Canadian Pet Market Outlook, 2014

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 stilla 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.
Chapter 1: Executive Summary
Introduction
Scope andMethodology
Report Methodology
Market Trends
Pet Industry Advances
Table 1-1: Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
Market Share by Category and Animal Type
Pet Owners Still Spending Despite Slow Economy
Table 1-2: Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
Trends in Pet Acquisitions: Shelters in Favor
The Aging Pet Population
Overweight and Obese Pets Keep Costs Up
Veterinary Costs Drive Canadians South
Industry Trends
Market Structure
M&A and Investment Activity: Pet Health and Natural Products Star
Premiumization
Humanization
Globalization
Retail Trends
Pet Shoppers Say Let’s Make a Deal
Figure 1-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” 2013 (percent of Canadian pet product shoppers)
Industry Mainstay: The Premium Shopper
Pet Owners Shop at Supermarkets, Supercenters for Pet Supplies
Pet Ownership Trends
57% of Canadian Households Own Pets
Figure 1-2: Canadian Ownership Levels for Selected Dog- or Cat-Owning Classifications, 2013 (percent)
Single Pet Ownership Higher Than Multiple
More $100K+ Pet Households
Dog and Cat Ownership Rates by Age
Impact of Boomers and Graying Population
Role of Gen Xers and Gen Ys
Chapter 2: Highlights
Chapter 2: Market Trends
Market Performance
Pet Industry Advances
Table 2-1: Total Canadian Retail Sales of Pet Products and Services, 2008-2013 (in millions of dollars)
Table 2-2: Canadian Pet Market Retail Sales by Category: 2012 vs. 2013 (in millions of dollars and percent)
Table 2-3: Total Canadian Retail Sales of Pet Products and Services, 2013-2018 (in millions of dollars)
Market Share by Category and Animal Type
Figure 2-1: Percentage Share of Canadian Pet Market Retail Sales by Category: 2013
Table 2-4: Share of Canadian Pet Market Sales by Category and
Animal Type: Dog, Cat, Other, 2013 (percent)
Market Drivers
Consumers Cautiously Optimistic about Economic Future
Pet Owners Still Spending Despite Slow Economy
Table 2-5: Canadian Household Final Consumption Expenditure, by Commodity Type: 2008-2012 (dollars in billions)
Table 2-6: Canadian Household Final Consumption Expenditure Percent Change, by Commodity Type: 2008-2012 (percent)
Table 2-7: Level of Agreement with Statements Regarding Attitudes Toward Spending on Pet Products, 2013 (percent of Canadian pet owners)
Price Sensitivity May Affect Premium Purchases
Table 2-8: 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)
Most Pet Owners Are Not Big Spenders
Table 2-9: Amount Spent on Pet Products in Last 30 Days, March 2013 (percent of Canadian pet owners)
Table 2-10: Pet Product Purchasing by Price Level: Food vs. Nonfood, 2013 (percent of pet owners)
Trends in Pet Acquisitions: Shelters in Favor
Table 2-11: Level of Agreement with Statement: “People should adopt pets from shelters and not purchase them from shops/breeders,” 2013 (percent of Canadian pet owners)
PetSmart Charities Spurs Pet Adoption
Pethealth Inc. (TSX:PTZ) Releases Second Annual PetPoint Report
The Shift to Smaller Dogs
Table 2-12: Size of Dogs, 2013 (percent of Canadian dog owners)
The Aging Pet Population
Table 2-13: Age of Dogs and Cats, 2013 (percent of Canadian pet owners)
Overweight and Obese Pets Keep Costs Up
Table 2-14: Level of Agreement with Statement: “I have an overweight pet,” 2013 (percent of Canadian pet owners)
Figure 2-2: Share Of Dog Owners Who Walk Their Pets, 2013 (percent of Canadian dog owners)
Pets Are Family—The Kind You Pamper
Table 2-15: Level of Agreement with Statement: “I enjoy purchasing pet products that pamper my pet,” 2013 (percent of Canadian pet owners)
Pets as Family Trend Bolsters Pet Health/Wellness Spending
Figure 2-3: Share Of Pet Owners Purchasing Health/Wellness-Related
Foods And Treats, 2013 (percent of Canadian pet owners)
Veterinary Costs Drive Canadians South
Figure 2-4: Growth in Canadian Veterinary Expenditures vs. Growth in Canadian Pet Expenditures Overall, 1997 vs. 2009 (dollars per household)
Figure 2-5: Share of Canadian Dog and Cat Owners Using Veterinary Services in Past 12 Months, 2013 (percent)
Figure 2-6: Share of Canadian Pet Owners Who Carry Pet Health Insurance (percent)
Pet-Positive Media Exposure
Illustration 2-1: NatGeo Leader of the Pack Web Page
Industry Emphasizes Pets’ Human Health Enhancement
Illustration 2-2: HABRI Central Home Page
Figure 2-7: Level of Agreement with Statement: “My pet has a positive impact on my health”, Physical vs. Mental, 2013 (percent of Canadian pet owners)
Cause Marketing
Pet Food Regulation and Oversight
Chapter 3: Highlights
Chapter 3: Industry Trends
Introduction
M&A and Investment Activity
Merrick Acquires Castor & Pollux
VCA Antech Acquires Associate Veterinary Clinics
CanAm Pet Treats Acquires Darford Pet Treats
Perrigo Acquires Sergeant’s
Radio Systems Corporation Gets Into Pet Waste Management
Del Monte Foods and Natural Balance Pet Foods Merge
Nestlé Purina Acquires Petfinder
Pethealth Acquires PurinaCare Pet Insurance
Pfizer Spins Off Animal Health Division
Cross-Market Trends
Consolidation
Premiumization
Humanization
Illustration 3-1: Burt’s Bees New Line of Pet Care Products
Globalization
The Veterinary Channel
Sales Opportunity: Therapeutic Foods
Pet Insurance Expansion Benefits Veterinary Services
Non-Medical Pet Services
Pet Superstores Advance
Figure 3-1: PetSmart Services Sales by Type and Cumulative
Rate of Growth, 2006-2012 (percent and dollars)
Other Stores Beef Up Services Offerings
Table 3-1: PetSmart Global Sales of Pet Services, 2001-2012
(in millions of dollars)
Illustration 3-2: Petland’s Pet Spa Website Banner Ad
Franchises Help Grow the Industry
Pet Products
Continued Interest in Premium, Natural Products
Table 3-2: Select New Pet Product Releases in Canada, 2012-2013 (by marketer and brand)
Figure 3-2: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2013 (percent of pet owners)
Hill’s Science Diet Goes Natural
Illustration 3-3: Hill’s Science Diet Ideal Balance (early name and packaging)
Illustration 3-4: Hill’s Science Diet Ideal Balance (revamped name and packaging)
Illustration 3-5: Science Diet’s Better Life Comparison
Pet Health on Everybody’s Agenda
Cross-Channel Migration Puts Squeeze on Pet Specialty
Human-Style and Human-Grade Pet Food
Illustration 3-6: Brew Buddies Malted Barley Dog Treats
Illustration 3-7: Weruva Website Banner Ad
Grain-Free Gains Ground
Illustration 3-8: Loblaws’ President’s Choice Nutrition First-Premiere
Illustration 3-9: Horizon Pulsar Grain-Free Food
Raw Pet Food Hits the Mainstream
Illustration 3-10: Brad’s Raw for Paws Dog Treats
Freeze-Dried and Dehydrated
Illustration 3-11: Nutrisca Freeze Dried Dinner Bites
Refrigerated Pet Food Propels Forward
Illustration 3-12: Freshpet Pet Food and Treats Brand Lines (Website Screenshot)
Specialized Diets Continue to Proliferate
Illustration 3-13: Hill’s Prescription Diet Metabolic Pet Food Line
Illustration 3-14: Wellness Small Breed Senior Recipe and Petite Treats
Nonfood Pet Supplies
Nonfood/Food Cross-Over
Illustration 3-15: Better Than! Gnawin’ Forever Treat/Toy
That Pet Has Style
Illustration 3-16: Fou Fou Dog “Poochy Pouch”
Illustration 3-17: Catswall’s Multi-Cat Raised Feeder
Illustration 3-18: Bow Wow Couture’s Mod Dog in Navy Collar/Bow Tie
Travel Products
Illustration 3-19: Kurgo’s Auto Grass Keeps Fido Off Center Console
Illustration 3-20: H2Fido’s Portable Pooch Hydrator—Super Weiner Style
Chapter 4: Highlights
Chapter 4: Retail Trends
Pet Shoppers Say Let’s Make a Deal
Figure 4-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” 2013 (percent of Canadian pet product shoppers)
Figure 4-2: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” 2013 (percent of Canadian pet product shoppers)
Industry Mainstay: The Premium Shopper
Figure 4-3: Level of Agreement with Statement: “I am willing to spend extra to ensure the wellness of my pet,” 2013 (percent of Canadian pet product shoppers)
Pet Owners Shop at Supermarkets, Supercenters for Pet Supplies
Table 4-1: 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)
Private Label Shows Strength and Weakness
Figure 4-4: Usage Frequency vs. Opinion of Store Brand Products, 2013 (percent of Canadian pet product shoppers)
Mass-Market Trends
Supermarkets Draw Largest Portion of Pet Product Shoppers
Walmart Claims Lion’s Share of Pet Supplies Sales…
…And Launches Pet Insurance in Canada
Target Takes on Walmart
Costco Expands its Reach
Illustration 4-1: Costco Website Pet Supplies Ad
Pet Supercenters Make Strides
Table 4-2: Top Canadian Pet Superstore Chains, 2013
Global Pet Foods
Illustration 4-2: Global Pet Foods’ Brand Selection
Canadian Pet Retailer Global Pet Foods Crosses U.S. Border
Pet Valu
Illustration 4-3: The New Look of Pet Valu
PetSmart
Illustration 4-4: PetSmart-Exclusive Top Paw Muppet Bandana
Mondou
Online Shopping
Pet Shoppers Not Fully Embracing Online Shopping
Figure 4-5: Level of Agreement with Statement: “I am buying pet products online more than I used to,” 2013 (percent of
Canadian pet product shoppers)
Figure 4-6: Time Frame for Most Recent Online Purchase of
Pet Products, March 2013 (percent of Canadian online pet product shoppers)
Up and Comers
Veterinarians
Natural Supermarkets
Dollar Stores
Drugstores/Convenience Stores
Illustration 4-5: Walgreens’ Pet Shoppe Store Brand Pet Collars and Leashes
Agricultural/Feed-Seed Stores
Home Improvement Stores
Chapter
5: Highlights
Chapter
5: Pet Ownership Trends
Methodology
57% of Canadian Households Own Pets
Figure 5-1: Canadian Ownership Levels for Selected Dog- or Cat-Owning Classifications, 2013 (percent)
Single Pet Ownership Higher Than Multiple
Table 5-1: Canadian Ownership Levels for Dogs and Cats by Number of Pets, 2013 (percent)
More $100K+ Pet Households
Figure 5-2: Canadian Pet Market Consumer Base: Households
Earning $100,000 or More vs. Households Earning Under $100,000, 2013 (share of ownership)
Table 5-2: Canadian Pet Market Consumer Base: Pet Ownership by Household Income, 2013 (percentage of pet owners)
Dog and Cat Ownership Rates by Age
Table 5-3: Canadian Pet Ownership Rates by Age Bracket, 2013 (percent)
Senior Growth Rate Outpaces Population at Large
Figure 5-3: Observed and Projected Population Increases: Canada vs. Select Developed and Developing Countries (percent)
Figure 5-4: Canadian Population 65 and Over, Historical and Projected, 1971-2061 (percent of population)
Impact of Boomers and Graying Population
Role of Gen Xers and Gen Ys
Table 5-4: Indexes for Selected Canadian Pet-Owning Classifications: By Generational Cohort, 2013
Households With Kids
Figure 5-6: Reported and Projected Fertility Rates of Select Countries, 1950-2050 (children per woman)
Figure 5-7: Canadian Pet Ownership Rates by Household Composition, 2013 (percent)
Table 5-5: Canadian Pet Ownership Rates by Age of Children, 2013
Table 5-6: Canadian Pet Ownership Rates by Age of Children, 2013 (index)
Half of Pet Owners Live in Urban Areas
Table 5-7: Share of Canadian Pet-Owning Population by Location of Residence, 2013 (percent)
Table 5-8: Canadian Pet Ownership Rates by Location of Residence, 2013 (index)
Pet Ownership Across Ethnic Groups
Table 5-9: Canadian Pet Ownership Consumer Base: White vs. Minorities, 2013 (index of pet-owning households)
Table 5-10: Canadian Pet Ownership by Ethnic Origin, 2013 (percent of pet-owning households)
Table 5-11: Growth of Visible Minorities in the Canadian Population, 2006-2011 (number and percent)
Figure 5-8: Immigrant’s Share of Canadian Population Growth: Recorded and Forecast, 1992-2055
Table 5-12: Demographic Snapshot of the Canadian Population, 2011 (number and percent)
Table 5-13: Select Indexes for Pet Ownership, 2013 (Canadian Households)
Pet Owner Psychographics
Health-Related Sentiments and Practices
Figure 5-9: Pet Ownership Influence on Health, 2013 (percent of Canadian pet owners)
Table 5-14: Health-Related Psychographic Indicators by Type of Pet Owned, 2013 (percent of Canadian pet owners)
Table 5-15: Health-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
Shopping-Related Sentiments and Practices
Figure 5-10: Attitudes Towards Spending on Pet Products: 2013 (percent of Canadian pet owners)
Table 5-16: Shopping-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
Table 5-17: Shopping-Related Psychographic Indicators, by Pet Ownership: 2013 (index of Canadian pet owners)
Food Labeling and Ingredients Sentiments and Practices
Figure 5-11: Attitudes Towards Natural/Organic Pet Products: 2013 (percent of Canadian pet owners)
Table 5-18: Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (percent of Canadian pet owners)
Table 5-19: Food Labeling and Ingredient-Related Psychographic Indicators, by Pet Ownership, 2013 (index of Canadian pet owners)
Technology-Related Sentiments and Practices
Figure 5-12: Internet Browsing and Shopping Behavior (percent of Canadian pet owners)
Table 5-20: Technology-Related Psychographic Indicators, by Pet Ownership: 2013 (percent of Canadian pet owners)
Table 5-21: Technology-Related Psychographic Indicators, by Pet Ownership: 2013 (percent of Canadian pet owners)
Purchasing Patterns
Pet Food Purchasing Patterns
Treat Purchasing Patterns
Cat Litter Purchasing Patterns
Flea/Tick Control and Heartworm Prevention Purchasing Patterns
Figure 5-13: Canadian Pet Food Purchasing Patterns (percent of dog and cat owners)
Table 5-22: Dog Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
Table 5-23: Dog Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
Table 5-24: Cat Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Table 5-25: Cat Food Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Figure 5-14: Treat Purchasing Trends, 2013 (percent of Canadian dog and cat owners)
Table 5-26: Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian dog owners)
Table 5-27: Dog Treat Purchasing Patterns by Demographic Indicator, 2013 (index of Canadian dog owners)
Table 5-28: Cat Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Table 5-29: Cat Treat Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Figure 5-15: Cat Litter Purchasing Trends, 2013 (percent of Canadian cat owners)
Table 5-30: Cat Litter Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Table 5-31: Cat Litter Purchasing Patterns by Demographic Indicator, 2013 (percent of Canadian cat owners)
Figure 5-16: Flea and Tick Control Purchasing Patterns, 2013 (percent of Canadian dog and cat owners)
Figure 5-17: Heartworm Prevention Purchasing Patterns, 2013 (percent of Canadian dog and cat owners)

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