Table of Contents
Executive Summary
-
- The issues
- Market growth stays just ahead of inflation
-
- Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2010-20
- Pet ownership stagnant
- Price competition strong; private labels eroding name brand sales
-
- Figure 2: Share of new pet product launches from brands and private labels, 2005-15
- The opportunities
- Humanization changing how owners think about pets
-
- Figure 3: Indicators of humanization of pets, February 2015
-
- Figure 4: Purchase of pet clothing/costumes/accessories, March 2014-February 2015
- Widespread health and safety concerns mean growth for health/well-being categories
-
- Figure 5: Share of new pet product launches featuring selected health and environmental claims, 2010-15
- What it means
The Market – What You Need to Know
-
- Pet ownership rates remain flat
- CAGR of 3.6% barely beats inflation
- Recent growth all in litter/deodorant
- Homeowners, childless couples high spenders
Market Size and Forecast
-
- Slow growth ahead
-
- Figure 6: Total US sales and fan chart forecast of pet supplies, at current prices, 2010-20
- Figure 7: Total US sales and forecast of pet supplies, at current prices, 2010-20
Market Breakdown
-
- Litter innovation a bright spot in sluggish market
-
- Figure 8: Share of US retail sales of pet supplies, by segment, 2013-15
-
- Figure 9: Sales of pet supplies, by segment, 2010-15
- Pet stores dominate infrequent purchases
-
- Figure 10: Pet supply purchase locations – Clothing, travel, furniture and training needs, February 2015
-
- Figure 11: Pet supply purchase locations – Medication grooming, litter and toys, February 2015
- In their own words
- Online retailers pose most direct threat to pet specialists
-
- Figure 12: Correspondence analysis – Pet supplies purchase locations – February, 2015
Humanization of Pets
-
- Part of the family
-
- Figure 13: PetSmart Partners in Pethood, Stanley Is Five, TV ad, 2015
- Figure 14: Big Lots Pet Supplies - Pets with Opinions #PetsRPeople2, TV ad, 2014
-
- Figure 15: Indicators of humanization of pets, February 2015
- Young men most likely to dress pets
-
- Figure 16: Indicators of humanization of pets, by gender and age, February 2015
- Correlation between humanization and spend on pet supplies
Market Factors
-
- Homeowners spend nearly three times renters
-
- Figure 17: Pet ownership trends, by homeownership, February 2015
- Figure 18: Average annual household expenditures on pets, by homeowner status, 2011*
-
- Figure 19: Number of homeowning households in the US, by household type, 2015-20
- Empty nesters, childless couples show high spend
-
- Figure 20: Average annual household expenditures on pets, by household structure, 2011*
- Senior and overweight/obese pet populations growing
-
- Figure 21: Percentage of dogs and cats age 6 or older, 1987 and 2011
- Figure 22: Share of new pet product launches featuring selected health or environmental claims, 2010-15
- Pet culture more favorable among urbanites
-
- Figure 23: Purchase of pet categories in past year among urban residents, February 2015
Key Players – What You Need to Know
-
- Litter makers grow through innovation
- Premium positioning and proprietary brands on the rise
- Rawhide and non-dog/cat supplies struggling
- Future rosy for senior-oriented products
Manufacturer Sales of Pet Supplies
-
- Nestle widens its litter lead through innovation
- Manufacturer sales of pet supplies
-
- Figure 24: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
-
- Premium products drawing more pet owners
- Proprietary and exclusive brands on the rise
-
- Figure 25: Share of new pet product launches from brands and private labels, 2005-15
- Innovation drives success in litter segment
-
- Figure 26: #KittenWeek True Tails: Blindsided, TV ad, 2014
What’s Struggling?
-
- Rawhide saddled with permanent taint
- Popularity of pets other than dogs and cats sinking
- Major pet specialists struggling to stave off competition
What’s Next?
-
- Products for senior pets and senior pet owners
- Pet versions of products for people
- Technology seeks to make pet care fun and easy
The Consumer – What You Need to Know
-
- Majority of households own pets
- Safety first
- Capitalizing on savings behavior
- Slim declines in penetration for supplement usage
Pet Ownership
-
- Half of households own dogs
-
- Figure 27: Types of pets living in household, February 2015
- 25-34-year-olds lead in pet ownership
-
- Figure 28: Pet ownership, by age and gender, February 2015
- Households with kids most likely to own pets
-
- Figure 29: Pet ownership, by presence of children under 18 in household, February 2015
- Higher income groups better able to afford dogs
-
- Figure 30: Any pets living in household, by household income group, February 2015
Products Purchased
-
- Toys tops
-
- Figure 31: Pet supplies purchase timing, February 2015
Spotlight on Supplements
-
- Slight declines in usage
-
- Figure 32: Trended pet vitamins and supplements usage, 2009-14
- Figure 33: Total US sales of pet supplements, at current prices, 2010-15
- Substantial opportunities remain
Shopping Preferences
-
- Safety beats value
- Owner recommendations top vets, store employees
-
- Figure 34: Pet supply shopping preferences, February 2015
Shopping Habits
-
- Encouraging impulse purchasing
- Cost-saving behavior common
-
- Figure 35: Pet supply shopping habits, February 2015
- Time to revamp pet supply box contents
- Opportunities in in-store digital and among young singles
-
- Figure 36: Pet supply purchase habits, by gender and age, February 2015
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
-
-
- Figure 37: Total US sales and forecast of pet supplies, at inflation-adjusted prices, 2010-20
- Figure 38: Total US sales and forecast of pet supplies, by segment, at current prices, 2010-20
- Figure 39: Total US retail sales of pet supplies, by channel, at current prices, 2010-15
-
Appendix – Key Players
-
-
- Figure 40: MULO sales of litter and deodorant, by leading companies, rolling 52 weeks 2014 and 2015
- Figure 41: MULO sales of dog/cat supplies, by leading companies, rolling 52 weeks 2014 and 2015
-
- Figure 42: MULO sales of rawhide dog chews, by leading companies, rolling 52 weeks 2014 and 2015
- Figure 43: MULO sales of non-dog/cat supplies, by leading companies, rolling 52 weeks 2014 and 2015
-
- Figure 44: Top five brands of flea/tick medication used, 2009-14
-
Appendix – Consumer
-
-
- Figure 45: Types of flea and tick care products purchased, July 2010-September 2014
- Correspondence analysis
-
- Figure 46: Pet supplies purchase locations-February, 2015
-
Back to top