Pet Food: U.S. Market and International Perspectives

Executive Summary

• Market Overview
  • Introduction
  • Market Size and Growth
  • Market Drivers
    • Table Level of Agreement with Statement: "I am willing to pay more for pet food products that are healthier for my pets," 2017 vs. 2018 (percent of pet product buyers)
  • Looking Ahead
  • Competitive Overview
  • Retail Channel Trends
• Product and Marketing Trends
  • Natural Pet Food
  • Condition-Specific Foods: Veterinarians to the Fore
  • Product Safety and Made in the USA
  • Healthy Gourmet/Indulgent Foods
  • Customized Pet Food and Meal Kits for Home Delivery
• Dog Food
  • Market Size and Growth
  • Marketer and Brands
  • Dog Food Purchasing Patterns
• Cat Food
  • Market Size and Growth
  • Marketers and Brands
  • Cat Food Purchasing Patterns
• Opportunities
  • Opportunity 1 – Personalized Pet Food
  • Opportunity 2 – Spotlight on Sourcing, Sustainability, and Animal Welfare
  • Opportunity 3 – Premiumized (Further) Cat Food
  • Opportunity 4 – The Internet
  • Opportunity 5 – Pet Overweight and Obesity

• Market Overview
  • Chapter Highlights
  • Introduction
    • Two Animal Categories: Dog and Cat
    • Other Marketing Classifications
  • Market Size and Growth
    • Pet Food Will Top $27 Billion
      • Table U.S. Retail Sales of Pet Food, 2014-2018 (in billions of dollars and percent change)
    • Dog Food Dominates Pet Food Sales
    • Dry Pet Food Dominates Sales
    • Dry Dog Food at Over 50% of Market
      • Table Share of U.S. Retail Sales of Pet Food by Form and Animal Type, 2018 (percent and billions of dollars)
      • Table Annual U.S. Household Expenditures on Pet Food by Product Form, 2018 (in billions of aggregate dollars and per-household dollars)
      • Table Annual U.S. Household Expenditures on Pet Food by Animal Type, 2018 (in billions of aggregate dollars and per-household dollars)
    • Sales by Channel
      • Table Retail Dollar Sales of Dog and Cat Food in the Specialty Gourmet and Natural Channel, 2016 vs. 2017 (in millions of dollars and percent)
  • Market Drivers
    • Pet Food Market Facing Major Headwinds
    • Innovation Drives Pet Food Marketers in New Directions
    • Internet Steals Brick-and-Mortar Share Yet Buoys Overall Market
    • Mass Premium Brands No Recipe for Long-Term Market Growth
    • Natural Pet Food Sales Still Healthy But Likely Headed for Moderation
    • FDA Warning About CDM Casts a Shadow Over Grain-Free Pet Food
    • Pet Food Safety: Issue and Opportunity
      • Table Level of Agreement with Statement: "Fear of pet food contamination/product safety is a key consideration in the dog foods/cat foods I buy," 2015-2018 (percent of dog- and cat-owning households)
      • Table 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," 2015-2018 (percent of dog- and cat-owning households)
    • Scaling Up Superpremium
    • Consumers Willing to Pay More for Healthier Pet Edibles
      • Table Level of Agreement with Statement: "I am willing to pay more for pet food products that are healthier for my pets," 2017 vs. 2018 (percent of pet product buyers)
    • Is Premiumization Disenfranchising Non-Affluent Households?
      • Table Pet Food Purchasing by Price Level, 2015-2018 (percent of dog- and cat-owning households)
    • Pet Food Production Costs Rising
    • Pet Ownership Trends
      • Table Household Penetration Rates for Dogs and Cats, 2009-2018 (percent of U.S. households)
      • Table Household Base for Dogs and Cats, 2009-2018 (in millions of U.S. households)
    • M&A, Retail, and Marketing Initiatives Going Strong
    • Pets-as-Family Trend Getting a Millennial Boost
    • Growth in Wet Pet Foods
      • Table Usage of Wet Pet Food, 2009-2018 (percent of dog- and cat-owning households)
  • Looking Ahead
    • Sales Growth Slow But Steady Through 2023
      • Table U.S. Retail Sales of Pet Food, 2018-2023 (in billions of dollars and percent change)
    • Tariffs and Trade War with China Could Hamper U.S. Market
  • Competitive Overview
    • Human Food Companies Expand Into Pet Market
    • Lawsuits and Recalls
    • Mass Premiumization Is Changing the Channel Dynamic
    • Pet Specialty-Specific Brands Persist
    • Veterinary Diet Marketers
    • Inspiring Trust
  • Retail Channel Trends
    • Walmart Is Preferred Retailer for Pet Food Purchases
      • Table Pet Food Purchase Patterns by Channel, 2018 (percent of dog- and cat-owning households)
      • Table Most Important Factors Impacting Choice of Pet Food Retailer, 2018 (percent of dog- and cat-owning households)
      • Table Where Pet Food Was Purchased in Last 12 Months, 2017 vs. 2018 (percent of dog- and cat-owning households)
      • Table Pet Food Shopping Methods by Frequency, 2018 (percent of dog- and cat-owning households)
      • Table Share of Pet Food Spending by Purchase Method, 2018 (percent of dog- and cat-owning households)
    • Private-Label and Exclusive Brands Taking on New Importance
    • Mass Premiumization Good for Mass Retailers
      • Table Percent and Index Buying More, Less, or Same Amount of Pet Products from Walmart by Age Bracket, 2018 (percent and index of dog- and cat-owning households)
    • Customer Service, Natural Brands Help Independents Shine
      • Table Most Important Factors Impacting Choice of Pet Food Retailer by Channel, 2018 (percent and index of dog- and cat-owning households)
    • Pet Specialty Chains Rethink Pet Food

Product and Marketing Trends

• Chapter Highlights
• Natural Pet Food
  • Natural Pet Food Spin-Offs and Cousins
    • Table Dog and Cat Owners Currently Using Pet Food: By Free-Of Claim, 2018 (percent)
  • Natural Claims Still Resonate with Consumer Mindsets
    • Table Level of Agreement with Pet Food Purchase Patterns by Formulation, 2018 (percent of dog- and cat-owning households)
  • Organic Pet Food
  • Human-Grade and Human-Style
  • Clean Food Trend Carries Over From Humans to Pets
• Grain-Free Pet Food
  • Novel and Exotic Proteins
    • Table Agreement with Statement: "My dog/cat needs a high-quality protein diet," 2017 vs. 2018 (percent of dog owners vs. cat owners)
  • Sustainability and Ethically Produced Ingredients
    • Table Sourcing-Related Pet Food Information that Dog and Cat Owners Find Important, 2018 (percent of dog and cat owners)
  • Frozen/Raw Pet Food
  • "Preserved Dry" (Freeze-dried and Dehydrated) Pet Food
  • Trendy Superfood Ingredients Getting a Millennial Boost
• Condition-Specific Foods
  • Condition-Specific Foods: Veterinarians to the Fore
    • Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive healthcare," 2018 (percent)
  • Ongoing Innovation in Weight-Loss and Senior Foods
  • Pet Food Marketers Meeting Smaller Dog Trend Head On
  • Other Marketing Claims Built on Safety, Indulgence
    • Table Level of Agreement with Statement: "Fear of pet food contamination/product safety is a key consideration in the dog foods/cat foods I buy," 2015-2018 (percent of dog- and cat-owning households)
    • Table 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," 2015-2018 (percent of dog- and cat-owning households)
    • Table Top Draws for Selected Product Claims Among Dog and Cat Food Purchasers, 2018 (percent)
  • Customization and Personalization

• Dog Food
  • Chapter Highlights
    • Historical and Projected Dog Food Retail Sales
      • Table U.S. Retail Sales of Dog Food, 2014-2023 (in billions of dollars and percent)
      • Table Annual Household Expenditures on Dog Food by Product Type, 2018 (in billions of aggregate dollars and per-household dollars)
  • Marketer and Brands
    • Dog Food Marketers in Mass-Market Outlets
    • Pet Specialty Brands
    • Freshpet Dominates Refrigerated Dog Food Category
    • Private-Label Dog Food
  • Dog Food Purchasing Patterns
    • Most Dog Owners Buy Dry Dog Food
      • Table Dog Food Formulations Used in Last 12 Months, 2017 vs. 2018 (percent of dog-owning households)
      • Table Select Demographic Indicators for Use of Wet Dog Food, 2018 (percent of dog-owning households)
    • Millennials Most Likely to Use Organic Food
      • Table Dog Food Formulation Categories Used in Last 12 Months by Age Group, 2018 (percent and index of dog-owning households)
      • Table Dog Food Formulation Categories Used in Last 12 Months by Race/Ethnicity, 2018 (percent and index of dog-owning households)
    • Older Americans More Likely to Use Food Made in USA
      • Table Dog Food Specialty Formulations Used in Last 12 Months by Age Group, 2018 (percent and index of dog-owning households)
      • Table Dog Food Specialty Formulations Used in Last 12 Months by Race/Ethnicity, 2018 (percent and index of dog-owning households)
    • Pedigree Tops in Household Penetration
      • Table Dry Dog Food Usage Patterns by Brand, 2014 vs. 2018 (percent and number of dog-owning households)
      • Table Wet/Moist Dog Food Usage Patterns by Brand, 2014 vs. 2018 (percent and number of dog-owning households)
    • Dry Dog Food Sole Usage Rates Increase
      • Table Dog Food Usage Patterns by Select Brands, Any Usage vs. Sole Usage: 2014 vs. 2018 (percent of dog-owning households)
    • Other Dog Food Brand Penetration
      • Table Dog Food Brands Purchased in Last 12 Months, 2018 (percent of dog-owning households)
    • Dog Food Purchase Patterns by Channel
      • Table Dog Food Purchase Patterns by Channel, 2018 (percent of dog-owning households)
      • Table Dog Food Online Purchase Patterns by Website, 2018 (percent of dog-owning households)
• Cat Food
  • Chapter Highlights
  • Market Size and Growth
    • Historical and Projected Cat Food Retail Sales
      • Table U.S. Retail Sales of Cat Food, 2014-2023 (in billions of dollars and percent)
      • Table Annual Household Expenditures on Cat Food by Product Type, 2018 (in billions of aggregate dollars and per-household dollars)
  • Marketers and Brands
    • Nestlé Purina's Hold on Cat Food
    • Private-Label Cat Food
  • Cat Food Purchasing Patterns
    • Canned Food Is Stronger in Cat Arena
      • Table Select Demographic Indicators for Use of Wet Cat Food, 2018 (percent of cat-owning households)
      • Table Cat Food Types Used in Last 12 Months, 2018 (percent of cat-owning households)
    • Usage of Cat Food by Specialty Formulation
      • Table Cat Food Formulation Categories Used in Last 12 Months by Age Group, 2018 (percent and index of cat-owning households)
      • Table Cat Food Formulation Categories Used in Last 12 Months by Race/Ethnicity, 2018 (percent and index of cat-owning households)
      • Table Cat Food Formulations Used in Last 12 Months by Age Group, 2018 (percent and index of cat-owning households)
    • Friskies Tops in Household Penetration Rates
      • Table Dry Cat Food Usage Patterns by Brand, 2014 vs. 2018 (percent and number of cat-owning households)
      • Table Wet/Moist Cat Food Usage Patterns by Brand, 2014 vs. 2018 (percent and number of cat-owning households)
    • Dry and Wet Cat Food Sole Usage Rates Increase
      • Table Cat Food Usage Patterns by Select Brands, Any Usage vs. Sole Usage: 2014 vs. 2018 (percent and number of cat-owning households)
    • Other Cat Food Brand Penetration
      • Table Cat Food Brands Purchased in Last 12 Months, 2018 (percent of cat-owning households)
    • Cat Food Purchase Patterns by Channel
      • Table Cat Food Purchase Patterns by Channel, 2018 (percent of cat-owning households)
      • Table Cat Food Online Purchase Patterns by Website, 2018 (percent of cat-owning households)

International Pet Market Perspectives: Executive Summary

• • Market Overview
    • Report Scope
    • Overview of Top and Emerging International Markets
      • Table Leading Dog and Cat Food Importers Worldwide, 2013-2017 (in US$ millions)
      • Table Leading Dog and Cat Food Exporters Worldwide, 2013-2017 (in US$ millions)
• Argentina
  • Table Argentina Pet Food Market Overview
  • Market Overview
    • Marketing and Manufacturing
    • Opportunities in Premium Pet Food
• Australia
  • Table Australia Pet Food Market Overview
  • Market Overview
    • Leading Marketers
    • Distribution Channels
    • Pet Food Premiumization Drivers and Trends
• Brazil
  • Table Brazil Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Franchisers Expanding and Professionalizing Pet Specialty Retail and Veterinary
    • Premiumization Trends
• Canada
  • Table Canada Pet Food Market Overview
  • Market Overview
    • Humanization and Premiumization
    • Domestic and Foreign Brands Challenging Status Quo
    • "Made in Canada"
    • Premiumization Topping Out?
• China
  • Table China Pet Food Market Overview
  • Market Overview
    • Pet Food Premiumization Drivers
      • Table Tianjin Ranova Petfood Freeze-Dried Chicken Breast, Vegetable, and Fruit Treats
    • Domestic Players Coming on Strong, Backed by Government and Investors
    • Internet Shift Benefits Domestic Marketers
    • Domestic Products Hindered by Negative Consumer Perceptions
    • U.S. Tariffs and Trade War Make It Harder for U.S. Exporters but May Benefit China-Based Producers
• Czech Republic
  • Table Czech Republic Pet Food Market Overview
  • Market Overview
    • Leading Marketers and Retail Channels
    • Fast-Track Expansion for AKVAZOO Chain Under Plaèek Group
    • Premiumization Trends
• France
  • Table France Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Retail Trends
    • Pet Food Premiumization Trends and Opportunities
• Germany
  • Table Germany Pet Food Market Overview
  • Market Overview
    • Leading Marketers and Private Label
    • Retail Trends
• India
  • Table India Pet Food Market Overview
  • Market Overview
    • Pet Food Premiumization Trends and Opportunities
    • Nestlé Enters the Market, Taking on Mars
• Italy
  • Table Italy Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Retail Trends
    • Pet Food Premiumization Trends and Opportunities
• Japan
  • Table Japan Pet Food Market Overview
  • Market Overview
    • Pet Food Premiumization Drivers and Opportunities
    • Gourmet and Luxury Cat Food
    • Pet Wellness and Safety
    • Smaller Dogs Represent Additional Promise for Pet Food Premiumization
    • Growth of Internet Shopping
    • Constraints to Market Entry by Overseas Marketers
• Mexico
  • Table Mexico Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Retail
    • Premiumization Drivers and Trends
• Russia
  • Table Russia Pet Food Market Overview
  • Market Overview
    • Economic Downturn of 2014 Spurs Shift Toward Lower-Priced Pet Foods
    • Global Pet Food Giants Control the Market
    • Financial Crisis Jump Starts Domestic Production
    • Premiumization Signals and Opportunities
• South Korea
  • Table South Korea Pet Food Market Overview
  • Market Overview
    • Cultural and Legal Shift Away from Dog Meat
    • Foreign Brands Dominate Pet Food Business
    • But Domestic Players Coming on Strong, Including with Premium Fare
    • Channel Trends and Pet Specialty Private Label
    • Other Premiumization Trends and Opportunities
• Spain
  • Table Spain Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Retail Trends
    • Pet Food Premiumization Trends and Opportunities
• United Kingdom
  • Table United Kingdom Pet Food Market Overview
  • Market Overview
    • Competitive Trends
    • Pet Food Premiumization Drivers and Trends