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Pet Supplements and Nutraceutical Treats in the U.S., 3rd Edition

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Due primarily to a downturn on the equine side of the market, sales of pet supplements and nutraceutical treats felt the recessionary cold, but the market now appears set to track back up. Many …

Due primarily to a downturn on the equine side of the market, sales of pet supplements and nutraceutical treats felt the recessionary cold, but the market now appears set to track back up. Many positive factors are at play, including Americans’ (and especially Baby Boomers’) receptiveness to supplements in general, the expanding health needs of the aging pet population, the steady influx of new products, growing consumer preference for natural remedies vs. pharmaceuticals, greater availability and exposure at retail (including private labels), increasing acceptance and recommendation of pet supplements by the veterinary community, and the relative affordability of nutraceutical treats as a mode of “functional pampering” during the down economy. As a result, even though formal regulatory status continues to evade pet supplements, sales are expected to reach $1.6 billion by 2015, a 27% increase from 2010.

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  • 1.    Get more info on this report!Pet Supplements and Nutraceutical Treats in the U.S., 3rd EditionFebruary 1, 2011 Due primarily to a downturn on the equine side of the market, sales of pet supplementsand nutraceutical treats felt the recessionary cold, but the market now appears set totrack back up. Many positive factors are at play, including Americans’ (and especiallyBaby Boomers’) receptiveness to supplements in general, the expanding health needsof the aging pet population, the steady influx of new products, growing consumerpreference for natural remedies vs. pharmaceuticals, greater availability and exposureat retail (including private labels), increasing acceptance and recommendation of petsupplements by the veterinary community, and the relative affordability of nutraceuticaltreats as a mode of “functional pampering” during the down economy. As a result, eventhough formal regulatory status continues to evade pet supplements, sales areexpected to reach $1.6 billion by 2015, a 27% increase from 2010.This expanded 3rd edition of Packaged Facts’ definitive Pet Supplements andNutraceutical Treats in the U.S. report segments the market into two categories—supplements and nutraceutical treats (i.e., those containing supplements or novelbotanical ingredients addressing specific health conditions, such as glucosamine forjoint health)—with a primary focus on products for dogs and cats, but also extending tohorses and other types of companion animals including birds, small mammals, andreptiles. The report provides a forward-looking examination of the market from everyangle, including breakouts by supplement type and retail channel, analysis of thecomplex and evolving regulatory situation, competitive structure and marketing trends,new product tracking, and consumer profiling.The report also homes in on high-growth segments such as senior and natural products,emerging ingredients, and untapped consumer demographics—such as the millions ofpet owners who use human supplements but not pet supplements and who are thusexcellent future prospects. A special feature of this new edition is proprietary surveydata from Packaged Facts’ fall 2010 pet owner survey, which charts trends in usage ofOTC and veterinary-dispensed pet supplements, compared with usage of special-purpose nutritional formula pet foods and treats.Market Insights: A Selection From The Report
  • 2. Share of Supplement Sales by FunctionUnderscoring the importance of the senior segment in particular, products specificallydesignated for joint and/or senior health account for approximately one-third of retailsales of dog supplements and one-fifth of sales of cat supplements as of 2010,Packaged Facts estimates based on level of product representation in bricks-and-mortar retail venues, catalogs and online. Among canine supplements, joint/seniorproducts are followed by multivitamin/mineral products (23%) and skin/coat (22%)supplements, with weight supplements much further down the list at just 1%.Multivitamins rank No. 1 among feline supplements at 28%, with other top conditionsincluding skin/coat (23%) and digestive health (15%). Joint products—predominantlyglucosamine, chondroitin, hyaluronic acid and MSM—also lead on the equine side,accounting for almost one-third of horse supplement sales (32%), followed by digestionsupplements, general supplements, and hoof supplements.Sales by Distribution ChannelSales of supplements and nutraceutical treats for small animals (including dogs, cats,and other small companion animals) are concentrated in pet specialty shops, whichaccount for over two-fifths (44%) of sales by Packaged Facts estimates. Veterinariansmove approximately one-quarter of these products (26%), followed by health andnatural stores. Reflecting the fringe nature of pet supplements and the tendency ofmass marketers to tread lightly in this field because of the regulatory uncertainty, mass-market outlets (supermarkets, drugstores and mass merchandisers like Wal-Mart) areso far a relatively minor factor in this market, accounting for approximately 11% of non-equine supplement sales.Use of Pet Supplements Among Dog and Cat OwnersAccording to a proprietary Packaged Facts online survey conducted in September 2010,21% of dog owners use any type of nutritional supplements for their dogs, while 15% ofcat owners use supplements for their cats (“supplements” were defined for surveyrespondents as “vitamin/mineral-type products in pill, tablet, liquid, or powder form”).[Figure 6-2]Retail Channel Choices: 48% of Pet Supplement Buyers Purchase at PetSuperstoresPackaged Facts survey data indicate that dog and cat owners buy supplements for petsfrom a wide range of retail and other suppliers, as well as cross-purchasing to asignificant degree across these various sources. [Table 6-8]Table of ContentsChapter 1: Executive Summary Introduction
  • 3. Market DefinitionTwo Product CategoriesTwo Animal ClassificationsReport MethodologyPet Supplement RegulationThe National Animal Supplement CouncilThe MarketMarket Size and CompositionFigure 1-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total,Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)Mass-Market Sales and CompositionShare of Supplement Sales by FunctionSales by Distribution ChannelCompetitive TrendsMost Supplement Companies Focused in Pet HealthPrivate Label Ramping Up, Including OnlineNutraceutical Treats Category Continues to Spur CrossoverIllustration 1-1: Vet’s Best—Right Bites Antioxidant Treats for DogsCompetition from Pet Food Marketers Positioning on Functional IngredientsNew Product TrendsPet Supplement Introductions Regain MomentumTable 1-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs, 2006-2010Joint/Mobility and Digestion Are Top FormulationsNatural, High Omega Are Top Product ClaimsPrecision Nutrition: Multiple Claims, Ingredient SpecificityThe Consumer53% of Households Keep Pets
  • 4. Use of Pet Supplements Among Dog and Cat Owners Figure 1-2: Use of Any Type of Supplements for Pets Among Dog vs. Cat Owners, 2010 (percent) Purchasing Rates Regain Steam After Recessionary Dip Pet Supplement/Nutraceutical Treat DemographicsChapter 2: Introduction Product Parameters Market Definition Two Product Categories Two Animal Classifications Report Methodology Condition-Specific Products Natural vs. Synthetic Organic Key Types of Supplement and Nutraceutical Treat Ingredients Product Regulation Two Legal Choices: Food or Drug The National Animal Supplement Council Product Labeling and Claims Scientific Advisory Committee Adverse Event Reporting NASC Implements New Rules NASC Honored for Efforts on Behalf of Industry Canadian Initiatives Could Benefit U.S. Business Human Supplement Regulation The Dietary Supplement Health and Education Act DSHE Remains FDA Focus, Evolves FDA Releases Good Manufacturing Practices
  • 5. Congress Passes Adverse Event Reports (AER) Bill More Regulation on the Horizon CRN Spearheading Self-RegulationChapter 3: The Market Market Size and Composition Retail Sales Slow with Recession Table 3-1: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006-2010 (in millions of dollars) Figure 3-1: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Small Animal (Dog, Cat, Other) vs. Equine, 2006-2010 (percent) Sales Trends: Small Animal Supplements and Nutraceutical Treats Table 3-2: U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet Supplements and Nutraceutical Treats: Total, Supplements, Treats, 2006-2010 (in millions of dollars) Figure 3-2: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet Supplements and Nutraceutical Treats: Supplements vs. Treats, 2006-2010 (percent) Figure 3-3: Share of U.S. Retail Sales of Small Animal Pet Supplements and Nutraceutical Treats by Animal Type: Dog, Cat, Other, 2010 (percent) Sales Trends: Equine Supplements and Nutraceutical Treats Table 3-3: U.S. Retail Sales of Equine Supplements and Nutraceutical Treats: Total, Supplements, Treats, 2006-2010 (in millions of dollars) Figure 3-4: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical Treats: Supplements vs. Treats, 2006-2010 (percent) Mass-Market Sales and Composition Natural/Organic Product Share of Sales Share of Supplement Sales by Function Figure 3-5: Share of U.S. Retail Sales of Dog Supplements by Type: 2010 (percent) Figure 3-6: Share of U.S. Retail Sales of Cat Supplements by Type: 2010 (percent)
  • 6. Figure 3-7: Share of U.S. Retail Sales of Horse Supplements and NutraceuticalTreats by Function, 2010 (percent)Horse Supplement Usage by FormTable 3-4: Form of Horse Supplements Usually Used, 2006 vs. 2008 (percent)Sales by Distribution ChannelFigure 3-8: Share of U.S. Retail Sales of Small Animal Supplements andNutraceutical Treats by Distribution Channel, 2007 vs. 2010 (percent)Figure 3-9: Share of U.S. Retail Sales of Equine Supplements and NutraceuticalTreats by Distribution Channel, 2007 vs. 2010 (percent)Pet Supplements Advancing Pet Specialty Share Across All Animal CategoriesTable 3-5: Health Product/Supplement Share of Independent Pet Store Sales byAnimal Type: 2007-2009 (percent)Market OutlookFormal Regulatory Oversight Still LackingEconomic Downturn and RecoveryPet Market Not Immune to RecessionFigure 3-10: Level of Agreement with Statement “I Am Spending Less on PetProducts These Days Because of the Economy,” 2010 (percent of U.S. petowners)Table 3-6: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months(percent)Table 3-7: SymphonyIRI-Tracked Dollar and Volume Sales of Pet Products byCategory, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in millions ofdollars)Pet Supplements Feel the ColdTable 3-8: U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions ofdollars)Table 3-9: Percent of Dog or Cat Owners Who Purchase PetSupplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owninghouseholds)Table 3-10: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months(percent)
  • 7. Figure 3-11: Level of Agreement with Statement “I Anticipate Spending More onPet Products Over the Next 12 Months,” 2010 (percent of U.S. pet owners)Human/Animal Bond and “Functional Pampering”Figure 3-12: “Consider My Pet(s) Part of the Family,” 2009 (percent of pet,dog/cat, dog and cat owners)Illustration 3-1: Ad for Trixsyn Joint Supplement (Modern Dog, Spring 2010)Aging Pet PopulationFigure 3-13: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006(percent)Pet Overweight, ObesityTable 3-11: Percentage and Number of Overweight and Obese Dogs and Cats,2009Sales of Senior, Weight Management, and Special Needs Products StrongAcross Multiple CategoriesTable 3-12: U.S. Retail Sales of Senior, Weight Management, and Special NeedsPet Products: 2004, 2008 and 2013 (in millions of dollars)Growing Acceptance of Pet Supplements Among Veterinary CommunityBut Still Little Clinical TestingHigh-Income DemographicsTable 3-13: Change in Pet Market Consumer Base: Household Income $60K orMore vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning households)Figure 3-14: $70K+ Household Share of U.S. Pet Market Expenditures: ByCategory, 1999 vs. 2009 (percent)All Things NaturalMuch Consumer InterestFigure 3-15: Level of Agreement with Statements “If Natural/Organic PetProducts Were More Affordable / More Available Where I Shop, I Would BuyThem More Often,” 2010 (percent of U.S. pet owners)“Natural” Growing as Share of Pet Product EntriesTable 3-14: Number of New Natural and Organic Dog Food, Cat Food, and PetHealthcare Products and Share of Total Category Launches, 2005-2010 (numberand percent)
  • 8. Pet Specialty Riding Natural WaveTable 3-15: Change in Amount of Natural/Holistic Products Sold by Pet SpecialtyRetailers: “Has the Amount of Natural/Holistic Products Your Store SellsIncreased, Remained the Same, or Decreased In the Last 12 Months?” (percent)Internet TrendsTable 3-16: Level of Pet Owner Agreement with Statement: “I Use the Internet toHelp Find and Choose Pet Products,” February 2010 (percent)Table 3-17: Level of Pet Owner Agreement with Statement: “I Buy Pet ProductsOnline,” February 2010 (percent)Table 3-18: Selected Internet-Related Psychographics: Adults Overall vs. Dog orCat Owners, 2010 (percent and index)Equine ImpactPet Supplement Safety, Reliability QuestionedOngoing Need for Self-RegulationFunctional Pet Foods Continue to AdvanceTable 3-19: Kind of Dog Food Purchased in the Past 12 Months: 2004, 2006,2008 (percent)Product Safety Issue a Dual-Edged SwordLooking AheadMore Growth AheadTable 3-20: Projected U.S. Retail Sales of Pet Supplements and NutraceuticalTreats: Total, Small Animal (Dog, Cat, Other), Equine, 2010-2015 (in millions ofdollars)Table 3-21: Projected U.S. Retail Sales of Small Animal (Dog, Cat, Other) PetSupplements and Nutraceutical Treats: Total, Supplements, Treats, 2010-2015(in millions of dollars)Table 3-22: Projected U.S. Retail Sales of Equine Supplements andNutraceutical Treats: Total, Supplements, Treats, 2010-2015 (in millions ofdollars)Table 3-23: Share of U.S. Retail Sales of Pet Supplements and NutraceuticalTreats: Small Animal (Dog, Cat, Other) vs. Equine, 2010-2015 (percent)
  • 9. Table 3-24: Share of U.S. Retail Sales of Small Animal (Dog, Cat, Other) Pet Supplements and Nutraceutical Treats: Supplement vs. Treat, 2010-2015 (percent) Table 3-25: Share of U.S. Retail Sales of Equine Supplements and Nutraceutical Treats: Supplement vs. Treat, 2010-2015 (percent) Human vs. Pet Supplement Usage Gap Points to Potential Growth Figure 3-16: Use of Pet Supplements and Use of Human Supplements: Dog vs. Cat Owners, 2010 (percent) Power SegmentsChapter 4: Competitive Trends Marketer Overview Most Supplement Companies Focused in Pet Health Mergers & Acquisitions Private Label Ramping Up, Including Online Illustration 4-1: PetSmart’s GNC Dog Supplement Web Page Illustration 4-2: Petco’s Pet Supplement Web Page Leading Pet Specialty Channel Marketers Table 4-1: Pet Specialty Market and Brand Leaders in Pet Health Products by Animal Type: 2008 vs. 2009 (percent) Mass-Market Activity in Supplements: Leading Marketers and Brands Table 4-2: SymphonyIRI-Tracked Sales of Dog/Cat Supplements, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in dollars) Mass-Market Activity in Nutraceutical Treats: Leading Marketers and Brands Table 4-3: SymphonyIRI-Tracked Sales of Nutraceutical Dog Treats, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in dollars) Table 4-4: SymphonyIRI-Tracked Sales of Nutraceutical Cat Treats, 52 Weeks Ending November 28, 2010 vs. Year-Ago (in dollars) Leading Veterinary Channel Marketers Independent Research and Clinical Studies Illustration 4-3: GLC Direct—Trade Ad for GLC 1000 Joint Formula (Veterinary Practice News, June 2009)
  • 10. Teva Beginning to Bounce Back After Run-In with FDA Nutraceutical Treats Category Continues to Spur Crossover Illustration 4-4: Vet’s Best—Right Bites Antioxidant Treats for Dogs Illustration 4-5: Mars/Nutro—Greenies JointCare Treats with Green-Lipped Mussel Illustration 4-6: PetAg’s Rawhide Brand 4” Round Safety-Knot Bone with Glucosamine and Salix’s Healthy Hide Chewable Treats for a Healthier Dog, in Omega 3 Daily Variety Case History: Dogswell Illustration 4-7: Dogswell Natural Nutraceutical Dog Treats Winnie’s Cookies Makes a Name in Equine Treats Competition from Pet Food Marketers Positioning on Functional Ingredients Iams and Others Testing Pure-Play Supplement Waters Illustration 4-8: Advertising for Nestlé Purina’s FortiFlora Supplement Illustration 4-9: Merrick—Elements Pet Food Supplement Mix Promotional Trends Illustration 4-10: Ark Naturals Trade Ad in 2010 Global Pet Expo Pet Expo Directory and Buying Guide Illustration 4-11: Nutri-Vet’s Skin and Coat Center Countertop Display On the Web Table 4-5: Selected Marketers and Brands of Pet Supplements and Nutraceutical Treats, 2010Chapter 5: New Product Trends Pet Supplement Introductions Regain Momentum Table 5-1: U.S. Pet Supplement Product Introductions: Records vs. SKUs, 2006- 2010 Multi-Pet Trend in Product Introductions Table 5-2: U.S. Pet Supplement Product Introduction Records: Dog vs. Cat, 2008-2010 Illustration 5-1: Rufus & Coco—Supplements for Multiple Companion Animal Types
  • 11. Joint/Mobility and Digestion Are Top FormulationsTable 5-3: U.S. Pet Supplement Product Introductions: Top Formulations forIndividual SKUs, 2008-2010Illustration 5-2: Wholistic Pet Organics—EFA Supplement for Healthy Skin &Coat: Salmon OilNatural, High Omega Are Top Product ClaimsTable 5-4: U.S. Pet Supplement Product Introductions: Top Claims/Tags, 2008-2010Precision Nutrition: Multiple Claims, Ingredient SpecificityIllustration 5-3: Hartz—Precision Nutrition Adult Cat Multivitamins Plus BeneficialFiber Chew TabsOverarching TrendsNatural, Organic, SaferIllustration 5-4: Organic Pet SuperFood—Condition-Specific PowderSupplementsHuman-StyleHuman Product Trends as Marketers’ Best FriendIllustration 5-5: Enjoy Life—Get Naked Liquid Supplement for DogsIllustration 5-6: I Love Dogs—Consumer Ad for Green Tea Antioxidant Boost(Animal Wellness, June/July 2009)Whole Fruits and VegetablesFrom the SeaMultitask ProductsSenior-Specific ProductsIllustration 5-7: PetAg—SeniorCare Pack for DogsMass-Market AdvancesCondition-Specific Supplements Going StrongJoint SupportSkin & Coat HealthCalming/Behavior-Control Products
  • 12. Digestive Health, Immune Support and Probiotics Oral Care/Breath Products Weight Loss/Maintenance Illustration 5-8: PetAg—Dog Slim Weight Maintenance Treats Trends in Nutraceutical Treats Illustration 5-9: Probios Goodness of Yogurt Dog Treats Illustration 5-10: Healthy Pet Brands—Frosty Bones Odor Control Dog Treats Illustration 5-11: Virbac—Pet-Tabs Refillable Vitamin Dispenser Equine Supplements Illustration 5-12: Herbsmith—Serenity Equine Supplement Illustration 5-13: Heartland Pet Care—Pro Active Balance Equine and Canine Treats Illustration 5-14: Buckeye Nutrition—Reasons for Immune Response Equine Treats Bird and Small Mammal Supplements Illustration 5-15: Oxbow—Lavender-Chamomile Medley Simple Rewards Treat for Small Animals Reptile SupplementsChapter 6: Consumer Trends Pet Ownership Overview: Dog and Cat Owners Methodology and Data Sources 53% of Households Keep Pets Figure 6-1: Household Ownership Rates for Selected Pet-Owning Classifications, 2010 (percent of U.S. households) Table 6-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2005, 2007, and 2010 (percent of U.S. households) Overall Demographics for Dog Owners Regional Skews by Number of Dogs Owned Overall Demographics for Cat Owners
  • 13. Household Composition Skews by Number of Cats OwnedTable 6-2: Demographics for Dog Ownership, 2010 (percent, number ofhouseholds, and index)Table 6-3: Selected Demographics for Keeping One Pet Dog, 2010 (percent,number of households, and index)Table 6-4: Selected Demographics for Keeping Two or More Pet Dogs, 2010(percent, number of households, and index)Table 6-5: Demographics for Cat Ownership, 2010 (percent, number ofhouseholds, and index)Table 6-6: Selected Demographics for Keeping One Pet Cat, 2010 (percent,number of households, and index)Table 6-7: Selected Demographics for Keeping Two or More Pet Cats, 2010(percent, number of households, and index)Consumer Focus: Pet Supplement PurchasersUse of Pet Supplements Among Dog and Cat OwnersFigure 6-2: Use of Any Type of Supplements for Pets Among Dog vs. CatOwners, 2010 (percent)Most Use OTC SupplementsFigure 6-3: Use of OTC Pet Supplements Among Dog vs. Cat Owners, 2010(percent)Figure 6-4: Use of Vet-Prescribed or -Dispensed Pet Supplements Among Dogvs. Cat Owners, 2010 (percent)Retail Channel Choices: 48% of Pet Supplement Buyers Purchase at PetSuperstoresTable 6-8: Retail Purchasing Patterns for Pet Supplements (U.S. dog or catowners)Use of Pet Supplements vs. Other Special Nutritional ProductsTable 6-9: Use of Pet Supplements vs. Other Special Pet Nutrition Products: DogOwners, 2010 (percent)Table 6-10: Use of Pet Supplements vs. Other Special Pet Nutrition Products:Cat Owners, 2010 (percent)Similar Patterns for Pet Supplements/Nutraceutical Treats
  • 14. Figure 6-5: Percent of Dog or Cat Owners Who Purchase Pet Supplements/Nutraceutical Treats, 2005 vs. 2010 (U.S. dogor cat-owning households) Purchasing Rates Regain Steam After Recessionary Dip Table 6-11: Percent of Dog or Cat Owners Who Purchase Pet Supplements/Nutraceutical Treats, 2005-2010 (U.S. dog- or cat-owning households) Table 6-12: Number of Dog or Cat Owners Who Purchase Pet Supplements/Nutraceutical Treats, 2005-2010 (in millions of U.S. dog- or cat- owning households) Multiple-Pet Factor Favors Dog Supplements/Nutraceutical Treat Sales Table 6-13: Pet Supplement/Nutraceutical Treat Purchasing Among Dog or Cat Owners, 2005 vs. 2010 (percent of U.S. dog- or cat-owning households) Pet Supplement/Nutraceutical Treat Demographics Table 6-14: Demographics for Purchasing of Pet Supplements/Nutritional Treats: Dog Owners, 2010 (percent, number of households, and index) Table 6-15: Demographics for Purchasing of Pet Supplements/Nutraceutical Treats: Cat Owners, 2010 (percent, number of households, and index) Receptiveness to Nutritional Products by Age Bracket Figure 6-6: Patterns for Agreeing a Lot with Statement, “Am Usually Quick to Try New Nutritional Products”: By Adult Age Bracket, 2010 (percent and index of U.S. adults) Table 6-16: Usage Rates for Human Supplements: Adults Overall vs. Dog and Cat Owners, 2010 (percent) Human vs. Pet Supplement Usage Points to Potential Growth Figure 6-7: Use of Pet Supplements and Use of Human Supplements: Dog vs. Cat Owners, 2010 (percent)Order InformationOnline Download - $3,300.00Global Site License - $5,500.00Hard Copy Mail Delivery - $3,700.00Online Download plus 1 Hard Copy - $4,100.00
  • 15. Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2588715 US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004 

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