Pet Treats and Chews in the U.S., 2nd Edition

 
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Published Aug 15, 2017 | 239 Pages | Pub ID: LA15313323

Pet Treats and Chews in the U.S., 2nd Edition

Pet marketers looking to tap into “pet parenting” dollars are on fertile ground when it comes to dog and cat treats and chews.  Pet owners grab up treats and chews for many reasons: health-related, as is the case with dental treats and those formulated to address a specific condition or enhance general wellness; for entertainment, as with edible long-lasting chews or with treats inserted into a play-inducing dispenser; or training, as is the case with compact, easily pocketable treats used as a reward for good behavior. At the same time and top of list for many pet owners treats offer away to interact with their pets and express affection, with treat time serving an important role in the human/animal bond.

Pet Treats and Chews Focus on Health, Wellness

Whatever the mix of motivations, treats are firmly entrenched in the pet products pantheon, with Packaged Facts survey results indicating that 92% of dog owners and 80% of cat owners have purchased treats in the past 12 months. During 2017, sales are expected to hit $6.4 billion at retail,  with this category continuing to out-perform the overall pet food market while following many of the same paths, including humanization, natural, grain-free, limited ingredient, made in the USA, functional ingredients, and exotic proteins. Pet Treats and Chews in the U.S., 2nd Edition provides detailed analysis of the types of treats and chews currently in high demand, and examines how marketers are responding to make or break issues including product safety and transparency.

As in the pet food market, health and wellness concerns are a primary driver, with more and more pet owners turning to functional treats for health conditions that are often age- or weight-related, including joint/mobility, skin/coat and cognitive. Additionally, as the chews segment recovers from the wave of recalls in recent years, consumers are looking for options with simpler and fewer ingredients and demanding transparency when it comes to ingredient sourcing. At the same time, dental treats and chews remain highly popular, with a host of new products recently hitting store shelves.

Report Scope & Methodology

Building on analysis presented in the previous edition of this report, this fully updated second edition of Pet Treats and Chews in the U.S. covers historical and projected retail sales estimates from 2012 through 2021, competitive strategies of key players, and trends in new product development. The report also examines retail trends including the impact of the e-commerce boom and the pet specialty vs. mass retail divide (recently thrust into the spotlight with Blue Buffalo’s cross-over), and the snowballing effect of Millennials as the largest generation of pet owners. Featuring exclusive multi-year data from Packaged Facts’ National Pet Owner Survey, the report examines pet treats and chews purchasing trends, as well as attitudes and demographic characteristics of pet treats and chews purchasers. Additional data sources include Simmons data profiling pet treat purchaser attitudes and product preferences, and SPINScan data on sales through the natural and gourmet channels.


CHAPTER 1: EXECUTIVE SUMMARY
MARKET TRENDS
Market Definition
Five Product Categories
Report Methodology
Market Size and Composition
Figure 1-1 Share of U.S. Retail Sales of Pet Treats and Chews by Type, 2017 (percent)
Market Drivers
COMPETITIVE TRENDS
Competitive Overview
Market Leaders
Marketing Trends
The Retail Landscape
MARKETING AND NEW PRODUCT TRENDS
Treats and Chews Follow Pet Food Trends
Natural and Organic Treats
Humanization
Dental Treats and Chews
Functional Treats
Grain-Free Treats
Exotic Protein Treats Provide Variety, Allergy Relief
Special Diet Treats Target Pet Aging, Obesity, and Sizes
Limited Ingredient Diets
Raw Treats Part of the Raw Food Movement
Trends in Long-Lasting Edible Chews
Novel Formats
Trends in Cat Treats
CONSUMER TRENDS
Treats and Chews Second Only to Food Among Purchases
Dog Owners Out-Purchase Cat Owners Across All Treat/Chew Types
Mixed Patterns for Specialty Formulations
Usage Patterns by Shape and Type
Purchasing Patterns by Targeted Health Formulation
Treat Purchases More Impulse Purchase Than Other Products
Dog Ownership Growth Means More Treat-Buying Households
Overall Demographics of Dog and Cat Treat Purchasers
Purchasing Patterns for Dog Treat Brands
Purchasing Patterns for Cat Treat Brands
INSIGHTS AND OPPORTUNITIES
Opportunity 1—Marketing on product healthfulness and safety
Opportunity 2—Providing “multi-functional” products
Opportunity 3—Focusing on transparency and “clean label” products
Opportunity 4—Taking advantage of e-commerce boom
Opportunity 5— Moving beyond the “impulse” purchase
Opportunity 6—Promoting sustainability and corporate responsibility
CHAPTER 2: MARKET TRENDS
CHAPTER HIGHLIGHTS
INTRODUCTION
Market Definition
Five 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 and Chews, 2012-2017 (in millions)
Figure 2-1 Share of U.S. Retail Sales of Pet Treats and Chews by Type, 2017 (percent)
Sales by Distribution Channel
Table 2-2 Share of U.S. Retail Sales of Pet Treats and Chews by Channel, 2017 (percent)
Table 2-3 Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, March 2016 vs. March 2017 (in millions of dollars)
Table 2-4 Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, March 2016 vs. March 2017 (in millions of dollars)
MARKET DRIVERS
Treats and Chews Serve Many Functions
Figure 2-2 Purchasing Rates of Treats and Chews, Past 30 Days vs. Past 12 Months, 2017 (percent of cat- and dog-owners)
Treats Market Still on Alert from Recalls
Figure 2-3 Level of Agreement With Statement: “Fear of contamination/product safety is a key consideration in the pet treats I purchase,” 2017 (percent)
Figure 2-4 Level of Agreement With Statement: “I am concerned about the safety/contamination of pet chews made from animal parts (such as rawhide, ears, snouts, hooves),” 2017 (percent)
Illustration 2-1 PetMatrix SmartBones Rawhide-Free Chews
Safety and Transparency Top List of Concerns
Pets as Family
Illustration 2-2 Black Labels Across Categories
Figure 2-5 Level of Agreement with Humanization-Related Pet Treat Sentiments, 2017 (percent)
Health and Wellness Trend Driven by Humanization, Millennials
Table 2-5 Level of Agreement with Statement: “I am willing to pay more for pet food products that are healthier for my pets,” by Age Bracket, 2017 (percent)
Figure 2-6 Level of Agreement with Functional Treat-Related Sentiments (percent)
Table 2-6 Percent of Pet Owners Purchasing Condition-Specific Functional Pet Treats Who Are Using Additional Treatment Options, 2017 (percent)
PET MARKET MACROTRENDS
E-Commerce Impacting Entire Pet Industry
Superpremium Diluted by Mainstream Imitators
Small Dogs Rule, But Medium Sizes Rebound
Table 2-7 Size of Pet Dogs, 2012-2017 (percent)
Table 2-8 Size of Most Recently Acquired Pet Dog, 2014-2017 (percent)
Weighty Issues
LOOKING AHEAD
Steady Sales Gains through 2021
Table 2-9 U.S. Retail Sales of Pet Treats and Chews, 2016-2021 (in millions)
CHAPTER 3: COMPETITIVE TRENDS
CHAPTER HIGHLIGHTS
COMPETITIVE OVERVIEW
Market Structure and Retail Dynamics
M&A and Investment Activity
Expansions and Rebranding Efforts
Illustration 3-1 Greenies New Packaging
Illustration 3-2 Zuke’s Packaging Refresh
Legal Action
Illustration 3-3 Greenies Pill Pockets and Milk-Bone Pill Pouches
Illustration 3-4 Purina Beggin’ Black Label and Hormel Black Label Bacon
MARKET LEADERS
Mass market Treat Sales Controlled by Big Three
Top Brands in Pet Specialty
Brand Loyalty
Figure 3-1 Level of Agreement with the Statement, “I prefer to purchase the same brand of pet food and pet treats for my pet,” 2017 (percent)
MARKETING TRENDS
Growing Demand for Clean Label Products
Illustration 3-5 Nutro Website Banner Highlighting Feed Clean Philosophy
Illustration 3-6 Plato Pet Treats Clean Label Discussion
Sustainability, Corporate Responsibility, and “Green” Practices
Figure 3-2 Pet Owner Attitudes Toward Environmentally Responsible Packaging: Pet Owners Overall vs. Hispanic Pet Owners, 2015 (percent of dry pet food purchasers)
Illustration 3-7 Open Farm Website Emphasizing Animal Welfare
Illustration 3-8 Lindy & Company Treats Featuring Proceeds to Homeless Youth
Illustration 3-9 Rosie’s Soft Dog Treats Promoting Dog Rescue
Table 3-1 Level of Agreement with Statement: “The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products,” 2014-2017 (percent)
Table 3-2 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,” 2014-2017 (percent)
Noteworthy Videos Fuel Consumer Interest
THE RETAIL LANDSCAPE
Private-Label Treats Holding Steady
Illustration 3-10 Tractor Supply’s 4Health Treats
Illustration 3-11 Chewy’s Tylee’s Brand Jerky Treats
Walmart, PetSmart and Supermarkets Lead in Treat Purchases
Table 3-3 Retail Outlets for Pet Product Purchases: Pet Treats/Chews vs. Pet Food vs. Pet Supplies, 2017 (percent)
Table 3-4 Mass Market Retail Outlets Shopped for Pet Supplies: Dog Treat and Cat Treat Purchasers, 2017 (percent of U.S. dog- or cat-treat purchasing households)
Table 3-5 Pet Specialty Retail Outlets Shopped for Pet Supplies: Dog Treat and Cat Treat Purchasers, 2017 (percent of U.S. dog- or cat-treat purchasing households)
Table 3-6 Retail Outlets Shopped by Dog Treat and Cat Treats Purchasers, Online, Veterinary Offices and Other Channels, 2017 (percent of U.S. dog- or cat-treat purchasing households)
Internet Sales Changing Pet Retail from Ground Up
Figure 3-3 Agreement with the Statement: “I am buying pet products online more than I used to,” 2012-2017 (percent of pet product purchasers)
Table 3-7 Time Frame for Most Recent Online Purchase of Pet Products, 2012-2017 (percent of pet product purchasers)
Table 3-8 Online Purchases of Pet Treats by Website, 2017 (percent of dog- or cat-treats purchasers)
CHAPTER 4: MARKETING & NEW PRODUCT TRENDS
CHAPTER HIGHLIGHTS
TRENDS IN TREATS AND CHEWS
Treats and Chews Follow Pet Food Trends
Natural and Organic Treats
Humanization
Illustration 4-1 Pup-Peroni Triple Meat Lovers Treats
Illustration 4-2 Milk-Bone Farmer’s Medley
Illustration 4-3 Lazy Dog Cookie Co. Chow Chow Mein
Illustration 4-4 Zuke’s Mini Naturals Hearts
Illustration 4-5 Fetch…For Pets! PEEPS Treats
Illustration 4-6 Full Moon Artisanal Treats
Illustration 4-7 Wholeful Pet Canine Cookie Dough
Illustration 4-8 Puppy Cake Tea for Spot
Dental Treats and Chews
Illustration 4-9 Merrick Fresh Kisses
Illustration 4-10 Emerald Pet Fresh Smileezz
Illustration 4-11 VetIQ Minties Website Chart
Illustration 4-12 K-10+ Oral Care Dental Sticks
Illustration 4-13 Whimzees’ Brushzees Dental Treats
Illustration 4-14 Fruitables Bioactive Fresh Mouth Tiny Dog Chews
Illustration 4-15 Missing Link Once Daily Superfood Dental Chew
Illustration 4-16 Purina DentaLife Advanced Clean Oral Care Dog Treats
Illustration 4-17 Pedigree Dentastix Puppy
Illustration 4-18 PawsIQ Dental Treats for Cats
Illustration 4-19 ProDen PlaqueOff Dental Bites for Cats
Functional Treats
Illustration 4-20 Loving Pets ActivPetz Functional Treats
Illustration 4-21 Milk-Bone Good Morning Daily Vitamin Treats
Illustration 4-22 Barkworthies Superfood Jerky Treats
Illustration 4-23 Natura Petz Organics PawR Bites
Illustration 4-24 TurboPup Superfood Snacks
Illustration 4-25 Blue Buffalo Earth’s Essentials Apple Orchard Clusters
Illustration 4-26 Pet Tao Treats
Illustration 4-27 Bocce’s Bakery Functional Biscuits
Illustration 4-28 Darford’s ZERO/G Treats
Illustration 4-29 Zuke’s Endurance Daily Fuel Treats
Illustration 4-30 Petabis Organics Organic Hemp Heart Dog Treats
Illustration 4-31 Pet Releaf Edibites with CBD
Illustration 4-32 Barkworthies Pumpkin Cannabidiol Treats
Illustration 4-33 Pharma Pet Health Relaxation Remedy Treats
Grain-Free Treats
Exotic Protein Treats Provide Variety, Allergy Relief
Illustration 4-34 The Honest Kitchen Nice Mussels Treats
Illustration 4-35 EntoBento Cricket Protein Dog Treats
Illustration 4-36 Caru Pet Foods Baked Bites Exotic Protein Treats
Illustration 4-37 Blue Buffalo Wilderness Stix
Illustration 4-38 Zuke’s PureNZ Bites
Illustration 4-39 Ewegurt Sheep Milk Treats
Illustration 4-40 Natural Balance Belly Bites
Illustration 4-41 Dogs Love Snapeas Treats
Special Diet Treats Target Pet Aging, Obesity, and Sizes
Figure 4-1 Senior-Related Conditions Treated with Functional Treats (percent of treat purchasers)
Illustration 4-42 Emerald Pet Little Chewzzies
Illustration 4-43 Beggin’ Skinny Strips
Illustration 4-44 Beneful Break-N-Bites
Illustration 4-45 Einstein Pets Black & Whites Treats
Illustration 4-46 Beneful IncrediBites Meaty Minis
Illustration 4-47 Northern Biscuit Bakery Minis
Illustration 4-48 Exclusively Dog Sausage Bits
Illustration 4-49 Crazy Dog Train-Me
Limited Ingredient Diets
Illustration 4-50 Crazy Dog Train-Me
Illustration 4-51 goBare Fillet Bits and River Bites LID Treats
Illustration 4-52 Plato Pet Treats Hundur’s Crunch
Illustration 4-53 The Honest Kitchen Joyful Jerky Bites and Filets
Illustration 4-55 Stewart Pro-Treat
Illustration 4-56 Natural Balance L.I.T. Treat for Cats
Raw Treats Part of the Raw Food Movement
Illustration 4-57 Stewart Raw Naturals Freeze Dried Dog Treats
Illustration 4-58 Wellness CORE 100% Freeze Dried Treats
Illustration 4-59 Vital Essentials Raw Bar
Trends in Long-Lasting Edible Chews
Illustration 4-60 Barkworthies Cod Skin Fillet
Illustration 4-61 Barkworthies Chew Root
Illustration 4-62 Barkworthies Brushers
Illustration 4-63 Wholesome Hide Ground Rounds
Illustration 4-64 QT Dog Steer Jerky Chews
Illustration 4-65 Bravo! Pork Roll Chew
Illustration 4-66 Nylabone Edibles Natural Nubz
Illustration 4-67 Nylabone Healthy Edibles Wild with Bison
Novel Formats
Illustration 4-68 Pet Botanics Air-Dried Omega Treats
Illustration 4-69 Rogue Air-Dried Treats
Illustration 4-70 Hartz Delectables SqueezeUp Treat
Trends in Cat Treats
Illustration 4-71 Cat Sushi Katsuo Flakes
Illustration 4-72 Purina Fancy Feast Purely Treats
Illustration 4-73 Caru Pet Foods Baked Bites for Cats
Illustration 4-74 Vital Essentials VitalCat Treats
Illustration 4-75 Temptations MixUps Treats
Illustration 4-76 Whisker Lickin’s New Packaging
Illustration 4-77 Sheba Meaty Tender Sticks
Illustration 4-78 Friskies Pull ‘n Play Treat Mouse
Illustration 4-79 Orijen Freeze Dried Cat Treats
Illustration 4-80 PetSmart Simply Nourish Freeze Dried Cat Treats
Illustration 4-81 Fruitables Wildly Natural Cat Treats
Illustration 4-82 Purina Beyond Cat Treats
CHAPTER 5: CONSUMER TRENDS
CHAPTER HIGHLIGHTS
OVERVIEW OF PURCHASING PATTERNS
Treats and Chews Second Only to Food Among Purchases
Table 5-1 Pet Products Purchased in Last 30 Days or Last 12 Months: Dog Owners vs. Cat Owners, 2017 (percent)
Dog Owners Out-Purchase Cat Owners Across All Treat/Chew Types
Figure 5-1 Purchasing Rates of Pet Treats by Type: Dog Owners vs. Cat Owners, 2017 (percent)
Figure 5-2 Dog Treat Purchasing Rates by Type of Treat and Generational Cohort, 2017 (percent of dog treat purchasers)
Figure 5-3 Cat Treat Purchase Rate by Type of Treat and Generational Cohort, 2017 (percent of cat treat purchasers)
Mixed Patterns for Specialty Formulations
Figure 5-4 Types of Specialty Pet Treats Formulations Purchased: Dog Owners vs. Cat Owners, 2017 (percent)
Figure 5-5 Free-From” Formulations Purchased: Dog Owners vs. Cat Owners, 2017 (percent)
Usage Patterns by Shape and Type
Figure 5-6 Shapes and Types of Treats/Chews Used: Dog Owners vs. Cat Owners, 2017 (percent)
Usage Patterns by Size of Dog
Figure 5-7 Use of Size-Specific Treats by Size of Dog, 2017 (percent)
Purchasing Patterns by Targeted Health Formulation
Table 5-2 Health/Wellness Concerns Addressed by Treats/Chews: Dog Owners vs. Cat Owners, 2017 (percent)
Treat Purchases More Impulse Purchase Than Other Products
Figure 5-8 Level of Agreement with Treat-Purchasing Occasion Sentiments, 2017 (percent of treat buyers)
Figure 5-9 Planned Purchases by Pet Product Type in Last 30 Days, 2017 (percent of pet product buyers)
Dog Ownership Growth Means More Treat-Buying Households
Figure 5-10 Number of Dog- and Cat-Owning Households, 2009-2017 (in thousands)
Figure 5-11 Purchasing Rates for Pet Treats: Dog Owners vs. Cat Owners, 2009-2017 (percent)
Treat Usage by Number of Pets
Table 5-3 Household Purchasing Patterns for Pet Treats by Number of Dogs or Cats Owned, 2017 (number and percent of U.S. dog- or cat-owning households)
Overall Demographics of Dog and Cat Treat Purchasers
Table 5-4 Demographic Indicators for Pet Treat Purchasing Households: Dog Owners vs. Cat Owners, 2017 (percent, index and number)
PURCHASING PATTERNS FOR DOG TREAT BRANDS
Milk-Bone and Beggin’ Line Vie for Top Spot
Table 5-5 Usage Rates for Leading Dog Treat Brand Lines, 2017 (percent of dog-owning households)
Table 5-6 Usage Rates for Selected Dog Treat Brand Lines, 2017 (percent of dog treat purchasers)
Figure 5-12 Brand Concentration Overview: Dog Treat vs. Cat Treats, 2017 (purchasing rates by pet treat purchasers)
Pedigree Dentastix, Beggin’ Strips Lead in Customer Base Growth
Table 5-7 Consumer Base for Leading Dog Treat Brand Lines, 2009 vs. 2013 vs. 2017 (number of households in thousands)
Consumer Purchasing Patterns by Brand
Table 5-8 Purchasing Indexes for Selected Leading Dog Treat Brand Lines: Single vs. Multiple Dog Owners, 2017 (index)
Table 5-9 Demographic Overview of Milk-Bone Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-10 Select Indices of Beggin’ Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-11 Demographic Overview of Jerky Treat Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-12 Demographic Overview of Pedigree Dentastix Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-13 Demographic Overview of Alpo Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-14 Demographic Overview of Pup-Peroni Brand Dog Treat Purchasers, 2017 (percent and index)
Table 5-15 Demographic Overview of Store Brand Dog Treat Purchasers, 2017 (percent and index)
PURCHASING PATTERNS FOR CAT TREAT BRANDS
Whiskas Temptations Leads in Share and Growth in Consumer Base
Table 5-16 Usage Rates for Leading Cat Treat Brand Lines, 2017 (percent of cat-owning households)
Table 5-17 Usage Rates for Selected Cat Treat Brand Lines, 2017 (percent of cat treat purchasers)
Brand Usage Growth Rates
Table 5-18 Consumer Base for Leading Cat Treat Brand Lines, 2009 vs. 2013 vs. 2017 (number of households in thousands)
Consumer Purchasing Patterns by Brand
Table 5-19 Purchasing Indexes for Selected Leading Cat Treat Brand Lines, Single vs. Multiple Cat Owners, 2017 (index)
Table 5-20 Demographic Overview of Temptations Brand Cat Treat Purchasers, 2017 (percent and index)
Table 5-21 Demographic Overview of Friskies Brand Cat Treat Purchasers, 2017 (percent and index)
Table 5-22 Demographic Overview of Meow Mix Brand Cat Treat Purchasers, 2017 (percent and index)
Table 5-23 Demographic Overview of Pounce Brand Cat Treat Purchasers, 2017 (percent and index)

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