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Pet food in the u.s. cat food health, humanization and high quality ingredients in an increasingly value driven global market

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  • 1. Get more info on this report!Pet Food in the U.S.: Cat Food: Health, Humanization and High QualityIngredients in an Increasingly Value-Driven Global MarketJanuary 1, 2009The U.S. pet food market has not just survived the spring 2007 recalls but proven itsresiliency, with 2007 sales up over previous years and healthy growth continuingthrough 2008. Yet heightened safety concerns on the part of pet food makers andconsumers continue to shape product development and marketing, as well as thechoices of pet owners looking for the safest and healthiest products possible. At the topof the list are kibble, canned and raw/frozen foods made with ingredients that arenatural, organic, grain-free/non-allergenic and pure, as well as made in the U.S.A.,locally grown, “whole” (fruits, vegetables, grains, etc.) and human-grade. Foods makingfunctional appeals also continue to proliferate, especially those targeting age- andweight-related conditions via the inclusion of novel ingredients like glucosamine, omegafatty acids, antioxidants and probiotics. In other words, premium pet foods remain theprimary value growth driver in the U.S. market, with ever higher quality ingredientsfueling the premium wave.At the same time, one thing marketers and retailers at all levels of the market cannotafford given the faltering U.S. and global economies is complacency. More than everbefore the ability to convert pet owners to higher priced products—or keep them buyingthem—will depend on marketers’ success in communicating product benefits andtapping into the ever-potent human/animal bond. Helping to make the case are newcelebrity spokespersons like Cesar Millan with his new Dog Whisperer line, and EllenDeGeneres with her co-ownership in Halo Purely for Pets, with other positive trendsincluding rapid growth in the natural supermarket channel and an increasinglyglobalized market in which ingredients suppliers like Cargill are looking to stake adeeper claim in pet food (in Cargill’s case by specifically targeting the U.S. agriculturalretail channel as well as global markets). At the same time, new products continue toflood the market, which saw more entries in 2008 than in any previous year.Pegging 2008 U.S. sales at $17 billion and global sales at $49 billion—and projectingsteady growth through 2013—the report provides market size estimates for the overallretail universe, while quantifying mass-market sales to the marketer/brand share levelusing data from Information Resources, Inc., and also providing market size andmarketer share figures for the natural supermarket channel. The report thoroughlydocuments competitive, new product and retail trends, as well as trends in pet food
  • 2. purchaser demographics and lifestyle pursuits (media and marketing psychographics,Internet usage, “green” involvement, etc.), based on data from Simmons MarketResearch Bureau, BIGresearch, the American Pet Products Association and othersources.Bringing to bear more than 20 years of experience in analyzing this market and drawingon Packaged Facts’ broad cross-category expertise, Pet Food in the U..S pinpointsstrategic directions for current and prospective marketers, with a forward-looking focuson high-growth product segments and market-driving trends. The report provides acomprehensive Market Overview covering cross-market trends. New features of our2009 edition include focus sections on: The global pet food market (sales overall and by world region, marketer shares, new product trends, U.S. export trends, and more); Recall-related product safety initiatives; Cross-channel private-label activity and prospects; Levels of in-store merchandising and price promotions; Pet food purchasers as coupon users.Also included are dozens of images of pet products and consumer and trade ads.Read an excerpt from this report below.Additional InformationMarket Insights: A Selection From The ReportCat Household DemographicsThe prime cat owners, by age bracket, are between age 25 and 54, with 35- to 44-year-olds narrowly in the lead: 30% of households with 35- to 44-year-olds keep pet cats,compared with 26% of households overall, for an index of 116 (16% above average).Other key demographics for cat ownership include those earning $40,000-$59,999 (atan index of 137), those with white- or pink-collar jobs or who are self-employed,households with an income of $100,000-$149,999 (index of 130) and non-Hispanicwhites (index of 123). The Southwest, the strongest region for pet dogs (index of 125),is the weakest region for cats (index of 83). [Table 4-22]Cat vs. Dog Ownership Patterns Diverge by Age BracketAs noted in Chapter 2, “Market Overview,” a key question within the pet productsmarket has been whether Boomers would hold up in pet ownership rates, or instead fall
  • 3. into historical patterns and drop out as pet owners. Simmons data show that olderBoomers are hanging on as pet keepers overall: 49% of 55- to 64-year-olds kept petdogs or cats in 2008, by which year Boomers fully inhabited this age bracket, comparedwith 47% in 2003, when Boomers were only halfway through spilling in. [Figure 4-14]TABLE OF CONTENTSChapter 1: Executive Summary Scope of Report Report Methodology Global Market Perspective Value of Pet Food Retail Sales Figure 1-1: Global Retail Sales of Pet Food: 2004, 2008 and 2013 (in billions of dollars) Trends by World Region Marketer Shares and Shifts Market Size and Growth U.S. Pet Food Sales Near $17.0 Billion in 2008 2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales Down Dog Food Three-Fifths of the Market Market Share by Retail Channel Market to Approach $19 Billion by 2013 Looking Ahead Competitive Overview Top Five Players Control Four-Fifths of the Market Figure 1-2: Top Five U.S. Marketers of Pet Food: 2006 vs. 2008 (percent) Four Companies Dominate Mass-Market Sales Pet Specialty Channel More Fragmented Mega Marketers Tap In to Natural Segment Multinational Powerhouse Cargill Taps Into Feed/Seed Channel Private Label Pet Food Has Room to Grow in the U.S. Pet Food Producers Position on Safety Marketing and New Product Trends Pet Market Advertising at $520 Million in 2007 Marketers Embracing Non-Traditional Media Advertising Positioned on a Few Major Themes Celebrities Kick In 2008 a Record Year for New Pet Food Products Product Premiumization: Natural, Upscale and Functional Appeals Retail and Consumer Trends Economic Concerns and Increased Competition Over 60 Million Households Own Pets Dog/Cat Ownership Rates Edge Up Minorities Over-Index for Semi-Moist and Canned Products
  • 4. Canned Food Is Stronger in Cat ArenaChapter 2: Market Overview Introduction Scope of Report: Three Main Categories Terminology Exclusions Other Marketing Classifications Global Pet Food Market Perspective Value of Pet Food Retail Sales Figure 2-1: Global Retail Sales of Pet Food: 2004, 2008 and 2013 (in billions of dollars) Market Share and Trends by Region Figure 2-2: Share of Global Pet Food Sales by Region: 2008 (percent) Marketer Shares and Shifts Figure 2-3: Pet Food Global Market Leaders: 2008 (percent) Trends in New Product Introductions Figure 2-4: Number of Global Pet Food New Product Launches: Reports and SKUs, 2002-2008 Figure 2-5: Share of Global Pet Food New Product Launches by Region: 2000, 2004 and 2008 (percent) Top Marketing Claims Involve Natural, Functional Appeals Figure 2-6: Top 20 Package Tags/Marketing Claims: By Number of Global Pet Food New Product Launches, 2008 Global Market Outlook Table 2-1: Top Global Pet Food Industry Forecast Factors: 2007 (percent) Table 2-2: Top Global Pet Food Industry Forecast Trends: 2007 (percent) U.S. Pet Food Exports Up 15% Canada, Japan Are Top Export Markets for U.S. Pet Foods Table 2-3: U.S. Exports of Dog & Cat Foods by Leading Country Markets: 2003- 2007 (in thousands of dollars) Table 2-4: U.S. Exports of Dog & Cat Foods by Leading Country Markets: January-September 2007 vs. January-September 2008 (in thousands of dollars) Figure 2-7: Top National Destinations for U.S. Exports of Dog & Cat Foods: January-September 2008 (percent) Table 2-5: U.S. Exports of Dog & Cat Foods by Regional Markets: 2003-2007 (in thousands of dollars) Table 2-6: U.S. Exports of Dog & Cat Foods by Regional Markets: January- September 2007 vs. January-September 2008 (in thousands of dollars) Table 2-7: Export Concentration Ratios for U.S. Exports of Dog & Cat Foods by Top, Top 4 and Top 8 Markets: 2003-September 2008 (% of total dollar value) European Union Down as Export Destination Figure 2-8: Share of Total U.S. Exports of Dog & Cat Foods by Top Destination Markets: Canada, Japan and the European Union, 1996 vs. 2008 (% of total dollar value) Mars Targets Export Growth Markets in Africa
  • 5. Figure 2-9: Percent of Survey Respondents Ranking Import/Export Trends as“Very Important” to Development of Pet Food Industry: By Global RegionRising Costs, Down Economy Shape Market EnvironmentMarket Size and GrowthPet Food Sales Near $17.0 Billion in 2008Table 2-8: U.S. Retail Sales of Pet Food: 2004-2008 (in millions of dollars)2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales DownTable 2-9: IRI-Tracked Dollar, Pound and Unit Sales of Pet Food: 2008 vs. 2007(in millions of dollars, pound and unit sales)A Gradual Improvement from 2003 to 2007Figure 2-10: IRI-Tracked Sales of Pet Food: 2003-2008 (in millions of dollars)Dog Food Delivers the Most Dollar GrowthTable 2-10: IRI-Tracked Sales of Pet Food: By Category, 2003- 2008 (in millionsof dollars)Table 2-11: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: ByCategory, 2004-2008 (percent)Table 2-12: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category,2003-2007 (in millions of dollars)Table 2-13: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment,2003-2007 (in millions of dollars)Market CompositionDog Food Three-Fifths of the MarketFigure 2-11: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003,2005, 2007 and 2008 (percent)Figure 2-12: Share of Pet Food Sales in Natural Supermarkets: By Type, 2008(percent)Dry Food Increasing in Market ShareFigure 2-13: Share of IRI-Tracked Sales of Dog and Cat Food by Form: 2003,2005, 2007 and 2008 (percent)Table 2-14: Share of IRI-Tracked Sales of Pet Food by Form: 2003, 2005 and2007 (percent)Alternative Pet Food Share of SalesIndependent Pet Stores: Share of Sales by Animal TypeTable 2-15: Alternative Pet Food Segment Performance Relative to Total U.S.Pet Food Market: 2003-2007 (percent, growth rate)Table 2-16: Share of Independent Pet Store Pet Supply Sales by Animal Type:2005-2007 (percent)Table 2-17: Pet Food and Treats Share of Category Sales by Animal Type inIndependent Pet Stores: 2006 vs. 2007 (percent)Dog Food Is Top Category in Pet Specialty StoresTable 2-18: Share of Pet Specialty Retailer Sales by Category: 2006 vs. 2007(percent)Market Share by Retail ChannelFigure 2-14: Share of U.S. Pet Food Sales by Retail Outlet Type: 2008 (percent)Household Purchasing of Pet Supplies by Retail Outlet Type
  • 6. Table 2-19: Household Purchasing of Pet Products by Retail Channel: TotalPurchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. householdswith pets)Figure 2-15: Degree of Channel Loyalty Among Purchasers of Pet Supplies byOutlet Type: 2008 (percent of U.S. households with pets)Chain Merchandising Trends in the Mass MarketDry Dog Food the Most Heavily MerchandisedEphemeral vs. Incremental Merchandising GainsPrice Discounting in Chains Is Steepest for Cat FoodTable 2-20: IRI-Tracked Retailer Merchandising Trends for Pet Food: ByCategory and Segment 4th Quarter 2006 through 3rd Quarter 2008 (percent ofsales volume)Table 2-21: IRI-Tracked Promotion of Dog, Cat and Other Pet Food: Ratio ofAverage Promoted Price to Average Overall Price, 2003 - Third Quarter 2008(percent)Market OutlookAll Eyes on the EconomyFigure 2-16: U.S. Grocery Industry Sales Growth: 2001-2007 (percent)Table 2-22: Percentage of Adults with Little or No Confidence in Short-TermProspects for the Economy: April 2003-April 2008 (U.S. adults)Table 2-23: Percentage of Adults Who Are More Practical or Realistic in TheirPurchases, Month Over Month: October 2007-April 2008 (U.S. adults)Pet Market ImpactPet Food Prices, Costs at Record HighsFigure 2-17: Consumer Price Index for Pet Food: 1998-2008Figure 2-18: Producer Price Index for Pet Food: 1998-2008Impact of Spring 2007 Pet Food RecallsFigure 2-19: Effect of Pet Food Recall on Pet Food Sales in Pet Specialty Stores:May 2007 (percent)Figure 2-20: Effect of Pet Food Recall on Pet Specialty Retailer Pet FoodSelection: January 2008 (percent)Figure 2-21: Seasonal Pattern of Pet Food Sales in the Natural SupermarketChannel: January 2005-December 2007Product Premiumization and Premium DemographicsTable 2-24: IRI-Tracked Volume Sales of Pet Food by Category and Segment:2003 - Third Quarter 2008 (in millions of volume units)Table 2-25: Average U.S. Household Expenditures on Pet Food: 1997-2007 (indollars)Figure 2-22: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under$70K Income Brackets, 1997-2007 (percent)Figure 2-23: Number of New Pet Food Product Introductions: 2001, 2004 and2008Natural/Organic Pet Food Going StrongFigure 2-24: U.S. Retail Sales of Natural Pet Food: 2003, 2007 and 2012 (inmillions of dollars)Pet Humanization a Potent Force
  • 7. Table 2-26: Mean Number of Veterinary Visits by Human-Animal Bond AmongDog and Cat Households: 2006Table 2-27: Mean Veterinary Expenditures by Human-Animal Bond Among Dogand Cat Households: 2006 (in dollars)Enhancing Pet HealthAging Pet Population Underpins Healthcare BoomFigure 2-25: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006(percent)Number of Dog and Cat Households on the UpsFigure 2-26: Household Penetration Rates for Selected Dog- or Cat-OwningClassifications: 2003 vs. 2008 (percent of U.S. dogor cat-owning households)The Boomer FactorTable 2-28: Dog and Cat Ownership by Adult Age Bracket: 2008 (number,percent and index of U.S. households)Figure 2-27: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2008(percent of U.S. households)Figure 2-28: Share of Total U.S. Population Growth for Selected Age Brackets:2007-2015 (percent)Dual-Adult/No-Kid CloutFigure 2-29: Two-Adult Households/No Kids as Pet Owners: 2003 vs. 2008(percent)Celebrities Back Up and Coming Pet Food LinesLooking AheadThe New Value EquationFigure 2-30: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under$70K Income Brackets: 1997-2007 (percent)Market to Approach $19 Billion by 2013Table 2-29: Projected U.S. Retail Sales of Pet Food: 2008-2013 (in millions ofdollars)Additional Market ConsolidationProduct InnovationCompetitive OverviewAcquisitions Intensify Market ConsolidationTable 2-30: Timeline of U.S. Pet Food Market Acquisitions: 2002- 2008Mars Plus NutroCastor & Pollux, Halo Backed by Private Equity FirmsTop Five Players Control Four-Fifths of the MarketFigure 2-31: Top Five U.S. Marketers of Pet Food: 2006 vs. 2008 (percent)Four Companies Dominate Mass-Market SalesFigure 2-32: Top Marketers of Pet Food by Share of IRI-Tracked Sales: 2007 vs.2008 (percent)Table 2-31: Leading Marketers of Pet Food by Share of IRITracked Sales: 1999-2007 (percent)Table 2-32: Leading Marketers of Pet Food: Share of IRI-Tracked Sales byProduct Segment: 2007 vs. 2008 (percent)Pet Specialty Channel More Fragmented
  • 8. Figure 2-33: No. 1 Brand Leaders in Pet Specialty Stores: 2007 (percent)Professional Channel MarketersValue and Superpremium Positioned MarketersSnacks and Treats Specialists, “Springboarding”Natural/Organic Specialists Exclusive to Specialty, Natural ChannelsBrand Leaders in the Natural Supermarket ChannelFigure 2-34: Share of Sales of Pet Products in Natural Supermarkets byMarketer/Brand: 2008 (percent)Mega Marketers Tap In to Natural SegmentRaw/Frozen and Homemade Pet Food SpecialistsNature’s Variety a Leader in Raw/Frozen FoodsFreshpet Makes Refrigerated Pet Food SplashFigure 2-35: IRI-Tracked U.S. Sales of Freshpet Refrigerated Pet Food: 2006-2008 (in millions of dollars)Channel-Specific MarketingMultinational Powerhouse Cargill Taps Into Feed/Seed ChannelCrossing Pet Market LinesTable 2-33: The U.S. Pet Food Market: Selected Leading Marketers and Brands,2008Focus on Private LabelRoom to GrowTable 2-34: Number of U.S. Private-Label Pet Food Product Introductions andSKUs: By Category, 2000-2008Evanger’s and Eagle Pack Report Recall-Related GainsStore-Brand Share Stabilizes at Mass-Market Level Following Steady DeclinesTable 2-35: Private-Label Share of IRI-Tracked Sales of Pet Food: By ProductCategory and Segment, 1999-2007 (percent)Mars Plus DoaneWhole Foods and Traders Joe’s Big on Private LabelPetSmart and Petco Heavily Invested in Store BrandsFigure 2-36: National Consumer Advertising Spending for PetSmart and Petco:2006 and 2007 (in millions of dollars)Table 2-36: PetSmart and Petco Pet Food and Treat Private-Label Brands: ByTrademark Name, Usage and Filing DateIndependent Pet Stores Also Making a BidTable 2-37: Purchasing Patterns for Selected Types of Store- Brand Dog and CatFood: By Retail Channel Shopped, 2008 (percent)The Global Private-Label Pet Food PictureThe Future of Private LabelFocus on Pet Food Recalls and Product SafetyCompetitive Impact of Spring 2007 Pet Food RecallsMenu Foods Blindsided But on the MendLawsuits Consolidated, SettledProcter & Gamble’s Iams Unit Loses Sales and ShareMars Fares Well, Snaps up Nutro and Menu Foods PlantPet Food Commission Releases Safety Recommendations
  • 9. Congress Passes Food and Drug Administration Amendments Act of 2007New Regulations Also Possible at the State LevelNew Requirements for Chinese ImportsPet Food Producers Position on SafetyThe New Food Safety Buzzword: TraceabilityProduct Safety Still Under Consumer, Government SpotlightConsumer Website Accuses Nutro of Fielding Unsafe FoodsFDA Targets Evanger’s PlantPetco Distribution Center Raided by FDAMars Recalls Reveal Human-Pet Disease LinkMarketing and New Product TrendsPet Market Advertising at $520 Million in 2007Figure 2-37: Media Breakout of National Consumer Advertising for Pet Food andPet Care Products: 2007 (percent)Marketers Embracing Non-Traditional MediaOnline Marketing and BlogsPet Food “SuperBrands”Advertising Positioned on a Few Major ThemesCelebrities Kick InEllen Buys into HaloCesar Millan Shakes Hands with Castor & Pollux, PetcoRachael Ray Teams Up with Dad’s Pet CareFreshpet Launches Loved Dog TreatsCause-Related Marketing, Public RelationsGoing Green2008 a Record Year for New Pet Food ProductsTable 2-38: Number of New Pet Food Product Introductions: 2001-2008Product Premiumization: Natural, Upscale and Functional AppealsNatural Products Go MainstreamManufacturers Focusing on Fresh IngredientsNew Goodlife Packaging Is Ingredient-FocusedSafety Theme Apparent in Ingredient-Related Product AppealsHuman-Grade Ingredients100% US-Sourced Ingredients and “China-Free”Locally Sourced IngredientsRaw/Frozen FoodsHomemade Pet Food“Holistic Labeling”Functional/Fortified Foods Cover All BasesSpecial Diet FormulasTable 2-39: Household Purchasing of Light/Weight Management and Senior Dryand Canned Dog and Cat Food: 2004 vs. 2008 (U.S. households with dogs orcats)Nutraceutical TreatsConvenience Another Key Premium AppealOne Route to Cost Cutting: Smaller Package Sizes
  • 10. Table 2-40: Pet Food Product Selling Points by Package Tags: 2004-2008Examples of AdvertisingRetail TrendsEconomic Concerns and Increased CompetitionThe PetSmart/Petco Dynamic DuoTable 2-41: PetSmart and Petco Combined Sales: 2000-2007 (in millions ofdollars)Company Profile: PetSmart, Inc.Table 2-42: PetSmart Sales: 2000-2007 (in millions of dollars)Slower Expansion an “Economic Precaution”Services, Expertise Key to SuccessCompany Profile: PetcoTable 2-43: Petco Annual Sales: 2000-2007 (in millions of dollars)Changes and ChallengesPromoting Pet RelationshipsCesar Millan and Ellen DeGeneresP.A.L.S., Petco.com and Petco ParkZootoo.com and Pet WelfareOther Top-Ranked Pet Specialty ChainsIndependent Pet Stores: Bad News and Good NewsTable 2-44: Top Challenges Pet Specialty Retailers Face in Next Two Years:2006 vs. 2007 (percent)Table 2-45: Pet Food Share of Category Sales by Animal Type in IndependentPet Stores: 2006 vs. 2007 (percent)Walmart Bullish on Pet SuppliesTarget Also Coming on StrongSupermarkets Hanging on After 2007 RecallsWholesale Clubs and Dollar StoresNatural Supermarkets Going StrongThe Internet EffectLeading E-tailers of Pet Food and SuppliesPet Ownership Trends and DemographicsThe Simmons Survey SystemOver 60 Million Households Own PetsTable 2-46: Pet Ownership in the United States: 2008 (percent and number ofU.S. households)Dog/Cat Ownership Rates Edge UpTable 2-47: Dog and Cat Ownership in the United States: 2004, 2006 and 2008(percent and number of U.S. households)38% of Pet Households Keep Multiple TypesFigure 2-38: Ownership of Multiple Types of Pets: 2008 (percent of pet-owningU.S. households)63% of Pet Households Keep More Than One PetTable 2-48: Ownership of Multiple Pets of a Single Type: 2008 (percent of U.S.households who keep pets of a given type)Pet Household Demographics
  • 11. Pet Ownership Holds Up Across Age BracketsFigure 2-39: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2008(percent of U.S. households)Demographic Variations by Type of PetsTable 2-49: Demographics for Keeping Pets, 2008 (percent, number and indexamong U.S. consumers)Table 2-50: Demographic Overview for Selected Pet Classifications, 2008(percent of U.S. households)Pet Owners as ConsumersHousehold Purchasing of Pet Supplies by Retail Outlet TypeTable 2-51: Household Purchasing of Pet Products by Retail Channel: TotalPurchasers and Sole Purchasers, 2006 vs. 2008 (U.S. households with pets)Table 2-52: Demographic Overview for Selected Pet Product Retail Channels,2008 ( U.S. pet-owning households)Channel Choices in Organic Pet Food PurchasingTable 2-53: Where Groceries Are Most Often Purchased by Selected RetailerType: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008(percentage of U.S. adults)Table 2-54: Where Groceries Are Most Often Purchased by Selected RetailChain: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008(percentage of U.S. adults)Pet Food Purchasing Overview for Dog or Cat OwnersTable 2-55: Household Purchasing of Packaged Dog and Cat Food by Type,2008 (U.S. households with dogs or cats)Pet Owners Are Internet-ProneFigure 2-40: Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners,2008 (percent of U.S. adults overall vs. dog or cat owners)Figure 2-41: Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners,2008 (index for U.S. dog or cat owners)Figure 2-42: Dog or Cat Owners as Consumers: Selected Media & MarketingPsychographics, 2008 (percent and index for U.S. dog or cat owners)Not So “Green”Figure 2-43: Dog or Cat Owners as Consumers: Selected “Green”Psychographics, 2008 (percent and index for U.S. dog or cat owners)The Pet Food Coupon ClipperTable 2-56: Indicators for Use of Pet Food Coupons: 2008 (index among dog- orcat-owning households)Bulk of Redemption through Grocery StoresTable 2-57: Coupon Redemption Rates by Selected Retailer Type: 2004-2008(percent)Figure 2-44: Coupon Redemption Rates Among Pet Food Coupon Users: BySelected Retailer Type, 2008 (percent)Grocery vs. Pet Food Coupon Usage RatesTable 2-58: Coupon Usage Rates by Product Type: 2004-2008 (percent)On-Shelf Coupons Generate Highest UsageTable 2-59: Coupon Usage Rates by Product Type: 2004-2008 (percent)
  • 12. Chapter 3: Cat Food Introduction Category Scope: Four Product Segments Market Size and Growth Total Cat Food Sales at $5.7 Billion in 2008 Figure 3-1: U.S. Retail Sales of Cat Food: 2005, 2008 and 2013 (in millions of dollars) 2008 IRI-Tracked Dollar Sales of Cat Food Up, But Volume Sales Down Table 3-1: IRI-Tracked Dollar, Pound and Unit Sales of Cat Food: 2008 vs. 2007 (in millions of dollars, pounds and units) Meager Dollar Gains from 2001 to 2007 Figure 3-2: IRI-Tracked Sales of Cat Food: 2003-2007 (in millions of dollars) Dry Food and Snacks Deliver Dollar Gains Table 3-2: IRI-Tracked Sales of Cat Food: By Segment, 2003- 2007 (in millions of dollars) Table 3-3: Annual Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2004-2007 (percent) Table 3-4: Total Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2003-2007 (in millions of dollars) Dry Food, Snacks Increase Category Share Table 3-5: Share of IRI-Tracked Sales of Cat Food by Segment: 2003, 2005 and 2007 (percent) Fortified, Premium and Hairball Formulas Are Most Commonly Purchased Types Table 3-6: Kind of Cat Food Purchased in Past 12 Months: 2002 vs. 2006 (percent) Table 3-7: Use of Specially Formulated Cat Food: 2004 vs. 2006 (percent) Household Purchasing of Pet Supplies by Retail Outlet Type Supermarkets Jump in Channel Loyalty Figure 3-3: Cat Owner Shopping for Pet Products by Retail Channel: 2008 (percent of U.S. cat-owning households) Figure 3-4: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2006 vs. 2008 (U.S. households with cats) Cat Food Chain Merchandising Trends Table 3-8: IRI-Tracked Retailer Merchandising Trends for Cat Food: Overall and by Segment, 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume) Chain Price Discounts Steepest for Wet Cat Food, Cat Snacks Table 3-9: IRI-Tracked Promotion of Cat Food by Category and Segment: Ratio of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008 (percent) Marketer and Brand Shares Methodology Del Monte Jumps to No. 2 in Cat Food Market Figure 3-5: Top Cat Food Marketers by Share of IRI-Tracked Sales: 2008 (percent) Del Monte Plus Meow Mix
  • 13. Del Monte, Mars Recalibrate Wet/Dry/Snack MixDel Monte Also Climbs to Second in Dry Cat FoodFigure 3-6: Leading Marketers of Dry Cat Food by Share of IRITracked Sales:2003 vs. 2008 (percent)Nestlé Purina Ups Ante in Wet Cat FoodFigure 3-7: Leading Marketers of Wet Cat Food by Share of IRITracked Sales:2003 vs. 2008 (percent)Mars Widens Leads in Cat Snacks SegmentFigure 3-8: Leading Marketers of Cat Snacks by Share of IRITracked Sales:2003 vs. 2008 (percent)Nestlé Purina Drops Out of Semi-Moist SegmentLeading Pet Specialty Channel BrandsFigure 3-9: Cat Food Brand Leaders in Pet Specialty Stores: 2005-2007(percent)Table 3-10: Leading Cat Food Marketers by IRI-Tracked Sales and MarketShare: 2007 vs. 2008 (in millions of dollars and percent)Table 3-11: Leading Cat Food Marketers by Share of IRI-Tracked Sales: 2004,2006 and 2008 (percent)Table 3-12a: Leading Cat Food Marketers: Share of IRI-Tracked Sales of CatFood by Segment: 2007 vs. 2008 (percent)Table 3-12b: Leading Cat Food Marketers: Share of IRI-Tracked Sales of CatFood by Segment: 2005 vs. 2006 (percent)Table 3-13: Marketers and Brands of Dry Cat Food by IRI-Tracked Sales andMarket Share: 2007 vs. 2008 (in millions of dollars and percent)Table 3-14: Brand Shares of IRI-Tracked Sales of Dry Cat Food: 2003-2007(percent)Table 3-15: Marketers and Brands of Wet Cat Food by IRITracked Sales andMarket Share: 2007 vs. 2008 (in millions of dollars and percent)Table 3-16: Brand Shares of IRI-Tracked Sales of Wet Cat Food: 2003-2007(percent)Table 3-17: Marketers and Brands of Cat Snacks by IRI-Tracked Sales andMarket Share: 2007 vs. 2008 (in millions of dollars and percent)Table 3-18: Brand Shares of IRI-Tracked Sales of Cat Snacks: 2003-2007(percent)Table 3-19: Top Cat Food Products by Dollar Gain in IRI-Tracked Sales: 2007 vs.2008 (in millions of dollars)Marketing & New Product TrendsCat Food Advertising SuperBrandsMeow Mix Investing in Branded Content, Event MarketingProduct Introductions Rebound in 2008Figure 3-10: Number of New Cat Food Product Introductions: 2002-2008Top Product Themes: Upscale, Functional and NaturalFigure 3-11: Top 10 Cat Food Package Claims: January- December 2008Healthfulness to the ForeNatural and Organic Expand Their ReachSpecial Diet and Functional Products
  • 14. Figure 3-12: Share of U.S. Retail Sales of Cat Supplements and NutraceuticalTreats by Function: 2007 (percent)Healthy Skin/CoatSenior/JointDigestive/Immune SystemGrain-FreeIndoor/Hairball FormulaHealthy WeightKitten FormulasGourmet-Style, Variety Still Key AppealsCat Treats Take Health, Indulgence to the BankPremium and Convenience PackagingTable 3-20: Cat Food Product Selling Points by Package Tags: 2006-2008Examples of Cat Food AdvertisingCat Ownership Trends and DemographicsThe Simmons Survey System29 Million Households Keep Pet CatsDog/Cat Ownership Rates Edge UpFigure 3-13: Cat Ownership in the United States: 2008 (percent and number ofU.S. households)Table 3-21: Dog and Cat Ownership in the United States: 2004, 2006 and 2008(percent and number of U.S. households)Cat Household DemographicsCat vs. Dog Ownership Patterns Diverge by Age BracketFigure 3-14: Cat Ownership Rates by Age Bracket: 2003 vs. 2008 (percent ofU.S. households)Patterns by Number of CatsTable 3-22: Demographics for Keeping Pet Cats, 2008 (percent, number andindex among U.S. households)Table 3-23: Demographic Overview for Selected Cat-Owning Classifications,2008 (percent and index of U.S. households)Pet Retailer and Cat Food Preferences53% of Cat Owners Shop Supermarkets for Pet ProductsTable 3-24: Cat Owner Shopping for Pet Products by Retail Channel: TotalPurchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. cat-owninghouseholds)Demographic Patterns by Retail ChannelCanned Food Is Stronger in Cat ArenaFigure 3-15: Cat Food Purchasing Rates by Type: 2008 (percent of U.S. cat-owing households)Table 3-25a: Demographic Overview: Pet Product Shopping Rates by RetailChannel, 2008 (percent of U.S. cat-owning households)Table 3-25b: Demographic Overview: Pet Product Shopping Indexes by RetailChannel, 2008 (indexes for U.S. cat-owning households)Lower-Income and Hispanic Skews to Semi-Moist Cat FoodPurchasing Rates for Treats Vary by Cat Food Preference
  • 15. Table 3-26a: Demographic Overview: Cat Food Purchasing Rates by Type, 2008 (percent of U.S. cat-owning households) Table 3-26b: Demographic Overview: Cat Food Purchasing Indexes by Type, 2008 (indexes for U.S. cat-owning households) Table 3-27: Cat Food Cross-Purchasing Rates by Type: 2008 (percent of U.S. cat-owning households) Use of Light/Weight Management Cat Food Jumps to 9% Table 3-28: Cat Food Purchasing Patterns by Type: 2004 vs. 2008 (percent of U.S. cat-owing households) Table 3-29: Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2008 (percent and index) Table 3-30: Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2008 (percent of U.S. cat-owning households) Friskies Is Most Widely Used Brand Line Figure 3-16: Top Cat Food/Treat Brand Lines by Overall Usage Rates: 2008 (percent of U.S. cat-owing households) Highest Skews Are for Multiple-Cat Fanciers Table 3-31: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2008 (percent and index) Table 3-32: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2008 (percent) Demographic Skews: Cats and Crowded Households Table 3-33: Selected High-Indexing Demographics by Brand Line for Cat Food and Treats, 2008 (U.S. cat-owning households)Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2088599US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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