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市場調查報告書
美國的寵物用醫藥品市場：做為消費者產品的處方藥與OTC藥（第2版）
Pet Medications in the U.S.: Prescription and Over-the-Counter Remedies as Consumer Products, 2nd Edition
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美國的寵物用醫藥品市場：做為消費者產品的處方藥與OTC藥（第2版） 是由出版商Packaged Facts在2011年10月所出版的。
這份英文市場調查報告書包含228 pages 價格從美金3300起跳。
美國的寵物用醫藥品市場正產生巨大變化。動物醫藥品的主力品牌廣泛流通之中，Bayer以Advantage與K9 Advantix具領導地位。同時，fipronil的學名藥版也將登場。並且Walmart等大型零售業者加入寵物用醫藥品的店舖以及網路銷售，創造了PetMed Express等第三方網路零售商和獸醫的新競爭。
本報告，聚焦美國的寵物用醫藥品市場，彙整市場規模和市場行銷動向、寵物主人的概要與醫藥品購買動向、企業檔案資料，由下列摘要形式闡述。
第1章 報告摘要
- 調查範圍與調查方式
- 市場動向
- 市場規模與結構
- 競爭概要
- 零售動向
- 消費者動向
第2章 市場動向
- 市場規模與結構
- 美國寵物用醫藥品市場的零售業績在2011年達67億美元
- 動物別業績比率
- 產品別業績比率
- 銷售通路別業績比率
- 動物別寵物醫療／保健食品
- 市場展望
- 許多正面指標
- 人類與動物的連結
- 人口統計
- 寵物高齡化
- 寵物的體重過重、肥胖
- 主要投資家為全球性藥廠
- 景氣低迷的影響
- 接受獸醫看診頻率的減少
- 學名藥與通路競爭
- 產品的安全性與新的EPA指導方針
- 寵物醫藥品的風險與批評 其他
- 將來動向
第3章 市場行銷動向
- 競爭概要
- 2個市場商集團
- 醫藥品／動物醫療管道的市場商
- 合併・收購
- 新參與者
- 品牌建構 其他
- 抗寄生蟲劑
- 發展的市場區塊
第4章 零售動向
第5章 消費者動向
- 寵物用醫藥品購買形態
- 寵物用醫藥品的心理學
- 無針對寵物用醫藥品的使用擴大的整體動向
- 年齡・體重別動向
附錄
Abstract
Seismic shifts are underway in the U.S. market for pet medications as the top
veterinary brands of flea/tick spot-ons enter broader distribution; Bayer is
leading the way with Advantage and K9 Advantix. At the same time, generic
versions of fipronil (the active ingredient in Merial' s Frontline) are coming
onto the scene, in some cases resulting in court battles and product
withdrawals. Also upping the ante, major retailers including Walmart and
Target are moving into the pet medications space both in store and online,
representing new competition to veterinarians and third-party Internet
retailers such as PetMed Express. The upshot is increased price pressure, but
also potential for an expanded base of purchasers as pet specialty and
mass-market retailers create stronger pet health departments centered around
formerly vet-only products. Also bolstering market prospects, all of the
world' s largest pharmaceutical companies continue to invest in medications for
companion animals, often mirroring trends in human medications while targeting
the needs of the growing populations of aging and overweight pets.
Bringing in broad perspective from other reports in Packaged Facts' extensive
Pet Market Collection, this report analyzes the market for prescription,
over-the-counter, and "ethical" (nonprescription medications whose
distribution is restricted by the manufacturer to veterinarians) medications
for dogs and cats, with a particular focus on brand-name products used by
consumers and on antiparasitics. Retail sales are quantified and projected
forward through 2015, and broken out by product type, animal type and retail
channel. Despite the lingering impact of the recession, the market outlook
remains strong, with U.S. retail sales projected to grow 38% from 2010 to 2015
to reach $9.3 billion. The report provides in-depth coverage of competitive
trends and new product trends, and features exclusive consumer data from
Packaged Facts' May-June 2011 Pet Owner Survey. Uniquely cross-tabulated
consumer survey results from Experian Simmons provide additional insight into
pet medication consumer usage rates, demographics and psychographics.
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Market Definition
- Report Methodology
- Market Trends
- Market Size & Composition
- U.S. Retail Sales of Pet Medications at $6.7 Billion in 2011
- Share of Sales by Distribution Channel
- Figure 1-1: Share of U.S. Retail Sales of Pet Medications by
Distribution Channel, 2011 (percent)
- Market Outlook
- Figure 1-2: Projected U.S. Retail Sales of Pet Medications: 2011-2015
(in billions of dollars)
- Competitive Overview
- Two Groups of Marketers
- Pharmaceutical/Veterinary Channel Marketers
- Table 1-1: Global Pharmaceutical Marketers: Total Sales vs. Animal
Health Sales, 2009-2010 (in millions of dollars)
- Mergers & Acquisitions
- Pfizer Animal Health on the Block?
- New Entrants
- Pet Product/Retail Marketers
- Retail Trends
- Channel Expansion
- Internet Competition
- The Value Edge
- Illustration 1-1: Consumer Advertising for Drs. Foster & Smith (AKC
Family Dog, May/June 2011)
- Target and Walmart Testing Pet Prescriptions
- Consumer Trends
- 73% of Dog or Cat Owners Use Flea/Tick Products
- 80%-86% Choose Spot-On Flea/Tick Medications
- 69% of Dog Owners Use Heartworm Meds
- Figure 1-3: Purchasing of Heartworm Medications by Channel, 2011
(percent of U.S. dog or cat owners)
- Antibiotics Top List of Other Pet Medications
- Attitudes on Veterinarian/Professional vs. Store Products
- Table 1-2: Levels of Agreement/Disagreement with Statement, "I Trust the
Medications My Veterinarian Recommends": Dog Owners vs. Cat Owners, 2011
(percent)
Chapter 2: Market Trends
- Market Size & Composition
- U.S. Retail Sales of Pet Medications at $6.7 Billion in 2011
- Figure 2-1: U.S. Retail Sales of Pet Medications: 2007-2011 (in billions
of dollars)
- Share of Sales by Animal Type
- Figure 2-2: Share of U.S. Retail Sales of Pet Medications by Animal
Type: Dog vs. Cat, 2011 (percent)
- Share of Sales by Product Type
- Table 2-1: Share of U.S. Retail Sales of Pet Medications by Type: 2011
(percent)
- Share of Sales by Distribution Channel
- Figure 2-3: Share of U.S. Retail Sales of Pet Medications by
Distribution Channel, 2011 (percent)
- Pet Health/Supplement Share of Pet Specialty Store Sales by Animal Type
- Table 2-2: Health Product/Supplement Share of Independent Pet Store
Sales: Dog vs. Cat: 2007-2010 (percent)
- Market Outlook
- Many Positive Indicators
- Human Animal Bond
- Table 2-3: Mean Number of Veterinary Visits by Human-Animal Bond Among
Dog and Cat Households, 2006
- Table 2-4: Mean Veterinary Expenditures by Human-Animal Bond Among Dog
and Cat Households, 2006 (in dollars)
- Premium Demographics
- Figure 2-4: $70K+ Household Share of U.S. Pet Market Expenditures: By
Category, 1999 vs. 2009 (percent)
- Aging Pet Population
- Figure 2-5: Percentage of Dog and Cat Owners by Age of Oldest Pet,
May-June 2011
- Pet Overweight, Obesity
- Table 2-5: Percentage and Number of Overweight and Obese Dogs and Cats,
2010
- Major Investors Include Global Pharmas
- Morris Animal Foundation Funding Extensive Veterinary Research
- High-Level Activity in Flea/Tick Segment
- Flea/Tick Cross-Overs Driving More Robust Pet Health Departments
- Pet Insurance Growth Good for Pet Medications
- Figure 2-6: North American Pet Insurance Market Revenues: United States,
Canada, Total, 2005, 2009, 2014 (in millions of U.S. dollars)
- Impact of Economic Downturn Lingers
- Table 2-6: Level of Pet Owner Agreement with Statement: "I am spending
less on pet products because of the economy," February 2010 vs. May/June
2011 (percent)
- Decline in Frequency of Veterinary Visits
- Generics and Channel Competition
- Product Safety, New EPA Guidelines for Flea/Tick Spot-Ons
- Holistic Competition
- Figure 2-7: U.S. Retail Sales of Pet Supplements and Nutraceutical
Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in
millions of dollars)
- Table 2-7: Use of Special-Purpose Nutritional Formula Pet Food and
Treats vs. Pet Supplements: Dog Owners vs. Cat Owners , 2010 (percent)
- Illustration 2-1: Trade Ad for Hill' s Prescription Diet c/d Multicare
Feline Bladder Health
- Table 2-8: Level of Agreement with Statements "If Natural/Organic Pet
Products Were More Affordable / More Available Where I Shop, I Would Buy
Them More Often," 2011 (percent of U.S. pet owners)
- Competition from Human Medications
- Pet Pharmaceutical Risk and Criticism
- Looking Ahead
- Projected Market Growth: Sales to Top $9 Billion in 2015
- Figure 2-8: Projected U.S. Retail Sales of Pet Medications: 2011-2015
(in billions of dollars)
- Table 2-9: Level of Agreement with Statements, "I Anticipate Spending
More on Pet Products Over the Next 12 Months," 2011 (percent of U.S. pet
owners)
- Table 2-10: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months
(percent)
Chapter 3: Marketing Trends
- Competitive Overview
- Two Groups of Marketers
- Pharmaceutical/Veterinary Channel Marketers
- Table 3-1: Global Pharmaceutical Marketers: Total Sales vs. Animal
Health Sales, 2009-2010 (in millions of dollars)
- Table 3-2: Global Pharmaceutical Marketers by Dollar and Percentage
Change in Global Sales: Total vs. Animal Health, 2009-2010 (in millions of
dollars)
- Figure 3-1: Cumulative Global Sales of Leading Animal Health Companies,
2009 vs. 2010 (in millions of dollars)
- Mergers & Acquisitions
- Pfizer Animal Health on the Block?
- New Entrants
- Brand Building
- Illustration 3-1: Bayer' s PetParents.com
- Illustration 3-2: Novartis' PetWellness.com
- Pharmaceutical Companies Market to/Through Vets
- Cross-Over of Human Drug Makers, Product Types
- Generics on the Rise
- Generic Versions of Fipronil Hit the Scene
- Putney Launches Generic Carprofen and Ketamine
- Illustration 3-3: Putney, Inc.' s Generic Carprofen Caplets
- Economic Benefits to Pet Owners and Veterinarians
- Illustration 3-4: Screen Shot of VetSource Pharmaceutical Home Delivery
Service
- Additional Competition, and Benefits
- Pet Product/Retail Marketers
- Focus on Antiparasitics
- Merial/Frontline Accounts for Half of Spot-on Flea/Tick Sales
- Table 3-3: Marketer and Brand Shares of U.S. Retail Sales of Flea & Tick
Spot-Ons, 2011 (percent)
- Central Garden & Pet Leads in Pet Specialty Channel
- Table 3-4: Top Marketers of Flea/Tick Products in Pet Specialty
Retailers, 2006-2009 (percent)
- Hartz Dominates in Mass-Market Channels
- Table 3-5: SymphonyIRI-tracked Sales of Pet Medications, 2010 vs. 2011
(in millions of dollars)
- Increased Competition in Flea/Tick Spot-Ons
- Bayer Expands Distribution of Advantage and K9 Advantix
- New Generation Advantage II and K9 Advantix II Contain IGR
- The Fipronil Wars
- Sergeant' s Withdraws Fipronil Combos
- Illustration 3-5: Pet Product News International May 2011 Cover
Announcement of FiproGuard Plus Introduction
- Velcera and FidoPharm Vow to Fight
- Novartis Launches new Fipronil Products in Vet Channel
- Merial Vows to Defend Frontline Plus Patents
- Novartis and Pfizer Sticking to Veterinary Channel
- Elanco Launches New Vet-Exclusive Spot-ons
- Elanco v. Bayer, and Vice Versa
- Pfizer/Fort Dodge Discontinuing ProMeris
- Focus on Retail Flea/Tick Brands
- New Competition from Veterinary Cross-Overs
- Illustration 3-6: Screen Shot from Zodiac Website Showing Brand
Comparison Chart
- Channel Branding
- Sergeant' s Continues to Build on Long History in Flea/Tick
- Central Life Sciences Fields Key Proprietary Molecule, (S)-Methoprene
- Trends in Advertising and Promotion
- Figure 3-2: Combined National Consumer Advertising Spending for
Frontline and K9 Advantix, 2006-2009 (in millions of dollars)
- Illustration 3-7: Screen Shot from Frontline' s Completekiller.com Website
- Illustration 3-8: Printable Website Coupons for Merial' s Heartgard and
Merck' s Tri-Heart Plus
- Illustration 3-9: Examples of Pet Medications Brochures Distributed in
Veterinarian Waiting Rooms
- Information, Anti-Theft Are Key Concerns in Retail Merchandising
- Illustration 3-10: Interactive Instructional Pet Specialty Channel
Display Unit for Bayer' s Advantage and K9 Advantix (2011 Global Pet Expo)
- Focus on Heartworm Medications
- Figure 3-3: Marketer and Brand Shares of U.S. Retail Sales of Heartworm
Medications, 2011 (percent)
- Bayer Study, Fears of Heartworm Resistance Making Waves
- Reminder Services
- Broad Spectrum Wormers
- Trends in Developing Market Segments
- Cancer
- Canine Cognitive Dysfunction
- Illustration 3-11: Screen Shot of Pfizer' s CDSinDogs.com Website
Targeting Pet Owners
- Heart Health
- Illustration 3-12: Screen Shot of Boehringer Ingelheim Vetmedica' s
Consumer-Focused YourDogsHearts.com Website
- Mood Disorders
- Illustration 3-13: Screen Shot of Novartis' Clomicalm Web Page
- Illustration 3-14: Screen Shot from Elanco' s Reconcile Website
- Pain Management and NSAIDs
- Merial' s Previcox
- Pfizer' s Rimadyl
- Illustration 3-15: Trade Ad for Pfizer' s Rimadyl NSAID
- Building Consumer Awareness, Brands
- Illustration 3-16: Screen Shot from Merial' s Previcox NSAID Web Page
- Illustration 3-17: Screen Shot from Novartis' Deramaxx Website
- Illustration 3-18: Screen Shot from Pfizer' s Rimadyl Website
- Pet Obesity and Diabetes
- Illustration 3-19: Screen Shot from Pfizer' s StopCanineObesity.com
- Illustration 3-20: Screen Shot from Pfizer' s Slentrol.com
- Diabetes Support
- Illustration 3-21: Screen Shot from Merck' s Vetsulin Website
- Trends in Retail/OTC Pet Medications
- Going Natural
- Homeopathic Remedies
- Illustration 3-22: Natural Pet Pharmaceuticals Homeopathic
Remedies/Counter Display
- Ear Cleansing Products
- Veterinary Flair
- Table 3-6a: Selected Leading Pharmaceutical Marketers and Brands of Pet
Medications: Product Type and Generic Drug Name, 2011
- Table 3-6b: Selected Leading Pharmaceutical Marketers and Brands of Pet
Medications: Status, Form, Animal Type and Description, 2011
- Table 3-7: Selected Leading Retail Marketers and Brands of Pet
Medications, 2011
Chapter 4: Retail Trends
- Channel Expansion
- Internet Competition
- The Value Edge
- Illustration 4-1: Consumer Advertising for Dog.com (AKC Family Dog,
May/June 2011)
- PetMed Express Feels the Heat
- Table 4-1: PetMed Express Sales, 2007-2011 (in millions of dollars)
- Table 4-2: Share of PetMed Express Sales by Category: 2007, 2009, 2011
(percent)
- Illustration 4-2: Amazon.com Screen Shot: Dog Health Supplies
- Target Testing Animal-Only Prescriptions
- Illustration 4-3: Target.com Screen Shot: "Dog Health & Safety" Products
- Walmart Weighing In
- Illustration 4-4: PetArmor Plus On-Shelf Display in Walmart Store
- Illustration 4-5: PetArmor Banner Ad on Walmart.com
- Illustration 4-6: Walmart.com Screen Shot: Humulin Pet Insulin Featured
in Online Pharmacy
- Pet Specialty Channel Embracing Bayer
- Illustration 4-7: Locked Display Case of Canine Flea/Tick Spotons in
Petco
- Illustration 4-8: Open Display of Feline Flea/Tick Spot-ons in Petco
- Illustration 4-9: Screen Shot: Canine Flea/Tick Spot-ons on PetSmart.com
- Illustration 4-10: Screen Shot: Canine Flea/Tick Spot-ons on Petco.com
- Illustration 4-11: Natural Flea/Tick Product Display in Petco Store
- Illustration 4-12: GNC Dog Aspirin (via PetSmart.com)
- Illustration 4-13: Screen Shot: Banner Ad for GNC Pets Products Line on
PetSmart.com
- Table 4-3: Selected Leading Third-Party E-tailers of Pet Medications,
2011
Chapter 5: Consumer Trends
- Pet Medication Purchasing Patterns
- 73% of Dog or Cat Owners Use Flea/Tick Products
- Table 5-1: Percent of Dog or Cat Owners Who Purchase Flea & Tick Care
Medications or Medicated Products, 2008-2011 (U.S. dog- or cat-owning
households in millions)
- Trend Toward Professional Products
- Table 5-2: Percent of Dog or Cat Owners Who Purchase Flea & Tick Care
Products by Brand Grouping, 2007/08 vs. 2010/11 (U.S. dog- or cat-owning
households)
- 66% of Dog Owners and 44% of Cat Owners Use Flea/Tick Meds
- Figure 5-1: Percent of Dog or Cat Owners Who Purchase Flea & Tick Care
Medications, 2011 (U.S. dog or cat owners, numbers in millions)
- 80%-86% Choose Spot-On Flea/Tick Medications
- Figure 5-2: Purchasing of Flea & Tick Care Medications: Share by Product
Type, 2011 (percent of U.S. dog or cat owners)
- Figure 5-3: Use of Spot-On Flea & Tick Care Medications by Nature of
Treatment, 2011 (U.S. dog or cat owners)
- Figure 5-4: Purchasing of Spot-On Flea & Tick Care Medications by
Channel, 2011 (U.S. dog or cat owners)
- Frontline Draws Nearly Half of Spot-On Purchasers
- Table 5-3: Share of Spot-On Flea & Tick Care Medication Purchasers by
Brand, 2011 (U.S. dog or cat owners)
- Natural Flea & Tick Product Usage
- Demographics for Frontline, Advantage, and Hartz
- Table 5-4: Index for Use of Flea/Tick Products by Brand, 2010/11 (U.S.
dog- or cat-owning households)
- Sentinel Draws 37% of Oral Flea/Tick Medication Purchasers
- Figure 5-5: Share of Oral Flea & Tick Care Medication Purchasers by
Brand, 2011 (percent of U.S. dog or cat owners)
- Effectiveness Is No. 1 Factor in Flea & Tick Product Selection
- Table 5-5: Most Important Factor for Selecting a Flea & Tick Product:
Dog Owners vs. Cat Owners, 2010 (percent)
- 69% of Dog Owners Use Heartworm Meds
- Table 5-6: Index for Use of Heartworm Control Medications for Dogs,
2010/11 (U.S. dog- or cat-owning households)
- Figure 5-6: Use of Heartworm Medications by Nature of Treatment, 2011
(percent of U.S. dog or cat owners)
- Figure 5-7: Purchasing of Heartworm Medications by Channel, 2011
(percent of U.S. dog or cat owners)
- Heartgard Draws Half of Heartworm Medication Purchasers
- Figure 5-8: Share of Heartworm Control Medication Purchasers by Brand,
2011 (percent of U.S. dog or cat owners)
- Antibiotics Top List of Other Pet Medications
- Table 5-7: Use by Type of Selected Other Pet Medications for Dogs, 2011
(percent)
- Table 5-8: Use by Type of Selected Other Pet Medications for Cats, 2011
(percent)
- Table 5-9: Purchasing by Channel of Selected Other Pet Medications for
Dogs, 2011 (percent)
- Table 5-10: Purchasing by Channel of Selected Other Pet Medications for
Cats, 2011 (percent)
- Walmart, Supercenters Have Highest Draws for Purchasing of Spot-On
Flea/Tick Meds
- Table 5-11: Purchasing of Spot-on Flea/Tick Care Medications by Retail
Store or Channel: Dog Owners vs. Cat Owners, 2011 (percent)
- 1800PetMeds Shows Highest Online Draw
- Table 5-12: Purchasing of Dog and Cat Medications by Online Source, 2011
(percent)
- Benadryl Is Human OTC Med Most Commonly Used for Pets
- Pet Med Psychographics
- No General Trend Toward Increased Use of Pet Meds
- Table 5-13: Levels of Agreement/Disagreement with Statement, "I Am
Buying More Pet Medications Than I Used To": Dog Owners vs. Cat Owners, 2011
(percent)
- Table 5-14: Levels of Agreement/Disagreement with Statement, "The
Current Range of Pet Medications Is Not Adequate": Dog Owners vs. Cat
Owners, 2011 (percent)
- Table 5-15: Levels of Agreement/Disagreement with Statement, "I Am
Interested in New Types of Pet Medications": Dog Owners vs. Cat Owners, 2011
(percent)
- Age- and Weight-Related Triggers for Pet Meds
- Table 5-16: Levels of Agreement/Disagreement with Statement,
"Age-Related Conditions Are the Cause of Some of the Pet Medications That I
Buy": Dog Owners vs. Cat Owners, 2011 (percent)
- Table 5-17: Levels of Agreement/Disagreement with Statement,
"Weight/Obesity-Related Conditions Are the Cause of Some of the Pet
Medications That I Buy": Dog Owners vs. Cat Owners, 2011 (percent)
- Attitudes on Veterinarian/Professional vs. Store Products
- Table 5-18: Levels of Agreement/Disagreement with Statement, "I Trust
the Medications My Veterinarian Recommends": Dog Owners vs. Cat Owners, 2011
(percent)
- Table 5-19: Levels of Agreement/Disagreement with Statement, "I Trust
the Pet Medications Available at the Stores Where I Buy Pet Products": Dog
Owners vs. Cat Owners, 2011 (percent)
- Table 5-20: Levels of Agreement/Disagreement 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)
- Table 5-21: Levels of Agreement/Disagreement with Statement, "With
Spot-On (Topical) Flea/Tick Products, I Would Trust Generic or Store-Brand
Products if They Contained the Same Active Ingredients": Dog Owners vs. Cat
Owners, 2011 (percent)
- Table 5-22: Levels of Agreement/Disagreement with Statement,
"Veterinarian-Dispensed Spot-On (Topical) Flea/Tick Products Are Too
Expensive": Dog Owners vs. Cat Owners, 2011 (percent)
- Resistance and Alternatives to Pet Meds
- Table 5-23: Levels of Agreement/Disagreement with Statement, "I Avoid
Using Pet Medications as Much as Possible": Dog Owners vs. Cat Owners, 2011
(percent)
- Table 5-24: Levels of Agreement/Disagreement with Statement, "I Prefer
to Try Holistic/Natural Pet Treatments Including Nutritional Supplements
Before Resorting to Pet Medications": Dog Owners vs. Cat Owners, 2011
(percent)
- Table 5-25: Levels of Agreement/Disagreement with Statement,
"High-Quality Pet Foods Are Effective as a Preventive Pet Health Treatment":
Dog Owners vs. Cat Owners, 2011 (percent)
Appendix: Examples of Consumer Advertising
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