Abstract
The total market for pet food and supplies grew more than 33% in real terms from 2002-2007, as pet owners spent more on products for their pets that were less utilitarian and more fun. Consumers also became more discerning about the quality and makeup of products they fed their pets in light of the wide-scale pet food recall begun in March 2007. Mintel expects the market to remain dynamic through 2012 as consumers continue to treat their pets as well as, or better than, they treat themselves.
This report can be used to create marketing messages that resonate with key groups of consumers, and develop new products that are in line with emerging trends and capture the shopper' s attention. Topics explored in this report include the following:
- Emerging product trends, including natural/organic products, health-condition-specific positioning, and a seemingly incongruous move towards premium and indulgent products for pets
- Factors impacting performance of the pet food and supplies market, such as the shifting perception of the family pet, from companion to reflection of oneself
- How the pet food recall of early 2007 impacted the market as a whole and not just those brands that were pulled from the shelves
- Sales performance of the three pet food segments (dog, cat and other) and supplies, and extensive discussion of leading manufacturers and brands in each, including promotional activity
- How supermarkets are attempting to win back share of the market from low-cost leader mass merchandisers and more upscale pet specialty stores
- Types and number of pets owned, as well as the types and brands of products bought to care for them
- Consumer interest in products and services on the higher end of the pet care spectrum such as clothing and accessories, professional dental care, and training
This report primarily covers food and supplies for household pets including cats, dogs, small animals (hamsters, etc.), reptiles and birds. Items for the care of horses are not included. Food for dogs and cats may be dry, wet/canned, semi-moist, or in the form of treats.
Supplies include, but are not limited to, items for home grooming, collars, leashes, toys, chews, bedding, feeding equipment, indoor aquariums and aquarium accessories, litter, and over-the-counter flea and tick treatments.
Services for pets, such as boarding, grooming, training and veterinary services are not included. Also, over-the-counter and prescription medicines as well as the actual cost of the animal are not included.
This report contains US IRI InfoScan data.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Continued growth will come with more luxuries AND affordable approximations
- The effect of the pet food recall: pet owners look closer at ingredients
- Market need: weight loss solutions for pets
- Growing numbers of Hispanics are dog owners
- Dog food not "going to the dogs"
- Mass merchandisers lead in share of pet product sales
- Older pets
- Thinking out of the fish bowl
- Market Drivers
- Pet ownership
- Figure 1: Pet population in the U.S., 2003-07
- Obesity a problem for pets, too
- Figure 2: Hill' s Science Diet Light, TV ad
- Opinions on organic foods
- Figure 3: Opinions of organic pet food, by age, household income, race/ethnicity and presence of children, May 2007
- Pets go natural
- Figure 4: Sales of pet food and supplies through natural food stores, 2002-05
- Pet care gets personal
- Pets as a reflection of ourselves
- Market Size and Trends
- Market size
- Figure 5: Total U.S. retail sales of pet food and supplies, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- New product introductions
- Figure 6: Pet food and supplies new product introductions, 2002-07
- All-natural leads new product positioning claims
- Figure 7: Top ten positioning claims, pet food only, 2005/06 and 2006/07
- Figure 8: Purina Pro Plan Selects in natural chicken or natural salmon flavors, 2007
- Premium/indulgent
- Figure 9: Beefeaters Cod, 2007
- Functional products
- Figure 10: AvoDerm Natural Puppy Food, 2007
- Convenience products
- Figure 11: Fresh Kitty Litter Box Liners, 2007
- Breed-/lifestage-specific products
- Figure 12: Eukanuba breed-specific line for Labrador Retrievers, 2007
- Market Segmentation
- Introduction
- Figure 13: Sales of pet food and supplies, by type of pet, 2005 and 2007
- Dog food
- Figure 14: Sales of dog food, at current and constant prices, 2002-07
- Cat food
- Figure 15: Sales of cat food, at current and constant prices, 2002-07
- Other pet food
- Figure 16: Sales of other pet food, at current and constant prices, 2002-07
- Sales of pet food, by form
- Figure 17: Sales of pet food, by form, 2005 and 2007
- Pet supplies
- Figure 18: Sales of pet supplies, at current and constant prices, 2002-07
- Supply Structure
- Introduction
- Pet food recall has far-reaching implications
- Figure 19: Manufacturers and brands included in pet food recall, 2007
- Companies and brands
- Figure 20: FDM sales of pet food and supplies, by manufacturer, 2004 and 2006
- Nestlé Purina
- Masterfoods USA
- Iams/Procter & Gamble
- Del Monte
- Private label
- Dog food
- Figure 21: FDM sales of dog food, by manufacturer and brand, 2004 and 2006
- Beneful
- Pedigree and Cesar
- Iams
- Cat food
- Figure 22: FDM sales of cat food, by manufacturer and brand, 2004 and 2006
- Other pet food
- Figure 23: FDM sales of other pet food, by manufacturer and brand, 2004 and 2006
- Pet supplies
- Figure 24: FDM sales of pet supplies, by manufacturer and brand, 2004 and 2006
- Advertising and Promotion
- Introduction
- Pet food
- Iams (Procter & Gamble)
- Figure 25: Iams Dry Cat Food, TV ad
- Eukanuba (Procter & Gamble)
- Pedigree (Masterfoods)
- Figure 26: Pedigree Butcher' s Selects, TV ad
- Purina (Nestlé Purina)
- Figure 27: Purina Cat Chow Naturals, TV ad
- Figure 28: Purina Beneful Prepared Meals, TV ad
- Cesar' s Canine Cuisine
- Figure 29: Cesar' s Canine Cuisine, TV ad
- Flea and tick prevention products
- Frontline Plus
- Figure 30: Frontline Plus Flea and Tick, TV ad
- Bio Spot
- Figure 31: Bio Spot Pet Flea & Tick, TV ad
- Advantage
- Figure 32: Advantage Flea Prevention, TV ad
- Cat litter
- Arm & Hammer
- Figure 33: Arm & Hammer Multi-cat Cat Litter, TV ad
- Fresh Step
- Figure 34: Fresh Step Scoop Cat Litter, TV ad
- Other pet care products
- Home Again ID Microchip
- Figure 35: Home Again ID Microchip, TV ad
- Retail Distribution
- Introduction
- Figure 36: U.S. retail sales of pet food and supplies, by channel, 2005 and 2007
- Mass merchandisers
- Figure 37: U.S. mass merchandiser sales of pet food and supplies, at current and constant prices, 2002-07
- Supermarkets
- Figure 38: U.S. supermarket sales of pet food and supplies, at current and constant prices, 2002-07
- Pet specialty stores
- Figure 39: U.S. pet specialty store sales of pet food and supplies, at current and constant prices, 2002-07
- Other retailers
- Figure 40: Sales of pet food and supplies through other channels, at current and constant prices, 2002-07
- The Consumer: Pet Ownership and Pet Care
- Summary of section
- Types of pets owned
- Figure 41: Types of pets owned, 2005 and 2007
- Figure 42: Types of pets owned, by gender, May 2007
- Figure 43: Types of pets owned, by age, May 2007
- Figure 44: Types of pets owned, by household income, May 2007
- Figure 45: Types of pets owned, by race/ethnicity, May 2007
- Number of pets owned
- Figure 46: Number of pets owned, by gender, age, household income and race/ethnicity, May 2007
- Pet care: Who does what?
- Figure 47: Whether buys pet food and how often, by gender, May 2007
- Figure 48: Division of pet labor and pet play among married respondnets, by gender, May 2007
- The Consumer: Purchase and Usage of Pet Products
- Summary
- Household usage of dog food and treats
- Types of dog food used
- Figure 49: Purchase of dog food, treats and supplements, January-October 2006
- Figure 50: Purchase of dog food, by pet lifestage, by dry vs canned, January-October 2006
- Brands of dry dog food
- Figure 51: Brands of packaged dry dog food used in household, January-October 2006
- Brands of canned dog food
- Figure 52: Brands of canned dog food used in household, January-October 2006
- Brands of moist dog food
- Figure 53: Brands of moist dog food used in household, January-October 2006
- Brands of dog biscuits/treats
- Figure 54: Brands of dog biscuits/treats used in household, January-October 2006
- Household use of cat food, treats and litter
- Types of cat food used
- Figure 55: Purchase of cat food, treats and supplements, January-October 2006
- Figure 56: Purchase of cat food, by pet lifestage, by dry vs canned, January-October 2006
- Brands of dry cat food
- Figure 57: Brands of packaged dry cat food purchased, January-October 2006
- Brands of canned cat food
- Figure 58: Brands of canned cat food purchased, January-October 2006
- Brands of moist cat food
- Figure 59: Brands of packaged moist cat food purchased, January-October 2006
- Brands of cat treats/snacks used
- Figure 60: Brands of cat treats/snacks purchased, January-October 2006
- Type of cat box filler/litter used
- Figure 61: Use of cat box filler/litter among cat owners, January-October 2006
- Brands of cat litter used
- Figure 62: Brands of cat box litter purchased by cat owners, January-October 2006
- Use of healthcare products: heartworm control, vitamins and flea/tick products
- Heartworm control
- Figure 63: Use of heartworm control products, by pet type, January-October 2006
- Supplements/vitamins
- Figure 64: Use of pet food supplements/vitamins among dog and/or cat owners, January-October 2006
- Flea and tick products
- Figure 65: Purchase and use of flea and tick products among dog and/or cat owners, January-October 2006
- Figure 66: Types of flea and tick product used, January-October 2006
- Figure 67: Brands of flea/tick products purchased among dog and/or cat owners, January-October 2006
- The effects of the pet food recall
- Figure 68: Awareness of the pet food recall, May 2007
- Figure 69: Whether pet food recall changed pet food purchases in any way, by age, household income and race/ethnicity, May 2007
- Figure 70: How pet food purchases changed after pet food recall, May 2007
- Purchase and interest in specific pet products and services
- Figure 71: Current purchase or interest in specific pet products and services, May 2007
- Future and Forecast
- Future trends
- Pets get more personal
- Green pet care
- Pet care and technology
- Older pets
- One poodle for this Saturday, please
- Market forecast
- Figure 72: Forecast of total U.S. FDM sales of pet food and supplies, at current and constant prices, 2007-12
- Dog food
- Figure 73: Forecast of U.S. FDM sales of dog food, at current and constant prices, 2007-12
- Cat food
- Figure 74: Forecast of U.S. FDM sales of cat food, at current and constant prices, 2007-12
- Pet supplies
- Figure 75: Forecast of U.S. FDM sales of pet supplies, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
