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Pet Food - US - August 2016

"The pet food market has performed well in recent years reflecting the increasingly cherished place pets hold in many households and a desire among pet owners to feed their pets the best food they can. Pet owners increasingly look for food that aligns with their own personal dietary preferences and beliefs. In addition, treats and toppers offer opportunities for incremental sales."
- John Owen, Senior Food and Drink Analyst

This report discusses the following key topics:

  • Solid sales growth as pet owners look to provide their pets with the best
  • Dog owners more likely owners to shop in pet specialty retailers
  • Price, taste factor strongly into purchase decisions, especially for cats

For the purposes of this Report, Mintel has used the following definitions:

Mintel defines the pet food market as food and treats for household pets, including cats, dogs, small animals (eg hamsters, rabbits), fish, reptiles, and birds. Food for dogs and cats may be dry, wet/canned, semi-moist, or in the form of treats.

The following segments will be included in this Report:

  • Dry dog food
  • Wet dog food
  • Dry cat food
  • Wet cat food
  • Small animal food (eg hamsters, birds, guinea pigs, reptiles)
  • Pet treats.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Solid sales growth as pet owners look to provide their pets with the best
            • Figure 1: Total US sales and fan chart forecast of pet food, at current prices, 2011-21
          • Dog owners more likely owners to shop in pet specialty retailers
            • Figure 2: Retailer where pet food is purchased most often, by type of pet owned, June 2016
          • Price, taste factor strongly into purchase decisions, especially for cats
            • Figure 3: Dog and cat food attribute importance, June 2016
          • The opportunities
            • Younger pet owners especially interested in natural and organic
              • Figure 4: Dog food attribute importance, by age, June 2016
            • Younger pet owners less satisfied, potentially more open to new ideas
              • Figure 5: Pet food behaviors, by age, June 2016
            • Opportunity to build sales of treats and toppers
              • Figure 6: Pet food behaviors, June 2016
            • What it means
            • The Market – What You Need to Know

              • Solid sales growth as pet owners look to provide their pets with the best
                • Dog food accounts for nearly half of category sales
                • Market Size and Forecast

                  • Solid sales growth as pet owners look to provide their pets with the best
                    • Figure 7: Total US sales and fan chart forecast of pet food, at current prices, 2011-21
                    • Figure 8: Total US sales and forecast of pet food, at current prices, 2011-21
                • Market Breakdown

                  • Dog food accounts for nearly half of category sales
                    • Figure 9: Share of pet food, by segment, 2016
                  • Cat food and treats drive growth
                    • Sales slip for other pet food
                      • Figure 10: Sales of pet food, by segment, 2011-16
                  • Market Factors

                    • Households and households with children
                      • Figure 11: Percentage of households with children, 2003-13
                    • Pet ownership and homeownership
                      • Figure 12: Homeownership rate, by age of householder, 2010-15
                    • Median household income creeps up
                      • Figure 13: Median household income, in inflation-adjusted dollars, 2004-14
                  • Key Players – What You Need to Know

                    • Big food companies increasingly dominate mainstream pet food market
                      • Purina ONE leads premiumization in mass retail channels
                        • Little dogs getting bigger
                          • Treats, especially treats for cats, represent a growth opportunity
                            • A focus on recognizable ingredients, functional health benefits
                            • Company Sales of Pet Food

                              • Big food companies increasingly dominate mainstream pet food market
                                • Nestlé
                                  • Mars Inc.
                                    • J.M. Smucker Co.
                                      • Company sales of pet food
                                        • Figure 14: MULO sales of pet food, by leading companies, rolling 52 weeks 2015 and 2016
                                    • What’s Working?

                                      • Purina ONE leads premiumization in mass retail channels
                                        • Rachael Ray Nutrish gains momentum
                                          • Cesar gets big on little dogs
                                            • Treats, especially treats for cats, represent a growth opportunity
                                            • What’s Struggling?

                                              • Private label struggles to maintain share
                                                • Brands associated with safety issues struggle to regain momentum
                                                • What’s Next?

                                                    • A focus on recognizable ingredients, functional health benefits
                                                      • Ancestral diets
                                                        • Breed-specific
                                                          • Treats focus on ingredients and functional health
                                                          • The Consumer – What You Need to Know

                                                            • Mass merchants and pet specialty stores most common channels
                                                              • Price, taste factor strongly into purchase decisions, especially for cats
                                                                • The veterinarian and product label most common sources of information
                                                                  • Opportunity to build sales of treats and toppers
                                                                    • For treats, opportunity to combine emotion with function
                                                                    • Where Pet Food is Purchased

                                                                      • Mass merchants and pet specialty stores most common channels
                                                                        • Figure 15: Retailer where pet food is purchased most often, June 2016
                                                                      • Young adults more likely to shop at Walmart or online
                                                                        • Supermarkets appeal most strongly to older shoppers
                                                                          • Figure 16: Retailer where pet food is purchased most often, by age, June 2016
                                                                        • Dog owners more likely to shop in pet specialty retailers
                                                                          • Figure 17: Retailer where pet food is purchased most often, by type of pet owned, June 2016
                                                                        • Retailer preference consistent across race/Hispanic origin
                                                                          • Figure 18: Retailer where pet food is purchased most often, by race/Hispanic origin, June 2016
                                                                        • In their words
                                                                        • Pet Food Attribute Importance

                                                                          • Price, taste factor strongly into purchase decisions, especially for cats
                                                                            • Figure 19: Dog and cat food attribute importance, June 2016
                                                                          • Younger pet owners especially interested in natural and organic
                                                                            • Figure 20: Dog food attribute importance, by age, June 2016
                                                                            • Figure 21: Cat food attribute importance, by age, June 2016
                                                                          • Pet specialty shoppers more likely to look beyond price and taste
                                                                            • Figure 22: Dog food attribute importance, by retail channel shopped most often, June 2016
                                                                            • Figure 23: Cat food attribute importance, by retail channel shopped most often, June 2016
                                                                        • Pet Food Information Sources

                                                                          • The veterinarian and product label most common sources of information
                                                                            • Young pet owners tend to be information seekers
                                                                              • Figure 24: Pet food information sources, by age, June 2016
                                                                          • Pet Food Behaviors

                                                                            • Opportunity to build sales of treats and toppers
                                                                              • Figure 25: Pet food behaviors, June 2016
                                                                            • Younger pet owners less satisfied, potentially more open to new ideas
                                                                              • Figure 26: Pet food behaviors, by age, June 2016
                                                                            • Dog owners more likely to treat daily
                                                                              • Figure 27: Pet food behaviors, by type of pet owned, June 2016
                                                                          • Attitudes toward Pet Food

                                                                            • For treats, opportunity to combine emotion with function
                                                                              • Overcoming skepticism and ingredient concern
                                                                                • Figure 28: Attitudes toward pet food, June 2016
                                                                              • Dog owners more likely to be interested in various specialized foods
                                                                                • Figure 29: Attitudes toward pet food – Any agree, by type of pet owned, June 2016
                                                                              • In their words
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Sales data
                                                                                    • Fan chart forecast
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                              • Appendix – Market

                                                                                                  • Figure 30: Total US sales and forecast of pet food, at inflation-adjusted prices, 2011-21
                                                                                                  • Figure 31: Total US sales and forecast of cat food, at current prices, 2011-21
                                                                                                  • Figure 32: Total US sales and forecast of dog food, at current prices, 2011-21
                                                                                                  • Figure 33: Total US sales and forecast of other pet food, at current prices, 2011-21
                                                                                                  • Figure 34: Total US sales and forecast of pet treats, at current prices, 2011-21
                                                                                                  • Figure 35: MULO sales of dog food, cat food, and pet treats, by subsegment, 2011-16
                                                                                              • Appendix – Key Players

                                                                                                  • Figure 36: MULO sales of dry cat food, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                  • Figure 37: MULO sales of wet cat food, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                  • Figure 38: MULO sales of dry dog food, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                  • Figure 39: MULO sales of wet dog food, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                  • Figure 40: MULO sales of other pet food, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                  • Figure 41: MULO sales of pet treats, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                              Companies Covered

                                                                                              • Walmart Stores (USA)

                                                                                              Pet Food - US - August 2016

                                                                                              £3,199.84 (Excl.Tax)