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
- Abbreviations
- Terms
Executive Summary
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- The market
- Pet food sales continue slow growth
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- Figure 1: Total U.S. retail sales of pet food, at current prices, 2007-12
- Dog food accounts for largest share of market sales
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- Figure 2: Total share of U.S. retail sales of pet food, by segment, 2012
- Forecast
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- Figure 3: Total U.S. sales and fan chart forecast of pet food, at current prices, 2007-17
- Market factors
- Age is a key factor in pet ownership
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- Figure 4: Share of U.S. adult population by age, 2013
- Shrinking share of households with children undermines category growth
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- Figure 5: Number of U.S. households, by presence of children, 2007-12
- Positive market factors
- The suppliers
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- Figure 6: Total share of MULO sales of pet food in the U.S., by company, 2012
- The consumer
- Where pet food shoppers buy pet food
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- Figure 7: Outlets for pet food purchases, December 2012
- Pet food purchase drivers
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- Figure 8: Pet food purchase influencers, by any likely, December 2012
- Shopping behaviors of the pet food buyer
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- Figure 9: Purchase behavior of the pet food buyer, by any agree, December 2012
- Attitudes toward quality, convenience, and guidance
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- Figure 10: Attitudes of the pet food buyer, by any agree, December 2012
- What we think
Issues in the Market
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- How can pet food marketers encourage trial of new pet food products?
- What threat does the rise in the older consumer population pose to pet food sales?
- How can the category grow participation among Hispanic pet owners?
Insights and Opportunities
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- Highlighting health and nutrition
- Encouraging activity alongside nutrition
Trend Application
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- Trend: Mood to Order
- Trend: Guiding Choice
- 2015 trend: Old Gold
- Old Gold
Market Size and Forecast
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- Key points
- Steady growth in pet food
- Sales and forecast of pet food
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- Figure 11: Total U.S. retail sales and forecast of pet food, at current prices, 2007-17
- Figure 12: Total U.S. retail sales of pet food, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of pet food, at current prices, 2007-17
Market Drivers
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- Total population growth will drive long-term sales
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- Figure 14: Population, by age, 2008-18
- Families are vital to market growth
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- Figure 15: Number of households, by presence of own children, 2002-12
- Hispanic pet owners important to future market development
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- Figure 16: Population, by Hispanic origin, 2008-18
- Trends toward healthy eating are positive for pet food industry
- Pet industry not fully recession-proof
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- Figure 17: Consumer Sentiment Index, January 2007-December 2012
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- Figure 18: Real personal disposable income, January 2007-November 2012
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- Figure 19: Unemployment and underemployment rates, January 2007-December 2012
Competitive Context
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- Key points
- DIY pet food
- Rising pet food prices leave pet owners looking for the best deal
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- Figure 20: PETCO Repeat Delivery service, January 2013
Segment Performance
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- Key points
- Dog food accounts for majority of pet food sales
- Sales of pet food, by segment
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- Figure 21: Total U.S. retail sales of pet food, by segment, 2010-12
Segment Performance—Dog Food
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- Key points
- Demand for “human-grade” dog food drives segment sales
- Sales and forecast of dog food
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- Figure 22: Total U.S. retail sales of dog food, at current prices, 2007-17
Segment Performance—Cat Food
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- Key points
- Cat food sales challenged by declining pet population
- Sales and forecast of cat food
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- Figure 23: Total U.S. retail sales of cat food, at current prices, 2007-17
Segment Performance—Other Pet Food
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- Key points
- Sales of other pet food fluctuate annually
- Sales and forecast of other pet food
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- Figure 24: Total U.S. retail sales of other pet food, at current prices, 2007-17
Retail Channels
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- Key points
- Collectively, “other” retail channels comprise the majority of market sales
- Sales of pet food, by channel
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- Figure 25: Total U.S. retail sales of pet food, by channel, 2010-12
Retail Channels—Supermarkets
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- Key points
- Little change in pet food sales in the supermarket channel
- Supermarket sales of pet food
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- Figure 26: U.S. supermarket sales of pet food, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- Broad range of retailers cater to diverse preferences of pet owners
- Other channel sales of pet food
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- Figure 27: U.S. sales of pet food through other channels, at current prices, 2007-12
Leading Companies
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- Key points
- Del Monte Foods boasts strongest growth through solid innovation
- Manufacturer sales of pet food
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- Figure 28: MULO sales of pet food in the U.S. by leading manufacturers, rolling 52 weeks 2011 and 2012
Brand Share—Dog Food
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- Key points
- Purina dog food brands position Nestlé as leading supplier
- Manufacturer and brand sales of dog food
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- Figure 29: MULO sales of dog food, by leading company, rolling 52 weeks 2011 and 2012
Brand Share—Cat Food
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- Key points
- Nestlé Purina Fancy Feast remains top cat food brand
- Manufacturer and brand sales of cat food
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- Figure 30: MULO sales of cat food, by leading company, rolling 52 weeks 2011 and 2012
Brand Share—Other Pet Food
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- Key points
- Central Garden & Pet’s Pennington bird pet food brand leads segment
- Manufacturer and brand sales of other pet food
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- Figure 31: MULO sales of other pet food, by leading company, rolling 52 weeks 2011 and 2012
Innovation and Innovators
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- Rebound in product development in 2012
- Humanization of treats and snacks
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- Figure 32: Trends in pet food product launches, by subcategory, 2008-12
- Trend toward specialized pet food
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- Figure 33: Trends in pet food product launches, by top 10 claims, 2008-12
- Shift toward more unique flavors
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- Figure 34: Trends in pet food product launches, by top flavors, 2008-12
- Nestlé Purina leads new product launches, Blue Buffalo gaining presence
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- Figure 35: Trends in pet food product launches by company, 2008-12
- Downshift in private label innovation in 2012
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- Figure 36: Trends in pet food product launches by private label share, 2008-12
Marketing Strategies
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- Overview
- Humanization of pet foods
- PetSmart: Appealing to the “pet parent”
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- Figure 37: PetSmart TV ad, Dinner Time, September – October 2012
- PETCO: Healthy pet foods
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- Figure 38: PETCO certified nutrition checklist, January 2013
- Figure 39: PETCO TV ad, Not on My Shelf, September 2012
- Purina: Pets as family members
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- Figure 40: Purina TV ad, Say Hi, July-September 2012
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- Figure 41: Purina.com nutrition information, January 2013
- Blue Buffalo: Pure ingredients
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- Figure 42: Blue Buffalo TV ad, Wholesome (Treats), September – December 2012
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- Figure 43: Blue Buffalo True Blue Test, January 2013
- Freshpet: Fresh ingredients
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- Figure 44: Freshpet TV ad, Hunt Down, July 2012 – January 2013
- Holistic Select: Specialized pet food
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- Figure 45: Holistic Select TV ad, Hollywood Holistics, September 2012
- Halo Pets
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- Figure 46: Halo Pets, January 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 47: Key brand metrics, pet food brands, February 2013
- Market overview
- Brand usage and awareness
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- Figure 48: Usage and awareness of selected pet food brands, December 2012
- Interaction with brands
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- Figure 49: Interaction with selected pet food brands, December 2012
- Online conversations
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- Figure 50: Selected Pedigree Tweets, January 22, 2013
- Figure 51: Percentage of consumer conversation by selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
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- Figure 52: Online mentions, selected pet food brands, percentage of total daily mentions, by day, Jan. 4, 2013-Feb. 3, 2013
- Where are people talking about pet food brands?
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- Figure 53: Selected Twitter mentions surrounding pet food brands, Jan. 12, 2013
- Figure 54: Mentions by page type, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
- What are people talking about?
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- Figure 55: Mentions by type of conversation, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
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- Figure 56: Major areas of discussion surrounding pet food brands, percentage of daily mentions, by day, Jan. 4, 2013-Feb. 3, 2013
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- Figure 57: Major areas of discussion surrounding pet food brands, by page type, Jan. 4, 2013-Feb. 3, 2013
- Brand analysis
- Pedigree
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- Figure 58: Pedigree key social media metrics, February 2013
- Key online campaigns
- What we think
- Fancy Feast
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- Figure 59: Fancy Feast key social media metrics, February 2013
- Key online campaigns
- What we think
- Friskies
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- Figure 60: Friskies key social media metrics, February 2013
- Key online campaigns
- What we think
- Iams
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- Figure 61: Iams key social media metrics, February 2013
- Key online campaigns
- What we think
- Kibbles ’n Bits
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- Figure 62: Kibbles ’n Bits key social media metrics, February 2013
- Key online campaigns
- What we think
- Natural Balance
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- Figure 63: Natural Balance key social media metrics, February 2013
- Key online campaigns
- What we think
- Halo Pets
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- Figure 64: Halo Pets key social media metrics, February 2013
- Key online campaigns
- What we think
Pet Ownership
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- Key points
- Widespread incidence of pet ownership; majority own a cat or dog
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- Figure 65: Pet ownership summary, December 2012
- Pet ownership generally declines with age
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- Figure 66: Pet ownership, by age, December 2012
- More affluent households are more likely pet owners
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- Figure 67: Pet ownership, by household income, December 2012
- Households with children significantly more likely to own pets
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- Figure 68: Pet ownership, by presence of children in household, December 2012
- Highest frequency pet food shoppers own dogs
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- Figure 69: Pet ownership, by frequency of pet food purchases, December 2012
Number of Pets Owned
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- Key points
- Americans typically own more than one pet
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- Figure 70: Pet ownership average, December 2012
- Households with children are multiple pet owners
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- Figure 71: Pet ownership average, by presence of children in household, December 2012
- Pet parents are slightly more likely to own more pets
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- Figure 72: Pet ownership average, by pet parent, December 2012
The Pet Food Buyer
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- Key points
- One person typically in charge of pet food purchases
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- Figure 73: Pet food buyer, December 2012
- Women take the lead in pet food purchases
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- Figure 74: Pet food buyer, by gender, December 2012
- Younger pet owners more likely to share pet food purchase responsibility
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- Figure 75: Pet food buyer, by age, December 2012
- Pet parents are more likely to take responsibility for pet food purchases
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- Figure 76: Pet food buyer, by pet parent, December 2012
Frequency of Pet Food Purchases
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- Key points
- Pet food shopping is a frequent affair
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- Figure 77: Frequency of pet food purchases, December 2012
- Older pet food shoppers buy less frequently
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- Figure 78: User groups of pet food purchases, by age, December 2012
- Families buy pet food more often
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- Figure 79: User groups of pet food purchases, by presence of children in household, December 2012
- Pet parents buy pet food with greater frequency
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- Figure 80: User groups of pet food purchases, by pet parent, December 2012
Types of Pet Food Purchased
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- Key points
- Organic pet food
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- Figure 81: Organic pet food use, by household income, August 2011-August 2012
- Figure 82: Organic pet food use, by household size, August 2011-August 2012
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- Figure 83: Organic pet food use, by food lifestyle segmentation, August 2011-August 2012
- Dog food and treat usage
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- Figure 84: Dog food and treat usage, August 2011-August 2012
- Amount of dog food and treats used
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- Figure 85: Amount of dog food and treats used, August 2011-August 2012
- Brands of dog food and treats used
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- Figure 86: Brands of dog food used, by age, August 2011-August 2012
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- Figure 87: Brands of dog biscuits/treats used, August 2011-August 2012
- Types of dry dog food used
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- Figure 88: Types of dry dog food used, by age, August 2011-August 2012
- Cat food usage
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- Figure 89: Cat food and treat usage, August 2011-August 2012
- Amount of cat food used
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- Figure 90: Amount of cat food used, August 2011-August 2012
- Brands of cat food and treats used
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- Figure 91: Brands of cat food and treats used, by age, August 2011-August 2012
- Types of dry cat food used
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- Figure 92: Types of dry cat food used, by age, August 2011-August 2012
Where Pet Food is Purchased
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- Key points
- Walmart tops list of outlets for pet food purchases
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- Figure 93: Outlets for pet food purchases, December 2012
- Younger shoppers over index in buying from a range of retailers
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- Figure 94: Outlets for pet food purchases, by age, December 2012
- Shopping pet specialist retailers more common among affluent pet owners
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- Figure 95: Outlets for pet food purchases, by household income, December 2012
- Families are more likely to shop a range of retailers for pet food needs
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- Figure 96: Outlets for pet food purchases, by presence of children in household, December 2012
- Walmart and supermarkets are most popular among high-frequency shoppers
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- Figure 97: Outlets for pet food purchases, by frequency of pet food purchases, December 2012
- Pet parents far more likely to shop pet specialty retailers for pet food
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- Figure 98: Outlets for pet food purchases, by pet parent, December 2012
Purchase Influencers
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- Key points
- Brand name drives pet food purchase decision
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- Figure 99: Pet food purchase influencers, December 2012
- Young pet owners are more likely to be influenced by vet recommendations
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- Figure 100: Any likely pet food purchase influencers, by age, December 2012
- Premium brands and celebrity endorsements more influential over affluent consumers
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- Figure 101: Any likely pet food purchase influencers, by household income, December 2012
- Frequent pet food shoppers influenced by added health benefit and premium brands
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- Figure 102: Any likely pet food purchase influencers, by frequency of pet food purchases, December 2012
- Product features play an integral role in pet parents’ purchases
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- Figure 103: Any likely pet food purchase influencers, by pet parent, December 2012
Purchase Behavior
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- Key points
- Pet owners like to give a variety of treats to their pets
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- Figure 104: Purchase behavior of pet food buyer, December 2012
- Young pet owners more likely to be buying all-natural pet foods
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- Figure 105: Purchase behavior of pet food buyer, by age, December 2012
- Lower-income households exhibit money-saving strategies in pet food purchases
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- Figure 106: Purchase behavior of pet food buyer, by household income, December 2012
- Frequent pet food shoppers like to give pets a variety of treats
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- Figure 107: Purchase behavior of pet food buyer, by frequency of pet food purchases, December 2012
- Pet parents more apt to give their pet a variety of treats
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- Figure 108: Purchase behavior of pet food buyer, by pet parent, December 2012
Attitudes of the Pet Food Buyer
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- Key points
- Pet buyers weigh in on the value of quality, convenience, and guidance
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- Figure 109: Attitudes of pet food buyer—agree summary, December 2012
- Pet owners aged 18-24 ideal target for subscription service
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- Figure 110: Attitudes of pet food buyer—agree summary, by age, December 2012
- Less affluent pet food buyers overwhelmed by choices, but least likely to seek help
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- Figure 111: Attitudes of pet food buyer—agree summary, by household income, December 2012
- High-frequency shoppers more likely to seek guidance in pet food purchases
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- Figure 112: Attitudes of pet food buyer—agree summary, by frequency of pet food purchases, December 2012
- Pet parents more likely to agree quality of pet food is as important as in their own food
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- Figure 113: Attitudes of pet food buyer—agree summary, by pet parent, December 2012
Impact of Race/Hispanic Origin
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- Overview
- Pet ownership elevated among Hispanics
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- Figure 114: Pet ownership, by race/Hispanic origin, December 2012
- Hispanics are less likely to share pet food purchase responsibility
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- Figure 115: Pet food buyer, by Hispanic origin, December 2012
- Hispanics tend to be more frequent pet food shoppers
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- Figure 116: User groups of pet food purchases, by Hispanic origin, December 2012
- Walmart popular among Hispanics for pet food purchases
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- Figure 117: Outlets for pet food purchases, by Hispanic origin, December 2012
- Hispanics highly influenced by personal recommendations
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- Figure 118: Any likely pet food purchase influencers, by Hispanic origin, December 2012
- Hispanics are significantly more likely to try new pet foods
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- Figure 119: Purchase behavior of pet food buyer, by Hispanic origin, December 2012
- Convenience is important to Hispanic pet food shoppers
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- Figure 120: Attitudes of pet food buyer—agree summary, by Hispanic origin, December 2012
SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of dog food
- Dry dog food
- Consumer insights on key purchase measures
- Brand map
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- Figure 121: Brand map, selected brands of dry dog food buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 122: Key purchase measures for the top brands of dry dog food, by household penetration, 52 weeks ending June 24, 2012
- Wet dog food
- Consumer insights on key purchase measures
- Brand map
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- Figure 123: Brand map, selected brands of wet dog food buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 124: Key purchase measures for the top brands of wet dog food, by household penetration, 52 weeks ending June 24, 2012
- Overview of cat food
- Dry cat food
- Consumer insights on key purchase measures
- Brand map
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- Figure 125: Brand map, selected brands of dry cat food buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 126: Key purchase measures for the top brands of dry cat food, by household penetration, 52 weeks ending June 24, 2012
- Wet cat food
- Consumer insights on key purchase measures
- Brand map
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- Figure 127: Brand map, selected brands of wet cat food buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 128: Key purchase measures for the top brands of wet cat food, by household penetration, 52 weeks ending June 24, 2012
Appendix: Consumer Tables
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- The pet food buyer
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- Figure 129: Pet food buyer, by frequency of pet food purchases, December 2012
- Frequency of pet food purchases
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- Figure 130: User groups of pet food purchases, by gender, December 2012
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- Figure 131: User groups of pet food purchases, by household income, December 2012
- Types of pet food purchased
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- Figure 132: Amount of dry dog food used, August 2011-August 2012
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- Figure 133: Amount of moist dog food used, August 2011-August 2012
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- Figure 134: Amount of dog biscuits/treats used, August 2011-August 2012
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- Figure 135: Amount of dry cat food used, August 2011-August 2012
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- Figure 136: Amount of moist cat food used, August 2011-August 2012
- Outlets for pet food purchases
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- Figure 137: Outlets for pet food purchases, by gender, December 2012
- Purchase influencers
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- Figure 138: Any likely pet food purchase influencers, by presence of children in household, December 2012
- Purchase behavior
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- Figure 139: Purchase behavior of pet food buyer, by presence of children in household, December 2012
- Attitudes of pet food buyer
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- Figure 140: Attitudes of pet food buyer, December 2012
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- Figure 141: Attitudes of pet food buyer—agree summary, by gender, December 2012
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- Figure 142: Attitudes of pet food buyer—agree summary, by presence of children in household, December 2012
Appendix: Social Media
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- Online conversations
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- Figure 143: Percentage of consumer conversation, by selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
- Figure 144: Online mentions, selected pet food brands, percentage of total daily mentions, by day, Jan. 4, 2013-Feb. 3, 2013
- Figure 145: Mentions by page type, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
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- Figure 146: Mentions by type of conversation, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
- Figure 147: Major areas of discussion surrounding pet food brands, percentage of daily mentions, by day, Jan. 4, 2013-Feb. 3, 2013
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- Figure 148: Major areas of discussion surrounding pet food brands, by page type, Jan. 4, 2013-Feb. 3, 2013
- Brand usage or awareness
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- Figure 149: Brand usage or awareness, by select pet food brand, December 2012
- Figure 150: Pedigree usage or awareness, by demographics, December 2012
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- Figure 151: Iams usage or awareness, by demographics, December 2012
- Figure 152: Kibbles ‘n Bits usage or awareness, by demographics, December 2012
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- Figure 153: Friskies usage or awareness, by demographics, December 2012
- Figure 154: Fancy feast usage or awareness, by demographics, December 2012
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- Figure 155: Halo Pets usage or awareness, by demographics, December 2012
- Activities done
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- Figure 156: Activities done, by select pet food brand, December 2012
- Figure 157: Pedigree—activities done, by demographics, December 2012
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- Figure 158: Iams—activities done, by demographics, December 2012
- Figure 159: Kibbles ‘n Bits—activities done, by demographics, December 2012
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- Figure 160: Friskies—activities done, by demographics, December 2012
- Figure 161: Fancy Feast—activities done, by demographics, December 2012
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- Figure 162: Natural Balance—activities done, by demographics, December 2012
Appendix: SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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