Small Animal Products: U.S. Pet Market Trends and Opportunities

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Published Sep 12, 2017 | 41 Pages | Pub ID: LA15468643

Small Animal Products: U.S. Pet Market Trends and Opportunities

With a compound annual growth rate (CAGR) of 3.2% between 2016 and 2021, sales of small animal pet products will enjoy steady and continued growth over the next five years. The bedding and litter segment is fueling much of this growth as the second largest segment in the small animal products category and the segment experiencing the fastest increase in 2016. Another key opportunity for marketers is households with older children, which show an even stronger preference for small animals as pets than the already strong preference seen for households with children of any age. Other important trends include a strengthening interest in brand name among small animal pet owners and natural chews and toys. 

What You’ll Get in This Report

Small Animal Products: U.S. Pet Market Trends and Opportunities provides an in-depth analysis of the sale of products and foods designed for hamsters, rabbits, guinea pigs, rats, and other small animals through all channels in the U.S. market, focusing on the key segments driving the market and highlighting sales trends. The report covers sales of food, bedding and litter, cages and accessories, and toys, discussing the top marketers in each segment. All information and analyses in the report is highly accessible, presented in concise text and easy-to-read and practical charts, tables, and graphs. 

Report Methodology

The information in Small Animal Products: U.S. Pet Market Trends and Opportunities was obtained from primary datasets including tracked point of sale data and consumer survey data compiled from Packaged Facts’ own National Pet Owners Survey and from Simmons’ Profile Reports. Other primary research includes interviews with pet experts, on-site examination of retail and service provider venues, and Internet canvassing including websites and blogs. Secondary research includes information- and data-gathering from consumer business and trade publications, company profiles, and Packaged Facts’ own extensive pet product research database and report collection.

CHAPTER 1: EXECUTIVE SUMMARY
THE MARKET
Table 1-1 U.S. Retail Sales of Small Animal Pet Products: 2015 vs. 2016 vs. 2021 (in millions of dollars)
Small Animal Product Sales Growth Fueled by Bedding and Litter Segment
Table 1-2 Small Animal Product Sales by Segment, 2015–2016 (in millions of dollars, percent change, and market share)
NEW PRODUCT TRENDS
Trends in New Food, Treat, and Hay Products
SMALL ANIMAL OWNERSHIP TRENDS
Table 1-3 Hamster and Rabbit Ownership Trends, 2013 (in thousands of households and percent of fish owners)
Small Animal Owners Almost Always Have Other Pets as Well
Figure 1-1 Ownership Rates for Other Pets among Households that Have Pet Rabbits and/or Hamsters (percent)
INSIGHTS AND OPPORTUNITIES
Opportunity: Increasing the Role of Brand Name among Small Animal Product Buyers
Opportunity: Cage Sweet Home
Opportunity: Natural Chews and Toys
Opportunity: Households with Older Children
Opportunity: Owners of Small Animals Tend to Have More than One
CHAPTER 2: SMALL ANIMAL PRODUCTS MARKET
CHAPTER HIGHLIGHTS
THE MARKET
Table 2-1 U.S. Retail Sales of Small Animal Pet Products: 2015 vs. 2016 vs. 2021 (in millions of dollars)
Small Animal Product Sales Growth Fueled by Bedding and Litter Segment
Table 2-2 Small Animal Product Sales by Segment, 2015–2016 (in millions of dollars, percent change, and market share)
Pet Specialty Chains Lead Channel Sales
Figure 2-1 Channel Breakdown of Small Animal Product Sales in the U.S., 2016 (percent)
Figure 2-2 Channel Breakdown of Where Small Animal Owners Have Made Purchases in Last 12 Months, 2016/2017 (percent)
Online Purchasing
No Loyalty among Small Animal Owners for Online Apps
Figure 2-3 Apps Used by Small Animal Owners for Online Purchases, 2017 (percent)
THE MARKETERS
Pet Specialty Leaders
Top Marketers in Mass Markets
Opportunity: Increasing the Role of Brand Name among Small Animal Product Buyers
NEW PRODUCT TRENDS
Trends in New Food, Treat, and Hay Products
Illustration 2-1 Oxbow Hay Blends
Illustration 2-2 Sunburst Freeze Dried Fruit from The Higgins Group
Illustration 2-3 NPIC’s Ferret Soft Treats
Illustration 2-4 Supreme Petfoods Tiny Friends Farm Rebranding
Trends in New Bedding and Litter Products
Illustration 2-5 Healthy Pet’s carefresh Animal-Specific Natural Paper Bedding
Illustration 2-6 Kaytee Clean & Cozy Camo Bedding from Central Garden & Pet
Opportunity: Cage Sweet Home
Illustration 2-7 Kaytee Terra-Cotta Chew Proof Hideaway from Central Garden & Pet
Illustration 2-8 Kaytee Hammock with Stand from Central Garden & Pet
Illustration 2-9 Marshall Pet Products Bear Rug for Small Animals
Illustration 2-10 Kaytee CritterTrail LED Lighted Habitat
Opportunity: Natural Chews and Toys
Illustration 2-11 Kaytee Color Nest House Hut
THE CONSUMER
Small Animal Ownership Trends
Table 2-3 Hamster and Rabbit Ownership Trends, 2013 (in thousands of households and percent of fish owners)
Key Demographics of Hamster and Rabbit Owners
Table 2-4 Key Demographic Measures for Hamster/Rabbit Ownership, 2017 (in thousands of households, percent of hamster/rabbit owners, and index)
Opportunity: Households with Older Children
Figure 2-4 Relative Propensity for Ownership of Pet Rabbits or Hamsters Based on Children in Household, 2017 (index)
Opportunity: Owners of Small Animals Tend to Have More than One
Table 2-5 Ownership of Multiple Rabbits and Hamsters (in thousands of households and percent of pet rabbit or hamster owners)
Small Animal Owners Almost Always Have Other Pets as Well
Figure 2-5 Ownership Rates for Other Pets among Households that Have Pet Rabbits and/or Hamsters (percent)
Northeast Most Popular for Small Animal Ownership
Figure 2-6 Households with Rabbits and/or Hamsters as Pets, 2016/2017 (in thousands of households and index)

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