Natural, Organic, and Eco-Friendly Pet Products in the U.S., 5th Edition

Published: October 22, 2014 - 260 Pages

Table of Contents

  • Executive Summary
    • Scope of Report: Pet Food and Pet Care
    • Report Methodology
    • Note on Market Sizing
    • U.S. Retail Sales Top $7 Billion in 2014
    • Litter Dominates Pet Care Classification
    • Mass-Market Sales Trends
    • Market Share by Retail Channel
    • Natural and Organic Going Strong on the Human Side
    • Natural Pet Products Part of Premiumization Trend
    • Product Safety/Purity Still a Concern
    • Natural Products a Retail Strategy in Pet Specialty
    • Sales to Top $14 Billion in 2019
    • Competitive Trends
      • Market Structure and Retail Dynamics
      • Traditional Marketers Tap In via Line Extensions, New Brands
      • Growth in Online Sales
      • Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food
      • Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food
      • Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter
      • Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products
    • Marketing and New Product Trends
      • Moving Beyond the Natural Claim
      • Humanization
      • Grain-Free Pet Foods
      • Diets Target Pet Demographics and Lifestyles
      • Raw Foods Marketers Overcome Safety Issues, Convenience
      • Human-Style, Functional Treats Drive Category
      • Eco-Friendly Products Form Core of Pet Care Market
    • Consumer Trends
      • 62% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products
      • Natural/Organic Pet Product Purchasing Shows Uptick
      • 47% of Dog Owners and 40% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products
      • Pet Food and Treats Show Highest Rates of NOEF Product Purchasing
  • Introduction
    • Scope & Methodology
      • Scope of Report: Pet Food and Pet Care
      • Report Methodology
    • Market Definitions and Terminology
      • Natural Pet Food
      • Defining Natural
      • Defining Organic
      • Raw Pet Food
      • Terms Often Associated with Natural and Organic Pet Food
      • Natural Pet Food Ingredients
      • Undesirable Ingredients
      • Natural Pet Care Products
    • 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
      • FTC Cracking Down on "Eco-friendly" Labels
  • Market Trends
    • Market Size & Composition
      • Note on Market Sizing
      • U.S. Retail Sales Top $7 Billion in 2014
        • Table U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2010-2014 (in millions of dollars)
      • Raw and Refrigerated Pet Food Sales
      • Litter Dominates Pet Care Classification
        • Table U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Cat Litter, Pet Health, Other, 2010 vs. 2014 (in millions of dollars and percent)
      • Natural Product Percentage of Pet Specialty Sales by Category
        • Table Share of Independent Pet Specialty Store Sales Derived from Natural Products: By Animal Category and Percentage Level, 2013 (percent)
      • Mass-Market Sales Trends
        • Table IRI-Tracked Sales of Natural Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (in millions of dollars and pounds)
        • Table Natural Product Share of IRI-Tracked Sales of Pet Products: Total and by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
        • Table Share of IRI-Tracked Sales of Natural Pet Products by Food and Nonfood Category and Segment, 2013 vs. 2014 (percent)
      • Natural Supermarket Sales Continue Upward Path
        • Table Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)
      • Specialty/Gourmet Supermarket Sales Down 3%
        • Table Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
        • Table Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2013 vs. 2014 (percent)
      • Market Share by Retail Channel
        • Table Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel, 2014 (percent)
    • Market Outlook
      • Natural and Organic Going Strong on the Human Side
      • Natural Pet Products Part of Premiumization Trend
      • Product Safety/Purity Still a Concern
      • Natural Products a Retail Strategy in Pet Specialty
        • Table Purchasing Rates for Pet Products in the Pet Specialty Channel: 2010-2014 (percent of dog or cat owners)
      • GMO Debate Crosses into Pet Food
      • Say `No' to Natural?
      • Natural Products Not Immune to Recalls
      • Arguments Against Raw Pet Food
      • Pet Market Macrotrends
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2014 (percent of pet product purchasers)
        • Table Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2014
        • Table Pet Food Purchasing by Price Level, 2014 (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 vs. 2014 (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 vs. 2014 (percent)
        • Table Household Penetration Rates for Dogs and Cats, 2010-2014 (U.S. households-percent and number in thousands)
        • Table Age of Dogs and Cats, 2014 (percent of pet owners)
        • Table Percentage and Number of Overweight or Obese Dogs and Cats, 2011 vs. 2013
        • Table Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2014, Pet Owners Overall vs. Natural Pet Product Purchasers (percent)
      • Changes in Pet Food Regulation
    • Market Projections
      • Sales to Top $13 Billion in 2019
        • Table Projected U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2014-2019 (in millions of dollars)
  • Competitive Trends
    • Market Structure and Retail Dynamics
    • Acquisitions and Mergers
      • P&G Sells Most of Its Petcare Business to Mars
      • Treats Get Gobbled Up
      • Del Monte Foods Acquires Natural Balance, Becomes Big Heart Pet Brands
      • Blue Buffalo Faces Litigation, Considers IPO
      • IPO in the Works for Freshpet?
      • Absorption Corp. Becomes Healthy Pet, Acquires Simply Pine
      • Globalinx Rebrands to Hillside Farms, Opens U.S. Plant
      • Harbinger Group Makes an Offer for Central Garden & Pet
      • Other Deals
      • Investors Tap In
    • Traditional Marketers Tap In via Line Extensions, New Brands
    • Nestlé Purina Renames, Revamps Beyond Line
    • Science Diet Still Feeling Pressure Despite Ideal Balance Launch
    • Despite Image Overhaul, Bravo! Plagued by Recalls
    • Big-Name Retailers Enter the Natural Market, Revamp Products
      • Whole Foods Introduces Whole Paws
      • Wegmans Goes Head to Head with Pet Specialty
      • Kroger Partners with "I and love and you"
    • Freshpet Powers Growth of the Fresh Segment
    • Natural Pet Care Leaders and Up-and-Comers
      • Pet Care Category Specialists
    • Growth in Online Sales
    • Social Media
    • Cause Marketing
    • Sustainability Initiatives
      • Mars
      • Nestlé Purina
      • Other Companies' Efforts
      • Eco-friendly Packaging
    • Marketer and Brand Rankings
      • Methodology for Estimates
      • Pet Age Retailer Ranking of Dog Food and Cat Food Market Leaders
        • Table Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food: 2008-2012 (percent)
      • Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food
      • Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food
      • Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter
      • Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products
        • Table U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table Share of U.S. IRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table Share of U.S. IRI-Tracked Retail Sales of Natural Cat Food by Marketer, Brand, and Segment: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table U.S. IRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table Share of U.S. IRI-Tracked Retail Share of Natural Cat Litter by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table U.S. IRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
        • Table Share of U.S. IRI-Tracked Retail Share of Natural Dog/Cat Needs by Marketer and Brand: 52 Weeks Ending March 23, 2014 vs. Year-Ago Period (in millions of dollars)
      • Caru Pet Food
      • freshfetch
      • The Honest Kitchen
      • Primal Pet Foods
    • Marketer and Brand Listing
      • Table Marketers and Brands of Natural and Organic Pet Food, 2014
      • Table Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2014
  • Marketing and Product Trends
    • Pet Food
      • Moving Beyond the Natural Claim
      • Humanization
      • Grain-Free Pet Foods
      • Diets Target Pet Demographics and Lifestyles
      • Refrigerated Niche Continues to Advance
      • Raw Foods Marketers Overcome Safety Issues, Convenience
      • Human-Style, Functional Treats Drive Category
    • Pet Care Products
      • Eco-Friendly Products Form Core of Market
      • Cat Litter
      • Flea/Tick Products
      • Pet Supplements
      • Health Remedies
      • Grooming Products
      • Beds
      • Toys
      • Collars and Leads
  • Consumer Trends
    • Overview of Natural/Organic Product Purchasing
      • Note on Data Sources
      • 62% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products
        • Table General Market Purchasing Patterns for Organic/Natural Products: Households Overall vs. Dog- or Cat-Owners, 2012 vs. 2014 (percent of U.S. population)
      • Natural/Organic Pet Product Purchasing Shows Uptick
        • Table Purchasing Patterns for Selected Natural or Organic Pet Product Classifications: Dog- or Cat-Owning Households, 2012 vs. 2014 (percent of U.S. households)
    • Purchasing Patterns by Product Type
      • 47% of Dog Owners and 40% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products
      • Pet Food and Treats Show Highest Rates of NOEF Product Purchasing
        • Table Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Supplies by Type, 2014 (percent of dog product purchasers)
        • Table Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies by Type, 2014 (percent of cat product purchasers)
      • Pet Superstores, Walmart Are Top for NOEF Product Purchasing
        • Table Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural pet food purchasers)
        • Table Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat food purchasers)
        • Table Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food or Treats Are Purchased: Selected Channels, 2014 (percent of dog supplies purchasers)
        • Table Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or Treats Are Purchased: Selected Channels, 2014 (percent of natural cat supplies purchasers)
        • Table Where Natural, Organic or Eco-Friendly Cat Litter Is Purchased: Selected Channels, 2012 vs. 2014 (percent cat-owning households)
      • Natural, Organic Lead by NOEF Pet Food Formulation Type
    • Consumer Profiles
      • Mixed Demographics for Organic Pet Food
        • Table Overview of the Organic Pet Food Purchaser, 2014 (percent, number and index of dog- or cat-owning households)
      • Regional Skews for Purchasing of Natural Dog Foods
        • Table Demographic Indexes for the Natural Dog Food Brand Purchaser, 2014 (dog-owning households)
      • The Nutro Dog Food Purchaser
        • Table Selected Demographic Indicators for Purchase of Nutro Brand Dog Food, 2014 (percent, number and index of dog-owning households)
      • The Natural Balance Dog Food Purchaser
        • Table Selected Demographic Indicators for Purchase of Natural Balance Brand Dog Food, 2014 (percent, number and index of dog-owning households)
      • The Nature's Recipe Dog Food Purchaser
        • Table Selected Demographic Indicators for Purchase of Nature's Recipe Brand Dog Food, 2014 (percent, number and index of dog-owning households)
      • The Goodlife Recipe Pet Treat Purchaser
        • Table Selected Demographic Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2014 (percent, number and index of dog- or cat-owning households)
      • The Natural Cat Litter Purchaser
        • Table Selected Demographic Indicators for Purchasing of Natural Brand Cat Litter, 2014 (index of cat-owning households)

Abstract

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Natural, Organic and Eco-Friendly Pet Products in the U.S., 5th Edition

Consumers are extending their embrace of natural and organic products for themselves to the products they buy for their pets. Just as we do for ourselves, pet owners are migrating to products they perceive to be both safer and, in the case of natural pet food and treats, a source of better nutrition than traditional fare. Packaged Facts has reported how this market has enjoyed exponential growth in recent years. But, as with any hot market, there comes a time for a cooling off period.

What will keep this market moving in the fast track?

In the 5th edition of our groundbreaking report, Natural, Organic and Eco-Friendly Pet Products in the U.S., Packaged Facts examines the trends and factors that will help the natural and organic pet market continue its growth. One such trend is the strategy by manufacturers to launch products in the natural product space that offer additional features such as condition-specific ingredients or low-glycemic formulations.

The leading mass pet industry players are becoming concerned by the incursions of leading pet specialty players, as illustrated by the 2014 lawsuit filed by Nestle Purina against Blue Buffalo. Heightened consumer demand is also causing natural and organic products to appear far more frequently on the shelves of mass merchandisers and supermarkets, including in the form of ambitious new private-label lines such as Whole Foods ‘Whole Paws line and Wegmans’ Simply from Nature.

Even events from as long ago as 2007 continue to resonate and affect the market: pet food recalls from that year remain fresh on consumers’ minds, and marketers are responding by promoting the “Made in the U.S.A.” hallmark on their labels. Indeed, Packaged Facts found, in its pet owner survey, that a majority of dog and cat food purchasers look for American-made pet food products when they shop.

Another key market driver involves environmentally friendly products, with consumers seeking out not just safer products but those made from sustainable or recycled/recyclable materials and manufactured with a smaller carbon footprint.

Building on the analysis presented in the previous editions of this report, this fully updated edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market into two classifications: pet food and pet care, with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2009 through 2019, competitive strategies of key players, and trends in new product development such as grain-free, low-glycemic, superfood ingredients, human-grade, raw pet food (including freeze-dried and dehydrated), refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, cause marketing, and social media usage. Featuring exclusive Packaged Facts pet owner survey data, the report homes in on food and nonfood 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 product purchasing.

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