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市場調查報告書
美國的寵物用保健食品・含營養補助成分點心市場：第3版
Pet Supplements and Nutraceutical Treats in the U.S., 3rd Edition
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美國的寵物用保健食品・含營養補助成分點心市場：第3版 是由出版商Packaged Facts在2011年02月所出版的。
這份英文市場調查報告書包含232 Pages 價格從美金3300起跳。
馬用產品市場的減緩使得寵物用保健食品以及含營養補助成分點心，業績也呈現短暫的低迷，不過現在逐漸恢復到以前的狀況當中。對於保健食品接受度的提高、高齡化寵物的健康需求、穩定的新產品發售等，存在許多正面的影響因子，預期2015年的寵物用保健食品以及含營養補助成分點心的業績，將從2010年成長27%達到16億美元的規模。
本報告，調查分析美國寵物用保健食品以及含營養補助成分點心市場，彙整零售業績的實績・預測（∼2015年）、產品種類・銷售通路・動物種類別的市佔率、主要市場動向、相關法律規範、產品動向、消費者動向等，由下列摘要形式闡述。
第1章 報告摘要
第2章 簡介
第3章 市場
- 市場規模・市場結構
- 不景氣使得零售業機鈍化
- 銷售動向：小動物用保健食品・含營養補助成分點心
- 銷售動向：馬用保健食品・含營養補助成分點心
- 大眾市場的業績・結構
- 天然/有機產品的業績比例
- 保健食品的功能別比例
- 馬用保健食品的使用：形態別
- 銷售通路別的業績，等
- 市場概要
- 政府規範監督的欠缺
- 不景氣與復甦
- 受到不景氣影響的寵物市場
- 人與動物的連結
- 寵物的高齡化
- 寵物的肥胖
- 狀況佳的年長用產品・體重管理產品・特殊需求用產品
- 在獸醫之間逐漸被接受的寵物用保健食品
- 不完全的臨床試驗
- 高所得人口
- 天然產品，等
- 市場展望
- 今後的成長
- 人與寵物的保健食品使用的落差與成長的潛力
- 有力的市場區塊
第4章 競合動向
- 市場概要
- 更多企業關注寵物的健康
- M&A
- 自有品牌的成長
- 寵物專業市場通路的主要銷售業者
- 含營養補助成分點心：大眾市長的活動與主要銷售業者・品牌
- 獸醫市場通路的主要銷售業者，等
第5章 新產品的動向
- 再度增加動力的寵物用保健食品的發售
- 關節可動性・消化器官：主要的調劑
- 天然產品・高Omega：領先的產品標示
- 高精度的營養補充：複數的標示, 成分的特異性
- 天然產品・有機產品・安全產品，等
第6章 消費者動向
- 寵物飼主的概要：狗・貓的主人
- 消費者的聚焦：寵物用保健食品的購買者
Abstract
Due primarily to a downturn on the equine side of the market, sales of pet
supplements and nutraceutical treats felt the recessionary cold, but the
market now appears set to track back up. Many positive factors are at play,
including Americans' (and especially Baby Boomers' ) receptiveness to
supplements in general, the expanding health needs of the aging pet
population, the steady influx of new products, growing consumer preference for
natural remedies vs. pharmaceuticals, greater availability and exposure at
retail (including private labels), increasing acceptance and recommendation of
pet supplements by the veterinary community, and the relative affordability of
nutraceutical treats as a mode of “functional pampering” during
the down economy. As a result, even though formal regulatory status continues
to evade pet supplements, sales are expected to reach $1.6 billion by 2015, a
27% increase from 2010.
This expanded 3rd edition of Packaged Facts' definitive Pet Supplements and
Nutraceutical Treats in the U.S. report segments the market into two
categories - supplements and nutraceutical treats (i.e., those containing
supplements or novel botanical ingredients addressing specific health
conditions, such as glucosamine for joint health) - with a primary focus on
products for dogs and cats, but also extending to horses and other types of
companion animals including birds, small mammals, and reptiles. The report
provides a forward-looking examination of the market from every angle,
including breakouts by supplement type and retail channel, analysis of the
complex and evolving regulatory situation, competitive structure and marketing
trends, new product tracking, and consumer profiling.
The report also homes in on high-growth segments such as senior and natural
products, emerging ingredients, and untapped consumer demographics - such as
the millions of pet owners who use human supplements but not pet supplements
and who are thus excellent future prospects. A special feature of this new
edition is proprietary survey data from Packaged Facts' fall 2010 pet owner
survey, which charts trends in usage of OTC and veterinary-dispensed pet
supplements, compared with usage of special-purpose nutritional formula pet
foods and treats.
Table of Contents
Chapter 1: Executive Summary
- Introduction
- Market Definition
- Two Product Categories
- Two Animal Classifications
- Report Methodology
- Pet Supplement Regulation
- The National Animal Supplement Council
- The Market
- Market Size and Composition
- Figure 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in
millions of dollars)
- Mass-Market Sales and Composition
- Share of Supplement Sales by Function
- Sales by Distribution Channel
- Competitive Trends
- Most Supplement Companies Focused in Pet Health
- Private Label Ramping Up, Including Online
- Nutraceutical Treats Category Continues to Spur Crossover
- Illustration 1-1: Vet' s Best - Right Bites Antioxidant Treats for Dogs
- Competition from Pet Food Marketers Positioning on Functional Ingredients
- New Product Trends
- Pet Supplement Introductions Regain Momentum
- Table 1-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs,
2006-2010
- Joint/Mobility and Digestion Are Top Formulations
- Natural, High Omega Are Top Product Claims
- Precision Nutrition: Multiple Claims, Ingredient Specificity
- The Consumer
- 53% of Households Keep Pets
- Use of Pet Supplements Among Dog and Cat Owners
- Figure 1-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat
Owners, 2010 (percent)
- Purchasing Rates Regain Steam After Recessionary Dip
- Pet Supplement/Nutraceutical Treat Demographics
Chapter 2: Introduction
- Product Parameters
- Market Definition
- Two Product Categories
- Two Animal Classifications
- Report Methodology
- Condition-Specific Products
- Natural vs. Synthetic
- Organic
- Key Types of Supplement and Nutraceutical Treat Ingredients
- Product Regulation
- Two Legal Choices: Food or Drug
- The National Animal Supplement Council
- Product Labeling and Claims
- Scientific Advisory Committee
- Adverse Event Reporting
- NASC Implements New Rules
- NASC Honored for Efforts on Behalf of Industry
- Canadian Initiatives Could Benefit U.S. Business
- Human Supplement Regulation
- The Dietary Supplement Health and Education Act
- DSHE Remains FDA Focus, Evolves
- FDA Releases Good Manufacturing Practices
- Congress Passes Adverse Event Reports (AER) Bill
- More Regulation on the Horizon
- CRN Spearheading Self-Regulation
Chapter 3: The Market
- Market Size and Composition
- Retail Sales Slow with Recession
- Table 3-1: U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006-2010 (in
millions of dollars)
- Figure 3-1: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2006-2010
(percent)
- Sales Trends: Small Animal Supplements and Nutraceutical Treats
- Table 3-2: U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet
Supplements and Nutraceutical Treats: Total, Supplements, Treats, 2006-2010
(in millions of dollars)
- Figure 3-2: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other)
Pet Supplements and Nutraceutical Treats: Supplements vs. Treats, 2006-2010
(percent)
- Figure 3-3: Share of U.S. Retail Sales of Small Animal Pet Supplements
and Nutraceutical Treats by Animal Type: Dog, Cat, Other, 2010 (percent)
- Sales Trends: Equine Supplements and Nutraceutical Treats
- Table 3-3: U.S. Retail Sales of Equine Supplements and Nutraceutical
Treats: Total, Supplements, Treats, 2006-2010 (in millions of dollars)
- Figure 3-4: Share of U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats: Supplements vs. Treats, 2006-2010 (percent)
- Mass-Market Sales and Composition
- Natural/Organic Product Share of Sales
- Share of Supplement Sales by Function
- Figure 3-5: Share of U.S. Retail Sales of Dog Supplements by Type: 2010
(percent)
- Figure 3-6: Share of U.S. Retail Sales of Cat Supplements by Type: 2010
(percent)
- Figure 3-7: Share of U.S. Retail Sales of Horse Supplements and
Nutraceutical Treats by Function, 2010 (percent)
- Horse Supplement Usage by Form
- Table 3-4: Form of Horse Supplements Usually Used, 2006 vs. 2008
(percent)
- Sales by Distribution Channel
- Figure 3-8: Share of U.S. Retail Sales of Small Animal Supplements and
Nutraceutical Treats by Distribution Channel, 2007 vs. 2010 (percent)
- Figure 3-9: Share of U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats by Distribution Channel, 2007 vs. 2010 (percent)
- Pet Supplements Advancing Pet Specialty Share Across All Animal
Categories
- Table 3-5: Health Product/Supplement Share of Independent Pet Store
Sales by Animal Type: 2007-2009 (percent)
- Market Outlook
- Formal Regulatory Oversight Still Lacking
- Economic Downturn and Recovery
- Pet Market Not Immune to Recession
- Figure 3-10: Level of Agreement with Statement “I Am Spending Less
on Pet Products These Days Because of the Economy,” 2010 (percent of
U.S. pet owners)
- Table 3-6: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months
(percent)
- Table 3-7: SymphonyIRI-Tracked Dollar and Volume Sales of Pet Products
by Category, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in millions of
dollars)
- Pet Supplements Feel the Cold
- Table 3-8: U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in
millions of dollars)
- Table 3-9: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owning
households)
- Table 3-10: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months
(percent)
- Figure 3-11: Level of Agreement with Statement “I Anticipate
Spending More on Pet Products Over the Next 12 Months,” 2010 (percent
of U.S. pet owners)
- Human/Animal Bond and “Functional Pampering”
- Figure 3-12: “Consider My Pet(s) Part of the Family,” 2009
(percent of pet, dog/cat, dog and cat owners)
- Illustration 3-1: Ad for Trixsyn Joint Supplement (Modern Dog, Spring
2010)
- Aging Pet Population
- Figure 3-13: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
- Pet Overweight, Obesity
- Table 3-11: Percentage and Number of Overweight and Obese Dogs and Cats,
2009
- Sales of Senior, Weight Management, and Special Needs Products Strong
Across Multiple Categories
- Table 3-12: U.S. Retail Sales of Senior, Weight Management, and Special
Needs Pet Products: 2004, 2008 and 2013 (in millions of dollars)
- Growing Acceptance of Pet Supplements Among Veterinary Community
- But Still Little Clinical Testing
- High-Income Demographics
- Table 3-13: Change in Pet Market Consumer Base: Household Income $60K or
More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning
households)
- Figure 3-14: $70K+ Household Share of U.S. Pet Market Expenditures: By
Category, 1999 vs. 2009 (percent)
- All Things Natural
- Figure 3-15: Level of Agreement with Statements “If
Natural/Organic Pet Products Were More Affordable / More Available Where I
Shop, I Would Buy Them More Often,” 2010 (percent of U.S. pet owners)
- “Natural” Growing as Share of Pet Product Entries
- Table 3-14: Number of New Natural and Organic Dog Food, Cat Food, and
Pet Healthcare Products and Share of Total Category Launches, 2005-2010
(number and percent)
- Pet Specialty Riding Natural Wave
- Table 3-15: Change in Amount of Natural/Holistic Products Sold by Pet
Specialty Retailers: “Has the Amount of Natural/Holistic Products Your
Store Sells Increased, Remained the Same, or Decreased In the Last 12
Months?” (percent)
- Internet Trends
- Table 3-16: Level of Pet Owner Agreement with Statement: “I Use
the Internet to Help Find and Choose Pet Products,” February 2010
(percent)
- Table 3-17: Level of Pet Owner Agreement with Statement: “I Buy
Pet Products Online,” February 2010 (percent)
- Table 3-18: Selected Internet-Related Psychographics: Adults Overall vs.
Dog or Cat Owners, 2010 (percent and index)
- Equine Impact
- Pet Supplement Safety, Reliability Questioned
- Ongoing Need for Self-Regulation
- Functional Pet Foods Continue to Advance
- Table 3-19: Kind of Dog Food Purchased in the Past 12 Months: 2004,
2006, 2008 (percent)
- Product Safety Issue a Dual-Edged Sword
- Looking Ahead
- More Growth Ahead
- Table 3-20: Projected U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine,
2010-2015 (in millions of dollars)
- Table 3-21: Projected U.S. Retail Sales of Small Animal (Dog, Cat,
Other) Pet Supplements and Nutraceutical Treats: Total, Supplements, Treats,
2010-2015 (in millions of dollars)
- Table 3-22: Projected U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats: Total, Supplements, Treats, 2010-2015 (in millions of
dollars)
- Table 3-23: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2010-2015
(percent)
- Table 3-24: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other)
Pet Supplements and Nutraceutical Treats: Supplement vs. Treat, 2010-2015
(percent)
- Table 3-25: Share of U.S. Retail Sales of Equine Supplements and
Nutraceutical Treats: Supplement vs. Treat, 2010-2015 (percent)
- Human vs. Pet Supplement Usage Gap Points to Potential Growth
- Figure 3-16: Use of Pet Supplements and Use of Human Supplements: Dog
vs. Cat Owners, 2010 (percent)
- Power Segments
Chapter 4: Competitive Trends
- Marketer Overview
- Most Supplement Companies Focused in Pet Health
- Mergers & Acquisitions
- Private Label Ramping Up, Including Online
- Illustration 4-1: PetSmart' s GNC Dog Supplement Web Page
- Illustration 4-2: Petco' s Pet Supplement Web Page
- Leading Pet Specialty Channel Marketers
- Table 4-1: Pet Specialty Market and Brand Leaders in Pet Health Products
by Animal Type: 2008 vs. 2009 (percent)
- Mass-Market Activity in Supplements: Leading Marketers and Brands
- Table 4-2: SymphonyIRI-Tracked Sales of Dog/Cat Supplements, 52 Weeks
Ending November 28, 2010 vs. Year-Ago (in dollars)
- Mass-Market Activity in Nutraceutical Treats: Leading Marketers and
Brands
- Table 4-3: SymphonyIRI-Tracked Sales of Nutraceutical Dog Treats, 52
Weeks Ending November 28, 2010 vs. Year-Ago (in dollars)
- Table 4-4: SymphonyIRI-Tracked Sales of Nutraceutical Cat Treats, 52
Weeks Ending November 28, 2010 vs. Year-Ago (in dollars)
- Leading Veterinary Channel Marketers
- Independent Research and Clinical Studies
- Illustration 4-3: GLC Direct - Trade Ad for GLC 1000 Joint Formula
(Veterinary Practice News, June 2009)
- Teva Beginning to Bounce Back After Run-In with FDA
- Nutraceutical Treats Category Continues to Spur Crossover
- Illustration 4-4: Vet' s Best - Right Bites Antioxidant Treats for Dogs
- Illustration 4-5: Mars/Nutro - Greenies JointCare Treats with
Green-Lipped Mussel
- Illustration 4-6: PetAg' s Rawhide Brand 4" Round Safety-Knot Bone with
Glucosamine and Salix' s Healthy Hide Chewable Treats for a Healthier Dog,
in Omega 3 Daily Variety
- Illustration 4-7: Dogswell Natural Nutraceutical Dog Treats
- Winnie' s Cookies Makes a Name in Equine Treats
- Competition from Pet Food Marketers Positioning on Functional
Ingredients
- Iams and Others Testing Pure-Play Supplement Waters
- Illustration 4-8: Advertising for Nestle Purina' s FortiFlora Supplement
- Illustration 4-9: Merrick - Elements Pet Food Supplement Mix
- Promotional Trends
- Illustration 4-10: Ark Naturals Trade Ad in 2010 Global Pet Expo Pet
Expo Directory and Buying Guide
- Illustration 4-11: Nutri-Vet' s Skin and Coat Center Countertop Display
- On the Web
- Table 4-5: Selected Marketers and Brands of Pet Supplements and
Nutraceutical Treats, 2010
Chapter 5: New Product Trends
- Pet Supplement Introductions Regain Momentum
- Table 5-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs,
2006-2010
- Multi-Pet Trend in Product Introductions
- Table 5-2: U.S. Pet Supplement Product Introduction Records: Dog vs. Cat,
2008-2010
- Illustration 5-1: Rufus & Coco - Supplements for Multiple Companion Animal
Types
- Joint/Mobility and Digestion Are Top Formulations
- Table 5-3: U.S. Pet Supplement Product Introductions: Top Formulations for
Individual SKUs, 2008-2010
- Illustration 5-2: Wholistic Pet Organics - EFA Supplement for Healthy Skin
& Coat: Salmon Oil
- Natural, High Omega Are Top Product Claims
- Table 5-4: U.S. Pet Supplement Product Introductions: Top Claims/Tags,
2008-2010
- Precision Nutrition: Multiple Claims, Ingredient Specificity
- Illustration 5-3: Hartz - Precision Nutrition Adult Cat Multivitamins Plus
Beneficial Fiber Chew Tabs
- Overarching Trends
- Natural, Organic, Safer
- Illustration 5-4: Organic Pet SuperFood - Condition-Specific Powder
Supplements
- Human-Style
- Human Product Trends as Marketers' Best Friend
- Illustration 5-5: Enjoy Life - Get Naked Liquid Supplement for Dogs
- Illustration 5-6: I Love Dogs - Consumer Ad for Green Tea Antioxidant
Boost (Animal Wellness, June/July 2009)
- Whole Fruits and Vegetables
- From the Sea
- Multitask Products
- Senior-Specific Products
- Illustration 5-7: PetAg - SeniorCare Pack for Dogs
- Mass-Market Advances
- Condition-Specific Supplements Going Strong
- Joint Support
- Skin & Coat Health
- Calming/Behavior-Control Products
- Digestive Health, Immune Support and Probiotics
- Oral Care/Breath Products
- Weight Loss/Maintenance
- Illustration 5-8: PetAg - Dog Slim Weight Maintenance Treats
- Trends in Nutraceutical Treats
- Illustration 5-9: Probios Goodness of Yogurt Dog Treats
- Illustration 5-10: Healthy Pet Brands - Frosty Bones Odor Control Dog
Treats
- Illustration 5-11: Virbac - Pet-Tabs Refillable Vitamin Dispenser
- Equine Supplements
- Illustration 5-12: Herbsmith - Serenity Equine Supplement
- Illustration 5-13: Heartland Pet Care - Pro Active Balance Equine and
Canine Treats
- Illustration 5-14: Buckeye Nutrition - Reasons for Immune Response Equine
Treats
- Bird and Small Mammal Supplements
- Illustration 5-15: Oxbow - Lavender-Chamomile Medley Simple Rewards Treat
for Small Animals
- Reptile Supplements
Chapter 6: Consumer Trends
- Pet Ownership Overview: Dog and Cat Owners
- Methodology and Data Sources
- 53% of Households Keep Pets
- Figure 6-1: Household Ownership Rates for Selected Pet-Owning
Classifications, 2010 (percent of U.S. households)
- Table 6-1: Household Penetration Rates for Selected Dog- or Cat-Owning
Classifications, 2005, 2007, and 2010 (percent of U.S. households)
- Overall Demographics for Dog Owners
- Regional Skews by Number of Dogs Owned
- Overall Demographics for Cat Owners
- Household Composition Skews by Number of Cats Owned
- Table 6-2: Demographics for Dog Ownership, 2010 (percent, number of
households, and index)
- Table 6-3: Selected Demographics for Keeping One Pet Dog, 2010 (percent,
number of households, and index)
- Table 6-4: Selected Demographics for Keeping Two or More Pet Dogs, 2010
(percent, number of households, and index)
- Table 6-5: Demographics for Cat Ownership, 2010 (percent, number of
households, and index)
- Table 6-6: Selected Demographics for Keeping One Pet Cat, 2010 (percent,
number of households, and index)
- Table 6-7: Selected Demographics for Keeping Two or More Pet Cats, 2010
(percent, number of households, and index)
- Consumer Focus: Pet Supplement Purchasers
- Use of Pet Supplements Among Dog and Cat Owners
- Figure 6-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat
Owners, 2010 (percent)
- Most Use OTC Supplements
- Figure 6-3: Use of OTC Pet Supplements Among Dog vs. Cat Owners, 2010
(percent)
- Figure 6-4: Use of Vet-Prescribed or -Dispensed Pet Supplements Among
Dog vs. Cat Owners, 2010 (percent)
- Retail Channel Choices: 48% of Pet Supplement Buyers Purchase at Pet
Superstores
- Table 6-8: Retail Purchasing Patterns for Pet Supplements (U.S. dog or
cat owners)
- Use of Pet Supplements vs. Other Special Nutritional Products
- Table 6-9: Use of Pet Supplements vs. Other Special Pet Nutrition
Products: Dog Owners, 2010 (percent)
- Table 6-10: Use of Pet Supplements vs. Other Special Pet Nutrition
Products: Cat Owners, 2010 (percent)
- Similar Patterns for Pet Supplements/Nutraceutical Treats
- Figure 6-5: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005 vs. 2010 (U.S. dogor cat-owning
households)
- Purchasing Rates Regain Steam After Recessionary Dip
- Table 6-11: Percent of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owning
households)
- Table 6-12: Number of Dog or Cat Owners Who Purchase Pet
Supplements/Nutraceutical Treats, 2005-2010 (in millions of U.S. dog- or
cat-owning households)
- Multiple-Pet Factor Favors Dog Supplements/Nutraceutical Treat Sales
- Table 6-13: Pet Supplement/Nutraceutical Treat Purchasing Among Dog or
Cat Owners, 2005 vs. 2010 (percent of U.S. dog- or cat-owning households)
- Pet Supplement/Nutraceutical Treat Demographics
- Table 6-14: Demographics for Purchasing of Pet Supplements/Nutritional
Treats: Dog Owners, 2010 (percent, number of households, and index)
- Table 6-15: Demographics for Purchasing of Pet Supplements/Nutraceutical
Treats: Cat Owners, 2010 (percent, number of households, and index)
- Receptiveness to Nutritional Products by Age Bracket
- Figure 6-6: Patterns for Agreeing a Lot with Statement, “Am
Usually Quick to Try New Nutritional Products”: By Adult Age Bracket,
2010 (percent and index of U.S. adults)
- Table 6-16: Usage Rates for Human Supplements: Adults Overall vs. Dog
and Cat Owners, 2010 (percent)
- Human vs. Pet Supplement Usage Points to Potential Growth
- Figure 6-7: Use of Pet Supplements and Use of Human Supplements: Dog vs.
Cat Owners, 2010 (percent)
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