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Walmart and Target are moving into the pet medications space both in store and online, representing new competition to veterinarians and third-party Internet retailers such as PetMed Express.

Walmart and Target are moving into the pet medications space both in store and online, representing new competition to veterinarians and third-party Internet retailers such as PetMed Express.

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  • 1. Pet Medications in the U.S.: Prescription and Over-the-Counter Remediesas Consumer Products, 2nd EditionPublished:October 2011No. of Pages: 228Price : $3300Report SummarySeismic shifts are underway in the U.S. market for pet medications as the topveterinary brands of flea/tick spot-ons enter broader distribution; Bayer is leadingthe way with Advantage and K9 Advantix. At the same time, generic versions offipronil (the active ingredient in Merial’s Frontline) are coming onto the scene, insome cases resulting in court battles and product withdrawals. Also upping theante, major retailers including Walmart and Target are moving into the petmedications space both in store and online, representing new competition toveterinarians and third-party Internet retailers such as PetMed Express. Theupshot is increased price pressure, but also potential for an expanded base ofpurchasers as pet specialty and mass-market retailers create stronger pet healthdepartments centered around formerly vet-only products. Also bolstering marketprospects, all of the world’s largest pharmaceutical companies continue to investin medications for companion animals, often mirroring trends in humanmedications while targeting the needs of the growing populations of aging andoverweight pets.Bringing in broad perspective from other reports in Packaged Facts’ extensive PetMedication Market Collection, this report analyzes the market for prescription,over-the-counter, and “ethical” (nonprescription medications whose distribution isrestricted by the manufacturer to veterinarians) medications for dogs and cats,with a particular focus on brand-name products used by consumers and onantiparasitics. Retail sales are quantified and projected forward through 2015, andbroken out by product type, animal type and retail channel. Despite the lingeringimpact of the recession, the market outlook remains strong, with U.S. retail salesprojected to grow 38% from 2010 to 2015 to reach $9.3 billion. The reportprovides in-depth coverage of competitive trends and new product trends, andfeatures exclusive consumer data from Packaged Facts’ May-June 2011 Pet Owner
  • 2. Survey. Uniquely cross-tabulated consumer survey results from Experian Simmonsprovide additional insight into pet medication consumer usage rates,demographics and psychographics.Browse here for all Market Research ReportTable of ContentsChapter 1: Executive SummaryScope and MethodologyMarket DefinitionProduct RegulationReport MethodologyMarket TrendsMarket Size & CompositionU.S. Retail Sales of Pet Medications at $6.7 Billion in 2011Share of Sales by Distribution ChannelFigure 1-1: Share of U.S. Retail Sales of Pet Medications by Distribution Channel,2011 (percent)Market OutlookFigure 1-2: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions ofdollars)Competitive OverviewTwo Groups of MarketersPharmaceutical/Veterinary Channel MarketersTable 1-1: Global Pharmaceutical Marketers: Total Sales vs. Animal Health Sales,2009-2010 (in millions of dollars)Mergers & AcquisitionsPfizer Animal Health on the Block?New EntrantsPet Product/Retail MarketersRetail TrendsChannel ExpansionInternet CompetitionThe Value EdgeIllustration 1-1: Consumer Advertising for Drs. Foster & Smith (AKC Family Dog,
  • 3. May/June 2011)Target and Walmart Testing Pet PrescriptionsConsumer Trends73% of Dog or Cat Owners Use Flea/Tick Products80%-86% Choose Spot-On Flea/Tick Medications69% of Dog Owners Use Heartworm MedsFigure 1-3: Purchasing of Heartworm Medications by Channel, 2011 (percent ofU.S. dog or cat owners)Antibiotics Top List of Other Pet MedicationsAttitudes on Veterinarian/Professional vs. Store ProductsTable 1-2: Levels of Agreement/Disagreement with Statement, “I Trust theMedications My Veterinarian Recommends”: Dog Owners vs. Cat Owners, 2011(percent)Chapter 2: Market TrendsMarket Size & CompositionU.S. Retail Sales of Pet Medications at $6.7 Billion in 2011Figure 2-1: U.S. Retail Sales of Pet Medications: 2007-2011 (in billions of dollars)Share of Sales by Animal TypeFigure 2-2: Share of U.S. Retail Sales of Pet Medications by Animal Type: Dog vs.Cat, 2011 (percent)Share of Sales by Product TypeTable 2-1: Share of U.S. Retail Sales of Pet Medications by Type: 2011 (percent)Share of Sales by Distribution ChannelFigure 2-3: Share of U.S. Retail Sales of Pet Medications by Distribution Channel,2011 (percent)Pet Health/Supplement Share of Pet Specialty Store Sales by Animal TypeTable 2-2: Health Product/Supplement Share of Independent Pet Store Sales: Dogvs. Cat: 2007-2010 (percent)Market OutlookMany Positive IndicatorsHuman Animal BondTable 2-3: Mean Number of Veterinary Visits by Human-Animal Bond Among Dogand Cat Households, 2006Table 2-4: Mean Veterinary Expenditures by Human-Animal Bond Among Dog andCat Households, 2006 (in dollars)Premium Demographics
  • 4. Figure 2-4: $70K+ Household Share of U.S. Pet Market Expenditures: By Category,1999 vs. 2009 (percent)Aging Pet PopulationFigure 2-5: Percentage of Dog and Cat Owners by Age of Oldest Pet, May-June2011Pet Overweight, ObesityTable 2-5: Percentage and Number of Overweight and Obese Dogs and Cats, 2010Major Investors Include Global PharmasMorris Animal Foundation Funding Extensive Veterinary ResearchHigh-Level Activity in Flea/Tick SegmentFlea/Tick Cross-Overs Driving More Robust Pet Health DepartmentsPet Insurance Growth Good for Pet MedicationsFigure 2-6: North American Pet Insurance Market Revenues: United States,Canada, Total, 2005, 2009, 2014 (in millions of U.S. dollars)Impact of Economic Downturn LingersTable 2-6: Level of Pet Owner Agreement with Statement: “I am spending less onpet products because of the economy,” February 2010 vs. May/June 2011(percent)Decline in Frequency of Veterinary VisitsGenerics and Channel CompetitionProduct Safety, New EPA Guidelines for Flea/Tick Spot-OnsHolistic CompetitionFigure 2-7: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total,Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)Table 2-7: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. PetSupplements: Dog Owners vs. Cat Owners , 2010 (percent)Illustration 2-1: Trade Ad for Hill’s Prescription Diet c/d Multicare Feline BladderHealthTable 2-8: Level of Agreement with Statements “If Natural/Organic Pet ProductsWere More Affordable / More Available Where I Shop, I Would Buy Them MoreOften,” 2011 (percent of U.S. pet owners)Competition from Human MedicationsPet Pharmaceutical Risk and CriticismLooking AheadProjected Market Growth: Sales to Top $9 Billion in 2015Figure 2-8: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions ofdollars)Table 2-9: Level of Agreement with Statements, “I Anticipate Spending More on Pet
  • 5. Products Over the Next 12 Months,” 2011 (percent of U.S. pet owners)Table 2-10: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months(percent)Chapter 3: Marketing TrendsCompetitive OverviewTwo Groups of MarketersPharmaceutical/Veterinary Channel MarketersTable 3-1: Global Pharmaceutical Marketers: Total Sales vs. Animal Health Sales,2009-2010 (in millions of dollars)Table 3-2: Global Pharmaceutical Marketers by Dollar and Percentage Change inGlobal Sales: Total vs. Animal Health, 2009-2010 (in millions of dollars)Figure 3-1: Cumulative Global Sales of Leading Animal Health Companies, 2009 vs.2010 (in millions of dollars)Mergers & AcquisitionsPfizer Animal Health on the Block?New EntrantsBrand BuildingIllustration 3-1: Bayer’s PetParents.comIllustration 3-2: Novartis’ PetWellness.comPharmaceutical Companies Market to/Through VetsCross-Over of Human Drug Makers, Product TypesGenerics on the RiseGeneric Versions of Fipronil Hit the ScenePutney Launches Generic Carprofen and KetamineIllustration 3-3: Putney, Inc.’s Generic Carprofen CapletsEconomic Benefits to Pet Owners and VeterinariansIllustration 3-4: Screen Shot of VetSource Pharmaceutical Home Delivery ServiceAdditional Competition, and BenefitsPet Product/Retail MarketersFocus on AntiparasiticsMerial/Frontline Accounts for Half of Spot-on Flea/Tick SalesTable 3-3: Marketer and Brand Shares of U.S. Retail Sales of Flea & Tick Spot-Ons,2011 (percent)Central Garden & Pet Leads in Pet Specialty ChannelTable 3-4: Top Marketers of Flea/Tick Products in Pet Specialty Retailers, 2006-2009 (percent)Hartz Dominates in Mass-Market Channels
  • 6. Table 3-5: SymphonyIRI-tracked Sales of Pet Medications, 2010 vs. 2011 (inmillions of dollars)Increased Competition in Flea/Tick Spot-OnsBayer Expands Distribution of Advantage and K9 AdvantixNew Generation Advantage II and K9 Advantix II Contain IGRThe Fipronil WarsSergeant’s Withdraws Fipronil CombosIllustration 3-5: Pet Product News International May 2011 Cover Announcement ofFiproGuard Plus IntroductionVelcera and FidoPharm Vow to FightNovartis Launches new Fipronil Products in Vet ChannelMerial Vows to Defend Frontline Plus PatentsNovartis and Pfizer Sticking to Veterinary ChannelElanco Launches New Vet-Exclusive Spot-onsElanco v. Bayer, and Vice VersaPfizer/Fort Dodge Discontinuing ProMerisFocus on Retail Flea/Tick BrandsNew Competition from Veterinary Cross-OversIllustration 3-6: Screen Shot from Zodiac Website Showing Brand ComparisonChartChannel BrandingSergeant’s Continues to Build on Long History in Flea/TickCentral Life Sciences Fields Key Proprietary Molecule, (S)-MethopreneTrends in Advertising and PromotionFigure 3-2: Combined National Consumer Advertising Spending for Frontline and K9Advantix, 2006-2009 (in millions of dollars)Illustration 3-7: Screen Shot from Frontline’s Completekiller.com WebsiteIllustration 3-8: Printable Website Coupons for Merial’s Heartgard and Merck’s Tri-Heart PlusIllustration 3-9: Examples of Pet Medications Brochures Distributed in VeterinarianWaiting RoomsInformation, Anti-Theft Are Key Concerns in Retail MerchandisingIllustration 3-10: Interactive Instructional Pet Specialty Channel Display Unit forBayer’s Advantage and K9 Advantix (2011 Global Pet Expo)Focus on Heartworm MedicationsFigure 3-3: Marketer and Brand Shares of U.S. Retail Sales of HeartwormMedications, 2011 (percent)
  • 7. Bayer Study, Fears of Heartworm Resistance Making WavesReminder ServicesBroad Spectrum WormersTrends in Developing Market SegmentsCancerCanine Cognitive DysfunctionIllustration 3-11: Screen Shot of Pfizer’s CDSinDogs.com Website Targeting PetOwnersHeart HealthIllustration 3-12: Screen Shot of Boehringer Ingelheim Vetmedica’s Consumer-Focused YourDogsHearts.com WebsiteMood DisordersNovartis and ClomicalmIllustration 3-13: Screen Shot of Novartis’ Clomicalm Web PageEli Lilly and ReconcileIllustration 3-14: Screen Shot from Elanco’s Reconcile WebsitePain Management and NSAIDsMerial’s PrevicoxPfizer’s RimadylIllustration 3-15: Trade Ad for Pfizer’s Rimadyl NSAIDBuilding Consumer Awareness, BrandsIllustration 3-16: Screen Shot from Merial’s Previcox NSAID Web PageIllustration 3-17: Screen Shot from Novartis’ Deramaxx WebsiteIllustration 3-18: Screen Shot from Pfizer’s Rimadyl WebsitePet Obesity and DiabetesPfizer and SlentrolIllustration 3-19: Screen Shot from Pfizer’s StopCanineObesity.comIllustration 3-20: Screen Shot from Pfizer’s Slentrol.comDiabetes SupportIllustration 3-21: Screen Shot from Merck’s Vetsulin WebsiteTrends in Retail/OTC Pet MedicationsGoing NaturalHomeopathic RemediesIllustration 3-22: Natural Pet Pharmaceuticals Homeopathic Remedies/CounterDisplayEar Cleansing ProductsVeterinary Flair
  • 8. Table 3-6a: Selected Leading Pharmaceutical Marketers and Brands of PetMedications: Product Type and Generic Drug Name, 2011Table 3-6b: Selected Leading Pharmaceutical Marketers and Brands of PetMedications: Status, Form, Animal Type and Description, 2011Table 3-7: Selected Leading Retail Marketers and Brands of Pet Medications, 2011Chapter 4: Retail TrendsChannel ExpansionInternet CompetitionThe Value EdgeIllustration 4-1: Consumer Advertising for Dog.com (AKC Family Dog, May/June2011)PetMed Express Feels the HeatTable 4-1: PetMed Express Sales, 2007-2011 (in millions of dollars)Table 4-2: Share of PetMed Express Sales by Category: 2007, 2009, 2011(percent)Illustration 4-2: Amazon.com Screen Shot: Dog Health SuppliesTarget Testing Animal-Only PrescriptionsIllustration 4-3: Target.com Screen Shot: “Dog Health & Safety” ProductsWalmart Weighing InIllustration 4-4: PetArmor Plus On-Shelf Display in Walmart StoreIllustration 4-5: PetArmor Banner Ad on Walmart.comIllustration 4-6: Walmart.com Screen Shot: Humulin Pet Insulin Featured in OnlinePharmacyPet Specialty Channel Embracing BayerIllustration 4-7: Locked Display Case of Canine Flea/Tick Spotons in PetcoIllustration 4-8: Open Display of Feline Flea/Tick Spot-ons in PetcoIllustration 4-9: Screen Shot: Canine Flea/Tick Spot-ons on PetSmart.comIllustration 4-10: Screen Shot: Canine Flea/Tick Spot-ons on Petco.comIllustration 4-11: Natural Flea/Tick Product Display in Petco StorePetSmart and GNCIllustration 4-12: GNC Dog Aspirin (via PetSmart.com)Illustration 4-13: Screen Shot: Banner Ad for GNC Pets Products Line onPetSmart.comTable 4-3: Selected Leading Third-Party E-tailers of Pet Medications, 2011Chapter 5: Consumer TrendsPet Medication Purchasing Patterns
  • 9. 73% of Dog or Cat Owners Use Flea/Tick ProductsTable 5-1: Percent of Dog or Cat Owners Who Purchase Flea & Tick CareMedications or Medicated Products, 2008-2011 (U.S. dog- or cat-owning householdsin millions)Trend Toward Professional ProductsTable 5-2: Percent of Dog or Cat Owners Who Purchase Flea & Tick Care Productsby Brand Grouping, 2007/08 vs. 2010/11 (U.S. dog- or cat-owning households)66% of Dog Owners and 44% of Cat Owners Use Flea/Tick MedsFigure 5-1: Percent of Dog or Cat Owners Who Purchase Flea & Tick CareMedications, 2011 (U.S. dog or cat owners, numbers in millions)80%-86% Choose Spot-On Flea/Tick MedicationsFigure 5-2: Purchasing of Flea & Tick Care Medications: Share by Product Type,2011 (percent of U.S. dog or cat owners)Figure 5-3: Use of Spot-On Flea & Tick Care Medications by Nature of Treatment,2011 (U.S. dog or cat owners)Figure 5-4: Purchasing of Spot-On Flea & Tick Care Medications by Channel, 2011(U.S. dog or cat owners)Frontline Draws Nearly Half of Spot-On PurchasersTable 5-3: Share of Spot-On Flea & Tick Care Medication Purchasers by Brand,2011 (U.S. dog or cat owners)Natural Flea & Tick Product UsageDemographics for Frontline, Advantage, and HartzTable 5-4: Index for Use of Flea/Tick Products by Brand, 2010/11 (U.S. dog- or cat-owning households)Sentinel Draws 37% of Oral Flea/Tick Medication PurchasersFigure 5-5: Share of Oral Flea & Tick Care Medication Purchasers by Brand, 2011(percent of U.S. dog or cat owners)Effectiveness Is No. 1 Factor in Flea & Tick Product SelectionTable 5-5: Most Important Factor for Selecting a Flea & Tick Product: Dog Ownersvs. Cat Owners, 2010 (percent)69% of Dog Owners Use Heartworm MedsTable 5-6: Index for Use of Heartworm Control Medications for Dogs, 2010/11 (U.S.dog- or cat-owning households)Figure 5-6: Use of Heartworm Medications by Nature of Treatment, 2011 (percentof U.S. dog or cat owners)Figure 5-7: Purchasing of Heartworm Medications by Channel, 2011 (percent ofU.S. dog or cat owners)Heartgard Draws Half of Heartworm Medication PurchasersFigure 5-8: Share of Heartworm Control Medication Purchasers by Brand, 2011
  • 10. (percent of U.S. dog or cat owners)Antibiotics Top List of Other Pet MedicationsTable 5-7: Use by Type of Selected Other Pet Medications for Dogs, 2011 (percent)Table 5-8: Use by Type of Selected Other Pet Medications for Cats, 2011 (percent)Table 5-9: Purchasing by Channel of Selected Other Pet Medications for Dogs, 2011(percent)Table 5-10: Purchasing by Channel of Selected Other Pet Medications for Cats,2011 (percent)Walmart, Supercenters Have Highest Draws for Purchasing of Spot-On Flea/TickMedsTable 5-11: Purchasing of Spot-on Flea/Tick Care Medications by Retail Store orChannel: Dog Owners vs. Cat Owners, 2011 (percent)1800PetMeds Shows Highest Online DrawTable 5-12: Purchasing of Dog and Cat Medications by Online Source, 2011(percent)Benadryl Is Human OTC Med Most Commonly Used for PetsPet Med PsychographicsNo General Trend Toward Increased Use of Pet MedsTable 5-13: Levels of Agreement/Disagreement with Statement, “I Am Buying MorePet Medications Than I Used To”: Dog Owners vs. Cat Owners, 2011 (percent)Table 5-14: Levels of Agreement/Disagreement with Statement, “The CurrentRange of Pet Medications Is Not Adequate”: Dog Owners vs. Cat Owners, 2011(percent)Table 5-15: Levels of Agreement/Disagreement with Statement, “I Am Interested inNew Types of Pet Medications”: Dog Owners vs. Cat Owners, 2011 (percent)Age- and Weight-Related Triggers for Pet MedsTable 5-16: Levels of Agreement/Disagreement with Statement, “Age-RelatedConditions Are the Cause of Some of the Pet Medications That I Buy”: Dog Ownersvs. Cat Owners, 2011 (percent)Table 5-17: Levels of Agreement/Disagreement with Statement, “Weight/Obesity-Related Conditions Are the Cause of Some of the Pet Medications That I Buy”: DogOwners vs. Cat Owners, 2011 (percent)Attitudes on Veterinarian/Professional vs. Store ProductsTable 5-18: Levels of Agreement/Disagreement with Statement, “I Trust theMedications My Veterinarian Recommends”: Dog Owners vs. Cat Owners, 2011(percent)Table 5-19: Levels of Agreement/Disagreement with Statement, “I Trust the PetMedications Available at the Stores Where I Buy Pet Products”: Dog Owners vs. Cat
  • 11. Owners, 2011 (percent)Table 5-20: Levels of Agreement/Disagreement with Statement, “With Spot-On(Topical) Flea/Tick Products, the Products Available in Stores Are Just as Effectiveas Those Available Through Veterinarians”: Dog Owners vs. Cat Owners, 2011(percent)Table 5-21: Levels of Agreement/Disagreement with Statement, “With Spot-On(Topical) Flea/Tick Products, I Would Trust Generic or Store-Brand Products if TheyContained the Same Active Ingredients”: Dog Owners vs. Cat Owners, 2011(percent)Table 5-22: Levels of Agreement/Disagreement with Statement, “Veterinarian-Dispensed Spot-On (Topical) Flea/Tick Products Are Too Expensive”: Dog Ownersvs. Cat Owners, 2011 (percent)Resistance and Alternatives to Pet MedsTable 5-23: Levels of Agreement/Disagreement with Statement, “I Avoid Using PetMedications as Much as Possible”: Dog Owners vs. Cat Owners, 2011 (percent)Table 5-24: Levels of Agreement/Disagreement with Statement, “I Prefer to TryHolistic/Natural Pet Treatments Including Nutritional Supplements Before Resortingto Pet Medications”: Dog Owners vs. Cat Owners, 2011 (percent)Table 5-25: Levels of Agreement/Disagreement with Statement, “High-Quality PetFoods Are Effective as a Preventive Pet Health Treatment”: Dog Owners vs. CatOwners, 2011 (percent)Appendix: Examples of Consumer AdvertisingAbout Us:ReportsnReports is an online library of over 100,000+ market research reports andin-depth market research studies & analysis of over 5000 micro markets. Weprovide 24/7 online and offline support to our customers. Get in touch with us foryour needs of market research reports.Follow us on Twitter: http://twitter.com/marketsreportsContact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog

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