Pet Food Market
Jan 1, 1995
173 Pages - Pub ID: LA328924
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Abstract Table of Contents Search Inside Report Related Reports

  1. The Products
    Introduction
    • Study Focus: Dog and Cat Food
    • The Retail Market
    • Four Product Segments
    • Supplements and Therapeutic Products Not Covered
    • Commercial Pet Food: A Brief History

    The Products: Ingredients and Product Forms
    • Common Pet Food Ingredients
    • Dry Pet Food
    • [Table] Examples of Dry Food Ingredients
    • Available in Various Shapes and Flavors
    • Dry Food Advantages: Cost, Convenience, and Oral Hygiene
    • Dry Food Disadvantages: Carbohydrate Intake and Risk of FUS
    • Wet/Canned Pet Food
    • Wide Variety of Canned Flavors
    • Palatability and Digestibility Major Advantages, Yet Can
    • Be a Drawback
    • Semi-Moist Pet Food
    • [Chart] Examples of Semi-Moist Pet Food Ingredients
    • Soft-Dry Foods a Recent Modification
    • 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

    The Products: Product Types
    • Product Types Formulated for Lifestage, Activity Level,
    • and Special Dietary Needs
    • Lifestage Product Types
    • Level of Activity Product Types
    • Products for Special Dietary Needs: Low-Calorie, Low-Ash,
    • and Least Allergenic
    • Product Types: By Better Quality of Ingredients
    • [Chart] Examples of Better-Quality Product Type Attributes
    • Better-Quality Product Types: Natural, High-Nutrition,
    • Gourmet
    • Marketing Classification of 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: 6-Ounce Size Most Popular
    • Dry Food Packaged in Boxes, Bags, and More Recently, Jugs
    • Semi-Moist Food Frequently Packaged in Stay Fresh Pouches
    • Snacks Usually Packaged in Small Sizes

    Regulation and Labeling
    • Industry Subject to Federal Regulation
    • Mandatory Labeling Requirements
    • Typical Pet Food Label
    • Substantiating Product Claims: New Standards Adopted
  2. The Market
    • [Graphic] Pet Food Market: Estimated and Projected
    • Retail Dollar Sales (1988-1999)

    Market Size and Growth
    • Special Note: Revised 1992 Estimates
    • 1994 Dollar Sales at $8.1 Billion
    • [Table] Pet Food Market: Estimated Dollar Sales and
    • Growth (1988-1994)
    • Dog Food Nearly $4.7 Billion
    • Cat Food Sales at $3.4 Billion
    • Unit Volume: Over 10 Billion Pounds
    • Pound Volume Down in Food Stores
    • Supermarket Pound/Dollar Ratio Reflects Deflationary
    • Dynamic
    • Note: Supermarket Sales by Product Category/Segment
    • 1989-1993: Overall Dog and Cat Food Sales Down in
    • Supermarkets
    • Estimated Pet Food Supermarket Dollar Sales: By Product
    • Segment (1993 vs. 1989)
    • Some Segments Up, But Extremely Modestly
    • Semi-Moist Foods Drag Down Supermarket Sales
    • Food Stores Sales Down; Nonfood Outlets Up
    • [Table] Pet Food Dollar Sales: Food vs. Nonfood Outlets
    • (1989-1994)
    • Food Store Sales Trends: 1994
    • [Table] Grocery Store Dollar and Pound Sales:
    • Percent Change by Product Segment (1994 vs. 1993)
    • Nonfood Store Sales Trends: 1994
    • [Table] Nonfood Store Pound Sales: Percent Change by
    • Outlet Type (1994 vs. 1993)

    Factors in Future Growth
    • Pet Population at 115 Million
    • [Table] Estimated Overall Dog and Cat Population: 1982-1992
    • Cats with Majority Share of the Pet Mix
    • [Table] Pet Population Mix: Dogs vs. Cats (1982-1992)
    • Lack of Space and Time Explains the Shift from Dogs to Cats
    • A Resurgence in Dogs?
    • Demographic Trends Favorable
    • The Slow-Growth Economy a Negative Factor
    • Better-Quality Food Trend Should Spur Market
    • Challenging No-Pet Housing Clauses
    • Retail Factors in Growth Neutral

    Market Projections
    • Slow Growth to Continue
    • [Table] Projected Retail Dollar Sales and Growth of
    • Pet Food Market: 1995-1999

    Market Composition
    • Dog Food Leads Cat Food in Dollar Share
    • [Graphic] Dollar Share of Pet Food Market: Dog Food
    • vs. Cat Food (1994)
    • Dog Food With Two-Thirds of Pound Volume Share
    • [Graphic] Pound Volume Share of Pet Food Market:
    • Dog Food vs. Cat Food (1994)
    • Dog Food: Dry Food the Top Dollar Product Segment
    • [Graphic] Supermarket Dog Food Dollar Sales:
    • Share by Product Segment (1994)
    • Dog Food Pound Volume by Product Segment
    • [Graphic] Supermarket Dog Food Pound Volume:
    • Share by Product Segment (1994)
    • Cat Food: Canned Food the Top Dollar Segment
    • [Graphic] Supermarket Cat Food Dollar Sales:
    • Share by Product Segment (1994)
    • Cat Food Pound Volume by Product Segment
    • [Graphic] Supermarket Cat Food Pound Volume:
    • Share by Product Segment (1994)
    • Historical Trends: Dog Food Supermarket Sales by
    • Product Segment
    • [Table] Estimated Dollar Share of Dog Food Sales in
    • Supermarkets: By Product Segment (1993 vs. 1982)
    • Historical Trends: Cat Food Supermarket Sales by
    • Product Segment
    • [Table] Estimated Dollar Share of Cat Food Sales in
    • Supermarkets: By Product Segment (1993 vs. 1982)
    • Specialty Food Sales
    • Retail Share: Nonfood Stores Gaining on Food Stores
    • [Table] Estimate Share of Pet Food Dollar Sales:
    • Food vs. Nonfood Stores (1988-1994)
    • Pet Superstores Spike Pet Store Sector
    • [Table] Estimated Retail Share: By Outlet Type (1994)
    • Discounters Continue to Gain
    • Farm/Feed Stores and Professional Outlets
    • "Other" Outlets
    • Dollar and Pound Sales: Food vs. Nonfood Outlets
    • [Graphic] Pet Food Dollar and Pound Share: Food vs.
    • Nonfood Outlets (1993)
    • Nonfood Outlet Sales of Dog Food: By Product Segment
    • [Table] Dog Food Pound Share in Nonfood Outlets:
    • By Product Segment (1993)
    • Nonfood Outlet Sales of Cat Food: By Product Segment
    • Nonfood Outlet Pound Volume: Up in Double-Digits in 1993
    • [Table] Nonfood Outlet Pound Volume: Growth by
    • Product Segment (1993 vs. 1992)
    • Seasonality
    • Regionality
    • [Table] Regionality of Pet Food Consumption:
    • By Product Segment

    The U.S. Export Market
    • Export Outlook Bright
    • U.S. Leading Global Pet Food Exporter
    • Major Trading Partners
    • Primary International Competitors: Australia and Thailand
    • Europe Currently Offers Little Competition
    • Great Export Potential in Asia and Europe
    • Mexico, South Africa, and China
    • Export Difficulties
    • Packaging/Labeling Problems
    • Successful Exporting Requires Education
    • International Trade Shows
    • Export Focus: Mexico
  3. The Marketers
    The Marketers
    • Number and Type of Marketers
    • Nine Major Marketers of National Brands
    • Significant Minors: Mass Market Brands
    • Significant Minors: Specialty Brands
    • Private-Label Marketers
    • [Chart] Pet Food Marketers and Brands: Major Marketers
    • [Chart] Pet Food Marketers and Brands: Selected Minors

    Marketer Share
    • Note: Specialty Marketers Not Included
    • Note: Nestlé Acquisition of Alpo
    • Ralston Leads Overall Market
    • [Table] Estimated Share: Major Pet Food Marketers
    • (1993 vs. 1992)
    • Major Ralston Brands
    • Nestlé No. 2
    • Major Nestle Brands
    • Major Alpo Brands
    • Mars/Kal Kan Holds Third Place
    • Major Mars Brands
    • Heinz and Quaker Oats Neck-and-Neck for Fourth Place
    • Major Heinz Brands
    • Major Quaker Oats Brands
    • Nabisco a Specialty Major with Milk-Bone
    • Dog Food Marketer Share: Ralston Long-Time Leader
    • [Table] Major Marketers of Dog Food: Share by
    • Product Segment (1993)
    • Quaker Ranks Second
    • Mars Is Third
    • Alpo, Heinz, and Nestlé Virtually Tied for Fourth
    • Nabisco Dog Snack King
    • Cat Food Marketer Share: Nestle on Top
    • [Table] Major Marketers of Cat Food: Share by Product
    • Segment (1992)
    • Ralston in Second Place
    • Heinz Ranks Third
    • Mars/Kal Kan Is Fourth
    • Alpo and Quaker Oats

    Brand Share: Dog Food
    • Dry Dog Food: Dominated by Purina Dog Chow and
    • Other Ralston Brands
    • [Table] Brand Share of Dry Dog Food Sales in
    • Supermarkets (1993)
    • Quaker's Kibbles 'n Bits Ranks Second in Dry Dog Food
    • Other Major Dry Dog Food Brands: Pedigree Mealtime,
    • Come 'N Get It, Alpo
    • Significant Minor Dry Dog Brands
    • Canned Dog Food: Mars on Top with Pedigree
    • [Table] Brand Share of Canned Dog Food Sales in
    • Supermarkets (1993)
    • Mighty Dog and Alpo Now Tied for Second
    • Quaker's Cycle Line
    • Other Major Canned Dog Brands
    • Semi-Moist Dog Food: Ralston's Brands Overtake
    • Quaker's Brands
    • [Table] Brand Share of Semi-Moist Dog Food Sales in
    • Supermarkets (1993)
    • Dog Snacks: Milk-Bone Remains on Top
    • [Table] Brand Share of Dog Snacks in Supermarkets (1993)
    • Other Major Dog Snack Brands

    Brand Share: Cat Food
    • Canned Cat Food: 9 Lives Back on Top
    • [Table] Brand Share of Canned Cat Food in
    • Supermarkets (1993)
    • Whiskas and Alpo the Only Other Major Canned
    • Cat Contenders
    • Significant Minors in Canned Cat Food
    • Dry Cat Food: Ralston Brands Dominate, But Nestlé's
    • Friskies Is Top Brand
    • [Table] Brand Share of Dry Cat Food in Supermarkets (1993)
    • Other Notable Dry Cat Brands: Crave, Crunchy Meals,
    • Kozy Kitten, Alpo
    • Semi-Moist Cat Food: Tender Vittles Completely Controls
    • Segment
    • [Table] Brand Share of Semi-Moist Cat Food in
    • Supermarkets (1993)
    • Cat Snacks: Pounce Dominates
    • [Table] Brand Share of Cat Snack Sales in
    • Supermarkets (1993)

    The Competitive Situation: Historical Overview
    • Since 1984, Major Marketer Shares Change but Ranking
    • Remains the Same
    • [Table] Major Marketer Shares: Dog and Cat Food (1984-1993)
    • Ralston, Long-Time Leader, Still In Charge but Faces
    • Fundamental Challenges
    • Ralston Has Slipped, Rivals Have Gained
    • Shift to Cats Good News for No. 2 Nestlé
    • Nestlé's Acquisition of Alpo Shakes Up Competitive Situation
    • Mars/Kal Kan Benefits From Popularity of Canned Food
    • The Rise and Stall of Heinz and Quaker Oats
    • Grand Met/Alpo Gained Mainly in Cat Food

    The Competitive Situation: Competitive Trends
    • Specialty Pet Foods Waxing, Mass-Market Foods Waning
    • The Rise of Hill's and Iams
    • Hill's and Iams Maintain Commitment to Limited Distribution
    • But Could This Change?
    • Majors Fight Back with Superpremium Brands
    • Moderate Success for Superpremiums
    • Mass-Market Natural and Therapeutic Brands
    • Structural Trends: Consolidation
    • Restructurings
    • Exports
    • At Retail: Reinforcing the Supermarket Channel
    • Targeting the Veterinary Channel

    Competitive Profile: Ralston Purina
    • Ralston Rules Pet Food with Strength in Dry, Semi-Moist,
    • and Snacks
    • Weak in Cans
    • Ralston's Lead Slipping¾Mainly for Internal Reasons
    • An Aggressive, Even Ruthless Marketer
    • Ralston Confronts Share Slippage with a Flood of New
    • Products in Late 1980s
    • Ralston Takes on Specialty Marketers
    • Pro-Visions
    • The Superpremium Restaging of O.N.E.
    • Extending Lines with New Flavors
    • Health Food Brands Introduced
    • Pro-Visions Addresses the Specialty Channel
    • Ralston Enters the Private-Label Business
    • Ralston Purina Cuts Connection with Purina Mills
    • (Royal Canin)
    • Purina Life System
    • More Systematic Brand Management Strategy
    • Chuckwagon, a "Palatability" Brand, Restaged
    • Ralston Spins Off Consumer Food Businesses to
    • Ralcorp Holdings
    • The New Ralston Purina

    Competitive Profile: Nestle/Friskies Pet Care Products
    • No. 2 Nestlé's Sales Rising
    • Alpo Purchase Would Give Nestlé Strong Presence in Dog Food
    • Major Nestlé Pet Food Brands
    • Major Alpo Pet Food Brands
    • Friskies Pioneers "Gourmet" Niche with Fancy Feast
    • Nestlé Restructures in 1990s
    • Nestlé's Move into Snacks
    • Marginal Changes in Established Brands in 1990s

    Competitive Profile: Mars/Kal Kan
    • Sales Stagnant
    • Pedigree Responsible For Growth in 1990s
    • Whiskas Holds Its Own
    • Dry Pet Food Brands
    • Successful in Canned Dog, Less So in Canned Cat
    • Mars the Top Global Marketer
    • How Kal Kan Rose to International Preeminence
    • The U.S. Whiskas Restaging
    • Waltham Sold through Veterinary Channel
    • Superpremium Expert Fizzles
    • Mars's Goodwill Programs

    Competitive Profile: Hill's Pet Products
    • Leading Specialty Marketer
    • Two Primary Lines: Science Diet and Prescription Diet
    • Expanding Operations
    • Focus on the Veterinary Channel
    • Support Programs for Veterinarians
    • Hill's Big on Direct Distribution
    • Three New Lines Debut in 1993
    • Major International Pet Food Marketer
    • Factors in Hill's Success
    • A Recent Operational Move

    Competitive Profile: Heinz Pet Products
    • Sales Down
    • 9 Lives Rebounds to No. 1
    • A Major Force in Cat Foods
    • Growth in Dog Food
    • Reward Superpremium
    • No. 2 in Dog Snacks
    • A Productive and Efficient Operator
    • Cultivating the Nonfood Sector
    • A New Pacific Rim Presence

    Competitive Profile: Quaker Oats
    • Sales Flat
    • Quaker a Major Force in Dog Food
    • Negligible in Cat Food
    • The 1986 Acquisition of the Gaines Line: A Turning Point
    • Anderson, Clayton Takeover Proves to Be a Pyrrhic Victory
    • Quaker Busy Introducing New Products in Mid-1980s
    • But Fails to Maintain Momentum
    • The Restaging of Cycle Superpremium
    • Cycle Holding Its Own
    • Quaker Focuses on Core Brands in the 1990s
    • Strong Presence in Europe

    Competitive Profile: Doane Products Co.
    • Leading Dry Food Private-Label Producer
    • Doane Is Expanding
    • Pressure on Doane from Ralston's Entry into Private Label

    Competitive Profile: Alpo Petfoods
    • Nestle to Acquire Alpo
    • Alpo's Woes: Lost Lead in Canned Dog Food in Late 1980s
    • And Failed to Diversify Product Line
    • Sales Down by a Third Since 1990
    • Alpo On, Then Off the Block in 1990
    • The Introduction of Alpo Premium Cat Food
    • Alpo Then Refocused on Dog Food
    • The 1992 Success of Prime Cuts
    • Alpo Dairy Cat Creates New Product Niche¾Pet Beverages
    • Even More New Products in 1993
    • Yet Innovations Fail to Stop Sales Slide

    Competitive Profile: The Iams Company
    • Prolific Growth for No. 2 Specialty Marketer
    • Iams Transforms Dry Pet Food
    • Two Major Lines: Iams and Eukanuba
    • Iams' Competitive Strategy
    • Focusing on Breeders
    • Iams Now Pitching to Veterinarians
    • Iams Gets into Cans in 1991
    • More New Products in 1993
    • Eukanuba Light Touted as Superior
    • Splitting Eukanuba and Iams Distribution Channels?
    • Production Facilities

    Competitive Profile: Nabisco Brands
    • Tops in Dog Snacks
    • Milk-Bone's Share Sinking
    • Milk-Bone Put Up For Sale in 1989, Then Taken Off the Block
    • Nabisco Reaffirms Commitment to Milk-Bone
    • Nabisco's Biscuits Successfully Challenged by Nestlé and
    • Specialty Marketers

    New Product Trends
    • Overview
    • Lifestage Foods
    • Gourmet Foods
    • Superpremiums
    • Foods with Rice
    • Vegetarian Foods
    • Light Foods
    • Veterinarian-Exclusive Foods
    • A Flood of Pet Snacks
    • Pet Beverages
    • [Chart] Selected New Pet Food Products
    • [Chart] Selected Minor Marketers: Pet Snack Introductions

    Measured Advertising Expenditures
    • Ad Spending Up to $152 Million
    • [Table] Measured Advertising Expenditures: 1989-1993
    • $77 Million Spent on Dog Food
    • $62 Million Spent on Cat Food
    • Another $12 Million in Combination Copy
    • Network Television Is the Favored Medium
    • [Table] Measured Advertising Expenditures:
    • Share by Media (1993)
    • Top 10 Major Advertisers
    • [Table] Measured Advertising Expenditures:
    • By Marketer (1993)
    • Ralston No. 1
    • Mars No. 2 Advertiser
    • Nestle in Third Place
    • Quaker Oats' Spending at $13 Million
    • Hill's Boosts Spending Fourfold
    • RJR Nabisco: Expenditures at $6 Million
    • Iams Raises Spending to Previous Levels
    • Heinz Barely Advertising

    Advertising Positioning
    • Two Primary Themes: Nutrition and Taste
    • Nutrition Positioning
    • The Veterinarian Recommendation Positioning
    • Head-to-Head Nutrition Positioning
    • Lifestage Positioning
    • Positioning on Taste
    • Gourmet Taste
    • Spokespersons
    • Examples of Ads

    Consumer Promotions
    • Coupons
    • Sweepstakes, Contests, and Games
    • Charity Promotions
    • Cross-Merchandising Promotions
    • Multiple-Price Offers
    • Direct-Mail Coupons
    • Free Offers
    • Examples of Consumer Promotions
  4. At The Retail Level
    Distribution
    • Distribution Patterns
    • Distributor Strategies
    • Flux in Distribution
    • Diversion

    Retail Overview
    • Food Stores Primary Outlet
    • Discounters Rising
    • Average Margins: Supermarkets
    • [Table] Average Supermarket Margins: 1993
    • Average Margins: Nonfood Outlets
    • Pricing in California Food Stores

    Retail Focus: Supermarkets
    • Supermarket Share Continues to Fall
    • New Approaches to Pet Food Category
    • More Aggressive Advertising/Promotion
    • Featuring Higher-Margin Products
    • Rethinking the Merchandising Mix
    • Transforming the Pet Section
    • Incorporating Pet Supplies/Accessories
    • The Hartz Mountain Program
    • A&P's Pet Supplies Program
    • Kal Kan and Alpo Assisting Supermarkets
    • Dominick's Novel Approach: A Pet Hotline
    • One Analyst's Overview of the Supermarket Problem
    • Supers Must Optimize Product Assortment...
    • ...And Merchandise More Effectively
    • Prominent Display of Premium Products
    • Placing Canned and Dry Food Together
    • Secondary Displays
    • Carrying Sample Sizes
    • Supermarkets vs. Pet Superstores

    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
    • Thriving in the Shadow of a Giant
    • Merchandising Advice for Pet Stores

    Pet Store Profile: Whiskers
    • A Natural Pet Food Store
    • Only Highest-Quality Foods Carried
    • Convincing Potential Customers to Switch to Health Foods
    • Vitamins, Herbal Remedies, and Supplements
    • Unique Assortment of Supplies
    • Whiskers' Services

    Retail Focus: Pet Superstores
    • Pet Category Killers Proliferating
    • Superstores Rocket Beyond 10% of Pet Food Business
    • Superstores Take Root In Highly Fragmented Markets
    • Superstores Answer Demand for Convenience, Low Prices
    • The Totality of the Shopping Experience a Draw
    • Size Parameters
    • A Variety of Services Incorporated
    • But Pet Food Is Superstores' "Bread and Butter"
    • Limited Livestock¾But No Dogs or Cats
    • Superstores Push Neutering and Adoption for Dogs and Cats
    • Warehouse-Type vs. Retail-Type Superstores
    • Superstore SKUs vs. Other Venues
    • Superstores Emphasize High-Margin Specialty Foods
    • Margin Squeeze
    • The Future of Pet Superstores: Most Analysts Optimistic
    • Yet There Are Skeptics
    • Top Three Chains: PetsMart, Petco, and Petstuff
    • Southern California Chains
    • Other Superstore Chains
    • [Chart] Selected Superstore Chains
    • Major Chains Go Public
    • Acquisition as a Means of Expansion
    • Direct Competition Beginning to Occur
    • Superstore Competitive Strategies
    • Investor Assessments of the Top Three Chains

    Profile: PetsMart
    • Leading Superstore Operator: In Units and Sales
    • A Stronghold in the West
    • [Table] PetsMart Units: By State (Jan. 1994)
    • PetsMart Is Rapidly Expanding
    • 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
    • "Discovery" Centers
    • PetsMart's Major Competitors
    • PetsMart Acquires Petzazz

    Profile: Petco Animal Supplies Co.
    • Petco In Transition
    • Converting the Chain to Superstore Format
    • Petco Rapidly Expanding
    • New Boss with Bold Goals
    • Revenues Up Sharply
    • Petco Services

    Profile: Petstuff, Inc.
    • A New Chain Quickly Grows
    • A Metro Clustering Strategy
    • Standard Warehouse Style
    • Sales Skyrocketing

    Retail Trend: Private Labels
    • A Permanent Trend?
    • Consumer Response to Higher-Quality Products
    • Discounters and Foreign Retailers Reinforce Private-Label Trend
    • Sluggish Economy Favors Private-Label Purchasing
    • One Extreme Optimist
    • Wal-Mart's Ol' Roy
    • Other Discounters' Private-Label Programs
    • PetsMart's Private Labels
    • Other Pet Superstore Programs
    • Distributor Private Labels
    • Private-Label Manufacturers
  5. The Consumer
    Consumer Use
    • Special Note

    Pet Ownership
    • Profiles of Dog Owners
    • Profiles of Cat Owners
    • Those Least Likely To Own Pets
    • [Chart] Demographic Characteristics of Dog Owners:
    • Number Owned
    • Demographic Characteristics of Dog Owners: Age of Dog
    • [Chart] Demographic Characteristics of Cat Owners:
    • Number Owned

    Feeding Routines of Pet Owners
    • Commercial Foods vs. Table Scraps
    • [Table] Percentage of Owners Using
    • Use of Table Scraps
    • Mixing Forms of Foods
    • Who Mixes Dog Foods
    • Who Mixes Cat Foods
    • Who Chooses Brands of Pet Foods
    • [Charts] Demographic Characteristics Favoring Use of
    • Table Scraps
    • Different Forms of Commercial Dog Food
    • Different Forms of Commercial Cat Food

    The Purchaser: Dry Dog Food
    • 52 Million Purchase the Dry Form
    • Purina Kibbles 'n Bits Is the Most Popular Brand
    • [Table] Ten Most Popular Brands of Dry Dog Food
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Packaged Dry Dog Food: By User and Brand

    The Purchaser: Canned Dog Food
    • 26 Million Users
    • Alpo Prime Cuts Most Popular Brand
    • [Table] Ten Most Popular Canned Dog Brands
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Canned Dog Food: By User and Brand

    The Purchaser: Semi-Moist Dog Food
    • About 16 Million Purchase Moist
    • Moist & Meaty the Most Popular Brand
    • [Table] Ten Most Popular Semi-Moist Dog Food Brands
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Packaged Moist Dog Food: By Users and Brand

    The Purchaser: Dog Snacks
    • 40 Million Users
    • Snack Brand Use
    • [Table] Ten Most Popular Brands of Dog Biscuits or Treats
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Dog Biscuits or Treats: By Users and Brand

    The Purchaser: Dry Cat Food
    • 37 Million Purchase Dry Cat Food
    • Most Popular Brand: Purina Cat Chow
    • [Table] Ten Most Popular Brands of Packaged Dry Cat Food
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Dry Cat Food: Users and Brands

    The Purchaser: Canned Cat Food
    • Nearly 26 Million Use Canned Form
    • Friskies Buffet Is the Most Popular Brand
    • [Table] Ten Most Popular Brands of Canned Cat Food
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Canned Cat Food: By Users and Brand

    The Purchaser: Semi-Moist Cat Food
    • Nearly 9 Million Purchasers
    • Tender Vittles Is Most Popular Brand
    • [Table] Most Popular Brands of Semi-Moist Cat Food
    • Demographic Profiles
    • [Chart] Demographic Characteristics Favoring Use of
    • Semi-Moist Cat Food

    The Purchaser: Cat Snacks
    • 13 Million Purchase Cat Snacks
    • Pounce the Most Popular Brand
    • [Table] Most Popular Brands of Cat Treats
    • Demographic Profile
    • [Chart] Demographic Characteristics Favoring Use of
    • Cat Treats: Users and Brand

    Appendix I: Food Store Price Structure
    Appendix II: Examples Of Advertising/Promotion
    • Consumer Ads Consumer Promotions

    Appendix III: Addresses
    • Addresses of Selected Pet Food Marketers
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