Dog and Cat Toys: U.S. Pet Market Trends and Opportunities

Jul 18, 2017
87 Pages - Pub ID: LA4967451
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Dog and Cat Toys: U.S. Pet Market Trends and Opportunities 
Continued humanization of pets, a growing preference for natural and eco-friendly toys among pet owners, more durable plush toys for dogs, and the propensity of pet owners with multiple cats to buy toys will be the primary drivers behind the growth in sales of dog and cat toys over the next five years.  Growth in dog toys (at three-fourths of the total) will outpace growth in cat toys in this billion-dollar market. For cats toys, nonetheless, the Internet and supermarket channels are showing stronger growth in sales, helping to offset declining sales in the pet specialty channel. 

  
What You’ll Get in This Report 
Dog and Cat Toys: U.S. Pet Market Trends and Opportunities provides an in-depth analysis of dog and cat toy sales through all channels in the U.S. market, focusing on the key categories of toys driving the market and highlighting sales trends. The report covers sales of chew, plush, rubber, fetch, tug, and puzzle toys, as well as cat scratchers and cat stands, discussing the top marketers in each category. All information and analyses in the report is highly accessible, presented in concise text and easy-to-read and practical charts, tables, and graphs. 

Report Methodology 
The information in Dog and Cat Toys: U.S. Pet Market Trends and Opportunities was obtained from primary datasets including consumer survey data from Packaged Facts’ own National Pet Owners Survey and from Simmons’ Profile Reports.  Other primary research includes interviews with pet experts, on-site examination of retail and service provider venues, and Internet canvassing including websites and blogs. Secondary research includes information- and data-gathering from retail sales databases, consumer business and trade publications, company profiles, and Packaged Facts’ own extensive pet product research database and report collection. 

CHAPTER 1: EXECUTIVE SUMMARY
MARKET OVERVIEW
Table 1-1 U.S. Retail Sales of Dog and Cat Toys: 2011 vs. 2016 vs. 2021 (dollars in millions)
CHEWS & PLUSHES THE TOP TOY TYPES
MARKETER OVERVIEW
Private Label Dog Toys Hold Their Own Against Brand Name Toys
PET STORES MOST SUCCESSFUL TOY CHANNEL
CONSUMER TRENDS
Demographic Trends for Dog Toys
Demographic Trends for Cat Toys
MARKET OPPORTUNITIES
Opportunity 1 – Humanization of Pets
Opportunity 2 – Chew & Plush Dog Toys Gaining Ground
Opportunity 3 – Pampering Dogs with New Toys
Opportunity 4 – Natural and Eco-Friendly Toys for both Cats and Dogs
Opportunity 5 – Internet and Supermarket Sales of Cat Toys
Opportunity 6 – Owners with Multiple Cats
CHAPTER 2: DOG & CAT TOY OVERVIEW
CHAPTER HIGHLIGHTS
MARKET OVERVIEW: SLOW BUT STEADY UPWARD CURVE
Table 2-1 U.S. Retail Sales of Dog and Cat Toys: 2011 vs. 2016 vs. 2021 (dollars in millions)
MARKETER OVERVIEW
State of Pet Specialty Marketers
Mass Market Fragmented Among Dozens of Marketers
Table 2-2 Leading Marketers and Brands of Pet Toys by IRI-Tracked Sales, May 2016 (dollars in millions) .. 12
CONSUMER TRENDS
Dog-Only Pet Owners Account for Disproportionate Share of Pet Toy Purchases
Table 2-3 Household Purchasing Rates for Pet Toys by Dog or Cat Ownership Classification, 2016-17 (percent, number of U.S. dog- or cat-owning households, and index)
Table 2-4 Household Purchasing Rates for Pet Toys by Dog or Cat Ownership Classification, 2011-12 through 2016-17 (percent, number of U.S. dog- or cat-owning households, and index)
Opportunity: Humanization of Pets
CHAPTER 3: DOG TOYS
CHAPTER HIGHLIGHTS
THE PRODUCTS
Trends Reflect, Shape, and Cater to Shopper Predilections
Table 3-1 Most Important Characteristics to Choosing Which Dog Toy Item Purchased, 2016 (percent of product purchasers)
Table 3-2 Dog Toy Feature Wish List & Lack of Features
Table 3-3 Dog Toy Innovative & Impressive Features
Table 3-4 “Are any of the following types of dog products that you buy specifically marketed as natural, organic, holistic, or environmentally friendly?” (percent)
Chew Toys Most Popular for Dog Owners
Figure 3-1 Dog Toys Purchased in the Last 12 Months, 2017
Interactive/Training Toys Marry Fun and Function
Illustration 3-1 Hartz DuraPlay Tug of Fun, Tug of Fun Dumbbell
Illustration 3-2 Hyper Pet’s Fire Hose Toys
Illustration 3-3 Ruff Dawg’s Ball and Ball XL
Self-Entertaining Products
Illustration 3-4 Tether Tug’s UBER Tether Tug
Illustration 3-5 iFetch Frenzy Gravity-Driven Ball Launcher
Rethinking Plush Toys
Illustration 3-6 Petmate’s Fat Cat Finimals
Illustration 3-7 Ethical Products’ Nosy Hedgehogs Plush Toys
Illustration 3-8 Allure Pet Products’ HuggleHound Cow Knottie Plush Toy
Illustration 3-9 Cycle Dog’s Fuzzies Plush Toys
More Plush Toys Opting to Go Stuff-less
Illustration 3-10 Ethical Products’ Skinneeez Squeak Off Toys
Natural and Eco-Friendly Toys
Illustration 3-11 Simply Fido’s Stuffless Dog Toys
Tech Toys: While the Owner’s Away (or at Home), the Pets Will Play
Illustration 3-12 GoBone Toy and App
Illustration 3-13 PetSafe’s Automatic Ball Launcher
THE MARKET
Table 3-5 U.S. Retail Sales of Dog Toys:2011 vs. 2016 vs. 2021 (dollars in millions)
Private Label Dog Toys Hold Their Own Against Brand Name Toys
Opportunity: Chew & Plush Toys Gaining Ground
Toys for Puppies & Puppy-Sized Dogs
Pet Stores Are Top for Toy Purchasing
Figure 3-2 Channel Breakdown of Dog Toy Sales in the U.S., 2016 (percent)
THE MARKETERS
Pet Specialty Leaders
Top Marketers in Mass Markets
Figure 3-3 Purchasing Rates for Pet Toys by Dog- Owning Classification, 2016-17 (percent)
Opportunity: Pampering Dogs with New Toys
Figure 3-4 Dog Owner Opinions on Dog Toys, 2017
Demographic Trends for Dog Toys
Table 3-6 Purchasing Patterns for Dog Toys by Generational Cohort and Number of Pets Owned, 2016-17 (percentages and index)
Table 3-7 Purchasing Patterns for Dog Toys by Race/Ethnicity and Number of Pets Owned, 2016-17 (percentages and index)
Table 3-8 Purchasing Patterns for Dog Toys by Geographic Region and Number of Pets Owned, 2016-17 (percentages and index)
Table 3-9 Purchasing Patterns for Dog Toys by Household Income Bracket and Number of Pets Owned, 2016-17 (percentages and index)
Table 3-10 Purchasing Patterns for Dog Toys by Number of Persons in Household and Number of Pets Owned, 2016-17 (percentages and index)
Table 3-11 Purchasing Patterns for Dog Toys by Number of Children in Household and Number of Pets Owned, 2016-17 (percentages and index)
CHAPTER 4: CAT TOYS
CHAPTER HIGHLIGHTS
THE PRODUCTS
Table 4-1 Most Important Characteristics to Choosing Which Cat Toy Item Purchased, 2016 (percent of product purchasers)
Table 4-2 Cat Toy Feature Wish List & Lack of Features
Table 4-3 Cat Toy Innovative & Impressive Features
New Cat Toys Catering to Owner Trends
Illustration 4-1 Petstages’ Kitty’s Choice Interactive Ball Caddy Toy
Illustration 4-2
OurPets Snag-ables Door or Floor Cat Scratcher--Mouse
Plush Toys Most Popular for Cat Owners
Figure 4-1 Cat Toys Purchased in the Last 12 Months, 2017
Pet Toys Adopting Human Forms
Illustration 4-3 Suck UK’s Cat Scratch Laptop
Self-Entertaining Products
Illustration 4-4 Innovation Pet’s Kitty Connection Lattice Ball Launcher
Plush Toys Not Just for Dogs
Illustration 4-5 R2P Pet’s Wild Instincts Plush Cat Toy
Opportunity: Natural and Eco-Friendly Toys
Table 4-4 “Are any of the following types of cat products that you buy specifically marketed as natural, organic, holistic, or environmentally friendly?” (percent)
Illustration 4-6 Honest Pet Products’ Eco Catty Pillar Cat Toy
Illustration 4-7 Worldwise’s Petlinks Seagrass Scratcher and Chase Toy
Playing With Your Cat? There’s an App for that
Illustration 4-8 Screenshot of Friskies CatFishing 2 Page on Google App Store
Cat Furniture and Scratchers
Illustration 4-9 Rolf C. Hagen’s Vesper V-Line of Cat Furniture
Illustration 4-10 Sauder’s Pet Traditional Cat Tower
Illustration 4-11 Midwest Homes for Pets’ Feline Nuvo Nest
Illustration 4-12 Papercut Lab’s Katris Lynks Modular Cat Scratcher System
THE MARKET
Table 4-5 U.S. Retail Sales of Cat Toys: 2011 vs. 2016 vs. 2021 (dollars in millions)
Opportunity: Internet and Supermarket Sales of Cat Toys
Figure 4-2 Channel Breakdown of Cat Toy Sales in the U.S., 2016 (percent)
THE MARKETERS
Top Marketers in Mass Market Channels
Fragmented Pet Specialty Channel Sales Leaves Space for New Entrants
THE CONSUMERS
Figure 4-3 Purchasing Rates for Pet Toys by Cat-Owning Classification, 2016-17 (percent)
Cat Owners Content to Give Their Cats Boxes rather than Toys
Figure 4-4 Cat Owner Opinions on Cat Toys, 2017
Opportunity: Owners with Multiple Cats
Table 4-6 Purchasing Patterns for Cat Toys by Generational Cohort and Number of Pets Owned, 2016-17 (percentages and index)
Table 4-8 Purchasing Patterns for Cat Toys by Race/Ethnicity and Number of Pets Owned, 2016-17 (percentages and index)
Table 4-8 Purchasing Patterns for Cat Toys by Geographic Region and Number of Pets Owned, 2016-17 (percentages and index)
Table 4-9 Purchasing Patterns for Cat Toys by Household Income Bracket and Number of Pets Owned, 2016-17 (percentages and index)
Table 4-10 Purchasing Patterns for Cat Toys by Number of Persons in Household and Number of Pets Owned, 2016-17 (percentages and index)
Table 4-11 Purchasing Patterns for Cat Toys by Number of Children in Household and Number of Pets Owned, 2016-17 (percentages and index)

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