Pet Treats and Chews in the U.S.

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.
Chapter 1: Executive Summary
The Market
Market Size and Composition
Market Drivers
Economy Still Impacting Pet Spending
Dog Owners More Likely to Spend More on Treats
Competitive Trends
Market Structure and Retail Dynamics
Mass-Market Treat Sales Controlled by Big Three
Brand Loyalty
Private-Label Treats in Need of Reboot
PetSmart, Walmart Lead in Treat Purchases
Marketing and New Product Trends
Pet Treat Humanization
“Homemade” and Artisanal Treats
Pet Owners Rely on Functional Treats
Superfood Ingredients
Grain-Free Treats Going Strong
Special Diet Treats Target Pet Aging, Obesity
Consumer Patterns
Dog Owners Out-Purchase Cat Owners Across Pet Treat Types
Figure 1-1 Usage of Pet Treats by Type: Dog Owners vs. Cat Owners, 2015 (percent)
Two Main Drivers from Consumer Perspective
Total Customer Base: Dog Treats vs. Cat Treats
Overall Demographics of Dog and Cat Treat Purchasers
Dog, Cat Treats Both Have Two Brands with Double-Digit Draws
Chapter 2: The Market
Introduction
Market Definition
Four Product Categories
Other Marketing Classifications
Report Methodology
Market Size and Composition
U.S. Retail Sales Recover Momentum
Table 2-1 U.S. Retail Sales of Pet Treats, 2010–2014 (in millions of dollars)
Figure 2-1 Share of U.S. Retail Sales of Pet Treats by Category,2014 (percent)
Figure 2-2 Share of U.S. Retail Sales of Treats by Animal Type,2014 (percent)
Mass-Market Sales and Composition
Table 2-2 IRI-Tracked Sales of Pet Treats, 2014 (in millions of dollars and pounds)
Pet Treat Sales Up 7% in Natural Supermarket Channel
Table 2-3 Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014(in millions of dollars)
Table 2-4 Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014(percent)
Table 2-5 Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
Table 2-6 Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)
Sales by Distribution Channel
Table 2-7 Share of U.S. Retail Sales of Pet Treats Market by Channel Classification, 2014 (percent)
Market Drivers
Recalls Threaten Treat Market
Figure 2-3 Level of Agreement With Statement: “I am concerned about the safety of the pet food, pet treat, and pet chew products that I buy,” 2015 (percent)
Figure 2-4 Level of Agreement With Statement: “Fear of pet food contamination/ product safety is a key consideration in the pet foods I buy,” 2015 (percent)
FDA Warns Against Jerky Treats
Mislabeled Treats
Raw Pet Food Movement
Raw Food Proponents Stress Safety
Made in the USA Products in Demand
Illustration 2-1 Made in the USA Claims
Figure 2-5 Pet Owners Who Seek Out Pet Food/Supplies Made in the USA, Any Agreement, 2014 (percent)
Pet Owners Turn to Nutraceutical Treats for Health Benefits
Figure 2-6 Level of Agreement With Statement: “Targeted pet treats with special nutrition are beneficial to pets with specific health conditions,” 2015
Figure 2-7 Level of Agreement With Statement: “Pet treats play an important role in my pet’s health care,” 2015
Pet Market Macrotrends
Economy Still a Factor in Pet Spending
Table 2-8 Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2011-2014 (U.S. pet-owning households)
Table 2-9 Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2011-2014 (U.S. pet-owning households)
Table 2-10 Level of Agreement With Statement: “I am spending less on pet products because of the economy,” 2010-2015 (percent)
Figure 2-8 Level of Agreement With Statement: “I am spending more on pet products than I used to,” 2015 (percent)
Pet Owners Seek Out Savings
Table 2-11 Level of Agreement With Statement: “Many pet products are becoming too expensive,” 2011-2015
Figure 2-9 Level of Agreement With Statement: “I look out for lower prices, special offers, and sales on pet products,” 2015 (percent)
Figure 2-10 Coupon Usage by Pet Product Type, 2015 (percent)
Dog Owners More Likely to Spend More on Treats
Figure 2-11 Average Dollar Amount Spent on Pet Treats Each Month, 2015 (percent)
Superpremium Diluted by Mainstream Imitators
Natural Products Drive Superpremium Trend
Figure 2-12 Level of Agreement With Statement: “I consider natural and organic pet foods to be safer than regular pet foods,” 2015(percent)
Figure 2-13 Level of Agreement With Statement: “If natural/organic products were more available where I shop, I would buy them more often,” 2014 (percent)
Figure 2-14 Level of Agreement With Statement: “If natural/organic products were more affordable where I shop, I would buy them more often,” 2014 (percent)
GMO Debate Crosses into Pet Food
Figure 2-15 Level Of Agreement With Statement: “I worry about GMO (genetically modified) ingredients in dog/cat food”, 2014(percent of pet product purchasers)
Pets as Family
Figure 2-16 Level of Agreement With Statement: “I consider my pet(s) to be part of the family,” 2014 (percent)
Table 2-12 Level of Agreement With Statement: “My dog or cat has a positive impact on my mental health,” 2015 (percent)
Table 2-13 Level of Agreement With Statement: “My dog or cat has a positive impact on my physical health,” 2015 (percent)
Table 2-14 Level of Agreement With Statement: “I enjoy purchasing pet products that pamper my dog or cat,” 2015 (percent)
Pets’ Legal Status Undergoing Transformation
Mobile Apps Connect Pet Lovers
Illustration 2-2 Screenshot of DoggyBnB App
Humanization Continues to Drive Market
Illustration 2-3 Snack Mix-Ups
Illustration 2-4 Grande Frappuccino/Yappuccino
Pet Ownership and Population Trends
Table 2-15 Household Penetration Rates for Selected Pet-Owning Classifications, 2010-2014 (percent and number of U.S. households in millions)
The Aging Pet Population
Table 2-16 Age of Dogs and Cats, 2015 (percent of pet owners) (Don’t Call Them) Millennials
Pet Overweight and Obesity
Table 2-17 Percentage and Number of Overweight and Obese Dogs and Cats, 2014
Figure 2-17 Have an overweight pet” Dog Owners vs. Cat Owners, 2014 vs. 2015 (percent)
Figure 2-18 Percentage of Pet Owners Who Use Pet Food/Treats to
Target Weight Management, 2015 (percent)
Changes in Pet Food (and Treat) Regulation
Annual Sales Gains Expected to Rise Gradually
Table 2-17 Projected U.S. Retail Sales of Pet Treats: 2014–2019(in millions of dollars)
Chapter 3: Competitive Trends
Competitive Overview
Market Structure and Retail Dynamics
M&A and Investment Activity
PetSmart Goes Private
Del Monte Becomes Big Heart Pet Brands J.M. Smucker Acquires Big Heart
Mars Completes its Acquisition of P&G’s Petcare Business
Freshpet Initiates Long-Awaited IPO
Spectrum Brands Buys Salix
Cargill Acquires Pet Carousel
Fetch…for pets! Partners with Bistro Bites
Illustration 3-1 Bistro Bites
Dogswell Acquires Two Pet Treat Companies
Globalinx Rebrands to Hillside Farms, Opens U.S. Plant
Central Garden & Pet Deflects Harbinger Group Offer
Other Deals
Purina/Blue Buffalo Battle Continues
The Honest Kitchen Treats Verified by Non-GMO Project
Illustration 3-2 The Honest Kitchen Beams and Wishes Treats
Milo’s Kitchen Takes Treats on the Road
Celebrity Chef Launches Pet Line
Illustration 3-3 Paula Deen Hugs Pet Food and Treat Line
Cargill Expands Reach in Treat Market
Illustration 3-4 Pet Carousel Product Line
Mass-Market Treat Sales Controlled by Big Three
Table 3-1 Leading Marketers of Pet Treats at Food, Drug and Mass Merchandisers, 2014 (in millions of dollars and percent)
Big Heart Pet Brands Tops List in Dog Treats
Table 3-2 Top Marketers/Brands of Dog Biscuits/Treats/Beverages by IRI-Tracked Sales, 2014 (in millions of dollars)
8 in 1/Spectrum Brands Leads in Rawhide Chews
Table 3-3 Top Marketers/Brands of Rawhide Chews by IRI-Tracked Sales, 2014 (in millions of dollars)
Mars Dominates in Cat Treats
Table 3-4 Top Marketers/Brands of Cat Snacks/Beverages by IRITracked Sales, 2014 (in millions of dollars)
Top Brands in Pet Specialty
Raw Food Makes Headway in Treat Market
Illustration 3-5 Primal Pet Foods Raw Treat Offerings
Shelf-Stable Options Increase Raw Food Appeal
Brand Loyalty
Figure 3-1 Frequency of Changing Dog Food Brands: Dry Food,
Wet Food and Treats, 2015 (percent)
Figure 3-2 Frequency of Changing Cat Food Brands: Dry Food,
Wet Food and Treats, 2015 (percent)
Marketing Trends
Noteworthy Videos Fuel Consumer Interest
Illustration 3-6 Beggin’ Party Poppers Ad
Social Media
Growing Role of Bloggers in Pet Industry
Marketers Seek Consumer Input on Treat Design, Packaging
Cause Marketing
Illustration 3-7 America’s VetDogs Treats
Figure 3-3 Level of Agreement With Statement: “The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy,” 2015(percent)
Figure 3-4 Level of Agreement With Statement: “The participation by pet product retailers in pet welfare and rescue causes plays a role in where I buy pet products,” 2015 (percent)
Sustainability Initiatives
Mars
Nestlé Purina
Other Companies’ Efforts
Eco-friendly Packaging
The Retail Landscape
Private-Label Treats in Need of Reboot
Table 3-5 Private-Label IRI-Tracked Sales and Category Share, 2014 (in millions of dollars)
Illustration 3-8 Simply from Nature Comparison Chart
PetSmart, Walmart Lead in Treat Purchases
Figure 3-5 Retail Outlets for Pet Product Purchases: Overall vs. Treats/Chews, 2015 (percent)
Other Retailers
Drugstores
Dollar Stores
Agricultural/Feed & Seed/Farm Stores
Internet and Mobile Retailing
Pet Products on the Go
Walmart Takes on Amazon Prime
Illustration 3-9 Walmart Introduces Unlimited Shipping
Amazon Beefs Up Prime Now
Illustration 3-10 Amazon’s Expanded Prime Now Service
Table 3-6 The U.S. Pet Treats Market: Selected Leading Marketers and Brands, 2015
Chapter 4: Marketing and New Product Trends
Innovation, Quality Key to Attracting Pet Owners
Natural and Organic Treats
Humanization
Illustration 4-1 Martha Stewart Pets Treat Shop
Illustration 4-2 Pedigree Stackerz Chips
“Homemade” and Artisanal Treats
Illustration 4-3 Hill’s Ideal Balance Crafted Treats
Illustration 4-4 Caru Pet Food Soft ‘n Tasty Baked Bites
Illustration 4-5 Old Mother Hubbard Gourmet Goodies
Human-Grade Ingredients
Illustration 4-6 Full Moon 100% Human-Grade Ingredient Treats
Pet Companies Embrace Yogurt Trend
Illustration 4-7 Fruitables Greek Yogurt Dog Treats
Pet Owners Rely on Functional Treats
Functional Ingredients Provide Multiple Benefits
Illustration 4-8 Greenies Functional Treats
Illustration 4-9 WholeLife TruHips
Illustration 4-10 Smart Fido Treats
Dental Treats
Illustration 4-11 Milk-Bone Brushing Chews
Illustration 4-12 Pedigree Dentastix Deep Clean
Superfood Ingredients
Illustration 4-13 Wellness TruFood CocoChia Bakes
Illustration 4-14 Dogs Love Kale Treats
Pet Happy Hour?
Illustration 4-15 Bark Vinyards “Wine” Selection
Illustration 4-16 Bowser Beer Beefy Brown Ale
Grain-Free Treats Going Strong
Illustration 4-17 Wellness Pure Delights Turkey & Salmon Jerky
Illustration 4-18 PureBites Salmon Treats
Illustration 4-19 Sojos Simply Beef Dog Treats
Gluten-Free Proves More Than a Fad
Ancestral Diets a Take on “Paleo” Trend
Ancient Grains: A Better Option?
Illustration 4-20 Max & Ruffy’s Mother Quinoa’s Pumpkin Patch Treats
Sprouted Grains Offer Improved Digestibility, Nutrition
Illustration 4-21 Carna4 Sprouty Squares
Exotic Protein Treats Provide Variety, Allergy Relief
Illustration 4-22 Delca Corp. Shrimp, Alligator and Crab Dog Biscuits
Illustration 4-23 Awesome Possum Treats
Special Diet Treats Target Pet Aging, Obesity
Limited Ingredient Diets
Illustration 4-24 SmilingDog and SassyCat Limited Ingredient Treats .. 154
Illustration 4-25 Clear Conscience Pet Clean Label Treats
Healthy Weight
Illustration 4-26 Zuke’s Skinny Bakes
High Performance Diets
Illustration 4-27 YaffBar Energy Bar For Dogs and Humans
Raw Treats Part of Raw Food Movement
Illustration 4-28 Stella & Chewy’s Carnivore Crunch
Whole/Marrow Bones Part of Raw Food Trend
Trends in Chews/Jerky Treats: Moving Beyond Rawhides
Illustration 4-29 Jones Natural Chews Jerky Treats
Illustration 4-30 Vetscience’s Fruitables Whole Jerky Bites
Illustration 4-31 Pet Factory American Beef Hide Chews
Trends in Cat Treats
Illustration 4-32 Whole Life Cat Treats
Illustration 4-33 Vitacraft Purrk! KitCubes
Refrigerated and Frozen Treats Provide Novel Formats
Freshpet Dominates in Refrigerated Treats
Frozen Treats
Illustration 4-34 The Honest Kitchen Ice Pups Treats
Illustration 4-35 Puppy Cake’s Puppy Scoops Ice Cream Mix for Dogs
Interactive Treats Provide Fun for Pet and Owner
Illustration 4-36 Target’s Purina Beggin’ Poppers Mobile Game
Illustration 4-37 Temptations Snacky Mouse
High-Tech Treats
Treats for a Cause
Illustration 4-38 Rosie’s Barkery Hearts N’ Homes Treats
Illustration 4-39 High Hopes Baked Cookies
Overarching Market Trends Influence Small Animal Treats
Healthier Options
Illustration 4-40 Oxbow Animal Health Simple Rewards Treats
Species-Specific Treats
Illustration 4-41 Marshall Pet Products Furo-Vite Treats
Humanized Small Animal Treats
Illustration 4-42 Ware Manufacturing Pets Ice Cream and Cupcake
Gummies Go Canine
Chapter 5: Consumer Patterns
Overview of Purchasing Patterns
Dog Owners Out-Purchase Cat Owners Across Pet Treat Types
Figure 5-1 Usage of Pet Treats by Type: Dog Owners vs. Cat Owners, 2015 (percent)
Mixed Patterns for Specialty Formulations
Figure 5-2 Types of Specialty Pet Treats Formulations Purchased: Dog Owners vs. Cat Owners, 2015 (percent)
Purchasing Patterns by Shapes & Types
Figure 5-3 Shapes & Types of Treats/Chews Used: Dog Owners vs. Cat Owners, 2015 (percent)
Purchasing Patterns by Targeted Health Formulation
Figure 5-4 Health Concerns Addressed by Treats/Chews: Dog Owners/Cat Owners, 2015 (percent)
Two Main Drivers from Consumer Perspective
Table 5-1 Ownership Rates for Pets: Dogs vs. Cats, 2004-2014(percent of U.S. households)
Table 5-2 Purchasing Rates for Pet Treats: Dog Owners vs. Cat Owners, 2004-2014 (percent of U.S. dog- or cat-owning households)
Total Customer Base in Households: Dog Treats vs. Cat Treats
Table 5-3 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)
Total Consumer Base in Pets: Dogs vs. Cats
Table 5-4 Pet Population Base for Treats: By Number of Dogs or Cats Owned, 2014 (U.S. households)
Overall Demographics of Dog and Cat Treat Purchasers
Table 5-5 Demographic Profile of Dog Treat Purchasers, 2014(percent and index)
Table 5-6 Demographic Profile of Cat Treat Purchasers, 2014(percent and index)
Purchasing Patterns for Dog Treat Brands
Big Heart Has 4 of Top 5 Brands
Table 5-7 Usage Rates for Leading Dog Treat Brand Lines, 2014/2015 (percent of dog-owning households)
Figure 5-5 Brand Concentration Overview: Dog Treat vs. Cat Treats, 2014/2015 (purchasing rates by dog- or cat-owning households for selected measures)
Beggin’ Strips, Milk-Bone Lead in Customer Base Growth
Table 5-8 Consumer Base for Leading Dog Treat Brand Lines,2008/2009 vs. 2014/2015 (number of households in thousands)
Consumer Purchasing Patterns
Table 5-9 Purchasing Indexes for Selected Leading Dog Treat Brand Lines: Single vs. Multiple Dog Owners, 2014/2015 (index)
Table 5-10 Overview of Milk-Bone Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-11 Overview of Beggin’ Strips Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-12 Overview of Jerky Treats Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-13 Overview of Pup-Peroni Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-14 Overview of Meaty Bone Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-15 Overview of T-Bonz Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-16 Overview of Pedigree Dentabone Brand Dog Treat Purchasers, 2014/2015 (percent and index)
Table 5-17 Overview of Busy Bone Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-18 Overview of Alpo Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-19 Overview of Purina Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-20 Overview of Canine Carryouts Brand Dog Treat Purchasers, 2014/2015 (percent and index)
Table 5-21 Overview of Snausages Brand Dog Treat Purchasers,2014/2015 (percent and index)
Table 5-22 Overview of Store Brand Dog Treat Purchasers,2014/2015 (percent and index)
Purchasing Patterns for Cat Treat Brands
Whiskas Temptations Brand Leads in Consumer Draw and Consumer Base Growth
Table 5-23 Usage Rates for Leading Cat Treat Brand Lines,2014/2015 (percent of cat-owning households)
Table 5-24 Consumer Base for Leading Cat Treat Brand Lines,2012/2013 vs. 2014/2015 (number of households in thousands)
Consumer Purchasing Patterns
Table 5-25 Purchasing Indexes for Selected Leading Cat Treat Brand Lines: Single vs. Multiple Cat Owners, 2014/2015(percent and index)
Table 5-26 Overview of Whiskas Temptations Brand Cat Treat Purchasers, 2014/2015 (percent and index)
Table 5-27 Overview of Friskies Brand Cat Treat Purchasers,2014/2015 (percent and index)
Table 5-28 Overview of Pounce Brand Cat Treat Purchasers,2014/2015 (percent and index)
Table 5-29 Overview of Meow Mix Brand Cat Treat Purchasers,2014/2015 (percent and index)
Table 5-30 Overview for Whisker Lickin’s Brand Cat Treat Purchasers, 2014/2015 (percent and index)

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