Pet Food in the U.S., 10th Edition

Published: July 8, 2013 - 347 Pages

Table of Contents

  • Executive Summary
    • Scope and Methodology
      • Scope of Report: Dog, Cat, Other
    • Market Size and Growth
      • U.S. Pet Food Retail Sales, 2008-2012
        • Table U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)
      • Mass-Market Dollar Sales Flat, Volume Sales Down
      • Premium vs. Regular vs. Value Foods
      • Share of Sales by Distribution Channel
        • Table Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)
      • Sales Growth Through 2017
        • Table Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)
    • Competitive Trends
      • Top Five Players Control Four-Fifths of Market
        • Table Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)
      • Mergers and Acquisitions
      • Expansions Galore
      • Three Companies Dominate Mass-Market Sales
      • Pet Specialty Channel Leaders
      • Natural/Organic Specialists
      • Veterinary Diet Marketers
    • Retail Channel Trends
      • Overview
      • The Big Two: PetSmart and Petco Continue to Advance
      • Independent Pet Stores Under Pressure
      • Focus on Private Label
    • Pet Consumer Trends
      • 64 Million Households Own Pets
        • Table Pet Ownership in the United States, 2012 (percent and number of U.S. households)
      • 34% of Pet Households Keep Multiple Types
      • 55% of Pet Households Keep More Than One Pet
      • Pet Specialty Leads in Channel Usage Rates
        • Table Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent of U.S. households with pets)
  • Market Overview
    • Introduction
      • Three Animal Categories: Dog, Cat, Other
      • Other Marketing Classifications
    • Market Size and Growth
      • U.S. Pet Food Retail Sales, 2008-2012
        • Table U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)
      • Mass-Market Dollar Sales Flat, Volume Sales Down
        • Table IRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, January 2012 vs. January 2013 (in millions of dollars)
      • Back-story: Mass-market Sales Chart Steady Growth
      • Pet Food Sales Trends in Natural Supermarkets
        • Table Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2012 vs. 2013 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2012 vs. 2013 (percent)
        • Table Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
    • Market Composition
      • Premium vs. Regular vs. Value Foods
        • Table Share of U.S. Retail Sales of Pet Food by Price Category: Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food, Cat Food, Total, 2010 vs. 2012 (percent)
      • Dog Food vs. Cat Food
        • Table Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: January 2012 vs. January 2013 (percent)
      • Dog and Cat Treats on the Ups
        • Table Share of IRI-Tracked Sales of Dog and Cat Food by Form: January 2012 vs. January 2013 (percent)
      • Pet Food Sales by Form: Dry Tops List
        • Table Share of IRI-Tracked Sales of Pet Food by Form: January 2012 vs. January 2013 (percent)
      • Natural and Organic Pet Food Sales
        • Table U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)
      • Independent Pet Store Sales by Animal Type
        • Table Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2010-2011 (percent)
      • Food and Treats Share of Sales in Independent Pet Stores by Animal Type
        • Table Share of Retail Dollar Sales of Pet Edibles vs. Pet Non-Edible Supplies, by Animal Type in Independent Pet Stores: 2010 vs. 2011 (percent)
      • Dog Food the Largest Category in Pet Specialty Stores
        • Table Share of Pet Specialty Retailer Dollar Sales by Category: 2009-2011 (percent)
      • Share of Sales by Distribution Channel
        • Table Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)
    • Market Outlook
      • Pet Market Still Feeling Recession Fallout
        • Table Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months (percent)
        • Table IRI-Tracked Sales of Pet Products by Food and Non-Food Category, 2011 vs. 2012 (in millions)
        • Table Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months (percent)
      • Pet Market Growth Hinges on Innovation
      • Human/Animal Bond and "Functional Pampering"
      • Superpremium Products an Essential Market Driver
      • Growing Focus on Therapeutic Pet Foods
        • Table Level of Agreement with Statement: "I believe that pet supplements are more effective than `functional' pet food designed to treat specific health conditions," 2012 (percent)
        • Table Level of Agreement with Statement: "I believe "functional" pet food designed to treat specific health conditions is more effective than supplements in pill, tablet, liquid, or powder form," 2012 (percent)
        • Table Level of Agreement with Statement: "I do not use pet supplements because I believe my pet gets all the nutrients it needs from the pet food I buy," 2012 (percent)
      • Nutraceutical Treats Expanding Market Boundaries
        • Table Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog and Cat Owners, 2013 (percent)
        • Table Age of Dogs and Cats, 2013 (percent of pet owners)
      • Pet Overweight, Obesity
        • Table Percentage and Number of Overweight and Obese Dogs and Cats, 2012
      • Product Safety Concerns
      • Growth in Pet Ownership Resumes with Economic Stability
        • Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007 vs. 2012 (percent of U.S. households)
        • Table Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2012 (percent of and number of U.S. households in millions)
      • Number of Pets in the U.S. Varies by Source
      • Impact of Boomers and Graying Population
      • Role of Gen Xers and Gen Ys
        • Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (percent of U.S. households)
        • Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (number of U.S. households in millions)
        • Table Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (U.S. households)
        • Table Indexes for Dog or Cat Ownership: By Age Cohort, 2007 vs. 2012 (U.S. households)
        • Table Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
      • Lower-Income Pet Ownership Bounces Back
        • Table Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2007 vs. 2012 (U.S. dog- or cat-owning households, in millions)
      • Internet Trends
        • Table Frequency of pet product purchases among pet owners who purchase products online, 2013 (percent)
        • Table Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2012 (percent and index)
    • Looking Ahead
      • Sales Growth Through 2017
        • Table Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)
      • Moderation
        • Table Pet Food Price Levels: Lower-Priced, Average, Higher-Priced, Different Price Ranges, 2013 (percent of U.S. pet owners)
      • Value
    • Competitive Overview
      • Mergers and Acquisitions
      • Expansions Galore
      • Top Five Players Control Four-Fifths of Market
        • Table Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)
      • Three Companies Dominate Mass-Market Sales
        • Table Top Marketers of Pet Food by Share of IRI-Tracked Sales: January 2012 vs. 2013 (percent)
        • Table Leading Marketers of Dog and Cat Food: Share of IRI-tracked Sales by Product Type: January 2012 vs. 2013 (percent)
      • Pet Specialty Channel Leaders
        • Table Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2009 vs. 2011 (percent)
      • Natural/Organic Specialists
      • Natural Branching Out
      • Veterinary Diet Marketers
      • Channel-Specific Marketing
      • Raw Pet Food Market Leaders
      • Focus on Private Label
        • Table IRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: January 2012 vs. January 2013 (in millions of dollars and pounds)
        • Table Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, January 2012 vs. January 2013 (percent)
        • Table Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2012 (percent)
        • Table The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2013
    • Retail Channel Trends
      • Channel Trends
        • Table Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. households with pets)
      • The Big Two: PetSmart and Petco Continue to Advance
        • Table PetSmart and Petco Sales and Number of Stores: 2001-2012 (cumulative, in units and millions of dollars)
      • Pet Specialty Chains
      • Independent Pet Stores Under Pressure
      • Walmart's Growing Presence
      • Supermarkets Fight Back
      • Online Selling
    • Pet Consumer Trends
      • Methodology
      • 64 Million Households Own Pets
        • Table Pet Ownership in the United States, 2012 (percent and number of U.S. households)
      • Ownership of Dogs or Cats Trends Upward
        • Table Dog and Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. households)
      • 34% of Pet Households Keep Multiple Types
      • Ownership of Multiple Types of Pets
        • Table Multiple Pet Ownership in the United States, 2008 vs. 2012 (percent of pet-owning households)
      • 55% of Pet Households Keep More Than One Pet
      • Bucking Trend, Ownership of Multiple Cats Is on the Rise
        • Table Ownership of Multiple Pets of a Single Type, 2012 (percent and number of U.S. households who keep pets of a given type)
        • Table Ownership of Multiple Pets of a Single Type, 2008 vs. 2012 (percent of U.S. households who keep pets of a given type)
      • Pet Specialty Leads in Channel Usage Rates
        • Table Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent of U.S. households with pets)
      • Organic Pet Food and Channel Choices
        • Table Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2012 (percent of U.S. households with pets)
      • The Pet Food Coupon Clipper
        • Table Coupon Usage Rates by Type Among Pet Owners, 2012 (percent and index among U.S. pet-owning households)
  • Dog Food
    • Introduction
      • Five Product Segments
    • Market Size and Growth
      • Total Dog Food Retail Sales, 2008-2017
        • Table U.S. Retail Sales of Dog Food: 2008-2017 (in millions of dollars)
      • IRI-Tracked Dollar and Volume Sales of Dog Food
        • Table IRI-Tracked Dollar and Volume Sales of Dog Food by Category: January 2013 vs. January 2012 (in millions of dollars and pounds)
        • Table Share of IRI-Tracked Sales of Dog Food by Segment: January 2013 (percent)
        • Table IRI-Tracked Sales of Dog Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)
    • Marketer and Brand Shares
      • Methodology
      • Nestlé Purina Dominates Dog Food Category
        • Table Top Dog Food Marketers by Share of IRI-Tracked Sales of Dog Food and Total Pet Food, January 2012-January 2013 (percent)
      • Three of Five Top Dog Food Marketers Rely Most on Dry Form
        • Table Share of Top Dog Food Marketers' IRI-Tracked Sales by Product Form, 2012-2013 (percent)
      • Nestlé Purina Leads Dry Dog Food Segment
      • Milk-Bone Takes Top Spot in Treats
      • Mars Maintains Pinnacle Position in Wet Dog Food
      • Freshpet Dominates in Frozen/Refrigerated Dog Food
      • Semi-Moist Segment Dominated by Nestlé
      • Dog Food Product Winners and Losers
      • Pet Specialty Channel Marketer/Brand Dog Food Leaders
        • Table Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketer and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketer and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketer and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketer and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Top Dog Food Products by Dollar Gains/Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        • Table Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011 (percent)
    • Marketing and New Product Trends
      • Meaningful Marketing in the Dog Food Sphere
      • Spotlight on Ingredients
      • Grain-Free Foods and Treats
      • Natural Branches Out
      • Functional and Special Diet Foods and Treats
      • Focus on Raw Pet Food
      • Frozen Treats
      • Refrigerated Pet Food: Freshpet Drives Category to New Heights
      • "People Food"
      • Canned/Wet Foods Tempt with Gourmet Flavors
      • Make-It-Yourself Kits
      • Treats on the Go
      • Nutraceutical Treats
    • Dog Ownership Trends and Demographics
      • Methodology
      • 45 Million Households Keep Pet Dogs
      • Dog Ownership on the Rise
        • Table Dog Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)
      • Dog Household Demographics
        • Table Demographics for Keeping Pet Dogs, 2012 (percent, number and index among U.S. households)
      • Dogs and the City
      • Older Boomers, Seniors Are Keeping Pet Dogs at Higher Rates
        • Table Dog Ownership Rates by Age 40+ Brackets: 2007 vs. 2012 (percent of U.S. households)
      • Keepers of the Pack: Multiple-Dog Demographics
        • Table Demographic Overview for Selected Dog-Owning Classifications, 2012 (percent and index of U.S. households)
    • Retail Purchasing Patterns
      • Pet Stores Maintain Hold on Half of Household Pet Purchases
        • Table Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. dog-owning households)
      • Demographic Patterns by Retail Channel
        • Table Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2012 (percent of U.S. dog-owning households)
        • Table Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2012 (indexes for U.S. dog-owning households)
    • Dog Food Purchasing Patterns
      • 80% Buy Dog Biscuits/Treats
        • Table Dog Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. dog-owning households)
      • Minority, Lower Income Skews for Canned/Wet Dog Foods
        • Table Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent of U.S. dog-owning households)
      • Regular Dry/Canned Food Formulations Grow in Usage
        • Table Dog Food Purchasing Patterns by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)
      • Single- vs. Multiple-Pet Patterns by Dog Food Type
        • Table Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2012 (percent and index)
      • Milk-Bone Is Most Widely Used Brand Line
      • Store Brands Skew to Multiple-Dog Owners
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2012 (index)
      • Independent Pet Stores Are Partial Exception to Cross-Channel Shopping Patterns
        • Table Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)
  • Cat Food
    • Introduction
    • Market Size and Composition
      • Total Cat Food Retail Sales, 2008-2017
        • Table U.S. Retail Sales of Cat Food: 2008-2017 (in millions of dollars)
      • IRI-Tracked Dollar and Volume Sales
        • Table IRI-Tracked Dollar and Volume Sales of Cat Food: January 2013 vs. January 2012 (in millions of dollars and pounds)
        • Table Share of IRI-Tracked Sales of Cat Food by Segment: January 2013 (percent)
        • Table IRI-Tracked Sales of Cat Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)
    • Marketer and Brand Shares
      • Methodology
      • Nestlé Purina No. 1 in Cat Food Category
        • Table Top Cat Food Marketers by Share of IRI-Tracked Sales of Cat Food and Total Pet Food, January 2012-January 2013 (percent)
      • Iams, Ainsworth Heavily Leveraged in Dry Cat Food
        • Table Share of Top Cat Food Marketers' IRI-Tracked Sales by Product Form, January 2012-January 2013 (percent)
      • Nestlé Purina Remains on Top in Wet Cat Food
      • Nestlé Purina Accounts for Over Half of Dry Cat Food Sales
      • Mars on Top in Cat Treats
      • Freshpet Dominates Refrigerated Cat Food Segment
      • Semi-moist Cat Food
      • Top Cat Food Products
      • Pet Specialty Channel Marketer/Brand Cat Food Leaders
        • Table Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Marketers and Brands of Cat Snacks/Beverages by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Top Cat Food Products by Dollar Gains/Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        • Table Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2007-2011
    • Marketing and New Product Trends
      • Cat Food Promotions: Beyond Commercials
      • Natural an Overarching Theme in New Product Intros
      • Corporate Responsibility a Plus
      • Grain-Free
      • Raw Foods Make Headway in Cat Category
      • Functional and Special Diet Products
      • Canned/Wet Foods Focus on Gourmet Trends
      • Innovative Cat Treats
    • Examples of Cat Food Advertising
      • Emphasis: Feeding Adventure
      • Emphasis: Human-Animal Bond/Lifestyle
      • Emphasis: Meat First/Finicky Eaters
      • Emphasis: Great Taste/Male Cat Owners
      • Emphasis: Cat Celebrities
    • Cat Ownership Trends and Demographics
      • Methodology
      • 30 Million Households Keep Pet Cats
      • Multiple Cat Household Numbers Bounce Back
        • Table Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)
      • Younger Demographic Likely to Own Cats
      • Patterns by Number of Cats Owned
        • Table Demographics for Keeping Pet Cats, 2012 (percent, number and index among U.S. households)
        • Table Demographic Overview by Number of Cats Owned, 2012 (percent and index of U.S. households)
    • Retail Purchasing Patterns
      • Half of Cat Owners Shop Supermarkets for Pet Products
        • Table Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2010-2012 (percent of U.S. cat-owning households)
      • Demographic Patterns by Retail Channel
        • Table Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2012 (percent of U.S. cat-owning households)
        • Table Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2012 (indexes for U.S. cat-owning households)
    • Cat Food Purchasing Patterns
      • Canned Food Is Stronger in Cat Arena
        • Table Cat Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. cat-owning households)
      • Demographics by Type of Cat Food
        • Table Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent and index of U.S. cat-owning households)
      • Uptick in Regular/Adult Cat Food Positioning
        • Table Cat Food Purchasing Patterns by Type: 2007 vs. 2012 (percent of U.S. cat-owning households)
      • Multiple Cat Households, Supermarkets Skew to Canned/Wet Food
        • Table Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2012 (percent and index)
        • Table Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2012 (percent of U.S. cat-owning households)
      • Friskies Is Most Widely Used Brand Line
      • Highest Skews Are for Multiple-Cat Owners
        • Table Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2012 (percent and index)
        • Table Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)
  • Other (Non-Dog/Cat) Pet Food
    • Introduction
      • Category Scope
    • Market Size and Growth
      • Other Pet Food Sales, 2008-2017
        • Table U.S. Retail Sales of Other Pet Food: 2008-2017 (in millions of dollars)
      • IRI-Tracked Dollar and Unit Sales
        • Table IRI-Tracked Dollar and Unit Sales of Other Pet Food: January 2012 vs. January 2013 (in millions of dollars and units)
      • Independent Pet Stores: Share of Sales by Animal Type
        • Table Share of Independent Pet Store Sales by Animal Type: 2009-2011 (percent)
      • Fish Products: Share of Sales by Category
      • Bird Products: Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Fish Products by Category: 2009-2011 (percent)
        • Table Share of Independent Pet Store Sales of Bird Products by Category: 2009-2011 (percent)
      • Herptile Products: Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Herptile Products by Category: 2009-2011 (percent)
      • Small Mammal Products: Share of Sales by Category
        • Table Share of Independent Pet Store Sales of Small Mammal Products by Category: 2009-2011 (percent)
      • Share of Other Pet Food Sales by Retail Channel
    • Competitive Trends
      • Marketer Overview
      • Central Garden & Pet on Top in IRI-Tracked Outlets
        • Table Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
      • Central Garden & Pet Posts Biggest Dollar Gains
        • Table Top Other Pet Food Products by Dollar Gains in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
        • Table Other Pet Food Products by Dollar Losses in IRI-Tracked Sales: January 2012 vs. January 2013 (in millions of dollars)
      • Tetra and Wardley Control Fish/Herptile Segment
      • Leading Pet Specialty Channel Brands
        • Table Marketers and Brands of Fish/Herptile Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in millions of dollars and percent)
        • Table Other Pet Food Brand Leaders in Pet Specialty Stores: 2009, 2010 and 2011 (percent)
    • Marketing and New Product Trends
      • Overriding Trends
      • New Product Thrusts
      • Trends in Bird Food
      • Trends in Small Animal Food
      • Trends in Fish Food
      • Trends in Herptile Food
        • Table Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, May 2011 - May 2013
    • Examples of Other Pet Food Advertising
      • Emphasis: New Packaging/Product Format
      • Emphasis: Fish Health/Water Clarity
      • Emphasis: Ingredient Sourcing
      • Emphasis: Dietary Systems
      • Emphasis: Scientific Research
      • Emphasis: Premium/Fortified
    • Consumer Focus: Ownership of Pets Other than Dogs or Cats
      • Methodology
      • 15 Million Households Own "Other" Pets
        • Table Pet Ownership in the United States: Pets Other than Dogs or Cats, 2012 (percent and number of U.S. Households)
        • Table Pet Ownership in the United States: Pets Other than Dogs or Cats, 2008, 2010 and 2012 (percent and number of U.S. Households)
      • Kids and "Other" Pets
      • Demographics for Keeping Pet Fish
      • Demographics for Keeping Pet Birds
      • Demographics for Keeping Pet Reptiles
      • Demographics for Keeping Pet Rabbits or Hamsters
        • Table Demographics for Keeping Pets Other Than Dogs or Cats, 2012 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Fish, 2012 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Birds, 2012 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Reptiles, 2012 (percent, number and index among U.S. households)
        • Table Demographics for Keeping Pet Rabbits and Hamsters, 2012 (percent, number and index among U.S. households)

Abstract

Pet Food in the U.S., 10th Edition

With volume sales relatively flat, competition for every pet food dollar has never been more intense, such that pet food marketers’ attentions are firmly directed toward presenting products that stand out while establishing or maintaining position in the all-important premium/natural segment. As mass-market pet food sales stagnate, with growth of under half a percentage point for the 52 weeks ending January 27, 2013, the action is in premium and superpremium foods where growth has reached double digits in some segments. With Hill’s reformulating Science Diet as a natural product, Walmart launching Pure Balance as its first natural pet food store brand, Nestlé Purina coming on strong with Purina One Beyond, Merrick taking acquiring Castor & Pollux and obtaining organic certification, and Del Monte acquiring Natural Balance, everyone is stepping up their game to take advantage of the natural boom. Yet another market driver is the fact that, more than ever, pet specialty and mass-market brands are growing significantly more alike in terms of offerings. In order to differentiate, marketers are turning to trends such as grain-free, “meat first” and human grade products.

As pet superstores draw shoppers away from supermarkets and mass merchandisers with increased customer service and a greater range of products, discount and online retailers are putting the pressure on pet retailers across the board, offering quality products at substantially lower prices. Although pet-owning households have slowly increased their income level, with 29.4% of dog or cat-owning households making $60,000 a year or more in 2012 compared with 27.8% in 2007, the percentage of pet owners shopping at discount stores remains high, at nearly 25%, based on Simmons Fall 2012 consumer survey data. Additionally, although online shopping for pet products is significanly lower than in other retail channels, at just over 6% in 2012, dog and cat owners are more likely than the population at large—at 15% and 23%, respectively—to shop online in general, leading to the potential for more online shopping growth in the pet market.

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts’ broad cross-category expertise, Pet Food in the U.S., 10th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering products for all types of companion animals, the report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market Overview covering cross-market trends and opportunities through 2017. Among these: the impact of the recession and economic recovery; recent and expected mergers and acquisitions; private-label inroads; advertising and promotional trends including social media and cause marketing; the aforementioned multifaceted trend of natural and organic foods; specialty diet products; weight maintenance and senior foods; the re-visioning of wet/canned foods; and novel ingredients such as glucosamine, omega fatty acids, antioxidants and probiotics.

Pegging 2012 U.S. retail sales at $20.0 billion and projecting steady growth through 2017, the report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from IRI. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 10th Edition thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on exclusive data from Packaged Facts’ own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services. Dozens of images of pet food and treat products and consumer and trade ads are included.

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