• Overall Retail Sales at $8.5 Billion in 2004
• Table 2-1: U.S. Retail Sales of Pet Supplies, 2000-2004 (in millions of dollars)
• IRI-Tracked Sales Static at $1.5 Billion in 2004
• Table 2-2: IRI-Tracked Sales of Pet Supplies, 2000-2004 (in millions of dollars)
• Table 2-3: Dollar Change in IRI-Tracked Sales of Pet Supplies by Category, 2000-2004
• IRI-Tracked Sales of Cat Litter Stalled at $725 Million
• Table 2-4: IRI-Tracked Sales of Cat Litter, 2000-2004 (in millions of dollars)
• Other Dog/Cat Supply Sales at $410 Million
• Table 2-5: IRI-Tracked Sales of Other Dog/Cat Supplies, 2000-2004 (in millions of dollars)
• Dog Chews at $282 Million
• Table 2-6: IRI-Tracked Sales of Dog Chews, 2000-2004 (in millions of dollars)
• Non-Dog/Cat Supplies at $47 Million
• Table 2-7: IRI-Tracked Sales of Non-Dog/Cat Supplies, 2000-2004 (in millions of dollars)

• Mass-Market Retailers: Share of Sales by Product Type
• Table 2-8: Share of IRI-Tracked Sales of Pet Supplies by Product Category, 2000 vs. 2004 (percent)
• Independent Pet Stores: Share of Sales by Animal Type
• Table 2-9: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2004 (percent)
• Dog Products: Share of Sales by Category
• Table 2-10: Share of Independent Pet Store Sales of Dog Products by Category, 2003 vs. 2004 (percent)
• Fish Products: Share of Sales by Product Category
• Table 2-11: Share of Independent Pet Store Sales of Fish Products by Category, 2003 vs. 2004 (percent)
• Bird Products: Share of Sales by Product Category
• Table 2-12: Share of Independent Pet Store Sales of Bird Products by Category, 2003 vs. 2004 (percent)
• Cat Products: Share of Sales by Product Category
• Table 2-13: Share of Independent Pet Store Sales of Cat Products by Category, 2003 vs. 2004 (percent)
• Small Mammal Products: Share of Sales by Product Category
• Herptile Products: Share of Sales by Product Category
• Non-Food Supplies Account for 29% of Natural Product Sales
• Figure 2-1: Share of U.S. Retail Sales of Natural Pet Products by Category: 2000, 2004, 2009 (percent)
• Sales by Retail Channel: PETsMART and PETCO Take the Helm
• Table 2-14: Share of Pet Supply Sales by Retailer Type, 2002 vs. 2004 (percent)
• Household Purchasing of Pet Supplies by Retail Outlet Type
• Table 2-15: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Purchasing vs. Sole Purchasing, 2004 (U.S. adult cat or dog owners)
• Table 2-16: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Percent of Purchasers Who Are Sole Purchasers, 2004 (U.S. adult cat or dog owners)
• Quarterly Sales Trends Indicate Growing Seasonality
• Figure 2-2: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Cat Litter by Quarter: 2002 vs. 2004 (percent)
• Figure 2-3: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Other Dog/Cat Supplies by Quarter: 2002 vs. 2004 (percent)
• Figure 2-4: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Dog Chews by Quarter: 2002 vs. 2004 (percent)
• Figure 2-5: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Non-Dog/Cat Supplies by Quarter: 2002 vs. 2004 (percent)

• The Retail Thrust
• The New Product Thrust
• Table 2-17: Rate of New Product Introduction vs. Market Growth, 2000-2004 (number and percent)
• Scaling up the Market
• The Marketing Thrust
• Pet Pampering
• Table 2-18: Humans and Pet Well-Being, 2003 and 2004 (percent)
• Pet Population Trends
• The Aging Pet Population
• The Boomer Factor
• Figure 2-6: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
• Table 2-19: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
• Other Key Demographics
• Figure 2-7: Share of Dog Biscuit/Treat Purchasers by Frequency of Use: Households Without Children vs. Households With Children, 2004 (U.S. dog-owning households)

• Sales to Approach $10 Billion by 2009
• Table 2-20: Projected U.S. Retail Sales of Pet Supplies, 2004-2009 (in millions of dollars)

Chapter 3: Competitive Overview

• The Marketers
  • A Cast of Thousands
  • Multi-Category Market Leaders
  • Central Garden & Pet
  • Hartz Mountain Corp.
  • Rolf C. Hagen
  • Rayovac/Spectrum Brands
  • Second-Tier Multi-Category Marketers
  • Natural Product Specialists
  • Category Leaders
  • Cat Litter
  • Flea/Tick-Control Products
  • HBC (Grooming, Supplements, Oral Care)
  • Clean-Up/Odor-Control Products
  • Rawhides/Dog Chews
  • Toys
  • Training/Containment Products
  • Shelter, Crates, Carriers, Furniture
  • Non-Dog/Cat Supplies
  • Mergers & Acquisitions: The Big Get Bigger
  • Central Garden & Pet
  • Hartz Mountain Corp
  • Rayovac/Spectrum Brands
  • Smaller Acquisitions
  • Industry Globalization
  • The Import Tsunami
  • Shifting Trade Regulations and Currency Rates
  • The Private-Label Factor
  • Table 3-1: Private-Label Pet Supply Sales and Category Shares, 2000 vs. 2004 (in millions of dollars)
  • Impact of Retailer Consolidation
  • Table 3-2: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2005
  
  
• Marketer and Brand Shares
  • Methodology
  • Nestlé Purina Up Front
  • Figure 3-1: Top Marketers of Pet Supplies by Share of IRI-Tracked Sales, 2004 (percent)
  • Cat Litter: The Most Consolidated Category
  • The Natural Niche
  • Figure 3-2: Top Natural Cat Litter Brands by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
  • Other Dog/Cat Supplies: Hartz and All the Rest
  • Figure 3-3: Top Marketers of Other Dog/Cat Supplies by Share of IRI-Tracked Sales, 2005 (percent)
  • Dog Chews: Hartz Way Ahead, But Many Up-and-Comers
  • Figure 3-4: Top Marketers of Dog Chews by Share of IRI-Tracked Sales, 2005 (percent)
  • Non-Dog/Cat Supplies: Perky-Pet Takes the Lead
  • Figure 3-5: Top Marketers of Non-Dog/Cat Supplies by Share of IRI-Tracked Sales, 2005 (percent)
  • Brand Rankings in the Pet Specialty Channel
  • Table 3-3: Marketer Sales and Shares of U.S. Mass-Market Sales of Pet Supplies by Category: 2000 vs. 2004 (in millions of dollars)
  • Table 3-4: Marketer and Brand Shares of IRI-Tracked Sales of Cat Litter, 2004 vs. 2005 (percent)
  • Table 3-5: Cat Litter Marketers by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
  • Table 3-6: Cat Litter Brands by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
  • Table 3-7: Marketer and Brand Shares of IRI-Tracked Sales of Other Dog/Cat Supplies, 2004 vs. 2005 (percent)
  • Table 3-8: Marketers of Other Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000 vs. 2004 (in millions of dollars)
  • Table 3-9: Brands of Other Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
  • Table 3-10: Marketer and Brand Shares of IRI-Tracked Sales of Dog Chews, 2004 vs. 2005 (percent)
  • Table 3-11: Marketers of Dog Chews by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
  • Table 3-12: Brands of Dog Chews by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
  • Table 3-13: Marketer and Brand Shares of IRI-Tracked Sales of Non-Dog/Cat Supplies, 2004 vs. 2005 (percent)
  • Table 3-14: Marketers of Non-Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
  • Table 3-15: Brands of Non-Dog/Cat Supplies by Dollar Change in IRI-Tracked Sales, 2000-2004 (in millions of dollars)
  • Table 3-16: Specialty Pet Retailer Brand Leaders in Key Pet Supply Categories, 2002 vs. 2004

Chapter 4: Marketing and New Product Trends

• Marketing Trends
  • Cross-Category Expansion
  • Mass-Market/Pet Specialty Cross-Over
  • Channel-Specific Marketing
  • Human Product Mega-Marketers
  • Licensing: Fun Names, Serious Implications
  • Tapping into Alternative Channels
  
  
• Advertising Trends
  • Methodology
  • National Consumer Advertising Expenditures
  • Figure 4-1: Share of Consumer Advertising Expenditures on Pet Supplies by Company Type, 2003 vs. 2004 (percent)
  • Retail Product Marketers Spend $57 Million
  • Figure 4-2: Share of Consumer Advertising Expenditures on Pet Supplies by Marketer, 2003 vs. 2004 (percent)
  • Pet Retailers Spend $49 Million
  • Veterinary Product Marketers Spend $57 Million
  • Advertising Positioned on a Few Major Themes
  • Targeting the Hobbyist
  • Consumer Promotions
  • Trade Advertising and Promotions
  • Trade Support
  
  
• New Product Trends
  • New Product Surge Continues
  • Table 4-1: Number of New Pet Supplies Product Lines and SKUs, 1996-2005
  • Table 4-2: Pet Supply Product Selling Points by Package Tags, 2001-2005
  • Common Denominators in New Product Development
  • Functional/Value-Added
  • Product Humanization
  • Natural
  • Oral Care
  • Convenience
  • Portable Pets
  • Table 4-3: Pets and Travel: 2002, 2003, and 2004 (percent)
  • Gifting
  • Table 4-4: Pets and Gifts/Birthdays/Holidays: 2002, 2003, and 2004 (percent)
  • Luxury
  • Trends In Key Categories
  • Cat Litter
  • Flea/Tick Products
  • Chews and Toys
  • Spa/Grooming Products
  • Supplements
  • Clean-Up/Odor-Control Products
  • Training Products, Carriers, and Shelter
  • High-Tech Products
  • Non-Dog/Cat Supplies
  • Table 4-5: U.S. Pet Supplies Market: Selected New Product Introductions, 2004-2005
  
  
• Retail Trends
  • Overview
  • Figure 4-3: Share of Pet Supply Sales by Retailer Type, 2004 (percent)
  • The PETsMART/PETCO Dynamic Duo
  • Table 4-6: Revenues of PETsMART and PETCO, 1998-2004 (in millions of dollars)
  • PETsMART
  • PETCO
  • Other Top-Ranked Pet Specialty Chains
  • Independents More Optimistic
  • The Mass-Market Contingent
  • Wal-Mart Makes Pet Department a Priority
  • Target
  • Supermarkets Building on Commodity Sales
  • Natural Food Stores
  • Leading E-tailers of Pet Supplies
  • Table 4-7: Selected E-tailers of Pet Supplies, 2004

Chapter 5: The Consumer

• Overview of Dog and Cat Owners
  • The Simmons Survey System
  • Over 50 Million Households Own Dogs or Cats
  • Jump in Multiple-Dog Households
  • Figure 5-1: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
  • Female Skew for Cat Ownership
  • Jury’s Out on Aging Boomers
  • Whites Are 20% More Likely to Own Both Dogs and Cats
  • Dog Owners Skew Upscale
  • Households of 5+ Persons Are 66% More Likely to Own Both Dogs and Cats
  • Pet Owners Active on the Web
  • Cat Owners Distinctive in Health-Related Attitudes
  • Table 5-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000-2004 (U.S. households)
  • Table 5-2: Dog and Cat Ownership Indices: By Gender, 2004 (U.S. households)
  • Table 5-3: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  • Table 5-4: Total Households for Dog and Cat Ownership Classifications: By Adult Age Bracket, 2004 (in thousands of U.S. households)
  • Table 5-5: Dog and Cat Ownership Indices: By Race/Ethnicity, 2004 (U.S. households)
  • Table 5-6: Dog and Cat Ownership Indices: By Household Income, 2004 (U.S. households)
  • Table 5-7: Dog and Cat Ownership Indices: By Household Size, 2004 (U.S. households)
  • Table 5-8: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
  • Table 5-9: Selected Health-Related Attitudes/Behaviors: U.S. Households Overall vs. Dog- and Cat-Owning Households, 2004 (percent and indices)
  
  
• Consumer Focus: Dog Owners
  • Demographics for Dog Ownership
  • Figure 5-2: Household Penetration Rates for Selected Dog-Owning Classifications, 2004 (percent of U.S. households)
  • Ownership Rates Increase with Age of Children
  • Dog Ownership and Household Size
  • Mixed Income Patterns for Multiple-Dog Ownership
  • Age Bracket Variations by Number of Dogs Kept
  • Tilt to Southwest and Southeast
  • Table 5-10: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Age Bracket of Children in Household, 2004 (U.S. households)
  • Table 5-11: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Household Size, 2004 (U.S. households)
  • Table 5-12: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Household Income Bracket, 2004 (U.S. households)
  • Table 5-13: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Age Bracket, 2004 (U.S. households)
  • Table 5-14: Demographic Indices for Ownership of One, Two, or Three or More Dogs: By Marketing Region, 2004 (U.S. households)
  • Table 5-15: Top Demographic Indices for Ownership of One or More Dogs, 2004 (U.S. households)
  • Table 5-16: Demographics Favoring Ownership of One or More Dogs, 2004 (U.S. households)
  • Table 5-17: Demographics Favoring Ownership of One Dog, 2004 (U.S. households)
  • Table 5-18: Demographics Favoring Ownership of Two Dogs, 2004 (U.S. households)
  • Table 5-19: Demographics Favoring Ownership of Three or More Dogs, 2004 (U.S. households)
  
  
• Consumer Focus: Cat Owners
  • Demographics for Cat Ownership
  • Figure 5-3: Household Penetration Rates for Selected Cat-Owning Classifications, 2004 (U.S. households)
  • Stepped Income Pattern by Number of Cats Owned
  • As with Dogs, Ownership Rises with Age of Children
  • 45-54 Is Top Bracket for Multiple-Cat Ownership
  • Whites Account for 88% of Cat-Owning Households
  • Table 5-20: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Household Income Bracket, 2004 (U.S. households)
  • Table 5-21: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Age Bracket of Children in Household, 2004 (U.S. households)
  • Table 5-22: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Age Bracket, 2004 (U.S. households)
  • Table 5-23: Demographic Indices for Ownership of One, Two, or Three or More Cats: By Race/Ethnicity, 2004 (U.S. households)
  • Table 5-24: Top Demographic Indices for Ownership of One or More Cats, 2004 (U.S. households)
  • Table 5-25: Demographics Favoring Ownership of One or More Cats, 2004 (U.S. households)
  • Table 5-26: Demographics Favoring Ownership of One Cat, 2004 (U.S. households)
  • Table 5-27: Demographics Favoring Ownership of Two Cats, 2004 (U.S. households)
  • Table 5-28: Demographics Favoring Ownership of Three or More Cats, 2004 (U.S. households)
  
  
• Overview of Pet Product Purchasers by Outlet Type
  • 53% Are Sole Outlet Shoppers
  • Variations by Age Bracket
  • 2.4 Million Women Shop for Pet Products Online
  • Pacific Is Stronghold for Pet Stores and Online Shopping
  • Wealthiest Households Nearly Twice as Likely to Purchase Pet Products Online
  • Households with Children Flock to Discounters
  • Table 5-29: Indices for Purchase of Pet Products by Outlet Type: By Age, 2004 (U.S. dog- or cat-owning households)
  • Table 5-30: Indices for Purchase of Pet Products by Outlet Type: By Gender, 2004 (U.S. dog- or cat-owning households)
  • Table 5-31: Indices for Purchase of Pet Products by Outlet Type: By Marketing Region, 2004 (U.S. dog- or cat-owning households)
  • Table 5-32: Indices for Purchase of Pet Products by Outlet Type: By Household Income, 2004 (U.S. dog- or cat-owning households)
  • Table 5-33: Indices for Purchase of Pet Products by Outlet Type: By Age of Children in Household, 2004 (U.S. dog- or cat-owning households)
  • Table 5-34: Demographics Favoring Purchase of Pet Products Through Pet Stores, 2004 (U.S. dog- or cat-owning households)
  • Table 5-35: Demographics Favoring Purchase of Pet Products Through Supermarkets, 2004 (U.S. dog- or cat-owning households)
  • Table 5-36: Demographics Favoring Purchase of Pet Products Through Discount Stores, 2004 (U.S. dog- or cat-owning households)
  • Table 5-37: Demographics Favoring Purchase of Pet Products Through Other Outlets, 2004 (U.S. dog- or cat-owning households)
  • Table 5-38: Demographics Favoring Purchase of Pet Products Online, 2004 (U.S. dog- or cat-owning households)
  
  
• Overview of Pet Supply Purchasers by Product Type
  • 30% of U.S. Households Purchase Pet Flea/Tick Care Products
  • 83% of Cat-Owning Households Buy Cat Litter
  • Figure 5-4: Usage Rates for Selected Pet Supply Classifications, 2004 (U.S. dog- or cat-owning households)
  • Mixed Purchasing Trend for Pet Food Supplements
  • Figure 5-5: Percentage Increase in Purchase Populations for Selected Pet Supply Classifications, 2000-2004 (U.S. households)
  • Variations by Region
  • Purchasing Patterns Are Gender-Neutral
  • Usage Rates for Flea/Tick Care Edge Up by Age Bracket
  • Blacks Twice as Likely to Use Pet Food Supplements
  • Patterns by Household Income
  • Purchasing of Cat Litter Skews to One-Person Households
  • Table 5-39: Overall Penetration Rates for Selected Pet Supply Classifications, 2000-2004 (U.S. households)
  • Table 5-40: Purchase Populations for Selected Pet Supply Classifications, 2000 vs. 2002 (U.S. households)
  • Table 5-41: Purchasing of Selected Pet Supply Classifications: By Region (U.S. dog- or cat-owning households)
  • Table 5-42: Purchasing of Selected Pet Supply Classifications: By Region (U.S. dog- or cat-owning households)
  • Table 5-43: Pet Product Purchasing Indices: By Gender, 2004 (U.S. dog- or cat-owning households)
  • Table 5-44: Pet Product Purchasing Indices: By Adult Age Bracket, 2004 (U.S. dog- or cat-owning households)
  • Table 5-45: Pet Product Purchasing Indices: By Race/Ethnicity, 2004 (U.S. dog- or cat-owning households)
  • Table 5-46: Pet Product Purchasing Indices: By Household Income, 2004 (U.S. dog- or cat-owning households)
  • Table 5-47: Pet Product Purchasing Indices: By Household Size, 2004 (U.S. dog- or cat-owning households)
  
  
• Consumer Focus: Flea- and Tick-Care Products
  • Southeast and Southwest Are Prime Regions
  • Skew to Seniors
  • Minorities As Top Consumers
  • Patterns by Educational Attainment: Treatment vs. Prevention, Mass-Market vs. Veterinary
  • Table 5-48: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Age Bracket, 2004 (U.S. dog- or cat-owning households)
  • Table 5-49: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Race/Ethnicity, 2004 (U.S. dog- or cat-owning households)
  • Table 5-50: Demographic Indices for Use of Selected Flea/Tick Care Product Classifications: By Highest Level of Educational Attainment, 2004 (U.S. dog- or cat-owning households)
  • Table 5-51: Demographics Favoring Purchase of Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
  • Table 5-52: Demographics Favoring Purchase of Flea & Tick Control Products: For Preventative Use, 2004 (U.S. dog- or cat-owning households)
  • Table 5-53: Demographics Favoring Purchase of Flea & Tick Control Products: For Treatment Use, 2004, 2004 (U.S. dog- or cat-owning households)
  • Table 5-54: Demographics Favoring Purchase of Mass-Market Retail Brand Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
  • Table 5-55: Demographics Favoring Purchase of Veterinary Brand Flea & Tick Control Products, 2004 (U.S. dog- or cat-owning households)
  
  
• Consumer Focus: Cat Litter
  • Indicators for Above-Average Use
  • Condo/Co-Op Residents Post Index of 129 for Scoopable Litter
  • Northeast the Prime Region for Cat Litter
  • Younger, More Affluent Skew for Scoopable Litter
  • Table 5-56: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Kind of Residence, 2004 (U.S. cat-owning households)
  • Table 5-57: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Marketing Region, 2004 (U.S. cat-owning households)
  • Table 5-58: Demographic Indices for Use of Selected Cat Litter Product Classifications: By Age Bracket, 2004 (U.S. cat-owning households)
  • Table 5-59: Demographics Favoring Purchase of Cat Litter, 2004 (U.S. cat-owning households)
  • Table 5-60: Demographics Favoring Purchase of Scoopable Cat Litter, 2004 (U.S. cat-owning households)
  • Table 5-61: Demographics Favoring Purchase of Regular Cat Litter, 2004 (U.S. cat-owning households)
  
  
• Consumer Focus: Heartworm Control Products
  • Distinct Draws by Age Bracket and Type of Pet
  • Southeast Is the Prime Region
  • Table 5-62: Demographics Favoring Purchase of Heartworm Treatments for Dogs, 2004 (U.S. dog-owning households)
  • Table 5-63: Demographics Favoring Purchase of Heartworm Treatment for Cats, 2004 (U.S. cat-owning households)
  
  Consumer Focus: Pet Food Supplements
  • Blacks Post Index of 201
  • Table 5-64: Demographics Favoring Purchase of Food Supplements for Dogs or Cats, 2004 (U.S. dog- or cat-owning households)

Chapter 6: Looking Ahead

• Trends and Opportunities
  • Ongoing Consolidation and Globalization
  • Brand Building
  • The Oral Care Wave
  • The Natural Wave
  • Other Cross-Category Opportunities
  • Pet Supplements on the Ups
  • Demographic Targeting
  • Figure 6-1: Share of U.S. Population Growth for Selected Racial/Ethnic Populations, 2005-2010 (percent)
  • Growing Online

Appendix: Addresses of Selected Marketers i