Although senior, weight management and special needs (SWM) products for pets have been around for many years, they have yet to achieve a level of market penetration commensurate with the proportion of senior and overweight pets, and in the current market climate these segments appear to be ripe for significantly greater development. Along with the intense health and “premiumization” focuses in the pet market overall, key market drivers include the growing numbers of “qualified” pets. According to the American Veterinary Medical Association, the percentage of the U.S. dog population age 6 or more increased from 42% in 1996 to 44% in 2006, while the percentage of cats age 6 or more rose from 37% to 44%. The Association for Pet Obesity Prevention reports that 44% of dogs and 57% of cats were overweight or obese as of 2008, up 1 and 4 percentage points, respectively, since 2007, with older animals displaying a much higher incidence of obesity/overweight.

Considering the market as a whole, Packaged Facts estimates U.S. retail sales at $4.3 billion in 2008, with sales projected to climb to 2013, reflecting a compound annual growth rate of over 9%. Building on expert analysis developed across Packaged Facts’ extensive pet market research collection, this all-new report examines every area of the market, segmenting it into four categories: (1) pet food, including nutraceutical treats; (2) prescription pet medications; (3) devices and other non-food assistance products, including mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products, bedding, toys, and watering and feeding devices; and (4) pet supplements. For each of these categories, the report examines key competitive trends, leading marketers, and the product trends shaping the market now and into the future.

Featuring custom pet owner profiling based on a 2009 pet owner poll conducted by Packaged Facts, the report also profiles users of lite and weight management dog and cat food in depth, using data from Experian Simmons’ Winter 2008/2009 National Consumer Study, with additional data sources including Information Resources, Inc. InfoScan Review data to quantify pet food sales trends and marketer shares in mass-market channels, and the American Pet Products Association 2009-2010 APPA National Pet Owners Survey.

Read an excerpt from this report below.

Additional Information

Market Insights: A Selection From The Report

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A Recession-Resistant Market

As discussed at length in Packaged Facts March 2009 report, U.S. Pet Market Outlook 2009-2010: Surviving and Thriving in Challenging Economic Times, the human/animal bond is an excellent insulator against recessionary cutbacks, especially in product categories that are directly health-related such as premium nutrition and veterinary care. According to Packaged Facts’ February 2009 poll of 1,668 pet owners, 73% of pet owners agree “a lot” with the statement “I consider my pet(s) to be part of the family,” with only 5% agreeing strongly that they anticipated spending less on pet food/supplies and 6% on pet services in the next 12 months. [Table 2-10]

A strong human/animal bond means not just that pet owners are reluctant to cut back on health-related pet products when the going gets tough, but that they tend to spend significantly more than average on pet products and services in general. Supporting this assertion, data from the American Veterinary Medical Association (AVMA) 2007 U.S. Pet Ownership & Demographics Sourcebook show that pet households with dogs only who view their pets as family members spend a mean of $494 annually at the vet, 25% more than dog-only households overall, while cat-only households who view their pets as family members spend 30% more. As would be expected, the figures are significantly lower for pet households who view their pets as something other than a family member, whether pet/companion or property. [Table 2-11]

Pet Overweight, Obesity Contribute to Chronic Conditions

Correlating with the rising population of senior pets is the growing tendency of pets to be overweight or obese. According to The Association for Pet Obesity Prevention’s second annual National Pet Obesity Day Study, conducted in October 2008, 44% of dogs and 57% of cats are either overweight or obese, with 10% of dogs and 18% of cats classified as obese. These figures chart a significant increase even just since 2007, with the proportions of overweight dogs and cats up 1 and 4 percentage points, respectively.
According to the study, 33 million dogs and 51 million cats in the United States meet the criteria for being overweight or obese as of 2008, up from 32 million dogs and 46 million cats in 2007, respectively. [Tables 2-12 and 2-13]

Sales of Pet Medications Going Strong

As detailed in Packaged Facts October 2008 report, The U.S. Market for Pet Medications: Prescription and Over-the-Counter Remedies as Consumer Products, the market for pet medications appears to have very good prospects. As of 2007, sales at the retail level amounted to $4.96 billion, Packaged Facts estimates, inclusive of sales through veterinarians, bricks-and-mortar retailers and online, and sales are expected to chart double-digit gains through 2012, bringing the market to $8.6 billion while reflecting a compound annual growth rate of 11.6%. With antiparasitics (e.g., flea/tick and heartworm control products) already well established, much of the market-driving activity will come from new and relatively untapped segments, often relating to age-related conditions such as osteoarthritis, heart health and cognitive function, and weight-related conditions including diabetes. [Figure 2-7]

View Table of Contents »

In the News

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Senior and Weight Management Products Fortify Broader Industry Focus on Pet Health

New York, September 28, 2009 — The aging pet population and the epidemic of overweight/obese pets are two emergent trends driving much—if not most—of the activity in the health product segment of the recession resistant U.S. pet market, according to Senior, Weight Management and Special Needs Pet Products in the U.S. by leading market research publisher Packaged Facts.
The $4 billion market for senior, weight management and special needs (SWM) pet products—including pet food, prescription pet medications, pet supplements and devices and other non-food assistance products—is projected to increase 55% over 2008 sales to almost $7 billion in 2013. 

“Beyond being conditions themselves, old age and obesity are driving factors in a long list of medical conditions, including joint and back problems, coronary disease and diabetes, calling for targeted therapies,” says Tatjana Meerman, Publisher of Packaged Facts.  “In light of the humanization and premiumization trends, it’s a market segment that will only broaden in the years to come.  And market players closely associated with senior health and weight management products will reap the rewards of being viewed as pet health experts at the center of the lucrative pet wellness movement.”

Pet food continues to represent the bulk of the market for SWM pet products, accounting for 59% of retail sales in 2008.  Not surprisingly, SWM pet foods have established a solid position in most major dog and cat food brand lines as key strategic points for brand extension and competitive segmentation.  However, it’s the fast growing medications category that is charting double-digit annual sales growth as major global animal health companies increasingly focus on products for companion animals.

Senior, Weight Management and Special Needs Pet Products in the U.S. examines every area of the market, segmenting it into four categories: (1) pet food, including nutraceutical treats; (2) prescription pet medications; (3) devices and other non-food assistance products, including mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products, bedding, toys, and watering and feeding devices; and (4) pet supplements. For each category, the report examines key competitive trends and the product trends shaping the market now and into the future. For further information, please visit: http://www.packagedfacts.com/redirect.asp?progid=76086&productid=1655770

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services.  To learn more, visit: www.packagedfacts.com. Follow us on Facebook, LinkedIn and Twitter.

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