美國寵物市場 : 2010年~2011年預測 是由出版商Packaged Facts在2010年03月所出版的。
這份英文市場調查報告書包含136 pages 價格從美金2950起跳。
美國經濟逐漸回復，寵物主人們的荷包也不用那麼緊繃了。2009年達到530億美金的美國寵物市場，預估在2014年可達到700億美金。
本報告書對美國寵物市場全體與4個主要部門（獸醫服務、飼料、食品以外的寵物用品、醫療以外的寵物服務）動向進行調査，概述如下。
第1章 市場成果
- 導論
- 市場成果
- 不景氣的影響與回復
- 經濟回復的徵兆
- 對大規模零售/品牌商有利的市場環境
- 強固的市場基盤
- 不景氣使人與動物的連結更強
- 寵物保險
- 寵物高齡化/肥胖化的影響
- 寵物市場趨勢
- 將來要因
第2章 市場動向
- 競爭概要
- 概要
- VCA Antech、PetSmart/Banfield、Petco支配了市場
- 獨立系寵物專門服務的抬頭
- 連鎖加盟形態中變化了的寵物服務情勢
- 不景氣下持續的M&A
- 市場動向
- 不景氣後寵物飼育的優先度
- 新產品的主題是健康
- 健康加分「人類風格」
- 自然/有機產品的抬頭
- 特殊/機能性食品
- 寵物用附屬與營養補助食品
- 寵物醫療
- 對產品安全性的努力
- 善因行銷(CRM)
- 多樣化服務 = 便利 = 寵物服務的價值
- 奢華服務的擴大
- 家庭内寵物服務急速成長的預測
- 獸醫
- 媒體動向
- 廣告費
- 強調人與動物的羈絆至為重要
- 以價值為焦點的廣告
- 非傳統型媒體與網路廣告
- 社群網路的流行
第3章 零售通路動向
- 追求便宜的顧客、全力宣傳的零售店
- 對經濟的擔憂刺激了整個業界的競爭
- 通路的專利費用動向
- Walmart對寵物市場推動
- 不景氣中商店品牌產品的成長
- 持續讓寵物市場形成的PetSmart與Petco
- 獨立系寵物店
- 更強大的非傳統型通路、網路
第4章 寵物持有動向
- 家庭的貓狗所有數增加
- 高收入家庭推動市場的成長
- 嬰兒潮世代是主因
- Y世代與X世代的角色
- 無小孩家庭的強大影響力
- 少數民族的寵物持有動向
Abstract
As the U.S. economy moves out of recession and into recovery, the purse
strings of many pet parents will loosen, but shoppers will continue to demand
greater value in the pet products and services they purchase as well as from
the channels they shop. U.S. Pet Market Outlook 2010-2011: Tapping into
Post-Recession Pet Parent Spending provides essential insights into the U.S.
pet market overall as well as each of its four core categories: veterinary
services, pet food, non-food pet supplies, and non-medical pet services
(grooming, boarding, training, etc.). Benefiting from many current trends and
"future factors," the market will rise from $53 billion in 2009 to over $70
billion in 2014, the report forecasts, with strong demand for products and
services that both enhance pet health and pamper lifting many boats as pent-up
pet parent demand begins to kick in during 2010.
Continuing the market tracking and forecasting of the previous edition of
Packaged Facts' annual report the 2010-2011 edition projects sales, market
growth drivers, and competitive and marketing opportunities. In a new focus
discussion, it details retail channel trends including the increasingly
aggressive competitive differentiation between pet specialty and mass-market
suppliers and retailers, cross-channel shopping vs. shopper loyalty, and the
growing role of non-traditional channels including Internet. The report also
includes expanded discussions of the market' s competitive structure and of new
product and media trends, with analysis and illustrations of numerous products
and advertising campaigns.
Additional chapters detail the market' s ongoing strong prospects, including a
human/animal bond that is stronger than ever as a result of the recession;
analysis of the competitive situation including opportunities for
cross-pollination across product and service segments; and consumer
demographic and mindset trends representing changes, challenges and calls to
action in meeting the needs of today' s more demanding pet parent population.
Other trends examined include what the report calls "a broad-base societal
shift toward greater acceptance of ' pets as family' ," an increased focus on
the human/animal health connection; "bang for the buck" value appeals
balancing price, function and indulgence; "ethical" (organic/natural,
sustainable, humane, etc.) appeals and cause marketing; the shift toward
non-traditional media including social networking; and recent and possible
mergers, acquisitions and spin-offs.
Table of Contents
Chapter 1: Market Performance
- Introduction
- Scope of Report
- Report Methodology
- Market Performance
- Impact of Economic Recession and Recovery
- Table 1-1: U.S. Pet Market Retail Sales by Category: 2009- 2011 (in
billions of dollars and percent change over previous year)
- Signs of Economic Recovery
- Market Climate Favorable to Mass Retailers, Brands
- Table 1-2: IRI-Tracked Sales of Pet Products: Total and by Food and
Non-Food Category and Segment, 2009 vs. 2008 (in millions of dollars, units
and pounds)
- Strong Market Underpinnings Bode Well for Rebound
- Table 1-3: Level of Pet Owner Agreement with Statement: "I Am Spending
Less on Pet Products Because of the Economy," February 2010
- Table 1-4: Percent of Pet Owners Who Anticipate Spending Less on Pet
Food/Supplies or Pet Services in Next 12 Months, February 2009
- Table 1-5: Pet Owner Patterns: By Change in Financial Situation Compared
With 12 Months Ago, 2009 (percent of U.S. pet-owning households)
- Table 1-6: Pet Owner Population: By Change in Financial Situation
Compared With 12 Months Ago, 2009 (number of U.S. pet-owning households in
millions)
- Table 1-7: Pet Owner Indexes: By Change in Financial Situation Compared
With 12 Months Ago, 2009 (U.S. petowning households)
- Human/Animal Bond Strengthens During Recession
- Figure 1-1: "Consider My Pet(s) Part of the Family," 2009 (percent of
Pet, Dog/Cat, Dog and Cat Owners) Product Premiumization and Premium
Demographics
- Table 1-8: Change in Pet Market Consumer Base by Purchase of Selected
Premium Pet Products: Flea/Tick Care, Treats, Heartworm Control Products,
Scoopable Litter, 2005 vs. 2009 (number and percent of U.S. dog- or
cat-owning households)
- Pet Insurance: The Right Place at the Right Time
- Impact of Pet Aging, Overweight
- Table 1-9: Percentage and Number of Overweight and Obese Dogs and Cats:
2007 vs. 2008
- Pet Market Momentum
- Table 1-10: Number of New Pet Product Introductions: Reports and SKUs,
2005-2009 (percent)
- Future Factors
- Illustration 1-1: Electrolux Appliance TV Commercial - "Pet Birthday
Party"
- Illustration 1-2: Kenmore Washer TV Commercial with Dog
- Illustration 1-3: Screen Shot of Glenn Close and Pet from Hit TV Series
Damages
- Additional Human Company Cross-Over
- Human-Animal Correlation an Untapped Goldmine
- Market Forecast: A $72 Billion+ Market by 2014
- Table 1-11: Projected U.S. Retail Sales of Pet Products and Services,
2009-2014 (in millions of dollars)
- Table 1-12: U.S. Pet Market Compound Annual Growth Rates by Category:
2005-2009 vs. 2009-2014 (percent)
- Table 1-13: Percentage Share of U.S. Pet Market Retail Sales by
Category: 2005, 2009 and 2014
Chapter 2: Marketing Trends
- Competitive Overview
- Overview
- Pet Services Industry "Corporatization" Continues
- VCA Antech, PetSmart/Banfield and Petco Continue as Leading Market
Consolidators
- Figure 2-1: PetSmart and Petco: Share of Pet Grooming, Boarding and
Training Sales: 2000, 2004, 2008 and 2012 (percent)
- The Independent Pet Specialty Services Push
- Franchising Altering Pet Services Terrain
- Pet Products Market Structure and Competitive Shifts
- M&A Activity Continues During Recession
- Table 2-1: Timeline of U.S. Pet Product Market Mergers, Acquisitions and
Sales: 2001-2009
- Marketing Trends
- Pet Parent Priorities Post-Recession
- Figure 2-2: Important Factors in Product Selection: Percentage of
Shoppers Rating Factor as "Important" or "Very Important"
- Illustration 2-1: TV Spot for Multiple Purina Cat Food Lines
- Illustration 2-2: Internet Banners for Petco' s 2010 President' s Day Sale
- Wellness Is Primary Theme in New Product Introductions
- Table 2-2: Top 25 Marketing Claims by Number of New Pet Product Reports:
2005, 2007 and 2009 (number and percentage of all product launches)
- Wellness Plus "Human-Style"
- Table 2-3: Selected Health & Medical Psychographics: Adults Overall vs.
Pet Owners by Type of Pet, 2009 (percent and index)
- Illustration 2-3: TV Spot for Purina Fancy Feast Appetizers
- Illustration 2-4: Print Ad for Mars Cesar Sunrise "Breakfast Food"
- The Senior, Weight Management, and Special Needs Thrust
- Table 2-4: U.S. Retail Sales of Senior, Weight Management, and Special
Needs Pet Products: 2004, 2008 and 2013 (in millions of dollars)
- Illustration 2-5: Print Ad for Kong Senior Toys and Treats
- The Natural and Organic Thrust
- Illustration 2-6: Humane Society' s Humane Choice Organic Pet Food
- Table 2-5: Percent of Pet Owners Who Purchased Natural/Organic Pet
Products in Last 3 Months: Dog Owners vs. Cat Owners, February 2009 (percent
of U.S. dog or cat owners)
- Table 2-6: Percent of Pet Owners Who Would Buy More Natural/Organic Pet
Products If They Were More Available or More Affordable, 2009 (percent of
U.S. dog or cat owners)
- Specialty and Functional Food Formulas
- Figure 2-3: Percent of Pet Owners Who Purchased Specialty Formula Dog or
Cat Food in Last 3 Months: Dog Owners vs. Cat Owners, February 2009 (U.S.
dog or cat owners)
- Illustration 2-7: Iams Premium Protection Functional Pet Food Line
- Illustration 2-8: Pedigree+ Functional Pet Food Line
- Pet Supplements and Nutraceutical Treats
- Illustration 2-9: Dogswell Shape Up Brand Extension from Treats to Food
- Illustration 2-10: Print Ad for Nestle Purina' FortiFlora Probiotic
Supplement
- Illustration 2-11: Print Ad for Merrick' s Elements Vision, Joints &
Breath Supplement
- Pet Medications
- Focus on Product Safety
- Celebrity Kick
- Cause-Related Marketing
- Illustration 2-12: TV Spot for PetSmart Charities "Second Chance for
Love Adoption" Valentine' s Day Weekend Event
- Good for the Planet, Good PR: Pet Marketers Embracing Sustainable
Initiatives
- Table 2-7: Selected "Green" Shopping Psychographics: Adults Overall vs.
Pet Owners by Type of Pet, 2009 (percent and index)
- Multiservice = Convenience = Value in Pet Services
- Figure 2-4: Types of Services Pet Care Facilities Have Added in Past 5
Years, 2009 (percent)
- Luxury Services Expected to Rebound
- At-Home Pet Services Predicted to Soar
- Pet Sitting
- Mobile Grooming
- Illustration 2-13: Petco Mobile Grooming Van
- Veterinary Specialization
- Geriatric Care
- Specialized Care for Overweight Pets
- Hospice Care
- Canine Rehabilitation
- Holistic/Alternative Care
- Bereavement Services
- Media Trends
- Pet Market Advertising Expenditures
- Table 2-8: Media Breakout of U.S. Advertising Expenditures on Pet
Products, 2004-2008 (percent)
- Human/Animal Bond More Important Than Ever
- Illustration 2-14: TV Spot for Multiple Purina Cat Food Lines
- Value-Focused Advertising
- Illustration 2-15: TV Spot for Walmart Pet Brands
- Illustration 2-16: TV Spot for PetSmart' s 20% Off Sale and Brands
- Non-Traditional Media and Internet Advertising
- Table 2-9a: Level of Pet Owner Agreement with Statement: "I Use the
Internet to Help Find and Choose Pet Products," February 2010 (percent)
- Table 2-9b: Level of Pet Owner Agreement with Statement: "I Buy Pet
Products Online," February 2010 (percent)
- Table 2-10: Selected Internet-Related Psychographics: Adults Overall vs.
Pet Owners by Type of Pet, 2009 (percent and index)
- Table 2-11: Selected Media & Marketing Psychographics: Adults Overall vs.
Pet Owners by Type of Pet, 2009 (percent and index)
- Social Networking Becoming a Pet Market Craze
- Pet Retailers Also Turning to Blogs, Social Networking, Mobile Commerce
Chapter 3: Retail Channel Trends
- Shopper Deal-Seeking, Retailer Promotions in Full Force
- Figure 3-1: Deal-Seeking Behavior: Percentage of Shoppers Participating in
Activity, 2008 vs. 2009
- Table 3-1: Level of Pet Owner Agreement with Statement: "I Shop for Pet
Products at a Variety of Stores to Find the Best Prices, Special Offers and
Sales," February 2010 (number and percent of pet owners)
- Economic Concerns Intensify Cross-Channel Competition
- Table 3-2: Pet Product Purchasing Patterns Among Dog or Cat Owners by
Retail Channel: By Change in Financial Situation Compared With 12 Months Ago,
2009 (percent of U.S. dog- or cat-owning households)
- Table 3-3: Pet Product Purchasing Indexes Among Dog or Cat Owners by
Retail Channel: By Change in Financial Situation Compared With 12 Months Ago,
2009 (U.S. dog- or catowning households)
- Pet Superstores vs. Discount Stores
- Independents and Supermarkets Continue to Slide
- Table 3-4: Pet Product Purchasing Patterns Among Dog or Cat Owners: By
Retail Channel, 2007-2009 (percent and millions of number of U.S. dog- or
cat-owning households)
- Channel Loyalty Trends
- Table 3-5: Retail Channel Loyalty in Pet Product Purchasing Among Dog or
Cat Owners, 2007-2009 (percent and in millions of number of U.S. dog- or
cat-owning households)
- Table 3-6: Overview of Retail Channel Loyalty in Pet Product Purchasing
Among Dog or Cat Owners, 2004 vs. 2009 (percent and in millions of number of
U.S. dog- or cat-owning households)
- Figure 3-2: Percent of Pet Product Customers Who Shop Across Channels: By
Major Retail Sector, 2004 vs. 2009 (U.S. dog- or cat-owning households)
- Walmart Strengthens Pet Market Push
- Figure 3-3: Share of U.S. Pet Product Sales: Walmart vs. PetSmart/Petco
and Other, 2005 vs. 2009 (percent)
- Table 3-7a: Level of Pet Owner Agreement with Statement: "When I Want to
Buy Specialty Brand Pet Products, I Usually Shop in Pet Superstores or Pet
Stores", February 2010 (percent of pet owners)
- Table 3-7b: Level of Pet Owner Agreement with Statement: "I Usually Shop
for Pet Products in Pet Superstores or Pet Stores Because They Carry the
Specialty Brands I Like," February 2010 (percent of pet owners)
- Down Economy Gives Store Brands a Boost
- Table 3-8: IRI-Tracked Private-Label Sales of Pet Products: Total and by
Food and Non-Food Category and Segment, 2009 vs. 2008 (in millions of dollars)
- Table 3-9: Private-Label Share of IRI-Tracked Sales of Pet Products: Total
and by Food and Non-Food Category and Segment, 2009 vs. 2008 (percent)
- PetSmart and Petco Continue to Shape Pet Market Landscape
- Table 3-10: PetSmart and Petco Sales and Number of Stores: 2001-2009
(cumulative, in units and millions of dollars)
- Martha Stewart Line to Debut as PetSmart Exclusive in Mid 2010
- Petco Launches "Unleashed" Store Format, Staff Training Program, and
Consumer Educational Campaign
- Illustration 3-1: Petco Pet Food Label Evaluation Tips
- Retailer Exclusivity
- Illustration 3-2: Humane Choice Organic Pet Food Retail Display
- Independent Pet Stores: An Evolving Breed
- Non-Traditional Channels, Internet Going Strong
- Illustration 3-3: Orvis Dog Bed Selector Website Banner
Chapter 4: Pet Ownership Trends
- Number of Dog and Cat Households Trending Upward
- Figure 4-1: Household Penetration Rates for Selected Dog- or Cat-Owning
Classifications: 2003 vs. 2009 (percent of U.S. dog- or cat-owning households)
- Table 4-1: Change in Pet Market Consumer Base: Number of Dog or Cat
Owners, 2005 vs. 2009 (U.S. dog- or cat-owning households)
- Higher-Income Households Playing a Growing Role
- Table 4-2: Change in Pet Market Consumer Base: Household Income $60K or
More vs. Household Income Under $60K, 2005 vs. 2009 (U.S. dog- or cat-owning
households)
- Figure 4-2: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under
$70K Income Households, 1998-2008 (percent)
- Figure 4-3: $70K+ Household Share of U.S. Pet Market Expenditures: By
Category, 1998 vs. 2008 (percent)
- Figure 4-4: Average Household Spending on Pet Products and Services by
$70K+ Households, 1998 vs. 2008 (in dollars) 17 Million "Premium Pet"
Households
- The Boomer Factor
- Figure 4-5: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2009
(percent of U.S. households)
- Table 4-3a: Household Penetration Rates for Selected Pet- Owning
Classifications by Generational Cohort: Gen Y Adults vs. Gen X Adults, 2009
(percent and number)
- Table 4-3b: Household Penetration Rates for Selected Pet- Owning
Classifications by Generational Cohort: Boomers vs. Seniors, 2009 (percent and
number)
- Table 4-4: Indexes for Selected Pet-Owning Classifications: By
Generational Cohort, 2009 (U.S. households)
- Table 4-5: Number and Share of Total U.S. Population Growth for Selected
Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
- Role of Gen Ys and Gen Xers
- No-Kid Pet Household Clout
- Table 4-6: Change in Pet Market Consumer Base: Households with Kids vs.
Households Without Kids, 2005 vs. 2009 (U.S. dog- or cat-owning households)
- Table 4-7: Childless Dog or Cat Owners by Household Composition: Dog/Cat
Ownership Rates and Share of Total Dog/Cat Owners: 2003, 2006 and 2009
(percent)
- Pet Ownership Trends by Minority Group
- Table 4-8: Dog and Cat Ownership Trends by Race/Ethnicity, 2005-2009
(percent and number of U.S. dog- or cat-owning households)
- Table 4-9: Change in Pet Market Consumer Base: White Non- Hispanics vs.
Minorities, 2005 vs. 2009 (number and percent of U.S. dog- or cat-owning
households)
美國寵物市場，2014年邁向700億美元規模
2010年03月12日
日商環球訊息(股)有限公司開始販售由總公司位於紐約的市場調查機構Packaged Facts，所發行的調查報告「U.S. Pet Market Outlook 2010-2011: Tapping into Post-Recession Pet Parent Spending（美國寵物市場：2010年∼2011年的展望）」。
2009年達到約530億美元的美國寵物市場，今後將呈現強勁的成長，預期將於2014年達到700億美元。在美國經濟脫離不景氣，持續復甦當中，飼主對於寵物用品、服務以及其購買管道，將會持續要求有更大的價值吧。針對在寵物的健康以及高滿意程度之產品和服務上的高度需求，於2010年將會對市場造成影響吧。
本調查報告，針對美國的寵物市場以及寵物食品、食品以外的寵物用品、醫療以外的寵物服務（美容•寄宿•訓練等）、獸醫服務等4項主要的類別進行詳細分析。其他部分如競爭結構、媒體動態、新產品和零售通路的動態，例如寵物專門店與大眾取向的產品廠商•量販店之間實際上的差異化，和透過網路等新興管道、以及多管道組成的消費者購買行動與顧客忠誠度的比較等，也進行了廣泛的檢証。
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