Table of Contents
Executive Summary
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- The issues
- Category grows 18% from 2011-16
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- Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2011-21
- Pet ownership nearly universal
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- Figure 2: Type of pet owned, June 2016
- Pet owners mostly purchase the essentials
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- Figure 3: Select pet supplies and health/grooming supplies purchased, June 2016
- The opportunities
- Health, functionality important purchase drivers
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- Figure 4: Purchase factors, June 2016
- Young adults, Hispanics, parents express most interest in category innovations
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- Figure 5: Interest in select innovations, any interest, by age (18-44), Hispanic origin, and parental status, June 2016
- Emphasize importance of proper care of aging pets, proactive measures
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- Figure 6: Attitudes toward aging pets, June 2016
- What it means
The Market – What You Need to Know
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- Sales reach $11 billion in 2016
- Non-dog/cat needs segment struggles
- US pet population in their elder years
- Growth in US population, declining homeownership rates impact market
- Analysis of America’s pets
Market Size and Forecast
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- Category sales reach $11 billion in 2016
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- Figure 7: Total US sales and fan chart forecast of pet supplies, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of pet supplies, at current prices, 2011-21
- Figure 9: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2011-21
Market Breakdown
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- Cat litter and other dog/cat supplies grow, non-dog/cat needs struggle
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- Figure 10: Share of total US retail sales of pet supplies, by segment, 2016
- Figure 11: Total US retail sales of pet supplies, by segment, at current prices, 2014 and 2016
- Other retailers garner sales from supermarkets
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- Figure 12: Total US retail sales of pet supplies, by channel, at current prices, 2011-16
Market Perspective
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- US pet population aging
Market Factors
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- Growth in US population to benefit pet supplies market
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- Figure 13: US population, by age, 2011, 2016, and 2021
- Unmarried adults, delay in starting family on the rise
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- Figure 14: Households, by presence of own children, 2003-13
- Declining homeownership rates, income impact market
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- Figure 15: Type of pet owned, by household income and primary residence, June 2016
- Consumer confidence, economic improvements
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- Figure 16: Consumer Sentiment Index, January 2007-June 2016
- Profile of Americas pets
- Americas cat population
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- Figure 17: Profile of cat ownership, June 2016
- Americas dog population
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- Figure 18: Profile of dog ownership, June 2016
Key Players – What You Need to Know
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- Sales fragmented, private label represents nearly one quarter of sales
- Innovation, functionality boosts cat litter segment growth
- Specialty, private labels threaten mass brands
- Health, technology, and smaller products bring new opportunities
Manufacturer Sales of Pet Supplies
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- Nestle is leading MULO pet supply company
- Private label represents nearly one quarter of category sales
- Manufacturer sales of pet supplies
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- Figure 19: MULO sales of pet supplies, by leading companies, rolling 52-weeks 2015 and 2016
What’s Working?
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- Sustained cat litter innovation aids segment growth
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- Figure 20: Purina Tidy Cat Tidy Innovation Lab, April 6, 2015
- Figure 21: MULO sales of Purina Tidy cat litter
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- Figure 22: MULO sales of Arm & Hammer Clump and Seal litter
- Figure 23: Cats Pride Fresh and Light Ultimate Care line commercial, March 2016
- Treatment and prevention
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- Figure 24: MULO sales of select pet needs, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Brands focus on well-rounded approach for pet’s happiness
- Campaigns highlight proper care for companions
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- Figure 25: Petco 7-point pet care check online ad, 2016
- Figure 26: Petco “Finding Dory” online ad, 2016
What’s Struggling?
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- Brand name products face competition from specialty and private labels
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- Figure 27: Location of pet food purchases, June 2016
- Health risks, basic flavor temper rawhide chew segment growth
- Non-dog/cat products struggle in market
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- Figure 28: MULO sales of non –dog/cat needs, by leading companies and brands, rolling 52-weeks 2015 and 2016
What’s Next?
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- Pets are joining the #foodie movement
- Subscription services deliver age-related products
- Pets and the city – Products for urban dwelling pets
- Litter goes outside the box – Colors, scents, and health
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- Figure 29: Neon Litter Clumping Crystals Cat Litter
- Pet tech – Pets get smart
- Fitness and fun
- Safety and monitoring
- Vet at your finger tips
The Consumer – What You Need to Know
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- Dogs the most popular pet in America
- Dog owners purchase more house, travel, and apparel pet supplies
- Flea and tick treatment, litter most purchased health supplies
- Health and functionality top list of purchase factors
- Improving health and user experience holds most interest for owners
- Attitudes toward aging vary based on pets life stage
Type of Pet Owned
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- Dog favored pet in US
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- Figure 30: Type of pet owned, June 2016
- Pet ownership drops off with age
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- Figure 31: Type of pet owned, by age and gender, June 2016
- Pet ownership skews toward parents, Hispanics
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- Figure 32: Type of pet owned, by parental status and number of children under 18 in household, June 2016
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- Figure 33: Type of pet owned, by Hispanic origin, June 2016
House, Travel, and Apparel Pet Supplies Purchased
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- Toys and treats most purchased, especially among dog owners
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- Figure 34: House, travel, and apparel pet supplies purchased, June 2016
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- Figure 35: House, travel, and apparel pet supplies purchased, by type of pet owned, June 2016
- Spending peaks among Millennials
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- Figure 36: PetSmart online ad, 2016
- Figure 37: Select house, travel, and apparel pet supplies purchased, by generation, June 2016
- Hispanics more likely to buy pet supplies geared toward younger pets
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- Figure 38: Select house, travel, and apparel pet supplies purchased, by Hispanic origin, June 2016
- Urbanites pamper pets
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- Figure 39: Select house, travel, and apparel pet supplies purchased, by area, June 2016
Health and Grooming Pet Supplies Purchased
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- Litter, flea and tick products most purchased
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- Figure 40: Health and grooming pet supplies purchased, June 2016
- Dog owners more likely to purchase most health and grooming items
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- Figure 41: Health and grooming pet supplies purchased, by type of pet owned, June 2016
- Training, improving pets health top of mind for Millennials
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- Figure 42: Select health and grooming pet supplies purchased, by generation, June 2016
- Hispanics want pets healthy from head to tail
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- Figure 43: Select health and grooming pet supplies purchased, by Hispanic origin, June 2016
- Parents concerned about health and safety
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- Figure 44: Select health and grooming products, by parental status, June 2016
Purchase Factors
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- Health, functionality top list of purchase factors
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- Figure 45: Purchase Factors, June 2016
- Millennials seek convenience and design, Boomers trust professionals
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- Figure 46: Select purchase factors, by generation, June 2016
- Nutrition, design appeals to Hispanics
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- Figure 47: Select purchase factors, by Hispanic origin, June 2016
- Urban dwellers look for portability and are fashion forward
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- Figure 48: Select purchase factors, by area, June 2016
Interest in Innovations
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- Product innovations could boost slow market sales
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- Figure 49: Interest in innovations, June 2016
- Adults aged 18-44 represent growth opportunity
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- Figure 50: Interest in innovations, any interest, by age, June 2016
- Hispanics express interest in improving health, odor control
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- Figure 51: Interest in select innovations, any interest, by Hispanic origin, June 2016
- Technology, health, convenience appeal to parents
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- Figure 52: Interest in select innovations, any interest, by parental status, June 2016
Attitudes toward Aging Pets
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- Age-related concerns top of mind for pet owners
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- Figure 53: Attitudes toward aging pets, June 2016
- Dog owners’ attitudes vary based on pet’s age
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- Figure 54: Attitudes toward aging pets, by age of dog owned, June 2016
- Income limits proper pet care
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- Figure 55: Select attitudes toward aging pets, by household income, June 2016
- Millennials preparing for aging pets
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- Figure 56: Select attitudes toward aging pets, by generation, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Market factors
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- Figure 57: Homeownership rate, by age of householder, 2014
- Figure 58: Disposable Personal Income change from previous period, January 2007-May 2016
- Market breakdown
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- Figure 59: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2011-21
- Figure 60: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2011-21
- Figure 61: Total US retail sales of pet supplies, by segment, at current prices, 2014 and 2016
- Figure 62: Total US retail sales and forecast of litter & deodorant, at current prices, 2011-21
- Figure 63: Total US retail sales and forecast of rawhide dog chews, at current prices, 2011-21
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- Figure 64: Total US retail sales and forecast of non-dog/cat supplies, at current prices, 2011-21
- Figure 65: Total US retail sales and forecast of other dog/cat supplies, at current prices, 2011-21
- Retail channels
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- Figure 66: Total US retail sales of pet supplies, by channel, at current prices, 2011-16
- Figure 67: Total US retail sales of pet supplies, by channel, at current prices, 2014 and 2016
Appendix – Key Players
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- Figure 68: MULO sales of pet litter and deodorant, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 69: MULO sales of rawhide dog chews by leading companies and brands, rolling 52-weeks 2015 and 2016
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- Figure 70: MULO sales of pet needs, by leading companies and brands, rolling 52-weeks 2015 and 2016
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