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.