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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.

Report Methodology
The information in The U.S. Market for Pet Food is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the pet food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

Pegging 2003 sales at approximately $13 billion, the report covers foods, treats, snacks, and beverages for all types of companion animals (i.e., including birds, small animals, and fish/reptiles), with a particular focus on cats and dogs. The three principal categories—Dog Food, Cat Food, and Other Pet Food—are segmented (i.e., dry, canned, semi-moist, etc.) and quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition; marketing, new product, and retail trends; and the role of the Internet, providing forecasts through 2008 and detailed consumer profiles of key dog and cat food demographics, based on the most current Simmons Market Research Bureau data available.

What You’ll Get in this Report
The U.S. Market for Pet food makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Pet Food offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream pet food marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies (including mass marketers, specialty stores and independents)
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the pet food market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet food, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pet food based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for pet food
• Research and development professionals stay on top of competitor initiatives and explore demand for products in the pet food arena.
• Advertising agencies working with clients in the pet food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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