Pet Supplements Market in the U.S., 6th Edition

Apr 13, 2017
165 Pages - Pub ID: LA15301419
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Pet Supplements in the U.S., 6th Edition

For quite a few years now the pet market’s overall focus on wellness has led to many pet owners to pay a lot more attention to their pets’ nutrition, scrutinizing ingredients and seeking out premium quality products to ensure that their pets stay healthy and happy. Pet owners are reading ingredient lists, inspecting nutritional claims, and growing more and more aware of how a pet’s diet can impact a host of health conditions, including age- and obesity-related issues, anxiety, skin and coat issues, and energy levels. Packaged Facts’ Pet Supplements in the U.S., 6th Edition report is a detailed examination of how this wellness trend is playing out in the pet supplements market as marketers seek new ways to make supplements an integral part of their pets’ wellness routines. With sales of $580 million in 2016, up 3.5% from the previous year, the pet supplements market is expected to show moderate but steady growth for the foreseeable future, bolstered by a continued focus on health and nutrition in the overall pet market. 

Pet supplement marketers are competing against a full court press by marketers of functional treats and foods, which are attempting to draw sales away from pet supplements as pet owners seek out ways to address their pets’ nutritional needs in more convenient and pet-pampering formats. Condition-specific formulations abound on pet food shelves, and the pet supplements market is responding via new products that provide relief from a range of health issues. Many incorporate ingredients borrowed from human supplements, with digestive health, joint health, anxiety, and brain health among the top sellers. In addition to these condition-specific products, Packaged Facts survey results show that pet owners are attracted to supplements that are made in the U.S. and those with natural/organic ingredients. The report also examines cutting-edge ingredients including cannabidiol (CBD), whose efficacy some pet owners applaud despite hesitance on the part of veterinarians and the National Animal Supplements Council (NASC). 

Building on the analysis presented in the previous five editions of this report, this fully updated sixth edition of Pet Supplements in the U.S. covers historical and projected retail sales from 2012 through 2021, competitive strategies of key players, and trends in new product development such as alternative formulations, condition-specific products, feline supplements, natural/organic supplements, and carry-overs from the human supplements market, as well as retail channel trends. Featuring exclusive data from Packaged Facts’ National Pet Owner Survey, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of pet supplement purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels and Simmons data profiling pet supplement purchaser attitudes and product preferences.
    CHAPTER 1 EXECUTIVE SUMMARY
    THE MARKET
    Scope of Report
    Report Methodology
    Pet Supplement Sales Experience Modest Growth in 2016
    Condition-Specific Pet Supplement Purchasing by Supplement Type
    Dogs Continue to Drive Pet Supplement Sales
    Figure 1-1 Share of U.S. Retail Sales of Pet Supplements by Animal Type, 2016 (percent)
    Market Outlook
    Pet Supplement Regulation
    THE MARKETERS
    Competitive Overview
    Mergers & Acquisitions
    Marketer & Brand Shares
    MARKETING & NEW PRODUCT TRENDS
    Joint Health, Digestive Health Top Supplement Types
    Competition from Pet Food and Treats
    Supplements Address Palatability
    Condition-Specific Supplements
    Cat Supplements Offer More than Hairball Relief
    Natural Supplements in High Demand
    Lifestage-Specific Supplements
    Cannabidiol Supplements Generate Interest, Pose Problems
    RETAIL TRENDS
    Pet Specialty Channel Top Destination for OTC Pet Supplements
    Pet Specialty Channel Retailers
    Veterinary Channel Marketers and Trends
    Mass-Market, Farm & Feed and Natural Food Channels
    Online Sales a Growing Channel for Marketers
    CONSUMER TRENDS
    Note on Data Sources
    Consumer Sentiments & Buying Habits
    Pet Supplements Consumer Sentiments
    Demographic Trends
    CHAPTER 2 THE MARKET
    CHAPTER HIGHLIGHTS
    INTRODUCTION
    Scope of Report
    Report Methodology
    MARKET SIZE AND COMPOSITION
    Pet Supplement Sales Experience Modest Growth in 2016
    Table 2-1 U.S. Retail Sales of Pet Supplements, 2012-2016 (millions of dollars and percent)
    Figure 2-1 Pet Product Purchasing by Product Type, 2016 (percent of pet product purchasers)
    Condition-Specific Pet Supplement Sales
    Figure 2-2 Pet Supplement Purchasing Patterns by Product Type, 2016 (percent of pet supplement purchasers)
    Pet Supplement Sales by Channel
    Figure 2-3 Pet Supplement Sales by Channel, 2016 (percent)
    Mass-Market Pet Supplement Sales by Category
    Table 2-2 IRI Multi-Outlet Pet Supplement Sales by Category (thousands of dollars and percent)
    Dogs Continue to Drive Pet Supplement Sales
    Figure 2-4 Share of U.S. Retail Sales of Pet Supplements by Animal Type, 2016 (percent)
    MARKET OUTLOOK
    Overall Focus on Health, Wellness Impacts Supplement Use
    Figure 2-5 Attitudes Towards Supplements: Pet Supplement Purchasers vs. Dog/Cat Owners Overall vs.
    Adults Overall, 2016 (percent)
    Supplements Compete with Functional Foods, Treats
    Figure 2-6 Pet Owner Agreement with Statement: “High-quality dog foods/cat foods are effective for preventive healthcare,” 2014-2016 (percent of dog or cat owners)
    Table 2-3 Purchasing Patterns for Condition-Specific Pet Supplements by Type: Pet Food and Pet Treats, 2016 (percent of pet product purchasers)
    Figure 2-7 Purchasing Patterns for Top Condition-Specific Pet Supplements by Specialty Supplement,
    Food and Treat Usage, 2016 (percent of condition-specific pet supplement purchasers)
    Pets with Allergies and Special Food Needs
    Figure 2-8 Pet Food Allergies and Special Nutrition Needs: Pet Supplements Users vs. Pet Owners Overall, 2016 (any agree)
    Senior and Overweight Pets
    Figure 2-9 Pet Owners Who Consider Their Pet Overweight vs. Pet Owners Using Weight Management Pet Foods, 2015 (percent)
    Figure 2-10 Pet Owners With Pets Experiencing Senior Health Problems vs. Owners Using Senior Pet Formula Pet Foods, 2015 (percent)
    Figure 2-11 Pet Supplement Purchasing Patterns: Owners of Aging and Overweight Pets vs. Pet Owners Overall, 2016 (percent)
    Table 2-4 Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (thousands and percent)
    Figure 2-12 Pet Owner Use of Senior/Anti-Aging Food & Nutrition Products for Pets, 2016
    Figure 2-13 Pet Owner Use of Weight Control/Management Food & Nutrition Products for Pets, 2016
    Natural/Organic Supplements in High Demand
    Supplements as Preventive Care May Lower Vet Costs
    PET SUPPLEMENT REGULATION
    FDA, AAFCO Monitor Pet Supplements
    National Animal Supplement Council
    The AVMA and Pet Supplements
    MARKET PROJECTION
    Table 2-5 Projected U.S. Retail Sales of Pet Supplements, 2016-2021 (millions of dollars and percent)
    CHAPTER 3 THE MARKETERS
    CHAPTER HIGHLIGHTS
    COMPETITIVE OVERVIEW
    Mergers & Acquisitions
    Expansion the Name of the Game
    Rebranding Invigorates Brands
    Illustration 3-1 Herbsmith New Tagline and Logo
    System Saver
    Marketer Profile: TropiClean
    Illustration 3-2 TropiClean Life Supplements
    Marketer Profile: Garmon Corp./NaturVet
    Illustration 3-3 NaturVet Instagram Feed
    Marketer Profile: Food Science Corp. (VetriScience/Pet Naturals)
    Illustration 3-4 VetriScience Glyco Flex You Tube Video Still
    Illustration 3-5 Pet Naturals of Vermont Redesign
    MARKETER & BRAND SHARES
    Brand Use Across Channels
    Pet Specialty Supplements a Popular Choice with Pet Owners
    Figure 3-1 Pet Supplement Brand Preference, 2016 (percent of pet supplement purchasers)
    Mass-Market Activity in Pet Supplements
    Table 3-1 IRI-Tracked Multi-Outlet Sales of Pet Supplements by Marketer and Brand (millions of dollars and percent)
    CHAPTER 4 MARKETING & NEW PRODUCT TRENDS
    CHAPTER HIGHLIGHTS
    MARKETING & NEW PRODUCT TRENDS
    Joint Health, Digestive Health Top Supplement Types
    Table 4-1 Purchasing Patterns for Pet Vitamins/Supplements vs. Pet Food vs. Pet Treats: By Health
    Condition Treated, 2016 (percent of pet product purchasers)
    Competition from Pet Food and Treats
    Table 4-2 Level of Agreement with the Statement, “High-quality pet foods are effective for preventive healthcare,” 2014-2016 (percent of pet owners)
    Supplements Address Palatability
    Illustration 4-1 Heyrex Torus Water Soluble Pet Supplements
    Illustration 4-2 Vitawag Liquid Supplements
    Illustration 4-3 Life Supplements by TropiClean
    Illustration 4-4 Cool Pet Holistics Liquid-Vet K-9 Joint Wellness
    Illustration 4-5 Natura Petz Organics Meal Toppers
    Illustration 4-6 Clear Conscience Pet SuperGravy
    Condition-Specific Supplements
    Illustration 4-7 Absorbine Pet’s The Missing Link Pet Kelp Joint & Bone Formula
    Illustration 4-8 Hyalogic’s Hyaflex Pro Advanced Joints
    Illustration 4-9 NaturVet Outta My Box
    Illustration 4-10 Fidobiotics Immuno Boosto
    Illustration 4-11 Tomlyn Multi-Vitamin Chews Plus Probiotics and Enzymes
    Figure 4-1 Pet Calming Product Usage, 2016 (percent of dog or cat owners)
    Illustration 4-12 Cranimals Original UTI Supplement
    Cat Supplements Offer More than Hairball Relief
    Illustration 4-13 In Clover Svelte Cat Supplements
    Illustration 4-14 Herbsmith Bladder Care Supplement
    Natural Supplements in High Demand
    Illustration 4-15 Herbsmith’s Expanded Supplement Line
    Illustration 4-16 Organic Mushroom Nutrition Canine Matrix Supplement
    Illustration 4-17 Fera Pet Organics Hip + Joint
    Illustration 4-18 The Honest Kitchen Bone Broth with Turmeric
    Illustration 4-19 SunBeams Brands Raw Coconut Oil for Pets
    Lifestage-Specific Supplements
    Illustration 4-20 Vet Vittles Puppy and Kitten Booster
    Illustration 4-21 Gray Muzzle for Senior Dogs by Ark Naturals
    Cannabidiol Supplements Generate Interest, Pose Problems
    Illustration 4-22 Canna-Pet Advanced and MaxCBD
    Illustration 4-23 Pet Releaf Hemp Oil
    Illustration 4-24 Cani Bits Mini Bites
    Illustration 4-25 True Leaf True Hemp Chews
    Illustration 4-26 True Leaf Crowdfunding Banner Ad
    CHAPTER 5 RETAIL TRENDS
    CHAPTER HIGHLIGHTS
    THE RETAIL LANDSCAPE
    Pet Specialty Channel Top Destination for OTC Pet Supplements
    Figure 5-1 OTC Pet Supplement Purchasing Patterns by Retail Channel, 2016 (percent of pet supplement purchasers)
    Pet Specialty Channel Retailers
    Illustration 5-1 Drs. Foster & Smith Supplements
    Illustration 5-2 Petco Main Supplement Aisle
    Illustration 5-3 Petco Drs. Foster & Smith Signage
    Illustration 5-4 Petco Grouping Supplements Close to Other Condition-Specific Products
    Illustration 5-5 PetSmart Dog Supplement Aisle
    Illustration 5-6 PetSmart Calming Product Display
    Illustration 5-7 PetSmart Cat Supplement Aisle
    Illustration 5-8 PetSmart Pet Wellness Done Naturally End Cap
    Illustration 5-9 Supplement Selection at Independent Pet Store
    Veterinary Channel Marketers and Trends
    Figure 5-2 Agreement with the Statement, “I rely on my veterinarian for advice about pet
    supplements,” 2016 (percent of pet owners)
    Figure 5-3 Agreement with the Statement, “I rely on my veterinarian for advice about pet foods,”
    2016 (percent of pet owners)
    Figure 5-4 Agreement with the Statement, “I rely on my veterinarian for advice about pet treats,”
    2016 (percent of pet owners)
    Figure 5-5 Routine and Sick/Emergency Vet Visits, Pet Owners Overall vs. Pet Supplement Purchasers,
    2016 (percent of pet owners)
    Mass-Market, Farm & Feed and Natural Food Channels
    Illustration 5-10 Walmart In-Store Dog Supplement Selection
    Illustration 5-11 Target In-Store Pet Supplement Selection
    Illustration 5-12 Tractor Supply Co. Pet Supplement Selection
    Online Sales a Growing Channel for Marketers
    Figure 5-6 Types of Pet Products Purchased Online, 2016 (percent of pet product purchasers who shop online)
    CHAPTER 6 CONSUMER TRENDS
    CHAPTER HIGHLIGHTS
    OVERVIEW OF PET SUPPLEMENT PURCHASING
    Note on Data Sources
    CONSUMER SENTIMENTS & BUYING HABITS
    Dog Owners More Likely to Use Supplements
    Figure 6-1 Pet Supplements Purchasing Patterns and Usage, 2016 (percent)
    Made in USA, Natural/Organic Key Pet Supplement Purchasing Sentiments
    Figure 6-2 Pet Supplement Purchasing Preferences, 2016 (percent of dog or cat owners)
    Pet Supplement Usage Frequency and Expenditures
    Figure 6-3 Frequency of Pet Supplement Use, 2016 (percent)
    Figure 6-4 Monthly Expenditures on Pet Supplements, 2016 (percent)
    Pet Supplements Consumer Sentiments
    Figure 6-5 Consumer Perception of Pet Food Nutritional Benefits: Pet Owners Overall vs. Supplement Users, 2016 (percent)
    Figure 6-6 Pet Health/Nutritional Needs and Supplements Use: Pet Owners Overall vs. Supplement Users, 2016 (percent)
    Figure 6-7 Attitudes Towards Human Supplements Among Pet Supplement Purchasers, 2016(percent of dog/cat owners)
    Figure 6-8 Special Needs Pets and Supplement Use: Pet Owners Overall vs. Supplement Users, 2016(percent)
    Figure 6-9 Pets as Family and Supplement Use: Pet Owners Overall vs. Pet Supplement Users, 2016(percent)
    DEMOGRAPHIC TRENDS
    Millennials, Homes with Children Skew High for Pet Supplement Use
    Table 6-1 Demographic Indicators for OTC Pet Supplement Purchasing, 2016 (percent and index of pet product purchasers)
    Simmons Demographic Trends for Pet Supplement Use
    Figure 6-10a Key Demographics for Pet Supplement Purchasing, 2016 (percent and number of dog owners)
    Figure 6-10b Key Demographics for Pet Supplement Purchasing, 2016 (percent and number of cat owners)
    Table 6-2 Demographic Indicators for Pet Supplement Purchasing: Dog Owners vs. Cat Owners, 2016(percent, index and number)

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