• Scope and Methodology
  • Scope of Report
  • Report Methodology
  
  
• Market Trends
  • Retail Sales Estimated at $950 Million
  • Figure 1-1: Estimated and Projected U.S. Retail Sales of Pet Supplements, 2000-2009 (in millions of dollars) Sales by Animal Type
  • Factors to Market Growth
  
  
• Competitive Trends
  • Most Companies Focused in Pet Health
  • Red-Level Threat: Pet Food Marketers Positioning on Novel Ingredients
  • New Product Trends
  
  
• Consumer Trends
  • Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
  • One in Six Dog/Cat Owners Uses Pet Supplements
  • Figure 1-2: Pet Supplement Usage: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
  
  
• Looking Ahead
  • Trends and Opportunities

Chapter 2: Market Trends

• Introduction
  • Market Definition
  • Defining “Nutraceutical”
  • Condition-Specific Products
  • Natural vs. Synthetic Products
  • Defining “Organic”
  
  
• Product Regulation
  • Pet Supplements in Regulatory Limbo
  • The Dietary Supplement Health and Education Act
  • DSHEA Under Fire
  • Current FDA Initiatives
  • Protecting DSHEA
  • FDA May Be Easing Up on Allowable Health Claims for Foods and Supplements
  • Qualified Health Claims
  • The National Animal Supplement Council
  
  
• Market Size and Growth
  • Retail Sales Estimated at $950 Million
  • Table 2-1: U.S. Retail Sales of Pet Supplements, 2000-2004 (in millions of dollars)
  • Market Composition
  • Sales by Product Form: Supplement vs. Nutraceutical
  • Figure 2-1: Share of U.S. Retail Sales of Pet Supplements by Form: 2000 vs. 2004 (percent)
  • “Natural” Share of Market
  • Sales by Animal Type
  • Figure 2-2: Share of U.S. Retail Sales of Pet Supplements by Animal Type: 2004 (percent)
  • Sales by Distribution Channel
  • Figure 2-3: Share of U.S. Retail Sales of Equine Supplements by Distribution Channel: 2004 (percent)
  • Figure 2-4: Share of U.S. Retail Sales of Pet Supplements Other Than Equine by Distribution Channel: 2004 (percent)
  
  
• Market Drivers and Forecasts
  • A Diamond in the Rough
  • An Expanding Consumer Base with Favorable Demographics
  • Figure 2-5: Household Usage Rates for Pet Supplements, 2000 vs. 2004 (percent)
  • Natural Products Top of Mind
  • Figure 2-6: Number of Natural, Organic, or “Natural-Related” New Pet Products, 2000-2004
  • Overall Pet Market Trends Mostly Favorable
  • The Aging Pet Population
  • The Overweight Pet Population
  • Pet Pampering
  • Table 2-2: Pets as Family Members, 2003 and 2004 (percent)
  • Table 2-3: Humans and Pet Well-Being, 2003 and 2004 (percent)
  • The Growing Pet Population
  • Favorable Human Demographics
  • Competition from Functional Pet Foods
  • Market Forecast: Double-Digit Annual Growth
  • Table 2-4: Projected U.S. Retail Sales of Pet Supplements, 2004-2009 (in millions of dollars)

Chapter 3: Competitive Trends

• Marketer Overview
  • Most Companies Focused in Pet Health
  • Specialty Product Marketers
  • Equine Supplement Marketers
  • Veterinary Channel Specialists
  • Mass Marketers
  • Red-Level Threat: Pet Food Marketers Positioning on Novel Ingredients
  • Competitor Snapshot: Ark Naturals
  • Competitor Snapshot: Farnam Companies, Inc.
  • Competitor Snapshot: Nature’s Answer, Inc.
  • Competitor Snapshot: Nutraceutical Corp.
  • Competitor Snapshot: Nutri-Vet, LLC
  • Competitor Snapshot: Virbac Corp.
  • Table 3-1: Selected Marketers and Brands of Pet Supplements, 2005
  
  
• Marketing Trends
  • Advertising Trends
  • New Product Trends
  • Table 3-2: Selected Pet Supplement and Nutraceutical New Product Introductions, 2004-2005
  
  
• Retail Trends
  • The PETsMART/PETCO Factor
  • The Independent Pet Specialty Store Push
  • The Health and Natural Supermarket Factor
  • Veterinary Practitioners a Key Market Component
  • The E-tailing Contingent
  • Table 3-3: Selected E-tailers of Pet Supplements, 2004

Chapter 4: Consumer Trends

• Pet Ownership Overview
  • Methodology and Data Sources
  • Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
  • Horse Ownership and Horseback Riding
  • Ownership Rates for Smaller Companion Animals
  • On the Web
  • Figure 4-1: Adult Ownership Rates for Selected Pet-Owning Classifications, 2004 (in thousands of U.S. adults)
  • Table 4-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults)
  • Table 4-2: Horseback Riding in Last 12 Months: U.S. Adult Population by Percentage, Number, and Demographic Index, 2004 (U.S. Adults)
  • Table 4-3: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
  
  
• Pet Supplement Consumer Focus
  • One in Six Dog/Cat Owners Uses Pet Supplements
  • Figure 4-2: Pet Supplement Usage: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
  • Pet Supplement Demographics
  • Pet Supplement Usage by Shopping- and Pharmaceutical Related Attitudes and Behaviors
  • Pet Supplement Usage by Purchase of Non-Food Pet Health Supplies
  • Pet Supplement Usage by Purchase of Dog and Cat Food
  • Figure 4-3: Pet Supplement Usage: By Purchasing in Pet Food Product Classifications, 2004 (U.S. adult pet owners)
  • Pet Supplement Usage by Pet Supply Purchasing Venue
  • Table 4-4: Pet Supplement Usage: By Number of Cats or Dogs Owned, 2004 (U.S. adult pet owners)
  • Table 4-5: Top Pet Supplement Demographics by Percentage, 2004 (U.S. adult pet owners)
  • Table 4-6: Top Pet Supplement Demographics by Number, 2004 (in millions of U.S. adult pet owners)
  • Table 4-7: Pet Supplement Demographics by Percent, Number, and Index, 2004 (U.S. adult pet owners)
  • Table 4-8: Pet Supplement Usage: By Shopping-Related Attitudes or Behaviors, 2004 (U.S. adult pet owners)
  • Table 4-9: Pet Supplement Usage: By Pharmaceutical-Related Attitudes or Behaviors, 2004 (U.S. adult pet owners)
  • Table 4-10: Pet Supplement Usage: By Other Non-Food Pet Health Supplies Purchased for Pets, 2004 (U.S. adult pet owners)
  • Table 4-11: Pet Supplement Usage: By Dog Food Types Purchased, 2004 (U.S. adult pet owners)
  • Table 4-12: Pet Supplement Usage: By Cat Food Types Purchased, 2004 (U.S. adult pet owners)
  • Table 4-13: Pet Supplement Purchasing: By Pet Supply Outlets Used, 2004 (U.S. adult pet owners)
  
  
• Human Supplement Usage: Pet-Owning Adults vs. All Adults
  • Introduction
  • Figure 4-4: Key Pet Supplement Consumer Prospects: Number of Users of Human Supplements vs. Number of Users of Both Human and Pet Supplements (U.S. Pet Owners)
  • Pet-Owning Human Supplement Users More Upscale
  • Supplements as Preventive Medicine
  • Table 4-14: Usage Rates for Human Vitamins: U.S. Adults Overall vs. Pet-Owning Adults, 2004 (U.S. adults)
  • Table 4-15: Usage Level Indices for Human Vitamins: By Pet-Owning Classification, 2004 (U.S. adults)
  • Table 4-16: Indices for Use of Human Vitamins by Demographic Grouping: U.S. Adults Overall vs. Pet-Owning Adults, 2004 (U.S. adults)
  • Table 4-17: Indices for Vitamin Use Among Consumers Who Agree with Selected Statements, 2004 (U.S. adults)
  • Table 4-18: Selected Vitamin- and Health-Related Attitudes and Behaviors: U.S. Adults Overall vs. Pet-Owning Adults, 2004 (U.S. adults)
  • Table 4-19: Indices for Selected Vitamin- and Health-Related Attitudes and Behaviors: By Pet-Owning Classification, 2004 (U.S. adults)

Chapter 5: Looking Ahead

• Toward Categorical Recognition
• Nutraceutical Treats and Other High-Growth Segments
• Going Organic
• Ongoing Need for Self-Regulation, Product Testing