This presentation contains information about the current scenario of the dog food market, current trends, sales, where America stands globally in terms of Dog food.

1. Dog Food
Market
USA 2017

2. CURRENT MARKET
68% Americans own pets. Dogs are the 2nd most
popular pets. 60.2 million families own dogs.
Differentiation and Premiumization along with
natural keywords are driving growth in American
pet food market.
Rise of pet anthropomorphism and humanization
in America.
Owners are now looking for high quality, premium
and natural products for their pets.

3. MARKET OVERVIEW
Dog population, Dog trends, Dog distribution

4. INCREASING DOG POPULATION
USA was home to 83.3 million dogs in 2014
This figure rose to 89.7 million in 2017.
The percentage of pet owners having dogs as pets
was 37% in 2012.
Rose to 48% in 2017. Currently the upward trend
continues.
(The 2017-2018 APPA National Pet Owners Survey Debut).
7.6m
20.3m
89.7m 94.2m
Horses Birds Dogs Cats

5. DOG TRENDS; BREEDS BY POPULARITY
Bulldog Beagle French Bulldog
Labrador German Shepherd Golden Retriever
1. 2. 3.
4. 5. 6.

6. DISTRIBUTION OF DOGS
52051
31011
23116 21717
15191
California tops the list with 52k registered
dogs.
Ontario is the least dog populated state
with around 8k dogs.

7. THE ERA OF SMALL DOGS
Small breeds are ruling American households
with 41% share.
This is due to more and more Americans
adopting apartment life-style.
However, Labrador, a medium sized breed,
remains the most popular dog breed in
America.
41%
28%
31%
Small dogs Medium dogs Large dogs

8. CURRENT TRENDS
Current trends in the American Dog-food market, Experts’ take

9. AMERICAN MARKET TRENDS
Human Grade
Natural and
organic
Low in grain
Premiumization

10. HUMAN GRADE
Rising pet anthropomorphism has led pet
parents to treat pets as members of their
families,
89% American pet parents consider dogs to be
a part of their family.
This has led pet parents to feed their pets with
food containing human grade ingredients.

11. NATURAL AND ORGANIC
…where preferences for natural health
products and nutritional ingredients are
growing.
This has resulted in a good scope for natural
and organic products.

12. NATURAL PET FOOD SALES
Natural pet food sales reached US$ 5 Bn in
2014.
In 2016, sales soared to US$ 5.6 Bn.
0
1
2
3
4
5
6
2011 2012 2013 2014 2015 2016
Natural pet food sales in USD Billions

13. PREMIUMIZATION
According to Euromonitor, this trend has led to
the rise of premium dog treats and foods.
Premium products sales crossed USD 10.64 bn
in 2016.
Expected to cross USD 18 bn by 2020.

14. LOW IN GRAIN
Not all dogs are immune to gluten. This gluten
allergy can lead to Celiac disease.
This has led to the increase in sales of grain
free products.
Grain free SKUs brought in US$ 2.6 billion in
2015. Sales soared to US$ 3 billion in 2016

15. DOG FOOD SALES
Retail sales, Volume sales, America in the World

16. INCREASING SALES
Dog Food market has been expanding by value
and quantity.
Market is moving towards Premium Food and
Treats – mostly towards healthy and natural.

17. GROSSING BILLIONS EVERY YEAR
Market Size of USD 12.6 Bn in 2012.
Crossed 15 Bn mark in 2017.
Estimated to be USD 17 Bn by 2020.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Size of Dog food in USD Millions

18. 6,228k TONS BY 2020
5,878k Tons of Dog food sold in 2015.
The quantity reached 5,989k Tons back in
2017.
Estimated to reach 6,228k Tons by 2020.
5400
5500
5600
5700
5800
5900
6000
6100
6200
6300
2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Size of Dog food (in 000 tons)

19. AMERICA RULES WORLD MARKET
JAPAN
Dog population: 11m
Dog food market: US$ 1993m
Dog treat market: US$ 553m
BRAZIL
Dog population: 52m
Dog food market: US$ 6005m
Dog treat market: US$ 194.9m
USA
Dog population: 77.8m
Dog food market: US$ 14,466m
Dog treat market: US$ 2733.3m

20. DOG TREAT SALES
Consumer behaviour, Sales, Retail Sales, Volume Sales,
Predictions

21. DOGS ARE FAMILY
Dog owners feed their dogs with
treats on a daily basis.
89% 48%
Dog owners consider dogs
to be a part of their family.
87%
Dog owners purchase
treats for their dogs.

22. TREATS GROWING AT 4% CAGR
In 2017 the sales crossed USD 3.58 Bn
By 2020, the sales is expected to rise to
USD 5.87 Bn with a CAGR of 4%
In 2015, Dog treats were a top category
with a CAGR of 3.7%
Accounting for the sales to reach US$ 2.8
Bn, making ‘treats’ the next big thing.
0
1
2
3
4
5
6
7
2012 2013 2014 2015 2016 2017 2018 2019 2020
Retail sales of Dog treat in USD millions

23. RISE IN THE NUMBER OF TREAT COMPANIES
In 2014, 105 companies were selling Dog/Cat
food and 230 were selling Dog/Cat treats.
In 2015, 109 were selling food and 239 were
selling treats.
In 2017, 147 companies are offering Dog/Cat
food and 313 are offering Dog/Cat treats.
105 109
130
147
230 239
290
313
2014 2015 2016 2017
Number of American companies in the business
Regular food Treats

24. DISTRIBUTION CHANNELS AND CONSUMERS
90% of pet parents purchase their treats from
stores.
15% of pet parents choose and purchase
products for their dogs online.
73%
12%
3%
8%
4%
Stores
Online
Online, picked in store
smartphone or app
Smartphone, picked in store

25. “As pet parents and consumers become more
aware of the market and more motivated to deliver
a better nutritional option for their pets, natural pet
foods, in general, are more in demand.”
“Consumers’ tendency to humanize pets and treat
them as surrogate children has driven
premiumization in pet food.”
“Greater emphasis will be placed on clean
labels. That is why LID claims, paleo diet,
organic and gently processed products such
as raw, freeze dried and oven baked will
clearly become mainstream, as will local and
artisanal offerings.”
EXPERTS’ TAKE ON AMERICA
- Hélène Audic, Diana Pet food
- Euromonitor International
- Brann Nieman, Fromm Family foods
48 percent of dog owners in America feed their
dogs with treats on a daily basis.
- Mintel

26. ABOUT DOGSEE CHEW
Dogsee Chew and its products

27. NATURAL TREAT FOR NATURAL LOVE
Dogsee Chew is made only from 4 ingredients –
Yak Milk, Cow Milk, Lime Juice and Salt.
These chews are healthy and human grade, and
are handcrafted in the Himalayas.
Dogsee treats are 3 times harder than bones.
Dogsee Chew is a 100% natural and human
grade product; free from grain, gluten,
preservatives and artificial flavoring.

28. HIMALAYAS TO DOGS OF THE WORLD
Currently the biggest pet food trends in the
United States; Premiumization and
humanization.
Consumption of organic foods and products
is the other trend.
Dogsee products are premium, human
grade, 100% natural and organic.

29. 29
For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya.
WHY DOGSEE CHEW?
ALL NATURAL PRODUCT
Dogsee Chew is the answer
to Liver & Oral problems – All
Natural Treat with hard chewy
texture.
These chews are successful
in US and have Global
appeal.
ORIGINATED IN HIMALAYA
Himalaya Yak/Cow Milk Chews
can only be manufactured in
Himalayan Region of Nepal,
Bhutan and Sikkim.
HIGH MORTALITY RATE
Globally about 70% Dogs
don’t live their full life and
die in between 8 to 10
years.
LIVER & ORAL PROBLEMS
Liver Problems come from high
intake of
preservatives/chemicals, while
Oral issues come due to lack of
hard chews for dogs.

30. GLOBAL PRESENCE
Sold in over 8 countries. Making millions of Dogs happy every day.

31. AWARDS & RECOGNITIONS

32. We work to better the life of Stray Dogs around the World.
We support adoption of Stray Dogs
through
We are friends of
We provide our treats for free to VOSD to feed
stray dogs.
So far, over 100 dogs has been adopted in Bangalore
through #BOTA. We are their proud partners.
AND, WE REALLY LOVE DOGS!!

33. TALK TO US
Interested importers and distributors in USA, write to us
Shirish Ghimire
Market Research Associate
Dogsee Chew
Email: shirish@dogseechew.com
Purbali Das
International Business Director
Dogsee Chew
Email: purbali@dogseechew.com
We are looking for distributors across the country.

34. CONTENT CREDITS
Euromonitor International 2016,
2015
Mintel
Statista
Petfoodindustry.com