Author: Mintel Group Ltd.
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Pet Supplies - US - June 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
State of the market
Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2013-23
Market challenges
Engaging the unengaged: As pets age, engagement declines
Figure 2: Repertoire of house, travel, and apparel pet supplies purchased, by age of pet, March 2018
Younger pet owners are price-driven
Figure 3: Attitudes toward safety and willingness to increase spend, by age, March 2018
Mintel recommends
Acknowledge shifting pet population trends
Figure 4: Number of pet-owning households, 2010-17
Meet the needs of an aging pet population
Figure 5: Select attitudes and behaviors toward pet health, by age of pet, March 2018
Focus on claims that convey safety, health
Figure 6: Select attitudes and behaviors toward pet supplies, purchase factors, any (net), March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Steady growth trajectory continues
Other pet supplies dominates the market
Dogs still America’s favorite pet, pet population aging
MARKET SIZE AND FORECAST
Market to maintain momentum through 2023
Figure 7: Total US sales and fan chart forecast of pet supplies, at current prices, 2013-23
Figure 8: Total US retail sales and forecast of pet supplies, at current prices, 2013-23
MARKET BREAKDOWN
Other pet supplies strongest growth over last five years
Figure 9: Total US retail sales of pet supplies, by segment share, 2018
Figure 10: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2013-18
MARKET FACTORS 
America’s pets – Pet ownership continues to climb
Figure 11: Number of pet-owning households, 2010-17
Figure 12: Number of pet-owning households, by type of pet, 2010-17
Most stick to one pet in the home, pet population aging
Figure 13: Profile of America’s pets, March 2018
A diverse and aging human population impacts market
Figure 14: Population aged 18 or older, by age, 2013-23
Figure 15: Distribution of population, by age and race/Hispanic origin, 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Nestlé maintains leading spot, smaller players gaining share
Crossing over: brands capitalize on humanization trend
A focus on natural, free-from claims
Pet health trends mirroring humans
MANUFACTURER SALES OF PET SUPPLIES 
Nestlé loses share but stays on top
Clorox, Church & Dwight see slight lift
Manufacturer sales of pet supplies
Figure 16: MULO sales of pet supplies, by leading company, 2017 and 2018
WHAT’S WORKING?
Litter: staple for cat owners, and potentially even small dog owners
Human to pet brands
Who is doing this well?
Figure 17: MULO sales of Serta pet beds, rolling 52 weeks 2017 and 2018
Figure 18: 8 Pour Chiens et Chats (8 for dogs and cats), September 2017
Natural claims popular across segments
Who is doing this well?
Figure 19: MULO sales of select pet health products, rolling 52 weeks 2017 and 2018
Figure 20: MULO sales of select rawhide dog chew brands, rolling 52 weeks 2017 and 2018
WHAT’S STRUGGLING?
Non-clay litter alternatives lacking
Figure 21: MULO sales of identified non-clay litter brands, rolling 52 weeks 2017 and 2018
Rawhides challenged by recalls, movement toward natural
Figure 22: MULO sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2017 and 2018
WHAT’S NEXT?
Pet health products, services, concerns closely mirror humans
Pet self-care movement emerges
#Fitspo: pets of all sizes fitness and nutritional goals
Pet healthcare becoming more available
Made in America gains pet owners trust
“Pet”nology becomes more mainstream, yet will need to prove value
THE CONSUMER – WHAT YOU NEED TO KNOW 
Young adults pamper pets with “essentials”
Healthier living trends driving health product purchases
Pet-specific and made in US label reach widest audience
Safety outweighs cost; owners willing to spend on fur babies
Owners manage pet health, voice emotional and aging health concerns
Interest in innovations reflect human product trends
HOUSE, TRAVEL, AND APPAREL PET SUPPLIES PURCHASED 
Younger adults more invested in pampering pets
Figure 23: Repertoire of house, travel, and apparel pet supplies purchased, March 2018
Figure 24: House, travel, and apparel pet supplies purchased, by age, parental status, March 2018
Puppies getting pampered
Figure 25: Repertoire of house, travel, and apparel pet supplies purchased, by dog, cat ownership, age of pet, March 2018
Multicultural pet owners engaged in market
Figure 26: Select house, travel, and apparel pet supplies purchased, by race and Hispanic origin, March 2018
HEALTH AND GROOMING PET SUPPLIES PURCHASED
Pet owners becoming more invested in pet health
Figure 27: Health and grooming pet supplies purchased, trended, 2016-18
Educate new pet parents on benefits of in-between-vet visit products
Figure 28: Select health pet supplies purchased, by age of dog, cat, March 2018
PURCHASE FACTORS 
Pet-specific features outweigh other factors
Products need to withstand wear and tear without compromising safety
Figure 29: Purchase factors, by segment, any (net), March 2018
Pet-specific, locally made garners the widest reach
Figure 30: TURF analysis – Purchase factors, March 2018
Methodology
First-time pet owners seek health claims, reassurance
Figure 31: Purchase factors, any (net), by age, March 2018
Dog owners consider range of features
Figure 32: Purchase factors, any (net), by dog, cat ownership, March 2018
ATTITUDES AND BEHAVIORS TOWARD PET SUPPLIES
Safety outranks price, functional health benefits could increase spend
Figure 33: Attitudes and behaviors toward pet supplies, March 2018
Younger adults try to balance pet costs with financial responsibilities
Figure 34: Attitudes toward safety and willingness to increase spend, by age, March 2018
Cat owners more price sensitive
Figure 35: Safety vs price, by type of pet owned, March 2018
ATTITUDES AND BEHAVIORS TOWARD PET HEALTH
Pet owners proactive in managing pet’s health
Figure 36: Attitudes and behaviors toward pet health, March 2018
Pet insurance lifts (some) financial burden of vet visits
Figure 37: Vet visit frequency by pet insurance owners, March 2018
Older pets have greater need for health products
Figure 38: Select Attitudes and behaviors toward pet health, by age of pet, March 2018
INTEREST IN INNOVATIONS 
Health-focused products garner the most interest
Pet tech continues to emerge, yet will need to prove value
Figure 39: Interest in innovations, March 2018
Multiple and younger pet owners find value in pet tech, health products
Figure 40: Interest in select pet product innovations, by dog, cat ownership, March 2018
Figure 41: Interest in select pet product innovations, by age of dog, cat, March 2018
In their words:
Younger and multicultural pet owners most excited by innovations
Figure 42: Interest in select pet product innovations, among adults aged 18-34, Black and Hispanic adults, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 43: Total US sales and forecast of pet supplies, at inflation-adjusted prices, 2013-23
Figure 44: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2013-23
Figure 45: Total US retail sales of pet supplies, by segment, at current prices, 2016 and 2018
Figure 46: Total US retail sales and forecast of litter & deodorant, at current prices, 2013-23
Figure 47: Total US retail sales and forecast of rawhide dog chews, at current prices, 2013-23
Figure 48: Total US retail sales and forecast of other pet supplies, at current prices, 2013-23
Figure 49: Total US retail sales of pet supplies, by channel, at current prices, 2013-18
Figure 50: Total US retail sales of pet supplies, by channel, at current prices, 2016 and 2018
APPENDIX – KEY PLAYERS 
Figure 51: MULO sales of other pet supplies, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 52: MULO sales of cat and dog litter and deodorant, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 53: Share of pet product launches, by claim, 2013-18*
APPENDIX – THE CONSUMER 
Figure 54: Summary of bases for pet ownership, October 2009-November 2017

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