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Pet Supplies - US - September 2011

This report builds on the analysis presented in Mintel’s Pet Supplies—U.S., August 2010, Mintel’s Pet Food and Supplies—U.S., July 2009, August 2009, August 2007, February 2006, and previous reports bearing the same name from 2005, 2004, 2002, and 2001.

This report primarily covers supplies for household pets including cats, dogs, small animals (hamsters, etc.), reptiles, and birds. Items for the care of horses are not included.

Supplies include, but are not limited to, items for home grooming, collars, leashes, toys, chews, bedding, feeding equipment, indoor aquariums and aquarium accessories, litter, nutritional supplements, and over-the-counter flea and tick treatments.

Services for pets, such as boarding, grooming, training, and veterinary services, are not included. Also, over-the-counter and prescription medicines as well as the actual cost of the animal are not included.

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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

                      • Holding steady during and after recession
                        • Making things easier and more pleasant for cat owners boosts litter sales
                          • Dog/cat needs will feel the impact of generic flea/tick treatments
                            • Rawhide sales weak on safety concerns
                              • Non-dog/cat needs suffer from the decline of small animal ownership
                                • Reflecting economizing mindset, private label trends up
                                  • Pet population and ownership hold steady
                                    • Households with kids own more pets...
                                      • …but the number of households with kids is declining
                                        • Pet health issues awareness on the rise
                                          • Big pet chains win on selection, service, and prices
                                            • Category-wide company market share determined mostly by litter
                                              • Successful new products facilitate healthy relationships
                                                • Shelters and rescues: a popular choice for pet owners
                                                  • Strong, deep emotional bonds
                                                    • Toys and grooming products are essentials; furniture and clothing less so
                                                      • Despite growth of e-commerce, seeing and feeling are still believing
                                                        • In-store experience most important to info-seeking pet supplies shoppers
                                                          • Price/good value tops other considerations by a wide margin
                                                          • Insights and Opportunities

                                                            • Competing with the big-box stores
                                                              • Merchandise knowledge
                                                                • Join the club
                                                                  • Shared experiences
                                                                    • Taking pet ownership (and pet supplies sales) to another level
                                                                      • Households without children
                                                                        • Hispanic households
                                                                        • Inspire Insights

                                                                            • Inspire Trend—Life Hacking
                                                                                • Figure 1: Attitudes toward pets, by gender, May 2011
                                                                              • Consider this
                                                                                • Bottom line
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Steady pet ownership rates provide foundation for supplies sales
                                                                                      • A solid emotional foundation for category sales
                                                                                        • New and improved products continue to find willing market
                                                                                          • Increased focus on value and price keeps growth in check
                                                                                            • Economic direction may have greater impact on the next five years than on the last
                                                                                              • Figure 2: Total U.S. sales and forecast of pet supplies, at current prices, 2006-16
                                                                                              • Figure 3: Total U.S. sales and forecast of pet supplies, at inflation-adjusted prices 2006-16
                                                                                            • Walmart sales
                                                                                              • Fan-chart forecast
                                                                                                  • Figure 4: FDMx sales and fan forecast of pet supplies, at current prices, 2006-16
                                                                                              • Market Drivers

                                                                                                • Key points
                                                                                                  • Pet population appears to hold steady
                                                                                                    • Weak economy leads to more surrenders at shelters
                                                                                                      • Figure 5: U.S. pet population, 2005-11
                                                                                                    • Households with kids own more pets
                                                                                                      • Figure 6: Types of pet owned, by presence and number of children in the household, May 2011
                                                                                                    • However, the number of households with kids is declining
                                                                                                      • Figure 7: Households, by presence of children younger than 18, 2000-10
                                                                                                      • Figure 8: Population of children younger than 18, by race/Hispanic origin, 2006-16
                                                                                                    • Pet health issues and awareness on the rise
                                                                                                    • Competitive Context

                                                                                                      • Key points
                                                                                                        • Reflecting an economizing mindset, private label trends up
                                                                                                          • Figure 9: FDMx pet supplies private label market share, by segments, 2006-11
                                                                                                        • Other pet expenditures: food
                                                                                                        • Segment Performance

                                                                                                          • Key points
                                                                                                            • Litter segment leads category in sales growth and share
                                                                                                              • Figure 10: U.S. sales of pet supplies, segmented by type, 2010 and 2011
                                                                                                          • Segment Performance—Litter and Deodorant

                                                                                                            • Key points
                                                                                                              • Making things easier and more pleasant for cat owners boosts litter sales
                                                                                                                • Figure 11: U.S. sales of litter and deodorant, 2006-16
                                                                                                            • Segment Performance—Dog/Cat Needs

                                                                                                              • Key points
                                                                                                                • Frontline patent expiration set to alter flea/tick dynamics
                                                                                                                  • Supplements, medicines reflect increasing health focus of category
                                                                                                                    • Other products address a broad diversity of needs
                                                                                                                      • Figure 12: U.S. sales of dog/cat needs, 2006-16
                                                                                                                  • Segment Performance—Dog Rawhide Chews

                                                                                                                    • Key points
                                                                                                                      • Rawhide suffers from safety image
                                                                                                                        • Figure 13: U.S. sales of dog rawhide chews, 2006-16
                                                                                                                    • Segment Performance—Non-dog/cat Needs

                                                                                                                      • Key points
                                                                                                                        • Diverse segment suffers from declining ownership
                                                                                                                          • Opportunity to reignite interest in small animals
                                                                                                                            • Figure 14: U.S. sales of non-dog/cat needs, 2006-16
                                                                                                                        • Retail Channels

                                                                                                                          • Key points
                                                                                                                            • Pet specialty stores strengthen their leadership position
                                                                                                                              • Figure 15: U.S. sales of pet supplies, by retail channel, 2010 and 2011
                                                                                                                          • Retail Channels—PETCO, PetSmart, Veterinarians’ Offices, Other Retailers

                                                                                                                            • Key points
                                                                                                                              • Big pet chains win on selection, service, and prices
                                                                                                                                • Increasingly comprehensive care
                                                                                                                                  • New PETCO tagline emphasizes health
                                                                                                                                    • Veterinary clinics see merchandise sales decline
                                                                                                                                      • Figure 16: U.S. sales of pet supplies through PetSmart, PETCO, veterinary offices, and other retail channels, 2006-11
                                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                                    • Key points
                                                                                                                                      • Supplies sales flat in supermarkets
                                                                                                                                        • Figure 17: U.S. sales of pet supplies through supermarkets, 2006-11
                                                                                                                                    • Retail Channels—Drugs and Mass Merchandisers

                                                                                                                                      • Key points
                                                                                                                                        • Sales growth stalls at drug stores and mass merchants
                                                                                                                                          • Figure 18: U.S. sales of pet supplies through drug and mass merchandisers, 2006-11
                                                                                                                                      • Retail Channels—Natural Supermarkets

                                                                                                                                        • Key points
                                                                                                                                          • Insights
                                                                                                                                            • Sales of pet food in the natural channel
                                                                                                                                              • Figure 19: Natural supermarket sales of pet care, at current prices, 2008-10*
                                                                                                                                              • Figure 20: Natural supermarket sales of pet care, at inflation-adjusted prices, 2008-10*
                                                                                                                                            • Natural channel sales by segment
                                                                                                                                              • Figure 21: Natural supermarket sales of pet care, by segment, 2008 and 2010*
                                                                                                                                          • Leading Companies

                                                                                                                                            • Key points
                                                                                                                                              • Market share of leading brands determined mostly by dog/cat litter
                                                                                                                                                • Figure 22: U.S. Manufacturer FDMx sales of pet supplies in the U.S., 2010* and 2011*
                                                                                                                                            • Brand Share—Dog/Cat Litter

                                                                                                                                              • Key points
                                                                                                                                                • Brands compete with line extensions, new and improved varieties
                                                                                                                                                  • Tidy Cats holds lead with broad lineup, upgrades its premium line
                                                                                                                                                    • Arm & Hammer gets specific, wins share
                                                                                                                                                      • Natural products make small gains in FDMx
                                                                                                                                                        • Figure 23: Select FDMx brand sales and market share of dog/cat litter in the U.S., 2010* and 2011*
                                                                                                                                                    • Brand Share—Dog/Cat Needs

                                                                                                                                                      • Key points
                                                                                                                                                        • In a segment of specialists, Hartz and Sergeant’s lead as generalists
                                                                                                                                                          • Sergeant’s makes a major move in flea and tick protection
                                                                                                                                                            • Private label gains
                                                                                                                                                              • Figure 24: Select FDMx brand sales and market share of dog/cat needs in the U.S., 2010*and 2011*
                                                                                                                                                          • Brand Share—Dog Rawhide Chews

                                                                                                                                                            • Key points
                                                                                                                                                              • Hartz falters
                                                                                                                                                                • Private label continues to gain
                                                                                                                                                                  • Figure 25: Select FDMx brand sales and market share of dog rawhide chews in the U.S., 2010* and 2011*
                                                                                                                                                              • Brand Share—Non-dog/cat Needs

                                                                                                                                                                • Key points
                                                                                                                                                                  • A diverse collection of small brands
                                                                                                                                                                      • Figure 26: Select FDMx brand sales and market share of non-dog/cat needs in the U.S., 2010* and 2011*
                                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Facilitating healthy relationships
                                                                                                                                                                        • Health and wellness
                                                                                                                                                                          • Beauty care
                                                                                                                                                                            • All in the family
                                                                                                                                                                              • Natural and organic
                                                                                                                                                                              • Brands and Marketing Strategies

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Overview
                                                                                                                                                                                    • Tidy Cats advertising focuses on premium line upgrade
                                                                                                                                                                                      • Figure 27: Purina Tidy Cats odor TV ad, 2011
                                                                                                                                                                                      • Figure 28: Purina Tidy Cats dust TV ad, 2011
                                                                                                                                                                                    • Online promotion: Pet Projects Design Challenge
                                                                                                                                                                                      • Fresh Step’s carbon takes on Arm & Hammer’s baking soda
                                                                                                                                                                                        • Figure 29: Fresh Step TV ad, 2011
                                                                                                                                                                                      • Fresh Step’s Paw Points Rewards
                                                                                                                                                                                        • Frontline faces new competition
                                                                                                                                                                                          • Frontline online
                                                                                                                                                                                            • Figure 30: Frontline Plus TV ad, 2011
                                                                                                                                                                                          • Pet Armor emphasizes efficacy and price
                                                                                                                                                                                            • Figure 31: Pet Armor Plus TV ad, 2011
                                                                                                                                                                                        • Pet Ownership

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Pet ownership holds steady at a little more than half of U.S. households
                                                                                                                                                                                              • Dogs and cats stay on top, birds and fish fall behind
                                                                                                                                                                                                • Figure 32: Pet ownership, by types of pet owned, 2006-10
                                                                                                                                                                                              • Older adults less likely to own pets
                                                                                                                                                                                                • Figure 33: Pet ownership by types of pet owned, by age, February 2010-March 2011
                                                                                                                                                                                              • Pet ownership only moderately dependent on household income
                                                                                                                                                                                                • Figure 34: Pet ownership by types of pet owned, by household income, February 2010-March 2011
                                                                                                                                                                                              • Households with kids more likely to have pets
                                                                                                                                                                                                • Figure 35: Pet ownership by types of pet owned, by presence of children in the household, February 2010-March 2011
                                                                                                                                                                                              • Popularity of small dogs creates merchandising opportunity
                                                                                                                                                                                                • Figure 36: Type of dog owned by size, by age, May 2011
                                                                                                                                                                                            • Pet Acquisition

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Shelters and rescues most frequently cited acquisition source for dogs
                                                                                                                                                                                                    • Figure 37: Source of most recent dog acquiring, by household income, May 2011
                                                                                                                                                                                                  • Shelters and rescue organizations top among cat owners as well
                                                                                                                                                                                                    • Figure 38: Source of most recent cat acquiring, by household income, May 2011
                                                                                                                                                                                                • Attitudes toward Pets

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Strong, deep emotional bonds
                                                                                                                                                                                                      • Woman’s best friend
                                                                                                                                                                                                        • Figure 39: Attitudes toward pets, by gender, May 2011
                                                                                                                                                                                                      • Pet owners without kids more likely to view pets as family members
                                                                                                                                                                                                        • Figure 40: Attitudes toward pets, by presence of children in household, May 2011
                                                                                                                                                                                                    • Products and Services

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Toys and grooming products are essentials, furniture and clothing less so
                                                                                                                                                                                                          • Holistic healthcare products hold untapped potential
                                                                                                                                                                                                            • Younger pet owners show interest in an array of products
                                                                                                                                                                                                              • Figure 41: Pet products purchased, by age, May 2011
                                                                                                                                                                                                            • Income modestly influences likelihood of toy, grooming aid, furniture purchases
                                                                                                                                                                                                            • Purchase Venues for Pet Supplies

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Pet supplies consumers shop at a variety of channels
                                                                                                                                                                                                                  • Younger pet owners gravitate to PetSmart, PETCO, and Target
                                                                                                                                                                                                                    • Figure 43: Retailers used for in-person pet supplies purchases, by age, May 2011
                                                                                                                                                                                                                  • Higher-income shoppers more likely to avoid Walmart
                                                                                                                                                                                                                    • Figure 44: Retailers used for In-person pet supplies purchases, by household income, May 2011
                                                                                                                                                                                                                  • Online retail has plenty of room for growth
                                                                                                                                                                                                                    • Figure 45: Retailers used for pet supplies online purchases, by age, May 2011
                                                                                                                                                                                                                • Attitudes toward Pet Supply Store Specialists

                                                                                                                                                                                                                  • Key point
                                                                                                                                                                                                                    • Big-box pet stores hold lead in pet shopping experience
                                                                                                                                                                                                                      • Figure 46: Attitudes toward pet supply store specialists, by age, May 2011
                                                                                                                                                                                                                  • Attitudes toward Buying Pet Supplies at Online and In-person Venues

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Despite growth of e-commerce, seeing and feeling are still believing
                                                                                                                                                                                                                        • Female shoppers more engaged both online and off
                                                                                                                                                                                                                          • Figure 47: Attitudes toward buying pet supplies, by gender, May 2011
                                                                                                                                                                                                                        • Opportunity to combine the best of in-store and online shopping
                                                                                                                                                                                                                          • Figure 48: Attitudes toward buying pet supplies, by age, May 2011
                                                                                                                                                                                                                        • Pet supplies shoppers want a hands- and eyes-on shopping experience
                                                                                                                                                                                                                          • Figure 49: Attitudes toward buying pet supplies, by stores shopped, May 2011
                                                                                                                                                                                                                      • Information Sources for Pet Supplies

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • In-store experience most important to info-seeking pet supplies shoppers
                                                                                                                                                                                                                            • Price and discounts are keys to online shopping
                                                                                                                                                                                                                              • Social media starting to catch on in pet supplies
                                                                                                                                                                                                                                • Figure 50: Sources of information for pet supplies, by age, May 2011
                                                                                                                                                                                                                                • Figure 51: Sources of information for pet supplies, by household income, May 2011
                                                                                                                                                                                                                              • Mass market pet supplies shoppers somewhat less likely to browse
                                                                                                                                                                                                                                • Figure 52: Sources of information for pet supplies, by stores shopped, May 2011
                                                                                                                                                                                                                            • Important Purchase Decision Factors for Pet Supplies

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Price/good value tops other considerations by a wide margin
                                                                                                                                                                                                                                  • Focus on price/value doesn’t necessarily lead to the cheapest brand
                                                                                                                                                                                                                                    • Recommendations from others only modestly important, with the exception of the vet
                                                                                                                                                                                                                                      • Women attuned to more criteria when selecting pet supplies
                                                                                                                                                                                                                                        • Figure 53: Important purchase decision factors for pet supplies, by gender, May 2011
                                                                                                                                                                                                                                      • Price/value important to all owners at all income levels
                                                                                                                                                                                                                                        • Lower-income pet owners value vet recommendations
                                                                                                                                                                                                                                          • Durability important to upper-middle-income pet owners
                                                                                                                                                                                                                                            • Figure 54: Important purchase decision factors, by household income, May 2011
                                                                                                                                                                                                                                        • Nutritional Supplements

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Supplements offer additional path to specific health benefits
                                                                                                                                                                                                                                              • Teaming with food brands to offer greater customization in supplements
                                                                                                                                                                                                                                                • Younger pet owners more interested in supplements
                                                                                                                                                                                                                                                  • Figure 55: Reasons for giving nutritional supplements to pets, by age, May 2011
                                                                                                                                                                                                                                                  • Figure 56: Types of nutritional supplement given to pets, May 2011
                                                                                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Whites more likely to own pets, but Hispanics gaining rapidly
                                                                                                                                                                                                                                                    • Figure 57: Pet ownership and types of pet owned, by race/ethnicity, February 2010-March 2011
                                                                                                                                                                                                                                                  • Hispanic pet ownership rates increase between 2006 and 2010
                                                                                                                                                                                                                                                    • Figure 58: Types of pet owned, by Hispanic/not Hispanic, 2006 and 2010
                                                                                                                                                                                                                                                  • Blacks and Hispanics take a more indulgent approach to pet ownership
                                                                                                                                                                                                                                                    • Figure 59: Pet products purchased, by race/ethnicity, May 2011
                                                                                                                                                                                                                                                  • Price/good value the top purchase consideration among all groups
                                                                                                                                                                                                                                                    • Figure 60: Important product attributes for pet supplies, by race/ethnicity, May 2011
                                                                                                                                                                                                                                                  • Blacks somewhat less likely to view pets as members of the family
                                                                                                                                                                                                                                                    • Figure 61: Attitudes toward pets, by race/ethnicity, May 2011
                                                                                                                                                                                                                                                  • Hispanics take an active approach to supplies shopping
                                                                                                                                                                                                                                                    • Figure 62: Pet sources of information for pet supplies, by race/ethnicity, May 2011
                                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                                    • Value-Driven Lonely Hearts
                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                                                                                            • Abundant Trainers
                                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                                                                                                    • Family Fidos
                                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                                                                                                                              • Figure 63: Pet supplies clusters, May 2011
                                                                                                                                                                                                                                                                              • Figure 64: Types of pet owned, by pet supplies clusters, May 2011
                                                                                                                                                                                                                                                                              • Figure 65: Important product attributes of pet supplies, by pet supplies clusters, May 2011
                                                                                                                                                                                                                                                                              • Figure 66: Attitudes toward buying pet supplies, by pet supplies clusters, May 2011
                                                                                                                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                                                                                                                              • Figure 67: Pet supplies clusters, by gender, May 2011
                                                                                                                                                                                                                                                                              • Figure 68: Pet supplies clusters, by age, May 2011
                                                                                                                                                                                                                                                                              • Figure 69: Pet supplies clusters, by household income, May 2011
                                                                                                                                                                                                                                                                              • Figure 70: Pet supplies clusters, by race, May 2011
                                                                                                                                                                                                                                                                              • Figure 71: Pet supplies clusters by Hispanic origin, May 2011
                                                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • Dog people versus cat people
                                                                                                                                                                                                                                                                                  • Dog owners more likely to buy or be interested in wider array of supplies
                                                                                                                                                                                                                                                                                      • Figure 72: Pet supplies purchased, by dog and cat ownership, May 2011
                                                                                                                                                                                                                                                                                    • Saving money is important to all
                                                                                                                                                                                                                                                                                      • Dog owners value durability and recommendations from credible sources
                                                                                                                                                                                                                                                                                        • Cat owners more loyal to brands
                                                                                                                                                                                                                                                                                          • Figure 73: Important product attributes of pet supplies, by dog and cat ownership, May 2011
                                                                                                                                                                                                                                                                                        • Two-species owners enjoy especially tight relationships with their pets
                                                                                                                                                                                                                                                                                            • Figure 74: Attitudes toward pets, by dog and cat ownership, May 2011
                                                                                                                                                                                                                                                                                          • Two-species owners are active, value-conscious shoppers
                                                                                                                                                                                                                                                                                            • Figure 75: Pet sources of information, by dog and cat ownership, May 2011
                                                                                                                                                                                                                                                                                        • IRI/Builders—Key Household Purchase Measures: Cat Litter

                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—cat litter
                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                • Figure 76: Brand map, selected brands of cat litter buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                  • Figure 77: Key purchase measures for the top brands of cat litter, by household penetration, 2010*
                                                                                                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                  • Figure 78: Type of dog owned by size, by household income, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 79: Attitudes toward pets, by age, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 80: Attitudes toward pets, by household income, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 81: Pet products purchased, by presence of children, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 82: Sources of information for pet supplies, by gender, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 83: Attitudes toward pet supply store specialists, by gender, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 84: Reasons for purchasing nutritional supplements for pets, by household income, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 85: Pet products purchased, by gender, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 86: Retailers used for pet supplies online purchases, by gender, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 87: Retailers used for pet supplies online purchases, by household income, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 88: Retailers used for in-person pet supplies purchases, by gender, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 89: Attitudes toward buying pet supplies, by household income, May 2011
                                                                                                                                                                                                                                                                                                  • Figure 90: Important purchase decision factors, by age, May 2011
                                                                                                                                                                                                                                                                                              • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                  • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                    • American Pet Products Manufacturers Association, Inc.
                                                                                                                                                                                                                                                                                                    • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                                                                                                    • GNC Corporation
                                                                                                                                                                                                                                                                                                    • Groupon, Inc.
                                                                                                                                                                                                                                                                                                    • Hartz Mountain Corporation
                                                                                                                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                                                                                                                    • Marketplace
                                                                                                                                                                                                                                                                                                    • Nestlé Purina Petcare Company
                                                                                                                                                                                                                                                                                                    • Oil-Dri Corporation of America
                                                                                                                                                                                                                                                                                                    • Pet Industry Distributors Association
                                                                                                                                                                                                                                                                                                    • Pet Industry Joint Advisory Council (PIJAC)
                                                                                                                                                                                                                                                                                                    • PETCO Animal Supplies Stores, Inc.
                                                                                                                                                                                                                                                                                                    • PetSmart, Inc
                                                                                                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                                    • Zappos.com Inc.

                                                                                                                                                                                                                                                                                                    Pet Supplies - US - September 2011

                                                                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)