- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
What you need to know
The majority of households in the US have pets – providing a solid foundation for pet supply sales. In 2014, US retail sales of pet supplies are expected to rise 2% to $12 billion. This growth reflects increased discretionary spending as well as pet owners’ response to new product innovation. Mintel projects the category will grow by 21% over the next five years, achieving a market worth of $15 billion by 2019.
In the 2014 report, Mintel identifies opportunities to boost sales and stave off competition from private label and nontraditional marketers by combating concerns regarding product safety, improving pet owner engagement, harnessing the power of the Millennial mom, and developing lifestyle products.
Definition
This report builds on the analysis presented in Mintel’s Pet Supplies – US, June 2013, as well as the same titles in June 2012, August 2010, and September 2011, and Mintel’s Pet Food and Supplies – US, July 2009, as well as the August 2008, August 2007, and February 2006 reports of the same title.
This report primarily covers supplies for household pets including cats, dogs, small animals (hamsters, etc), reptiles, fish, and birds; horse care items are not included. Supplies include, but are not limited to, litter/deodorant, rawhide dog chews, dog/cat supplies (ie grooming, collars, leashes, toys, bedding, feeding equipment, nutritional supplements, and over-the-counter flea and tick treatments), and non-dog/cat supplies (ie indoor aquariums and aquarium accessories, bird feeders).
Excluded from this report are services for pets, such as boarding, grooming, training, and veterinary services; pet food; over-the-counter and prescription medicines; and the actual cost of the animal.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
NOTE: In developing this report and Pet Food – US, July 2014, Mintel developed a custom online consumer survey to better understand pet ownership trends, activities/time spent with pets, and pet owner attitudes about pets. Because this data does not change for pet food versus pet supplies, these two reports Pet Supplies – US, June 2014 and Pet Food – US, July 2014 share this data and analysis section. The purpose for this shared data is for the convenience of the reader, providing a comprehensive view of the pet market and pet owner experience versus utilizing two reports.
Sales data
Market Size and Forecast and Segment Performance: Total retail sales based on Information Resources, Inc. InfoScan Reviews; APPA (American Pet Products Association); and company annual reports.
Retail Channels: based on Information Resources, Inc. InfoScan Reviews; APPA (American Pet Products Association); and company annual reports; except supermarket and drugstore sales, which are based on Information Resources, Inc. InfoScan Reviews.
Leading Companies and Brand Share sections: based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer attitudes and behaviors toward pet supplies. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in March 2014 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples – relative to the population – respondents that are Hispanic or Black to ensure an adequate representation of these groups in Mintel’s survey results. Please note that Mintel’s exclusive surveys are conducted online and in English only. Hispanics who are not online and/or who do not speak English are not included in Mintel’s survey results.
Mintel has also analyzed data from Experian Consumer Research, using the Experian Marketing Services NCS (National Consumer Study) and the NHCS (Experian Marketing Services National Hispanic Consumer Study). The study was carried out during November 2012 – December 2013 and the results are based on the sample of 23,689 adults aged 18+, with results weighted to represent the US adult population.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Abbreviations
The following abbreviations are used in the report:
| APPA | American Pet Products Association |
| AVMA | American Veterinary Medical Association |
| CEO | Chief executive officer |
| CPI | Consumer Price Index |
| FDA | Food and Drug Administration |
| MULO | Multi Outlet, representative of following channels: Total US Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club |
| NHCS | National Consumer Study/ |
| NHCS | National Hispanic Consumer Study (Experian Marketing Services) |
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Terms
Generations, if discussed within this report, are defined as:
| World War II/Swing generations | Members of the WWII generation were born in 1932 or before and are aged 82 or older in 2014. Members of the Swing Generation were born between 1933 and 1945 and are aged 69-81 in 2014. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Gen Xers are between the ages of 38 and 49. |
| Millennials* | Born between 1977 and 1994, Millennials are aged 20 to 37 in 2014. |
| iGeneration | Born between 1995 and 2007, members of iGen are aged 7 to 19 in 2014 |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014 members of this as-yet unnamed generation are under age 7. |
* also known as Generation Y
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services. The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
