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Pet Supplies - US - August 2010

The US pet supplies market appears to be mostly recession-proof, having steadily gained sales between 2005 and estimated 2010. Yet pet owners nonetheless place the most emphasis on price and private label sales outpaced national brands in some segments in 2010 (for the period to date), such as dog and cat needs and dog rawhide chews, indicating that value is still the top priority. This report focuses on these dynamic factors and offers in-depth analysis of the following:

  • The factors that drive the market, from rising pet ownership and the presence of children to the influence of Hispanics on the market
  • The tendency of owners to view their pets as members of the family and the extent to which they indulge their pets
  • How chain pet stores dominate the market with extensive marketing, merchandising, expertise and services
  • Where all-natural products fit into the market and their growing popularity
  • Tight competition between flea/tick medicine manufacturers, as well as between pet litter brands and the varying advertising methods of litter brands

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Table of contents

  1. Scope and Themes

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

                    • Snapshot of the market
                      • Private label competes with national brands
                        • Flea/tick remedy brands compete based on performance
                          • Litter leads the segments
                            • Pet store chains, vets garner more revenue than other channels
                              • Pet ownership is up
                                • Pets follow kids, but HHs with kids are shrinking
                                  • Hispanic child growth outpaces other ethnic kids
                                    • Four top companies in the FDMx market
                                      • Litter advertising touts unique formulas, lifestyle
                                        • The people and their pets
                                          • Pet ownership
                                            • Products and services
                                              • Retailers used
                                                • Attitudes and motivations
                                                  • Impact of race/Hispanic origin
                                                  • Insights and Opportunities

                                                    • Pampering pets and owners
                                                      • Pet security will be important for pet lovers
                                                      • Inspire Insights

                                                          • Trend: Cam, Cam
                                                            • Trend: Creature Comfort
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • A market resilient to the poor economy, but pet owners emphasize value
                                                                  • Pet ownership will primarily drive future sales
                                                                    • HHs with children are declining, which hurts future sales potential
                                                                      • Pet supplies market size and forecast
                                                                        • Figure 1: Total U.S. sales and forecast of pet supplies, at current prices, 2005-15
                                                                        • Figure 2: Total U.S. sales and forecast of pet supplies, at inflation-adjusted prices, 2005-15
                                                                    • Market Drivers

                                                                      • Pet population grows
                                                                        • Poor economy may cause more pet homelessness
                                                                          • Figure 3: U.S. pet population, 2005-09
                                                                        • Where there are kids, there are often pets…
                                                                          • Figure 4: Types of pets in the HH, by presence of children, May 2010
                                                                        • … but HHs with kids are declining
                                                                            • Figure 5: Households, by presence of children, 1999-2009
                                                                          • Hispanic child population grows faster than others
                                                                            • Figure 6: U.S. Hispanic children, by age, 2005-15
                                                                            • Figure 7: Pet ownership, by race/Hispanic origin, May 2010
                                                                          • Foreclosures often mean giving up pets
                                                                          • Competitive Context

                                                                            • Poor economy puts the emphasis on value
                                                                              • Other flea/tick medicine brands compete with UltraGuard and Sergeant’s
                                                                                • Figure 8: Advantage television ad, 2010
                                                                                • Figure 9: Advantage television ad, 2010
                                                                                • Figure 10: Frontline television ad, 2010
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Litter and deodorant make the only real gains
                                                                                  • Sales of pet supplies, by segment
                                                                                    • Figure 11: U.S. sales of pet supplies, segmented by type, 2009-10
                                                                                • Segment Performance—Litter and Deodorant

                                                                                  • Key points
                                                                                    • Steady growth as companies innovate
                                                                                      • Sales and forecast of litter and deodorant
                                                                                        • Figure 12: U.S. sales of litter and deodorant, 2005-15
                                                                                    • Segment Performance—Dog/Cat Needs

                                                                                      • Key points
                                                                                        • Flea/tick medicine sales comprise majority of segment
                                                                                          • Sales and forecast
                                                                                            • Figure 13: U.S. sales of dog/cat needs, 2005-15
                                                                                        • Segment Performance—Dog Rawhide Chews

                                                                                          • Key points
                                                                                            • Dog rawhide chews ultimately decline
                                                                                              • Sales and forecast
                                                                                                • Figure 14: U.S. sales of dog rawhide chews, 2005-15
                                                                                            • Segment Performance—Non Dog/Cat Needs

                                                                                              • Key points
                                                                                                • Non dog/cat needs sales also fluctuate
                                                                                                  • Sales and forecast
                                                                                                    • Figure 15: U.S. sales of non dog/cat needs, 2005-15
                                                                                                • Retail Channels

                                                                                                  • Key point
                                                                                                    • PETCO/PetSmart, vet offices, other retailers account for a majority of sales
                                                                                                      • Supermarkets and other FDMx stores cannot match specialized channels
                                                                                                        • Channel sales of pet supplies
                                                                                                          • Figure 16: U.S. sales of pet supplies, by channel, at current prices, 2009 and 2010
                                                                                                      • Retail Channels—PETCO, PetSmart, Veterinarians’ Offices, Other Retailers

                                                                                                        • Key points
                                                                                                          • Big chains mean big marketing, and a wide range of products and services
                                                                                                            • Vet offices offer expertise
                                                                                                              • As usual, Walmart competes
                                                                                                                • Other channels
                                                                                                                  • PETCO, PetSmart, vet office, and other retailer sales of pet supplies
                                                                                                                    • Figure 17: U.S. sales of pet supplies at other retail channels, at current prices, 2005-10
                                                                                                                • Retail Channels—Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Supermarkets could capitalize on poor economy
                                                                                                                      • Supermarket sales
                                                                                                                        • Figure 18: U.S. sales of pet supplies at supermarkets, 2005-10
                                                                                                                    • Retail Channels—Other FDMx

                                                                                                                      • Key points
                                                                                                                        • Smaller pet chains and stores offer expertise
                                                                                                                          • Drug stores have a limited role
                                                                                                                            • Other FDMx channel sales of pet supplies
                                                                                                                              • Figure 19: U.S. sales of pet supplies at other FDMx channels, at current prices, 2005-10
                                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                                            • Key point
                                                                                                                              • Sales of pet supplies in the natural channel
                                                                                                                                • Figure 20: Natural supermarket sales of pet supplies, at current prices, 2008-10
                                                                                                                            • Leading Companies

                                                                                                                              • Key points
                                                                                                                                • Nestlé Purina and Clorox lead FDMx sales based on litter brands
                                                                                                                                  • Private label grows as economy remains slow
                                                                                                                                    • Leading pet supply companies
                                                                                                                                      • Figure 21: Select FDMx manufacturer sales of pet supplies in the U.S., 2009-10
                                                                                                                                  • Brand Share—Dog/Cat Litter

                                                                                                                                    • Key points
                                                                                                                                      • Litter brands see mixed results
                                                                                                                                        • Manufacturer and brand sales of dog/cat litter
                                                                                                                                          • Figure 22: Select FDMx brand sales and market share of dog/cat litter in the U.S., 2009-10
                                                                                                                                      • Brand Share—Dog/Cat Needs

                                                                                                                                        • Key points
                                                                                                                                          • Hartz leads and Sergeant’s slips as many owners turn to private label
                                                                                                                                            • Manufacturer and brand sales of dog/cat needs
                                                                                                                                              • Figure 23: Select FDMx brand sales and market share of dog/cat needs in the U.S., 2009-10
                                                                                                                                          • Brand Share—Dog Rawhide Chews

                                                                                                                                            • Key points
                                                                                                                                              • 8 in 1 gains as Hartz drops; private label rises
                                                                                                                                                • Manufacturer and brand sales of dog rawhide chews needs
                                                                                                                                                  • Figure 24: Select FDMx brand sales and market share of dog rawhide chews in the U.S., 2009-10
                                                                                                                                              • Brand Share—Non Dog/Cat Needs

                                                                                                                                                • Key points
                                                                                                                                                  • A wide range of brands for various pet types
                                                                                                                                                    • Small animal bedding brands are down overall
                                                                                                                                                      • Manufacturer and brand sales of non-dog/cat needs
                                                                                                                                                        • Figure 25: Select FDMx brand sales and market share of non dog/cat needs in the U.S., 2009-10
                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                      • All-natural products
                                                                                                                                                        • Making life easier for aging pets
                                                                                                                                                          • Supplements for healthier pets
                                                                                                                                                          • Brands and the Advertising Landscape

                                                                                                                                                            • Overview
                                                                                                                                                              • Nestlé Purina Tidy Cats
                                                                                                                                                                • Figure 26: Brand analysis of Tidy Cats, 2010
                                                                                                                                                              • Web advertising
                                                                                                                                                                • TV ad for Tidy Cats
                                                                                                                                                                  • Figure 27: Tidy Cats television ad, 2010
                                                                                                                                                                • Clorox Fresh Step
                                                                                                                                                                  • Figure 28: Brand analysis of Fresh Step, 2010
                                                                                                                                                                • Web advertising
                                                                                                                                                                  • TV ad for Fresh Step
                                                                                                                                                                    • Figure 29: Fresh Step television ad, 2010
                                                                                                                                                                  • Arm & Hammer
                                                                                                                                                                    • Figure 30: Brand analysis of Arm & Hammer, 2010
                                                                                                                                                                  • Web advertising
                                                                                                                                                                    • TV ad for Arm & Hammer
                                                                                                                                                                      • Figure 31: Arm & Hammer cat litter television ad, 2010
                                                                                                                                                                  • Pet Ownership

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Dogs and cats remain the most popular pets
                                                                                                                                                                        • Figure 32: Pet ownership, by gender and age, May 2010
                                                                                                                                                                      • Dog and cat owners often own multiple animals
                                                                                                                                                                        • Figure 33: Pet ownership, by gender and age, May 2010
                                                                                                                                                                        • Figure 34: Pet ownership, by HH income, May 2010
                                                                                                                                                                    • Products and Services

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Toys, pet furniture are the most purchased products
                                                                                                                                                                          • Figure 35: Pet products purchased, by gender and age, May 2010
                                                                                                                                                                          • Figure 36: Pet products purchased, by HH income, May 2010
                                                                                                                                                                          • Figure 37: Pet products purchased, by presence of children, May 2010
                                                                                                                                                                        • Grooming is the most purchased of services
                                                                                                                                                                          • Figure 38: Pet services purchased, by gender and age, May 2010
                                                                                                                                                                          • Figure 39: Pet services purchased, by HH income, May 2010
                                                                                                                                                                      • Retailers Used

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Walmart and pet stores used most for pet supplies
                                                                                                                                                                            • Figure 40: Retailers used for pet supplies, by gender and age, May 2010
                                                                                                                                                                            • Figure 41: Retailers used for pet supplies, by HH income, May 2010
                                                                                                                                                                        • Attitudes and Motivations

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Most view pets as part of the family
                                                                                                                                                                              • Figure 42: Attitudes towards pets, by gender and age, May 2010
                                                                                                                                                                              • Figure 43: Attitudes towards pets, by HH income, May 2010
                                                                                                                                                                            • Value still matters most
                                                                                                                                                                              • Figure 44: Important product attributes, by gender and age, May 2010
                                                                                                                                                                              • Figure 45: Important product attributes, by HH income, May 2010
                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Blacks are the least likely to own dogs and cats
                                                                                                                                                                                • Figure 46: Pet ownership, by race/Hispanic origin, May 2010
                                                                                                                                                                              • Blacks are the least likely to own a range of pet types
                                                                                                                                                                                • Figure 47: Pet ownership, by race/Hispanic origin, May 2010
                                                                                                                                                                              • Whites are the least likely to buy a range of pet products, except toys
                                                                                                                                                                                • Figure 48: Pet products purchased, by race/Hispanic origin, May 2010
                                                                                                                                                                              • Blacks, Hispanics buy/show most interest in a range of services
                                                                                                                                                                                • Figure 49: Pet services purchased, by race/Hispanic origin, May 2010
                                                                                                                                                                              • Blacks, Hispanics most likely to buy at chain pet stores
                                                                                                                                                                                • Figure 50: Retailers used for pet supplies, by race/Hispanic origin, May 2010
                                                                                                                                                                              • Blacks and Hispanics are more concerned with brand name
                                                                                                                                                                                • Figure 51: Important product attributes, by race/Hispanic origin, May 2010
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Doggers
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Catsies
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Thrifties
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                          • Figure 52: Pet supply clusters, May 2010
                                                                                                                                                                                                          • Figure 53: Household pet ownership, by pet supply clusters, May 2010
                                                                                                                                                                                                          • Figure 54: Attitudes towards pets, by pet supply clusters, May 2010
                                                                                                                                                                                                          • Figure 55: Importance of supply attributes, by pet supply clusters, May 2010
                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                          • Figure 56: Pet supply clusters, by gender, May 2010
                                                                                                                                                                                                          • Figure 57: Pet supply clusters, by age group, May 2010
                                                                                                                                                                                                          • Figure 58: Pet supply clusters, by household income group, May 2010
                                                                                                                                                                                                          • Figure 59: Pet supply clusters, by race, May 2010
                                                                                                                                                                                                          • Figure 60: Pet supply clusters, by Hispanic origin, May 2010
                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Dog and cat ownership higher among those married or living with a partner
                                                                                                                                                                                                                  • Figure 61: Pet ownership, by marital status, May 2010
                                                                                                                                                                                                                • HHs without children are more apt to spoil their pets
                                                                                                                                                                                                                    • Figure 62: Attitudes towards pets, by presence of children, May 2010
                                                                                                                                                                                                                • IRI Symphony/Builders Panel Data

                                                                                                                                                                                                                  • Cat Litter
                                                                                                                                                                                                                    • Consumer insights on key purchase measures – cat litter
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 63: Brand map, selected brands of cat litter, buying rate by household penetration, 2009*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 64: Key purchase measures for the top brands of cat litter, by household penetration, 2009*
                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                        • Impact of race/Hispanic origin
                                                                                                                                                                                                                          • Figure 65: Attitudes towards pets, by race/Hispanic origin, May 2010
                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • American Pet Products Manufacturers Association, Inc.
                                                                                                                                                                                                                        • Church & Dwight Co. Inc
                                                                                                                                                                                                                        • Hartz Mountain Corporation
                                                                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                        • Pet Industry Distributors Association
                                                                                                                                                                                                                        • Pet Industry Joint Advisory Council (PIJAC)
                                                                                                                                                                                                                        • PetSmart, Inc
                                                                                                                                                                                                                        • Spectrum Brands, Inc.
                                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                        Pet Supplies - US - August 2010

                                                                                                                                                                                                                        £3,199.84 (Excl.Tax)