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Pet Supplies - US - September 2017

The pet supplies market reached $11.4 billion in 2017, a 3% increase from the previous year. The pet humanization trend continues to benefit the market as pet owners are equating their pets’ needs and interests to their own. This is generating interest in pet supplies and services that follow consumer trends including natural and safe ingredients, smart technology, and subscription services. Opportunities exist for products that are in line with human trends, particularly those that offer health or convenience benefits.

This report examines the following issues:

  • Cat owners less engaged in the market
  • Most purchasing narrow range of products
  • Engagement declines with age, younger adults active purchasers
  • Pet-specific, durability factor strongly into purchase decisions

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cat owners less engaged in the market
            • Figure 1: Select house, travel, apparel, health, and grooming purchases, by type of pet owned, April 2017
          • Most purchasing narrow range of products
            • Figure 2: Pet supplies purchased, repertoire of products used, April 2017
          • Engagement declines with age, younger adults active purchasers
            • Figure 3: House, travel, and apparel pet supplies purchased, by age, April 2017
          • Pet-specific, durability factor strongly into purchase decisions
            • Figure 4: Top six purchase factors for any pet accessories, rawhide, or grooming supplies, April 2017
          • The opportunities
            • Growth in pet population could stimulate market
              • Figure 5: Type of pet owned, June 2016 – April 2017
            • Younger pet owners interested in pet tech
              • Figure 6: Interest in pet supply technology innovations, by age, April 2017
            • Expand natural offerings, emphasize safety and health
              • Figure 7: Interest in premium treats, Importance of natural and health claims, April 2017
            • What it means
            • The Market – What You Need to Know

              • Solid sales growth as pet owners look to improve pet’s life
                • Other dog/cat supplies account for nearly half of category sales
                  • America’s pet population increasing
                    • Booming tick population
                    • Market Size and Forecast

                      • Solid category growth aligns with humanization trends
                        • Figure 8: Total US sales and fan chart forecast of pet supplies, at current prices, 2012-22
                        • Figure 9: Total US retail sales and forecast of pet supplies, at current prices, 2012-22
                    • Market Breakdown

                      • Other dog/cat pet supplies accounts for nearly half of category sales
                        • Figure 10: Share of pet supplies sales, by segment, 2017
                      • Litter and deodorant drive growth
                        • Figure 11: Total US retail sales of pet supplies, by segment, at current prices, 2012-17
                    • Market Perspective

                      • Profile of America’s pets
                          • Figure 12: Type of pet owned, April 2017
                          • Figure 13: Number of dogs or cats owned, type of dog, age of dog, April 2017
                        • Crack down on pet stores, mills
                          • Figure 14: Cat and dog acquisition, April 2017
                      • Market Factors

                        • Pet obesity levels on the rise
                          • Aging population, fewer households with children may hinder market
                            • Figure 15: Population aged 18 or older, by age, 2012-22
                            • Figure 16: Households, by presence of related children, 2006-16
                        • Key Players – What You Need to Know

                          • Leading companies losing share to smaller competitors, private label
                            • Pets bring influence to social media, natural claims increase
                              • Human-inspired products trending
                              • Manufacturer Sales of Pet Supplies

                                • Nestlé maintains category lead, strong growth among smaller players, private label
                                  • Manufacturer sales of pet supplies
                                    • Figure 17: MULO sales of pet supplies, by leading companies, rolling 52 weeks 2016 and 2017
                                • What’s Working?

                                  • High tick count benefits flea and tick products
                                    • Figure 18: MULO sales of select flea and tick treatment products, rolling 52 weeks 2016 and 2017
                                  • Brands dominate product launches yet private label sees most growth
                                    • Figure 19: Percentage of pet supply product launches, by brand type, 2012-17*
                                    • Figure 20: MULO sales of private label, by segment, rolling 52 weeks 2017-17
                                  • Animal influencers on social media
                                    • Pet retailers heighten competition, expand online presence
                                      • Brands shifting focus to natural and ethical claims
                                        • Figure 21: Percentage of pet supplies product launches, by claim category, 2012-17*
                                      • Services that cater to new pet owners
                                      • What’s Struggling?

                                        • Latest rawhide recall adds to MULO segment struggles
                                          • Sacrificing lifestyle deters one third of Americans from pet ownership
                                            • Figure 22: Barriers to ownership, April 2017
                                        • What’s Next?

                                          • National pride: pet products made in the US
                                            • In the future…
                                              • …owners will be able to communicate with pets
                                                • …pets will eat and sleep better
                                                  • …and work, travel, and play in comfort
                                                  • The Consumer – What You Need to Know

                                                    • Functional supplies see lift
                                                      • Dog owners purchasing wider range of health products
                                                        • Pet specific attributes prioritized when shopping category
                                                          • Pet owners actively managing pet health
                                                            • Innovations of most interest reflect consumer product trends
                                                            • House, Travel, and Apparel Pet Supplies Purchased

                                                              • Nonessential products struggle, dog owners heavier purchasers
                                                                • Figure 23: House, travel, and apparel pet supplies purchased, June 2016-April 2017
                                                                • Figure 24: Select house, travel, and apparel pet supply purchases, by type of pet owned, April 2017
                                                              • Younger adults, parents spare no expense for their ‘fur babies’
                                                                • Figure 25: Select house, travel, and apparel pet supplies purchased, by age and household income, April 2017
                                                                • Figure 26: Select travel and apparel pet supplies purchased, by age of children in the home, April 2017
                                                              • Hispanics travel with pets in style
                                                                • Figure 27: Select travel and apparel pet supplies purchased, by Hispanic origin, April 2017
                                                              • Travel, apparel appeal to urbanites
                                                                • Figure 28: Select travel and apparel pet supplies purchased, by living location, April 2017
                                                            • Health and Grooming Pet Supplies Purchased

                                                              • Litter most purchased, dog owners heavier users of health products
                                                                • Figure 29: Health and grooming pet supplies purchased, April 2017
                                                                • Figure 30: Select health pet supplies purchased, by type of pet owned, April 2017
                                                                • Figure 31: Health pet supplies purchased, by vet visitation, April 2017
                                                              • Younger adults over index for grooming and health product purchases
                                                                • Figure 32: Select health and grooming pet supplies purchased, by age, April 2017
                                                              • Income impacts spend on health pet supplies
                                                                • Figure 33: Select health pet supplies purchased, by household income, April 2017
                                                            • Purchase Factors

                                                              • Pet-specific, quality, and natural features influence purchases
                                                                • Figure 34: Purchase factors, by segment, any (net), April 2017
                                                              • Made in USA outweighs brand, reviews
                                                                • Figure 35: TURF Analysis – Purchase factors, April 2017
                                                              • TURF Methodology
                                                                • Men focus on brand, rely on recommendations
                                                                  • Figure 36: Select grooming supplies and rawhide purchase factors, by gender, April 2017
                                                                • Younger adults, parents consider variety of factors before purchasing
                                                                  • Figure 37: Select pet supply purchase factors, any pet supplies (net), by age, parental status, April 2017
                                                              • Attitudes toward Pet Health

                                                                • Adults more proactive than reactive with pet’s health
                                                                  • Figure 38: Attitudes toward pet health, April 2017
                                                                • Pet health higher priority for dog owners
                                                                  • Figure 39: Select attitudes toward pet health, by type of pet, April 2017
                                                                • Women more active in their pet’s health
                                                                  • Figure 40: Select attitudes toward pet health, by gender, April 2017
                                                                • Pet health perceptions are tied to age, presence of children
                                                                  • Figure 41: Select attitudes toward pet health, by age, parental status, April 2017
                                                              • Interest in Innovations

                                                                • Strong interest in premium offerings, smart technology
                                                                  • Figure 42: Interest in innovations, April 2017
                                                                • Smart tech, services appeal to owners of multiple and younger pets
                                                                  • Figure 43: Interest in smart technology and virtual vet services, by type of pet owned, April 2017
                                                                  • Figure 44: Interest in select innovations, by age of dog, April 2017
                                                                • Younger pet owners, parents excited by premium ingredients, pet tech
                                                                  • Figure 45: Interest in innovations, by age, parental status, April 2017
                                                                • Hispanic pet owners gravitate toward smart technology
                                                                  • Figure 46: Interest in select innovations, by Hispanic origin, April 2017
                                                              • Appendix – Data Sources and Abbreviations

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

                                                                              • Figure 47: Total US retail sales and forecast of pet supplies, at inflation-adjusted prices, 2012-22
                                                                              • Figure 48: Total US retail sales and forecast of pet supplies, by segment, at current prices, 2012-22
                                                                              • Figure 49: Total US retail sales of pet supplies, by segment, at current prices, 2015 and 2017
                                                                              • Figure 50: Total US retail sales and forecast of litter & deodorant, at current prices, 2012-22
                                                                              • Figure 51: Total US retail sales and forecast of rawhide dog chews, at current prices, 2012-22
                                                                              • Figure 52: Total US retail sales and forecast of non-dog/cat supplies, at current prices, 2012-22
                                                                              • Figure 53: Total US retail sales and forecast of other dog/cat supplies, at current prices, 2012-22
                                                                              • Figure 54: Total US retail sales of pet supplies, by channel, at current prices, 2015 and 2017
                                                                          • Appendix – Key Players

                                                                              • Figure 55: MULO sales of pet litter and deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                              • Figure 56: MULO sales of rawhide dog chews, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                              • Figure 57: MULO sales of non cat/dog needs, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                              • Figure 58: MULO sales of pet needs, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                          • Appendix – The Consumer

                                                                              • Figure 59: Household pet ownership, February 2007-March 2017
                                                                              • Figure 60: Type of pet owned, June 2016 – April 2017
                                                                              • Figure 61: Age of dog, by gender, age, Hispanic origin, age of children in household, age and income, and living location, April 2017

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Pet Supplies - US - September 2017

                                                                          US $3,995.00 (Excl.Tax)