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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- Strength of pet-owner bond insulates pet market from recession
- A majority of Americans own pets; dogs and cats most widespread
- Pet owner demographics: slightly younger, higher income, more kids
- Owners and their pets
- Pet food loyalty patterns different among cat and dog owners
- Many retailers compete for pet owners’ dollars
- Innovation in pet products follows human examples
- In pet advertising, pets are people too. Except at the high end of the market
- American pets generally have the run of the house
- Regular veterinary care far from universal
- Use of grooming services holds steady
- Dogs go along for the ride
- Pet insurance small but growing
- Chipping becoming more common in dogs
- Companionship tops list of motivations for pet ownership
- Most pets, especially cats, acquired from lower-cost sources
Insights and Opportunities
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- Fit pet, fit owner
- Here Boomer! Here Boomer!
Inspire Insights
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- Inspire trend: With this Flea Collar, I Thee Wed...
- What we’ve seen
- Implications
- Inspire trend: Doggy Decadence Thrives in Downturn
- What we’ve seen
- Implications
The Marketplace
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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
- Four distinct segments related only indirectly
- Segment sales and forecasts
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- Figure 3: U.S. sales and forecast of pet food and supplies, by segment, at current prices, 2004-14
- Figure 4: Sales of pet food and supplies, by segment, 2007 and 2009
Pets and Pet Owners
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- Key points
- A majority of Americans own pets; dogs and cats most widespread
- Older adults less likely to be pet owners
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- Figure 5: Household pet ownership, by age, February 2008-March 2009
- Low-income households less likely to have pets, particularly dogs
- Recession taking a toll on ownership
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- Figure 6: Household pet ownership, by household income, February 2008-March 2009
- Kids and pets are a powerful combination
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- Figure 7: Household pet ownership, by presence of children in household, February 2008-March 2009
- Pet ownership low among black, Asian, Hispanic respondents
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- Figure 8: Household pet ownership, by race/Hispanic origin, February 2008-March 2009
- More space makes pets more likely
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- Figure 9: Household pet ownership, most likely owners by Mosaic profile, February 2008-March 2009
- Figure 10: Household pet ownership, less likely owners by Mosaic profile, February 2008-March 2009
- Number of dogs in the household
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- Figure 11: Number of dogs in the household, by region, February 2008-March 2009
- Figure 12: Number of dogs in the household, by most likely pet owners, by Mosaic profile, February 2008-March 2009
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- Figure 13: Number of dogs in the household, by less likely pet owners, by Mosaic profile, February 2008-March 2009
- Number of cats in the household
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- Figure 14: Number of cats in the household, by most likely pet owners, by Mosaic profile, February 2008-March 2009
- Figure 15: Number of cats in the household, by less likely pet owners, by Mosaic profile, February 2008-March 2009
Types of Pets Owned
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- Key points
- Types of dog
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- Figure 16: AKC dog registration breed rank, 1998, 2003, 2007 and 2008
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- Figure 17: Type of dog owned, August 2009
- Types of cat
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- Figure 18: Type of cat owned, August 2009
Pet Acquisition
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- Key points
- Most pets, especially cats, acquired from lower-cost sources
- Where most recent dog acquired
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- Figure 19: Where most recent dog acquired, by age, August 2009
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- Figure 20: Where most recent dog acquired, by household income, August 2009
- Where most recent cat acquired
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- Figure 21: Where most recent cat acquired, by household income, August 2009
Reasons for Having a Pet
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- Key points
- Companionship tops list, equates to emotional and physiological health
- Kids are a motivation for pets (and vice versa)
- Security a significant motivation, especially for dog owners
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- Figure 22: Reasons for having a dog, by age, August 2009
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- Figure 23: Reasons for having a dog, by presence and number of children, August 2009
- Cat owners driven by companionship
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- Figure 24: Reasons for having a cat, by presence and number of children, August 2009
Product and Brand Use
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- Key points
- Types of dry dog food used
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- Figure 25: Types of dry dog food used in household, by age, February 2008-March 2009
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- Figure 26: Types of dry dog food used in household, by presence of children in the household, February 2008-March 2009
- Figure 27: Types of dry dog food used in household, by race/Hispanic origin, February 2008-March 2009
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- Figure 28: Types of dry dog food used in household, by most likely pet owners, by Mosaic profile, February 2008-March 2009
- Figure 29: Types of dry dog food used in household, by less likely pet owners, by Mosaic profile, February 2008-March 2009
- Brands of dry dog food used
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- Figure 30: Brands of dry dog food used, by household income, February 2008-March 2009
- Figure 31: Brands of dry dog food used, by number of people in household, February 2008-March 2009
- Types of dry cat food used
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- Figure 32: Types of dry cat food used, by age, February 2008-March 2009
- Figure 33: Types of dry cat food used, by most likely pet owners, by Mosaic profile, February 2008-March 2009
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- Figure 34: Types of dry cat food used in household, by less likely pet owners, by Mosaic profile, February 2008-March 2009
- Brands of dry cat food used
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- Figure 35: Brands of dry cat food used, by household income, February 2008-March 2009
Cross Brand Purchasing —Dog Food
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- Key points
- Other foods and treats bought by Hill’s Science Diet and Eukanuba dog food buyers
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- Figure 36: Hill’s Science Diet and Eukanuba dog food buyers – what other dog foods do they buy? February 2008-March 2009
- Other foods and treats bought by Pedigree and Iams dog food buyers
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- Figure 37: Pedigree and Iams dog food buyers – what other dog foods do they buy?, February 2008-March 2009
- Other foods bought by Ol’ Roy and Alpo dog food buyers
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- Figure 38: Ol’Roy and Alpo dog food buyers – what other dog foods do they buy?, February 2008-March 2009
Cross Brand Purchasing — Cat Food
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- Key points
- Other foods bought by Iams and Hill’s Science Diet cat food buyers
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- Figure 39: Whiskas and Hill’s Science Diet cat food buyers – what other cat foods do they buy?, February 2008-March 2009
- Other foods bought by Whiskas and Pro Plan cat food buyers
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- Figure 40: Iams and Pro Plan cat food buyers – what other cat foods do they buy?, February 2008-March 2009
- Other foods bought by 9Lives and Friskies cat food buyers
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- Figure 41: Purina and Friskies cat food buyers – what other cat foods do they buy? February 2008-March 2009
Retail Channels
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- Key points
- Many retailers compete for pet owners’ dollars
- Pet specialty stores strongest among highest-income households
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- Figure 42: Where pet supplies are purchased, by household income, February 2008-March 2009
- Black, Asian, Hispanic pet owners display distinct retail preferences
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- Figure 43: Where pet supplies are purchased, by race/Hispanic origin, February 2008-March 2009
- Mosaic segment preferences reveal a variety of influences of retail choices
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- Figure 44: Where pet supplies are purchased, by most likely pet owners, by Mosaic profile, February 2008-March 2009
- Figure 45: Where pet supplies are purchased, by less likely pet owners, by Mosaic profile, February 2008-March 2009
Market Drivers
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- Recession not yet hurting pet population, may even help
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- Figure 46: U.S. pet population, 2005-09
- Pets follow kids…
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- Figure 47: Types of pets in the household, by presence of children, April 2009
- … but households with kids are not increasing
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- Figure 48: Households, by presence of children, 1998-2008
- Pets and allergies intertwined
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- Figure 49: Types of allergies suffered, by age, November 2008
- Population growth among Hispanic children to outpace other groups
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- Figure 50: Population projections for children under age 18, by race and Hispanic origin, 2004, 2009 and 2014
Leading Companies
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- Key points
- Big CPGs dominate FDM, but smaller companies thrive in other channels
- Nestlé extends its lead with multi-brand strategy
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- Figure 51: FDMx sales of leading pet food and supplies companies, 2008 and 2009
Innovation and Innovators
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- Overview
- Food claims
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- Figure 52: Leading product claims in new pet food product launches, by share of all introductions, 2005-09
- Supplies claims
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- Figure 53: Leading product claims in new pet supplies product launches, by share of all introductions, 2005-09
- Spa treatment at home
- Natural and organic
- Neatness counts – cleaning and odor addressing
- Health and wellness
- Playful
Advertising and Promotion
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- Overview
- Pets are people too
- Protection
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- Figure 54: K9 Advantix, television ad, 2009
- Health and wellnesss
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- Figure 55: Purina Fit & Trim, television ad, 2009
- Figure 56: Pedigree Plus Healthy Joints, television ad, 2009
- Pampering and indulgence
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- Figure 57: Fancy Feast Appetizers, television ad, 2009
- Animal instincts
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- Figure 58: Eukanuba, television ad, 2009
Freedom for Pets in the Home
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- Key points
- American pets generally have the run of the house
- Dogs running free and in the bedroom
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- Figure 59: Freedom for dogs in the home, by age, August 2009
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- Figure 60: Freedom for dogs in the home, by presence and number of children, August 2009
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- Figure 61: Freedom for dogs in the home, by race/Hispanic origin, August 2009
- Indoor cats predominate
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- Figure 62: Freedom for cats in the home, by household income, August 2009
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- Figure 63: Freedom for cats in the home, by presence and number of children, August 2009
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- Figure 64: Freedom for cats in the home, by race/Hispanic origin, August 2009
Use of Vets
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- Key points
- Regular veterinary care far from universal
- Vet business continues to grow despite economy
- Opportunity to build pet owner loyalty
- Dogs
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- Figure 65: Dogs and vets, by age, August 2009
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- Figure 66: Dogs and vets, by household income, August 2009
- Cats less likely than dogs to be taken for regular check ups
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- Figure 67: Cats and vets, by age, August 2009
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- Figure 68: Cats and vets, by household income, August 2009
Use of Grooming Services
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- Key points
- Use of grooming services holds steady
- Dogs—grooming services
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- Figure 69: Dogs and grooming services, by age, August 2009
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- Figure 70: Dogs and grooming services, by household income, August 2009
- Cats—grooming and boarding services
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- Figure 71: Cat grooming and boarding services, by household income, August 2009
Walking, Daycare and Vacations
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- Key points
- Dogs go along for the ride
- Use of boarding services skews strongly to higher incomes
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- Figure 72: Dogs, walking, daycare and vacation, by household income, August 2009
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- Figure 73: Dogs, walking, daycare and vacation, by presence and number of children, August 2009
Chipping, Insurance and Presence in Will/Estate Planning
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- Key points
- Pet insurance small but growing
- Few owners include pets in their wills
- Chipping becoming more common in dogs
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- Figure 74: Dog chipping, insurance and presence in will/estate planning, by household income, August 2009
- Figure 75: Dog chipping, insurance and presence in will/estate planning, by presence and number of children, August 2009
- About a quarter of cats declawed
- Far lower incidence of chips and health insurance for cats
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- Figure 76: Cats declawed, chipped, insured and presence in will/estate planning, by household income, August 2009
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- Figure 77: Cats declawed, chipped, insured and presence in will/estate planning, by presence and number of children, August 2009
Cluster Analysis – Dog Owners
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- Proud Owners
- Pet Parents
- Hound Doggers
- Cluster characteristics
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- Figure 78: Dog owner clusters, August 2009
- Figure 79: Freedom for dogs in the home, by dog cluster, August 2009
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- Figure 80: Dogs and vets, by dog cluster, August 2009
- Figure 81: Dogs and grooming services, by dog cluster, August 2009
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- Figure 82: Dogs, walking daycare and vacation, by dog cluster, August 2009
- Figure 83: Dog chipping, insurance and presence in will/estate planning, by dog cluster, August 2009
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- Figure 84: Reasons for having a dog, by dog cluster, August 2009
- Figure 85: Where most recent pet acquired, by dog cluster, August 2009
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- Figure 86: Type of dog owned, by dog cluster, August 2009
- Cluster demographics
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- Figure 87: Dog owner clusters, by gender, August 2009
- Figure 88: Dog owner clusters, by age group, August 2009
- Figure 89: Dog owner clusters, by household income, August 2009
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- Figure 90: Dog owner clusters, by race, August 2009
- Figure 91: Dog owner clusters, by Hispanic origin, August 2009
- Cluster methodology
Cluster Analysis—Cat Owners
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- Insiders
- Outsiders
- In-and-outs
- Cluster characteristics
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- Figure 92: Cat owner clusters, August 2009
- Figure 93: Freedom for cats in the home, by cat cluster, August 2009
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- Figure 94: Cats and vets, by cat cluster, August 2009
- Figure 95: Cats’ grooming and boarding services, by cat cluster, August 2009
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- Figure 96: Cats declawed, chipped, insured and presence in will/estate planning, by cat cluster, August 2009
- Figure 97: Reasons for having a cat, by cat cluster, August 2009
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- Figure 98: Where most recent pet acquired, by cat cluster, August 2009
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- Figure 99: Type of cat owned, by cat cluster, August 2009
- Cluster demographics
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- Figure 100: Cat owner clusters, by gender, August 2009
- Figure 101: Cat owner clusters, by age group, August 2009
- Figure 102: Cat owner clusters, by household income, August 2009
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- Figure 103: Cat owner clusters, by Hispanic origin, August 2009
- Cluster methodology
Custom Consumer Groups
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- Pet types
- Freedom in the house
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- Figure 104: Freedom for dogs in the home, by dog size and breed/mixed, August 2009
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- Figure 105: Freedom for cats in the home, by short hair/long hair and breed/mixed, August 2009
- Regular veterinary trips
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- Figure 106: Dogs and vets, by dog size and breed/mixed, August 2009
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- Figure 107: Cats and vets, by short hair/long hair and breed/mixed, August 2009
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- Figure 108: Dogs and grooming services, by dog size and breed/mixed, August 2009
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- Figure 109: Cats’ grooming and boarding services, by short hair/long hair and breed/mixed, August 2009
Appendix: Other Useful Consumer Tables – Race and Hispanic Origin
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- Number of dogs in the household
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- Figure 110: Number of dogs in the household, by race/Hispanic origin, February 2008-March 2009
- Number of cats in the household
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- Figure 111: Number of cats in the household, by race/Hispanic origin, February 2008-March 2009
- Brands of dry dog food used
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- Figure 112: Brands of dry dog food used in household, by race/Hispanic origin, February 2008-March 2009
- Types of cat food used
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- Figure 113: Types of dry cat food used in household, by race/Hispanic origin, February 2008-March 2009
- Brands of cat food used
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- Figure 114: Brands of dry cat food used in household, by race/Hispanic origin, February 2008-March 2009
- Use of vets
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- Figure 115: Dogs and vets, by race/Hispanic origin, August 2009
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- Figure 116: Cats and vets, by race/Hispanic origin, August 2009
- Use of grooming and boarding services
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- Figure 117: Dogs and grooming services, by race/Hispanic origin, August 2009
- Walking, daycare and vacations
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- Figure 118: Dogs, walking daycare and vacation, by race/Hispanic origin, August 2009
- Dogs – chipping, insurance and presence in will/estate planning
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- Figure 119: Dog chipping, insurance and presence in will/estate planning, by race/Hispanic origin, August 2009
- Cats – declawing, chipping, insurance and presence in will/estate planning
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- Figure 120: Cats declawed, chipped, insured and presence in will/estate planning, by race/Hispanic origin, August 2009
- Reasons for having a pet
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- Figure 121: Reasons for having a dog, by race/Hispanic origin, August 2009
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- Figure 122: Reasons for having a cat, by race/Hispanic origin, August 2009
- Pet acquisition
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- Figure 123: Where most recent pet acquired, by race/Hispanic origin, August 2009
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- Figure 124: Where most recent cat acquired, by race/Hispanic origin, August 2009
Appendix: Other Useful Consumer Tables – Further Mosaic
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- Brands of dry dog food used
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- Figure 125: Brands of dry dog food used in household, by Mosaic profile, February 2008-March 2009
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- Figure 126: Brands of dry dog food used in household, by Mosaic profile, February 2008-March 2009
- Brands of cat food used
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- Figure 127: Brands of dry cat food used in household, by Mosaic profile, February 2008-March 2009
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- Figure 128: Brands of dry cat food used in household, by Mosaic profile, February 2008-March 2009
- Vitamins and supplements
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- Figure 129: Use of pet food supplements/vitamins in household, by Mosaic profile, February 2008-March 2009
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- Figure 130: Use of pet food supplements/vitamins in household, by Mosaic profile, February 2008-March 2009
- Flea and tick products
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- Figure 131: Use of flea/tick products in household, by Mosaic profile, February 2008-March 2009
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- Figure 132: Use of flea/tick products in household, by Mosaic profile, February 2008-March 2009
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- Figure 133: How flea/tick products used in household, by Mosaic profile, February 2008-March 2009
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- Figure 134: How flea/tick products used in household, by Mosaic profile, February 2008-March 2009
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- Figure 135: Brands of flea/tick products used in household, by Mosaic profile, February 2008-March 2009
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- Figure 136: Brands of flea/tick products used in household, by Mosaic profile, February 2008-March 2009
Appendix: Trade Associations
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