Natural, Organic and Eco-Friendly Pet Products in the U.S., 2nd Edition

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Published Oct 1, 2007 | 250 Pages | Pub ID: LA1391923

Until the early 2000s, natural pet products were mainly the purview of smaller marketers, some of which had been around for decades, but few of which had annual sales of more than a few million dollars. Since then and continuing through 2007, top pet market players have been steadily increasing their presence in the natural segment, including Nestlé Purina, Mars, Del Monte, Hill’s and Iams on the pet food side, and Central Garden & Pet, Spectrum Brands, Hartz Mountain and Sergeant’s on the non-foods side. At the same time, dozens of upstarts continue to flood the field, providing a steady stream of new upscale fare to pet specialty retailers and non-traditional retailers of many stripes.

Giving the natural pet products market a huge shot in the arm are the heightened product safety concerns of U.S. consumers stemming from the massive pet food recall of spring 2007, the growing clout of premium pet demographics, the trends toward pet humanization and “functional pampering,” and the aging pet population. As a result, IRI-tracked sales of pet food surged over 500% during the 52 weeks ending July 15, 2007, with natural cat litter posting a 15% compound annual growth rate from 2002 to 2007. This mainstreaming activity has kept the pressure on smaller marketers and retailers to scale their product offerings up even further, the next logical step after natural being organic, and the step above that being not just organic but organic coupled with related claims such as human-grade, locally grown and 100% U.S. sourced ingredient, with related “ethical” claims such as sustainable, support of local growers, fair trade and no cruelty also cropping up with growing frequency.

Packaged Facts’ Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products and services. No other market research publisher offers the breadth and depth of coverage in this lucrative, fast-growing industry. Other titles include Pet Food in the U.S.: Riding the Premium Wave, Pet Insurance in North America, Pet Care Services in the U.S., Pet Supplements and Nutraceuticals, Alternative Pet Foods and Food Safety, Premium Pet Demographics, and Brand Building in the Pet Market.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at the 2007 Global Pet Expo and Petfood Forum trade events; interviews with pet product marketers, service providers and expert members of the trade; and an on-site examination of retail venues. Our analysis of consumer trends and demographics primarily derives from exclusive customized cross-tabulations of consumer data collected by Simmons Market Research Bureau in its Fall 2006 full-year adult consumer survey, which is based on 24,467 respondents age 18 or over. Data on new product introductions are provided by Datamonitor’s Productscan Online service and Packaged Facts. Secondary research includes extensive Internet canvassing; research- and data-gathering from relevant consumer business and trade publications including PET AGE, Pet Product News International, Pet Business and Petfood Industry; the American Pet Products Manufacturers Association (APPMA) 2007-2008 National Pet Owners Survey; and other pet market reports by Packaged Facts, which has been tracking pet-related markets for over 25 years.

How You Will Benefit from this Report
For companies participating in the U.S. market for pet products and services, few segments of the industry are “hotter” than natural, organic and eco-friendly products. Now in its second edition, this report explores key competitive trends in two classifications—pet food and pet care—with the latter defined as encompassing all non-food pet supplies including cat litter, grooming products, pet supplements, and clean-up products. For each classification, in-depth market coverage includes historical and projected market size estimates from 2003 through 2012, competitive strategies and profiles of key players, advertising spending and new product trends, and consumer profiles of the nearly half of dog- or cat-owning households in the United States who seek out natural or eco-friendly products on a regular basis.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for natural, organic and eco-friendly products.
  • Advertising agencies to develop messages and images that compel consumers to purchase natural, organic and eco-friendly products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Scope and Methodology
    • Scope of Report: Pet Food and Pet Care
    • Report Methodology
    • Market Overview
      • “Ethical” and Environmental Issues
      • Market to Top $2.5 Billion by 2012
      • Table 1-1: U.S. Retail Sales of Natural Pet Products, 2003-2012 (in millions of dollars)
      • Food Is Larger and Faster Growth Classification
      • Strong Consumer Interest in Natural and Organic Products
      • Premium Pet Households on the Ups
      • Pet Humanization and Pampering
      • The Aging Pet Population
      • Internet Trends Good News for Natural Products
      • Going Green
      • Major Marketers Board the Natural Wagon
      • “Natural” Leads New Product Surge
      • Retailing Trends
      • Consumer Trends: 25 Million Natural Pet Households
      • Figure 1-1: Top Pet Owner Populations for Seeking Out Natural and Eco-Friendly Products, 2006 (U.S. dog-or cat-owning households in millions)

    • Pet Food
      • Retail Sales of Natural Pet Food Top $1 Billion in 2007
      • IRI-Tracked Sales Take Off
      • Table 1-2: IRI-Tracked Sales of Natural Pet Food, 2003-2007 (in millions of dollars)
      • Pet Food Recall Drives Consumers to Natural, Organic Foods
      • Emerging Standards for Organic Pet Food
      • Competitive Overview
      • New Product Trends
      • Figure 1-2: Number of New Natural and Organic Dog and Cat Food Products, 2000-2006

    • Per Care Products
      • Retail Sales of Natural Pet Care Products Post Double-Digit Annual Gains
      • Table 1-3: U.S. Retail Sales and Share of Natural Pet Care Products by Category, 2003 vs. 2007 (in millions of dollars)
      • Market Outlook
      • Competitive Trends
      • Natural Cat Litter Marketers
      • Multi-Category Natural Pet Care Marketers
      • Eco-Friendly and Other Ethical Appeals

Chapter 2: Market Overview

  • Introduction
    • Two Product Classifications: Pet Food and Pet Care
    • “Ethical” and Environmental Issues
    • Sustainable Agriculture and Development
    • Humane Treatment of Animals
    • No Animal Testing/Cruelty-Free
    • No Genetic Modification or Cloned Animals
    • Fair Trade
    • Locally Grown and “Food Miles”
    • Eco-Friendly (“Green”)

  • Market Outlook
    • Market to Top $2.5 Billion by 2012
    • Table 2-1: U.S. Retail Sales of Natural Pet Products, 2003-2012 (in millions of dollars)
    • Food Is Larger and Faster Growth Classification
    • Figure 2-1: U.S. Retail Sales of Natural Pet Products by Classification: Food vs. Pet Care, 2003-2012 (in millions of dollars)
    • Natural, Organic Products Perceived as Healthier, Safer
    • Strong Consumer Interest in Natural and Organic Products
    • The Holistic Vet Connection
    • Premium Pet Households on the Ups
    • Figure 2-2: Share of Total U.S Pet Market Expenditures by Under-$70K vs. $70K+ Income Brackets: 1995, 2000 and 2005 (percent)
    • Figure 2-3: $70K+ Income Household Share of U.S Pet Market Expenditures by Segment: 1995 vs. 2005 (percent)
    • Pet Humanization and Pampering
    • The Aging Pet Population
    • Internet Trends Good News for Natural Products
    • Figure 2-4: Percent of U.S. Adults Who Are “Doing More Internet Shopping Than Before”: Dog and Cat Owners vs. All U.S. Adults, 2006 (percent)
    • Table 2-2: Use/Influence of Internet: Dog- and Cat-Owning Adults vs. All U.S. Adults, 2006 (percent)
    • Table 2-3: Pet Food and Supply Purchasing Indices by Retail Channel: By Household Size, 2006 (U.S. pet-owning households)
    • Marketers, Retailers, Suppliers Doing Their Part
    • Going Green

  • Marketing Trends
    • Major Marketers Board the Natural Wagon
    • Crossing Category Lines
    • “Natural” Leads New Product Surge
    • Figure 2-5: Number of New Natural and Organic Pet Products, 2000-2006
    • Fresh Is No. 1 “Natural-Related” Tag
    • Table 2-4: Number of New Pet Products by “Natural-Related” Package Tags, 2000-2007
    • Upscale Product Surge Coincides
    • Figure 2-6: Percentage of New Pet Products Tagged “Upscale”: Food and Non-Food, 2002 vs. 2006
    • Direct Marketing via the Internet

  • Retailing Trends
    • Expansion into Mass-Market Outlets
    • The Independent Pet Specialty Store Push
    • Three Dog Bakery Gets Capital Boost
    • Natural Retailers Also Coming on Strong
    • Whole Foods Plus Wild Oats
    • Pet Product Specialists Tap in via Tailor-Made Lines
    • The E-tailing Contingent
    • Table 2-5: Third-Party E-tailers of Natural Pet Products, 2007

  • Consumer Trends
    • The Simmons Survey System
    • 25 Million Natural Pet Households
    • Affluent, Metro Area Skews to Natural Product Consumers
    • Figure 2-7: Top Pet Owner Populations for Seeking Out Natural and Eco-Friendly Products, 2006 (U.S. dog-or cat-owning households in millions)
    • Income, Education Are Top Indicators for Natural Pet Products
    • Figure 2-8: Top Indicators for Purchasing Natural and Eco-Friendly Pet Products: Nutro Dog Food, Natural Balance Dog Food, or Purina Yesterday’s News Cat Litter, 2006 (U.S. dog- or cat-owning households)
    • Cats Owners Are Slightly More Eco-Friendly
    • Figure 2-9: Population of Pet Owners Who Seek Out Natural and Eco-Friendly Products: By Number of Dogs or Cats Owned, 2006 (U.S. dog- or cat-owning households in millions)
    • 59% of Pet Specialty Channel Shoppers Are Eco-Friendly
    • Figure 2-10: Propensity to Seek Out Natural and Eco-Friendly Products: By Pet Product Outlets Shopped, 2006 (percent of U.S. dog- or cat-owning households)
    • 9.1 Million Premium Pet Households Seek Natural Products
    • 4.3 Million Pet Households Shop at Whole Foods or Trader Joe’s
    • Eco-Friendly Dog Owners Are 30% More Likely to Use Senior-Formula Dry Dog Foods
    • Eco-Friendly Cat Owners Are 50% More Likely to Use Senior-Formula Canned Cat Foods
    • Niche Formats and Brands Have Pull Among Eco-Friendly Purchasers of Pet Supplies
    • Table 2-6: Pet Owner Demographics for Seeking Out Natural and Eco-Friendly Products, 2006 (U.S. dog- or cat-owning households)
    • Table 2-7: Indicators for Purchasing Natural and Eco-Friendly Pet Products: Nutro Dog Food, Natural Balance Dog Food, or Purina Yesterday’s News Cat Litter, 2006 (U.S. dog- or cat-owning households)
    • Table 2-8: Pet Owner Patterns for Seeking Out Natural and Eco-Friendly Products: By Number of Dogs or Cats Owned, 2006 (U.S. dog- or cat-owning households)
    • Table 2-9: Patterns Among Pet Specialty Outlet Shoppers for Seeking Out Natural and Eco-Friendly Products: By Number of Dogs or Cats Owned, 2006 (U.S. pet specialty product households)
    • Table 2-10: Patterns Among Specialty and Mass Outlet Pet Shoppers for Seeking Out Natural and Eco-Friendly Products: By Number of Dogs or Cats Owned, 2006 (U.S. pet specialty and mass pet product households)
    • Table 2-11: Patterns Among Mass Outlet Pet Shoppers for Seeking Out Natural and Eco-Friendly Products: By Number of Dogs or Cats Owned, 2006 (U.S. mass-market pet product households)
    • Table 2-12: Premium Pet Demographics for Seeking Out Natural and Eco-Friendly Products, 2006 (U.S. premium pet households)
    • Table 2-13: Demographics for Pet Owners Who Shop at Whole Foods or Trader Joe’s, 2006 (U.S. dog- or cat-owning households)
    • Table 2-14: Percent of Households Purchasing Dog Food/Treats by Type and Brand: Dog Owners Overall vs. Natural/Eco-Friendly Dog Owners, 2006 (U.S. dog-owning households)
    • Table 2-15: Percent of Households Purchasing Cat Food/Treats by Type and Brand: Cat Owners Overall vs. Natural/Eco-Friendly Cat Owners, 2006 (U.S. cat-owning households)
    • Table 2-16: Percent of Households Purchasing Cat Litter by Type and Brand and Pet Food Supplements: Pet Owners Overall vs. Natural/Eco-Friendly Pet Owners, 2006 (U.S. dog- or cat-owning households)

Chapter 3: Pet Food

  • Introduction
    • Market Definition
    • Defining Natural
    • What “Natural” Isn’t
    • Defining Organic
    • Pet Food Task Force Formed to Clarify Standards
    • Organic Standards as of September 2007
    • Third Party Accreditation
    • Sustainability and Other Ethical Issues
    • Natural vs. Organic
    • Related Terms
    • “Healthy” vs. “Unhealthy” Ingredients

  • Market Size and Growth
    • Retail Sales of Natural Pet Food Top $1 Billion in 2007
    • Table 3-1: U.S. Retail Sales of Natural Pet Food, 2003-2007 (in millions of dollars)
    • IRI-Tracked Sales Take Off
    • Table 3-2: IRI-Tracked Sales of Natural Pet Food, 2003-2007 (in millions of dollars)
    • IRI-Tracked Sales of Dog Food vs. Cat Food
    • Table 3-3: IRI-Tracked Sales of Natural Pet Food: Dog Foods vs. Cat Food, 2005-2007 (in millions of dollars)
    • Organic Pet Food Also Coming on Strong
    • Table 3-4: U.S. Retail Sales of Organic Pet Food, 2003-2007 (in millions of dollars)

  • Market Outlook
    • Pet Food Recall Drives Consumers to Natural, Organic Foods
    • Figure 3-1: Effect of Pet Food Recall on Pet Food Sales in Pet Specialty Stores, May 2007 (percent)
    • Emerging Standards for Organic Pet Food
    • A Rapid Influx of Marketers and Brands
    • Other Positive Factors
    • Potential Market Drawbacks
    • Consumers Unclear About Natural and Organic Definitions
    • Other Potential Limiters for Organics
    • Looking Ahead
    • Table 3-5: Projected U.S. Retail Sales of Natural Pet Food, 2007-2012 (in millions of dollars)
    • Table 3-6: Projected U.S. Retail Sales of Organic Pet Food, 2007-2012 (in millions of dollars)

  • Competitive Trends
    • Marketer Overview
    • Positioning on Safety
    • Positioning on Ethical
    • Pet Specialty Marketer and Brand Rankings
    • Company Profile: Castor & Pollux
    • Company Snapshot: Del Monte (Nature’s Recipe)
    • Company Profile: Evanger’s
    • Company Snapshot: Hill’s Pet Nutrition (Science Diet Nature’s Best)
    • Company Snapshot: Natura Pet Products
    • Company Profile: Natural Balance
    • Company Snapshot: Newman’s Own
    • Company Snapshot: Old Mother Hubbard
    • Mass-Market Marketer and Brand Rankings
    • Nestlé Purina and Mars Weigh in
    • Natural Treats Marketers Doing Well
    • Marketing Snapshot: Nestlé Purina
    • Marketing Snapshot: Mars/Nutro
    • Marketing Snapshot: Iams/Procter & Gamble
    • Table 3-7: IRI-Tracked Sales of Natural Dog Food: By Marketer and Brand, 2002-2006 (in millions of dollars)
    • Table 3-8: Quarterly IRI-Tracked Sales of Natural Dog Food by Marketer and Brand: 52 Weeks Ending July 1, 2007 (in millions of dollars)
    • Table 3-9: IRI-Tracked Sales and Market Shares of Natural Dog Food by Marketer and Brand: 52 Weeks Ending July 16, 2006 vs. July 15, 2007 (in millions of dollars)
    • Table 3-10: IRI-Tracked Sales of Natural Cat Food: By Marketer and Brand, 2002-2006 (in millions of dollars)
    • Table 3-11: Quarterly IRI-Tracked Sales of Natural Cat Food by Marketer and Brand: 52 Weeks Ending July 1, 2007 (in millions of dollars)
    • Table 3-12: IRI-Tracked Sales and Market Shares of Natural Cat Food by Marketer and Brand: 52 Weeks Ending July 16, 2006 vs. July 15, 2007 (in millions of dollars)

  • Marketing Trends
    • New Product Trends
    • Figure 3-2: Number of New Natural and Organic Dog and Cat Food Products, 2000-2006
    • Table 3-13: Number of New Dog and Cat Food Products by Natural, Organic or “Natural-Related” Package Tags, 2000-2007
    • Human-Grade Ingredients
    • 100% US-Sourced Ingredients
    • Locally Sourced Ingredients
    • Natural Plus Gourmet
    • Human-Style Snack and Holiday Appeals
    • Condition-Specific Claims Based on Natural Ingredients
    • The Raw/Frozen Niche
    • Refrigerated Pet Food and New Forms of Fresh
    • Advertising and Promotion Trends
    • Table 3-14: Marketers and Brands of Natural Pet Food, 2007

Chapter 4: Pet Care Products

  • Introduction
    • Scope of Coverage
    • Natural and Alternative Litter
    • Natural Pet Health Products
    • Natural Pet Grooming Products
    • Natural Pest-Control Products
    • Natural Pet Supplements
    • Other Natural Pet Care Products

  • Market Trends
    • Retail Sales of Natural Pet Care Products Post Double-Digit Annual Gains
    • Table 4-1: U.S. Retail Sales of Natural Pet Care Products, 2003-2007 (in millions of dollars)
    • Market Composition
    • Table 4-2: U.S. Retail Sales and Share of Natural Pet Care Products by Category, 2003 vs. 2007 (in millions of dollars)
    • Natural Cat Litter Sales Reach $170 Million in 2007
    • Table 4-3: U.S. Retail Sales of Natural Cat Litter, 2003-2007 (in millions of dollars)
    • Table 4-4: IRI-Tracked Sales of Natural Cat Litter vs. Total Cat Litter, 2003-2007 (in millions of dollars)
    • Market Outlook
    • The Safety Factor
    • Cat Litter Prospects
    • Pet Health Line Extensions
    • Company Entries and Exits
    • Retail Sales to Top $450 Million in 2012
    • Table 4-5: Projected U.S. Retail Sales of Natural Pet Care Products, 2007-2012 (in millions of dollars)

  • Competitive Trends
    • Marketer Classifications
    • Eco-Friendly and Other Ethical Appeals
    • Natural Cat Litter Marketers
    • Feline Pine Leads in Mass-Market Outlets
    • Table 4-6: Share of IRI-Tracked Sales of Natural Cat Litter by Marketer and Brand, 2002-2007 (in millions of dollars)
    • Table 4-7: IRI-Tracked Sales of Natural Cat Litter by Marketer and Brand, 2002-2007 (in millions of dollars)
    • Company Profile: Pet Care Systems (Swheat Scoop)
    • Multi-Category Natural Pet Care Marketers
    • NCH Corp. Extends Simple Solution Line into Natural
    • Company Profile: Worldwise, Inc.
    • Table 4-8: IRI-Tracked Sales of Worldwise Natural Pet Care Products, 2002-2007 (in millions of dollars)
    • Category Specialists
    • Mainstream Pet Product Marketers Crossing Over
    • Marketing Snapshot: Hartz Mountain
    • Marketing Snapshot: 8 in 1/Spectrum Brands
    • Marketing Snapshot: Sergeant’s Pet Care
    • Human Product Marketers Also Crossing Over
    • Channel Exclusivity
    • The Veterinary Connection

  • Marketing Trends
    • New Product Trends
    • Figure 4-1: Number of New Natural and Organic Pet Care Products, 2000-2006
    • Table 4-9: Number of New Pet Care Products by Natural, Organic or “Natural-Related” Package Tags, 2000-2007
    • Trends in Natural Cat Litter
    • Product Positioning
    • Eco-Friendliness
    • Clay- and Silica-Free = Safer
    • Small Animal Litter a Growth Area
    • Going Scoopable
    • Citrus Scents
    • Eco-Friendly Litter Boxes and Accessories
    • Trends in Other Natural Pet Care Products
    • Spa/Gift/Travel Appeals
    • Waterless Baths
    • Botanical Pest Controls
    • Supplements and Functional Claims
    • “Cosmetics” Appeals
    • Going Organic
    • Consumer Advertising and Promotion
    • Trade Advertising and Promotion
    • Table 4-10: Selected Marketers and Brands of Natural Pet Care Products, 2007

Appendix: Examples of Advertising