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Market Research Report

Natural, Organic and Eco-Friendly Pet Products in the U.S., 6th Edition

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Natural, Organic and Eco-Friendly Pet Products in the U.S., 6th Edition
Published: October 12, 2016 Content info: 286 Pages
Description

Tracking a movement that started slowly but has since gone full steam ahead, ‘Natural, Organic and Eco-Friendly Pet Products in the U.S.’ explores how natural pet products are becoming increasingly common in mass-market channels while trying to remain true to their pet specialty roots. Whereas ten years ago natural, organic and eco-friendly (NOEF) pet products were still primarily the province of smaller outfits selling through the pet specialty channel, today virtually all major and mid-level pet market players offer at least some natural or eco-friendly products. The growth of the natural pet market correlates in part with the growing number of natural players exclusive to the pet specialty channel. But it is incursion by companies centered in the mass market, via line extension or acquisition, that has brought the pet industry's largest competitors onto the natural playing field, where ongoing experimentation and expansion promises to keep them firmly entrenched.

‘Natural, Organic and Eco-Friendly Pet Products in the U.S.’ also examines how the growth of the natural pet market is fueled in part by human market trends. The environmental, safety, and social concerns that are important to U.S. consumers when purchasing products for themselves frequently also influence their pet product purchases, so the perennial strong performance of natural, organic and eco-friendly products on the human side-where these trends are much further along-suggests solid market growth potential for pet. Another human/pet market driver is the demand for increased transparency in product content and composition, increasing the importance of both what is-and at time even more importantly, what isn't-in a product. At the same time, although natural and organic products benefit from the consumer perception, whether real or imagined, that they are purer and safer than regular products, product safety is a growing factor given the many recalls of the past few years.

‘Natural, Organic and Eco-Friendly Pet Products in the U.S.’ breaks out the natural pet market into two broad classifications:

  • Pet Food: Because the term “natural” has no current legal definition, and thus has limited stand-alone appeal, and because of the ever-growing demand for high-quality pet foods that offer enhanced nutrition, a focus on ingredients has skyrocketed in the natural pet food space in the past ten years. One of the trends illustrating this phenomenon is the increased interest in human-grade foods and ingredients; another is the “must-have” status of grain-free pet foods. While organic pet foods make up a very small part of the overall pet food market, due to supply issues, high prices, and lack of pet market specific regulation, organic pet foods are expected to advance as these impediments are remedied. Other pet food trends covered include grass-fed and free-range foods, exotic proteins, “ancient grains,” and plant-based protein alternatives.
  • Pet Care Products: Defined by Packaged Facts as encompassing all non-food pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.), the pet care products market is distinguished by the importance of environmental or “green” appeals, a trend that encompasses the materials the products are made of, the packages they come in, and the sustainability practices of the companies who make them.

Building on the analysis presented in the previous five editions of this report, this fully updated sixth edition of ‘Natural, Organic and Eco-Friendly Pet Products in the U.S.’ covers historical and projected retail sales estimates from 2012 through 2021, competitive strategies of key players, and trends in new product development such as grain-free, grass-fed, superfood ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), eco-friendly nonfood pet products, corporate sustainability initiatives, and retail channel trends. Featuring exclusive data from Packaged Facts' National Pet Owner Survey, the report homes in on food and non-food purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and purchasing attitudes and product preferences.

Table of Contents
Product Code: LA5815699

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

INTRODUCTION

  • Scope of Report: Pet Food and Pet Care
  • Report Methodology
  • Market Definitions and Terminology
  • Key Ethical Issues

MARKET TRENDS

  • Market Share by Retail Channel
  • Market Outlook
  • Pet Owners Still Concerned with Product Safety
  • Figure 1-1: Level of Agreement with Statement, “I consider natural and organic pet foods to be safer than regular pet foods,” 2016 (percent of pet product purchasers)
  • Safety, Nutritional Concerns Prompt Demand for Transparency

COMPETITIVE TRENDS

  • Market Structure and Retail Dynamics
  • Acquisitions, Mergers and Expansions
  • Retail Trends

MARKETING AND NEW PRODUCT TRENDS

  • Pet Food and Treats
  • Limited Ingredient Diets
  • Eco-Friendly Products Form Core of Natural Pet Care Market

CONSUMER TRENDS

  • More Pet-Owning Households Purchase Organic Foods
  • Demographics for Natural Dog Food

CHAPTER 2: INTRODUCTION

CHAPTER HIGHLIGHTS

SCOPE & METHODOLOGY

  • Scope of Report: Pet Food and Pet Care
  • Report Methodology

MARKET DEFINITIONS AND TERMINOLOGY

  • Natural Pet Food
  • Defining Natural
  • Defining Organic
  • Raw Pet Food
  • Terms Often Associated with Natural and Organic Pet Food
  • Natural Pet Food Ingredients
  • Undesirable Ingredients
  • Natural Pet Care Products
  • Changes in Pet Food Regulation
  • Litigation over the Meaning of “Natural”

ETHICAL ISSUES

  • Key Ethical Issues
  • Eco-Friendly (“Green”)
  • Locally Grown and “Food Miles”
  • Humane Treatment of Animals
  • No Animal Testing/Cruelty-Free
  • No Genetic Modification or Cloned Animals
  • Fair Trade/Ethically Sourced
  • Illustration 2-1: Fair Trade USA Certification Label
  • Sustainable Agriculture and Development
  • Corporate Responsibility

CHAPTER 3: MARKET TRENDS

CHAPTER HIGHLIGHTS

MARKET SIZE & COMPOSITION

  • U.S. Retail Sales Approach $9 Billion in 2016
  • Table 3-1: U.S. Retail Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2012-2016 (in millions of dollars)
  • Figure 3-1: Share of U.S. Retail Sales of Natural Pet Products: Pet Food vs. Pet Care, Total, 2012-2016 (percent)
  • Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food, 2012-2016 (in millions of dollars)
  • Litter Dominates Pet Care Classification
  • Figure 3-3: Share of U.S. Retail Sales of Natural Pet Care Products by Segment: Litter, Health, Other, 2016 (percent)
  • Mass-Market Sales Trends
  • Table 3-2: IRI-Tracked Sales of Natural Pet Products: Total and by Food and Non-food Category and Segment, May 2016 vs. Year Ago (in millions of dollars and pounds)
  • Table 3-3: Natural Product Share of IRI-Tracked Sales of Pet Products: Total and by Food and Non-food Category and Segment, May 2016 vs. Year Ago (percent and percentage point change)
  • Table 3-4: Share of IRI-Tracked Sales of Natural Pet Product Sales by Food and Non-food Category and Segment, May 2016 vs. Year Ago (percent)
  • Specialty/Gourmet and Natural Supermarket Sales Continue Upward Path
  • Table 3-5: U.S. Retail Sales of Pet Products in the Specialty/Gourmet and Natural Supermarket Channels by Channel, 2014 vs. 2015 (in millions of dollars)
  • Market Share by Retail Channel
  • Figure 3-4: Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2016 (percent)

MARKET OUTLOOK

  • Natural and Organic Going Strong on the Human Side
  • Figure 3-5: Agreement Levels With Selected Statements About Natural and Organic Foods: Overall vs. Pet Product Purchasers vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Figure 3-6: Agreement Levels with Selected Statements About Environmental and Social Issues: Overall vs. Pet Product Purchasers vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Natural Pet Products Part of Premiumization Trend
  • Figure 3-7: Agreement Levels with Selected Wellness-Related Statements About Pet Product Shopping, 2016 (percent of pet product purchasers)
  • Figure 3-8: Level of Agreement Regarding Importance of Choice of Natural/Organic Pet Foods vs. Pet Treats vs. Pet Supplies, 2016 (percent of NOEF pet food purchasers)
  • Pet Owners Still Concerned with Product Safety
  • Figure 3-9: Level of Agreement with Statement, “I consider natural and organic pet foods to be safer than regular pet foods,” 2016 (percent of pet product purchasers)
  • Figure 3-10: Level of Agreement with Statement, “Fear of pet food contamination/product safety is a key consideration in the dog foods/cat foods I buy,” 2016 (percent of dog and cat product purchasers)
  • Figure 3-11: Level of Agreement with Statement, “I prefer to purchase pet products made by smaller companies I trust”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Figure 3-12: Level of Agreement with Statement, “I am concerned about the safety of the pet foods I buy”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Figure 3-13: Level of Agreement with Statement, “I am concerned about the safety of the pet treats I buy”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Figure 3-14: Level of Agreement with Statement, “I am concerned about the safety of the non-food pet products I buy”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Figure 3-15: Level of Agreement with Statement, “I actively seek out pet foods made in the U.S.”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Pet Food Exempt from GMO Labeling Regulation ... For Now
  • Figure 3-16: Level of Agreement with Statement, “I worry about GMO (genetically modified) ingredients in the pet foods I buy”: Pet Product Purchasers Overall vs. NOEF Pet Product Purchasers, 2016 (percent)
  • Safety, Nutritional Concerns Prompt Demand for Transparency
  • Illustration 3-1: Clear Conscience Pet Label
  • Table 3-6: Level of Agreement with Statement, “I am spending less on pet products because of the economy,” 2012-2016 (percent of pet product purchasers)
  • Table 3-7: Level of Agreement with Statement, “Many pet products are becoming too expensive,” 2012-2016 (percent of pet product purchasers)
  • Table 3-8: Pet Food Purchasing by Price Level: Dog Owners vs. Cat Owners, 2014 vs. 2016 (percent of pet product purchasers)
  • Table 3-9: Level of Agreement with Statement, “If natural/organic pet products were more available where I shop, I would buy them more often,” 2012-2016 (percent of pet product purchasers)
  • Table 3-10: Level of Agreement with Statement, “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2012-2016 (percent of pet product purchasers)
  • Table 3-11: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond: Pet Owners Overall vs. Natural Pet Food Purchasers, 2016 (percent)

MARKET PROJECTIONS

  • Sales to Approach $15 Billion in 2021
  • Table 3-12: Projected U.S. Retail Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2016-2021 (in millions of dollars)

CHAPTER 4: COMPETITIVE TRENDS

CHAPTER HIGHLIGHTS

MARKET STRUCTURE AND RETAIL DYNAMICS

ACQUISITIONS, MERGERS AND EXPANSIONS

  • Blue Buffalo a Hotbed of Activity
  • Table 4-1: Blue Buffalo's Net Sales and Growth, 2010-2015 (in millions of dollars)
  • Illustration 4-1: Display Ad for Blue Buffalo Natural Veterinary Diet
  • Major Acquisitions
  • Consumer Response to Smaller Firms “Selling Out”

COMPETING IN THE NATURAL MARKET

  • Expanding Product Lines and Updating Existing Brands
  • Illustration 4-2: Freshpet Fresh Baked Promotion
  • Illustration 4-3: Nestlé Purina Zuke's Ascent Dog Food
  • Illustration 4-4: WellPet Wellness Grain-Free Recipes
  • Illustration 4-5: Barkworthies' New Look
  • Recalls Continue to Impact Natural Brands
  • Natural Pet Care Marketers Fill Several Market Niches
  • Cause Marketing a Big Draw for Natural Product Purchasers
  • Illustration 4-6: PetSmart Good Natured Natural Dog and Cat Food
  • Illustration 4-7: Zuke's Mini Naturals Stars & Stripes Treats
  • Figure 4-1: 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”: Pet Product Purchasers Overall vs. Pet Owners Who Place a High Priority on Purchasing Natural Pet Food, 2016 (percent)
  • Figure 4-2: Level of Agreement with Statement, “The participation by pet product retailers in pet welfare and rescue causes plays a role in where I buy pet products”: Pet Owners Overall vs. Pet Owners Who Place a High Priority on Purchasing Natural Pet Food, 2016 (percent)
  • Sustainability Initiatives
  • Figure 4-3: Pet Owner Attitudes Toward Environmentally Responsible Packaging: Pet Owners Overall vs. Hispanic Pet Owners, 2016 (percent of dry pet food purchasers)
  • Marketer Profile: The Honest Kitchen Thrives on Transparency
  • Illustration 4-8: The Honest Kitchen Interactive Ingredient Map

MARKETER AND BRAND RANKINGS

  • Methodology for Estimates
  • Pet Specialty Dog Food and Cat Food Market Leaders
  • Table 4-2: Pet Specialty Channel Marketer and Brand Leaders in Dog and Cat Products, 2010-2014 (percent)
  • Marketer/Brand Shares of Mass-Market Sales of Natural Dog Food
  • Marketer/Brand Shares of Mass-Market Sales of Natural Cat Food
  • Marketer/Brand Shares of Mass-Market Sales of Natural Pet Supplies
  • Marketer/Brand Shares of Mass-Market Sales of Natural Cat Litter
  • Table 4-3: IRI-Tracked Retail Dollar Sales of NOEF Dog Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-3a: IRI-Tracked Retail Dollar Shares of NOEF Dog Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-4: IRI-Tracked Retail Dollar Sales of NOEF Cat Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-4a: IRI-Tracked Retail Dollar Shares of NOEF Cat Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-5: IRI-Tracked Retail Dollar Sales of NOEF Pet Supplies by Marketer and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-5a: IRI-Tracked Retail Dollar Shares of NOEF Pet Supplies by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
  • Table 4-6: IRI-Tracked Retail Dollar Sales of NOEF Litter by Marketer and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
  • Table 4-6a: IRI-Tracked Retail Dollar Shares of NOEF Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)

RETAIL TRENDS

  • Pet Specialty Retailers a Natural Match
  • Figure 4-4: Level of Agreement with Statement, “Natural pet products sold in pet stores and superstores are superior to those sold in general stores such as supermarkets or supercenters,” 2014 vs. 2016 (percent of pet product purchasers)
  • Pet Superstores Bank on NOEF Products
  • Table 4-7: Purchasing Rates for Pet Products in the Pet Specialty Channel, 2012-2016 (percent of dog or cat owners)
  • Illustration 4-9: Petco Email Promotion Featuring Only Natural Brands
  • Illustration 4-10: PetSmart Natural Litter Promotion
  • Illustration 4-11: Petco's Drs. Foster and Smith Pet Food
  • Illustration 4-12: Petco WholeHearted Private-Label Pet Food
  • Natural/Organic at the Core of Independent Pet Specialty
  • Figure 4-5: Percentage of Pet Products with Natural, Organic or Eco-Friendly Marketing Propositions, 2016 (percent)
  • Figure 4-6: “What is the most important factor when evaluating natural products for your store?”, 2016 (percent)
  • Figure 4-7: “What are the biggest challenges you face in selling natural pet products?”, 2016 (percent)
  • Figure 4-8: “What percentage of your customers purchase natural products based on your recommendation?”, 2016 (percent)
  • Figure 4-9: “What does the future hold for natural pet products in your store?”, 2016 (percent)
  • Growth in Online Sales
  • Figure 4-10: Level of Agreement with Statement, “I am buying pet products online more than I used to”: Pet Product Purchasers Overall vs. Pet Owners Who Place High Priority on Purchasing Natural Pet Food, 2016 (percent)

CHAPTER 5: MARKETING AND PRODUCT TRENDS

CHAPTER HIGHLIGHTS

PET FOOD AND TREATS

  • Natural Products Focus on What Is, What Isn't In Pet Foods
  • Figure 5-1: Use of Pet Food by Natural-Related Formulation, 2015 (percent of dog and cat product purchasers)
  • Humanization
  • Illustration 5-1: The Honest Kitchen Nice Mussels
  • Illustration 5-2: The Honest Kitchen Joyful Jerky
  • Figure 5-2: Pet Owners Giving Human Foods to Pets, 2016 (percent of dog or cat owners)
  • Illustration 5-3: Freshpet Vital Whole Blends Website Banner
  • Illustration 5-4: Nestlé Purina Beyond Purées
  • Illustration 5-5: Pure Treats PureBites Mixers
  • “Meat-First” Products Focus on Quality Protein
  • Illustration 5-6: Chicken Soup for the Soul Grain-Free Wet Cat Food
  • Illustration 5-7: Radagast Pet Food's Rad Cat Raw Diet
  • Illustration 5-8: Stella & Chewy's Dandy Lamb Grass-Fed Lamb Patties
  • Illustration 5-9: Natural Balance Wild Pursuit Lamb Lung and Venison Lung Bites
  • Illustration 5-10: PetSmart's Only Natural Pet Dog Food
  • Table 5-1: Pet Food Purchases by Meat Ingredient, 2016 (percent of dog or cat owners purchasing dry or wet pet food)
  • Table 5-2: Pet Food Purchases by Poultry/Game Bird Ingredient, 2016 (percent of dog or cat owners purchasing dry or wet pet food)
  • Illustration 5-11: Trade Ad for Sojos Complete Goat Recipe
  • Illustration 5-12: Koha Kangaroo Stew Super Premium Cat Food
  • Limited Ingredient Diets
  • Illustration 5-13: Merrick Limited Ingredient Diet in Real Salmon Recipe
  • Illustration 5-14: Nature's Variety Instinct Limited Ingredient Diets
  • Focus on Plant-Based Nutrition
  • Illustration 5-15: Max & Ruffy's Mother Quinoa's Pumpkin Patch Treats
  • Illustration 5-16: Carna4 Sprouted Grain Pet Foods
  • Plant-Based/Meat-Free Pet Food
  • Table 5-3: Pet Food Purchases by Ingredients Other Than Animal Protein, 2016 (percent)
  • Illustration 5-17: Natural Balance Vegetarian Formulas
  • Illustration 5-18: Halo, Purely for Pets Vegan Garden Medley
  • Illustration 5-19: Nature's Recipe Health Skin Vegetarian Recipe
  • Illustration 5-20: Dogswell Nutrisca Salmon & Chickpea Dog Food
  • Illustration 5-21: Chloe's Sustainable Treats with Cricket Protein
  • Preventive Health Benefits of Pet Food Emphasized
  • Figure 5-3: Pet Owner Agreement with Statement, “High-quality dog foods/cat foods are effective for preventive health care,” 2014-2016 (percent of dog or cat owners)
  • Illustration 5-22: Screenshot of Hill's Healthy Advantage website
  • Cats Demand Special Attention
  • Illustration 5-23: Nestlé Purina's Muse Cat Food
  • Raw Foods Marketers Focus on Convenience
  • Sustainably and Ethically Sourced Ingredients a Marketing Plus
  • Illustration 5-24: Website Banner for Tenderandtruepet.com
  • Illustration 5-25: Petcurean Gather Dog and Cat Food
  • Grain-Free, Superfood Treats Drive Category
  • Illustration 5-26: Wellness TruFood CocoChia Bakes
  • Illustration 5-27: Dogs Love Kale Treats
  • Illustration 5-28: Wellness Pure Delights Turkey & Salmon Jerky
  • Illustration 5-29: Sojos Simply Beef Dog Treats
  • Illustration 5-30: Papa Bow Wow Buffalo Treats
  • Illustration 5-31: Awesome Possum Treats
  • Illustration 5-32: Marsh Dog Nutria Dog Biscuits
  • Illustration 5-33: Riley's Organics Treats
  • Illustration 5-34: Plato's Pet Treats Thinker Sticks
  • Illustration 5-35: Alaska's Bakery Treats

PET CARE PRODUCTS

  • Eco-Friendly Products Form Core of Market
  • Cat Litter
  • Illustration 5-36: Arm & Hammer Natural Litters
  • Illustration 5-37: sWheat Scoop Premium+
  • Illustration 5-38: Out Pet's Booth at Global Pet Expo 2016
  • Illustration 5-39: Litter One Tear Sheet
  • Illustration 5-40: Fresh News Cat Litter
  • Illustration 5-41: SmartCat Litter
  • Illustration 5-42: Next Gen Pet Cat Litter
  • Illustration 5-43: Earth Rated Green Values
  • Illustration 5-44: Flush Puppies Flushable Pet Waste Bags
  • Illustration 5-45: Simple Solutions Eco-Care Training Pads
  • Illustration 5-46: The Green Pet Shop's Bamboo Training Pads
  • Natural Cleaning Products
  • Illustration 5-47: Clean + Green Natural Pet Cleaning Sprays
  • Flea/Tick Products
  • Pet Supplements
  • Illustration 5-48: Natura Petz Organic Supplements
  • Grooming Products
  • Beds
  • Illustration 5-49: P.L.A.Y. Snuggle Bed
  • Toys
  • Illustration 5-50: Honest Pet Products Eco Catty Pillar Cat Toy
  • Illustration 5-51: Simply Fido Stuffless Dog Toys
  • Collars and Leads
  • Illustration 5-52: Olive Green Dog FOUND Lead
  • Illustration 5-53: Lupine Eco Collars
  • Illustration 5-54: Harry Barker Chelsea Dog Collar
  • Illustration 5-55: Molly Mutt Tale of Two Cities Bamboo Collar

CHAPTER 6: CONSUMER TRENDS

CHAPTER HIGHLIGHTS

OVERVIEW OF NATURAL/ORGANIC PRODUCT PURCHASING

  • Note on Data Sources
  • More Pet-Owning Households Purchase Organic Foods
  • Figure 6-1: Percentage Who Use Any Organic Foods vs. Who Especially Look for Organic/Natural Foods: U.S. Households Overall, Dog Owners, and Cat Owners, 2014 vs. 2016 (percent of U.S. households)
  • Figure 6-2: Selected Natural/Organic/Eco-Friendly Attitudes: Overall, Dog Owners, Cat Owners, 2016 (percent)
  • Table 6-1: General Market Purchasing Patterns for Organic/Natural Products: Households Overall, Dog Owners, Cat Owners, 2014 vs. 2016 (percent of U.S. households)
  • Simmons-Tracked Natural/Organic Pet Product Purchasing Drops Slightly
  • Figure 6-3: Purchasing Rates for Selected Natural, Organic or Eco-Friendly Pet Product Classifications, 2014 vs. 2016 (percent)
  • Younger, Smaller Pets Most Likely to Eat Natural/Organic Pet Food
  • Figure 6-4: Purchasing Rates for Natural/Organic Pet Food by Age of Pet, 2016 (percent of dog or cat owners)
  • Figure 6-5: Purchasing Rates for Natural/Organic Pet Food by Size of Dog, 2016 (percent of dog owners)

PURCHASING PATTERNS BY PRODUCT TYPE

  • Dry Pet Food Registers Highest Rates of NOEF Product Purchasing
  • Table 6-2: Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Products by Type, 2014 vs. 2016 (percent of dog product purchasers)
  • Table 6-3: Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Products by Type, 2014 vs. 2016 (percent of cat product purchasers)
  • Walmart, PetSmart Are Top Channels for NOEF Food Purchasing
  • Table 6-4 Where Natural, Organic or Eco-Friendly Pet Food Is Purchased: Selected Channels, 2016 (percent of natural pet food purchasers)
  • Blue Buffalo Tops Brand Lists for Food, Treats
  • Nutritional Quality Motivates Purchasers
  • Pet Owners Heed Vet Recommendations
  • Table 6-5: Purchasing Rates for Selected Brands of Natural/Organic Pet Food, 2016 (percent of natural/organic pet food purchasers)
  • Table 6-6: Purchasing Rates for Selected Brands of Natural/Organic Pet Treats, 2016 (percent of pet product purchasers)
  • Figure 6-6: Why Pet Owners Choose Natural/Organic Pet Food, 2016 (percent of natural/organic pet food purchasers)
  • Figure 6-7: Factors Pet Owners Consider When Evaluating Natural/Organic Pet Food, 2016 (percent of natural/organic pet food purchasers)
  • Figure 6-8: How Pet Owners Learn About Natural/Organic Pet Food Brands, 2016 (percent of natural/organic pet food purchasers)
  • Made in the U.S.A. Leads by NOEF Pet Food Formulation Type
  • Figure 6-9: Types of Natural, Organic or Eco-Friendly Pet Food or Treats Purchased: Dog Owners vs. Cat Owners, 2015 (percent of product purchasers)

CONSUMER PROFILES

  • Half of Pet Product Purchasers Choose NOEF Products
  • Table 6-7: Demographic Overview of the Natural, Organic and Eco-Friendly Pet Product Purchaser, 2016 (percent of dog or cat product purchasers)
  • Demographics for Organic Pet Food
  • Table 6-8: Demographic Overview of the Organic Pet Food Purchaser, 2016 (percent, number and index of dog- or cat-owning households)
  • Demographics for Natural Dog Food
  • Table 6-9: Demographic Overview of the Natural Dog Food Purchaser, 2016 (percent, number and index of dog-owning households)
  • The Science Diet Dog Food Purchaser
  • Table 6-10: Selected Top Demographic Indicators for Purchase of Science Diet Brand Dog Food, 2016 (index of dog-owning households)
  • The Nutro Dog Food Purchaser
  • Table 6-11: Selected Top Demographic Indicators for Purchase of Nutro Brand Dog Food, 2016 (index of dog-owning households)
  • The Natural Balance Dog Food Purchaser
  • Table 6-12: Selected Top Demographic Indicators for Purchase of Natural Balance Brand Dog Food, 2016 (index of dog-owning households)
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