Senior, Weight Management and Special Needs Pet Products in the U.S., 2nd Edition

Published: February 29, 2016 - 149 Pages

Table of Contents

  • Executive Summary
    • The Market
      • Scope of Report
      • Report Methodology
      • U.S. Retail Sales Near $3.8 Billion in 2015
      • Food Accounts for Lion's Share of SWM Market
      • Challenges and Opportunities
      • Millennials, Boomers Driving Pet Ownership Trends
      • Pet Overweight, Obesity Crisis Continues Unabated
      • Interest in Functional Pet Foods/Treats a Boon for SWM Market
      • Alternative/Holistic Approaches to Senior Care
    • Marketing and New Product Trends
      • Education Key to Success of SWM Products
      • Competitive Structure
      • Most Senior, Weight Management Foods Part of Broader Brand Lines
      • Euphemistic Names Increase Consumer Appeal, Skirt Regulations
      • SWM Products Concentrated in Five Segments
      • The Appeal of Online SWM Pet Supplies Retailers
      • Pet Supplements Competitive Structure
      • Senior-Focused Supplements
      • Weight Management Supplements
    • The Consumer
      • 25% of Dog/Cat Households Use Weight Management or Senior Formulas
      • Boomers Account for 43% of SWM Pet Food Purchasers
      • Patterns for Pet Supplements
      • SWM Products a Prime Draw for "Pet Pamperers"
      • SWM Crowd More Likely to Buy Natural, Organic
      • SWM Food Purchasers Over-index for Natural Food Store, Vet Channels
  • The Market
    • Key Points
    • Introduction
      • Scope of Report
      • Three Product Classifications
    • Pet Medications Covered in Separate Report
      • Report Methodology
    • Market Trends
      • U.S. Retail Sales Near $3.8 Billion in 2015
        • Table U.S. Retail Sales and Projected Growth of Senior, Weight Management and Special Needs Pet Products by Category, 2010 vs. 2015 and 2015 vs. 2020 (in millions of dollars)
      • Food Accounts for Lion's Share of SWM Market
      • Market Share by Retail Channel
      • IRI-Tracked SWM Pet Food/Treats Sales Decline
        • Table IRI-Tracked Dollar Sales of Senior and Weight Management Pet Food, 2015 (in millions of dollars and pounds)
        • Table IRI-Tracked Dollar Share of Senior and Weight Management Pet Food, 2015 (in percent)
    • Market Outlook
      • Challenges and Opportunities
      • The SWM Product Usage Gap
      • Senior Pet Ownership on the Rise
        • Table Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (in thousands and percent)
      • Pet Owners Interested in Senior Pet Care Services
      • Millennials, Boomers Driving Pet Ownership Trends
      • Millennials Top Baby Boomers as Largest Pet-Owning Cohort
      • Older Owners
      • Aging Boomers Look to Ease Burdens of Pet Ownership
      • Pet Overweight, Obesity Crisis Continues Unabated
      • The APOP at the Forefront of Prevention, Education
      • Obese Pets Are Unhealthy Pets
      • Diabetes on the Rise
      • Older Pets More Likely To Be Considered Overweight
      • New Labeling Requirements May Promote Obesity Awareness
      • Other Labeling Changes Could Help Owners Make Smart Food Choices
      • Building a Better Pet Weight Management Food
      • Competition From Other Pet Foods
      • Promoting Pet Exercise for Weight Maintenance
      • An Obesity Vaccine on the Horizon?
      • Weight Management Goes High Tech
      • Interest in Functional Pet Foods/Treats a Boon for SWM Market
        • Table Use of Specially Formulated Dog Food: 2010, 2012, and 2014 (percent)
        • Table Use of Specially Formulated Cat Food: 2010, 2012, and 2014 (percent)
        • Table Use of Specially Formulated Dog Treats: 2010, 2012, and 2014 (percent)
      • Pet Supplements Outpace Overall Market
        • Table U.S. Retail Sales of Pet Supplements, 2010-2019 (in millions of dollars)
      • Increased Veterinary Focus on Senior, Special Needs Pets
      • Senior, Healthy Weight Also a Focus for Other Service Providers
      • Alternative/Holistic Approaches to Senior Care
      • International Association of Animal Hospice and Palliative Care
  • Marketing and New Product Trends
    • Key Points
    • Introduction
      • Education Key to Success of SWM Products
      • Pet Food at the Core
      • Competitive Structure
    • Pet Foods and Treats
      • Most Senior, Weight Management Foods Part of Broader Brand Lines
      • Competition Divided Between Mass-Market, Specialty, and Vet/Professional
      • Nestlé Purina's Mass-Market Lead Carries Over into SWM
        • Table Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog and Cat Food by Type, 2014-2015 (millions of dollars and percent)
      • Veterinary Products Part of Condition-Specific Lines
      • Mars Veterinary Makes Genetic Health Analysis Accessible
      • New Product Trends in Weight Management Foods
      • Purina Just Right Capitalizes on Holistic Pet Health Trend
      • Grain-Free, Raw Diets for Weight Loss
      • New Hill's Prescription Diet Products Target Multiple Conditions
      • Low-Glycemic, High Protein Formulas
    • New Product Trends in Senior Foods
      • Botanicals, Omega-3s Power Cognitive Function Foods
    • SWM Treats
      • Weight Management Treats Go Small, Encourage Activity
      • Functional Treats Provide Multiple Senior Benefits
    • Supplies, Devices and Other Assistance Products
      • SWM Products Concentrated in Five Segments
      • Marketers Range from Overall Leaders to Tightly Focused Specialists
      • The Appeal of Online SWM Pet Supplies Retailers
      • Mobility Devices
      • Harnesses, Leashes, and Wheeled Devices
      • Stairs and Ramps
      • Boots, Socks, and Stickers
      • Pet Strollers
      • Hygienic Products
      • Pet Diapers
      • Grooming Products
      • Clean-up Products
      • Specialty and Orthopedic Beds
      • Toys
      • Watering and Feeding Devices
      • Weight Management Feeding Supplies and Devices
      • Birds, Rodents, and Other Animals
    • Pet Supplements
      • Competitive Structure
      • Nutramax Corners Mass-Market Sales Through Walmart Expansion
      • Senior-Focused Supplements
      • Senior-Specific Supplements
      • Mobility Supplements
      • Cognitive Supplements
      • Heart, Eye and Bladder Health Supplements
      • Digestive Health, Immune Support and Probiotics
      • Pet Obesity/Weight Management
      • Birds, Rodents, and Other Animals
  • The Consumer
    • Key Points
      • A Note About Data Sources
      • 25% of Dog/Cat Households Use Weight Management or Senior Formulas
        • Table Household Purchasing Rates for Weight Management or Senior Pet Food: Dry and Canned Dog and Cat Food, 2011-2015 (percent of U.S. households with dogs or cats)
        • Table Number of Households Purchasing Weight Management or Senior Pet Food: Dry and Canned Dog and Cat Food, 2011-2015 (in millions of U.S. households with dogs or cats)
      • Boomers Account for 43% of SWM Pet Food Purchasers
      • 11% of Dog Households Use Senior Dry Dog Food
        • Table Purchasing Rates for Weight Management or Senior Pet Food: Dog Owners, 2011 vs. 2015 (percent of U.S. households with dogs)
      • WM Formula Dog Foods Attract Senior Crowd
        • Table Key Demographic Indicators for Purchasing Weight Management Dry Dog Food, 2015 (percent, index and number of dog-owning households)
        • Table Key Demographic Indicators for Purchasing Weight Management Canned Dog Food, 2015 (percent, index and number of dog-owning households)
      • Senior Dry and Wet/Canned Dog Food Skews Older, Retired
        • Table Key Demographic Indicators for Purchasing Senior Dry Dog Food, 2015 (percent, index and number of dog-owning households)
        • Table Key Demographic Indicators for Purchasing Senior Wet/Canned Dog Food, 2015 (percent, index and number of dog-owning households)
      • 15% of Cat-Owning Households Use WM Cat Foods
        • Table Purchasing Rates for Weight Management or Senior Pet Food: Cat Owners, 2011 vs. 2015 (percent of U.S. households with cats)
      • Demographics for WM Dry vs. Wet/Canned Cat Food
        • Table Key Demographic Indicators for Purchasing Weight Management Dry Cat Food, 2015 (percent, index and number of cat-owning households)
        • Table Key Demographic Indicators for Purchasing Weight Management Wet/Canned Cat Food, 2015 (percent, index and number of cat-owning households)
      • Older, Retired Base for Senior Cat Formulas
        • Table Key Demographic Indicators for Purchasing Senior Dry Cat Food, 2015 (percent, index and number of cat-owning households)
        • Table Key Demographic Indicators for Purchasing Senior Wet/Canned Cat Food, 2015 (percent, index and number of cat-owning households)
      • Patterns for Pet Supplements and SWM Food/Treats
        • Table Percentage of Dog and Cat Owners Purchasing Treats for Weight Control: By Size of Dog, 2008 vs. 2014 (percent)
      • SWM Products a Prime Draw for "Pet Pamperers"
        • Table Selected Pet Psychographics: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
        • Table Selected Pet Psychographics: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
      • SWM Crowd More Likely to Buy Natural, Organic
        • Table Use of Specialty Pet Food: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
        • Table Use of Specialty Pet Food: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
      • SWM Cat Food Purchasers Likely to Spend More
        • Table Relative Price of Pet Food Typically Purchased: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
        • Table Relative Price of Pet Food Typically Purchased: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
      • SWM Food Purchasers Over-index for Natural Food Store, Vet Channels
        • Table Pet Product Shopping Patterns by Retail Channel: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
        • Table Pet Product Shopping Patterns by Retail Channel: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
      • SWM Cat Owners More Likely to Use Vet Services

Abstract

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Senior, Weight Management and Special Needs Pet Products in the U.S., 2nd Edition

Like their owners, pets in general are living longer, with pet owners increasingly willing to go to almost any lengths to help keep their furry friends happy and healthy in their senior years. At the same time, and once again paralleling trends on the human side, the U.S. pet population is experiencing an obesity epidemic, with many pet owners in denial about their overweight dogs and cats even as pet professionals work harder than ever to educate their clients about the benefits of maintaining a healthy weight.

As a result, the potential audience for products targeting senior and overweight pets has never been larger, with an estimated 53% of dogs and 58% of cats being classified as overweight or obese, according to the Association of Pet Obesity Prevention, and with approximately 40% of dog- and cat-owning households caring for a pet age seven or older based on Packaged Facts’ November 2015 National Pet Owner Survey. Another factor positively impacting this market is the large number of pet parents who love to pamper their “babies,” spending especially heavily on products’ designed to ensure their well-being. Key to tapping into this demand is education: marketers of senior and weight management products must show pet owners how their products offer health solutions and fit into the larger market for pet health and nutrition products.

Report Scope

Senior, Weight Management and Special Needs Pet Products in the U.S., 2nd Edition analyzes the market for pet products targeting senior, overweight/obese and special needs dogs and cats. The report covers products specifically marketed along senior or weight management lines, as well as products that may be marketed to a more general audience but are especially useful for senior or overweight pets, such as joint supplements and pet mobility devices.

The report charts historical sales and projections; analyzes marketing and new product trends; and draws on insights from other reports in Packaged Facts’ extensive Pet Market Collection. Statistics provided include historical, current and projected sales by category (food, supplements, devices), sales by retail channel, and marketer and brand shares as quantified by IRI’s multi-outlet data.  Consumer profiles of pet owners who own senior or overweight/obese pets or use products targeting this companion animal population are based on Packaged Facts’ National Pet Owner Surveys designed specifically for this report, as well as Simmons data. The report contains dozens of easy-to-read numerical tables and charts, as well as numerous images of new products, advertising, and screen shots.


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