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Pet Food in the U.S., 11th Edition

A soft sales environment in the pet food market does not seem to be deterring investors. In fact, while sales growth has lost steam, many smell opportunity. In 2013-2014, Mars Petcare bought most of Procter & Gamble's pet operations, Central Garden & Pet received an unsolicited offer for its pet business, and several Made in the USA treat brands have been acquired on the heels of concerns about China-made products. Despite increased competition in natural pet products, investors are eagerly awaiting an IPO from Blue Buffalo. And the latest news of weak sales at PetSmart has led activist investors to pressure PetSmart to review its strategic options.

Companies considering their strategic options in the pet industry won't want to miss our newest edition of Pet Food in the U.S. We've reformulated our market sizing to better represent all of the ways pet food is sold. We've added a host of new data from Packaged Facts proprietary Pet Owner Surveys. We've included IRI MULO (multi-outlet) sales data with expanded coverage, as well as specialty channel data. And we've analyzed the trends that are shaping the market - whether new products, M&A, retail, demographic/psychographic, or consumer shopping and purchasing.

Drawing on decades of experience in analyzing the pet food industry and well as Packaged Facts' broad cross-category expertise, Pet Food in the U.S., 11th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on market drivers and high-growth segments. 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. Among these: recent and expected mergers and acquisitions; private-label pet food; advertising and promotional initiatives; the widening impact of natural products on the industry; specialty diet products; and much more.

The report provides market size estimates for the overall retail universe and projections through 2018, and also tabulates mass-market sales to the marketer/brand share level. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. Consumer profiling is based on exclusive data from Packaged Facts' own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services.

Table of Contents

Chapter 1 Executive Summary

  • Scope and Methodology
    • Scope of Report: Dog, Cat, Other
      • Terminology
      • Exclusions
    • Report Methodology
  • Market Size and Growth
    • Packaged Facts Re-Sizes Market
      • Table 1-1 U.S. Retail Sales of Pet Food: 2009-2013 (in millions of dollars)
    • Mass-Market Dollar Sales Inch Up, Volume Sales Drip Down
    • Premium vs. Regular vs. Value Foods
    • Share of Pet Food Sales by Channel
      • Table 1-2 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2013 (percent)
  • Sales Growth Through 2017
    • Table 1-3 Projected U.S. Retail Sales of Pet Food: 2013-2018 (in millions of dollars)
  • Competitive Trends
  • Just Three Players Have Double Digit Shares in Dog/Cat
    • Table 1-4 Top Five U.S. Marketers of Dog/Cat Food: 2014 (percent)
    • M&A and Investment Activity
    • Mass-Market Pet Food Sales Controlled by Big Three
    • Top Brands in Pet Specialty
    • Natural/Organic Specialists
    • Veterinary Diet Marketers
  • Retail Channel Trends
    • PetSmart and Petco's Sales Closing in on $11 Billion
    • Independent Pet Stores Dollar Volume Up, But Competition
    • A Concern
    • Private Label Takes a Step Back
  • Pet Consumer Trends
    • Pet Ownership and Population Trends
      • Table 1-5 Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
      • 31% of Pet Households Keep Multiple Types
    • Pet Specialty Leads in Channel Usage Rates
      • Table 1-6 Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. households with pets)

Chapter 2 Highlights

Chapter 2: Market Overview

  • Introduction
    • Three Animal Categories: Dog, Cat, Other
      • Terminology
      • Exclusions
    • Other Marketing Classifications
  • Market Size and Growth
    • Packaged Facts Re-Sizes Market
      • Table 2-1 U.S. Retail Sales of Pet Food: 2009-2013 (in millions of dollars)
    • Mass-Market Dollar Sales Inch Up, Volume Sales Drip Down
      • Table 2-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
    • Pet Food in Pet Specialty Channels Experiences Healthy Growth
      • Table 2-3 Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2013 (in billions of dollars)
      • Table 2-4 Pet Food Sales in Pet Specialty Stores, 2011-2013 (in millions and percent change over previous year)
      • Table 2-5 Retail Dollar Sales of Dog Food in Pet Specialty Stores, 2013 (in billions of dollars)
      • Table 2-6 Retail Dollar Sales of Cat Food in Pet Specialty Stores, 2013 (in billions of dollars)
      • Table 2-7 Retail Dollar Sales of Dog and Cat Pet Food in Pet Specialty Stores by Type, 2013 (in billions of dollars and percent)
  • Pet Food Sales Trends in Natural Supermarkets
    • Table 2-8 Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Segment, 2012 vs. 2013 (in millions of dollars)
    • Table 2-9 Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Segment, 2012 vs. 2013 (percent)
    • Table 2-10 Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Segment, 2012 vs. 2013 (in millions of dollars)
    • Table 2-11 Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
  • Market Composition
    • Premium vs. Regular vs. Value Foods
      • Table 2-12 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, 2014 (percent)
    • Dog Food Dominates Pet Food Sales
      • Table 2-13 Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: July 2013 vs. July 2014 (percent)
    • Dry Pet Food Losing Share
      • Table 2-14 Share of IRI-Tracked Sales of Dog and Cat Food by Form: July 2013 vs. July 2014 (percent)
    • Pet Food Sales by Form: Dry Tops List
      • Table 2-15 Share of IRI-Tracked Sales of Pet Food by Form: July 2013 vs. July 2014 (percent)
    • Natural and Organic Pet Food Sales
      • Table 2-16 U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)
    • Independent Pet Store Sales by Animal Type
      • Table 2-17 Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2013 vs. 2011 (percent)
    • Share of Pet Food Sales by Channel
      • Table 2-18 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2013 (percent)
  • Market Outlook
    • With Expectations Muted, Consumers Still Spend Conservatively
      • Table 2-19 Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2010-2013 (U.S. pet-owning
  • households)
    • Table 2-20 Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2010-2013 (U.S. pet-owning households)
    • Economy Still Moderating Pet Product Spending
      • Table 2-21 Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent)
      • Table 2-22 IRI-Tracked Sales of Pet Products, Total and by Food and Nonfood Category, July 2014 (in millions of dollars, units and pounds)
    • Pet Players Focus on Human/Animal Bond
      • Illustration 2-1 Screenshot from Petco's 60-second "Power of Together" ad
    • Disney Captures Human/Animal Bond in Feast
    • Humanization Continues to Drive Market
      • Illustration 2-2 Biscotti for Pets
      • Illustration 2-3 Snack Mix-Ups
    • Superpremium Products Still a Key to Market
      • Premium Food Trend Includes Natural Products
      • Figure 2-1 Level of Agreement with Statement: "Natural/organic brand pet products are often better than standard national brand products," 2012 vs. 2014 (percent of pet owners)
      • Figure 2-2 Level of Agreement with Statement: "If natural/organic pet products were more available where I shop, I would buy them more often," 2014 (percent of pet product purchasers)
      • Figure 2-3 Level of Agreement with Statement: "If natural/organic pet products were more affordable where I shop, I would buy them more often," 2014 (percent of pet product purchasers)
  • Natural Products Are Key for Pet Specialty Channel
    • Figure 2-4 Level of Agreement with Statement: "Natural pet products sold in pet stores and pet superstores are superior to those sold in general stores such as supermarkets or supercenters," 2014 (percent)
    • Pets Looking Long in the Tooth
      • Table 2-23 Age of Dogs and Cats, 2014 (percent of pet owners)
    • Overweight and Obese Pets Impact Pet Health
      • Table 2-24 Percentage and Number of Overweight and Obese Dogs and Cats, 2013
      • Figure 2-5 Pet Owners Who Say They Have an Overweight Dog or Cat, 2014 (percent)
      • Figure 2-6 Pet Owners Who Say They Have Purchased Any Type Of Pet Food, Food Add-In, Treat, Or Nutritional Supplement Targeting Weight Loss Or Maintenance, Last 3 Months (percent)
  • Table 2-25 Level Of Agreement With Statement: "I Buy Pet Food/Nutrition Products Related To Weight/Obesity For My Dog(s) Or Cat(s)," 2014
  • (percent)
    • Product Safety a Key Driver
      • Table 2-26 Level Of Agreement With Statement: "Fear of pet food contamination/ product safety is a key consideration in the dog foods/cat foods I buy," 2014 (percent)
      • Table 2-27 Level Of Agreement With Statement: "I am concerned about the safety of the dog food, dog treat, and dog chew products (or cat food and treat products) that I buy," 2014 (percent)
      • Figure 2-7 Level of Agreement with Statement: "I consider natural and organic pet foods to be safer than regular pet foods," 2014 (percent)
  • Looking Ahead
    • Sales Growth Through 2017
      • Table 2-28 Projected U.S. Retail Sales of Pet Food: 2013-2018(in millions of dollars)
    • A Mature Market
      • Table 2-29 Pet Food Purchasing by Price Level, 2014 (percent)
    • Value
  • Competitive Overview
    • Mergers and Acquisitions
      • P&G Sells Most of Petcare Business to Mars
      • PetSmart Makes a Web Play
      • Treats Get Gobbled Up
      • Illustration 2-4 Three Dog Bakery's Beg-als
      • Illustration 2-5 Zuke's Power Bones
      • Del Monte Foods Sells Consumer Products Division to Focus on Pets
      • Illustration 2-6 Big Heart Pet Brands
  • Seeking IPO, Blue Buffalo Also Faces Litigation
    • IPO in the Works for Freshpet
      • Harbinger Group Makes an Offer for Central Garden & Pet
      • Activist Hedge Fund Pushes for PetSmart Sale
      • Other Deals
    • Just Three Players Have Double Digit Shares in Dog/Cat
      • Table 2-30 Top Five U.S. Marketers of Dog/Cat Food: 2014 (percent)
    • Mass-Market Pet Food Sales Controlled by Big Three
      • Table 2-31 Top Marketers of Pet Food at Food, Drug and Mass Merchandisers, 2014
      • Table 2-32 Leading Pet Food Companies and Their Top Product Categories, 2014
    • Top Brands in Pet Specialty
    • Natural/Organic Specialists
    • Veterinary Diet Marketers
    • Channel-Specific Marketing
    • Raw Pet Food Market Leaders
      • Illustration 2-7 Trade Ad for Nature's Variety Instinct Raw
    • Private Label Takes a Step Back
      • Illustration 2-8 Walgreens Pet Shoppe Wet Cat Food Salmon
      • Table 2-33 IRI-Tracked Sales of Private Label Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
      • Table 2-34 Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food Category and Segment, 2013 vs. 2014 (percent)
    • Cause Marketing
      • Illustration 2-9 Halo, Purely for Pets Oscar Gift Bag Campaign
      • Table 2-35 Level of Agreement with Statement: "The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products," 2014 (percent)
      • Table 2-36 Level of Agreement with Statement: "The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy," 2014 (percent)
      • Table 2-37 Pet owners who have contributed time or money to pet welfare or rescue causes," 2014 (percent)
    • Made in the USA Claims Proliferate
      • Illustration 2-10 Made in the USA Claims
    • Banfield Launches Pet Weight Campaign with Dolvett Quince
    • Growing Role of Bloggers in Pet Industry
    • Pet Owners: The Next Generation
      • Illustration 2-11 Pets Add Life YouTube Channel
    • Preventive Care On Top of Pet Owners' Minds
      • Table 2-38 Level Of Agreement With Statement: "High-quality dog foods/cat foods are effective for preventive health care," 2014 (percent)
      • Illustration 2-12 Hill's "Healthier Pets. Happier Lives" Sweepstakes
      • Table 2-39 The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2014
  • Retail Channel Trends
    • PetSmart and Petco's Sales Closing in on $11 Billion
      • Table 2-40 PetSmart and Petco Sales and Number of Stores: 2001-2013 (cumulative, in units and millions of dollars)
    • Pet Specialty Chains
    • Independent Pet Stores Dollar Volume Up, But Competition A Concern
    • Walmart's Pet Interest
    • Supermarkets Keep Up
      • Illustration 2-13 Whole Foods "It's in the Bag" Pet Photo Contest
    • Online Shopping
      • Shoppers Increase Frequency of Buying Online
      • Figure 2-8 Level of Agreement with Statement: "I am buying pet products online more than I used to," 2012-2014 (percent)
      • Figure 2-9 Time Frame for Most Recent Online Purchase of Pet Products, 2013 vs. 2014 (percent of pet owners)
      • Media, Marketing and Channel Related Sentiments and Practices
      • Table 2-41 Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
      • Table 2-42 Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
  • Pet Consumer Trends
    • Pet Ownership and Population Trends
      • Table 2-43 Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
    • Ownership of Dogs or Cats Rise
      • Table 2-44 Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2008-2013 (percent of U.S. households)
      • Table 2-45 Household Populations for Selected Dog- or Cat-Owning Classifications: 2008-2013 (thousands of U.S. households)
    • America Gets Older
    • The Gen X and Gen Y Cohorts
      • Table 2-46 Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (percent of U.S. households)
      • Table 2-47 Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (number ofvU.S. households in thousands)
      • Table 2-48 Indexes for Selected Pet-Owning Classifications:vBy Generational Cohort, 2013 (U.S. households)
      • Table 2-49 Indexes for Dog or Cat Ownership: By Age Cohort,v2009 vs. 2013 (U.S. households)
      • Table 2-50 Indexes for Dog or Cat Ownership: Younger vs. OldervBoomers, 2009 vs. 2013 (U.S. households)
      • Table 2-51 Number of Total U.S. Population Growth for SelectedvAge Brackets: 2015-2060 (in thousands)
      • Table 2-52 Share of Total U.S. Population Growth for SelectedvAge Brackets: 2015-2060 (in percent)
    • Lower-Income Pet Ownership Gains Ground
      • Table 2-53 Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2007 vs. 2012 (U.S. dog- or cat-owning households, in millions)
    • Higher-Income Households Driving Sales Growth
      • Figure 2-10 $70K+ Household Share of U.S. Pet Food Market Expenditures, 2001-2012 (percent)
    • Multiple Pet Ownership Trends
      • 31% of Pet Households Keep Multiple Types
      • Table 2-54 Multiple Pet Ownership in the United States by Animal Type, 2009 vs. 2013 (percent of pet-owning households)
      • Table 2-55 Ownership of Multiple Pets of a Single Type, 2009 vs. 2013 (percent of U.S. households who own a given type of pet)
      • Table 2-56 Pet Ownership in the United States: 2009, 2011 and 2013 (percent and number of U.S. Households)
    • Pet Household Demographics
      • Table 2-57 Demographics of Dog and Cat Owners, 2013 (Index)
      • Table 2-58 Demographics of Other Pet Owners, 2013 (Index)
    • Pet Specialty Leads in Channel Usage Rates
      • Table 2-59 Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. households with pets)
      • Table 2-60 Dog Owning Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. dog-owning households)
      • Table 2-61 Cat Owning Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. cat-owning households)
    • Organic Pet Food and Channel Choices
      • Table 2-62 Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2014 (percent of U.S. households with pets)
    • Coupon Use Declines Among Pet Owners
      • Figure 2-11 "Coupons draw me to stores I don't shop," 2013 (index by retail channel)
      • Figure 2-12 Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2008- 2013 (percent)
      • Illustration 2-13 PetSmart Coupon for Natural or Specialized Brands

Chapter 3 Highlights

Chapter 3: Dog Food

  • Market Size and Growth
  • Total Dog Food Retail Sales, 2009-2018
    • Table 3-1 U.S. Retail Sales of Dog Food: 2009-2018 (in millions of dollars)
  • IRI-Tracked Dollar and Volume Sales of Dog Food
    • Table 3-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
    • Table 3-3 Share of IRI-Tracked Sales of Dog Food by Segment: July 2014 (percent)
  • Five-Year Growth Rates for Dog Food
    • Table 3-4 2009-2013 Compound Annual Growth Rates by Dog Food Segment and Overall (percent)
  • Marketer and Brand Shares
    • Several Brands Are Top Dogs in Dry Dog Food Segment
      • Table 3-5 Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Recalls, FDA Updates Shake Up the Dog Treat Category
      • Table 3-6 Marketers and Brands of Dog Biscuits/Treats/Beverages by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Mars Keeps Top Position in Wet Dog Food
      • Table 3-7 Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Freshpet Continues to Grow the Frozen/Refrigerated Dog Food Category
      • Table 3-8 Marketers and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Small Semi-Moist Segment Dominated by Nestle
      • Table 3-9 Marketers and Brands of Semimoist Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Pet Specialty Channel Marketer/Brand Dog Food Leaders
      • Table 3-10 Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007 2012 (percent)
  • Marketing and New Product Trends
    • Creative Destruction for the Pet Food Establishment
    • The Hill's Makeover
    • Retail Players Enter the Market
  • Natural Players Spearhead Product Innovation
    • New Products Lever an Array of Natural Product Benefits
    • Grain-Free Goes Mainstream
    • Glycemic Index
    • Illustration 3-1 Dogswell LiveFree Website
    • Source: Dogswell LiveFree website
    • Ancestral Lines Take Pets Back into the Wild
    • Exotic Proteins
  • Diets Target Pet Demographics and Lifestyles
    • Limited Ingredient Diets
    • Healthy Weight
    • High Performance Diets
    • Personalized Pet Food
    • Illustration 3-2 AmazonLocal Ad for Petbrosia
  • Raising the Bar for Ingredient Quality and Freshness
    • Human-Grade Ingredients
    • Refrigerated Niche Continues to Advance
    • Raw Foods on the Radar
    • Meal Preparation for Pets
  • Treat Segment a Hotbed of Creativity
    • Illustration 3-3 Target's Beggin' Poppers Mobile Game
  • Dog Food Purchasing Patterns
    • Most Dog Owners Buy Dry Dog Food, Over 80% Buy Biscuits/Treats
      • Table 3-11 Dog Food Purchasing Patterns by Type, 2009 vs. 2013 (percent of U.S. dog-owning households)
    • Milk-Bone Has Best Household Penetration by Wide Margin
    • Table 3-12 Dog Food and Treat Brand Consumption Trends, 2009-2013 (percent and number of households (in 000)

Chapter 4 Highlights

Chapter 4: Cat Food

  • Market Size and Composition
  • Total Cat Food Retail Sales, 2009-2018
    • Table 4-1 U.S. Retail Sales of Cat Food: 2009-2018 (in millions of dollars)
  • IRI-Tracked Dollar and Volume Sales
    • Table 4-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
    • Table 4-3 Share of IRI-Tracked Sales of Cat Food by Segment: July 2014 (percent)
  • Five-Year Growth Rates for Cat Food
    • Table 4-4 2009-2013 Compound Annual Growth Rates by Cat Food Segment and Overall (percent)

Marketer and Brand Shares

  • Just Two Marketers Have Double Digit Shares of Wet Cat Food
    • Table 4-5 Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
  • Nestle Purina Maintains Dry Cat Food Dominance
    • Table 4-6 Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Mars Has Lion's Share of Cat Treats
      • Table 4-7 Marketers and Brands of Cat Snacks/Beverages by IRI-Tracked Sales and Market Share, 2013 vs. 2014
    • Freshpet Owns Whole Refrigerated Cat Food Segment
    • Semi-moist Cat Food is Almost All Private Label
    • Pet Specialty Channel Marketer/Brand Cat Food Leaders
      • Table 4-8 Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2007 2012
  • Marketing and New Product Trends
    • Cats Move into the Limelight
      • Grain-Free
      • Illustration 4-1
      • Catswell Nutrisca Dry Cat Food
      • Novel Product Forms
      • Functional Benefits
      • Healthy Weight
      • The Epicurean Cat
      • Illustration 4-2 Facebook Sampling Promotion for Fancy Feast Broths
      • Raw Food
      • Cat Gardens
    • More Upside Potential for Cat Treats
    • Cat Psychology Inspires Creative Marketing
      • Merrick Launches Purrfect Bistro Line with the First-Ever Cat Food Review
      • Illustration 4-3 Merrick Purrfect Bistro Cat Critic: W. "Mittens" Bloomfield
  • Cat Food Purchasing Patterns
    • Canned Food Is Stronger in Cat Arena
      • Table 4-9 Dog Food Purchasing Patterns by Type, 2009 vs. 2013 (percent of U.S. dog-owning households)
    • Friskies Is Most Widely Used Brand Line
      • Table 4-10 Cat Food and Treat Brand Consumption Trends, 2009-2013 (percent and number of households (in 000)

Chapter 5 Highlights

Chapter 5: Other (Non-Dog/Cat) Pet Food

  • Introduction
    • Category Scope
  • Market Size and Growth
    • Other Pet Food Sales, 2009-2018
      • Table 5-1 U.S. Retail Sales of Other Pet Food: 2009-2018 (in millions of dollars)
    • IRI-Tracked Dollar and Unit Sales
      • Table 5-2 IRI-Tracked Sales of Other Pet Food, 2014 (in millions of dollars, units and pounds)
    • PetSmart Breaks Out Non-Dog/Cat Product Sales
    • Fish Products: Share of Sales by Category
      • Table 5-3 Share of Independent Pet Store Sales of Fish Products by Category: 2013 vs. 2011 (percent)
    • Bird Products: Share of Sales by Category
      • Table 5-4 Share of Independent Pet Store Sales of Bird Products by Category: 2013 vs. 2011 (percent)
    • Herptile Products: Share of Sales by Category
      • Table 5-5 Share of Independent Pet Store Sales of Herptile Products by Category: 2013 vs. 2011 (percent)
    • Small Mammal Products: Share of Sales by Category
      • Table 5-6 Share of Independent Pet Store Sales of Small Mammal Products by Category: 2013 vs. 2011 (percent)
    • Share of Other Pet Food Sales by Retail Channel
      • Figure 5-1 Share of U.S. Other Pet Food Sales by Retail Outlet Type: 2013 (percent)
  • Competitive Trends
    • Marketer Overview
      • Central Garden & Pet on Top in IRI-Tracked Outlets
        • Table 5-7 Marketers and Brands of Non-Dog/Cat Pet Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
      • Leading Pet Specialty Channel Brands
        • Table 5-8 Other Pet Food Brand Leaders in Pet Specialty Stores: 2009-2012 (percent)
  • Marketing and New Product Trends
    • Trend Overview
    • Trends in Bird Food
      • Blended and Extruded Foods
      • Functional/Fortified
      • "Soak & Serve" Foods
      • Human-Grade
      • Bird Treats
      • Illustration 5-1 ZuPreem Smart Snacks
    • Trends in Small Animal Food
      • Ingredient Quality
      • Functional/Fortified
      • Species-Specific
      • Treats
    • Trends in Fish Food
      • Functional Foods
      • Fresh and Live Foods
      • New Forms
      • Illustration 5-2 TetraMin Tropical Crisps: Packaging with Product Shot
      • Species-Specific
    • Trends in Herptile Food
      • Complete Diets
    • Marketing Trends in Other Pet Food
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