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Pet Food - US - July 2019

Covered in this report

Mintel defines the pet food market as food and treats for household pets, including cats, dogs, small animals (eg hamsters, rabbits), fish, reptiles, and birds. Food for dogs and cats may be dry, wet/ canned, semi-moist, or in the form of treats. The following segments will be included in this report:

  • Cat food
  • Dog food
  • Other pet food (eg hamsters, birds, guinea pigs, reptiles)
  • Pet treats

Excluded from this report are:

  • Food for horses and animals usually considered livestock (pigs, goats, chickens, etc)
  • Dog chews and rawhides
  • Pet vitamins and supplements

"The pet food market found continued steady, conservative growth sustained by rising pet ownership coupled with premium innovation that reflects pet owner aspirations to provide nutrition, wellness and happiness to pets as valued members of the family. The changing retail landscape for pet foods, treats and supplies will continue to play a role in the diversification of brands and products."

John Owen, Senior Food & Drink Analyst

This report will look at the following areas:

  • Slow, steady growth continues
  • Pet specialty and mass still lead, but online is gaining fast
  • Dry food purchase near universal, but treats and wet food on the rise
  • More cat owners use both dry and wet food

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key takeaways
          • The issues
            • Slow, steady growth continues
              • Figure 1: Total US sales and fan chart forecast of pet food, at current prices, 2014-24
            • Pet specialty and mass still lead, but online is gaining fast
              • Figure 2: Pet food purchase location used most often, March 2019
            • Dry food purchase near universal, but treats and wet food on the rise
              • Figure 3: Dog food/treats purchased, March 2019
            • More cat owners use both dry and wet food
              • Figure 4: Cat food/treats purchased, March 2019
            • The opportunities
              • Pet specialty and online shoppers have similar pet food priorities
                • Figure 5: Dog and cat food purchase factors, by primary pet food retailer, March 2019
              • Dual dog/cat owners a key target for new pet food and treat concepts
                • Figure 6: Pet food and treats innovation areas, by type of pet owned, March 2019
              • Younger pet owners especially engaged in pet food decisions
                • Figure 7: Pet food attitudes, by age, March 2019
            • The Market – What You Need to Know

              • Slow, steady growth continues
                • Dog and cat food dominate category
                  • Pet ownership is on the rise
                  • Market Size and Forecast

                    • Slow, steady growth continues
                      • Figure 8: Total US sales and fan chart forecast of pet food, at current prices, 2014-24
                      • Figure 9: Total US sales and forecast of pet food, at current prices, 2014-24
                  • Market Breakdown

                    • Dog and cat food dominate category
                      • Figure 10: Share of pet food, by segment, 2019
                    • Dog food sales growth outpaces cat food
                      • Treats lead category growth
                        • Figure 11: Sales of pet food, by segment, 2014-2019
                    • Market Factors

                      • Pet ownership is on the rise
                        • Figure 12: Number of pet-owning households, 2011-18
                      • Dogs remain American’s preferred pet
                        • Figure 13: Number of pet-owning households, by type of pet, 2011-18
                        • Figure 14: Type of pet owned, by age, April 2019
                      • Pet population aging; young and multicultural adults own younger pets
                        • Figure 15: Profile of America’s pets, by age and race and Hispanic origin, April 2019
                    • Key Players – What You Need to Know

                      • Declines for value- and mid-priced brands impact total Purina sales
                        • Super-premium brands continue to grow in mass channels
                          • Treats have more room to grow
                            • Customization meets convenience
                            • Company and Brand Sales of Pet Food

                              • Declines for value- and mid-priced brands impact total Purina sales
                                • Nutro expansion helps Mars Inc. notch gain
                                  • Smucker gets a small boost from Rachel Ray Nutrish acquisition
                                    • Sales of pet food by company
                                      • Figure 16: Multi-outlet sales of pet food, by leading companies, rolling 52 weeks 2018 and 2019
                                  • What’s Working?

                                    • Super-premium brands continue to grow in mass channels
                                      • Figure 17: Multi-outlet sales of select super-premium pet food brands, rolling 52 weeks 2018 and 2019
                                    • Treats have more room to grow
                                      • Small competitors and private label make big gains in dog treats
                                        • Tempting tastes drive cat treats
                                          • Figure 18: Multi-outlet sales of dog treats and cat treats, 2014-19
                                        • FreshPet continues to climb, offers greater customizability
                                        • What’s Struggling?

                                          • Established leaders slip as new entrants gain traction
                                          • What’s Next?

                                            • Customization meets convenience
                                              • Addressing pets’ emotional health through food and treats
                                              • The Consumer – What You Need to Know

                                                • Online purchase gaining on specialty and mass
                                                  • Retailer choice driven by convenience, price
                                                    • Clean nutrition generates strong interest
                                                      • Younger pet food shoppers’ preferences reflect their own food priorities
                                                        • Dog owners more engaged in category than cat owners
                                                        • Purchase Location

                                                          • Pet specialty and mass still lead, but online is gaining fast
                                                            • Figure 19: Pet food purchase location used most often, March 2019
                                                          • Younger pet owners likely to shop in pet specialty or mass merchandisers
                                                            • Figure 20: Pet food purchase location used most often, by age, March 2019
                                                          • Supermarkets a key channel for cat food
                                                            • Figure 21: Pet food purchase location used most often, by type of pet owned, March 2019
                                                        • Reasons for Selecting Primary Purchase Location

                                                          • Convenience and low prices drive retailer choice
                                                            • Figure 22: Reasons for selecting primary pet food purchase location, March 2019
                                                          • Selection of food and supplies remains a key asset for pet specialty
                                                            • Figure 23: Reasons for selecting primary pet food purchase location, by primary pet food retailer, March 2019
                                                          • In their words: Deciding where to buy pet food
                                                          • Dog Food/Treats Purchased

                                                            • Dry food purchase near universal, but treats and wet food on the rise
                                                              • In their words: The treat experience
                                                                  • Figure 24: Dog food/treats purchased, March 2019
                                                                • Younger dog owners show interest in toppers
                                                                  • Figure 25: Dog food/treats purchased, by age, March 2019
                                                                • Pet specialty and online shoppers far more likely to buy toppers
                                                                  • Figure 26: Dog food/treats purchased, by primary pet food retailer, March 2019
                                                              • Cat Food Treats Purchased

                                                                • More cat owners use both dry and wet food
                                                                  • Opportunity to increase treat frequency
                                                                    • Figure 27: Cat food/treats purchased, March 2019
                                                                  • Younger cat owners more inclined to use toppers
                                                                    • Figure 28: Cat food/treats purchased, by age, March 2019
                                                                  • Treats, toppers find online presence
                                                                    • Figure 29: Cat food/treats purchased, by primary pet food retailer, March 2019
                                                                • Pet Food Purchase Factors

                                                                  • Taste stands out as priority for cat food
                                                                    • Figure 30: Dog and cat food purchase factors, by species, March 2019
                                                                  • Younger pet food shoppers’ preferences reflect their own food priorities
                                                                    • Figure 31: Dog and cat food purchase factors, by age, March 2019
                                                                  • Pet specialty and online shoppers have similar pet food priorities
                                                                    • Figure 32: Dog and cat food purchase factors, by primary pet food retailer, March 2019
                                                                  • In their words: Selecting food
                                                                  • Pet Food and Treats Innovation Areas

                                                                    • Treat concepts generate strongest interest
                                                                      • Figure 33: Pet food and treats innovation areas, March 2019
                                                                    • Younger pet owners a key target for sustainability in pet food
                                                                      • Figure 34: Pet food and treats innovation areas, by age, March 2019
                                                                    • Dual dog/cat owners a key target for new pet food and treat concepts
                                                                      • Figure 35: Pet food and treats innovation areas, by type of pet owned, March 2019
                                                                    • In their words: Selecting treats
                                                                    • Pet Food Attitudes

                                                                      • Safety and health are key concerns for pet food purchasers
                                                                        • Pet owners’ concerns drive premiumization of category
                                                                          • Figure 36: Pet food attitudes, March 2019
                                                                        • Younger pet owners especially engaged in pet food decisions
                                                                          • Figure 37: Pet food attitudes, by age, March 2019
                                                                        • Dog owners and dual owners more engaged in category than cat owners
                                                                          • Figure 38: Pet food attitudes, by type of pet owned, March 2019
                                                                        • Specialty and online shoppers share ideals
                                                                          • Figure 39: Pet food attitudes, by primary pet food retailer, March 2019
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                            • Figure 40: Total US sales and forecast of pet food, at inflation-adjusted prices, 2014-24
                                                                                            • Figure 41: Total US sales and forecast of cat food, at current prices, 2014-24
                                                                                            • Figure 42: Total US sales and forecast of dog food, at current prices, 2014-24
                                                                                            • Figure 43: Total US sales and forecast of other pet food, at current prices, 2014-24
                                                                                            • Figure 44: Total US sales and forecast of pet treats, at current prices, 2014-24
                                                                                        • Appendix – Additional Market Data

                                                                                            • Figure 45: Multi-outlet sales of cat food, dog food, and pet treats by sub-segments, 2014-2019
                                                                                            • Figure 46: Total US retail sales of pet food, by channel, at current prices, 2014-19
                                                                                        • Appendix – Key Players

                                                                                            • Figure 47: Multi-outlet sales of cat food, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                            • Figure 48: Multi-outlet sales of dog food, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                            • Figure 49: Multi-outlet sales of other pet food, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                            • Figure 50: Multi-outlet sales of pet treats, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                                        Pet Food - US - July 2019

                                                                                        £3,435.47 (Excl.Tax)