In the post-recession pet food world, acquisitions and capital investments
promise to reshape the U.S. pet food market. During 2010, Procter &
Gamble/Iams acquired holistic pet food maker Natura, Nestle Purina bought
fast-growth treats maker Waggin' Train, and Del Monte was snapped up by a
group of investors including KKR for the tidy sum of $5.3 billion. As the
early 2011 acquisition of Petmate by private equity firm Wind Point Partners
makes clear, this keen interest in all things pet is industry-wide, with
smaller companies also receiving capital infusions. Breathing additional
dynamism into the market are health-related marketing and product development
initiatives including a wave of grain-free pet foods, new weight-loss foods
and programs from major market forces including Hill' s and Purina, and a flood
of additional special diet and condition-specific functional foods and treats
that takes the notion of pet pampering to a new level.
At the same time, the market continues to face challenges related to consumer
cutbacks and retail price wars. Toward the end of the historical 2006-2010
period examined here, the $70K-plus households who have been largely driving
the product premiumization trend took a step back, as did some of the
consumers buying natural products. As signs of the times, Mars discontinued
its Goodlife Recipe line of “natural light” pet foods, and Nestle
Purina quietly withdrew its Pet Promise “stealth brand” from the
natural supermarket channel. In addition, during 2010, the number of new
products tagged Upscale halved as marketers and retailers continued to focus
on value-related appeals, while the number of private-label entries rose.
Looking ahead into 2011, this sort of temperance will remain a smart strategy,
since in Packaged Facts' most recent survey of pet owners, conducted in
February 2011, almost three-quarters of pet owners agree with the statement
“I think many pet products are becoming too expensive.”
Bringing to bear more than 20 years of experience in analyzing this market and
drawing on Packaged Facts' broad cross-category expertise, Pet Food in the
U.S., 9th Edition pinpoints strategic directions for current and prospective
marketers, with a forward-looking focus on high-growth product segments and
market drivers. Covering products for all type of companion animals, the
report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food
(birds, small animal, fish, and reptiles), while also providing a
comprehensive Market Overview covering cross-market trends and opportunities
through 2015. Among these: impact of recession and economic recovery; recent
and expected mergers and acquisitions; private-label inroads; advertising and
promotional trends including social media and cause marketing; green
initiatives; the multifaceted trend of natural and organic foods (which
despite a slowdown continue to outpace the market as a whole);
grain-free/non-allergenic foods; “meat first” products; weight
maintenance and senior foods; customized and preportioned foods;
“whole” and human-grade ingredients including fruits, vegetables,
whole grains, etc.; and novel ingredients such as glucosamine, omega fatty
acids, antioxidants and probiotics.
Pegging 2010 U.S. retail sales at $18.4 billion and projecting steady growth
through 2015, the report provides market size estimates for the overall retail
universe, while quantifying mass-market sales to the marketer/brand share
level using data from SymphonyIRI. It also charts market size and marketer
share figures for the natural supermarket channel, using SPINSscan sales
tracking data. In sum, Pet Food in the U.S., 9th Edition thoroughly documents
competitive, new product and retail trends, as well as trends in pet food
purchaser demographics, brand preferences, cross-channel shopping, and
cross-product purchasing. Consumer profiling is based on customized cross
tabulations of Experian Simmons consumer survey data; exclusive data from
Packaged Facts' own quarterly pet owners; and data shared with Packaged Facts
by the American Pet Products Association (APPA). Dozens of images of pet food
and treat products and consumer and trade ads are included.
Table of Contents
Table of Contents
Chapter 1: Executive Summary
Introduction
Scope of Report
Report Methodology
Market Size and Growth
U.S. Pet Food Retail Sales, 2006-2015
Mass-Market Dollar Sales Flat, Volume Sales Down
Dog Food Inches Up to $3.7 Billion
Cat Food Stalls at $2.4 Billion
Non-Dog/Cat Food Declines to $243 Million
Market Share by Retail Channel
Competitive Overview
Del Monte and P&G Shake It Up
Top Five Players Control Four-Fifths of Market
Four Companies Dominate Mass-Market Sales
Pet Specialty Channel Leaders
Natural/Organic Specialists
Natural Branching Out
Focus on Private Label
Marketing and New Product Trends
Pet Market Advertising Expenditures
Pet Food “SuperBrands”
Advertising Positioned on Human Animal Bond, Health, Flavor
Pet Food Launches Peak in 2010
New Product Trends
The Ingredients Thrust
Retail Channel Trends
Channel Trends
Figure 1-1: Household Purchasing of Pet Products by Retail Channel or
Pet Superstore Chain, 2010 (percent of U.S. households with pets)
The Big Two: PetSmart and Petco Continue to Advance
Other Top-Ranked Pet Specialty Chains
Independent Pet Stores Under Pressure
Walmart and Target Bullish on Pet Supplies
Online Selling
Pet Consumer Trends
61 Million Households Own Pets
61% of Pet Households Keep More Than One Pet
80% Buy Dog Biscuits/Treats
Milk-Bone Is Most Widely Used Brand Line
Canned Food Is Stronger in Cat Arena
Friskies Is Most Widely Used Cat Food Brand Line
Chapter 2: Market Overview
Introduction
The Animal Categories: Dog, Cat, Other
Terminology
Exclusions
Other Marketing Classifications
Market Size and Growth
U.S. Pet Food Retail Sales, 2006-2010
Table 2-1: U.S. Retail Sales of Pet Food: 2006-2010 (in millions of
dollars)
Mass-Market Dollar Sales Flat, Volume Sales Down
Table 2-2: SymphonyIRI-Tracked Dollar and Volume Sales of Pet Food:
Overall and by Category and Segment, 2010 vs. 2009 (in millions of dollars)
Dog Food Inches Up to $3.7 Billion
Cat Food Stalls at $2.4 Billion
Non-Dog/Cat Food Declines to $243 Million
Dog Food the Strongest Contributor to Mass-Market Growth
Back-story: Mass-market Sales Chart Steady Growth
Pet Food Sales Trends in Natural Supermarkets
Table 2-3a: Retail Dollar Sales of Pet Food in the Natural Supermarket
Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2009 vs. 2010
(in millions of dollars)
Table 2-3b: Share of Retail Dollar Sales of Pet Food in the Natural
Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats),
2009 vs. 2010 (percent)
Market Composition
Premium vs. Regular vs. Value Foods
Dog Food vs. Cat Food
Table 2-4: Share of U.S. Retail Sales of Pet Food by Price Category:
Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food,
Cat Food, Total, 2008-2010 (percent)
Table 2-5: Share of SymphonyIRI-Tracked Retail Dollar Sales of Pet Food
by Category: 2009 vs. 2010 (percent)
Dog and Cat Treats on the Ups
Pet Food Sales by Form: Dry Tops List
Table 2-6: Share of SymphonyIRI-Tracked Sales of Dog and Cat Food by
Form: 2009 vs. 2010 (percent)
Table 2-7: Share of SymphonyIRI-Tracked Sales of Pet Food by Form: 2009
vs. 2010 (percent)
Natural and Organic Pet Food Sales
Table 2-8: U.S. Retail Sales of Natural Pet Food: 2005, 2009 and 2014
(in millions of dollars)
Independent Pet Store Sales by Animal Type
Table 2-9: Share of Independent Pet Store Supply Retail Dollar Sales by
Animal Type: 2007-2009 (percent)
Food and Treats Share of Sales in Independent Pet Stores by Animal Type
Table 2-10: Share of Retail Dollar Sales of Pet Edibles vs. Pet
Non-Edible Supplies, by Animal Type in Independent Pet Stores: 2007-2009
(percent)
Dog Food Remains Largest Category in Pet Specialty Stores
Table 2-11: Share of Pet Specialty Retailer Dollar Sales by Category:
2007-2009 (percent)
Market Share by Retail Channel
Table 2-12: Share of U.S. Pet Food Sales by Retail Outlet Type: 2010
(percent)
Market Outlook
Shoppers, Retailers Adapting to “New Normal”
Economic Downturn and Recovery
Pet Market Not Immune to Recession
Figure 2-1: Level of Agreement with Statement “I Am Spending Less
on Pet Products These Days Because of the Economy,” 2010 (percent of
U.S. pet owners)
Table 2-13: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months
(percent)
Table 2-14: SymphonyIRI-Tracked Sales of Pet Products by Food and
Non-Food Category, 2010 vs. 2009 (in millions of dollars and pounds)
Table 2-15: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months
(percent)
Figure 2-2: Level of Agreement with Statement “I Anticipate
Spending More on Pet Products Over the Next 12 Months,” 2010 (percent
of U.S. pet owners)
Human/Animal Bond and “Functional Pampering”
Figure 2-3: “Consider My Pet(s) Part of the Family,” 2009
(percent of pet, dog/cat, dog and cat owners)
Functional Pet Foods Continue to Advance
Table 2-16: Kind of Dog or Cat Food Purchased in the Past 12 Months:
2004, 2006 and 2008 (percent)
Table 2-17: Use of Special-Purpose Nutritional Formula Pet Food and
Treats vs. Pet Supplements: Dog Owners, 2010 (percent)
Table 2-18: Use of Special-Purpose Nutritional Formula Pet Food and
Treats vs. Pet Supplements: Cat Owners, 2010 (percent)
Aging Pet Population
Figure 2-4: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
Pet Overweight, Obesity
Table 2-19: Percentage and Number of Overweight and Obese Dogs and Cats,
2009
Sales of Senior, Weight Management, and Special Needs Products Strong
Across Multiple Categories
Table 2-20: U.S. Retail Sales of Senior, Weight Management, and Special
Needs Pet Products: 2004, 2008 and 2013 (in millions of dollars)
The Natural Wave
Figure 2-5: Level of Agreement with Statements “If Natural/Organic
Pet Products Were More Affordable / More Available Where I Shop, I Would Buy
Them More Often,” 2010 (percent of U.S. pet owners)
“Natural” Growing as Share of Pet Food Entries
Growth in Pet Ownership Slows with Economy
Table 2-21: Household Penetration Rates for Selected Dog- or Cat-Owning
Classifications: 2005 vs. 2010 (percent of U.S. households)
Table 2-22: Household Penetration Rates for Selected Pet-Owning
Classifications, 2007-2010 (percent of and number of U.S. households in
millions)
More Pets than People
Table 2-23: Number of Pets in the United States by Type: 2000, 2002,
2004, 2006 and 2008 (number in millions and percent)
Impact of Boomers and Graying Population
Table 2-24: Household Penetration Rates for Selected Pet-Owning
Classifications: By Generational Cohort, 2010 (percent of U.S. households)
Table 2-25: Household Populations for Selected Pet-Owning
Classifications: By Generational Cohort, 2010 (number of U.S. households in
millions)
Table 2-26: Indexes for Selected Pet-Owning Classifications: By
Generational Cohort, 2010 (U.S. households)
Table 2-27: Indexes for Dog or Cat Ownership: By Age Cohort, 2005 vs.
2010 (U.S. households)
Table 2-28: Number and Share of Total U.S. Population Growth for
Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and
percent)
Role of Gen Xers and Gen Ys
High-Income Demographics
Table 2-29: Change in Pet Market Consumer Base: Household Income $60K or
More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning
households)
Figure 2-6: $70K+ Household Share of U.S. Pet Market Expenditures: By
Category, 1999 vs. 2009 (percent)
Figure 2-7: $70K+ Household Share of U.S. Pet Food Market Expenditures,
1999-2009 (percent)
Internet Trends
Table 2-30: Level of Pet Owner Agreement with Statement: “I Use
the Internet to Help Find and Choose Pet Products,” February 2010
(percent)
Table 2-31: Level of Pet Owner Agreement with Statement: “I Buy
Pet Products Online,” February 2010 (percent)
Table 2-32: Selected Internet-Related Psychographics: Adults Overall vs.
Dog or Cat Owners, 2010 (percent and index)
Product Safety Issue a Dual-Edged Sword
Looking Ahead
Sales Growth Through 2015
Table 2-33: Projected U.S. Retail Sales of Pet Food: 2010-2015 (in
millions of dollars)
Moderation
Table 2-34: Level of Agreement with Statement “I Am Spending Less
on Pet Products These Days Because of the Economy”: Dog Owners and Cat
Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat
Food/Supply Purchasers, 2010 (percent of U.S. pet owners)
Power Segments
Value
Competitive Overview
Del Monte and P&G Shake It Up
Del Monte Acquired by Investors
Simmons Acquires Menu Foods
Procter & Gamble Acquires Natura
Nestle Purina Acquires Waggin' Train
Dad' s Restructures Under Ainsworth Parent
Freshpet Aligns with Tyson
Private Equity Firms Continue to Invest
Possible Future Acquisitions Targets
Top Five Players Control Four-Fifths of Market
Table 2-35: Top Five U.S. Marketers of Pet Food: 2006, 2008 and 2010
(percent)
Four Companies Dominate Mass-Market Sales
Table 2-36: Top Marketers of Pet Food by Share of SymphonyIRI-Tracked
Sales: 2009 vs. 2010 (percent)
Table 2-37: Leading Marketers of Dog and Cat Food: Share of
SymphonyIRI-tracked Sales by Product Type: 2009 vs. 2010 (percent)
Pet Specialty Channel Leaders
Table 2-38: Pet Food Marketer/Brand Leaders by Percentage of Stores
Citing Brand as No.1 Seller: By Animal Type, 2005-2009 (percent)
Natural/Organic Specialists
SPINSscan Brand Leaders in Natural Supermarkets
Table 2-39: Top 10 Brands and Marketers of Pet Products in the Natural
Supermarket Channel, 2009 vs. 2010 (retail sales in millions of dollars)
Natural Branching Out
Illustration 2-1: Milk-Bone 100% Natural Snacks
Marketers Tapping Natural Hit Speed Bumps
Veterinary Diet Marketers
Channel-Specific Marketing
Mars Limits Greenies Distribution
Mars Pulls Plug on WholeMeals
Raw Pet Food Market Leaders
Freshpet/Tyson Building Out Refrigerated Pet Food
Illustration 2-2: Trade Ad - Freshpet Food and Refrigerator Case
Crossing Pet Market Lines
Iams Testing Pure-Play Supplement Waters
Illustration 2-3: Advertising for Nestle Purina' s FortiFlora Supplement
Purina Licenses Name into Toys, Other Non-Food Categories
PurinaCare Pet Insurance
Focus on Private Label
Table 2-40: SymphonyIRI-Tracked Dollar and Volume Sales of Private-Label
Pet Food: 2010 vs. 2009 (in millions of dollars and pounds)
Table 2-41: Private-Label Share of SymphonyIRI-Tracked Sales of Pet
Food: By Product Category and Segment, 2009 vs. 2010 (percent)
Independents Also Playing the Store-Brand Game
Table 2-42: Purchasing Patterns for Selected Types of Store-Brand Dog
and Cat Food: By Retail Channel Shopped, 2008 vs. 2010 (percent)
Table 2-43: Number of U.S. Private-Label Pet Food Product Introductions
and SKUs: By Category, 2000-2010
Illustration 2-4: Target' s Boots & Barkley Multi-Flavored Dog Biscuits;
Wegman' s Bruiser Complete Nutrition Dry Dog Food
Marketing and New Product Trends
Pet Market Advertising Expenditures
Pet Food “SuperBrands”
Advertising Positioned on Human Animal Bond, Health, Flavor
Cause-Related Marketing, Public Relations
Illustration 2-5: Purina One Consumer Print Ad featuring One Hope
Network Cause
Online Media and Mobile Apps
Illustration 2-6: Nestle Purina and AnimalPlanet.com' s “Small & In
Charge” Webisode
Sustainable Initiatives
Pet Food Launches Peak in 2010
Table 2-44: Number of New Pet Food Product Introductions: 2001-2010
New Product Trends
Table 2-45: Pet Food Product Selling Points by Package Tag/Marketing
Claim: 2008-2010 (number)
The Ingredients Thrust
Real Meat, No Byproducts or Fillers
Illustration 2-7: Consumer Print Ad for Blue Buffalo Pet Food
Grain-Free
Table 2-46: Number of New Grain-Free Pet Food Products: Reports and
SKUs, 2007-2010
Whole Fruits and Vegetables
Human-Grade
USA-Sourced
Functional/Special Diet
Illustration 2-8: Mars' Pedigree Plus Healthy Immunity Wet Dog Food
Weight Control a Growing Focus
Preportioned Servings
Illustration 2-9: Purina Beneful IncrediBites Dry Dog Food for Small Dogs
Custom Foods
Table 2-47: The U.S. Pet Food Market: Selected Leading Marketers and
Brands, 2010
Retail Channel Trends
Channel Trends
Figure 2-8: Household Purchasing of Pet Products by Retail Channel or
Pet Superstore Chain, 2010 (percent of U.S. households with pets)
Table 2-48: Household Purchasing of Pet Products by Retail Channel or
Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010
(percent of U.S. households with pets)
The Big Two: PetSmart and Petco Continue to Advance
Table 2-49: PetSmart and Petco Combined Sales: 2001-2010 (in millions of
dollars)
Other Top-Ranked Pet Specialty Chains
Company Profile: PetSmart, Inc.
Table 2-50: PetSmart Sales: 2000-2010 (in millions of dollars)
Expansion, Growth Despite Down Economy
Table 2-51: Number of PetSmart Stores in Operation, 2000-2010
Martha Stewart Line Debuts as PetSmart Exclusive
Compelling Products and Services
Customer Rewards: Cornerstone of Marketing Efforts
Company Profile: Petco Animal Supplies, Inc.
Table 2-52: Petco Annual Sales: 2000-2010 (in millions of dollars)
Changes and Challenges
Table 2-53: Number of Petco Stores in Operation, 2000-2010
Petco Tests “Unleashed” Concept
Focus on Nutrition
Marketing and PR
Petco Goes Wireless
Independent Pet Stores Under Pressure
Table 2-54: Top Challenges Pet Specialty Retailers Face in Next Two
Years: 2008-2009, 2009-2010, 2010-2011 (percent)
Table 2-55: Pet Specialty Retailer Average Gross Dollar Volume:
2001-2009 (in dollars)
Increasing Competition from Mass, Pet Superstores
Survival of the Industry
Walmart Bullish on Pet Supplies
Target Also Building Pet Department
Supermarkets in the Middle
Online Selling
Pet Consumer Trends
Methodology
61 Million Households Own Pets
Table 2-56: Pet Ownership in the United States, 2010 (percent and number
of U.S. households)
Dual Ownership of Dogs and Cats Trends Downward
Table 2-57: Dog and Cat Ownership in the United States: 2006, 2008 and
2010 (percent and number of U.S. households)
34% of Pet Households Keep Multiple Types
Figure 2-9: Ownership of Multiple Types of Pets, 2010 (percent of
pet-owning U.S. households)
Across-the-Board Dip in Ownership of Multiple Types of Pets
Table 2-58: Multiple Pet Ownership in the United States, 2006 vs. 2010
(percent of pet-owning households)
61% of Pet Households Keep More Than One Pet
Bucking Trend, Ownership of Multiple Dogs Is on the Rise
Table 2-59: Ownership of Multiple Pets of a Single Type, 2010 (percent
and number of U.S. households who keep pets of a given type)
Table 2-60: Ownership of Multiple Pets of a Single Type, 2006 vs. 2010
(percent of U.S. households who keep pets of a given type)
Pet Specialty Climbs to Top by Overall Channel Usage Rates
Table 2-61: Household Purchasing of Pet Products by Retail Channel:
Total Purchasers and Sole Purchasers, 2006 vs. 2010 (percent of U.S.
households with pets)
Organic Pet Food and Channel Choices
Table 2-62: Purchasing Rates for Organic Pet Food by Channel Shopped for
Pet Products, 2010 (percent of U.S. households with pets)
The Pet Food Coupon Clipper
Table 2-63: Coupon Usage Rates by Type Among Pet Owners, 2010 (percent
and index among U.S. pet-owning households)
Chapter 3: Dog Food
Introduction
Five Product Segments
Market Size and Growth
Total Dog Food Retail Sales, 2005-2015
Table 3-1: U.S. Retail Sales of Dog Food: 2006-2015 (in millions of
dollars)
SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food
Table 3-2: SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food by
Category: 2010 vs. 2009 (in millions of dollars and pounds)
Table 3-3: Share of SymphonyIRI-Tracked Sales of Dog Food by Segment:
2010 (percent)
Table 3-4: SymphonyIRI-Tracked Sales of Dog Food: 2006-2010 Compound
Annual Growth Rates by Segment (percent)
Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds
Table 3-5: Kind of Dog Food Purchased in the Past 12 Months: 2004, 2006
and 2008 (percent)
Table 3-6: Use of Specially Formulated Dog Food: 2004, 2006 and 2008
(percent)
Marketer and Brand Shares
Methodology
Acquisitions, Other Deals Affecting Competition in 2011
Nestle Purina Dominates Dog Food Category
Table 3-7: Top Dog Food Marketers by Share of SymphonyIRI-Tracked Sales
of Dog Food and Total Pet Food, 2009-2010 (percent)
Three of Five Top Dog Food Marketers Rely Most on Dry Form
Table 3-8: Share of Top Dog Food Marketers' SymphonyIRITracked Sales by
Product Form, 2009-2010 (percent)
Nestle Purina Leads Dry Dog Food Segment
Mars Moves Greenies to Specialty Circuit
Mars Maintains Pinnacle Position in Wet Dog Food
Semi-Moist Segment Dominated by Nestle
Freshpet Turns up Heat in Frozen/Refrigerated Dog Food
Top Dog Food Products
Pet Specialty Channel Marketer/Brand Dog Food Leaders
Table 3-9: Marketers and Brands of Dry Dog Food by SymphonyIRI-Tracked
Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Table 3-10: Marketer and Brands of Dog Biscuits/Treats by
SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of
dollars and percent)
Table 3-11: Marketer and Brands of Wet Dog Food by SymphonyIRI-Tracked
Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Table 3-12: Marketer and Brands of Semi-Moist Dog Food by
SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of
dollars and percent)
Table 3-13: Marketer and Brands of Frozen/Refrigerated Dog Food by
SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of
dollars and percent)
Table 3-14: Top Dog Food Products by Dollar Gain in SymphonyIRI-Tracked
Sales: 2009 vs. 2010 (in millions of dollars)
Table 3-15: Dog Food Marketer/Brand Leaders by Percentage of Stores
Citing Brand as No.1 Seller: 2005-2009 (percent)
Marketing and New Product Trends
Dog Food Advertising Expenditures
Meaningful Marketing in the Dog Food Sphere
Social Media Do-Gooding
Dog Food Introductions Continue Upward
Table 3-16: Number of New Dog Food Introductions, 2002-2010
Natural, Functional and Special Diet Foods
Table 3-17: Dog Food Product Introductions: Top 25 Selling Points by
Package Tags/Marketing Claims, 2008-2010 (number)
Spotlight on Ingredients
Meat First
Illustration 3-1: Nestle Purina Consumer Print Ad for Purina One
SmartBlend
Fruits & Veggies
Limited Ingredients
Illustration 3-2: Ainsworth Pet Nutrition' s Rachael Ray Nutrish Just 6
Dog Treats
Human Grade
Gourmet
Illustration 3-3: Nestle Purina' s Chef Michael' s Canine Creations
Grain-Free Foods and Treats
Ancestral Diets
Natural Branches Out
Organic
Holistic
Illustration 3-4: Eagle Pet Products' Holistic Select Dog Food
Natural Plus Gourmet
Functional and Special Diet Foods and Treats
Senior Support
Illustration 3-5: Mars/Nutro - Greenies JointCare Treats with
Green-Lipped Mussel
Healthy Weight
Illustration 3-6: Hills' Science Diet Weight Loss System for Dogs
Illustration 3-7: PetAg - Dog Slim Weight Maintenance Treats
Probiotics, Probiotics and Healthy Digestion
Size- and Breed-Specific Products
Illustration 3-8: Mars' Cesar Canine Cuisine Treats for Dogs
Seasonal Pet Food
Customized Food
Illustration 3-9: SmartPak' s Proportions Canine Nutritional Meals
Raw/Frozen Foods Focus on Convenience
“People Food”
Treats Trends
Illustration 3-10: VetScience LLC' s Fruitables Dog Treats
Nutraceutical Treats
Oral Care Treats
Frozen Treats Getting Functional
Fortified Dog Water/Beverages
Baked Treats
Illustration 3-11: Three Dog Bakery' s Bake to Nature Dog Treats
Grain-Free Treats
Examples of Dog Food Advertising
Illustration 3-12: Pedigree+ Consumer Print Ads
Emphasis: Immunity/Joint Health
Illustration 3-13: Pedigree Trade Print Ad and TV Commercial
Emphasis: Dental Health
Illustration 3-14: Blue Buffalo Consumer Print Ad
Emphasis: Value/Nutrient Comparison/Health
Illustration 3-15: Royal Canin Puppy Food - Consumer Print Ad
Emphasis: Lifestage-and-Size-Specific
Illustration 3-16: Hill' s Trade Print Ad
Emphasis: Nutrition as Medicine
Illustration 3-17: Hill' s Trade Print Ad
Emphasis: Weight Reduction
Illustration 3-18: Eukanuba Consumer Print Ad
Emphasis: Company Heritage
Illustration 3-19: Sergeant' s Trade Print Ad
Emphasis: Variety/Social Media Incentive
Dog Ownership Trends and Demographics
Methodology
41 Million Households Keep Pet Dogs
Multiple Dog Ownership on the Rise
Figure 3-1: Dog Ownership in the United States, 2010 (percent of U.S.
households)
Table 3-18: Dog Ownership in the United States: 2006, 2008 and 2010
(percent and number of U.S. Households)
Dog Household Demographics
Table 3-19: Demographics for Keeping Pet Dogs, 2010 (percent, number and
index among U.S. households)
Dogs and the City
Figure 3-2: Top 25 Metro Area Share of Total U.S. Households vs. Total
Dog-Owning Households, Fall 2007 through Summer 2010 (percent)
Boomers, Seniors Are Keeping Pet Dogs at Higher Rates
Table 3-20: Dog Ownership Rates by Age 40+ Brackets: 2003 vs. 2010
(percent of U.S. households)
Keepers of the Pack: Multiple-Dog Demographics
Table 3-21: Demographic Overview for Selected Dog-Owning
Classifications, 2010 (percent and index of U.S. households)
Retail Purchasing Patterns
“Other” Channels Grab Substantial Share Gains
Table 3-22: Dog Owner Shopping for Pet Products by Retail Channel or Pet
Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent
of U.S. dog-owning households)
Demographic Patterns by Retail Channel
Table 3-23: Pet Product Shopping Rates Among Dog Owners by Retail
Channel, 2010 (percent of U.S. dog-owning households)
Table 3-24: Pet Product Shopping Indexes Among Dog Owners by Retail
Channel, 2010 (indexes for U.S. dogowning households)
Dog Food Purchasing Trends
80% Buy Dog Biscuits/Treats
Figure 3-3: Dog Food Purchasing Rates by Type, 2005 vs. 2010 (percent of
U.S. dog-owing households)
Table 3-25: Dog Food Cross-Purchasing Rates by Type, 2010 (percent of
U.S. dog-owning households)
Minority, Lower Income Skews for Canned/Wet Dog Foods
Lifestage Dry/Canned Food Formulations Slip in Usage
Table 3-26: Demographic Overview of Dog Food Purchasing by Type: Dry,
Canned/Wet, and Treats/Snacks, 2010 (percent of U.S. dog-owning households)
Table 3-27: Dog Food Purchasing Patterns by Type, 2005 vs. 2010 (percent
of U.S. dog-owing households)
Single- vs. Multiple-Pet Patterns by Dog Food Type
Table 3-28: Dog Food Purchasing Patterns by Type: Single vs. Multiple
Dog Owners, 2010 (percent and index)
Milk-Bone Is Most Widely Used Brand Line
Figure 3-4: Top Dog Food/Treat Brand Lines by Overall Usage Rates, 2010
(percent of U.S. dog-owing households)
Indulgent Treats Skew to Single-Dog Owners
Table 3-29: Purchasing Patterns for Leading Dog Food/Treat Brand Lines:
Single vs. Multiple Dog Owners, 2010 (percent and index)
Independent Pet Stores Are Partial Exception to Cross-Channel Shopping
Patterns
Table 3-30: Purchasing Patterns for Leading Dog Food/Treat Brand Lines:
By Retail Channel Shopped, 2010 (percent)
Chapter 4: Cat Food
Introduction
Market Size and Composition
Total Cat Food Retail Sales, 2005-2015
Table 4-1: U.S. Retail Sales of Cat Food: 2006-2015 (in millions of
dollars)
SymphonyIRI-Tracked Dollar and Volume Sales
Table 4-2: SymphonyIRI -Tracked Dollar and Volume Sales of Cat Food:
2010 vs. 2009 (in millions of dollars and pounds)
Table 4-3: Share of SymphonyIRI-Tracked Sales of Cat Food by Segment:
2010 (percent)
Table 4-4: SymphonyIRI-Tracked Sales of Cat Food: 2006-2010 Compound
Annual Growth Rates by Segment (percent)
Fortified, Premium, Indoor and Hairball Are Most Commonly Purchased Types
Table 4-5: Kind of Cat Food Purchased in Past 12 Months: 2004, 2006 and
2008 (percent)
Table 4-6: Use of Specially Formulated Cat Food: 2004, 2006 and 2008
(percent)
Marketer and Brand Shares
Methodology
Acquisitions, Other Deals Affecting Competition in 2011
Nestle Purina No. 1 in Cat Food Category
Table 4-7: Top Cat Food Marketers by Share of SymphonyIRITracked Sales
of Cat Food and Total Pet Food, 2009-2010 (percent)
Iams the Most Heavily Leveraged in Dry Cat Food
Table 4-8: Share of Top Cat Food Marketers' SymphonyIRITracked Sales by
Product Form, 2009-2010 (percent)
Nestle Purina Has Lion' s Share of Dry Cat Food
Nestle Purina Remains on Top in Wet Cat Food
Mars on Top in Cat Treats
Freshpet Births Refrigerated Cat Food Segment
Semi-moist Cat Food = Private Label
Top Cat Food Products
Pet Specialty Channel Marketer/Brand Cat Food Leaders
Table 4-9: Marketers and Brands of Dry Cat Food by SymphonyIRI-Tracked
Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Table 4-10
Marketers and Brands of Wet Cat Food by SymphonyIRITracked Sales and
Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Table 4-11: Marketers and Brands of Cat Treats by SymphonyIRI-Tracked
Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Table 4-12: Marketers and Brands of Frozen/Refrigerated Cat Food by
SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of
dollars and percent)
Table 4-13: Top Cat Food Products by Dollar Gain in SymphonyIRI-Tracked
Sales: 2009 vs. 2010 (in millions of dollars)
Table 4-14: Cat Food Marketer/Brand Leaders in the Pet Specialty Channel
by Percentage of Stores Citing Brand as No.1 Seller: 2005-2009
Marketing and New Product Trends
Cat Food Advertising Expenditures
Creative Tactics in Cat Food Promotion
Cat Food New Product Introductions Seesaw
Table 4-15: Number of New Cat Food Introductions, 2002-2010
Natural on Top
Table 4-16: New Cat Food Product Introductions: Top 25 Selling Points by
Package Tags/Marketing Claims, 2008-2010 (number)
Illustration 4-1: Nestle Purina' s Healthful Life Dry Cat Food
Grain-Free/Allergy Free
Illustration 4-2: Natural Balance' s Alpha Grain-Free Cat Food
Functional and Special Diet Products
Illustration 4-3: Iams' ProActive Health Dry Cat Food with PreBiotics
Indoor and Hairball Formulas
Illustration 4-4: Nestle Purina' s 9 Lives Indoor Complete
Nulo Cat Food Comes with Weight-Loss Plan
Illustration 4-5: Nulo' s SimplyFit Dry Cat Food; Dogswell' s Catswell
Shape Up Treats
Digestive/Immune System
Healthy Skin and Coat
Kitten Formulas
Gourmet-Style, Variety Still Key Appeals
Illustration 4-6: Nestle Purina' s Fancy Feast Appetizers for Cats
Packaging Perks
Illustration 4-7: Robbie Dawg' s Organic Baked Kitty Treats
Treats
Natural
Illustration 4-8: Castor & Pollux' s Organix Cat Treats
Functional
Illustration 4-9: Breeder' s Choice Active Care Healthy Joint Treats
Indulgence and Fun
Illustration 4-10: Nestle Purina' s Friskies Party Mix Cat Treats -
Cheezy Craze Crunch
Examples of Cat Food Advertising
Illustration 4-11: Iams Premium Protection Consumer Print Ad
Emphasis: Nutritional Health / Developed by Veterinarians
Illustration 4-12: Nestle Purina Friskies TV Spot
Emphasis: Taste Adventure
Illustration 4-13: Hill' s Trade Print Ad and Web “Product
Selector”
Emphasis: Flavor/Humanization
Illustration 4-14: Whiskas TV Spot
Emphasis: Animal-Human Bond/Lifestyle
Illustration 4-15: PetAg Trade Print Ad
Emphasis: Functional/Age-Specific
Illustration 4-16: American Foods Group Trade Print Ad
Emphasis: Human-Grade Ingredients
Cat Ownership Trends and Demographics
Methodology
28 Million Households Keep Pet Cats
Multiple Cat Household Numbers Edge Downward
Figure 4-1: Cat Ownership in the United States, 2010 (percent and number
of U.S. households)
Table 4-17: Cat Ownership in the United States: 2006, 2008 and 2010
(percent and number of U.S. Households)
Age Profile of Cat Owners Gets Older
Patterns by Number of Cats Owned
Table 4-18: Demographics for Keeping Pet Cats, 2010 (percent, number and
index among U.S. households)
Demographics for Keeping Pet Cats, 2010 (percent, number and index among
U.S. households)
Demographics for Keeping Pet Cats, 2010 (percent, number and index among
U.S. households)
Table 4-19: Demographic Overview by Number of Cats Owned, 2010 (percent
and index of U.S. households)
Retail Purchasing Patterns
53% of Cat Owners Shop Supermarkets for Pet Products
Table 4-20: Cat Owner Shopping for Pet Products by Retail Channel or Pet
Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent
of U.S. cat-owning households)
Demographic Patterns by Retail Channel
Table 4-21: Pet Product Shopping Rates Among Cat Owners by Retail
Channel, 2010 (percent of U.S. cat-owning households)
Table 4-22: Pet Product Shopping Indexes Among Cat Owners by Retail
Channel, 2010 (indexes for U.S. catowning households)
Cat Food Purchasing Patterns
Canned Food Is Stronger in Cat Arena
Figure 4-2: Cat Food Purchasing Rates by Type, 2005 vs. 2010 (percent of
U.S. cat-owing households)
Table 4-23: Cat Food Cross-Purchasing Rates by Type, 2010 (percent of
U.S. cat-owning households)
Demographics by Type of Cat Food
Table 4-24: Demographic Overview of Cat Food Purchasing by Type: Dry,
Canned/Wet, and Treats/Snacks, 2010 (percent and index of U.S. cat-owning
households)
Uptick in Canned Cat Food Positioning
Table 4-25: Cat Food Purchasing Patterns by Type: 2005 vs. 2010 (percent
of U.S. cat-owing households)
Multiple Cat, Independent Store Skews to Canned/Wet Food
Table 4-26: Cat Food Purchasing Patterns by Type: Single vs. Multiple
Cat Owners, 2010 (percent and index)
Table 4-27: Cat Food Purchasing Rates by Type: By Retail Channels
Shopped, 2010 (percent of U.S. cat-owning households)
Friskies Is Most Widely Used Brand Line
Figure 4-3: Top Cat Food/Treat Brand Lines by Overall Usage Rates, 2010
(percent of U.S. cat-owing households)
Highest Skews Are for Multiple-Cat Fanciers
Table 4-28: Purchasing Patterns for Leading Cat Food/Treat Brand Lines:
Single vs. Multiple Cat Owners, 2010 (percent and index)
Table 4-29: Purchasing Patterns for Leading Cat Food/Treat Brand Lines:
By Retail Channel Shopped, 2010 (percent)
Chapter 5: Other (Non-Dog/Cat) Pet Food
Introduction
Category Scope
Market Size and Growth
Other Pet Food Sales, 2006-2010
Table 5-1: U.S. Retail Sales of Other Pet Food: 2006-2015 (in millions
of dollars)
Figure 5-1: Share of Sales of Other Pet Food by Animal Type: 2008 vs.
2010 (percent)
2010 SymphonyIRI-Tracked Dollar and Unit Sales
Table 5-2: SymphonyIRI-Tracked Dollar and Unit Sales of Other Pet Food:
2010 vs. 2009 (in millions of dollars and units)
Historical Growth
Independent Pet Stores: Share of Sales by Animal Type
Table 5-3: Share of Independent Pet Store Sales by Animal Type:
2007-2009 (percent)
Fish Products: Share of Sales by Category
Bird Products: Share of Sales by Category
Table 5-4: Share of Independent Pet Store Sales of Fish Products by
Category: 2007-2009 (percent)
Table 5-5: Share of Independent Pet Store Sales of Bird Products by
Category: 2007-2009 (percent)
Herptile Products: Share of Sales by Category
Table 5-6: Share of Independent Pet Store Sales of Herptile Products by
Category: 2007-2010 (percent)
Small Mammal Products: Share of Sales by Category
Table 5-7: Share of Independent Pet Store Sales of Small Mammal Products
by Category: 2007-2010 (percent)
Share of Other Pet Food Sales by Retail Channel
Figure 5-2: Share of U.S. Other Pet Food Sales by Retail Outlet Type:
2010 (percent)
Competitive Trends
Marketer Overview
Central Garden & Pet on Top in SymphonyIRI-Tracked Outlets
Table 5-8: Marketers and Brands of Other Pet Food by SymphonyIRI-Tracked
Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
Central Garden & Pet Posts Biggest Dollar Gains
Table 5-9: Top Ten Other Pet Food Products by Dollar Gain in
SymphonyIRI-Tracked Sales: 2009 vs. 2010 (in millions of dollars)
Tetra and Wardley Control Fish/Herptile Segment
Leading Pet Specialty Channel Brands
Table 5-10: Marketers and Brands of Fish/Herptile Food by
SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of
dollars and percent)
Table 5-11: Other Pet Food Brand Leaders in Pet Specialty Stores: 2007,
2008 and 2009 (percent)
Marketing and New Product Trends
Overriding Trends
New Product Thrusts
Trends in Bird Food
Humanization
Bird Treats
Species-Specific
Trends in Small Animal Food
Species-Specific
Gourmet
Ingredient Sourcing
Trends in Fish Food
Functional Foods
Frozen and Eco-System-Specific
Species Specific
Trends in Herptile Food
Species-Specific
Live Food Innovations
Gourmet
Table 5-12: Bird, Small Animal, Fish and Herptile Food: Selected New
Product Introductions, January 2009 - January 2011
Examples of Other Pet Food Advertising
Illustration 5-1: Wardley Trade Ad
Emphasis: Dual Benefit
Illustration 5-2: Timberline Trade Print Ad
Emphasis: Lifestyle
Illustration 5-3: Hikari Trade Print Ad
Emphasis: Differentiation
Illustration 5-4: Kaytee Trade Print Ad
Emphasis: Nutritional Precision
Illustration 5-5: TetraPond Trade Print Ad
Emphasis: Premiumization/Lifestyle
Illustration 5-6: Oxbow Animal Health Trade Print Ad
