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Pet Food and Supplies - US - July 2009

The pet food and supplies category continues to grow in spite of the recession thanks to a gradual increase in pet dog and cat populations and an ever more pervasive view of pets as members of the family. Premium priced pet foods promising healthy natural ingredients and indulgent dining experiences are performing well. But, as many pet owners will spare no expense to pamper their pets, others have no choice but to economize. The recession is creating a market for a more practical approach to pet care.

This report provides an in-depth analysis of the pet food and supplies markets and guidance for marketers and retailers looking to grow sales and share in a large and diverse market. It explores:

  • Demographic factors impacting the pet food market, especially the presence of children in the household, and the growing importance of Hispanic households
  • Major trends in new product development and examples of innovation
  • Key themes in category advertising and marketing

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                • Executive Summary

                  • Market at a glance
                    • Pet market resilient to the recession, but value emphasis on the rise
                      • Private label making gains in larger segments
                        • Pet spending holds up against other expenditures, up to a point
                          • Big CPGs dominate FDM, but smaller companies thrive in other channels
                            • Dog food grows on nature and science
                              • Continued growth in supplies reflects pets’ status in the household
                                • Cat food sales growing slowly on indulgence and natural ingredients
                                  • Many retail channels compete
                                    • Pet population on the rise, for now
                                      • Pets follow kids
                                        • New product activity heaviest in snacks and treats
                                          • Pet wellness a pervasive theme in new products
                                            • Ad spending remains heavy
                                              • Pets found in a majority of households
                                                • Use of dry dog food is universal, canned declining post-recall
                                                  • Dry cat food is dominant, but canned holds steady
                                                    • Purchase of most pet products and services holding steady
                                                      • Pet insurance on the rise
                                                      • Insights and Opportunities

                                                        • Kids and pets
                                                          • Hispanics pet market poised for growth
                                                            • Practical pet care
                                                            • Inspire Insights

                                                                • With this Flea Collar, I Wed Thee...
                                                                  • What's it about?
                                                                    • What we've seen
                                                                      • Implications: Pets taking yet another step into their family role
                                                                        • Doggy decadence thrives in downturn
                                                                          • What's it about?
                                                                            • What we've seen
                                                                              • Implications: Indulgence for pets is a real market
                                                                                • Take the Dog Out...for a Spa
                                                                                  • What's it about?
                                                                                    • What we've seen
                                                                                      • Implications: Practical vs. frivolous indulgence
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Pet market resilient to the recession, but value emphasis on the rise
                                                                                              • Figure 1: Total U.S. retail sales of pet food and supplies, at current prices, 2004-14
                                                                                              • Figure 2: Total U.S. retail sales of pet food and supplies, at inflation-adjusted prices, 2004-14
                                                                                            • Walmart sales
                                                                                            • Competitive Context

                                                                                              • Big CPGs dominate FDM, but smaller companies thrive in other channels
                                                                                                • Private label making gains in larger segments
                                                                                                  • Figure 3: FDMx private label share in select pet food and supply sub-segments, 2008-09
                                                                                                • Pet spending holds up against other expenditures, up to a point
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Four distinct segments related only indirectly
                                                                                                        • Figure 4: U.S. sales and forecast of pet food and supplies, by segment, at current prices, 2004-14
                                                                                                        • Figure 5: Sales of pet food and supplies, by segment, 2007 and 2009
                                                                                                    • Segment Performance—Dog Food

                                                                                                      • Key points
                                                                                                        • Dog food grows on nature and science
                                                                                                          • Figure 6: U.S. sales and forecast of dog food, 2004-14
                                                                                                          • Figure 7: Dog food sales in FDMx, share by form, 2006-08
                                                                                                      • Segment Performance—Pet Supplies

                                                                                                        • Key points
                                                                                                          • Continued growth in supplies reflects pets’ status in the household
                                                                                                            • Figure 8: U.S. sales and forecast of pet supplies, 2004-14
                                                                                                        • Segment Performance—Cat Food

                                                                                                          • Key points
                                                                                                            • Cat food sales growing slowly on indulgence and natural ingredients
                                                                                                              • Figure 9: U.S. sales and forecast of cat food, 2004-14
                                                                                                              • Figure 10: Cat food sales in FDMx, share by form, 2006-08
                                                                                                          • Segment Performance—Other Pet Food (non-dog/cat)

                                                                                                            • Key points
                                                                                                              • Sales of food for pets other than dogs and cats hold steady
                                                                                                                • Figure 11: U.S. sales and forecast of other pet food (non-dog/cat), 2004-14
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Pets a path to shopper loyalty
                                                                                                                  • Figure 12: U.S. sales of pet food and supplies, by retail channel, 2007 and 2009
                                                                                                              • Retail Channels—Supermarkets

                                                                                                                • Key points
                                                                                                                  • Supermarkets make efforts to regain lost pet share
                                                                                                                      • Figure 13: U.S. sales of pet food and supplies at supermarkets, 2003-09
                                                                                                                  • Retail Channels—Mass Merchandisers and Others

                                                                                                                    • Key points
                                                                                                                      • Many channels compete
                                                                                                                        • Mass merchants offer and value
                                                                                                                          • Pet specialty stores
                                                                                                                            • Figure 14: U.S. sales of pet food and supplies at other channels, 2004-09
                                                                                                                        • The Natural Channel

                                                                                                                          • Sales of pet food and supplies in the natural channel.
                                                                                                                            • Figure 15: Natural product supermarket retail sales of pet food and supplies, at current prices, three years ending May 16*, 2009
                                                                                                                            • Figure 16: Natural product supermarket retail sales of pet food and supplies, at inflation-adjusted prices, three years ending May 16, 2009*
                                                                                                                          • Implications
                                                                                                                            • Natural channel sales by segment
                                                                                                                              • Figure 17: Natural product supermarket retail sales of pet food and supplies* by segment, 2007-09
                                                                                                                            • Manufacturer and brand sales
                                                                                                                              • Figure 18: Manufacturer brand natural supermarket sales of pet food and supplies*, 2007 and 2009
                                                                                                                            • Natural channel sales of Pet Food by organic
                                                                                                                              • Figure 19: Natural product supermarket retail sales of pet food, by organic*/non-organic, 2007 and 2009
                                                                                                                          • Market Drivers

                                                                                                                            • Pet population on the rise, for now
                                                                                                                              • Figure 20: U.S. pet population, 2005-09
                                                                                                                            • Pets follow kids…
                                                                                                                              • Figure 21: Types of pets in the household, by presence of children, April 2009
                                                                                                                            • …but households with kids are not increasing
                                                                                                                              • Figure 22: Households, by presence of children, 1998-2008
                                                                                                                            • Population growth among Hispanic children to outpace other groups
                                                                                                                              • Figure 23: Population projections for children under age 18, by race and Hispanic origin, 2004, 2009, 2014
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Nestlé extends its lead with multi-brand strategy
                                                                                                                                  • Figure 24: FDMx sales of leading pet food and supplies companies, 2008 and 2009
                                                                                                                              • Select Brand Analysis—Dog Food

                                                                                                                                • Key points
                                                                                                                                  • Leading brands follow different paths to superior nutrition
                                                                                                                                    • Nature
                                                                                                                                      • Science
                                                                                                                                        • Figure 25: Manufacturer and brand FDMx sales of dog food, 2008 and 2009
                                                                                                                                      • Types and brands of canned dog food used
                                                                                                                                        • Figure 26: Types of canned dog food used, by household, October 2007-December 2008
                                                                                                                                        • Figure 27: Brands of canned dog food used, by household, October 2007-December 2008
                                                                                                                                      • Types and brands of packaged dry dog food used
                                                                                                                                        • Figure 28: Types of dry dog food used, by household, October 2007-December 2008
                                                                                                                                        • Figure 29: Brands of dry dog food used, by household, October 2007-December 2008
                                                                                                                                      • Dog biscuits/treats
                                                                                                                                        • Figure 30: Brands of dog biscuits/treats used, by household, October 2007-December 2008
                                                                                                                                    • Select Brand Analysis—Pet Supplies

                                                                                                                                      • Key points
                                                                                                                                        • Growth in segment comes from smaller pet care companies
                                                                                                                                          • Nestlé Purina sees opportunity in fragmented pet gear sub-segment
                                                                                                                                            • Figure 31: Manufacturer and brand FDMx sales of pet supplies, 2008 and 2009
                                                                                                                                          • Types and brands of cat filler/litter used
                                                                                                                                            • Figure 32: Types of cat box filler/litter used, by household, October 2007-December 2008
                                                                                                                                            • Figure 33: Brands of cat box filler/litter used, by household, October 2007-December 2008
                                                                                                                                          • Brands of flea and tick care products used
                                                                                                                                            • Figure 34: Brands of flea and tick care products used, by household, October 2007-December 2008
                                                                                                                                        • Select Brand Analysis—Cat Food

                                                                                                                                          • Key points
                                                                                                                                            • Share movement reveals trends in cat food
                                                                                                                                              • Indulgence
                                                                                                                                                • Health and wellness
                                                                                                                                                  • Price-Value
                                                                                                                                                    • Figure 35: Manufacturer and brand FDMx sales of cat food, 2008 and 2009
                                                                                                                                                  • Types and brands of canned cat food used
                                                                                                                                                    • Figure 36: Types of canned cat food used, by household, October 2007-December 2008
                                                                                                                                                    • Figure 37: Brands of canned cat food used, by household, October 2007-December 2008
                                                                                                                                                  • Types and brands of dry cat food used
                                                                                                                                                    • Figure 38: Types of dry cat food used, by household, October 2007-December 2008
                                                                                                                                                    • Figure 39: Brands of cat dry cat food used, by household, October 2007-December 2008
                                                                                                                                                  • Brands of snacks and treats used
                                                                                                                                                    • Figure 40: Brands of cat snacks and treats used, by household, October 2007-December 2008
                                                                                                                                                • Select Brand Analysis—Pet Food (non-dog/cat)

                                                                                                                                                  • Key points
                                                                                                                                                    • Larger brands slip, but niche opportunities still exist
                                                                                                                                                      • Figure 41: FDMx brand sales of pet food (non-dog/cat), 2008 and 2009
                                                                                                                                                  • Brand Qualities

                                                                                                                                                    • Man vs. beast
                                                                                                                                                      • Iams
                                                                                                                                                        • Pedigree’s pedigree
                                                                                                                                                        • Innovation and Innovators

                                                                                                                                                          • New product activity heaviest in snacks and treats
                                                                                                                                                            • Figure 42: New product introductions of pet food, by subcategory, 2005-09
                                                                                                                                                          • Pet wellness a pervasive theme in new products
                                                                                                                                                            • Figure 43: Leading product claims in pet food, by share of all introductions, 2005-09
                                                                                                                                                          • New dog treats and snacks
                                                                                                                                                            • Tooth and oral care
                                                                                                                                                              • Natural/Holistic
                                                                                                                                                                • Real and low fat
                                                                                                                                                                  • New dog food
                                                                                                                                                                    • Natural/premium
                                                                                                                                                                      • Healthy and antioxidant
                                                                                                                                                                        • For sensitive skin and stomachs
                                                                                                                                                                          • New cat treats and snacks
                                                                                                                                                                            • New cat food
                                                                                                                                                                              • Organic
                                                                                                                                                                                • Gourmet
                                                                                                                                                                                  • Meal replacement
                                                                                                                                                                                    • Healthy by lifestage
                                                                                                                                                                                      • Healthy and ‘free-from’
                                                                                                                                                                                        • Supplies
                                                                                                                                                                                          • Figure 44: Leading product claims in pet supplies, by share of all introductions, 2005-09
                                                                                                                                                                                      • Advertising and Promotion

                                                                                                                                                                                        • Overview
                                                                                                                                                                                          • Figure 45: Measured advertising spending for select pet food and supplies brands, 2007 and 2008
                                                                                                                                                                                        • Natural, balanced ingredients
                                                                                                                                                                                          • Figure 46: Beneful dog food, television ad, 2009
                                                                                                                                                                                          • Figure 47: Iams Healthy Naturals cat food, television ad, 2009
                                                                                                                                                                                        • Indulgent dining experiences
                                                                                                                                                                                          • Figure 48: Fancy Feast Elegant Medleys, television ad, 2008
                                                                                                                                                                                        • Emotional connections
                                                                                                                                                                                          • Figure 49: Pup-Peroni, television ad, 2009
                                                                                                                                                                                        • Pet adoption
                                                                                                                                                                                          • Figure 50: Iams Pet Adoption, television ad, 2009
                                                                                                                                                                                        • Celebrity pet food
                                                                                                                                                                                          • Ellen DeGeneres and Halo
                                                                                                                                                                                            • Rachael Ray’s Nutrish
                                                                                                                                                                                              • Figure 51: Rachael Ray’s Nutrish, television ad, 2008
                                                                                                                                                                                            • Infomercial powers nail trimmer
                                                                                                                                                                                            • Pet Ownership

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Pets found in a majority of households
                                                                                                                                                                                                  • Figure 52: Presence of pets in the household, by age, October 2007-December 2008
                                                                                                                                                                                                  • Figure 53: Presence of pets in the household, by household income, October 2007-December 2008
                                                                                                                                                                                                  • Figure 54: Presence of pets in the household, by presence of children, October 2007-December 2008
                                                                                                                                                                                                  • Figure 55: Presence of pets in the household, by region, October 2007-December 2008
                                                                                                                                                                                                • An average of 1.74 dogs in dog-owning households
                                                                                                                                                                                                  • Figure 56: Number of dogs in the household, by household income, October 2007-December 2008
                                                                                                                                                                                                  • Figure 57: Number of dogs in the household, by region, October 2007-December 2008
                                                                                                                                                                                                • Cat owners own an average of two cats per household
                                                                                                                                                                                                  • Figure 58: Number of cats in the household, by household income, October 2007-December 2008
                                                                                                                                                                                                • Households with kids own a greater variety of pets
                                                                                                                                                                                                  • Figure 59: Types of pets in the household, by presence of children in household, April 2009
                                                                                                                                                                                              • Types of Pet Food and Supplies Used

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Use of dry dog food is universal, canned declining post-recall
                                                                                                                                                                                                    • Figure 60: Types of dog food used, 2005-08
                                                                                                                                                                                                  • Dry cat food is dominant, but canned holds steady
                                                                                                                                                                                                    • Figure 61: Types of cat food used, 2005-08
                                                                                                                                                                                                • Types of Stores Where Pet Food and Supplies Purchased

                                                                                                                                                                                                  • Supermarkets most common, but others gaining
                                                                                                                                                                                                    • Figure 62: Types of stores where pet food and supplies purchased, by household income, October 2007-December 2008
                                                                                                                                                                                                • Use of and Interest in Products or Services

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Purchase of most pet products and services holding steady
                                                                                                                                                                                                      • Pet insurance on the rise
                                                                                                                                                                                                        • Higher income households more likely to spend on pet products and services
                                                                                                                                                                                                          • Figure 63: Use of and interest in selected pet products and services, by household income, April 2009
                                                                                                                                                                                                        • Presence of children motivates spending on pet services
                                                                                                                                                                                                          • Figure 64: Use of and interest in selected pet products and services, by presence of children in household, April 2009
                                                                                                                                                                                                      • Perception of Organic Pet Food

                                                                                                                                                                                                        • Most pet owners not willing to pay the price for organic
                                                                                                                                                                                                          • Figure 65: Perception of organic pet food, by age, April 2009
                                                                                                                                                                                                      • Changing Pet Food Due to the Economy

                                                                                                                                                                                                        • Most pet owners have not traded down in pet food
                                                                                                                                                                                                          • Figure 66: Changing pet food due to the economy, by age, April 2009
                                                                                                                                                                                                          • Figure 67: Changing pet food due to the economy, by household income, April 2009
                                                                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                                                                        • Pet ownership
                                                                                                                                                                                                          • Figure 68: Presence of pets in the household, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                          • Figure 69: Types of pets in the household, by race/Hispanic origin, April 2009
                                                                                                                                                                                                        • Interest in organic pet food high among Hispanics
                                                                                                                                                                                                          • Figure 70: Perception of organic pet food, by race/Hispanic origin, April 2009
                                                                                                                                                                                                        • Pet products and services
                                                                                                                                                                                                          • Figure 71: Use of and interest in selected pet products and services, by race/Hispanic origin, April 2009
                                                                                                                                                                                                        • Changing pet food due to the due to the economy
                                                                                                                                                                                                          • Figure 72: Changing pet food due to the economy, by race/Hispanic origin, April 2009
                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                          • Zoo Keepers
                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • The dogged
                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Catsies
                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                              • Figure 73: Pet supply clusters, April 2009
                                                                                                                                                                                                                              • Figure 74: Types of pets in the household, by pet supply clusters, April 2009
                                                                                                                                                                                                                              • Figure 75: Perception of organic pet food, by pet supply clusters, April 2009
                                                                                                                                                                                                                              • Figure 76: Use of selected pet products and services, by pet supply clusters, April 2009
                                                                                                                                                                                                                              • Figure 77: Interest in selected pet products and services, by pet supply clusters, April 2009
                                                                                                                                                                                                                              • Figure 78: Number of pets in the household, by pet supply clusters, April 2009
                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                              • Figure 79: Pet food and supply clusters, by gender, April 2009
                                                                                                                                                                                                                              • Figure 80: Pet food and supply clusters, by age, April 2009
                                                                                                                                                                                                                              • Figure 81: Pet food and supply clusters, by household income, April 2009
                                                                                                                                                                                                                              • Figure 82: Pet food and supply clusters, by race, April 2009
                                                                                                                                                                                                                              • Figure 83: Pet food and supply clusters, by Hispanic origin, April 2009
                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                              • Race/Hispanic origin and income
                                                                                                                                                                                                                                  • Figure 84: Types of pets in the household, by race/Hispanic origin and household income, April 2009
                                                                                                                                                                                                                                • Products and services highly income dependent across groups
                                                                                                                                                                                                                                    • Figure 85: Use of and interest in selected pet products and services, by race/Hispanic origin and household income, April 2009
                                                                                                                                                                                                                                  • Organics perceived better among higher income groups
                                                                                                                                                                                                                                    • Figure 86: Perception of organic pet food, by race and household income, April 2009
                                                                                                                                                                                                                                • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                  • Dog food
                                                                                                                                                                                                                                    • Overview of dog food
                                                                                                                                                                                                                                      • Dry dog food
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—dry dog food
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 87: Brand map, selected brands of dry dog food, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 88: Key purchase measures for the top brands of dry dog food, by household penetration, 2008*
                                                                                                                                                                                                                                            • Wet dog food
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—wet dog food
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 89: Brand map, selected brands of wet dog food, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 90: Key purchase measures for the top brands of wet dog food, by household penetration, 2008*
                                                                                                                                                                                                                                                  • Cat food
                                                                                                                                                                                                                                                    • Overview of cat food
                                                                                                                                                                                                                                                      • Dry cat food
                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—dry cat food
                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                            • Figure 91: Brand map, selected brands of dry cat food, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                              • Figure 92: Key purchase measures for the top brands of dry cat food, by household penetration, 2008*
                                                                                                                                                                                                                                                            • Wet cat food
                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—wet cat food
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 93: Brand map, selected brands of wet cat food, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 94: Key purchase measures for the top brands of wet cat food, by household penetration, 2008*
                                                                                                                                                                                                                                                                  • Cat litter
                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—cat litter
                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                        • Figure 95: Brand map, selected brands of cat litter, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 96: Key purchase measures for the top brands of cat litter, by household penetration, 2008*
                                                                                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                            • Number of dogs in household
                                                                                                                                                                                                                                                                              • Figure 97: Number of dogs in the household, by age, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 98: Number of dogs in the household, by presence of children in household, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 99: Number of dogs in the household, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Number of cats in household
                                                                                                                                                                                                                                                                              • Figure 100: Number of cats in the household, by age, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 101: Number of cats in the household, by presence of children in household, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 102: Number of cats in the household, by region, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 103: Number of cats in the household, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Type of pets in household
                                                                                                                                                                                                                                                                              • Figure 104: Types of pets in the household, by age, April 2009
                                                                                                                                                                                                                                                                              • Figure 105: Types of pets in the household, by household income, April 2009
                                                                                                                                                                                                                                                                              • Figure 106: Types of pets in the household, by region, April 2009
                                                                                                                                                                                                                                                                              • Figure 107: Types of dog food used, by age, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Type of dog food used
                                                                                                                                                                                                                                                                              • Figure 108: Types of dog food used, by household income, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 109: Types of dog food used, by presence of children in household, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Type of cat food and supplies used
                                                                                                                                                                                                                                                                              • Figure 110: Types of cat food and supplies used, by age, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 111: Types of cat food and supplies used, by household income, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 112: Types of cat food and supplies used, by presence of children in household, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Source of pet food and supplies
                                                                                                                                                                                                                                                                              • Figure 113: Types of stores where pet food and supplies purchased, by age, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 114: Types of stores where pet food and supplies purchased, by presence of children in household, October 2007-December 2008
                                                                                                                                                                                                                                                                              • Figure 115: Types of stores where pet food and supplies purchased, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                                                                                            • Interest in selected pet products and services
                                                                                                                                                                                                                                                                              • Figure 116: Use of and interest in selected pet products and services, by age, April 2009
                                                                                                                                                                                                                                                                              • Figure 117: Use of and interest in selected pet products and services, by region, April 2009
                                                                                                                                                                                                                                                                            • Perception of organic pet food
                                                                                                                                                                                                                                                                              • Figure 118: Perception of organic pet food, by gender, April 2009
                                                                                                                                                                                                                                                                              • Figure 119: Perception of organic pet food, by household income, April 2009
                                                                                                                                                                                                                                                                              • Figure 120: Perception of organic pet food, by presence of children in household, April 2009
                                                                                                                                                                                                                                                                              • Figure 121: Perception of organic pet food, by region, April 2009
                                                                                                                                                                                                                                                                            • Changing pet food due to the economy
                                                                                                                                                                                                                                                                              • Figure 122: Changing pet food due to the economy, by region, April 2009
                                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                            • American Pet Products Manufacturers Association, Inc.
                                                                                                                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                                                                                                            • Del Monte Foods
                                                                                                                                                                                                                                                                            • Eukanuba
                                                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                                                            • H. E. Butt Grocery Company
                                                                                                                                                                                                                                                                            • Hartz Mountain Corporation
                                                                                                                                                                                                                                                                            • Hill's Pet Nutrition, Inc.
                                                                                                                                                                                                                                                                            • Iams
                                                                                                                                                                                                                                                                            • Iams Company
                                                                                                                                                                                                                                                                            • Jakks Pacific Inc
                                                                                                                                                                                                                                                                            • Kaytee Products Incorporated
                                                                                                                                                                                                                                                                            • Mars Incorporated
                                                                                                                                                                                                                                                                            • Meijer
                                                                                                                                                                                                                                                                            • Meow Mix Company, The
                                                                                                                                                                                                                                                                            • Merial UK
                                                                                                                                                                                                                                                                            • Nestlé Purina Petcare Company
                                                                                                                                                                                                                                                                            • Newman's Own Inc.
                                                                                                                                                                                                                                                                            • Nutro Products, Inc.
                                                                                                                                                                                                                                                                            • Penn-Plax, Inc
                                                                                                                                                                                                                                                                            • Pet Food Institute (PFI)
                                                                                                                                                                                                                                                                            • Pet Industry Distributors Association
                                                                                                                                                                                                                                                                            • Pet Industry Joint Advisory Council (PIJAC)
                                                                                                                                                                                                                                                                            • PETCO Animal Supplies Stores, Inc.
                                                                                                                                                                                                                                                                            • PetSmart, Inc
                                                                                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                                                                            • QVC USA
                                                                                                                                                                                                                                                                            • Rayovac
                                                                                                                                                                                                                                                                            • Royal Canin Usa, Inc
                                                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                                                            • Spectrum Brands, Inc.
                                                                                                                                                                                                                                                                            • Stop & Shop
                                                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                            • USA Today
                                                                                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                                                                                            Pet Food and Supplies - US - July 2009

                                                                                                                                                                                                                                                                            £3,174.67 (Excl.Tax)