Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising creative
- Acronyms and terms
- Acronyms
- Terms
Executive Summary
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- Modest growth for mature $18 billion pet food market
- While innovations are declining, there remain opportunities
- Market drivers a mixed bag
- Competing influences leave consumers confused
- Dog food remains the top segment in this category
- Most dog food still purchased at supermarkets
- Marketing and promotional efforts saw a twist in 2012
- More than half of Americans have pets in their household
Insights and Opportunities
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- Groupon-style promotions for pets gaining ground
- The hyper-educated consumer
- Interest in vegetarian/vegan food picks up speed
Inspire Insights
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- Trend 1: Premiumization and Indulgence
- Trend 2: Experience is All
Market Size and Forecast
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- Key points
- Total U.S. retail sales remain relatively strong
- Sales and forecast of pet food
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- Figure 1: Total U.S. retail sales of pet food, at current prices, 2006-16
- Figure 2: Total U.S. retail sales of pet food, at inflation-adjusted prices*, 2006-16
- Fan chart forecast
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- Figure 3: Fan chart forecast of pet food, 2006-16
- Walmart sales
Market Drivers
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- Demographics suggest both positives and negatives
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- Figure 4: Population, by age, 2006-16
- Organic food trends carry over to pet foods
- Poor economy leading to greater number of surrendered pets
Competitive Context
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- Key points
- Lack of understanding around importance of quality pet food
- Concern over lack of certification and standards
- For many smaller players, difficult space in which to compete
- Pet food safety issues a concern, with potential to sicken owners
- Bones and raw food diets gain in popularity
Segment Performance
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- Key points
- Dog food remains key segment in pet food category
- Total U.S. retail sales of pet food
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- Figure 5: Total U.S. retail sales of pet food, by segment, 2009-11
Segment Performance—Dog Food
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- Key points
- Dog food sales benefiting from Americans’ continued love affair with dogs
- Total U.S. retail sales and forecast of dog food
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- Figure 6: Total U.S. retail sales of dog food, 2006-16
Segment Performance—Cat Food
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- Key points
- Sales of cat food appear to be relatively recession-proof
- Total U.S. retail sales and forecast of cat food
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- Figure 7: Total U.S. retail sales and forecast of cat food, at current prices, 2006-16
Segment Performance—Other Pet Food
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- Key points
- Other pet food sales have not fared well
- Total U.S. retail sales and forecast of other pet food
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- Figure 8: Total U.S. retail sales and forecast of other pet food, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets remain the largest single shopping venue for consumers
- Total U.S. retail sales of pet food, by channel
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- Figure 9: Total U.S. retail sales of pet food, by channel, 2009 and 2011
- Pet food sales at supermarkets and food stores
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- Figure 10: Supermarket/food stores’ sales of pet food, at current prices, 2006-11
- Pet food sales at drug stores
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- Figure 11: Drug stores’ sales of pet food, at current prices, 2006-11
- Pet food sales at other retailers
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- Figure 12: Other retailers’ sales of pet food, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Pet food sales in the natural channel
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- Figure 13: Natural supermarket sales of pet food at current prices, 2009-11*
- Figure 14: Natural supermarket sales of pet food, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 15: Natural supermarket sales of pet food, by segment, 2009 and 2011*
- Brands of significance
- Organic pet food sales in the natural channel
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- Figure 16: Natural supermarket sales of pet food, by organic, 2009 and 2011*
Leading Companies
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- Key points
- Nestlé Purina the top company
- FDMx sales of pet food by manufacturer
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- Figure 17: Manufacturer FDMx sales of pet food in the U.S., 2010-11
Brand Share—Dog Food
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- Key points
- Nestlé Purina brands in top place
- Manufacturer and brand sales of dog food
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- Figure 18: Selected FDMx brand sales of dog food, 2010-11
Brand Share—Cat Food
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- Key points
- Nestlé Purina’s Fancy Feast the top brand for cats
- Manufacturer and brand sales of cat food
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- Figure 19: Selected FDMx brand sales of cat food, 2010-11
Brand Share—Other Pet Food
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- Key points
- FDMx sales of other pet food saw decline
- Manufacturer and brand sales of other pet food
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- Figure 20: Selected FDMx brand sales of other pet food, 2010-11
Innovations and Innovators
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- Key points
- Pet food product launches for 2007-11
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- Figure 21: Pet food product launches, by subcategory, 2007-11
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- Figure 22: Pet food product launches, by top 15 claims, 2007-11
- Figure 23: Pet food product launches, by top flavors, 2007-11
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- Figure 24: Pet food product launches, by top five companies/top three brands, 2007-11
- Figure 25: Pet food product launches, by private label share, 2007-11
- Simple and natural/organic ingredients
- Products focused on healthful benefits
- Whimsy in the pet food aisles
Marketing Strategies
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- Overview
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- Figure 26: Purina/Fancy Feast Gravy Lovers television ad, 2011
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- Figure 27: Purina/Purina Dog Chow television ad, 2011
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- Figure 28: Freshpet/Vital Dog Food television ad, 2011
- Figure 29: Eukanuba/Eukanuba Breed Nutrition television ad, 2011
Pet Ownership
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- Key points
- More than half of respondents own pets; dogs are most popular
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- Figure 30: Pet ownership, by type and number of animals, December 2011
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- Figure 31: Pet ownership, by type and number of animals, and by age, December 2011
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- Figure 32: Pet ownership by type and number of animals, by household income, December 2011
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- Figure 33: Pet ownership by type and number of animals, by race/Hispanic origin, December 2011
Household Usage—Pet Food
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- Key points
- Dog food
- Wet/moist dog food used by 34% of respondents
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- Figure 34: Wet/moist dog food usage, by household income, July 2010–September 2011
- Dry dog food a key household item in most dog-owning households
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- Figure 35: Dry dog food usage, by age, July 2010–September 2011
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- Figure 36: Dry dog food, by household income, July 2010-September 2011
- Dog biscuit/treat usage high among households with dogs
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- Figure 37: Dog biscuit/treat usage, by household income, July 2010–September 2011
- Cat food
- Usage of packaged dry cat food almost universal
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- Figure 38: Packaged dry cat food usage, by household income, July 2010–September 2011
- Wet/moist cat food usage lower than that of dry food
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- Figure 39: Wet/moist cat food usage, by household income, July 2010–September 2011
- Cat treats/snacks used by less than half of respondents with cats
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- Figure 40: Cat treat/snack usage, by age, July 2010–September 2011
Outlets Where Consumers Buy Pet Food
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- Key points
- In-person and online pet food purchase behaviors differ greatly
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- Figure 41: In-person pet food purchase locations, by age, December 2011
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- Figure 42: Online pet food purchase locations, by age, December 2011
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- Figure 43: In-person pet food purchase locations, by household income, December 2011
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- Figure 44: Online pet food purchase locations, by household income, December 2011
- Attitudes toward in-person and online pet food purchases
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- Figure 45: In-person pet food purchase attitudes, by age, December 2011
Pet Products, Services, and Promotions
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- Key points
- Opportunities exist to educate consumers on ways to find information
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- Figure 46: Pet products, services, and promotions, December 2011
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- Figure 47: Pet products, services, and promotions, by age, December 2011
Attitudes and Behavior of Pet Owners
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- Key points
- Pet owners are willing to listen to other sources of information
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- Figure 48: Attitudes and behavior of pet owners, by age, December 2011
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- Figure 49: Attitudes and behavior of pet owners, by number of people in the household, December 2011
Dog and Cat Owner Behavior
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- Key points
- Pet care seems dependent on age and income
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- Figure 50: Dog and cat owner behavior, by age, December 2011
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- Figure 51: Dog and cat owner behavior, by household income, December 2011
- Figure 52: Dog and cat owner behavior, by education level, December 2011
Custom Consumer Groups
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- Key points
- Definitions of dog owners versus cat owners
- Pet food purchase behavior differs between dog, cat owners
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- Figure 53: In-person pet food purchase locations, by custom consumer groups, December 2011
- Both dog and cat owners look for bargains
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- Figure 54: Pet products, services, and promotions, by custom consumer groups, December 2011
- Dog owners, cat owners treat their pets differently
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- Figure 55: Attitudes and behavior of pet owners, by custom consumer groups, December 2011
- Dog and cat owner behavior toward pets
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- Figure 56: Dog and cat owner behavior, by custom consumer groups, December 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Dog food
- Overview
- Dry dog food
- Consumer insights on key purchase measures—dry dog food
- Brand map
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- Figure 57: Brand map, selected brands of dry dog food, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 58: Key purchase measures for the top brands of dry dog food, by household penetration, 2011*
- Wet dog food
- Consumer insights on key purchase measures—wet dog food
- Brand map
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- Figure 59: Brand map, selected brands of wet dog food, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 60: Key purchase measures for the top brands of wet dog food by household penetration, 2011*
- Cat Food
- Overview
- Dry cat food
- Consumer insights on key purchase measures—dry cat food
- Brand map
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- Figure 61: Brand map, selected brands of dry cat food, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for the top brands of dry cat food, by household penetration, 2011*
- Wet cat food
- Consumer insights on key purchase measures—wet cat food
- Brand map
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- Figure 63: Brand map, selected brands of wet cat food, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 64: Key purchase measures for the top brands of wet cat food by household penetration, 2011*
Appendix: Other Useful Consumer Tables
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- Figure 65: Pet ownership by type and number of animals, by number of people in the household, December 2011
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- Figure 66: Types of pet in the household, by household income, July 2010-September 2011
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- Figure 67: Which member of the household buys pet food, by age, December 2011
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- Figure 68: Wet/moist dog food usage, by age, July 2010–September 2011
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- Figure 69: Wet/moist cat food usage, by age, July 2010–September 2011
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- Figure 70: Cat treat/snack usage, by household income, July 2010–September 2011
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- Figure 71: In-person pet food purchase locations, by number of people in the household, December 2011
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- Figure 72: In-person pet food purchase attitudes, by household income, December 2011
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- Figure 73: Pet products, services, and promotions, by household income, December 2011
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- Figure 74: Attitudes and behavior of pet owners, by household income, December 2011
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- Figure 75: Online pet food purchase locations, by custom consumer groups, December 2011
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Appendix: Trade Associations
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