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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.

Published in: Marketing


  1. 1. Dog Food Market USA 2017
  2. 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. 3. MARKET OVERVIEW Dog population, Dog trends, Dog distribution
  4. 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. 5. DOG TRENDS; BREEDS BY POPULARITY Bulldog Beagle French Bulldog Labrador German Shepherd Golden Retriever 1. 2. 3. 4. 5. 6.
  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. 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. 8. CURRENT TRENDS Current trends in the American Dog-food market, Experts’ take
  9. 9. AMERICAN MARKET TRENDS Human Grade Natural and organic Low in grain Premiumization
  10. 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. 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. 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. 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. 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. 15. DOG FOOD SALES Retail sales, Volume sales, America in the World
  16. 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. 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. 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. 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. 20. DOG TREAT SALES Consumer behaviour, Sales, Retail Sales, Volume Sales, Predictions
  21. 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. 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. 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. 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. 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. 26. ABOUT DOGSEE CHEW Dogsee Chew and its products
  27. 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. 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. 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. 30. GLOBAL PRESENCE Sold in over 8 countries. Making millions of Dogs happy every day.
  32. 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. 33. TALK TO US Interested importers and distributors in USA, write to us Shirish Ghimire Market Research Associate Dogsee Chew Email: Purbali Das International Business Director Dogsee Chew Email: We are looking for distributors across the country.
  34. 34. CONTENT CREDITS Euromonitor International 2016, 2015 Mintel Statista