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Pet Food in the U.S., 10th Edition

Abstract

With volume sales relatively flat, competition for every pet food dollar has never been more intense, such that pet food marketers' attentions are firmly directed toward presenting products that stand out while establishing or maintaining position in the all-important premium/natural segment. As mass-market pet food sales stagnate, with growth of under half a percentage point for the 52 weeks ending January 27, 2013, the action is in premium and superpremium foods where growth has reached double digits in some segments. With Hill's reformulating Science Diet as a natural product, Walmart launching Pure Balance as its first natural pet food store brand, Nestlé Purina coming on strong with Purina One Beyond, Merrick taking acquiring Castor & Pollux and obtaining organic certification, and Del Monte acquiring Natural Balance, everyone is stepping up their game to take advantage of the natural boom. Yet another market driver is the fact that, more than ever, pet specialty and mass-market brands are growing significantly more alike in terms of offerings. In order to differentiate, marketers are turning to trends such as grain-free, “meat first” and human grade products.

As pet superstores draw shoppers away from supermarkets and mass merchandisers with increased customer service and a greater range of products, discount and online retailers are putting the pressure on pet retailers across the board, offering quality products at substantially lower prices. Although pet-owning households have slowly increased their income level, with 29.4% of dog or cat-owning households making $60,000 a year or more in 2012 compared with 27.8% in 2007, the percentage of pet owners shopping at discount stores remains high, at nearly 25%, based on Simmons Fall 2012 consumer survey data. Additionally, although online shopping for pet products is significanly lower than in other retail channels, at just over 6% in 2012, dog and cat owners are more likely than the population at large-at 15% and 23%, respectively-to shop online in general, leading to the potential for more online shopping growth in the pet market.

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., 10th 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 types 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 2017. Among these: the impact of the recession and economic recovery; recent and expected mergers and acquisitions; private-label inroads; advertising and promotional trends including social media and cause marketing; the aforementioned multifaceted trend of natural and organic foods; specialty diet products; weight maintenance and senior foods; the re-visioning of wet/canned foods; and novel ingredients such as glucosamine, omega fatty acids, antioxidants and probiotics.

Pegging 2012 U.S. retail sales at $20.0 billion and projecting steady growth through 2017, 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 IRI. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 10th 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 exclusive data from Packaged Facts' own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services. Dozens of images of pet food and treat products and consumer and trade ads are included.

SAMPLE

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),
2012 vs. 2013(percent)

©Packaged Facts

About Packaged Facts

For 50 years, Packaged Facts has been a leading publisher of market research in the food, beverage, consumer packaged goods, and demographic sectors. Our comprehensive, timely, quality research and presentation of market intelligence have made Packaged Facts a premier source of market information for top industry decision makers.

Founded in 1960 by David A. Weiss, Packaged Facts first began collecting market research data for advertising and public relations agencies. Gradually its customer base grew to include major corporations in the consumer products field seeking not just market data, but also competitive analysis and forecasts, for development of new products and marketing of existing ones.

By the 1980s, marketing executives from consumer goods companies, including Procter & Gamble, H. J. Heinz, and PepsiCo, commissioned Packaged Facts to prepare custom-tailored studies. In response to growing demand, Packaged Facts broadened its coverage of major and niche consumer markets and began publishing its industry-focused studies in their current syndicated format.

Our research team is committed to serving the information needs of professionals in the food, beverage, and consumer goods markets, at all levels of management, in all sizes of companies.

Table of Contents

Chapter 1: Executive Summary

Scope and Methodology

  • Scope of Report: Dog, Cat, Other
    • Terminology
    • Exclusions

Market Size and Growth

  • U.S. Pet Food Retail Sales, 2008-2012
    • Table 1-1: U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)
  • Mass-Market Dollar Sales Flat, Volume Sales Down
  • Premium vs. Regular vs. Value Foods
  • Share of Sales by Distribution Channel
    • Table 1-2: Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)
  • Sales Growth Through 2017
    • Table 1-3: Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)

Competitive Trends

  • Top Five Players Control Four-Fifths of Market
    • Table 1-4: Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)
  • Mergers and Acquisitions
    • Del Monte Foods and Natural Balance Pet Foods Merge
    • Merrick Acquires Castor & Pollux
  • Expansions Galore
  • Three Companies Dominate Mass-Market Sales
  • Pet Specialty Channel Leaders
  • Natural/Organic Specialists
  • Veterinary Diet Marketers

Retail Channel Trends

  • Overview
    • Figure 1-1: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2012 (percent of U.S. households with pets)
  • The Big Two: PetSmart and Petco Continue to Advance
  • Independent Pet Stores Under Pressure
  • Focus on Private Label

Pet Consumer Trends

  • 64 Million Households Own Pets
    • Table 1-5: Pet Ownership in the United States, 2012 (percent and number of U.S. households)
  • 34% of Pet Households Keep Multiple Types
    • Figure 1-2: Ownership of Multiple Types of Pets, 2012 (percent of pet-owning U.S. households)
  • 55% of Pet Households Keep More Than One Pet
  • Pet Specialty Leads in Channel Usage Rates
    • Table 1-6: Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (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

  • U.S. Pet Food Retail Sales, 2008-2012
    • Table 2-1: U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)
  • Mass-Market Dollar Sales Flat, Volume Sales Down
    • Table 2-2: IRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, January 2012 vs. January 2013 (in millions of dollars)
  • Dog Food Inches Up to $3.8 Billion
  • Cat Food Stalls at $2.4 Billion
  • Non-Dog/Cat Food at $236 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), 2012 vs. 2013 (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), 2012 vs. 2013 (percent)
    • Table 2-3c: Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
    • Table 2-3d: Share of Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)

Market Composition

  • Premium vs. Regular vs. Value Foods
    • 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, 2010 vs. 2012 (percent)
  • Dog Food vs. Cat Food
    • Table 2-5: Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: January 2012 vs. January 2013 (percent)
  • Dog and Cat Treats on the Ups
    • Table 2-6: Share of IRI-Tracked Sales of Dog and Cat Food by Form: January 2012 vs. January 2013 (percent)
  • Pet Food Sales by Form: Dry Tops List
    • Table 2-7: Share of IRI-Tracked Sales of Pet Food by Form: January 2012 vs. January 2013 (percent)
  • Natural and Organic Pet Food Sales
    • Table 2-8: U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)
  • Independent Pet Store Sales by Animal Type
    • Table 2-9: Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2010-2011 (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: 2010 vs. 2011 (percent)
  • Dog Food the Largest Category in Pet Specialty Stores
    • Table 2-11: Share of Pet Specialty Retailer Dollar Sales by Category: 2009-2011 (percent)
  • Share of Sales by Distribution Channel
    • Table 2-12: Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)

Market Outlook

  • Pet Market Still Feeling Recession Fallout
    • Figure 2-1: Level of Agreement with Statement “I Am Spending Less on Pet Products These Days Because of the Economy,” 2010 vs. 2013 (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: IRI-Tracked Sales of Pet Products by Food and Non-Food Category, 2011 vs. 2012 (in millions)
    • Table 2-15: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months (percent)
  • Pet Market Growth Hinges on Innovation
  • Human/Animal Bond and “Functional Pampering”
    • Figure 2-2: “I Consider My Pet(s) Part of the Family,” 2013 (percent of pet owners)
  • Superpremium Products an Essential Market Driver
  • Premium Food Trend Includes Natural Products
    • Figure 2-3: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2012 vs. 2013 (percent of pet owners)
    • Figure 2-4: Level of Agreement with Statement:
  • “If natural/organic products were more available where I shop, I would buy them more often,” 2013 (percent)
    • Figure 2-5: Level of Agreement with Statement:
  • “If natural/organic products were more affordable where I shop, I would buy them more often,” 2013 (percent of pet owners)
  • Pet Specialty Channel Focuses on Natural Products
    • Figure 2-6: Level of Agreement with Statement: “Natural products sold in pet specialty stores (such as Petco, PetSmart, or independent pet stores) are superior to natural products sold in regular stores (such as Walmart, supermarkets, drugstores),” 2013 (percent)
    • Illustration 2-1: Pet Food Brands Carried by Unleashed by Petco (Website Screenshot)
    • Figure 2-7: “In which product categories is a natural marketing proposition important?” (percent)
  • Growing Focus on Therapeutic Pet Foods
    • Table 2-16: Level of Agreement with Statement: “I believe that pet supplements are more effective than ‘functional' pet food designed to treat specific health conditions,” 2012 (percent)
    • Table 2-17: Level of Agreement with Statement: “I believe “functional” pet food designed to treat specific health conditions is more effective than supplements in pill, tablet, liquid, or powder form,” 2012 (percent)
    • Table 2-18: Level of Agreement with Statement: “I do not use pet supplements because I believe my pet gets all the nutrients it needs from the pet food I buy,” 2012 (percent)
    • Illustration 2-2: Hill's Everypeteverytime.com Vet-Targeted Website
  • Nutraceutical Treats Expanding Market Boundaries
    • Table 2-19: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog and Cat Owners, 2013 (percent)
  • The Aging Pet Population
    • Table 2-20: Age of Dogs and Cats, 2013 (percent of pet owners)
  • Pet Overweight, Obesity
    • Table 2-21: Percentage and Number of Overweight and Obese Dogs and Cats, 2012
  • Product Safety Concerns
    • Figure 2-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” August 2012 vs. February/March 2013 (percent of pet owners)
  • Product Safety Issue a Dual-Edged Sword
  • Mainstream Veterinary Associations Throw Up Raw Pet Food Roadblock
  • Growth in Pet Ownership Resumes with Economic Stability
    • Table 2-22: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007 vs. 2012 (percent of U.S. households)
    • Table 2-23: Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2012 (percent of and number of U.S. households in millions)
  • Number of Pets in the U.S. Varies by Source
  • Impact of Boomers and Graying Population
  • Role of Gen Xers and Gen Ys
    • Table 2-24: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (percent of U.S. households)
    • Table 2-25: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (number of U.S. households in millions)
    • Table 2-26: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (U.S. households)
    • Table 2-27: Indexes for Dog or Cat Ownership: By Age Cohort, 2007 vs. 2012 (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)
  • Lower-Income Pet Ownership Bounces Back
    • Table 2-29: 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)
    • Figure 2-9: Under-$70K Household Share of U.S. Pet Market Expenditures: By Category, 2006 vs. 2011 (percent)
    • Figure 2-10: $70K+ Household Share of U.S. Pet Food Market Expenditures, 2001-2011 (percent)
  • Internet Trends
    • Table 2-30: Frequency of pet product purchases among pet owners who purchase products online, 2013 (percent)
    • Table 2-31: Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2012 (percent and index)

Looking Ahead

  • Sales Growth Through 2017
    • Table 2-32: Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)
  • Moderation
    • Table 2-33: Pet Food Price Levels: Lower-Priced, Average, Higher-Priced, Different Price Ranges, 2013 (percent of U.S. pet owners)
  • Value

Competitive Overview

  • Mergers and Acquisitions
    • Del Monte Foods and Natural Balance Pet Foods Merge
    • Merrick Acquires Castor & Pollux
    • Pet Supplies Plus Acquires 12 Franchisee Stores
    • Cargill Broadens Its Animal Nutrition Offerings
  • Expansions Galore
    • Phillips Pet Food Enters Aquatics Market with Royal Pet Supply Purchase
    • Investors Rediscovering Appetite for Pet Food?
  • Top Five Players Control Four-Fifths of Market
    • Table 2-34: Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)
  • Three Companies Dominate Mass-Market Sales
    • Table 2-35: Top Marketers of Pet Food by Share of IRI-Tracked Sales: January 2012 vs. 2013 (percent)
    • Table 2-36: Leading Marketers of Dog and Cat Food: Share of IRItracked Sales by Product Type: January 2012 vs. 2013 (percent)
  • Pet Specialty Channel Leaders
    • Table 2-37: Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2009 vs. 2011 (percent)
  • Natural/Organic Specialists
  • Natural Branching Out
    • Marketers Tapping Natural Hit Speed Bumps
  • Veterinary Diet Marketers
  • Channel-Specific Marketing
  • Raw Pet Food Market Leaders
    • Illustration 2-3: Trade Ad for Stewart Raw Pet Food (Pet Business, May 2012)
  • Refrigerated Pet Food: Freshpet Drives Category to New Heights
    • Illustration 2-4: Freshpet Pet Food and Treats Brand Lines (Website Screenshot)
  • Focus on Private Label
    • Table 2-38: IRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: January 2012 vs. January 2013 (in millions of dollars and pounds)
    • Table 2-39: Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, January 2012 vs. January 2013 (percent)
  • Independents Also Playing the Store-Brand Game
    • Table 2-40: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2012 (percent)
    • Table 2-41: The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2013

Retail Channel Trends

  • Channel Trends
    • Figure 2-11: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2012 (percent of U.S. households with pets)
    • Table 2-42: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. households with pets)
  • The Big Two: PetSmart and Petco Continue to Advance
    • Table 2-43: PetSmart and Petco Sales and Number of Stores: 2001-2012 (cumulative, in units and millions of dollars)
  • Pet Specialty Chains
  • Independent Pet Stores Under Pressure
    • Increasing Competition from Mass, Pet Superstores
    • Survival of the Industry
  • Walmart's Growing Presence
  • Supermarkets Fight Back
  • Online Selling

Pet Consumer Trends

  • Methodology
  • 64 Million Households Own Pets
    • Table 2-44: Pet Ownership in the United States, 2012 (percent and number of U.S. households)
  • Ownership of Dogs or Cats Trends Upward
    • Table 2-45: Dog and Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. households)
  • 34% of Pet Households Keep Multiple Types
    • Figure 2-12: Ownership of Multiple Types of Pets, 2012 (percent of pet-owning U.S. households)
  • Ownership of Multiple Types of Pets
    • Table 2-46: Multiple Pet Ownership in the United States, 2008 vs. 2012 (percent of pet-owning households)
  • 55% of Pet Households Keep More Than One Pet
  • Bucking Trend, Ownership of Multiple Cats Is on the Rise
    • Table 2-47: Ownership of Multiple Pets of a Single Type, 2012 (percent and number of U.S. households who keep pets of a given type)
    • Table 2-48: Ownership of Multiple Pets of a Single Type, 2008 vs. 2012 (percent of U.S. households who keep pets of a given type)
  • Pet Specialty Leads in Channel Usage Rates
    • Table 2-49: Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent of U.S. households with pets)
  • Organic Pet Food and Channel Choices
    • Table 2-50: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2012 (percent of U.S. households with pets)
  • The Pet Food Coupon Clipper
    • Table 2-51: Coupon Usage Rates by Type Among Pet Owners, 2012 (percent and index among U.S. pet-owning households)

Chapter 3 - Highlights

Chapter 3: Dog Food

Introduction

  • Five Product Segments

Market Size and Growth

  • Total Dog Food Retail Sales, 2008-2017
    • Table 3-1: U.S. Retail Sales of Dog Food: 2008-2017 (in millions of dollars)
  • IRI-Tracked Dollar and Volume Sales of Dog Food
    • Table 3-2: IRI-Tracked Dollar and Volume Sales of Dog Food by Category: January 2013 vs. January 2012 (in millions of dollars and pounds)
    • Table 3-3: Share of IRI-Tracked Sales of Dog Food by Segment: January 2013 (percent)
    • Table 3-4: IRI-Tracked Sales of Dog Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

Marketer and Brand Shares

  • Methodology
  • Nestlé Purina Dominates Dog Food Category
    • Table 3-5: Top Dog Food Marketers by Share of IRI-Tracked Sales of Dog Food and Total Pet Food, January 2012-January 2013 (percent)
  • Three of Five Top Dog Food Marketers Rely Most on Dry Form
    • Table 3-6: Share of Top Dog Food Marketers' IRI-Tracked Sales by Product Form, 2012-2013 (percent)
  • Nestlé Purina Leads Dry Dog Food Segment
  • Milk-Bone Takes Top Spot in Treats
  • Mars Maintains Pinnacle Position in Wet Dog Food
  • Freshpet Dominates in Frozen/Refrigerated Dog Food
  • Semi-Moist Segment Dominated by Nestlé
  • Dog Food Product Winners and Losers
  • Pet Specialty Channel Marketer/Brand Dog Food Leaders
    • Table 3-7: Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 3-8: Marketer and Brands of Dog Biscuits/Treats by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 3-9: Marketer and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 3-10: Marketer and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 3-11: Marketer and Brands of Semi-Moist Dog Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 3-12: Top Dog Food Products by Dollar Gains/Losses in IRI-Tracked Sales
    • Table 3-13: Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011 (percent)

Marketing and New Product Trends

  • Meaningful Marketing in the Dog Food Sphere
    • Social Media Do-Gooding
    • Corporate Responsibility
      • Illustration 3-1: FreeHand Products
    • Made in the USA, Locally Grown, Family Farms
  • Spotlight on Ingredients
    • Fruits & Veggies
      • Illustration 3-2: Fruitables Skinny Minis
      • Illustration 3-3: Stewart Pet Pro-Treat
    • Limited Ingredients
      • Illustration 3-4: Herbsmith Smiling Dog Pet Treats
    • Human Grade
      • Illustration 3-5: Wet Noses Hemp Seed and Banana Treats
  • Grain-Free Foods and Treats
    • Illustration 3-6: Innova Prime Grain-Free
    • Illustration 3-7: Petcurean Go! Fit+Free
  • Natural Branches Out
    • Walmart Launches Pure Balance Store Brand
      • Illustration 3-8: Pure Balance Dog Food
    • Hill's Science Diet Going Natural
      • Illustration 3-9: Ideal Balance Web Image
      • Illustration 3-10: Hill's Ideal Balance Life Stages
      • Illustration 3-11: Hill's New Color Coded System
    • Organic
    • Holistic
  • Functional and Special Diet Foods and Treats
    • Illustration 3-12: Total Pet Health Calming Treats
    • Omegas and Antioxidants
      • Illustration 3-13: Darford Omega Booster
      • Illustration 3-14: Pet Botanics Healthy Omega
    • Healthy Weight
      • Illustration 3-15: Annamaet Lean
    • Probiotics, Prebiotics and Healthy Digestion
      • Illustration 3-16: The Bear & The Rat Bacon Peanut Barker Frozen Treat
    • Size- and Breed-Specific Products
      • Illustration 3-17: Royal Canin X-Small Aging +12 Dry Food
  • Focus on Raw Pet Food
    • Market Leaders and Upstarts
      • Illustration 3-18: Zoe's Premium Frozen Raw Food
    • Product Mainstreaming
    • Complete and Balanced
    • Freeze-Dried and Dehydrated
      • Illustration 3-19: Nutrisca Freeze Dried Dinner Bites
      • Illustration 3-20: Halo, Purely for Pets Liv-a-Littles
    • Convenience Forms and Packaging
      • Illustration 3-21: Nature's Variety Raw Daily Boost
    • Other Trends in Raw Foods
  • Frozen Treats
    • Illustration 3-22: Nature's Variety Sweet Spots
  • Refrigerated Pet Food: Freshpet Drives Category to New Heights
  • Expanding Distribution, Product Lines
    • Illustration 3-23: Freshpet Website
  • “People Food”
    • Dog Candy
      • Illustration 3-24: Canine Cuisine Dogcandy
      • Illustration 3-25: Exclusively Dog Lick-O-Rish Chews
    • Baked Goodies
      • Illustration 3-26: Beneful Baked Delights Heartfuls
    • Party Mix
      • Illustration 3-27: Darford Party Mix
  • Canned/Wet Foods Tempt with Gourmet Flavors
    • Illustration 3-28: Natural Balance Delectable Delights Stew
  • Make-It-Yourself Kits
    • Illustration 3-29: Kong Easy Freeze
  • Treats on the Go
    • Lickable Treats Travel Anywhere
      • Illustration 3-30: PetSafe Lickety Stik
    • Energy Bars: Meals to Go
      • Illustration 3-31: All American Pet Nutra Bar
    • Trail Mix
      • Illustration 3-32: Milk-Bone Trail Mix
    • Hartz Heads for Field & Stream
      • Illustration 3-33: Field & Stream Energy Bar
  • Nutraceutical Treats
    • Illustration 3-34: Isle of Dogs Soft Chew Dog Treats
    • Oral Care Treats
      • Illustration 3-35: Zuke's Z-Bones
    • Emphasis: Active Lifestyles/Functional
      • Illustration 3-36: Cloud Star Dynamo Dog Ad
    • Emphasis: Dental Health
      • Illustration 3-37: Pedigree Dentastix Video Still
    • Emphasis: Value/Nutrient Comparison/Innovation
      • Illustration 3-38: Iams Web Banners
    • Emphasis: Size-Specific/Pampering
      • Illustration 3-39: Fromm Family Foods Ad
    • Emphasis: Digestive Health/Shop Local
      • Illustration 3-40: Holistic Select Ad
    • Emphasis: Freshness/Convenience
      • Illustration 3-41: Sojos Raw Food Ads
    • Emphasis: Cause Marketing/Social Media Incentive
      • Illustration 3-42: Natural Balance Facebook Page

Dog Ownership Trends and Demographics

  • Methodology
  • 45 Million Households Keep Pet Dogs
  • Dog Ownership on the Rise
    • Figure 3-1: Dog Ownership in the United States, 2012 (percent of U.S. households)
    • Table 3-14: Dog Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)
  • Dog Household Demographics
    • Table 3-15: Demographics for Keeping Pet Dogs, 2012 (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 2009 through Fall 2012 (percent)
  • Older Boomers, Seniors Are Keeping Pet Dogs at Higher Rates
    • Table 3-16: Dog Ownership Rates by Age 40+ Brackets: 2007 vs. 2012 (percent of U.S. households)
  • Keepers of the Pack: Multiple-Dog Demographics
    • Table 3-17: Demographic Overview for Selected Dog-Owning Classifications, 2012 (percent and index of U.S. households)

Retail Purchasing Patterns

  • Pet Stores Maintain Hold on Half of Household Pet Purchases
    • Table 3-18: Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. dog-owning households)
  • Demographic Patterns by Retail Channel
    • Table 3-19: Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2012 (percent of U.S. dog-owning households)
    • Table 3-20: Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2012 (indexes for U.S. dog-owning households)

Dog Food Purchasing Patterns

  • 80% Buy Dog Biscuits/Treats
    • Figure 3-3: Dog Food Purchasing Rates by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)
    • Table 3-21: Dog Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. dog-owning households)
  • Minority, Lower Income Skews for Canned/Wet Dog Foods
    • Table 3-22: Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent of U.S. dog-owning households)
  • Regular Dry/Canned Food Formulations Grow in Usage
    • Table 3-23: Dog Food Purchasing Patterns by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)
  • Single- vs. Multiple-Pet Patterns by Dog Food Type
    • Table 3-24: Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2012 (percent and index)
  • Milk-Bone Is Most Widely Used Brand Line
    • Figure 3-4: Top Ten Dog Food/Treat Brand Lines by Overall Usage Rates, 2012 (percent of U.S. dog-owning households)
  • Store Brands Skew to Multiple-Dog Owners
    • Table 3-25: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2012 (index)
  • Independent Pet Stores Are Partial Exception to Cross-Channel Shopping Patterns
    • Table 3-26: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)

Chapter 4 - Highlights

Chapter 4: Cat Food

Introduction

Market Size and Composition

  • Total Cat Food Retail Sales, 2008-2017
    • Table 4-1: U.S. Retail Sales of Cat Food: 2008-2017 (in millions of dollars)
  • IRI-Tracked Dollar and Volume Sales
    • Table 4-2: IRI-Tracked Dollar and Volume Sales of Cat Food: January 2013 vs. January 2012 (in millions of dollars and pounds)
    • Table 4-3: Share of IRI-Tracked Sales of Cat Food by Segment: January 2013 (percent)
    • Table 4-4: IRI-Tracked Sales of Cat Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

Marketer and Brand Shares

  • Methodology
  • Nestlé Purina No. 1 in Cat Food Category
    • Table 4-5: Top Cat Food Marketers by Share of IRI-Tracked Sales of Cat Food and Total Pet Food, January 2012-January 2013 (percent)
  • Iams, Ainsworth Heavily Leveraged in Dry Cat Food
    • Table 4-6: Share of Top Cat Food Marketers' IRI-Tracked Sales by Product Form, January 2012-January 2013 (percent)
  • Nestlé Purina Remains on Top in Wet Cat Food
  • Nestlé Purina Accounts for Over Half of Dry Cat Food Sales
  • Mars on Top in Cat Treats
  • Freshpet Dominates Refrigerated Cat Food Segment
  • Semi-moist Cat Food = Private Label
  • Top Cat Food Products
  • Pet Specialty Channel Marketer/Brand Cat Food Leaders
    • Table 4-7: Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 4-8: Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 4-9: Marketers and Brands of Cat Snacks/Beverages by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 4-10: Top Cat Food Products by Dollar Gains/Losses in IRITracked Sales: January 2012 vs. January 2013 (in millions of dollars)
    • Table 4-11: Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011

Marketing and New Product Trends

  • Cat Food Promotions: Beyond Commercials
    • Connecting Via Social Media
      • Illustration 4-1: Meow Mixer
  • Natural an Overarching Theme in New Product Intros
  • Corporate Responsibility a Plus
    • Ingredient Sourcing
    • Human-Grade
      • Illustration 4-2: The Honest Kitchen Grace Dehydrated Cat Food
    • Eco-Packaging
  • Grain-Free
    • Illustration 4-3: Natural Balance Alpha Cat
    • Meat-First
      • Illustration 4-4: Pronature Holistic Duck a L'Orange
    • Limited Ingredients
      • Illustration 4-5: Nature's Variety Instinct Grain-Free
    • 100% Fish
      • Illustration 4-6: Petite Cuisine
  • Raw Foods Make Headway in Cat Category
    • Raw/Frozen
    • Raw/Dehydrated
      • Illustration 4-7: Feline Natural Raw Freeze Dried Food
      • Illustration 4-8: Sojos Raw Freeze Dried Food
      • Illustration 4-9: Addiction Foods Wild Brushtail & Berries Entree
  • Functional and Special Diet Products
    • Illustration 4-10: Holistic Natural Treats
    • Hairball Relief, Urinary Health and Dental Care
      • Illustration 4-11: Zuke's G-Zees Treats
      • Illustration 4-12: Feline Greenies SmartBites
    • Senior and Kitten Formulas
      • Illustration 4-13: Iams ProActive Health Senior Plus
    • Indoor Cats
  • Canned/Wet Foods Focus on Gourmet Trends
    • Illustration 4-14: Evanger's Signature Series
    • Illustration 4-15: Natural Balance Platefulls
    • Illustration 4-16: Wellness Signature Selects
    • Breakfast Specials
      • Illustration 4-17: Fancy Feast Mornings and Friskies Rise & Shine
  • Innovative Cat Treats
    • Illustration 4-18: Pet Greens Freeze Dried Treats
    • Illustration 4-19: Lickety Stik Treats

Examples of Cat Food Advertising

  • Emphasis: Feeding Adventure
    • Illustration 4-20: Still from Purina One Cash Ad
    • Illustration 4-21: True Nature of Cats Facebook Page
  • Emphasis: Human-Animal Bond/Lifestyle
    • Illustration 4-22: Ziggy and Jake in Iams' Keep Love Strong Commercial
  • Emphasis: Meat First/Finicky Eaters
    • Illustration 4-23: Nutrisca Dry Cat Food Ad
  • Emphasis: Great Taste/Male Cat Owners
    • Illustration 4-24: Mars' Temptations "Cat Boots"
  • Emphasis: Cat Celebrities
    • Illustration 4-25: Grumpy Cat Friskies Commercial Still

Cat Ownership Trends and Demographics

  • Methodology
  • 30 Million Households Keep Pet Cats
  • Multiple Cat Household Numbers Bounce Back
    • Figure 4-1: Cat Ownership in the United States, 2012 (percent and number of U.S. households)
    • Table 4-12: Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)
  • Younger Demographic Likely to Own Cats
  • Patterns by Number of Cats Owned
    • Table 4-13: Demographics for Keeping Pet Cats, 2012 (percent, number and index among U.S. households)
    • Table 4-14: Demographic Overview by Number of Cats Owned, 2012 (percent and index of U.S. households)

Retail Purchasing Patterns

  • Half of Cat Owners Shop Supermarkets for Pet Products
    • Table 4-15: Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. cat-owning households)
  • Demographic Patterns by Retail Channel
    • Table 4-16: Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2012 (percent of U.S. cat-owning households)
    • Table 4-17: Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2012 (indexes for U.S. cat-owning
  • households)

Cat Food Purchasing Patterns

  • Canned Food Is Stronger in Cat Arena
    • Figure 4-2: Cat Food Purchasing Rates by Type, 2007 vs. 2012 (percent of U.S. cat-owing households)
    • Table 4-18: Cat Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. cat-owning households)
  • Demographics by Type of Cat Food
    • Table 4-19: Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent and index of U.S. cat-owning households)
  • Uptick in Regular/Adult Cat Food Positioning
    • Table 4-20: Cat Food Purchasing Patterns by Type: 2007 vs. 2012 (percent of U.S. cat-owing households)
  • Multiple Cat Households, Supermarkets Skew to Canned/Wet Food
    • Table 4-21: Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2012 (percent and index)
    • Table 4-22: Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2012 (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, 2012 (percent of U.S. cat-owing households)
  • Highest Skews Are for Multiple-Cat Owners
    • Table 4-23: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2012 (percent and index)
    • Table 4-24: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)

Chapter 5 - Highlights

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

Introduction

  • Category Scope

Market Size and Growth

  • Other Pet Food Sales, 2008-2017
    • Table 5-1: U.S. Retail Sales of Other Pet Food: 2008-2017 (in millions of dollars)
    • Figure 5-1: Share of Sales of Other Pet Food by Animal Type: 2010 vs. 2012 (percent)
    • Illustration 5-1: Pets in the Classroom Website Home Page
  • IRI-Tracked Dollar and Unit Sales
    • Table 5-2: IRI-Tracked Dollar and Unit Sales of Other Pet Food: January 2012 vs. January 2013 (in millions of dollars and units)
  • Independent Pet Stores: Share of Sales by Animal Type
    • Table 5-3: Share of Independent Pet Store Sales by Animal Type: 2009-2011 (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: 2009-2011 (percent)
    • Table 5-5: Share of Independent Pet Store Sales of Bird Products by Category: 2009-2011 (percent)
  • Herptile Products: Share of Sales by Category
    • Table 5-6: Share of Independent Pet Store Sales of Herptile Products by Category: 2009-2011 (percent)
  • Small Mammal Products: Share of Sales by Category
    • Table 5-7: Share of Independent Pet Store Sales of Small Mammal Products by Category: 2009-2011 (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: 2012 (percent)

Competitive Trends

  • Marketer Overview
    • Nestlé Purina Adding to Other Pet Offerings
  • Central Garden & Pet on Top in IRI-Tracked Outlets
    • Table 5-8: Marketers and Brands of Other Pet Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
  • Central Garden & Pet Posts Biggest Dollar Gains
    • Table 5-9: Top Other Pet Food Products by Dollar Gains in IRITracked Sales: January 2012 vs. January 2013 (in millions of dollars)
    • Table 5-10: Other Pet Food Products by Dollar Losses in IRITracked Sales: January 2012 vs. January 2013 (in millions of dollars)
  • Tetra and Wardley Control Fish/Herptile Segment
  • Leading Pet Specialty Channel Brands
    • Table 5-11: Marketers and Brands of Fish/Herptile Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
    • Table 5-12: Other Pet Food Brand Leaders in Pet Specialty Stores: 2009, 2010 and 2011 (percent)

Marketing and New Product Trends

  • Overriding Trends
  • New Product Thrusts
  • Trends in Bird Food
    • Functional/Fortified
    • Bird Treats
      • Illustration 5-2: Lefeber Avi-Cakes Fruit Delight
    • Blended and Extruded Foods
    • “Soak & Serve” Foods
      • Illustration 5-3: Roudybush Soak & Serve
  • Trends in Small Animal Food
    • Functional/Fortified
      • Illustration 5-4: Supreme Pet Foods FibaFirst
    • Ingredient Sourcing
  • Trends in Fish Food
    • Functional Foods
    • Fresh and Live Foods
    • Environmental Responsibility
      • Illustration 5-5: Ocean Nutrition Betta Food
  • Trends in Herptile Food
    • Complete Diets
      • Table 5-13: Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, May 2011 - May 2013

Examples of Other Pet Food Advertising

  • Emphasis: New Packaging/Product Format
    • Illustration 5-6: Kaytee New Packaging Design
    • Illustration 5-7: Reef Munchies New Format
  • Emphasis: Fish Health/Water Clarity
    • Illustration 5-8: TetraMin Clean Water Ad
  • Emphasis: Ingredient Sourcing
    • Illustration 5-9: OmegaSea Website Banner
    • Illustration 5-10: Vitakraft Website
    • Illustration 5-11: Purina Website Banner
  • Emphasis: Dietary Systems
    • Illustration 5-12: Piscene Enterprises Pet Age Ad
    • Illustration 5-13: Oxbow Website Banner
  • Emphasis: Scientific Research
    • Illustration 5-14: Timberline Vita-Bugs Pet Age Ad
  • Emphasis: Premium/Fortified
    • Illustration 5-15: Cobalt Aquatics Premium Flake Web Ad
    • Illustration 5-16: Vitakraft Web Banner

Consumer Focus: Ownership of Pets Other than Dogs or Cats

  • Methodology
  • 15 Million Households Own “Other” Pets
    • Table 5-14: Pet Ownership in the United States: Pets Other than Dogs or Cats, 2012 (percent and number of U.S. Households)
    • Table 5-15: Pet Ownership in the United States: Pets Other than Dogs or Cats, 2008, 2010 and 2012 (percent and number of U.S. Households)
  • Kids and “Other” Pets
    • Figure 5-3: Selected Indexes for Keeping Pet Dogs or Cats vs. Other Animals, 2012 (U.S. households)
  • Demographics for Keeping Pet Fish
  • Demographics for Keeping Pet Birds
  • Demographics for Keeping Pet Reptiles
  • Demographics for Keeping Pet Rabbits or Hamsters
    • Table 5-16: Demographics for Keeping Pets Other Than Dogs or Cats, 2012 (percent, number and index among U.S. households)
    • Table 5-17: Demographics for Keeping Pet Fish, 2012 (percent, number and index among U.S. households)
    • Table 5-18: Demographics for Keeping Pet Birds, 2012 (percent, number and index among U.S. households)
    • Table 5-19: Demographics for Keeping Pet Reptiles, 2012 (percent, number and index among U.S. households)
    • Table 5-20: Demographics for Keeping Pet Rabbits and Hamsters, 2012 (percent, number and index among U.S. households)
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