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
- Steady growth to an $11.5 billion market
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- Figure 1: Total U.S. sales and fan chart forecast of pet supplies at current prices, 2007-17
- Dog/cat needs is the most dynamic market segment
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- Figure 2: Total U.S. retail sales of pet supplies, by segment, 2012
- Market factors
- Age of owner is a key factor in pet ownership
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- Figure 3: U.S. population by age, 2013-18
- Families offer market opportunity
- Hispanic population growth outpaces other racial/ethnic groups
- The suppliers
- The consumer
- Types of pet supplies purchased
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- Figure 4: Types of pet supplies purchased, December 2012
- Where pet supplies shoppers buy pet supplies
- Pet supplies purchase drivers
- Shopping behaviors of the pet supplies buyer
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- Figure 5: Purchase behavior of the pet supplies buyer, December 2012
- Attitudes of the pet supplies shopper
- What we think
Issues in the Market
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- How will the humanization trend impact the pet supplies market?
- How can industry players capture unique interests of varied pet owners?
- How can pet supplies marketers target the lucrative Millennial generation?
Insights and Opportunities
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- Marketing to kids as “pet siblings”
- Health and wellness
Trend Application
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- Trend: Premiumization and Indulgence
- Trend: Return to the Experts
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Continuous, steady growth in pet supplies sales
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- Figure 6: Total U.S. retail sales and forecast of pet supplies at current prices, 2007-17
- Figure 7: Total U.S. retail sales of pet supplies, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 8: Total U.S. sales and fan chart forecast of pet supplies at current prices, 2007-17
Market Drivers
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- Key points
- Incidence of pet ownership remains stable
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- Figure 9: Pet ownership in the U.S., by type of pet, 2008-12
- Population growth creates potential for more pet owners
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- Figure 10: Population, by age, 2008-18
- The impact of families on pet supplies sales
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- Figure 11: Number of households, by presence of own children, 2002-12
- Hispanic pet owners important to future market development
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- Figure 12: Population, by Hispanic origin, 2008-18
- Improvements in economy reflected in stronger market growth
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- Figure 13: Consumer Sentiment Index, January 2007-March 2013
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- Figure 14: Real personal disposable income, January 2007-February 2013
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- Figure 15: Unemployment and underemployment rates, January 2007-March 2013
Competitive Context
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- Competition from private label
- The facts: Private label acceptance and growth
- Response: Challenge the value of private label
- Nontraditional pet companies entering the market
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- Figure 16: Bissell Pet Foundation, 2012
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- Figure 17: JetPaws travel products, 2012
Segment Performance
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- Key points
- Litter/deodorant captures largest share of market sales
- Sales of pet supplies, by segment
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- Figure 18: Total U.S. retail sales of pet supplies, by segment, at current prices, 2010 and 2012
Segment Performance – Litter and Deodorant
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- Key points
- Litter and deodorant benefit from value-added products
- Sales and forecast of litter and deodorant
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- Figure 19: Total U.S. retail sales of litter and deodorant, at current prices, 2007-17
Segment Performance – Dog/Cat Needs
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- Key points
- Discretionary spending driving growth in dog/cat needs
- Sales and forecast of dog/cat needs
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- Figure 20: Total U.S. retail sales of dog/cat needs, at current prices, 2007-17
Segment Performance – Dog Rawhide Chews
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- Key points
- Product recalls impact sales of rawhide chews
- Sales and forecast of dog rawhide chews
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- Figure 21: Total U.S. retail sales of dog rawhide chews, at current prices, 2007-17
Segment Performance – Non-Dog/Cat Needs
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- Key points
- Stagnant sales reflects low incidence of owning other pets
- Sales and forecast of non-dog/cat needs
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- Figure 22: Total U.S. retail sales of non-dog/cat needs, 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 supplies, by channel
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- Figure 23: Total U.S. retail sales of pet supplies, by channel, at current prices, 2010 and 2012
Retail Channels – Supermarkets
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- Key points
- Supermarket sales of pet supplies is stagnant
- Supermarket sales of pet supplies
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- Figure 24: U.S. supermarket sales of pet supplies, at current prices, 2007-12
Retail Channels – Other Channels
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- Key points
- Other channels cater to diverse interests of pet supplies shoppers
- Other retail channel sales of pet supplies
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- Figure 25: U.S. sales of pet supplies through other retail channels, at current prices, 2007-12
Leading Companies
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- Key points
- Nestlé and Clorox are leading manufacturers of pet supplies
- Manufacturer sales of pet supplies
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- Figure 26: MULO sales of pet supplies in the U.S. by leading manufacturers, rolling 52 weeks 2012 and 2013
Brand Share – Litter and Deodorant
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- Key points
- Convenience positioning drive sales of litter brands
- Manufacturer and brand sales of litter and deodorant
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- Figure 27: MULO sales of litter and deodorant, by leading company, rolling 52 weeks 2012 and 2013
Brand Share – Dog/Cat Needs
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- Key points
- Simple Solution brand benefits from Walmart placement
- Innovation spurs success for Central Garden & Pet Adams Spot On brand
- Stout Stuff Pet Champion brand gains traction
- Manufacturer and brand sales of dog/cat needs
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- Figure 28: MULO sales of dog/cat needs, by leading company, rolling 52 weeks 2012 and 2013
Brand Share – Dog Rawhide Chews
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- Key points
- Healthy positioning fuels growth in brand sales
- Private label continues to dominate the category
- Manufacturer and brand sales of dog rawhide chews
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- Figure 29: MULO sales of dog rawhide chews, by leading company, rolling 52 weeks 2012 and 2013
Brand Share – Non-Dog/Cat Needs
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- Key point
- Spectrum Brands leads category with products for fish
- Manufacturer and brand sales of non-dog/cat needs
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- Figure 30: MULO sales of non-dog/cat needs, by leading company, rolling 52 weeks 2012 and 2013
Innovation and Innovators
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- Uptick in new product launch activity in 2012
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- Figure 31: Trends in pet product launches by top 10 claims, 2008-13
- Humanization and specialization of pet supplies
- Hartz Mountain and Sergeant’s Pet Care: leaders in new product launch
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- Figure 32: Trends in pet product launches by company, 2008-13
- Revival of private label innovation in 2012
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- Figure 33: Trends in pet product launches by private label share, 2008-13
Marketing Strategies
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- Overview
- PetSmart Strategy: Exclusive partnerships
- Martha Stewart Pets
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- Figure 34: Martha Stewart Pets Collection, tote, 2013
- Toys“R”Us Pets
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- Figure 35: Toys“R”Us Pets, teether ring, 2013
- Bret Michaels Pets Rock
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- Figure 36: PetSmart “Pets Rock” TV ad, June-July 2012
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- Figure 37: Bret Michaels Pets Rock, band sweater, 2013
- Disney
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- Figure 38: Disney, Plush Bungee, 2013
- Tommy Bahama Pets
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- Figure 39: Tommy Bahama Pets, doggie surfer shirt, 2013
- PETCO Strategy: Health and wellness
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- Figure 40: PETCO certified nutrition checklist, May 2013
- Figure 41: PETCO WholePets, May 2013
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- Figure 42: PETCO “Dad Knows Best” TV ad, February 2013
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- Figure 43: Planet PETCO, May 2013
- Pet Supplies Plus Strategy: Pricing
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- Figure 44: Pet Supplies Plus webpage, May 2013
- Figure 45: Pet Supplies Plus “Easier Savings” TV ad, February–March 2013
- Brand competition
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- Figure 46: PetArmor “Family Protection” TV ad, April-May 2013
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- Figure 47: Sergeant’s Pet Care Products “Protect Your Pet” TV ad, July-August 2012
- Figure 48: Sentry Pet Care Products “Win the War” TV ad, March-May 2013
Pet Ownership
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- Key points
- Widespread incidence of pet ownership; majority own a cat or dog
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- Figure 49: Pet ownership, December 2012
- Pet ownership generally declines with age
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- Figure 50: Pet ownership, by age, December 2012
- More affluent households are more likely pet owners
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- Figure 51: Pet ownership, by household income, December 2012
- Households with children significantly more likely to own pets
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- Figure 52: Pet ownership, by presence of children in household, December 2012
Number of Pets Owned
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- Key points
- Americans typically own more than one pet
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- Figure 53: Average numbers of pets owned, by type of pet, December 2012
- Households with children are multiple pet owners
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- Figure 54: Average numbers of pets owned, dogs and cats, by presence of children in household, December 2012
- Pet parents are slightly more likely to own more pets
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- Figure 55: Average numbers of pets owned, dogs and cats, by pet parent, December 2012
The Pet Supplies Buyer
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- Key points
- One person typically in charge of purchasing pet supplies
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- Figure 56: Pet supplies buyer, December 2012
- A larger share of women are the household pet supplies buyer
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- Figure 57: Pet supplies buyer, by gender, December 2012
- 18-24s are more likely to let another adult have responsibility for pet supplies purchases
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- Figure 58: Pet supplies buyer, by age, December 2012
- Pet parents take responsibility for pet supplies purchases
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- Figure 59: Pet supplies buyer, by pet parent, December 2012
Frequency of Pet Supplies Purchases
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- Key points
- Most pet supplies buyers shop every two to three months or less
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- Figure 60: Frequency of pet supplies purchases, December 2012
- Younger pet supplies buyers shop more frequently
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- Figure 61: Frequency of pet supplies purchases, by age, December 2012
- Less affluent shop for pet supplies less often
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- Figure 62: Frequency of pet supplies purchases, by household income, December 2012
- Households with children are more frequent shoppers
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- Figure 63: Frequency of pet supplies purchases, by presence of children in household, December 2012
- Pet parents buy pet supplies with greater frequency
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- Figure 64: Frequency of pet supplies purchases, by pet parent, December 2012
Spending on Pet Supplies
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- Key points
- Pet supplies spending crosses a range of price points
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- Figure 65: Spend on pet supplies, December 2012
- Younger pet owners spend more on supplies
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- Figure 66: Spend on pet supplies, by age, December 2012
- Presence of children drives spend on pet supplies
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- Figure 67: Spend on pet supplies, by presence of children, December 2012
Types of Pet Supplies Purchased
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- Key points
- Cat litter and toys are most widely purchased types of pet supplies
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- Figure 68: Types of pet supplies purchased, December 2012
- Younger pet supplies shoppers are more likely to buy a range of pet supplies
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- Figure 69: Types of pet supplies purchased, by age, December 2012
- Families buy all types of pet supplies
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- Figure 70: Types of pet supplies purchased, by presence of children in household, December 2012
- High user groups are more likely to buy grooming tools
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- Figure 71: Types of pet supplies purchased, by frequency of pet supplies purchases, December 2012
- Pet parents purchase toys
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- Figure 72: Types of pet supplies purchased, by pet parent, December 2012
Household Usage of Pet Supplies
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- Key points
- Cat litter
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- Figure 73: Cat litter purchase, October 2011-November 2012
- Types and brands of cat litter used
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- Figure 74: Types of cat litter used, October 2011-November 2012
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- Figure 75: Brands of cat litter used, October 2011-November 2012
- Flea and tick care pet supplies
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- Figure 76: Flea and tick care usage, by age, October 2011-November 2012
- Figure 77: Reason for flea and tick care use, by age, October 2011-November 2012
- Types and brands of flea and tick products
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- Figure 78: Types of flea and tick care products bought, by age, October 2011-November 2012
- Figure 79: Brands of flea and tick care products bought, by household income, October 2011-November 2012
- Heartworm control pet supplies
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- Figure 80: Heartworm control/prevention usage for dogs vs. cats, by household income, October 2011-November 2012
- Supplement/vitamin pet supplies
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- Figure 81: Pet food supplements/vitamins, by age, October 2011-November 2012
Where Pet Supplies are Purchased
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- Key points
- Walmart tops list of outlets for pet supplies purchases
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- Figure 82: Source of pet supplies, December 2012
- Drug stores popular among younger shoppers
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- Figure 83: Source of pet supplies, by age, December 2012
- Less affluent pet supplies shoppers favor Walmart over pet specialist retailers
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- Figure 84: Source of pet supplies, by household income, December 2012
- Families use a variety of retailers to purchase pet supplies
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- Figure 85: Source of pet supplies, by presence of children in household, December 2012
- Supermarkets are a destination for pet supplies purchases among high-frequency buyers
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- Figure 86: Source of pet supplies, by frequency of pet supplies purchases, December 2012
- Pet parents favor pet specialist retailers
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- Figure 87: Source of pet supplies, by pet parent, December 2012
Purchase Influencers
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- Key points
- Brand is a primary purchase influencer
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- Figure 88: Factors influencing the purchase of pet supplies, December 2012
- Younger pet supplies buyers more influenced by eco-friendly claims
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- Figure 89: Factors influencing the purchase of pet supplies, by age, December 2012
- Celebrity endorsements wield more influence over affluent shoppers
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- Figure 90: Factors influencing the purchase of pet supplies, by household income, December 2012
- Recommendations significantly influence decision of frequent shoppers
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- Figure 91: Factors influencing the purchase of pet supplies, by frequency of pet supplies purchases, December 2012
- Pet parents influenced by vet recommendations, added health benefits, and all natural
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- Figure 92: Factors influencing the purchase of pet supplies, by pet parent, December 2012
Purchase Behavior
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- Key points
- Pet specialists’ staff are more helpful
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- Figure 93: Purchase behavior of pet supplies buyers, December 2012
- Younger pet supplies shoppers exercise price-savings strategies
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- Figure 94: Purchase behavior of pet supplies buyers, by age, December 2012
- Lower-income shoppers seek out less expensive retailers for pet supplies
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- Figure 95: Purchase behavior of pet supplies buyers, by household income, December 2012
- High-frequency shoppers buy on impulse
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- Figure 96: Purchase behavior of pet supplies buyers, by frequency of pet supplies purchases, December 2012
- Pet parents purchase pet supplies in bulk
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- Figure 97: Purchase behavior of pet supplies buyer, by pet parent, December 2012
Attitudes of the Pet Supplies Buyer
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- Key points
- Pet owners enjoy buying gifts for their pet, especially if it’s convenient
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- Figure 98: Attitudes of the pet supplies buyer, December 2012
- Younger pet supplies buyers seek guidance
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- Figure 99: Attitudes of the pet supplies buyer, by age, December 2012
- High-frequency shoppers are good candidates for subscription services
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- Figure 100: Attitudes of the pet supplies buyer, by frequency of pet supplies purchases, December 2012
- Pet parents love to buy gifts and pamper their pets
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- Figure 101: Attitudes of the pet supplies buyer, 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 102: Pet ownership, by race/Hispanic origin, December 2012
- Blacks and Hispanics take sole responsibility of pet supplies purchases
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- Figure 103: Pet supplies buyer, by race/Hispanic origin, December 2012
- Blacks and Hispanics tend to be more frequent pet supplies shoppers
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- Figure 104: Frequency of pet supplies purchases, by race/Hispanic origin, December 2012
- Hispanics over index in purchase of feeding supplies, clothing/accessories
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- Figure 105: Types of pet supplies purchased, by Hispanic origin, December 2012
- Walmart popular among Hispanics for pet supplies purchases
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- Figure 106: Source of pet supplies, by Hispanic origin, December 2012
- Hispanics highly influenced by personal recommendations
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- Figure 107: Factors influencing the purchase of pet supplies, by Hispanic origin, December 2012
- Hispanics exhibit money-saving strategies in their purchase behavior
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- Figure 108: Purchase behavior of pet supplies buyer, by Hispanic origin, December 2012
- Hispanics need guidance but also interested in subscription services
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- Figure 109: Attitudes of pet supplies buyers, by Hispanic origin, December 2012
Key Driver Analysis
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- Methodology
- What drives premium pet supplies purchases?
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- Figure 110: Key drivers of pet supplies purchase behavior, June 2013
IRI/Builders – Key Household Purchase Measures
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- Consumer insights on key purchase measures – cat/dog litter
- Brand map
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- Figure 111: Brand map, selected brands of cat litter, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 112: Key purchase measures for the top brands of cat litter, by household penetration, 2012*
Appendix – Consumer Tables
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- Incidence of household pet ownership
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- Figure 113: Pet ownership, by age, October 2011-November 2012
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- Figure 114: Pet ownership, by household income, October 2011-November 2012
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- Figure 115: Pet ownership, by presence of children in household, October 2011-November 2012
- The pet supplies buyer
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- Figure 116: Pet supplies buyer, by household income, December 2012
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- Figure 117: Pet supplies buyer, by frequency of pet supplies purchases, December 2012
- Frequency of pet supplies purchases
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- Figure 118: Frequency of pet supplies purchases, by gender, December 2012
- Types of pet supplies purchased
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- Figure 119: Types of pet supplies purchased, by gender, December 2012
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- Figure 120: Types of pet supplies purchased, by household income, December 2012
- Where pet supplies are purchased
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- Figure 121: Source of pet supplies, by gender, December 2012
- Purchase behavior
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- Figure 122: Purchase behavior of pet supplies buyer, by gender, December 2012
- Attitudes of the pet supplies buyer
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- Figure 123: Attitudes of pet supplies buyers, by gender, December 2012
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- Figure 124: Attitudes of pet supplies buyers, by household income, December 2012
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 125: Likelihood of purchasing pets supplies that APPEAR to be a premium brand – key driver output, June 2013
Appendix – Trade Associations
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