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U.S. Pet Market Outlook, 2014-2015

Marketers have increasingly recognized that if you are going to compete in the pet industry, you need to be passionately focused on the pet industry. That's why we've seen several players go all-in in the last year: Del Monte Foods sold off its non-pet business to emerge as Big Heart Pet Brands, while Eli Lilly increased its commitment to animal health. And several players, including P&G and Novartis, are getting out because they couldn't give the pet market the attention it deserved.

With this latest edition of our industry-leading U.S. Pet Market Outlook, Packaged Facts is all-in as well. We've reformulated our market sizing to better capture all of the ways pet products are sold. We've added a host of new data from Packaged Facts' proprietary Pet Owners Survey. And we've analyzed in depth the key trends that are shaping the market - whether M&A, new product, retail, demographic/psychographic, or consumer behavior. If you're in the pet industry, this is the one report you don't want to be without.

Combining Packaged Facts' extensive monitoring of the pet market with a proprietary Pet Owner Survey hot off the presses, U.S. Pet Market Outlook 2014-2015 is the go-to source for a complete understanding of the U.S. pet industry. In its 6th edition, the report charts future directions for marketing and retailing along with consumer purchasing patterns across veterinary services, pet food, nonfood pet supplies, and non-medical pet services (such as grooming, boarding, training).

The report sizes each category in the market and forecasts its growth; examines new product activity; surveys retail channel trends including cross-channel shopping vs. shopper loyalty; and analyzes shifts in the needs of today's pet parents. The report tabulates pet product sales channel by channel, using data from sources including IRI, whose Market Advantage service tracks sales in supermarkets, drugstores, mass merchandisers including Walmart, and select club stores, dollar stores and military commissaries; GfK, which tracks pet specialty stores, veterinary clinics and farm/feed stores; and SPINS, Inc., whose SPINSscan service tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel. Supplementing Packaged Facts' exclusive Pet Owner Survey is an extensive analysis of Simmons' Fall 2013 National Consumer Study, which is based on approximately 25,000 adult respondents surveyed from October 2012 through November 2013, as well as previous Simmons surveys for historical trending. The report is therefore rich with numerical tables and charts, photographs of new products and advertising, and screen shots and other images across key channels.

Table of Contents

Chapter 1: Executive Summary

  • Introduction
  • Scope and Methodology
  • Report Methodology
  • Market Trends
  • Packaged Facts Re-Sizes Market
  • Table 1-1: U.S. Pet Market Retail Sales by Category: 2009-2013(in billions of dollars)
  • Market Share by Category and Animal Type
  • Economy Still Moderating Pet Product Spending
  • Table 1-2: Level of Agreement with Statement: “I am spending less onpet products because of the economy,” 2010-2014 (percent)
  • Pet Ownership and Population Trends
  • Pets Looking Long in the Tooth
  • Overweight and Obese Pets Impact Pet Health
  • Higher-Income Household Market Starts Recovery
  • Industry Trends
  • Market Structure
  • M&A and Investment Activity
  • Pet Players Focus on Human/Animal Bond
  • Premiumization Continues Unabated
  • Humanization Continues to Drive Market
  • Retail Trends
  • Many Places to Shop for Pet Owners
  • The Value Shopper
  • Table 1-3: Level of Agreement with Statement: “I look out for lowerprices, special offers, and sales on pet products,” March 2013 vs. January/February 2014 (percent)
  • The Premium Shopper
  • Petco and PetSmart Step Up Interest in Smaller Formats
  • Pet Ownership Trends
  • Pet Ownership Hits Nearly 57% of U.S. Households
  • Table 1-4: Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
  • Dog and Cat Ownership Rates by Age
  • Table 1-5: Dog or Cat Ownership Rates by Age Bracket: 2008-2013 (percent of U.S. households)
  • Multiple Pet Ownership Trends
  • America Gets Older
  • The Gen X and Gen Y Cohorts

Chapter 2 Highlights

Chapter 2: Market Trends

  • Market Performance
  • Packaged Facts Re-Sizes Market
  • Table 2-1: U.S. Pet Market Retail Sales by Category: 2009-2013 (in billions of dollars)
  • Table 2-2: U.S. Pet Market Retail Sales by Category: 2010-2013 (percent change over previous year)
  • Table 2-3: Projected Total U.S. Retail Sales of Pet Products and Services, 2013-2018 (in millions of dollars)
  • Table 2-4: U.S. Pet Market Compound Annual Growth Rates by Category: 2007-2012 vs. 2012-2017 (percent)
  • Market Share by Category and Animal Type
  • Table 2-5: Percentage Share of U.S. Pet Market Retail Sales by Category: 2009, 2013, 2018
  • Table 2-6: Share of U.S. Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2013 (percent)
  • Share of Pet Product Sales by Channel
  • Table 2-7: Share of U.S. Retail Sales of Pet Products Market by Channel Classification, 2013 (percent)
  • IRI-Tracked Channels Up Moderately
  • Table 2-8: IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, January 2014 (in millions of dollars, units and pounds)
  • Pet Food in Pet Specialty Channels Experiences Healthy Growth
  • Table 2-9: Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2013 (in billions of dollars)
  • Table 2-10: Pet Food Sales in Pet Specialty Stores, 2011-2013 (in millions and percent change over previous year)
  • Table 2-11: Retail Dollar Sales of Dog Food in Pet Specialty Stores, 2013 (in billions of dollars)
  • Table 2-12: Retail Dollar Sales of Cat Food in Pet Specialty Stores, 2013 (in billions of dollars)
  • Table 2-13: Retail Dollar Sales of Dog and Cat Pet Food in Pet Specialty Stores by Type, 2013 (in billions of dollars and percent)
  • Natural Supermarket Sales Up Across All Pet Categories
  • Table 2-14: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
  • Table 2-15: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
  • Specialty/Gourmet Supermarket Continues Upward Path
  • Table 2-16: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
  • Table 2-17: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
  • Market Drivers
  • With Expectations Muted, Consumers Still Spend Conservatively
  • Table 2-18: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2010-2013 (U.S. pet-owning households)
  • Table 2-19: 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 2-20: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2014 (percent)
  • Consumers Slightly Less Price Sensitive
  • Table 2-21: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011-2014
  • Most Pet Owners Are Not Big Spenders
  • Table 2-22: Amount Spent on Pet Products in Last 30 Days, January/February 2014 (percent)
  • Table 2-23: Pet Food Purchasing by Price Level, 2014 (percent)
  • Pet Ownership and Population Trends
  • Table 2-24: Household Penetration Rates for Selected Dog- or Cat- Owning Classifications: 2009-2013 (percent of U.S. households)
  • Adoptions from Shelters
  • PetSmart Charities Drives Pet Adoption
  • Pethealth Inc. (TSX:PTZ) Releases Third Annual PetPoint Report
  • Americans Gravitate Towards Smaller Dogs
  • Table 2-25: Size of Dogs, 2012-2014 (percent of pet owners)
  • Table 2-26: Size of Most Recently Acquired Dog, 2014(percent of pet owners)
  • Pets Looking Long in the Tooth
  • Table 2-27: Age of Dogs and Cats, 2014 (percent of pet owners)
  • Overweight and Obese Pets Impact Pet Health
  • Table 2-28: Percentage and Number of Overweight and Obese Dogs and Cats, 2013
  • Figure 2-1: Pet Owners Who Say They Have an Overweight Dog or Cat, 2014 (percent)
  • Figure 2-2: 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 2-29: Level Of Agreement With Statement: “I Buy Pet Food/Nutrition Products Related To Weight/Obesity For My Dog(s) Or Cat(s),” 2014 (percent)
  • Higher-Income Household Market Starts Recovery
  • Table 2-30: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 2001-2012 (percent)
  • Table 2-31: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2008-2012 (percent)
  • Industry Driven by Baby Boomers
  • Pet Industry Looks to Engage Senior Citizens
  • Pet Owners Love to Pamper Their Furry Family Members
  • Table 2-32: Level of Agreement with Statement: “I enjoy purchasing pet products that pamper my dog or cat,” 2014 (percent)
  • Human/Animal Bond Correlates to Pet Spending
  • Table 2-32: Level of Veterinary Expenditures by Human-Animal Bond and Animal Type, 2011 (mean dollars per household)
  • Pet Players Focus on Human/Animal Bond
  • Health Benefits of the Human/Animal Bond
  • Figure 2-3: Level of Agreement with Statement: “My pet has a positive impact on my health”: Physical vs. Mental, 2013 (percent)
  • Restaurants Are Taking Reservations for Pets
  • The Next Generation of Pet Owners
  • Cause Marketing
  • Table 2-34: 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 2-35: 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 2-36: Pet owners who have contributed time or money to pet welfare or rescue causes,” 2014 (percent)
  • Focus on Cats

Chapter 3 Highlights

Chapter 3: Industry Trends

  • Introduction
  • Market Structure
  • M&A and Investment Activity
  • P&G Sells Most of Petcare Business to Mars
  • Eli Lilly Buys Novartis Animal Health
  • Distributors Continue Consolidation
  • Pet Meds Stir Investor Interest, Industry Reconfiguration
  • Treats Get Gobbled Up
  • Del Monte Foods Sells Consumer Products Division to Focus on Pets
  • Nestlé Purina Acquires Petfinder
  • Pet Litter Company Makes Some Changes
  • Pet Insurance Sees Interest
  • National Veterinary Associates Considers Sale
  • Blue Buffalo Eyes IPO
  • Other Deals
  • Cross-Market Trends
  • Consolidation
  • Premiumization
  • Humanization
  • Cross Pollination
  • Pet Services
  • Big Players Continue Expansion into Services
  • VCA Antech and Banfield Lead Veterinary Services
  • Veterinary Visit Statistics
  • Dog Visits Up, But Fewer Dog Owners Visiting
  • Cat Visits Drop Some More
  • Table 3-1: Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, February/ March 2013 vs. January/February 2014
  • Morris Animal Foundation Advances Veterinary Research
  • Fairness to Pet Owners Act Back on the Table
  • Pet Insurance Shows Double Digit Growth
  • Figure 3-1: Projected North American Pet Insurance Market Revenues:
  • United States, Canada, and North America, 2013 vs. 2018 (in millions of U.S. dollars)
  • Pet Specialty Chains Emphasize Non-Medical Services
  • Table 3-2: PetSmart and Petco Sales of Pet Services, 2001-2013 (separately and cumulative, in millions of dollars)
  • PetsHotel Expansion Slows, PetSmart Renews Focus
  • Table 3-3: Number of PetSmart PetsHotels in Operation, 2006-2013
  • PetSmart Promise Helps Keep Homeless People With Their Pets
  • Franchise and Small Businesses Spur Growth and Innovation
  • Pet Products
  • Preventive Care On Top of Pet Owners' Minds
  • Table 3-4: Level Of Agreement With Statement: “High-quality dog foods/cat foods are effective for preventive health care,” 2014 (percent)
  • Product Safety a Key Driver
  • Table 3-5: 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 3-6: 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 3-2: Level of Agreement with Statement: “I consider natural and organic pet foods to be safer than regular pet foods,” 2014 (percent)
  • Innovation Powers the Premium Tier
  • Figure 3-3: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2012 vs. 2013
  • Defining the Natural Product
  • The Pet Food Establishment
  • The Hill's Natural Makeover
  • Natural Players Proliferate
  • Grain-Free Surging
  • Ancestral Lines Take Pets into the Wild
  • Upside Potential in Premium Cat Food
  • The Epicurean Pet Dines Human-Style
  • The Human-Grade Claim
  • Specialized Diets Serve Micro-Targets
  • Freshpet Powers Growth of the Fresh Segment
  • Natural Products Fuel Treat Market
  • Small Pet Food Mirrors Natural Trends
  • Cross-Channel Migration Issues in Retail
  • Small Is Beautiful
  • The Pet Medications Market
  • Sales Off Pace in 2013
  • Pet Medications Market Forecast to Rebound
  • Table 3-7: Projected U.S. Retail Sales of Pet Medications, 2013-2018 (in billions of dollars)
  • Multi-Tier Market: Veterinary, Pet Specialty, and Mass
  • Figure 3-4: Share of U.S. Retail Sales of Pet Medications by Distribution Channel, 2013 (percent)
  • Producers in Two Tiers: Pharmaceutical and OTC
  • Pharmaceutical Players
  • OTC/Retail Players
  • Migration from Rx to OTC to Drive Growth for Retailers
  • Online Channel Poised for Growth
  • Target and Walmart Jump into Pet Prescriptions Market
  • Developments in Pet Meds
  • The Nonfood Pet Supplies Market
  • Safety, Health Drive Trends in Pet Supplies
  • Innovators Target Cat Litter Category
  • Dog Chews Proliferate
  • Chews and Treats Lure New Players
  • Product Samplers for Treats and Toys
  • Toys and Pet Enrichment
  • Pet Accessories
  • Travel Products
  • Licensing Deals and Celebrity Star Power
  • Dog for Dog Attracts Celebrity Partners
  • Pet Technology

Chapter 4: Highlights

Chapter 4: Retail Trends

  • Many Places to Shop for Pet Owners
  • The Value Shopper
  • Table 4-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” March 2013 vs. January/February 2014 (percent)
  • Figure 4-1: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” March 2012 vs. March 2013 (percent)
  • The Premium Shopper
  • Figure 4-2: Level of Agreement with Statement: “I am willing to spend extra to ensure the wellness of my pet,” 2013 (percent)
  • Consumers Less Loyal to Retailers
  • Table 4-2: Channel Loyalty in Pet Product Purchasing: All Channels, 2008-2013 (percent and number)
  • Table 4-3: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2009-2013 (percent)
  • Table 4-4: Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, 2009-2013 (number in thousands)
  • Coupon Use Takes a Dip
  • Figure 4-3: “Coupons draw me to stores I don't shop,” 2013 (index by retail channel)
  • Figure 4-4: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2008- 2013 (percent)
  • Pet Product Purchasing Rates by Channel
  • Table 4-5: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, Fall 2013 (number and percent)
  • Pet Superstores Continue Their Ascent
  • Table 4-6a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2009-2013 (percent of dog or cat owners)
  • Table 4-6b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2009-2013 (U.S. dog or cat owners in thousands)
  • Walmart the Preferred Brick-and-Mortar Channel
  • Table 4-7: Channel Choices for Pet Product Shopping, Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2014 (percent of pet product buyers)
  • Private Label Has Weak Showing
  • Table 4-8: IRI-Tracked Private-Label Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (in millions of dollars)
  • Table 4-9: Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
  • Mass-Market Trends
  • Walmart Love Pets
  • Target Reboots Pet Department
  • PetSmart and Petco's Sales Closing in on $11 Billion
  • Table 4-10: PetSmart and Petco Sales and Number of Stores: 2001-2013 (cumulative, in units and millions of dollars)
  • Exclusive a Key Strategy for PetSmart
  • Petco and PetSmart Step Up Interest in Smaller Formats
  • Pet Supplies Plus Accelerates Growth
  • Online Shopping
  • Shoppers Increase Frequency of Buying Online
  • Figure 4-5: Level of Agreement with Statement: “I am buying pet products online more than I used to,” 2012-2014 (percent)
  • Figure 4-6: Time Frame for Most Recent Online Purchase of Pet Products, 2013 vs. 2014 (percent of pet owners)
  • Online Business for Pet Meds Intensifies
  • Amazon Eyes Packaged Goods Market
  • Looking Ahead
  • Figure 4-7: Projected U.S. Online Sales of Pet Products, 2011-2015 (in billions of dollars)
  • The New Frontier of Retail Sales
  • The Pet Professionals
  • Natural Supermarkets
  • Dollar Stores
  • Agricultural/Feed-Seed Stores
  • Home Improvement Stores
  • Home Stores
  • Luxury Retailers
  • Food Co-ops
  • Farms and Farm Markets
  • Gourmet Food Shops and Country Markets

Chapter 5: Highlights

Chapter 5: Pet Ownership Trends

  • Pet Ownership Hits Nearly 57% of U.S. Households
  • Table 5-1: Household Penetration Rates for Selected Dog- or Cat- Owning Classifications: 2008-2013 (percent of U.S. households)
  • Table 5-2: Household Populations for Selected Dog- or Cat-Owning
  • Classifications: 2008-2013 (thousands of U.S. households)
  • Table 5-3: Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
  • Changes in Pet Households by Income Level
  • Table 5-4: Change in Pet Market Consumer Base: Households Earning $100,000 or More vs. Households Earning Under $100,000: 2009 vs. 2013 (number of U.S. dog- or cat-owning households)
  • Dog and Cat Ownership Rates by Age
  • Table 5-5: Dog or Cat Ownership Rates by Age Bracket: 2008-2013 (percent of U.S. households)
  • Multiple Pet Ownership Trends
  • 31% of Pet Households Keep Multiple Types
  • Table 5-6: Multiple Pet Ownership in the United States by Animal Type, 2009 vs. 2013 (percent of pet-owning households)
  • Table 5-7: Ownership of Multiple Pets of a Single Type, 2009 vs. 2013 (percent of U.S. households who own a given type of pet)
  • America Gets Older
  • The Gen X and Gen Y Cohorts
  • Table 5-8: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (percent of U.S. households)
  • Table 5-9: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (number of U.S. households in thousands)
  • Table 5-10: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (U.S. households)
  • Table 5-11: Indexes for Dog or Cat Ownership: By Age Cohort, 2009 vs. 2013 (U.S. households)
  • Table 5-12: Indexes for Dog or Cat Ownership: Younger vs. Older Boomers, 2009 vs. 2013 (U.S. households)
  • Table 5-13: Number of Total U.S. Population Growth for Selected Age Brackets: 2015-2060 (in thousands)
  • Table 5-14: Share of Total U.S. Population Growth for Selected Age Brackets: 2015-2060 (in percent)
  • Kids in the House
  • Table 5-15: Dog/Cat Ownership Rates by Household Composition, 2008-2013 (percent)
  • Table 5-16: Share of Total Dog/Cat Owners by Household Composition, 2008-2013 (percent)
  • Dog vs. Cat Households
  • Table 5-17: Dog Ownership Rates by Household Composition, 2008-2013 (percent)
  • Table 5-18: Share of Total Dog Owners by Household Composition, 2008-2013 (percent)
  • Table 5-19: Cat Ownership Rates by Household Composition, 2008-2013 (percent)
  • Table 5-20: Share of Total Cat Owners by Household Composition, 2008-2013 (percent)
  • Pet Ownership Grows in All Ethnic Groups
  • Table 5-21: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2009 vs. 2013 (number and percent of U.S. dog- or cat-owning households)
  • Table 5-22: Dog and Cat Ownership Trends by Race/Ethnicity, 2008- 2013 (percent and number of U.S. dog- or cat-owning households)
  • Table 5-23: Dog vs. Cat Ownership Trends by Race/Ethnicity, 2009 vs. 2013 (percent and number of U.S. dog- or cat-owning households)
  • Table 5-23: [Cont.] Dog vs. Cat Ownership Trends by Race/Ethnicity, 2009 vs. 2013 (percent and number of U.S. dog- or cat-owning households)
  • Table 5-24: Demographic Snapshot of the U.S. Population, 2012
  • Table 5-25: Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2060 (in thousands)
  • Pet Owner Psychographics
  • Health and Medical Related Sentiments and Practices
  • Table 5-26: Selected Health & Medical Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
  • Table 5-27: Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
  • “Green” Sentiments and Practices
  • Table 5-28: Selected Sustainability Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
  • Table 5-29: Selected Sustainability Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
  • Table 5-30: Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
  • Table 5-31: Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
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