The ever increasing mindset of “pets as family” is transforming the already dynamic market for non-food pet supplies into an even hotter one, with premium and value-added products often at the fore and higher-income demographics taking an ever larger bite out of the pet market pie. At the same time, the range of retailers carrying pet products continues to expand, making a wider range of products available to a wider range of consumers, while innovative upstart marketers continue to flood the field and big-name players get even bigger through line additions and acquisitions. Bringing to bear more than 25 years of experience in profiling this market and drawing on Packaged Facts’ broad cross-category expertise, Pet Supplies in the U.S. pinpoints strategic directions for current and prospective marketers, with a particular focus on tapping into and further developing specific consumer segments via extensive demographic profiling.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at the 2007 Global Pet Expo and Petfood Forum trade events; interviews with pet product manufacturers and expert members of the trade; and an on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports and other financial releases from public companies; company profiles in trade and consumer publications; government reports; and other pet market reports by Packaged Facts.

Mass-market sales estimates are based mainly on Information Resources, Inc.’s (IRI) InfoScan Review, with data on new product introductions coming from Datamonitor’s Productscan Online service. Analysis of consumer attitudes and demographics primarily derives from the Simmons Market Research Bureau (New York, NY) Fall 2006 full-year (January 2006-October 2006) adult consumer survey, which is based on 24,467 respondents age 18 or over. Another important data source is the American Pet Products Manufacturers Association (APPMA) 2007-2008 National Pet Owners Survey.

What You’ll Get in this Report
Covering products for all type of companion animals—especially “new-generation” value-added entries—this fully updated report examines non-food pet supplies including chews, litter, toys, carriers, collars/leashes, grooming products, supplements and just about every other kind of pet product imaginable, honing in on hot product trends such as healthy/natural products, premium/luxury products, travel products, and convenience products such as automatic litter boxes and disposable wipes. The report also surveys market-transforming competitive trends such as cross-over human marketers, the heavy focus on brand building, channel-specific marketing, retailing in non-traditional outlets, and licensing.

A valuable new feature of this edition is in-depth profiles of owners of birds, fish, reptiles, and small animals—in addition to owners of dogs and cats—covering attitudes as well as product usage rates and demographics, and honing in on pet-owning segments including Baby Boomers, affluents, women, singles, couples, households with children, minorities, and multiple pet owners. Pet owners are also profiled by shopping channel (pet stores, discount stores, supermarkets, and online); product type (cat litter, flea/tick controls, heartworm medications, and supplements); and marketing region (Northeast, East Central, West Central, Southeast, Southwest, and Pacific).

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