Pet Treats and Chews in the U.S.

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Published Jun 26, 2015 | 219 Pages | Pub ID: LA5471070

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Pet Treats and Chews in the U.S.

Pets love treats, and pet owners love to give their pets treats, using “treat time” as a way to pamper their pets, add nutritional value to their diets, and strengthen the human-animal bond. Packaged Facts online consumer survey data from April 2015 show that 87% of U.S. dog owners and 68% of cat owners purchase one or more types of treats/chews, illustrating the prevalence of these products in pet owners’ pet care regimen. In Pet Treats and Chews in the U.S., Packaged Facts examines the wide array of treat and chew options available to pet owners, as well as what motivates them to choose one treat over another from the plethora of options.

With retail sales reaching $5.4 billion in 2014, the market for treats and chews is a still-growing opportunity for marketers who offer innovative products with a focus on quality. Because of the recent furor over potential safety risks associated with recalled jerky treats, pet owners in the U.S. have begun to scrutinize the treats they buy even more closely, and interest in natural, locally sourced ingredients has never been higher. Value is another driving factor, with pet owners looking for more “bang for the buck” in the form of treats that provide side benefits such as dental care or functional ingredients.

This brand new Packaged Facts report examines the market for treats and chews, breaking it out into four categories: indulgent treats, rawhide/natural chews, dental chews/treats, and nutraceutical treats. The report provides a broad overview of the market with a focus on future trends, including the importance of product safety, the encroachment of natural products in mass-market outlets, the impact of humanization on the treat market, and growth of functional and grain-free treat options. The report also provides extensive retail sales breakouts along with an examination of the competitive situation, quantifying marketer and brand shares across three product categories using IRI Multi Outlet data, and providing marketer share figures for the natural and specialty/gourmet supermarket channels using SPINSscan sales tracking data. Dozens of images of illustrate innovative pet treat and chew product while screenshots of websites provide marketing and retailing context. Packaged Facts proprietary survey data supplements trend discussions throughout the report and provides the backbone of the Consumer Patterns chapter, which also utilizes Experian Marketing Services’ Simmons survey data to highlight product and brand penetration levels. Overall, Pet Treats and Chews in the U.S. details past and projected retail sales, competitive, new product and retail trends, and trends in pet treat purchaser attitudes, demographics and brand preferences.

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        •   U.S. Retail Sales of Pet Treats, 2010–2014 (in millions of dollars)

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        •   IRI-Tracked Sales of Pet Treats, 2014 (in millions of dollars and pounds)

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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)
        •   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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        •   Share of U.S. Retail Sales of Pet Treats Market by Channel Classification, 2014 (percent)

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        •   Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2011-2014 (U.S. pet-owning households)
        •   Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2011-2014 (U.S. pet-owning households)
        •   Level of Agreement With Statement: "I am spending less on pet products because of the economy," 2010-2015 (percent)
        •   Level of Agreement With Statement: "Many pet products are becoming too expensive," 2011-2015
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        •   Level of Agreement With Statement: "My dog or cat has a positive impact on my mental health," 2015 (percent)
        •   Level of Agreement With Statement: "My dog or cat has a positive impact on my physical health," 2015 (percent)
        •   Level of Agreement With Statement: "I enjoy purchasing pet products that pamper my dog or cat," 2015 (percent)
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        •   Household Penetration Rates for Selected Pet-Owning Classifications, 2010-2014 (percent and number of U.S. households in millions)
        •   Age of Dogs and Cats, 2015 (percent of pet owners)
        •   Percentage and Number of Overweight and Obese Dogs and Cats, 2014
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        •   Projected U.S. Retail Sales of Pet Treats: 2014–2019 (in millions of dollars)

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        •   Leading Marketers of Pet Treats at Food, Drug and Mass Merchandisers, 2014 (in millions of dollars and percent)
        •   Top Marketers/Brands of Dog Biscuits/Treats/Beverages by IRI-Tracked Sales, 2014 (in millions of dollars)
        •   Top Marketers/Brands of Rawhide Chews by IRI-Tracked Sales, 2014 (in millions of dollars)
        •   Top Marketers/Brands of Cat Snacks/Beverages by IRI-Tracked Sales, 2014 (in millions of dollars)
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        •   Private-Label IRI-Tracked Sales and Category Share, 2014 (in millions of dollars)
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        •   The U.S. Pet Treats Market: Selected Leading Marketers and Brands, 2015

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        •   Ownership Rates for Pets: Dogs vs. Cats, 2004-2014 (percent of U.S. households)
        •   Purchasing Rates for Pet Treats: Dog Owners vs. Cat Owners, 2004-2014 (percent of U.S. dog- or cat-owning households)

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        •   Household Purchasing Patterns for Pet Treats: By Number of Dogs or Cats Owned, 2014 (number and percent of U.S. dog- or cat-owning households)

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        •   Pet Population Base for Treats: By Number of Dogs or Cats Owned, 2014 (U.S. households)
        •   Demographic Profile of Dog Treat Purchasers, 2014 (percent and index)
        •   Demographic Profile of Cat Treat Purchasers, 2014 (percent and index)

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        •   Usage Rates for Leading Dog Treat Brand Lines, 2014/2015 (percent of dog-owning households)

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        •   Consumer Base for Leading Dog Treat Brand Lines, 2008/2009 vs. 2014/2015 (number of households in thousands)

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        •   Purchasing Indexes for Selected Leading Dog Treat Brand Lines: Single vs. Multiple Dog Owners, 2014/2015 (index)
        •   Overview of Milk-Bone Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Beggin' Strips Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Jerky Treats Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Pup-Peroni Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Meaty Bone Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of T-Bonz Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Pedigree Dentabone Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Busy Bone Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Alpo Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Purina Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Canine Carryouts Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Snausages Brand Dog Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Store Brand Dog Treat Purchasers, 2014/2015 (percent and index)

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        •   Usage Rates for Leading Cat Treat Brand Lines, 2014/2015 (percent of cat-owning households)
        •   Consumer Base for Leading Cat Treat Brand Lines, 2012/2013 vs. 2014/2015 (number of households in thousands)

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        •   Purchasing Indexes for Selected Leading Cat Treat Brand Lines: Single vs. Multiple Cat Owners, 2014/2015 (percent and index)
        •   Overview of Whiskas Temptations Brand Cat Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Friskies Brand Cat Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Pounce Brand Cat Treat Purchasers, 2014/2015 (percent and index)
        •   Overview of Meow Mix Brand Cat Treat Purchasers, 2014/2015 (percent and index)
        •   Overview for Whisker Lickin's Brand Cat Treat Purchasers, 2014/2015 (percent and index)

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