Chapter 1: Market Trends
- Introduction
- Scope of Report
- Natural Diets vs. Natural Pet Food
- Raw/Frozen Foods
- Dr. Billinghurst’s BARF Diet
- The Raw Meaty Bones (Prey Model) Approach
- Raw Food Processing
- Pasteurization
- Freeze-Drying
- Product Packaging
- Product Regulation
- Related Terms
- Report Methodology
- Market Size and Composition
- Double-Digit Sales Growth
- Figure 1-1: North American Retail Sales of Fresh Pet Food: 2003-2012 (in millions of dollars)
IRI-Tracked Sales of Frozen and Refrigerated Pet Food
- Table 1-1: IRI-Tracked U.S. Sales of Frozen/Refrigerated Pet Food, 2003-2008 (in millions of dollars)
Market Composition
- Figure 1-2: Share of North American Sales of Fresh Pet Food by Product Type: 2007 (percent)
- Figure 1-3: Share of North American Retail Sales of Fresh Pet Food by Retail Channel: 2007 (percent)
Market in Context
- Table 1-2: Alternative Pet Food Segment Performance Relative to Total North American Pet Food Market (percent, growth rate)
Consumer Trends
Number of Frozen Pet Food and Human Food Feeders
- Table 1-3: Percentage of Dog and Cat Owners Purchasing Frozen Pet Food in Past 12 Months: 2002, 2004 and 2006
- Table 1-4: Percentage of Dog and Cat Owners Purchasing Human Food for Use as Pet Food: 2002, 2004 and 2006
- Fresh Pet Food Purchaser Demographics
- Market Outlook
- The Core Market Driver: Health
- The Holistic Vet Connection
- Raw Pet Food Industry Beginning to Organize
- The North American Raw Petfood Association
- The Canadian Association of Raw Pet Food Manufacturers
- FDA Issues Final Guidance on Raw Meat for Animals
- Pet Food Recall Drives Pet Owners to Alternative Foods
- Figure 1-4: Effect of Pet Food Recall on Pet Food Sales in Pet Specialty Stores, May 2007 (percent)
- Figure 1-5: Effect of Pet Food Recall on Pet Specialty Retailer Pet Food Selection, January 2008 (percent)
Ongoing Effects
- Effects of 2008 Recession
- Pet Food Prices at Record Highs and Still on the Ups
- Figure 1-6: Consumer Price Index for Pet Food, 1998-2008
- Figure 1-7: Producer Price Index for Pet Food, 1998-2008
Growth of Internet as Pet Product Marketing Venue
- Figure 1-8: Percentage Rates for Use/Influence of Internet: Overall Households vs. Dog- or Cat-Owning Households, 2007
- Safety Concerns Over Raw/Frozen Foods
- FDA Targets Raw Food Makers
- Competitive Trends
- Leading North American Marketers
- Table 2-1: North American Marketers and Brands of Raw/Frozen and Refrigerated Pet Food, 2008
Crossing Category Lines
- Company Snapshot: Nature’s Variety
- The Mass-Market Players: Freshpet and Bil-Jac
- Table 2-2: IRI-Tracked U.S. Sales of Frozen and Refrigerated Pet Food by Marketer, 2003-2008 (in millions of dollars)
- Freshpet Makes a Refrigerated Splash
- Bil-Jac Well Positioned for Fresh Market Growth
- The Freezer Factor
- Frozen Novelties, Cooked Gourmet Foods Also Driving Freezer Push in Mass-Market Channel
- Distribution Trends
- Phillips a Leading Raw Pet Food Distributor
- Paw Naturaw Launches Wholesale Direct
- Marketing Tools
- Focus on Safety
- New Processing Techniques to Ensure Product Safety
- Positioning on Ethical
- Internet Marketing
- Competition from Traditional Pet Food Makers
- Figure 2-1: Top Pet Department Brands in Natural Food Supermarkets: March 2007 vs. March 2008 (% growth in dollar sales)
- Product Trends
- Complete and Balanced
- Organic
- No-Allergy/Grain-Free
- Focus on Convenience
- Back to Homemade?
- New Zealand Appeal
- Training Treats
- Targeted Functional Foods
- Produce Mixes and Supplements
