Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Pet food reaching new highs
- Dog and cat food dominate pet food business
- Nestlé Purina nearing $3 billion in pet food sales
- Pet ownership and the recession
- Retailer performance
- Supermarkets
- “Other” outlets
- Natural channel sales growth slows during 2009-10
- Pet food product launches 2005-10
- Cause marketing and social media an integral part of promotional strategy
- Dogs and cats find common bond as most popular pets
- What matters most when shopping for pet food
- Pets popular in Hispanic households
Insights and Opportunities
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- Traditional meat and poultry manufacturers enter pet food market
- Develop veterinarian-specific product lines
- Develop premium specialized products
- Expand into smaller pet food lines
- Branded kennel/daycare operations
- Functional brands growing in popularity
Inspire Insights
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- Not Wanting to Upset Pet's Routine
- What’s it about?
- What we’ve seen
- Implications
- Driving with the Dogs
- What’s it about?
- What we’ve seen
- Implications
Market Size and Forecast
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- Key points
- Pet food reaching new highs
- Sales and forecast of pet food
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- Figure 1: Total U.S. retail sales of pet food, at current prices, 2005-15
- Inflation holding back sales gains
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- Figure 2: Total U.S. retail sales of pet food, at inflation-adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Pet ownership remains high
- Meanwhile the pet population grows…
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- Figure 3: U.S. pet population, 2005-09
- …but the poor economy may cause more pet homelessness
- The child factor
- Presence of kids drives pet ownership…
- …but HHs with kids are mostly on the decline…
- …however, growth of Hispanic population will offset some of this decline…
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- Figure 4: U.S. Hispanic children, by age, 2005-15
- …and for some couples, pets may be a suitable replacement
Competitive Context
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- Key points
- Private label eking into pet consumer consciousness
- Homemade pet food as an option
- Recession may be encouraging pet owners to opt for smaller animals
Segment Performance
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- Key points
- Pet food sales going to the dogs
- Dry food makes up more than half of sales
- Total retail sales of pet food by segment
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- Figure 5: Total U.S. retail sales of pet food, by segment, 2008-10
- Share of dog and cat food by form in FDMx
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- Figure 6: FDMx dog and cat food, share by form, 2005-10
Segment Performance—Dog Food
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- Key points
- Sales eclipse $10 billion mark
- Premium brands driving growth
- Sales and forecast of dog food
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- Figure 7: Total U.S. retail sales of dog food, 2005-15
Segment Performance—Cat Food
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- Key points
- Cat food clawing forward with slow growth
- Less emphasis on innovations may be holding cat food back
- Sales and forecast of cat food
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- Figure 8: Total U.S. sales and forecast of cat food, 2005-15
Segment Performance—Other Pet Food
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- Key points
- Other pet food sales not moving forward
- Economic news not all bad for the segment
- Sales and forecast of other pet food
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- Figure 9: Total U.S. sales and forecast of other pet food, 2005-15
Retail Channels
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- Key points
- Supermarkets post share gains
- Other outlets account for most of sales
- Sales of pet food, by channel
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- Figure 10: Total U.S. sales of pet food, by channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Supermarkets ride convenience wave to grow pet food sales
- Food retailers need to offer more than convenience
- Supermarket/food stores’ sales of pet food
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- Figure 11: Supermarket/food stores’ sales of pet food, 2005-10
Retail Channels—Other
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- Key points
- Slow and steady growth drive other outlets to new sales high
- Other outlets featuring exclusives to distinguish themselves from competitors
- Other stores’ sales of pet food
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- Figure 12: Other stores’ sales of pet food, 2005-10
Retail Channels—Natural Foods Supermarkets
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- Key points
- Natural channel sales growth slows in 2010
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- Figure 13: Natural product supermarket retail sales of pet food, at current prices, 2008-10
- Figure 14: Natural product supermarket retail sales of pet food, at inflation-adjusted prices, 2008-10
- Cat food scratches out slight gain in share
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- Figure 15: Natural supermarket sales of pet food, by segment, 2008 and 2010
- Top two brands posted strong gains while others were flat or declining
- Organic growth far outpacing non-organic
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- Figure 16: Natural supermarket sales of pet food, by organic, 2008 and 2010
- Pet owners not warming up to frozen pet food
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- Figure 17: Natural supermarket sales of pet food, by storage type, 2008 and 2010
Leading Companies
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- Key points
- Nestlé Purina nearing $3 billion in sales
- Private label posts largest sales increase
- Procter & Gamble in acquisition mode to try to reverse fortunes
- FDMx sales of pet food by manufacturer
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- Figure 18: Manufacturer FDMx sales of pet food in the U.S., 2009 and 2010
Brand Share—Dog Food
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- Key points
- Nestlé Purina line extension strategy makes it top dog
- Private label posts largest sales and share gain
- Manufacturer and brand sales of dog food
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- Figure 19: Selected FDMx brand sales of dog food, 2009 and 2010
Brand Share—Cat Food
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- Key points
- Not much of a cat fight for Nestlé Purina
- Private label makes a name for itself with biggest percentage gain
- Manufacturer and brand sales of cat food
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- Figure 20: Selected FDMx brand sales of cat food, 2009 and 2010
Brand Share—Other Pet Food
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- Key points
- Other pet food business going to the dogs (and cats)
- Private label leads category but holds back sales
- Manufacturer and brand sales of other pet food
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- Figure 21: Selected FDMx brand sales of other pet food, 2009 and 2010
Brand Qualities
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- Newman’s Own Organic Pet Food
- Influence on the category
- Non-traditional pet companies learning new tricks
- Influence on the category
- Weight management products
- Influence on the category
Innovations and Innovators
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- Key points
- Pet food product launches 2005-10
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- Figure 22: New pet food* product launches, by subcategory, 2005-10
- Top pet food product launches, by product claim, 2005-10
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- Figure 23: Top pet food* product launches, by product claim, 2005-10
- Top pet food product launches, by package type, 2005-10
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- Figure 24: Top pet food* product launches, by package type, 2005-10
- Top pet food product launches, by company/brand, 2005-10
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- Figure 25: Top pet food* product launches, by company/brand, 2005-10
- Functional new product introductions
- Weight control and maintenance
- Natural/organic products
Advertising and Promotion
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- Key points
- Cause marketing barking up the right tree
- Pet food marketers learning new tricks with smartphones
- Using social media to develop sense of community
- Television advertising
- Eukanuba dog food
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- Figure 26: Eukanuba, ”Champion breeder and top sporting dog,” February 2010
- Pedigree dog food
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- Figure 27: Pedigree, ”shelter dogs,” February 2010
- Wellness pet food
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- Figure 28: Wellness pet food, ”True Wellness,” November 2009
- Whiskas Temptations cat treats
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- Figure 29: Whiskas temptations cat treat, ”Give a little. Get a lot,” January 2010
Pet Ownership and Care Preferences
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- Key points
- Dogs and cats find common bond as most popular pets
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- Figure 30: Pet ownership and types/number of pets owned, May 2010
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- Figure 31: Pet ownership, by age, May 2010
- Figure 32: Pet ownership, by household income, May 2010
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- Figure 33: Pet ownership, by presence of children, May 2010
- Pets considered four-legged family members
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- Figure 34: Pet care preferences at home and when traveling, by gender, May 2010
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- Figure 35: Pet care preferences at home and when traveling, by household income, May 2010
Pet Food Purchase Behavior
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- Key points
- Dry pet food leaves other segments thirsting for sales
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- Figure 36: Usage and interest in types of pet food, May 2010
- Dry and wet pet food
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- Figure 37: Usage and interest in dry and wet pet food, by age, May 2010
- Premium and prescription pet food
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- Figure 38: Usage and interest in premium and prescription pet food, by age, May 2010
Dog and Cat Food Household Usage
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- Key points
- Dogs begging for dry dog food
- Dry dog food
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- Figure 39: Dog food purchases (dry), by household income, November 2008-December 2009
- Canned dog food
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- Figure 40: Dog food purchases (canned), by household income, November 2008-December 2009
- Packaged moist dog food
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- Figure 41: Dog food purchases (packaged moist), by household income, November 2008-December 2009
- Dog biscuits and treats
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- Figure 42: Dog food purchases (biscuits and treats), by household income, November 2008-December 2009
- Dry cat food seems “purr-fect” for feline owners
- Dry cat food
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- Figure 43: Cat food purchases (dry), by household income, November 2008-December 2009
- Canned cat food
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- Figure 44: Cat food purchases (canned), by household income, November 2008-December 2009
- Cat treats or snacks
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- Figure 45: Cat food purchases (treats or snacks), by household income, November 2008-December 2009
Outlets Where Pet Food is Purchased
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- Key points
- Walmart has consumers trained to buy pet food there
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- Figure 46: Outlets where pet food is purchased, by age, May 2010
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- Figure 47: Outlets where pet food is purchased, by household income, May 2010
- Figure 48: Outlets where pet food is purchased, by presence of children, May 2010
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- Figure 49: Outlets where pet food is purchased, by geographic area, May 2010
What Matters Most When Buying Pet Food
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- Key points
- Price needs to be right when buying pet food
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- Figure 50: What matters most when buying pet food, by age, May 2010
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- Figure 51: What matters most when buying pet food, by household income, May 2010
Impact of Race and Hispanic Origin
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- Key points
- Hispanics put out welcome sign for pets
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- Figure 52: Pet ownership, by race/Hispanic origin, May 2010
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- Figure 53: Pet care preferences at home and when traveling, by race/Hispanic origin, May 2010
- Usage and interest in types of pet food
- Dry and wet pet food
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- Figure 54: Usage and interest in dry and wet pet food, by race/Hispanic origin, May 2010
- Premium and prescription pet food
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- Figure 55: Usage and interest in premium and prescription pet food, by race/Hispanic origin, May 2010
- Nothing but the best food for Asians’ pets
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- Figure 56: What matters most when buying pet food, by race/Hispanic origin, May 2010
Cluster Analysis
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- Distancers
- Demographics
- Characteristics
- Opportunity
- Familiars
- Demographics
- Characteristics
- Opportunity
- Qualities
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 57: Pet food clusters, May 2010
- Figure 58: Usage and interest in types of pet food, by pet food clusters, May 2010
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- Figure 59: Pet care preferences at home and when traveling, by pet food clusters, May 2010
- Figure 60: What matters most when buying pet food, by pet food clusters, May 2010
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- Figure 61: Usage and interest in types of pet food, by pet food clusters, May 2010
- Cluster demographics
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- Figure 62: Pet food clusters, by gender, May 2010
- Figure 63: Pet food clusters, by age, May 2010
- Figure 64: Pet food clusters, by household income, May 2010
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- Figure 65: Pet food clusters, by race, May 2010
- Figure 66: Pet food clusters, by Hispanic origin, May 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Wealthier households opt for pet ownership
- Pet ownership by household income and race/Hispanic origin
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- Figure 67: Pet ownership, by household income and race, May 2010
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- Figure 68: Pet ownership, by household income and Hispanic origin, May 2010
- Younger men and women leading the way in premium food buying
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- Figure 69: Usage and interest in premium and prescription pet food, by gender and age, May 2010
- Women more likely to spoil their pets
- Pet care preferences by gender and age
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- Figure 70: Pet care preferences at home and when traveling, by gender and age, May 2010
- Wealthier men and women turn to vets for pet feeding advice
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- Figure 71: What matters most when buying pet food, by gender and household income, May 2010
- Younger men and women look to family and websites for pet advice
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- Figure 72: What matters most when buying pet food, by gender and age, May 2010
IRI/Builders—Key Household Purchase Measures
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- Overview: Dog food
- Dry dog food
- Consumer insights on key purchase measures—dry dog food
- Brand map
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- Figure 73: Brand map, selected brands of dry dog food, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of dry dog food, by household penetration, 2009*
- Wet dog food
- Consumer insights on key purchase measures—wet dog food
- Brand map
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- Figure 75: Brand map, selected brands of wet dog food, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of wet dog food, by household penetration, 2009*
- Overview: Cat food
- Dry cat food
- Consumer insights on key purchase measures—dry cat food
- Brand map
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- Figure 77: Brand map, selected brands of dry cat food, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of dry cat food, by household penetration, 2009*
- Wet cat food
- Consumer insights on key purchase measures—wet cat food
- Brand map
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- Figure 79: Brand map, selected brands of wet cat food, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of wet cat food, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Dry and wet pet food usage
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- Figure 81: Usage and interest in dry and wet pet food, by gender, May 2010
- Packaged moist cat food
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- Figure 82: Cat food purchases (packaged moist), by household income, November 2008-December 2009
- Usage and interest in premium and prescription pet food
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- Figure 83: Usage and interest in premium and prescription pet food, by gender, May 2010
- Pet food and supplies purchasing
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- Figure 84: Pet food and supplies purchasing, by gender, May 2010
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- Figure 85: What matters most when buying pet food, by geographic area, May 2010
Appendix: Trade Associations
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