• Introduction
• Market Definition
• Two Product Categories
• Two Animal Classifications
• Condition-Specific Products
• Natural vs. Synthetic Supplements
• Organic Pet Supplements
• Key Types of Supplements and Ingredients
• Product Regulation
• Pet Supplements in Regulatory Limbo
• The Dietary Supplement Health and Education Act
• DSHE Remains FDA Focus, Evolves
• FDA Releases Good Manufacturing Practices
• Congress Passes Adverse Event Reports (AER) Bill
• The National Animal Supplement Council
• NASC Becoming a Role Model for Related Industries
• Market Size and Composition
• U.S. Retail Sales Top $1 Billion
• Table 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats, 2003-2007 (in millions of dollars)
• Figure 1-1: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats by Category: 2003, 2007, 2012 (percent)
• Natural/Organic Product Share of Sales
• Sales by Animal Type
• Figure 1-2: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats by Animal Type, 2004 vs. 2007 (percent)
• Figure 1-3: Share of U.S. Retail Sales by Animal Type and Category: Pet Supplements vs. Nutraceutical Treats, 2007 (percent)
• Share of Supplement Sales by Function
• Figure 1-4: Share of U.S. Retail Sales of Horse Supplements and Nutraceutical Treats by Function, 2007 (percent)
• Figure 1-5: Share of U.S. Retail Sales of Dog Supplements and Nutraceutical Treats by Function, 2007 (percent)
• Figure 1-6: Share of U.S. Retail Sales of Cat Supplements and Nutraceutical Treats by Function, 2007 (percent)
• Horse Supplement Usage by Form
• Table 1-2: Form of Horse Supplements Usually Used, 2006 (percent)
• Table 1-3: Horse Supplements/Medications Obtained from Veterinarian vs. Retail Outlet, 2006 (percent)
• Sales by Distribution Channel
• Figure 1-7: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical Treats by Distribution Channel, 2007 (percent)
• Figure 1-8: Share of U.S. Retail Sales of Small Animal Supplements and Nutraceutical Treats by Distribution Channel, 2004 (percent)
• Market Outlook
• Aging Pet Population Keeps Focus on Pet Health
• Figure 1-9: Distribution of $25.4 Billion U.S. Pet Healthcare Market, 2007 (percent)
• Rising Rates of Pet Overweight, Obesity
• Pet Humanization and Pampering
• Widening Acceptance of Pet Supplements Among Veterinary Community
• Pet Supplement Consumer Demographics: Diversity + Room for Growth
• Table 1-4: Key Pet Supplement/Nutraceutical Treat Consumer Prospects: Users of Human Supplements vs. Users of Pet Supplements (percent and number of U.S. households)
• Premium Pet Households on the Upswing
• Figure 1-10: Share of Total U.S Pet Market Expenditures by Under-$70K vs. $70K+ Income Brackets: 1995, 2000 and 2005 (percent)
• Figure 1-11: $70K+ Income Household Share of U.S Pet Market Expenditures by Segment, 1995 vs. 2005 (percent)
• Natural Product Wave Good News for Pet Supplements
• Figure 1-12: Number of New Natural and Organic Non-Food Pet Products, 2000-2006
• Natural Supermarkets Continue Fast-Track Expansion
• Whole Foods Plus Wild Oats
• Pet Product Specialists Tapping in via Tailor-Made Lines
• Growth of the Raw/Frozen Pet Food Niche
• PetSmart and Petco Still Going Strong
• The Independent Pet Specialty Store Push
• Internet Growth Also Good News
• Figure 1-13: “Doing More Internet Shopping Than Before”: Adults Overall vs. Pet-Owning Adults and Pet Supplement Purchasers, 2007 (percent)
• Equine Impact
• Pet Population Trends
• Table 1-5: Number of U.S Households That Own a Pet: 1990-2006 (in millions)
• Competition from Functional Pet Foods
• Impact of Pet Food Recall
• The X Factor: Attaining Formal Regulatory Status
• Looking Ahead
• Toward Formal Category Recognition
• Ongoing Need for Self-Regulation, Product Testing
• Spotlight on Safety
• Congress Passes Food and Drug Administration Amendments Act of 2007
• Riding the Natural Wave
• Consumers Unclear About Natural and Organic Definitions
• High-Growth Product Segments
• Nutraceutical Treats
• Figure 1-14: Percent of Pet Owners Who Give Their Pets Treats or Vitamins/Supplements: By Animal Type, 2006
• Age-Related Products
• Weight-Related Products
• Flea/Tick Care Supplements
• Homeopathic Products
• Equine-Specific Products
• Customized Products
• Easier-To-Administer Forms
• Emerging Ingredients and Product Segments
• Company Inroads and Exits
• Sales Forecast to Increase 39% by 2012
• Table 1-6: Projected U.S. Retail Sales of Pet Supplements and Nutraceutical Treats, 2007-2012 (in millions of dollars)

Chapter 2: Competitive Trends

• Marketer Overview
• Most Supplement Companies Focused in Pet Health
• Central Garden & Pet Acquires Farnam
• Leading Pet Specialty Channel Marketers
• Competitor Snapshot: Nutri-Vet, LLC
• Competitor Snapshot: Virbac Corp.
• Leading Mass-Market Marketers
• Supplements
• Nutraceutical Treats
• Table 2-1: IRI-Tracked Sales of Selected Dog and Cat Treats Relative to Overall Pet Food Category/Segment Sales, 2002-2007 (in millions of dollars)
• Leading Veterinary Channel Marketers
• Veterinary Marketers Back Products with Clinical Tests
• Leading Equine Supplement Marketers
• Nutraceutical Treats Category Attracting New Players from Many Sides
• Winnie’s Cookies Makes a Name in Equine Treats
• Company Snapshot: Dogswell, LLC
• Advertising Trends
• Name Claims
• In-Store Merchandising Displays
• Veterinary Trade Incentives
• The E-tailing Contingent
• Ongoing Competition from Pet Food Marketers Positioning on Functional Ingredients
• Table 2-2: Selected Marketers and Brands of Pet Supplements and Nutraceutical Treats, 2007
• Table 2-3: Selected E-tailers of Pet Supplements and Nutraceutical Treats, 2007
• New Product Trends
• Supplement Entries Slow in 2007
• Table 2-4: Number of New Non-Food Pet Products by Supplement Type, 2003-2007
• Table 2-5: Number of New Non-Food Pet Product SKUs by Supplement Type, 2003-2007
• Supplement Claims More Abundant in Pet Food Category
• Table 2-6: Number of New Pet Food Products by Supplement Type, 2003-2007
• Table 2-7: Number of New Pet Food SKUs by Supplement Type, 2003-2007
• “High Vitamins” Is No. 1 “High Ingredient” Claim on New Pet Products
• Table 2-8: Number of New Non-Food Pet Products by “High Ingredient” Package Tags/Marketing Claims, 2002-2007
• Table 2-9: Number of New Pet Food Products by “High Ingredient” Package Tags/Marketing Claims, 2002-2007
• All-Natural, Organic and Human-Grade Ingredients
• Treats Well-Suited for Natural/Organic Formulation
• Whole Fruits and Veggies
• Non-Allergenic Products
• 100% U.S.-Sourced, Safe and China-Free
• Customized Nutrition
• SmartPak Leading the Pack
• Farnam Launches Platform Customized Equine Nutrition
• Senior Nutrition
• “New and Improved”
• Veterinary Clout
• Ongoing Human Marketer Cross-Over
• Competitor Snapshot: Nature’s Answer, Inc.
• Condition-Specific Products Going Strong
• Joint, Bone and Senior Support
• Skin & Coat Health
• Oral Care Products
• Calming/Behavior-Control Products
• Digestive Health, Immune Support and Probiotics
• Weight Loss/Maintenance
• Flea/Tick-Control Supplements
• Multivitamins Also Seeing Plenty of Action
• Bird and Small Mammal Supplements
• Reptile Supplements

Chapter 3: Consumer Trends

• Pet Ownership Overview
• Methodology and Data Sources
• 51% of Households Keep Pets
• Figure 3-1: Household Ownership Rates for Selected Pet-Owning Classifications, 2007 (percent of U.S. households)
• Table 3-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2005 vs. 2007 (percent of U.S. households)
• Pet Owner Demographics
• Horse Owner and Horseback Rider Demographics
• Pet Owners on the Web
• Table 3-2: Demographics for Pet Ownership, 2007 (percent, number and index of U.S. pet-owning households)
• Table 3-3: Demographic Profile of U.S. Pet Owners vs. Horse Owners (percent)
• Table 3-4: Demographics for Horseback Riding in Last 12 Months, 2007 (percent, number and index of U.S. adults)
• Table 3-5: Use/Influence of Internet: Adults Overall vs. Pet-Owning Adults, 2007 (percent)
• Table 3-6: Relative Use/Influence of Internet: By Type of Pet Owned, 2007 (index)
• Consumer Focus: Pet Supplement Purchasers
• Penetration Rates for Pet Supplements
• Figure 3-2: Percent of Dog or Cat Owners Who Purchase Pet Supplements/Nutraceutical Treats, 2007 (U.S. dog- or cat-owning households)
• Table 3-7: Percent of Pet Owners Who Give Their Pets Vitamins/Supplements: By Animal Type, 2006
• Dog Owners More Likely to Use Pet Supplements
• Figure 3-3: Percent of Households Using Pet Supplements/Nutraceutical Treats: By Number of Cats or Dogs Owned, 2007
• Pet Supplement Demographics
• Pet Supplement Purchasers and Internet Marketing
• Table 3-8: Dog Owner Demographics for Purchasing Pet Supplements/Nutraceutical Treats, 2007 (percent, number and index of U.S. dog-owning households)
• Table 3-9: Cat Owner Demographics for Purchasing Pet Supplements/Nutraceutical Treats, 2007 (percent, number and index of U.S. cat-owning households)
• Table 3-10: Use/Influence of Internet: Dog and Cat Owners Overall vs. Pet Supplement/Nutraceutical Treat Purchasers, 2007 (percent)
• Table 3-11: Relative Use/Influence of Internet Among Pet Supplement/ Nutraceutical Treat Purchasers: Dog Owners vs. Cat Owners, 2007 (index)
• Consumer Focus: Psychographic and Purchasing Patterns Among Pet Supplement Users
• Pet Supplement Usage and Shopping- Related Psychographics
• Medical Psychographics of Pet Supplement Users
• Purchasing Patterns for Non-Food Pet Supplies
• Purchasing Patterns for Dog and Cat Food
• Retail Purchasing Patterns for Pet Supplies
• Human vs. Pet Supplement Usage: A Potential Growth Segment of 20 Million Households
• Table 3-12: Pet Supplement/Nutraceutical Treat Usage: By Selected Shopping-Related Attitudes or Behaviors, 2007 (percent and index of U.S. dog or cat owners)
• Table 3-13: Pet Supplement/Nutraceutical Treat Usage: By Selected Medical-Related Attitudes or Behaviors, 2007 (percent and index of U.S. dog or cat owners)
• Table 3-14: Pet Supplement/Nutraceutical Usage: By Purchasing of Other Non-Food Pet Supplies, 2007 (percent, number and index of U.S. dog- or cat-owning households)
• Table 3-15: Pet Supplement/Nutraceutical Treat Usage: By Dog or Cat Food Types Purchased, 2007 (percent, number and index of U.S. dog- or cat-owning households)
• Table 3-16: Pet Supplement/Nutraceutical Treat Purchasing: By Pet Supply Outlets Used, 2007 (percent, number and index of U.S. adult pet owners)
• Table 3-17: Key Pet Supplement/Nutraceutical Treat Consumer Prospects: Users of Human Supplements vs. Users of Pet Supplements (percent and number of U.S. households)