Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
Executive Summary
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- Market at a glance
- Pet market resilient to the recession, but value emphasis on the rise
- Private label making gains in larger segments
- Pet spending holds up against other expenditures, up to a point
- Big CPGs dominate FDM, but smaller companies thrive in other channels
- Dog food grows on nature and science
- Continued growth in supplies reflects pets’ status in the household
- Cat food sales growing slowly on indulgence and natural ingredients
- Many retail channels compete
- Pet population on the rise, for now
- Pets follow kids
- New product activity heaviest in snacks and treats
- Pet wellness a pervasive theme in new products
- Ad spending remains heavy
- Pets found in a majority of households
- Use of dry dog food is universal, canned declining post-recall
- Dry cat food is dominant, but canned holds steady
- Purchase of most pet products and services holding steady
- Pet insurance on the rise
Insights and Opportunities
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- Kids and pets
- Hispanics pet market poised for growth
- Practical pet care
Inspire Insights
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- With this Flea Collar, I Wed Thee...
- What's it about?
- What we've seen
- Implications: Pets taking yet another step into their family role
- Doggy decadence thrives in downturn
- What's it about?
- What we've seen
- Implications: Indulgence for pets is a real market
- Take the Dog Out...for a Spa
- What's it about?
- What we've seen
- Implications: Practical vs. frivolous indulgence
Market Size and Forecast
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- Key points
- Pet market resilient to the recession, but value emphasis on the rise
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- Figure 1: Total U.S. retail sales of pet food and supplies, at current prices, 2004-14
- Figure 2: Total U.S. retail sales of pet food and supplies, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Big CPGs dominate FDM, but smaller companies thrive in other channels
- Private label making gains in larger segments
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- Figure 3: FDMx private label share in select pet food and supply sub-segments, 2008-09
- Pet spending holds up against other expenditures, up to a point
Segment Performance
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- Key points
- Four distinct segments related only indirectly
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- Figure 4: U.S. sales and forecast of pet food and supplies, by segment, at current prices, 2004-14
- Figure 5: Sales of pet food and supplies, by segment, 2007 and 2009
Segment Performance—Dog Food
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- Key points
- Dog food grows on nature and science
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- Figure 6: U.S. sales and forecast of dog food, 2004-14
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- Figure 7: Dog food sales in FDMx, share by form, 2006-08
Segment Performance—Pet Supplies
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- Key points
- Continued growth in supplies reflects pets’ status in the household
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- Figure 8: U.S. sales and forecast of pet supplies, 2004-14
Segment Performance—Cat Food
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- Key points
- Cat food sales growing slowly on indulgence and natural ingredients
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- Figure 9: U.S. sales and forecast of cat food, 2004-14
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- Figure 10: Cat food sales in FDMx, share by form, 2006-08
Segment Performance—Other Pet Food (non-dog/cat)
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- Key points
- Sales of food for pets other than dogs and cats hold steady
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- Figure 11: U.S. sales and forecast of other pet food (non-dog/cat), 2004-14
Retail Channels
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- Key points
- Pets a path to shopper loyalty
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- Figure 12: U.S. sales of pet food and supplies, by retail channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- Supermarkets make efforts to regain lost pet share
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- Figure 13: U.S. sales of pet food and supplies at supermarkets, 2003-09
Retail Channels—Mass Merchandisers and Others
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- Key points
- Many channels compete
- Mass merchants offer and value
- Pet specialty stores
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- Figure 14: U.S. sales of pet food and supplies at other channels, 2004-09
The Natural Channel
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- Sales of pet food and supplies in the natural channel.
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- Figure 15: Natural product supermarket retail sales of pet food and supplies, at current prices, three years ending May 16*, 2009
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- Figure 16: Natural product supermarket retail sales of pet food and supplies, at inflation-adjusted prices, three years ending May 16, 2009*
- Implications
- Natural channel sales by segment
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- Figure 17: Natural product supermarket retail sales of pet food and supplies* by segment, 2007-09
- Manufacturer and brand sales
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- Figure 18: Manufacturer brand natural supermarket sales of pet food and supplies*, 2007 and 2009
- Natural channel sales of Pet Food by organic
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- Figure 19: Natural product supermarket retail sales of pet food, by organic*/non-organic, 2007 and 2009
Market Drivers
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- Pet population on the rise, for now
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- Figure 20: U.S. pet population, 2005-09
- Pets follow kids…
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- Figure 21: Types of pets in the household, by presence of children, April 2009
- …but households with kids are not increasing
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- Figure 22: Households, by presence of children, 1998-2008
- Population growth among Hispanic children to outpace other groups
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- Figure 23: Population projections for children under age 18, by race and Hispanic origin, 2004, 2009, 2014
Leading Companies
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- Key points
- Nestlé extends its lead with multi-brand strategy
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- Figure 24: FDMx sales of leading pet food and supplies companies, 2008 and 2009
Select Brand Analysis—Dog Food
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- Key points
- Leading brands follow different paths to superior nutrition
- Nature
- Science
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- Figure 25: Manufacturer and brand FDMx sales of dog food, 2008 and 2009
- Types and brands of canned dog food used
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- Figure 26: Types of canned dog food used, by household, October 2007-December 2008
- Figure 27: Brands of canned dog food used, by household, October 2007-December 2008
- Types and brands of packaged dry dog food used
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- Figure 28: Types of dry dog food used, by household, October 2007-December 2008
- Figure 29: Brands of dry dog food used, by household, October 2007-December 2008
- Dog biscuits/treats
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- Figure 30: Brands of dog biscuits/treats used, by household, October 2007-December 2008
Select Brand Analysis—Pet Supplies
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- Key points
- Growth in segment comes from smaller pet care companies
- Nestlé Purina sees opportunity in fragmented pet gear sub-segment
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- Figure 31: Manufacturer and brand FDMx sales of pet supplies, 2008 and 2009
- Types and brands of cat filler/litter used
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- Figure 32: Types of cat box filler/litter used, by household, October 2007-December 2008
- Figure 33: Brands of cat box filler/litter used, by household, October 2007-December 2008
- Brands of flea and tick care products used
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- Figure 34: Brands of flea and tick care products used, by household, October 2007-December 2008
Select Brand Analysis—Cat Food
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- Key points
- Share movement reveals trends in cat food
- Indulgence
- Health and wellness
- Price-Value
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- Figure 35: Manufacturer and brand FDMx sales of cat food, 2008 and 2009
- Types and brands of canned cat food used
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- Figure 36: Types of canned cat food used, by household, October 2007-December 2008
- Figure 37: Brands of canned cat food used, by household, October 2007-December 2008
- Types and brands of dry cat food used
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- Figure 38: Types of dry cat food used, by household, October 2007-December 2008
- Figure 39: Brands of cat dry cat food used, by household, October 2007-December 2008
- Brands of snacks and treats used
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- Figure 40: Brands of cat snacks and treats used, by household, October 2007-December 2008
Select Brand Analysis—Pet Food (non-dog/cat)
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- Key points
- Larger brands slip, but niche opportunities still exist
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- Figure 41: FDMx brand sales of pet food (non-dog/cat), 2008 and 2009
Brand Qualities
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- Man vs. beast
- Iams
- Pedigree’s pedigree
Innovation and Innovators
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- New product activity heaviest in snacks and treats
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- Figure 42: New product introductions of pet food, by subcategory, 2005-09
- Pet wellness a pervasive theme in new products
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- Figure 43: Leading product claims in pet food, by share of all introductions, 2005-09
- New dog treats and snacks
- Tooth and oral care
- Natural/Holistic
- Real and low fat
- New dog food
- Natural/premium
- Healthy and antioxidant
- For sensitive skin and stomachs
- New cat treats and snacks
- New cat food
- Organic
- Gourmet
- Meal replacement
- Healthy by lifestage
- Healthy and ‘free-from’
- Supplies
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- Figure 44: Leading product claims in pet supplies, by share of all introductions, 2005-09
Advertising and Promotion
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- Overview
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- Figure 45: Measured advertising spending for select pet food and supplies brands, 2007 and 2008
- Natural, balanced ingredients
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- Figure 46: Beneful dog food, television ad, 2009
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- Figure 47: Iams Healthy Naturals cat food, television ad, 2009
- Indulgent dining experiences
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- Figure 48: Fancy Feast Elegant Medleys, television ad, 2008
- Emotional connections
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- Figure 49: Pup-Peroni, television ad, 2009
- Pet adoption
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- Figure 50: Iams Pet Adoption, television ad, 2009
- Celebrity pet food
- Ellen DeGeneres and Halo
- Rachael Ray’s Nutrish
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- Figure 51: Rachael Ray’s Nutrish, television ad, 2008
- Infomercial powers nail trimmer
Pet Ownership
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- Key points
- Pets found in a majority of households
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- Figure 52: Presence of pets in the household, by age, October 2007-December 2008
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- Figure 53: Presence of pets in the household, by household income, October 2007-December 2008
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- Figure 54: Presence of pets in the household, by presence of children, October 2007-December 2008
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- Figure 55: Presence of pets in the household, by region, October 2007-December 2008
- An average of 1.74 dogs in dog-owning households
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- Figure 56: Number of dogs in the household, by household income, October 2007-December 2008
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- Figure 57: Number of dogs in the household, by region, October 2007-December 2008
- Cat owners own an average of two cats per household
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- Figure 58: Number of cats in the household, by household income, October 2007-December 2008
- Households with kids own a greater variety of pets
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- Figure 59: Types of pets in the household, by presence of children in household, April 2009
Types of Pet Food and Supplies Used
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- Key points
- Use of dry dog food is universal, canned declining post-recall
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- Figure 60: Types of dog food used, 2005-08
- Dry cat food is dominant, but canned holds steady
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- Figure 61: Types of cat food used, 2005-08
Types of Stores Where Pet Food and Supplies Purchased
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- Supermarkets most common, but others gaining
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- Figure 62: Types of stores where pet food and supplies purchased, by household income, October 2007-December 2008
Use of and Interest in Products or Services
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- Key points
- Purchase of most pet products and services holding steady
- Pet insurance on the rise
- Higher income households more likely to spend on pet products and services
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- Figure 63: Use of and interest in selected pet products and services, by household income, April 2009
- Presence of children motivates spending on pet services
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- Figure 64: Use of and interest in selected pet products and services, by presence of children in household, April 2009
Perception of Organic Pet Food
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- Most pet owners not willing to pay the price for organic
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- Figure 65: Perception of organic pet food, by age, April 2009
Changing Pet Food Due to the Economy
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- Most pet owners have not traded down in pet food
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- Figure 66: Changing pet food due to the economy, by age, April 2009
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- Figure 67: Changing pet food due to the economy, by household income, April 2009
Impact of Race/Hispanic Origin
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- Pet ownership
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- Figure 68: Presence of pets in the household, by race/Hispanic origin, October 2007-December 2008
- Figure 69: Types of pets in the household, by race/Hispanic origin, April 2009
- Interest in organic pet food high among Hispanics
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- Figure 70: Perception of organic pet food, by race/Hispanic origin, April 2009
- Pet products and services
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- Figure 71: Use of and interest in selected pet products and services, by race/Hispanic origin, April 2009
- Changing pet food due to the due to the economy
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- Figure 72: Changing pet food due to the economy, by race/Hispanic origin, April 2009
Cluster Analysis
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- Zoo Keepers
- Who they are
- Opportunity
- The dogged
- Who they are
- Opportunity
- Catsies
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 73: Pet supply clusters, April 2009
- Figure 74: Types of pets in the household, by pet supply clusters, April 2009
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- Figure 75: Perception of organic pet food, by pet supply clusters, April 2009
- Figure 76: Use of selected pet products and services, by pet supply clusters, April 2009
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- Figure 77: Interest in selected pet products and services, by pet supply clusters, April 2009
- Figure 78: Number of pets in the household, by pet supply clusters, April 2009
- Cluster demographics
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- Figure 79: Pet food and supply clusters, by gender, April 2009
- Figure 80: Pet food and supply clusters, by age, April 2009
- Figure 81: Pet food and supply clusters, by household income, April 2009
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- Figure 82: Pet food and supply clusters, by race, April 2009
- Figure 83: Pet food and supply clusters, by Hispanic origin, April 2009
- Cluster methodology
Custom Consumer Groups
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- Race/Hispanic origin and income
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- Figure 84: Types of pets in the household, by race/Hispanic origin and household income, April 2009
- Products and services highly income dependent across groups
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- Figure 85: Use of and interest in selected pet products and services, by race/Hispanic origin and household income, April 2009
- Organics perceived better among higher income groups
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- Figure 86: Perception of organic pet food, by race and household income, April 2009
IRI/Builders Panel Data—Key Household Purchase Measures
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- Dog food
- Overview of dog food
- Dry dog food
- Consumer insights on key purchase measures—dry dog food
- Brand map
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- Figure 87: Brand map, selected brands of dry dog food, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of dry dog food, by household penetration, 2008*
- Wet dog food
- Consumer insights on key purchase measures—wet dog food
- Brand map
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- Figure 89: Brand map, selected brands of wet dog food, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of wet dog food, by household penetration, 2008*
- Cat food
- Overview of cat food
- Dry cat food
- Consumer insights on key purchase measures—dry cat food
- Brand map
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- Figure 91: Brand map, selected brands of dry cat food, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of dry cat food, by household penetration, 2008*
- Wet cat food
- Consumer insights on key purchase measures—wet cat food
- Brand map
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- Figure 93: Brand map, selected brands of wet cat food, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of wet cat food, by household penetration, 2008*
- Cat litter
- Consumer insights on key purchase measures—cat litter
- Brand map
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- Figure 95: Brand map, selected brands of cat litter, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of cat litter, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Number of dogs in household
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- Figure 97: Number of dogs in the household, by age, October 2007-December 2008
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- Figure 98: Number of dogs in the household, by presence of children in household, October 2007-December 2008
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- Figure 99: Number of dogs in the household, by race/Hispanic origin, October 2007-December 2008
- Number of cats in household
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- Figure 100: Number of cats in the household, by age, October 2007-December 2008
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- Figure 101: Number of cats in the household, by presence of children in household, October 2007-December 2008
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- Figure 102: Number of cats in the household, by region, October 2007-December 2008
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- Figure 103: Number of cats in the household, by race/Hispanic origin, October 2007-December 2008
- Type of pets in household
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- Figure 104: Types of pets in the household, by age, April 2009
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- Figure 105: Types of pets in the household, by household income, April 2009
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- Figure 106: Types of pets in the household, by region, April 2009
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- Figure 107: Types of dog food used, by age, October 2007-December 2008
- Type of dog food used
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- Figure 108: Types of dog food used, by household income, October 2007-December 2008
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- Figure 109: Types of dog food used, by presence of children in household, October 2007-December 2008
- Type of cat food and supplies used
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- Figure 110: Types of cat food and supplies used, by age, October 2007-December 2008
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- Figure 111: Types of cat food and supplies used, by household income, October 2007-December 2008
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- Figure 112: Types of cat food and supplies used, by presence of children in household, October 2007-December 2008
- Source of pet food and supplies
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- Figure 113: Types of stores where pet food and supplies purchased, by age, October 2007-December 2008
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- Figure 114: Types of stores where pet food and supplies purchased, by presence of children in household, October 2007-December 2008
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- Figure 115: Types of stores where pet food and supplies purchased, by race/Hispanic origin, October 2007-December 2008
- Interest in selected pet products and services
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- Figure 116: Use of and interest in selected pet products and services, by age, April 2009
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- Figure 117: Use of and interest in selected pet products and services, by region, April 2009
- Perception of organic pet food
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- Figure 118: Perception of organic pet food, by gender, April 2009
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- Figure 119: Perception of organic pet food, by household income, April 2009
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- Figure 120: Perception of organic pet food, by presence of children in household, April 2009
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- Figure 121: Perception of organic pet food, by region, April 2009
- Changing pet food due to the economy
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- Figure 122: Changing pet food due to the economy, by region, April 2009
Appendix: Trade Associations
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