U.S. Pet Market Focus: Mass Market Channel Shoppers

Published: February 28, 2020 - 112 Pages

Table of Contents

  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Note on Channel Terminology
      • Overall Retail Channel Shares
      • "Omnimarket" Competition
      • e-Commerce Remixes Retail
        • Table Pet Product Sales Performance of Leading Channels, 2019 (market share, dollar sales, sales growth percentage)
      • The Paradox of Mass Outperforming Specialty
      • Discount Mass Merchandisers Claim Half of Mass-Market Sales
      • Projected Sales in 2020 and 2024
        • Table Leading Retail Channel Dollar Sales of Pet Products: 2019, 2020P, and 2024P (billions)
        • Table Leading Retail Channel Shares of Pet Product Dollar Sales: 2019, 2020P, and 2024P (percent)
      • Supermarkets as Pet Category Competitors
      • Discount Stores as Pet Market Competitors
      • Wholesale Clubs as Pet Market Competitors
  • Introduction
    • Retail Landscape for Pet Product Shopping
      • Overall Retail Channel Shares
    • The Competitive Situation
      • "Omnimarket" Competition
      • e-Commerce Remixes Retail
        • Table Pet Product Sales Performance of Leading Channels, 2019 (market share, dollar sales, sales growth percentage)
      • The Paradox of Mass Outperforming Specialty
      • Discount Mass Merchandisers Claim Half of Mass-Market Sales
        • Table Mass-Market Pet Product Dollar Sales by Leading Channels, 2015-2019 and 2020P (billions)
        • Table Share of Mass-Market Pet Product Dollar Sales by Leading Channels, 2015-2019 and 2020P (percent)
    • Projected Pet Category Shares by Retail Channel
      • Projected Sales in 2020 and 2024
        • Table Leading Retail Channel Dollar Sales of Pet Products: 2019, 2020P, and 2024P (billions)
        • Table Leading Retail Channel Shares of Pet Product Dollar Sales: 2019, 2020P, and 2024P (percent)
  • Supermarkets
    • Table Overview of Supermarkets as Pet Market Competitors
    • Supermarkets as Pet Category Competitors
      • "Supermarket" vs. "Food Store" Terminology
      • Channel Sales Performance
        • Table U.S. Retail Sales of Pet Products Through Food Stores, 2015-2019 and 2020P (in billions and percent growth)
    • The Competitive Situation
      • Multifront Competition
      • e-Commerce Competition and Channel Loyalty
      • The Supermarket Channel and Grocery Shopper Draw
        • Table U.S. Shopper Draw for Conventional Supermarkets and Competing Chain Grocery Formats, 2016-2019 (percent)
      • Spending Psychographics for Supermarket Pet Category Shoppers
        • Table Selected Pet Product Shopping and Spending Psychographics: Supermarkets vs. Competing Channels, 2019 (percent who strongly agree or somewhat agree)
      • Pet Category Spending per Shopper Household
      • Pet Category Shopper Socioeconomics
    • Channel and Pet Category Shopper Base
      • Three Out of Four Draw Among U.S. Shopper Households
        • Table U.S. Shopper and Pet Owner Draw: Leading Supermarket Chains, 2019 (in thousands)
      • 43% Draw Among Pet Category Shoppers
      • Disproportionate Draw Among Cat Owners
    • Focus on Pet Category Shopper Demographics
      • Household Composition Patterns
        • Table Dog or Cat Product Shoppers by Generational Age Bracket: Supermarkets, 2019 (percent and number in thousands of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Marital Status: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Presence and Age of Children in Household: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Race/Ethnicity: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Metro Area Classification: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Geographic Region: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Employment Status: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Number of Employed Adults in Household: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Household Income: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Type of Residence: Supermarkets, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
  • Discount Stores
    • Table Overview of Discount Stores as Pet Market Competitors
    • Discount Stores as Pet Market Competitors
      • "Discount Store" vs. "Discount Mass Merchandiser/Supercenter" Terminology
      • Channel Sales Performance
        • Table U.S. Retail Sales of Pet Products Through Discount Mass Merchandisers/Supercenters, 2015-2019 and 2020P (in billions and percent growth)
    • The Competitive Situation
      • Walmart Within Discount Store Channel
        • Table Overall Household and Pet Owner Base for Discount Stores: By Chain, 2019 (in thousands and percent)
    • Discount Stores as Pet Category Competitors
      • Walmart's Priority on Pet
      • e-Commerce Competition
      • Customer Loyalty and Cross-Channel Shopping
      • Pet Category Shopper Socioeconomics
      • Walmart vs. Target Shoppers
      • Pet Category Shopper Psychographics
        • Table Selected Pet Category Shopping Psychographics: Discount Store vs. Competing Channel Shoppers, 2019 (percent of category shoppers who strongly/somewhat agree)
      • Private-Label Shopping
      • Pet Category Spending per Shopper Household
    • Channel and Pet Category Shopper Base
      • Walmart Supercenters Draw Over Half of U.S. Households
        • Table U.S. Shopper Draw for Discount Supercenters and Competing Retail Chains, 2016-2019 (percent)
      • 71% Draw Among Pet-Owning Households
        • Table Pet Owner Shopper Base: Discount Store Channel Overall and Walmart vs. Target, 2019 (percent and number of pet owning-households overall and by dog vs. cat vs. other pets owned)
      • Percentage Draw Among Pet Category Shoppers
      • Higher Draw Among Owners of Several Pets
    • Focus on Pet Category Shopper Demographics
      • Household Composition Patterns
        • Table Dog or Cat Product Shoppers by Generational Age Bracket: Discount Mass Merchandisers/Supercenters, 2019 (percent and number in thousands of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Marital Status: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Presence and Age of Children in Household: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Race/Ethnicity: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Metro Area Classification: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Geographic Region: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Employment Status: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Number of Employed Adults in Household: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Household Income: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
        • Table Dog or Cat Product Shoppers by Type of Residence: Discount Mass Merchandisers/Supercenters, 2019 (percent and number of U.S. dog- or cat-owning households in thousands)
  • Wholesale Clubs
    • Table Overview of Wholesale Clubs as Pet Market Competitors
    • Wholesale Clubs as Pet Market Competitors
      • Channel Sales Performance
        • Table U.S. Retail Sales of Pet Products Through Wholesale Clubs, 2015-2019 and 2020P (in billions and percent growth)
    • The Competitive Situation
      • Core Consumables Emphasis
      • e-Commerce Competition
      • Customer Loyalty and Cross-Channel Shopping
      • Pet Category Shopper Socioeconomics
      • Wholesale Clubs and Value Shopping
        • Table Selected Pet Product Shopping Psychographics: Wholesale Club vs. Competing Channel Shoppers, 2019 (percent of category shoppers who strongly/somewhat agree)
      • Private Label Shopping
      • Pet Category Spending per Shopper Household
    • Channel and Pet Category Shopper Base
      • 32% Draw Among U.S. Shopper Households
        • Table U.S. Shopper Draw for Wholesale Club and Competing Retail Chains, 2016-2019 (percent)
        • Table Overall Shopper Base: Wholesale Club Channel Combined vs. Costco, Sam's Club, and BJ's (percent and number of U.S. households)
      • 22% Draw Among Pet-Owning Households
        • Table Pet Owner Shopper Base: Wholesale Club Channel Overall and Costco, Sam's Club, and BJ's, 2019 (percent and number of pet owning-households overall and by dog vs. cat vs. other pets owned)
      • 12% Draw Among Pet Category Shoppers
      • Higher Draw Among Owners of Two or More Dogs
    • Focus on Pet Category Shopper Demographics
      • Household Composition Patterns
        • Table Dog or Cat Product Shoppers by Generational Age Bracket: Wholesale Clubs, 2019 (percent and number in thousands of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Marital Status: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Presence and Age of Children in Household: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Race/Ethnicity: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Metro Area Classification: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Geographic Region: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Employment Status: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Number of Employed Adults in Household: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Household Income: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)
        • Table Dog or Cat Product Shoppers by Type of Residence: Wholesale Clubs, 2019 (percent and number of U.S. dog- or cat-owning households)

Abstract

U.S. Pet Market Focus: Mass Market Channel Shoppers

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The pet product shoe is officially on the other retail foot. After years of pet specialty superstores outperforming supermarkets and discount stores, in today’s humanized and pet parent-ized pet industry, the mass channels are now in the cat-bird’s seat. Two key developments, both intertwined with e-commerce, help explain this switch. First, mass retailers now feature very premiumized pet foods, including on-trend mass-market brands such as Rachel Ray Nutrish and Mars’ CRAVE; channel-straddling Freshpet, whose superpremium refrigerated fresh pet food requires heavy foot traffic and is big in Walmart; and formerly pet-specialty-exclusive brands such as Blue Buffalo and Nutro. Secondly, while e-commerce has grown the overall market and not merely cannibalized, there has nonetheless been an element of robbing Pet Stores to pay Paul as pet superstores take most of the e-commerce hit.

Focusing on the new landscape of competition and interplay between brick-and-mortar channels and the Internet, U.S. Pet Market Focus: Mass Market Shoppers examines dog- or cat-owner shopper dynamics in the following retail sectors:
  • Supermarkets
  • Discount stores (discount mass merchandisers/supercenters such as Walmart or Target)
  • Warehouse clubs (Costco, Sam’s Club, and BJ’s Wholesale Club).
The analysis provided in U.S. Pet Market Focus: Mass Market Shoppers covers pet ownership patterns, demographics, and cross-channel shopping. Included are current (2019) and forecasted (2020 and 2024) dollar market sizes and market shares for each of these retail sectors, along with historically trended shopper shares. Coverage of pet owner shopping patterns are set in the context of current trends and future directions for retailing, drawing on Packaged Facts’ U.S. Pet Market Outlook 2019-2020 and overall catalog of pet and veterinary industry market reports.

The shopper data presented in U.S. Pet Market Focus: Mass Market Shoppers draw on two main sources: Simmons Research Summer 2019 booklet-based consumer surveys (with a sample size of nearly 23,000) and Packaged Facts’ online surveys of pet owners (with a sample size of 2,000). This data-rich report contains numerous tables, figures, and images corresponding to these key pet retailing channels and competitors.


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