The U.S. Market for Pet Supplies and Pet Care Products, 5th Edition

 
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Published Jun 1, 2003 | 298 Pages | Pub ID: LA854825

Special Offer. Now 25% off the original price of $3000.

Find out why Packaged Facts is calling pets and their owners "the new demographic." Among market research publishers, Packaged Facts has been tracking this market longer than anyone else—for nearly two decades—and our 2003 edition explores two key hypotheses: that the much-touted "humanization of pets" trend underlies related competitive trends that will reshape this market during the next five years, and that inadequate marketing has resulted in annual sales returns well below the level this market should deliver.

The U.S. Market for Pet Care Supplies and Pet Care Products makes predictions and recommendations and pinpoints directions for current and prospective marketers. Established players take heed: human product marketers are eying this field, with Hasbro, for example, having already introduced Tonka-branded toys for dogs. The line between human HBC and pet care products will increasingly blur, with such companies as Gerber and Johnson & Johnson reaching out to pet owners in unex-pected ways. Solid market growth will come from a new wave of better promoted and better merchandised healthcare products, with natural and convenience benefits helping to drive growth. Whereas the markets for most human HBC products and nutritional supplements may have already peaked, the pet care business promises not-to-be-missed opportunities for companies able to change with the times.

Report Methodology

The information in The U.S. Market for Pet Supplies and Pet Care Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the pet care and pet supplies markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Retail sales data were derived from Information Resources, Inc. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product in-formation is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Advertising spending data were obtained from CMR/TNS Media Intelligence, the nation’s largest ad-vertising tracking service.

Pegging 2002 sales at approximately $7.5 billion, the report covers products for all types of pets, including fish, birds, and small animals, with a particular focus on cats and dogs. The four principal categories—Cat Litter, Other Cat/Dog Supplies (i.e., other than cat litter/deodorant and rawhide chews), Non-Cat/Dog Supplies, and Rawhide Chews—are quantified to the marketer/brand share level by IRI data and substantiated by extensive qualitative analysis, including consultations with industry participants. The report documents market size and composition, marketing and retail trends, and the role of the Internet, providing forecasts through 2007 and Simmons consumer survey-based profiles of key pet supply demographics.

What You’ll Get in this Report

Now in its 5th edition, The U.S. Market for Pet Supplies and Pet Care Product has earned a reputation for being the one, reliable source of data and trends on the pet supplies and pet care market - information that is notoriously difficult to track. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream pet supplies marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Marketing Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities
  • Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report

If your company is already competing in the pet supplies and pet care market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet supplies and pet care products, as well as projected sales and trends through 2007. Contribut-ing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for pet care and pet supplies products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for pet supplies and pet care products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the pet supplies/care arenas.
  • Advertising agencies working with clients in pet supplies/care industry under-stand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.
Chapter 1: Executive Summary
  • Scope and Methodology
  • Scope of Report
  • Four Product Categories
  • Report Methodology

The Market

  • Overall Retail Sales Weak in 2002
  • Table 1-1: U.S. Retail Sales of Pet Supplies and Pet Care Products, 1998-2007 (in millions of dollars)
  • Mass-Market Cat Litter Sales at $730 Million
  • Fish and Bird Products at 41% of Independent Pet Store Sales
  • Mass Merchandisers Climb to Top of Market
  • A High-Income Household Skew
  • Minorities Underrepresented Among Pet Owners
  • Overall Prospects Favorable

The Marketers

  • Thousands of Contenders
  • Nestlé Purina Takes the Lead
  • Figure 1-1: Marketer Shares of U.S. Mass-Market Sales of Pet Supplies, 2002 (percent)
  • Competitive Overview
  • Cat Litter: Beyond Clay and Crystals
  • Topical Flea/Tick-Control Potential Remains Untapped

Marketing and Retail Trends

  • Product Surge Reflects Pet Humanization Trend
  • Pet Care Products Out Front
  • Natural Products a Leading Edge
  • Dental Care Concept Gets New Teeth
  • Travel Products for Pets
  • Convenience Trend Led by Wipes, Products with Hygienic/Portable Appeal
  • Marketers Spend $112 Million on National Consumer Advertising
  • Advertising Positioned on a Few Major Themes
  • Retail Overview
  • PETsMART vs. PETCO
  • The Wal-Mart Factor
  • Supermarkets Building on Commodity Sales
  • Independent Pet Shops Still Fighting Uphill

The Consumer

  • Household Ownership Rates at 25% for Cats, 32% for Dogs
  • Northeast the Prime Region for Cat Litter
  • Sharper Demographics for Dog Ownership
  • Table 1-2: Household Penetration Rates for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)
  • 30% of Households Use of Flea and Tick Care Products

Chapter 2: The Products
Market Definition

  • Products Sold at Retail
  • A Wide Assortment of Products
  • Four Product Categories

Historical Background

  • The Distant Past
  • Pets for the Privileged
  • Pets Trickle Down
  • Nineteenth-Century Market Roots

Product Types and Descriptions

  • Introduction
  • Cat Litter
  • Common Materials and Additives
  • Clumping Litters and Sodium Bentonite
  • Alternative Litters
  • Packaging
  • Drawbacks
  • Related Accessories
  • Cat Toys and Furniture
  • Dog Treats and Toys
  • Rawhide Chews
  • Other Chew Toys
  • Pest-Control Products
  • Flea Collars
  • Topical Flea/Tick Treatments
  • Special Packaging
  • Environmental Products
  • OTC Pet Medications
  • Supplements
  • Pet Carriers, Shelter, and Furniture
  • Carriers
  • Dog Houses and Accessories
  • Cages and Pens
  • Furniture
  • Products Associated with Pet Fish
  • Products Associated with Pet Birds
  • Products Associated with Small Animals
  • Products Associated with Reptiles and Amphibians Table 2-1: Major Types of Pet Supplies and Pet Care Products

Regulatory Environment

  • Numerous Agencies Regulate Pets and Supplies
  • USDA, FDA, EPA, FTC, and USFWS Regulation
  • The Role of the USDA and FDA
  • Registration with the EPA
  • Advertising and Warranties Under the FTC
  • Regulation of Exotics and Non-Indigenous Species
  • AAFCO Drafts Model State Legislation
  • State Regulation May Duplicate Federal Regulation
  • Local Regulation Increasing for Pet Ownership
  • Retailer Regulation Also on the Rise

Chapter 3: The Market
Market Size and Growth

  • Overall Retail Sales Weak in 2002
  • Table 3-1: U.S. Retail Sales of Pet Supplies, 1998-2002 (in millions of dollars)
  • Measured Mass-Market Sales Post Slim Gain
  • Table 3-2: U.S. Mass-Market Sales of Pet Supplies, 1998-2002 (in millions of dollars)
  • Mass-Market Cat Litter Sales at $730 Million
  • Table 3-3: U.S. Mass-Market Sales of Cat Litter, 1998-2002 (in millions of dollars)
  • Other Cat/Dog Supply Sales at $244 Million
  • Table 3-4: U.S. Mass-Market Sales of Other Cat/Dog Supplies, 1998-2002 (in millions of dollars)
  • Rawhide Chews at $198 Million
  • Table 3-5: U.S. Mass-Market Sales of Rawhide Chews, 1998-2002 (in millions of dollars)
  • Figure 3-1: U.S. Retail Sales of Pet Supplies, 1998-2002 (in millions of dollars)
  • Figure 3-2: Sales Growth Rates for U.S. Mass-Market Pet Supplies: Overall and by Category, 1998-2002 (percent)
  • Non-Cat/Dog Supplies at $30 Million
  • Table 3-6: U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 1998-2002 (in millions of dollars)

Market Composition

  • Cats Outrun Dogs in Population Growth
  • Table 3-7: U.S. Population of Cats and Dogs, 1981-2002 (in millions)
  • Table 3-8: Number of Cat and Dog Owners by U.S. Households and Share of Population, 1981-2002 (in millions)
  • Cat Litter at 57% of Mass-Market Sales
  • Table 3-9: Share of U.S. Mass-Market Sales of Pet Supplies by Product Category, 1998 vs. 2002 (percent)
  • Fish and Bird Products at 41% of Independent Pet Store Sales, Aquarium Products at 16%
  • Table 3-10: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2002 (percent)
  • Table 3-11: Share of Independent Pet Store Pet Supply Sales by Product Type, 2002 (percent)
  • Mass Merchandisers Climb to Top of Market
  • Figure 3-3: Share of Pet Supply Sales by Retailer Type, 2002 (percent)
  • Supermarkets and Pet Stores Neck to Neck for Household Share
  • Figure 3-4: Household Purchasing of Pet Supplies by Outlet Type, 2002 (U.S. households)
  • Mass Merchandisers Claim 61% of Mass-Market Sales
  • Figure 3-5: Share of U.S. Mass-Market Sales of Pet Supplies by Retailer Type, 2002 (percent)
  • Cat Litter Sales Steady Throughout the Year
  • Figure 3-6: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Cat Litter by Quarter, 2002 (percent)
  • Other Cat/Dog Supplies Post Strong Third Quarter
  • Figure 3-7: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Other Cat/Dog Supplies by Quarter, 2002 (percent)
  • Rawhide Chews Hold Holiday Appeal
  • Figure 3-8: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Rawhide Chews by Quarter, 2002 (percent)
  • Non-Cat/Dog Supplies Strong in Spring
  • Figure 3-9: The U.S. Pet Supplies Market: Share of Mass-Market Sales of Non-Cat/Dog Supplies by Quarter, 2002 (percent)
  • South Is Top Region
  • Table 3-12: Purchasing Indices for Selected Pet Product Classifications: By Region, 2002 (U.S. households)
  • Table 3-13: Cat and Dog Ownership Indices: By Region, 2002 (U.S. households)
  • Minorities Underrepresented Among Pet Owners
  • Table 3-14: Purchasing Indices for Selected Pet Product Classifications: By Race/Ethnicity, 2002 (U.S. households)
  • Table 3-15: Cat and Dog Ownership Indices: By Race/Ethnicity, 2002 (U.S. households)
  • Baby Boomers Out Front
  • Table 3-16a: Purchasing Indices for Selected Pet Product Classifications: By Adult Age Bracket, 2002 (U.S. households)
  • Table 3-16b: Purchasing Indices for Selected Pet Product Classifications: By Adult Age Bracket, 2002 (U.S. households)
  • Table 3-17a: Cat and Dog Ownership Indices: By Adult Age Bracket, 2002 (U.S. households)
  • Table 3-17b: Cat and Dog Ownership Indices: By Adult Age Bracket, 2002 (U.S. households)
  • Kids Are Market Drivers, Seniors and Singles Hold Potential
  • Table 3-18: Purchasing Indices for Selected Pet Product Classifications: By Household Size, 2002 (U.S. households)
  • Table 3-19: Cat and Dog Ownership Indices: By Household Size, 2002 (U.S. households)
  • A High-Income Household Skew
  • Table 3-20a: Purchasing Indices for Selected Pet Product Classifications: By Household Income Bracket, 2002 (U.S. households)
  • Table 3-20b: Purchasing Indices for Selected Pet Product Classifications: By Household Income Bracket, 2002 (U.S. households)
  • Table 3-21a: Cat and Dog Ownership Indices: By Household Income Bracket, 2002 (U.S. households)
  • Table 3-21b: Cat and Dog Ownership Indices: By Household Income Bracket, 2002 (U.S. households)

Factors to Market Growth

  • Overall Prospects Favorable
  • Table 3-22: Average U.S. Household Expenditures on Pets, 1994-2001 (in dollars)
  • Humanization of Pets a Key Psychographic Trend
  • Table 3-23: Pets as Family Members, 2002 (percent)
  • Table 3-24: Pets and Holidays/Gifting, 2002 (percent)
  • Health Benefits of Pet Ownership an Underplayed Card
  • Table 3-25: Pets and Human Well-Being, 2002 (percent)
  • The Growing Pet Population
  • Aging Populations, Both Human and Pet
  • Table 3-26: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
  • Table 3-27: U.S. Population Age 55 and Over, 2000-2010 (in thousands)
  • Targeting Underdeveloped Demographics
  • Major Gains Will Be Marketer Driven
  • Table 3-28: Rate of New Product Introduction vs. Mass-Market Sales Growth, 1996-2002
  • Scaling Up the Market
  • Health, Nutritional, and Environmental Appeals
  • Table 3-29: Environmental Responsibility: Cat and Dog Owners vs. All U.S. Adults (percent)
  • Table 3-30: Health Beliefs and Concerns: Cat and Dog Owners vs. All U.S. Adults (percent)
  • Table 3-31: Humans and Pet Well-Being, 2002 (percent)
  • Natural/Organic Product Potential
  • Travel-Oriented Product Potential
  • Table 3-32: Pets and Travel, 2002 (percent)
  • Gift Product Potential
  • Retail Giants Wield Two-Edged Sword
  • Online Sales as Market Driver
  • Table 3-33: Use/Influence of Internet: Cat and Dog Owners vs. All U.S. Adults (percent)
  • Figure 3-10: Projected U.S. Retail Sales of Pet Supplies, 2002-2007 (in millions of dollars)

Projected Market Growth

  • Sales to Top $11 Billion by 2007
  • Table 3-34: Projected U.S. Retail Sales of Pet Supplies, 2002-2007 (in millions of dollars)

Chapter 4: The Marketers
The Marketers

  • Thousands of Contenders
  • Myriad Company Types and Sizes
  • Multi-Segment Marketers
  • Non-Food Consumer Giants on Top in Cat Litter
  • Marketers in Other Sanitation Segments
  • Flea/Tick-Control and OTC Remedy Product Marketers
  • Dog Chew Marketers Going Dental
  • Pet Shelter, Furniture, and Toys Marketers
  • Pet Containment and Training System Product Marketers
  • Tetra and All-Glass Aquarium Big in Fish Supplies
  • Pet Care and Natural Product Specialists
  • Table 4-1: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2003

Marketer and Brand Shares

  • Methodology
  • Nestlé Purina Takes the Lead
  • Figure 4-1: Marketer Shares of U.S. Mass-Market Sales of Pet Supplies, 2002 (percent)
  • Top Three Marketers Account for 75% of Cat Litter Sales
  • Figure 4-2: Marketer Shares of U.S. Mass-Market Sales of Cat Litter, 2002 (percent)
  • Table 4-2: Marketer and Brand Shares of U.S. Mass-Market Sales of Cat Litter, 2001 vs. 2002 (percent)
  • Hartz Corners 29% of Other Cat/Dog Supplies
  • Table 4-3: Marketer and Brand Shares of U.S. Mass-Market Sales of Other Cat/Dog Supplies, 2001 vs. 2002 (percent)
  • Private Label Gaining in Rawhide Chews
  • Figure 4-3: Marketer Shares of U.S. Mass-Market Sales of Rawhide Chews, 2002 (percent)
  • Table 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Rawhide Chews, 2001 vs. 2002 (percent)
  • Hartz at 21% in Non-Cat/Dog Supplies
  • Figure 4-4: Marketer Shares of U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 2002 (percent)
  • Table 4-5: Marketer and Brand Shares of U.S. Mass-Market Sales of Non-Cat/Dog Supplies, 2001 vs. 2002 (percent)
  • Brand Rankings Different at Specialty Pet Retailer Level
  • Table 4-6: Specialty Pet Retailer Brand Leaders in Key Pet Supply Categories, 2002

Competitive Overview

  • Retailer Consolidation
  • Marketer Consolidation
  • Yet Companies Still Flooding the Scene
  • Private-Label Inroads
  • Table 4-7: Private-Label Share of U.S. Sales of Pet Supplies: By Category, 2002 (percent)
  • Cat Litter: Beyond Clay and Crystals
  • Topical Flea/Tick-Control Potential Remains Untapped
  • Drs. Foster Gets Smart on the Web

Competitive Profile: Church & Dwight Co., Inc.

  • A.K.A., “Arm & Hammer”
  • Integrating Carter-Wallace
  • Leveraging Lambert Kay
  • A Mass-Market Leader in Cat Litter
  • Advertising Features Product Suites

Competitive Profile: The Clorox Co.

  • Company Overview
  • A Tighter Focus in Cat Litter
  • Cat Litter Extensions and Web Exposure
  • New Roads for Growth

Competitive Profile: Drs. Foster & Smith, Inc.

  • Company Overview
  • Growth Through Acquisitions
  • Private-Label Expansion
  • Going all Out on the Internet

Competitive Profile: Farnam Cos., Inc.

  • Company Overview
  • Bio Spot Posts Sales in the $10 Million Range
  • Comfort Zone Debuts in 2002
  • New Product Development a Core Strategy
  • Working with the Trade
  • New Directions?

Competitive Profile: Hartz Mountain Corp.

  • Good Performance in 2002
  • Tailoring Distribution
  • Advanced Care Still the Company’s Primary Focus
  • All Dressed Up But …

Competitive Profile: Nature’s Answer, Inc.

  • Company Overview
  • Nature’s Answer Pets

Competitive Profile: Nestlé Purina Pet Care Co.

  • Company Overview
  • In the Catbird’s Seat in Pet Litter?
  • Product-Specific Websites
  • Number Two in Rawhide Chews

Competitive Profile: Oil-Dri Corp. of America

  • World's Largest Manufacturer of Cat Litter
  • Jonny Cat Brand Acquired from Clorox

Competitive Profile: Pet Care Systems, Inc.

  • Company Overview
  • The Swheat Scoop Formula
  • Expanding Distribution
  • A Lifestyle Choice

Competitive Profile: Sergeant’s Pet Care Products, Inc.

  • Company Overview
  • Building on Pest Controls Another Acquisition Candidate?

Chapter 5: Marketing and Retail Trends
Marketing and New Product Trends

  • Product Surge Reflects Pet Humanization Trend
  • Table 5-1: Number of Pet Supply New Product Introductions, 1996-2002
  • Pet Care Products Out Front
  • Natural Products a Leading Edge
  • Table 5-2: Pet Supply Product Selling Points by Package Tags, 2002-2003
  • Nutritional Supplements: Increasing Segmentation and Improved Delivery Systems
  • Aromatherapy Products for Pets
  • Alternative Litters a Key Growth Niche
  • Natural Flea/Tick Products a Growing Niche
  • Dental Care Concept Gets New Teeth
  • Traditional Flea/Tick Products Positioned on Efficacy Equivalent to Veterinarian Brands
  • Travel Products for Pets
  • Convenience Trend Led by Wipes, Products with Hygienic/Portable Appeal
  • Luxury Products Often Have Fashion Edge
  • Character Licensing Stronger Than Ever
  • Techno Trends
  • In the Stores
  • On the Web Table 5-3: U.S. Market for Pet Supplies: Selected New Product Introductions, January 2002-April 2003

Advertising and Promotion

  • Marketers Spend $112 Million on National Consumer Advertising
  • Top Three Cat Litter Marketers Spend $61 Million
  • Megachains PETsMART and PETCO Spend $47 Million
  • Cat Litter Giants Also Lead 1-Q 2003 Expenditures
  • Advertising Positioned on a Few Major Themes
  • Cat Litter Products Promise Odor Control and Convenience
  • Other Products Also Claim to Control Odors, Stop Unwanted Pet Behavior
  • Pest-Control Advertising Stresses Effectiveness, Pet Comfort
  • Pet Comfort and Convenience
  • Targeting the Hobbyist
  • Consumer Promotions
  • Trade Advertising
  • Trade Support
  • Trade Shows and Associations
  • Public Relations

Retail Trends

  • Overview
  • Figure 5-1: Retailer Shares of U.S. Pet Supply Sales, 2002 (percent)
  • PETsMART vs. PETCO
  • The Wal-Mart Factor
  • Supermarkets Building on Commodity Sales
  • Boosting Selection
  • Beefing Up Merchandising
  • Promoting Customer Loyalty
  • Independent Pet Shops Still Fighting Uphill
  • Table 5-4: Share of Independent and Chain Pet Specialty Retailer Dollar Sales Volume by Product or Service Category, 2000 vs. 2001 (percent)
  • Table 5-5: Fastest-Growing Product Categories in Pet Stores, 2000 vs. 2001 (percent)
  • Dozens of E-tailers
  • Table 5-6: Selected E-tailers of Pet Supply Products, 2003

Retailer Profile: PETsMART, Inc.

  • Corporate Overview
  • Targeted Expansion
  • The PETsMART Competitive Formula
  • Remodeling a Success
  • Targeting Pet Enthusiasts with “Cradle-to-Grave” Services
  • Private-Label Expansion
  • PETsMART Hotels Being Tested
  • Public Relations
  • PETsMART Online

Retailer Profile: PETCO Animal Supplies, Inc.

  • Corporate Overview
  • PETCO Bounces Back—Publicly
  • Ongoing Expansion—Up to 1,250 Stores
  • Remodeling for the Millennium
  • Pumping Up Services
  • The PETCO P.A.L.S. Program
  • Bad PR
  • Good PR
  • PETCO Buys Naming Rights to Major League Baseball Stadium
  • PETCO.com

Chapter 6: The Consumer
Consumer Focus: Cats vs. Dogs

  • The Simmons Survey System
  • Household Ownership Rates at 25% for Cats, 32% for Dogs
  • 20% of Households Buy Cat Litter
  • 30% Buy Flea and Tick Care Products
  • Table 6-1: Household Penetration Rates for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)
  • Table 6-2: Household Populations for Selected Pet-Owning and Pet Supply Classifications, 2000 vs. 2002 (U.S. adults)

Consumer Focus: Cat Owners

  • Top Indicators for Cat Ownership
  • 45-54 Is Top Bracket for Multiple-Cat Households
  • Moderate Incomes for Multiple-Cat Households
  • Figure 6-1: Household Penetration Rates for Selected Cat-Owning Classifications, 2002 (U.S. adults)
  • Table 6-3: Selected High Consumer Indices for Households with Pet Cats, 2002 (U.S. adults)
  • Table 6-4: Demographic Characteristics Favoring Ownership of One Cat, 2002 (U.S. adults)
  • Table 6-5: Demographic Characteristics Favoring Ownership of Two Cats, 2002 (U.S. adults)
  • Table 6-6: Demographic Characteristics Favoring Ownership of Three Cats, 2002 (U.S. adults)
  • Table 6-7: Demographic Characteristics Favoring Ownership of Four or More Cats, 2002 (U.S. adults)

Consumer Focus: Cat Litter

  • Northeast the Prime Region for Cat Litter
  • Younger, More Affluent Skew for Scoopable Litter
  • Variations by Brand
  • Figure 6-2: Household Penetration Rates for Selected Cat Litter Classifications, 2000 vs. 2002 (U.S. adults)
  • Table 6-8: Demographic Characteristics Favoring Purchase of Cat Litter, 2002 (U.S. adults)
  • Table 6-9: Demographic Characteristics Favoring Purchase of Scoopable Cat Litter, 2002 (U.S. adults)
  • Table 6-10: Demographic Characteristics Favoring Purchase of Regular Cat Litter, 2002 (U.S. adults)
  • Table 6-11: Demographic Characteristics Favoring Purchase of Tidy Cats Cat Litter, 2002 (U.S. adults)
  • Table 6-12: Demographic Characteristics Favoring Purchase of Fresh Step Cat Litter, 2002 (U.S. adults)
  • Table 6-13: Demographic Characteristics Favoring Purchase of Scoop Away Cat Litter, 2002 (U.S. adults)
  • Table 6-14: Demographic Characteristics Favoring Purchase of Cat’s Pride Cat Litter, 2002 (U.S. adults)
  • Table 6-15: Demographic Characteristics Favoring Purchase of Jonny Cat Cat Litter, 2002 (U.S. adults)

Consumer Focus: Dog Owners

  • Sharper Demographics for Dog Ownership
  • Southern Skew for Dog Ownership
  • Older Slant for Dog Households
  • Figure 6-3: Household Penetration Rates for Selected Dog-Owning Classifications, 2002 (U.S. adults)
  • Table 6-16: Selected High Consumer Indices for Households with Pet Dogs, 2002 (U.S. adults)
  • Table 6-17: Demographic Characteristics Favoring Ownership of One Dog, 2002 (U.S. adults)
  • Table 6-18: Demographic Characteristics Favoring Ownership of Two Dogs, 2002 (U.S. adults)
  • Table 6-19: Demographic Characteristics Favoring Ownership of Three Dogs, 2002 (U.S. adults)
  • Table 6-20: Demographic Characteristics Favoring Ownership of Four or More Dogs, 2002 (U.S. adults)

Consumer Focus: Treatment Products for Cats and Dogs

  • 30% of Households Use of Flea and Tick Care Products
  • Flea/Tick-Control Products: Veterinarian-Dispensed vs. Retail Brands
  • Heartworm-Control Products: Cats vs. Dogs
  • Minority Skew to Pet Supplements
  • Figure 6-4: Household Penetration Rates for Selected Treatment Products for Cats and Dogs, 2000 vs. 2002 (U.S. adults)
  • Table 6-21: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products, 2002 (U.S. adults)
  • Table 6-22: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products: For Preventative Use, 2002 (U.S. adults)
  • Table 6-23: Demographic Characteristics Favoring Purchase of Flea and Tick Care Products: For Treatment Use, 2002 (U.S. adults)
  • Table 6-24: Demographic Characteristics Favoring Purchase of Hartz Flea and Tick Care Products, 2002 (U.S. adults)
  • Table 6-25: Demographic Characteristics Favoring Purchase of Advantage Flea and Tick Care Products, 2002 (U.S. adults)
  • Table 6-26: Demographic Characteristics Favoring Purchase of Frontline Flea and Tick Care Products, 2002 (U.S. adults)
  • Table 6-27: Demographic Characteristics Favoring Purchase of Sergeant’s Flea and Tick Care Products, 2002 (U.S. adults)
  • Table 6-28: Demographic Characteristics Favoring Purchase of Heartworm-Control Products for Cats, 2002 (U.S. adults)
  • Table 6-29: Demographic Characteristics Favoring Purchase of Heartworm-Control Products for Dogs, 2002 (U.S. adults)
  • Table 6-30: Demographic Characteristics Favoring Purchase of Pet Food Supplements/Vitamins for Cats or Dogs, 2002 (U.S. adults)
  • Figure 6-5: Purchasing of Pet Food Supplements/Vitamins for Cats or Dogs: By Adult Age Bracket, 2002 (U.S. Adults)
  • Figure 6-6: Purchasing of Pet Food Supplements/Vitamins for Cats or Dogs: By Household Income Bracket, 2002 (U.S. Adults)

Chapter 7: Looking Ahead
Trends & Opportunities

  • Consumer Product Marketers Will Birth “New Demographic”
  • Ramped Up Marketing, At Last
  • Product Innovation Tapping Convenience Trend, With Cat Litter Disposal Bags for All (Almost)
  • Pet Care Growth Led by Supplements, Dental Products
  • Natural Products a Focus for Marketers and Retailers
  • Marketer/Retailer Alliances de Rigueur

Appendix: Addresses of Selected Marketers

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