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Pet Supplies - US - August 2016

"The pet supplies category continues its steady growth trajectory as Americans continue to spoil their pets, which are viewed as loyal family members rather than owned animals. Looking ahead, the category is expected to grow as the pet population ages, creating opportunities for products designed to address common issues that arise among older pets."

Rebecca Cullen, Associate Analyst

This report looks at the following areas:

  • Category grows 18% from 2011-16
  • Pet ownership nearly universal
  • Pet owners mostly purchase the essentials

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

  • Supplies for household pets including cats, dogs, small animals (hamsters, etc.), reptiles, fish, and birds; horse care items are not included.
  • Supplies include, but are not limited to, litter/deodorant, rawhide dog chews, dog/cat supplies (ie grooming, collars, leashes, toys, bedding, feeding equipment, and over-the-counter flea and tick treatments), and non-dog/cat supplies (ie indoor aquariums and aquarium accessories, bird cages).
  • Excluded from this report are services for pets, such as boarding, grooming, training, and veterinary services; pet food; over-the-counter and prescription medicines; and the actual cost of the animal. Pet supplies sold through non-retail channels, such as groomers and veterinary offices are not included in the market size estimates.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category grows 18% from 2011-16
            • Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2011-21
          • Pet ownership nearly universal
            • Figure 2: Type of pet owned, June 2016
          • Pet owners mostly purchase the essentials
            • Figure 3: Select pet supplies and health/grooming supplies purchased, June 2016
          • The opportunities
            • Health, functionality important purchase drivers
              • Figure 4: Purchase factors, June 2016
            • Young adults, Hispanics, parents express most interest in category innovations
              • Figure 5: Interest in select innovations, any interest, by age (18-44), Hispanic origin, and parental status, June 2016
            • Emphasize importance of proper care of aging pets, proactive measures
              • Figure 6: Attitudes toward aging pets, June 2016
            • What it means
            • The Market – What You Need to Know

              • Sales reach $11 billion in 2016
                • Non-dog/cat needs segment struggles
                  • US pet population in their elder years
                    • Growth in US population, declining homeownership rates impact market
                      • Analysis of America’s pets
                      • Market Size and Forecast

                        • Category sales reach $11 billion in 2016
                          • Figure 7: Total US sales and fan chart forecast of pet supplies, at current prices, 2011-21
                          • Figure 8: Total US retail sales and forecast of pet supplies, at current prices, 2011-21
                          • Figure 9: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2011-21
                      • Market Breakdown

                        • Cat litter and other dog/cat supplies grow, non-dog/cat needs struggle
                          • Figure 10: Share of total US retail sales of pet supplies, by segment, 2016
                          • Figure 11: Total US retail sales of pet supplies, by segment, at current prices, 2014 and 2016
                        • Other retailers garner sales from supermarkets
                          • Figure 12: Total US retail sales of pet supplies, by channel, at current prices, 2011-16
                      • Market Perspective

                        • US pet population aging
                        • Market Factors

                          • Growth in US population to benefit pet supplies market
                            • Figure 13: US population, by age, 2011, 2016, and 2021
                          • Unmarried adults, delay in starting family on the rise
                            • Figure 14: Households, by presence of own children, 2003-13
                          • Declining homeownership rates, income impact market
                            • Figure 15: Type of pet owned, by household income and primary residence, June 2016
                          • Consumer confidence, economic improvements
                            • Figure 16: Consumer Sentiment Index, January 2007-June 2016
                          • Profile of Americas pets
                            • Americas cat population
                              • Figure 17: Profile of cat ownership, June 2016
                            • Americas dog population
                              • Figure 18: Profile of dog ownership, June 2016
                          • Key Players – What You Need to Know

                            • Sales fragmented, private label represents nearly one quarter of sales
                              • Innovation, functionality boosts cat litter segment growth
                                • Specialty, private labels threaten mass brands
                                  • Health, technology, and smaller products bring new opportunities
                                  • Manufacturer Sales of Pet Supplies

                                    • Nestle is leading MULO pet supply company
                                      • Private label represents nearly one quarter of category sales
                                        • Manufacturer sales of pet supplies
                                          • Figure 19: MULO sales of pet supplies, by leading companies, rolling 52-weeks 2015 and 2016
                                      • What’s Working?

                                        • Sustained cat litter innovation aids segment growth
                                          • Figure 20: Purina Tidy Cat Tidy Innovation Lab, April 6, 2015
                                          • Figure 21: MULO sales of Purina Tidy cat litter
                                          • Figure 22: MULO sales of Arm & Hammer Clump and Seal litter
                                          • Figure 23: Cats Pride Fresh and Light Ultimate Care line commercial, March 2016
                                        • Treatment and prevention
                                          • Figure 24: MULO sales of select pet needs, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                        • Brands focus on well-rounded approach for pet’s happiness
                                          • Campaigns highlight proper care for companions
                                            • Figure 25: Petco 7-point pet care check online ad, 2016
                                            • Figure 26: Petco “Finding Dory” online ad, 2016
                                        • What’s Struggling?

                                          • Brand name products face competition from specialty and private labels
                                            • Figure 27: Location of pet food purchases, June 2016
                                          • Health risks, basic flavor temper rawhide chew segment growth
                                            • Non-dog/cat products struggle in market
                                              • Figure 28: MULO sales of non –dog/cat needs, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                          • What’s Next?

                                            • Pets are joining the #foodie movement
                                              • Subscription services deliver age-related products
                                                • Pets and the city – Products for urban dwelling pets
                                                  • Litter goes outside the box – Colors, scents, and health
                                                    • Figure 29: Neon Litter Clumping Crystals Cat Litter
                                                  • Pet tech – Pets get smart
                                                    • Fitness and fun
                                                      • Safety and monitoring
                                                        • Vet at your finger tips
                                                        • The Consumer – What You Need to Know

                                                          • Dogs the most popular pet in America
                                                            • Dog owners purchase more house, travel, and apparel pet supplies
                                                              • Flea and tick treatment, litter most purchased health supplies
                                                                • Health and functionality top list of purchase factors
                                                                  • Improving health and user experience holds most interest for owners
                                                                    • Attitudes toward aging vary based on pets life stage
                                                                    • Type of Pet Owned

                                                                        • Dog favored pet in US
                                                                          • Figure 30: Type of pet owned, June 2016
                                                                        • Pet ownership drops off with age
                                                                          • Figure 31: Type of pet owned, by age and gender, June 2016
                                                                        • Pet ownership skews toward parents, Hispanics
                                                                          • Figure 32: Type of pet owned, by parental status and number of children under 18 in household, June 2016
                                                                          • Figure 33: Type of pet owned, by Hispanic origin, June 2016
                                                                      • House, Travel, and Apparel Pet Supplies Purchased

                                                                          • Toys and treats most purchased, especially among dog owners
                                                                            • Figure 34: House, travel, and apparel pet supplies purchased, June 2016
                                                                            • Figure 35: House, travel, and apparel pet supplies purchased, by type of pet owned, June 2016
                                                                          • Spending peaks among Millennials
                                                                            • Figure 36: PetSmart online ad, 2016
                                                                            • Figure 37: Select house, travel, and apparel pet supplies purchased, by generation, June 2016
                                                                          • Hispanics more likely to buy pet supplies geared toward younger pets
                                                                            • Figure 38: Select house, travel, and apparel pet supplies purchased, by Hispanic origin, June 2016
                                                                          • Urbanites pamper pets
                                                                            • Figure 39: Select house, travel, and apparel pet supplies purchased, by area, June 2016
                                                                        • Health and Grooming Pet Supplies Purchased

                                                                            • Litter, flea and tick products most purchased
                                                                              • Figure 40: Health and grooming pet supplies purchased, June 2016
                                                                            • Dog owners more likely to purchase most health and grooming items
                                                                              • Figure 41: Health and grooming pet supplies purchased, by type of pet owned, June 2016
                                                                            • Training, improving pets health top of mind for Millennials
                                                                              • Figure 42: Select health and grooming pet supplies purchased, by generation, June 2016
                                                                            • Hispanics want pets healthy from head to tail
                                                                              • Figure 43: Select health and grooming pet supplies purchased, by Hispanic origin, June 2016
                                                                            • Parents concerned about health and safety
                                                                              • Figure 44: Select health and grooming products, by parental status, June 2016
                                                                          • Purchase Factors

                                                                              • Health, functionality top list of purchase factors
                                                                                • Figure 45: Purchase Factors, June 2016
                                                                              • Millennials seek convenience and design, Boomers trust professionals
                                                                                • Figure 46: Select purchase factors, by generation, June 2016
                                                                              • Nutrition, design appeals to Hispanics
                                                                                • Figure 47: Select purchase factors, by Hispanic origin, June 2016
                                                                              • Urban dwellers look for portability and are fashion forward
                                                                                • Figure 48: Select purchase factors, by area, June 2016
                                                                            • Interest in Innovations

                                                                                • Product innovations could boost slow market sales
                                                                                  • Figure 49: Interest in innovations, June 2016
                                                                                • Adults aged 18-44 represent growth opportunity
                                                                                    • Figure 50: Interest in innovations, any interest, by age, June 2016
                                                                                  • Hispanics express interest in improving health, odor control
                                                                                    • Figure 51: Interest in select innovations, any interest, by Hispanic origin, June 2016
                                                                                  • Technology, health, convenience appeal to parents
                                                                                    • Figure 52: Interest in select innovations, any interest, by parental status, June 2016
                                                                                • Attitudes toward Aging Pets

                                                                                    • Age-related concerns top of mind for pet owners
                                                                                      • Figure 53: Attitudes toward aging pets, June 2016
                                                                                    • Dog owners’ attitudes vary based on pet’s age
                                                                                      • Figure 54: Attitudes toward aging pets, by age of dog owned, June 2016
                                                                                    • Income limits proper pet care
                                                                                      • Figure 55: Select attitudes toward aging pets, by household income, June 2016
                                                                                    • Millennials preparing for aging pets
                                                                                      • Figure 56: Select attitudes toward aging pets, by generation, June 2016
                                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                                • Market factors
                                                                                                  • Figure 57: Homeownership rate, by age of householder, 2014
                                                                                                  • Figure 58: Disposable Personal Income change from previous period, January 2007-May 2016
                                                                                                • Market breakdown
                                                                                                  • Figure 59: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2011-21
                                                                                                  • Figure 60: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2011-21
                                                                                                  • Figure 61: Total US retail sales of pet supplies, by segment, at current prices, 2014 and 2016
                                                                                                  • Figure 62: Total US retail sales and forecast of litter & deodorant, at current prices, 2011-21
                                                                                                  • Figure 63: Total US retail sales and forecast of rawhide dog chews, at current prices, 2011-21
                                                                                                  • Figure 64: Total US retail sales and forecast of non-dog/cat supplies, at current prices, 2011-21
                                                                                                  • Figure 65: Total US retail sales and forecast of other dog/cat supplies, at current prices, 2011-21
                                                                                                • Retail channels
                                                                                                  • Figure 66: Total US retail sales of pet supplies, by channel, at current prices, 2011-16
                                                                                                  • Figure 67: Total US retail sales of pet supplies, by channel, at current prices, 2014 and 2016
                                                                                              • Appendix – Key Players

                                                                                                  • Figure 68: MULO sales of pet litter and deodorant, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                                  • Figure 69: MULO sales of rawhide dog chews by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                                  • Figure 70: MULO sales of pet needs, by leading companies and brands, rolling 52-weeks 2015 and 2016

                                                                                              Companies Covered

                                                                                              • Walmart Stores (USA)

                                                                                              Pet Supplies - US - August 2016

                                                                                              £3,277.28 (Excl.Tax)