Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Pet Food - US - August 2011

  • What pet food channels can drive category growth?
  • What are the most important pet food purchase factors to US consumers?
  • What consumer groups are most likely to be engaged in pet food selection? What new concepts and product developments do consumers wish to see?

This report builds on the analysis presented in Mintel’s Pet Food—U.S., August 2010 and Pet Food and Supplies—U.S., July 2009, August 2008, August 2007, and February 2006.

This report primarily covers food for household pets including cats, dogs, small animals (hamsters, etc.), fish, reptiles, and birds. Items for the care of horses are not included. Food for dogs and cats may be dry, wet/canned, semi-moist, or in the form of treats. Dog rawhides/chews are not included in sales figures for the pet food report, but rather in the Pet Supplies—U.S., September 2011 report.Pharmacy-only products, which can only be sold in a premises when a pharmacist is present and under their supervisionGeneral Sales List, which can be sold in any premises.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                  • Continued growth in recession and aftermath
                    • Pet population and ownership hold steady
                      • Households with kids own more pets...
                        • …but the number of households with kids is declining
                          • Pet health issues and awareness on the rise
                            • Supermarkets lose share, but remain a key channel
                              • Other channels, particularly pet specialty, are driving category growth
                                • Nestlé Purina leads category with focus on R&D and new products
                                  • Private label offers a moderate degree of competition for national brands
                                    • Dog treats dominate launches; part of shift to functional health
                                      • Shelters and rescues a popular choice for both pet owners and food brands
                                        • Price/value tops nutrition and flavor as most important purchase factor
                                          • Young pet owners more likely to be engaged in pet food selection
                                            • Young owners most interested in all-natural, organic, and other concepts
                                              • Pet owners treat their pets in a wide variety of ways
                                              • Insights and Opportunities

                                                • Kid-free pet homes
                                                  • Helping supermarkets recapture lost momentum in the pet aisle
                                                    • Could small animals be bigger?
                                                    • Inspire Insights

                                                        • Trend: Moral Brands
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Continued growth in recession and aftermath
                                                              • Focus on nutrition at the higher end...
                                                                • ...and a sharp eye on value
                                                                  • Signs of weakness at the lower end
                                                                    • Figure 1: Total U.S. sales and forecast of pet food at current prices, 2006-11
                                                                    • Figure 2: Total U.S. sales and forecast of pet food at inflation-adjusted prices, 2006-16
                                                                  • Walmart sales
                                                                    • Fan-chart forecast
                                                                        • Figure 3: Total U.S. sales and fan forecast of pet food at current prices, 2006-16
                                                                    • Market Drivers

                                                                      • Pet population appears to hold steady
                                                                        • Weak economy leads to more surrenders at shelters
                                                                          • Figure 4: U.S. pet population, 2005-11
                                                                        • Households with kids own more pets
                                                                          • Figure 5: Types of pet owned, by presence and number of children in the household, May 2011
                                                                        • However, the number of households with kids is declining
                                                                          • Figure 6: Households, by presence of children younger than 18, 2000-10
                                                                        • Pet health issues and awareness on the rise
                                                                        • Competitive Context

                                                                          • Private label offers a moderate degree of competition for national brands
                                                                            • Figure 7: FDMx private label market share in select pet food segments and subsegments, 2006-11
                                                                          • Getting past price
                                                                            • Dietary supplements
                                                                            • Overall Segment Performance

                                                                              • Key points
                                                                                • Dog food continues to outpace other segments
                                                                                  • Pet population shifting in favor of dogs
                                                                                    • Dog food new product launches set the pace
                                                                                      • Other pet food lags behind
                                                                                        • Figure 8: Total U.S. sales and share of pet food, by segment, 2009 and 2011
                                                                                        • Figure 9: U.S. total sales of pet food at current prices, by segment, 2006-11
                                                                                    • Segment Performance—Dog Food

                                                                                      • Key points
                                                                                        • Premium products drive market
                                                                                            • Figure 10: Total U.S. sales and forecast of dog food, 2006-16
                                                                                          • Dry dominates; treats on the rise
                                                                                            • Refrigerated/frozen, small but growing, represents an opportunity for retailers
                                                                                              • Figure 11: FDMx market share of dog food subsegments, 2006-11
                                                                                          • Segment Performance—Cat Food

                                                                                            • Key points
                                                                                              • Health a priority at the premium end
                                                                                                • Mass market more focused on flavor
                                                                                                  • Figure 12: Total U.S. sales and forecast of cat food, 2006-16
                                                                                                • Dry and wet cat food evenly split; treats on the rise
                                                                                                  • Figure 13: FDMx market share of cat food subsegments, 2006-11
                                                                                              • Segment Performance—Other Pet Food

                                                                                                • Key points
                                                                                                  • Small pet market gets smaller
                                                                                                    • Highlighting emotional benefits of small animal ownership key to reigniting growth
                                                                                                      • Figure 14: Total U.S. sales and forecast of other pet food, 2006-16
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Figure 15: U.S. sales of pet food, by retail channel, 2009 and 2011
                                                                                                  • Retail Channels—Supermarkets

                                                                                                    • Key points
                                                                                                      • After several years of growth, supermarket sales weaken
                                                                                                        • Fresh ideas needed to turn sales around
                                                                                                          • Figure 16: U.S. sales of pet food at supermarkets, 2006-11
                                                                                                      • Retail Channels—Other

                                                                                                        • Key points
                                                                                                          • Pet specialty performs well with super-premium foods
                                                                                                            • At lower end, Walmart lags behind
                                                                                                              • Figure 17: U.S. sales of pet food at other channels, 2006-11
                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                            • Key points
                                                                                                              • Insights
                                                                                                                • Sales of pet food in the natural channel
                                                                                                                  • Figure 18: Natural supermarket sales of pet food, at current prices, 2008-10
                                                                                                                  • Figure 19: Natural supermarket sales of pet food, at inflation-adjusted prices, 2008-10
                                                                                                                • Natural channel sales by segment
                                                                                                                  • Figure 20: Natural supermarket sales of pet food, by segment, 2008 and 2010
                                                                                                                • Natural channel sales by organic content
                                                                                                                  • Figure 21: Natural supermarket sales of pet food, by organic content, 2008 and 2010
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Nestlé Purina leads category with focus on R&D and new products
                                                                                                                    • Private label declines point to weakness at lower end of market
                                                                                                                      • Figure 22: FDMx sales of leading pet food companies, 2010 and 2011
                                                                                                                  • Brand Share—Dog Food

                                                                                                                    • Key points
                                                                                                                      • Nestlé Purina builds share with diverse portfolio of brands
                                                                                                                        • Beneful leads the Purina pack
                                                                                                                          • Pedigree maintains top brand position with dog- focused approach
                                                                                                                            • Figure 23: Pedigree advertisement, 2011
                                                                                                                            • Figure 24: FDMx brand sales of dog food, 2010 and 2011
                                                                                                                        • Brand Share—Cat Food

                                                                                                                          • Key points
                                                                                                                            • Purina wins with flavor variety to tempt finicky cats
                                                                                                                              • Figure 25: FDMx brand sales of cat food, 2010 and 2011
                                                                                                                          • Brand Share—Other Pet Food

                                                                                                                            • Key points
                                                                                                                              • Kaytee benefits from small animal ownership campaign
                                                                                                                                • Private label leads the pack
                                                                                                                                  • Figure 26: FDMx brand sales of other pet food, 2010 and 2011
                                                                                                                              • Innovation and Innovators

                                                                                                                                • Dog treats dominate launches
                                                                                                                                  • Figure 27: Pet food new product launches, by type, 2006-11
                                                                                                                                • Functional claims gain ground
                                                                                                                                  • Figure 28: Pet food new product launches, by claim, 2006- 11
                                                                                                                                • Functional health
                                                                                                                                  • Appetite appeal
                                                                                                                                    • Natural and organic
                                                                                                                                    • Brands and Marketing Strategies

                                                                                                                                      • Beneful taps into humanization
                                                                                                                                        • Figure 29: FDMx sales and share for select varieties of Purina Beneful dog food, 2006-11
                                                                                                                                      • Nutrition, palatability, and tight owner-pet relationships
                                                                                                                                        • Figure 30: Beneful Playful Life TV ad, 2011
                                                                                                                                        • Figure 31: Beneful IncrediBites TV ad, 2011
                                                                                                                                      • Through new products, a variety of specific benefits extend from a single platform
                                                                                                                                        • Beneful maintains Wagworld community online
                                                                                                                                          • Purina ONE Beyond launch takes a new approach
                                                                                                                                              • Figure 32: Purina ONE Beyond TV ad, 2011
                                                                                                                                          • Pet Ownership

                                                                                                                                            • Key points
                                                                                                                                              • Pet ownership holds steady at a little more than half
                                                                                                                                                • Dogs and cats stay on top, birds and fish fall behind
                                                                                                                                                  • Figure 33: Pet ownership and types of pet owned, 2006-10
                                                                                                                                                • Older adults less likely to own pets
                                                                                                                                                  • Figure 34: Pet ownership and types of pet owned, by age, October 2009-December 2010
                                                                                                                                                • Pet ownership only moderately dependent on household income
                                                                                                                                                  • Figure 35: Pet ownership and types of pet owned, by household income, October 2009-December 2010
                                                                                                                                                • Households with kids more likely to have pets
                                                                                                                                                  • Figure 36: Pet ownership and types of pet owned, by presence of children in household, October 2009-December 2010
                                                                                                                                              • Pet Acquisition

                                                                                                                                                • Key points
                                                                                                                                                  • Shelters and rescues most frequently cited acquisition source for dogs
                                                                                                                                                    • Figure 37: How most recent dog acquired, by household income, May 2011
                                                                                                                                                  • Shelters and rescue organizations tops among cat owners as well
                                                                                                                                                    • Figure 38: How most recent cat acquired, by household income, May 2011
                                                                                                                                                • Product Usage and Brand Preference

                                                                                                                                                  • Key points
                                                                                                                                                    • Dry food the default choice for most dog owners
                                                                                                                                                      • Puppy-specific dry dog food more common in lower-income households
                                                                                                                                                        • Senior and weight management varieties skew to higher incomes
                                                                                                                                                          • Household income factors heavily in brand choice
                                                                                                                                                            • Figure 39: Household purchase of dry dog food, types and brands purchased, by household income, October 2009-December 2010
                                                                                                                                                          • Canned dog food used by a third of owners
                                                                                                                                                            • Figure 40: Household purchase of canned dog food, types and brands purchased, by household income, October 2009-December 2010
                                                                                                                                                          • Dog biscuits/treats
                                                                                                                                                            • Figure 41: Household purchase of dry dog biscuits/treats, brands purchased, by household income, October 2009-December 2010
                                                                                                                                                          • Dry cat food used in nearly all cat-owning households
                                                                                                                                                            • Figure 42: Household purchase of dry cat food, types and brands purchased, by household income, October 2009-December 2010
                                                                                                                                                          • Canned cat food used by half of cat-owning households
                                                                                                                                                            • Figure 43: Household purchase of canned cat food, types and brands purchased, by household income, October 2009-December 2010
                                                                                                                                                          • Cat snacks or treats
                                                                                                                                                            • Figure 44: Household purchase of cat snacks or treats, brands purchased, by household income, October 2009-December 2010
                                                                                                                                                        • Pet Food Purchase Factors

                                                                                                                                                          • Key points
                                                                                                                                                            • Price/value tops nutrition and flavor as most important purchase factor
                                                                                                                                                              • Focus on price/value doesn’t necessarily lead to the cheapest brand
                                                                                                                                                                • Other product-related factors are secondary
                                                                                                                                                                  • Recommendations from others only modestly important, with the exception of the vet
                                                                                                                                                                    • Figure 45: Pet food purchase factors, by age, May 2011
                                                                                                                                                                  • Price/value key across household income levels
                                                                                                                                                                    • Figure 46: Pet food purchase factors, by household income, May 2011
                                                                                                                                                                  • Walmart most popular pet food retailer
                                                                                                                                                                    • Figure 47: Place of pet food purchase, by household income, May 2011
                                                                                                                                                                • Attitudes Toward Pet Food

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Young pet owners more likely to be engaged in pet food selection
                                                                                                                                                                      • Greater transparency could benefit marketers
                                                                                                                                                                        • Figure 48: Attitudes toward pet food, by age, May 2011
                                                                                                                                                                      • Pet owners without kids are more highly involved in pet food selection
                                                                                                                                                                        • Figure 49: Attitudes toward pet food, by presence and number of children in the household, May 2011
                                                                                                                                                                    • Interest in Different Types of Pet Food

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Little room to expand dry food penetration, opportunity to grow wet
                                                                                                                                                                          • Figure 50: Interest in different forms and types pet food, by age, May 2011
                                                                                                                                                                        • Young owners most interested in all-natural, organic, and other concepts
                                                                                                                                                                          • A new generation of pet owners puts its mark on the category
                                                                                                                                                                            • Figure 51: Interest in natural, organic, grain-free, locally made, and frozen pet food, by age, May 2011
                                                                                                                                                                          • Auto-shipments of pet food appeal to young, small market
                                                                                                                                                                            • Figure 52: Interest in online or catalog auto-ship pet food ordering, by age, May 2011
                                                                                                                                                                        • Pet Food Packaging and Logistics

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Feeding pets and storing pet food involve a few small inconveniences
                                                                                                                                                                              • Figure 53: Attitudes toward pet food packaging and logistics, by age, May 2011
                                                                                                                                                                            • Higher-income pet owners more likely to opt for storage containers
                                                                                                                                                                              • Figure 54: Attitudes toward pet food packaging and logistics, by household income, May 2011
                                                                                                                                                                          • Treats

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Pet owners treat their pets in a wide variety of ways
                                                                                                                                                                                • Younger pet owners give more types of treat
                                                                                                                                                                                  • Figure 55: Use of different types of pet treat, by age, May 2011
                                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Whites more likely to own pets, but Hispanics gaining rapidly
                                                                                                                                                                                    • Figure 56: Pet ownership and types of pet owned, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                  • Price/good value the top purchase consideration among all groups
                                                                                                                                                                                    • Figure 57: Pet food purchase factors, by race/Hispanic origin, May 2011
                                                                                                                                                                                  • Black pet owners highly engaged in food selection
                                                                                                                                                                                    • Figure 58: Attitudes toward pet food, by race/Hispanic origin, May 2011
                                                                                                                                                                                  • Blacks and Hispanics especially interested in premium and specialized foods
                                                                                                                                                                                    • Figure 59: Interest in natural, organic, grain-free, locally made, and frozen pet food, by race/Hispanic origin, May 2011
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Disengaged
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Value, Nutrition, Taste & Name Brand
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Only the Best + Supplements
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                        • Figure 60: Pet food clusters, May 2011
                                                                                                                                                                                                        • Figure 61: Shopping interest on pet food types by pet food clusters, May 2011
                                                                                                                                                                                                        • Figure 62: Factors influencing on purchase of pet food, by pet food clusters, May 2011
                                                                                                                                                                                                        • Figure 63: Attitude toward pet food, by pet food clusters, May 2011
                                                                                                                                                                                                        • Figure 64: Reason for usage of pet nutritional supplements, by pet food clusters, May 2011
                                                                                                                                                                                                        • Figure 65: Statement best describes you and your pet(s), by pet food clusters, May 2011
                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                        • Figure 66: Pet food clusters, by gender, May 2011
                                                                                                                                                                                                        • Figure 67: Pet food clusters, by age, May 2011
                                                                                                                                                                                                        • Figure 68: Pet food clusters, by household income, May 2011
                                                                                                                                                                                                        • Figure 69: Pet food clusters, by race, May 2011
                                                                                                                                                                                                        • Figure 70: Pet food clusters, by Hispanic origin, May 2011
                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                        • Dog people vs. cat people
                                                                                                                                                                                                          • Cat owners value flavor and appealing taste over nutrition
                                                                                                                                                                                                            • Figure 71: Pet food purchase factors, by type of pet(s) owned, May 2011
                                                                                                                                                                                                          • Dog owners more fully engaged in ownership
                                                                                                                                                                                                              • Figure 72: Attitudes toward pet food, by type of pet(s) owned, May 2011
                                                                                                                                                                                                            • Owners of both dogs and cats most interested in natural and organic
                                                                                                                                                                                                                • Figure 73: Interest in natural, organic, grain-free, locally made, and frozen pet food, by type of pet(s) owned, May 2011
                                                                                                                                                                                                            • IRI/Builders—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 74: Brand map, selected brands of dry dog food buying rate by household penetration, 2010*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 75: Key purchase measures for the top brands of dry dog food, by household penetration, 2010*
                                                                                                                                                                                                                        • Wet dog food
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—wet dog food
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 76: Brand map, selected brands of wet dog food buying rate by household penetration, 2010*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 77: Key purchase measures for the top brands of wet dog food, by household penetration, 2010*
                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures—Cat Food

                                                                                                                                                                                                                                • Overview of cat food
                                                                                                                                                                                                                                  • Dry cat food
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—dry cat food
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 78: Brand map, selected brands of dry cat food buying rate by household penetration, 2010*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 79: Key purchase measures for the top brands of dry cat food, by household penetration, 2010*
                                                                                                                                                                                                                                        • Wet cat food
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—wet cat food
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 80: Brand map, selected brands of wet cat food buying rate by household penetration, 2010*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 81: Key purchase measures for the top brands of wet cat food, by household penetration, 2010*
                                                                                                                                                                                                                                            • Other Useful Tables

                                                                                                                                                                                                                                                • Figure 82: Pet ownership and types of pet owned, by gender, October 2009-December 2010
                                                                                                                                                                                                                                                • Figure 83: Pet ownership and types of pet owned, by region, October 2009-December 2010
                                                                                                                                                                                                                                                • Figure 84: Types of pet owned, by gender, May 2011
                                                                                                                                                                                                                                                • Figure 85: Types of pet owned, by age, May 2011
                                                                                                                                                                                                                                                • Figure 86: Types of pet owned, by household income, May 2011
                                                                                                                                                                                                                                                • Figure 87: Types of pet owned, by type of region, May 2011
                                                                                                                                                                                                                                                • Figure 88: Pet food purchase factors, by gender, May 2011
                                                                                                                                                                                                                                                • Figure 89: Attitudes toward pet food, by household income, May 2011
                                                                                                                                                                                                                                                • Figure 90: Interest in different forms and types pet food, by household income, May 2011
                                                                                                                                                                                                                                                • Figure 91: Interest in natural, organic, grain-free, locally made, and frozen pet food, by household income, May 2011
                                                                                                                                                                                                                                                • Figure 92: Interest in online or catalog auto-ship pet food ordering, by household income, May 2011
                                                                                                                                                                                                                                                • Figure 93: Use of different types of pet treat, by household income, May 2011

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • American Pet Products Manufacturers Association, Inc.
                                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                                            • Del Monte Foods
                                                                                                                                                                                                                                            • Eukanuba
                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                            • Forest Stewardship Council
                                                                                                                                                                                                                                            • Häagen-Dazs
                                                                                                                                                                                                                                            • Hartz Mountain Corporation
                                                                                                                                                                                                                                            • Iams
                                                                                                                                                                                                                                            • Kaytee Products Incorporated
                                                                                                                                                                                                                                            • Mars Incorporated
                                                                                                                                                                                                                                            • Meow Mix Company, The
                                                                                                                                                                                                                                            • Nestlé Purina Petcare Company
                                                                                                                                                                                                                                            • Nutro Products, Inc.
                                                                                                                                                                                                                                            • PETCO Animal Supplies Stores, Inc.
                                                                                                                                                                                                                                            • PetSmart, Inc
                                                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                            • Spectrum Brands, Inc.
                                                                                                                                                                                                                                            • Supervalu Inc
                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                            • Whiskas
                                                                                                                                                                                                                                            • Whole Foods Market (UK)

                                                                                                                                                                                                                                            Pet Food - US - August 2011

                                                                                                                                                                                                                                            £3,277.28 (Excl.Tax)