Senior, Weight Management and Special Needs Pet Products in the U.S.

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  • 1.    Get more info on this report!Senior, Weight Management and Special Needs Pet Products in the U.S.October 1, 2009Although senior, weight management and special needs (SWM) products for pets havebeen around for many years, they have yet to achieve a level of market penetrationcommensurate with the proportion of senior and overweight pets, and in the currentmarket climate these segments appear to be ripe for significantly greater development.Along with the intense health and “premiumization” focuses in the pet market overall,key market drivers include the growing numbers of “qualified” pets. According to theAmerican Veterinary Medical Association, the percentage of the U.S. dog populationage 6 or more increased from 42% in 1996 to 44% in 2006, while the percentage of catsage 6 or more rose from 37% to 44%. The Association for Pet Obesity Preventionreports that 44% of dogs and 57% of cats were overweight or obese as of 2008, up 1and 4 percentage points, respectively, since 2007, with older animals displaying a muchhigher incidence of obesity/overweight.Considering the market as a whole, Packaged Facts estimates U.S. retail sales at $4.3billion in 2008, with sales projected to climb to 2013, reflecting a compound annualgrowth rate of over 9%. Building on expert analysis developed across Packaged Facts’extensive pet market research collection, this all-new report examines every area of themarket, segmenting it into four categories: (1) pet food, including nutraceutical treats;(2) prescription pet medications; (3) devices and other non-food assistance products,including mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products,bedding, toys, and watering and feeding devices; and (4) pet supplements. For each ofthese categories, the report examines key competitive trends, leading marketers, andthe product trends shaping the market now and into the future.Featuring custom pet owner profiling based on a 2009 pet owner poll conducted byPackaged Facts, the report also profiles users of lite and weight management dog andcat food in depth, using data from Experian Simmons’ Winter 2008/2009 NationalConsumer Study, with additional data sources including Information Resources, Inc.InfoScan Review data to quantify pet food sales trends and marketer shares in mass-market channels, and the American Pet Products Association 2009-2010 APPANational Pet Owners Survey.
  • 2. Table of ContentsChapter 1: Executive Summary Introduction Scope of Report Four Product Categories Report Methodology Market Trends U.S. Retail Sales Top $4 Billion in 2008 Food the Largest Category, But Medications Gaining Market Share by Retail Channel Figure 1-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent) IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down Market Outlook Marketing Trends A Multicategory Market Pet Food at the Core Competitive Structure of Overall Market Pet Food Market Provides Solid Base for Senior and Weight Management Foods Formulations and Ingredients Product Package Tags and Marketing Claims Top Global Pharmaceutical Marketers Heavily Investing in Pet Medications Devices Encompass Myriad Products Concentrated in Five Segments Joint/Senior Products Are Most Extensive Supplements Category Consumer Trends
  • 3. 20% Use Light/Weight Management or Senior Formulas Dry Light/WM Formulas Surpass Senior Formulas White Collar Draw for Light/WM Formula Dry Dog Foods Figure 1-2: Household Purchasing Rates for Light/Weight Management Dry and Canned Dog and Cat Food: 2004 vs. 2008/09 (percent of U.S. households with dogs or cats) Patterns for Pet Supplements and Weight Control Treats Light/WM and Senior Crowd Are Prime Pet OwnersChapter 2: Market Trends Introduction Scope of Report Four Product Categories Report Methodology Market Size and Composition U.S. Retail Sales Top $4 Billion in 2008 Table 2-1: U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (in millions of dollars) Food the Largest Category, But Medications Gaining Figure 2-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent) Market Share by Retail Channel and Category Figure 2-2: Share of U.S. Retail Sales of Senior and Weight Management Pet Food by Distribution Channel, 2008 (percent) IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down Table 2-2: IRI-Tracked Dollar Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions of dollars) Table 2-3: IRI-Tracked Volume Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions) Sales by Segment and Animal Type
  • 4. Figure 2-3: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food by Type: WeightManagement vs. Senior, 2003-2008 (percent)Table 2-4: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food: Dog Food vs. CatFood, 2003-2008 (percent)Table 2-5: 2004-2008 and 2003-2008 Compound Annual Growth Rates, Dollar Sales Gains and Share ofTotal Growth in IRI-Tracked Sales of Senior and Weight Management Pet Food (in millions of dollarsand percent)Dog Food Dollar and Volume SalesCat Food Dollar and Volume SalesTable 2-6: IRI-Tracked Dollar Sales of Senior and Weight Management Dog Food by Type, 2003-2008(in millions of dollars)Table 2-7: IRI-Tracked Volume Sales of Senior and Weight Management Dog Food by Type, 2003-2008(in millions)Table 2-8: IRI-Tracked Dollar Sales of Senior and Weight Management Cat Food by Type, 2003-2008 (inmillions of dollars)Table 2-9: IRI-Tracked Volume Sales of Senior and Weight Management Cat Food by Type, 2003-2008(in millions)Market OutlookSenior, Weight Management Products Underpin Broader Industry Focus on Pet HealthA Recession-Resistant MarketTable 2-10: Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Servicesin Next 12 Months, February 2009Table 2-11: Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households,2006 (in dollars)Figure 2-4: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Brackets, 1997-2007 (percent)Figure 2-5: Share of U.S. Pet Market Expenditures by Category: $70K+ Income Bracket Households,1997 vs. 2007 (percent)The Aging Pet PopulationFigure 2-6: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)Pet Overweight, Obesity Contribute to Chronic Conditions
  • 5. Table 2-12: Percentage and Number of Overweight and Obese Dogs and Cats, 2008 Table 2-13: Percentage and Number of Overweight and Obese Dogs and Cats, 2007 Increasing Consumer Awareness of Pet Overweight, Obesity The Association for Pet Obesity Prevention (APOP) The Hill’s/AVMA Alliance for Healthier Pets Program Other Marketers Also Tackling the Issue Trade Media on Board in Promoting Awareness Consumer Interest in Functional Pet Foods Strong and Growing Table 2-14: Use of Specially Formulated Dog Food: 2004, 2006 and 2008 (percent) Table 2-15: Use of Specially Formulated Cat Food: 2004, 2006 and 2008 (percent) Table 2-16: Percentage of Dog and Cat Owners Who Purchased Fortified Pet Food in the Past 12 Months: 2002, 2004, 2006 and 2008 (percent) Pet Food Labeling Requirements and Calorie Statements Sales of Pet Medications Going Strong Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007 and 2012 (in billions of dollars) Pet Supplements on the Ups Figure 2-8: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003, 2007 and 2012 (in millions of dollars) Increased Veterinary Focus on Senior, Overweight Pets Senior, Healthy Weight Also a Focus for Other Pet Care Service Providers Looking Abroad Projected Market Growth Table 2-17: Projected U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (in millions of dollars) Figure 2-9: Projected Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (percent)Chapter 3: Marketing Trends Introduction
  • 6. A Multicategory MarketPet Food at the CoreTable 3-1: Number of New Senior and Weight Management Pet Product Reports, 2005-2009Table 3-2: Marketers of Senior Pet Products by Cumulative Number of New Product Reports and SKUs,2005-2009Table 3-3: Marketers of Weight Management Pet Products by Cumulative Number of New ProductReports and SKUs, 2005-2009Competitive StructurePet FoodMost Weight Management, Senior Pet Foods Part of Major Brand LinesTable 3-4: Number of New Senior and Weight Management Pet Product SKUs, 2005-2009Competitive Activity Divided Between Mass-Market, Pet Specialty, and Veterinary/Professional ChannelsNestlé Purina’s Mass-Market Lead Carries Over into Weight Management, Senior FoodsTable 3-5: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog and CatFood by Type, 2003-2008 (percent)Table 3-6: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog Food byType, 2003-2008 (percent)Table 3-7: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Cat Food byType, 2003-2008 (percent)Relatively Few $10-Million-Plus ProductsTable 3-8: Selected Brands of Weight Management Dog Food: IRI-Tracked Dollar, Unit and VolumeSales, 2003-2008 (in millions of dollars)Table 3-9: Selected Brands of Weight Management Cat Food: IRI-Tracked Dollar, Unit and VolumeSales, 2003-2008 (in millions of dollars)Table 3-10: Selected Brands of Senior Dog Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008(in millions of dollars)Table 3-11: Selected Brands of Senior Cat Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008(in millions of dollars)Lagging Volume Sales Underscore Price IncreasesTable 3-12: Average Price Per Unit on Selected Brands of Weight Management Dog and Cat Food,
  • 7. 2003-2008 (in dollars)Table 3-13: Average Price Per Unit on Selected Brands of Senior Dog and Cat Food, 2003-2008 (indollars)Pet Specialty Channel Offers Rich Selection of Weight Management, Senior FareHill’s Teams up with AVMA to Drive Pet Obesity Awareness, Takes on Competitors OnlineRoyal Canin Promotes Healthy Weight in Consumer AdvertisingVeterinary Products Part of Condition-Specific LinesPurina Sponsors OM Weight-Loss Challenge, Senior Feeding GuidelinesEuphemistic Names Increase Consumer Appeal, Skirt RegulationsFormulations and IngredientsProtein Paradigm Shifting in Senior FoodsNew Kibble Textures Blend Soft and CrunchyIndoor Cat Food Further SegmentingFunctional Treats Going StrongAlternative Forms and Supplement Cross-OversProduct Package Tags and Marketing ClaimsTable 3-14: Number of New Senior Pet Product Reports by Top 20 Package Tag/Claims, 2005-2009Table 3-15: Number of New Weight Management Pet Product Reports by Top Package Tag/Claims,2005-2009Pet MedicationsTop Global Pharmaceutical Marketers Heavily Investing in Pet MedicationsPain Management a High Growth AreaObesity/Overweight and DiabetesPfizer Debuts SlentrolMarketing AppealsSlentrol Goes AbroadDiabetes Support
  • 8. Cognitive DysfunctionBreakthrough Drugs Revolutionizing Cancer TherapyTechnology Promises New Options for Geriatric PetsLongevity: Increased Veterinary Focus on Geriatric and Specialized Care for Overweight PetsCanine Rehabilitation Moving Toward AccreditationHospice Care Another Growing FocusDevices and Other Assistance ProductsMyriad Products Concentrated in Five SegmentsMarketers Range from Top Overall Market Players to Tightly Focused SpecialistsMobility DevicesHarnesses and LeashesRamps and StairsWheeled DevicesFootwear and AccessoriesHygienic ProductsBeddingToysWatering and Feeding DevicesPet SupplementsCompetitive StructurePetAg Positions on Senior SegmentNASC Spearheading Push Toward Regulatory StatusCompetition from Functional Pet FoodsExpansion from Supplements into TreatsSenior Health Products High Up on Canine and Feline Supplement Sales ChartsFigure 3-1: Share of U.S. Retail Sales of Dog Supplements by Type: 2009 (percent)
  • 9. Figure 3-2: Share of U.S. Retail Sales of Cat Supplements by Type: 2009 (percent) Joint and Bone Health Products Digestive Health, Immune Support and Probiotics Other Senior Conditions Include Heart, Cognitive, Eye and Bladder Health Condition-Specific Lines Target Multiple Senior Ailments Weight Loss/Maintenance SupplementsChapter 4: The Consumer Notes on Data Sources 20% Use Light/Weight Management or Senior Formulas Table 4-1a: Household Purchasing Rates for Light/Weight Management or Senior Products: Dry and Canned Dog and Cat Food: 2004 Through 2008/09 (percent of U.S. households with dogs or cats) Table 4-1b: Number of Households Purchasing Light/Weight Management or Senior Products: Dry and Canned Dog and Cat Food: 2004 Through 2008/09 (in millions of U.S. households with dogs or cats) Dry Light/WM Formulas Surpass Senior Formulas Figure 4-1: Household Purchasing Rates for Light/Weight Management Dry and Canned Dog and Cat Food: 2004 vs. 2008/09 (percent of U.S. households with dogs or cats) 10% Use Light/WM Formula Dry Dog Foods Table 4-2: Purchasing Rates for Light/Weight Management or Senior Pet Food Products: Dog Owners, 2004 vs. 2008/09 (percent of U.S. households with dogs) White Collar Draw for Light/WM Formula Dry Dog Foods Table 4-3: Demographic Indicators for Purchasing of Light/Weight Management Formula Packaged Dry Dog Food, 2008/09 (percent, number and index among dogowning households) Older, Retired Skew to Senior Formula Purchasers 8% Use Light/WM Formula Dry Cat Foods Table 4-4: Demographic Indicators for Purchasing of Senior Formula Packaged Dry Dog Food, 2008/09 (percent, number and index among dog-owning households) Table 4-5: Demographic Indicators for Purchasing of Senior Formula Canned Dog Food, 2008/09 (percent, number and index among dog-owning households) Table 4-6: Demographic Indicators for Purchasing of Light/Weight Management Formula Canned Dog Food, 2008/09 (percent, number and index among dog-owning households)
  • 10. Table 4-7: Purchasing Rates for Light/Weight Management or Senior Pet Food Products: Cat Owners,2008/09 (percent of U.S. households with cats)Younger Skew for Light/WM Formula Dry Cat FoodsTable 4-8: Demographic Indicators for Purchasing of Light/Weight Management Formula Packaged DryCat Food, 2008/09 (percent, number and index among cat-owning households)Older, Urban Base for Senior and Canned FormulasTable 4-9: Demographic Indicators for Purchasing of Senior Formula Packaged Dry Cat Food, 2008/09(percent, number and index among cat-owning households)Table 4-10: Demographic Indicators for Purchasing of Senior Formula Canned Cat Food, 2008/09(percent, number and index among cat-owning households)Patterns for Pet Supplements and Weight Control TreatsFigure 4-2: Percent of Dog-Owning Households Who Buy Pet Vitamins/Supplements: Overall vs.Light/Weight Management or Senior Formula Pet Food Purchasers, 2008/09 (percent of dog-owninghouseholds)Table 4-11: Percentage of Dog Owners Purchasing Treats for Weight Control: By Size of Dog, 2006 vs.2008Light/WM and Senior Crowd Are Prime Pet OwnersTable 4-12: Selected Pet Psychographics: Dog or Cat Owners Overall vs. Dog or Cat Owners WhoPurchase Light/Weight Management or Senior Products, February 2009 (percent and index)Table 4-13: Use of Natural/Organic Pet Products: Dog or Cat Owners Overall vs. Dog or Cat OwnersWho Purchase Light/Weight Management or Senior Products, February 2009 (percent and index)Service Oriented Pet Owners Over-Index for Senior, Light/WM ProductsTable 4-14: Pet Product Shopping Patterns by Retail Channel or Outlet: Dog or Cat Owners Overall vs.Dog or Cat Owners Who Purchase Light/Weight Management or Senior Products, February 2009(percent and index)Table 4-15: Use of Dog Care Services by Types of Specialty Dog Food Formula Purchased, February2009 (percent and index)Table 4-16: Use of Veterinary Services by Types of Specialty Dog Food Formula Purchased, February2009 (percent and index)Table 4-17: Use of Cat Care Services by Types of Specialty Cat Food Formula Purchased, February2009 (percent and index)Table 4-18: Use of Veterinary Services by Types of Specialty Cat Food Formula Purchased, February
  • 11. 2009 (percent and index) Available immediately for Online Download at http://www.marketresearch.com/product/display.asp?productid=1655770      US: 800.298.5699 UK +44.207.256.3920 Intl: +1.240.747.3093 Fax: 240.747.3004