Pet Food in the U.S. 13th Edition

  • ID: 4435868
  • Report
  • Region: United States
  • 200 Pages
  • Packaged Facts
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Pinpoints Strategic Directions for Current and Prospective Marketers, With a Forward-Looking Focus on High-Growth Product Segments and Market Drivers

FEATURED COMPANIES

  • BLUE
  • Facebook
  • Kroger
  • Nestlé
  • Petsense
  • Stop & Shop
  • MORE

Pet Food in the U.S. 13th Edition

With a plethora of marketers - from mass-market heavyweights to pet specialty brands to store brands - pet owners have many options from which to choose. And that's just talking about brands and channels. Pet owners can also choose from a dizzying array of products with special claims, exotic proteins and grains, sustainable products and other practices to win over pet owners hearts and their pets' appetites. Pet Food in the U.S. 13th Edition explores all of the latest trends in the pet food industry, from the proliferation of natural brands - particularly those pet specialty stalwarts such as Blue Buffalo and Nature's Recipe that recently crossed over into the mass-market channels - to the proliferation of just about everything to e-commerce.

Drawing on more than 20 years of experience in analyzing the pet food industry as well as our broad cross-category expertise, Pet Food in the U.S. 13th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering foods for dogs and cats, the report also provides a comprehensive market overview covering market size and projections, cross-market trends, market opportunities, recent mergers and acquisitions; channel trends, including e-commerce and home delivery; the Millennial impact; product trends; advertising and promotional initiatives; specialty diet products; and much more.

Pet Food Categories: Dog and Cat

This 2017 edition of Pet Food in the U.S. analyzes the retail market for the U.S. pet industry. The full retail spectrum is covered, including mass-market outlets, pet specialty stores, online and other channels. Pet Food in the U.S. 13th Edition examines the dog food and cat food, looking at trends by form (dry, wet, semi-moist and frozen/refrigerated), ingredients, and product claims.

Report Scope & Methodology

Pet Food in the U.S. 13th Edition covers historical and projected retail sales estimates from 2013 through 2022. The report documents competitive, new product, marketing and retail trends, as well as trends in pet food purchaser demographics and brand preferences. Consumer profiling is based on exclusive data from our own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data.

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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • BLUE
  • Facebook
  • Kroger
  • Nestlé
  • Petsense
  • Stop & Shop
  • MORE

CHAPTER 1: EXECUTIVE SUMMARY

SCOPE AND METHODOLOGY
Two Animal Categories: Dog and Cat
Report Methodology

MARKET SIZE AND GROWTH
Pet Food Tops $26 Billion
Table 1-1 U.S. Retail Sales of Pet Food, 2013-2017 (in billions of dollars)
Mass and Pet Specialty Superstores Spin Wheels
Dog Food Succeeds in Natural Supermarkets
Channel Preferences
Table 1-2 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2017 (percent)
Sales Growth Through 2022
Table 1-3 Projected U.S. Retail Sales of Pet Food, 2017-2022 (in billions of dollars)

MARKET OUTLOOK
Economy Still Slow, But Many Indicators Show Positive Signs
A Third Spend Less
Table 1-4 Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2011-2017 (percent)
Pet Owners’ Monthly Spend
Table 1-5 Amount Spent on Pet Products in Last 30 Days, February 2017 (percent by spending bracket)
Pampering Your Pet Family
The State of Humanization
Age of Pets
Weighty Issues
Table 1-6 Agreement with Statement: “I have an overweight dog/cat,” 2016 vs. 2017 (percent)
Growing Concerns about Pet Food Safety

COMPETITIVE TRENDS
M&A and Investment Activity
Brand Differences Between Mass and Pet Specialty
Expanding Production and Distribution

RETAIL TRENDS
PetSmart and Petco’s Sales Pass $12 Billion Mark
Online Sales
Table 1-7 Time Frame for Most Recent Online Purchase of Pet Products, 2012-2017 (percent of pet owners)

BOPIS, Home Delivery and In-Store Purchases

PET CONSUMER TRENDS
Pet Ownership and Population Trends
Table 1-8 Household Penetration Rates for Selected Pet-Owning Classifications, 2013-2017 (percent of and number of U.S. households in millions)

PRODUCT AND MARKETING TRENDS
Natural Products Power Pet Food Growth
Grain-Free and Other “Free-of” Claims
Pet Food’s Preventive Health Benefits
Table 1-9 Level of Agreement with Statement: “High-quality dog foods/cat foods are effective for preventive health care,” 2015-2017 (percent)
Made in USA the Top Claim
Table 1-10 Draw for Selected Product Claims Among Dog and Cat Food Purchasers, 2017 (percent)
Proteins
Table 1-11 Agreement with Statement: “My dog/cat needs a high-quality protein diet,” 2017 (percent of dog owners vs. cat owners)
Table 1-12 Types of Pet Food Purchased: By Protein Content, 2017 (percent)
Ancestral Themes

GMOs
Micro-Targeted and Functional Pet Foods
Table 1-13 Dog Food Purchasing by Size Formulation, 2017 (percent)

DIY Pet Food
Home-Delivered Pet Food
Table 1-14 Agreement with Statement: “I regularly have dog or cat food delivered to my home,” 2016 and 2017 (percent)
Marketing Trends

DOG FOOD MARKET SIZE AND GROWTH
Historical and Projected Dog Food Retail Sales
Table 1-15 U.S. Retail Sales of Dog Food, 2013-2022 (in millions of dollars)

CAT FOOD MARKET SIZE AND GROWTH
Historical and Projected Cat Food Retail Sales
Table 1-16 U.S. Retail Sales of Cat Food, 2013-2022 (in millions of dollars)

MARKET OPPORTUNITIES
Opportunity 1 - Mainstreaming of Natural Products
Opportunity 2 - Premium Cat Products
Opportunity 3 - Pet Obesity
Opportunity 4 - Semi-Homemade and Personalization
Opportunity 5 - Exploring E-Commerce
Opportunity 6 - Millennials
Opportunity 7 - Clean Label Products
Opportunity 8 - Cat and Dog Ownership Growth
Opportunity 9 - Promoting sustainability and corporate responsibility

CHAPTER 2: MARKET OVERVIEW

INTRODUCTION
Two Animal Categories: Dog and Cat
Other Marketing Classifications

MARKET SIZE AND GROWTH
Pet Food Tops $26 Billion
Table 2-1 U.S. Retail Sales of Pet Food, 2013-2017 (in billions of dollars)
Mass and Pet Specialty Superstores Spin Wheels
Dog Food Succeeds in Natural Supermarkets
Table 2-2 Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2015 vs. 2016 (in millions of dollars)
Table 2-3 Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2015 vs. 2016 (percent)
Specialty/Gourmet Supermarket Sales Down
Table 2-4 Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2015 vs. 2016 (in millions of dollars)
Table 2-5 Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2015 vs. 2016 (percent)
Dog Food Rules Pet Food Sales
Table 2-6 Share of Dollar Sales of Pet Food by Category, 2017 (percent)
Dry Pet Food Dominates Sales
Table 2-7 Share of Dog and Cat Food by Form, 2017 (percent)
Pet Food Sales by Form: Dry Dog Food at Over 50% of Market
Table 2-8 Share of Sales of Dog and Cat Food Forms, 2017 (percent)
Channel Preferences
Table 2-9 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2017 (percent)
Table 2-10 Retail Outlets for Dog and Cat Food Purchases, 2017 (percent)

MARKET OUTLOOK
Economy Still Slow, But Many Indicators Show Positive Signs
Table 2-11 Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2014-2017 (U.S. pet-owning households)
Table 2-12 Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2014-2017 (U.S. pet-owning households)
A Third Spend Less
Table 2-13 Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2011-2017 (percent)
Pet Owners’ Monthly Spend
Table 2-14 Amount Spent on Pet Products in Last 30 Days, February 2017 (percent by spending bracket)
Table 2-15 Pet Food Purchasing by Price Level, 2015-2017 (percent of dog owners vs. cat owners)
Keeping Pet Owners Healthy
Table 2-16 Agreement with Statement: “My dog or cat has a positive impact on my mental health,” 2017 (percent)
Table 2-17 Agreement with Statement: “My dog or cat has a positive impact on my physical health,” 2017 (percent)
Pampering Your Pet Family
Table 2-18 Agreement with Statement: “Every once in a while, I like to ‘splurge’ on an item for my pets,” 2017 (percent)
The State of Humanization
Health and Wellness
Table 2-19 Level of Agreement with Statement: “I am willing to pay more for pet food products that are healthier for my pets,” by age, 2017 (percent)
Age of Pets
Table 2-20 Age of Dogs and Cats, 2017 (percent of pet owners)
Weighty Issues
Table 2-21 Agreement with Statement: “I have an overweight dog/cat,” 2016 vs. 2017 (percent)
Growing Concerns about Pet Food Safety
Table 2-22 Level of Agreement with Statement: “Fear of pet food contamination/product safety is a key consideration in the dog foods/cat foods I buy,” 2015-2017 (percent of dog owners vs. cat owners)
Table 2-23 Level of Agreement with Statement: “I am concerned about the safety of the dog food, dog treat, and dog chew products (or cat food and treat products) that I buy,” 2015-2017 (percent of dog owners vs. cat owners)
Figure 2-1 Level of Agreement with Statement: “I consider natural and organic pet foods to be safer than regular pet foods,” 2017 (percent)

LOOKING AHEAD
Sales Growth Through 2022
Table 2-24 Projected U.S. Retail Sales of Pet Food, 2017-2022 (in billions of dollars)

COMPETITIVE OVERVIEW
M&A and Investment Activity
Illustration 2-1 Petsense’s True Source
Illustration 2-2 Online Ad for Royal Canin at PetFlow
Big Three Capture Majority of Mass-Market Pet Food Sales
Pet Specialty Brands
Natural/Organic Specialists
Veterinary Diet Marketers
Expanding Production and Distribution
Private Label a Critical Industry Component
Illustration 2-3 Tractor Supply’s 4health Special Care line
Illustration 2-4 Trade Ad for Simmons Pet Food
Illustration 2-5 Chewy’s Tylee’s Brand
In Brands We Trust
Table 2-25 Level of Agreement with Statement: “I trust the quality of pet foods produced by…” 2017 (percent)

RETAIL CHANNEL TRENDS
PetSmart and Petco’s Sales Pass $12 Billion Mark
Table 2-26 PetSmart and Petco Sales and Number of Stores, 2001-2016 (aggregated, in units and millions of dollars)
Other Pet Specialty Players
Walmart and Pets
Illustration 2-6 Sponsored Blog Post about Nature’s Recipe at Walmart
Pet Deals at Target
Illustration 2-7 Sponsored Blog Post for Target and Purina

SUPERMARKETS
Illustration 2-8 PetCakes Available at Kroger
Illustration 2-9 Michigan Kroger’s Twitter Post for April Fools Deal
Illustration 2-10 Stop & Shop’s Holiday Dog Toy Coupon Post
Illustration 2-11 H-E-B’s Heritage Ranch Brand with On-Trend Labeling

WHOLESALE CLUBS
Online Sales
Table 2-27 Level of Agreement with Statement: “I am buying pet products online more than I used to,” 2012-2017 (percent)
Table 2-28 Time Frame for Most Recent Online Purchase of Pet Products, 2012-2017 (percent of pet owners)

BOPIS, Home Delivery and In-Store Purchases
Table 2-29 Where Dog Food Was Purchased in Last 12 Months (percent of dog owners)
Table 2-30 Where Cat Food Was Purchased in Last 12 Months (percent of cat owners)

PET CONSUMER TRENDS
Pet Ownership and Population Trends
Table 2-31 Household Penetration Rates for Selected Pet-Owning Classifications, 2013-2017 (percent of and number of U.S. households in millions)
Table 2-32 Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2012-2017 (percent of U.S. households)
Table 2-33 Household Populations for Selected Dog- or Cat-Owning Classifications, 2012-2017 (thousands of U.S. households)
Boomers and Millennials
Table 2-34 Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2017 (percent of U.S. households)
Table 2-35 Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2017 (number of U.S. households in thousands)
Table 2-36 Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2017 (U.S. households)
Table 2-37 Indexes for Dog or Cat Ownership: By Age Cohort, 2013 vs. 2017 (U.S. households)
Table 2-38 Number of Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in thousands)
Table 2-39 Share of Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in percent)
Multiple Pet Ownership Trends
Table 2-40 Multiple Pet Ownership in the United States by Animal Type, 2013 vs. 2017 (percent of pet-owning households)
Pet Household Demographics
Table 2-41 Demographics of Dog and Cat Owners, 2017 (index)
Organic Pet Food and Channel Choices
Table 2-42 Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2017 (percent of U.S. households with pets)
Table 2-43 Level of Agreement with Statement: “I place a priority on buying organic pet food,” 2017 (percent)
Coupon Use
Figure 2-2 Use of Pet Food Coupons: Dog Owners vs. Cat Owners, 2013- 2017 (percent)

CHAPTER 3: PRODUCT AND MARKETING TRENDS

NATURAL PRODUCTS POWER PET FOOD GROWTH
Natural Pet Food Resonates with Consumer Mindsets
Figure 3-1 Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2016 vs. 2017 (percent of pet owners)
Figure 3-2 Level of Agreement with Statement: “I place a high priority on buying pet food with natural ingredients,” 2017 (percent)
Many Facets of the Natural Platform
Natural Platform Spurs Continued Innovation
Illustration 3-1 Pristine Dog and Cat Food: Selections from Line
Illustration 3-2 Muse Natural Chicken & Ocean Fish Recipe with Toppers
Growing Demand for Clean Label Products
Illustration 3-3 Nutro Website Banner Highlighting Feed Clean Philosophy
Senior, Weight Management and Special Needs Products
Table 3-1 Pet Food with Health and Wellness Formulations Used Among Dog and Cat Owners, 2017 (percent)
Illustration 3-4 Purina Pro Plan Prime Plus for Adult Cats 7+: Dry Chicken & Rice Formula
Preventive Benefits
Table 3-2 Level of Agreement with Statement: “High-quality dog foods/cat foods are effective for preventive health care,” 2015-2017 (percent)
Illustration 3-5 Holistic Select Line Refresh: Select Products in Dog and Cat Pet Food Lines
Made in USA the Top Claim
Table 3-3 Top Claims by Draw Among Dog or Cat Food Purchasers, 2017 (percent)
Grain-Free and Other “Free-of” Claims
Table 3-4 Dog and Cat Owners Currently Using Pet Food, By Free-Of Claim, 2017 (percent)
Illustration 3-6 Solid Gold: Let’s Stay In for Indoor Cats
Illustration 3-7 Wellness Complete Health Grain Free Adult Cat Food

GMOs
Table 3-5 Level of Agreement with Statement: “I place a priority on buying non-GMO pet food,” 2017 (percent)
Nutrition Claims
Table 3-6 Dog and Cat Owners Currently Using Pet Food: By Nutrition Claims, 2017 (percent)

SPOTLIGHT ON PROTEIN
Table 3-7 Agreement with Statement: “My dog/cat needs a high-quality protein diet,” 2017 (percent of dog owners vs. cat owners)
Table 3-8 Dog and Cat Owners Currently Using Pet Food: By Protein Content, 2017 (percent)
Ancestral Themes
Illustration 3-8 Tractor Supply’s Untamed
Illustration 3-9 Crave Pet Food
Table 3-9 Vegetables and Grains Considered Good Ingredients, 2017 (percent of pet owners)

MICRO-TARGETED AND FUNCTIONAL PET FOODS
Table 3-10 Dog Food Purchasing by Size Formulation, 2017 (percent)
Figure 3-3 Functional Dog and Cat Food Usage by Type, 2017 (percent)

TASTE
Table 3-11 Level of Agreement with Statement: “I place a priority on buying tasty pet foods my pets will especially like,” 2017 (percent)

BEYOND HUMANIZATION
Human-Grade Pet Food
Gourmet Meals

DIY Pet Food
Table 3-12 Home-Cooked Meal Preparation in Last 30 Days, 2017 (percent)
Meal Enhancement and Toppers
Table 3-13 Pet Owner Use of Food Add-ins, 2017 (percent)
Illustration 3-10 The Honest Kitchen’s Proper Toppers: Grain-Free Turkey Recipe
Home-Delivered Pet Food
Illustration 3-11: PetPlate Meals
Table 3-14 Agreement with Statement: “I regularly have dog or cat food delivered to my home,” 2016 and 2017(percent)
Momentum Continues in Raw Segment
Illustration 3-12: Freshpet Vital Whole Blends Mix-ins: Dental and Immunity Varieties

MARKETING TRENDS
Illustration 3-13 TV Spot for Cesar and HGTV 2017 Dream Home Giveaway
Pet Food Marketing Online
Illustration 3-14 Facebook Post for Fancy Feast Creamy Delights House Party
Illustration 3-15 Halo’s new social media character, Poopsie
Channel Strategies
Illustration 3-16 Trade Ad for BLUE Natural Veterinary Diet
Sustainability, Corporate Responsibility, and “Green” Practices
Figure 3-4 Pet Owner Attitudes Toward Environmentally Responsible Packaging: Pet Owners Overall vs. Hispanic Pet Owners, 2015 (percent of dry pet food purchasers)
Pet Brands and Community Relations
Illustration 3-17 Royal Canin National Take Your Cat to the Vet Day: Celebrity Spokesperson Carrie Ann Inaba
Illustration 3-18 Open Farm Website Emphasizing Animal Welfare
Table 3-15 Level of Agreement with Statement: “The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products,” 2014-2017 (percent)
Table 3-16 Level of Agreement with Statement: “The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy,” 2014-2017 (percent)
Table 3-17 Agreement with Statement: “I have contributed time or money to pet welfare or rescue causes,” 2016 vs. 2017 (percent of dog owners vs. cat owners)

CHAPTER 4: DOG FOOD

MARKET SIZE AND GROWTH
Historical and Projected Dog Food Retail Sales
Table 4-1 U.S. Retail Sales of Dog Food, 2013-2022 (in millions of dollars)

MARKETER AND BRANDS
Dry Dog Food Champions
Illustration 4-1 Screenshot from Nature’s Recipe’s “Fuel the Wag” Campaign
Illustration 4-2 Rachael Ray Nutrish’s Peak
Cesar is King of Wet Dog Food
Illustration 4-3 Blue Buffalo’s Wet Dog Food Options
Freshpet Owns the Frozen/Refrigerated Dog Food Category
Illustration 4-4 Screenshot from Freshpet’s “Rudy the Picky Pug” TV Ad
Semi-Moist Segment
Illustration 4-5 Search Results for “Moist & Meaty”

DOG FOOD PURCHASING PATTERNS
Most Dog Owners Buy Dry Dog Food
Table 4-2 Dog Food Purchasing Patterns by Type, 2013 vs. 2017 (percent of U.S. dog-owning households)
Table 4-3 Dog Food Formulation Used in Last 12 Months by Age Group (percent of dog owners)
Pedigree Tops in Household Penetration by Wide Margin
Table 4-4a Dry Dog Food Brand Consumption Trends, 2013-2017 (percent and number of households in thousands)
Table 4-4b Wet/Moist Dog Food Brand Consumption Trends, 2013-2017 (percent and number of households in thousands)
Other Dog Food Brand Penetration
Table 4-5 Dog Food Brands Purchased in the Last 12 Months, 2017 (percent of dog owners)

CHAPTER 5: CAT FOOD

MARKET SIZE AND GROWTH
Historical and Projected Cat Food Retail Sales
Table 5-1 U.S. Retail Sales of Cat Food, 2013-2022 (in millions of dollars)

MARKETERS AND BRANDS
Nestlé Purina’s Hold on Wet Cat Food
Illustration 5-1 Weruva B.F.F. (Best Feline Friend) Multipack
Nestlé Purina Has Half Dry Cat Food
Illustration 5-2 Meow Mix Facebook Post Introducing Bistro Recipes
Refrigerated Cat Food Niche

CAT FOOD PURCHASING PATTERNS
Canned Food Is Stronger in Cat Arena
Table 5-2 Cat Food Purchasing Patterns by Type, 2013 vs. 2017 (percent of U.S. cat-owning households)
Table 5-3 Cat Food Formulation Used in Last 12 Months, By Age Group (percent of cat owners)
Friskies Tops Usage
Table 5-4a Dry Cat Food Brand Consumption Trends, 2013-2017 (percent and number of households in thousands)
Table 5-4b Wet/Moist Cat Food Brand Consumption Trends, 2013-2017 (percent and number of households in thousands)
Other Cat Food Brand Penetration
Table 5-5 Cat Food Brands Purchased in the Last 12 Months, 2017 (percent of cat owners)

Note: Product cover images may vary from those shown
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  • BLUE
  • Blue Buffalo
  • Cesar
  • Chewy
  • Crave Pet Foods
  • Facebook
  • Fancy Feast
  • Freshpet
  • H-E-B
  • Halo
  • Kroger
  • Meow Mix
  • Muse
  • Natural Platform
  • Nature's Recipe
  • Nestlé
  • Nutro
  • Petco
  • PetFlow
  • PetPlate
  • Petsense
  • PetSmart
  • Pristine
  • Purina
  • Rachael Ray Nutrish
  • Stop & Shop
  • Target
  • The Honest Kitchen
  • Tractor Supply
  • Tylee
  • Walmart
  • Weruva B.F.F.
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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