U.S. Pet Market Outlook, 2018-2019
The U.S. pet industry has long been rife with opportunity and dynamism, but the market is now reconfiguring at such a dizzying pace it’s hard to keep up, much less lead the pack. With its focus keenly on “what’s next”—and bringing to bear decades of pet market perspective and analysis—U.S. Pet Market Outlook is packed with quantitative and qualitative projections crafted to help pet product makers, marketers, retailers, service providers, and investors do just that.
With ecommerce transforming market dynamics--and not simply in terms of product sales—strategic realignments and product/service innovations are at an all-time high:
- Following up on its 2015 acquisition of Big Heart Pet Brands, J.M. Smucker has purchased Ainsworth, which includes the best-selling Rachael Ray Nutrish, mass-market specialty brand.
- General Mills is taking drastic steps to reverse sales declines attributable largely to the shrinking center store and consumers’ increased focus on healthier foods. Overnight, via its February 2018 acquisition of Blue Buffalo, General Mills joined the food powerhouses to watch in the pet food market.
- Marketers are re-evaluating channel loyalties in terms of brand exclusivity, pole-vaulting across the pet specialty/mass divide (Nature’s Recipe and Blue go mass), and introducing pet-specialty-type products created specifically for mass (Mars launches Crave).
- Amazon has launched Wag private-label dog food, and continues to make everyone else nervous, reaffirming its commitment to pet by implementing robotics innovations in its warehouses to facilitate the handling of pet food and litter, letting shoppers create their own Pet Profile pages, aiming to become a pet information resource, and possibly launching its own UPS-like shipping service.
- The FDA has suggested a link between canine dilated cardiomyopathy (CDM) and grain-free pet food.
- Walmart’s Jet.com has teamed up with Ollie to offer home-delivered, fresh, human-grade pet food, following in the footsteps of the December 2016 launch of Blue Apron-like PetPlate.
- Durable products increasingly differentiate through service functions such as automatic feeding and litter scooping, the ability to reorder supplies automatically via the Internet, and allowing pet owners communicate with their pets—and vice versa.
- Tracking devices and monitors are letting pet owners track via smartphone not just the location of their pet but also its vitals, and to interact directly with veterinarians and other petcare service providers.
- Pet specialty big boxes, grocers, and mass merchandisers are implementing new forms of order fulfillment including “click-and-collect” (online ordering coupled with in-store pickup) and same-day “last-mile” home delivery, even if it means acquiring their own shipping company (Target buys Shipt).
- Uber-like, smartphone-app-based services are taking by storm pet sitting/dog walking and pet boarding (Rover, Wag!).
- Petco has introduced a new service-focused retail concept under its PetCoach brand, and begun constructing JustFoodForDogs fresh pet food kitchens and pantries in its stores, along with acquiring PupBox and Petisurance.quotes.com and helping fund Rover; pet food manufacturers similarly are teaming up with or acquiring service providers to better meet pet owners’ needs 360 (Mars buys Whistle and VCA).
- PetSmart’s Chewy.com has advanced into pet medications.
- PetIQ has begun opening veterinary clinics in Walmart stores.
- Mars has moved further into veterinary services and canine DNA testing.
Combining Packaged Facts’ extensive monitoring of the pet market with three proprietary pet owner surveys conducted in 2018, U.S. Pet Market Outlook is the go-to source for a complete understanding of the U.S. pet industry. 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.).
U.S. Pet Market Outlook forecasts market size and growth for each category (2018-2022); examines new product activity; surveys retail channel trends including cross-channel shopping vs. shopper loyalty; and analyzes trends and shifts in the needs of today’s pet parents. The report tabulates pet product sales channel by channel and projects channel shares through 2022. Supplementing Packaged Facts’ exclusive Pet Owner Survey is an extensive analysis of Simmons’ National Consumer Study, which is based on approximately 25,000 adult respondents surveyed annually. The report contains dozens of numerical tables and charts, as well as numerous photographs of new products, advertising, screen shots, and other images across key channels.
The information contained in U.S. Pet Market Outlook was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. adult pet owners (age 18+) conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes with regard to pet products and services. Primary research also includes interviews with pet market experts; participation in and attendance at pet industry events; and extensive Internet canvassing. Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers.
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