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

Published: September 23, 2015 - 212 Pages

Table of Contents

  • Executive Summary
    • Scope of Report
      • Exclusions
    • Four IRI-Tracked Product Categories
    • Report Methodology
    • Market Trends
      • Sales to Reach $16.8 Billion in 2019
      • Market Share by Animal Type
      • Cat Litter Is Top Category
        • Table U.S. Retail Sales and Shares of Dog and Cat Supplies: By Segment, 2014 (in millions of dollars)
      • Market Share by Retail Channel
      • IRI Tracked Sales Reach $4.99 Billion
      • Pet Market Drivers and Trends
    • Competitive Trends
      • Marketer Overview
      • Nestlé Purina Remains Top Dog in Pet Supplies Overall
      • Private-Label Gains and Losses
      • Premiumization
      • Innovation by Entrepreneurship-And Crossover
      • Channel Expansion and Exclusivity
    • Marketing and Product Trends
      • Advertising Trends
      • Social Media
      • Cause Marketing
      • From Pet Parents to Pethood
      • New Product Categories and Trends
    • Retail Trends
      • Ever Widening Range of Retail Venues
      • Petco Goes Boutique
      • New Retailer Services
      • Retail Channel Trends
      • Internet Is a Main Retail Channel for 10% of Pet Product Buying Households
      • Top Websites for Pet Product Sales
        • Table Leading Websites for Pet Product Purchases Within the Last Three Months: By Product Type, 2015 (percent of online buyers in pet product category)
      • 1800PetMeds Leads in Online Sales of Rx
    • Consumer Trends
      • 55% of U.S. Households Own Pets
      • Topline Purchasing Rates for Key Dog and Cat Supply Categories
      • Annual Purchasing Rates for Other Pet Supply Classifications
        • Table Annual Purchasing Rates for Selected Dog or Cat Supply Product Types, 2015 (percent and number of U.S. dog- or cat-owning households)
      • Consumer Focus: Flea and Tick Products
      • Consumer Focus: Heartworm Treatment and Prevention
      • Consumer Focus: Dog and Cat Supplements
      • Consumer Focus: Cat Litter
      • Consumer Focus: Toys, Collars, Grooming, and Other Pet Supplies
  • The Market
    • Introduction
      • Market Definition
      • Four IRI-Tracked Product Categories
      • Trade Associations and Shows
      • Regulatory Agencies and Trends
      • Report Methodology
    • Market Composition and Size
      • Wobbly Momentum in Total Retail Sales
        • Table U.S. Retail Sales of Pet Supplies, 2010-2014 (in millions of dollars)
      • Market Share by Animal Type
        • Table U.S. Retail Dollars Sales of Pet Supplies by Animal Type, 2014 ($ in millions)
      • Cat Litter Is Top Category
        • Table U.S. Retail Sales and Shares of Dog and Cat Supplies: By Segment, 2014 (in millions of dollars)
      • Market Share by Retail Channel
        • Table Share of U.S. Retail Sales of Pet Supplies by Retail Channel, 2014 (percent)
      • IRI Tracked Sales Reach $4.99 Billion
        • Table IRI-Tracked Sales of Pet Supplies by Category for the 12 Months Ending in June 2015 vs. June 2014 ($ and units in millions)
      • Natural Supermarket Channel Pet Product Performance
        • Table Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2013 vs. 2014 (in millions of dollars)
      • Pet Product Performance in the Specialty/Gourmet Supermarket Channel
        • Table Retail Dollar Sales of Pet Products in Specialty/Gourmet Supermarket Channel by Category, 2013 vs. 2014 ($ Millions)
    • Pet Market Drivers and Macrotrends
      • Market in Perspective
        • Table Retail Dollar Sales and Percentage Share of U.S. Pet Market by Category, 2013 vs. 2014 ($ in billions)
      • Economy Still a Factor in Pet Spending
        • Table Pet Owners: Overview by Change in Financial Situation Compared with 12 Months Ago, 2011-2014 (U.S. pet-owning households)
        • Table Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2011-2014 (U.S. pet-owning households)
        • Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2010-2015 (percent)
      • Savings Still Important
        • Table Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011-2015 (percent)
      • Premiumization and Natural
      • Baby Boomers a Key to Market Growth
    • Projected Market Growth
      • Sales to Near $17 Billion in 2019
  • The Marketers
    • Competitive Overview
      • Marketers: Number and Types
      • Pet Supply Market Leaders
        • Table Central Garden & Pet Brands
        • Table Hartz Pet Product Lines
        • Table Rolf C. Hagen Brands and Products
        • Table Petmate Brands and Products
        • Table Perrigo Brands and Products
        • Table Spectrum Brands' Pet Lines and Pet Products
      • Second-Tier Pet Marketers
      • Category Leaders
      • Key Trends
    • Marketer and Brand Shares
      • Methodology
      • Nestlé Purina Remains Top Dog in Pet Supplies Overall
      • Lightweight Now Heavyweight in Litter Category
        • Table IRI-Tracked Sales of Cat Litter by Marketer and Brand, 2014 vs. 2015 (millions of dollars and percent)
      • 8 in 1 (Spectrum Brands) Leads in Rawhide/Natural Chews
        • Table IRI-Tracked Sales of Rawhide/Natural Chews by Marketer and Brand, 2014 vs. 2015 (millions of dollars and percent)
      • Hartz Mountain Strengthens Its Dog and Cat Products Position
        • Table IRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand, 2014 vs. 2015 (millions of dollars and percent)
      • Spectrum Holds First, Central Garden Edges Out Healthy Pet for Second Place in Non-Dog and Cat Category
        • Table IRI-Tracked Sales of Non-Dog and Cat Products by Marketer and Brand, 2014 vs. 2015 (millions of dollars and percent)
  • Marketing and New Product Trends
    • Advertising Trends
      • Vendor Allowances: Cheaper than Full-Blown Ad Campaign, Still Effective
      • Social Media
    • Advertising Trends and Categories
      • On Deck: Pet Ownership?
      • Cause Marketing
        • Table 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 vs. 2015 (percent)
        • Table 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 vs. 2015 (percent)
        • Table Agreement with Statement: "I have contributed time or money to pet welfare or rescue causes" (percent)
      • Companions
    • From Pet Parents to Pethood
      • Strategic Photobomb
    • Other Marketers Celebrate Human/Animal Bond
    • New Product Categories and Trends
      • Pet Safety
      • Convenience and Automation
    • Toys and Fun
      • iFetch Plans New Release
      • Do It Yourself
      • Cats Love Lasers
      • Toys for… Fish?
      • Senior Retailers Online
      • Mobility
      • Stairs and Ramps
      • Senior Toys
      • Also Specially Formulated for Senior Dogs
      • Boots, Socks, or Stickers?
      • Specialty and Orthopedic Beds
      • Birds, Rodents, and Other Senior Animals
      • Cat Litter Innovation
      • Flea and Tick Further Diversifies Into Chewables
      • Other New Products
  • Retail Channel Trends
    • Retailers Vying for Pet Supply Market Share
    • Petco Steps Up Unleashed Stores
    • Walmart Quietly Inching Toward "Pets as People"
    • PetSmart Continues to Expand Channel Exclusives
    • Petco IPO
    • Petco Acquisitions
    • PetSmart Acquisitions
    • PetSmart Goes Private: Who's Next?
    • Retailers Draw Customers (and Party Animals) with New Services
      • Pet Parties
    • Online and Omni-Channel
    • Pet Retailers Stepping onto Veterinarian Turf
    • Veterinarians Taking on More Pet Supplies
    • Good Causes Build Good Customers
    • Deal-Seeking Continues
    • Coupon Use Fairly Steady
    • 31% of Consumers Still Economy-Constrained
    • But Half Are Spending More Than They Used To
    • Retail Channel Trends
      • Table Household Purchasing Rates for Pet Food and Supplies by Retail Channel: Dog, Cat, Fish, and Bird Owners (number of U.S. households)
      • Table Household Purchasing Overview for Pet Food and Supplies by Retail Channel: Reptile, Rabbit, Hamster, and Other Pet Owners (number of U.S. households)
    • Shopping in Pet Specialty Chains
      • Table Usage Rates for Pet Specialty Chains, 2015 (percent of pet product shoppers)
    • Internet Is a Main Retail Channel for 10% of Pet Product Buying Households
      • Table Number and Percent of U.S. Households That Purchase Pet Food or Supplies Online, 2010-2015
    • Online Share of Pet Product Expenditures
      • Table Pet Owner Estimates of Online Share of Pet Product Expenditures: By Product Classification, 2015
    • Top Websites for Pet Product Sales
      • Table Leading Websites for Pet Product Purchases Within the Last Three Months: By Product Type, 2015 (percent of online buyers in pet product category)
    • 1800PetMeds Leads in Online Sales of Rx
      • Table Leading Websites for Pet Product Purchases Within the Last Three Months: Prescription vs. Over-the-Counter Pet Medications, 2015 (percent of online buyers of pet medications)
  • The Consumer
    • Pet Ownership Trends
      • Data Sources
      • 55% of U.S. Households Own Pets
        • Table Household Ownership Rates for Selected Pet-Owning Classifications, 2007-2015 (percent and number of U.S. households)
      • Topline Purchasing Rates for Key Dog and Cat Supply Categories
        • Table Household Purchasing Overview for Dog or Cat Supplies by Top Categories, 2015 (percent and number of U.S. dog- or cat-owning households)
        • Table Household Purchasing Rates for Dog or Cat Suppliesby Top Categories, 2007- 2015 (percent and number of U.S. dog- or cat-owning households)
      • Annual Purchasing Rates for Other Pet Supply Classifications
        • Table Annual Purchasing Rates for Other Dog or Cat Supply Product Types, 2015 (percent and number of U.S. dog- or cat-owning households)
      • Consumer Focus: Flea and Tick Products
        • Table Household Purchasing of Flea and Tick Care Products for Dogs or Cats by Purpose of Use, 2012-2015 (percent of U.S. dog- or cat-owning households)
        • Table Household Purchasing of Flea and Tick Care Products for Dogs or Cats by Purpose of Use: Dog-Only vs. Cat-Only Households, 2015 (percent)
        • Table Household Purchasing of Flea and Tick Care Products for Dogs or Cats by Type, 2012-2014 (percent of U.S. dog- or cat-owning households)
        • Table Household Purchasing of Flea and Tick Care for Dogs or Cats by Product Type, 2013-2014 (percent and number of U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Flea and Tick Care for Dogs or Cats by Age Cohort: By Product Type, 2015 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Flea and Tick Care Products for Dogs or Cats by Race/Ethnicity: By Product Type, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Flea and Tick Care for Dogs or Cats by Region: By Product Type, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Flea and Tick Care for Dogs or Cats by Household Income: By Product Type, 2014 (U.S. dog- or cat-owning households)
      • Consumer Focus: Heartworm Treatment and Prevention
        • Table Household Purchasing of Heartworm Treatment/Prevention for Dogs or Cats, 2007-2015 (percent and number of U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Heartworm Treatment/Prevention for Dogs or Cats by Age Cohort, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Heartworm Treatment/Prevention for Dogs or Cats by Race/Ethnicity, 2014 (percent of U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Heartworm Treatment/Prevention for Dogs or Cats by Region, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Heartworm Treatment/Prevention for Dogs or Cats by Household Income, 2014 (U.S. dog- or cat-owning households)
      • Consumer Focus: Dog and Cat Supplements
        • Table Household Purchasing of Nutritional Supplements for Dogs or Cats, 2007-2015 (percent and number of U.S. dog- or cat-owning households)
        • Table Household Purchasing of Nutritional Supplements for Dogs or Cats: Dog-Only vs. Cat-Only Households, 2015 (percent)
        • Table Frequency of Administration of Dog or Cat Supplements, 2015 (percent of pet supplement purchasers)
        • Table Level of Agreement with Statement: "I prefer pet supplements and vitamins that are natural/organic, or made in the USA" (percent of pet supplement purchasers)
        • Table Level of Agreement with Statement: "I buy pet supplements that my veterinarian recommends" (percent of pet supplement purchasers)
        • Table Level of Agreement with Statement: "I buy pet supplements under the same human brand names that I am familiar with, such as GNC" (percent of pet supplement users)
        • Table Leading Pet Supplements by Brand, 2015 (percent of pet supplement users)
        • Table Level of Agreement with Statement: "I am currently giving my pet(s) vitamins or nutritional supplements for the following health conditions or concerns" (percent of pet supplement purchasers)
        • Table Purchasing Patterns for Pet Supplements for Dogs or Cats by Age Cohort, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Pet Supplements for Dogs or Cats by Race/Ethnicity, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Pet Supplements for Dogs or Cats by Region, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Pet Supplements for Dogs or Cats by Household Income, 2014 (U.S. dog- or cat-owning households)
      • Consumer Focus: Cat Litter
        • Table Household Purchasing of Cat Box Filler/Litter by Litter Type, 2007-2015 (percent and number of U.S. cat-owning households)
        • Table Household Purchasing of Cat Box Filler/Litter for Cats by Brand, 2008-2015 (number and percent of U.S. cat-owning households)
        • Table Frequency of Litter Box Changes by Cat-Owning Households, 2012-2015 (percent of U.S. cat-owning households)
        • Table Purchasing Patterns for Cat Box Filler/Litter by Age Cohort: By Product Type, 2014 (U.S. cat-owning households)
        • Table Share of Purchasers of Cat Box Filler/Litter by Race/Ethnicity: By Product Type, 2014 (U.S. cat-owning households)
        • Table Share of Purchasers of Cat Box Filler/Litter by Region: By Product Type, 2014 (U.S. cat-owning households)
        • Table Share of Purchasers of Cat Box Filler/Litter by Household Income: By Product Type, 2014 (U.S. cat-owning households)
      • Consumer Focus: Toys, Collars, Grooming, and Other Pet Supplies
        • Table Annual Purchasing Rates for Other Pet Supplies by Product Type, 2012-2015 (percent and number of U.S. dog- or cat-owning households)
        • Table Household Purchasing of Selected Pet Supplies by Product Type, 2013-2015 (percent and number of U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Selected Pet Supplies by Product Type: By Age Cohort, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Selected Pet Supplies by Product Type: By Race/Ethnicity, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Selected Pet Supplies by Product Type: By Region, 2014 (U.S. dog- or cat-owning households)
        • Table Purchasing Patterns for Selected Pet Supplies by Product Type: By Household Income, 2014 (U.S. dog- or cat-owning households)

Abstract

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

The U.S. market for pet supplies and pet care products has grown each of the last five years, but growth has not been smooth. Post recession consumers remain cost conscious and concerned about pet product prices, even as they generally continue to increase their annual spending on pet products including higher-ticket fare. Consumers are looking to private labels to reduce costs, but are still enthusiastic about new premium products. These apparently conflicting trends have contributed to the pet supply market’s wobbly momentum. Fortunately, current trends hint that the market is stabilizing into a pattern of steady, moderate growth.

Pet Supplies Market Trending Toward Premiumization & Natural Products

Packaged Facts’ 10th edition of Pet Supplies in the U.S. compiles extensive and proprietary survey data on pet product trends, consumers, and pets, and carefully examines key factors influencing market growth. All pet types are considered, including cats and dogs as well as birds, small animals, fish, and reptiles. The report covers all major nonfood pet product categories including cat litter, rawhide/natural chews, other dog/cat supplies, and non-dog/cat supplies. Within these categories, major segments examined include cat litter, flea and tick care, toys, bedding, grooming, clean-up, and many others. The report sets 2014 as its base year, with historic market data provided for 2010 through 2014 and projected market valuations for 2015 through 2019. Market values are broken out by animal type, retail channel, and product category, as well as for mass-market and specialty channels including the natural supermarket channel and the specialty/gourmet supermarket channel.

Key drivers and trends reviewed include the still-building economy with an analysis of pet owners’ current and anticipated future financial situations and preferences, the ongoing premiumization trend, the drive toward more natural pet products, which is now gaining momentum even outside of pet food categories, and pet ownership and population trends. The report also reviews marketer trends including detailed mass-market share breakouts, mergers and acquisitions, and category leaders. Advertising and new product trends are considered, along with retail channel and consumer trends including pet owner demographics, purchasing statistics by product type, and consumer attitudes about pet products and ownership based on Packaged Facts’ own pet owner surveys.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. adult pet owners (age 18+) conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes with regard to pet products and services. With a sample size of approximately 2,000, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income. Other primary research includes select interviews with pet market experts; participation in pet industry events including the American Pet Products Association’s Global Pet Expos (through 2015), and on-site examination of retail and service provider venues, as well as internet presence of pet products manufacturers, distributers, and retailers.

Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, Petfood Industry, and Veterinary Practice News; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection.

Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers; IRI’s multi-outlet (MULO) data, which tracks sales in supermarkets, drugstores, mass merchandisers (including Walmart), and wholesale clubs; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research sources. Trends analysis also relies on cross-tabulations of data compiled by Experian Simmons, New York, NY.

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