Pet Supplies and Pet Care Products: The U.S. Market and a Global Perspective
 

Pet Supplies and Pet Care Products: The U.S. Market and a Global Perspective

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Pet Supplies and Pet Care Products: The U.S. Market and a Global Perspective Pet Supplies and Pet Care Products: The U.S. Market and a Global Perspective Document Transcript

  • Get more info on this report!Pet Supplies and Pet Care Products: The U.S. Market and a GlobalPerspectiveFebruary 1, 2010Even as the economic picture improves, consumers remain cautious about spending,including in terms of the pet products they buy. Having lived up to its “recession-resistant” reputation once again, the business therefore continues to face challengesthat have retailers, marketers and product developers relying more heavily than everbefore on the all-important notion of pets as family. Accordingly, themes includinghealth, function, comfort, safety, gifting, travel, and yes pet pampering are all weighingheavily on the value scale as market participants look to strike the perfect balance in petcategories across the board.Tapping into Packaged Facts’ extensive pet market report collection and analystexpertise, Pet Supplies and Pet Care Products in the U.S., 8th Edition: Pet Healthand Pampering: The New Value Equation provides detailed market breakouts andinsights not available elsewhere. Covering non-food pet supplies of all types and for allcompanion animal types, the report examines trends in flea/tick care products, cat litter,toys, rawhide chews, bedding, grooming products, supplements, clean-up products andmany other product segments. Using 2009 as the base year, it charts sales since 2005and forecasts sales through 2014; breaks the market out by animal type and productcategory in both the mass-market and pet specialty channels; presents dollar sales andmarket share for leading marketers and brands; analyzes competitive strategies andshifts; profiles top companies and market innovators; analyzes new product trends; andprovides demographic and psychographic profiles of product purchasers.Trends examined include product positioning vis-à-vis the new economy; producthumanization and pet pampering; natural, organic and “green” appeals; corporateresponsibly and cause marketing; celebrity marketing and licensing (here comesMartha!); pet travel and convenience products; and gift/holiday fare. Special featuresinclude an expanded discussion of pet supplies purchasing by change in economicsituation and by retail channel, focusing on cross-channel shopping and shopper loyalty;and proprietary pet owner survey data collected by Packaged Facts focusing on theeconomy and on the natural/organic products segment.Meanwhile, pet market themes including humanization, health and convenience drive
  • the world market for pet supplies, while taking on different meanings according to levelof market development. And primarily because of these trends—coupled with theongoing expansion of major multinational pet product marketers, pharmaceutical outfits,and big-box retailers—global sales of pet care products continue to rise despite theeconomic times. Pet Supplies and Pet Care Products: Global Market Overview 2010charts global sales of non-food pet products for the 2005-2009 and 2009-2014 periods,comparing sales of non-food supplies with sales of pet food and pet products overall,and providing additional 2009 breakouts by world region, marketer and distributionchannel. New product trends are quantified in terms of number of product launches(reports and SKUs), which are further broken out by world region, marketer, andpackage tag/marketing claim. Trends in the all-important BRIC nations of Brazil, Russia,India and China are charted separately, as is the market involvement of SpectrumBrands (United Pet Group and Tetra), Canada’s Rolf C. Hagen, Hartz Mountain (ownedby Japan’s Sumitomo) and leading pet market catalog/online seller Drs. Foster & Smith.Read an excerpt from this report below.Report MethodologyThe information in these reports was obtained from primary and secondary research.Primary research entailed attendance at the Global Pet Expo and Petfood Forum tradeevents from 2005 through 2009; consultations with pet product manufacturers andexpert members of the trade; and an on-site examination of retail venues. Secondaryresearch included extensive Internet canvassing and research- and data-gathering fromrelevant consumer business and trade publications; company reports including annualreports, press releases, and conference calls; company profiles in trade and consumerpublications; government reports; and other pet market reports by Packaged Facts.Sales estimates are based data from the above sources as well as InformationResources, Inc.’s (IRI) InfoScan Review, with data on new product introductionsprovided by Product Launch Analytics, a Datamonitor service. Analysis of consumerattitudes and demographics primarily derives from data compiled by Experian Simmons,New York, NY. On an ongoing basis, Experian Simmons conducts booklet-basedsurveys of a large and random sample of consumers who in aggregate represent astatistically accurate cross-section of the U.S. population. The Summer 2009 surveyprimarily cited in this report is based on 24,728 respondents, including 13,814 petowners, 9,739 dog owners, and 6,033 cat owners.The reports also include data from Packaged Facts’ February 2009 online poll of 1,668pet owners; and data provided through special arrangements with the American PetProducts Association (APPA National Pet Owner Surveys); PET AGE (annual RetailerReports); Pet Product News International (annual State of the Industry Reports); andthe American Veterinary Medical Association.
  • Additional InformationMarket Insights: A Selection From The ReportMergers & AcquisitionsDespite the global economic meltdown and uncertainties surrounding major financialand lending institutions, the pet market saw several mergers and acquisitions in 2008and 2009. On the non-food side, these included Bramton’s purchase of Veterinarian’sBest, Radio Systems’ purchase of MultiVet International, and Sergeant’s purchase ofChomp and of Virbac’s Consumer Brands division. Activity has been slower on the petfood side, with no major shifts occurring either year, although Old MotherHubbard/Wellness (a top brand in the pet specialty channel) went from one venturecapitalist to another. While still quite respectable, this level of activity pales incomparison to that seen earlier in the decade, with such dramatic shifts as Rayovac’s2005 market entry and subsequent creation of Spectrum Brands, and Hartz’s summer2004 acquisition by Japan’s Sumitomo.Celebrities Weight InAlthough celebrity involvement in the pet market is nothing new, the influx of famousnames during the past couple years has been a boon, as discussed in Chapter 3 (see“Celebrity Involvement and Pet-Themed Hit TV Series”). Making the biggest splashes innon-food pet supplies are new lines from Cesar Millan, dog trainer to the rich andfamous and star of the National Geographic Channel’s hit show Dog Whisperer WithCesar Millan, and American homemaking culture icon Martha Stewart, with bothventures involving licensees and retailer-exclusive distribution deals.Two-Thirds Are Receptive to Affordable Natural/Organic Pet SuppliesAccording to Packaged Facts’ February 2009 online poll of 1,668 pet owners, nearlyonefourth (24%) are either slightly inclined or very inclined to buy natural/organic petfoods or pet supplies, though those only slightly inclined to do so outnumber those whoare very inclined at a 2:1 ratio. In addition, nearly half (46%) of pet owners would beslightly or very inclined to buy more natural/organic pet foods or pet supplies, if theseproducts were more available where they shop, while nearly two-thirds (64%) would beslightly or very inclined to buy more natural/organic pet foods or pet supplies, if thesewere more affordable where they shop. These overall patterns do not differ significantlybetween pet owners overall and dog/cat owners.
  • Table of ContentsPet Supplies and Pet Care Products in the U.S., 8th Edition: Pet Health andPampering: The New Value EquationChapter 1: Executive Summary Introduction Market Definition Exclusions Four IRI-Tracked Product Categories Report Methodology The Market Retail Sales Slow in 2009 Figure 1-1: U.S. Retail Sales of Pet Supplies: 2005, 2009 and 2014 (in millions of dollars) IRI-Tracked Sales at $1.9 Billion Sales by Product Type Natural and Organic Product Sales and Market Share Retail Channel Shares and Trends State of the Market The Marketers Number and Types Second-Tier Multi-Category Marketers Natural Product Specialists Nestlé Purina Leads in IRI-Tracked Sales Mergers & Acquisitions Celebrities Weight In Licensing Bigger Than Ever The Private-Label Factor
  • Marketing and New Product Trends Pet Market Advertising Tops $500 Million Non-Traditional Media Social Networking Cause-Related Marketing “Green” Initiatives 2009 a Record Year for New Product Entries Dominant Themes Involve Premium Appeals Retail Channel Trends Economic Concerns Intensify Cross-Channel Competition The PetSmart/Petco Dynamic Duo Pet Superstores vs. Discount Stores Independents and Supermarkets Continue to Slide Non-Traditional Channels Gaining Ground Independent Pet Stores Feel Economic Pinch The Consumer 53% of Households Own Pets Overview of Dog and Cat Supply Purchasing Figure 1-2: Household Purchasing Rates for Dog or Cat Supplies by Category, 2009 (percent of U.S. households) Two-Thirds Are Receptive to Affordable Natural/Organic Pet SuppliesChapter 2: The Market Introduction Market Definition Exclusions Four IRI-Tracked Product Categories Trade Associations and Shows Regulatory Agencies and Trends
  • Report MethodologyMarket Size and GrowthRetail Sales Slow in 2009Table 2-1: U.S. Retail Sales of Pet Supplies, 2005-2009 (in millions of dollars)IRI-Tracked Sales at $1.9 BillionTable 2-2: IRI-Tracked Sales of Pet Supplies, 2005-2009 (in millions of dollars)Table 2-3: IRI-Tracked Sales of Pet Supplies by Category, 2009 vs. 2008 (inmillions of dollars and units)Table 2-4: IRI-Tracked Sales of Pet Supplies: By Category, 2005-2009 (inmillions of dollars)Table 2-5: Growth of IRI-Tracked Sales of Pet Supplies: By Category, 2006-2009(percent)Table 2-6: Dollar Change in IRI-Tracked Sales of Pet Supplies by Category,2005-2009 (in millions of dollars)Market CompositionSales by Product TypeFigure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2009(percent)Share of Dog Supply Sales by Product CategoryTable 2-7: Share of U.S. Retail Sales of Dog Supplies: By Category, 2009 (inmillions of dollar and percent share)Table 2-8: Average Annual Dog Supply Expenses: By Category, 2009 (in dollar)Share of Cat Supply Sales by Product CategoryTable 2-9: Share of U.S. Retail Sales of Cat Supplies: By Category, 2009 (inmillions of dollars and percent share)Table 2-10: Average Annual Cat Supply Expenses: By Category, 2009 (in dollar)Share of IRI-Tracked Sales by Product CategoryTable 2-11: Share of IRI-Tracked Sales of Pet Supplies by Product Category:2003, 2006 and 2009 (percent)Share of Independent Pet Store Sales by Animal Type
  • Table 2-12: Share of Independent Pet Store Pet Supply Sales by Category:2005-2008 (percent)Share of Dog Category Sales by Product TypeTable 2-13: Share of Independent Pet Store Sales of Dog Products: By Category,2005-2008 (percent)Share of Fish Category Sales by Product TypeTable 2-14: Share of Independent Pet Store Sales of Fish Products: ByCategory: 2005 vs. 2008 (percent)Share of Cat Category Sales by Product TypeTable 2-15: Share of Independent Pet Store Sales of Cat Products: By Category,2005-2008 (percent)Share of Small Mammal Sales by Product TypeTable 2-16: Share of Independent Pet Store Sales of Small Mammal Products:By Category, 2008 (percent)Share of Bird Category Sales by Product TypeShare of Herptile Category Sales by Product TypeTable 2-17: Share of Independent Pet Store Sales of Bird Products: By Category,2005 vs. 2008 (percent)Table 2-18: Share of Independent Pet Store Sales of Herptile Products: ByCategory, 2008 (percent)Natural and Organic Product Sales and Market ShareFigure 2-2: U.S. Retail Sales of Natural and Organic Pet Care Products: 2004,2009 and 2014 (in millions of dollars)Figure 2-3: U.S. Retail Sales and Share of Natural Pet Care Products: ByCategory, 2004 vs. 2009 (percent)Retail Channel Shares and TrendsTable 2-19: Share of Pet Supply Sales: By Retailer Type, 2006 vs. 2009(percent)Dog/Cat Household Pet Supply Purchasing by ChannelTable 2-20: Pet Product Purchasing Patterns Among Dog or Cat Owners: ByRetail Channel, 2007-2009 (percent of U.S. dog- or cat-owning households)Market Outlook
  • State of the MarketRecession Receding—SlowlyPet Market ImpactTable 2-21: Percent of Pet Owners Who Anticipate Spending Less on PetFood/Supplies or Pet Services in Next 12Months, February 2009Table 2-22a: Pet Owner Patterns: By Change in Financial Situation ComparedWith 12 Months Ago, 2009 (percent of U.S. pet-owning households)Table 2-22b: Pet Owner Population: By Change in Financial Situation ComparedWith 12 Months Ago, 2009 (millions of number of U.S. pet-owning households)Table 2-22c: Pet Owner Indexes: By Change in Financial Situation ComparedWith 12 Months Ago, 2009 (U.S. petowning households)Human/Animal Bond a Potent ForceFigure 2-4: “Consider My Pet(s) Part of the Family”: By Percent of Pet, Dog/Cat,Dog and Cat Owners, February 2009 (percent)Table 2-23: Mean Number of Veterinary Visits: By Human/Animal Bond AmongDog and Cat Households, 2006Table 2-24: Mean Veterinary Expenditures: By Human/Animal Bond Among Dogand Cat Households, 2006 (in dollars)All Things Pet HealthProduct Safety a Growing ConcernNatural/Organic ProductsTable 2-25: Percent of Pet Owners Who Purchased Natural/Organic PetProducts in Last 3 Months: Dog Owners vs. Cat Owners, February 2009 (percentof U.S. dog or cat owners)Table 2-26: Percent of Pet Owners Who Would Buy More Natural/Organic PetProducts If They Were More Available or More Affordable, February 2009(percent of U.S. dog or cat owners)Functional ProductsFigure 2-5: U.S. Retail Sales of Natural and Organic Pet Products: 2003, 2007and 2012 (in millions of dollars)Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003,2007 and 2012 (in millions of dollars)
  • Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007and 2012 (in billions of dollars)Senior, Overweight and Special Needs Pet ProductsFigure 2-8: Share of U.S. Retail Sales of Senior, Weight Management andSpecial Needs Pet Products: By Category, 2008 (percent)Premium Demographics Helping to Drive ExpendituresTable 2-27: Average U.S. Household Expenditures on Pet Supplies: 1998-2008(in dollars)Table 2-28: Share of U.S. Pet Supplies Expenditures: $70K+ vs. Under $70KIncome Brackets, 1998-2008 (percent)Table 2-29: $70K+ Household Share of U.S. Pet Market Expenditures: Total andBy Category, 1998 vs. 2008 (percent)Impact of Aging Pet PopulationFigure 2-9: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006(percent)Impact of Pet Overweight, ObesityTable 2-30: Percentage and Number of Overweight and Obese Dogs and Cats,2008Table 2-31: Percentage and Number of Overweight and Obese Dogs and Cats,2007Rise in Pet Travel Favors Many Product CategoriesFavorable Trends in Pet OwnershipFigure 2-10: Household Penetration Rates for Selected Dogor Cat-OwningClassifications: 2003 vs. 2009 (percent of U.S. households)Table 2-32: Household Penetration Rates for Selected Pet-OwningClassifications, 2007-2009 (percent of and number of U.S. households inmillions)More Pets than PeopleTable 2-33: Number of Pets in the United States by Type: 2000, 2002, 2004,2006 and 2008 (number in millions and percent)Impact of Boomers and Graying Population
  • Figure 2-11: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2009 (percent of U.S. households) Table 2-34: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (percent of U.S. households) Table 2-35: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (number of U.S. households in millions) Table 2-36: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (U.S. households) Table 2-37: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent) Role of Gen Ys and Gen Xers No-Kid Pet Household Clout Table 2-38: Childless Dog or Cat Owners: Dog/Cat Ownership Rates and Share of Total Dog/Cat Owners: 2003, 2006 and 2009 (percent) Celebrity Involvement and Pet-Themed Hit TV Series Looking Ahead: Trends and Opportunities Table 2-39: Projected U.S. Retail Sales of Pet Supplies: 2009-2014 (in millions of dollars)Chapter 3: The Marketers Competitive Overview Number and Types Multi-Category Market Leaders Second-Tier Multi-Category Marketers Natural Product Specialists Category Leaders Cat Litter Flea/Tick-Control Products HBC (Grooming, Supplements, Oral Care) Clean-Up/Odor-Control Products Dog Chews
  • ToysTraining/Containment ProductsShelter, Crates, Carriers, FurnitureNon-Dog/Cat SuppliesMergers & AcquisitionsTable 3-1: Timeline of U.S. Pet Supplies Marketer and Brand Acquisitions andSales: 2004-2009Human Product Mega-MarketersIllustration 3-1: Orvis Dog Bed Selector Website BannerImpact of Retailer ConsolidationNon-Food/Food Cross-OverMass/Pet Specialty Cross-OverChannel and Retailer ExclusivityCelebrities Weight InCesar MillanMartha StewartRetailer ExclusivityLicensing Bigger Than EverIllustration 3-2: Advertising for Vo-Toys’ Licensed Jeep Pet Products CollectionDisney’s BoltPet Market Licensing LeadersJakks PacificIllustration 3-3: Advertising for Jakks Pacific’s Licensed AKC Pet Product LineIllustration 3-4: Jakks Pacific’s Minnie Mouse Pet ApparelPet BrandsPurina Jumps InThe Kid FactorLicensing Pros and Cons
  • The Private-Label FactorTable 3-2: IRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003,2006 and 2009 (in millions of dollars and percent)Table 3-3: U.S. Market for Pet Supplies: Selected Marketers and LeadingBrands, 2009Marketer and Brand SharesMethodologyNestlé Purina Leads in IRI-Tracked SalesFigure 3-1: Top Marketers of Pet Supplies by Share of IRITracked Sales: 2006vs. 2009 (percent)Cat Litter Category: Consolidated But Still Branching OutFigure 3-2: Top Marketers of Cat Litter by Share of IRITracked Sales: 2006 vs.2009 (percent)Competition Up in Natural NicheFigure 3-3: Top Natural Cat Litter Brands by Share of IRITracked Sales: 2006 vs.2009 (percent)Other Dog/Cat Supplies: Category Leader Hartz Suffers Major LossFigure 3-4: Top Marketers of Other Dog/Cat Supplies by Share of IRI-TrackedSales: 2006 vs. 2009 (percent)Dog Chews: No. 1 Hartz Posts Big LossesFigure 3-5: Top Marketers of Dog Chews by Share of IRITracked Sales: 2006 vs.2009 (percent)Non-Dog/Cat Supplies: Central Garden & Pet Coming on StrongFigure 3-6: Top Marketers of Non-Dog/Cat Supplies by Share of IRI-TrackedSales: 2006 vs. 2009 (percent)Brand Rankings in the Pet Specialty ChannelTable 3-4: Marketer Sales and Shares of Pet Supplies in IRITracked Outlets byCategory: 2008 vs. 2009 (in millions of dollars and percent)Table 3-5: IRI-Tracked Sales of Cat Litter by Marketer and Brand: 2008 vs. 2009(in millions of dollars and percent)Table 3-6: Cat Litter Marketers by Dollar Change in IRITracked Sales: 2008 vs.2009 (in millions of dollars)
  • Table 3-7: Cat Litter Brands by Dollar Change in IRI-Tracked Sales: 2008 vs.2009 (in millions of dollars)Table 3-8: IRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand:2008 vs. 2009 (in millions of dollars and percent)Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in IRI-TrackedSales, 2008 vs. 2009 (in millions of dollars)Table 3-10: Other Dog/Cat Brands by Dollar Change in IRITracked Sales: 2008vs. 2009 (in millions of dollars)Table 3-11: IRI-Tracked Sales of Dog Chews by Marketer and Brand: 2008 vs.2009 (in millions of dollars and percent)Table 3-12: Dog Chews Marketers by Dollar Change in IRITracked Sales: 2008vs. 2009 (in millions of dollars)Table 3-13: Dog Chews Brands by Dollar Change in IRITracked Sales: 2008 vs.2009 (in millions of dollars)Table 3-14: IRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand:2008 vs. 2009 (in thousands of dollars and percent)Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in IRI-TrackedSales: 2008 vs. 2009 (in thousands of dollars)Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in IRI-TrackedSales: 2008 vs. 2009 (in thousands of dollars)Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet SupplyCategories: 2004, 2006 and 2008Competitor Profile: Central Garden & PetA Pet Supplies and Household Garden Market LeaderCompany Acquires FarnamA Pet Specialty and Mass-Market LeaderTable 3-18: IRI-Tracked Sales of Central Garden & Pet Pet Products byCategory: 2008 vs. 2009 (in millions of dollars and percent)Illustration 3-5: Central Garden & Pet’s New Comfort Zone Feline WipesCompetitor Profile: Drs. Foster & SmithThe Top U.S. Pet Catalog MarketerBuilding an Internet Presence
  • On the AirCause MarketingEnvironmental CommitmentAquatic ServicesCompetitor Profile: Hartz Mountain CorpCorporate OverviewMass-Market Sales SlippingTable 3-19: IRI-Tracked Sales and Market Share of Hartz Mountain Pet Supplies,2005-2009 (in millions of dollars and percent)Product InnovationCorporate ResponsibilityHartz Website Includes Online Tip ExchangeLooking AbroadCompetitor Profile: Doskocil (Petmate)A Multi-Category Pet Supplies PowerhouseBuilding on InnovationProblem-Solution FocusAspen a Best-Selling BrandTable 3-20: Doskocil’s IRI-Tracked Sales of Dog and Cat Supplies, 2008 vs.2009 (in millions of dollars and percent)Environmental InitiativesCompetitor Profile: Sergeant’s Pet Care, IncOverviewTable 3-21: IRI-Tracked Sales and Market Share of Sergeant’s Pet Care, 2005-2009 (in millions of dollars and percent)Bulking Up Through AcquisitionsNew Product InnovationsIncreased Web Presence
  • Competitor Profile: Spectrum Brands Company Overview Table 3-22: Share of Spectrum Brands Net Sales, 2007-2009 (percent) Abandoning Acquisitions Strategy An Optimistic Outlook Table 3-23: Spectrum Brands’ IRI-Tracked Pet Product Sales, 2008 vs. 2009 (in millions of dollars and percent)Chapter 4: Marketing and New Product Trends Marketing Trends Pet Market Advertising Tops $500 Million Table 4-1: Media Breakout of U.S. Advertising Expenditures on Pet Products, 2004-2008 (percent) Human/Animal Bond More Important Than Ever Illustration 4-1: Advertising for Bayer’s K9 Advantix Value-Focused Advertising Other Key Themes Celebrity Kick Trade Advertising and Promotions Illustration 4-2: Advertising for Pet Care Systems’ Swheat Scoop Non-Traditional Media Internet Advertising Social Networking Cause-Related Marketing Pet Marketers Embracing Sustainable Initiatives Professional Endorsement and “Pro-Branding” Brand “Toning” Illustration 4-3: Advertising for Bramton’s Vet’s Best Line New Product Trends
  • 2009 a Record Year for New Product EntriesTable 4-2: Number of New Pet Supply Product Lines and SKUs, 2005-2009Dominant Themes Involve Premium AppealsTable 4-3: Top Pet Supply Product Selling Points by Package Tags/MarketingClaims, 2005-2009Leading Marketers by Level of New Product IntroductionsTable 4-4: Top Companies by Number of Pet Supplies New Product Launches:2005-2009Common Denominators in New Product DevelopmentValue-Added/FunctionalNatural/OrganicProduct Humanization and Pet PamperingIllustration 4-4: Advertising for ConairPets’ Grooming ClippersIllustration 4-5: Advertising for Petmate’s Lifestyle CollectionConvenienceIllustration 4-6: Advertising for Liquid Net’s Ultimate Insect Repellant for PetsSafetyIllustration 4-7: Advertising for Invisible Fence Training and ContainmentProductsOral CareIllustration 4-8: Advertising for Bamboo’s QuadBrush Ultimate Pet ToothbrushSpecial Needs ProductsGifting and Luxury ProductsTable 4-5: Pets and Gifts/Birthdays/Holidays: 2008 (percent, dollar, and number)Illustration 4-9: Holiday Advertising for Humane Society Online StoreLuxury ProductsFlea/Tick ProductsOnline Selling
  • Illustration 4-10: Advertising for DrsFosterSmith.comValueSafetyNaturalNew Drugs and Anti-Diversion InitiativesCat Litter and AccessoriesIllustration 4-11: Advertising for World’s Best Cat LitterIllustration 4-12: Oil-Dri Corp’s Cat’s Pride Natural ScoopIllustration 4-13: Automated Pet Care Products’ Litter-RobotToysInteractiveSenior and Weight-MaintenanceIllustration 4-14: MultiVet’s SlimCat Food Distributor BallSuper-Durable and Combo Chew/FoodNatural/Organic/Eco-FriendlySmall Dog ToysDog ChewsVarietyOral CareFunctional“Ethical” ClaimsGrooming ProductsIllustration 4-15: Advertising for Spa Lavish Your Pet’s Spa Colors Grooming LineIllustration 4-16: Advertising for TropiClean’s TropiClean Pet ShampooIllustration 4-17: Advertising for HydroSurge RapidBathSupplementsIllustration 4-18: Advertising for Nestlé Purina’s FortiFlora Supplement
  • Clean-Up/Odor-Control ProductsIllustration 4-19: Advertising for Procter & Gamble’s Febreze Pet OdorEliminatorsIllustration 4-20: Advertising for Kegel’s Fizzion Concentrated CleanerIllustration 4-21: Advertising for Paramount’s AKC and CFA Clean-Up ProductsCollars, Leashes and LeadsIllustration 4-22: Skeelo’s LumiLeash Retractable LeashIllustration 4-23: Premier Pet’s Eco Gentle Leader HarnessIllustration 4-24: Website Banner for Coastal Pet’s Earth Soy Collars and LeadsIllustration 4-25: Dosha Dog’s Fashion CollarsCarriers, Crates, ShelterIllustration 4-26: Creature Leisure’s The Carry Den XTIllustration 4-27: New York Dog’s Little Red Barn Portable Dog HomeBeddingWatering and Feeding DevicesIllustration 4-28: Omega Paw’s Portion Pacer Dog BowlIllustration 4-29: Veterinary Ventures’ Drinkwell 360 Pet FountainElectronic/High-TechIllustration 4-30: Advertising for Panasonic’s PetCam Network CameraPet ID SystemsIllustration 4-31: Advertising for IDtag.comIllustration 4-32: White Bear Technologies’ RoamEO Pet Location SystemHome DNA Test KitsIllustration 4-33: Advertising for Mars Veterinary’s Wisdom Panel MXSmart Pet DoorsIllustration 4-34: Advertising for New PetSafe Training ProductsNon-Dog/Cat SuppliesKid-Appeal
  • Illustration 4-35: SuperPet USA’s CritterTrail Treat Zone Habitat Health/Functional Illustration 4-36: Kaytee’s All-Natural Timothy Hay Plus Illustration 4-37: Zoo Med Laboratories’ AvianSun Bird Lamp Natural/Eco-Friendly Illustration 4-38: T Weiss Organics’ Algae Magic Algae Inhibitor Convenience/Effectiveness Illustration 4-39: Lifegard Aquatics’ Lifegard WOW Aquarium Filter/Pump Style Illustration 4-40: Penn-Plax Life-Style Bird Cage Illustration 4-41: Casco Group’s biOrb Life Aquarium Category Cross-OverChapter 5: Retail Channel Trends Economic Concerns Intensify Cross-Channel Competition Pet Supply Shopping by State of Financial Situation Table 5-1: Pet Product Purchasing Patterns Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2009 (percent of U.S. dog- or cat-owning households) Table 5-2: Pet Product Purchasing Indexes Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2009 (U.S. dog- or catowning households) Pet Superstores vs. Discount Stores Table 5-3: Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent and millions of number of U.S. dog- or cat- owning households) Independents and Supermarkets Continue to Slide Non-Traditional Channels Gaining Ground Table 5-4: Shopping Rates for Selected Retail Chains and Internet/Catalog Merchants Among Dog or Cat Owners Who Purchase Pet Supplies at “Other” Outlets, 2009 (percent and index of U.S. dog- or cat-owning households) Channel Loyalty Waning
  • Table 5-5: Overview of Retail Channel Loyalty in Pet Product Purchasing AmongDog or Cat Owners, 2004 vs. 2009 (percent and in millions of number of U.S.dog- or cat-owning households)Table 5-6: Retail Channel Loyalty in Pet Product Purchasing Among Dog or CatOwners, 2007-2009 (percent and in millions of number of U.S. dog- or cat-owning households)Figure 5-1: Percent of Pet Product Customers Who Shop Across Channels: ByMajor Retail Sector, 2004 vs. 2009 (U.S. dog- or cat-owning households)The PetSmart/Petco Dynamic DuoTable 5-7: PetSmart and Petco Combined Sales: 2001-2008 (in millions ofdollars)Other Top-Ranked Pet Specialty ChainsCompany Profile: PetSmart, Inc.Table 5-8: PetSmart Sales: 1999-2008 (in millions of dollars)Expansion, Growth Despite Down EconomyTable 5-9: Number of PetSmart Stores in Operation, 1999-2009Impact of Economic DownturnMartha Stewart Line to Debut as PetSmart ExclusiveRewarding Customer Loyalty Key to SuccessCompany Profile: Petco Animal Supplies, Inc.Table 5-10: Petco Annual Sales: 2000-2008 (in millions of dollars)Changes and ChallengesTable 5-11: Number of Petco Stores in Operation, 1999-2009Celebrity Tie-InsPetco Tests “Unleashed” ConceptA New Staff Training ProgramMarketing and PRIndependent Pet Stores Feel Economic PinchTable 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years:2008-2009 vs. 2009-2010 (percent)
  • Table 5-13: Pet Specialty Retailer Average Gross Dollar Volume: 2001-2008 (in dollars) Increasing Competition from Mass, Pet Superstores Food Sales Boost Independents’ Profile Distributors Also Helping Out Survival of the Industry Walmart Bullish on Pet Supplies Target Also Coming on Strong Supermarkets Still Struggling to Compete Natural Supermarket Trends Table 5-14: Share of Pet Product Sales in Natural Supermarkets: By Category, 2005-2008 (percent) Table 5-15: Percent of Dog or Cat Owners Shopping at Trader Joe’s or Whole Foods, 2005-2009 (percent and number of U.S. dog- or cat-owning adults) Table 5-16: Pet Owner Shopping Patterns: Trader Joe’s vs. Whole Foods, 2007- 2009 (percent, number, and index for U.S. pet-owning adults) Illustration 5-1: Pet Department in Whole Foods Illustration 5-2: Pegboard Display of Pet Treats and Rawhides in Whole Foods Wholesale Clubs Dollar Stores Convenience Stores The Internet Effect Leading E-tailers of Pet Food and Supplies Pet Retailers Turn to Blogs, Social NetworkingChapter 6: The Consumer Pet Ownership Trends The Simmons Survey System 53% of Households Own Pets
  • Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications:Overall and by Generational Cohort, 2009 (percent, number and indexes of U.S.households)Boomers Still Account for Plurality of Pet OwnersOverall Pet Ownership Rates Are Edging UpTable 6-2: Household Ownership of Selected Pet-Owning Classifications, 2006-2009 (percent and number of U.S. households)Overview of Dog and Cat Supply PurchasingGains for Flea/Tick, Heartworm ProductsFigure 6-1: Household Purchasing Rates for Dog or Cat Supplies by Category,2009 (percent of U.S. households)Table 6-3: Households Purchasing Rates for Dog or Cat Supplies by Category,2004-2009 (percent of U.S. households)Top-Line Purchasing Rates by Product TypeTable 6-4: Household Purchasing of Dog or Cat Supplies by Category and Type,2009 (percent and number of U.S. dogor cat-owning households)Figure 6-2: Purchasing of Cat Box Filler/Litter Type, 2009 (percent and number ofU.S. cat-owning households)Two-Thirds Are Receptive to Affordable Natural/Organic Pet SuppliesTable 6-5: Pet Owner Disposition to Buy Natural/Organic Pet Foods or PetSupplies, February 2009 (percent)Patterns by Pet Channel and Product TypeTable 6-6: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type,2009 (percent of U.S. pet-owning households)Table 6-7: Total Number of Pet Supply Purchasing Households by RetailChannel: By Pet Supply Type, 2009 (U.S. pet-owning households in thousands)Table 6-8: Pet Supply Purchasing Indices by Retail Channel: By Pet SupplyType, 2009 (U.S. pet-owning households)Consumer Focus: Flea- and Tick-Care Products35% Use FrontlineSoutheast Is Prime Region
  • Table 6-9: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats:Overall and by Purpose, Type and Brand, 2009 (percent and number of U.S.dog- or cat-owning households)Table 6-10: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats:Overall and by Purpose, Type and Brand, 2007-2009 (percent of U.S. dog- orcat-owning households)Table 6-11: Purchasing Indices for Flea/Tick Care Products: By Gender, 2009(U.S. dog- or cat-owning households)Table 6-12: Purchasing Indices for Flea/Tick Care Products: By Adult AgeBracket, 2009 (U.S. dog- or cat-owning households)Table 6-13: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity,2009 (U.S. dog- or cat-owning households)Table 6-14: Purchasing Indices for Flea/Tick Care Products: By Region, 2009(U.S. dog- or cat-owning households)Table 6-15: Purchasing Indices for Flea/Tick Care Products: By HouseholdIncome Bracket, 2009 (U.S. dog- or catowning households)Consumer Focus: Heartworm Control Products68% of Dog Owners Buy Heartworm ControlFigure 6-3: Percent and Number Who Purchase Heartworm Control Products forDogs or Cats, 2009 (percent and number of U.S. dog- or cat-owning households)Table 6-16: Purchasing Rates for Heartworm Products for Dogs or Cats, 2007-2009 (percent of U.S. dog- or catowning households)Table 6-17: Purchasing Rates for Heartworm Products for Dogs or Cats: ByChange in Economic Situation Compared With 12 Months Ago, 2009 (percent ofU.S. dog- or catowning households)Distinct Draws by Type of PetTable 6-18: Purchasing Indices for Heartworm Control Products: By SelectedDemographic Traits, 2009 (U.S. dogor cat-owning households)Consumer Focus: Cat Litter84% Use Cat Filler/LitterTable 6-19: Purchasing Overview for Cat Filler/Litter Products: Overall and byType, Brand, and Frequency of Use, 2009 (percent and number of U.S. cat-owning households)
  • Table 6-20: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2007- 2009 (percent of U.S. cat-owning households) Table 6-21a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2005- 2009 (percent of U.S. cat-owning households) Table 6-21b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2005- 2009 (number of U.S. cat-owning households) Indicators for Above-Average Use Table 6-22: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2009 (U.S. cat-owning households) Table 6-23: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2009 (U.S. cat-owning households) Table 6-24: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2009 (U.S. cat-owning households) Table 6-25: Purchasing Indices for Cat Box Filler/Litter: By Region, 2009 (U.S. cat-owning households) Table 6-26: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2009 (U.S. cat-owning households) Consumer Focus: Pet Supplements 15 Million Purchase Nutritional Supplements for Dogs or Cats Figure 6-4: Consumer Base for Nutritional Supplements for Dogs or Cats, 2007- 2009 (percent and number of U.S. dogor cat-owning households) Higher Indexes for Hispanics, Blacks Table 6-27: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2009 (U.S. dog- or cat-owning households)Pet Supplies and Pet Care Products: Global Market Overview 2010Introduction Scope of Report Report Methodology Global Market Overview Value of Global Pet Care Product Sales
  • Figure 1: Global Retail Sales of Pet Supplies: 2005, 2009 and 2014 (in billions ofU.S. dollars)Figure 2: Global Retail Sales of Pet Supplies: Compound Annual Growth Rates,2005-2009 vs. 2009-2014 (percent)U.S. Retail Sales Slow in 2009Figure 3: U.S. Retail Sales of Pet Supplies: 2005, 2009 and 2014 (in millions ofdollars)Market Share by Global Region and ChannelFigure 4: Share of Global Pet Supplies Sales by Region: 2009 (percent)Retail Expansion Key to Growth in Developing MarketsGlobal Sales by Distribution ChanelFigure 5: Share of Global Sales by Region: Non-Food Pet Supplies vs. Pet Food,2009 (percent)Pet Product Marketer RankingFigure 6: Global Pet Product Market Leaders: 2009 (percent)Spectrum Brands an International Pet Supply PowerhouseFigure 7: Pet Supply Share of Spectrum Brands Net Sales, 2007-2009 (percent)Sumitomo Expanding Hartz Brand in Asia-PacificRolf C. Hagen a Privately Owned Global PlayerMars Consolidates Global Brand FocusRates of Global Product LaunchesTable 1: Number of Global Pet Supplies Product Launches: Reports and SKUs,2005-2009North America Out FrontFigure 8: Pet Supplies Product Launches by Number of SKUs: BRIC Countries,2005-2009Table 2: Share of Global Pet Supplies Product Launches by Region: 2005, 2007and 2009 (percent)Top Global Marketers by Level of New Product ActivityTable 3: Top 10 Companies by Number of Global Pet Supplies New ProductLaunches: 2005- 2009
  • Key Marketing Claims Involve Premium AppealsTable 4: Top 20 Package Tags/Marketing Claims: By Number of Global PetSupplies New Product Launches, 2007 vs. 2009Illustration 1: Advertising for Rolf C. Hagen GLO Aquarium LightingIllustration 2: Advertising for Beaphar Calming Dog and Cat CollarsIllustration 3: Advertising for PetSafe Electronic Training ProductsDrs. Foster & Smith Ranks High in Catalogs/OnlineIllustration 4: Advertising for DrsFosterSmith.comGlobal Market TrendsHumanization at Core of Value GrowthHealth Trends Increasingly Relating to Pet Age, ObesityConvenience Appeals Vary by Level of Market DevelopmentImpact of Aging Human PopulationThe Urban EffectTapping High-Income DemographicsTrickle-Down PremiumizationStrong Global and U.S. Sales of Pet Medications Bode Well for Pet Supplies ofAll KindsFigure 9: Share of Global Animal Health Sales: Production Animal vs.Companion Animal, 2003, 2007 and 2012 (percent)North American Pet Insurance Going StrongFocus on Indoor and Smaller PetsFood/Non-Food Brand Cross-OverWalmart and Other Big Boxes Eying India and RussiaThe Internet EffectTable 5: Global Internet Penetration Rates and Share of World Users, 2009(percent)BRIC Country Pet Market SnapshotsBrazil
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