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Pet Supplies - US - June 2012

While sales in many categories have declined in recent years as a result of the recession, the pet supplies market has remained quite stable. This is partly a function of the deep emotional bonds that many people have formed with their pets as well as strong demand for a broad range of goods that help owners care for their pets and keep them healthy. However, manufacturers and retailers alike have been challenged by a range of developments in the market, as well as the tendency of many consumers to seek exceptional value when shopping for their pets.

This report provides a comprehensive analysis of the pet supplies market in the U.S. and addresses the following questions:

  • How have sales fluctuated in recent years and how are they expected to change in the future?
  • Which market segments are driving growth and what categories have been lagging in recent years?
  • What are the primary market drivers and how do these factors, as well as the competitive context, impact sales?
  • How are private label products performing in comparison with national brands?
  • What types of new products are companies bringing to market and how are these innovations likely to impact sales?
  • What are the key consumer attitudes and motivations driving changes in the market?
  • Which consumer segments tend to display the highest level of involvement with their pets?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Sales climb as economic conditions improve
                            • Figure 1: Total U.S. retail sales and forecast of pet supplies, at current prices, 2006-2016
                          • Litter and deodorant segment dominates category
                            • Figure 2: U.S. retail sales of pet supplies, segmented by type, 2009 and 2011
                          • Forecast
                            • Figure 3: Total U.S. sales and fan chart forecast of pet supplies, at current prices, 2006-16
                          • Market factors
                            • Incidence of ownership trending upward
                              • Figure 4: Pet ownership in the U.S., 2007-2011
                            • Hispanics with children are becoming an increasingly important segment
                              • Figure 5: Households with children, by race and Hispanic origin of householder, 2011
                            • Companies, brands, and innovations
                              • Nestlé continues to dominate the litter category
                                • Figure 6: Pet supply market share by leading companies, 2011 and 2012
                              • Specialty channel plays a key role in driving growth
                                • The consumer
                                  • Figure 7: Top pet products purchased by 18-34s, February 2012
                                  • Figure 8: Pet supply spending, by type of pet, February 2012
                                • Practical considerations play a key role in guiding purchases
                                  • Figure 9: The top five purchase decision factors for pet supplies, February 2012
                                • Online Value Seekers a key target
                                  • Figure 10: Pet products purchased by Online Value Seekers, February 2012
                                • What we think
                                • Issues in the Market

                                    • Which market segments offer the greatest growth opportunities in the next five years?
                                      • How can national brands be positioned to compete with private label?
                                        • How can retailers maximize their opportunities?
                                        • Insights and Opportunities

                                          • Subscription services could help retailers capture and maintain share
                                            • Starter kits and other package deals could drive up average spend
                                              • Highlight supplements, vitamins to drive growth
                                              • Inspire Insights

                                                  • Trend: Play Ethic
                                                    • Trend: Make It Mine
                                                      • Trend: Creature Comfort
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Sales growth accelerates following modest 2009
                                                            • Increase in incidence of ownership and innovation driving modest gains
                                                              • Macroeconomic condition and emotional attachment also key drivers
                                                                • Emotional connection drives spending
                                                                  • Figure 11: Total U.S. retail sales and forecast of pet supplies, at current prices, 2006-16
                                                                  • Figure 12: Total U.S. retail sales and forecast of pet supplies, at inflation-adjusted prices, 2006-16
                                                                • Fan chart forecast
                                                                    • Figure 13: Total U.S. sales and fan chart forecast of pet supplies, at current prices, 2006-16
                                                                  • Walmart sales
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Incidence of ownership rises slightly from 2009 low
                                                                        • Figure 14: Pet ownership in the U.S., by type of pet, 2007-11
                                                                      • Population growth will drive long-term sales growth
                                                                        • Figure 15: Population, by age, 2006-16
                                                                      • Households with children over index on pet ownership
                                                                        • Figure 16: Households, by presence of children, 2001-11
                                                                      • Concentration of children in Hispanic households explains high demand within the segment
                                                                        • Figure 17: Households with children, by race and Hispanic origin of householder, 2011
                                                                      • Declines in median HH income could slow growth in the short term
                                                                        • Figure 18: Median household income in inflation-adjusted dollars, 2000-10
                                                                      • Macroeconomic trends could help fuel sales gains
                                                                        • Figure 19: Unemployment trends, 2007-12
                                                                        • Figure 20: Consumer confidence, 2007-12
                                                                    • Competitive Context

                                                                      • Desire to purchase top-quality food may undermine sales of supplies
                                                                        • Do-it-yourself sites may pose a threat to some brands
                                                                        • Segment Performance

                                                                          • Litter/deodorant remains the dominant category
                                                                            • Figure 21: U.S. retail sales of pet supplies, segmented by type, 2009 and 2011
                                                                        • Segment Performance—Litter and Deodorant

                                                                          • Key points
                                                                            • Litter and deodorant sales play key role in driving market growth
                                                                              • Figure 22: U.S. retail sales and forecast of litter and deodorant, at current prices, 2006-16
                                                                          • Segment Performance—Dog/Cat Needs

                                                                            • Key points
                                                                              • Cat/dog needs segment drives growth
                                                                                • Supplements helping to drive growth
                                                                                  • Recall of Frontline Plus, generics could impact sales of flea and tick treatments
                                                                                    • Increase in pet furniture sales also propelling growth
                                                                                      • Figure 23: U.S. retail sales and forecast of dog/cat needs, at current prices, 2006-16
                                                                                  • Segment Performance—Dog Rawhide Chews

                                                                                    • Key points
                                                                                      • Rawhide chew sales lag behind category
                                                                                        • Figure 24: U.S. retail sales of dog rawhide chews, at current prices, 2006-16
                                                                                    • Segment Performance—Non-dog/Cat Needs

                                                                                      • Key points
                                                                                        • Sales of small pet products remain largely stagnant
                                                                                          • Figure 25: U.S. retail sales and forecast of non-dog/cat needs, at current prices, 2006-16
                                                                                      • Retail Channels

                                                                                        • Specialty retailers and mass merchandisers remain dominant
                                                                                          • Figure 26: Retail sales of pet supplies, by channel, 2009 and 2011
                                                                                      • Retail Channels—PetSmart, Petco, Veterinarians’ Offices, Mass Merchandisers, and Other Specialty Retailers

                                                                                        • Key points
                                                                                          • Mass and specialty dominate the market
                                                                                            • Figure 27: U.S. sales of pet supplies through PetSmart, Petco, veterinary offices, and other retail channels, 2006-12
                                                                                          • Strong performance of innovative specialty retailers drives sales growth
                                                                                            • PetSmart
                                                                                              • Figure 28: PetSmart Net Sales in the U.S., Puerto Rico, and Canada, 2008-11
                                                                                              • Figure 29: PetSmart gross profit, 2008-11
                                                                                              • Figure 30: PetSmart sales by category, 2009-11
                                                                                              • Figure 31: Number of stores operated by PetSmart in the U.S., 2009-11
                                                                                          • Retail Channels—Supermarkets

                                                                                            • Key point
                                                                                              • Supermarkets continue to lag behind dominant channels
                                                                                                • Figure 32: Retail sales of pet supplies at supermarkets, at current prices, 2006-12
                                                                                            • Retail Channels—Drug Stores

                                                                                              • Key point
                                                                                                • Drug stores could reinvigorate growth with subscription services
                                                                                                  • Figure 33: retail sales of pet supplies at drug stores, at current prices, 2006-12
                                                                                              • Leading Companies

                                                                                                • Key points
                                                                                                  • Nestlé Purina, Clorox, and Church & Dwight remain leaders
                                                                                                    • Figure 34: FDMx sales of pet supplies by leading companies, 2011 and 2012
                                                                                                • Brand Share—Litter and Deodorant

                                                                                                  • Key points
                                                                                                    • Nestlé Purina wins with Tidy Cats
                                                                                                      • Fresh Step also wins with winning formula and national advertising
                                                                                                        • Arm & Hammer also wins with “advanced odor control”
                                                                                                          • Figure 35: FDMx sales of litter and deodorant, 2011 and 2012
                                                                                                      • Brand Share—Dog/Cat Needs

                                                                                                        • Key points
                                                                                                          • Hartz’s success reflects demand for training pads
                                                                                                            • Nylabone’s success shows the power of supplements
                                                                                                              • Sergeant’s share likely to decline due to patent infringement recall
                                                                                                                • Figure 36: FDMx sales of dog/cat needs, 2011 and 2012
                                                                                                            • Brand Share—Dog Rawhide Chews

                                                                                                              • Key points
                                                                                                                • Dingo shows dental benefits can drive growth
                                                                                                                  • Private label continues to dominate the category
                                                                                                                    • Figure 37: FDMx sales of dog rawhide chews, 2011 and 2012
                                                                                                                • Brand Share—Non-dog/Cat Needs

                                                                                                                  • Key points
                                                                                                                    • Sales of non-dog/cat needs continue to lag
                                                                                                                      • Figure 38: FDMx sales of non-dog/cat needs, 2011 and 2012
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Key points
                                                                                                                      • Innovation plays a key role in driving growth
                                                                                                                        • Natural becoming more common, likely to drive growth
                                                                                                                          • Shampoo is a key subcategory in the natural segment
                                                                                                                            • Natural litter likely to become more common
                                                                                                                              • Eco-friendly is emerging as a theme in innovation
                                                                                                                                • Supplements reflect wellness trend
                                                                                                                                  • Dental products are another key category of wellness innovation
                                                                                                                                    • Doggie diapers could become more common
                                                                                                                                    • Marketing Strategies

                                                                                                                                      • Overview of the brand landscape
                                                                                                                                        • Fresh Step
                                                                                                                                          • Television advertising
                                                                                                                                            • Figure 39: Fresh Step television ad, 2011
                                                                                                                                          • WebsiteFreshstep.com
                                                                                                                                            • Facebook
                                                                                                                                              • Arm & Hammer
                                                                                                                                                • Television advertising
                                                                                                                                                  • Figure 40: Arm & Hammer Double Duty cat litter ad, 2011
                                                                                                                                                • Website
                                                                                                                                                  • Frontline
                                                                                                                                                    • Television advertising
                                                                                                                                                      • Figure 41: Frontline Plus ad, 2011
                                                                                                                                                    • Frontline Plus promotional site
                                                                                                                                                    • Pet Ownership

                                                                                                                                                      • Key points
                                                                                                                                                        • Six in 10 U.S. households have pets
                                                                                                                                                          • Figure 42: Types of pet, by age, October 2010-November 2011
                                                                                                                                                        • Affluents more likely to own pets
                                                                                                                                                          • Figure 43: Types of pet, by household income, October 2010-November 2011
                                                                                                                                                        • Households with children a key segment for manufacturers and retailers
                                                                                                                                                          • Figure 44: Types of pet, by presence of children in household, October 2010-November 2011
                                                                                                                                                      • Type of Dog Owned

                                                                                                                                                        • Key points
                                                                                                                                                          • Most own a medium-sized or larger dog
                                                                                                                                                            • Figure 45: Dog ownership, by age, February 2012
                                                                                                                                                          • Upper-income owners more likely to have large breeds
                                                                                                                                                            • Figure 46: Dog ownership, by household income, February 2012
                                                                                                                                                        • Responsibility for Purchases

                                                                                                                                                          • Key points
                                                                                                                                                            • Women are a key segment for marketers of supplies
                                                                                                                                                              • Figure 47: Frequency of pet supplies purchase, by gender, February 2012
                                                                                                                                                            • Owners aged 35+ more likely to have primary responsibility for shopping
                                                                                                                                                              • Figure 48: Frequency of pet supplies purchase, by age, February 2012
                                                                                                                                                          • Products and Services

                                                                                                                                                            • Key points
                                                                                                                                                              • Women are more likely to buy toys for their pets
                                                                                                                                                                • Figure 49: Pet products purchased, by gender, February 2012
                                                                                                                                                              • Young adults more likely to have purchased supplies in recent months
                                                                                                                                                                • Young adults could be targeted through social networking sites
                                                                                                                                                                  • Figure 50: Pet products purchased, by age, February 2012
                                                                                                                                                                • Middle-income segments more likely to purchase in some categories
                                                                                                                                                                  • Figure 51: Pet products purchased, by household income, February 2012
                                                                                                                                                              • Spending on Products and Services

                                                                                                                                                                • Key points
                                                                                                                                                                  • Spending in most categories is less than $50 per month
                                                                                                                                                                    • Capitalize on premiums paid for holistic medicine
                                                                                                                                                                      • Figure 52: Pet supply spending, February 2012
                                                                                                                                                                    • Young adults tend to spend the most
                                                                                                                                                                      • Target young adults with bundles and gift packs that contain a variety of products
                                                                                                                                                                        • Figure 53: Pet supply spending, by type of pet and age of owner, February 2012
                                                                                                                                                                    • Litter Usage and Preferences

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Affluent cat owners somewhat more likely to use litter
                                                                                                                                                                          • Figure 54: Cat litter usage, by household income, October 2010-November 2011
                                                                                                                                                                        • Consider targeting upper-income households with premium scoopable varieties
                                                                                                                                                                          • Figure 55: Types of cat litter used, by household income, October 2010-November 2011
                                                                                                                                                                        • Fresh Step is particularly popular among affluents
                                                                                                                                                                          • Figure 56: Brands of cat litter used, by household income, October 2010-November 2011
                                                                                                                                                                        • 18-24s tend to change litter more often
                                                                                                                                                                          • Figure 57: Frequency of cat litter use in household, by age, October 2010-November 2011
                                                                                                                                                                        • Fresh Step especially popular among 18-24s
                                                                                                                                                                          • Figure 58: Brands of cat litter used, by age, October 2010-November 2011
                                                                                                                                                                        • Households with kids more likely to prefer Fresh Step
                                                                                                                                                                          • Figure 59: Brands of cat litter used, by presence of children in household, October 2010-November 2011
                                                                                                                                                                      • Channel Preferences

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Walmart captures share with supercenters and big-box format
                                                                                                                                                                            • Specialty retailers can compete with supercenters by siting stores next to grocers
                                                                                                                                                                              • Petco and PetSmart especially popular with 18-34s
                                                                                                                                                                                • Figure 60: On-site purchase venues for pet supplies, by age, February 2012
                                                                                                                                                                              • Specialty retailers particularly popular with upper-income owners
                                                                                                                                                                                • Figure 61: On-site purchase venues for pet supplies, by household income, February 2012
                                                                                                                                                                            • Incidence of Online Shopping by Retailer

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Overcome key barriers to increase online shopping
                                                                                                                                                                                  • Figure 62: Online purchase venues for pet supplies, by gender, February 2012
                                                                                                                                                                                • Young adults more likely to shop retailers with subscription services
                                                                                                                                                                                  • Figure 63: Online purchase venues for pet supplies, by age, February 2012
                                                                                                                                                                              • Shopping-related Attitudes and Behaviors

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Many, especially women, driven into stores by promises of value
                                                                                                                                                                                    • Figure 64: Shopping-related attitudes and behavior, by gender, February 2012
                                                                                                                                                                                  • Young adults tend to be more frugal and more likely to consult Facebook
                                                                                                                                                                                    • Online coupons can be a powerful driver, particularly among 18-24s
                                                                                                                                                                                      • Figure 65: Shopping-related attitudes and behavior, by age, February 2012
                                                                                                                                                                                  • Importance of Product and Service Attributes

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Price, functionality, durability, and safety key for all segments
                                                                                                                                                                                        • Eco and local especially important to young adults
                                                                                                                                                                                          • Figure 66: Important purchase decision factors for pet supplies, by age, February 2012
                                                                                                                                                                                        • Men more likely to be persuaded by reviews
                                                                                                                                                                                          • Figure 67: Important purchase decision factors for pet supplies, by gender, February 2012
                                                                                                                                                                                      • Time Spent with Pets

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Playing with toys, exercising, and cleaning up are frequent activities
                                                                                                                                                                                            • Help owners look good when exercising their pets
                                                                                                                                                                                              • Highlight tools that make grooming easy
                                                                                                                                                                                                • Figure 68: Time spent with pets in various activities, by age, February 2012
                                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Whites and Hispanics most likely to own pets
                                                                                                                                                                                                  • Figure 69: Types of pet, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                • Small dogs especially popular with minorities
                                                                                                                                                                                                  • Figure 70: Dog ownership, by race/Hispanic origin, February 2012
                                                                                                                                                                                                • Hispanics more likely than whites to purchase supplies
                                                                                                                                                                                                  • Figure 71: Pet products purchased, by race/Hispanic origin, February 2012
                                                                                                                                                                                                • Most attributes more important to Hispanics
                                                                                                                                                                                                  • Figure 72: Important purchase decision factors for pet supplies, by race/Hispanic origin, February 2012
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Moderates (32%)
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Minimalists (29%)
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Online Value Seekers (38%)
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                                                                            • Figure 73: Demographic characteristics of pet supply clusters, February 2012
                                                                                                                                                                                                                            • Figure 74: Type of pet owned, by cluster, February 2012
                                                                                                                                                                                                                            • Figure 75: Pet products purchased, by cluster, February 2012
                                                                                                                                                                                                                            • Figure 76: Important purchase decision factors for pet supplies, by cluster, February 2012
                                                                                                                                                                                                                            • Figure 77: On-site purchase venues for pet supplies, by cluster, February 2012
                                                                                                                                                                                                                            • Figure 78: Shopping-related attitudes and behavior, by cluster, February 2012
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                            • Upper-income consumers from all races more likely to shop specialty
                                                                                                                                                                                                                                • Figure 79: Purchase locations for pet supplies, by race and household income, October 2010-November 2011
                                                                                                                                                                                                                                • Figure 80: Purchase locations for pet supplies, by Hispanic origin and household income, October 2010-November 2011
                                                                                                                                                                                                                              • Mature Asians could help drive growth in specialty channel
                                                                                                                                                                                                                                  • Figure 81: Purchase locations for pet supplies, by race/Hispanic origin and age, October 2010-November 2011
                                                                                                                                                                                                                                • Many factors influence feeding accessory decisions
                                                                                                                                                                                                                                    • Figure 82: Important purchase decision factors for pet supplies, by products and services, February 2012
                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                    • Cat litter
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—cat litter
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 83: Brand map, selected brands of cat litter, by household penetration, 2011*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 84: Key purchase measures for the top brands of cat litter, by household penetration, 2011*
                                                                                                                                                                                                                                        • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                            • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                • Figure 85: Pet ownership, by generation, February 2012
                                                                                                                                                                                                                                                • Figure 86: Dog ownership, by gender, February 2012
                                                                                                                                                                                                                                                • Figure 87: Dog ownership, by region, February 2012
                                                                                                                                                                                                                                                • Figure 88: Frequency of pet supplies purchase, by household income, February 2012
                                                                                                                                                                                                                                                • Figure 89: Frequency of pet supplies purchase, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                                • Figure 90: Frequency of pet supplies purchase, by region, February 2012
                                                                                                                                                                                                                                                • Figure 91: Pet supply spending, by type of pet and income of owner, February 2012
                                                                                                                                                                                                                                                • Figure 92: On-site purchase venues for pet supplies, by gender, February 2012
                                                                                                                                                                                                                                                • Figure 93: On-site purchase venues for pet supplies, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                                • Figure 94: Online purchase venues for pet supplies, by household income, February 2012
                                                                                                                                                                                                                                                • Figure 95: Online purchase venues for pet supplies, by race/Hispanic origin, February 2012
                                                                                                                                                                                                                                                • Figure 96: Shopping-related attitudes and behavior, by household income, February 2012
                                                                                                                                                                                                                                                • Figure 97: Important purchase decision factors for pet supplies, by household income, February 2012
                                                                                                                                                                                                                                                • Figure 98: Time spent with pets in various activities, February 2012
                                                                                                                                                                                                                                                • Figure 99: Time spent with pets in various activities, by presence of children in the household, February 2012
                                                                                                                                                                                                                                                • Figure 100: Important purchase decision factors for pet supplies, by products and services, February 2012
                                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                                              Pet Supplies - US - June 2012

                                                                                                                                                                                                                                              US $3,995.00 (Excl.Tax)