Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Cat owners less engaged in the market
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- Figure 1: Select house, travel, apparel, health, and grooming purchases, by type of pet owned, April 2017
- Most purchasing narrow range of products
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- Figure 2: Pet supplies purchased, repertoire of products used, April 2017
- Engagement declines with age, younger adults active purchasers
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- Figure 3: House, travel, and apparel pet supplies purchased, by age, April 2017
- Pet-specific, durability factor strongly into purchase decisions
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- Figure 4: Top six purchase factors for any pet accessories, rawhide, or grooming supplies, April 2017
- The opportunities
- Growth in pet population could stimulate market
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- Figure 5: Type of pet owned, June 2016 – April 2017
- Younger pet owners interested in pet tech
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- Figure 6: Interest in pet supply technology innovations, by age, April 2017
- Expand natural offerings, emphasize safety and health
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- Figure 7: Interest in premium treats, Importance of natural and health claims, April 2017
- What it means
The Market – What You Need to Know
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- Solid sales growth as pet owners look to improve pet’s life
- Other dog/cat supplies account for nearly half of category sales
- America’s pet population increasing
- Booming tick population
Market Size and Forecast
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- Solid category growth aligns with humanization trends
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- Figure 8: Total US sales and fan chart forecast of pet supplies, at current prices, 2012-22
- Figure 9: Total US retail sales and forecast of pet supplies, at current prices, 2012-22
Market Breakdown
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- Other dog/cat pet supplies accounts for nearly half of category sales
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- Figure 10: Share of pet supplies sales, by segment, 2017
- Litter and deodorant drive growth
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- Figure 11: Total US retail sales of pet supplies, by segment, at current prices, 2012-17
Market Perspective
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- Profile of America’s pets
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- Figure 12: Type of pet owned, April 2017
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- Figure 13: Number of dogs or cats owned, type of dog, age of dog, April 2017
- Crack down on pet stores, mills
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- Figure 14: Cat and dog acquisition, April 2017
Market Factors
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- Pet obesity levels on the rise
- Aging population, fewer households with children may hinder market
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- Figure 15: Population aged 18 or older, by age, 2012-22
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- Figure 16: Households, by presence of related children, 2006-16
Key Players – What You Need to Know
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- Leading companies losing share to smaller competitors, private label
- Pets bring influence to social media, natural claims increase
- Human-inspired products trending
Manufacturer Sales of Pet Supplies
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- Nestlé maintains category lead, strong growth among smaller players, private label
- Manufacturer sales of pet supplies
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- Figure 17: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- High tick count benefits flea and tick products
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- Figure 18: MULO sales of select flea and tick treatment products, rolling 52 weeks 2016 and 2017
- Brands dominate product launches yet private label sees most growth
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- Figure 19: Percentage of pet supply product launches, by brand type, 2012-17*
- Figure 20: MULO sales of private label, by segment, rolling 52 weeks 2017-17
- Animal influencers on social media
- Pet retailers heighten competition, expand online presence
- Brands shifting focus to natural and ethical claims
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- Figure 21: Percentage of pet supplies product launches, by claim category, 2012-17*
- Services that cater to new pet owners
What’s Struggling?
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- Latest rawhide recall adds to MULO segment struggles
- Sacrificing lifestyle deters one third of Americans from pet ownership
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- Figure 22: Barriers to ownership, April 2017
What’s Next?
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- National pride: pet products made in the US
- In the future…
- …owners will be able to communicate with pets
- …pets will eat and sleep better
- …and work, travel, and play in comfort
The Consumer – What You Need to Know
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- Functional supplies see lift
- Dog owners purchasing wider range of health products
- Pet specific attributes prioritized when shopping category
- Pet owners actively managing pet health
- Innovations of most interest reflect consumer product trends
House, Travel, and Apparel Pet Supplies Purchased
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- Nonessential products struggle, dog owners heavier purchasers
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- Figure 23: House, travel, and apparel pet supplies purchased, June 2016-April 2017
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- Figure 24: Select house, travel, and apparel pet supply purchases, by type of pet owned, April 2017
- Younger adults, parents spare no expense for their ‘fur babies’
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- Figure 25: Select house, travel, and apparel pet supplies purchased, by age and household income, April 2017
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- Figure 26: Select travel and apparel pet supplies purchased, by age of children in the home, April 2017
- Hispanics travel with pets in style
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- Figure 27: Select travel and apparel pet supplies purchased, by Hispanic origin, April 2017
- Travel, apparel appeal to urbanites
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- Figure 28: Select travel and apparel pet supplies purchased, by living location, April 2017
Health and Grooming Pet Supplies Purchased
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- Litter most purchased, dog owners heavier users of health products
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- Figure 29: Health and grooming pet supplies purchased, April 2017
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- Figure 30: Select health pet supplies purchased, by type of pet owned, April 2017
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- Figure 31: Health pet supplies purchased, by vet visitation, April 2017
- Younger adults over index for grooming and health product purchases
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- Figure 32: Select health and grooming pet supplies purchased, by age, April 2017
- Income impacts spend on health pet supplies
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- Figure 33: Select health pet supplies purchased, by household income, April 2017
Purchase Factors
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- Pet-specific, quality, and natural features influence purchases
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- Figure 34: Purchase factors, by segment, any (net), April 2017
- Made in USA outweighs brand, reviews
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- Figure 35: TURF Analysis – Purchase factors, April 2017
- TURF Methodology
- Men focus on brand, rely on recommendations
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- Figure 36: Select grooming supplies and rawhide purchase factors, by gender, April 2017
- Younger adults, parents consider variety of factors before purchasing
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- Figure 37: Select pet supply purchase factors, any pet supplies (net), by age, parental status, April 2017
Attitudes toward Pet Health
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- Adults more proactive than reactive with pet’s health
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- Figure 38: Attitudes toward pet health, April 2017
- Pet health higher priority for dog owners
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- Figure 39: Select attitudes toward pet health, by type of pet, April 2017
- Women more active in their pet’s health
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- Figure 40: Select attitudes toward pet health, by gender, April 2017
- Pet health perceptions are tied to age, presence of children
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- Figure 41: Select attitudes toward pet health, by age, parental status, April 2017
Interest in Innovations
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- Strong interest in premium offerings, smart technology
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- Figure 42: Interest in innovations, April 2017
- Smart tech, services appeal to owners of multiple and younger pets
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- Figure 43: Interest in smart technology and virtual vet services, by type of pet owned, April 2017
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- Figure 44: Interest in select innovations, by age of dog, April 2017
- Younger pet owners, parents excited by premium ingredients, pet tech
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- Figure 45: Interest in innovations, by age, parental status, April 2017
- Hispanic pet owners gravitate toward smart technology
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- Figure 46: Interest in select innovations, by Hispanic origin, April 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 47: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2012-22
- Figure 48: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2012-22
- Figure 49: Total US retail sales of pet supplies, by segment, at current prices, 2015 and 2017
- Figure 50: Total US retail sales and forecast of litter & deodorant, at current prices, 2012-22
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- Figure 51: Total US retail sales and forecast of rawhide dog chews, at current prices, 2012-22
- Figure 52: Total US retail sales and forecast of non-dog/cat supplies, at current prices, 2012-22
- Figure 53: Total US retail sales and forecast of other dog/cat supplies, at current prices, 2012-22
- Figure 54: Total US retail sales of pet supplies, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 55: MULO sales of pet litter and deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 56: MULO sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 57: MULO sales of non cat/dog needs, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 58: MULO sales of pet needs, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 59: Household pet ownership, February 2007-March 2017
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- Figure 60: Type of pet owned, June 2016 – April 2017
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- Figure 61: Age of dog, by gender, age, Hispanic origin, age of children in household, age and income, and living location, April 2017
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