Pet Food in the U.S., 15th Edition

 
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Published Jul 10, 2020 | 204 Pages | Pub ID: LA16110874

Pet Food in the U.S., 15th Edition

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This publication combines Packaged Facts’ report on Pet Food in the U.S., 15th Edition (July 2020) with a supplemental report on Pet Food Consumer Trends (June 2020).

The U.S. pet food market got a wholly unexpected assist from the novel coronavirus pandemic, with sales projected to grow even faster in 2020 than was expected pre-pandemic. As the stay-at-home orders and resulting threats to supply chains and brick-and-mortar retailer operations posed serious challenges to the market, pet food marketers and retailers alike worked to ensure that pet owners were able to stock up on the pet foods that their furry companions required, migrating rapidly online and adopting “contactless” brick-and-mortar shopping strategies including curbside pickup. Just as the pet food industry stood out as famously recession resistant through 9/11 and the Great Recession of 2008, it has proven to be a bright spot in the new world of COVID-19, getting an additional boost from a surge in pet adoptions and fostering among pet parents stuck at home.

Although the pandemic is far from over, and its economic fallout is likely to linger for many months if not years, the pet food market is expected to maintain strong growth, bolstered by the infusion of new pets and U.S. pet owners’ willingness to spend on their beloved “fur babies” even in the midst of a health and economic crisis. With 2019 sales approaching $29 billion, sales of dog and cat food are expected to reach nearly $38 billion by 2024, with e-commerce surging to become the No. 1 retail channel. Featuring updated sales projections and analysis of the major trends impacting the market now and into the foreseeable future, this completely revised 15th edition of Packaged Facts’ Pet Foods in the U.S. focuses on both the short- and long-terms impacts of the coronavirus crisis, including the opportunities therein.

Providing separate sales tracking and projections for dog and cat food, the report also examines trends by form (dry, wet, semi-moist, and frozen/refrigerated), ingredients, and product claims across the full retail spectrum including online retailers, mass-market outlets, the pet specialty channel, and other channels. It provides a comprehensive overview covering historical market size and projections (2015-2024); cross-market trends; consumer expenditures; market opportunities; mergers and acquisitions; channel trends including e-commerce and omnichannel; and new product and marketing trends—all presented through the lens of the changes brought on by the pandemic.

Scope and Methodology

Pet Food in the U.S., 15th Edition analyzes the retail market for pet food in the United States. The full retail spectrum is quantified, including mass-market outlets, pet specialty stores (chains and independents), and other channels including the Internet. The report divides the market into two categories:
  • Dog Food, subdivided into four forms: Dry, Wet (aka “Canned”), Frozen/Refrigerated, and Semi-moist.
  • Cat Food, also subdivided into four forms: Dry, Wet (aka “Canned”), Frozen/Refrigerated, and Semi-moist.
This report also examines meal toppers and other pet food add-ins to provide market perspective and track overall trends in pet food.

Though discussed in context of the market as a whole, pet food sold through the veterinary channel and non-medical petcare service providers is excluded from the market sizing estimates, and rather included in the market sizing for those channels as presented in Packaged Facts’ annual U.S. Pet Market Outlook reports.

The information contained in the 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 regarding pet products and services. With sample sizes of approximately 1,000 pet owners, 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. The main surveys used in this report were conducted between February 2020 and May 2020.

Our primary research also includes interviews with pet market experts; participation in pet industry events including the American Pet Products Association’s Global Pet Expos (2004-2020) and Petfood Industry/Watt Publishing’s Petfood Forums (2004-2019); on-site examination of retail and service provider venues; and Internet canvassing, including blogs.

Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, and Petfood Industry; 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; background sales data from sources such as IRI and Nielsen; 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.

  • Executive Summary
    • Report Scope & Methodology
      • Scope of Report
      • Methodology
    • Market Trends
      • Impact of COVID-19
      • Market Size and Growth
      • Factors to Market Growth
    • Competitive Trends
      • Marketer Trends
      • Retail Channel Trends
    • New Product and Marketing Trends
    • Pet Food Usage Patterns
      • Pet Owner Preferences by Pet Food Type
      • When Pet Owners Change Foods
    • Opportunities
      • Pandemic Silver Linings
      • Opportunity 1—New Pet Ownership
      • Opportunity 2—E-commerce
      • Opportunity 3—Private Label
      • Opportunity 4—Customized Health and Wellness
      • Opportunity 5—Sourcing as "The Next Natural"
      • Opportunity 6—Grain-Inclusive and Limited Ingredient Recipes
      • Opportunity 7—Rethinking Superpremium Pet Food
      • Opportunity 8—Science-Based and Veterinary Diets
      • Opportunity 9—Focus on Felines
      • Opportunity 10—Opportunistic Acquisitions
  • Market Trends
    • Chapter Highlights
    • Market Overview
      • Two Animal Categories: Dog and Cat
      • Other Marketing Classifications
    • Impact of COVID-19
      • Pet Food Sector Best-Positioned to Weather Pandemic
      • Uptick in Pet Adoption and Online Shopping
      • Trading Down to Lower-Cost Products
      • Supply Chain Disruptions
      • Future Uncertain—But Reasons for Optimism
    • Market Size and Growth
      • Pet Food Sales Approach $29 Billion
        • Table U.S. Retail Sales of Pet Food, 2015-2019 (in billions of dollars and percent change)
      • Dog Food Dominates Pet Food Sales
      • Dry Pet Food Tops in Sales
      • Dry Dog Food at Over 50% of the Market
        • Table Share of U.S. Retail Sales of Pet Food by Form and Animal Type, 2019 (percent and millions of dollars)
        • Table Annual U.S. Household Expenditures on Pet Food by Product Form, 2019 (in billions of aggregate dollars and per-household dollars)
        • Table Annual U.S. Household Expenditures on Pet Food by Animal Type, 2019 (in billions of aggregate dollars and per-household dollars)
      • Historical and Projected Dog Food Retail Sales
        • Table Historical and Future Modeling of U.S. Retail Sales of Dog Food, 2015-2024 (in billions of dollars and percent)
        • Table Annual Household Expenditures on Dog Food by Product Type, 2019 (in billions of aggregate dollars and per-household dollars)
      • Historical and Projected Cat Food Retail Sales
        • Table U.S. Retail Sales of Cat Food, 2015-2024 (in billions of dollars and percent)
        • Table Annual Household Expenditures on Cat Food by Product Type, 2019 (in billions of aggregate dollars and per-household dollars)
      • Most Pet Owners Spend Under $50 Per Month on Pet Food
      • Sales by Channel: E-commerce Takes the Lead
        • Table Modeling of Projected Shifts in Retail Channel Shares of U.S. Pet Food Sales, 2019, 2020, and 2024 (in billions of dollars and percent change)
    • Factors to Market Growth
      • The Coronavirus Crisis
      • Omnimarket Era Is Here to Stay
      • Coronavirus Impact On Shopping Behavior
        • Table Coronavirus-Related Changes in Pet Owner Shopping Frequency at Physical Retailers, Now (April/May 2020) vs. Six Months Ago, 2020 (percent of dog and cat owners)
        • Table Coronavirus-Related Changes in Pet Owner Shopping Frequency at Online Retailers, Now (April/May 2020) vs. Six Months Ago, 2020 (percent of dog and cat owners)
      • The Financial Impact of the Coronavirus
      • Pet Food Spending Not (Yet) Threatened
      • Pet Owners Use Internet Beyond Product Purchasing
        • Table Use of Internet by Pet Product Type in Past 12 Months, 2020 (percent of dog and cat owners)
      • Major Trends in Pet Food Continue Despite Coronavirus
      • Pet Adoptions, Population Driving Pet Food Growth
        • Table Overview of Pet Ownership by Type: Dogs vs. Cats, 2020P vs. 2019 (percent of and number of U.S. households)
      • DCM/Grain-Free Pet Food Situation Remains Unresolved
      • Non-Affluent Households Once Again Threatened by Price Pressures
        • Table $70K+ Household Share of U.S. Pet Market Expenditures: By Classification, 2011-2018 (percent)
        • Table Pet Food Purchasing by Price Level, 2016, 2018, 2020 (percent of dog- and cat-owning households)
      • Looking Ahead: Sales Growth Spikes, Then Moderates
        • Table Modeling of U.S. Retail Sales Growth of Pet Food, 2019-2024 (in billions of dollars and percent change)
  • Competitive Trends
    • Chapter Highlights
    • Marketer Trends
      • A Highly Consolidated Market
      • Pet Food Leaders Covering All Pet Industry Bases
      • Dog Food Marketers
      • Cat Food Marketers
      • Focus on Felines
      • Recent Mergers, Acquisitions, Investments, and Expansions
      • Subscription-Based Products and Services
      • Inspiring Trust
      • Coronavirus-Inspired Giving
      • Brands Turn to Television, Social Media
    • Retail Channel Trends
      • Mass Premiumization at Expense of Pet Specialty
      • Private-Label Gains
      • Channel Shifts Rampant Due to Coronavirus
        • Table Channel Choice for Pet Food Purchases, 2020 (percent of dog and cat owners)
        • Table Retail Shopping Patterns for Pet Product Purchases, Foods vs. Medications vs. Other Pet Products, 2020 (percent of dog and cat owners)
  • New Product and Marketing Trends
    • Chapter Highlights
    • New Product and Marketing Trends
      • Product Introductions Impacted by COVID-19
      • Industry Shaken by Possible DCM Link
      • Natural Positioning Takes Backseat to Other Product Claims
      • Demand Rises for Fresh Pet Food
      • Kibble Marketers Also Focus on Fresh
      • Trendy and Sustainable Ingredients and Recipes
      • Market-Wide Pet Food Trends
      • A Swing Back to Science-Based and Veterinary Diets?
      • Spotlight on Product Safety
      • Meal Enhancements and Toppers
  • Pet Food Usage Patterns
    • Chapter Highlights
    • Pet Owner Preferences by Pet Food Type
      • Regular/Adult Food Most Popular
      • Skin/Coat, Indoor Pet Most Popular Functional Foods
      • Meat-First Leads in Ingredient-Based Formulations
        • Table Pet Food Usage of Ingredient-Based Formulations, 2020 (percent of dog and cat owners)
      • Ingredient Sourcing Another Compelling Marketing Claim
      • Natural/Organic Formulations Take Back Seat to Other Claims
      • Human Food Supplementation Common Among Pet Owners
    • When Pet Owners Change Foods
      • Veterinarians Influence Change in Pet Foods
      • Pet Owners Most Likely to Switch to Regular/Adult Food
      • Skin/Coat, Indoor Pet Most Switched-To Foods
      • More Pet Owners Switch to Meat-First, Grain-Free Foods
        • Table Ingredient-Based Pet Food Formulations Changed to in Past 12 Months, 2020 (percent of dog and cat owners who changed pet foods in the past 12 months)
      • Fewer Pet Owners Switching to Made in the U.S.A.
      • "Organic" Tops "Natural" Among Dog Owners Changing Foods
  • Note on Simmons Data
  • Pet Ownership Trends
    • Table Household Penetration Rates for Dogs and Cats, 2011-2020 (percent of U.S. households)
    • Table Household Base for Dogs and Cats, 2011-2020 (in millions of U.S. households)
    • Table Usage of Wet Pet Food, 2012-2020 (percent of dog- and cat-owning households)
  • Organic Pet Food and Channel Choice
    • Table Purchase Trends for Organic Pet Food, 2012-2020 (percent of dog- and cat-owning households)
  • Ol' Roy Puts New Packaging, Flavors to the Test
    • Table Purchase Trends for Ol' Roy Pet Food, 2012-2020 (percent of dog-owning households)
  • Note on Simmons Data
  • Most Dog Owners Buy Dry Dog Food
    • Use of Wet Dog Food Peaks in African-American Households
      • Table Select Demographic Indicators for Use of Wet Pet Food, 2019/20 (percent, index and number of dog-owning households)
  • Pedigree Tops in Household Penetration
    • Table Dry Dog Food Brand Usage, 2015 vs 2020
    • Table Wet Dog Food Brand Usage, 2015 vs 2020
  • Wet Food Is Stronger in Cat Market
    • Table Select Demographic Indicators for Use of Wet Pet Food, 2019/20 (percent, index and number of dog-owning households)
  • Meow Mix Tops Friskies in Household Penetration Rates
    • Table Dry Cat Food Brand Usage, 2015 vs 2020
    • Table Wet Cat Food Brand Usage, 2015 vs 2020

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