• Scope and Methodology
  • Scope of Report
  • Report Methodology
  • Figure 1-1: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)
  
  
• Market Size and Growth
  • Market to Top $16 Billion by 2008
  • Mass-Market Sales Post Slim Five-Year Gain
  • Other Pet Food Category Pacing Market Growth
  • Dry Cat Food and Dog Biscuits/Treats Out Front in Dollar Growth
  • Figure 1-2: IRI-Tracked Shares of Pet Food Sales: By Major Segment, 2003 (percent)
  • Market Share by Retail Channel
  • Factors to Market Growth
  • The Bad News
  • The Good News
  
  
• Competitive Overview
  • Retailer Consolidation
  • Sales and Acquisitions
  • The Iams Effect
  • Nestlé Purina on Top
  • Friskies Out Front, Iams’ Penetration Leveling Off
  • Leading Pet Specialty Channel Brands
  
  
• Marketing and New Product Trends
  • No Shortage of New Products
  • Natural/Organic Products the Leading Edge
  • Scaling Up, and Up
  • All Things Functional/Nutraceutical
  • “Human Foods” for Pets
  • Top Three Marketers Account for 88% of National Advertising
  • Retail Trends
  • The E-tailing Contingent
  
  
• The Consumer
  
  • Household Ownership Rates at 33% for Dogs, 25% for Cats
  • Pet-Owning Singles and Couples on the Ups
  • Different Strokes for Cats and Dogs
  
  
• Looking Ahead
  
  • Trends & Opportunities

Chapter 2: The Market

• Introduction
  
  • Scope of Report: Three Main Categories
  • Terminology
  • Exclusions
  • Other Marketing Classifications
  • Federal Regulators and Mad Cow Disease
  • Figure 2-1: U.S. Retail Sales of Pet Food, 1999-2003 (in millions of dollars)
  
  
• Market Size and Growth
  • Pet Food Sales Top $13 Billion in 2003
  • Table 2-1: U.S. Retail Sales of Pet Food, 1999-2003 (in millions of dollars)
  • Mass-Market Sales Post Slim Five-Year Gain
  • Table 2-2: IRI-Tracked Sales of Pet Food, 1999-2003 (in millions of dollars)
  • Other Pet Food Category Pacing Market Growth
  • Table 2-3: IRI-Tracked Sales of Pet Food: By Category, 1999-2003 (in millions of dollars)
  • Table 2-4: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2000-2003 (percent)
  • Table 2-5: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 1999-2003 (in millions of dollars)
  • Dry Cat Food and Dog Biscuits/Treats Out Front in Dollar Growth
  • Table 2-6: IRI-Tracked Sales of Pet Food: By Segment, 1999-2003 (in millions of dollars)
  • Table 2-7: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2000-2003 (percent)
  • Table 2-8: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 1999-2003 (in millions of dollars)
  
  
• Market Composition
  • Dog Food Still Over Half the Market
  • Figure 2-2: IRI-Tracked Shares of Pet Food Sales: By Category, 2003 (percent)
  • Dry Foods Also at About Half of Market
  • Figure 2-3: IRI-Tracked Shares of Pet Food Sales: By Major Segment, 2003 (percent)
  • Table 2-9: IRI-Tracked Shares of Pet Food Sales: By Segment, 1999 vs. 2003 (percent)
  • Biscuits/Snacks Taking Bigger Bite of Dog Food Category
  • Table 2-10: Mass-Market Shares of Dog Food Sales: By Segment, 1999-2003 (percent)
  • Dry Cat Food Gaining Ground
  • Table 2-11: Mass-Market Shares of Cat Food Sales: By Segment, 1999-2003 (percent)
  • Non-Dog/Cat Food More Important in Pet Specialty Stores
  • Table 2-12: Share of Pet Specialty Store Pet Food Sales by Animal Type, 2003 (percent)
  • Market Share by Retail Channel
  • Figure 2-4: Share of U.S. Pet Food Sales: By Retail Outlet Type, 2003 (percent)
  • Supermarkets and Pet Stores Neck to Neck for Household Share
  • Figure 2-5: Purchasing of Pet Supplies by Retail Channel, 2003 (% of U.S. adults)
  • Household and Lifestage Patterns of Pet Food Purchasing
  • Table 2-13a: Indices for Purchasing of Selected Pet Food Product Types: By Adult Age Bracket, 2003 (U.S. adults)
  • Table 2-13b: Indices for Purchasing of Selected Pet Food Product Types: By Adult Age Bracket, 2003 (U.S. adults)
  • Table 2-14: Indices for Purchasing of Selected Pet Food Product Types: By Household Size, 2003 (U.S. adults)
  • Table 2-15a: Indices for Purchasing of Selected Pet Food Product Types: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
  • Table 2-15b: Indices for Purchasing of Selected Pet Food Product Types: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
  • Racial/Ethnic Patterns of Pet Food Purchasing
  • Table 2-16: Indices for Purchasing of Selected Pet Food Product Types: By Race/Ethnicity, 2003 (U.S. adults)
  • Table 2-17: Cat and Dog Ownership Indices: By Race/Ethnicity, 2003 (U.S. households)
  • Regional Patterns of Pet Food Purchasing
  • Table 2-18: Indices for Purchasing of Selected Pet Food Product Types: By Region, 2003 (U.S. adults)
  
  
• Factors to Market Growth
  • The Bad News
  • The Good News
  • Table 2-19: Average U.S. Household Expenditures on Pet Products and Services, 1994 vs. 2002 (in dollars)
  • New Products Driving the Market
  • Table 2-20: Rate of New Pet Food Product Introduction vs. Market Growth Rate, 1999-2003 (number and percent)
  • Pet Population Trends
  • Table 2-21: U.S. Population of Cats and Dogs, 1981-2002 (in millions)
  • Table 2-22: Number of Cat and Dog Owners by U.S. Households and Share of Population, 1981-2002 (in millions)
  • The Aging Pet Population
  • Figure 2-6: Share of U.S. Dog Population by Age of Pet, 1996 vs. 2001 (percent)
  • Figure 2-7: Share of U.S. Cat Population by Age of Pet, 2001 (percent)
  • The Aging U.S. Population
  • Table 2-23: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
  • Pet-Owning Singles and Couples on the Ups
  • Table 2-24: Percentage of U.S. Households that Own Pets by Lifestage, 1991, 1996, 2001 (percent)
  • Humanization of Pets an Ongoing Trend
  • Table 2-25: Pets as Family Members, 2003 (percent)
  • Figure 2-8: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)
  
  
• Projected Market Growth
  • Market to Top $16 Billion by 2008
  • Table 2-26: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)

Chapter 3: The Marketers

• Competitive Overview
  • Mass-Market Especially Concentrated
  • Pet Specialty Channel More Fragmented
  • Professional Channel Marketers
  • Significant Minor Marketers
  • Seismic Shifts
  • Retailer Consolidation
  • Sales and Acquisitions
  • The Iams Effect
  • The Private-Label Picture
  • Table 3-1: Private-Label Share of U.S. Pet Food Sales: By Segment, 1999 vs. 2003 (percent)
  • Channel-Specific Marketing
  • Crossing Pet Market Lines
  • The Natural/Organic Product Thrust
  • Table 3-2: The U.S. Pet Food Market: Selected Leading Marketers and Brands, May 2004
  • Figure 3-1: Top Marketers of Pet Food by Mass-Market Share, 2003 (percent)
  
  
• Marketer and Brand Shares
  • Methodology
  • Nestlé Purina on Top
  • Friskies Out Front, Iams’ Penetration Leveling Off
  • Nestlé Purina Dominates Dog Food Category
  • Nestlé Purina Slipping in Dry Dog Food
  • Mars on Top in Canned Dog Food
  • Second-Tier Gainer in Dog Biscuits/Treats
  • Nestlé Purina Controls Semi-Moist and Frozen Dog Food Segments
  • Iams Jumps to Fourth in Cat Food Market
  • Iams Jumps to Second in Dry Cat Food Segment
  • Nestlé Purina Ups Ante in Canned Cat Food
  • Down Goes Del Monte in Cat Snacks Segment
  • Nestlé Purina and Private-Label Face Off in Semi-Moist Cat Food
  • Hartz Ahead in Non-Dog/Cat Pet Food
  • Leading Pet Specialty Channel Brands
  • Table 3-3: Leading Marketers of Pet Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-4: Top Brands of Pet Food by Mass-Market Share, 2003 (percent)
  • Table 3-5: Leading Brands of Pet Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-6: Top Marketers of Dog Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-7: Leading Marketers and Brands of Dry Dog Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-8: Leading Marketers and Brands of Canned Dog Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-9: Leading Marketers and Brands of Dog Biscuits/Treats/Beverages by Mass-Market Share, 1999-2003 (percent)
  • Table 3-10: Leading Marketers and Brands of Semi-Moist Dog Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-11: Leading Marketers and Brands of Frozen Dog Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-12: Top Marketers of Cat Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-13: Leading Marketers and Brands of Dry Cat Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-14: Leading Marketers and Brands of Canned Cat Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-15: Leading Marketers and Brands of Cat Snacks/Beverages by Mass-Market Share, 1999-2003 (percent)
  • Table 3-16: Leading Marketers of Semi-Moist Cat Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-17: Leading Marketers and Brands of Other Pet Food by Mass-Market Share, 1999-2003 (percent)
  • Table 3-18: Pet Food Brand Leaders in Pet Specialty Stores, 2003 (percent)

Chapter 4: Competitor Profiles

• Competitor Profile: Castor & Pollux Pet Works, Inc.
  • Company Overview
  • Going Organix
  • 2004 Entries to Include New Animal Planet Lines
  • Web Appeal and Community Service
  • Competitor Profile: Del Monte Foods Company
    
    • Company Overview
    • Picking Up After Heinz
    • Looking Ahead
    
    
  • Competitor Profile: Hartz Mountain Corp.
    
    • Company Overview
    • Serving Two Masters
    • Primping for Acquisition?
    
    
  • Competitor Profile: Hill’s Pet Nutrition, Inc. (Colgate-Palmolive)
    
    • Company Overview
    • Sticking to Specialty/Veterinary
    • The New Product Front
    • Going All-Natural
    
    
  • Competitor Profile: Iams Co. (Procter & Gamble)
    
    • Company Overview
    • Going Mass-Market
    • Massive Advertising
    • Table 4-1: Share of Iams Pet Food Advertising Expenditures by Product, 2002 vs. 2003 (percent)
    • Dental Care a Central New Product Focus
    • Keeping Eukanuba Superpremium
    • A Wider Health Focus
    • Bad PR
    
    
  • Competitor Profile: Kaytee Products, Inc.
    
    • Company Overview
    • Kaytee Cross-Over
    • Innovative Products Reflecting Human Food Trends
    • Looking Ahead
    
    
  • Competitor Profile: Mars, Inc.
    
    • Company Overview
    • Disproportionately High Advertising
    • Table 4-2: Share of Mars Pet Food Advertising Expenditures by Product, 2002 vs. 2003 (percent)
    • Up With Benefits-Positioned Pedigree, Single-Serve Products, and Snacks
    • Bad PR
    • Beyond the Mass-Market
    • Gone Fishing
    
    
  • Competitor Profile: Nestlé Purina PetCare Co.
    
    • Company Overview
    • Covering All Bases
    • National Advertising Allocations and Shifts
    • Table 4-3: Share of Nestlé Purina Pet Food Advertising
    • Expenditures by Product, 2002 vs. 2003 (percent)
    • A Stream of New Products
    • Many Brand-Specific Websites
    • The Next Level: Natural Foods … Candy?
    
    
  • Competitor Profile: Nutro Products, Inc.
    
    • Company Overview
    • At the Top of the Pet Specialty Heap
    • Nutro’s Product Lineup
    • Making Healthy Healthier
    
    
  • Competitor Profile: Tetra Holding (US), Inc.
    
    • Company Overview
    • Tetra Neck to Neck with Hartz at Mass
    • Trade Marketing
    • Consumer Marketing
    • Looking Ahead

Chapter 5: Marketing Trends

• Marketing and New Product Trends
  • No Shortage of New Products
  • Table 5-1: Number of New Pet Food Product Introductions, 1999-2004 (percent)
  • Natural/Organic Products the Leading Edge
  • Table 5-2: Pet Food Product Selling Points by Package Tags, 1999-2004
  • Allergy Appeals
  • Raw and Homemade Pet Foods
  • Scaling Up, and Up
  • Upscale vs. Gourmet
  • All Things Functional/Nutraceutical
  • Dental/Oral Care Appeal
  • Vet Appeal
  • The Weight-Loss Product Thrust
  • The Senior/Lifestage Product Thrust
  • The Breed-/Size-Specific Thrust
  • Spinning Off Snacks and Treats
  • Nutraceuticals
  • Edible Bones
  • Layered, Filled, and Soft
  • "Human Foods" for Pets
  • Convenience Foods and Single-Serve
  • Frozen Pet Foods and Treats
  • Riding the Boom in Pet Care Services
  • Table 5-3: The U.S. Pet Food Market: Selected New Product Introductions, January 2003-May 2004
  
  
• Advertising and Promotion
  
  • National Consumer Advertising Spending Jumps
  • Top Three Marketers Account for 88% of Spending
  • Figure 5-1: Marketer Shares of National Consumer Advertising Expenditures for Pet Food, 2003 (percent)
  • Advertising Positioned on a Few Major Themes
  • Consumer Promotions
  • Trade Advertising and Promotions
  • Public Relations
  • Trade Shows and Associations
  
  
• Retail Trends
  
  • Overview
  • Mass vs. Specialty Consumer Appeals
  • PETsMART vs. PETCO
  • Focus on PETsMART
  • Focus on PETCO
  • The Wal-Mart Factor
  • Supermarkets Building on Commodity Sales
  • Boosting Selection
  • Beefing Up Merchandising
  • Building Customer Loyalty
  • Independent Pet Shops See Growth in Dog Food
  • Table 5-4: Share of Independent and Chain Pet Specialty Retailer Dollar Sales Volume by Product or Service Category, 2000-2002 (percent)
  • Table 5-5: Fastest-Growing Product Categories in Pet Stores,
  • 2000-2002 (percent)
  • Fighting the Good Fight
  • Retailer Support
  • Retailer Advertising and Catalog Marketing
  • The E-tailing Contingent

Chapter 6: The Consumer

• Introduction
  • Simmons Market Research Bureau Data
    
  • Consumer Focus: Pet Owners
    
    • Household Ownership Rates at 33% for Dogs, 25% for Cats
    • AVMA Places Pet Ownership Rates Higher
    • Figure 6-1: Share of U.S. Households That Own at Least One Pet (percent)
    • More Pet-Owning Singles and Couples
    • Females Calling the Pet Care Shots
    • Health Attitudes and Concerns of U.S. Pet Owners
    • Pet Owners Online
    • Different Strokes for Cats and Dogs
    • Cat Index of 112 for Midwest
    • Minorities Underrepresented Among Pet Owners
    • A High-Income Skew
    • Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2003 (U.S. adults)
    • Table 6-2: Household Populations for Selected Pet-Owning Classifications, 2000 vs. 2003 (U.S. adults)
    • Table 6-3: Health Beliefs and Concerns: Cat and Dog Owners vs. All U.S. Adults (percent)
    • Table 6-4: Humans and Pet Well-Being, 2002 and 2003 (percent)
    • Table 6-5: Use/Influence of Internet: Cat and Dog Owners vs. All U.S. Adults, 2003 (percent)
    • Table 6-6a: Cat and Dog Ownership Indices: By Adult Age Bracket, 2003 (U.S. households)
    • Table 6-6b: Cat and Dog Ownership Indices: By Adult Age Bracket, 2003 (U.S. households)
    • Table 6-7: Cat and Dog Ownership Indices: By Household Size, 2003 (U.S. households)
    • Table 6-8: Cat and Dog Ownership Indices: By Region, 2003 (U.S. households)
    • Table 6-9: Cat and Dog Ownership Indices: By Race/Ethnicity, 2003 (U.S. households)
    • Table 6-10a: Cat and Dog Ownership Indices: By Household Income Bracket, 2003 (U.S. households)
    • Table 6-10b: Cat and Dog Ownership Indices: By Household Income Bracket, 2003 (U.S. households)
    
    
  • Pet Food Purchasing Overview
    
    • Dog Food vs. Cat Food: Relative Patterns
    • Figure 6-2: Household Usage Rates for Selected Pet Food Classifications, 2003 (U.S. adults)

  • Consumer Focus: Dog Food Purchasers
    
    • Dry Dog Food: Purina at 6.4% Household Penetration
    • Rate
    • The Top Indicators
    • Ol’ Roy for Larger Households
    • Dog Biscuits/Treats: 9.4% Household Penetration for Milk-Bone
    • Households with Teenagers Post Index of 209 for Purina Treats
    • Canned Dog Food: 10.9% Penetration Rate
    • Index of 151 for Mobile Home Households
    • Purina at Index of 271 in Households with Teens
    • Packaged Moist: Pedigree Is Brand Leader
    • Downscale, Larger-Household Demographics
    • Index of 158 for Hispanics
    • Table 6-11: Household Usage Rates for Selected Packaged Dry Dog Food Classifications, 2003 (U.S. adults)
    • Table 6-12: Demographic Characteristics Favoring Household Use of Packaged Dry Dog Food, 2003 (U.S. adults)
    • Table 6-13: Top Indicators by Brand for Household Usage of Packaged Dry Dog Food, 2003 (U.S. adults)
    • Table 6-14: Household Usage Rates for Selected Dog Biscuit and Treat Classifications, 2003 (U.S. adults)
    • Table 6-15: Demographic Characteristics Favoring Household Use of Dog Biscuits and Treats, 2003 (U.S. adults)
    • Table 6-16: Top Indicators by Brand for Household Usage of Dog Biscuits and Treats, 2003 (U.S. adults)
    • Table 6-17: Household Usage Rates for Selected Canned Dog Food Classifications, 2003 (U.S. adults)
    • Table 6-18: Demographic Characteristics Favoring Household Use of Canned Dog Food, 2003 (U.S. adults)
    • Table 6-19: Top Indicators by Brand for Household Usage of Canned Dog Food, 2003 (U.S. adults)
    • Table 6-20: Household Usage Rates for Selected Packaged Moist Dog Food Classifications, 2003 (U.S. adults)
    • Table 6-21: Demographic Characteristics Favoring Household Use of Packaged Moist Dog Food, 2003 (U.S. adults)
    • Table 6-22: Top Indicators by Brand for Household Usage of Packaged Moist Dog Food, 2003 (U.S. adults)
    
    
  • Consumer Focus: Cat Food Purchasers>
    
    • Dry Cat Food: Purina at 4.9% Household Penetration Rate
    • Index of 123 for Non-Hispanic Whites
    • Canned Cat Food: 12.8% Penetration Rate
    • Index of 133 for $100K-$149K Households
    • Regional Variations
    • Cat Treats/Snacks: 4.9% Household Penetration for Pounce
    • Midwesterners Prefer Whisker Lickin’s
    • Packaged Moist Cat Food: 3.2% Household Penetration
    • Mixed Demographics
    • Table 6-23: Household Usage Rates for Selected Packaged Dry Cat Food Classifications, 2003 (U.S. adults)
    • Table 6-24: Demographic Characteristics Favoring Household Use of Packaged Dry Cat Food, 2003 (U.S. adults)
    • Table 6-25: Top Indicators by Brand for Household Usage of Packaged Dry Cat Food, 2003 (U.S. adults)
    • Table 6-26: Household Usage Rates for Selected Canned Cat Food Classifications, 2003 (U.S. adults)
    • Table 6-27: Demographic Characteristics Favoring Household Use of Canned Cat Food, 2003 (U.S. adults)
    • Table 6-28: Top Indicators by Brand for Household Usage of Canned Cat Food 2003 (U.S. adults)
    • Table 6-29: Household Usage Rates for Selected Cat Treat and Snack Classifications, 2003 (U.S. adults)
    • Table 6-30: Demographic Characteristics Favoring Household Use of Cat Treats and Snacks, 2003 (U.S. adults)
    • Table 6-31: Top Indicators by Brand for Household Usage of Cat Treats and Snacks, 2003 (U.S. adults)
    • Table 6-32: Household Usage Rates for Selected Packaged Moist Cat Food Classifications, 2003 (U.S. adults)
    • Table 6-33: Demographic Characteristics Favoring Household Use of Packaged Moist Cat Food, 2003 (U.S. adults)
    • Table 6-34: Top Indicators by Brand for Household Usage of Packaged Moist Cat Food, 2003 (U.S. adults)

Chapter 7: Looking Ahead

• Trends & Opportunities
  • Trading Up Consumers
  • Packaging for Convenience
  • The Power of Single-Serve and Bite-Size
  • Premeasured Portions
  • A Fortune in Food Bars
  • Here Comes Pet Candy
  • Weight-Loss Products Following Human Paths
  • Senior Products with Segmented Appeals
  • Natural and Organic Products—More
  • Novel Ingredients and Nutritional Genomics
  • New Demographic Market Slicing
  • Market Entries from Non-Food Pet Supplies, Human Foods
  • Beyond Cats and Dogs
  • Beyond Traditional Retail Channels

Appendix: Addresses of Selected Marketers