The U.S. Pet Supplies Market

Published: Sep 1, 2001 - 255 Pages

Table of Contents:

  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Products
    • A Wide Assortment
    • The Past of Pets
    • Numerous Agencies Regulate Pets and Supplies
    • Retailer Regulation Also on the Rise

    The Market
    • Sales to Near $7 Billion in 2005
    • Table 1-1: U.S. Retail Sales of Pet Supplies, 1996-2005 (dollars)
    • Mass-Market Sales at $2.5 Billion
    • Mass-Market Cat Litter Category Nears $900 Billion
    • Mass Merchandisers Claim 59% of Mass Market
    • Figure 1-1: Share of U.S. Mass-Market Dollar Sales of Pet Supplies by Retailer Type, 2000 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Sales by Region
    • Overview of Market Landscape

    The Marketers
    • At Least 2,000 Companies Market Pet Supplies
    • Many Types and Sizes of Companies
    • Hartz Is #1 Mass Marketer of Pet Supplies
    • Consolidation on Every Front

    Marketing and Retail Trends
    • New Product Trends
    • Over $150 Million in National Consumer Advertising
    • Ad Positioning and Sophistication Varies
    • Role of Trade Shows
    • Retail Trends: Distribution Through Wholesalers
    • Shifting Shares Among Pet Supplies Retailers.
    • Mass Merchandisers at 59% of Mass Market.
    • Pet Superstores as Category Killers
    • The Lure of the Web

    The Consumer
    • Pet Ownership Rates.
    • 19.5% of Households Buy Cat Litter
    • 26.5% Buy Flea and Tick Care
    • More Upscale Tilt for Cat Litter
    • Users of Flea and Tick Care Products
  2. The Products
    Scope of Report
    • Supplies for Private Pet Owners
    • A Wide Assortment of Products
    • Four Major Categories
    • Products and Services Not Included

    Historical Background
    • The Past of Pets
    • Pets for the Privileged
    • Pets Trickle Down
    • Nineteenth-Century Roots of Market

    Classification of Pet Supplies
    • The Largest-Selling Pet Supply Items
    • Cat Litter at 60
    • The Case for Clay
    • The Rise of Clumping
    • Drawbacks to Litter
    • Advantages of Alternative Litters
    • Packaging Litter
    • Cat Toys and Feline Instincts
    • Dog Treats and Toys
    • Types of Rawhide Chews.
    • Other Chew Toys
    • Pest-Control Products
    • Flea Collars
    • Topical Treatments
    • Special Packaging
    • Environmental Products
    • Wormers and OTC Pet Medications
    • Pet Carriers, Shelters, and Furniture
    • The Importance of Plastic
    • Airline Approval
    • Cages and Pens
    • Furniture
    • Products Associated with Pet Fish
    • Products Associated with Pet Birds
    • Products Associated with Small Animals.
    • Products Associated with Reptiles and Amphibians
    • Table 2-1: Pet Supply Segments and Associated Products

    Regulatory Environment
    • Numerous Agencies Regulate Pets and Supplies
    • USDA, FDA, EPA, FTC, and USFWS Regulation
    • The Role of the USDA and FDA
    • Registration with the EPA
    • Advertising and Warranties Under the FTC
    • Regulation of Exotics and Non-Indigenous Species
    • AAFCO Drafts Model State Legislation
    • State Regulation May Duplicate Federal Regulation
    • Local Regulation Increasing for Pet Ownership
    • Unofficial Regulation by Landlords
    • Retailer Regulation Also on the Rise
  3. The Market
    • Figure 3-1: U.S. Retail Sales of Pet Supplies, 1996-2000 (dollars)

    Market Size and Growth
    • Sales Surpass $5 Billion in 2000
    • Table 3-1: U.S. Retail Sales of Pet Supplies, 1996-2000 (dollars)
    • Mass-Market Sales at $2.5 Billion
    • Table 3-2: U.S. Mass-Market Sales of Pet Supplies, 1996-2000 (dollars)
    • Mass-Market Cat Litter Category Nears $900 Billion
    • Table 3-3: U.S. Mass-Market Sales of Pet Supplies by Product Category, 1998-2000 (dollars): Cat Litter, Other Cat/Dog Supplies, Non-Cat/Dog Supplies, Rawhide Chews

    Market Composition
    • Cat Litter Claims 36% of Mass-Market Sales
    • Table 3-4: Share of U.S. Mass-Market Dollar Sales of Pet Supplies by Product Category, 1996-2000 (percent): Cat Litter, Other Cat/Dog Supplies, Non-Cat/Dog Supplies, Rawhide Chews
    • Composition of Pet Population
    • Pet Superstores Claim 31% of Market
    • Figure 3-2: Share of U.S. Dollar Sales of Pet Supplies by Retailer Type, 2000 (percent): 4 Retailer Types, Other
    • Mass Merchandisers Claim 59% of Mass Market
    • Figure 3-3: Share of U.S. Mass-Market Dollar Sales of Pet Supplies by Retailer Type, 2000 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Fourth Quarter Accounts for 29% of Rawhide Chew Sales
    • Figure 3-4a: The U.S. Pet Supplies Market: Share of Mass-Market Dollar Sales of Cat Litter by Quarter, 2000 (percent)
    • Figure 3-4b: The U.S. Pet Supplies Market: Share of Mass-Market Dollar Sales of Other Dog/Cat Supplies by Quarter, 2000 (percent)
    • Figure 3-4c: The U.S. Pet Supplies Market: Share of Mass-Market Dollar Sales of Non-Cat/Dog Supplies by Quarter, 2000 (percent)
    • Figure 3-4d: The U.S. Pet Supplies Market: Share of Mass-Market Dollar Sales of Rawhide Chews by Quarter, 2000 (percent)
    • Sales by Region
    • Table 3-5: Regional Indices for Cat and Dog Ownership and Pet Supply Purchasing, 2000 (indices).

    Factors to Market Growth
    • Overview of Landscape
    • Mixed Returns from Retail Leaders
    • Musical Chairs on the Web
    • Selling to a Graying America
    • Table 3-6: U.S. Population Age 55 and Over, 2000-2010 (number and percent)
    • Beyond the Bare Bones
    • Mining the Niches
    • Figure 3-5: Projected U.S. Retail Sales of Pet Supplies, 2000-2005 (dollars)

    Projected Market Growth
    • Sales to Exceed $6.8 Billion by 2005
    • Table 3-7: Projected U.S. Retail Sales of Pet Supplies, 2000-2005 (dollars)
  4. The Marketers
    The Marketers
    • At Least 2,000 Companies Market Pet Supplies
    • Many Types and Sizes of Companies
    • Hartz Mountain a Major Player in Many Segments
    • Other Multi-Segment Marketers
    • Cat Litter Leaders Are Non-Food Consumer Product Companies
    • Marketers of Pest Control and Medical Products
    • Rawhide Chews Marketers Vary
    • Pet Shelter Marketers
    • Pfizer's Tetra Division Dominates Fish Supplies Market
    • Other Pet Segments Are Haven for Small Marketers
    • Table 4-1: U.S. Market for Pet Supplies: Selected Marketers by Brand Line and Product Type (89 Marketers)

    Marketer and Brand Shares
    • Methodology
    • Hartz Is #1 Mass Marketer of Pet Supplies
    • Figure 4-1: Marketer Shares of U.S. Mass-Market Sales of Pet Supplies, 2000 (percent): 8 Marketers, Marketers With 1% Share, Private Label, All Others
    • Top Two Marketers Account for 60% of Cat Litter Sales
    • Figure 4-2: Marketer Shares of U.S. Mass-Market Sales of Cat Litter, 2000 (percent): 5 Marketers, Private Label, All Others
    • Hartz Corners 29% of Other Cat/Dog Supplies
    • Figure 4-3: Marketer Shares of U.S. Mass-Market Sales of Other Cat/Dog Supplies, 2000 (percent): 7 Marketers, Private Label, All Others
    • Hartz at 11% in Non-Cat/Dog Supplies
    • Figure 4-4: Marketer Shares of U.S. Mass-Market Sales of Non-Cat/ Dog Pet Supplies, 2000 (percent): 8 Marketers, All Others
    • Two Marketers Account for Almost Half of Rawhide Chew Sales
    • Figure 4-5: Marketer Shares of U.S. Mass-Market Sales of Rawhide Chews, 2000 (percent): 8 Marketers, Private Label, All Others

    The Competitive Situation
    • Consolidation on Every Front
    • Acquisitions and Mergers Characterize Past Decade
    • Manufacturing Changes Reflect Retailing Revolution.

    Competitive Profile: Carter-Wallace, Inc.
    • Sales of $748 Million in 2000
    • Carter-Wallace Sells Pet Business to Church & Dwight
    • Lambert Kay Fields Innovative Pet Products
    • Specialty Shampoos

    Competitive Profile: Central Garden & Pet Co.
    • Large Pet Distributor and Marketer
    • Pet Supplies Side Growing Through Acquisition
    • All-Glass Aquarium Acquired in 2000
    • All-Glass Wins "Best New Product Award" in 2001
    • Equity Stake in Cedar Works Acquired in 2000
    • TFH Is Leading Produce of Pet-Related Publications
    • Nylabone Marketer of Premium Dog Chews
    • TFH/Nylabone Wins "Best New Product" in 2000 and 2001
    • Four Paws Generally in the Niches
    • Kaytee Fields Bird and Small Animal Products
    • Kaytee Launches Landmark Advertising Campaign
    • Zodiac Is Popular Flea/Tick-Control Brand in Pet Stores

    Competitive Profile: Church & Dwight Co., Inc.
    • #1 Marketer of Baking Soda.
    • Church & Dwight Acquires Carter-Wallace's Pet Care Business.
    • Share of Cat Litter Market Continues to Increase
    • Growth Strategy Focuses on Modern Uses for Sodium Bicarbonate
    • Competitive Profile: Clorox Co.
    • #1 Marketer of Bleach
    • First Brands Acquired in 1999
    • Clorox Vies with Ralston Purina to Be #1 Marketer of Cat Litter
    • Crystals Define New Segment of Cat Litter Market
    • Back to Fresh Odor Eliminator Debuts in 1999
    • New Products Continue to Promise Odor Control

    Competitive Profile: Doskocil Manufacturing Company, Inc.
    • Sales of $170 Million
    • Sales of Petmate Increase by % 110
    • Doskocil Sells Peripheral Businesses
    • Petmate Enters Silica Gel Cat Litter Market

    Competitive Profile: Farnam Companies, Inc.
    • From Agricultural to Pet Supplies
    • Feliway Debuts in 2001
    • Bio Spot Is Farnam's Topical Pest Control Brand
    • Gentle Touch Is Natural Flea-Control Product
    • Nutraceuticals for Dogs and Cats
    • Full Line of Ferret Products

    Competitive Profile: Hartz Mountain Corp.
    • Sold to J.W. Childs Associates in 2000
    • Series of Pet Supply Acquisitions in 1990s
    • #1 Mass-Marketer of Pet Supplies
    • Leader in Other Cat/Dog Supplies
    • Losing Share in Non-Cat/Dog Category
    • #1 Mass-Marketer of Rawhide Chews
    • OTC Advanced Care Pest-Control Line Debuts in 2000

    Competitive Profile: Oil-Dri Corp. of America
    • World's #1 Manufacturer of Cat Litter
    • Flushable Paper Litter Performs Poorly
    • Oil-Dri Holds Contract with Clorox
    • Oil-Dri Supplies Cat Litter for Church & Dwight

    Competitive Profile: Ralston Purina Co.
    • The Leading Pet Food Marketer
    • Nestlé to Acquire Ralston Purina
    • Ralston Purina Competes with Clorox for #1 in Cat Litter
    • Tidy Cats Crystals Litter Debuts in 2000
    • Tidy Cats Crystals Blend Is Less Expensive Than Crystals
    • Ralston Introduces Litter for Dogs in 2000
    • Paper Litter Manufacturer Acquired in 2000
    • Golden Cat Acquired in 1995

    Competitive Profile: Warner-Lambert Co.
    • Acquired by Pfizer in 2000
    • Developer of Flake Fish Food
    • Pet Supplies Sales of $27 Million in 2000
    • Real Marketing, Virtual Aquariums
  5. Marketing And Retail Trends
    New Product Trends
    • Silica Gel Cat Litters
    • Other Non-Clay Cat Litters
    • Other Special Cat Litter Features
    • OTC Flea and Tick Control Entries
    • Dog Litter Debuts in 2000
    • Green Tendencies in Pet Owners
    • Natural and Alternative Medicines for Pets
    • Natural Pest-Control Products
    • Pet Wipes
    • Table of New Product Introductions
    • Table 5-1: U.S. Market for Pet Supplies: Selected New Product Introductions, 2000-Summer 2001

    Advertising and Promotions
    • Over $150 Million in National Consumer Advertising
    • Retailers and E-tailers Spend $45 Million
    • Top Three Cat Litter Marketers Spend $53 Million
    • Hartz Spends Close to $5 Million
    • Ad Positioning and Sophistication Varies
    • Odor Control and Cat Litter
    • Pest-Control Advertising Stresses OTC Status
    • Targeting the Hobbyist
    • Some Segments Have Well-Oiled Promotional Systems
    • Sponsorship of Pet Events and Charitable Causes
    • Trade Ads Stress Profits and Marketing Support
    • Role of Trade Shows
    • Trade Incentives Affected by Superstores
    • The Co-Op Option
    • Modernizing the Independents
    • Examples of Advertisings and Promotions

    Distribution Dynamics
    • Distribution Through Wholesalers
    • The Impact of the Big Boxes
    • Consolidation and Co-Ops

    Retail Trends
    • Shifting Shares Among Pet Supplies Retailers
    • Table 5-2: Share of U.S. Pet Supply Sales by Retailer Type, 2000 (percent): 4 Retailer Types, Other
    • Pet Supply Margins Average 30%-55%
    • Pet Superstores as Category Killers
    • The Superstore Experience
    • Mass Merchandisers at 59% of Mass Market
    • Private Label at 16% of Mass-Market Cat Litter Sales
    • Mass-Merchandiser Pet Supply Sales at $1.5 Billion
    • Supermarket Pet Supply Sales at $1 Billion
    • Drugstores vs. Destination Centers
    • The Lure of the Web
    • Table 5-3: Share of U.S. Sales of Pet Supplies by Mass-Market Retail Sector: Overall Market vs. Product Categories, 1998 vs. 2000 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Table 5-4: Private-Label Dollar and Volume Share of U.S. Mass-Market Sales of Pet Supplies: Selected Product Categories,
    • 2000 (percent): Overall, Mass Merchandisers, Supermarkets, Drugstores

    Retailer Profile: PETsMART, Inc.
    • Corporate Overview
    • Growth Through "Category Killer" Formula
    • A Rough 1997
    • New Leadership
    • PETsMART Goes Online
    • An Accent on Service

    Retailer Profile: Petco Animal Supplies, Inc.
    • Corporate Overview
    • Petco vs. PETsMART
    • Expansion Fallout
    • The P.A.L.S. Program
    • Petco.com
  6. The Consumer
    Consumer Focus: Cats vs. Dogs
    • The Simmons Survey System
    • Pet Ownership Rates.
    • 19.5% of Households Buy Cat Litter
    • 26.5% Buy Flea and Tick Care
    • Table 6-1: Consumer Population for Selected Pet-Owning and Pet Supply Classifications, 2000 (U.S. Adults)
    • Table 6-2: Consumer Overview for Selected Pet-Owning and Pet Supply Classifications, 2000 (U.S. Adults)

    Consumer Focus: Cat Owners
    • 35-44 Is Top Bracket
    • Socio-Economic Diversity of Cat Owners
    • Cat Resisters and Cat Fanciers
    • Table 6-3a: Demographic Characteristics Favoring Residence in Households Owning One Cat, 2000 (U.S. Adults)
    • Table 6-3b: Demographic Characteristics Favoring Residence in Households Owning Two Cats, 2000 (U.S. Adults)
    • Table 6-3c: Demographic Characteristics Favoring Residence in Households Owning Three Cats, 2000 (U.S. Adults)
    • Table 6-3d: Demographic Characteristics Favoring Residence in Households Owning Four or More Cats, 2000 (U.S. Adults)
    • Table 6-4a: Selected High Consumer Indices for Households Without Pet Cats, 2000 (U.S. Adults)
    • Table 6-4b: Selected Low Consumer Indices for Households Without Pet Cats, 2000 (U.S. Adults)

    Consumer Focus: Cat Litter
    • More Upscale Tilt for Cat Litter
    • Younger Skew for Scoopable Litter
    • Variations by Brand
    • Table 6-5: Demographic Characteristics Favoring Residence in Households That Buy Cat Litter, 2000 (U.S. Adults)
    • Table 6-6a: Demographic Characteristics Favoring Residence in Households That Buy Scoopable Cat Litter, 2000 (U.S. Adults)
    • Table 6-6b: Demographic Characteristics Favoring Residence in Households That Buy Regular Cat Litter, 2000 (U.S. Adults)
    • Table 6-7a: Demographic Characteristics Favoring Residence in Households That Buy Tidy Cats Cat Litter, 2000 (U.S. Adults)
    • Table 6-7b: Demographic Characteristics Favoring Residence in Households That Buy Fresh Step Cat Litter, 2000 (U.S. Adults)
    • Table 6-7c: Demographic Characteristics Favoring Residence in Households That Buy Scoop Away Cat Litter, 2000 (U.S. Adults)
    • Table 6-7d: Demographic Characteristics Favoring Residence in Households That Buy Jonny Cat Cat Litter, 2000 (U.S. Adults)
    • Table 6-7e: Demographic Characteristics Favoring Residence in Households That Buy Cat's Pride Cat Litter, 2000 (U.S. Adults)

    Consumer Focus: Dog Owners
    • Ownership of Dogs Skews South
    • Correlation Between Multiple-Dog Ownership and Household Size
    • Dogs' Worst and Best Friends
    • Table 6-8a: Demographic Characteristics Favoring Residence in Households Owning One Dog, 2000 (U.S. Adults)
    • Table 6-8b: Demographic Characteristics Favoring Residence in Households Owning Two Dogs, 2000 (U.S. Adults)
    • Table 6-8c: Demographic Characteristics Favoring Residence in Households Owning Three Dogs, 2000 (U.S. Adults)
    • Table 6-8d: Demographic Characteristics Favoring Residence in Households Owning Four or More Dogs, 2000 (U.S. Adults)
    • Table 6-9a: Selected High Consumer Indices for Households Without Pet Dogs, 2000 (U.S. Adults)
    • Table 6-9b: Selected Low Consumer Indices for Households Without Pet Dogs, 2000 (U.S. Adults)

    Consumer Focus: OTC Treatments for Cats and Dogs
    • Users of Flea and Tick Care Products
    • Prescription Brands Siphon Off Affluent Consumers
    • Users of Heartworm Control Products
    • Aging Consumers Take to Pet Supplements
    • Table 6-10: Demographic Characteristics Favoring Residence in Households That Buy Flea and Tick Care Products, 2000 (U.S. Adults)
    • Table 6-11a: Demographic Characteristics Favoring Residence in Households That Buy Flea and Tick Care Products: For Preventative Use, 2000 (U.S. Adults)
    • Table 6-11b: Demographic Characteristics Favoring Residence in Households That Buy Flea and Tick Care Products: For Treatment Use, 2000 (U.S. Adults)
    • Table 6-12a: Demographic Characteristics Favoring Residence in Households That Buy Hartz Flea and Tick Care Products, 2000 (U.S. Adults)
    • Table 6-12b: Demographic Characteristics Favoring Residence in Households That Buy Sergeant's Flea and Tick Care Products, 2000 (U.S. Adults)
    • Table 6-13a: Demographic Characteristics Favoring Residence in Households That Buy Heartworm Control Products for Cats, 2000 (U.S. Adults)
    • Table 6-13b: Demographic Characteristics Favoring Residence in Households That Buy Heartworm Control Products for Dogs, 2000 (U.S. Adults)
    • Table 6-14: Demographic Characteristics Favoring Residence in Households That Buy Pet Food Supplements/Vitamins for Cats or Dogs, 2000 (U.S. Adults)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers

Abstract:

This fully updated report from Packaged Facts analyzes the $5 billion market for non-food pet supplies, covering products for all pet types. The report offers a detailed dis-cussion of market size and composition, distribution and retail trends, and the role of the Internet, providing market projections through 2005. Quantitative analyses derived from sources such as IRI InfoScan sales-tracking data and Simmons Market Research Bureau consumer surveys.

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