Pet Supplies - US - June 2015
"Pet supply manufacturers and retailers face a challenging environment. Pet ownership is growing primarily on the basis of population expansion rather than historical rises in ownership penetration. Private label brands are also seeing share growth. However, opportunities remain in the market, surrounding increasing concerns about safety and the increasing perception of pets as a member of the family, rather than a possession. This report explores how marketers for pet supply manufacturers and retailers can capitalize on these trends."
- Molly Maier, Health, Household and BPC Category Manager
This report discusses the following key topics:
- Market growth stays just ahead of inflation
- Pet ownership stagnant
- Price competition strong; private labels eroding name brand sales
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 cages).
In an era of widespread worry about pet health and safety, strong emotional attachment to pets, and vigorous price competition among pet stores, mass retailers, and online vendors, consumer trust will be key to attracting and keeping customers. Manufacturers and retailers should focus on establishing and maintaining consistent branding across pet-related categories (food, supplies, and services), to build brands that consumers can trust for all of their pet’s needs. Distinguishing brands through transparent sourcing, assurance of higher quality ingredients, and durability can all help in the battle against commoditization.
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