Natural, Organic, and Eco-Friendly Pet Products in the U.S., 5th Edition

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Published Oct 22, 2014 | 260 Pages | Pub ID: LA5192145

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Natural, Organic and Eco-Friendly Pet Products in the U.S., 5th Edition

Consumers are extending their embrace of natural and organic products for themselves to the products they buy for their pets. Just as we do for ourselves, pet owners are migrating to products they perceive to be both safer and, in the case of natural pet food and treats, a source of better nutrition than traditional fare. Packaged Facts has reported how this market has enjoyed exponential growth in recent years. But, as with any hot market, there comes a time for a cooling off period.

What will keep this market moving in the fast track?

In the 5th edition of our groundbreaking report, Natural, Organic and Eco-Friendly Pet Products in the U.S., Packaged Facts examines the trends and factors that will help the natural and organic pet market continue its growth. One such trend is the strategy by manufacturers to launch products in the natural product space that offer additional features such as condition-specific ingredients or low-glycemic formulations.

The leading mass pet industry players are becoming concerned by the incursions of leading pet specialty players, as illustrated by the 2014 lawsuit filed by Nestle Purina against Blue Buffalo. Heightened consumer demand is also causing natural and organic products to appear far more frequently on the shelves of mass merchandisers and supermarkets, including in the form of ambitious new private-label lines such as Whole Foods ‘Whole Paws line and Wegmans’ Simply from Nature.

Even events from as long ago as 2007 continue to resonate and affect the market: pet food recalls from that year remain fresh on consumers’ minds, and marketers are responding by promoting the “Made in the U.S.A.” hallmark on their labels. Indeed, Packaged Facts found, in its pet owner survey, that a majority of dog and cat food purchasers look for American-made pet food products when they shop.

Another key market driver involves environmentally friendly products, with consumers seeking out not just safer products but those made from sustainable or recycled/recyclable materials and manufactured with a smaller carbon footprint.

Building on the analysis presented in the previous editions of this report, this fully updated edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications: pet food and pet care, with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2009 through 2019, competitive strategies of key players, and trends in new product development such as grain-free, low-glycemic, superfood ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage. Featuring exclusive Packaged Facts pet owner survey data, the report homes in on food and nonfood purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and product purchasing.

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        •   U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2010-2014 (in millions of dollars)
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        •   U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Cat Litter, Pet Health, Other, 2010 vs. 2014 (in millions of dollars and percent)

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        •   Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2013 (percent)

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        •   IRI-Tracked Sales of Natural Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (in millions of dollars and pounds)
        •   Natural Product Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
        •   Share of IRI-Tracked Sales of Natural Pet Products by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)

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        •   Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)

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        •   Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)

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        •   Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2014 (percent)

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        •   Purchasing Rates for Pet Products in the Pet Specialty Channel: 2010-2014 (percent of dog or cat owners)
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        •   Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent of pet product purchasers)
        •   Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2014
        •   Pet Food Purchasing by Price Level, 2014 (percent of pet product purchasers)
        •   Level of Agreement with Statement: "If natural/organic pet products were more available where I shop, I would buy them more often," 2012 vs. 2014 (percent of pet product purchasers)
        •   Level of Agreement with Statement: "If natural/organic pet products were more affordable where I shop, I would buy them more often," 2012 vs. 2014 (percent)
        •   Household Penetration Rates for Dogs and Cats, 2010-2014 (U.S. households-percent and number in thousands)
        •   Age of Dogs and Cats, 2014 (percent of pet owners)
        •   Percentage and Number of Overweight or Obese Dogs and Cats, 2011 vs. 2013
        •   Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2014, Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
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        •   Projected U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2014-2019 (in millions of dollars)

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        •   Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2008-2012 (percent)
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        •   U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   Share of U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   Share of U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   U.S. IRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   Share of U.S. IRI-Tracked Retail Share of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   U.S. IRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        •   Share of U.S. IRI-Tracked Retail Share of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
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      •   Marketers and Brands of Natural and Organic Pet Food, 2014
      •   Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2014

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        •   General Market Purchasing Patterns for Organic/Natural Products: Households Overall vs. Dog- or Cat-Owners, 2012 vs. 2014 (percent of U.S. population)

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        •   Purchasing Patterns for Selected Natural or Organic Pet Product Classifications: Dog- or Cat-Owning Households, 2012 vs. 2014 (percent of U.S. households)

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        •   Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Supplies by Type, 2014 (percent of dog product purchasers)
        •   Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies by Type, 2014 (percent of cat product purchasers)

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        •   Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural pet food purchasers)
        •   Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat food purchasers)
        •   Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of dog supplies purchasers)
        •   Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat supplies purchasers)
        •   Where Natural, Organic or Eco-Friendly Cat Litter Is Purchased: Selected Channels, 2012 vs. 2014 (percent cat-owning households)
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        •   Overview of the Organic Pet Food Purchaser, 2014 (percent, number and index of dog- or cat-owning households)

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        •   Demographic Indexes for the Natural Dog Food Brand Purchaser, 2014 (dog-owning households)

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        •   Selected Demographic Indicators for Purchase of Nutro Brand Dog Food, 2014 (percent, number and index of dog-owning households)

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        •   Selected Demographic Indicators for Purchase of Natural Balance Brand Dog Food, 2014 (percent, number and index of dog-owning households)

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        •   Selected Demographic Indicators for Purchase of Nature's Recipe Brand Dog Food, 2014 (percent, number and index of dog-owning households)

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        •   Selected Demographic Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2014 (percent, number and index of dog- or cat-owning households)

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        •   Selected Demographic Indicators for Purchasing of Natural Brand Cat Litter, 2014 (index of cat-owning households)

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