U.S. Pet Market Outlook, 2013-2014

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Published Jun 11, 2013 | 216 Pages | Pub ID: LA4969600

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While the country has not yet completely emerged from its economic funk, the pet industry continues to chug along. Pet product shoppers were not immune to the Recession’s effects, but the most recent Packaged Facts’ proprietary Pet Owners Survey shows that they are becoming less price sensitive than in years past. And this trend is borne out in the sales data. Sales in mass channels such as grocery stores have been relatively flat, but pet owners have continued to migrate to pet specialty channels, which focus more on the high-end market. Another trend continuing to gain steam has been the pet industry’s emphasis on natural products, as seen in M&A activity (e.g., Merrick acquiring Castor & Pollux and Del Monte acquiring Natural Balance) and the embrace by industry heavy hitters from Purina to Hill’s Science Diet to Walmart.

Pet health has proven to be a particularly attractive category. As the pet population has aged, the interest by big players such as Bayer and Perrigo has increased. One deal that received considerable investor attention was Pfizer’s spinoff of its animal health division, which it renamed Zoetis.

The industry has embarked on a number of initiatives to spur growth in pet ownership and some of those are beginning to pay dividends. These include programs such as the Human Animal Bond Research Initiative and the Pets in the Classroom initiative, which is introducing pet ownership to youth to encourage future ownership. Indeed, pet ownership among Gen Y jumped to its highest level in years in 2012.

The humanization of pets continues as a strong trend, with manufacturers and retailers introducing everything from human-style food to pet temporary tattoos. And the media is feeding the frenzy, giving pets their own TV channel and focusing on the outlandish things pet parents will do for them.

Combining Packaged Facts’ extensive monitoring of the pet market with a proprietary Pet Owner Survey hot off the presses—U.S. Pet Market Outlook 2013-2014 is the go-to source for a complete understanding of U.S. pet industry. In its 5th 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 position-taking of previous editions, the report forecasts market size and growth for each category; 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, using data from sources including SymphonyIRI Group, whose InfoScan Review data tracks sales in supermarkets, drugstores, and mass merchandisers other than Walmart; and SPINS, Inc., whose SPINSscan service tracks sales in the natural supermarket channel and in the specialty gourmet supermarket channel. Supplementing Packaged Facts’ exclusive Pet Owner Survey is an extensive analysis of Simmons’ Fall 2012 National Consumer Study, which is based on 25,564 adult respondents surveyed from October 2011 through November 2012, as well as previous-year Simmons surveys. 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.

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        •   U.S. Pet Market Retail Sales by Category: 2012-2014 (in billions of dollars and percent change over previous year)
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        •   Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2013 (percent)
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        •   Channel Loyalty in Pet Product Purchasing: All Channels, 2008-2012 (percent and number)

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        •   Household Penetration Rates for Selected Pet-Owning Classifications, 2008-2012 (percent of and number of U.S. households in millions)
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        •   U.S. Pet Market Retail Sales by Category: 2012-2014 (in billions of dollars and percent change over previous year)
        •   Projected Total U.S. Retail Sales of Pet Products and Services, 2012-2017 (in millions of dollars)
        •   U.S. Pet Market Compound Annual Growth Rates by Category: 2007-2012 vs. 2012-2017 (percent)

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        •   Percentage Share of U.S. Pet Market Retail Sales by Category: 2007, 2012, 2017
        •   Share of U.S. Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2012 (percent)
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        •   IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2012 (in millions of dollars, units and pounds)

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        •   Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)

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        •   Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        •   Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)

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        •   Selected U.S. Economic Measures: 2008-2013 (percent and number in millions)
        •   Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2009-2012 (U.S. pet-owning households)
        •   Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2009-2012 (U.S. pet-owning households)

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        •   Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2013 (percent)

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        •   Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011 vs. 2012 vs. 2013

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        •   Amount Spent on Pet Products in Last 30 Days, March 2013 (percent)
        •   Pet Product Purchasing by Price Level: Food vs. Nonfood, 2013 (percent)

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        •   APPA's Total Number of Dogs and Cats in the United States: By Type, 2000-2012
        •   Changes in the U.S. Population and Pet-Owning Population, 1996-2012 (number and percent)
        •   Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007-2012 (percent of U.S. households)

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        •   Level of Agreement with Statement: "People should adopt pets from shelters and not purchase them from shops/breeders," 2013 (percent)
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        •   Size of Dogs, 2012-2013 (percent of pet owners)

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        •   Age of Dogs and Cats, 2013 (percent of pet owners)

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        •   Percentage and Number of Overweight and Obese Dogs and Cats, 2012

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        •   Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 2001-2011(percent)
        •   $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2006, 2010, 2011 (percent)
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        •   Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2013 (percent)

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        •   Level of Veterinary Expenditures by Human-Animal Bond and Animal Type, 2011 (mean dollars per household)
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        •   Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, September 2011 vs. March 2012
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        •   Level of Agreement with Statement: "I believe that pet supplements are more effective than `functional' pet food designed to treat specific health conditions," 2012 (percent)
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        •   Level of Agreement with Statement: "I do not use pet supplements because I believe my pet gets all the nutrients it needs from the pet food I buy," 2012 (percent)
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        •   PetSmart and Petco Sales of Pet Services, 2001-2012 (separately and cumulative, in millions of dollars)

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        •   Number of PetSmart PetsHotels in Operation, 2005-2012
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        •   Level of Agreement with Statement: "If natural/organic pet products were more available where I shop, I would buy them more often," 2012 vs. 2013 (percent)
        •   Level of Agreement with Statement: "If natural/organic pet products were more affordable where I shop, I would buy them more often," 2012 vs. 2013 (percent)
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        •   Projected U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet Supplements and Nutraceutical Treats: Total, Supplements, Treats, 2012-2017 (in millions of dollars)
        •   Percent Purchasing Dog or Cat Treats, 2005-2012 (number and percent of dog- or cat-owning households)
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      •   Level of Pet Owner Agreement with Statement: "I shop for pet products at a variety of stores to find the best prices, special offers and sales," 2010 vs. 2011 (percent of pet owners)
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      •   Channel Loyalty in Pet Product Purchasing: All Channels, 2008-2012 (percent and number)
      •   Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2008-2012 (percent)
      •   Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, 2008-2012 (number in thousands)
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      •   Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, Fall 2012 (number and percent)

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      •   Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2008-2012 (percent of dog or cat owners)
      •   Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2008-2012 (U.S. dog or cat owners in thousands)

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      •   Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2012 (percent of pet product buyers)

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      •   Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, Fall 2008 vs. Fall 2012 (percent)
      •   IRI-Tracked Private-Label Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2012 vs. 2013 (in millions of dollars)
      •   Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2012 vs. 2013 (percent)
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        •   PetSmart and Petco Sales and Number of Stores: 2001-2012 (cumulative, in units and millions of dollars)
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        •   Top Websites for Purchasing Pet Products Online in Last 12 Months, 2011 (percent of dog/cat owners-9 websites)
        •   PetMed Express Sales, 2009-2013 (in millions of dollars)
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      •   Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007-2012 (percent of U.S. households)
      •   Household Populations for Selected Dog- or Cat-Owning Classifications: 2007-2012 (thousands of U.S. households)

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      •   Change in Pet Market Consumer Base: Households Earning $100,000 or More vs. Households Earning Under $100,000: 2007 vs. 2012 (number of U.S. dog- or cat-owning households)

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      •   Dog or Cat Ownership Rates by Age Bracket: 2007-2012 (percent of U.S. households)

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        •   Multiple Pet Ownership in the United States by Animal Type, 2007 vs. 2012 (percent of pet-owning households)
        •   Ownership of Multiple Pets of a Single Type, 2007 vs. 2011 (percent of U.S. households who own a given type of pet)
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      •   Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (percent of U.S. households)
      •   Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (number of U.S. households in thousands)
      •   Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (U.S. households)
      •   Indexes for Dog or Cat Ownership: By Age Cohort, 2007 vs. 2012 (U.S. households)
      •   Indexes for Dog or Cat Ownership: Younger vs. Older Boomers, 2007 vs. 2012 (U.S. households)
      •   Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)

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      •   Dog/Cat Ownership Rates by Household Composition, 2007-2012 (percent)
      •   Share of Total Dog/Cat Owners by Household Composition, 2007-2012 (percent)

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        •   Dog Ownership Rates by Household Composition, 2007-2012 (percent)
        •   Share of Total Dog Owners by Household Composition, 2007-2012 (percent)
        •   Cat Ownership Rates by Household Composition, 2007-2012 (percent)
        •   Share of Total Cat Owners by Household Composition, 2007-2012 (percent)

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      •   Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2007 vs. 2012 (number and percent of U.S. dog- or cat-owning households)
      •   Dog and Cat Ownership Trends by Race/Ethnicity, 2007-2012 (percent and number of U.S. dog- or cat-owning households)
      •   Dog vs. Cat Ownership Trends by Race/Ethnicity, 2007 vs. 2012 (percent and number of U.S. dog- or cat-owning households)
      •   Demographic Snapshot of the U.S. Population, 2011
      •   Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)

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        •   Selected Health & Medical Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2012 (percent and index)
        •   Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2012 (percent and index)

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      •   Selected Sustainability Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2012 (percent and index)
      •   Selected Sustainability Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2012 (percent and index)

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        •   Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2012 (percent and index)
        •   Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2012 (percent and index)

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