Pet Product Retailing in the U.S.: Channel Competition and Consumer Shopping Trends, 2nd Edition

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Published Feb 20, 2015 | 257 Pages | Pub ID: LA5316502

Pet Product Retailing in the U.S.: Channel Competition and Consumer Shopping Trends, 2nd Edition

In August 2015 Petco announced that it would launch an IPO - less than a year after competitor PetSmart made headlines announcing that the pet specialty giant agreed to be sold to a group led by investment firm BC Partners for $8.7 billion. As the two largest pet specialty retailers, Petco and PetSmart had sales in 2014 exceeding $11 billion, according to Packaged Facts. The total includes PetSmart’s sales in Canada. Services accounted for close to 10% of the total. Combined, the two retailers account for more than 20% of all pet product sales in the U.S.

Pet Product Retailing in the U.S.: Channel Competition and Consumer Shopping Trends, 2nd Edition provides retailers and marketers with valuable insight into pet product retail channel trends and consumer shopping patterns across all of the major pet product shopping venues in the U.S., including supermarkets, discount stores, wholesale clubs, drugstores, convenience stores, pet superstores, other pet chains and independents, Internet, veterinarians, natural supermarkets, dollar stores, agricultural/feed-seed/farm stores, home improvement/garden centers, and closeout stores.

In the pet retail arena, pet specialty continues to battle it out with mass market retailers, with pet superstores succeeding in growing their customer base over the past five years, but supermarkets and mass merchandisers still in the lead in terms of market penetration. Premiumization is still in full force, but after the first major wave of upscaling in the first decade of the 2000s, many pet owners have already traded up and, with the onset of economic instability, scaled back some as well. Packaged Facts’ pet owner surveys reveal that between 2010 and 2014, the percentage of consumers who agreed that they were spending less on pet products because of the economy grew from 27% to a high of 35% in 2013, dropping back to 30% in 2014. More alarming for pet product marketers, the percentage of pet owners who disagreed to spending less plummeted from 55% in 2010 to 38% in 2014. Despite consumer hesitance, the pet market’s above-average prospects have continued to attract new players, expanding the range of retailers vying for a slice of the pie.

Scope and Methodology

Relying heavily on Packaged Facts’ proprietary quarterly consumer surveys, the report provides an in-depth analysis of consumer shopping behavior and attitudes across channels, and puts in context industry-wide developments that impact where pet owners shop. The report also presents trended national consumer survey results from Experian Marketing Services’ Simmons surveys. Coverage includes breakouts of pet product sales by retail channel; trended rates of channel usage and loyalty; cross-channel trends including impact of recession and ongoing economic sluggishness; role of channel exclusivity or expansion among major marketers and brands; private-label impact; and the role of premium products in the New Normal economy. Key channels and chains covered include:
  • Core mass channels including supermarkets, discount stores/mass merchandisers, wholesale clubs, drugstores, and convenience stores
  • Natural supermarkets including Whole Foods and Trader Joe’s
  • Pet specialty independents and chains including PetSmart and Petco
  • Veterinarians
  • Internet
  • Dollar Stores
  • Other alternative channels
For each major channel, the report provides trended household purchasing and channel-loyalty rates, as well as demographic and psychographic shopper profiles. Extensive on-site research is documented in text and illustrated with photographs of in-store departments, brand selection, and promotions.

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      •   U.S. Retail Channel Sales of Pet Products by Category: Food vs. Nonfood, 2013-2014 (in billions of dollars and percent change over previous year)
      •   Share of U.S. Retail Channel Sales of Pet Products Market by Channel Classification, 2014 (percent)

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      •   Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent)
      •   Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2014 (percent)

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      •   Retail Channel Purchasing Patterns for Pet Products: By Change in Financial Situation of Pet Owners Compared with 12 Months Ago, Summer 2014 (percent)
      •   Retail Channel Purchasing Indexes for Pet Products: By Change in Financial Situation of Pet Owners Compared with 12 Months Ago, Summer 2014 (index)

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        •   Usage Rates for Pet Food Coupons: By Change in Financial Situation of Dog or Cat Owners Compared with 12 Months Ago, Summer 2014 (percent)
        •   Usage Rates for Pet Food Coupons: By Household Income Bracket of Pet Owners, Summer 2014 (percent)
        •   Demographics for Pet Owners Who Use Pet Food Coupons, 2014 (number, percent, and index)
        •   Pet Food Purchasing by Price Level, 2014 (percent)

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

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        •   Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2011 vs. 2014 (percent)

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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. 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)

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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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      •   Purchasing Indexes for Selected Pet Products and Brands by Leading Retail Channel Shopped by Pet Owners, 2014 (overall percent and index by channel)
      •   Purchasing Overview for Selected Pet Accessories by Leading Retail Channel Shopped by Pet Owners, 2014 (percent)
      •   Purchasing Overview for Selected Pet Accessories by Leading Retail Channel Shopped by Pet Owners, 2014 (index)
      •   Purchasing Indexes for Selected Dog Products and Brands by Leading Retail Channel Shopped by Dog Owners, 2014 (overall percent and index by channel)
      •   Purchasing Indexes for Selected Cat Products and Brands by Leading Retail Channel Shopped by Cat Owners, 2014 (overall percent and index by channel)

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      •   Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Pet Owners, 2014 (number and percent)
      •   Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2010-2014 (percent of pet owners)
      •   Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2010-2014 (U.S. pet owners in thousands)

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      •   Channel Choices for Pet Product Shopping in Last 3 Months: Pet Food, Pet Medications, Other Pet Supplies, 2014 (percent)
      •   Amount Spent on Pet Products in Last 30 Days, 2014 (percent)

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      •   Median Household Income and Average Household Income by Retail Purchasing Classification for Pet Products: Pet Owners, 2014 (in thousands of dollars)
      •   Median Household Income and Average Household Income of Pet Owners by Retail Purchasing Patterns for Pet Products, 2014 (in thousands of dollars)

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        •   Median Household Income by Selected Retail Channels for Pet Product Purchasing: Pet Owners, 2010-2014 (in thousands of dollars)

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        •   Retail Channel Purchasing Patterns for Pet Products: By Household Income Bracket of Pet Owners, 2014 (percent)
        •   Retail Channel Purchasing Indexes for Pet Products: By Household Income Bracket of Dog or Cat Owners, 2014

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      •   Median Age by Retail Purchasing Classification for Pet Products: Pet Owners, 2014
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      •   Selected Shopping- and Buying-Related Psychographics, Any Agree: Pet Owners Overall vs. Dog Owners and Cat Owners, 2014 (overall percent and index by pet ownership)
      •   Selected Shopping- and Buying-Related Psychographics by Retail Channel Shopped for Pet Products, 2014 (overall percent and index by retail channel)
      •   Selected Technology-Related Psychographics: Pet Owners Overall vs. Dog Owners and Cat Owners, 2014 (overall percent and index by pet ownership)
      •   Selected Internet-Related Indexes by Retail Channel Shopped for Pet Products, 2014 (overall percent and index by retail channel)
      •   Selected Environmental-Related Indexes by Retail Channel Shopped for Pet Products, 2014 (overall percent and index by retail channel)
      •   Selected Environmental-Related Psychographics by Retail Channel Shopped for Pet Products, 2014 (overall percent and index by retail channel)

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      •   Channel-Loyal Purchasing of Pet Products by Retail Classification, Summer 2014 (number and percentages)
      •   Share of Total Channel-Loyal Purchasers of Pet Products by Leading Retail Channels or Pet Superstore Chains, 2010 – 2014 (percent)
      •   Percentage of Pet Product Shoppers Purchasing 100% of Pet Products Through Retail Channels Over Previous 12 Months, 2014 (percent)

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      •   Overview of Channel Loyalty in Pet Product Purchasing: Total vs. Key Channel (Pet Store, Supermarket, or Discount Store), 2010 – 2014 (percent and number)

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      •   Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2010 – 2014 (percent)
      •   Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, 2010 – 2014 (number in thousands)
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      •   Purchasing Rates for Pet Products in Core Mass-Market Outlets: 2010 - 2014 (percent of pet owners)

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      •   Demographics for Pet Product Purchasers by Retail Channel: Supermarkets, Summer 2014 (number, percent, and index)
      •   Demographics for Channel-Loyal Pet Product Shoppers: Supermarkets, Summer 2014 (number, percent, and index)
      •   Demographics for Pet Product Purchasers by Retail Channel: Discount Stores, Summer 2014 (number, percent, and index)
      •   Demographics for Channel-Loyal Pet Product Shoppers: Discount Stores, Summer 2014 (number, percent, and index)
      •   Demographics for Pet Product Purchasers by Retail Channel: Wholesale Clubs, Summer 2014 (number, percent, and index)
      •   Demographics for Pet Product Purchasers by Retail Channel: Drugstores/Convenience Stores, Summer 2014 (number, percent, and index)

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      •   Purchasing Rates for Pet Products in the Pet Specialty Channel: Overall, Pet Superstore, PetSmart, Petco, Other, 2010 vs. 2014 (percent of dog or cat owners)
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      •   PetSmart and Petco Sales and Number of Stores: 2001-2013 (cumulative, in units and millions of dollars)
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      •   PetSmart Sales and Number of Stores: 2001-2013 (in millions of dollars)
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      •   Petco Annual Sales and Number of Stores: 2001-2013 (in millions of dollars)
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      •   Demographics for Pet Product Purchasers by Retail Channel: Pet Superstores, Summer 2014 (number, percent, and index)
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      •   Demographics for Channel-Loyal Pet Product Purchasers: PetSmart, Summer 2014 (number, percent, and index)
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      •   Demographics for Channel-Loyal Pet Product Purchasers: Petco, Summer 2014 (number, percent, and index)
      •   Demographics for Pet Product Purchasers by Retail Channel: Pet Stores Other Than PetSmart or Petco, Summer 2014 (number, percent, and index)
      •   Demographics for Channel-Loyal Pet Product Purchasers: Pet Stores Other Than PetSmart or Petco, Summer 2014 (number, percent, and index)

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      •   Top Websites for Purchasing Pet Products Online, 2014 (percent)
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      •   Demographics for Pet Product Purchasers by Retail Channel: Online, Summer 2014 (number, percent, and index)

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      •   PetMed Express Sales, 2010-2014 (in millions of dollars)
      •   Share of PetMed Express Sales by Category: 2010, 2012, 2014 (percent)

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      •   Response to the Question: "How long has it been since your changed pet food brands?", 2015 (percent)
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      •   Common Reasons Why Pet Owners Don't Use Professional Veterinary Care (percent who completely agree or somewhat agree)
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      •   Veterinary Channel Pet Product Purchasing Pattern by Household Income Bracket, 2014 (percent and index)
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      •   Demographics for Pet Product Purchasers by Retail Channel: Veterinarians, Summer 2014 (number, percent, and index)

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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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      •   Pet Owner Shopping Patterns: Trader Joe's vs. Whole Foods, 2010 – 2014 (percent, number, and index for U.S. pet-owning households)
      •   Pet Owners Shopping at Trader Joe's or Whole Foods, 2010-2014 (percent and number of U.S. pet-owning households)
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      •   Demographics for Pet Owners Who Shop at Whole Foods or Trader Joe's, 2014 (number, percent, and index)
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      •   Whole Foods Financial Highlights, 2009-2013

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        •   Top Four Dollar Store Chains: Sales, No. of Stores, Store Size, Target Market

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