• Scope and Methodology
  
  • Scope of Report
    • Natural vs. Organic
    
    
  • Report Methodology
  
  
• Market Overview
  
  • Market to Top $1 Billion by 2009
  • Figure 1-1: U.S. Retail Sales of Natural Pet Products, 2000-2009 (in millions of dollars)
  • Overall Pet Market Trends Mostly Favorable
  • Natural Products Top of Mind for Pet Store Shoppers
  • The New Product Surge
  • Expansion into Mass-Market Outlets
  • Competitive Overview
  • A Natural Connection: Multiple Pet Owners and Pet Specialty Store Shoppers
  
  
• Natural Pet Food
  
  • Retail Sales Estimated at $375 Million in 2004
  • Cross-Over Marketers
  
  
• Natural/Alternative Litter
  
  • Retail Sales to Reach $255 Million in 2009
  • Marketer Overview
  
  
• Natural Pet Health Products
  
  • Retail Sales Projected to More Than Double
  • Figure 1-2: U.S. Retail Sales of Natural Pet Health Products, 2004 vs. 2009 (in millions of dollars)
  • The New NASC Guidelines
  • Marketer Overview

Chapter 2: Market Overview

• Market Trends
  
  • Three Product Categories
  • Market to Top $1 Billion by 2009
  • Food Accounts for Most of Market
  • Table 2-1: U.S. Retail Sales of Natural Pet Products, 2000-2009 (in millions of dollars)
  • Figure 2-1: Share of U.S. Retail Sales of Natural Pet Products by Category: 2000, 2004, 2009 (percent)
  
  
• Market Drivers
  
  • Natural/Organic Sales Growth Far Above Average
    • Natural Products Top of Mind for Pet Store Shoppers
    • Holistic Veterinary Practitioners a Key Market Component
    
    
  • The New Product Surge
  • Figure 2-2: Number of Natural, Organic, or “Natural-Related” New Pet Products, 2000-2004
  • Table 2-2: Number of New Pet Products by “Natural-Related” Package Tag, 2000-2004
  • The Pet Specialty Store Push
  • On the Web
  • Table 2-3: Use/Influence of Internet: Cat and Dog Owners vs. All U.S. Adults, 2004 (percent)
  • Expansion into Mass-Market Outlets
  • Overall Pet Market Trends Mostly Favorable
    • The Aging Pet Population
    • Pet Pampering
    
    
  • Table 2-4: Pets as Family Members, 2003 and 2004 (percent)
  • Table 2-5: Humans and Pet Well-Being, 2003 and 2004 (percent)
    • The Growing Pet Population
    • Favorable Human Demographics
    
    
  • Competitive Overview
    
    • Crossing Category Lines
    • The PETsMART/PETCO Factor
    • The Natural Supermarket Factor
    • The E-tailing Contingent
    • Table 2-6: Selected E-tailers of Natural Pet Products, 2004
    
    
  • Consumer Trends
    
    • Methodology and Data Sources
    • Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
    • Table 2-7: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults)
    • Table 2-8: Household Populations for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults)
    • A Natural Connection: Multiple Pet Owners and Pet Specialty Store Shoppers
    • Figure 2-3: Shopping in Specialty Pet Supply Outlets: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
    • Table 2-9: Percentage of Pet Owners Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Cats or Dogs Owned, 2004 (U.S. adult pet owners) Table 2-10: Number of Pet Owners Who Shop for Pet Supplies Overall and in Specialty vs. Mass-Market Outlets: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
    • Table 2-11: Pet Owner Indices for Shopping for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
    • An Upscale Skew for Pet Specialty Store Shoppers
    • The Quintessential Purchaser of Natural Pet Products
    • Table 2-12: Percentage of Pet Owners Who Shop in Specialty vs. Mass Pet Supply Outlets: By Demographic Trait, 2004 (U.S. adult pet owners)5
    • Table 2-13: Indices for Shopping in Specialty vs. Mass Pet Supply Outlets: By Demographic Trait, 2004 (U.S. adult pet owners)
    • Table 2-14: Top Demographic Groups by Total Number of Specialty Pet Supply Shoppers, 2004 (U.S. adult pet owners)
    • Table 2-15: Demographic Characteristics Favoring Purchasing of Natural Pet Products, 2004 (U.S. adults)

Chapter 3: Natural and Organic Pet Food

• Market Trends
  
  • Category Definition: Natural and Organic
    • Defining “Natural”
    • Defining “Organic”
    • Natural vs. Organic
    
    
  • Retail Sales Estimated at $375 Million in 2004
  • Table 3-1: U.S. Retail Sales of Natural Pet Food, 2000-2004 (in millions of dollars)
  • Table 3-2: IRI-Tracked Sales of Natural Pet Food, 2000-2004 (in thousands of dollars)
  • Market Drivers and Drawbacks
  • Retail Sales to Reach $754 Million by 2009
  • Table 3-3: Projected U.S. Retail Sales of Natural Pet Food, 2004-2009 (in millions of dollars)
  
  
• Competitive Trends
  
  • Marketer Overview
  • Cross-Over Marketers
  • Del Monte
    • Hill’s Pet Nutrition (Science Diet)
    • Newman’s Own
    
    
  • Mass-Market Underdeveloped
  • Table 3-4: IRI-Tracked Dollar Sales of Natural Pet Food, 2000-2004 (in dollars)
  • Advertising Trends
  • New Product Trends: Human Themes Apparent Across the Board
  • Figure 3-1: Number of New Dog Food Products by Natural/Organic or “Natural-Related” Package Tag, 2000-2004
  • Figure 3-2: Number of New Cat Food Products by Natural/Organic or “Natural-Related” Package Tag, 2000-2004
  • Table 3-5: Dog and Cat Food New Product Selling Points by Package Tags, 2000-2004
    • Functional Appeals
    • Snack, Holiday, and Kosher Appeals
    • Gourmet Appeal
    
    
  • Going Organic
  • Figure 3-3: U.S. Retail Sales of Organic Pet Food, 2000-2004 (in millions of dollars)
    • Natura Pet Products
    • Castor & Pollux Pet Works
    
    
  • Raw and Homemade Pet Foods
    • The Ups
    • The Downs
    • The Market
    • Increased Advertising
    • New Product Trends
    • In-Store Merchandising
    
    
  • Natural Trends in Non-Dog/Cat Food
  • Looking Ahead
  • Table 3-6: Selected Marketers and Brands of Natural Pet Food, 2005

Chapter 4: Natural/Alternative Litter

• Market Trends
  
  • Category Definition: Natural and Alternative
  • Retail Sales Estimated at $107 Million in 2004
  • Table 4-1: U.S. Retail Sales of Natural Cat Litter, 2000-2004 (in millions of dollars)
  • Table 4-2: IRI-Tracked Sales of Natural Cat Litter, 2000-2004 (in millions of dollars)
  • Retail Sales to More Tha Double by 2009
  • Table 4-3: Projected U.S. Retail Sales of Natural Cat Litter, 2004-2009 (in millions of dollars)
  
  
• Competitive Trends
  
  • Marketer Overview
  • The Mass-Market Leaders
  • Figure 4-1: Natural Cat Litter Brands by Share of IRI-Tracked Sales, 2003 vs. 2004 (percent)
  • Table 4-4: IRI-Tracked Dollar Sales of Natural Cat Litter, 2003 vs. 2004 (percent)
  • Product Positioning
    • Eco-Friendliness
    • Safety
    
    
  • Mass-Market Expansion
  • Distribution Exclusivity
  • Trade Advertising and Support
    • The Veterinary Connection
    
    
  • Consumer Advertising Trends: Up With Swheat Scoop
  • New Product Trends
    • Small Animal Litter a Key Growth Area
    • Going Scoopable
    • Citrus Scents
    • Litter Boxes
    
    
  • Looking Ahead
  • Table 4-5: Selected Marketers and Brands of Natural Litter, 2005

Chapter 5: Natural Pet Health Products

• Market Trends
  
  • Category Definition
    • Natural Pet Grooming Products
    • Natural Pet Supplements and Nutraceuticals
    
    
  • The New NASC Guidelines
  • Favorable Usage Demographics
  • Retail Sales Estimates and Projections
  • Figure 5-1: U.S. Retail Sales of Natural Pet Health Products, 2004 vs. 2009 (in millions of dollars)
  
  
• Competitive Trends
  
  • Smaller Marketers, Limited Means
  • Cross-Over Marketers
    • Nutraceutical Corp.
    • Hartz Mountain
    • Eight in One Pet Products
    • Earth’s Balance
    
    
  • Multi-Category Marketers
  • Category Specialists
  • Nature’s Answer
    • Other Specialists
    • Table 5-1: Selected Marketers and Brands of Natural Pet Health Products, 2005

• Marketing Trends
  
• Wooing the Trade
  
  • New Product Trends
    • Botanical-Based Pest-Control Shampoos
    • Aromatherapy and Spa Products
    • Supplement Segmentation by Health Condition
    
    
  • Looking Ahead
  • Table 5-2: Natural Pet Health Products: Selected New Product Introductions, 2004-2005