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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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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Market growth stays just ahead of inflation
            • Figure 1: Total US sales and fan chart forecast of pet supplies, at current prices, 2010-20
          • Pet ownership stagnant
            • Price competition strong; private labels eroding name brand sales
              • Figure 2: Share of new pet product launches from brands and private labels, 2005-15
            • The opportunities
              • Humanization changing how owners think about pets
                • Figure 3: Indicators of humanization of pets, February 2015
                • Figure 4: Purchase of pet clothing/costumes/accessories, March 2014-February 2015
              • Widespread health and safety concerns mean growth for health/well-being categories
                • Figure 5: Share of new pet product launches featuring selected health and environmental claims, 2010-15
              • What it means
              • The Market – What You Need to Know

                • Pet ownership rates remain flat
                  • CAGR of 3.6% barely beats inflation
                    • Recent growth all in litter/deodorant
                      • Homeowners, childless couples high spenders
                      • Market Size and Forecast

                        • Slow growth ahead
                          • Figure 6: Total US sales and fan chart forecast of pet supplies, at current prices, 2010-20
                          • Figure 7: Total US sales and forecast of pet supplies, at current prices, 2010-20
                      • Market Breakdown

                        • Litter innovation a bright spot in sluggish market
                          • Figure 8: Share of US retail sales of pet supplies, by segment, 2013-15
                          • Figure 9: Sales of pet supplies, by segment, 2010-15
                        • Pet stores dominate infrequent purchases
                          • Figure 10: Pet supply purchase locations – Clothing, travel, furniture and training needs, February 2015
                          • Figure 11: Pet supply purchase locations – Medication grooming, litter and toys, February 2015
                        • In their own words
                          • Online retailers pose most direct threat to pet specialists
                            • Figure 12: Correspondence analysis – Pet supplies purchase locations – February, 2015
                        • Humanization of Pets

                          • Part of the family
                              • Figure 13: PetSmart Partners in Pethood, Stanley Is Five, TV ad, 2015
                              • Figure 14: Big Lots Pet Supplies - Pets with Opinions #PetsRPeople2, TV ad, 2014
                              • Figure 15: Indicators of humanization of pets, February 2015
                            • Young men most likely to dress pets
                              • Figure 16: Indicators of humanization of pets, by gender and age, February 2015
                            • Correlation between humanization and spend on pet supplies
                            • Market Factors

                              • Homeowners spend nearly three times renters
                                • Figure 17: Pet ownership trends, by homeownership, February 2015
                                • Figure 18: Average annual household expenditures on pets, by homeowner status, 2011*
                                • Figure 19: Number of homeowning households in the US, by household type, 2015-20
                              • Empty nesters, childless couples show high spend
                                • Figure 20: Average annual household expenditures on pets, by household structure, 2011*
                              • Senior and overweight/obese pet populations growing
                                  • Figure 21: Percentage of dogs and cats age 6 or older, 1987 and 2011
                                  • Figure 22: Share of new pet product launches featuring selected health or environmental claims, 2010-15
                                • Pet culture more favorable among urbanites
                                  • Figure 23: Purchase of pet categories in past year among urban residents, February 2015
                              • Key Players – What You Need to Know

                                • Litter makers grow through innovation
                                  • Premium positioning and proprietary brands on the rise
                                    • Rawhide and non-dog/cat supplies struggling
                                      • Future rosy for senior-oriented products
                                      • Manufacturer Sales of Pet Supplies

                                        • Nestle widens its litter lead through innovation
                                          • Manufacturer sales of pet supplies
                                            • Figure 24: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2014 and 2015
                                        • What’s Working?

                                          • Premium products drawing more pet owners
                                            • Proprietary and exclusive brands on the rise
                                              • Figure 25: Share of new pet product launches from brands and private labels, 2005-15
                                            • Innovation drives success in litter segment
                                                • Figure 26: #KittenWeek True Tails: Blindsided, TV ad, 2014
                                            • What’s Struggling?

                                              • Rawhide saddled with permanent taint
                                                • Popularity of pets other than dogs and cats sinking
                                                  • Major pet specialists struggling to stave off competition
                                                  • What’s Next?

                                                    • Products for senior pets and senior pet owners
                                                      • Pet versions of products for people
                                                        • Technology seeks to make pet care fun and easy
                                                        • The Consumer – What You Need to Know

                                                          • Majority of households own pets
                                                            • Safety first
                                                              • Capitalizing on savings behavior
                                                                • Slim declines in penetration for supplement usage
                                                                • Pet Ownership

                                                                  • Half of households own dogs
                                                                    • Figure 27: Types of pets living in household, February 2015
                                                                  • 25-34-year-olds lead in pet ownership
                                                                    • Figure 28: Pet ownership, by age and gender, February 2015
                                                                  • Households with kids most likely to own pets
                                                                    • Figure 29: Pet ownership, by presence of children under 18 in household, February 2015
                                                                  • Higher income groups better able to afford dogs
                                                                    • Figure 30: Any pets living in household, by household income group, February 2015
                                                                • Products Purchased

                                                                  • Toys tops
                                                                    • Figure 31: Pet supplies purchase timing, February 2015
                                                                • Spotlight on Supplements

                                                                  • Slight declines in usage
                                                                    • Figure 32: Trended pet vitamins and supplements usage, 2009-14
                                                                    • Figure 33: Total US sales of pet supplements, at current prices, 2010-15
                                                                  • Substantial opportunities remain
                                                                  • Shopping Preferences

                                                                    • Safety beats value
                                                                      • Owner recommendations top vets, store employees
                                                                          • Figure 34: Pet supply shopping preferences, February 2015
                                                                      • Shopping Habits

                                                                        • Encouraging impulse purchasing
                                                                          • Cost-saving behavior common
                                                                            • Figure 35: Pet supply shopping habits, February 2015
                                                                          • Time to revamp pet supply box contents
                                                                            • Opportunities in in-store digital and among young singles
                                                                              • Figure 36: Pet supply purchase habits, by gender and age, February 2015
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                              • Figure 37: Total US sales and forecast of pet supplies, at inflation-adjusted prices, 2010-20
                                                                                              • Figure 38: Total US sales and forecast of pet supplies, by segment, at current prices, 2010-20
                                                                                              • Figure 39: Total US retail sales of pet supplies, by channel, at current prices, 2010-15
                                                                                          • Appendix – Key Players

                                                                                              • Figure 40: MULO sales of litter and deodorant, by leading companies, rolling 52 weeks 2014 and 2015
                                                                                              • Figure 41: MULO sales of dog/cat supplies, by leading companies, rolling 52 weeks 2014 and 2015
                                                                                              • Figure 42: MULO sales of rawhide dog chews, by leading companies, rolling 52 weeks 2014 and 2015
                                                                                              • Figure 43: MULO sales of non-dog/cat supplies, by leading companies, rolling 52 weeks 2014 and 2015
                                                                                              • Figure 44: Top five brands of flea/tick medication used, 2009-14
                                                                                          • Appendix – Consumer

                                                                                              • Figure 45: Types of flea and tick care products purchased, July 2010-September 2014
                                                                                            • Correspondence analysis
                                                                                              • Figure 46: Pet supplies purchase locations-February, 2015

                                                                                          Companies Covered

                                                                                          • Experian

                                                                                          Pet Supplies - US - June 2015

                                                                                          £3,277.28 (Excl.Tax)