Pet Supplement Sales in the MULO Channel, 2013-2014 ($)
  • Marketer & Brand Shares
  • Methodology
  • Petco Pet Supplements a Popular Choice with Pet Owners
  • Figure 4-1: Pet Supplement Brand Preference, 2015 (percent)
  • Mass-Market Activity in Pet Supplements: Leading Marketers and Brands
  • Leading marketers in the MULO Channel
  • Table 4-4: MULO Channel Pet Supplement Sales by Brand, 2013-2014 ($)
  • Leading Products in the MULO Channel
  • Table 4-5: Top Pet Supplement Product Sales in the MULO Channel, 2013-2014 $)

Chapter 5 - Marketing and New Product Trends

  • Key Points
  • Made in the USA
  • Illustration 5-1: Special July 2014 supplement of Pet Age Magazine devoted to pet products made in the U.S.
  • Refreshing Old Brands with New Looks and New Products
  • Illustration 5-2: Flint River Ranch's Essential Greens for dogs and cats
  • Illustration 5-3: Nutri-Vet's redesigned packaging for its pet supplement products
  • Big Names to Drive Big Sales
  • Illustration 5-4: Dr. Demian Dressler and EverPup by Functional Nutriments
  • Illustration 5-5: SearchDogsUSA's line of canine supplements to support the SDF
  • Education & Retailer Programs Help Drive Supplement Sales
  • Illustration 5-6: Introduction video to the Pet Naturals P.H.D program
  • Illustration 5-7: In Clover's point of purchase display stand for retailers
  • NASC Updates its Quality Seal
  • Illustration 5-8: NASC's new quality assurance seal (left) and old seal (right)
  • New Product Trends
  • Liquid Supplements
  • Illustration 5-8: Licks line of liquid supplements for cats and dogs
  • Natural/Organic
  • Illustration 5-9: Natura Petz new line of organic herbs and supplements
  • Beyond Cats and Dogs
  • Illustration 5-10: Egg Boost by Animal Health Solutions
  • Illustration 5-11: Oxbow Animal Health's new Natural Science Supplements
  • Condition Specific
  • Joint/Arthritis
  • Illustration 5-12: RxMobility joint formula for dogs
  • Illustration 5-13: Wholistic Pet Organics' Canine Complete + Joint Mobility
  • Cognitive Health for Aging Pets
  • Illustration 5-14: Neutricks for Dogs and Cats by Quincy Animal Health
  • Illustration 5-15: AdaptoGenerations' Revitamal anti-aging supplement
  • Probiotics/Digestive
  • Illustration 5-16: Total-Biotics probiotic supplement from NWC Naturals
  • Illustration 5-17: Lambert Kay's Premium Probiotics for Dogs & Cats
  • Weight Loss/Maintenance
  • Illustration 5-18: K-10+ water soluble Weight Control water soluble supplement
  • Illustration 5-19: PureLife 4Pets' Weight Management chewable tablets for cats & dogs
  • Immune System
  • Illustration 5-20: Raw Support by Naturally Naked Pet Products
  • Anxiety/Soothing
  • Illustration 5-21: QPets by Q Sciences
  • Featured Ingredients
  • Mary Jane for Your Pets
  • Illustration 5-22: Canna-Pet's cannabidiol (hemp) supplements
  • Omega Oils
  • Illustration 5-23: SeaBuck7's Omega 7 omega oil for dogs and cats
  • Curcumin/Turmeric
  • Coconut oil
  • Illustration 5-24: Oscar Newman's CocoTherapy Organic Virgin Coconut Oil

Chapter 6 - The Retail Marketplace

  • Key Points
  • Veterinary Channel Top Destination for Pet Supplement Purchasers
  • Pet Specialty Channel Retailers
  • Figure 6-1: Percentage of Pet Supplements Purchased by Venue in the Pet specialty Channel, 2015 (percent)
  • Number of Pet specialty Stores Continues to Grow
  • Figure 6-2: U.S. Pet and Pet Supply Stores, 2004-2014* (number of stores)
  • PetSmart Sold to Investor Consortium
  • Competitor Brief: PetSmart
  • Figure 6-3: PetSmart Revenue & Net Income, FY2010-FY2014E (thousand $)
  • Veterinary Channel Marketers and Trends
  • New Products in the Veterinary Channel
  • Illustration 6-1: Zylkene by Vétoquinol
  • Illustration 6-2: Bayer Healthcare's Free Form Liquid
  • Illustration 6-3: Sogeval's SAMeLQ 225 Snap Tablets
  • Number of Client Visits Expected to Improve in 2015
  • The Mass Market and Natural Food Channels
  • Figure 6-4: Percentage of Pet Supplements Purchased by Venue in the Mass
  • Market & Natural Food Channels, 2015 (percent)
  • Illustration 6-4: Walgreens Pet Shoppe private label brand Glucosamine Joint Support
  • Walmart Tops Mass Merchandiser Channel for Pet Supplements
  • Online Sales a Small but Vital Channel for Marketers
  • Figure 6-5: Percentage of Pet Supplements Purchased Online, 2015 (percent)
  • Acquisitions Significantly Alter Online Pet Products Landscape

Chapter 7 - Consumer Trends

  • Key Points
  • Note on Data Sources
  • Consumer Sentiments & Buying Habits
  • More Consumers Buy Prescribed Pet Supplements than OTC
  • Figure 7-1: Pet Supplements Purchased by Type, 2015 (percent)
  • Figure 7-2: Percentage of Pet Supplements Purchased by Venue, 2015 (percent)
  • Made in USA/Veterinarian Recommended Key Pet Supplement Purchasing Sentiments
  • Figure 7-3: Sentiments of Pet Owners, 2014 (percent)
  • Frequency and Spending on Pet Supplements
  • Figure 7-4: Frequency of Pet Supplement Use, 2015 (percent)
  • Figure 7-5: Amount Spent per Month on Pet Supplements, 2015 (percent)
  • Those Who Buy Pet Supplements Tend to Spend More on Their Pets
  • Figure 7-6: Amount Spent on Pet Products, 2014 (in percent)
  • Consumer Traits of Pet Supplement Purchasers
  • Figure 7-7: Sentiments of Pet Owners, 2014 (percent)
  • Pet Supplement Purchasers More Prone to Cutting Costs
  • Figure 7-8: Economic Traits of Pet Owners, 2014 (percent)
  • Pet Supplement Purchasers Willing to Shop Around
  • Figure 7-9: Retail Preferences of Pet Owners, 2014 (percent)
  • Product Preferences
  • Figure 7-10: Product Preferences of Pet Owners, 2014 (percent)
  • Pet Age Does Not Affect Supplement Use
  • Table 7-1: Pet Supplement Use by Age of Animal, 2014 (percent)
  • Demographic Trends
  • Comparison of Pet Supplement Use Between Surveys
  • Table 7-2: Percentage of Cat & Dog Owners Who Buy Supplements, 2014 (percent)
  • Demographics Trends for Pet Supplement Use Remain Anomalous
  • Table 7-3: Demographics of Pet Owners Purchasing Supplemental Pet Nutrition
  • Products, 2014 (percent, number of people, and index)
  • Table 7-3: [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
  • Nutrition Products, 2014 (percent, number of people, and index)
  • Table 7-3: [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
  • Nutrition Products, 2014 (percent, number of people, and index)
  • Table 7-3: [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
  • Nutrition Products, 2014 (percent, number of people, and index)
  • Dog & Cat Owner Trends in Animal Supplement Use
  • Figure 7-11: Use of Animal Supplements in Households by Type of Pet Owner,2007-2014 (in percent)
  • Table 7-4: Key Demographics of Pet Owners Who Use Pet Supplements, 2014(index)
  • Table 7-4: [Cont] Key Demographics of Pet Owners Who Use Pet Supplements, 2014 (index)
  • More Pets in a Household Equals a Better Chance of Supplement Use
  • Table 7-5: Pet Supplement Use in Households by Number of Pets Owned, 2014 (percent, number of households, and index)
  • Table 7-6: Number of Cats & Dogs by Household, 2010-2014 (weighted 000's of households)
  • Wet/Moist Dog Food a Strong Indicator of Animal Supplement Use
  • Table 7-7: Pet Supplement Use by Type of Pet Food, 2014
  • Human Supplement Use Does Not Correlate to Pet Supplement Use in Pet Owners
  • Figure 7-12: Comparison of Human Supplement and Animal Supplement Demographics, 2014 (index)
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