Pet Supplies and Pet Care Products in the U.S., 9th Edition

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During the economic "new normal" of economic lethargy, U.S. pet owners remain focused on value, necessitating that U.S. marketers and retailers do the same. Affordable pricing is a key consideration, but so are premium-style products with functional (health) and indulgence (pampering) attributes appealing to people and pets alike. Accordingly, stylish, distinctly “human-style” products and brands continue to make waves in the market, even as lower-priced private labels—often directly comparable to their national brand counterparts—continue to gain traction.

To succeed in the current market environment, a solid grasp of broad pet market trends is essential. The pet supplies market is vast, however, encompassing everything from cat litter and health/hygiene products to toys and apparel. So market players must examine category by category the wants and needs of the product purchasers they hope to attract and retain.

Tapping into Packaged Facts’ extensive pet market research collection and analyst expertise, Pet Supplies and Pet Care Products in the U.S, 9th Edition provides category breakouts and insights not available from any other source. Covering nonfood pet supplies of all types and for all companion animal types, the report examines trends in flea/tick care products, cat litter, toys, rawhide chews, bedding, grooming products, supplements, clean-up products, and numerous other product segments. Using 2011 as the base year, it charts sales since 2007 and forecasts sales through 2016; breaks the market out by animal type, product category, and retail channel; presents dollar sales and market shares for leading marketers and brands in mass channels, the natural supermarket channel, and the specialty gourmet supermarket channel; analyzes competitive strategies and new product trends; and provides demographic and psychographic profiles of product purchasers.

Trends examined include pet health and pampering; the increasing strength of private-label pet products; the changing paradigm in flea/tick spot-ons as formerly “vet-only” brands cross over into retail and patents expire; natural/organic and sustainable appeals; brand licensing and celebrity pitches; and pet travel and convenience products.

Special features include a discussion of pet supplies purchasing by economy related factors and by retail channel, focusing on cross-channel shopping and shopper loyalty; proprietary pet owner survey data collected by Packaged Facts during 2011 and 2012; and a first-hand report on new product trends based on Packaged Facts’ participation in the American Pet Products Association’s 2012 Global Pet Expo in Orlando, FL.

Chapter 1: Executive Summary

Scope & Methodology

Market Definition

Exclusions

Four SymphonyIRI-Tracked Product Categories

Report Methodology

Market Trends

Retail Sales Sluggish Post Recession

Figure 1-1: U.S. Retail Sales of Pet Supplies, 2007, 2011, 2016 (in millions of dollars)

Mass-Market Sales at $1.9 Billion

Sales by Animal Type

Figure 1-2: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)

Share of Dog Supply Sales by Product Category

Share of Cat Supply Sales by Product Category

Share of Mass-Market Sales by Product Category

Market Share by Retail Channel

Competitive Trends

Number and Types of Marketers

Market Leaders

M&A Activity Picks Up Post Recession

Competitive Trends

Brand Stables

Retailer/Vendor Collaboration

Channel Expansion and Exclusivity

Nonfood/Food Cross-Over

Private Label

Nestlé Purina Leads in SymphonyIRI-Tracked Sales

Figure 1-3: Marketer Shares of Pet Supplies in SymphonyIRITracked Outlets: 2012 (percent)

Marketing and New Product Trends

Advertising Trends

Social Media

Cause Marketing

New Product Common Denominators

Pet Health

Natural and Eco-Friendly

Human-Style

High-Style and “Child-Like”

Functional

Dental Health/Oral Care

Brand Licensing and Celebrity Appeal

Convenience and Automation

Senior/Special Needs

Retail Trends

Pet Shoppers Looking for Deals at Retail

Figure 1-4: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)

Channel Loyalty on the Decline

Pet Product Purchasing Rates by Channel

Walmart Tops Recent Shopper List

Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons

Consumer Trends

56% of Households Own Pets

Overall Pet Ownership Rates Are Edging Up

Usage Gains for Flea/Tick Care and Pet Supplements

Figure 1-5: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)

Patterns by Pet Channel and Product Type

Toys/Rawhide Chews, Litter Are Most Common Purchase

Table 1-1: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)

Chapter 2: The Market

Introduction

Market Definition

Exclusions

Four SymphonyIRI-Tracked Product Categories

Trade Associations and Shows

Regulatory Agencies and Trends

Report Methodology

Market Size and Growth

Retail Sales Sluggish Post Recession

Table 2-1: U.S. Retail Sales of Pet Supplies, 2007-2011 (in millions of dollars)

Mass-Market Sales at $1.9 Billion

Cat Litter

Other Dog/Cat Supplies

Dog Chews

Non-Dog/Cat Supplies

Table 2-2: SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2010 (in millions of dollars and units)

Table 2-3: Growth of SymphonyIRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)

Pet Product Performance in the Natural Supermarket Channel

Table 2-4: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)

Table 2-5: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)

Pet Product Performance in the Specialty/Gourmet Supermarket Channel

Table 2-6: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)

Table 2-7: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)

Market Composition

Sales by Animal Type

Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)

Share of Dog Supply Sales by Product Category

Table 2-8: Share of U.S. Retail Sales of Dog Supplies by Category, 2011 (in millions of dollar and percent share)

Table 2-9: Average Annual Dog Supply Expenses by Category, 2011 (in dollars)

Share of Cat Supply Sales by Product Category

Table 2-10: Share of U.S. Retail Sales of Cat Supplies by Category, 2011 (in millions of dollars and percent share)

Table 2-11: Average Annual Cat Supply Expenses by Category, 2011 (in dollars)

Share of Mass-Market Sales by Product Category

Figure 2-2: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2011 (percent)

Table 2-12: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)

Share of Independent Pet Store Sales by Animal Category

Table 2-13: Share of Independent Pet Store Pet Supply Sales by Animal Type/Category: 2011 vs. 2010 (percent)

Table 2-14: Area of Largest Expected Revenue Increase During Following Year: By Animal Type/Category, 2011

Share of Dog Category Sales by Product Type

Table 2-15: Share of Independent Pet Store Sales of Dog Products: By Category, 2011 vs. 2010 (percent)

Share of Cat Category Sales by Product Type

Table 2-16: Share of Independent Pet Store Sales of Cat Products: By Category, 2011 vs. 2010 (percent)

Share of Aquarium Fish Category Sales by Product Type

Table 2-17: Share of Independent Pet Store Sales of Aquarium Fish Products: By Category: 2011 vs. 2010 (percent)

Share of Small Mammal Sales by Product Type

Table 2-18: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2011 vs. 2010 (percent)

Share of Bird Category Sales by Product Type

Table 2-19: Share of Independent Pet Store Sales of Bird Products: By Category, 2011 vs. 2010 (percent)

Share of Herptile Category Sales by Product Type

Table 2-20: Share of Independent Pet Store Sales of Herptile Products: By Category, 2010 (percent)

Natural and Organic Product Sales and Market Share

Figure 2-3: U.S. Retail Sales of Natural and Organic Pet Care Products: 2008, 2011 and 2014 (in millions of dollars)

Figure 2-4: Share of U.S. Retail Sales of Natural Pet Care Products by Category: 2008, 2011, 2014 (litter, health, other, percent)

Natural Product Percentage of Sales by Category

Table 2-21: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010

Market Share by Retail Channel

Table 2-22: Share of U.S. Pet Supply Sales by Retailer Type, 2009 vs. 2011 (percent and dollars in millions)

Dog/Cat Household Pet Supply Purchasing by Channel

Table 2-23: Pet Product Purchasing Rates by Retail Classification: Percentage of Pet Households, Winter 2011 vs. Winter 2012 (number and percent)

Market Drivers

Market in Perspective

Table 2-24: Retail Dollar Sales and Percentage Share of U.S. Pet Market by Category: 2011 (in billions of dollars)

Slow Economy Continues to Dampen Consumer Confidence

Table 2-25: Selected U.S. Economic Measures: 2008-2012 (percent and number in millions)

Table 2-26: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2011 (U.S. pet-owning households)

Table 2-27: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2011 (U.S. pet-owning households)

Pet Owners Spending Less

Table 2-28: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)

Price Resistance

Table 2-29: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011 vs. 2012

Pet Ownership and Population Trends

Table 2-30: Total Number of Pets in the United States: By Type, 2000-2010

Table 2-31: Changes in the U.S. Population and Pet-Owning Population, 1996-2010 (number and percent)

Table 2-32: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006-2012 (percent of U.S. households)

Canine Population Shifting Toward Smaller Dogs

Figure 2-5: Size of Dog Owned: Small, Medium or Large, 2000 vs. 2010 (percent of U.S. dog-owning households)

Pets as Family

Table 2-33: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)

Focus on Pet Health/Wellness

Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)

Figure 2-7: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions of dollars)

Focus on Product Safety

Figure 2-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” 2012 (percent)

Figure 2-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,” 2012 (percent)

Ongoing Interest in Premium Products

Table 2-34: Amount Spent on Pet Products in Last 30 Days, March 2012 (percent)

Table 2-35: Pet Product Purchasing by Price Level: Food vs. Nonfood, March 2012 (percent)

Ongoing Interest in Natural Products

Figure 2-10: Level of Agreement with Statement:“Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)

Table 2-36: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2011 vs. 2012 (percent)

Table 2-37: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2011 vs. 2012 (percent)

Rise in Pet Travel Favors Many Product Categories

Pet-Positive Media Exposure

Illustration 2-1: Subaru “Stolen Parking Space” Commercial

The Aging Pet Population

Table 2-38: Age of Dogs and Cats, 2012 (percent of pet owners)

Table 2-39: Average Age of First, Second, and Third Dog in Household, 2010 vs. 2000

Table 2-40: Average Age of First, Second, and Third Cat in Household, 2010 vs. 2000

Pet Overweight and Obesity

Table 2-41: Percentage and Number of Overweight and Obese Dogs and Cats, 2011

Higher-Income Household Market Boost Moderates

Table 2-42: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2005, 2009, 2010 (percent)

Market Projections

Sales to Reach $13.8 Billion in 2016

Table 2-43: Projected U.S. Retail Sales of Pet Supplies: 2011-2016 (in millions of dollars)

Pet Ownership and Population Growth Essential

Table 2-44: Level of Agreement with Statement: “People should adopt pets from shelters and not purchase them from shops/breeders,” 2012 (percent)

Figure 2-11: Level of Agreement with Statement: “My pet has a positive impact on my health”: Physical vs. Mental, 2012 (percent)

Smaller Dogs

Feline Potential

Chapter 3: The Marketers

Competitive Overview

Number and Types

Multi-Category Market Leaders

Central Garden & Pet

Hartz Mountain Corp.

Petmate

Rolf C. Hagen

Sergeant’s Pet Care Products

Spectrum Brands (United Pet Group)

Second-Tier Multi-Category Marketers

Category Leaders and Competitive Trends

Carriers, Crates, Shelter

Cat Litter

Clean-Up/Odor-Control Products

Collars and Leads

Dog Chews

Flea/Tick-Control Products

Grooming Products

Supplements

Toys

Training Products

Non-Dog/Cat Supplies

M&A Activity Picks Up Post Recession

United Pet Group Buys Furminator

Wind Point Partners Acquires Petmate

Petmate Acquires Bamboo, Kennel-Aire, and Wetnoz

Contech Acquires G&B Marketing

Quaker Pet Group Acquires Watson’s Senior Pet Supplies, Sherpa

Unicharm Takes Stake in Hartz

Additional M&A

Investment Activity

Worldwise Acquired by Mistral Equity

Nutri-Vet Acquired by Imperial Capital/Petra Pet

Competitive Trends

Brand Stables

Illustration 3-1: Petmate Pavilion at Global Pet Expo 2012

Retailer/Vendor Collaboration

Channel Expansion and Exclusivity

Nonfood/Food Cross-Over

Illustration 3-2: Kong Premium Treats

Private Label

Figure 3-1: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, May 2012 (percent)

Table 3-1: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)

Marketer and Brand Shares

Methodology

Nestlé Purina Leads in SymphonyIRI-Tracked Sales

Figure 3-2: Marketer Shares of Pet Supplies in SymphonyIRITracked Outlets: 2012 (percent)

Cat Litter Defies Private-Label Onslaught

World’s Best Takes No. 1 Spot in Natural Segment as Traditional Cat Litter Marketers Weigh In

Figure 3-3: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2012 (percent)

Other Dog/Cat Supplies: Flea/Tick Spot-ons Hopping

Changing Ranks in Dog Chews

Non-Dog/Cat Supplies: Central Garden & Pet and Spectrum on Top

Brand Rankings in the Pet Specialty Channel

Table 3-2: Marketer Sales and Shares of Pet Supplies in SymphonyIRI-Tracked Outlets by Category: 2011 vs. 2012 (in millions of dollars and percent)

Table 3-3: SymphonyIRI-Tracked Sales of Cat Litter by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)

Table 3-4: Cat Litter Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)

Table 3-5: Cat Litter Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)

Table 3-6: Top Natural Cat Litter Brands by SymphonyIRITracked Sales: 2011 vs. 2012 (in millions)

Table 3-7: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2011 vs. 2012 (percent)

Table 3-8: SymphonyIRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)

Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in SymphonyIRI-Tracked Sales, 2011 vs. 2012 (in millions of dollars)

Table 3-10: Other Dog/Cat Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)

Table 3-11: SymphonyIRI-Tracked Sales of Dog Chews by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)

Table 3-12: Dog Chews Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)

Table 3-13: Dog Chews Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)

Table 3-14: SymphonyIRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in thousands of dollars and percent)

Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)

Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)

Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2006, 2008 and 2010 (percent)

Table 3-18: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2012

Chapter 4: Marketing and New Product Trends

Advertising Trends

Trade Advertising and Promotions

Social Media

Illustration 4-1: Screenshot of Hartz’s Facebook Page

Cause Marketing

New Product Common Denominators

Pet Health

Natural and Eco-Friendly

Human-Style

High-Style and “Child-Like”

Functional

Dental Health/Oral Care

Illustration 4-2: PetZLife Oral Care Spray and Gel

Brand Licensing and Celebrity Appeal

Illustration 4-3: Synergy Labs’ Licensed Dog Whisperer Dog Grooming and Odor Removal Products

Convenience and Automation

Senior/Special Needs

Illustration 4-4: Quaker Pet Group’s Silver Tails Collection of Senior Pet Products

Illustration 4-5: Pet Flys’ Upholstered Pet Steps

Illustration 4-6: Dog Quality Enterprises’ Dogger Dog Stroller

Travel Products

Product Safety

Illustration 4-7: Brochure Cover for JLA Pets’ Simmons Pet Bedding

Illustration 4-8: K&H Products’ Heated Pet Beds

Carriers, Crates, Shelter

Illustration 4-9: Kurgo Pet Travel Products

Illustration 4-10: Pet Gear Pet Strollers at Global Pet Expo 2012

Illustration 4-11: Solvit’s HoundAbout Bicycle Trailer at Global Pet Expo 2012

Illustration 4-12: Carlson Pet Containment “Cribs” at Global Pet Expo 2012

Illustration 4-13: Bergan’s Canine Crate

Illustration 4-14: Advantek’s Pet Gazebo Tent-Top Outdoor Kennel

Illustration 4-15: Petmate’s Look ‘N See Portable Kennel

Cat Litter and Accessories

Illustration 4-16: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter

Illustration 4-17: Fresh Step’s “Litter Science 101” Web Page

Illustration 4-18: Omega Paws’ Roll’ N Clean Litter Box

Illustration 4-19: Tidy Cats Breeze Litter Box

Clean-up Products

Illustration 4-20: Bissell’s Online Pet Lovers Community

Illustration 4-21: PetSmart Web Page Featuring Simple Solution’s PawSafe Line

Collars, Leashes, Harnesses

Illustration 4-22: Absolutely New’s Power Leash Weighted Exercise System

Illustration 4-23: Angel Pet Supplies’ Athens Series Fashion Dog Collars

Illustration 4-24: Coastal Pet Products’ New Earth Collars and Leads

Dog Chews

Illustration 4-25: Target’s Boots & Barkley Rawhides Rack Display

Illustration 4-26: Summma International’s Canine Chews Dental Care Line

Flea/Tick Products

Illustration 4-27: Central Garden & Pet’s Bio Spot Defense Smart Shield Applicator

Grooming Products

Illustration 4-28: Furminator’s New At-Home Grooming Tool Collection

Illustration 4-29: Jarden Animal Solutions’ “As Seen on TV” Shed Monster De-Shedding Tool

Illustration 4-30: Trade Ad for Wahl’s Pet Grooming Product Line

Illustration 4-31: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging

Supplements

Illustration 4-32: Steadfast Joint Health Supplement from Arenus (Novus International)

Illustration 4-33: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats

Illustration 4-34: Garmon Corp.’s Slim-N-Fit Weight Control Canine Supplement

Illustration 4-35: Trade Ad for Tomlyn’s New Gel Supplements

Toys

Illustration 4-36: Scratch Lounge Cat Scratchers

Illustration 4-37: Simply Fido’s Organic Pet Toy Collection

Training and Behavior

Illustration 4-38: Greenberry Eco Industries’ Eco-Friendly Puppy Pads

Water/Feeding Bowls and Devices

Illustration 4-39: Petmate’s Drinkwell Lotus Pet Fountain

Illustration 4-40: PetSafe’s Drinkwell Hydrate H20 Filtration System

Illustration 4-41: Bergan’s Ergoflo Elevated Bowls with Wood Base

Illustration 4-42: Hing Designs’ Designer Pet Bowls in Fish and Bone Styles

Illustration 4-43: Van Ness’s Pureness Eco-Friendly Pet Dishes

Non-Dog/Cat Supplies

Health/Functional

Illustration 4-44: Dunlea Farms Pet Hay Tidy Feeder

Illustration 4-45: Harrisons’ Pet Products’ Sunshine Factor and Booster Supplements

Natural/Eco-Friendly

Illustration 4-46: APD Pet’s Green Dreamzzz Small Pet Bedding

Kid-Appeal

Illustration 4-47: JW Pet Co.’s PetVille Palace for Small Animals

Illustration 4-48: Absorption Corp.’s Healthy Pet Confetti Small Pet Bedding

Convenience/Effectiveness

Illustration 4-49: Richell’s Mobile Critter Condo

Illustration 4-50: Absolutely News’ Squirrel-Proof Wild Bird Feeder

Style

Illustration 4-51: Rolf C. Hagen’s Fluval Spec Desktop Aquarium

Travel

Illustration 4-52: Marshall Pet Products Pack-n-Go Small Animal Carrier

Chapter 5: Retail Channel Trends

Pet Shoppers Looking for Deals at Retail

Figure 5-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)

Figure 5-2: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” September 2011 vs. March 2012 (percent)

Premium Shopper Survives

Figure 5-3: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)

Figure 5-4: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)

Channel Loyalty on the Decline

Table 5-1: Channel Loyalty in Pet Product Purchasing: All Channels, 2007-2011 (percent and number)

Table 5-2: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2007-2011 (percent)

Coupon Use on the Rise

Figure 5-5: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2006- 2011 (percent)

Pet Product Purchasing Rates by Channel

Table 5-3: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, 2011 (number and percent)

Pet Superstores Gaining Ground

Table 5-4a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2007-2011 (percent of dog or cat owners)

Table 5-4b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2007-2011 (U.S. dog or cat owners in thousands)

Walmart Tops Recent Shopper List

Table 5-5: Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2012 (percent of pet product buyers)

Private-Label Share Tops 20% in Pet Supplies

Figure 5-6: Level of Agreement with Statement: “I am buying more store-brand pet products these days,” 2011 vs. 2012 (percent)

Figure 5-7: Level of Agreement with Statement: “Store-brand pet products are often as good as national brand-name products,” September 2011 vs. March 2012 (percent)

Table 5-6: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category, 2011 vs. 2012 (in millions of dollars)

Table 5-7: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2012 (percent)

Table 5-8: Purchasing Patterns for Store-Brand Cat Litter: By Retail Channel Shopped, Spring 2007 vs. Summer 2011 (percent of cat-owning households)

Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons

Table 5-9: Level of Agreement with Statement: “With spot-on (topical) flea/tick products, I would trust generic or storebrand products if they contained the same active ingredients”: Dog Owners vs. Cat Owners, 2011 (percent)

Table 5-10: Level of Agreement with Statement: “Veterinariandispensed spot-on (topical) flea/tick products are too expensive”: Dog Owners vs. Cat Owners, 2011 (percent)

Table 5-11: Level of Agreement with Statement: “With Spot-On (Topical) Flea/Tick Products, the Products Available in Stores Are Just as Effective as Those Available Through Veterinarians”: Dog Owners vs. Cat Owners, 2011 (percent)

Mass-Market Trends

Market Polarization Not Good for Mass

Walmart Bucking the Trend

Illustration 5-1: Mars Pedigree/”Pets Love Walmart” Promotion

Another Bright Spot: Drugstores

Illustration 5-2: Walgreens’ Pet Shoppe Store Brand Natural Bones

Illustration 5-3: Walgreens’ Pet Shoppe Store Brand Pet Collars and Leashes

Mass Channels Tapping into Pet Med Potential

Illustration 5-4: Walmart Floor Talker for PetTrust Heartworm Preventive (HeartGard Generic): “Save on Pet Medications”

Pet Specialty Trends

Independents View Economy as Top Challenge

Table 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011, 2011-2012 (percent)

Table 5-13: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” 2011 (percent)

Table 5-14: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” 2011 (percent)

PetSmart and Petco Advance Their Lead

Table 5-15: PetSmart and Petco Sales and Number of Stores: 2001-2011 (cumulative, in millions of dollars and number of units)

PetSmart Banking on Exclusive Brands

Advantage and K-9 Advantix Flea and Tick Topicals

Martha Stewart

GNC Pet Supplements

Illustration 5-5: Banner Ad for GNC Pets Products Line on PetSmart.com

Toys “R” PetSmart

The Bret Michaels Pet Rock Collection

Illustration 5-6: PetSmart’s Bret Michaels Pets Rock Collection (Website Announcement)

Illustration 5-7: Bret Michaels Pets Rock Cuddler Bed

Petco Advances Unleashed

Petco Acquires Complete Petmart

Moochie & Co. and Mini Moochies Top 40 Units

Illustration 5-8: Exterior of Moochie & Company Mall-Based Pet Specialty Shop, Columbus, OH

The Natural Thrust

Canadian Pet Retailer Global Pet Foods Crosses U.S. Border

Online Shopping

Shopper Base Up, Buying More

Figure 5-8: Level of Agreement with Statement: “I am buying pet products online more than I used to,” September 2011 vs. March 2012 (percent)

Figure 5-9: Time Frame for Most Recent Online Purchase of Pet Products, March 2012 (percent of pet owners)

Heightened Competition

Table 5-16: Top Websites for Purchasing Pet Products Online in Last 12 Months, 2011 (percent of dog/cat owners—9 websites)

Table 5-17: PetMed Express Sales, 2007-2011 (in millions of dollars)

VIPPS Certification May Give Internet a Boost

Up and Comers

Veterinarians

Natural Supermarkets

Dollar Stores

Agricultural/Feed-Seed Stores

Home Improvement Stores

Illustration 5-9: Pet Department in Lowe’s

Home Stores

Illustration 5-10: Bed Bath & Beyond’s Online Pet Product Selection

Chapter 6: The Consumer

Pet Ownership Trends

Note on Data Sources

56% of Households Own Pets

Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2012 (percent, number and indexes of U.S. households)

Seniors Edge Up in Pet Ownership Rates

Table 6-2: Household Ownership of Pets by Age Bracket, 2004-2012 (percent of U.S. households)

Overall Pet Ownership Rates Are Edging Up

Table 6-3: Household Ownership of Selected Pet-Owning Classifications, 2006-2012 (percent and number of U.S. households)

Pet Dog Population Characteristics

Table 6-4: Projected Pet Dog Population, 2012 (percent and number of U.S. households)

Table 6-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)

Table 6-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)

Table 6-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)

Pet Cat Population Characteristics

Table 6-8: Projected Pet Cat Population, 2012 (percent and number of U.S. households)

Table 6-9: Distribution of Cat Population by Age of Pet, 2012 (percent of U.S. cat owners)

Table 6-10: Indoor/Outdoor Patterns for Pet Cat Population, 2012 (percent of U.S. cat owners)

Overview of Dog and Cat Supply Purchasing

Usage Gains for Flea/Tick Care and Pet Supplements

Figure 6-1: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)

Table 6-11: Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2012 (percent of U.S. households)

Top-Line Purchasing Rates by Product Type

Table 6-12: Household Purchasing of Dog or Cat Supplies by Category and Type, 2012 (percent and number of U.S. dogor cat-owning households)

Patterns by Pet Channel and Product Type

Table 6-13: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2012 (percent of U.S. pet-owning households)

Table 6-14: Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households in thousands)

Table 6-15: Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households)

Half Would Be Receptive to More Affordable Natural/Organic Pet Products

Table 6-16: Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, March 2012 (percent)

Close-Up on Product Purchasing

Toys/Rawhide Chews, Litter Are Most Common Purchase

Table 6-17: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)

Toys/Chews or Durable Goods Also the Top Impulse Purchases

Table 6-18: Impulse Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Toys/Chews, Habitat Products, and Grooming Products Show Highest Rates of Pet Pampering/Indulgence Choices

Non-Prescription Meds and Nutritional Supplements Show Highest Rates of Natural/Organic Purchasing

Table 6-19: Pampering/Indulgence Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Table 6-20: Natural/Organic or Eco-Friendly Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Roughly One in Five Product Choices Are Store Brand

Pet Stores/Superstores Are Top Choices for Carriers and Crates

Natural Supermarkets/Food Stores Are Strong in Supplements

Table 6-21: Store-Brand Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Table 6-22: Pet Store/Pet Superstore Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Table 6-23: Natural Supermarket/Natural Food Store Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

39% of Flea/Tick Product Purchases Are From Veterinarians

Roughly One in Four Pet Supply Products Are Purchased on Sale or Promotion

Toys/Chews Are Least Subject to Comparison Shopping

Table 6-24: Veterinarian Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Table 6-25: Sale/Promoted Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Table 6-26: Comparison Shopping-Based Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Pet Litter Is Most Likely Repeat Purchase

Table 6-27: Repeat Purchasing Rates for Pet Supplies by Type, March 2012 (percent)

Fish Products Are Most Common Purchase Among Owners of Other Pets

Table 6-28: Overview of Pet Supply Product Purchasing in Last 3 Months: For Pets Other Than Dogs or Cats, March 2012 (percent of owners of pets other than dogs or cats)

Consumer Focus: Flea and Tick Care Products

46% Use Topical/Spot-On Products

Table 6-29: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2012 (percent and number of U.S. dog- or cat-owning households)

Advantage Surges in Brand Use

Table 6-30: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2006-2012 (percent of U.S. dog- or cat-owning households)

Cross-Usage by Product Type

Table 6-31: Cross-Purchasing of Flea/Tick Products by Type, 2012 (U.S. pet-owning households)

Demographics by Product Type and Brand

Table 6-32: Purchasing Indices for Flea/Tick Care Products: By Gender, 2012 (U.S. dog- or cat-owning households)

Table 6-33: Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2012 (U.S. dog- or cat-owning households)

Table 6-34: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2012 (U.S. dog- or cat-owning households)

Table 6-35: Purchasing Indices for Flea/Tick Care Products: By Region, 2012 (U.S. dog- or cat-owning households)

Table 6-36: Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2012 (U.S. dog- or catowning households)

Consumer Focus: Cat Litter

84% Use Cat Filler/Litter

Table 6-37: Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2012 (percent and number of U.S. cat-owning households)

Shares for Scoopable Litter and Leading Brands Edge Upward

Table 6-38: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2006-2012 (percent of U.S. cat-owning households)

Table 6-39a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (percent of U.S. cat-owning households)

Table 6-39b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (thousands of U.S. cat-owning households)

Indicators for Above-Average Use

Table 6-40: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2012 (U.S. cat-owning households)

Table 6-41: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2012 (U.S. cat-owning households)

Table 6-42: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2012 (U.S. cat-owning households)

Table 6-43: Purchasing Indices for Cat Box Filler/Litter: By Region, 2012 (U.S. cat-owning households)

Table 6-44: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2012 (U.S. cat-owning households)

Consumer Focus: Pet Supplements

15 Million Purchase Nutritional Supplements for Dogs or Cats

Figure 6-2: Consumer Base for Nutritional Supplements for Dogs or Cats, 2006-2012 (percent and number of U.S. dogor cat-owning households)

Higher Indexes for Hispanics, Blacks

Table 6-45: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2012 (U.S. dog- or cat-owning households)

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