Canadian Pet Market Outlook, 2014

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Published Jan 8, 2014 | 168 Pages | Pub ID: LA5083184

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Canadian Pet Market Outlook, 2014

Economic pressures in Canada – while not as severe as they were in the U.S. during the Great Recession – certainly affected the pet products market there. In a proprietary survey, Packaged Facts found that Canadian pet owners were sensitive to price when it came to spending on their pets. On the other hand, there was still a willingness to open their wallets on premium products that support the health and happiness of their pets. Indeed, this attitude has fueled growth in the Canadian pet market over the past five years. And the sales data supports this: Canadian pet market sales have grown at a slow but steady pace over the past five years, hovering at a 4% rate, not bad for such a large, mature market. The popularity of natural products is another trend affecting the market, exemplified by M&A activity and the entry of big names such as Purina, Hills’ Science Diet and Walmart into the natural products market.

Also driving growth is consumers’ concern about pet health. The Canadian pet population is getting older and health care companies, such as Bayer and Perrigo, have increased their investment in pet health products. Pet marketers may also want to tap an opportunity by tying the proven benefits pets have on human health. Both trends are fueled by the pets-as-family mentality, resulting in the continuing humanization of pets products and services (and media coverage and programming of the idea), with manufacturers and retailers introducing everything from human-style food to couture pet accessories.

Combining Packaged Facts’ extensive monitoring of the pet market with an exclusive pet owner survey, Canadian Pet Market Outlook, 2014 is the go-to source for a complete understanding of the Canadian pet industry. In its first Canadian edition, the report evaluates current trends and future directions for marketing and retailing, along with consumer patterns across the full spectrum of the market, including veterinary services, pet food, nonfood pet supplies, and non-medical pet services (grooming, boarding, training, etc.). Building on the market tracking, forecasting, and analysis of U.S. editions, the report forecasts market size and growth for each category, examines new product activity, surveys retail channel trends, and analyzes trends and shifts in the needs of today’s pet parents. The report tabulates pet product sales and market penetration using data from sources including the Pet Industry Joint Advisory Council of Canada (PIJAC Canada) and Statistics Canada, as well as Packaged Facts’ exclusive 2013 survey data. The report contains dozens of numerical tables and charts, as well as numerous photographs of new products and in-store promotional and merchandising initiatives across key channels.

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        •   Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
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        •   Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
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        •   Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
        •   Canadian Pet Market Retail Sales by Category: 2012 vs. 2013 (in millions of dollars and percent)
        •   Total Canadian Retail Sales of Pet Products and Services, 2013-2018 (in millions of dollars)

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        •   Share of Canadian Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2013 (percent)

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        •   Canadian Household Final Consumption Expenditure, by Commodity Type: 2008-2012 (dollars in billions)
        •   Canadian Household Final Consumption Expenditure Percent Change, by Commodity Type: 2008-2012 (percent)
        •   Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
        •   Level of Agreement with Statement: "If natural/organic products were more affordable where I shop, I would buy them more often," 2013 (percent of Canadian pet owners)
        •   Amount Spent on Pet Products in Last 30 Days, March 2013 (percent of Canadian pet owners)
        •   Pet Product Purchasing by Price Level: Food vs. Nonfood, 2013 (percent of pet owners)

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        •   Level of Agreement with Statement: "People should adopt pets from shelters and not purchase them from shops/breeders," 2013 (percent of Canadian pet owners)

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        •   Size of Dogs, 2013 (percent of Canadian dog owners)

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        •   Age of Dogs and Cats, 2013 (percent of Canadian pet owners)

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        •   Level of Agreement with Statement: "I have an overweight pet," 2013 (percent of Canadian pet owners)

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        •   Level of Agreement with Statement: "I enjoy purchasing pet products that pamper my pet," 2013 (percent of Canadian pet owners)
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        •   PetSmart Global Sales of Pet Services, 2001-2012 (in millions of dollars)
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        •   Select New Pet Product Releases in Canada, 2012-2013 (by marketer and brand)
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      •   Canadian Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Other Pet Supplies and Pet Medications, 2013 (percent of Canadian pet product buyers)
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        •   Top Canadian Pet Superstore Chains, 2013
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        •   Canadian Ownership Levels for Dogs and Cats by Number of Pets, 2013 (percent)

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        •   Canadian Pet Market Consumer Base: Pet Ownership by Household Income, 2013 (percentage of pet owners)

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        •   Canadian Pet Ownership Rates by Age Bracket, 2013 (percent)
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        •   Indexes for Selected Canadian Pet-Owning Classifications: By Generational Cohort, 2013

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        •   Canadian Pet Ownership Rates by Age of Children, 2013 (percent)
        •   Canadian Pet Ownership Rates by Age of Children, 2013 (index)

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        •   Share of Canadian Pet-Owning Population by Location of Residence, 2013 (percent)
        •   Canadian Pet Ownership Rates by Location of Residence, 2013 (index)

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        •   Canadian Pet Ownership Consumer Base: White vs. Minorities, 2013 (index of pet-owning households)
        •   Canadian Pet Ownership by Ethnic Origin, 2013 (percent of pet-owning households)
        •   Growth of Visible Minorities in the Canadian Population, 2006-2011 (number and percent)
        •   Demographic Snapshot of the Canadian Population, 2011 (number and percent)
        •   Select Indexes for Pet Ownership, 2013 (Canadian Households)

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        •   Health-Related Psychographic Indicators by Type of Pet Owned, 2013 (percent of Canadian pet owners)
        •   Health-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
        •   Shopping-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
        •   Shopping-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
        •   Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
        •   Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (index of Canadian pet owners)
        •   Technology-Related Psychographic Indicators, by Pet Ownership: 2013 (percent of Canadian pet owners)

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        •   Dog Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
        •   Cat Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
        •   Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
        •   Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (index of Canadian dog owners)
        •   Cat Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
        •   Cat Litter Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)

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