U.S. Pet Market Outlook, 2014-2015

Apr 28, 2014
205 Pages - Pub ID: LA5085816
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U.S. Pet Market Outlook

Humans are passionate about their pets. And to compete in the pet industry, marketers have to be passionate about the pet industry. In 2013-14 some big companies decided they weren’t all in and got out, such as P&G and Novartis, while others brought their pet business to a higher level. 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.

Packaged Fact’s U.S. Pet Market Outlook 2014-2015 – the market research bible of the industry – made the move to an “all-in” level. We reformulated our market sizing to better capture all of the ways pet products are sold and added a host of new data from Packaged Facts' proprietary Pet Owners Survey. Moreover, we analyzed in depth the key trends that are shaping the market: whether M&A, new product, retail, demographic/psychographic, or consumer behavior.

To be fully in the pet market, you need this report.

Combining Packaged Facts’ extensive monitoring of the pet market with a proprietary Pet Owner Survey, 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).

Everything a pet marketer needs to compete in the pet industry can be found in the report, including product category sizing and forecasts, new product activity, retail channel trends including cross-channel shopping vs. shopper loyalty; and analysis of 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.
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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