Table of Contents
Executive Summary
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- The market
- A $12 billion market in 2014
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- Figure 1: Total US sales and fan chart forecast of pet supplies at current prices, 2009-19
- Litter/deodorant accounts for the largest share of pet supply market sales
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- Figure 2: Total US retail sales of pet supplies, by segment, 2014
- Market factors
- Age of pet owner influences pet ownership and time spent with pet
- Families are key pet owner demographic; opportunity exists among childless households
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- Figure 3: Number of households, by presence of children, 2008-13
- The suppliers
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- Figure 4: Total share of MULO sales of pet supplies, by leading companies, 2014
- The consumer
- Pet ownership requires time investment from consumers
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- Figure 5: Weekly activities, March 2014
- Walmart most popular retailer for pet supplies
- Pet supplies shoppers use a number of information resources
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- Figure 6: Most used information resource when purchasing a new type of pet supplies, March 2014
- Durability is the most important factor in pet supplies purchases
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- Figure 7: Top factors considered important when purchasing pet supplies, March 2014
- What we think
Issues and Insights
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- Combating concerns regarding product safety
- The issues
- The implications
- Improving pet owner engagement to drive sales
- The issues
- The implications
- Harnessing the referral of the Millennial mom
- The issues
- The implications
- Childless households where “fur babies” rule
- The issues
- The implications
Trend Application
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- Trend: The Big Issue
- Trend: Prepare for the Worst
- Trend: Play Ethic
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- Figure 8: PETCO cocreate advertisement, 2014
Market Size and Forecast
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- Key points
- Pet supplies continue pattern of steady growth
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- Figure 9: Total US retail sales and forecast of pet supplies at current prices, 2009-19
- Figure 10: Total US retail sales of pet supplies, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 11: Total US sales and fan chart forecast of pet supplies at current prices, 2009-19
Market Drivers
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- Key points
- Majority of American households own pets
- Shifts in key age groups create market opportunities
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- Figure 12: Population, by age, 2009-19
- Families are more likely to be pet owners; childless households offer opportunities
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- Figure 13: Number of households, by presence of own children, 2003-13
- The influence of the Hispanic pet owner
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- Figure 14: Population, by Hispanic origin, 2009-19
- Increased consumer confidence provides impetus for impulse purchases
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- Figure 15: Consumer Sentiment Index, January 2007-March 2014
Segment Performance
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- Key points
- Market led by litter/deodorant sales
- Sales of pet supplies, by segment
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- Figure 16: Total US retail sales of pet supplies, by segment, at current prices, 2012 and 2014
Segment Performance – Litter and Deodorant
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- Key points
- Litter and deodorant benefit from strong replenishment cycles
- Sales and forecast of litter and deodorant
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- Figure 17: Total US retail sales of litter and deodorant, at current prices, 2009-19
Segment Performance – Dog/Cat Supplies
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- Key points
- Dog/cat supplies attracts new marketers
- Sales and forecast of dog/cat supplies
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- Figure 18: Total US retail sales of dog/cat supplies, at current prices, 2009-19
Segment Performance – Rawhide Dog Chews
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- Key points
- Growing demand for premium and locally sourced rawhides
- Sales and forecast of rawhide dog chews
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- Figure 19: Total US retail sales of rawhide dog chews, at current prices, 2009-19
Segment Performance – Non-dog/cat Supplies
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- Key points
- Stagnant sales reflects low incidence of “other” pet ownership
- Sales and forecast of non-dog/cat supplies
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- Figure 20: Total US retail sales of non-dog/cat supplies, at current prices, 2009-19
Retail Channels
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- Key points
- Collectively, “other retail channels” comprise the majority of category sales
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- Figure 21: Total US retail sales of pet supplies, by channel, at current prices, 2012 and 2014
- Pet supply sales at supermarket sales get a boost
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- Figure 22: US supermarket sales of pet supplies, at current prices, 2009-14
- Other channels cater to diverse interests of pet supplies shoppers
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- Figure 23: US sales of pet supplies through other retail channels, at current prices, 2009-14
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 24: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Litter and Deodorant
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- Key points
- Finding new ways to neutralize odors
- Manufacturer and brand sales of litter and deodorant
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- Figure 25: MULO sales of litter and deodorant, by leading companies, rolling 52 weeks 2013 and 2014
- Nestlé enjoys highest household penetration
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- Figure 26: Key purchase measures for the top brands of cat litter/deodorant, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Dog/Cat Supplies
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- Key points
- Private label generates largest share of dog/cat supply sales
- Hartz Group largest marketer of dog/cat needs despite sales loss
- Stout Stuff Pet Champion brand continues to grow
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- Figure 27: Stout Stuff Pet champion, 2014
- Manufacturer and brand sales of dog/cat supplies
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- Figure 28: MULO sales of dog/cat supplies, by leading companies, rolling 52 weeks 2013 and 2014
- Private label leads in household penetration
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- Figure 29: Key purchase measures for the top brands of dog/cat pet supplies, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Rawhide Dog Chews
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- Key points
- Private label sales outpaces segment growth
- Healthy positioning fuels growth in brand sales
- Manufacturer and brand sales of rawhide dog chews
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- Figure 30: MULO sales of rawhide dog chews, by leading companies, rolling 52 weeks 2013 and 2014
- Rawhide dog chews have low household penetration
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- Figure 31: Key purchase measures for the top brands of rawhide dog chews, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Non-dog/cat Supplies
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- Key point
- Spectrum Brands leads category with Tetra filtration systems
- Perky-Pet emerges as a standout performer
- Manufacturer and brand sales of non-dog/cat supplies
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- Figure 32: MULO sales of non-dog/cat supplies, by leading companies, rolling 52 weeks 2013 and 2014
- Non-dog/cat supplies have low household penetration
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- Figure 33: Key purchase measures for the top brands non-dog/cat supplies, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Innovation and Innovators
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- Downshift in new product launch activity during 2013
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- Figure 34: Top 10 claims associated with new pet product launches, 2009-14
- Humanization trends influence pet product innovation
- Sergeant’s Pet Care and Hartz Mountain: leaders in new product launch
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- Figure 35: Share of pet product launches, by company, 2009-14
Marketing Strategies
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- Overview
- Building emotional connections
- PETCO
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- Figure 36: PETCO PlayList, 2014
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- Figure 37: PETCO pet supplies shoppers, by visits social media websites daily, March 2014
- Focusing on features
- Solvit Products
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- Figure 38: Solvit lifting aids, 2014
- Lifestyle marketing
- PetSmart
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- Figure 39: Pet supply purchase locations, by visits social media websites daily, March 2014
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- Figure 40: Kelly Osbourne for PetSmart
- Figure 41: Martha Stewart, 2014
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- Figure 42: Toys“R”Us Pets, 2014
Pet Ownership
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- Key points
- Dogs are the most popular type of household pet
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- Figure 43: Number of dogs or cats in household, March 2014
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- Figure 44: Number of other pets in household, March 2014
- Pet ownership declines with age
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- Figure 45: Type and number of pets in household, by age, March 2014
- Middle-income earners are more likely pet owners
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- Figure 46: Type and number of pets in household, by household income, March 2014
- Households with kids are more likely to own pets
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- Figure 47: Type and number of pets in household, by presence of children in household, March 2014
Time and Activities with Pet
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- Key points
- Pet ownership is a significant time commitment
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- Figure 48: Amount of time spent each week feeding, grooming, and playing with pets, March 2014
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- Figure 49: Weekly activities, March 2014
- Women spend more time taking care of pets than men
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- Figure 50: Amount of time spent each week feeding, grooming, and playing with pets, by gender, March 2014
- Young pet owners spend more time interacting with their pet
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- Figure 51: Amount of time spent each week feeding, grooming, and playing with pets, by age, March 2014
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- Figure 52: Dog training mobile application
- Figure 53: Weekly activities, by age, March 2014
- Highly affluent spend the most time with their pet
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- Figure 54: Amount of time spent each week feeding, grooming, and playing with pets, by household income, March 2014
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- Figure 55: Weekly activities, by household income, March 2014
- Households without kids spend more time with their pets
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- Figure 56: Amount of time spent each week feeding, grooming, and playing with pets, by presence of children in household, March 2014
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- Figure 57: Weekly activities, by presence of children in household, March 2014
Attitudes of Pet Owners
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- Key points
- Pets are family members
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- Figure 58: Pet perception and attitudes, March 2014
- Women have an emotional connection to their pets
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- Figure 59: Pet perception and attitudes, by gender, March 2014
- Pets are more like family for households without kids
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- Figure 60: Pet perception and attitudes, by presence of children in household, March 2014
Shopping for Pet Supplies
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- Key points
- One person in the household takes charge of pet supplies purchases
- Women are the gatekeeper to household purchases
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- Figure 61: Purchaser of pet food and supplies in household, by gender, March 2014
- 18-24s let another adult buy pet supplies
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- Figure 62: Purchaser of pet food and supplies in household, by age, March 2014
- Walmart tops the list for pet supplies purchase destinations
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- Figure 63: Pet supply purchase locations, March 2014
- Subscription and online shopping more prevalent among younger pet owners
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- Figure 64: Pet supply purchase locations, by age, March 2014
- Affluent pet owners more likely to shop pet specialist retailers
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- Figure 65: Pet supply purchase locations, by household income, March 2014
- Families over index in use of Walmart for pet supplies purchases
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- Figure 66: Pet supply purchase locations, by presence of children in household, March 2014
- Product labels and in-store info used as sources for product information
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- Figure 67: Most used information resource when purchasing a new type of pet supplies, March 2014
- Older pet supplies buyers look for POP information, while young shoppers look online
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- Figure 68: Most used information resource when purchasing a new type of pet supplies, by age, March 2014
Purchase Influencers
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- Key points
- Durability has the strongest influence over purchase decisions
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- Figure 69: Important factors driving pet supply purchases, March 2014
- Eco-friendly pet supplies influence younger pet supplies shoppers
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- Figure 70: Very important factors driving pet supply purchases, by age, March 2014
- Recommendations significantly influence families’ purchase decisions
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- Figure 71: Very important factors driving pet supply purchases, by presence of children in household, March 2014
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 72: Pet supplies purchases in the past three months, March 2014
- Younger pet supplies shoppers are more likely to buy a range of pet supplies
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- Figure 73: Pet supplies purchases in the past three months, by age, March 2014
- Household usage of pet supplies
- Cat litter
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- Figure 74: Cat litter usage, by household income, November 2012-December 2013
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- Figure 75: Types of cat litter used, November 2012-December 2013
- Flea and tick care pet supplies
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- Figure 76: Flea and tick care use, November 2012-December 2013
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- Figure 77: Types of flea and tick care products purchased, by age, November 2012-December 2013
- Figure 78: Brands of flea and tick care products used, November 2012-December 2013
- Heartworm control pet supplies
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- Figure 79: Heartworm control/prevention, by household income, November 2012-December 2013
Impact of Race/Hispanic Origin
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- Key points
- Hispanics are more likely dog owners
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- Figure 80: Types of pets in household, by Hispanic origin, March 2014
- Hispanics spend time taking care of their pet
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- Figure 81: Weekly activities, by Hispanic origin, March 2014
- Main pet supplies purchaser exists among Hispanic households
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- Figure 82: Purchaser of pet food and supplies in household, by Hispanic origin, March 2014
- Hispanics look for a good deal when shopping
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- Figure 83: Pet supply purchase locations, by Hispanic origin, March 2014
- Hispanics are more likely to buy a range of pet supplies
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- Figure 84: Pet supplies purchases in the past three months, by Hispanic origin, March 2014
- Hispanics rely heavily on recommendations and reviews
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- Figure 85: Very Important factors driving pet supply purchases, by Hispanic origin, March 2014
Appendix – Consumer Tables
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- Time spent with pet
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- Figure 86: Amount of time spent each week feeding, grooming, and playing with pets, by visits social media websites daily, March 2014
- Activities with pet
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- Figure 87: Weekly activities, by gender, March 2014
- Attitudes of pet owners
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- Figure 88: Pet perception and attitudes, by age, March 2014
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- Figure 89: Pet perception and attitudes, by household income, March 2014
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- Figure 90: Pet perception and attitudes, by visits social media websites daily, March 2014
- The pet supplies buyer and purchase habits
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- Figure 91: Purchaser of pet food and supplies in household, by household income, March 2014
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- Figure 92: Pet supply purchase locations, by visits social media websites daily, March 2014
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- Figure 93: Pet supplies purchases in the past three months, by household income, March 2014
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- Figure 94: Pet supplies purchases in the past three months, by stores where pet supplies are purchased part 1, March 2014
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- Figure 95: Pet supplies purchases in the past three months, by stores where pet supplies are purchased part 2, March 2014
- Pet supplies information resources
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- Figure 96: Commonly rely on information when purchasing a new type of pet supplies, by household income, March 2014
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- Figure 97: Commonly rely on information when purchasing a new type of pet supplies, by presence of children in household, March 2014
- Product influencers
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- Figure 98: Very Important factors driving pet supply purchases, by gender, March 2014
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- Figure 99: Any Important factors driving pet supply purchases, by stores bought pet supplies, March 2014
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- Figure 100: Any Important factors driving pet supply purchases, by stores bought pet supplies, March 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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