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Find out why Packaged Facts is calling pets and their owners "the new demographic." Among market research publishers, Packaged Facts has been tracking this market longer than anyone else—for nearly two decades—and our 2003 edition explores two key hypotheses: that the much-touted "humanization of pets" trend underlies related competitive trends that will reshape this market during the next five years, and that inadequate marketing has resulted in annual sales returns well below the level this market should deliver.

The U.S. Market for Pet Care Supplies and Pet Care Products makes predictions and recommendations and pinpoints directions for current and prospective marketers. Established players take heed: human product marketers are eying this field, with Hasbro, for example, having already introduced Tonka-branded toys for dogs. The line between human HBC and pet care products will increasingly blur, with such companies as Gerber and Johnson & Johnson reaching out to pet owners in unex-pected ways. Solid market growth will come from a new wave of better promoted and better merchandised healthcare products, with natural and convenience benefits helping to drive growth. Whereas the markets for most human HBC products and nutritional supplements may have already peaked, the pet care business promises not-to-be-missed opportunities for companies able to change with the times.

Report Methodology

The information in The U.S. Market for Pet Supplies and Pet Care Products 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 care and pet supplies markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Retail sales data were derived from Information Resources, Inc. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product in-formation is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Advertising spending data were obtained from CMR/TNS Media Intelligence, the nation’s largest ad-vertising tracking service.

Pegging 2002 sales at approximately $7.5 billion, the report covers products for all types of pets, including fish, birds, and small animals, with a particular focus on cats and dogs. The four principal categories—Cat Litter, Other Cat/Dog Supplies (i.e., other than cat litter/deodorant and rawhide chews), Non-Cat/Dog Supplies, and Rawhide Chews—are quantified to the marketer/brand share level by IRI data and substantiated by extensive qualitative analysis, including consultations with industry participants. The report documents market size and composition, marketing and retail trends, and the role of the Internet, providing forecasts through 2007 and Simmons consumer survey-based profiles of key pet supply demographics.

What You’ll Get in this Report

Now in its 5th edition, The U.S. Market for Pet Supplies and Pet Care Product has earned a reputation for being the one, reliable source of data and trends on the pet supplies and pet care market - information that is notoriously difficult to track. 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 supplies marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail and Marketing Strategies
• 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 supplies and pet care 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 supplies and pet care products, as well as projected sales and trends through 2007. Contribut-ing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for pet care and pet supplies products based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for pet supplies and pet care products
• Research and development professionals stay on top of competitor initiatives and explore demand for products in the pet supplies/care arenas.
• Advertising agencies working with clients in pet supplies/care industry under-stand 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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