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Pet Food - US - July 2018

"The pet food market continues to grow at a slow, steady pace, driven by premiumization and treating as pet owners look to give their pets, viewed as cherished members of the family, the best. Increasingly, pet owners are looking for pet food and treats that measure up to their own dietary preferences and standards, giving marketers opportunities for further differentiation and growth."
- John Owen, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Premiumization continues to drive modest sales gains for category
  • Dry dog food and treats most commonly purchased
  • Cat owners more likely to purchase wet food

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Premiumization continues to drive modest sales gains for category
            • Figure 1: Total US sales and fan chart forecast of pet food, at current prices, 2013-23
          • Dry dog food and treats most commonly purchased
            • Figure 2: Dog food and treat purchases, March 2018
          • Cat owners more likely to purchase wet food
            • Figure 3: Cat food and treat purchases, March 2018
          • The opportunities
            • Younger owners’ pet food preferences mirror their own food interests
              • Figure 4: Pet food purchase factors – Cat food, by age, March 2018
            • Younger pet owners an opportunity market for treats
              • Figure 5: Pet food and treat behaviors, March 2018
            • Pet owners look to food makers for safety, transparency
              • Figure 6: Attitudes toward pet food and treats, March 2018
            • What it means
            • The Market – What You Need to Know

              • Premiumization continues to drive modest sales gains for category
                • Modest growth for dog and cat food
                  • Treats continue to fuel category growth
                    • Minimal growth in number of pet-owning households
                    • Market Size and Forecast

                      • Premiumization continues to drive modest sales gains for category
                        • Figure 7: Total US sales and fan chart forecast of pet food, at current prices, 2013-23
                        • Figure 8: Total US sales and forecast of pet food, at current prices, 2013-23
                    • Market Breakdown

                      • Dog and cat food account for three quarters of category sales
                        • Figure 9: Share of pet food sales, by segment, 2018
                      • Modest growth for dog and cat food
                        • Treats continue to fuel category growth
                          • Figure 10: Total US sales of pet food, by segment, 2013-18
                      • Market Factors

                        • Minimal growth in number of pet-owning households
                          • Figure 11: Dog- and cat-owning households, 2013-18
                      • Key Players – What You Need to Know

                        • Purina aims for super-premium as value- and mid-priced brands decline
                          • General Mills breaks into pet food market with Blue Buffalo acquisition
                            • Super-premium brands expand in mass channels
                              • Small dogs continue to get bigger
                                • Refrigerated gains ground
                                  • Treats continue to gain
                                  • Company and Brand Sales of Pet Food

                                    • Purina aims for super-premium as value- and mid-priced brands decline
                                      • Little change overall for Mars, Inc. and JM Smucker
                                        • General Mills breaks into pet food market with Blue Buffalo acquisition
                                          • Sales of pet food by company
                                            • Figure 12: Sales of pet food, by company, 2017 and 2018
                                        • What’s Working?

                                          • Super-premium brands expand in mass channels
                                            • Figure 13: Multi-outlet pet food sales of select super-premium brands, 2017 and 2018
                                          • Small dogs continue to get bigger
                                            • Refrigerated gains ground
                                              • Treats continue to gain
                                                • Dreambone offers alternative to rawhide chews
                                                  • Tyson’s Nudges rise on real meat claim
                                                  • What’s Struggling?

                                                    • Weight management products shed market share
                                                      • Figure 14: Multi-outlet sales of select weight management dog food and cat food brands, 2017 and 2018
                                                  • What’s Next?

                                                    • Are pet owners ready for vegetarian pet food?
                                                      • Responding to pet owners: brands set to offer more transparency
                                                      • The Consumer – What You Need to Know

                                                        • Dry dog food and treats most commonly purchased
                                                          • Cat owners more likely to purchase wet food
                                                            • Cat food purchases more narrowly driven by taste
                                                              • Focusing on behavior could help to keep treats segment on growth track
                                                                • Younger pet owners an opportunity market for treats
                                                                  • Younger pet owners express strong interest in added nutrition
                                                                    • Pet owners look to food makers for safety, transparency
                                                                    • Pet Food and Treat Purchases

                                                                      • Dry dog food and treats most commonly purchased
                                                                        • Figure 15: Dog food and treat purchases, March 2018
                                                                      • Small to medium-sized dogs more likely to get wet food, toppers
                                                                        • Figure 16: Dog food and treat purchases, March 2018
                                                                      • Cat owners more likely to purchase wet food
                                                                        • Figure 17: Cat food and treat purchases, March 2018
                                                                      • In their words: homemade barriers to toppers and mix-ins
                                                                      • Pet Food Purchase Factors

                                                                        • Cat food purchases more narrowly driven by taste
                                                                          • Figure 18: Pet food purchase factors, March 2018
                                                                        • Younger owners’ pet food preferences mirror their own food interests
                                                                          • Figure 19: Pet food purchase factors – Cat food, by age, March 2018
                                                                          • Figure 20: Pet food purchase factors – Dog food, by age, March 2018
                                                                        • Premium factors appeal to a small but growing number of mass shoppers
                                                                          • Figure 21: Pet food purchase factors – Cat food, by retailer shopped most often, March 2018
                                                                          • Figure 22: Pet food purchase factors – Dog food, by retailer shopped most often, March 2018
                                                                        • In their words: healthy and wholesome
                                                                        • Pet Food and Treat Behaviors

                                                                          • Focusing on behavior could help to keep treats segment on growth track
                                                                            • Pet owners read labels
                                                                              • Figure 23: Pet food and treat behaviors, March 2018
                                                                            • Younger pet owners an opportunity market for treats
                                                                              • Figure 24: Pet food and treat behaviors, March 2018
                                                                            • Cat owners less likely to treat on a regular basis
                                                                              • Figure 25: Pet food and treat behaviors, by type of pet owned, March 2018
                                                                            • In their words: for pet food, stick with what works
                                                                              • In their words: treat time is a mix of routine, discipline, and emotion
                                                                              • Pet Food and Treat Concepts

                                                                                • Healthy treats draw strong interest
                                                                                  • Figure 26: Interest in pet food and treat concepts, March 2018
                                                                                • Younger pet owners express strong interest in added nutrition
                                                                                  • Figure 27: Interest in pet food and treat concepts, by age, March 2018
                                                                                • In their words: the perfect treat
                                                                                • Attitudes toward Pet Food and Treats

                                                                                  • Pet owners look to food makers for safety, transparency
                                                                                    • Owners agree that treats help to strengthen bonds
                                                                                      • Figure 28: Attitudes toward pet food and treats, March 2018
                                                                                    • Younger pet owners look for variety
                                                                                      • Figure 29: Attitudes toward pet food and treats, by age, March 2018
                                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                                      • Figure 30: Total US sales and forecast of pet food, at inflation-adjusted prices, 2013-23
                                                                                                      • Figure 31: Total US sales and forecast of cat food, at current prices, 2013-23
                                                                                                      • Figure 32: Total US sales and forecast of dog food, at current prices, 2013-23
                                                                                                      • Figure 33: Total US sales and forecast of other pet food, at current prices, 2013-23
                                                                                                      • Figure 34: Total US sales and forecast of pet treats, at current prices, 2013-23
                                                                                                      • Figure 35: Total US retail sales of pet food, by channel, at current prices, 2013-18
                                                                                                  • Appendix – Key Players

                                                                                                      • Figure 36: Multi-outlet sales of cat food, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                      • Figure 37: Multi-outlet sales of dog food, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                      • Figure 38: Multi-outlet sales of other pet food, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                      • Figure 39: Multi-outlet sales of pet treats, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                                                  Pet Food - US - July 2018

                                                                                                  US $4,395.00 (Excl.Tax)