Faced by rampant discounting and shrinking margins, pet product marketers are charting new courses of growth via premium products, and natural products—including organic and eco-friendly items—are at the center of the new product explosion. The number of new pet products (both food and non-food supplies) tagged “natural” or “organic” almost doubled in 2003, while the number of products making other “natural-related” claims more than doubled, and the new product surge continued through 2004, when approximately 500 new products with natural, organic, or natural-related tags appeared. Altogether, Packaged Facts estimates that natural and organic food and non-food supplies for pets racked up sales of approximately $527 million in 2004, based on double-digit annual sales gains that show no sign of abating, such that sales are expected to top the $1 billion mark by 2009. Key market drivers include the cross-over of much larger companies into the field, product proliferation at the mass-market level, “natural” as a competitive appeal by independent pet specialty retailers, and the growing emphasis on natural and organic pet products by leading health supermarket chains like Whole Foods, as well as by PETsMART and PETCO.

This all-new report from Packaged Facts examines the most dynamic area of the domestic pet products market, based on comprehensive secondary research as well as primary research, including interviews with industry insiders, attendance at industry trade shows, and an on-site examination of mass-market outlets and pet specialty shops. The U.S. Market for Natural Pet Products explores key competitive trends in three categories—natural pet food (including organic and raw pet food), natural/alternative cat litter, and natural pet health products (including grooming products, supplements/nutraceuticals, OTC medications, odor/stain-control products, and assorted other health-related products—making cross-category comparisons not available elsewhere. For each category, the report charts historical sales and projections; analyzes marketing and new product trends driving sales of natural pet products; and examines cross-tabulated Simmons Market Research Bureau data on multiple pet owner shopping trends in pet specialty vs. mass-market outlets.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods and services industries.

Report Methodology
The information in Market Trends: The U.S. Market for Natural Pet Products was obtained from both primary and secondary research. Primary research entailed attendance at the 2004 APPMA (American Pet Products Manufacturers Association) show, an on-site examination of the retail milieu including veterinary clinics, grooming shops, and pet specialty shops; and interviews and informal discussions with trade associations and magazines. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant trade, business, and government sources; company reports including annual reports, 10Ks, and other financial releases from public companies; company profiles in trade and consumer publications; and other reports by Packaged Facts, which has been reporting on pet-related markets for nearly two decades. Our market size estimates are based on trade association membership statistics and consumer surveys, U.S. Bureau of Labor Statistics Consumer Expenditure Surveys, interviews with the above-noted industry participants, market size estimates appearing in the trade press, and reported revenues of major service providers. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau spring 2004 consumer survey.

What You’ll Get in this Report
Market Trends: The U.S. Market for Natural Pet Productsoffers unique perspective on this burgeoning market. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

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