Pet Market Outlook 2011-2012
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In what ways is the lingering impact of the Great Recession still shaping pet owner attitudes and spending patterns? Which market segments are faring the best during this post-recession period of more cautious spending and aggressively price-based retailing? Have premium product and service trade-ups reached a relative ceiling? Which consumer segments hold the most promise? What does the surge of M&A and investment activity represent, and will it continue in 2011 and beyond? Which retail channels are advancing or retracting, and how will the cross-over of formerly "vet-only" flea/tick products like Bayer's Advantage affect pet market retailing, including online? Perhaps most important, what will be the next "big bang" in the U.S. pet market, and what can marketers and retailers do now to help expedite this all-important future sales driver?
These questions are answered in U.S. Pet Market Outlook 2011-2012, which features exclusive late-breaking national pet owner survey data collected by Packaged Facts to gauge current and future consumer attitudes on numerous topics. Now in its 3rd edition, the report is the go-to source for an overview of U.S. pet industry trends and forecasts across all of the four core categories: veterinary services, pet food, non-food pet supplies, and non-medical pet services (grooming, boarding, training, etc.). Although 2010 was even tougher than 2009 due to the lingering impact of the down economy, the market is regaining traction, with advertising spending and new product activity achieving historic highs in 2009 and 2010. As a result, U.S. pet industry sales will reach $58 billion in 2011, with steady growth bringing the market to more than $74 billion in 2015.
Building on the market tracking, forecasting and feedback of previous editions, U.S. Pet Market Outlook 2011-2012 projects sales, market drivers, and competitive and marketing opportunities based on myriad sources including consultations with leading industry participants and other Packaged Facts pet market reports. In separate focus discussions, the report forecasts market size and growth for each category; marketing, new product and media trends; retail channel trends including cross-channel shopping vs. shopper loyalty; and pet owner population, demographic, and mindset trends representing changes, challenges and calls to action in meeting the needs of today's highly value-focused pet parent population. The report contains dozens of numerical tables and charts, and numerous illustrations of new products and advertising campaigns. As a new feature, this year's edition also includes an up-to-the-minute first-hand Special Report from the American Pet Products Association's 2011 Global Pet Expo.
In what ways is the lingering impact of the Great Recession still shaping pet owner attitudes and spending patterns? Which market segments are faring the best during this post-recession period of more cautious spending and aggressively price-based retailing? Have premium product and service trade-ups reached a relative ceiling? Which consumer segments hold the most promise? What does the surge of M&A and investment activity represent, and will it continue in 2011 and beyond? Which retail channels are advancing or retracting, and how will the cross-over of formerly "vet-only" flea/tick products like Bayer's Advantage affect pet market retailing, including online? Perhaps most important, what will be the next "big bang" in the U.S. pet market, and what can marketers and retailers do now to help expedite this all-important future sales driver?
These questions are answered in U.S. Pet Market Outlook 2011-2012, which features exclusive late-breaking national pet owner survey data collected by Packaged Facts to gauge current and future consumer attitudes on numerous topics. Now in its 3rd edition, the report is the go-to source for an overview of U.S. pet industry trends and forecasts across all of the four core categories: veterinary services, pet food, non-food pet supplies, and non-medical pet services (grooming, boarding, training, etc.). Although 2010 was even tougher than 2009 due to the lingering impact of the down economy, the market is regaining traction, with advertising spending and new product activity achieving historic highs in 2009 and 2010. As a result, U.S. pet industry sales will reach $58 billion in 2011, with steady growth bringing the market to more than $74 billion in 2015.
Building on the market tracking, forecasting and feedback of previous editions, U.S. Pet Market Outlook 2011-2012 projects sales, market drivers, and competitive and marketing opportunities based on myriad sources including consultations with leading industry participants and other Packaged Facts pet market reports. In separate focus discussions, the report forecasts market size and growth for each category; marketing, new product and media trends; retail channel trends including cross-channel shopping vs. shopper loyalty; and pet owner population, demographic, and mindset trends representing changes, challenges and calls to action in meeting the needs of today's highly value-focused pet parent population. The report contains dozens of numerical tables and charts, and numerous illustrations of new products and advertising campaigns. As a new feature, this year's edition also includes an up-to-the-minute first-hand Special Report from the American Pet Products Association's 2011 Global Pet Expo.
CHAPTER 1: MARKET PERFORMANCE
Introduction
Scope of Report
Report Methodology
Market Performance
Recessionary Impact Stronger in 2010
Table 1-1: U.S. Pet Market Retail Sales by Category: 2010-2012 (in billions of dollars and percent change over previous year)
Table 1-2: Percentage Share of U.S. Pet Market Retail Sales by Category: 2005 vs. 2010
Table 1-3: Share of U.S. Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2010 (percent)
Table 1-4: Level of Pet Owner Agreement with Statement: “I am spending less on pet products because of the economy,” February 2010 vs. February 2011 (percent)
Table 1-5: Level of Pet Owner Agreement with Statement: “I am spending less on pet products because of the economy,” Dog Owners vs. Cat Owners, February 2011 (percent)
A Challenging Environment
Table 1-6: Level of Agreement with Statement: “I anticipate spending more on pet products over the next 12 months,” February 2010 vs. February 2010 (percent of U.S. pet owners)
Table 1-7: Level of Pet Owner Agreement with Statement: “I anticipate spending more on pet products over the next 12 months,” Dog Owners vs. Cat Owners, February 2011 (percent)
Figure 1-1: Level of Pet Owner Agreement with Statement: “I think many pet products are becoming too expensive,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Value Focus Prevails
Even Mass Retailers Feel the Cold
Table 1-8: IRI-Tracked Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (in millions of dollars, units and pounds)
Figure 1-2: Household Purchasing of Pet Products by Retail Channel: Supermarkets, Discount Stores, Pet Stores, 2009 vs. 2010 (percent of U.S. households with pets)
Natural Sales Moderate, Temporarily
Table 1-9: Level of Agreement with Statement: “I am spending less on pet products these days because of the economy,” Dog Owners and Cat Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat Food/Supply Purchasers, 2010 (percent of U.S. pet owners)
Table 1-10: Level of Pet Owner Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Table 1-11: Level of Pet Owner Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Table 1-12: U.S. Retail Sales of Natural Pet Products: 2005, 2009 and 2014 (in millions of dollars)
Even Higher-Income Households Tighten Purse Strings
Table 1-13: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 1999-2009 (percent)
Table 1-14: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 1999, 2008, 2009 (percent)
Dog and Cat Treats Beat Recession
Another Bright Spot: Refrigerated and Raw/Frozen Pet Food
Dog and Cat Supplements and Nutraceutical Treats Continue Upward Track
Figure 1-3: 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 1-4: Use of Pet Supplements and Use of Human Supplements: Dog Owners vs. Cat Owners, 2010 (percent)
The Pet Food/Treat/Supplements Nutrition Continuum
Table 1-15: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog Owners vs. Cat Owners , 2010 (percent)
Pet Insurance Continues to Advance
Figure 1-5: North American Pet Insurance Market Revenues: United States, Canada, Total, 2005, 2009, 2014 (in millions of U.S. dollars)
Strong Underpinnings
Human Animal Bond
Pet Aging and Overweight
Table 1-16: Percentage and Number of Overweight and Obese Dogs and Cats, 2010
Premium Demographics
Baby Boomers Adding New Dimensions to Market
Heavy Advertising, New Product Activity, Outside Investment
Market Forecast: 2011-2015
Figure 1-6: Pet Owners Who Were Worse Off Financially Than They Were the Year Before: By Type of Pet, 2008-2010 (U.S. pet-owning households)
Table 1-17: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. pet-owning households)
Table 1-18: Dog Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. dog-owning households)
Table 1-19: Cat Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. cat-owning households)
Table 1-20: Owners of Pets Other Than Dogs or Cats: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. households owning pets other than dogs or cats)
Table 1-21: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. pet-owning households)
Table 1-22: Dog Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. dog-owning households)
Table 1-23: Cat Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. cat-owning households)
Table 1-24: Owners of Pets Other Than Dogs or Cats: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. households owning pets other than dogs or cats)
Table 1-25: Projected U.S. Retail Sales of Pet Products and Services, 2010-2015 (in millions of dollars)
Table 1-26: U.S. Pet Market Compound Annual Growth Rates by Category: 2006-2010 vs. 2011-2015 (percent)
Table 1-27: Percentage Share of U.S. Pet Market Retail Sales by Category: 2010 vs. 2015
A Societal Shift
Illustration 1-1: Electrolux Appliance TV Commercial—”Pet Birthday Party”
Table 1-28: Household Penetration Rates for Selected Pet-Owning Classifications, 2009 vs. 2010 (percent of U.S. households in millions)
The Next Big Thing: The Pet/Human Health Connection
Illustration 1-2: PowerPoint Slide from Packaged Facts’ 2009 Petfood Forum Presentation Emphasizing Pet/Human Health Connection
APPA Launches Human Animal Bond Research Initiative Foundation (HABRI)
Illustration 1-3: APPA President Bob Vetere Announcing HABRI Program at Global Pet Expo 2011 Industry Breakfast
Illustration 1-4: Brochure for Pet Care Trusts’ Pets in Classroom Program (distributed at Global Pet Expo 2011)
Table 1-29: Level of Pet Owner Agreement with Statement: “My pet has a positive impact on my physical health,” Total Pet Owners vs. Dog Owners, Cat Owners, and Other Pet Owners, February 2011 (percent)
Table 1-30: Level of Pet Owner Agreement with Statement: “My pet has a positive impact on my mental health,” Total Pet Owners vs. Dog Owners, Cat Owners, and Other Pet Owners, February 2011 (percent)
CHAPTER 2: MARKETING TRENDS
Competitive Overview
Products and Services
Pet Products Market Structure and Competitive Shifts
M&A Activity Continues During Recession
Del Monte Acquired by Investors
Simmons Acquires Menu Foods
Procter & Gamble Acquires Natura
Nestlé Purina Acquires Waggin’ Train
Wind Point Partners Acquires Doskocil/Petmate
Spectrum Completes Merger with Russell Hobbs
Dad’s Restructures as Ainsworth
Additional M&A
Private Equity Firms Continue to Invest
M&A Activity Expected to Ramp Up Further
Additional Human Company/Brand Cross-Over
Illustration 2-1: Bissell Pet Clean-Up Devices on Display at 2011 Global Pet Expo
Illustration 2-2: Brochure Cover for JLA Pets Simmons Pet Bedding
Pet Services Market Structure and Competitive Shifts
VCA Antech, PetSmart/Banfield and Petco Continue to Advance
Figure 2-1: PetSmart Services Sales by Type and Cumulative Rate of Growth, 2006-2010 (percent and in millions of dollars)
Table 2-1: Number of PetSmart PetsHotels in Operation, 2005-2010
Table 2-2: Combined Revenues of PetSmart and Petco Pet Services, 2001-2010 (in millions of dollars)
The Independent Pet Specialty Services Push
Franchising Altering Pet Services Terrain
Marketing and Service Trends
Product Launches Up for Pet Food, Down for Non-Food Pet Supplies
Table 2-3: Total Number of New Pet Product Introductions: Reports and SKUs, 2001-2010 (percent)
Table 2-4: Number of New Pet Product Introductions by Reports and SKUs: Dog/Cat Food vs. Pet Care, 2001-2010 (percent)
Wellness Is Primary Theme in New Product Introductions
Table 2-5: Top 10 Marketing Claims by Number of New Pet Product Reports: 2008, 2009 and 2010 (number and percentage of all product claims)
Wellness Plus “Human-Style”
Illustration 2-3: Van Ness’s New Line of Pureness Eco-Friendly Pet Dishes
“Vet-Only” Flea/Tick Spot-Ons Cross Over
Bayer Widens Distribution of Advantage and K9 Advantix
Sergeant’s Launches Generic Versions of Frontline in Pet Specialty and Mass Channels
Illustration 2-4: Sergeant’s FiproGuard Plus Flea/Tick Spot-Ons
Illustration 2-5: Sergeant’s PronylOTC Flea/Tick Spot-Ons
Merial/Frontline Not Going OTC?
Information, Anti-Theft Are Key Concerns in Retail Merchandising
Illustration 2-6: Interactive Instructional Pet Specialty Channel Display Unit for Bayer’s Advantage and K9 Advantix (2011 Global Pet Expo)
Veterinarians Not Happy
Pet Supplements Category Attracting Pet Food Top Dogs, Human Brands
Natural Products Continue to Move Mainstream
Speed Bumps
Procter & Gamble and Natura
Grain-Free Pet Foods
Table 2-6: Number of New Grain-Free Pet Food Products: Reports and SKUs, 2007-2010
Limited Ingredient Foods and Treats
Illustration 2-7: Ainsworth Pet Nutrition’s Rachael Ray Nutrish Just 6 Dog Treats
Sustainable Initiatives
Worldwise and Walmart
Social Sustainability
Weight Control
Illustration 2-8: Hill’s Science Diet Weight Loss System Display (2011 Global Pet Expo)
Calorie Statements on Pet Food Labels
Preportioned Servings
Illustration 2-9: Purina Beneful IncrediBites Dry Dog Food for Small Dogs
Product Safety
Food Safety Modernization Act Passed
FDAAA Act in Effect
Product Recalls Ongoing
New EPA Guidelines for Spot-On Flea/Tick Products
Veterinary Trends
Bouncing Back from Recession
Declining Number of Veterinarian Visits
Specialization
Technology
Nutrition
Pain Management
Cancer Drugs
Trends in Non-Medical Pet Services
Multiservice Facilities
Luxury Options
At-Home Services
Pet Sitting
Mobile Grooming
Illustration 2-10: Petco Mobile Grooming Van
Mobile Veterinary Care
Media Trends
Pet Market Advertising Expenditures
Table 2-7: Media Breakout of U.S. Advertising Expenditures on Pet Products, 2004-2009 (percent)
Advertising Themes: Human/Animal Bond Plus Value
Illustration 2-11: PetSmart Email Promo Featuring Up to 25% Savings, and $10 Savings Website Banner Link
Illustration 2-12: TV Spot for Walmart Pet Food Brands
Non-Traditional Media, Promotions
Online Content
Illustration 2-13: Nestlé Purina and AnimalPlanet.com’s “Small & In Charge” Webisode
Mobile Commerce
Friskies Hosts Hollywood-Style Cat Diaries Premiere
Cause-Related Marketing, Public Relations
Illustration 2-14: Purina One Consumer Print Ad featuring One Hope Network Cause
CHAPTER 3: RETAIL CHANNEL TRENDS
Pet Owners Continue to “Shop Around”
Table 3-1: Level of Pet Owner Agreement with Statement: “I shop for pet products at a variety of stores to find the best prices, special offers and sales,” February 2010 vs. February 2011 (percent of pet owners)
Table 3-2: Level of Pet Owner Agreement with Statement: “I shop for pet products at a variety of stores to find the best prices, special offers, and sales”: Dog Owners vs. Cat Owners, February 2011 (percent of pet owners)
Coupon Usage Remains Elevated
Figure 3-1: Percentage Who Use Pet Food Coupons: Dogs vs. Cats, 2006-2010 (percent)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons Shakes Things Up
Household Purchasing Rates of Pet Products by Channel
Table 3-3: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2008-2010 (percent of U.S. households with dogs or cats)
Pet Product Shopping Patterns by Change in Economic Situation
Table 3-4: Pet Product Purchasing Patterns Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2010 (percent of U.S. dog- or cat-owning households)
Table 3-5: Pet Product Purchasing Indexes Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2010 (U.S. dog- or catowning households)
Trends in Channel Loyalty
Table 3-6: Overview of Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2005 vs. 2010 (percent and millions of U.S. dog- or cat-owning households)
Table 3-7: Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2007-2010 (percent of U.S. dogor cat-owning households who shop in specified channel)
Figure 3-2: Percent of Pet Product Customers Who Also Shop in Other Channels: By Major Retail Sector, 2007 vs. 2010 (U.S. dog- or cat-owning households)
Private-Label Impact
Mass Channels Demonstrate Store-Brand Resistance
Table 3-8: IRI-Tracked Private-Label Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (in millions of dollars)
Table 3-9: Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (percent)
Table 3-10: Level of Pet Owner Agreement with Statement: “I am buying more private-label pet products these days,” February 2011 (percent)
Independents Also Playing the Store-Brand Game
Table 3-11: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2010 (percent)
Private-Label Advances in New Products and Consumer Perception
Table 3-12: Number of U.S. Private-Label Pet Food Product Reports and SKUs: By Category, 2000-2010
Table 3-13: Level of Pet Owner Agreement with Statement: “Private-label pet products are often as good as the national brands,” February 2011 (percent)
Illustration 3-1: Target’s Boots & Barkley Multi-Flavored Dog Biscuits
Natural Supermarket Trends and Opportunities
Sales Trends by Category
Table 3-14: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2009 vs. 2010 (in millions of dollars)
Table 3-15: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2009 vs. 2010 (percent)
Brand Leaders in the Natural Supermarket
Table 3-16: Top 10 Brands and Marketers of Pet Products in the Natural Supermarket Channel, 2009 vs. 2010 (retail sales in millions of dollars)
Pet Promise’s Market Exit Shakes Things Up
PetSmart and Petco Continue to Shape Pet Market Landscape
Table 3-17: PetSmart and Petco Sales and Number of Stores: 2001-2010 (cumulative, in units and millions of dollars)
PetSmart Focuses on Promotions, Exclusive Brands
Illustration 3-2: PetSmart Website Banner for K9 Advantix and Advantage Promotion
Martha Stewart Pet Supplies
Fisher-Price Pet Toys
Illustration 3-3: PetSmart-Exclusive Fisher-Price Pets Xylobone Toy
GNC Pet Supplements
Illustration 3-4: PetSmart’s GNC Dog Supplement Web Page
Advantage and K-9 Advantix Flea and Tick Topicals
Superpremium Foods
Petco Moving Forward with Unleashed by Petco Boutique Store Concept
Independent Pet Store Trends
Moochie & Company Charts Ongoing Expansion
Illustration 3-5: Exterior of Moochie & Company Mall-Based Pet Specialty Shop
Independent Pet Stores Lead in Organic Pet Food
Table 3-18: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2010 (percent of U.S. households with pets)
Pet Specialty Channel Draws: Specialty Brands, Service, Flea/Tick Cross-Overs, and Exclusive Brands
Table 3-19: Level of Pet Owner Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” February 2011 (percent)
Table 3-20: Level of Pet Owner Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” February 2011 (percent)
Walmart Making Big Pet Market Moves
Pet Care Specialists Looking to Expand Grooming Salons in Walmart Stores
Illustration 3-6: Entrance to Pet Care Specialists Grooming Shop from Walmart Parking Lot
Illustration 3-7: View of Pet Care Specialists Grooming Shop from Inside Walmart Store
Walmart Pet Insurance?
Target Also Building Pet Department
Non-Traditional Channels, Internet Going Strong
Table 3-21: Level of Pet Owner Agreement with Statement: “I use the Internet to help find and choose pet products,” February 2011 (percent)
Table 3-22: Level of Pet Owner Agreement with Statement: “I anticipate doing more of my pet product purchasing online over the next 12 months,” February 2011 (percent)
Table 3-23: Online Purchasing as a Percent of Total Purchasing: Pet Food vs. Non-Food Pet Supplies, 2011 (percent of dog/cat owners)
Table 3-24: Top Websites for Purchasing Pet Products Online, 2011 (percent of dog/cat owners)
Pet Medications Competition Heating Up Online
CHAPTER 4: PET OWNERSHIP TRENDS
Growth in Pet Ownership Slows with Economy
Table 4-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2005 vs. 2010 (percent of U.S. households)
Table 4-2: Change in Pet Market Consumer Base: Number of Dog or Cat Owners, 2005 vs. 2010 (U.S. dog- or cat-owning households)
Table 4-3: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2010 (percent of and number of U.S. households in millions)
Higher-Income Households a Crucial Segment
Table 4-4: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning households)
Figure 4-1: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 1999 vs. 2009 (percent)
Dog and Cat Ownership Rates by Age
Table 4-5: Dog or Cat Ownership Rates by Age Bracket: 2005-2010 (percent of U.S. households)
Trends in Multiple Pet Ownership
34% of Pet Households Keep Multiple Types
Figure 4-2: Ownership of Multiple Types of Pets, 2010 (percent of pet-owning U.S. households)
Table 4-6: Multiple Pet Ownership in the United States, 2006 vs. 2010 (percent of pet-owning households)
61% of Pet Households Keep More Than One Pet
Table 4-7: Ownership of Multiple Pets of a Single Type, 2010 (percent and number of U.S. households who keep pets of a given type)
Bucking Trend, Ownership of Multiple Dogs Is on the Rise
Table 4-8: Ownership of Multiple Pets of a Single Type, 2006 vs. 2010 (percent of U.S. households who keep pets of a given type)
Impact of Boomers and Graying Population
Table 4-9: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (percent of U.S. households)
Table 4-10: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (number of U.S. households in millions)
Table 4-11: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (U.S. households)
Table 4-12: Indexes for Dog or Cat Ownership: By Age Cohort, 2005 vs. 2010 (U.S. households)
Table 4-13: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
Role of Gen Xers and Gen Ys
Households Without Kids vs. Those With Kids
Households Without Kids
Figure 4-3: Dog/Cat Ownership Rates by Household Composition: No-Kids Households vs. Kids Households, 2005-2010 (percent)
Households With Kids
Dog vs. Cat Households
Table 4-14: Dog/Cat Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-15: Share of Total Dog/Cat Owners by Household Composition, 2005-2010 (percent)
Table 4-16: Dog Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-17: Share of Total Dog Owners by Household Composition, 2005-2010 (percent)
Table 4-18: Cat Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-19: Share of Total Cat Owners by Household Composition, 2005-2010 (percent)
Pet Ownership Trends by Minority Group
Table 4-20: Dog and Cat Ownership Trends by Race/Ethnicity, 2005-2010 (percent and number of U.S. dog- or cat-owning households)
Table 4-21: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2005 vs. 2010 (number and percent of U.S. dog- or cat-owning households)
Table 4-22: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
Table 4-23: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
Pet Owner Psychographics
Health and Medical Related Sentiments and Practices
Table 4-24: Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
“Green” Sentiments and Practices
Table 4-25: Selected “Green” Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2009 (percent and index)
Table 4-26: Selected “Green” Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
Media and Marketing Related Sentiments and Practices
Table 4-27: Selected Media & Marketing Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2010 (percent and index)
Table 4-28: Selected Media & Marketing Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
Internet Related Sentiments and Practices
Table 4-29: Selected Internet-Related Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2010 (percent and index)
Table 4-30: Selected Internet-Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
Introduction
Scope of Report
Report Methodology
Market Performance
Recessionary Impact Stronger in 2010
Table 1-1: U.S. Pet Market Retail Sales by Category: 2010-2012 (in billions of dollars and percent change over previous year)
Table 1-2: Percentage Share of U.S. Pet Market Retail Sales by Category: 2005 vs. 2010
Table 1-3: Share of U.S. Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2010 (percent)
Table 1-4: Level of Pet Owner Agreement with Statement: “I am spending less on pet products because of the economy,” February 2010 vs. February 2011 (percent)
Table 1-5: Level of Pet Owner Agreement with Statement: “I am spending less on pet products because of the economy,” Dog Owners vs. Cat Owners, February 2011 (percent)
A Challenging Environment
Table 1-6: Level of Agreement with Statement: “I anticipate spending more on pet products over the next 12 months,” February 2010 vs. February 2010 (percent of U.S. pet owners)
Table 1-7: Level of Pet Owner Agreement with Statement: “I anticipate spending more on pet products over the next 12 months,” Dog Owners vs. Cat Owners, February 2011 (percent)
Figure 1-1: Level of Pet Owner Agreement with Statement: “I think many pet products are becoming too expensive,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Value Focus Prevails
Even Mass Retailers Feel the Cold
Table 1-8: IRI-Tracked Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (in millions of dollars, units and pounds)
Figure 1-2: Household Purchasing of Pet Products by Retail Channel: Supermarkets, Discount Stores, Pet Stores, 2009 vs. 2010 (percent of U.S. households with pets)
Natural Sales Moderate, Temporarily
Table 1-9: Level of Agreement with Statement: “I am spending less on pet products these days because of the economy,” Dog Owners and Cat Owners Overall vs. Natural Dog Food/Supply Purchasers and Natural Cat Food/Supply Purchasers, 2010 (percent of U.S. pet owners)
Table 1-10: Level of Pet Owner Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Table 1-11: Level of Pet Owner Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” Total Pet Owners vs. Dog Owners and Cat Owners, February 2011 (percent)
Table 1-12: U.S. Retail Sales of Natural Pet Products: 2005, 2009 and 2014 (in millions of dollars)
Even Higher-Income Households Tighten Purse Strings
Table 1-13: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Households, 1999-2009 (percent)
Table 1-14: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 1999, 2008, 2009 (percent)
Dog and Cat Treats Beat Recession
Another Bright Spot: Refrigerated and Raw/Frozen Pet Food
Dog and Cat Supplements and Nutraceutical Treats Continue Upward Track
Figure 1-3: 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 1-4: Use of Pet Supplements and Use of Human Supplements: Dog Owners vs. Cat Owners, 2010 (percent)
The Pet Food/Treat/Supplements Nutrition Continuum
Table 1-15: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog Owners vs. Cat Owners , 2010 (percent)
Pet Insurance Continues to Advance
Figure 1-5: North American Pet Insurance Market Revenues: United States, Canada, Total, 2005, 2009, 2014 (in millions of U.S. dollars)
Strong Underpinnings
Human Animal Bond
Pet Aging and Overweight
Table 1-16: Percentage and Number of Overweight and Obese Dogs and Cats, 2010
Premium Demographics
Baby Boomers Adding New Dimensions to Market
Heavy Advertising, New Product Activity, Outside Investment
Market Forecast: 2011-2015
Figure 1-6: Pet Owners Who Were Worse Off Financially Than They Were the Year Before: By Type of Pet, 2008-2010 (U.S. pet-owning households)
Table 1-17: Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. pet-owning households)
Table 1-18: Dog Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. dog-owning households)
Table 1-19: Cat Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. cat-owning households)
Table 1-20: Owners of Pets Other Than Dogs or Cats: Overview by Change in Financial Situation Compared With 12 Months Ago, 2008-2010 (U.S. households owning pets other than dogs or cats)
Table 1-21: Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. pet-owning households)
Table 1-22: Dog Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. dog-owning households)
Table 1-23: Cat Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. cat-owning households)
Table 1-24: Owners of Pets Other Than Dogs or Cats: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2008-2010 (U.S. households owning pets other than dogs or cats)
Table 1-25: Projected U.S. Retail Sales of Pet Products and Services, 2010-2015 (in millions of dollars)
Table 1-26: U.S. Pet Market Compound Annual Growth Rates by Category: 2006-2010 vs. 2011-2015 (percent)
Table 1-27: Percentage Share of U.S. Pet Market Retail Sales by Category: 2010 vs. 2015
A Societal Shift
Illustration 1-1: Electrolux Appliance TV Commercial—”Pet Birthday Party”
Table 1-28: Household Penetration Rates for Selected Pet-Owning Classifications, 2009 vs. 2010 (percent of U.S. households in millions)
The Next Big Thing: The Pet/Human Health Connection
Illustration 1-2: PowerPoint Slide from Packaged Facts’ 2009 Petfood Forum Presentation Emphasizing Pet/Human Health Connection
APPA Launches Human Animal Bond Research Initiative Foundation (HABRI)
Illustration 1-3: APPA President Bob Vetere Announcing HABRI Program at Global Pet Expo 2011 Industry Breakfast
Illustration 1-4: Brochure for Pet Care Trusts’ Pets in Classroom Program (distributed at Global Pet Expo 2011)
Table 1-29: Level of Pet Owner Agreement with Statement: “My pet has a positive impact on my physical health,” Total Pet Owners vs. Dog Owners, Cat Owners, and Other Pet Owners, February 2011 (percent)
Table 1-30: Level of Pet Owner Agreement with Statement: “My pet has a positive impact on my mental health,” Total Pet Owners vs. Dog Owners, Cat Owners, and Other Pet Owners, February 2011 (percent)
CHAPTER 2: MARKETING TRENDS
Competitive Overview
Products and Services
Pet Products Market Structure and Competitive Shifts
M&A Activity Continues During Recession
Del Monte Acquired by Investors
Simmons Acquires Menu Foods
Procter & Gamble Acquires Natura
Nestlé Purina Acquires Waggin’ Train
Wind Point Partners Acquires Doskocil/Petmate
Spectrum Completes Merger with Russell Hobbs
Dad’s Restructures as Ainsworth
Additional M&A
Private Equity Firms Continue to Invest
M&A Activity Expected to Ramp Up Further
Additional Human Company/Brand Cross-Over
Illustration 2-1: Bissell Pet Clean-Up Devices on Display at 2011 Global Pet Expo
Illustration 2-2: Brochure Cover for JLA Pets Simmons Pet Bedding
Pet Services Market Structure and Competitive Shifts
VCA Antech, PetSmart/Banfield and Petco Continue to Advance
Figure 2-1: PetSmart Services Sales by Type and Cumulative Rate of Growth, 2006-2010 (percent and in millions of dollars)
Table 2-1: Number of PetSmart PetsHotels in Operation, 2005-2010
Table 2-2: Combined Revenues of PetSmart and Petco Pet Services, 2001-2010 (in millions of dollars)
The Independent Pet Specialty Services Push
Franchising Altering Pet Services Terrain
Marketing and Service Trends
Product Launches Up for Pet Food, Down for Non-Food Pet Supplies
Table 2-3: Total Number of New Pet Product Introductions: Reports and SKUs, 2001-2010 (percent)
Table 2-4: Number of New Pet Product Introductions by Reports and SKUs: Dog/Cat Food vs. Pet Care, 2001-2010 (percent)
Wellness Is Primary Theme in New Product Introductions
Table 2-5: Top 10 Marketing Claims by Number of New Pet Product Reports: 2008, 2009 and 2010 (number and percentage of all product claims)
Wellness Plus “Human-Style”
Illustration 2-3: Van Ness’s New Line of Pureness Eco-Friendly Pet Dishes
“Vet-Only” Flea/Tick Spot-Ons Cross Over
Bayer Widens Distribution of Advantage and K9 Advantix
Sergeant’s Launches Generic Versions of Frontline in Pet Specialty and Mass Channels
Illustration 2-4: Sergeant’s FiproGuard Plus Flea/Tick Spot-Ons
Illustration 2-5: Sergeant’s PronylOTC Flea/Tick Spot-Ons
Merial/Frontline Not Going OTC?
Information, Anti-Theft Are Key Concerns in Retail Merchandising
Illustration 2-6: Interactive Instructional Pet Specialty Channel Display Unit for Bayer’s Advantage and K9 Advantix (2011 Global Pet Expo)
Veterinarians Not Happy
Pet Supplements Category Attracting Pet Food Top Dogs, Human Brands
Natural Products Continue to Move Mainstream
Speed Bumps
Procter & Gamble and Natura
Grain-Free Pet Foods
Table 2-6: Number of New Grain-Free Pet Food Products: Reports and SKUs, 2007-2010
Limited Ingredient Foods and Treats
Illustration 2-7: Ainsworth Pet Nutrition’s Rachael Ray Nutrish Just 6 Dog Treats
Sustainable Initiatives
Worldwise and Walmart
Social Sustainability
Weight Control
Illustration 2-8: Hill’s Science Diet Weight Loss System Display (2011 Global Pet Expo)
Calorie Statements on Pet Food Labels
Preportioned Servings
Illustration 2-9: Purina Beneful IncrediBites Dry Dog Food for Small Dogs
Product Safety
Food Safety Modernization Act Passed
FDAAA Act in Effect
Product Recalls Ongoing
New EPA Guidelines for Spot-On Flea/Tick Products
Veterinary Trends
Bouncing Back from Recession
Declining Number of Veterinarian Visits
Specialization
Technology
Nutrition
Pain Management
Cancer Drugs
Trends in Non-Medical Pet Services
Multiservice Facilities
Luxury Options
At-Home Services
Pet Sitting
Mobile Grooming
Illustration 2-10: Petco Mobile Grooming Van
Mobile Veterinary Care
Media Trends
Pet Market Advertising Expenditures
Table 2-7: Media Breakout of U.S. Advertising Expenditures on Pet Products, 2004-2009 (percent)
Advertising Themes: Human/Animal Bond Plus Value
Illustration 2-11: PetSmart Email Promo Featuring Up to 25% Savings, and $10 Savings Website Banner Link
Illustration 2-12: TV Spot for Walmart Pet Food Brands
Non-Traditional Media, Promotions
Online Content
Illustration 2-13: Nestlé Purina and AnimalPlanet.com’s “Small & In Charge” Webisode
Mobile Commerce
Friskies Hosts Hollywood-Style Cat Diaries Premiere
Cause-Related Marketing, Public Relations
Illustration 2-14: Purina One Consumer Print Ad featuring One Hope Network Cause
CHAPTER 3: RETAIL CHANNEL TRENDS
Pet Owners Continue to “Shop Around”
Table 3-1: Level of Pet Owner Agreement with Statement: “I shop for pet products at a variety of stores to find the best prices, special offers and sales,” February 2010 vs. February 2011 (percent of pet owners)
Table 3-2: Level of Pet Owner Agreement with Statement: “I shop for pet products at a variety of stores to find the best prices, special offers, and sales”: Dog Owners vs. Cat Owners, February 2011 (percent of pet owners)
Coupon Usage Remains Elevated
Figure 3-1: Percentage Who Use Pet Food Coupons: Dogs vs. Cats, 2006-2010 (percent)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons Shakes Things Up
Household Purchasing Rates of Pet Products by Channel
Table 3-3: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2008-2010 (percent of U.S. households with dogs or cats)
Pet Product Shopping Patterns by Change in Economic Situation
Table 3-4: Pet Product Purchasing Patterns Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2010 (percent of U.S. dog- or cat-owning households)
Table 3-5: Pet Product Purchasing Indexes Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation Compared With 12 Months Ago, 2010 (U.S. dog- or catowning households)
Trends in Channel Loyalty
Table 3-6: Overview of Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2005 vs. 2010 (percent and millions of U.S. dog- or cat-owning households)
Table 3-7: Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2007-2010 (percent of U.S. dogor cat-owning households who shop in specified channel)
Figure 3-2: Percent of Pet Product Customers Who Also Shop in Other Channels: By Major Retail Sector, 2007 vs. 2010 (U.S. dog- or cat-owning households)
Private-Label Impact
Mass Channels Demonstrate Store-Brand Resistance
Table 3-8: IRI-Tracked Private-Label Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (in millions of dollars)
Table 3-9: Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food and Non-Food Category and Segment, 2009 vs. 2010 (percent)
Table 3-10: Level of Pet Owner Agreement with Statement: “I am buying more private-label pet products these days,” February 2011 (percent)
Independents Also Playing the Store-Brand Game
Table 3-11: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2010 (percent)
Private-Label Advances in New Products and Consumer Perception
Table 3-12: Number of U.S. Private-Label Pet Food Product Reports and SKUs: By Category, 2000-2010
Table 3-13: Level of Pet Owner Agreement with Statement: “Private-label pet products are often as good as the national brands,” February 2011 (percent)
Illustration 3-1: Target’s Boots & Barkley Multi-Flavored Dog Biscuits
Natural Supermarket Trends and Opportunities
Sales Trends by Category
Table 3-14: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2009 vs. 2010 (in millions of dollars)
Table 3-15: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2009 vs. 2010 (percent)
Brand Leaders in the Natural Supermarket
Table 3-16: Top 10 Brands and Marketers of Pet Products in the Natural Supermarket Channel, 2009 vs. 2010 (retail sales in millions of dollars)
Pet Promise’s Market Exit Shakes Things Up
PetSmart and Petco Continue to Shape Pet Market Landscape
Table 3-17: PetSmart and Petco Sales and Number of Stores: 2001-2010 (cumulative, in units and millions of dollars)
PetSmart Focuses on Promotions, Exclusive Brands
Illustration 3-2: PetSmart Website Banner for K9 Advantix and Advantage Promotion
Martha Stewart Pet Supplies
Fisher-Price Pet Toys
Illustration 3-3: PetSmart-Exclusive Fisher-Price Pets Xylobone Toy
GNC Pet Supplements
Illustration 3-4: PetSmart’s GNC Dog Supplement Web Page
Advantage and K-9 Advantix Flea and Tick Topicals
Superpremium Foods
Petco Moving Forward with Unleashed by Petco Boutique Store Concept
Independent Pet Store Trends
Moochie & Company Charts Ongoing Expansion
Illustration 3-5: Exterior of Moochie & Company Mall-Based Pet Specialty Shop
Independent Pet Stores Lead in Organic Pet Food
Table 3-18: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2010 (percent of U.S. households with pets)
Pet Specialty Channel Draws: Specialty Brands, Service, Flea/Tick Cross-Overs, and Exclusive Brands
Table 3-19: Level of Pet Owner Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because they carry the specialty brands I like,” February 2011 (percent)
Table 3-20: Level of Pet Owner Agreement with Statement: “I usually shop for pet products in pet superstores or pet stores because of the customer service they provide,” February 2011 (percent)
Walmart Making Big Pet Market Moves
Pet Care Specialists Looking to Expand Grooming Salons in Walmart Stores
Illustration 3-6: Entrance to Pet Care Specialists Grooming Shop from Walmart Parking Lot
Illustration 3-7: View of Pet Care Specialists Grooming Shop from Inside Walmart Store
Walmart Pet Insurance?
Target Also Building Pet Department
Non-Traditional Channels, Internet Going Strong
Table 3-21: Level of Pet Owner Agreement with Statement: “I use the Internet to help find and choose pet products,” February 2011 (percent)
Table 3-22: Level of Pet Owner Agreement with Statement: “I anticipate doing more of my pet product purchasing online over the next 12 months,” February 2011 (percent)
Table 3-23: Online Purchasing as a Percent of Total Purchasing: Pet Food vs. Non-Food Pet Supplies, 2011 (percent of dog/cat owners)
Table 3-24: Top Websites for Purchasing Pet Products Online, 2011 (percent of dog/cat owners)
Pet Medications Competition Heating Up Online
CHAPTER 4: PET OWNERSHIP TRENDS
Growth in Pet Ownership Slows with Economy
Table 4-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2005 vs. 2010 (percent of U.S. households)
Table 4-2: Change in Pet Market Consumer Base: Number of Dog or Cat Owners, 2005 vs. 2010 (U.S. dog- or cat-owning households)
Table 4-3: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2010 (percent of and number of U.S. households in millions)
Higher-Income Households a Crucial Segment
Table 4-4: Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2005 vs. 2010 (U.S. dog- or cat-owning households)
Figure 4-1: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 1999 vs. 2009 (percent)
Dog and Cat Ownership Rates by Age
Table 4-5: Dog or Cat Ownership Rates by Age Bracket: 2005-2010 (percent of U.S. households)
Trends in Multiple Pet Ownership
34% of Pet Households Keep Multiple Types
Figure 4-2: Ownership of Multiple Types of Pets, 2010 (percent of pet-owning U.S. households)
Table 4-6: Multiple Pet Ownership in the United States, 2006 vs. 2010 (percent of pet-owning households)
61% of Pet Households Keep More Than One Pet
Table 4-7: Ownership of Multiple Pets of a Single Type, 2010 (percent and number of U.S. households who keep pets of a given type)
Bucking Trend, Ownership of Multiple Dogs Is on the Rise
Table 4-8: Ownership of Multiple Pets of a Single Type, 2006 vs. 2010 (percent of U.S. households who keep pets of a given type)
Impact of Boomers and Graying Population
Table 4-9: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (percent of U.S. households)
Table 4-10: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (number of U.S. households in millions)
Table 4-11: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (U.S. households)
Table 4-12: Indexes for Dog or Cat Ownership: By Age Cohort, 2005 vs. 2010 (U.S. households)
Table 4-13: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of number and percent)
Role of Gen Xers and Gen Ys
Households Without Kids vs. Those With Kids
Households Without Kids
Figure 4-3: Dog/Cat Ownership Rates by Household Composition: No-Kids Households vs. Kids Households, 2005-2010 (percent)
Households With Kids
Dog vs. Cat Households
Table 4-14: Dog/Cat Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-15: Share of Total Dog/Cat Owners by Household Composition, 2005-2010 (percent)
Table 4-16: Dog Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-17: Share of Total Dog Owners by Household Composition, 2005-2010 (percent)
Table 4-18: Cat Ownership Rates by Household Composition, 2005-2010 (percent)
Table 4-19: Share of Total Cat Owners by Household Composition, 2005-2010 (percent)
Pet Ownership Trends by Minority Group
Table 4-20: Dog and Cat Ownership Trends by Race/Ethnicity, 2005-2010 (percent and number of U.S. dog- or cat-owning households)
Table 4-21: Change in Pet Market Consumer Base: White Non-Hispanics vs. Minorities, 2005 vs. 2010 (number and percent of U.S. dog- or cat-owning households)
Table 4-22: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 (in thousands)
Table 4-23: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2050 (in thousands)
Pet Owner Psychographics
Health and Medical Related Sentiments and Practices
Table 4-24: Selected Health & Medical Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
“Green” Sentiments and Practices
Table 4-25: Selected “Green” Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2009 (percent and index)
Table 4-26: Selected “Green” Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
Media and Marketing Related Sentiments and Practices
Table 4-27: Selected Media & Marketing Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2010 (percent and index)
Table 4-28: Selected Media & Marketing Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
Internet Related Sentiments and Practices
Table 4-29: Selected Internet-Related Psychographics: Adults Overall vs. Pet Owners by Type of Pet, 2010 (percent and index)
Table 4-30: Selected Internet-Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2010 (percent and index)
