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Title: The U.S Pet Food Market
Published: June 2004

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The following is the abstract from the full report:
Pizza, breath mints, microwave popcorn, food bars, fitness waters, diet foods, kosher foods, sauces, gravies, and sprinkle-on seasonings: what do these have in common? They are all now available for Rover and/or Kitty, as pet food marketers seek new ways to grow their business. Facing flat sales at the mass-market level and increasing encroachment from Wal-Mart’s Ol’ Roy store brand, pet food marketers are scaling up, up, up with an array of “humanized” products also pushing the limits of “natural/organic” and “state-of-the-art nutrition,” to a degree that many pet foods and treats now beg the question: “Is it a food or is it a supplement?” In many cases, the answer is “both,” with more and more products (perhaps most, these days) landing squarely in the realm of “nutraceutical/functional,” with health claims running the gamut from the all-important dental angle to improved joint health to a better psychological disposition in general. Value-added features and claims like these are allowing pet food marketers to charge more for their products, even as a new breed of superpremium pet food hits the shelves, including new lines aimed at the veterinary channel.

Based on in-depth secondary research as well as primary research including interviews with industry insiders and attendance at the 2004 APPMA show, The U.S. Pet Food Market explores key competitive trends, such as channel-specific product development and marketing, and pinpoints opportunities for current and prospective marketers. Most pet food market growth will come from a new wave of better promoted and better merchandised health-positioned products, with “professional,” convenience, and natural claims also helping to drive growth. The pet food business also promises not-to-be-missed opportunities in the all-important area of weight-loss and nutritional supplementation.

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