Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Key takeaways
- The issues
- Slow, steady growth continues
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- Figure 1: Total US sales and fan chart forecast of pet food, at current prices, 2014-24
- Pet specialty and mass still lead, but online is gaining fast
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- Figure 2: Pet food purchase location used most often, March 2019
- Dry food purchase near universal, but treats and wet food on the rise
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- Figure 3: Dog food/treats purchased, March 2019
- More cat owners use both dry and wet food
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- Figure 4: Cat food/treats purchased, March 2019
- The opportunities
- Pet specialty and online shoppers have similar pet food priorities
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- Figure 5: Dog and cat food purchase factors, by primary pet food retailer, March 2019
- Dual dog/cat owners a key target for new pet food and treat concepts
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- Figure 6: Pet food and treats innovation areas, by type of pet owned, March 2019
- Younger pet owners especially engaged in pet food decisions
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- Figure 7: Pet food attitudes, by age, March 2019
The Market – What You Need to Know
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- Slow, steady growth continues
- Dog and cat food dominate category
- Pet ownership is on the rise
Market Size and Forecast
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- Slow, steady growth continues
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- Figure 8: Total US sales and fan chart forecast of pet food, at current prices, 2014-24
- Figure 9: Total US sales and forecast of pet food, at current prices, 2014-24
Market Breakdown
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- Dog and cat food dominate category
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- Figure 10: Share of pet food, by segment, 2019
- Dog food sales growth outpaces cat food
- Treats lead category growth
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- Figure 11: Sales of pet food, by segment, 2014-2019
Market Factors
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- Pet ownership is on the rise
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- Figure 12: Number of pet-owning households, 2011-18
- Dogs remain American’s preferred pet
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- Figure 13: Number of pet-owning households, by type of pet, 2011-18
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- Figure 14: Type of pet owned, by age, April 2019
- Pet population aging; young and multicultural adults own younger pets
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- Figure 15: Profile of America’s pets, by age and race and Hispanic origin, April 2019
Key Players – What You Need to Know
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- Declines for value- and mid-priced brands impact total Purina sales
- Super-premium brands continue to grow in mass channels
- Treats have more room to grow
- Customization meets convenience
Company and Brand Sales of Pet Food
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- Declines for value- and mid-priced brands impact total Purina sales
- Nutro expansion helps Mars Inc. notch gain
- Smucker gets a small boost from Rachel Ray Nutrish acquisition
- Sales of pet food by company
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- Figure 16: Multi-outlet sales of pet food, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Super-premium brands continue to grow in mass channels
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- Figure 17: Multi-outlet sales of select super-premium pet food brands, rolling 52 weeks 2018 and 2019
- Treats have more room to grow
- Small competitors and private label make big gains in dog treats
- Tempting tastes drive cat treats
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- Figure 18: Multi-outlet sales of dog treats and cat treats, 2014-19
- FreshPet continues to climb, offers greater customizability
What’s Struggling?
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- Established leaders slip as new entrants gain traction
What’s Next?
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- Customization meets convenience
- Addressing pets’ emotional health through food and treats
The Consumer – What You Need to Know
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- Online purchase gaining on specialty and mass
- Retailer choice driven by convenience, price
- Clean nutrition generates strong interest
- Younger pet food shoppers’ preferences reflect their own food priorities
- Dog owners more engaged in category than cat owners
Purchase Location
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- Pet specialty and mass still lead, but online is gaining fast
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- Figure 19: Pet food purchase location used most often, March 2019
- Younger pet owners likely to shop in pet specialty or mass merchandisers
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- Figure 20: Pet food purchase location used most often, by age, March 2019
- Supermarkets a key channel for cat food
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- Figure 21: Pet food purchase location used most often, by type of pet owned, March 2019
Reasons for Selecting Primary Purchase Location
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- Convenience and low prices drive retailer choice
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- Figure 22: Reasons for selecting primary pet food purchase location, March 2019
- Selection of food and supplies remains a key asset for pet specialty
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- Figure 23: Reasons for selecting primary pet food purchase location, by primary pet food retailer, March 2019
- In their words: Deciding where to buy pet food
Dog Food/Treats Purchased
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- Dry food purchase near universal, but treats and wet food on the rise
- In their words: The treat experience
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- Figure 24: Dog food/treats purchased, March 2019
- Younger dog owners show interest in toppers
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- Figure 25: Dog food/treats purchased, by age, March 2019
- Pet specialty and online shoppers far more likely to buy toppers
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- Figure 26: Dog food/treats purchased, by primary pet food retailer, March 2019
Cat Food Treats Purchased
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- More cat owners use both dry and wet food
- Opportunity to increase treat frequency
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- Figure 27: Cat food/treats purchased, March 2019
- Younger cat owners more inclined to use toppers
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- Figure 28: Cat food/treats purchased, by age, March 2019
- Treats, toppers find online presence
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- Figure 29: Cat food/treats purchased, by primary pet food retailer, March 2019
Pet Food Purchase Factors
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- Taste stands out as priority for cat food
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- Figure 30: Dog and cat food purchase factors, by species, March 2019
- Younger pet food shoppers’ preferences reflect their own food priorities
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- Figure 31: Dog and cat food purchase factors, by age, March 2019
- Pet specialty and online shoppers have similar pet food priorities
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- Figure 32: Dog and cat food purchase factors, by primary pet food retailer, March 2019
- In their words: Selecting food
Pet Food and Treats Innovation Areas
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- Treat concepts generate strongest interest
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- Figure 33: Pet food and treats innovation areas, March 2019
- Younger pet owners a key target for sustainability in pet food
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- Figure 34: Pet food and treats innovation areas, by age, March 2019
- Dual dog/cat owners a key target for new pet food and treat concepts
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- Figure 35: Pet food and treats innovation areas, by type of pet owned, March 2019
- In their words: Selecting treats
Pet Food Attitudes
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- Safety and health are key concerns for pet food purchasers
- Pet owners’ concerns drive premiumization of category
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- Figure 36: Pet food attitudes, March 2019
- Younger pet owners especially engaged in pet food decisions
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- Figure 37: Pet food attitudes, by age, March 2019
- Dog owners and dual owners more engaged in category than cat owners
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- Figure 38: Pet food attitudes, by type of pet owned, March 2019
- Specialty and online shoppers share ideals
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- Figure 39: Pet food attitudes, by primary pet food retailer, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 40: Total US sales and forecast of pet food, at inflation-adjusted prices, 2014-24
- Figure 41: Total US sales and forecast of cat food, at current prices, 2014-24
- Figure 42: Total US sales and forecast of dog food, at current prices, 2014-24
- Figure 43: Total US sales and forecast of other pet food, at current prices, 2014-24
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- Figure 44: Total US sales and forecast of pet treats, at current prices, 2014-24
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Appendix – Additional Market Data
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- Figure 45: Multi-outlet sales of cat food, dog food, and pet treats by sub-segments, 2014-2019
- Figure 46: Total US retail sales of pet food, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 47: Multi-outlet sales of cat food, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 48: Multi-outlet sales of dog food, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 49: Multi-outlet sales of other pet food, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 50: Multi-outlet sales of pet treats, by leading companies and brands, rolling 52 weeks 2018 and 2019
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