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Pet Supplies - US - June 2015

OVERVIEW
What you need to know
Definition
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

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