Pet supply manufacturers and retailers face a challenging environment, with sales for 2010-15 rising only 5% when adjusted for inflation. Pet ownership is growing primarily on the basis of population expansion rather than historical rises in ownership penetration. Private label brands are also seeing share growth. However, opportunities remain in the market, surrounding increasing concerns about safety and the increasing perception of pets as a member of the family, rather than a possession. This report explores how marketers for pet supply manufacturers and retailers can capitalize on these trends.

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 cages).

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.