Pet Food in the U.S., 10th Edition

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Pet Food in the U.S., 10th Edition

Published on July 2013

Report Summary

With volume sales relatively flat, competition for every pet food dollar has never been more intense, such that pet food marketers'

attentions are firmly directed toward presenting products that stand out while establishing or maintaining position in the all-important

premium/natural segment. As mass-market pet food sales stagnate, with growth of under half a percentage point for the 52 weeks

ending January 27, 2013, the action is in premium and superpremium foods where growth has reached double digits in some

segments. With Hill's reformulating Science Diet as a natural product, Walmart launching Pure Balance as its first natural pet food

store brand, Nestlé Purina coming on strong with Purina One Beyond, Merrick taking acquiring Castor & Pollux and obtaining organic

certification, and Del Monte acquiring Natural Balance, everyone is stepping up their game to take advantage of the natural boom. Yet

another market driver is the fact that, more than ever, pet specialty and mass-market brands are growing significantly more alike in

terms of offerings. In order to differentiate, marketers are turning to trends such as grain-free, 'meat first' and human grade products.

As pet superstores draw shoppers away from supermarkets and mass merchandisers with increased customer service and a greater

range of products, discount and online retailers are putting the pressure on pet retailers across the board, offering quality products at

substantially lower prices. Although pet-owning households have slowly increased their income level, with 29.4% of dog or cat-owning

households making $60,000 a year or more in 2012 compared with 27.8% in 2007, the percentage of pet owners shopping at

discount stores remains high, at nearly 25%, based on Simmons Fall 2012 consumer survey data. Additionally, although online

shopping for pet products is significanly lower than in other retail channels, at just over 6% in 2012, dog and cat owners are more

likely than the population at large'at 15% and 23%, respectively'to shop online in general, leading to the potential for more online

shopping growth in the pet market.

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts' broad cross-category

expertise, this study pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth

product segments and market drivers. Covering products for all types of companion animals, the report devotes separate chapters to

Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market

Overview covering cross-market trends and opportunities through 2017.

The report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand

share level using data from IRI. It also charts market size and marketer share figures for the natural and specialty/gourmet

supermarket channels, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 10th Edition thoroughly documents

competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel

shopping, and cross-product purchasing. Consumer profiling is based on exclusive data from Packaged Facts' own quarterly pet

owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services. Dozens of

images of pet food and treat products and consumer and trade ads are included.

Table of Content

Chapter 1: Executive Summary

Scope and Methodology

Scope of Report: Dog, Cat, Other

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Terminology Exclusions

Market Size and Growth

U.S. Pet Food Retail Sales, 2008-2012

Table 1-1: U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)

Mass-Market Dollar Sales Flat, Volume Sales Down

Premium vs. Regular vs. Value Foods

Share of Sales by Distribution Channel

Table 1-2: Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)

Sales Growth Through 2017

Table 1-3: Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)

Competitive Trends

Top Five Players Control Four-Fifths of Market

Table 1-4: Top Five U.S. Marketers of Pet Food: 2010 vs. 2012 (percent)

Mergers and Acquisitions

Del Monte Foods and Natural Balance Pet Foods Merge

Merrick Acquires Castor & Pollux

Expansions Galore

Three Companies Dominate Mass-Market Sales

Pet Specialty Channel Leaders

Natural/Organic Specialists

Veterinary Diet Marketers

Retail Channel Trends

Overview

Figure 1-1: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2012 (percent of U.S. households with

pets)

The Big Two: PetSmart and Petco Continue to Advance

Independent Pet Stores Under Pressure

Focus on Private Label









Pet Consumer Trends

64 Million Households Own Pets

Table 1-5: Pet Ownership in the United States, 2012 (percent and number of U.S. households)

34% of Pet Households Keep Multiple Types

Figure 1-2: Ownership of Multiple Types of Pets, 2012 (percent of pet-owning U.S. households)

55% of Pet Households Keep More Than One Pet

Pet Specialty Leads in Channel Usage Rates

Table 1-6: Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent

of U.S. households with pets)

Chapter 2 Highlights

Chapter 2: Market Overview

Introduction

Three Animal Categories: Dog, Cat, Other

Terminology

Exclusions

Other Marketing Classifications


U.S. Pet Food Retail Sales, 2008-2012

Table 2-1: U.S. Retail Sales of Pet Food: 2008-2012 (in millions of dollars)

Mass-Market Dollar Sales Flat, Volume Sales Down

Table 2-2: IRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, January 2012 vs. January 2013

(in millions of dollars)

Dog Food Inches Up to $3.8 Billion

Cat Food Stalls at $2.4 Billion

Non-Dog/Cat Food at $236 Million

Dog Food the Strongest Contributor to Mass-Market Growth

Back-story: Mass-market Sales Chart Steady Growth

Pet Food Sales Trends in Natural Supermarkets

Table 2-3a: Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food,









Treats), 2012 vs. 2013 (in millions of dollars)

Table 2-3b: Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet

Food, Treats), 2012 vs. 2013 (percent)

Table 2-3c: Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013

(in millions of dollars)

Table 2-3d: Share of Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012

vs. 2013 (percent)

Market Composition

Premium vs. Regular vs. Value Foods

Table 2-4: Share of U.S. Retail Sales of Pet Food by Price

Category: Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food, Cat Food, Total, 2010 vs. 2012 (percent)

Dog Food vs. Cat Food

Table 2-5: Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: January 2012 vs. January 2013 (percent)

Dog and Cat Treats on the Ups

Table 2-6: Share of IRI-Tracked Sales of Dog and Cat Food by Form: January 2012 vs. January 2013 (percent)

Pet Food Sales by Form: Dry Tops List

Table 2-7: Share of IRI-Tracked Sales of Pet Food by Form: January 2012 vs. January 2013 (percent)

Natural and Organic Pet Food Sales

Table 2-8: U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)

Independent Pet Store Sales by Animal Type

Table 2-9: Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2010-2011 (percent)

Food and Treats Share of Sales in Independent Pet Stores by Animal Type

Table 2-10: Share of Retail Dollar Sales of Pet Edibles vs. Pet Non-Edible Supplies, by Animal Type in Independent Pet Stores: 2010

vs. 2011 (percent)

Dog Food the Largest Category in Pet Specialty Stores

Table 2-11: Share of Pet Specialty Retailer Dollar Sales by Category: 2009-2011 (percent)

Share of Sales by Distribution Channel

Table 2-12: Share of U.S. Pet Food Sales by Retail Outlet Type: 2012 (percent)









Market Outlook

Pet Market Still Feeling Recession Fallout

Figure 2-1: Level of Agreement with Statement 'I Am Spending Less on Pet Products These Days Because of the Economy,' 2010 vs.

2013 (percent of U.S. pet owners)

Table 2-13: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months (percent)

Table 2-14: IRI-Tracked Sales of Pet Products by Food and Non- Food Category, 2011 vs. 2012 (in millions)

Table 2-15: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months (percent)

Pet Market Growth Hinges on Innovation

Human/Animal Bond and 'Functional Pampering'

Figure 2-2: 'I Consider My Pet(s) Part of the Family,' 2013 (percent of pet owners)

Superpremium Products an Essential Market Driver

Premium Food Trend Includes Natural Products

Figure 2-3: Level of Agreement with Statement: 'Natural/organic brand pet products are often better than standard national brand

products,' 2012 vs. 2013 (percent of pet owners)

Figure 2-4: Level of Agreement with Statement: 'If natural/organic products were more available where I shop, I would buy them more

often,' 2013 (percent)

Figure 2-5: Level of Agreement with Statement: 'If natural/organic products were more affordable where I shop, I would buy them

more often,' 2013 (percent of pet owners)

Pet Specialty Channel Focuses on Natural Products

Figure 2-6: Level of Agreement with Statement: 'Natural products sold in pet specialty stores (such as Petco, PetSmart, or

independent pet stores) are superior to natural products sold in regular stores (such as Walmart, supermarkets, drugstores),' 2013

(percent)

Illustration 2-1: Pet Food Brands Carried by Unleashed by Petco (Website Screenshot)

Figure 2-7: 'In which product categories is a natural marketing proposition important'' (percent)

Growing Focus on Therapeutic Pet Foods

Table 2-16: Level of Agreement with Statement: 'I believe that pet supplements are more effective than 'functional' pet food designed

to treat specific health conditions,' 2012 (percent)

Table 2-17: Level of Agreement with Statement: 'I believe 'functional' pet food designed to treat specific health conditions is more

effective than supplements in pill, tablet, liquid, or powder form,' 2012 (percent)

Table 2-18: Level of Agreement with Statement: 'I do not use pet supplements because I believe my pet gets all the nutrients it needs

from the pet food I buy,' 2012 (percent)

Illustration 2-2: Hill's Everypeteverytime.com Vet-Targeted Website

Nutraceutical Treats Expanding Market Boundaries

Table 2-19: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog and Cat Owners, 2013

(percent)

The Aging Pet Population

Table 2-20: Age of Dogs and Cats, 2013 (percent of pet owners)









Pet Overweight, Obesity

Table 2-21: Percentage and Number of Overweight and Obese Dogs and Cats, 2012

Product Safety Concerns

Figure 2-8: Level of Agreement with Statement: 'I am very concerned about the safety of the pet products I buy,' August 2012 vs.

February/March 2013 (percent of pet owners)

Product Safety Issue a Dual-Edged Sword

Mainstream Veterinary Associations Throw Up Raw Pet Food Roadblock

Growth in Pet Ownership Resumes with Economic Stability

Table 2-22: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2007 vs. 2012 (percent of U.S.

households)

Table 2-23: Household Penetration Rates for Selected Pet- Owning Classifications, 2009-2012 (percent of and number of U.S.

households in millions)

Number of Pets in the U.S. Varies by Source

Impact of Boomers and Graying Population

Role of Gen Xers and Gen Ys

Table 2-24: Household Penetration Rates for Selected Pet- Owning Classifications: By Generational Cohort, 2012 (percent of U.S.

households)

Table 2-25: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (number of U.S.

households in millions)

Table 2-26: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2012 (U.S. households)

Table 2-27: Indexes for Dog or Cat Ownership: By Age Cohort, 2007 vs. 2012 (U.S. households)

Table 2-28: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of

number and percent)

Lower-Income Pet Ownership Bounces Back

Table 2-29: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2007 vs.

2012 (U.S. dog- or cat-owning households, in millions)

Figure 2-9: Under-$70K Household Share of U.S. Pet Market Expenditures: By Category, 2006 vs. 2011 (percent)

Figure 2-10: $70K+ Household Share of U.S. Pet Food Market Expenditures, 2001-2011 (percent)

Internet Trends

Table 2-30: Frequency of pet product purchases among pet owners who purchase products online, 2013 (percent)

Table 2-31: Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2012 (percent and index)

Looking Ahead

Sales Growth Through 2017

Table 2-32: Projected U.S. Retail Sales of Pet Food: 2012-2017 (in millions of dollars)

Moderation









Table 2-33: Pet Food Price Levels: Lower-Priced, Average, Higher-Priced, Different Price Ranges, 2013 (percent of U.S. pet owners)

Value

Competitive Overview

Mergers and Acquisitions

Del Monte Foods and Natural Balance Pet Foods Merge

Merrick Acquires Castor & Pollux

Pet Supplies Plus Acquires 12 Franchisee Stores

Cargill Broadens Its Animal Nutrition Offerings

Expansions Galore

Phillips Pet Food Enters Aquatics Market with Royal Pet Supply Purchase

Investors Rediscovering Appetite for Pet Food'

Top Five Players Control Four-Fifths of Market

Table 2-34: Top Five U.S. Marketers of Pet Food: 2010 vs. 2012(percent)

Three Companies Dominate Mass-Market Sales

Table 2-35: Top Marketers of Pet Food by Share of IRI-Tracked Sales: January 2012 vs. 2013 (percent)

Table 2-36: Leading Marketers of Dog and Cat Food: Share of IRItracked Sales by Product Type: January 2012 vs. 2013(percent)

Pet Specialty Channel Leaders

Table 2-37: Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2009 vs.2011

(percent)

Natural/Organic Specialists

Natural Branching Out

Marketers Tapping Natural Hit Speed Bumps

Veterinary Diet Marketers

Channel-Specific Marketing

Raw Pet Food Market Leaders

Illustration 2-3: Trade Ad for Stewart Raw Pet Food (PetBusiness, May 2012)

Refrigerated Pet Food: Freshpet Drives Category to New Heights

Illustration 2-4: Freshpet Pet Food and Treats Brand Lines(Website Screenshot)

Focus on Private Label

Table 2-38: IRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: January 2012 vs. January 2013 (in millions ofdollars and

pounds)









Table 2-39: Private-Label Share of IRI-Tracked Sales of Pet Food:By Product Category and Segment, January 2012 vs. January2013

(percent)

Independents Also Playing the Store-Brand Game

Table 2-40: Purchasing Patterns for Selected Types of Store- Brand Dog and Cat Food: By Retail Channel Shopped, 2008vs. 2012

(percent)

Table 2-41: The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2013

Retail Channel Trends

Channel Trends

Figure 2-11: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2012 (percent of U.S.households

with pets)

Table 2-42: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole

Purchasers, 2010-2012 (percent of U.S. households with pets)

The Big Two: PetSmart and Petco Continue to Advance

Table 2-43: PetSmart and Petco Sales and Number of Stores: 2001-2012 (cumulative, in units and millions of dollars)

Pet Specialty Chains

Independent Pet Stores Under Pressure

Increasing Competition from Mass, Pet Superstores Survival of the Industry

Walmart's Growing Presence

Supermarkets Fight Back

Online Selling

Pet Consumer Trends

Methodology

64 Million Households Own Pets

Table 2-44: Pet Ownership in the United States, 2012 (percent and number of U.S. households)

Ownership of Dogs or Cats Trends Upward

Table 2-45: Dog and Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. households)

34% of Pet Households Keep Multiple Types

Figure 2-12: Ownership of Multiple Types of Pets, 2012 (percent of pet-owning U.S. households)

Ownership of Multiple Types of Pets









Table 2-46: Multiple Pet Ownership in the United States, 2008 vs. 2012 (percent of pet-owning households)

55% of Pet Households Keep More Than One Pet

Bucking Trend, Ownership of Multiple Cats Is on the Rise

Table 2-47: Ownership of Multiple Pets of a Single Type, 2012(percent and number of U.S. households who keep pets of a given

type)

Table 2-48: Ownership of Multiple Pets of a Single Type, 2008 vs. 2012 (percent of U.S. households who keep pets of a given type)

Pet Specialty Leads in Channel Usage Rates

Table 2-49: Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2008 vs. 2012 (percent

of U.S. households with pets)

Organic Pet Food and Channel Choices

Table 2-50: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2012 (percent of U.S. households with

pets)

The Pet Food Coupon Clipper

Table 2-51: Coupon Usage Rates by Type Among Pet Owners, 2012 (percent and index among U.S. pet-owning households)


Chapter 3: Dog Food

Introduction

Five Product Segments


Total Dog Food Retail Sales, 2008-2017

Table 3-1: U.S. Retail Sales of Dog Food: 2008-2017 (in millionsof dollars)

IRI-Tracked Dollar and Volume Sales of Dog Food

Table 3-2: IRI-Tracked Dollar and Volume Sales of Dog Food by Category: January 2013 vs. January 2012 (in millions of dollars and

pounds)

Table 3-3: Share of IRI-Tracked Sales of Dog Food by Segment: January 2013 (percent)

Table 3-4: IRI-Tracked Sales of Dog Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

Marketer and Brand Shares

Methodology

Nestlé Purina Dominates Dog Food Category









Table 3-5: Top Dog Food Marketers by Share of IRI-Tracked Sales of Dog Food and Total Pet Food, January 2012-January 2013

(percent)

Three of Five Top Dog Food Marketers Rely Most on Dry Form

Table 3-6: Share of Top Dog Food Marketers' IRI-Tracked Sales by Product Form, 2012'2013 (percent)

Nestlé Purina Leads Dry Dog Food Segment

Milk-Bone Takes Top Spot in Treats

Mars Maintains Pinnacle Position in Wet Dog Food

Freshpet Dominates in Frozen/Refrigerated Dog Food

Semi-Moist Segment Dominated by Nestlé

Dog Food Product Winners and Losers

Pet Specialty Channel Marketer/Brand Dog Food Leaders

Table 3-7: Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in

millions of dollars and percent)

Table 3-8: Marketer and Brands of Dog Biscuits/Treats by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in


Table 3-9: Marketer and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in


Table 3-10: Marketer and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share: January 2012 vs.

January 2013 (in millions of dollars and percent)

Table 3-11: Marketer and Brands of Semi-Moist Dog Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in


Table 3-12: Top Dog Food Products by Dollar Gains/Losses in IRI-Tracked Sales

Table 3-13: Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007'2011 (percent)

Marketing and New Product Trends

Meaningful Marketing in the Dog Food Sphere

Social Media Do-Gooding

Corporate Responsibility

Illustration 3-1: FreeHand Products

Made in the USA, Locally Grown, Family Farms

Spotlight on Ingredients

Fruits & Veggies

Illustration 3-2: Fruitables Skinny Minis

Illustration 3-3: Stewart Pet Pro-Treat

Limited Ingredients

Illustration 3-4: Herbsmith Smiling Dog Pet Treats

Human Grade

Illustration 3-5: Wet Noses Hemp Seed and Banana Treats

Grain-Free Foods and Treats









Illustration 3-6: Innova Prime Grain-Free

Illustration 3-7: Petcurean Go! Fit+Free

Natural Branches Out

Walmart Launches Pure Balance Store Brand

Illustration 3-8: Pure Balance Dog Food

Hill's Science Diet Going Natural

Illustration 3-9: Ideal Balance Web Image

Illustration 3-10: Hill's Ideal Balance Life Stages

Illustration 3-11: Hill's New Color Coded System

Organic

Holistic

Functional and Special Diet Foods and Treats

Illustration 3-12: Total Pet Health Calming Treats

Omegas and Antioxidants

Illustration 3-13: Darford Omega Booster

Illustration 3-14: Pet Botanics Healthy Omega

Healthy Weight

Illustration 3-15: Annamaet Lean

Probiotics, Prebiotics and Healthy Digestion

Illustration 3-16: The Bear & The Rat Bacon Peanut Barker

Frozen Treat

Size- and Breed-Specific Products

Illustration 3-17: Royal Canin X-Small Aging +12 Dry Food

Focus on Raw Pet Food

Market Leaders and Upstarts

Illustration 3-18: Zoe's Premium Frozen Raw Food

Product Mainstreaming

Complete and Balanced

Freeze-Dried and Dehydrated

Illustration 3-19: Nutrisca Freeze Dried Dinner Bites

Illustration 3-20: Halo, Purely for Pets Liv-a-Littles

Convenience Forms and Packaging

Illustration 3-21: Nature's Variety Raw Daily Boost

Other Trends in Raw Foods

Frozen Treats

Illustration 3-22: Nature's Variety Sweet Spots

Refrigerated Pet Food: Freshpet Drives Category to New Heights

Expanding Distribution, Product Lines

Illustration 3-23: Freshpet Website









'People Food'

Dog Candy

Illustration 3-24: Canine Cuisine Dogcandy

Illustration 3-25: Exclusively Dog Lick-O-Rish Chews

Baked Goodies

Illustration 3-26: Beneful Baked Delights Heartfuls

Party Mix

Illustration 3-27: Darford Party Mix

Canned/Wet Foods Tempt with Gourmet Flavors

Illustration 3-28: Natural Balance Delectable Delights Stew

Make-It-Yourself Kits

Illustration 3-29: Kong Easy Freeze

Treats on the Go

Lickable Treats Travel Anywhere

Illustration 3-30: PetSafe Lickety Stik

Energy Bars: Meals to Go

Illustration 3-31: All American Pet Nutra Bar

Trail Mix

Illustration 3-32: Milk-Bone Trail Mix

Hartz Heads for Field & Stream

Illustration 3-33: Field & Stream Energy Bar

Nutraceutical Treats

Illustration 3-34: Isle of Dogs Soft Chew Dog Treats

Oral Care Treats

Illustration 3-35: Zuke's Z-Bones

Emphasis: Active Lifestyles/Functional

Illustration 3-36: Cloud Star Dynamo Dog Ad

Emphasis: Dental Health

Illustration 3-37: Pedigree Dentastix Video Still

Emphasis: Value/Nutrient Comparison/Innovation

Illustration 3-38: Iams Web Banners

Emphasis: Size-Specific/Pampering

Illustration 3-39: Fromm Family Foods Ad

Emphasis: Digestive Health/Shop Local

Illustration 3-40: Holistic Select Ad

Emphasis: Freshness/Convenience

Illustration 3-41: Sojos Raw Food Ads

Emphasis: Cause Marketing/Social Media Incentive

Illustration 3-42: Natural Balance Facebook Page









Dog Ownership Trends and Demographics

Methodology

45 Million Households Keep Pet Dogs

Dog Ownership on the Rise

Figure 3-1: Dog Ownership in the United States, 2012 (percent of U.S. households)

Table 3-14: Dog Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)

Dog Household Demographics

Table 3-15: Demographics for Keeping Pet Dogs, 2012 (percent, number and index among U.S. households)

Dogs and the City

Figure 3-2: Top 25 Metro Area Share of Total U.S. Households vs.

Total Dog-Owning Households, Fall 2009 through Fall 2012 (percent)

Older Boomers, Seniors Are Keeping Pet Dogs at Higher Rates

Table 3-16: Dog Ownership Rates by Age 40+ Brackets: 2007 vs. 2012 (percent of U.S. households)

Keepers of the Pack: Multiple-Dog Demographics

Table 3-17: Demographic Overview for Selected Dog-Owning Classifications, 2012 (percent and index of U.S. households)

Retail Purchasing Patterns

Pet Stores Maintain Hold on Half of Household Pet Purchases

Table 3-18: Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole

Purchasers, 2010-2012 (percent of U.S. dog-owning households)

Demographic Patterns by Retail Channel

Table 3-19: Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2012 (percent of U.S. dog-owning households)

Table 3-20: Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2012 (indexes for U.S. dog-owning households)

Dog Food Purchasing Patterns

80% Buy Dog Biscuits/Treats

Figure 3-3: Dog Food Purchasing Rates by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)

Table 3-21: Dog Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. dog-owning households)

Minority, Lower Income Skews for Canned/Wet Dog Foods









Table 3-22: Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent of U.S.

dog-owning households)

Regular Dry/Canned Food Formulations Grow in Usage

Table 3-23: Dog Food Purchasing Patterns by Type, 2007 vs. 2012 (percent of U.S. dog-owning households)

Single- vs. Multiple-Pet Patterns by Dog Food Type

Table 3-24: Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2012 (percent and index)

Milk-Bone Is Most Widely Used Brand Line

Figure 3-4: Top Ten Dog Food/Treat Brand Lines by Overall Usage Rates, 2012 (percent of U.S. dog-owning households)

Store Brands Skew to Multiple-Dog Owners

Table 3-25: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2012 (index)

Independent Pet Stores Are Partial Exception to Cross-Channel

Shopping Patterns

Table 3-26: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2012 (percent)


Chapter 4: Cat Food

Introduction

Market Size and Composition

Total Cat Food Retail Sales, 2008-2017

Table 4-1: U.S. Retail Sales of Cat Food: 2008-2017 (in millions of dollars)

IRI-Tracked Dollar and Volume Sales

Table 4-2: IRI-Tracked Dollar and Volume Sales of Cat Food: January 2013 vs. January 2012 (in millions of dollars and pounds)

Table 4-3: Share of IRI-Tracked Sales of Cat Food by Segment: January 2013 (percent)

Table 4-4: IRI-Tracked Sales of Cat Food: 2008-2012 Compound Annual Growth Rates by Segment (percent)

Marketer and Brand Shares

Methodology

Nestlé Purina No. 1 in Cat Food Category

Table 4-5: Top Cat Food Marketers by Share of IRI-Tracked Sales of Cat Food and Total Pet Food, January 2012'January 2013

(percent)









Iams, Ainsworth Heavily Leveraged in Dry Cat Food

Table 4-6: Share of Top Cat Food Marketers' IRI-Tracked Sales by Product Form, January 2012'January 2013 (percent)

Nestlé Purina Remains on Top in Wet Cat Food

Nestlé Purina Accounts for Over Half of Dry Cat Food Sales

Mars on Top in Cat Treats

Freshpet Dominates Refrigerated Cat Food Segment

Semi-moist Cat Food = Private Label

Top Cat Food Products

Pet Specialty Channel Marketer/Brand Cat Food Leaders

Table 4-7: Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (i millions

of dollars and percent)

Table 4-8: Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: January 2012 vs. January 2013 (in


Table 4-9: Marketers and Brands of Cat Snacks/Beverages by IRITracked Sales and Market Share: January 2012 vs. January 2013

(in millions of dollars and percent)

Table 4-10: Top Cat Food Products by Dollar Gains/Losses in IRITracked Sales: January 2012 vs. January 2013 (in millions of

dollars)

Table 4-11: Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller:

2007'2011


Cat Food Promotions: Beyond Commercials

Connecting Via Social Media

Illustration 4-1: Meow Mixer

Natural an Overarching Theme in New Product Intros

Corporate Responsibility a Plus

Ingredient Sourcing

Human-Grade

Illustration 4-2: The Honest Kitchen Grace Dehydrated Cat Food

Eco-Packaging

Grain-Free

Illustration 4-3: Natural Balance Alpha Cat

Meat-First

Illustration 4-4: Pronature Holistic Duck a L'Orange

Limited Ingredients

Illustration 4-5: Nature's Variety Instinct Grain-Free

100% Fish

Illustration 4-6: Petite Cuisine









Raw Foods Make Headway in Cat Category

Raw/Frozen

Raw/Dehydrated

Illustration 4-7: Feline Natural Raw Freeze Dried Food

Illustration 4-8: Sojos Raw Freeze Dried Food

Illustration 4-9: Addiction Foods Wild Brushtail & Berries Entree

Functional and Special Diet Products

Illustration 4-10: Holistic Natural Treats

Hairball Relief, Urinary Health and Dental Care

Illustration 4-11: Zuke's G-Zees Treats

Illustration 4-12: Feline Greenies SmartBites

Senior and Kitten Formulas

Illustration 4-13: Iams ProActive Health Senior Plus

Indoor Cats

Canned/Wet Foods Focus on Gourmet Trends

Illustration 4-14: Evanger's Signature Series

Illustration 4-15: Natural Balance Platefulls

Illustration 4-16: Wellness Signature Selects

Breakfast Specials

Illustration 4-17: Fancy Feast Mornings and Friskies Rise & Shine

Innovative Cat Treats

Illustration 4-18: Pet Greens Freeze Dried Treats

Illustration 4-19: Lickety Stik Treats

Examples of Cat Food Advertising

Emphasis: Feeding Adventure

Illustration 4-20: Still from Purina One Cash Ad

Illustration 4-21: True Nature of Cats Facebook Page

Emphasis: Human-Animal Bond/Lifestyle

Illustration 4-22: Ziggy and Jake in Iams' Keep Love Strong Commercial

Emphasis: Meat First/Finicky Eaters

Illustration 4-23: Nutrisca Dry Cat Food Ad

Emphasis: Great Taste/Male Cat Owners

Illustration 4-24: Mars' Temptations "Cat Boots"

Emphasis: Cat Celebrities

Illustration 4-25: Grumpy Cat Friskies Commercial Still

Cat Ownership Trends and Demographics

Methodology

30 Million Households Keep Pet Cats









Multiple Cat Household Numbers Bounce Back

Figure 4-1: Cat Ownership in the United States, 2012 (percent and number of U.S. households)

Table 4-12: Cat Ownership in the United States: 2008, 2010 and 2012 (percent and number of U.S. Households)

Younger Demographic Likely to Own Cats

Patterns by Number of Cats Owned

Table 4-13: Demographics for Keeping Pet Cats, 2012 (percent, number and index among U.S. households)

Table 4-14: Demographic Overview by Number of Cats Owned, 2012 (percent and index of U.S. households)

Retail Purchasing Patterns

Half of Cat Owners Shop Supermarkets for Pet Products

Table 4-15: Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers,

2010-2012 (percent of U.S. cat-owning households)

Demographic Patterns by Retail Channel

Table 4-16: Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2012 (percent of U.S. cat-owning households)

Table 4-17: Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2012 (indexes for U.S. cat-owning households)

Cat Food Purchasing Patterns

Canned Food Is Stronger in Cat Arena

Figure 4-2: Cat Food Purchasing Rates by Type, 2007 vs. 2012 (percent of U.S. cat-owing households)

Table 4-18: Cat Food Cross-Purchasing Rates by Type, 2012 (percent of U.S. cat-owning households)

Demographics by Type of Cat Food

Table 4-19: Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2012 (percent and index

of U.S. cat-owning households)

Uptick in Regular/Adult Cat Food Positioning

Table 4-20: Cat Food Purchasing Patterns by Type: 2007 vs. 2012 (percent of U.S. cat-owing households)

Multiple Cat Households, Supermarkets Skew to Canned/Wet Food

Table 4-21: Cat Food Purchasing Patterns by Type: Single vs.

Multiple Cat Owners, 2012 (percent and index)

Table 4-22: Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2012 (percent of U.S. cat-owning households)









Friskies Is Most Widely Used Brand Line

Figure 4-3: Top Cat Food/Treat Brand Lines by Overall Usage Rates, 2012 (percent of U.S. cat-owing households)

Highest Skews Are for Multiple-Cat Owners

Table 4-23: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2012 (percent and index)

Table 4-24: Purchasing Patterns for Leading Cat Food/Treat

Brand Lines: By Retail Channel Shopped, 2012 (percent)


Chapter 5: Other (Non-Dog/Cat) Pet Food

Introduction

Category Scope


Other Pet Food Sales, 2008-2017

Table 5-1: U.S. Retail Sales of Other Pet Food: 2008-2017 (in millions of dollars)

Figure 5-1: Share of Sales of Other Pet Food by Animal Type: 2010 vs. 2012 (percent)

Illustration 5-1: Pets in the Classroom Website Home Page

IRI-Tracked Dollar and Unit Sales

Table 5-2: IRI-Tracked Dollar and Unit Sales of Other Pet Food: January 2012 vs. January 2013 (in millions of dollars and units)

Independent Pet Stores: Share of Sales by Animal Type

Table 5-3: Share of Independent Pet Store Sales by Animal Type: 2009-2011 (percent)

Fish Products: Share of Sales by Category

Bird Products: Share of Sales by Category

Table 5-4: Share of Independent Pet Store Sales of Fish Products by Category: 2009-2011 (percent)

Table 5-5: Share of Independent Pet Store Sales of Bird Products by Category: 2009-2011 (percent)

Herptile Products: Share of Sales by Category

Table 5-6: Share of Independent Pet Store Sales of Herptile Products by Category: 2009-2011 (percent)

Small Mammal Products: Share of Sales by Category

Table 5-7: Share of Independent Pet Store Sales of Small Mammal Products by Category: 2009-2011 (percent)

Share of Other Pet Food Sales by Retail Channel









Figure 5-2: Share of U.S. Other Pet Food Sales by Retail Outlet Type: 2012 (percent)

Competitive Trends

Marketer Overview

Nestlé Purina Adding to Other Pet Offerings

Central Garden & Pet on Top in IRI-Tracked Outlets

Table 5-8: Marketers and Brands of Other Pet Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in


Central Garden & Pet Posts Biggest Dollar Gains

Table 5-9: Top Other Pet Food Products by Dollar Gains in IRITracked Sales: January 2012 vs. January 2013 (in millions of dollars)

Table 5-10: Other Pet Food Products by Dollar Losses in IRITracked Sales: January 2012 vs. January 2013 (in millions of dollars)

Tetra and Wardley Control Fish/Herptile Segment

Leading Pet Specialty Channel Brands

Table 5-11: Marketers and Brands of Fish/Herptile Food by IRITracked Sales and Market Share: January 2012 vs. January 2013 (in


Table 5-12: Other Pet Food Brand Leaders in Pet Specialty Stores: 2009, 2010 and 2011 (percent)


Overriding Trends

New Product Thrusts

Trends in Bird Food

Functional/Fortified

Bird Treats

Illustration 5-2: Lefeber Avi-Cakes Fruit Delight

Blended and Extruded Foods

'Soak & Serve' Foods

Illustration 5-3: Roudybush Soak & Serve

Trends in Small Animal Food

Functional/Fortified

Illustration 5-4: Supreme Pet Foods FibaFirst

Ingredient Sourcing

Trends in Fish Food

Functional Foods

Fresh and Live Foods









Environmental Responsibility

Illustration 5-5: Ocean Nutrition Betta Food

Trends in Herptile Food

Table 5-13: Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, May 2011 ' May 2013

Examples of Other Pet Food Advertising

Emphasis: New Packaging/Product Format

Illustration 5-6: Kaytee New Packaging Design

Illustration 5-7: Reef Munchies New Format

Emphasis: Fish Health/Water Clarity

Illustration 5-8: TetraMin Clean Water Ad

Emphasis: Ingredient Sourcing

Illustration 5-9: OmegaSea Website Banner

Illustration 5-10: Vitakraft Website

Illustration 5-11: Purina Website Banner

Emphasis: Dietary Systems

Illustration 5-12: Piscene Enterprises Pet Age Ad

Illustration 5-13: Oxbow Website Banner

Emphasis: Scientific Research

Illustration 5-14: Timberline Vita-Bugs Pet Age Ad

Empha








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