Pet Food - US - March 2013
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“According to the American Veterinary Medical Association (AVMA), pet ownership is on the decline since 2006. Due to a waning number of end users, marketers must consider ways to encourage pet food buyers to feed their pets a variety of new food/treats, tap into the underdeveloped elderly pet owner demographic, and drive interest for premium products and shopping experiences among key Hispanic pet owners.”
– Molly Maier, Category Manager, Health, Household, Beauty & Personal Care
Some questions answered in this report include:
The typical pet food shopper has sole responsibility for this task in his or her household and roughly half shops for pet food at least several times per month. As such, convenience is a significant driver in where pet food is purchased. Yet, with trends toward specialized and human-grade pet food entering the market, pet food shoppers are becoming overwhelmed by choice.
Due to consumers finding value in a variety of health, nutrition, and quality pet food claims, it’s not surprising that more than half of all pet food shoppers seek guidance. This puts pet specialty retailers in a fairly good position as a strong constituency of pet food shoppers agree the staff at these stores is more helpful than the staff at general retailers.
Continued trends toward humanization and specialization of pet foods will support market growth despite little change in pet ownership and pet population. In 2012, Mintel estimates the U.S. retail market for pet food to be worth nearly $19.7 billion, with a forecast for 14% growth by 2017.
This report primarily covers food for household pets, including cats, dogs, small animals (eg, hamsters), fish, reptiles, and birds; horse care items are not included. Food for dogs and cats may be dry, wet/canned, semi-moist, or in the form of treats.
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