Pet Supplements - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 04/30/2019
Pages: 183
Full Study Price: US$ 3,000

This Packaged Facts report examines the U.S. market for nutritional supplements for pets—dogs, cats, birds, small mammals, and reptiles, collectively. The term “supplement” as used in this report refers primarily to products sold in traditional supplement forms including pills, tablets, powders, liquids, and sprays. CBD (cannabidiol) supplements are also fully covered in this report, even when formulated into edible/treat formats, because these remain supplement products in essence.

The primary focus is on products for dogs and cats, which account for the preponderance of U.S. retail sales, but coverage also extends to other types of companion animals.

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. pet owners, conducted on an ongoing basis by Packaged Facts, to measure purchasing patterns and attitudes about pet products and services. Packaged Facts surveys of U.S. adult consumers (age 18+) 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 February/March 2019 and April 2019 Surveys of Pet Owners primarily cited in this report each have a sample of 2,000 adults, including a total of 842 dog owners and 519 cat owners in the February/March survey and 925 dog owners and 652 cat owners in the April 2019 survey.

Our primary research also includes interviews with pet market experts, including Bill Bookout, President of the National Animal Supplement Council; 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 such as 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 marketer and brand rankings are based on reported revenues of pet product manufacturers and retailers; surveys of independent and chain pet store retailers; consultations with industry insiders; and figures from other market research sources.

Our analysis of pet supplement usage trends draws on both the Packaged Facts proprietary pet owner surveys noted above, and on consumer survey data compiled by Simmons (New York, NY). Conducted through a combination of telephone interviews and mail-in survey booklets, the Simmons surveys rely on a probability sample design that captures a statistically accurate cross-section of the U.S. adult population (age 18+). The 12-Month Fall 2018 survey primarily cited in this report is based on approximately 25,000 respondents, including 12,089 dog- or cat-owning households overall, comprising 9,539 dog-owning households and 5,224 cat-owning households.

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Table Of Contents

  • Executive Summary
    • The Market
      • Scope of Report
      • Report Methodology
      • Market Size and Composition
      • Market Outlook
      • Pet Supplement Regulation
    • The Marketers
      • Competitive Overview
      • Retail Trends
      • Mass-Market, Farm & Feed, and Natural Food Channels
    • Marketing and New Products
      • Established Types of Condition-Specific Supplements Top the Charts
      • Hemp/Cannabidiol Supplements Generate Interest, Pose Problems
      • Calming Aids and Anxiety Support Supplements
      • Supplement Marketers Seek New Delivery Systems
      • Joint Health Supplements
      • Digestive/Gut Health and Probiotic Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More than Hairball Relief
      • Supplements for Small Animals
    • Consumer Trends
      • Note on Data Sources
      • Dog Owners More Likely to Purchase Supplements
      • Cannabis/CBD Supplement Usage Rates
      • Most Supplement Purchasers Are Confident in Product Quality
      • Pet Supplement Usage Frequency and Expenditures
      • Inspiring Pet Owner Trust in Supplement Claims
      • Factors Influencing Pet Supplement Purchases
      • Consumers Rank All-Natural as Most Important Formulation Characteristic
      • Consumers Rank Safety as Most Important Product Information
      • Purchaser Demographics
    • Opportunities
      • Opportunity 1: Pet Stress and Anxiety
      • Opportunity 2: CBD for All and Everything
      • Opportunity 3: Senior Pets
      • Opportunity 4: Natural/Organic Supplements
      • Opportunity 5: Innovative Delivery Systems
      • Opportunity 6: Getting More Veterinarians on Board
      • Opportunity 7: Omnichannel Marketing
  • The Market
    • Chapter Highlights
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Composition
      • Pet Supplement Sales Pick Up
        • Table U.S. Retail Sales Pet Supplements, 2014-2018 (millions of dollars and percent)
      • Pet Supplement Sales by Channel
      • Dogs Dominate Pet Supplement Sales
    • Market Outlook
      • Roads of Innovation
      • CBD Supplements Take Market by Storm
      • Pet Market Focus on Health and Wellness Drives Premium Spending
      • Impact of Human Supplements Market on Pet Supplements
      • "Pets as Family" Movement Undergirds Wellness Focus
      • Supplements Compete with Functional Foods, Treats
        • Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive healthcare," 2018 (percent)
        • Table Functional Food, Functional Treat, and Supplements Usage by Condition, 2019 (percent of dog- and cat-owning households)
        • Table Functional Pet Food Usage by Health Condition: Overall vs. Pet Supplement Purchasers, 2019 (percent of dog and cat owners)
      • Senior and Overweight Pets
        • Table Age of Dogs and Cats, 2018 (percent of pet owners)
      • Natural/Organic Supplements in High Demand
      • Pet Supplement Purchasers Remain Price Sensitive
      • Veterinarians Harbor Enormous Market Clout
      • Supplements as Preventive Care May Lower Vet Costs
    • Pet Supplement Regulation
      • FDA, AAFCO Monitor Pet Supplements
      • National Animal Supplement Council
      • The AVMA and Pet Supplements
    • Market Projection
      • Table Projected U.S. Retail Sales of Pet Supplements, 2018-2023 (millions of dollars and percent)
  • Marketer and Retail Trends
    • Chapter Highlights
    • Competitive Overview
      • Serving a Diverse Customer Base
      • Marketers and Brands by Retail Channel
      • Consumer Purchasing by Brand
        • Table Usage Rates of Pet Supplements by Marketer/Brand, 2019 (percent of dog and cat owners)
      • Mergers & Acquisitions
      • Pet Supplements Market Expansion
      • Marketers Continue to Enter CBD Space
    • Retail Trends
      • Pet Specialty Leads Brick-and-Mortar Retail in Pet Supplement Purchasing
        • Table Brick-and-Mortar Retailers Where Pet Supplements Are Purchased, 2019 (percent of dog and cat owners)
      • More Pet Owners Buying Pet Supplements Online
        • Table Internet Retailers Where Pet Supplements Are Purchased, 2019 (percent of dog and cat owners)
      • Pet Supplement Merchandising in Pet Specialty Retailers
      • Mass-Market, Farm & Feed, and Natural Food Channels
  • Marketing & New Product Trends
    • Chapter Highlights
    • Marketing & New Product Trends
      • Established Types of Condition-Specific Supplements Top the Charts
        • Table Purchase Rates of Condition-Specific/Functional Pet Food, Treats, and Supplements, 2019 (percent of dog and cat owners)
      • Hemp/Cannabidiol Supplements Generate Interest, Pose Problems
      • Calming Aids and Anxiety Support Supplements
      • Supplement Marketers Seek New Delivery Systems
      • Joint Health Supplements
      • Digestive/Gut Health and Probiotic Supplements
      • Lifestage-Specific Supplements
      • Cat Supplements Offer More than Hairball Relief
      • Supplements for Small Animals
  • Consumer Trends
    • Chapter Highlights
    • Overview of Pet Supplement Purchasing
      • Note on Data Sources
    • Consumer Purchasing and Buying Habits
      • Dog Owners More Likely to Purchase Supplements
        • Table Interest in Cannabis (CBD/Hemp) Supplements by Health Condition Treated, 2019 (percent of dog and cat owners)
      • Pet Supplement Usage Frequency
        • Table Frequency with Which Pet Owners Give Pet Supplements, 2019 (percent of dog and cat owners)
      • Pet Supplement Expenditures
        • Table Average Monthly Expenditure on Pet Supplements, 2019 (percent of dog and cat owners)
    • Factors Influencing Pet Supplement Purchases
      • Most Supplement Purchasers Are Confident in Product Quality
      • Inspiring Pet Owner Trust in Supplement Claims
        • Table Most Important Factors Influencing Pet Supplement Purchases, 2019 (percent of dog and cat owners)
      • Consumers Rank All-Natural as Most Important Formulation Characteristic
      • Consumers Rank Safety as Most Important Product Information
    • Demographic Trends
      • Millennials, Homes with Children Skew High for Pet Supplement Use
        • Table Demographic Indexes for Pet Supplement Purchasing, 2019 (index of dog and cat owners)
      • Pet Supplement Usage Trends
      • Pet Supplement Purchase Rates by Type and Number of Pets
      • Simmons Demographic Trends for Pet Supplement Use
        • Table Demographic Indicators for Pet Supplement Purchasing: Dog Owners vs. Cat Owners, 2018 (percent, index and number)