Pet Supplements in the U.S., 5th Edition

Chapter 1 Executive Summary

Scope & Methodology

Market Size, Segmentation and Forecast

Table 1-1 U.S. Pet Supplements Market, 2010–2019 (million $ and percent growth)

Pet Supplement Sales by Supplement Category

Pet Supplement Sales by Channel

Mass Market Pet Supplement Sales

Organic and Natural Pet Supplement Sales

Trends and Opportunities

Strong Demand for Functional Treats Hinders Supplement Sales

The Decline of Pet Ownership and the Rise of Pet Parenting

Pet Obesity/Weight Management

Natural/Organic Supplements will Grow with Continued Premiumization Trend

Senior Pets

Marketers and Brand Shares

Mergers & Acquisitions

Top Marketers Differ Between Pet Specialty and Mass Market Channels

Figure 1-1 Top Four Pet Supplement Brands: Overall Market vs. Mass Market,2014/2015 (percent purchasing)

Leading Products in the MULO Channel

Marketing and New Product Trends

Key Advertising Trends “Made in the USA” and “All Natural”

New Product Trends

Featured Ingredients

The Retail Marketplace

Veterinary Channel Top Destination for Pet Supplement Purchasers

Pet Specialty Channel Retailers

The Mass Market and Natural Food Channels

Consumer Trends

Frequency and Spending on Pet Supplements

Figure 1-2 Amount Spent per Month on Pet Supplements, 2015 (percent)

Consumer Traits of Pet Supplement Purchasers

Demographics Trends for Pet Supplement Use Remain Anomalous

Dog & Cat Owner Trends in Animal Supplement Use

More Pets in a Household Equals a Better Chance of Supplement Use

Chapter 2 Market Projections and Opportunities

Key Points

Scope of Report

Report Methodology

Market Projection

Figure 2-1 U.S. Pet Supplements Market, 2010–2019 (million $ and percent growth)

Future Trends for the Pet Supplement Market

Strong Demand for Functional Treats Will Hinder Supplement Sales Growth

Figure 2-2 Consumer Perception of Functional Pet Treats and Foods, 2015(percent)

The Decline of Pet Ownership and the Rise of Pet Parenting

Pet Obesity/Weight Management

Figure 2-3 Pet Owner Awareness of Pet Obesity, 2015 (percent)

Natural/Organic Supplements will Grow with Continued Premiumization Trend

Table 2-1 Natural Pet Product Sales by Segment, 2010–2019 (million $)

Senior Pets

Figure 2-4 Pet Owner Use of Age-Related Food & Nutrition Products for Pets,2015 (percent)

Number of Pets Increasing with Growth in Households

Figure 2-5 U.S. Households with Pets, 2008–2014 (percent)

Chapter 3 Market Size and Segmentation

Key Points

Pet Supplement Sales Sluggish in 2014

Figure 3-1 U.S. Pet Supplements Market, 2010–2014 (million $ and percent growth)

Supplement Sales in Context

Table 3-1 Pet Medication & Pet Supplement Retail Sales, 2010–2014 (million $)

Pet Supplement Sales by Supplement Category

Figure 3-2 Condition-Specific Pet Supplement Purchasing, 2015 (percent)

Pet Supplement Sales by Channel

Figure 3-3 Pet Supplement Sales by Channel, 2014 (percent)

Mass Market Pet Supplement Sales by Supplement Category

Figure 3-4 Multi-Outlet Pet Supplement Sales by Category, 2014 (percent)

Table 3-2 Multi-Outlet Pet Supplement Sales by Category, 2013–2014(thousand $)

Supplements a Strong Growth Category in Mass Market Pet Product Sales

Table 3-3 Multi-Outlet Pet Product Sales, 2013–2014 (million $)

Supplement Sales in the Natural Supermarket Channel

Table 3-4 Pet Products Sales in the Natural Supermarket Channel, 2013–2014 (million $)

Organic and Natural Pet Supplement Sales

Figure 3-5 Natural/Organic Share of U.S. Retail Pet Supplements Sales, 2008–2014 (percent)

Dogs Continue to Drive Pet Supplement Sales

Figure 3-6 Pet Supplement Sales by Animal Type in the MULO Channel, 2014 (percent)

Chapter 4 The Marketers

Key Points

Competitive Overview

Mergers & Acquisitions

Table 4-1 Pet Supplement Marketer & Retailer Acquisitions, 2013–2014

PBI-Gordon Acquires PetAg

Uckele Health & Nutrition Acquires the Prudence Brand

Perrigo Acquires Velcera

Acquisitions in the Vet Channel

Competitor Brief: Nutramax

Table 4-2 Nutramax Pet Supplement Sales in the MULO Channel, 2013–2014 ($)

Illustration 4-1: Dasuquin Advanced joint health supplement by Nutramax

Competitor Brief: I and love and you

Illustration 4-2: I and love and you’s updated pet supplement product packaging

Competitor Brief: PureLife 4 Pets

Illustration 4-3: PureLife 4 Pets’ line of pet supplement products

Competitor Brief: Perrigo

Table 4-3 Perrigo’s Pet Supplement Sales in the MULO Channel, 2013–2014 ($)

Marketer & Brand Shares

Methodology

Petco Pet Supplements a Popular Choice with Pet Owners

Figure 4-1 Pet Supplement Brand Preference, 2015 (percent)

Mass-Market Activity in Pet Supplements: Leading Marketers and Brands

Leading marketers in the MULO Channel

Table 4-4 MULO Channel Pet Supplement Sales by Brand, 2013–2014 ($)

Leading Products in the MULO Channel

Table 4-5 Top Pet Supplement Product Sales in the MULO Channel, 2013–2014 $)

Chapter 5 Marketing and New Product Trends

Key Points

Made in the USA

Illustration 5-1: Special July 2014 supplement of Pet Age Magazine devoted to pet products made in the U.S.

Refreshing Old Brands with New Looks and New Products

Illustration 5-2: Flint River Ranch’s Essential Greens for dogs and cats

Illustration 5-3: Nutri-Vet’s redesigned packaging for its pet supplement products

Big Names to Drive Big Sales

Illustration 5-4: Dr. Demian Dressler and EverPup by Functional Nutriments

Illustration 5-5: SearchDogsUSA’s line of canine supplements to support the SDF

Education & Retailer Programs Help Drive Supplement Sales

Illustration 5-6: Introduction video to the Pet Naturals P.H.D program

Illustration 5-7: In Clover’s point of purchase display stand for retailers

NASC Updates its Quality Seal

Illustration 5-8: NASC’s new quality assurance seal (left) and old seal (right)

New Product Trends

Liquid Supplements

Illustration 5-8: Licks line of liquid supplements for cats and dogs

Natural/Organic

Illustration 5-9: Natura Petz new line of organic herbs and supplements

Beyond Cats and Dogs

Illustration 5-10: Egg Boost by Animal Health Solutions

Illustration 5-11: Oxbow Animal Health’s new Natural Science Supplements

Condition Specific

Joint/Arthritis

Illustration 5-12: RxMobility joint formula for dogs

Illustration 5-13: Wholistic Pet Organics’ Canine Complete + Joint Mobility

Cognitive Health for Aging Pets

Illustration 5-14: Neutricks for Dogs and Cats by Quincy Animal Health

Illustration 5-15: AdaptoGenerations’ Revitamal anti-aging supplement

Probiotics/Digestive

Illustration 5-16: Total-Biotics probiotic supplement from NWC Naturals

Illustration 5-17: Lambert Kay’s Premium Probiotics for Dogs & Cats

Weight Loss/Maintenance

Illustration 5-18: K-10+ water soluble Weight Control water soluble supplement

Illustration 5-19: PureLife 4Pets’ Weight Management chewable tablets for cats & dogs

Immune System

Illustration 5-20: Raw Support by Naturally Naked Pet Products

Anxiety/Soothing

Illustration 5-21: QPets by Q Sciences

Featured Ingredients

Mary Jane for Your Pets

Illustration 5-22: Canna-Pet’s cannabidiol (hemp) supplements

Omega Oils

Illustration 5-23: SeaBuck7’s Omega 7 omega oil for dogs and cats

Curcumin/Turmeric

Coconut oil

Illustration 5-24: Oscar Newman’s CocoTherapy Organic Virgin Coconut Oil

Chapter 6 The Retail Marketplace

Key Points

Veterinary Channel Top Destination for Pet Supplement Purchasers

Pet Specialty Channel Retailers

Figure 6-1 Percentage of Pet Supplements Purchased by Venue in the Pet specialty Channel, 2015 (percent)

Number of Pet specialty Stores Continues to Grow

Figure 6-2 U.S. Pet and Pet Supply Stores, 2004–2014* (number of stores)

PetSmart Sold to Investor Consortium

Competitor Brief: PetSmart

Figure 6-3 PetSmart Revenue & Net Income, FY2010-FY2014E (thousand $)

Veterinary Channel Marketers and Trends

New Products in the Veterinary Channel

Illustration 6-1: Zylkene by Vétoquinol

Illustration 6-2: Bayer Healthcare’s Free Form Liquid

Illustration 6-3: Sogeval’s SAMeLQ 225 Snap Tablets

Number of Client Visits Expected to Improve in 2015

The Mass Market and Natural Food Channels

Figure 6-4 Percentage of Pet Supplements Purchased by Venue in the Mass

Market & Natural Food Channels, 2015 (percent)

Illustration 6-4: Walgreens Pet Shoppe private label brand Glucosamine Joint Support

Walmart Tops Mass Merchandiser Channel for Pet Supplements

Online Sales a Small but Vital Channel for Marketers

Figure 6-5 Percentage of Pet Supplements Purchased Online, 2015 (percent)

Acquisitions Significantly Alter Online Pet Products Landscape

Chapter 7 Consumer Trends

Key Points

Note on Data Sources

Consumer Sentiments & Buying Habits

More Consumers Buy Prescribed Pet Supplements than OTC

Figure 7-1 Pet Supplements Purchased by Type, 2015 (percent)

Figure 7-2 Percentage of Pet Supplements Purchased by Venue, 2015 (percent)

Made in USA/Veterinarian Recommended Key Pet Supplement Purchasing Sentiments

Figure 7-3 Sentiments of Pet Owners, 2014 (percent)

Frequency and Spending on Pet Supplements

Figure 7-4 Frequency of Pet Supplement Use, 2015 (percent)

Figure 7-5 Amount Spent per Month on Pet Supplements, 2015 (percent)

Those Who Buy Pet Supplements Tend to Spend More on Their Pets

Figure 7-6 Amount Spent on Pet Products, 2014 (in percent)

Consumer Traits of Pet Supplement Purchasers

Figure 7-7 Sentiments of Pet Owners, 2014 (percent)

Pet Supplement Purchasers More Prone to Cutting Costs

Figure 7-8 Economic Traits of Pet Owners, 2014 (percent)

Pet Supplement Purchasers Willing to Shop Around

Figure 7-9 Retail Preferences of Pet Owners, 2014 (percent)

Product Preferences

Figure 7-10 Product Preferences of Pet Owners, 2014 (percent)

Pet Age Does Not Affect Supplement Use

Table 7-1 Pet Supplement Use by Age of Animal, 2014 (percent)

Demographic Trends

Comparison of Pet Supplement Use Between Surveys

Table 7-2 Percentage of Cat & Dog Owners Who Buy Supplements, 2014 (percent)

Demographics Trends for Pet Supplement Use Remain Anomalous

Table 7-3 Demographics of Pet Owners Purchasing Supplemental Pet Nutrition

Products, 2014 (percent, number of people, and index)

Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet

Nutrition Products, 2014 (percent, number of people, and index)

Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet

Nutrition Products, 2014 (percent, number of people, and index)

Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet

Nutrition Products, 2014 (percent, number of people, and index)

Dog & Cat Owner Trends in Animal Supplement Use

Figure 7-11 Use of Animal Supplements in Households by Type of Pet Owner,2007–2014 (in percent)

Table 7-4 Key Demographics of Pet Owners Who Use Pet Supplements, 2014(index)

Table 7-4 [Cont] Key Demographics of Pet Owners Who Use Pet Supplements, 2014 (index)

More Pets in a Household Equals a Better Chance of Supplement Use

Table 7-5 Pet Supplement Use in Households by Number of Pets Owned, 2014 (percent, number of households, and index)

Table 7-6 Number of Cats & Dogs by Household, 2010–2014 (weighted 000’s of households)

Wet/Moist Dog Food a Strong Indicator of Animal Supplement Use

Table 7-7 Pet Supplement Use by Type of Pet Food, 2014

Human Supplement Use Does Not Correlate to Pet Supplement Use in Pet Owners

Figure 7-12 Comparison of Human Supplement and Animal Supplement Demographics, 2014 (index)

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