• Scope and Methodology
• Scope of Report
• Report Methodology
• The Pet Market Environment
• Upper Income Pet Households on the Ups
• Figure 1-1: Share of Total U.S Pet Market Expenditures by Under-$70K vs. $70K+ Income Brackets: 1995, 2000 and 2005 (percent)
• Figure 1-2: $70K+ Income Household Share of U.S Pet Market Expenditures by Segment: 1995 vs. 2005 (percent)
• Kids Lessening as Pet Market Driver
• Figure 1-3: Two-Adult Households/No Kids as Pet Owners: 2003 vs. 2006 (percent)
• Upscale Product Surge
• Figure 1-4: Upscale Product Share of Total Pet Product Introductions: Food and Non-Food, 2002 vs. 2006
• Advertising Positioning Reflects Upscale Thrust, Trends in New Product Development
• Humanization Trend Supports Product Upscaling
• The Aging Pet Population
• Interest in Health-Related Products, Services Supports Product Premiumization
• Natural/Organic Surge Another Premium Market Driver
• Figure 1-5: Number of New Natural and Organic Pet Products: Food and Non-Food, 2002-2006
• Growth of Upscale Pet Specialty Shops and Boutiques
• Growth of Non-Traditional Retail Outlets
• Internet Out Front
• Figure 1-6: Percent of U.S. Households Who Are “Doing More Internet Shopping Than Before”: Dog and Cat Owners vs. All U.S. Adults, 2006 (percent)
• Trade Shows Pick Up on Fashion, Boutique Angle
• Magazines and Other Media Also Support the Trend
• The Boomer Factor
• Figure 1-7: Share of U.S. Population Growth for Selected Age Brackets: 2005-2015 (percent)
• Asians and Hispanics a Growing Force
• Figure 1-8: Share of U.S. Population Growth for Selected Racial/Ethnic Populations: 2005-2010 (percent)
• Table 1-1: $70K+ Household Expenditures on Pet Products and Services: Average, Aggregate and Share of Total, 1995-2005
• Table 1-2: $70K+ Household Expenditures on Pet Food: Average, Aggregate and Share of Total, 1995-2005
• Table 1-3: $70K+ Household Expenditures on Veterinary Services: Average, Aggregate and Share of Total, 1995-2005
• Table 1-4: $70K+ Household Expenditures on Pet Supplies: Average, Aggregate and Share of Total, 1995-2005
• Table 1-5: $70K+ Household Expenditures on Pet Services: Average, Aggregate and Share of Total, 1995-2005
• Table 1-6: Upscale Products: Number and Share of Total Pet Product Introductions: Food and Non-Food, 2002-2006
• Table 1-7: Number of New Natural and Organic Pet Products: Food and Non-Food, 2002-2006
• Table 1-8: Use/Influence of Internet: Dog- and Cat-Owning Adults vs. All U.S. Adults, 2006 (percent)
• Table 1-9: Pet Food and Supply Purchasing Indices by Retail Channel: By Household Size, 2006 (U.S. pet-owning households)
• Table 1-10: Pet Ownership Indices: By Adult Age Bracket, 2006 (U.S. households)
• Table 1-11: Projected Population of the United States by Age and Race/Ethnicity, 2000-2010 (in thousands)

Chapter 2: Premium Pet Demographics

• Market Overview
• Premium Pet Households Number Over 17 Million
• Affluents Are Largest Premium Pet Cohort
• An Affluent Bunch
• The Baby Boomer Bulge
• Figure 2-1: Demographic Comparison by Index: Premium Pet Households vs. Total Pet-Owning Households, 2006 (U.S. dog- or cat-owning households)
• Gender, Race and Region: Not the Pet-Owning Norm
• The Urban Angle
• The Kid Story
• Figure 2-2: Household Composition Comparison by Index: Premium Pet Households vs. Total Pet-Owning Households, 2006 (U.S. dog- or cat-owning households)
• Demographic Comparisons by Type of Pet
• Affluent Cohort Comprises Larger Households
• Figure 2-3: Demographic Comparison by Index: Affluent Cohort Households vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
• Specialty Shopper Cohort Skews Younger
• Figure 2-4: Age Comparison by Index: Specialty Shopper Cohort Households vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
• Married with Children Cohort Defined by Kids
• Figure 2-5: Selected High-Index Demographic Groups: Married with Children Cohort Premium Pet Households, 2006 (U.S. dog- or cat-owning households)
• Empty Nester Cohort Strong at Age 55-64
• Figure 2-6: Demographic Comparison by Index: Empty Nester Cohort Households vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
• DINK Cohort Shines at Age 25-34
• Figure 2-7: Age Comparison by Index: DINK Cohort Households vs. Premium Pet Households Overall, 2006 (U.S. dog- or cat-owning households)
• Singles Cohort a More Modest Group
• Figure 2-8: Selected Top-Index Demographic Segments: Singles Cohort Premium Pet Households, 2006 (U.S. dog- or cat-owning households)
• Table 2-1: Premium Pet Demographics: Percent of Total Households and Pet-Owning Households, 2006 (U.S. households)
• Table 2-2: Number of Pet-Owning Households and Premium Pet Households by Cohort, 2006 (U.S. households)
• Table 2-3: Premium Pet Demographics, 2006 (U.S. dog- or cat-owning households)
• Table 2-4: Demographic Comparison: Premium Pet Households vs. Total Pet-Owning Households, 2006 (U.S. dog- and cat-owning households)
• Table 2-5: Premium Pet Demographics: Dog Owners 2006 (U.S. dog-owning households)
• Table 2-6: Premium Pet Demographics: Cat Owners, 2006 (U.S. cat-owning households)
• Table 2-7: Premium Pet Demographics: Owners of Both Dogs and Cats, 2006 (U.S. dog- and cat-owning households)
• Table 2-8: Premium Pet Demographic Indexes: Dog, Cat, Dog & Cat Owners 2006 (U.S. dog-, cat-, and dog & cat-owning households)
• Table 2-9: Premium Pet Demographics: Affluents, 2006 (U.S. dog- or cat-owning households)
• Table 2-10: Premium Pet Demographics: Specialty Shoppers, 2006 (U.S. dog- or cat-owning households)
• Table 2-11: Premium Pet Demographics: Married with Children, 2006 (U.S. dog- or cat-owning households)
• Table 2-12: Premium Pet Demographics: Empty Nesters, 2006 (U.S. dog- or cat-owning households)
• Table 2-13: Premium Pet Demographics: DINKs, 2006 (U.S. dog- or cat-owning households)
• Table 2-14: Premium Pet Demographics: Singles, 2006 (U.S. dog- or cat-owning households)
• Pet Product and Brand Preferences
• Premium Dog-Owning Households Focused on Health and Pampering
• Figure 2-9: Top 10 High-Index Dog Products Among Premium Pet Households, 2006 (U.S. dog-owning households)
• Premium Cat-Owning Households Also Health Focused
• Figure 2-10: Top 10 High-Index Cat Products Among Premium Pet Households, 2006 (U.S. cat-owning households)
• Focus on Flea/Tick Controls, Pet Supplements
• Product Preferences by Premium Pet Cohort
• Table 2-15: Percent of Households Purchasing Dog Food/Supplies by Type and Brand: Dog Owners Overall vs. Premium Pet Dog Owners, 2006 (U.S. dog-owning households)
• Table 2-16: Percent of Households Purchasing Cat Food/Supplies by Type and Brand: Cat Owners Overall vs. Premium Pet Cat Owners, 2006 (U.S. cat-owning households)
• Table 2-17: Percent of Households Purchasing Flea/Tick Care Products by Type and Brand or Purchasing Pet Food Supplements: Dog or Cat Owners Overall vs. Premium Pet Dog or Cat Owners, 2006 (U.S. dog- or cat-owning households)
• Table 2-18a: Percent of Households Purchasing Pet Supplies by Type: Dog or Cat Owners Overall vs. Premium Pet Cohorts, 2006 (U.S. pet-owning households)
• Table 2-18b: Total Number of Households Purchasing Pet Supplies by Type: Dog or Cat Owners Overall vs. Premium Pet Cohorts, 2006 (U.S. pet-owning households in millions)
• Table 2-18c: Household Purchasing Indices for Pet Supplies by Type: Premium Pet Demographics Overall vs. Premium Pet Cohorts, 2006 (U.S. pet-owning households)
• Retail Channel Preferences
• A Marked Skew Toward Specialty Stores, Internet
• Figure 2-11: Pet Owners Overall vs. Premium Pet Demographics: Purchasing Rates for Pet Stores and Online, 2006 (U.S. pet-owning households)
• Figure 2-12: Premium Pet Demographic Indexes for Purchasing Pet Food/Supplies in Pet Stores: By Cohort, 2006 (U.S. premium pet households)
• Above-Average Shoppers in Non-Traditional Venues
• Figure 2-13: Top 10 High-Index Chain Retailers Among Premium Pet Demographics: By Shopping or Making Purchase in Last 4 Weeks, 2006 (U.S. households)
• Table 2-19: Pet Owners Overall vs. Premium Pet Demographics: Purchasing Rates for Pet Food/Supplies by Retail Channel, 2006 (U.S. dog- or cat-owning households)
• Table 2-20a: Premium Pet Demographic Breakouts by Cohort: Purchasing Rates for Pet Food/Supplies by Retail Channel, 2006 (U.S. premium pet households)
• Table 2-20b: Premium Pet Demographic Breakouts by Cohort: Total Number of Households Purchasing Pet Food/Supplies by Retail Channel, 2006 (U.S. premium pet households in millions)
• Table 2-20c: Premium Pet Demographic Breakouts by Cohort: Indices for Purchasing Pet Food/Supplies by Retail Channel, 2006 (U.S. premium pet households)
• Table 2-21: Selected Chain Retail Shopping Patterns for Premium Pet Demographics: By Shopping or Making Purchase in Last 4 Weeks, 2006 (U.S. households)

Appendix: Examples of Advertising