Table of Contents
Executive Summary
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- The market
- Pet food sales grow to $21 billion in 2014
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- Figure 1: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
- Key players
- Purina, Big Heart remain category leaders
- Retail channels
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- Figure 2: Total US retail sales of pet food, by channel, 2014
- The consumer
- 70% of households own any type of pet; dogs still most popular
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- Figure 3: Any types of pets living in household, February 2015
- Pets’ flavor preferences, price are leading factors in purchase decision
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- Figure 4: Purchase decision factors for pet food, February 2015
- Brand satisfaction high among pet owners
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- Figure 5: Attitudes toward pet food brands, by demographics, February 2015
- Natural, meat-rich diets favored by pet owners, particularly Millennials
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- Figure 6: Pet diets and nutrition, by generation, February 2015
- Dog owners see poultry and red meat as ideal ingredients, cat owners choose poultry and fish
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- Figure 7: Top five ideal pet food ingredients, by pet, February 2015
- Product labels are a key information source
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- Figure 8: Information sources for pet food buyers, February 2015
- Pet owners associate treats with love
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- Figure 9: Pet treat behaviors, February 2015
- What we think
Issues and Insights
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- Will the humanization of pet food trend continue?
- The issues
- Insight: Consumers want human quality foods, not human diets, for their pets
- Where are the innovation opportunities?
- The issues
- Insight
- Is homemade pet food detracting from pet food sales?
- The issues
- Insight: Preparing homemade pet foods remains a niche practice among pet parents
Trend Application
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- Trend: The Real Thing
- Trend: Patriot Games
- Trend: Prove It
Market Size and Forecast
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- Key points
- Sales and forecast of pet food
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- Figure 10: Total US sales and forecast of pet food, at current prices, 2009-19
- Figure 11: Total US sales and forecast of market, at inflation-adjusted prices, 2009-19
- Pet food to reach $22.8 billion in 2019
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- Figure 12: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Medium sized households lead in pet ownership
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- Figure 13: Households, by presence of own children, 2003-13
- Unmarried Millennials drive premiumization
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- Figure 14: Population by generation, 2010-20
- Figure 15: Population by generation, 2010-2020
- Lagging income growth, increasing meat prices limit premiumization
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- Figure 16: Median household income, in inflation-adjusted dollars, 2003-13
Segment Performance
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- Key points
- Wet food, pet treats drive growth in category
- Sales of pet food, by segment
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- Figure 17: Total US retail sales of pet food, by segment, at current prices, 2012 and 2014
- Figure 18: Total US retail sales of pet food, by segment, at current prices, 2014
Segment Performance – Dry Dog Food
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- Key points
- Dry dog food loses share to wet food
- Sales and forecast of dry dog food segment
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- Figure 19: Total US sales and forecast of dry dog food segment, at current prices, 2009-19
Segment Performance – Wet Dog Food
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- Key points
- Wet dog food continues to grow
- Sales and forecast of wet dog food segment
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- Figure 20: Total US sales and forecast of wet dog food segment, at current prices, 2009-19
Segment Performance – Dry Cat Food
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- Key points
- Dry cat food loses ground to wet cat food
- Sales and forecast of dry cat food
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- Figure 21: Total US sales and forecast of dry cat food segment, at current prices, 2009-19
Segment Performance – Wet Cat Food
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- Key points
- Wet cat food gains as consumers upgrade
- Sales and forecast of wet cat food
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- Figure 22: Total US sales and forecast of dry cat food segment, at current prices, 2009-19
Segment Performance – Other Pet Food
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- Key points
- Other pet foods flat
- Sales and forecast of other pet food segment
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- Figure 23: Total US sales and forecast of other pet foods segment, at current prices, 2009-19
Segment Performance – Pet Treats
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- Key points
- Premium products drive sales in pet treats segment
- Sales and forecast of pet treats
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- Figure 24: Total US sales and forecast of pet treats segment, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets lose traction to other retail channels
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- Figure 25: Total US retail sales of pet food, by channel, at current prices, 2012 and 2014
- Supermarkets continue to struggle against other channels
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- Figure 26: US supermarket sales of pet food, at current prices, 2009-14
- Warehouse clubs, specialty retailers dominate market
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- Figure 27: US sales of pet food through other retail channels, at current prices, 2009-14
- Natural channel sales continue to grow steadily
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- Figure 28: Natural supermarket sales of pet food, treats, and snacks, by segment, at current prices, rolling 52 weeks 2012 and 2014
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- Figure 29: Whole Foods Market, “Dog Food, Tender & True Pet Food,” Digital Video, March 2015
Leading Companies
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- Key points
- Sales gains related to pet food humanization slow
- Manufacturer sales of market
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- Figure 30: MULO sales of pet food, by leading companies, rolling 52 weeks 2014 and 2015
Brand Share – Dry and Wet Dog Food
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- Key points
- Purina largest brand in dry and wet dog food
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- Figure 31: Pedigree, “Love a Shelter Pet: A Miranda Lambert Story (Short Version),” Digital Video, July 2014
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- Figure 32: Blue Buffalo, “Blue Buffalo Life Protection Formula for Dogs,” TV Commercial, December 2014
- Manufacturer sales of dry dog food
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- Figure 33: Manufacturer sales of dry dog food, 2014 and 2015
- Manufacturer sales of wet dog food
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- Figure 34: Manufacturer sales of wet dog food, 2014 and 2015
Brand Share – Dry and Wet Cat Food
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- Key points
- Digital marketing fails to drive cat food sales
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- Figure 35: Purina, “Dear Kitten: Regarding the Big Game,” Digital Video, January 2015
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- Figure 36: Sheba, “Winter Fantasy,” Commercial, July 2014
- Manufacturer sales of dry cat food
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- Figure 37: Manufacturer sales of dry cat food, 2014 and 2015
- Manufacturer sales of wet cat food
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- Figure 38: Manufacturer sales of wet cat food, 2014 and 2015
Brand Share – Other Pet Foods
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- Key points
- Central Garden & Pet remains the largest other pet food company
- Manufacturer sales of other pet food segment
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- Figure 39: MULO sales of other pet food, by leading companies and brands, rolling 52 weeks 2014and 2015
Brand Share – Pet Treats
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- Key points
- Pet treat buyers pair nutrition with indulgence
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- Figure 40: Pedigree, “Pedigree Dentastix Commercial: ‘Doggie Dentures’:15,” Commercial, June 2014
- Manufacturer sales of pet treat segment
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- Figure 41: MULO sales of other pet treats, by leading companies and brands, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Cause marketing appears on labels
- Refrigerated and frozen products position for freshness
- Pumpkin trends in dog food
- Treats couple indulgence with nutrition
- Holiday items include pets in festivities
The Consumer – Pet Ownership
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- Key points
- 70% of households own any type of pet; most households have 2
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- Figure 42: Types of pets living in households, February 2015
- Older Millennials, 35-54 year olds lead in pet ownership
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- Figure 43: Any pets living in household, by six age groups, February 2015
- Dogs remain most popular pet; cats, second in popularity
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- Figure 44: Types of pets living in household, by pet owners, February 2015
- Households with kids have highest pet ownership rates
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- Figure 45: Types of pets living in household, by children in household, February 2015
The Consumer – Dog Foods Purchased
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- Key points
- Other brands lead in dry dog food purchases
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- Figure 46: Packaged dry dog food purchases by brand, by demographics, November 2013-December 2014
- Pedigree, other brands lead wet dog food
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- Figure 47: Wet/moist dog food purchases by number of packages or cans, by income, November 2013-December 2014
- Milk Bone leads in dog treats
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- Figure 48: Dog biscuits or treats by brand, by demographics, November 2013-December 2014
The Consumer – Cat Foods Purchased
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- Key points
- Other brands lead in dry food purchases
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- Figure 49: Packaged dry cat food purchases by type, by demographics, November 2013-December 2014
- Friskies leads in wet cat food
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- Figure 50: Wet/moist cat food purchases by brand, by demographics, November 2013-December 2014
- Whiskas Temptations
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- Figure 51: Cat snacks or treats by brand, by demographics, November 2013-December 2014
The Consumer – Purchase Decision Factors for Pet Food
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- Key points
- Price, taste drive pet food purchase decision
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- Figure 52: Purchase decision factors for pet food, February 2015
- Millennials prefer natural/organic pet foods
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- Figure 53: Purchase decision factors for pet food, by six age groups, February 2015
- Taste factors prominently in both cat and dog owners’ purchase decisions
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- Figure 54: Purchase decision factors for pet food, by pet, February 2015
- Special formulations important for affluent pet owners
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- Figure 55: Purchase decision factors for pet food, by household income, February 2015
The Consumer – Pet Feeding Behaviors
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- Key points
- Brand loyalty is high among pet owners
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- Figure 56: Attitudes toward pet food brands, by demographics, February 2015
- Brand satisfaction lowest among young Millennials
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- Figure 57: Attitudes toward pet food brands, by age, February 2015
- Middle-income pet owners most open to trying new brands
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- Figure 58: Attitudes toward pet food brands, by demographics, February 2015
The Consumer – Pet Diets and Nutrition
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- Key points
- Pet owners look to natural, meat-heavy diets for nutrition
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- Figure 59: Pet diets and nutrition, February 2015
- Millennials most cautious about unnatural pet food
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- Figure 60: Pet diets and nutrition, by generation, February 2015
- Ingredient quality concerns increase with number of pets owned
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- Figure 61: Pet diets and nutrition, by number of pets owned, February 2015
- Households with children more discerning of their pets’ diets
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- Figure 62: Pet diets and nutrition, by presence of children in household, February 2015
The Consumer – Ideal Pet Food Ingredients
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- Key points
- Pet owners look to meat-heavy formulations
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- Figure 63: Ideal pet food ingredients, February 2015
- Cat owners favor poultry and fish, dog owners prefer poultry
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- Figure 64: Ideal pet food ingredients, by pet, February 2015
- Affluent pet owners lean toward rice, ancient grains over other grains
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- Figure 65: Ideal pet food ingredients, by six income groups, February 2015
- Millennials most interested in fruits and vegetables, but still prefer meat
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- Figure 66: Ideal pet food ingredients, by Millennials and Non-Millennials, February 2015
The Consumer – Information Sources
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- Key points
- Pet owners rely on product labels, vets, and brands’ reputations to find new products
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- Figure 67: Information sources for pet food buyers, February 2015
- Dog owners look to digital resources to learn about products
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- Figure 68: Information sources for pet food buyers, February 2015
- Young pet owners use greatest number of sources to learn about pet food brands
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- Figure 69: Information sources for pet food buyers, by six age groups, February 2015
- Pet owners with children utilize online, in-store information sources
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- Figure 70: Information sources for pet food buyers, by presence of children under 18 in household, February 2015
The Consumer – Pet Treat Behaviors
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- Key points
- Pet owners use treats to demonstrate affection
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- Figure 71: Pet treat behaviors, February 2015
- Daily pet treat usage highest among dog owners
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- Figure 72: Pet treat behaviors, by pet type, February 2015
- Older consumers equate treats with affection
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- Figure 73: Pet treat behaviors, by six age groups, February 2015
- Owners of multiple pets more interested in flavor
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- Figure 74: Pet treat behaviors, by number of pets, February 2015
Race and Hispanic Origin
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- Key points
- Pet ownership strong among Hispanic consumers
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- Figure 75: Types of pets living in household, by race, February 2015
- Hispanics slightly less interested in taste than other pet owners
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- Figure 76: Purchase decision factors for pet food, by Hispanic origin, February 2015
- Ingredient quality, nutritional concerns rank highly among Hispanics
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- Figure 77: Pet diets and nutrition, February 2015
- Hispanics slightly more likely to see fruits and vegetables as ideal
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- Figure 78: Ideal pet food ingredients, by Hispanic origin, February 2015
Appendix – Trade Associations
Appendix – Natural Channel Sales Tables
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- Figure 79: Natural supermarket sales of pet food, treats, and snacks, by organic ingredienta, at current prices, rolling 52 weeks 2012 and 2014
- Figure 80: Natural supermarket sales of organic pet food, treats, and snacks, by segment, at current prices, rolling 52 weeks 2012 and 2014
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- Figure 81: Natural supermarket sales of dog food, by packaging, at current prices, rolling 52 weeks 2012 and 2014
- Figure 82: Natural supermarket sales of cat food, by packaging, at current prices, rolling 52 weeks 2012 and 2014
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- Figure 83: Natural supermarket sales of dog and cat food positioned as “raw”, at current prices, rolling 52 weeks 2012 and 2014
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Appendix – Other Consumer Tables
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- Figure 84: Pet ownership, by type of pet, November 2013-December 2014
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- Figure 85: Packaged dry dog food purchases, by household income, November 2013-December 2014
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- Figure 86: Dry dog food purchases by type, November 2013-December 2014
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- Figure 87: Packaged dry dog food purchases by type, by age, November 2013-December 2014
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- Figure 88: Dry dog food purchases by type, by race, November 2013-December 2014
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- Figure 89: Dry dog food purchases by type, by household income, November 2013-December 2014
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- Figure 90: Dry dog food purchases by type, by presence of children, November 2013-December 2014
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- Figure 91: Packaged dry dog food purchases by number of pounds, by household income, November 2013-December 2014
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- Figure 92: Wet/moist dog food purchases, by age, November 2013-December 2014
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- Figure 93: Wet/moist dog food purchases, by household income, November 2013-December 2014
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- Figure 94: Wet/moist dog food purchases by type, November 2013-December 2014
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- Figure 95: Wet/moist dog food purchases by type, by age, November 2013-December 2014
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- Figure 96: Wet/moist dog food purchases by type, by race, November 2013-December 2014
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- Figure 97: Wet/moist dog food purchases by type, by household income, November 2013-December 2014
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- Figure 98: Wet/moist dog food purchases by type, by presence of children in household, November 2013-December 2014
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- Figure 99: Dog biscuits or treats purchases, by age, November 2013-December 2014
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- Figure 100: Dog biscuits or treats eaten, by age, November 2013-December 2014
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- Figure 101: Packaged dry cat food purchases, by age, November 2013-December 2014
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- Figure 102: Packaged dry cat food purchases by number of pounds, by age, November 2013-December 2014
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- Figure 103: Packaged dry cat food purchases by type, November 2013-December 2014
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- Figure 104: Packaged dry cat food purchases by type, by age, November 2013-December 2014
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- Figure 105: Packaged dry cat food purchases by type, by race, November 2013-December 2014
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- Figure 106: Packaged dry cat food purchases by type, by household income, November 2013-December 2014
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- Figure 107: Packaged dry cat food purchases by type, by presence of children in household, November 2013-December 2014
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- Figure 108: Wet/moist cat food purchases, by household income, November 2013-December 2014
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- Figure 109: Wet/moist cat food purchases by type, November 2013-December 2014
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- Figure 110: Wet/moist cat food purchases by type, by age, November 2013-December 2014
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- Figure 111: Wet/moist cat food purchases by type, by race, November 2013-December 2014
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- Figure 112: Wet/moist cat food purchases by type, by household income, November 2013-December 2014
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- Figure 113: Wet/moist cat food purchases by type, by presence of children in household, November 2013-December 2014
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- Figure 114: Wet/moist cat food purchases by number of packages or cans, by age, November 2013-December 2014
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- Figure 115: Cat snacks or treats usage, by age, November 2013-December 2014
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