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Pet Food - US - July 2014

    “While pet ownership is down, this has not deterred pet owners from continuing to view their pets as family members, and treating them accordingly. The humanization of pets and their dietary needs continues unchecked, as pet food resembles more and more that which one would find on the grocery store shelves for people.”
- Amy Kraushaar, US Category Manager, Food and Drink

This report answers the following issues:

  • How far will the humanizing trend go?
  • Can organic pet food grow to live up to its media exposure?
  • How will the human focus on health and wellbeing impact pet food?
The US retail market for pet food and treats is estimated to be $20.8 billion in 2014, up 12% since 2009.
 
Many factors impact pet ownership, and by association, the pet food market. Economic indicators have been sluggish toward the lower and middle end of the economic spectrum, with the lower and middle class feeling the pinch of a poor economy while those in a higher economic bracket continue to do well; for a family with less disposable income, the required pet care expenses can be substantial.
 
And yet, even as pet ownership is purportedly down, expenditures on pets are increasing, indicating that those who do own pets are willing to indulge their wants and needs, as owners today view pets as a member of the family and themselves as “pet parents.”
 
This pet humanization trend shows no signs of diminishing.
 
This report covers food, treats, and vitamins for household pets, including cats, dogs, small animals (eg, hamsters), fish, reptiles, and birds; horse care items are not included. Food for dogs and cats is dry, wet/canned, semi-moist, or in the form of treats.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations and terms
          • Abbreviations
            • Terms
            • Executive Summary

              • Overview
                • Pet food sales are estimated to reach $20.9 billion in 2014, up 12% by 2019
                  • Figure 1: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
                • Key players
                  • The retail channel
                    • Other retails have the largest percentage of sales at $15.2 billion in 2014
                      • Figure 2: Total US retail sales of pet food, by channel, at current prices, 2014
                    • The consumer
                      • Pet universe
                        • Figure 3: Breakdown of pet ownership in the US
                      • More people are dog owners than cat or other types of pet owners
                        • Figure 4: Types of pets owned, March 2014
                      • Dog food leading pet food segment but other pet food growing faster since 2012
                        • Figure 5: Total U.S. retail sales of pet food, by segment, at current prices, 2012 and 2014
                      • Pet food is most likely to be purchased at Walmart
                        • Figure 6: Where pet food is purchased, March 2014
                      • Pet owners rely on pet food package labelling for purchase decisions
                        • Figure 7: Sources of information regarding pet food, March 2014
                      • Majority of pet owners spend more than 7 hours per week on pet-specific activities
                        • Figure 8: Amount of time each week spent with pets, March 2014
                      • Feeding and playing are most common pet/pet-parent activities
                        • Figure 9: Weekly activities with pets, March 2014
                      • Respondents view their pets as family members
                        • Figure 10: Statements on pets and pet owners, March 2014
                      • What we think
                      • Issues and Insights

                          • How far will the humanizing trend go?
                            • Insight: Pet food brands should look to people food for new product development
                              • Can organic pet food grow to live up to its media exposure?
                                • Insight: Pet parents seeking the best food are discovering organic through smaller brands
                                  • How will the human focus on health and wellbeing impact pet food?
                                    • Insight: Manufacturers who develop weight-management pet food with people-food attributes can appeal to pet parents
                                    • Trend Application

                                        • Trend: Prove It
                                          • Trend: Edutainment
                                            • Trend: Factory Fear
                                            • Market Size

                                              • Key points
                                                • Pet food sales estimated to reach $20.8 billion in 2014
                                                  • Sales and forecast of the pet food market
                                                    • Figure 11: Total U.S. sales and forecast of the pet food market, at current prices, 2009-19
                                                    • Figure 12: Total US sales and forecast of the pet food market, at inflation-adjusted prices, 2009-19
                                                  • Fan chart forecast
                                                    • Figure 13: Total US sales and fan chart forecast of pet food market, at current prices, 2009-19
                                                • Market Drivers

                                                  • Percentage of households with children is on the decline
                                                    • Figure 14: US households, 2002-12
                                                    • Figure 15: Total US households, by presence of children, 2003-13
                                                  • Baby Boomers fuel some pet ownership growth
                                                    • Figure 16: U.S. household population by age, 2009-19
                                                  • Employment and wage disparity impacts pet ownership
                                                      • Figure 17: Median household income in US in inflation-adjusted dollars, 2001-11
                                                      • Figure 18: Annual costs to own a pet, by expense type
                                                  • Segment Performance

                                                    • Key points
                                                      • Dog food remains the largest pet food segment
                                                        • Sales of pet food, by segment
                                                          • Figure 19: Sales of pet food market, includes biscuits/treats/snacks/beverages, segmented by type, 2012-14
                                                      • Segment Performance – Dog Food

                                                        • Key points
                                                          • Dog food sales driven by more expensive wet food
                                                            • Sales and forecast of dog food segment
                                                              • Figure 20: U.S. sales and forecast of total dog food segment, includes biscuits/treats/beverages, at current prices, 2009-19
                                                            • Share of dog food by form
                                                              • Figure 21: Share of total dog food sales*, by form, 2009-14
                                                          • Segment Performance – Cat Food

                                                            • Key points
                                                              • Cat food sales also driven by humanization and innovation
                                                                • Sales and forecast of cat food segment
                                                                  • Figure 22: Total US sales and forecast of cat food segment, includes snacks/beverages, at current prices, 2009-19
                                                                • Sales and forecast of cat food segment
                                                                  • Figure 23: Share of total cat food sales*, by form, 2009-14
                                                              • Segment Performance – Other Pets

                                                                • Key points
                                                                  • As ownership of other pets has rebounded, so have sales of other pet food
                                                                    • Sales and forecast of other food segment
                                                                      • Figure 24: Total U.S. sales and forecast of other pet food segment, at current prices, 2009-19
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Other retail tops supermarket and drug store channels for pet food sales
                                                                        • Sales of pet food, by channel
                                                                          • Figure 25: Sales of pet food market, by channel, 2012 and 2014
                                                                        • Supermarkets fight to retain pet owner loyalty
                                                                          • Sales of pet food, at supermarkets
                                                                            • Figure 26: U.S. supermarket sales of pet food, at current prices, 2009-14
                                                                          • Drug store pet food sales show highest growth but smallest market share
                                                                            • Sales of pet food, at drug stores
                                                                              • Figure 27: US drug store sales of pet food, at current prices, 2009-14
                                                                            • Other channels continue to dominate pet food sales
                                                                              • Sales of pet food, at other retail channels
                                                                                • Figure 28: US sales of pet food, through other retail channels, 2009-14
                                                                              • Natural channel sales
                                                                                • Figure 29: Natural supermarket sales of pet food, treats, and snacks, by type, 2011 and 2013*
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Big-four pet food companies continue to dominate
                                                                                  • Manufacturer sales of pet food
                                                                                    • Figure 30: MULO sales of pet food at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                • Brand Share – Dog Food

                                                                                  • Key points
                                                                                    • Nestlé continues to dominate in the dog food sector
                                                                                      • Manufacturer sales of dog food by brand
                                                                                        • Figure 31: MULO sales of dog food at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                    • Brand Share – Cat Food

                                                                                      • Key points
                                                                                        • Nestlé and Big Heart Pet Brand remain the top players in cat food
                                                                                          • Manufacturer sales of cat food
                                                                                            • Figure 32: MULO sales of cat food at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Brand Share – Other Pet Food

                                                                                          • Key points
                                                                                            • Lesser-known companies dominate in other pet food
                                                                                              • Manufacturer sales of other pet food
                                                                                                • Figure 33: MULO sales of other pet food at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                            • Innovations and Innovators

                                                                                              • Organic pet food is trending but still a very small segment
                                                                                                • Figure 34: Natural supermarket sales of pet food, by organic content, 2012 and 2014*
                                                                                              • Indulgence at a premium
                                                                                                • Eco-friendly packaging and humane production practices
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Theme: Using social media tools for pet/pet-parent bonding
                                                                                                      • Theme: Altruism as a means for greater engagement with pet owners
                                                                                                        • Theme: Pet love
                                                                                                          • Figure 35: Ad: Milk-Bone Commercial, October 27, 2013
                                                                                                      • Pet Ownership

                                                                                                        • Key points
                                                                                                          • Dogs are the most popular type of household pet
                                                                                                            • Figure 36: Number of dogs or cats in household, March 2014
                                                                                                            • Figure 37: Number of other pets in household, March 2014
                                                                                                          • Pet ownership declines with age
                                                                                                            • Figure 38: Type and number of pets in household, by age, March 2014
                                                                                                          • Middle-income earners are more likely pet owners
                                                                                                            • Figure 39: Type and number of pets in household, by household income, March 2014
                                                                                                          • Households with kids are more likely to own pets
                                                                                                            • Figure 40: Type and number of pets in household, by presence of children in household, March 2014
                                                                                                        • Time and Activities with Pet

                                                                                                          • Key points
                                                                                                            • Pet ownership is a significant time commitment
                                                                                                              • Figure 41: Amount of time spent each week feeding, grooming, and playing with pets, March 2014
                                                                                                              • Figure 42: Weekly activities, March 2014
                                                                                                            • Women spend more time taking care of pets than men
                                                                                                              • Figure 43: Amount of time spent each week feeding, grooming, and playing with pets, by gender, March 2014
                                                                                                            • Young pet owners spend more time interacting with their pet
                                                                                                              • Figure 44: Amount of time spent each week feeding, grooming, and playing with pets, by age, March 2014
                                                                                                              • Figure 45: Dog training mobile application
                                                                                                              • Figure 46: Weekly activities, by age, March 2014
                                                                                                            • Highly affluent spend the most time with their pet
                                                                                                              • Figure 47: Amount of time spent each week feeding, grooming, and playing with pets, by household income, March 2014
                                                                                                              • Figure 48: Weekly activities, by household income, March 2014
                                                                                                            • Households without kids spend more time with their pets
                                                                                                              • Figure 49: Amount of time spent each week feeding, grooming, and playing with pets, by presence of children in household, March 2014
                                                                                                              • Figure 50: Weekly activities, by presence of children in household, March 2014
                                                                                                          • Attitudes of Pet Owners

                                                                                                            • Key points
                                                                                                              • Pets are family members
                                                                                                                • Figure 51: Pet perception and attitudes, March 2014
                                                                                                              • Women have an emotional connection to their pets
                                                                                                                • Figure 52: Pet perception and attitudes, by gender, March 2014
                                                                                                              • Pets are more like family for households without kids
                                                                                                                • Figure 53: Pet perception and attitudes, by presence of children in household, March 2014
                                                                                                            • Shopping for Pet Food

                                                                                                              • Key points
                                                                                                                • One main purchaser of pet food per household
                                                                                                                  • Figure 54: Purchaser of pet food and supplies in household, by gender, March 2014
                                                                                                                • Adults 35-44 are main pet food purchaser; older adults share the task
                                                                                                                  • Figure 55: Purchaser of pet food and supplies in household, by age, March 2014
                                                                                                                • Walmart, supermarkets most common retail channel for pet food
                                                                                                                  • Figure 56: Store bought pet food, by gender, March 2014
                                                                                                                • Millennials are gravitating to online pet food shopping
                                                                                                                  • Figure 57: Store bought pet food, by age, March 2014
                                                                                                                • Millennial males/females shop different retail channels for pet food
                                                                                                                  • Figure 58: Store bought pet food, by gender and age, March 2014
                                                                                                                • Regional differences in pet food retail channel preferences
                                                                                                                  • Figure 59: Store bought pet food, by region, March 2014
                                                                                                              • Pet Food Decision-Making

                                                                                                                • Key points
                                                                                                                  • Pet owners say flavor/taste that appeals to their pet is most important
                                                                                                                    • Figure 60: Important factors to choose to buy pet food, March 2014
                                                                                                                  • Pet owner age determines what is important in pet food purchasing
                                                                                                                    • Figure 61: Very important factors to choose to buy pet food, by age, March 2014
                                                                                                                  • Households with kids value organic pet food ingredients more; flavor, less
                                                                                                                    • Figure 62: Very important factors to choose to buy pet food, by presence of children in household, March 2014
                                                                                                                  • Older pet parents rank pet food health, dietary factors more important than price
                                                                                                                    • Figure 63: Most important factors influencing purchasing pet food, by age, March 2014
                                                                                                                  • Pet food labelling and vet input importance increases with pet owner age for new pet food purchase consideration
                                                                                                                    • Figure 64: Commonly rely on information when purchasing a new type of pet food, by age, March 2014
                                                                                                                • Pet Foods Bought – Dogs

                                                                                                                  • Key points
                                                                                                                    • Pedigree most popular dry and wet dog food brand
                                                                                                                      • Figure 65: Brands of dry dog food used, by age, November 2012-December 2013
                                                                                                                      • Figure 66: Brands of moist dog food used, by age, November 2012-December 2013
                                                                                                                    • Younger owners likely to have puppy food needs; older owners, age/health dog food needs
                                                                                                                      • Figure 67: Types of dog food used, by age, November 2012-December 2013
                                                                                                                    • 25-34 year-old pet parents less likely to spoil their dogs with treats
                                                                                                                      • Figure 68: Dog biscuit/treat usage, by age, November 2012-December 2013
                                                                                                                    • Milk-Bone and Beggin’ Strips most popular dog treat brands
                                                                                                                      • Figure 69: Brands of dog biscuits/treats used, by age, November 2012-December 2013
                                                                                                                  • Pet Foods Bought – Cats

                                                                                                                    • Key points
                                                                                                                        • Figure 70: Brands of dry cat food used, by age, November 2012-December 2013
                                                                                                                      • Friskies and Fancy Feast are top wet cat food brands
                                                                                                                        • Figure 71: Brands of moist cat food used, by age, November 2012-December 2013
                                                                                                                      • Older cat owners buy senior cat food for their older cats
                                                                                                                        • Figure 72: Types of dry cat food used, by age, November 2012-December 2013
                                                                                                                      • 45-55 year-olds most interested in treating their cats with snacks
                                                                                                                        • Figure 73: Cat treat/snack usage, by age, November 2012-December 2013
                                                                                                                      • Whiskas Temptations is top cat treat/snack
                                                                                                                        • Figure 74: Brands of cat treat/snack used, by age, November 2012-December 2013
                                                                                                                    • Pet Supplements/Vitamins – Dogs and Cats

                                                                                                                      • Key points
                                                                                                                        • Pet supplements/vitamins used by almost one third of pet owners
                                                                                                                          • Figure 75: Supplements/vitamin usage, by age, November 2012-December 2013
                                                                                                                      • Pet Foods Bought – Organic

                                                                                                                        • Key points
                                                                                                                          • Figure 76: Organic pet food use, by age, November 2012-December 2013
                                                                                                                          • Figure 77: Organic pet food use, by household income, November 2012-December 2013
                                                                                                                          • Figure 78: Organic pet food use, by education, November 2012-December 2013
                                                                                                                          • Figure 79: Organic pet food use, by region, November 2012-December 2013
                                                                                                                      • Race and Hispanic Origin

                                                                                                                        • Key points
                                                                                                                          • Blacks less likely to be owners of any type of pet
                                                                                                                            • Figure 80: Types of pets in household, by race, March 2014
                                                                                                                          • Hispanics are more likely dog owners
                                                                                                                            • Figure 81: Types of pets in household, by Hispanic origin, March 2014
                                                                                                                          • Blacks less likely to spend extensive time with pets than Whites
                                                                                                                            • Figure 82: Amount of type spent each week feeding, grooming and playing with pets, by race, March 2014
                                                                                                                          • Blacks and Whites focus on different types of pet activities
                                                                                                                            • Figure 83: Weekly activities, by race, March 2014
                                                                                                                          • Pet-owner bonds are different, depending on race
                                                                                                                            • Figure 84: Statements on pets & pet owners, by race, March 2014
                                                                                                                          • Race impacts type of dog food used
                                                                                                                            • Figure 85: Types of dog food used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Beneful and Pedigree are popular dog food brands with Blacks and Hispanics
                                                                                                                            • Figure 86: Brands of dry dog food used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Beneful and Pedigree most popular wet dog food among Blacks, Hispanics
                                                                                                                            • Figure 87: Brands of moist dog food used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Blacks, Hispanics less likely to buy dog biscuits/treats
                                                                                                                            • Figure 88: Dog biscuit/treat usage, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Milk-Bone most popular dog treat with Hispanics
                                                                                                                            • Figure 89: Brands of dog biscuits/treats used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Blacks, Hispanics over index on Friskies dry food
                                                                                                                            • Figure 90: Brands of dry cat food used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                            • Figure 91: Brands of moist cat food used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Blacks purchase more treats/snacks for their cats
                                                                                                                            • Figure 92: Cat treat/snack usage, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Friskies and Meow Mix treats/snacks most popular with Blacks
                                                                                                                            • Figure 93: Brands of cat treat/snack used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                          • Hispanics and Blacks more likely to buy pet supplements/vitamins
                                                                                                                            • Figure 94: Supplements/vitamin usage, by race/Hispanic origin, November 2012-December 2013
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                            • Figure 95: Types of pets in household, by gender and age, March 2014
                                                                                                                            • Figure 96: Amount of type spent each week feeding, grooming and playing with pets, by gender and age, March 2014
                                                                                                                            • Figure 97: Amount of type spent each week feeding, grooming and playing with pets, by household income, March 2014
                                                                                                                            • Figure 98: Amount of type spent each week feeding, grooming and playing with pets, by presence of children in household, March 2014
                                                                                                                            • Figure 99: Amount of type spent each week feeding, grooming and playing with pets, by age, March 2014
                                                                                                                            • Figure 100: Weekly activities, by gender, March 2014
                                                                                                                            • Figure 101: Weekly activities, by gender and age, March 2014
                                                                                                                            • Figure 102: Weekly activities, by household income, March 2014
                                                                                                                            • Figure 103: Weekly activities, by region, March 2014
                                                                                                                            • Figure 104: Statements on pets & pet owners, by gender and age, March 2014
                                                                                                                            • Figure 105: Statements on pets & pet owners, by region, March 2014
                                                                                                                            • Figure 106: Purchaser of pet food and supplies in household, by gender and age, March 2014
                                                                                                                            • Figure 107: Purchaser of pet food and supplies in household, by household income, March 2014
                                                                                                                            • Figure 108: Purchaser of pet food and supplies in household, by presence of children in household, March 2014
                                                                                                                            • Figure 109: Store bought pet food, by household income, March 2014
                                                                                                                            • Figure 110: Store bought pet food, by presence of children in household, March 2014
                                                                                                                            • Figure 111: Store bought pet food, by store bought pet supplies, March 2014
                                                                                                                            • Figure 112: Store bought pet food, by store bought pet supplies, March 2014
                                                                                                                            • Figure 113: Commonly rely on information when purchasing a new type of pet food, by gender, March 2014
                                                                                                                            • Figure 114: Commonly rely on information when purchasing a new type of pet food, by gender and age, March 2014
                                                                                                                            • Figure 115: Commonly rely on information when purchasing a new type of pet food, by presence of children in household, March 2014
                                                                                                                            • Figure 116: Commonly rely on information when purchasing a new type of pet food, by region, March 2014
                                                                                                                            • Figure 117: Important factors to choose to buy pet foods, by commonly rely on information when purchasing a new type of pet food, March 2014
                                                                                                                            • Figure 118: Important factors to choose to buy pet foods, by commonly rely on information when purchasing a new type of pet food, March 2014
                                                                                                                            • Figure 119: Very important factors to choose to buy pet food, by gender, March 2014
                                                                                                                            • Figure 120: Very important factors to choose to buy pet food, by gender and age, March 2014
                                                                                                                            • Figure 121: Very important factors to choose to buy pet food, by household income, March 2014
                                                                                                                            • Figure 122: Very important factors to choose to buy pet food, by region, March 2014
                                                                                                                            • Figure 123: Most important factors influencing purchasing pet food, by gender, March 2014
                                                                                                                            • Figure 124: Most important factors influencing purchasing pet food, by gender and age, March 2014
                                                                                                                            • Figure 125: Most important factors influencing purchasing pet food, by household income, March 2014
                                                                                                                            • Figure 126: Most important factors influencing purchasing pet food, by store bought pet food, March 2014
                                                                                                                            • Figure 127: Most important factors influencing purchasing pet food, by store bought pet food, March 2014
                                                                                                                            • Figure 128: Most important factors influencing purchasing pet food, by store bought pet food, March 2014
                                                                                                                            • Figure 129: Most important factors influencing purchasing pet food, by presence of children in household, March 2014
                                                                                                                            • Figure 130: Purchaser of pet food and supplies in household, by race, March 2014
                                                                                                                            • Figure 131: Very important factors to choose to buy pet food, by race, March 2014
                                                                                                                            • Figure 132: Most important factors influencing purchasing pet food, by race, March 2014
                                                                                                                            • Figure 133: Types of pets in household, by gender, March 2014
                                                                                                                            • Figure 134: Types of pets in household, by household income, March 2014
                                                                                                                            • Figure 135: Types of pets in household, by marital/relationship status, March 2014
                                                                                                                            • Figure 136: Statements on pets & pet owners, by household income, March 2014
                                                                                                                            • Figure 137: Purchaser of pet food and supplies in household, March 2014
                                                                                                                            • Figure 138: Stores bought pet food, March 2014
                                                                                                                            • Figure 139: Commonly rely on information when purchasing a new type of pet food, March 2014
                                                                                                                            • Figure 140: Commonly rely on information when purchasing a new type of pet food, by household income, March 2014
                                                                                                                            • Figure 141: Most important factors influencing purchasing pet food, March 2014
                                                                                                                            • Figure 142: Most important factors influencing purchasing pet food, by region, March 2014
                                                                                                                            • Figure 143: Brands of dry dog food used, by gender, November 2012-December 2013
                                                                                                                        • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                            • Information Resources Inc. Consumer Network Metrics
                                                                                                                            • Appendix – Trade Associations

                                                                                                                              Pet Food - US - July 2014

                                                                                                                              US $3,995.00 (Excl.Tax)