Pet Supplies and Pet Care Products in the U.S., 9th Edition
During the economic "new normal" of economic lethargy, U.S. pet owners remain focused on value, necessitating that U.S. marketers and retailers do the same. Affordable pricing is a key consideration, but so are premium-style products with functional (health) and indulgence (pampering) attributes appealing to people and pets alike. Accordingly, stylish, distinctly “human-style” products and brands continue to make waves in the market, even as lower-priced private labels—often directly comparable to their national brand counterparts—continue to gain traction.
To succeed in the current market environment, a solid grasp of broad pet market trends is essential. The pet supplies market is vast, however, encompassing everything from cat litter and health/hygiene products to toys and apparel. So market players must examine category by category the wants and needs of the product purchasers they hope to attract and retain.
Tapping into Packaged Facts’ extensive pet market research collection and analyst expertise, Pet Supplies and Pet Care Products in the U.S, 9th Edition provides category breakouts and insights not available from any other source. Covering nonfood pet supplies of all types and for all companion animal types, the report examines trends in flea/tick care products, cat litter, toys, rawhide chews, bedding, grooming products, supplements, clean-up products, and numerous other product segments. Using 2011 as the base year, it charts sales since 2007 and forecasts sales through 2016; breaks the market out by animal type, product category, and retail channel; presents dollar sales and market shares for leading marketers and brands in mass channels, the natural supermarket channel, and the specialty gourmet supermarket channel; analyzes competitive strategies and new product trends; and provides demographic and psychographic profiles of product purchasers.
Trends examined include pet health and pampering; the increasing strength of private-label pet products; the changing paradigm in flea/tick spot-ons as formerly “vet-only” brands cross over into retail and patents expire; natural/organic and sustainable appeals; brand licensing and celebrity pitches; and pet travel and convenience products.
To succeed in the current market environment, a solid grasp of broad pet market trends is essential. The pet supplies market is vast, however, encompassing everything from cat litter and health/hygiene products to toys and apparel. So market players must examine category by category the wants and needs of the product purchasers they hope to attract and retain.
Tapping into Packaged Facts’ extensive pet market research collection and analyst expertise, Pet Supplies and Pet Care Products in the U.S, 9th Edition provides category breakouts and insights not available from any other source. Covering nonfood pet supplies of all types and for all companion animal types, the report examines trends in flea/tick care products, cat litter, toys, rawhide chews, bedding, grooming products, supplements, clean-up products, and numerous other product segments. Using 2011 as the base year, it charts sales since 2007 and forecasts sales through 2016; breaks the market out by animal type, product category, and retail channel; presents dollar sales and market shares for leading marketers and brands in mass channels, the natural supermarket channel, and the specialty gourmet supermarket channel; analyzes competitive strategies and new product trends; and provides demographic and psychographic profiles of product purchasers.
Trends examined include pet health and pampering; the increasing strength of private-label pet products; the changing paradigm in flea/tick spot-ons as formerly “vet-only” brands cross over into retail and patents expire; natural/organic and sustainable appeals; brand licensing and celebrity pitches; and pet travel and convenience products.
CHAPTER 1: EXECUTIVE SUMMARY
Scope & Methodology
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Report Methodology
Market Trends
Retail Sales Sluggish Post Recession
Figure 1-1: U.S. Retail Sales of Pet Supplies, 2007, 2011, 2016 (in millions of dollars)
Mass-Market Sales at $1.9 Billion
Sales by Animal Type
Figure 1-2: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Share of Cat Supply Sales by Product Category
Share of Mass-Market Sales by Product Category
Market Share by Retail Channel
Competitive Trends
Number and Types of Marketers
Market Leaders
M&A Activity Picks Up Post Recession
Competitive Trends
Brand Stables
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Private Label
Nestle Purina Leads in SymphonyIRI-Tracked Sales
Figure 1-3: Marketer Shares of Pet Supplies in Symphony IRI Tracked Outlets: 2012 (percent)
Marketing and New Product Trends
Advertising Trends
Social Media
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Brand Licensing and Celebrity Appeal
Convenience and Automation
Senior/Special Needs
Retail Trends
Pet Shoppers Looking for Deals at Retail
Figure 1-4: Level of Agreement with Statement: “I look out for
lower prices, special offers, and sales on pet products,”
September 2011 vs. March 2012 (percent)
Channel Loyalty on the Decline
Pet Product Purchasing Rates by Channel
Walmart Tops Recent Shopper List
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Consumer Trends
56% of Households Own Pets
Overall Pet Ownership Rates Are Edging Up
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 1-5: Household Purchasing Rates for Dog or Cat
Supplies by Category, 2012 (percent of U.S. households)
Patterns by Pet Channel and Product Type
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 1-1: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)
CHAPTER 2: THE MARKET
Introduction
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Trade Associations and Shows
Regulatory Agencies and Trends
Report Methodology
Market Size and Growth
Retail Sales Sluggish Post Recession
Table 2-1: U.S. Retail Sales of Pet Supplies, 2007-2011 (in
millions of dollars)
Mass-Market Sales at $1.9 Billion
Cat Litter
Other Dog/Cat Supplies
Dog Chews
Non-Dog/Cat Supplies
Table 2-2: SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2010 (in millions of dollars and units)
Table 2-3: Growth of SymphonyIRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
Pet Product Performance in the Natural Supermarket Channel
Table 2-4: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-5: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Pet Product Performance in the Specialty/Gourmet Supermarket Channel
Table 2-6: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-7: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Market Composition
Sales by Animal Type
Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Table 2-8: Share of U.S. Retail Sales of Dog Supplies by Category, 2011 (in millions of dollar and percent share)
Table 2-9: Average Annual Dog Supply Expenses by Category, 2011 (in dollars)
Share of Cat Supply Sales by Product Category
Table 2-10: Share of U.S. Retail Sales of Cat Supplies by Category, 2011 (in millions of dollars and percent share)
Table 2-11: Average Annual Cat Supply Expenses by Category, 2011 (in dollars)
Share of Mass-Market Sales by Product Category
Figure 2-2: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2011 (percent)
Table 2-12: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
Share of Independent Pet Store Sales by Animal Category
Table 2-13: Share of Independent Pet Store Pet Supply Sales by Animal Type/Category: 2011 vs. 2010 (percent)
Table 2-14: Area of Largest Expected Revenue Increase During Following Year: By Animal Type/Category, 2011
Share of Dog Category Sales by Product Type
Table 2-15: Share of Independent Pet Store Sales of Dog Products: By Category, 2011 vs. 2010 (percent)
Share of Cat Category Sales by Product Type
Table 2-16: Share of Independent Pet Store Sales of Cat Products: By Category, 2011 vs. 2010 (percent)
Share of Aquarium Fish Category Sales by Product Type
Table 2-17: Share of Independent Pet Store Sales of Aquarium Fish Products: By Category: 2011 vs. 2010 (percent)
Share of Small Mammal Sales by Product Type
Table 2-18: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2011 vs. 2010 (percent)
Share of Bird Category Sales by Product Type
Table 2-19: Share of Independent Pet Store Sales of Bird Products: By Category, 2011 vs. 2010 (percent)
Share of Herptile Category Sales by Product Type
Table 2-20: Share of Independent Pet Store Sales of Herptile Products: By Category, 2010 (percent)
Natural and Organic Product Sales and Market Share
Figure 2-3: U.S. Retail Sales of Natural and Organic Pet Care Products: 2008, 2011 and 2014 (in millions of dollars)
Figure 2-4: Share of U.S. Retail Sales of Natural Pet Care Products by Category: 2008, 2011, 2014 (litter, health, other, percent)
Natural Product Percentage of Sales by Category
Table 2-21: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010
Market Share by Retail Channel
Table 2-22: Share of U.S. Pet Supply Sales by Retailer Type, 2009 vs. 2011 (percent and dollars in millions)
Dog/Cat Household Pet Supply Purchasing by Channel
Table 2-23: Pet Product Purchasing Rates by Retail Classification: Percentage of Pet Households, Winter 2011 vs. Winter 2012 (number and percent)
Market Drivers
Market in Perspective
Table 2-24: Retail Dollar Sales and Percentage Share of U.S. Pet Market by Category: 2011 (in billions of dollars)
Slow Economy Continues to Dampen Consumer Confidence
Table 2-25: Selected U.S. Economic Measures: 2008-2012 (percent and number in millions)
Table 2-26: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2011 (U.S. pet-owning households)
Table 2-27: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2011 (U.S. pet-owning households)
Pet Owners Spending Less
Table 2-28: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)
Price Resistance
Table 2-29: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011 vs. 2012
Pet Ownership and Population Trends
Table 2-30: Total Number of Pets in the United States: By Type, 2000-2010
Table 2-31: Changes in the U.S. Population and Pet-Owning Population, 1996-2010 (number and percent)
Table 2-32: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006-2012 (percent of U.S. households)
Canine Population Shifting Toward Smaller Dogs
Figure 2-5: Size of Dog Owned: Small, Medium or Large, 2000 vs. 2010 (percent of U.S. dog-owning households)
Pets as Family
Table 2-33: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)
Focus on Pet Health/Wellness
Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)
Figure 2-7: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions of dollars)
Focus on Product Safety
Figure 2-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” 2012 (percent)
Figure 2-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,” 2012 (percent)
Ongoing Interest in Premium Products
Table 2-34: Amount Spent on Pet Products in Last 30 Days, March 2012 (percent)
Table 2-35: Pet Product Purchasing by Price Level: Food vs. Nonfood, March 2012 (percent)
Ongoing Interest in Natural Products
Figure 2-10: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)
Table 2-36: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Table 2-37: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Rise in Pet Travel Favors Many Product Categories
Pet-Positive Media Exposure
Illustration 2-1: Subaru “Stolen Parking Space” Commercial
The Aging Pet Population
Table 2-38: Age of Dogs and Cats, 2012 (percent of pet owners)
Table 2-39: Average Age of First, Second, and Third Dog in Household, 2010 vs. 2000
Table 2-40: Average Age of First, Second, and Third Cat in Household, 2010 vs. 2000
Pet Overweight and Obesity
Table 2-41: Percentage and Number of Overweight and Obese Dogs and Cats, 2011
Higher-Income Household Market Boost Moderates
Table 2-42: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2005, 2009, 2010 (percent)
Market Projections
Sales to Reach $13.8 Billion in 2016
Table 2-43: Projected U.S. Retail Sales of Pet Supplies: 2011-2016 (in millions of dollars)
Pet Ownership and Population Growth Essential
Table 2-44: Level of Agreement with Statement: “People should adopt pets from shelters and not purchase them from shops/breeders,” 2012 (percent)
Figure 2-11: Level of Agreement with Statement: “My pet has a positive impact on my health”: Physical vs. Mental, 2012 (percent)
Smaller Dogs
Feline Potential
CHAPTER 3: THE MARKETERS
Competitive Overview
Number and Types
Multi-Category Market Leaders
Central Garden & Pet
Hartz Mountain Corp.
Petmate
Rolf C. Hagen
Sergeant’s Pet Care Products
Spectrum Brands (United Pet Group)
Second-Tier Multi-Category Marketers
Category Leaders and Competitive Trends
Carriers, Crates, Shelter
Cat Litter
Clean-Up/Odor-Control Products
Collars and Leads
Dog Chews
Flea/Tick-Control Products
Grooming Products
Supplements
Toys
Training Products
Non-Dog/Cat Supplies
M&A Activity Picks Up Post Recession
United Pet Group Buys Furminator
Wind Point Partners Acquires Petmate
Petmate Acquires Bamboo, Kennel-Aire, and Wetnoz
Contech Acquires G&B Marketing
Quaker Pet Group Acquires Watson’s Senior Pet Supplies, Sherpa
Unicharm Takes Stake in Hartz
Additional M&A
Investment Activity
Worldwise Acquired by Mistral Equity
Nutri-Vet Acquired by Imperial Capital/Petra Pet
Competitive Trends
Brand Stables
Illustration 3-1: Petmate Pavilion at Global Pet Expo 2012
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Illustration 3-2: Kong Premium Treats
Private Label
Figure 3-1: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, May 2012 (percent)
Table 3-1: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
Marketer and Brand Shares
Methodology
Nestle Purina Leads in SymphonyIRI-Tracked Sales
Figure 3-2: Marketer Shares of Pet Supplies in SymphonyIRITracked
Outlets: 2012 (percent)
Cat Litter Defies Private-Label Onslaught
World’s Best Takes No. 1 Spot in Natural Segment as Traditional Cat Litter Marketers Weigh In
Figure 3-3: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2012 (percent)
Other Dog/Cat Supplies: Flea/Tick Spot-ons Hopping
Changing Ranks in Dog Chews
Non-Dog/Cat Supplies: Central Garden & Pet and Spectrum on Top
Brand Rankings in the Pet Specialty Channel
Table 3-2: Marketer Sales and Shares of Pet Supplies in SymphonyIRI-Tracked Outlets by Category: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-3: SymphonyIRI-Tracked Sales of Cat Litter by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-4: Cat Litter Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-5: Cat Litter Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-6: Top Natural Cat Litter Brands by SymphonyIRITracked Sales: 2011 vs. 2012 (in millions)
Table 3-7: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2011 vs. 2012 (percent)
Table 3-8: SymphonyIRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in SymphonyIRI-Tracked Sales, 2011 vs. 2012 (in millions of dollars)
Table 3-10: Other Dog/Cat Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-11: SymphonyIRI-Tracked Sales of Dog Chews by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-12: Dog Chews Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-13: Dog Chews Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-14: SymphonyIRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in thousands of dollars and percent)
Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2006, 2008 and 2010 (percent)
Table 3-18: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2012
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Advertising Trends
Trade Advertising and Promotions
Social Media
Illustration 4-1: Screenshot of Hartz’s Facebook Page
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Illustration 4-2: PetZLife Oral Care Spray and Gel
Brand Licensing and Celebrity Appeal
Illustration 4-3: Synergy Labs’ Licensed Dog Whisperer Dog Grooming and Odor Removal Products
Convenience and Automation
Senior/Special Needs
Illustration 4-4: Quaker Pet Group’s Silver Tails Collection of Senior Pet Products
Illustration 4-5: Pet Flys’ Upholstered Pet Steps
Illustration 4-6: Dog Quality Enterprises’ Dogger Dog Stroller
Travel Products
Product Safety
Bedding
Illustration 4-7: Brochure Cover for JLA Pets’ Simmons Pet Bedding
Illustration 4-8: K&H Products’ Heated Pet Beds
Carriers, Crates, Shelter
Illustration 4-9: Kurgo Pet Travel Products
Illustration 4-10: Pet Gear Pet Strollers at Global Pet Expo 2012
Illustration 4-11: Solvit’s HoundAbout Bicycle Trailer at Global Pet Expo 2012
Illustration 4-12: Carlson Pet Containment “Cribs” at Global Pet Expo 2012
Illustration 4-13: Bergan’s Canine Crate
Illustration 4-14: Advantek’s Pet Gazebo Tent-Top Outdoor Kennel
Illustration 4-15: Petmate’s Look ‘N See Portable Kennel
Cat Litter and Accessories
Illustration 4-16: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter
Illustration 4-17: Fresh Step’s “Litter Science 101” Web Page
Illustration 4-18: Omega Paws’ Roll’ N Clean Litter Box
Illustration 4-19: Tidy Cats Breeze Litter Box
Clean-up Products
Illustration 4-20: Bissell’s Online Pet Lovers Community
Illustration 4-21: PetSmart Web Page Featuring Simple Solution’s PawSafe Line
Collars, Leashes, Harnesses
Illustration 4-22: Absolutely New’s Power Leash Weighted Exercise System
Illustration 4-23: Angel Pet Supplies’ Athens Series Fashion Dog Collars
Illustration 4-24: Coastal Pet Products’ New Earth Collars and Leads
Dog Chews
Illustration 4-25: Target’s Boots & Barkley Rawhides Rack Display
Illustration 4-26: Summma International’s Canine Chews Dental Care Line
Flea/Tick Products
Illustration 4-27: Central Garden & Pet’s Bio Spot Defense Smart Shield Applicator
Grooming Products
Illustration 4-28: Furminator’s New At-Home Grooming Tool Collection
Illustration 4-29: Jarden Animal Solutions’ “As Seen on TV” Shed Monster De-Shedding Tool
Illustration 4-30: Trade Ad for Wahl’s Pet Grooming Product Line
Illustration 4-31: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging
Supplements
Illustration 4-32: Steadfast Joint Health Supplement from Arenus (Novus International)
Illustration 4-33: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats
Illustration 4-34: Garmon Corp.’s Slim-N-Fit Weight Control Canine Supplement
Illustration 4-35: Trade Ad for Tomlyn’s New Gel Supplements
Toys
Illustration 4-36: Scratch Lounge Cat Scratchers
Illustration 4-37: Simply Fido’s Organic Pet Toy Collection
Training and Behavior
Illustration 4-38: Greenberry Eco Industries’ Eco-Friendly Puppy Pads
Water/Feeding Bowls and Devices
Illustration 4-39: Petmate’s Drinkwell Lotus Pet Fountain
Illustration 4-40: PetSafe’s Drinkwell Hydrate H20 Filtration System
Illustration 4-41: Bergan’s Ergoflo Elevated Bowls with Wood Base
Illustration 4-42: Hing Designs’ Designer Pet Bowls in Fish and Bone Styles
Illustration 4-43: Van Ness’s Pureness Eco-Friendly Pet Dishes
Non-Dog/Cat Supplies
Health/Functional
Illustration 4-44: Dunlea Farms Pet Hay Tidy Feeder
Illustration 4-45: Harrisons’ Pet Products’ Sunshine Factor and Booster Supplements
Natural/Eco-Friendly
Illustration 4-46: APD Pet’s Green Dreamzzz Small Pet Bedding
Kid-Appeal
Illustration 4-47: JW Pet Co.’s PetVille Palace for Small Animals
Illustration 4-48: Absorption Corp.’s Healthy Pet Confetti Small Pet Bedding
Convenience/Effectiveness
Illustration 4-49: Richell’s Mobile Critter Condo
Illustration 4-50: Absolutely News’ Squirrel-Proof Wild Bird Feeder
Style
Illustration 4-51: Rolf C. Hagen’s Fluval Spec Desktop Aquarium
Travel
Illustration 4-52: Marshall Pet Products Pack-n-Go Small Animal Carrier
CHAPTER 5: RETAIL CHANNEL TRENDS
Pet Shoppers Looking for Deals at Retail
Figure 5-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)
Figure 5-2: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” September 2011 vs. March 2012 (percent)
Premium Shopper Survives
Figure 5-3: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)
Figure 5-4: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)
Channel Loyalty on the Decline
Table 5-1: Channel Loyalty in Pet Product Purchasing: All Channels, 2007-2011 (percent and number)
Table 5-2: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2007-2011 (percent)
Coupon Use on the Rise
Figure 5-5: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2006- 2011 (percent)
Pet Product Purchasing Rates by Channel
Table 5-3: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, 2011 (number and percent)
Pet Superstores Gaining Ground
Table 5-4a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2007-2011 (percent of dog or cat owners)
Table 5-4b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2007-2011 (U.S. dog or cat owners in thousands)
Walmart Tops Recent Shopper List
Table 5-5: Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2012 (percent of pet product buyers)
Private-Label Share Tops 20% in Pet Supplies
Figure 5-6: Level of Agreement with Statement: “I am buying more store-brand pet products these days,” 2011 vs. 2012 (percent)
Figure 5-7: Level of Agreement with Statement: “Store-brand pet products are often as good as national brand-name products,” September 2011 vs. March 2012 (percent)
Table 5-6: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category, 2011 vs. 2012 (in millions of dollars)
Table 5-7: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2012 (percent)
Table 5-8: Purchasing Patterns for Store-Brand Cat Litter: By Retail Channel Shopped, Spring 2007 vs. Summer 2011 (percent of cat-owning households)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot- Ons
Table 5-9: Level of Agreement with Statement: “With spot-on (topical) flea/tick products, I would trust generic or storebrand products if they contained the same active ingredients”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-10: Level of Agreement with Statement: “Veterinariandispensed spot-on (topical) flea/tick products are too expensive”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-11: Level of Agreement with Statement: “With Spot-On (Topical) Flea/Tick Products, the Products Available in Stores Are Just as Effective as Those Available Through Veterinarians”: Dog Owners vs. Cat Owners, 2011 (percent)
Mass-Market Trends
Market Polarization Not Good for Mass
Walmart Bucking the Trend
Illustration 5-1: Mars Pedigree/”Pets Love Walmart” Promotion
Another Bright Spot: Drugstores
Illustration 5-2: Walgreens’ Pet Shoppe Store Brand Natural Bones
Illustration 5-3: Walgreens’ Pet Shoppe Store Brand Pet Collars and Leashes
Mass Channels Tapping into Pet Med Potential
Illustration 5-4: Walmart Floor Talker for PetTrust Heartworm Preventive (HeartGard Generic): “Save on Pet Medications”
Pet Specialty Trends
Independents View Economy as Top Challenge
Table 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011, 2011-2012 (percent)
Table 5-13: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” 2011 (percent)
Table 5-14: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” 2011 (percent)
PetSmart and Petco Advance Their Lead
Table 5-15: PetSmart and Petco Sales and Number of Stores: 2001-2011 (cumulative, in millions of dollars and number of units)
PetSmart Banking on Exclusive Brands
Advantage and K-9 Advantix Flea and Tick Topicals
Martha Stewart
GNC Pet Supplements
Illustration 5-5: Banner Ad for GNC Pets Products Line on PetSmart.com
Toys “R” PetSmart
The Bret Michaels Pet Rock Collection
Illustration 5-6: PetSmart’s Bret Michaels Pets Rock Collection (Website Announcement)
Illustration 5-7: Bret Michaels Pets Rock Cuddler Bed
Petco Advances Unleashed
Petco Acquires Complete Petmart
Moochie & Co. and Mini Moochies Top 40 Units
Illustration 5-8: Exterior of Moochie & Company Mall-Based Pet Specialty Shop, Columbus, OH
The Natural Thrust
Canadian Pet Retailer Global Pet Foods Crosses U.S. Border
Online Shopping
Shopper Base Up, Buying More
Figure 5-8: Level of Agreement with Statement: “I am buying pet products online more than I used to,” September 2011 vs. March 2012 (percent)
Figure 5-9: Time Frame for Most Recent Online Purchase of Pet Products, March 2012 (percent of pet owners)
Heightened Competition
Table 5-16: Top Websites for Purchasing Pet Products Online in Last 12 Months, 2011 (percent of dog/cat owners—9 websites)
Table 5-17: PetMed Express Sales, 2007-2011 (in millions of dollars)
VIPPS Certification May Give Internet a Boost
Up and Comers
Veterinarians
Natural Supermarkets
Dollar Stores
Agricultural/Feed-Seed Stores
Home Improvement Stores
Illustration 5-9: Pet Department in Lowe’s
Home Stores
Illustration 5-10: Bed Bath & Beyond’s Online Pet Product Selection
CHAPTER 6: THE CONSUMER
Pet Ownership Trends
Note on Data Sources
56% of Households Own Pets
Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2012 (percent, number and indexes of U.S. households)
Seniors Edge Up in Pet Ownership Rates
Table 6-2: Household Ownership of Pets by Age Bracket, 2004-2012 (percent of U.S. households)
Overall Pet Ownership Rates Are Edging Up
Table 6-3: Household Ownership of Selected Pet-Owning Classifications, 2006-2012 (percent and number of U.S. households)
Pet Dog Population Characteristics
Table 6-4: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Table 6-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 6-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 6-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Pet Cat Population Characteristics
Table 6-8: Projected Pet Cat Population, 2012 (percent and number of U.S. households)
Table 6-9: Distribution of Cat Population by Age of Pet, 2012 (percent of U.S. cat owners)
Table 6-10: Indoor/Outdoor Patterns for Pet Cat Population, 2012 (percent of U.S. cat owners)
Overview of Dog and Cat Supply Purchasing
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 6-1: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)
Table 6-11: Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2012 (percent of U.S. households)
Top-Line Purchasing Rates by Product Type
Table 6-12: Household Purchasing of Dog or Cat Supplies by Category and Type, 2012 (percent and number of U.S. dogor cat-owning households)
Patterns by Pet Channel and Product Type
Table 6-13: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2012 (percent of U.S. pet-owning households)
Table 6-14: Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households in thousands)
Table 6-15: Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households)
Half Would Be Receptive to More Affordable Natural/Organic Pet Products
Table 6-16: Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, March 2012 (percent)
Close-Up on Product Purchasing
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 6-17: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)
Toys/Chews or Durable Goods Also the Top Impulse Purchases
Table 6-18: Impulse Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Toys/Chews, Habitat Products, and Grooming Products Show Highest Rates of Pet Pampering/Indulgence Choices
Non-Prescription Meds and Nutritional Supplements Show Highest Rates of Natural/Organic Purchasing
Table 6-19: Pampering/Indulgence Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-20: Natural/Organic or Eco-Friendly Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Roughly One in Five Product Choices Are Store Brand
Pet Stores/Superstores Are Top Choices for Carriers and Crates
Natural Supermarkets/Food Stores Are Strong in Supplements
Table 6-21: Store-Brand Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-22: Pet Store/Pet Superstore Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-23: Natural Supermarket/Natural Food Store Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
39% of Flea/Tick Product Purchases Are From Veterinarians
Roughly One in Four Pet Supply Products Are Purchased on Sale or Promotion
Toys/Chews Are Least Subject to Comparison Shopping
Table 6-24: Veterinarian Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-25: Sale/Promoted Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-26: Comparison Shopping-Based Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Pet Litter Is Most Likely Repeat Purchase
Table 6-27: Repeat Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Fish Products Are Most Common Purchase Among Owners of Other Pets
Table 6-28: Overview of Pet Supply Product Purchasing in Last 3 Months: For Pets Other Than Dogs or Cats, March 2012 (percent of owners of pets other than dogs or cats)
Consumer Focus: Flea and Tick Care Products
46% Use Topical/Spot-On Products
Table 6-29: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2012 (percent and number of U.S. dog- or cat-owning households)
Advantage Surges in Brand Use
Table 6-30: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2006-2012 (percent of U.S. dog- or cat-owning households)
Cross-Usage by Product Type
Table 6-31: Cross-Purchasing of Flea/Tick Products by Type, 2012 (U.S. pet-owning households)
Demographics by Product Type and Brand
Table 6-32: Purchasing Indices for Flea/Tick Care Products: By Gender, 2012 (U.S. dog- or cat-owning households)
Table 6-33: Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2012 (U.S. dog- or cat-owning households)
Table 6-34: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2012 (U.S. dog- or cat-owning households)
Table 6-35: Purchasing Indices for Flea/Tick Care Products: By Region, 2012 (U.S. dog- or cat-owning households)
Table 6-36: Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2012 (U.S. dog- or catowning households)
Consumer Focus: Cat Litter
84% Use Cat Filler/Litter
Table 6-37: Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2012 (percent and number of U.S. cat-owning households)
Shares for Scoopable Litter and Leading Brands Edge Upward
Table 6-38: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (thousands of U.S. cat-owning households)
Indicators for Above-Average Use
Table 6-40: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2012 (U.S. cat-owning households)
Table 6-41: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2012 (U.S. cat-owning households)
Table 6-42: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2012 (U.S. cat-owning households)
Table 6-43: Purchasing Indices for Cat Box Filler/Litter: By Region, 2012 (U.S. cat-owning households)
Table 6-44: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2012 (U.S. cat-owning households)
Consumer Focus: Pet Supplements
15 Million Purchase Nutritional Supplements for Dogs or Cats
Figure 6-2: Consumer Base for Nutritional Supplements for Dogs or Cats, 2006-2012 (percent and number of U.S. dogor cat-owning households)
Higher Indexes for Hispanics, Blacks
Table 6-45: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2012 (U.S. dog- or cat-owning households)
Scope & Methodology
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Report Methodology
Market Trends
Retail Sales Sluggish Post Recession
Figure 1-1: U.S. Retail Sales of Pet Supplies, 2007, 2011, 2016 (in millions of dollars)
Mass-Market Sales at $1.9 Billion
Sales by Animal Type
Figure 1-2: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Share of Cat Supply Sales by Product Category
Share of Mass-Market Sales by Product Category
Market Share by Retail Channel
Competitive Trends
Number and Types of Marketers
Market Leaders
M&A Activity Picks Up Post Recession
Competitive Trends
Brand Stables
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Private Label
Nestle Purina Leads in SymphonyIRI-Tracked Sales
Figure 1-3: Marketer Shares of Pet Supplies in Symphony IRI Tracked Outlets: 2012 (percent)
Marketing and New Product Trends
Advertising Trends
Social Media
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Brand Licensing and Celebrity Appeal
Convenience and Automation
Senior/Special Needs
Retail Trends
Pet Shoppers Looking for Deals at Retail
Figure 1-4: Level of Agreement with Statement: “I look out for
lower prices, special offers, and sales on pet products,”
September 2011 vs. March 2012 (percent)
Channel Loyalty on the Decline
Pet Product Purchasing Rates by Channel
Walmart Tops Recent Shopper List
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Consumer Trends
56% of Households Own Pets
Overall Pet Ownership Rates Are Edging Up
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 1-5: Household Purchasing Rates for Dog or Cat
Supplies by Category, 2012 (percent of U.S. households)
Patterns by Pet Channel and Product Type
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 1-1: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)
CHAPTER 2: THE MARKET
Introduction
Market Definition
Exclusions
Four SymphonyIRI-Tracked Product Categories
Trade Associations and Shows
Regulatory Agencies and Trends
Report Methodology
Market Size and Growth
Retail Sales Sluggish Post Recession
Table 2-1: U.S. Retail Sales of Pet Supplies, 2007-2011 (in
millions of dollars)
Mass-Market Sales at $1.9 Billion
Cat Litter
Other Dog/Cat Supplies
Dog Chews
Non-Dog/Cat Supplies
Table 2-2: SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2010 (in millions of dollars and units)
Table 2-3: Growth of SymphonyIRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
Pet Product Performance in the Natural Supermarket Channel
Table 2-4: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-5: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Pet Product Performance in the Specialty/Gourmet Supermarket Channel
Table 2-6: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 2-7: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Market Composition
Sales by Animal Type
Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2011 (percent)
Share of Dog Supply Sales by Product Category
Table 2-8: Share of U.S. Retail Sales of Dog Supplies by Category, 2011 (in millions of dollar and percent share)
Table 2-9: Average Annual Dog Supply Expenses by Category, 2011 (in dollars)
Share of Cat Supply Sales by Product Category
Table 2-10: Share of U.S. Retail Sales of Cat Supplies by Category, 2011 (in millions of dollars and percent share)
Table 2-11: Average Annual Cat Supply Expenses by Category, 2011 (in dollars)
Share of Mass-Market Sales by Product Category
Figure 2-2: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2011 (percent)
Table 2-12: Share of SymphonyIRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
Share of Independent Pet Store Sales by Animal Category
Table 2-13: Share of Independent Pet Store Pet Supply Sales by Animal Type/Category: 2011 vs. 2010 (percent)
Table 2-14: Area of Largest Expected Revenue Increase During Following Year: By Animal Type/Category, 2011
Share of Dog Category Sales by Product Type
Table 2-15: Share of Independent Pet Store Sales of Dog Products: By Category, 2011 vs. 2010 (percent)
Share of Cat Category Sales by Product Type
Table 2-16: Share of Independent Pet Store Sales of Cat Products: By Category, 2011 vs. 2010 (percent)
Share of Aquarium Fish Category Sales by Product Type
Table 2-17: Share of Independent Pet Store Sales of Aquarium Fish Products: By Category: 2011 vs. 2010 (percent)
Share of Small Mammal Sales by Product Type
Table 2-18: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2011 vs. 2010 (percent)
Share of Bird Category Sales by Product Type
Table 2-19: Share of Independent Pet Store Sales of Bird Products: By Category, 2011 vs. 2010 (percent)
Share of Herptile Category Sales by Product Type
Table 2-20: Share of Independent Pet Store Sales of Herptile Products: By Category, 2010 (percent)
Natural and Organic Product Sales and Market Share
Figure 2-3: U.S. Retail Sales of Natural and Organic Pet Care Products: 2008, 2011 and 2014 (in millions of dollars)
Figure 2-4: Share of U.S. Retail Sales of Natural Pet Care Products by Category: 2008, 2011, 2014 (litter, health, other, percent)
Natural Product Percentage of Sales by Category
Table 2-21: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010
Market Share by Retail Channel
Table 2-22: Share of U.S. Pet Supply Sales by Retailer Type, 2009 vs. 2011 (percent and dollars in millions)
Dog/Cat Household Pet Supply Purchasing by Channel
Table 2-23: Pet Product Purchasing Rates by Retail Classification: Percentage of Pet Households, Winter 2011 vs. Winter 2012 (number and percent)
Market Drivers
Market in Perspective
Table 2-24: Retail Dollar Sales and Percentage Share of U.S. Pet Market by Category: 2011 (in billions of dollars)
Slow Economy Continues to Dampen Consumer Confidence
Table 2-25: Selected U.S. Economic Measures: 2008-2012 (percent and number in millions)
Table 2-26: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2011 (U.S. pet-owning households)
Table 2-27: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2011 (U.S. pet-owning households)
Pet Owners Spending Less
Table 2-28: Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2012 (percent)
Price Resistance
Table 2-29: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011 vs. 2012
Pet Ownership and Population Trends
Table 2-30: Total Number of Pets in the United States: By Type, 2000-2010
Table 2-31: Changes in the U.S. Population and Pet-Owning Population, 1996-2010 (number and percent)
Table 2-32: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2006-2012 (percent of U.S. households)
Canine Population Shifting Toward Smaller Dogs
Figure 2-5: Size of Dog Owned: Small, Medium or Large, 2000 vs. 2010 (percent of U.S. dog-owning households)
Pets as Family
Table 2-33: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012 (percent)
Focus on Pet Health/Wellness
Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: Total, Small Animal (Dog, Cat, Other), Equine, 2006, 2010, 2015 (in millions of dollars)
Figure 2-7: Projected U.S. Retail Sales of Pet Medications: 2011-2015 (in billions of dollars)
Focus on Product Safety
Figure 2-8: Level of Agreement with Statement: “I am very concerned about the safety of the pet products I buy,” 2012 (percent)
Figure 2-9: Level of Agreement with Statement: “I prefer to purchase pet products made by smaller companies I trust,” 2012 (percent)
Ongoing Interest in Premium Products
Table 2-34: Amount Spent on Pet Products in Last 30 Days, March 2012 (percent)
Table 2-35: Pet Product Purchasing by Price Level: Food vs. Nonfood, March 2012 (percent)
Ongoing Interest in Natural Products
Figure 2-10: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2011 vs. 2012 (percent)
Table 2-36: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Table 2-37: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2011 vs. 2012 (percent)
Rise in Pet Travel Favors Many Product Categories
Pet-Positive Media Exposure
Illustration 2-1: Subaru “Stolen Parking Space” Commercial
The Aging Pet Population
Table 2-38: Age of Dogs and Cats, 2012 (percent of pet owners)
Table 2-39: Average Age of First, Second, and Third Dog in Household, 2010 vs. 2000
Table 2-40: Average Age of First, Second, and Third Cat in Household, 2010 vs. 2000
Pet Overweight and Obesity
Table 2-41: Percentage and Number of Overweight and Obese Dogs and Cats, 2011
Higher-Income Household Market Boost Moderates
Table 2-42: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 2005, 2009, 2010 (percent)
Market Projections
Sales to Reach $13.8 Billion in 2016
Table 2-43: Projected U.S. Retail Sales of Pet Supplies: 2011-2016 (in millions of dollars)
Pet Ownership and Population Growth Essential
Table 2-44: Level of Agreement with Statement: “People should adopt pets from shelters and not purchase them from shops/breeders,” 2012 (percent)
Figure 2-11: Level of Agreement with Statement: “My pet has a positive impact on my health”: Physical vs. Mental, 2012 (percent)
Smaller Dogs
Feline Potential
CHAPTER 3: THE MARKETERS
Competitive Overview
Number and Types
Multi-Category Market Leaders
Central Garden & Pet
Hartz Mountain Corp.
Petmate
Rolf C. Hagen
Sergeant’s Pet Care Products
Spectrum Brands (United Pet Group)
Second-Tier Multi-Category Marketers
Category Leaders and Competitive Trends
Carriers, Crates, Shelter
Cat Litter
Clean-Up/Odor-Control Products
Collars and Leads
Dog Chews
Flea/Tick-Control Products
Grooming Products
Supplements
Toys
Training Products
Non-Dog/Cat Supplies
M&A Activity Picks Up Post Recession
United Pet Group Buys Furminator
Wind Point Partners Acquires Petmate
Petmate Acquires Bamboo, Kennel-Aire, and Wetnoz
Contech Acquires G&B Marketing
Quaker Pet Group Acquires Watson’s Senior Pet Supplies, Sherpa
Unicharm Takes Stake in Hartz
Additional M&A
Investment Activity
Worldwise Acquired by Mistral Equity
Nutri-Vet Acquired by Imperial Capital/Petra Pet
Competitive Trends
Brand Stables
Illustration 3-1: Petmate Pavilion at Global Pet Expo 2012
Retailer/Vendor Collaboration
Channel Expansion and Exclusivity
Nonfood/Food Cross-Over
Illustration 3-2: Kong Premium Treats
Private Label
Figure 3-1: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, May 2012 (percent)
Table 3-1: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
Marketer and Brand Shares
Methodology
Nestle Purina Leads in SymphonyIRI-Tracked Sales
Figure 3-2: Marketer Shares of Pet Supplies in SymphonyIRITracked
Outlets: 2012 (percent)
Cat Litter Defies Private-Label Onslaught
World’s Best Takes No. 1 Spot in Natural Segment as Traditional Cat Litter Marketers Weigh In
Figure 3-3: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2012 (percent)
Other Dog/Cat Supplies: Flea/Tick Spot-ons Hopping
Changing Ranks in Dog Chews
Non-Dog/Cat Supplies: Central Garden & Pet and Spectrum on Top
Brand Rankings in the Pet Specialty Channel
Table 3-2: Marketer Sales and Shares of Pet Supplies in SymphonyIRI-Tracked Outlets by Category: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-3: SymphonyIRI-Tracked Sales of Cat Litter by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-4: Cat Litter Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-5: Cat Litter Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-6: Top Natural Cat Litter Brands by SymphonyIRITracked Sales: 2011 vs. 2012 (in millions)
Table 3-7: Top Natural Cat Litter Brands by Share of SymphonyIRI-Tracked Sales: 2011 vs. 2012 (percent)
Table 3-8: SymphonyIRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in SymphonyIRI-Tracked Sales, 2011 vs. 2012 (in millions of dollars)
Table 3-10: Other Dog/Cat Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-11: SymphonyIRI-Tracked Sales of Dog Chews by Marketer and Brand: 2011 vs. 2012 (in millions of dollars and percent)
Table 3-12: Dog Chews Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-13: Dog Chews Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in millions of dollars)
Table 3-14: SymphonyIRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2011 vs. 2012 (in thousands of dollars and percent)
Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in SymphonyIRI-Tracked Sales: 2011 vs. 2012 (in thousands of dollars)
Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2006, 2008 and 2010 (percent)
Table 3-18: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2012
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Advertising Trends
Trade Advertising and Promotions
Social Media
Illustration 4-1: Screenshot of Hartz’s Facebook Page
Cause Marketing
New Product Common Denominators
Pet Health
Natural and Eco-Friendly
Human-Style
High-Style and “Child-Like”
Functional
Dental Health/Oral Care
Illustration 4-2: PetZLife Oral Care Spray and Gel
Brand Licensing and Celebrity Appeal
Illustration 4-3: Synergy Labs’ Licensed Dog Whisperer Dog Grooming and Odor Removal Products
Convenience and Automation
Senior/Special Needs
Illustration 4-4: Quaker Pet Group’s Silver Tails Collection of Senior Pet Products
Illustration 4-5: Pet Flys’ Upholstered Pet Steps
Illustration 4-6: Dog Quality Enterprises’ Dogger Dog Stroller
Travel Products
Product Safety
Bedding
Illustration 4-7: Brochure Cover for JLA Pets’ Simmons Pet Bedding
Illustration 4-8: K&H Products’ Heated Pet Beds
Carriers, Crates, Shelter
Illustration 4-9: Kurgo Pet Travel Products
Illustration 4-10: Pet Gear Pet Strollers at Global Pet Expo 2012
Illustration 4-11: Solvit’s HoundAbout Bicycle Trailer at Global Pet Expo 2012
Illustration 4-12: Carlson Pet Containment “Cribs” at Global Pet Expo 2012
Illustration 4-13: Bergan’s Canine Crate
Illustration 4-14: Advantek’s Pet Gazebo Tent-Top Outdoor Kennel
Illustration 4-15: Petmate’s Look ‘N See Portable Kennel
Cat Litter and Accessories
Illustration 4-16: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter
Illustration 4-17: Fresh Step’s “Litter Science 101” Web Page
Illustration 4-18: Omega Paws’ Roll’ N Clean Litter Box
Illustration 4-19: Tidy Cats Breeze Litter Box
Clean-up Products
Illustration 4-20: Bissell’s Online Pet Lovers Community
Illustration 4-21: PetSmart Web Page Featuring Simple Solution’s PawSafe Line
Collars, Leashes, Harnesses
Illustration 4-22: Absolutely New’s Power Leash Weighted Exercise System
Illustration 4-23: Angel Pet Supplies’ Athens Series Fashion Dog Collars
Illustration 4-24: Coastal Pet Products’ New Earth Collars and Leads
Dog Chews
Illustration 4-25: Target’s Boots & Barkley Rawhides Rack Display
Illustration 4-26: Summma International’s Canine Chews Dental Care Line
Flea/Tick Products
Illustration 4-27: Central Garden & Pet’s Bio Spot Defense Smart Shield Applicator
Grooming Products
Illustration 4-28: Furminator’s New At-Home Grooming Tool Collection
Illustration 4-29: Jarden Animal Solutions’ “As Seen on TV” Shed Monster De-Shedding Tool
Illustration 4-30: Trade Ad for Wahl’s Pet Grooming Product Line
Illustration 4-31: Tropiclean’s Spa Pet Shampoo and Conditioner Line with Redesigned Packaging
Supplements
Illustration 4-32: Steadfast Joint Health Supplement from Arenus (Novus International)
Illustration 4-33: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats
Illustration 4-34: Garmon Corp.’s Slim-N-Fit Weight Control Canine Supplement
Illustration 4-35: Trade Ad for Tomlyn’s New Gel Supplements
Toys
Illustration 4-36: Scratch Lounge Cat Scratchers
Illustration 4-37: Simply Fido’s Organic Pet Toy Collection
Training and Behavior
Illustration 4-38: Greenberry Eco Industries’ Eco-Friendly Puppy Pads
Water/Feeding Bowls and Devices
Illustration 4-39: Petmate’s Drinkwell Lotus Pet Fountain
Illustration 4-40: PetSafe’s Drinkwell Hydrate H20 Filtration System
Illustration 4-41: Bergan’s Ergoflo Elevated Bowls with Wood Base
Illustration 4-42: Hing Designs’ Designer Pet Bowls in Fish and Bone Styles
Illustration 4-43: Van Ness’s Pureness Eco-Friendly Pet Dishes
Non-Dog/Cat Supplies
Health/Functional
Illustration 4-44: Dunlea Farms Pet Hay Tidy Feeder
Illustration 4-45: Harrisons’ Pet Products’ Sunshine Factor and Booster Supplements
Natural/Eco-Friendly
Illustration 4-46: APD Pet’s Green Dreamzzz Small Pet Bedding
Kid-Appeal
Illustration 4-47: JW Pet Co.’s PetVille Palace for Small Animals
Illustration 4-48: Absorption Corp.’s Healthy Pet Confetti Small Pet Bedding
Convenience/Effectiveness
Illustration 4-49: Richell’s Mobile Critter Condo
Illustration 4-50: Absolutely News’ Squirrel-Proof Wild Bird Feeder
Style
Illustration 4-51: Rolf C. Hagen’s Fluval Spec Desktop Aquarium
Travel
Illustration 4-52: Marshall Pet Products Pack-n-Go Small Animal Carrier
CHAPTER 5: RETAIL CHANNEL TRENDS
Pet Shoppers Looking for Deals at Retail
Figure 5-1: Level of Agreement with Statement: “I look out for lower prices, special offers, and sales on pet products,” September 2011 vs. March 2012 (percent)
Figure 5-2: Level of Agreement with Statement: “I shop for pet products at a variety of stores,” September 2011 vs. March 2012 (percent)
Premium Shopper Survives
Figure 5-3: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive,” 2011 (percent)
Figure 5-4: Level of Agreement with Statement: “I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products,” 2011 (percent)
Channel Loyalty on the Decline
Table 5-1: Channel Loyalty in Pet Product Purchasing: All Channels, 2007-2011 (percent and number)
Table 5-2: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, 2007-2011 (percent)
Coupon Use on the Rise
Figure 5-5: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2006- 2011 (percent)
Pet Product Purchasing Rates by Channel
Table 5-3: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, 2011 (number and percent)
Pet Superstores Gaining Ground
Table 5-4a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: 2007-2011 (percent of dog or cat owners)
Table 5-4b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: 2007-2011 (U.S. dog or cat owners in thousands)
Walmart Tops Recent Shopper List
Table 5-5: Channel Choices for Pet Product Shopping in Last Three Months: Pet Food, Pet Medications, Other Pet Supplies, 2012 (percent of pet product buyers)
Private-Label Share Tops 20% in Pet Supplies
Figure 5-6: Level of Agreement with Statement: “I am buying more store-brand pet products these days,” 2011 vs. 2012 (percent)
Figure 5-7: Level of Agreement with Statement: “Store-brand pet products are often as good as national brand-name products,” September 2011 vs. March 2012 (percent)
Table 5-6: SymphonyIRI-Tracked Sales of Private-Label Pet Supplies by Category, 2011 vs. 2012 (in millions of dollars)
Table 5-7: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Supplies by Category, 2011 vs. 2012 (percent)
Table 5-8: Purchasing Patterns for Store-Brand Cat Litter: By Retail Channel Shopped, Spring 2007 vs. Summer 2011 (percent of cat-owning households)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot- Ons
Table 5-9: Level of Agreement with Statement: “With spot-on (topical) flea/tick products, I would trust generic or storebrand products if they contained the same active ingredients”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-10: Level of Agreement with Statement: “Veterinariandispensed spot-on (topical) flea/tick products are too expensive”: Dog Owners vs. Cat Owners, 2011 (percent)
Table 5-11: Level of Agreement with Statement: “With Spot-On (Topical) Flea/Tick Products, the Products Available in Stores Are Just as Effective as Those Available Through Veterinarians”: Dog Owners vs. Cat Owners, 2011 (percent)
Mass-Market Trends
Market Polarization Not Good for Mass
Walmart Bucking the Trend
Illustration 5-1: Mars Pedigree/”Pets Love Walmart” Promotion
Another Bright Spot: Drugstores
Illustration 5-2: Walgreens’ Pet Shoppe Store Brand Natural Bones
Illustration 5-3: Walgreens’ Pet Shoppe Store Brand Pet Collars and Leashes
Mass Channels Tapping into Pet Med Potential
Illustration 5-4: Walmart Floor Talker for PetTrust Heartworm Preventive (HeartGard Generic): “Save on Pet Medications”
Pet Specialty Trends
Independents View Economy as Top Challenge
Table 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011, 2011-2012 (percent)
Table 5-13: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” 2011 (percent)
Table 5-14: Level of Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” 2011 (percent)
PetSmart and Petco Advance Their Lead
Table 5-15: PetSmart and Petco Sales and Number of Stores: 2001-2011 (cumulative, in millions of dollars and number of units)
PetSmart Banking on Exclusive Brands
Advantage and K-9 Advantix Flea and Tick Topicals
Martha Stewart
GNC Pet Supplements
Illustration 5-5: Banner Ad for GNC Pets Products Line on PetSmart.com
Toys “R” PetSmart
The Bret Michaels Pet Rock Collection
Illustration 5-6: PetSmart’s Bret Michaels Pets Rock Collection (Website Announcement)
Illustration 5-7: Bret Michaels Pets Rock Cuddler Bed
Petco Advances Unleashed
Petco Acquires Complete Petmart
Moochie & Co. and Mini Moochies Top 40 Units
Illustration 5-8: Exterior of Moochie & Company Mall-Based Pet Specialty Shop, Columbus, OH
The Natural Thrust
Canadian Pet Retailer Global Pet Foods Crosses U.S. Border
Online Shopping
Shopper Base Up, Buying More
Figure 5-8: Level of Agreement with Statement: “I am buying pet products online more than I used to,” September 2011 vs. March 2012 (percent)
Figure 5-9: Time Frame for Most Recent Online Purchase of Pet Products, March 2012 (percent of pet owners)
Heightened Competition
Table 5-16: Top Websites for Purchasing Pet Products Online in Last 12 Months, 2011 (percent of dog/cat owners—9 websites)
Table 5-17: PetMed Express Sales, 2007-2011 (in millions of dollars)
VIPPS Certification May Give Internet a Boost
Up and Comers
Veterinarians
Natural Supermarkets
Dollar Stores
Agricultural/Feed-Seed Stores
Home Improvement Stores
Illustration 5-9: Pet Department in Lowe’s
Home Stores
Illustration 5-10: Bed Bath & Beyond’s Online Pet Product Selection
CHAPTER 6: THE CONSUMER
Pet Ownership Trends
Note on Data Sources
56% of Households Own Pets
Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2012 (percent, number and indexes of U.S. households)
Seniors Edge Up in Pet Ownership Rates
Table 6-2: Household Ownership of Pets by Age Bracket, 2004-2012 (percent of U.S. households)
Overall Pet Ownership Rates Are Edging Up
Table 6-3: Household Ownership of Selected Pet-Owning Classifications, 2006-2012 (percent and number of U.S. households)
Pet Dog Population Characteristics
Table 6-4: Projected Pet Dog Population, 2012 (percent and number of U.S. households)
Table 6-5: Distribution of Dog Population by Age of Pet, 2012 (percent of U.S. dog owners)
Table 6-6: Size (Weight) Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Table 6-7: Indoor/Outdoor Patterns for Pet Dog Population, 2012 (percent of U.S. dog owners)
Pet Cat Population Characteristics
Table 6-8: Projected Pet Cat Population, 2012 (percent and number of U.S. households)
Table 6-9: Distribution of Cat Population by Age of Pet, 2012 (percent of U.S. cat owners)
Table 6-10: Indoor/Outdoor Patterns for Pet Cat Population, 2012 (percent of U.S. cat owners)
Overview of Dog and Cat Supply Purchasing
Usage Gains for Flea/Tick Care and Pet Supplements
Figure 6-1: Household Purchasing Rates for Dog or Cat Supplies by Category, 2012 (percent of U.S. households)
Table 6-11: Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2012 (percent of U.S. households)
Top-Line Purchasing Rates by Product Type
Table 6-12: Household Purchasing of Dog or Cat Supplies by Category and Type, 2012 (percent and number of U.S. dogor cat-owning households)
Patterns by Pet Channel and Product Type
Table 6-13: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2012 (percent of U.S. pet-owning households)
Table 6-14: Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households in thousands)
Table 6-15: Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2012 (U.S. pet-owning households)
Half Would Be Receptive to More Affordable Natural/Organic Pet Products
Table 6-16: Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, March 2012 (percent)
Close-Up on Product Purchasing
Toys/Rawhide Chews, Litter Are Most Common Purchase
Table 6-17: Overview of Pet Supply Product Purchasing in Last 3 Months: For Dogs or Cats, March 2012 (percent of dog or cat owners)
Toys/Chews or Durable Goods Also the Top Impulse Purchases
Table 6-18: Impulse Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Toys/Chews, Habitat Products, and Grooming Products Show Highest Rates of Pet Pampering/Indulgence Choices
Non-Prescription Meds and Nutritional Supplements Show Highest Rates of Natural/Organic Purchasing
Table 6-19: Pampering/Indulgence Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-20: Natural/Organic or Eco-Friendly Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Roughly One in Five Product Choices Are Store Brand
Pet Stores/Superstores Are Top Choices for Carriers and Crates
Natural Supermarkets/Food Stores Are Strong in Supplements
Table 6-21: Store-Brand Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-22: Pet Store/Pet Superstore Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-23: Natural Supermarket/Natural Food Store Retailer Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
39% of Flea/Tick Product Purchases Are From Veterinarians
Roughly One in Four Pet Supply Products Are Purchased on Sale or Promotion
Toys/Chews Are Least Subject to Comparison Shopping
Table 6-24: Veterinarian Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-25: Sale/Promoted Product Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Table 6-26: Comparison Shopping-Based Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Pet Litter Is Most Likely Repeat Purchase
Table 6-27: Repeat Purchasing Rates for Pet Supplies by Type, March 2012 (percent)
Fish Products Are Most Common Purchase Among Owners of Other Pets
Table 6-28: Overview of Pet Supply Product Purchasing in Last 3 Months: For Pets Other Than Dogs or Cats, March 2012 (percent of owners of pets other than dogs or cats)
Consumer Focus: Flea and Tick Care Products
46% Use Topical/Spot-On Products
Table 6-29: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2012 (percent and number of U.S. dog- or cat-owning households)
Advantage Surges in Brand Use
Table 6-30: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2006-2012 (percent of U.S. dog- or cat-owning households)
Cross-Usage by Product Type
Table 6-31: Cross-Purchasing of Flea/Tick Products by Type, 2012 (U.S. pet-owning households)
Demographics by Product Type and Brand
Table 6-32: Purchasing Indices for Flea/Tick Care Products: By Gender, 2012 (U.S. dog- or cat-owning households)
Table 6-33: Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2012 (U.S. dog- or cat-owning households)
Table 6-34: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2012 (U.S. dog- or cat-owning households)
Table 6-35: Purchasing Indices for Flea/Tick Care Products: By Region, 2012 (U.S. dog- or cat-owning households)
Table 6-36: Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2012 (U.S. dog- or catowning households)
Consumer Focus: Cat Litter
84% Use Cat Filler/Litter
Table 6-37: Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2012 (percent and number of U.S. cat-owning households)
Shares for Scoopable Litter and Leading Brands Edge Upward
Table 6-38: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (percent of U.S. cat-owning households)
Table 6-39b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2006-2012 (thousands of U.S. cat-owning households)
Indicators for Above-Average Use
Table 6-40: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2012 (U.S. cat-owning households)
Table 6-41: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2012 (U.S. cat-owning households)
Table 6-42: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2012 (U.S. cat-owning households)
Table 6-43: Purchasing Indices for Cat Box Filler/Litter: By Region, 2012 (U.S. cat-owning households)
Table 6-44: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2012 (U.S. cat-owning households)
Consumer Focus: Pet Supplements
15 Million Purchase Nutritional Supplements for Dogs or Cats
Figure 6-2: Consumer Base for Nutritional Supplements for Dogs or Cats, 2006-2012 (percent and number of U.S. dogor cat-owning households)
Higher Indexes for Hispanics, Blacks
Table 6-45: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2012 (U.S. dog- or cat-owning households)
