Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Market size
- Leading brands
- Value-added products are key
- Consumers are more aware
- Alternative pet food and the economy as competing forces
- Key consumer findings
- Topline
- Women and children
- Young adults
- Hispanic highlights
Insights and Opportunities
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- Room for growth in natural products
- Taking it a step further
- Provenance of ingredients
- Eco-friendly
- Pet funeral, memorial services and in-home hospice
- “Ruffing it” on the road
- How-to guides
Fast Forward Trends
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- Hyper-parenting
- What’s it all about?
- Looks good enough to eat
Market Size and Forecast
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- Key points
- Regaining consumer trust…
- …through wholesome, healthful products
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- Figure 1: Total U.S. sales and forecast of pet food and supplies, at current prices, 2003-13
- Figure 2: Total U.S. sales and forecast of pet food and supplies, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Pet food alternatives
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- Figure 3: Post-recall changes in pet food purchases, June 2008
- Weak economy creates competition for dollar spend
Segment Performance
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- Key points
- Pet food becoming increasingly humanized
- Pet supply trends also closely follow the human world
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- Figure 4: U.S. sales and forecast of pet food and supplies, at current prices, by segment, 2003-13
- Figure 5: U.S. sales of pet food and products, by segment, 2006 and 2008
Segment Performance—Dog Food
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- Key points
- Post-recall markets yearns for “better for your dog” food
- Focusing on dry food and treats
- Sales and forecast
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- Figure 6: U.S. sales and forecast of dog food, at current prices, 2003-13
Segment Performance—Pet Supplies
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- Key points
- Growth comes from trends that largely mirror human markets
- Sales and forecast
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- Figure 7: U.S. sales and forecast of pet supplies, at current prices, 2003-13
Segment Performance—Cat Food
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- Key points
- Cat food as a treat
- Sales and forecast
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- Figure 8: U.S. sales and forecast of cat food, at current prices, 2003-13
Segment Performance—Other Pet Food (non-dog/cat)
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- Key point
- “Other” pet food sales remain steady
- Sales and forecast
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- Figure 9: U.S. sales and forecast of other pet food (non-dog/cat), at current prices, 2003-13
Retail Channels
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- Key points
- Mass and other dominate sales
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- Figure 10: U.S. sales of pet food and supplies, by retail channel, 2006 and 2008
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- Figure 11: Retailers shopped at for pet supplies, January-November 2007
Retail Channels—Food Stores
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- Key points
- Continued threat from alternate channels
- Food store sales
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- Figure 12: U.S. food store sales of pet food and supplies, by segment, 2006 and 2008
- Pet supplies
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- Figure 13: U.S. sales of pet supplies through food stores, 2003-08
- Pet food
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- Figure 14: U.S. sales of pet food through food stores, 2003-08
Retail Channels—Pharmacies and Drug Stores
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- Key point
- A focus on specialty products has helped the channel realize growth
- Drug store sales
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- Figure 15: U.S. drug store sales of pet food and supplies, by segment, 2006 and 2008
- Pet supplies
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- Figure 16: U.S. sales of pet supplies at drug stores, 2003-08
- Pet food
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- Figure 17: U.S. sales of pet food at drug stores, 2003-08
Retail Channels—Mass Merchandisers and Others
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- Key points
- Perceived value and healthier option drive consumers to seek out retail alternatives
- Mass merchandiser and other store sales
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- Figure 18: U.S. mass merchandisder and other retailer sales of pet food and supplies, by segment, 2006 and 2008
- Pet supplies
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- Figure 19: U.S. sales of pet supplies at mass merchandisers and others, 2003-08
- Pet food
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- Figure 20: U.S. sales of pet food at mass merchandisers and others, 2003-08
Retail Channels—Natural
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- Figure 21: Natural product supermarket retail sales of pet food and supplies, at current prices, 2006-08
- Natural channel sales by segment
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- Figure 22: Natural product supermarket retail sales of pet food and supplies, by segment, 2006 and 2008
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- Figure 23: Natural product supermarket retail sales of dog food, at current prices, 2006-08
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- Figure 24: Natural product supermarket retail sales of cat food, at current prices, 2006-08
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- Figure 25: Natural product supermarket retail sales of pet treats, at current prices, 2006-08
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Market Drivers
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- Pet ownership
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- Figure 26: Pet population in the U.S., 2003-07
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- Figure 27: Types of pets owned, 2007 and 2008
- Economic woes cause consumers to cut back
- Women and children first
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- Figure 28: Purchasers of pet food, by gender, June 2008
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- Figure 29: Types of pets owned, and how many, by presence of children, June 2008
- The post-recall cautious consumers
- Co-branding and licensed products
Leading Companies
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- Key points
- Indulgent and natural products drive growth
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- Figure 30: FDMx sales of leading pet food and supply companies, 2007 and 2008
Selected Brand Analysis—Dog Food
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- Key points
- Specialized, natural and indulgent products coax consumers post-recall
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- Figure 31: Selected FDMx brand sales of dog food in the U.S., 2007 and 2008
- The dog food shopper
- Dry dog food
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- Figure 32: Brands of packaged or dry dog food used in household, January-November 2007
- Canned dog food
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- Figure 33: Formats of dog food used in household, January-November 2007
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- Figure 34: Brands of canned dog food used in household, January-November 2007
- Moist packaged dog food
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- Figure 35: Brands of packaged moist dog food used in household, January-November 2007
- Dog biscuits/treats
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- Figure 36: Brands of dog biscuits/treats used in household, January-November 2007
Selected Brand Analysis—Cat Food
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- Key points
- Growth leaders are natural and indulgent
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- Figure 37: Selected FDMx brand sales of cat food in the U.S., 2007 and 2008
- Dry cat food
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- Figure 38: Types of dry cat food used in household, January-November 2007
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- Figure 39: Brands of packaged dry cat food used in household, January-November 2007
- Canned cat food
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- Figure 40: Types of canned cat food used in household, January-November 2007
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- Figure 41: Brands of canned cat food used in household, January-November 2007
- Packaged moist cat food
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- Figure 42: Brands of moist cat food used in household, January-November 2007
- Cat treats/snacks
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- Figure 43: Brands of cat treats/snacks used in household, January-November 2007
Selected Brand Analysis—Pet Supplies
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- Key points
- Sales stagnant, but opportunity looms in supplements
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- Figure 44: Selected FDMx brand sales of pet supplies in the U.S., 2007 and 2008
- Cat box filler or litter
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- Figure 45: Types of cat litter used in household, January-November 2007
- Figure 46: Brands of cat litter used in household, January-November 2007
- Flea and tick products, pet food supplements/vitamins and heartworm control products
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- Figure 47: Trended use of flea and tick products, pet food supplements and vitamins and heartworm control, 2003-07
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- Figure 48: Types of flea/tick care products used in household, January-November 2007
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- Figure 49: Brands of flea/tick care products used in household, January-November 2007
Selected Brand Analysis—Pet Food (non-dog/cat)
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- Key points
- Primary suppliers losing ground
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- Figure 50: Selected FDMx brand sales of pet food (non-dog/cat) in the U.S., 2007 and 2008
Selected Brand Analysis—Pet Food and Supplies Natural Channel
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- Brand table: pet food and supplies
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- Figure 51: Selected natural channel store manufacturer and brand sales of pet food and supplies in the U.S., 2006 and 2008
- Natural channel sales of combined dog food, cat food and pet treats by organic
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- Figure 52: Natural product supermarket retail sales of combined dog food, cat food and pet treats, organic vs non-organic, 2006-08
Brand Qualities
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- Pedigree
- Iams
- The Goodlife Recipe
Innovation and Innovators
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- Figure 53: Top claims for pet food new product introductions, 2006/07 and 2007/08
- Figure 54: Top claims for pet supply new product introductions, 2006/07 and 2007/08
- Organic and natural
- Eco-friendly
- Vitamins/supplements
- Added value
- Anthropomorphic
- Portion control
- Ancestral diet
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Advertising and Promotion
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- Overview
- Campaign spotlight—Pedigree “dogs rule” in conjunction with the adoption drive effort
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- Figure 55: Pedigree Adoption Drive television ad, 2007
- Protecting pets’ health
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- Figure 56: Advantage television ad, 2007
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- Figure 57: Iams digestive care for cats television ad, 2007
- Figure 58: Iams healthy naturals television ad, 2007
- Wholesome ingredients
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- Figure 59: Meow Mix Wholesome goodness television ad, 2007
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- Figure 60: The Goodlife Recipe for cats television ad, 2007
- Humanizing pets
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- Figure 61: Heartgard television ad, 2007
- Figure 62: Alpo dog food television ad, 2007
- Pets as companions
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- Figure 63: Cesar television ad, 2007
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- Figure 64: Home again television ad, 2007
- Figure 65: Iams proactive health television ad, 2007
- Convenience
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- Figure 67: Arm & Hammer television ad, 2007
Pet Ownership
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- Figure 68: Cat and dog ownership, by age, race/Hispanic origin, household income and presence of children, January-November 2007
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- Figure 69: Types and numbers of pets owned, by age, June 2008
- Figure 70: Types and numbers of pets owned, by household income, June 2008
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Use of and Interest in Products or Services
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- Figure 71: Use of and interest in selected pet products or services, by age, June 2008
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Perception of Organic Pet Food
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- Figure 72: Perception of organic pet food, by gender, June 2008
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- Figure 73: Perception of organic pet food, by age, June 2008
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Impact of Pet Food Recall and Lead Poisoning
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- Pet food recall
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- Figure 74: Awareness of 2007 pet food recall, by age, June 2008
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- Figure 75: Changes in pet food purchases following 2007 pet food recall, by age, June 2008
- Figure 76: Changes in pet food purchases following 2007 pet food recall, by presence of children, June 2008
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- Figure 77: Post-recall changes in pet food purchases, by age, June 2008
- Lead poisoning
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- Figure 78: Awareness of lead content discovery in some pet toys, June 2008
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- Figure 79: Decision to throw away/not buy new toys because of this high lead content discovery, by age, June 2008
Race/Ethnicity
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- Key points
- Pet ownership
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- Figure 80: Types and numbers of pets owned, by race/Hispanic origin, June 2008
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- Figure 81: Use of and interest in products or services, by race/Hispanic origin, June 2008
- Perception of organic pet food
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- Figure 82: Perception of organic pet food, by race/Hispanic origin, June 2008
- Reaction to pet food recall
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- Figure 83: Post-recall changes in pet food purchases, by race/Hispanic origin, June 2008
- Awareness and reaction to lead discovery in pet toys
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- Figure 84: Decision to throw away/not buy new toys based, by race/Hispanic origin, June 2008
Cluster Analysis
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- Persistent Pamperers
- Canine loyalists
- Disinterested cat people
- Cluster characteristics
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- Figure 85: Dog or cat owner clusters, June 2008
- Figure 86: Types of pets in household, by dog or cat owner clusters, June 2008
- Figure 87: Number of pets in household, by dog or cat owner clusters, June 2008
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- Figure 88: Attitudes towards organic pet food, by dog or cat owner clusters, June 2008
- Figure 89: Use of and interest in products or services, by dog or cat owner clusters, June 2008
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- Figure 90: Purchasers of pet food, by dog or cat owner clusters, June 2008
- Figure 91: Awareness of high lead content in some pet toys, by dog or cat owner clusters, June 2008
- Cluster demographics
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- Figure 92: Dog or cat owner clusters, by gender, June 2008
- Figure 93: Dog or cat owner clusters, by age, June 2008
- Figure 94: Dog or cat owner clusters, by income group, June 2008
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- Figure 95: Dog or cat owner clusters, by race, June 2008
- Figure 96: Dog or cat owner clusters, by Hispanic origin, June 2008
- Methodology
Custom Consumer Groups
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- Household factors
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- Figure 97: Types of pets owned, and how many, by moms, marital status and female, June 2008
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- Figure 98: Use of and interest in products or services, by moms, marital status and female, June 2008
- White and Hispanic 18-34s the “Super Fans”
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- Figure 99: Types and numbers of pets owned, 18-34s male, female, white and Hispanic, June 2008
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- Figure 100: Perception of organic pet food, by 18-34s male, female, white and Hispanic, June 2008
Household purchase patterns
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- Consumer insights—pet food
- Dry dog food
- Brand leaders by penetration
- Wet dog food
- Brand leaders by penetration
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- Figure 101: Key purchase measures for the top dry and wet dog food brands, by household penetration, *2007
- Dry cat food
- Brand leaders by penetration
- Wet cat food
- Brand leaders by penetration
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- Figure 102: Key purchase measures for the top dry and wet cat food brands, by household penetration, *2007
Appendix: Other Useful Consumer Tables
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- Impact of pet food recall and lead poisoning
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- Figure 103: Changes in pet food purchases following 2007 pet food recall, by household income, June 2008
- Awareness and reaction to lead discovery in pet toys
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- Figure 104: Awareness of lead content discovery in some pet toys, by race/Hispanic origin, June 2008
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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