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Pet Supplies - US - June 2014

“Pet supply sales are expected to grow steadily in the coming years. To boost sales and stave off competition from private label and nontraditional marketers, companies must combat concerns regarding product safety, improve pet owner engagement, harness the power of the Millennial mom, and develop lifestyle products that resonate with pet owners.”

– Gabriela Elani, Home and Personal Care Analyst

This report looks at the following areas:

  • Combating concerns regarding product safety
  • Improving pet owner engagement to drive sales
  • Harnessing the referral of the Millennial mom
  • Childless households where "fur babies" rule
In the 2014 report, Mintel identifies opportunities to boost sales and stave off competition from private label and nontraditional marketers by combating concerns regarding product safety, improving pet owner engagement, harnessing the power of the Millennial mom, and developing lifestyle products.
 
This report primarily covers 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, nutritional supplements, and over-the-counter flea and tick treatments), and non-dog/cat supplies (ie indoor aquariums and aquarium accessories, bird feeders).

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • A $12 billion market in 2014
                          • Figure 1: Total US sales and fan chart forecast of pet supplies at current prices, 2009-19
                        • Litter/deodorant accounts for the largest share of pet supply market sales
                          • Figure 2: Total US retail sales of pet supplies, by segment, 2014
                        • Market factors
                          • Age of pet owner influences pet ownership and time spent with pet
                            • Families are key pet owner demographic; opportunity exists among childless households
                              • Figure 3: Number of households, by presence of children, 2008-13
                            • The suppliers
                              • Figure 4: Total share of MULO sales of pet supplies, by leading companies, 2014
                            • The consumer
                              • Pet ownership requires time investment from consumers
                                • Figure 5: Weekly activities, March 2014
                              • Walmart most popular retailer for pet supplies
                                • Pet supplies shoppers use a number of information resources
                                  • Figure 6: Most used information resource when purchasing a new type of pet supplies, March 2014
                                • Durability is the most important factor in pet supplies purchases
                                  • Figure 7: Top factors considered important when purchasing pet supplies, March 2014
                                • What we think
                                • Issues and Insights

                                    • Combating concerns regarding product safety
                                      • The issues
                                        • The implications
                                          • Improving pet owner engagement to drive sales
                                            • The issues
                                              • The implications
                                                • Harnessing the referral of the Millennial mom
                                                  • The issues
                                                    • The implications
                                                      • Childless households where “fur babies” rule
                                                        • The issues
                                                          • The implications
                                                          • Trend Application

                                                              • Trend: The Big Issue
                                                                • Trend: Prepare for the Worst
                                                                  • Trend: Play Ethic
                                                                      • Figure 8: PETCO cocreate advertisement, 2014
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Pet supplies continue pattern of steady growth
                                                                          • Figure 9: Total US retail sales and forecast of pet supplies at current prices, 2009-19
                                                                          • Figure 10: Total US retail sales of pet supplies, at inflation-adjusted prices, 2009-19
                                                                        • Fan chart forecast
                                                                            • Figure 11: Total US sales and fan chart forecast of pet supplies at current prices, 2009-19
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Majority of American households own pets
                                                                              • Shifts in key age groups create market opportunities
                                                                                • Figure 12: Population, by age, 2009-19
                                                                              • Families are more likely to be pet owners; childless households offer opportunities
                                                                                • Figure 13: Number of households, by presence of own children, 2003-13
                                                                              • The influence of the Hispanic pet owner
                                                                                  • Figure 14: Population, by Hispanic origin, 2009-19
                                                                                • Increased consumer confidence provides impetus for impulse purchases
                                                                                  • Figure 15: Consumer Sentiment Index, January 2007-March 2014
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Market led by litter/deodorant sales
                                                                                    • Sales of pet supplies, by segment
                                                                                      • Figure 16: Total US retail sales of pet supplies, by segment, at current prices, 2012 and 2014
                                                                                  • Segment Performance – Litter and Deodorant

                                                                                    • Key points
                                                                                      • Litter and deodorant benefit from strong replenishment cycles
                                                                                        • Sales and forecast of litter and deodorant
                                                                                          • Figure 17: Total US retail sales of litter and deodorant, at current prices, 2009-19
                                                                                      • Segment Performance – Dog/Cat Supplies

                                                                                        • Key points
                                                                                          • Dog/cat supplies attracts new marketers
                                                                                            • Sales and forecast of dog/cat supplies
                                                                                              • Figure 18: Total US retail sales of dog/cat supplies, at current prices, 2009-19
                                                                                          • Segment Performance – Rawhide Dog Chews

                                                                                            • Key points
                                                                                              • Growing demand for premium and locally sourced rawhides
                                                                                                • Sales and forecast of rawhide dog chews
                                                                                                  • Figure 19: Total US retail sales of rawhide dog chews, at current prices, 2009-19
                                                                                              • Segment Performance – Non-dog/cat Supplies

                                                                                                • Key points
                                                                                                  • Stagnant sales reflects low incidence of “other” pet ownership
                                                                                                    • Sales and forecast of non-dog/cat supplies
                                                                                                      • Figure 20: Total US retail sales of non-dog/cat supplies, at current prices, 2009-19
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Collectively, “other retail channels” comprise the majority of category sales
                                                                                                        • Figure 21: Total US retail sales of pet supplies, by channel, at current prices, 2012 and 2014
                                                                                                      • Pet supply sales at supermarket sales get a boost
                                                                                                        • Figure 22: US supermarket sales of pet supplies, at current prices, 2009-14
                                                                                                      • Other channels cater to diverse interests of pet supplies shoppers
                                                                                                        • Figure 23: US sales of pet supplies through other retail channels, at current prices, 2009-14
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Nestlé and Clorox are leading manufacturers of pet supplies
                                                                                                          • Manufacturer sales of pet supplies
                                                                                                            • Figure 24: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                        • Brand Share – Litter and Deodorant

                                                                                                          • Key points
                                                                                                            • Finding new ways to neutralize odors
                                                                                                              • Manufacturer and brand sales of litter and deodorant
                                                                                                                • Figure 25: MULO sales of litter and deodorant, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                              • Nestlé enjoys highest household penetration
                                                                                                                • Figure 26: Key purchase measures for the top brands of cat litter/deodorant, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                            • Brand Share – Dog/Cat Supplies

                                                                                                              • Key points
                                                                                                                • Private label generates largest share of dog/cat supply sales
                                                                                                                  • Hartz Group largest marketer of dog/cat needs despite sales loss
                                                                                                                    • Stout Stuff Pet Champion brand continues to grow
                                                                                                                      • Figure 27: Stout Stuff Pet champion, 2014
                                                                                                                    • Manufacturer and brand sales of dog/cat supplies
                                                                                                                      • Figure 28: MULO sales of dog/cat supplies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                    • Private label leads in household penetration
                                                                                                                      • Figure 29: Key purchase measures for the top brands of dog/cat pet supplies, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                                  • Brand Share – Rawhide Dog Chews

                                                                                                                    • Key points
                                                                                                                      • Private label sales outpaces segment growth
                                                                                                                        • Healthy positioning fuels growth in brand sales
                                                                                                                          • Manufacturer and brand sales of rawhide dog chews
                                                                                                                            • Figure 30: MULO sales of rawhide dog chews, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                          • Rawhide dog chews have low household penetration
                                                                                                                            • Figure 31: Key purchase measures for the top brands of rawhide dog chews, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                                        • Brand Share – Non-dog/cat Supplies

                                                                                                                          • Key point
                                                                                                                            • Spectrum Brands leads category with Tetra filtration systems
                                                                                                                              • Perky-Pet emerges as a standout performer
                                                                                                                                • Manufacturer and brand sales of non-dog/cat supplies
                                                                                                                                  • Figure 32: MULO sales of non-dog/cat supplies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                • Non-dog/cat supplies have low household penetration
                                                                                                                                  • Figure 33: Key purchase measures for the top brands non-dog/cat supplies, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                                              • Innovation and Innovators

                                                                                                                                • Downshift in new product launch activity during 2013
                                                                                                                                    • Figure 34: Top 10 claims associated with new pet product launches, 2009-14
                                                                                                                                  • Humanization trends influence pet product innovation
                                                                                                                                    • Sergeant’s Pet Care and Hartz Mountain: leaders in new product launch
                                                                                                                                      • Figure 35: Share of pet product launches, by company, 2009-14
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview
                                                                                                                                      • Building emotional connections
                                                                                                                                        • PETCO
                                                                                                                                          • Figure 36: PETCO PlayList, 2014
                                                                                                                                          • Figure 37: PETCO pet supplies shoppers, by visits social media websites daily, March 2014
                                                                                                                                        • Focusing on features
                                                                                                                                          • Solvit Products
                                                                                                                                            • Figure 38: Solvit lifting aids, 2014
                                                                                                                                          • Lifestyle marketing
                                                                                                                                            • PetSmart
                                                                                                                                              • Figure 39: Pet supply purchase locations, by visits social media websites daily, March 2014
                                                                                                                                              • Figure 40: Kelly Osbourne for PetSmart
                                                                                                                                              • Figure 41: Martha Stewart, 2014
                                                                                                                                              • Figure 42: Toys“R”Us Pets, 2014
                                                                                                                                          • Pet Ownership

                                                                                                                                            • Key points
                                                                                                                                              • Dogs are the most popular type of household pet
                                                                                                                                                • Figure 43: Number of dogs or cats in household, March 2014
                                                                                                                                                • Figure 44: Number of other pets in household, March 2014
                                                                                                                                              • Pet ownership declines with age
                                                                                                                                                • Figure 45: Type and number of pets in household, by age, March 2014
                                                                                                                                              • Middle-income earners are more likely pet owners
                                                                                                                                                • Figure 46: Type and number of pets in household, by household income, March 2014
                                                                                                                                              • Households with kids are more likely to own pets
                                                                                                                                                • Figure 47: Type and number of pets in household, by presence of children in household, March 2014
                                                                                                                                            • Time and Activities with Pet

                                                                                                                                              • Key points
                                                                                                                                                • Pet ownership is a significant time commitment
                                                                                                                                                  • Figure 48: Amount of time spent each week feeding, grooming, and playing with pets, March 2014
                                                                                                                                                  • Figure 49: Weekly activities, March 2014
                                                                                                                                                • Women spend more time taking care of pets than men
                                                                                                                                                  • Figure 50: Amount of time spent each week feeding, grooming, and playing with pets, by gender, March 2014
                                                                                                                                                • Young pet owners spend more time interacting with their pet
                                                                                                                                                  • Figure 51: Amount of time spent each week feeding, grooming, and playing with pets, by age, March 2014
                                                                                                                                                  • Figure 52: Dog training mobile application
                                                                                                                                                  • Figure 53: Weekly activities, by age, March 2014
                                                                                                                                                • Highly affluent spend the most time with their pet
                                                                                                                                                  • Figure 54: Amount of time spent each week feeding, grooming, and playing with pets, by household income, March 2014
                                                                                                                                                  • Figure 55: Weekly activities, by household income, March 2014
                                                                                                                                                • Households without kids spend more time with their pets
                                                                                                                                                  • Figure 56: Amount of time spent each week feeding, grooming, and playing with pets, by presence of children in household, March 2014
                                                                                                                                                  • Figure 57: Weekly activities, by presence of children in household, March 2014
                                                                                                                                              • Attitudes of Pet Owners

                                                                                                                                                • Key points
                                                                                                                                                  • Pets are family members
                                                                                                                                                    • Figure 58: Pet perception and attitudes, March 2014
                                                                                                                                                  • Women have an emotional connection to their pets
                                                                                                                                                    • Figure 59: Pet perception and attitudes, by gender, March 2014
                                                                                                                                                  • Pets are more like family for households without kids
                                                                                                                                                    • Figure 60: Pet perception and attitudes, by presence of children in household, March 2014
                                                                                                                                                • Shopping for Pet Supplies

                                                                                                                                                  • Key points
                                                                                                                                                    • One person in the household takes charge of pet supplies purchases
                                                                                                                                                      • Women are the gatekeeper to household purchases
                                                                                                                                                        • Figure 61: Purchaser of pet food and supplies in household, by gender, March 2014
                                                                                                                                                      • 18-24s let another adult buy pet supplies
                                                                                                                                                        • Figure 62: Purchaser of pet food and supplies in household, by age, March 2014
                                                                                                                                                      • Walmart tops the list for pet supplies purchase destinations
                                                                                                                                                        • Figure 63: Pet supply purchase locations, March 2014
                                                                                                                                                      • Subscription and online shopping more prevalent among younger pet owners
                                                                                                                                                        • Figure 64: Pet supply purchase locations, by age, March 2014
                                                                                                                                                      • Affluent pet owners more likely to shop pet specialist retailers
                                                                                                                                                        • Figure 65: Pet supply purchase locations, by household income, March 2014
                                                                                                                                                      • Families over index in use of Walmart for pet supplies purchases
                                                                                                                                                        • Figure 66: Pet supply purchase locations, by presence of children in household, March 2014
                                                                                                                                                      • Product labels and in-store info used as sources for product information
                                                                                                                                                        • Figure 67: Most used information resource when purchasing a new type of pet supplies, March 2014
                                                                                                                                                      • Older pet supplies buyers look for POP information, while young shoppers look online
                                                                                                                                                        • Figure 68: Most used information resource when purchasing a new type of pet supplies, by age, March 2014
                                                                                                                                                    • Purchase Influencers

                                                                                                                                                      • Key points
                                                                                                                                                        • Durability has the strongest influence over purchase decisions
                                                                                                                                                          • Figure 69: Important factors driving pet supply purchases, March 2014
                                                                                                                                                        • Eco-friendly pet supplies influence younger pet supplies shoppers
                                                                                                                                                          • Figure 70: Very important factors driving pet supply purchases, by age, March 2014
                                                                                                                                                        • Recommendations significantly influence families’ purchase decisions
                                                                                                                                                          • Figure 71: Very important factors driving pet supply purchases, by presence of children in household, March 2014
                                                                                                                                                      • Types of Pet Supplies Purchased

                                                                                                                                                        • Key points
                                                                                                                                                          • Cat litter and toys are most widely purchased types of pet supplies
                                                                                                                                                            • Figure 72: Pet supplies purchases in the past three months, March 2014
                                                                                                                                                          • Younger pet supplies shoppers are more likely to buy a range of pet supplies
                                                                                                                                                            • Figure 73: Pet supplies purchases in the past three months, by age, March 2014
                                                                                                                                                          • Household usage of pet supplies
                                                                                                                                                            • Cat litter
                                                                                                                                                              • Figure 74: Cat litter usage, by household income, November 2012-December 2013
                                                                                                                                                              • Figure 75: Types of cat litter used, November 2012-December 2013
                                                                                                                                                            • Flea and tick care pet supplies
                                                                                                                                                              • Figure 76: Flea and tick care use, November 2012-December 2013
                                                                                                                                                              • Figure 77: Types of flea and tick care products purchased, by age, November 2012-December 2013
                                                                                                                                                              • Figure 78: Brands of flea and tick care products used, November 2012-December 2013
                                                                                                                                                            • Heartworm control pet supplies
                                                                                                                                                              • Figure 79: Heartworm control/prevention, by household income, November 2012-December 2013
                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Hispanics are more likely dog owners
                                                                                                                                                                • Figure 80: Types of pets in household, by Hispanic origin, March 2014
                                                                                                                                                              • Hispanics spend time taking care of their pet
                                                                                                                                                                • Figure 81: Weekly activities, by Hispanic origin, March 2014
                                                                                                                                                              • Main pet supplies purchaser exists among Hispanic households
                                                                                                                                                                • Figure 82: Purchaser of pet food and supplies in household, by Hispanic origin, March 2014
                                                                                                                                                              • Hispanics look for a good deal when shopping
                                                                                                                                                                • Figure 83: Pet supply purchase locations, by Hispanic origin, March 2014
                                                                                                                                                              • Hispanics are more likely to buy a range of pet supplies
                                                                                                                                                                • Figure 84: Pet supplies purchases in the past three months, by Hispanic origin, March 2014
                                                                                                                                                              • Hispanics rely heavily on recommendations and reviews
                                                                                                                                                                • Figure 85: Very Important factors driving pet supply purchases, by Hispanic origin, March 2014
                                                                                                                                                            • Appendix – Consumer Tables

                                                                                                                                                              • Time spent with pet
                                                                                                                                                                • Figure 86: Amount of time spent each week feeding, grooming, and playing with pets, by visits social media websites daily, March 2014
                                                                                                                                                              • Activities with pet
                                                                                                                                                                • Figure 87: Weekly activities, by gender, March 2014
                                                                                                                                                              • Attitudes of pet owners
                                                                                                                                                                • Figure 88: Pet perception and attitudes, by age, March 2014
                                                                                                                                                                • Figure 89: Pet perception and attitudes, by household income, March 2014
                                                                                                                                                                • Figure 90: Pet perception and attitudes, by visits social media websites daily, March 2014
                                                                                                                                                              • The pet supplies buyer and purchase habits
                                                                                                                                                                • Figure 91: Purchaser of pet food and supplies in household, by household income, March 2014
                                                                                                                                                                • Figure 92: Pet supply purchase locations, by visits social media websites daily, March 2014
                                                                                                                                                                • Figure 93: Pet supplies purchases in the past three months, by household income, March 2014
                                                                                                                                                                • Figure 94: Pet supplies purchases in the past three months, by stores where pet supplies are purchased part 1, March 2014
                                                                                                                                                                • Figure 95: Pet supplies purchases in the past three months, by stores where pet supplies are purchased part 2, March 2014
                                                                                                                                                              • Pet supplies information resources
                                                                                                                                                                • Figure 96: Commonly rely on information when purchasing a new type of pet supplies, by household income, March 2014
                                                                                                                                                                • Figure 97: Commonly rely on information when purchasing a new type of pet supplies, by presence of children in household, March 2014
                                                                                                                                                              • Product influencers
                                                                                                                                                                • Figure 98: Very Important factors driving pet supply purchases, by gender, March 2014
                                                                                                                                                                • Figure 99: Any Important factors driving pet supply purchases, by stores bought pet supplies, March 2014
                                                                                                                                                                • Figure 100: Any Important factors driving pet supply purchases, by stores bought pet supplies, March 2014
                                                                                                                                                            • Appendix – Information Resources Inc. Builders Panel Data Definitions

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

                                                                                                                                                                  Pet Supplies - US - June 2014

                                                                                                                                                                  US $3,995.00 (Excl.Tax)