The U.S. Pet Food Market
Jun 1, 2002
360 Pages - Pub ID: LA728894
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  1. Executive Summary
    The Products
    • Study Methodology
    • Scope Of Study
    • Four Basic Product Segments
    • Two Retail Levels: Mass And Specialty
    • Better/Best Marketing Classifications
    • Gourmet
    • Natural Products
    • High-Nutrition Products
    • Premium Products
    • Superpremium Products
    • Specialty Products
    • U.S. Government Sets General Guidelines

    The Market
    • Pet Food Market At $10.4 Billion
    • Table 1-1: Estimated U.S. Retail Dollar Sales Of Pet Food, 1995-2001 (Dollars, Percent)
    • Dog Food Leads Over Cat Food
    • Pet Food Dollar Sales In Fdm Outlets
    • Table 1-2: Estimated Dollar Sales Of Pet Food In Fdm Outlets: By Category, 1999-2001 (Dollars, Percent): Dog Food, Cat Food
    • Sales By Product Segment: Two “Megatrends”
    • Recent Trends By Segment
    • Dog Food Dollar Sales By Segment
    • Cat Food Dollar Sales By Segment
    • Pet Food Dollar Share: Dogs Up, Cats Down
    • Market Composition: Retail Share, 2001
    • Major Retail Trend: A Shift From Supermarkets To Discounters
    • The Pet Specialty Store Sector

    Factors In Future Growth
    • The Pet Population At Record Highs
    • Rising Pet Pop Good For Business—But Will It Continue?
    • Two Trends Suggest It Will
    • But Negative Pet Food Growth Unlikely
    • Moderately Positive Outlook Foreseen
    • Projected Sales Of $12.2 Billion By 2006
    • Table 1-3: Projected U.S. Retail Dollar Sales Of Pet Foods, 2001-2006 (Dollars, Percent): Dog Food, Cat Food

    The Marketers
    • Two Marketer Types: Generalists And Specialists
    • Generalists In Command
    • Major Food Marketers: Nestlé Purina On Top
    • Mars, Heinz, Kraft - And Now Del Monte
    • Major Consumer Goods Marketers: P&G And Colgate-Palmolive
    • Private-Label Giant: Doane
    • Specialist Marketers: Value/Superpremium Bifurcation
    • Significant Minors: Value Specialists
    • Significant Minors: Superpremium Specialists

    Marketer Shares
    • 2001: Ralston And Nestlé Are First And Second
    • Battle For Third: Kal Kan Vs. Heinz
    • Iams Surges To No. 5
    • Overall Marketer Shares: Dog Food
    • Table 1-4: Estimated Marketer Shares: Dog Food, 2000/2001 (Percent): 6 Marketers
    • Overall Marketer Shares: Cat Food
    • Table 1-5: Estimated Marketer Shares: Cat Food, 2000/2001 (Percent): 6 Marketers

    The Competitive Situation
    • Two Historical Levels: Major And Minor
    • Major/Minor Competitive Dichotomy Breaking Down
    • Veering From Oligopoly To Monopoly
    • Mid-Term Monopoly, But Situation Fluid

    New Product Trends
    • Most New Products Revolve Around Health
    • “Functional” Benefits
    • Other Health-Type Product Appeals
    • Dual-Texture Foods

    Advertising/Promotion
    • Ralston Leading Ad Spender
    • Three Primary Positioning Themes: Health, Taste, Emotion
    • Lots Of Pet Food Promos

    Distribution
    • Mass Vs. Limited Distribution
    • Traditional Barriers Transgressed By Iams
    • What Does The Breakdown Portend?

    At The Retail Level
    • Food Stores Dramatically Decline
    • Supermarket Squeeze: Discounters, Superstores
    • Unsuccessful Responses From Supermarkets
    • Category Killers Suck Supermarket Sales
    • Concept Plateauing?
    • Strong Superstore Appeals
    • Consolidation Into Petsmart And Petco
    • Traditional Pet Stores
    • Pet Stores Fall In Food

    The Consumer
    • Number Of Households Purchasing Pet Food
    • Frequency Of Use: Dry And Canned Food
    • Purchaser Profile: Dry Dog Food
    • Purchaser Profile: Canned Dog Food
    • Purchaser Profile: Dog Snacks
    • Purchaser Profile: Dry Cat Food
    • Purchaser Profile: Canned Cat Food
    • Purchaser Profile: Cat Snacks
  2. The Products
    Introduction
    • Scope Of Study: Dog And Cat Food
    • Related Pet Products Largely Excluded
    • Four Basic Product Segments
    • Two Retail Levels: Mass And Specialty
    • History Of Commercial Pet Food: Beginnings
    • Modern Pet Foods

    Pet Food Ingredients
    • Nutritious Balance: Dogs Versus Cats
    • Protein: Animal Sources
    • Protein: Plant Sources
    • Carbohydrates
    • Fat
    • Fat Content And Feline Urinary Syndrome
    • Controversial Additives

    Product Segments
    • Dry Pet Food
    • Various Shapes And Flavors
    • Advantages Of Dry Food
    • Disadvantages Of Dry Food
    • Canned Food
    • A Wide Variety Of Flavors And Textures
    • Palatability And Digestibility Are Major Advantages
    • Snacks/Treats
    • Wide Assortment Of Snack Sizes, Shapes
    • Advantages And Disadvantages Of Snack Use
    • Semimoist Pet Food
    • A Variety Of Shapes, Textures, And Flavors
    • Advantages And Disadvantages Of Semimoist Food

    Marketing Classifications
    • From Basic To Segmented Products
    • Niche Marketing Develops Around Health
    • Lifestage Products
    • Activity-Level Products
    • Disease-Condition Products
    • Functional/Nutraceutical Products
    • Breed-Directed Products
    • Better-Quality Products
    • Better/Best Marketing Classifications
    • Gourmet
    • Natural Products
    • High-Nutrition Products
    • Premium Products
    • Superpremium Products
    • Specialty Products

    Packaging And Sizing: Dog Food
    • Dry Food
    • Canned Food
    • Dog Snacks/Treats
    • Semimoist Food

    Packaging And Sizing: Cat Food
    • Dry Food
    • Canned Food
    • Cat Snacks/Treats
    • Semimoist Cat Food

    Labeling And Regulations
    • U.S. Government Sets Four General Guidelines
    • Proper Product Identification
    • Net Quantity Statement
    • Manufacturer’s Name And Address
    • 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 Claims And Product “Families”
    • Feeding Directions
    • Calorie Statement
    • Guaranteed Analysis
    • Nutrient Analysis: Canned Versus Dry
    • Cans And Moisture Content: Labeling Exceptions
    • Snacks/Treats: Labeling Exceptions
  3. The Market
    Market Size, Growth, And Composition
    • Market Size/Growth: Preliminary Note
    • Conservative Estimates
    • Pet Food Market At $10.4 Billion
    • Table 3-1: Estimated U.S. Retail Dollar Sales Of Pet Food, 1995-2001 (Dollars, Percent)
    • Dog Food Leads Over Cat Food
    • Figure 3‑1: Estimated U.S. Retail Dollar Sales Of Pet Food: 1995-2001 (Dollars, Percent)
    • Dog Food Outperforms Cat Food
    • Table 3-2: Estimated U.S. Retail Dollar Sales Of Pet Food: By Category, 1995-2001 (Dollars, Percent): Dog Food, Cat Food
    • Figure 3-2: Estimated Dollar Sales Of Dog Vs. Cat Food, 2001
    • Note On Iri And Fdm Sales
    • Pet Food Dollar Sales In Fdm Outlets
    • Table 3-3: Estimated Dollar Sales Of Pet Food In Fdm Outlets: By Category, 1999-2001 (Dollars, Percent): Dog Food, Cat Food
    • Pet Food Pound Volume In Fdm Outlets
    • Table 3-4: Estimated Pound Volume Of Pet Food In Fdm Outlets: By Category, 1999-2001 (Dollars, Percent): Dog Food, Cat Food
    • Reasons For Cat Food Slowdown
    • Reasons For Dog Food Strength
    • Sales By Product Segment: Two “Megatrends”
    • Segment Shares: 1982/2001
    • Table 3-5: Approximate Dollar Share Of Pet Food Sales In Mass-Retail Outlets: By Category And Product Segment, 1982/2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Trends Toward Dry/Snacks And Away From Canned/Semimoist Continue
    • Table 3-6: Estimated Dollar Sales Of Pet Food In Fdm Outlets: By Product Segment, 1999-2001 (Dollars, Percent): Dry, Canned, Snacks, Semimoist
    • Pet Food Pounds By Segment
    • Table 3-7: Estimated Pound Volume Of Pet Food In Fdm Outlets: By Product Segment, 1999-2001 (Pounds, Percent): Dry, Canned, Snacks, Semimoist
    • Dog Food Dollar Sales By Segment
    • Figure 3‑3: Estimated Dollar Sales Of Pet Food By Segment, 2001 (Dollars): Dry, Canned, Snacks, Semimoist
    • Table 3-8: Estimated Dollar Sales Of Dog Food In Fdm Outlets: By Product Segment, 1999-2001 (Pounds, Percent): Dry, Canned, Snacks, Semimoist
    • Dog Food Pound Volume By Segment
    • Table 3-9: Estimated Pound Volume Of Dog Food In Fdm Outlets: By Product Segment, 1999-2001 (Pounds, Percent): Dry, Canned, Snacks, Semimoist
    • Cat Food Dollar Sales By Segment
    • Table 3-10: Estimated Dollar Sales Of Cat Food In Fdm Outlets: By Product Segment, 1999-2001 (Dollars, Percent): Dry, Canned, Snacks, Semimoist
    • Cat Food Pound Volume By Segment
    • Table 3-11: Estimated Pound Volume Of Cat Food In Fdm Outlets: By Product Segment, 1999-2001 (Pounds, Percent): Dry, Canned, Snacks, Semimoist
    • Market Composition: Preliminary Note
    • Pet Food Dollar Share: Dogs Up, Cats Down
    • Table 3-12: Estimated Mass-Retail Dollar Share Of Pet Food: By Category (1995-2001) (Percent)
    • Pet Food Pound Share: Dogs With Near 75% Of Volume
    • Table 3-13: Estimated Pound Share Of Pet Food In Fdm Outlets: By Category, 1999-2001 (Percent): Dog Food, Cat Food
    • Figure 3-4: Estimated Mass-Retail Dollar Share Of Pet Food Sales: Dog Vs. Cat, 2001 (Percent)
    • Figure 3-5: Estimated Pet Food Pound Share In Mass-Retail Outlets: Dog Vs. Cat, 2001 (Percent)
    • Pet Food Dollar Share By Segment
    • Table 3-14: Estimated Dollar Share Of Pet Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Pet Food Pound Share By Segment
    • Table 3-15: Estimated Pound Share Of Pet Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Dog Food Dollar And Pound Shares By Segment
    • Table 3-16: Estimated Dollar Share Of Dog Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Table 3-17: Estimated Pound Share Of Dog Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Cat Food Dollar And Pound Share By Segment
    • Table 3-18: Estimated Dollar Share Of Cat Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Table 3-19: Estimated Pound Share Of Cat Food In Fdm Outlets: By Product Segment, 1999-2001 (Percent): Dry, Canned, Snacks, Semimoist
    • Average Price Per Pound By Segment
    • Table 3-20: Average Price Per Pound Of Pet Food In Fdm Outlets: By Category And Product Segment, 2001 (Price): Dry, Canned, Snacks, Semimoist
    • Market Composition: Retail Share, 2001
    • Table 3-21: Estimated Dollar Share Of U.S. Pet Food Sales: By Retail Outlet Type, 2001 (Percent): 6 Types
    • Major Retail Trend: A Shift From Supermarkets To Discounters
    • Figure 3-6: Estimated Dollar Share Of Pet Food Sales By Retail Outlet Type, 2001 (Percent)
    • Table 3-22: Estimated Retail Dollar Share: By Fdm Outlet Type, 1999-2001 (Percent): Food Stores, Mass Merchandisers, Drugstores
    • The Pet Specialty Store Sector
    • A New Niche Noted: Frozen Pet Food
    • Pet Food Seasonality, Regionality

    Factors In Future Growth
    • The Pet Population At Record Highs
    • Disparities In Counting Dogs
    • Pet Population Up 35% Since 1981
    • Cats Make Greatest Gains
    • A Dissent On Dogs
    • Number Of Households Owning Dogs, Cats
    • Household Ownership Of Both Up
    • Total Households Owning Dogs Or Cats—And Both
    • Average Number Of Pets Per Household
    • Rising Pet Pop Good For Business—But Will It Continue?
    • A Prosperous Economy Has Fueled Growth
    • Pet Owners Trade Up To Quality
    • Human Health Trend Stimulates Quality Demand
    • Will Slower Economic Growth Curtail This Demand?
    • Two Trends Suggest It Will
    • But Negative Pet Food Growth Unlikely
    • Positive Factors: Baby Boomers And Home Ownership
    • Pets And Postmodern Family Dynamics
    • Dogs And Cats As Family Members
    • The Times Are Ripe For More Dogs
    • Outlook For The Four Segments
    • Dry Food: Future Trends
    • Canned Food: Future Trends
    • Snacks: Future Trends
    • Semimoist Food: Future Trends

    Market Projections
    • Moderately Positive Outlook
    • Sales Of $12.2 Billion By 2006
    • Projections: Dog Food
    • Projections: Cat Food
    • Table 3-23: Projected U.S. Retail Dollar Sales Of Pet Food: By Category, 2001-2006 (Dollars, Percent): Dog Food, Cat Food
  4. The Marketers
    The Marketers: Overview
    • Two Marketer Types: Generalists And Specialists
    • Generalists In Command
    • Dominant Marketers Fall Into Complementary Pattern
    • Major Food Marketers: Nestlé Purina On Top
    • Mars, Heinz, Kraft - And Now Del Monte
    • Major Consumer Goods Marketers: P&G And Colgate-Palmolive
    • Private-Label Giant: Doane
    • Specialist Marketers: Value/Superpremium Bifurcation
    • Significant Minors: Value Specialists
    • Significant Minors: Superpremium Specialists
    • Three Other Types Of Specialists
    • Pet Food/Supplies Marketers
    • Pet Snack Specialists
    • Retailers With Committed Private-Label Programs
    • Number Of Pet Food Marketers
    • List Of Marketers
    • Table 4-1: Selected List Of Pet Food Marketers, 2002 (Listing): 82 Marketers

    Leading Marketers And Their Brands
    • Explanatory Note
    • Note On The Nestlé Purina Convergence
    • Ralston Purina Brand Structure
    • Table 4-2: Ralston Purina Brands, 2001 (Listing): Dog Food, Cat Food; Dry, Snacks, Semimoist; 47 Brands
    • Nestlé Brand Structure
    • Table 4-3: Nestlé Brands, 2001 (Listing): Dog Food, Cat Food; Dry, Canned, Snacks; 49 Brands
    • Mars/Kal Kan Brand Structure
    • Table 4-4: Mars/Kal Kan Brands, 2001 (Listing): Dog Food, Cat Food; Dry, Canned, Snacks; 25 Brands
    • Heinz - Now Del Monte Brand Structure
    • Table 4-5: Heinz Brands, 2001 (Listing): Dog Food, Cat Food; Dry, Canned, Snacks, Semimoist; 46 Brands
    • Iams And Hill’s: Brand Structures
    • Doane: Brand Structure
    • Nabisco Brand Structure

    Marketer/Brand Shares: Overview
    • Note: Shares Based On Fdm Sales
    • 2001 Shares: Part Ancient History, Part Window On Future
    • Perspective On The Overall Market
    • King/Queen Nestlé Purina Reigns
    • Lesser Royalty: Mars, Heinz, Iams, Hill’s, And Doane

    Marketer Shares: Overall Fdm Sector
    • 2001: Ralston And Nestlé Are First And Second
    • Battle For Third: Kal Kan Vs. Heinz
    • Iams Surges To No. 5
    • Private Label With Formidable Share
    • Table 4-6: Estimated Marketer Shares: Pet Food, 2000/2001 (Percent): 5 Marketers
    • Overall Marketer Shares: Dog Food
    • Table 4-7: Estimated Marketer Shares: Dog Food, 2000/2001 (Percent): 6 Marketers
    • Overall Marketer Shares: Cat Food
    • Table 4-8: Estimated Marketer Shares: Cat Food, 2000/2001 (Percent): 6 Marketers

    Marketer/Brand Shares: Dog Food
    • Dry Dog Food: Leading Marketers
    • Significant Minors
    • Table 4-9: Estimated Marketer Shares: Dry Dog Food, 2000/2001 (Percent): 7 Marketers
    • Dry Dog Food: Leading Brands
    • Table 4-10: Estimated Brand Shares: Dry Dog Food, 2000/2001 (Percent): 14 Brands
    • Canned Dog Food: Leading Marketers
    • Significant Minors
    • Table 4-11: Estimated Marketer Shares: Canned Dog Food, 2000/2001 (Percent): 5 Marketers
    • Canned Dog Food: Leading Brands
    • Table 4-12: Estimated Brand Shares: Canned Dog Food, 2000/2001 (Percent): 12 Brands
    • Dog Snacks: Leading Marketers
    • Significant Minors
    • Table 4-13: Estimated Marketer Shares: Dog Snacks, 2000/2001 (Percent): 7 Marketers
    • Dog Snacks: Leading Brands
    • Table 4-14: Estimated Brand Shares: Dog Snacks, 2000/2001 (Percent): 16 Brands
    • Semimoist Dog Food: Leading Marketers/Brands
    • Table 4-15: Estimated Brand Shares: Semimoist Dog Food, 2000/2001 (Percent): 5 Brands

    Marketer/Brand Shares: Cat Food
    • Dry Cat Food: Leading Marketers
    • Significant Minors
    • Table 4-16: Estimated Marketer Shares: Dry Cat Food, 2000/2001 (Percent): 8 Marketers
    • Dry Cat Food: Leading Brands
    • Table 4-17: Estimated Brand Shares: Dry Cat Food, 2000/2001 (Percent): 13 Brands
    • Canned Cat Foods: Leading Marketers
    • Table 4-18: Estimated Marketer Shares: Canned Cat Food, 2000/2001 (Percent): 4 Marketers
    • Canned Cat Food: Leading Brands
    • Table 4-19: Estimated Brand Shares: Canned Cat Food, 2000/2001 (Percent): 11 Brands
    • Cat Snacks: Leading Marketers
    • Significant Minors
    • Table 4-20: Estimated Marketer Shares: Cat Snacks, 2000/2001 (Percent): 4 Marketers
    • Cat Snacks: Leading Brands
    • Table 4-21: Estimated Brand Shares: Cat Snacks, 2000/2001 (Percent): 11 Brands
    • Semimoist Cat Food: Leading Marketers/Brands
    • Table 4-22: Estimated Marketer Shares: Semimoist Cat Food, 2000/2001 (Percent): 1 Marketer

    The Competitive Situation
    • Two Historical Levels: Major And Minor
    • Except For Ralston, Majors Acquire Their Way To Top
    • On The Minor Level, Marketers Cultivate Their Own Garden
    • Major/Minor Competitive Dichotomy Breaking Down
    • Veering From Oligopoly To Monopoly
    • Nestlé Purina Monarchy
    • But Shaky Foundations In Np Product Portfolio
    • Nestlé Purina Vulnerability In Quality
    • Exhibit A: Iams’ Rapid Fdm Ascent
    • Mid-Term Monopoly, But Situation Fluid
    • Second-Echelon Competition: Incrementalism And Stagnation
    • Mars/Kal Kan
    • Heinz/Del Monte
    • Hill’s
    • Doane
    • Acquisition Ultimately Driving Competitive Dynamics
    • Anything Seems Possible Now
    • Competition On The Minor Level

    Competitive Profile: Nestlé Purina
    • Nestlé’s Acquisition Of Ralston
    • Steps Leading Up To The Acquisition
    • Terms Of Deal Favorable For Ralston
    • Ralston Purina Forced To Sell Meow Mix, Alley Cat
    • Sells Brands To Hartz
    • Nestlé Purina Combined Sales
    • The Deal’s Symmetrical Logic
    • Strength And Size Of Nestlé Purina Overwhelming At Mass Retail
    • Figure 4-1: Nestlé And Ralston Purina Mass-Retail Dollar Sales: By Category, 2001
    • A Match Made In Heaven
    • Most Awesome: Combined Nestlé Purina Marketing Clout
    • But Could There Be Trouble In Paradise?
    • Ralston’s Vulnerabilities
    • Nestlé’s Vulnerabilities
    • Ralston Purina: Company History
    • Ralston’s Major Brands
    • Ralston’s Infrastructure
    • Nestlé: Overview
    • Carnation Origins Of Friskies Cat Food
    • Nestlé’s Acquisition Of Alpo
    • Nestlé Strongest In Canned Food
    • Ralston New Product Introductions
    • Focus: Beneful
    • Nestlé New Product Introductions

    Competitive Profile: Procter & Gamble/Iams
    • Rapidly Growing
    • Historical Overview
    • The 1970s
    • The 1980s
    • The 1990s
    • Sales And Scope
    • Confined To The Specialty Retail Sector
    • “Never Say Forever”
    • Internal And External Pressures To Expand
    • Acquired By Procter & Gamble In 1999—Goes Mainstream
    • Iams Justifies Crossover
    • A Massive Mass Rollout
    • A Raging Success
    • But Unresolved Questions
    • Project Millennium
    • Figure 4-2: Iams Dollar Sales And Growth In Mass-Retail Outlets, 2000/2001
    • Some Retailers Not Happy
    • Nutro V. Iams
    • Iams Prospers Under P&G
    • Iams Line Extended
    • Good For Life
    • Extending The Eukanuba Line
    • Eukanuba Premium
    • Overview: Procter & Gamble

    Competitive Profile: Mars/Kal Kan
    • Mars A Global Leader In Pet Food
    • Kal Kan Sales
    • Straightforward Mass Marketer
    • Figure 4-3: Mars/Kal Kan Fdm Dollar Sales And Growth, 2000/2001
    • New Kal Kan Products
    • Heavy On The Snacks
    • Buys Controlling Interest In Royal Canin
    • Waltham
    • Overview: Mars
    • 1968 Entry Into Pet Food Market

    Competitive Profile: H.J. Heinz
    • Overview: Heinz
    • Acquisition By Del Monte
    • 2001 Sales
    • Heinz Has Problems
    • Restructures Pet Food Business
    • Precarious Position In Pet Food
    • Heinz’s Brands
    • Formidable Private-Label Presence
    • Figure 4-4: Heinz Dollar Sales And Growth In Mass-Retail Outlets: By Category, 2000/2001
    • Vet’s Choice
    • Heinz’s Crisis
    • Dealing With The Crisis - Then Bailing
    • 9 Lives Gourmet Meals
    • Restructuring Dog Food Brands
    • Other New Product Activity
    • What Impact Del Monte

    Competitive Profile: Colgate-Palmolive/Hill’s Pet Nutrition
    • Major Specialist Continues To Grow
    • Science Diet/Prescription Diet
    • Major International Presence
    • Primary Strengths
    • Targeting Veterinarians
    • New Science Diet Products
    • New Prescription Diet Products
    • Will Hill’s Follow Iams Into Mass?
    • Overview: Colgate-Palmolive
    • Colgate And Hill’s

    Competitive Profile: Doane Pet Care Enterprises
    • Leader In Private Label
    • Brief History
    • Doane Sales And Scope
    • Strength Based On Wal-Mart Partnership
    • Other Private-Label And Co-Manufacturing Accounts
    • Doane Pet Food Segments
    • Branded Products
    • Overview: Windy Hill

    Competitive Profile: Kraft/Nabisco
    • Milk-Bone Perennial Dog Snack Leader
    • Transferred From Tobacco Giant To Tobacco Giant
    • Kraft Integrating Nabisco

    Brief Competitive Profiles
    • Dad’s Products Corp.
    • Nutro Products
    • Sunshine Mills

    New Product Trends: Overview
    • A Torrent Of New Products
    • Most New Products Revolve Around Health
    • Health Trend Represents A Culmination
    • “Functional” Benefits
    • Other Health-Type Product Appeals
    • “No” Ingredients
    • Table 4-23: “No” Ingredients In Health-Type Pet Food Product Introductions, 2000/2001
    • New Health Formulations On The Market
    • Joint/Bone/Cartilage Formulas
    • Oral Care Formulas
    • Antioxidant Formulas
    • Skin/Coat Formulas
    • Hairball Formulas
    • Pre-Biotic Formulas
    • Odor Control Formulas
    • Sensitive Formulas
    • Dual-Texture Foods
    • Combining Dual-Texture With Functional Concepts
    • Targeting Large/Small Breed Dogs
    • Targeting Long-Haired Cats
    • Multitude Of New Pet Food Ingredients
    • Table 4-24: List Of Food Ingredients Used In New Pet Food Products Introductions, 2000/2001

    New Products: Major Marketers
    • Majors Enter Functional, Nutraceutical Products
    • Upgrading, Reformulating
    • Filling/Exploiting Niches
    • Majors Meet The Specialty Challenge
    • New Packaging
    • Recent New Products By The Majors
    • Table 4-25: Selected List Of New Product Introductions By The Major Marketers, 2000/2001 (Listing): 6 Marketers, 23 Brands

    New Products: Minor Marketers—Dry/Canned
    • Overview
    • Ingredient Trends
    • A Novelty: Buffalo Meat
    • Organic, Holistic, Vegan, Chinese Herbs
    • Nutro’s Complete Care
    • Frozen/Freeze-Dried Foods
    • Pet Food Supplements
    • New Packaging
    • Recent New Dry/Canned Products By The Minors
    • Table 4-26: Selected List Of New Dry/Canned Product Introductions: Minor Marketers, 2000/2001 (Listing): 30 Marketers, 31 Brands

    New Products: Minor Marketers—Snacks
    • Overview
    • Major New Flavors: Peanut Butter And Carob
    • Human-Appeal Flavors
    • Fruit Flavors
    • New Shapes—And Old
    • New Textures Tend To Follow Majors
    • Freeze-Dried Snacks
    • Health Snacks
    • Therapeutic Snacks
    • Breath Fresheners
    • Endurance Bars, Bake-At-Home Biscuits
    • Licensing
    • Petsmart’s Shareables
    • Snack Packaging
    • Recent Pet Snacks By Minors
    • Table 4-27: Selected List Of New Snack Product Introductions: Minor Marketers, 2000/2001 (Listing): 41 Marketers, 49 Brands

    Consumer Advertising Expenditures
    • Ralston Leading Ad Spender
    • Ralston Expenditures
    • P&G/Iams Expenditures
    • Mars/Kal Kan Expenditures
    • Nestlé Expenditures

    Advertising Positioning
    • Three Primary Themes: Health, Taste, Emotion
    • Health Positioning
    • Examples Of Taglines Employing Direct And Indirect Health Claims In Recent Ad/Promo Copy, 2001/2002
    • Secondary Health Themes: Strength, Exercise, Performance
    • The Vet/Pet Pitch
    • Microtargeting Health Conditions
    • The Embedded Health Message
    • Taste Positioning
    • Balancing Taste And Health
    • Emotion Positioning—A Complex Admixture
    • Beauty/Happiness Plus Health
    • The Flattery Approach
    • Cuteness/Humor/Bonding Often Combine
    • When Bonding Predominates
    • Head-To-Head Positioning
    • Print Ads: The Basics
    • Majors: Great Graphics
    • Minors Rely More On Copy
    • Tv Ads: Complex Social Situations
    • Taking The Emotional Approach On Tv
    • A State-Of-The Art Tv Spot
    • Examples Of Ads

    Consumer Promotions
    • Lots Of Pet Food Promos
    • Coupon Offers Ubiquitous
    • “Get One Free” Promos
    • Sweepstakes And Contests
    • Merchandise Offers
    • Event Sponsorships
    • Novel Promotions
  5. Distribution/Retail
    Distribution
    • Mass Vs. Limited Distribution
    • Traditional Barriers Transgressed By Iams
    • What Does The Breakdown Portend?
    • The Shift To Direct Delivery Over Indy Distributorship
    • Independent Distributors Face Rough Road
    • Successful Defensive Steps

    At The Retail Level: Food/Discount Stores
    • Food Stores Dramatically Decline
    • Supermarket Squeeze: Discounters, Superstores
    • Wal-Mart’s Spectacular Growth
    • Brief Focus: Discounters
    • Wal-Mart In A Class By Itself
    • One Wal-Mart Supercenter
    • Unsuccessful Responses From Supermarkets
    • Trying Private Label
    • Trying Iams
    • All Not Lost—Supermarket Strengths Enhanced
    • The Starbucks Analogy
    • Pet Food Margins

    At The Retail Level: Pet Superstores
    • Category Killers Suck Supermarket Sales
    • Concept Plateauing?
    • Superstore Parameters
    • Specialize In Dry And Specialty Foods
    • Strong Superstore Appeals
    • Their Sheer Delight
    • A Food-Driven Business
    • Superstore Slowdown
    • Consolidation Into Petsmart And Petco
    • Petsmart On Top
    • Concept Must Be Updated

    At The Retail Level: Pet Stores/Other Outlets
    • Traditional Pet Stores
    • Pet Stores Fall In Food
    • They Remain Specialty Destinations
    • Pet Store Strengths
    • Beefing Up Services
    • Vets/Kennels, Farm/Feed Stores, Warehouse Clubs
    • E-Commerce Pet Food Retailing
    • Health/Natural Food Stores

    Retail Profile: Petsmart
    • No. 1 Pet Superstore Chain
    • Stores, Catalogs, Internet
    • A Range Of Services
    • Livestock
    • Carrefour With Substantial Stake
    • Petsmart History
    • Original Warehouse Look
    • Lost Steam In Late ‘90s
    • A Fresh New Approach
    • Out With The Old Look—In With The New
    • Store Transformation
    • Internal Restructuring
    • Rationalizing Direct Sales
    • Ambitious Remodeling, Expansion Plans
    • Petsmart Poised For Positive Growth

    Retail Profile: Petco Animal Supplies
    • Petco In Second Place
    • Chain Geography
    • Petco Owns Some Traditional Pet Stores
    • Petco Parameters
    • Profitability Down
    • Petco Origins
    • Conversion To Superstore Format In ’90s
    • Acquisition Orgy
    • Indigestion
    • Goes Private In 2000
    • Back Public In 2002
  6. The Consumer
    The Consumer: Overview
    • A Note About Simmons Market Research Bureau Data
    • Number Of Households Purchasing Pet Food
    • Dog Food: Most Popular Types
    • Table 6-1: Dog Food Purchasers: Number And Percentage Of Households By Product Segment, 2001
    • Cat Food: Most Popular Types
    • Table 6-2: Cat Food Purchasers: Number And Percentage Of Households By Product Segment, 2001
    • Frequency Of Use: Dry And Canned Pet Food
    • Table 6-3: Frequency Of Use: Dry And Canned Food By Pet Category, 2001
    • Note On Definitions Of Frequency

    Consumer Profiles: Dog Food
    • Purchaser Profiles: Dry Dog Food
    • Brand Profiles
    • Purchaser Profiles: Canned Dog Food
    • Brand Profiles
    • Purchaser Profile: Dog Snacks
    • Brand Profiles
    • Purchaser Profiles: Semimoist Dog Food
    • Brand Profiles
    • Table 6-4: Demographic Factors Favoring Purchase Of Dry Dog Food, 2001 (Listing): 10 Marketers, 11 Factors
    • Table 6-5: Demographic Factors Favoring Purchase Of Canned Dog Food, 2001 (Listing): 6 Brands; 11 Factors
    • Table 6-6: Demographic Factors Favoring Purchase Of Dog Snacks, 2001 (Listing): 6 Brands; 11 Factors
    • Table 6-7: Demographic Factors Favoring Purchase Of Semimoist Dog Food, 2001 (Listing): 3 Brands; 11 Factors

    Consumer Profiles: Cat Food
    • Purchaser Profiles: Dry Cat Food
    • Purchaser Profiles: Canned Cat Food
    • Brand Profiles
    • Purchaser Profiles: Cat Snacks
    • Brand Profiles
    • Purchaser Profiles: Semimoist Cat Food
    • Brand Profiles
    • Table 6-8: Demographic Factors Favoring Purchase Of Dry Cat Food, 2001 (Listing): 11 Factors
    • Table 6-9: Demographic Factors Favoring Purchase Of Canned Cat Food, 2001 (Listing): 6 Brands; 6 Factors
    • Table 6-10: Demographic Factors Favoring Purchase Of Cat Snacks, 2001 (Listing): 3 Brands; 11 Factors
    • Table 6-11: Demographic Factors Favoring Purchase Of Semimoist Cat Food, 2001 (Listing): 2 Brands; 11 Factors

    Appendix I: Examples Of Consumer Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers
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