Natural, Organic, and Eco-Friendly Pet Products in the U.S., 6th Edition

Published: October 12, 2016 - 286 Pages

Table of Contents

  • Executive Summary
    • Introduction
      • Scope of Report: Pet Food and Pet Care
      • Report Methodology
      • Market Definitions and Terminology
      • Key Ethical Issues
    • Market Trends
      • Market Share by Retail Channel
      • Market Outlook
      • Pet Owners Still Concerned with Product Safety
      • Safety, Nutritional Concerns Prompt Demand for Transparency
    • Competitive Trends
      • Market Structure and Retail Dynamics
      • Acquisitions, Mergers and Expansions
      • Retail Trends
    • Marketing and New Product Trends
      • Pet Food and Treats
      • Limited Ingredient Diets
      • Eco-Friendly Products Form Core of Natural Pet Care Market
    • Consumer Trends
      • More Pet-Owning Households Purchase Organic Foods
      • Demographics for Natural Dog Food
  • Introduction
    • Chapter Highlights
    • Scope & Methodology
      • Scope of Report: Pet Food and Pet Care
      • Report Methodology
    • Market Definitions and Terminology
      • Natural Pet Food
      • Defining Natural
      • Raw Pet Food
      • Terms Often Associated with Natural and Organic Pet Food
      • Natural Pet Food Ingredients
      • Undesirable Ingredients
      • Natural Pet Care Products
      • Changes in Pet Food Regulation
      • Litigation over the Meaning of "Natural"
    • Ethical Issues
      • Key Ethical Issues
      • Eco-Friendly ("Green")
      • Locally Grown and "Food Miles"
      • Humane Treatment of Animals
      • No Animal Testing/Cruelty-Free
      • No Genetic Modification or Cloned Animals
      • Fair Trade/Ethically Sourced
      • Sustainable Agriculture and Development
      • Corporate Responsibility
  • Market Trends
    • Chapter Highlights
    • Market Size & Composition
      • U.S. Retail Sales Approach $9 Billion in 2016
        • Table U.S. Retail Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2012-2016 (in millions of dollars)
      • Litter Dominates Pet Care Classification
      • Mass-Market Sales Trends
        • Table IRI-Tracked Sales of Natural Pet Products: Total and by Food and Non-food Category and Segment, May 2016 vs. Year Ago (in millions of dollars and pounds)
        • Table Natural Product Share of IRI-Tracked Sales of Pet Products: Total and by Food and Non-food Category and Segment, May 2016 vs. Year Ago (percent and percentage point change)
        • Table Share of IRI-Tracked Sales of Natural Pet Product Sales by Food and Non-food Category and Segment, May 2016 vs. Year Ago (percent)
      • Specialty/Gourmet and Natural Supermarket Sales Continue Upward Path
        • Table U.S. Retail Sales of Pet Products in the Specialty/Gourmet and Natural Supermarket Channels by Channel, 2014 vs. 2015 (in millions of dollars)
      • Market Share by Retail Channel
    • Market Outlook
      • Natural and Organic Going Strong on the Human Side
      • Natural Pet Products Part of Premiumization Trend
      • Pet Owners Still Concerned with Product Safety
      • Pet Food Exempt from GMO Labeling Regulation … For Now
      • Safety, Nutritional Concerns Prompt Demand for Transparency
        • Table Level of Agreement with Statement, "I am spending less on pet products because of the economy," 2012-2016 (percent of pet product purchasers)
        • Table Level of Agreement with Statement, "Many pet products are becoming too expensive," 2012-2016 (percent of pet product purchasers)
        • Table Pet Food Purchasing by Price Level: Dog Owners vs. Cat Owners, 2014 vs. 2016 (percent of pet product purchasers)
        • Table Level of Agreement with Statement, "If natural/organic pet products were more available where I shop, I would buy them more often," 2012-2016 (percent of pet product purchasers)
        • Table Level of Agreement with Statement, "If natural/organic pet products were more affordable where I shop, I would buy them more often," 2012-2016 (percent of pet product purchasers)
        • Table Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond: Pet Owners Overall vs. Natural Pet Food Purchasers, 2016 (percent)
    • Market Projections
      • Sales to Approach $15 Billion in 2021
        • Table Projected U.S. Retail Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2016-2021 (in millions of dollars)
  • Competitive Trends
    • Chapter Highlights
    • Market Structure and Retail Dynamics
    • Acquisitions, Mergers and Expansions
      • Blue Buffalo a Hotbed of Activity
        • Table Blue Buffalo's Net Sales and Growth, 2010-2015 (in millions of dollars)
      • Major Acquisitions
      • Consumer Response to Smaller Firms "Selling Out"
    • Competing in the Natural Market
      • Expanding Product Lines and Updating Existing Brands
      • Recalls Continue to Impact Natural Brands
      • Natural Pet Care Marketers Fill Several Market Niches
      • Cause Marketing a Big Draw for Natural Product Purchasers
      • Sustainability Initiatives
      • Marketer Profile: The Honest Kitchen Thrives on Transparency
    • Marketer and Brand Rankings
      • Methodology for Estimates
      • Pet Specialty Dog Food and Cat Food Market Leaders
        • Table Pet Specialty Channel Marketer and Brand Leaders in Dog and Cat Products, 2010-2014 (percent)
      • Marketer/Brand Shares of Mass-Market Sales of Natural Dog Food
      • Marketer/Brand Shares of Mass-Market Sales of Natural Cat Food
      • Marketer/Brand Shares of Mass-Market Sales of Natural Pet Supplies
      • Marketer/Brand Shares of Mass-Market Sales of Natural Cat Litter
        • Table IRI-Tracked Retail Dollar Sales of NOEF Dog Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Shares of NOEF Dog Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Sales of NOEF Cat Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Shares of NOEF Cat Food by Product Segment, Marketer, and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Sales of NOEF Pet Supplies by Marketer and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Shares of NOEF Pet Supplies by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Sales of NOEF Litter by Marketer and Brand: 52 Weeks Ending May 16, 2016 vs. Year-Ago Period (in millions of dollars)
        • Table IRI-Tracked Retail Dollar Shares of NOEF Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
    • Retail Trends
      • Pet Specialty Retailers a Natural Match
      • Pet Superstores Bank on NOEF Products
        • Table Purchasing Rates for Pet Products in the Pet Specialty Channel, 2012-2016 (percent of dog or cat owners)
      • Natural/Organic at the Core of Independent Pet Specialty
      • Growth in Online Sales
  • Marketing and Product Trends
    • Chapter Highlights
    • Pet Food and Treats
      • Natural Products Focus on What Is, What Isn't In Pet Foods
      • Humanization
      • "Meat-First" Products Focus on Quality Protein
        • Table Pet Food Purchases by Meat Ingredient, 2016 (percent of dog or cat owners purchasing dry or wet pet food)
        • Table Pet Food Purchases by Poultry/Game Bird Ingredient, 2016 (percent of dog or cat owners purchasing dry or wet pet food)
      • Limited Ingredient Diets
      • Focus on Plant-Based Nutrition
      • Plant-Based/Meat-Free Pet Food
        • Table Pet Food Purchases by Ingredients Other Than Animal Protein, 2016 (percent)
      • Preventive Health Benefits of Pet Food Emphasized
      • Cats Demand Special Attention
      • Raw Foods Marketers Focus on Convenience
      • Sustainably and Ethically Sourced Ingredients a Marketing Plus
      • Grain-Free, Superfood Treats Drive Category
    • Pet Care Products
      • Eco-Friendly Products Form Core of Market
      • Cat Litter
      • Natural Cleaning Products
      • Flea/Tick Products
      • Pet Supplements
      • Grooming Products
      • Beds
      • Toys
      • Collars and Leads
  • Consumer Trends
    • Chapter Highlights
    • Overview of Natural/Organic Product Purchasing
      • Note on Data Sources
      • More Pet-Owning Households Purchase Organic Foods
        • Table General Market Purchasing Patterns for Organic/Natural Products: Households Overall, Dog Owners, Cat Owners, 2014 vs. 2016 (percent of U.S. households)
      • Simmons-Tracked Natural/Organic Pet Product Purchasing Drops Slightly
      • Younger, Smaller Pets Most Likely to Eat Natural/Organic Pet Food
    • Purchasing Patterns by Product Type
      • Dry Pet Food Registers Highest Rates of NOEF Product Purchasing
        • Table Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Products by Type, 2014 vs. 2016 (percent of dog product purchasers)
        • Table Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Products by Type, 2014 vs. 2016 (percent of cat product purchasers)
      • Walmart, PetSmart Are Top Channels for NOEF Food Purchasing
        • Table Where Natural, Organic or Eco-Friendly Pet Food Is Purchased: Selected Channels, 2016 (percent of natural pet food purchasers)
      • Blue Buffalo Tops Brand Lists for Food, Treats
      • Nutritional Quality Motivates Purchasers
      • Pet Owners Heed Vet Recommendations
        • Table Purchasing Rates for Selected Brands of Natural/Organic Pet Food, 2016 (percent of natural/organic pet food purchasers)
        • Table Purchasing Rates for Selected Brands of Natural/Organic Pet Treats, 2016 (percent of pet product purchasers)
      • Made in the U.S.A. Leads by NOEF Pet Food Formulation Type
    • Consumer Profiles
      • Half of Pet Product Purchasers Choose NOEF Products
        • Table Demographic Overview of the Natural, Organic and Eco-Friendly Pet Product Purchaser, 2016 (percent of dog or cat product purchasers)
      • Demographics for Organic Pet Food
        • Table Demographic Overview of the Organic Pet Food Purchaser, 2016 (percent, number and index of dog- or cat-owning households)
      • Demographics for Natural Dog Food
        • Table Demographic Overview of the Natural Dog Food Purchaser, 2016 (percent, number and index of dog-owning households)
      • The Science Diet Dog Food Purchaser
        • Table Selected Top Demographic Indicators for Purchase of Science Diet Brand Dog Food, 2016 (index of dog-owning households)
      • The Nutro Dog Food Purchaser
        • Table Selected Top Demographic Indicators for Purchase of Nutro Brand Dog Food, 2016 (index of dog-owning households)
      • The Natural Balance Dog Food Purchaser
        • Table Selected Top Demographic Indicators for Purchase of Natural Balance Brand Dog Food, 2016 (index of dog-owning households)

Abstract

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Natural, Organic and Eco-Friendly Pet Products in the U.S., 6th Edition

Tracking a movement that started slowly but has since gone full steam ahead, Natural, Organic and Eco-Friendly Pet Products in the U.S. explores how natural pet products are becoming increasingly common in mass-market channels while trying to remain true to their pet specialty roots. Whereas ten years ago natural, organic and eco-friendly (NOEF) pet products were still primarily the province of smaller outfits selling through the pet specialty channel, today virtually all major and mid-level pet market players offer at least some natural or eco-friendly products. The growth of the natural pet market correlates in part with the growing number of natural players exclusive to the pet specialty channel. But it is incursion by companies centered in the mass market, via line extension or acquisition, that has brought the pet industry’s largest competitors onto the natural playing field, where ongoing experimentation and expansion promises to keep them firmly entrenched.

Trends & Opportunities in Natural, Organic, and Eco-Friendly Pet Products

Natural, Organic and Eco-Friendly Pet Products in the U.S. also examines how the growth of the natural pet market is fueled in part by human market trends. The environmental, safety, and social concerns that are important to U.S. consumers when purchasing products for themselves frequently also influence their pet product purchases, so the perennial strong performance of natural, organic and eco-friendly products on the human side—where these trends are much further along—suggests solid market growth potential for pet. Another human/pet market driver is the demand for increased transparency in product content and composition, increasing the importance of both what is—and at times even more importantly, what isn’t—in a product. At the same time, although natural and organic products benefit from the consumer perception, whether real or imagined, that they are purer and safer than regular products, product safety is a growing factor given the many recalls of the past few years.

Natural, Organic and Eco-Friendly Pet Products in the U.S. Breaks Out The Natural Pet Market Into Two Broad Classifications:

  • Pet Food: Because the term “natural” has no current legal definition, and thus has limited stand-alone appeal, and because of the ever-growing demand for high-quality pet foods that offer enhanced nutrition, a focus on ingredients has skyrocketed in the natural pet food space in the past ten years. One of the trends illustrating this phenomenon is the increased interest in human-grade foods and ingredients; another is the “must-have” status of grain-free pet foods. While organic pet foods make up a very small part of the overall pet food market, due to supply issues, high prices, and lack of pet market specific regulation, organic pet foods are expected to advance as these impediments are remedied. Other pet food trends covered include grass-fed and free-range foods, exotic proteins, “ancient grains,” and plant-based protein alternatives.
  • Pet Care Products: Defined by Packaged Facts as encompassing all non-food pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.), the pet care products market is distinguished by the importance of environmental or “green” appeals, a trend that encompasses the materials the products are made of, the packages they come in, and the sustainability practices of the companies who make them.

Report Scope & Methodology

Building on the analysis presented in the previous five editions of this report, this fully updated sixth edition of Natural, Organic and Eco-Friendly Pet Products 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 such as grain-free, grass-fed, superfood ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), eco-friendly nonfood pet products, corporate sustainability initiatives, and retail channel trends. Featuring exclusive data from Packaged Facts’ National Pet Owner Survey, the report homes in on food and non-food purchasing trends across multiple categories, as well as attitudes and demographic characteristics of natural and organic pet product purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels, SPINSscan data for the natural supermarket channel and specialty gourmet channels, and Simmons data profiling trends in pet ownership and purchasing attitudes and product preferences.

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