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Pet Food in the US
9th Edition

  • Publication Date:March 2011
  • Publisher:Packaged Facts
  • Product Type: Report
  • Pages:396

Pet Food in the US 9th Edition

In the post-recession pet food world, acquisitions and capital investments promise to reshape the U.S. pet food market. During 2010, Procter & Gamble/Iams acquired holistic pet food maker Natura, Nestlé Purina bought fast-growth treats maker Waggin' Train, and Del Monte was snapped up by a group of investors including KKR for the tidy sum of $5.3 billion. As the early 2011 acquisition of Petmate by private equity firm Wind Point Partners makes clear, this keen interest in all things pet is industry-wide, with smaller companies also receiving capital infusions. Breathing additional dynamism into the market are health-related marketing and product development initiatives including a wave of grain-free pet foods, new weight-loss foods and programs from major market forces including Hill's and Purina, and a flood of additional special diet and condition-specific functional foods and treats that takes the notion of pet pampering to a new level.

At the same time, the market continues to face challenges related to consumer cutbacks and retail price wars. Toward the end of the historical 2006-2010 period examined here, the $70K-plus households who have been largely driving the product premiumization trend took a step back, as did some of the consumers buying natural products. As signs of the times, Mars discontinued its Goodlife Recipe line of ""natural light"" pet foods, and Nestlé Purina quietly withdrew its Pet Promise ""stealth brand"" from the natural supermarket channel. In addition, during 2010, the number of new products tagged Upscale halved as marketers and retailers continued to focus on value-related appeals, while the number of private-label entries rose. Looking ahead into 2011, this sort of temperance will remain a smart strategy, since in Packaged Facts' most recent survey of pet owners, conducted in February 2011, almost three-quarters of pet owners agree with the statement ""I think many pet products are becoming too expensive.""

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts' broad cross-category expertise, Pet Food in the U.S., 9th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering products for all type of companion animals, the report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market Overview covering cross-market trends and opportunities through 2015. Among these: impact of recession and economic recovery; recent and expected mergers and acquisitions; private-label inroads; advertising and promotional trends including social media and cause marketing; green initiatives; the multifaceted trend of natural and organic foods (which despite a slowdown continue to outpace the market as a whole); grain-free/non-allergenic foods; ""meat first"" products; weight maintenance and senior foods; customized and preportioned foods; ""whole"" and human-grade ingredients including fruits, vegetables, whole grains, etc.; and novel ingredients such as glucosamine, omega fatty acids, antioxidants and probiotics.

Pegging 2010 U.S. retail sales at $18.4 billion and projecting steady growth through 2015, the report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from SymphonyIRI. It also charts market size and marketer share figures for the natural supermarket channel, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 9th Edition thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on customized cross tabulations of Experian Simmons consumer survey data; exclusive data from Packaged Facts' own quarterly pet owners; and data shared with Packaged Facts by the American Pet Products Association (APPA). Dozens of images of pet food and treat products and consumer and trade ads are included.

  • Chapter 1: Executive Summary
    • Introduction
    • Scope of Report
    • Report Methodology
    • Market Size and Growth
    • U.S. Pet Food Retail Sales, 2006-2015
    • Mass-Market Dollar Sales Flat, Volume Sales Down
    • Dog Food Inches Up to $3.7 Billion
    • Cat Food Stalls at $2.4 Billion
    • Non-Dog/Cat Food Declines to $243 Million
    • Market Share by Retail Channel
    • Competitive Overview
    • Del Monte and P&G Shake It Up
    • Top Five Players Control Four-Fifths of Market
    • Four Companies Dominate Mass-Market Sales
    • Pet Specialty Channel Leaders
    • Natural/Organic Specialists
    • Natural Branching Out
    • Focus on Private Label
    • Marketing and New Product Trends
    • Pet Market Advertising Expenditures
    • Pet Food ""SuperBrands""
    • Advertising Positioned on Human Animal Bond, Health, Flavor
    • Pet Food Launches Peak in 2010
    • New Product Trends
    • The Ingredients Thrust
    • Retail Channel Trends
    • Channel Trends
    • Figure 1-1: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2010 (percent of U.S. households with pets)
    • The Big Two: PetSmart and Petco Continue to Advance
    • Other Top-Ranked Pet Specialty Chains
    • Independent Pet Stores Under Pressure
    • Walmart and Target Bullish on Pet Supplies
    • Online Selling
    • Pet Consumer Trends
    • 61 Million Households Own Pets
    • 61% of Pet Households Keep More Than One Pet
    • 80% Buy Dog Biscuits/Treats
    • Milk-Bone Is Most Widely Used Brand Line
    • Canned Food Is Stronger in Cat Arena
    • Friskies Is Most Widely Used Cat Food Brand Line
  • Chapter 2: Market Overview
    • Introduction
    • The Animal Categories: Dog, Cat, Other
    • Terminology
    • Exclusions
    • Other Marketing Classifications
    • Market Size and Growth
    • U.S. Pet Food Retail Sales, 2006-2010
    • Table 2-1: U.S. Retail Sales of Pet Food: 2006-2010 (in millions of dollars)
    • Mass-Market Dollar Sales Flat, Volume Sales Down
    • Table 2-2: SymphonyIRI-Tracked Dollar and Volume Sales of Pet Food: Overall and by Category and Segment, 2010 vs. 2009 (in millions of dollars)
    • Dog Food Inches Up to $3.7 Billion
    • Cat Food Stalls at $2.4 Billion
    • Non-Dog/Cat Food Declines to $243 Million
    • Dog Food the Strongest Contributor to Mass-Market Growth
    • Back-story: Mass-market Sales Chart Steady Growth
    • Pet Food Sales Trends in Natural Supermarkets
    • Table 2-3a: Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2009 vs. 2010 (in millions of dollars)
    • Table 2-3b: Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Type (Dog Food, Cat Food, Other Pet Food, Treats), 2009 vs. 2010 (percent)
    • Market Composition
    • Premium vs. Regular vs. Value Foods
    • Dog Food vs. Cat Food
    • Table 2-4: Share of U.S. Retail Sales of Pet Food by Price Category: Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food, Cat Food, Total, 2008-2010 (percent)
    • Table 2-5: Share of SymphonyIRI-Tracked Retail Dollar Sales of Pet Food by Category: 2009 vs. 2010 (percent)
    • Dog and Cat Treats on the Ups
    • Pet Food Sales by Form: Dry Tops List
    • Table 2-6: Share of SymphonyIRI-Tracked Sales of Dog and Cat Food by Form: 2009 vs. 2010 (percent)
    • Table 2-7: Share of SymphonyIRI-Tracked Sales of Pet Food by Form: 2009 vs. 2010 (percent)
    • Natural and Organic Pet Food Sales
    • Table 2-8: U.S. Retail Sales of Natural Pet Food: 2005, 2009 and 2014 (in millions of dollars)
    • Independent Pet Store Sales by Animal Type
    • Table 2-9: Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2007-2009 (percent)
    • Food and Treats Share of Sales in Independent Pet Stores by Animal Type
    • Table 2-10: Share of Retail Dollar Sales of Pet Edibles vs. Pet Non-Edible Supplies, by Animal Type in Independent Pet Stores: 2007-2009 (percent)
    • Dog Food Remains Largest Category in Pet Specialty Stores
    • Table 2-11: Share of Pet Specialty Retailer Dollar Sales by Category: 2007-2009 (percent)
    • Market Share by Retail Channel
    • Table 2-12: Share of U.S. Pet Food Sales by Retail Outlet Type: 2010 (percent)
    • Market Outlook
    • Shoppers, Retailers Adapting to ""New Normal""
    • Economic Downturn and Recovery
    • Pet Market Not Immune to Recession
    • Figure 2-1: Level of Agreement with Statement ""I Am Spending Less on Pet Products These Days Because of the Economy,"" 2010 (percent of U.S. pet owners)
    • Table 2-13: Economic Outlook of U.S. Pet Owners: Now vs. Last 12 Months (percent)
    • Table 2-14: SymphonyIRI-Tracked Sales of Pet Products by Food and Non-Food Category, 2010 vs. 2009 (in millions of dollars and pounds)
    • Table 2-15: Economic Outlook of U.S. Pet Owners: Now vs. Next 12 Months (percent)
    • Figure 2-2: Level of Agreement with Statement ""I Anticipate Spending More on Pet Products Over the Next 12 Months,"" 2010 (percent of U.S. pet owners)
    • Human/Animal Bond and ""Functional Pampering""
    • Figure 2-3: ""Consider My Pet(s) Part of the Family,"" 2009 (percent of pet, dog/cat, dog and cat owners)
    • Functional Pet Foods Continue to Advance
    • Table 2-16: Kind of Dog or Cat Food Purchased in the Past 12 Months: 2004, 2006 and 2008 (percent)
    • Table 2-17: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Dog Owners, 2010 (percent)
    • Table 2-18: Use of Special-Purpose Nutritional Formula Pet Food and Treats vs. Pet Supplements: Cat Owners, 2010 (percent)
    • Aging Pet Population
    • Figure 2-4: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
    • Pet Overweight, Obesity
    • Table 2-19: Percentage and Number of Overweight and Obese Dogs and Cats, 2009
    • Sales of Senior, Weight Management, and Special Needs Products Strong Across Multiple Categories
    • Table 2-20: U.S. Retail Sales of Senior, Weight Management, and Special Needs Pet Products: 2004, 2008 and 2013 (in millions of dollars)
    • The Natural Wave
    • Figure 2-5: Level of Agreement with Statements ""If Natural/Organic Pet Products Were More Affordable / More Available Where I Shop, I Would Buy Them More Often,"" 2010 (percent of U.S. pet owners)
    • ""Natural"" Growing as Share of Pet Food Entries
    • Growth in Pet Ownership Slows with Economy
    • Table 2-21: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2005 vs. 2010 (percent of U.S. households)
    • Table 2-22: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2010 (percent of and number of U.S. households in millions)
    • More Pets than People
    • Table 2-23: Number of Pets in the United States by Type: 2000, 2002, 2004, 2006 and 2008 (number in millions and percent)
    • Impact of Boomers and Graying Population
    • Table 2-24: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (percent of U.S. households)
    • Table 2-25: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (number of U.S. households in millions)
    • Table 2-26: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2010 (U.S. households)
    • Table 2-27: Indexes for Dog or Cat Ownership: By Age Cohort, 2005 vs. 2010 (U.S. households)
    • Table 2-28: 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
    • High-Income Demographics
    • Table 2-29: 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 2-6: $70K+ Household Share of U.S. Pet Market Expenditures: By Category, 1999 vs. 2009 (percent)
    • Figure 2-7: $70K+ Household Share of U.S. Pet Food Market Expenditures, 1999-2009 (percent)
    • Internet Trends
    • Table 2-30: Level of Pet Owner Agreement with Statement: ""I Use the Internet to Help Find and Choose Pet Products,"" February 2010 (percent)
    • Table 2-31: Level of Pet Owner Agreement with Statement: ""I Buy Pet Products Online,"" February 2010 (percent)
    • Table 2-32: Selected Internet-Related Psychographics: Adults Overall vs. Dog or Cat Owners, 2010 (percent and index)
    • Product Safety Issue a Dual-Edged Sword
    • Looking Ahead
    • Sales Growth Through 2015
    • Table 2-33: Projected U.S. Retail Sales of Pet Food: 2010-2015 (in millions of dollars)
    • Moderation
    • Table 2-34: 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)
    • Power Segments
    • Value
    • Competitive Overview
    • Del Monte and P&G Shake It Up
    • Del Monte Acquired by Investors
    • Simmons Acquires Menu Foods
    • Procter & Gamble Acquires Natura
    • Nestlé Purina Acquires Waggin' Train
    • Dad's Restructures Under Ainsworth Parent
    • Freshpet Aligns with Tyson
    • Private Equity Firms Continue to Invest
    • Possible Future Acquisitions Targets
    • Top Five Players Control Four-Fifths of Market
    • Table 2-35: Top Five U.S. Marketers of Pet Food: 2006, 2008 and 2010 (percent)
    • Four Companies Dominate Mass-Market Sales
    • Table 2-36: Top Marketers of Pet Food by Share of SymphonyIRI-Tracked Sales: 2009 vs. 2010 (percent)
    • Table 2-37: Leading Marketers of Dog and Cat Food: Share of SymphonyIRI-tracked Sales by Product Type: 2009 vs. 2010 (percent)
    • Pet Specialty Channel Leaders
    • Table 2-38: Pet Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: By Animal Type, 2005-2009 (percent)
    • Natural/Organic Specialists
    • SPINSscan Brand Leaders in Natural Supermarkets
    • Table 2-39: Top 10 Brands and Marketers of Pet Products in the Natural Supermarket Channel, 2009 vs. 2010 (retail sales in millions of dollars)
    • Natural Branching Out
    • Illustration 2-1: Milk-Bone 100% Natural Snacks
    • Marketers Tapping Natural Hit Speed Bumps
    • Veterinary Diet Marketers
    • Channel-Specific Marketing
    • Mars Limits Greenies Distribution
    • Mars Pulls Plug on WholeMeals
    • Raw Pet Food Market Leaders
    • Freshpet/Tyson Building Out Refrigerated Pet Food
    • Illustration 2-2: Trade Ad - Freshpet Food and Refrigerator Case
    • Crossing Pet Market Lines
    • Iams Testing Pure-Play Supplement Waters
    • Illustration 2-3: Advertising for Nestlé Purina's FortiFlora Supplement
    • Purina Licenses Name into Toys, Other Non-Food Categories
    • PurinaCare Pet Insurance
    • Focus on Private Label
    • Table 2-40: SymphonyIRI-Tracked Dollar and Volume Sales of Private-Label Pet Food: 2010 vs. 2009 (in millions of dollars and pounds)
    • Table 2-41: Private-Label Share of SymphonyIRI-Tracked Sales of Pet Food: By Product Category and Segment, 2009 vs. 2010 (percent)
    • Independents Also Playing the Store-Brand Game
    • Table 2-42: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2008 vs. 2010 (percent)
    • Table 2-43: Number of U.S. Private-Label Pet Food Product Introductions and SKUs: By Category, 2000-2010
    • Illustration 2-4: Target's Boots & Barkley Multi-Flavored Dog Biscuits; Wegman's Bruiser Complete Nutrition Dry Dog Food
    • Marketing and New Product Trends
    • Pet Market Advertising Expenditures
    • Pet Food ""SuperBrands""
    • Advertising Positioned on Human Animal Bond, Health, Flavor
    • Cause-Related Marketing, Public Relations
    • Illustration 2-5: Purina One Consumer Print Ad featuring One Hope Network Cause
    • Online Media and Mobile Apps
    • Illustration 2-6: Nestlé Purina and AnimalPlanet.com's ""Small & In Charge"" Webisode
    • Sustainable Initiatives
    • Pet Food Launches Peak in 2010
    • Table 2-44: Number of New Pet Food Product Introductions: 2001-2010
    • New Product Trends
    • Table 2-45: Pet Food Product Selling Points by Package Tag/Marketing Claim: 2008-2010 (number)
    • The Ingredients Thrust
    • Real Meat, No Byproducts or Fillers
    • Illustration 2-7: Consumer Print Ad for Blue Buffalo Pet Food
    • Grain-Free
    • Table 2-46: Number of New Grain-Free Pet Food Products: Reports and SKUs, 2007-2010
    • Whole Fruits and Vegetables
    • Human-Grade
    • USA-Sourced
    • Functional/Special Diet
    • Illustration 2-8: Mars' Pedigree Plus Healthy Immunity Wet Dog Food
    • Weight Control a Growing Focus
    • Preportioned Servings
    • Illustration 2-9: Purina Beneful IncrediBites Dry Dog Food for Small Dogs
    • Custom Foods
    • Table 2-47: The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2010
    • Retail Channel Trends
    • Channel Trends
    • Figure 2-8: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain, 2010 (percent of U.S. households with pets)
    • Table 2-48: Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. households with pets)
    • The Big Two: PetSmart and Petco Continue to Advance
    • Table 2-49: PetSmart and Petco Combined Sales: 2001-2010 (in millions of dollars)
    • Other Top-Ranked Pet Specialty Chains
    • Company Profile: PetSmart, Inc.
    • Table 2-50: PetSmart Sales: 2000-2010 (in millions of dollars)
    • Expansion, Growth Despite Down Economy
    • Table 2-51: Number of PetSmart Stores in Operation, 2000-2010
    • Martha Stewart Line Debuts as PetSmart Exclusive
    • Compelling Products and Services
    • Customer Rewards: Cornerstone of Marketing Efforts
    • Company Profile: Petco Animal Supplies, Inc.
    • Table 2-52: Petco Annual Sales: 2000-2010 (in millions of dollars)
    • Changes and Challenges
    • Table 2-53: Number of Petco Stores in Operation, 2000-2010
    • Petco Tests ""Unleashed"" Concept
    • Focus on Nutrition
    • Marketing and PR
    • Petco Goes Wireless
    • Independent Pet Stores Under Pressure
    • Table 2-54: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011 (percent)
    • Table 2-55: Pet Specialty Retailer Average Gross Dollar Volume: 2001-2009 (in dollars)
    • Increasing Competition from Mass, Pet Superstores
    • Survival of the Industry
    • Walmart Bullish on Pet Supplies
    • Target Also Building Pet Department
    • Supermarkets in the Middle
    • Online Selling
    • Pet Consumer Trends
    • Methodology
    • 61 Million Households Own Pets
    • Table 2-56: Pet Ownership in the United States, 2010 (percent and number of U.S. households)
    • Dual Ownership of Dogs and Cats Trends Downward
    • Table 2-57: Dog and Cat Ownership in the United States: 2006, 2008 and 2010 (percent and number of U.S. households)
    • 34% of Pet Households Keep Multiple Types
    • Figure 2-9: Ownership of Multiple Types of Pets, 2010 (percent of pet-owning U.S. households)
    • Across-the-Board Dip in Ownership of Multiple Types of Pets
    • Table 2-58: Multiple Pet Ownership in the United States, 2006 vs. 2010 (percent of pet-owning households)
    • 61% of Pet Households Keep More Than One Pet
    • Bucking Trend, Ownership of Multiple Dogs Is on the Rise
    • Table 2-59: Ownership of Multiple Pets of a Single Type, 2010 (percent and number of U.S. households who keep pets of a given type)
    • Table 2-60: Ownership of Multiple Pets of a Single Type, 2006 vs. 2010 (percent of U.S. households who keep pets of a given type)
    • Pet Specialty Climbs to Top by Overall Channel Usage Rates
    • Table 2-61: Household Purchasing of Pet Products by Retail Channel: Total Purchasers and Sole Purchasers, 2006 vs. 2010 (percent of U.S. households with pets)
    • Organic Pet Food and Channel Choices
    • Table 2-62: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2010 (percent of U.S. households with pets)
    • The Pet Food Coupon Clipper
    • Table 2-63: Coupon Usage Rates by Type Among Pet Owners, 2010 (percent and index among U.S. pet-owning households)
  • Chapter 3: Dog Food
    • Introduction
    • Five Product Segments
    • Market Size and Growth
    • Total Dog Food Retail Sales, 2005-2015
    • Table 3-1: U.S. Retail Sales of Dog Food: 2006-2015 (in millions of dollars)
    • SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food
    • Table 3-2: SymphonyIRI-Tracked Dollar and Volume Sales of Dog Food by Category: 2010 vs. 2009 (in millions of dollars and pounds)
    • Table 3-3: Share of SymphonyIRI-Tracked Sales of Dog Food by Segment: 2010 (percent)
    • Table 3-4: SymphonyIRI-Tracked Sales of Dog Food: 2006-2010 Compound Annual Growth Rates by Segment (percent)
    • Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds
    • Table 3-5: Kind of Dog Food Purchased in the Past 12 Months: 2004, 2006 and 2008 (percent)
    • Table 3-6: Use of Specially Formulated Dog Food: 2004, 2006 and 2008 (percent)
    • Marketer and Brand Shares
    • Methodology
    • Acquisitions, Other Deals Affecting Competition in 2011
    • Nestlé Purina Dominates Dog Food Category
    • Table 3-7: Top Dog Food Marketers by Share of SymphonyIRI-Tracked Sales of Dog Food and Total Pet Food, 2009-2010 (percent)
    • Three of Five Top Dog Food Marketers Rely Most on Dry Form
    • Table 3-8: Share of Top Dog Food Marketers' SymphonyIRITracked Sales by Product Form, 2009-2010 (percent)
    • Nestlé Purina Leads Dry Dog Food Segment
    • Mars Moves Greenies to Specialty Circuit
    • Mars Maintains Pinnacle Position in Wet Dog Food
    • Semi-Moist Segment Dominated by Nestlé
    • Freshpet Turns up Heat in Frozen/Refrigerated Dog Food
    • Top Dog Food Products
    • Pet Specialty Channel Marketer/Brand Dog Food Leaders
    • Table 3-9: Marketers and Brands of Dry Dog Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 3-10: Marketer and Brands of Dog Biscuits/Treats by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 3-11: Marketer and Brands of Wet Dog Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 3-12: Marketer and Brands of Semi-Moist Dog Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 3-13: Marketer and Brands of Frozen/Refrigerated Dog Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 3-14: Top Dog Food Products by Dollar Gain in SymphonyIRI-Tracked Sales: 2009 vs. 2010 (in millions of dollars)
    • Table 3-15: Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2005-2009 (percent)
    • Marketing and New Product Trends
    • Dog Food Advertising Expenditures
    • Meaningful Marketing in the Dog Food Sphere
    • Social Media Do-Gooding
    • Dog Food Introductions Continue Upward
    • Table 3-16: Number of New Dog Food Introductions, 2002-2010
    • Natural, Functional and Special Diet Foods
    • Table 3-17: Dog Food Product Introductions: Top 25 Selling Points by Package Tags/Marketing Claims, 2008-2010 (number)
    • Spotlight on Ingredients
    • Meat First
    • Illustration 3-1: Nestlé Purina Consumer Print Ad for Purina One SmartBlend
    • Fruits & Veggies
    • Limited Ingredients
    • Illustration 3-2: Ainsworth Pet Nutrition's Rachael Ray Nutrish Just 6 Dog Treats
    • Human Grade
    • Gourmet
    • Illustration 3-3: Nestlé Purina's Chef Michael's Canine Creations
    • Grain-Free Foods and Treats
    • Ancestral Diets
    • Natural Branches Out
    • Organic
    • Holistic
    • Illustration 3-4: Eagle Pet Products' Holistic Select Dog Food
    • Natural Plus Gourmet
    • Functional and Special Diet Foods and Treats
    • Senior Support
    • Illustration 3-5: Mars/Nutro-Greenies JointCare Treats with Green-Lipped Mussel
    • Healthy Weight
    • Illustration 3-6: Hills' Science Diet Weight Loss System for Dogs
    • Illustration 3-7: PetAg-Dog Slim Weight Maintenance Treats
    • Probiotics, Probiotics and Healthy Digestion
    • Size- and Breed-Specific Products
    • Illustration 3-8: Mars' Cesar Canine Cuisine Treats for Dogs
    • Seasonal Pet Food
    • Customized Food
    • Illustration 3-9: SmartPak's Proportions Canine Nutritional Meals
    • Raw/Frozen Foods Focus on Convenience
    • ""People Food""
    • Treats Trends
    • Illustration 3-10: VetScience LLC's Fruitables Dog Treats
    • Nutraceutical Treats
    • Oral Care Treats
    • Frozen Treats Getting Functional
    • Fortified Dog Water/Beverages
    • Baked Treats
    • Illustration 3-11: Three Dog Bakery's Bake to Nature Dog Treats
    • Grain-Free Treats
    • Examples of Dog Food Advertising
    • Illustration 3-12: Pedigree+ Consumer Print Ads
    • Emphasis: Immunity/Joint Health
    • Illustration 3-13: Pedigree Trade Print Ad and TV Commercial
    • Emphasis: Dental Health
    • Illustration 3-14: Blue Buffalo Consumer Print Ad
    • Emphasis: Value/Nutrient Comparison/Health
    • Illustration 3-15: Royal Canin Puppy Food - Consumer Print Ad
    • Emphasis: Lifestage-and-Size-Specific
    • Illustration 3-16: Hill's Trade Print Ad
    • Emphasis: Nutrition as Medicine
    • Illustration 3-17: Hill's Trade Print Ad
    • Emphasis: Weight Reduction
    • Illustration 3-18: Eukanuba Consumer Print Ad
    • Emphasis: Company Heritage
    • Illustration 3-19: Sergeant's Trade Print Ad
    • Emphasis: Variety/Social Media Incentive
    • Dog Ownership Trends and Demographics
    • Methodology
    • 41 Million Households Keep Pet Dogs
    • Multiple Dog Ownership on the Rise
    • Figure 3-1: Dog Ownership in the United States, 2010 (percent of U.S. households)
    • Table 3-18: Dog Ownership in the United States: 2006, 2008 and 2010 (percent and number of U.S. Households)
    • Dog Household Demographics
    • Table 3-19: Demographics for Keeping Pet Dogs, 2010 (percent, number and index among U.S. households)
    • Dogs and the City
    • Figure 3-2: Top 25 Metro Area Share of Total U.S. Households vs. Total Dog-Owning Households, Fall 2007 through Summer 2010 (percent)
    • Boomers, Seniors Are Keeping Pet Dogs at Higher Rates
    • Table 3-20: Dog Ownership Rates by Age 40+ Brackets: 2003 vs. 2010 (percent of U.S. households)
    • Keepers of the Pack: Multiple-Dog Demographics
    • Table 3-21: Demographic Overview for Selected Dog-Owning Classifications, 2010 (percent and index of U.S. households)
    • Retail Purchasing Patterns
    • ""Other"" Channels Grab Substantial Share Gains
    • Table 3-22: Dog Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. dog-owning households)
    • Demographic Patterns by Retail Channel
    • Table 3-23: Pet Product Shopping Rates Among Dog Owners by Retail Channel, 2010 (percent of U.S. dog-owning households)
    • Table 3-24: Pet Product Shopping Indexes Among Dog Owners by Retail Channel, 2010 (indexes for U.S. dogowning households)
    • Dog Food Purchasing Trends
    • 80% Buy Dog Biscuits/Treats
    • Figure 3-3: Dog Food Purchasing Rates by Type, 2005 vs. 2010 (percent of U.S. dog-owing households)
    • Table 3-25: Dog Food Cross-Purchasing Rates by Type, 2010 (percent of U.S. dog-owning households)
    • Minority, Lower Income Skews for Canned/Wet Dog Foods
    • Lifestage Dry/Canned Food Formulations Slip in Usage
    • Table 3-26: Demographic Overview of Dog Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2010 (percent of U.S. dog-owning households)
    • Table 3-27: Dog Food Purchasing Patterns by Type, 2005 vs. 2010 (percent of U.S. dog-owing households)
    • Single- vs. Multiple-Pet Patterns by Dog Food Type
    • Table 3-28: Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog Owners, 2010 (percent and index)
    • Milk-Bone Is Most Widely Used Brand Line
    • Figure 3-4: Top Dog Food/Treat Brand Lines by Overall Usage Rates, 2010 (percent of U.S. dog-owing households)
    • Indulgent Treats Skew to Single-Dog Owners
    • Table 3-29: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single vs. Multiple Dog Owners, 2010 (percent and index)
    • Independent Pet Stores Are Partial Exception to Cross-Channel Shopping Patterns
    • Table 3-30: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By Retail Channel Shopped, 2010 (percent)
  • Chapter 4: Cat Food
    • Introduction
    • Market Size and Composition
    • Total Cat Food Retail Sales, 2005-2015
    • Table 4-1: U.S. Retail Sales of Cat Food: 2006-2015 (in millions of dollars)
    • SymphonyIRI-Tracked Dollar and Volume Sales
    • Table 4-2: SymphonyIRI -Tracked Dollar and Volume Sales of Cat Food: 2010 vs. 2009 (in millions of dollars and pounds)
    • Table 4-3: Share of SymphonyIRI-Tracked Sales of Cat Food by Segment: 2010 (percent)
    • Table 4-4: SymphonyIRI-Tracked Sales of Cat Food: 2006-2010 Compound Annual Growth Rates by Segment (percent)
    • Fortified, Premium, Indoor and Hairball Are Most Commonly Purchased Types
    • Table 4-5: Kind of Cat Food Purchased in Past 12 Months: 2004, 2006 and 2008 (percent)
    • Table 4-6: Use of Specially Formulated Cat Food: 2004, 2006 and 2008 (percent)
    • Marketer and Brand Shares
    • Methodology
    • Acquisitions, Other Deals Affecting Competition in 2011
    • Nestlé Purina No. 1 in Cat Food Category
    • Table 4-7: Top Cat Food Marketers by Share of SymphonyIRITracked Sales of Cat Food and Total Pet Food, 2009-2010 (percent)
    • Iams the Most Heavily Leveraged in Dry Cat Food
    • Table 4-8: Share of Top Cat Food Marketers' SymphonyIRITracked Sales by Product Form, 2009-2010 (percent)
    • Nestlé Purina Has Lion's Share of Dry Cat Food
    • Nestlé Purina Remains on Top in Wet Cat Food
    • Mars on Top in Cat Treats
    • Freshpet Births Refrigerated Cat Food Segment
    • Semi-moist Cat Food = Private Label
    • Top Cat Food Products
    • Pet Specialty Channel Marketer/Brand Cat Food Leaders
    • Table 4-9: Marketers and Brands of Dry Cat Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 4-10
    • Marketers and Brands of Wet Cat Food by SymphonyIRITracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 4-11: Marketers and Brands of Cat Treats by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 4-12: Marketers and Brands of Frozen/Refrigerated Cat Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 4-13: Top Cat Food Products by Dollar Gain in SymphonyIRI-Tracked Sales: 2009 vs. 2010 (in millions of dollars)
    • Table 4-14: Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2005-2009
    • Marketing and New Product Trends
    • Cat Food Advertising Expenditures
    • Creative Tactics in Cat Food Promotion
    • Cat Food New Product Introductions Seesaw
    • Table 4-15: Number of New Cat Food Introductions, 2002-2010
    • Natural on Top
    • Table 4-16: New Cat Food Product Introductions: Top 25 Selling Points by Package Tags/Marketing Claims, 2008-2010 (number)
    • Illustration 4-1: Nestlé Purina's Healthful Life Dry Cat Food
    • Grain-Free/Allergy Free
    • Illustration 4-2: Natural Balance's Alpha Grain-Free Cat Food
    • Functional and Special Diet Products
    • Illustration 4-3: Iams' ProActive Health Dry Cat Food with PreBiotics
    • Indoor and Hairball Formulas
    • Illustration 4-4: Nestlé Purina's 9 Lives Indoor Complete
    • Nulo Cat Food Comes with Weight-Loss Plan
    • Illustration 4-5: Nulo's SimplyFit Dry Cat Food; Dogswell's Catswell Shape Up Treats
    • Digestive/Immune System
    • Healthy Skin and Coat
    • Kitten Formulas
    • Gourmet-Style, Variety Still Key Appeals
    • Illustration 4-6: Nestlé Purina's Fancy Feast Appetizers for Cats
    • Packaging Perks
    • Illustration 4-7: Robbie Dawg's Organic Baked Kitty Treats
    • Treats
    • Natural
    • Illustration 4-8: Castor & Pollux's Organix Cat Treats
    • Functional
    • Illustration 4-9: Breeder's Choice Active Care Healthy Joint Treats
    • Indulgence and Fun
    • Illustration 4-10: Nestlé Purina's Friskies Party Mix Cat Treats - Cheezy Craze Crunch
    • Examples of Cat Food Advertising
    • Illustration 4-11: Iams Premium Protection Consumer Print Ad
    • Emphasis: Nutritional Health / Developed by Veterinarians
    • Illustration 4-12: Nestlé Purina Friskies TV Spot
    • Emphasis: Taste Adventure
    • Illustration 4-13: Hill's Trade Print Ad and Web ""Product Selector""
    • Emphasis: Flavor/Humanization
    • Illustration 4-14: Whiskas TV Spot
    • Emphasis: Animal-Human Bond/Lifestyle
    • Illustration 4-15: PetAg Trade Print Ad
    • Emphasis: Functional/Age-Specific
    • Illustration 4-16: American Foods Group Trade Print Ad
    • Emphasis: Human-Grade Ingredients
    • Cat Ownership Trends and Demographics
    • Methodology
    • 28 Million Households Keep Pet Cats
    • Multiple Cat Household Numbers Edge Downward
    • Figure 4-1: Cat Ownership in the United States, 2010 (percent and number of U.S. households)
    • Table 4-17: Cat Ownership in the United States: 2006, 2008 and 2010 (percent and number of U.S. Households)
    • Age Profile of Cat Owners Gets Older
    • Patterns by Number of Cats Owned
    • Table 4-18: Demographics for Keeping Pet Cats, 2010 (percent, number and index among U.S. households)
    • Demographics for Keeping Pet Cats, 2010 (percent, number and index among U.S. households)
    • Demographics for Keeping Pet Cats, 2010 (percent, number and index among U.S. households)
    • Table 4-19: Demographic Overview by Number of Cats Owned, 2010 (percent and index of U.S. households)
    • Retail Purchasing Patterns
    • 53% of Cat Owners Shop Supermarkets for Pet Products
    • Table 4-20: Cat Owner Shopping for Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2008-2010 (percent of U.S. cat-owning households)
    • Demographic Patterns by Retail Channel
    • Table 4-21: Pet Product Shopping Rates Among Cat Owners by Retail Channel, 2010 (percent of U.S. cat-owning households)
    • Table 4-22: Pet Product Shopping Indexes Among Cat Owners by Retail Channel, 2010 (indexes for U.S. catowning households)
    • Cat Food Purchasing Patterns
    • Canned Food Is Stronger in Cat Arena
    • Figure 4-2: Cat Food Purchasing Rates by Type, 2005 vs. 2010 (percent of U.S. cat-owing households)
    • Table 4-23: Cat Food Cross-Purchasing Rates by Type, 2010 (percent of U.S. cat-owning households)
    • Demographics by Type of Cat Food
    • Table 4-24: Demographic Overview of Cat Food Purchasing by Type: Dry, Canned/Wet, and Treats/Snacks, 2010 (percent and index of U.S. cat-owning households)
    • Uptick in Canned Cat Food Positioning
    • Table 4-25: Cat Food Purchasing Patterns by Type: 2005 vs. 2010 (percent of U.S. cat-owing households)
    • Multiple Cat, Independent Store Skews to Canned/Wet Food
    • Table 4-26: Cat Food Purchasing Patterns by Type: Single vs. Multiple Cat Owners, 2010 (percent and index)
    • Table 4-27: Cat Food Purchasing Rates by Type: By Retail Channels Shopped, 2010 (percent of U.S. cat-owning households)
    • Friskies Is Most Widely Used Brand Line
    • Figure 4-3: Top Cat Food/Treat Brand Lines by Overall Usage Rates, 2010 (percent of U.S. cat-owing households)
    • Highest Skews Are for Multiple-Cat Fanciers
    • Table 4-28: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: Single vs. Multiple Cat Owners, 2010 (percent and index)
    • Table 4-29: Purchasing Patterns for Leading Cat Food/Treat Brand Lines: By Retail Channel Shopped, 2010 (percent)
  • Chapter 5: Other (Non-Dog/Cat) Pet Food
    • Introduction
    • Category Scope
    • Market Size and Growth
    • Other Pet Food Sales, 2006-2010
    • Table 5-1: U.S. Retail Sales of Other Pet Food: 2006-2015 (in millions of dollars)
    • Figure 5-1: Share of Sales of Other Pet Food by Animal Type: 2008 vs. 2010 (percent)
    • 2010 SymphonyIRI-Tracked Dollar and Unit Sales
    • Table 5-2: SymphonyIRI-Tracked Dollar and Unit Sales of Other Pet Food: 2010 vs. 2009 (in millions of dollars and units)
    • Historical Growth
    • Independent Pet Stores: Share of Sales by Animal Type
    • Table 5-3: Share of Independent Pet Store Sales by Animal Type: 2007-2009 (percent)
    • Fish Products: Share of Sales by Category
    • Bird Products: Share of Sales by Category
    • Table 5-4: Share of Independent Pet Store Sales of Fish Products by Category: 2007-2009 (percent)
    • Table 5-5: Share of Independent Pet Store Sales of Bird Products by Category: 2007-2009 (percent)
    • Herptile Products: Share of Sales by Category
    • Table 5-6: Share of Independent Pet Store Sales of Herptile Products by Category: 2007-2010 (percent)
    • Small Mammal Products: Share of Sales by Category
    • Table 5-7: Share of Independent Pet Store Sales of Small Mammal Products by Category: 2007-2010 (percent)
    • Share of Other Pet Food Sales by Retail Channel
    • Figure 5-2: Share of U.S. Other Pet Food Sales by Retail Outlet Type: 2010 (percent)
    • Competitive Trends
    • Marketer Overview
    • Central Garden & Pet on Top in SymphonyIRI-Tracked Outlets
    • Table 5-8: Marketers and Brands of Other Pet Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Central Garden & Pet Posts Biggest Dollar Gains
    • Table 5-9: Top Ten Other Pet Food Products by Dollar Gain in SymphonyIRI-Tracked Sales: 2009 vs. 2010 (in millions of dollars)
    • Tetra and Wardley Control Fish/Herptile Segment
    • Leading Pet Specialty Channel Brands
    • Table 5-10: Marketers and Brands of Fish/Herptile Food by SymphonyIRI-Tracked Sales and Market Share: 2009 vs. 2010 (in millions of dollars and percent)
    • Table 5-11: Other Pet Food Brand Leaders in Pet Specialty Stores: 2007, 2008 and 2009 (percent)
    • Marketing and New Product Trends
    • Overriding Trends
    • New Product Thrusts
    • Trends in Bird Food
    • Humanization
    • Bird Treats
    • Species-Specific
    • Trends in Small Animal Food
    • Species-Specific
    • Gourmet
    • Ingredient Sourcing
    • Trends in Fish Food
    • Functional Foods
    • Frozen and Eco-System-Specific
    • Species Specific
    • Trends in Herptile Food
    • Species-Specific
    • Live Food Innovations
    • Gourmet
    • Table 5-12: Bird, Small Animal, Fish and Herptile Food: Selected New Product Introductions, January 2009 - January 2011
    • Examples of Other Pet Food Advertising
    • Illustration 5-1: Wardley Trade Ad
    • Emphasis: Dual Benefit
    • Illustration 5-2: Timberline Trade Print Ad
    • Emphasis: Lifestyle
    • Illustration 5-3: Hikari Trade Print Ad
    • Emphasis: Differentiation
    • Illustration 5-4: Kaytee Trade Print Ad
    • Emphasis: Nutritional Precision
    • Illustration 5-5: TetraPond Trade Print Ad
    • Emphasis: Premiumization/Lifestyle
    • Illustration 5-6: Oxbow Animal Health Trade Print Ad
    • Emphasis: Human-Animal Bond/Organic Ingredients
    • Illustration 5-7: Kaytee Trade Print Ad
    • Emphasis: Natural Ingredients / Eco-friendly Packaging
    • Illustration 5-8: Wild Delight Trade Print Ads
    • Emphasis: Gender/Charitable Tie-in
    • Consumer Focus: Ownership of Pets Other than Dogs or Cats
    • Methodology
    • 15 Million Households Own ""Other"" Pets
    • Table 5-13: Pet Ownership in the United States: Pets Other than Dogs or Cats, 2010 (percent and number of U.S. Households)
    • Table 5-14: Pet Ownership in the United States: Pets Other than Dogs or Cats, 2006, 2008, and 2010 (percent and number of U.S. Households)
    • Kids and ""Other"" Pets
    • Figure 5-3: Selected Indexes for Keeping Pet Dogs or Cats vs. Other Animals, 2010 (U.S. households)
    • Demographics for Keeping Pet Fish
    • Demographics for Keeping Pet Birds
    • Demographics for Keeping Pet Reptiles
    • Demographics for Keeping Pet Rabbits or Hamsters
    • Table 5-15: Demographics for Keeping Pets Other Than Dogs or Cats, 2010 (percent, number and index among U.S. households)
    • Table 5-16: Demographics for Keeping Pet Fish, 2010 (percent, number and index among U.S. households)
    • Table 5-17: Demographics for Keeping Pet Birds, 2010 (percent, number and index among U.S. households)
    • Table 5-18: Demographics for Keeping Pet Reptiles, 2010 (percent, number and index among U.S. households)
    • Table 5-19: Demographics for Keeping Pet Rabbits and Hamsters, 2010 (percent, number and index among U.S. households)
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