The U.S. Pet Food Market
Feb 1, 1997
298 Pages - Pub ID: LA469
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Abstract Table of Contents Search Inside Report Related Reports

  1. Executive Summary
    • The Product
    • Two Categories
    • Four Product Forms; Eight Segments
    • Retail Classifications
    • Product Types
    • The Market
    • Market Size and Growth
    • Market Projections
    • Table 1-1: Size and Growth of the U.S. Pet Food Market:
    • By Product Category, 1992 to 2001 (dollars)
    • Supermarket Sales Declining
    • Factors in Future Growth
    • Market Composition
    • The Marketers
    • The Top Pet Food Marketers
    • Competitive Trends
    • Product Trends
    • Advertising/Promotion
    • Distribution/Retail
    • Distribution
    • Retail
    • The Consumer
    • General Pet Food Purchaser Profile
    • Scope and Methodology
    • Scope
    • Two Product Categories: Dog and Cat Food
    • Four Product Forms; Eight Segments
    • The Retail Market
    • Methodology
  2. The Product
    • Scope and Background
    • Two Product Categories: Dog and Cat Food
    • Four Product Forms; Eight Segments
    • The Retail Market
    • Commercial Pet Food: A Brief History
    • The Ingredients
    • Nutritious Balance: Dogs vs. Cats
    • Protein: Animal Sources
    • Protein: Plant Sources
    • Carbohydrates
    • Fat
    • Fat Content and FUS
    • Controversial Additives
    • Product Forms
    • Dry Pet Food
    • Various Shapes and Flavors
    • Dry Food Advantages
    • Dry Food Disadvantages
    • Canned/Wet Pet Food
    • Wide Variety of Flavors and Textures
    • Palatability and Digestibility Major Advantages
    • Semi-Moist Pet Food
    • Variety of Shapes, Textures, and Flavors
    • Advantages and Disadvantages of Semi-Moist Food
    • Snacks: Usually Dry or Semi-Moist Forms
    • Wide Assortment of Snack Sizes and Shapes
    • Advantages and Disadvantages of Snack Use
    • Product Types
    • Product Types Formulated for Lifestage, Activity Level,
    • and Special Dietary Needs
    • Lifestage Product Types
    • Activity Level Product Types
    • Special Dietary Needs Product Types
    • Light Products
    • Product Types: By Better Quality of Ingredients
    • Table 2-1: Examples of Better-Quality Product Type
    • Attributes, 1997 (listing)
    • Better-Quality Product Types: Natural, High-Nutrition, Gourmet
    • Marketing Classification of Upscale Product Types:
    • Premium, Specialty, Superpremium
    • Packaging and Sizing: Dog Food
    • Dry Food Predominantly Packaged in Bags
    • Canned Food
    • Semi-Moist Food
    • Snacks
    • Packaging and Sizing: Cat Food
    • Canned Food: 5.5-Ounce Size Most Popular
    • Dry Food Packaged in Boxes, Bags, and Jugs
    • Semi-Moist Food Frequently Packaged in Stay-Fresh Pouches
    • Snacks Usually Packaged in Small Sizes
    • Regulation/Labeling
    • General Guidelines Set at Federal Level
    • Four Federal Labeling Requirements
    • A proper product identification.
    • A net quantity statement.
    • A manufacturer's name and address.
    • A proper list of ingredients.
    • Specific Guidelines Set at State Level
    • Four Product Nomenclature Rules
    • The "95%" Rule
    • The "25%/Dinner" Rule
    • The "3%/With" Rule
    • The Flavor Rule
    • Nutritional Adequacy Statements
    • Nutritional Adequacy and Lifestage Claims
    • Feeding Directions
    • Calorie Statement
    • Guaranteed Analysis
    • Nutrient Analysis: Canned vs. Dry
    • Cans and Moisture Content-Labeling Exceptions
    • Snacks-Labeling Exceptions
  3. The Market
    • Market Size and Growth
    • 1996 Sales at $8.7 Billion
    • Dog Food at $5.1 Billion
    • Cat Food at $3.6 Billion
    • Table 3-1: Estimated Size and Growth of the U.S. Pet Food
    • Market: By Category, 1988-1996 (dollars); Category:
    • Overall, Dog Food, Cat Food
    • Unit Volume: Roughly 11 Billion Pounds
    • Pound Volume Declines in Food Stores
    • The Dollar/Pound Dynamic
    • Supermarket Sales by Product Category/Segment: Note
    • Overall Supermarket Sales: 1989-1996
    • Dry Foods Up in Both Dog and Cat Segments
    • Canned Foods Down Somewhat
    • Semi-Moist Falls Drastically
    • Snacks: Dogs Down, Cats Up
    • Table 3-2: Estimated Size and Growth of the U.S. Pet Food
    • Market in Supermarkets: By Product Category/Segment;
    • 1989, 1993, 1996 (dollars); Segment: Dry, Canned, Snacks,
    • Semi-Moist
    • Food vs. Nonfood Stores: Pet Food Growing Only in the Nonfood Sector
    • Table 3-3: Estimated Size and Growth of the U.S. Pet Food
    • Market: Food vs. Nonfood Outlets, 1989-1996 (dollars)
    • Nonfood Store Sales Trends: By Outlet Type
    • Factors in Future Growth
    • Pet Population Jumps to 121 Million
    • Table 3-4: Growth of the U.S. Dog and Cat Pet Population,
    • 1982-1995 (number and percent change)
    • Cats Still Lead Dogs in Pet Mix
    • The Key Is Dogs
    • Table 3-5: Mix of the U.S. Pet Population: Dogs vs. Cats,
    • 1982-1995 (number and percent)
    • Reasons for the Rise in Pets
    • The Slow-Growth Economy
    • Heightened Nutritional Awareness
    • The Aging Baby Boomers
    • Why Cats Now Outnumber Dogs
    • Dog Population Growing-Especially Big Dogs and Purebreeds
    • Boomers Are Moving to Rural Areas
    • Industry Consolidation
    • Rising Commodity Prices
    • The BSE Threat
    • Market Projections
    • Market To Reach $10.5 Billion in 2001
    • Table 3-6: Projected Size and Growth of U.S. Pet Food Market:
    • By Category, 1996-2001 (dollars); Category: Overall, Dog
    • Food, Cat Food
    • Market Composition
    • Dog Food Leads Cat Food in Dollar Share
    • Dog Food vs. Cat Food: Pound Volume
    • Figure 3-1: Share of U.S. Pet Food Market: Dog Food vs.
    • Cat Food: Dollars vs. Pounds, 1996 (percent)
    • Dog Food: Dry the Top Dollar Segment
    • Dog Food Pound Volume by Segment
    • Figure 3-2: Share of U.S. Supermarket Dog Food Dollar and
    • Pound Sales: By Product Segment, 1996 (percent); Segment:
    • Dry Dog Food, Canned Dog Food, Dog Snacks, Semi-Moist Dog Food
    • Cat Food: Canned the Top Dollar Segment
    • Cat Food Pound Volume by Segment
    • Figure 3-3: Share of U.S. Supermarket Cat Food Dollar and
    • Pound Sales: By Product Segment, 1996 (percent); Segment:
    • Canned Cat Food, Dry Cat Food, Cat Snacks, Semi-Moist Cat Food
    • Historical Trends: Dog Food by Segment
    • Table 3-7: Estimated Share of U.S. Dog Food Dollar Sales in
    • Supermarkets: By Product Segment, 1996 vs. 1993 vs. 1982
    • (percent); Segment: Dry, Canned, Snacks, Semi-Moist
    • Historical Trends: Cat Food by Segment
    • Table 3-8: Estimated Share of U.S. Cat Food Dollar Sales in
    • Supermarkets: By Product Segment, 1996 vs. 1993 vs. 1982
    • (percent); Segment: Dry, Canned, Snacks, Semi-Moist
    • Specialty/Superpremium Food Sales
    • Retail Share: Food Stores Continue To Lose Share
    • Table 3-9: Division of U.S. Pet Food Dollar Sales: Food vs.
    • Nonfood Stores, 1988-1996 (percent)
    • The Three Retail Leaders: Food Stores, Pet Stores, Discounters
    • Table 3-10: Estimated Share of U.S. Pet Food Retail Sales:
    • By Outlet Type, 1996 (percent); Outlet Type: Food Stores,
    • Pet Stores, Discounters, Professional Outlets, Farm/Feed Stores, Other
    • Professional Outlets and Farm/Feed Stores
    • Other Outlets
    • Private Labels: Supermarkets vs. Discounters
    • Table 3-11: Private-Label's Share of U.S. Pet Food Dollar
    • Sales: By Product Segment: Supermarkets vs. Discounters,
    • 1995 (percent); Segment: Dry, Canned, Semi-Moist, Snacks
    • Seasonality
    • Regionality
    • Table 3-12: Regionality of Pet Food Purchasing in the United
    • States: By Product Segment, 1996 (percent); Dog Food and
    • Cat Food Segments: Dry, Canned, Semi-Moist, Snacks
    • The Export Market
    • Exports Thriving
    • U.S. Leading Global Pet Food Exporter
    • Major Trading Partners
    • Table 3-13: Top 10 Country Markets for U.S. Dog and Cat
    • Food Exports, 1995 (dollars and percent); Country: Canada,
    • Japan, United Kingdom, Italy, Germany, Mexico, France,
    • Taiwan, Netherlands, Spain, Others
    • Global Pet Food Consumption by Region
    • Asia/Pacific Most Promising Export Market
    • Other Regions/Countries with Potential
    • Still Good Prospects in Europe
    • Primary U.S. International Export Competitors: Australia and Thailand
    • Europe Currently Offers Little Competition
    • Export Difficulties
    • Packaging/Labeling Problems
    • Successful Exporting Requires Education
    • International Trade Shows
  4. The Marketers
    • The Marketers
    • Number and Types of Marketers
    • Diversified Brand Marketers
    • Strengths/Weaknesses
    • Focused Branded Specialty Marketers
    • Strengths/Weaknesses
    • Regionals and Private Labels
    • Strengths/Weaknesses
    • Leading Mass-Brand Marketers
    • Leading Specialty-Brand Marketers
    • Significant Minors: Mass Marketers
    • Significant Minors: Specialty Marketers
    • Private-Label Marketers
    • Table 4-1: Major U.S. Pet Food Marketers and Their Brands:
    • By Category and Segment, 1996 (listing); Marketer: Colgate-Palmolive, H.J. Heinz, Iams, Mars, Nestlé USA, Ralston-Purina,
    • RJR Nabisco
    • Table 4-2: Selected Minor U.S. Pet Food Marketers and Their
    • Brands: By Category and Segment, 1996; Marketer: Allied
    • Foods, American Nutrition, Bumble Bee Seafoods, Century
    • PetCare/Pet Specialties, Dad's Products, Deep Run Packing,
    • Doane Products, Gimborn-Redi, Health Valley Foods, Laddie
    • Boy Pet Foods, Lick Your Chops, Martin's Feed Mills, Menu
    • Foods, Natural Life Pet Products, Nutro Products, Old Mother
    • Hubbard Neura Dog Food, Pet Life Foods, RCX Holdings,
    • Strongheart Products, Sunshine Mills/American Pet Food,
    • Triumph Pet Industries, Veterinary Nutritional Associates,
    • Windy Hill Pet Food, Wysong Medical
    • Marketer Shares
    • Special Note: Specialty Marketers Not Included
    • Special Note: On Recent Acquisitions
    • Traditional Leader Ralston Still on Top-But Lead Threatened
    • Table 4-3: Share of U.S. Pet Food Supermarket Sales: Top Four Marketers, 1995 (percent); Marketer: Ralston-Purina, Nestlé,
    • Heinz, Mars, Other
    • Nestlé and Heinz Now Within Striking Distance
    • Mars in a "Second-Tier of One"
    • Marketer Shares: Dog Food
    • Ralston on Top
    • Table 4-4: Share of U.S. Dog Food Supermarket Sales:
    • By Marketer, 1995 (percent); Marketer: Ralston-Purina,
    • Heinz, Mars, Nestlé, Nabisco, Other
    • Major Ralston Dog Food Brands
    • Heinz Rises to Strong Second Place
    • Major Heinz and Quaker Dog Brands
    • Mars Holds Third Place
    • Nestlé Jumps to Fourth Place
    • Nabisco Still Rules Dog Snacks
    • Post-Acquisition Assessment: Dog Food Leaders by Segment
    • Table 4-5: Marketer Shares of U.S. Dog Food Sales in Supermarkets:
    • By Product Segment, 1995 (percent); Segment: Dry, Canned, Semi-
    • Moist, Snacks; Marketer: Ralston-Purina, H.J. Heinz, Mars, Nestlé, RJR Nabisco, Other
    • Marketer Shares: Cat Food
    • Nestlé Bolsters Lead
    • Table 4-6: Share of U.S. Cat Food Supermarket Sales: By Marketer,
    • 1995 (percent); Marketer: Nestlé, Ralston-Purina, Heinz, Mars, Other
    • Major Nestlé/Alpo Cat Food Brands
    • Ralston Remains Second
    • Major Ralston Cat Food Brands
    • Heinz a Strong Third Place
    • Mars Holds Down Number-Four Spot
    • Post-Acquisition Assessment: Cat Food Leaders by Segment
    • Table 4-7: Marketer Shares of U.S. Cat Food Sales in Supermarkets:
    • By Product Segment, 1995 (percent); Segment: Canned, Dry, Semi-Moist, Snacks; Marketer: Nestlé, Ralston-Purina, H.J. Heinz, Mars, Other
    • Brand Shares: Dog Food
    • Dry Dog Food: Purina Dog Chow Remains on Top
    • Pedigree Mealtime and Ralston's O.N.E. Rise to Second and Third Place
    • Other Ralston Dry Brands Steady to Slightly Off
    • Table 4-8: Share of U.S. Dry Dog Food Supermarket Sales:
    • By Brand, 1995 vs. 1993 (percent); Brand: Purina Dog Chow,
    • Pedigree Mealtime, O.N.E., Purina Puppy Chow, Ken-L Ration
    • Kibbles 'n Bits 'n Bits 'n Bits, Kibbles and Chunks, Fit & Trim,
    • Hi Pro, Field Trial, Alpo, Gravy Train, Mainstay, All Other Brands, Private Label
    • Canned Dog Food: Pedigree Leads
    • Alpo Prime Cuts Up to Number-Three Slot
    • Heinz/Quaker Canned Dog Brands Faring Fairly Well
    • Table 4-9: Share of U.S. Canned Dog Food Supermarket Sales:
    • By Brand, 1995 vs. 1993 (percent); Brand: Pedigree, Pedigree
    • Choice Cuts, Alpo Prime Cuts, Mighty Dog, Alpo, Skippy
    • Premium, Gaines Cycle, Pedigree Select Dinners, Ken-L Ration,
    • Reward, All Other Brands, Private Label
    • Semi-Moist Dog Food: Ralston's Moist 'N Meaty Dominates
    • New Life for Old Quaker Brands?
    • Other Dog Semi-Moist Brands
    • Table 4-10: Share of U.S. Semi-Moist Dog Food Supermarket
    • Sales: By Brand, 1995 vs. 1993 (percent); Brand: Moist 'N
    • Meaty, Special Cuts, Moist 'N Beefy, Butcher's Burgers, All
    • Other Brands, Private Label
    • Dog Snacks: Milk-Bone Still on Top
    • Significant Minor Snacks
    • Table 4-11: Share of U.S. Dog Snacks Supermarket Sales:
    • By Brand, 1995 vs. 1993 (percent); Brand: Milk-Bone, Meaty
    • Bone, Beggin' Strips, Jerky Treats, Pup-eroni, Alpo Bites, Bis-
    • cuits, Bonz, Pup-eroni Lean, Milk-Bone Butcher's Choice, Alpo
    • Snaps, Snausages, All Other Brands, Private Label
    • Brand Shares: Cat Food
    • Canned Cat Food: Friskies, 9 Lives, Fancy Feast on Top
    • Whiskas and Alpo Premium
    • Minor Canned Cat Brands
    • Table 4-12: Share of U.S. Canned Cat Food Supermarket Sales:
    • By Brand, 1995 vs. 1993 (percent); Brand: Friskies Buffet,
    • Fancy Feast, 9 Lives, Whiskas, Alpo Premium, Sheba, Kal Kan Optimum, Amore, Purina Premium, Fresh Catch, All Other
    • Brands, Private Label
    • Dry Cat Food: Cat Chow and Friskies Tied
    • Second-Tier Dry Cat Food
    • Minor Dry Cat Brands
    • Table 4-13: Share of U.S. Dry Cat Food Supermarket Sales:
    • By Brand, 1995 vs. 1993 (percent); Brand: Purina Cat Chow,
    • Friskies, Meow Mix, Chef's Blend, Crave Whiskas, Purina
    • Special Care, Alley Cat, Deli Cat, 9 Lives Crunchy Meals, Kit
    • 'N Kaboodle, Purina Kitten Chow, Kozy Kitten, O.N.E., Purina
    • Cat Chow Mature, Alpo, Dad's, Field Trial, G. Whiskas, All
    • Other Brands, Private Label
    • Semi-Moist Cat Food: Tender Vittles with Lion's Share
    • Table 4-14: Share of U.S. Semi-Moist Cat Food Supermarket
    • Sales: By Brand, 1995 vs. 1993 (percent); Brand: Tender
    • Vittles, Happy Cat, Others
    • Cat Snacks: Pounce Dominates
    • Table 4-15: Share of U.S. Cat Snacks Supermarket Sales: By
    • Brand, 1995 vs. 1993 (percent); Brand: Pounce, Whisker
    • Lickin's, Others
    • The Competitive Situation
    • A Radical Shakeup in Competitive Dynamics
    • The New Supermarket Sector
    • The Overall Market Is Suddenly a Horse Race
    • Table 4-16: Post-Acquisition Estimated Marketer Shares of Overall
    • U.S. Pet Food Market, 1996 (percent); Marketer: Ralston-Purina, Nestlé, Heinz, Hill's, Mars, Doane Products, Iams, Nutro, Sunshine Mills, Nabisco, All Others
    • Dog Food: Ralston Finally Facing Competition
    • Cat Food: Nestlé Bolsters Lead
    • Long-Time Leader Ralston Is Suddenly Vulnerable
    • Nestlé Pulls Within Striking Distance of Top Spot
    • Heinz Has Strategy and Momentum
    • Mars Falling Behind
    • The Mass-Market Losers: Alpo, Quaker Oats, Nabisco
    • The Specialty Winners: Hill's and Iams
    • Value Winner: Doane Products
    • Competitive Trends
    • Major Trend: Consolidation
    • More To Come?
    • Acquisition Makes Sense
    • Retail Shift Shaking Up Mass Marketers
    • Specialty Marketers Also Feel Retail Repercussions
    • The Mixed Record on Superpremiums
    • The Opposite Fates of Therapeutic and Natural Mass Brands
    • Light Foods Not Big Hits
    • A Coming Channel Blend?
    • Competitive Profile: Ralston-Purina
    • Ralston Still on Top Due to Dry Food Dominance
    • Sales Decline Since '89
    • Traditional Lead Looking Precarious
    • Potent New Rivals or a Simple Reshuffling?
    • Reasons for Concern
    • Resting on its Strengths
    • A Product Upgrading Strategy
    • Purina Nutrient Management
    • Pro Plan
    • O.N.E.
    • Special Care and Nature's Course
    • Courting the Specialty Sector
    • Cultivating Vet Relations
    • Also in Private Labels
    • Spun Off Ralcorp in '94
    • Ralston-Purina's Streamlined Focus
    • Competitive Profile: Nestlé/Friskies Pet Care Products
    • Number Two Posts Pet Food Sales of $1.35 Billion
    • Nestlé/Alpo: A Strong Complement
    • Production Capacity Up with Alpo
    • Major Nestlé Brands
    • Major Alpo Brands
    • Integrating Alpo with Friskies
    • So Far Concentrating on Alpo Cat Line
    • Nominal Product Upgrading
    • Fancy Feast Filet and Pâté
    • A New Superpremium Dog Line
    • Corporate Profile: Nestlé SA
    • Competitive Profile: Heinz Pet Products
    • Heinz on a Roll
    • Heinz/Quaker: Potentially Explosive Synergy
    • Major Heinz Brands
    • Major Quaker Brands
    • A Post-Acquisition Focus on Cats: 9 Lives
    • Repositioning Pounce; Resurrecting Puss 'n Boots
    • Operational Consolidation
    • Three New Acquisitions
    • Extending Global Reach
    • Divests Tuffy's, Kozy Kitten
    • Veterinary Joint Venture
    • Thriving Private-Label Business
    • The H.J. Heinz Co.
    • Competitive Profile: Hill's Pet Products
    • Global Sales over $800 Million
    • U.S. Sales Stalling
    • Two Primary Lines
    • Sales Booming Overseas
    • Hill's Strengths and Its Deep-Pocketed Parent
    • Strong Links to Vets
    • Obsessed with Controlling Sales, Distribution
    • Control Fixation Breeds Discontent
    • Hitting a Wall
    • Responses to Growth Crisis: Line Upgrade, Downsizing, Expansion
    • Violating the Supermarket Taboo
    • The Ultimate Response: Hill's To Be Sold?
    • Competitive Profile: Mars/Kal Kan
    • Mars/Kal Kan in a Peculiar Position
    • Overall Sales Declining
    • Pedigree and Whiskas
    • Since Late '80s: Pedigree Up, Whiskas Down
    • Mars Top Global Marketer
    • How Kal Kan Rose to International Preeminence
    • Mars Losing Steam
    • Some Line Upgrading
    • Expanding Production, Distribution
    • Must Mars Change Ownership?
    • Competitive Profile: Doane Products
    • Leading Private-Label Producer
    • Wal-Mart Leading Customer
    • Expanding Production
    • Rejecting Ralston, Doane Sells to MBO Firm
    • Competitive Profile: Iams
    • Impressive Growth for Number-Two Specialty Marketer
    • Iams Transforms Dry Pet Food
    • Two Major Lines: Iams and Eukanuba
    • Total Focus on Dog and Cat Food
    • A Steady Stream of New Products
    • Dedicated to Reinvestment, Education
    • Competitive Profile: Nabisco Brands
    • A Portrait of Decline
    • Nabisco Supports Milk-Bone in 1990s
    • But to Little Avail
    • Other Competitive Profiles
    • Sunshine Mills/American Pet
    • Nutro Products
    • Century PetCare
    • Nature's Recipe Pet Foods
    • Windy Hill Pet Food
    • New Product Trends
    • Overview: Major Trends Related to Product Upgrading
    • New/Improved Reformulations
    • New/Improved Brands
    • Rice and Low-Allergenic Meats
    • Seafood/Salmon
    • Senior Lifestage Extensions
    • Therapeutic Foods
    • New Textures
    • New Packaging Approaches
    • New Niches: Sauce
    • Pasta
    • Large-Breed Puppy Food
    • Pet Beverages
    • Healthy Snacks
    • Synthetic Snacks
    • Table 4-17: Selected New U.S. Pet Food Product Introductions:
    • By Marketer, 1995-1996 (listing); Marketer: Colgate-Palmolive,
    • H.J. Heinz, Mars, Nestlé USA, Ralston-Purina, Allied Foods, Bench
    • & Field, Century PetCare, Dad's Products, Diamond Bay Seafoods,
    • Dr. George Hill, Innopet Products, Kelly Foods, Lambert Kay,
    • M.D.E. Laboratories, North Side Feed Store, Old West Pet Treats,
    • Pacific Coast Distributing, T & K Pet Products, USA-Petrx, World
    • Brands
    • Consumer Advertising Expenditures
    • Ad Spending in Decline
    • Spending on Dog Food
    • Spending on Cat Food
    • Spending on Combination Copy
    • Leading Advertisers
    • Ralston Leads in Ad Spending
    • Mars Second in Consumer Advertising
    • Nestlé Ranks Third
    • Nabisco Number Four
    • Iams in Fifth Place
    • Heinz and Hill's
    • Note on 1996 Ad Spending
    • Advertising Positioning
    • Two Primary Themes: Nutrition and Taste
    • Nutrition Positioning
    • The Health Appeal
    • Lifestage Positioning
    • Head-to-Head Positioning
    • Positioning on Taste
    • Gourmet Taste
    • Spokespersons
    • Spokescharacters
    • Examples of Ads
    • Consumer Promotions
    • Coupons
    • Sweepstakes, Contests, and Games
    • Multiple-Price Offers
    • Free Offers
    • Examples of Consumer Promotions
  5. Distribution And Retail
    • Distribution
    • Mass Distribution vs. Limited Distribution
    • Distribution Patterns
    • Distributor Strategies
    • Traditional Distribution in Flux
    • Indy Specialty Distributors Most Vulnerable
    • Indy Strategies
    • Diversion
    • Retail Overview
    • Food Stores Primary Outlet
    • Discounters Rising
    • Average Margins: Supermarkets
    • Table 5-1: Average Supermarket Margins for Pet Food Products:
    • By Product Segment, 1995 (percent); Segment: Canned Dog,
    • Canned Cat, Dry Dog, Dry Cat, Semi-Moist Dog, Semi-Moist Cat,
    • Pet Snacks
    • Average Margins: Nonfood Outlets
    • Retail Focus: Supermarkets
    • Supermarkets Continue To Bleed Share
    • Much Is at Stake
    • Limited Distribution Works Against Supermarkets
    • Any Distribution Changes Would Favor Supermarkets
    • Responses to Decline: The Superpremium Strategy
    • Highlighting the Pet Food Section
    • Expanding the Pet Section
    • Supermarket Pessimists and Optimists
    • Is the Limited-Distribution Wall Falling?
    • Case Study: Century PetCare
    • Retail Focus: Pet Stores
    • Traditional Pet Stores: Vital Stats
    • Pet Stores vs. Pet Superstores
    • Pet Store Advantage: Livestock
    • Improving Pet Store Merchandising and Visual Appeal
    • Focusing on Strengths: Livestock and Service
    • Establishing a Unique Niche
    • Merchandising Advice for Pet Stores
    • Retail Focus: Pet Superstores
    • Pet Superstores Continue To Proliferate
    • Rise to Over 10% Retail Share
    • Selected Superstore Statistics
    • Superstores Take Root in Highly Fragmented Markets
    • Superstores Answer Demand for Convenience, Low Prices
    • The Totality of the Shopping Experience a Draw
    • A Variety of Services Incorporated
    • But Pet Food Is Superstores' "Bread and Butter"
    • Limited Livestock-But No Dogs or Cats
    • Superstores Push Neutering and Adoption for Dogs and Cats
    • Warehouse-Type vs. Retail-Type Superstores
    • Superstores Emphasize High-Margin Specialty Foods
    • Margin Squeeze
    • Superstore Optimists and Skeptics
    • A Superstore Growth Crisis?
    • PetsMart and Petco: Top Two Chains Expanding
    • Other Chains Selling Off to Top Two
    • Top 10 Pet Retailers
    • The Competitive SoCal Market
    • PetsMart vs. Petco
    • Profile: PetsMart
    • Leading Pet Superstore
    • Expanding Geographical Reach
    • Big Plans for Future Expansion
    • Store Size and SKUs
    • Pricing Policy
    • Sales/Merchandise Breakout
    • The Original Warehouse-Style Concept
    • PetsMart Evolves
    • A Wide Array of Services
    • Dog/Cat Adoption Program
    • Controversial Veterinarian Program
    • PetsMart Promotional Programs
    • Print Promotions
    • PetsMart Acquisitions: Petzazz and Pet City
    • Profile: Petco Animal Supplies
    • A Successful Superstore Transformation
    • Acquires Pet Food Warehouse
    • Petco's Mastermind: Brian Devine
    • Bold Goals
    • Wall Street Bullish on Petco
    • Coexisting with PetsMart
    • Petco Services
    • Retail Trend: Private Labels
    • Private Labels on the Rise
    • Upscaling Private Labels
    • Superstore Private Labels: PetsMart's Authority and Petco's Pet Gold
    • Examples of Supermarket Upscale Private Labels
    • Private Labels for Indy Pet Stores
    • A Private Label for Feed Dealers
    • Wal-Mart's Ol' Roy
  6. The Consumer
    • Purchaser Profile Overview
    • Two Generalizations: Middle-agers and Teenagers
    • Cat vs. Dog Food Purchasers
    • Semi-Moist Foods: A Downscale Profile
    • Nonsignificant Factors
    • The Purchaser: Dry Dog Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Canned Dog Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Semi-Moist Dog Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Dog Snacks
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Canned Cat Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Dry Cat Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Semi-Moist Cat Food
    • Number of Purchasers
    • Purchaser Profile
    • The Purchaser: Cat Snacks
    • Number of Purchasers
    • Purchaser Profile
    • [Chart] Table 6-1: Demographic Characteristics Favoring Use of
    • Packaged Dog Food: By Product Type, 1996 (listing); Factor:
    • Sex, Age, Education, Employment, Occupation, Family Status,
    • Region, Locality, Race, Household Income, Household Size,
    • Children in Household; Type: Dry, Canned, Semi-Moist, Snacks
    • [Chart] Table 6-2: Demographic Characteristics Favoring Use of
    • Packaged Cat Food: By Product Type, 1996 (listing); Factor:
    • Sex, Age, Education, Employment, Occupation, Family Status,
    • Region, Locality, Race, Household Income, Household Size,
    • Children in Household; Type: Dry, Canned, Semi-Moist, Snacks

    Appendix I: Examples Of Advertising
    • Consumer Advertising
    • Consumer Promotions
    • Retailer Advertisements

    Appendix II: Addresses Of Selected Marketers
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