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Pet Treats and Chews in the U.S. - 4th Edition

  • ID: 4849787
  • Report
  • November 2021
  • Region: United States
  • 203 Pages
  • Packaged Facts
The publisher expects sales to continue their double-digit advance in 2021, growing 15% to $9.9 billion, on top of the remarkable 20% increase in 2020

FEATURED COMPANIES

  • PetCo
  • Watt Publishing

Within the gold-plated pet industry, pet treats and chews stand out as superstars, exceeding overall pet industry growth in 2020 and 2021. The market experienced a surge in demand over the course of the pandemic, with pet owners sticking close to home turning to treats as a way to interact with and pamper their pets. New product trends in treats mirror those in the pet market overall, with health and wellness top-of-mind and sustainability, ingredient sourcing, and functional benefits all highly marketable selling points.


Also contributing to pet treats and chews' stellar sales growth is an increase in cat treat usage and price points, in synch with the industry-wide trend of premiumization. The publisher expects sales to continue their double-digit advance in 2021, growing 15% to $9.9 billion, on top of the remarkable 20% increase in 2020. Long-term growth remains bullish as well, with a projected 12% 2020-2025 compound annual growth rate bringing sales to $15 billion. Additional market stimulators include humanization, natural/organic ingredients, limited ingredient formulations, made and/or sourced in the USA products, functional ingredients (CBD), and exotic proteins.


Scope of Report

Pet Treats and Chews in the U.S., 4th Edition provides a detailed analysis of the many pet treat and chew product types in high demand, and examines how marketers are responding to the new competitive landscape including e-commerce and issues of product safety and transparency.


Building on analyses presented in previous editions of this report, this fully updated fourth edition breaks out historical and projected retail sales from 2016 through 2025 across four categories of treats and chews segmented by dogs and cats: indulgent treats, rawhide/long-lasting chews, functional treats/chews, and dental treats/chews. The report also explores competitive strategies of key players, trends in marketing and new product development, and retail dynamics including the e-commerce boom and omnichannel marketing. Featuring exclusive data from the publisher's Surveys of Pet Owners as well as usage rates drawn from the MRI-Simmons National Consumer Study database, the report examines purchasing trends by product type and brand, as well as attitudes and demographic characteristics of pet treats and chews purchasers.


Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer polls of U.S. adult pet owners (age 18+) conducted on an ongoing basis by the publisher, designed to measure purchasing patterns and attitudes regarding pet products and services. With sample sizes of approximately 2,000 pet owners, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income. The main survey used in this report was conducted in August/September 2021.


Our primary research also includes interviews with pet market experts; participation in pet industry events including the American Pet Products Association's Global Pet Expo and Petfood Industry/Watt Publishing's Petfood Forum; on-site examination of retail stores; and internet canvassing including websites and blogs.


Secondary research includes gathering information and data from consumer business and trade publications such as Pet Age, Pet Business, and Pet Product News International; company profiles in trade and consumer publications; and information culled from the publisher's extensive pet market research database and report collection.


Sales estimates are based on published and estimated sales of major market participants; background data from syndicated sales-tracking sources; market size estimates from other sources appearing in the business and trade press; figures obtained through consultation with pet market participants; the performance of relevant retail venues; and consumer usage rates for pet treats. The consumer trend discussion draws on trended MRI-Simmons National Consumer Study data though the Spring 2021 release.


Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • PetCo
  • Watt Publishing

Executive Summary


  • Market Trends
  • Introduction
  • Report Methodology
  • Market Size and Composition
  • Market Outlook
  • Looking Ahead
  • Competitive Overview
  • Market Leaders
  • The Retail Landscape
  • Treats and Chews Follow Pet Food Trends
  • Made in the U.S.A. Top Product Claim
  • Natural and Organic Treats
  • Humanization
  • Functional Treats
  • Dental Treats and Chews
  • Alternative Protein Treats Fueled by Innovative Sourcing
  • High-Protein Treats
  • Limited- and Single-Ingredient Treats and Chews
  • Sustainability
  • Trends in Rawhides and Long-Lasting Edible Chews
  • Trends in Cat Treats
  • Note on Pet Population Figures
  • Dog Population Trends
  • Cat Population Trends
  • Pet Treat Purchasing Patterns

Opportunities


  • Health and Wellness
  • Functional Products
  • CBD
  • Pandemic-Related Changes to "Treat" Time
  • Cat Treats
  • Alternative Proteins
  • Sourcing and Transparency
  • Subscription Boxes
  • Omnichannel Marketing Replacing In-Store Experiences
  • Creative Handling of Supply Chain Challenges

Market Trends


  • Chapter Highlights
  • Introduction
  • Market Definition
  • Four Product Categories
  • Other Marketing Classifications
  • Report Methodology
  • Market Size and Composition
  • Sales Growth Accelerates During Pandemic
  • Table U.S. Retail Sales of Pet Treats & Chews, 2016-2021P (million dollars)
  • Table U.S. Retail Sales of Pet Treats & Chews: Dog vs. Cat, 2016-2021P (dollars in millions)
  • Indulgent Treats Tops in Sales
  • Table Pet Treats & Chews Sales by Animal Type, 2021P (percent and dollars in millions)
  • Sales by Distribution Channel

Market Outlook


  • COVID-Spurred Growth Powers Treats Market
  • Pet Owners Rely on Pet Treats & Chews
  • COVID-19 Effects Still Felt Throughout Pet Market
  • Pet Treats Provide "Family" Bonding Moments
  • Table Level of Agreement with Statement: "I consider my cats/dogs to be part of the family", February 2021 (percent of pet owners)
  • Treats for Training
  • Increased Focus on Health and Wellness
  • Table Overview of Senior Pet (Age 7+) Population: Dogs vs. Cats, 2014-2020 (percent of households and number of households in millions)
  • Functional Pet Treats Compete with Other Treatments
  • Pet Owners Remain Vigilant on Pet Treat Safety
  • Safety and Transparency Go Hand in Hand
  • Opportunities in Cat Treats
  • Competition from Wet Pet Food
  • Pandemic Continues to Wreak Havoc on Supply Chain
  • Looking Ahead
  • Pet Treats to Reach $15 Billion by 2025
  • Table U.S. Retail Sales of Pet Treats & Chews, 2020-2025 (dollars in millions)

Competitive Trends


  • Chapter Highlights
  • Competitive Overview
  • Market Structure and Retail Dynamics
  • M&A and Investment Activity
  • Plant Expansions, Line Extensions, Packaging Changes
  • Market Leaders
  • Pet Treat Sales Controlled by Big Five
  • Table Select Marketers and Brands of Pet Treats, 2021
  • Pet Owners Loyal to Food, Treat Brands
  • The Retail Landscape
  • Pandemic Alters Shopping Habits
  • Private-Label Treats Follow Trends
  • Table Select Private-Label Treat Brands, 2021
  • Retailer-Exclusive Products
  • Autoship and Treat Subscription Boxes
  • Petco Removes Rawhides from Offerings

Marketing & New Product Trends


  • Chapter Highlights
  • Trends in Treats and Chews
  • Treats and Chews Follow Pet Food Trends
  • Made in the U.S.A. Top Product Claim
  • Natural and Organic Treats
  • Humanization
  • Functional Treats
  • Dental Treats and Chews
  • Alternative Protein Treats Fueled by Innovative Sourcing
  • High-Protein Treats
  • Limited- and Single-Ingredient Treats and Chews
  • Sustainability
  • Trends in Rawhides and Long-Lasting Edible Chews
  • Trends in Cat Treats

The Consumer


  • Chapter Highlights
  • Note on Pet Population Figures
  • Two Data Sources
  • Publisher vs. MRI-Simmons Pet Population Estimates
  • Generational Cohorts

Dog Population Trends


  • Dogs in Context
  • Distribution of Pet Ownership by Number of Dogs Owned
  • Table Share of Dog-Owning Households by Number of Pets Owned, 2016/17 - 2020/21 (percent of dog households)
  • Customer Household Base by Number of Dogs Owned
  • Table Household Base by Number Dogs Owned, 2016/17 - 2020/21 (in millions)
  • Growth in Share of Dog Owners with Senior Dogs
  • Table Household Ownership of Dogs: By Age of Dogs, 2020/21 (percent and number of dog-owning households)
  • Trend Toward Medium-Size Dogs
  • Table Size of Pet Dogs: Previously Acquired and Recently Acquired, February 2020 vs. February 2021 (percent of dog owners)
  • Table Distribution of Dog-Owning Households by Size of Dogs, 2012/13 - 2020/21 (odd-numbered years) (percent)
  • Table Distribution of Dog-Owning Households by Size of Dogs, 2012/13 - 2020/21 (odd-numbered years) (number in millions)

Cat Population Trends


  • Cats in Context
  • Distribution of Pet Ownership by Number of Cats Owned
  • Table Share of Cat-Owning Households by Number of Pets Owned, 2016/17 - 2020/21 (percent of cat households)
  • Customer Household Base by Number of Cats Owned
  • Table Household Base by Number of Cats Owned, 2016/17 - 2020/21 (in millions)
  • Growth in Share of Cat Owners with Senior Cats
  • Table Household Ownership of Cats: By Age of Cats, 2020/21 (percent and number of cat-owning households)

Pet Treat Purchasing Patterns


  • Indulgent Treats Most Popular Choice
  • COVID-19 Drives Treats Purchasing Increase
  • Table Purchase Rates of Treats by Number of Packages, Past 30 Days, 2021 (percent of dog and cat owners purchasing treats in the past six months)
  • Long-Term Treat Usage
  • Treat Purchasing Rates by Number of Pets
  • Table Purchase Rates of Treats by Number of Packages, Past 30 Days, 2021 (percent of dog and cat owners purchasing treats in the past six months)
  • Pet Treat/Chew Usage Rates by Size of Dog
  • Table Pet Treat Purchase Rates by Size of Dog, 2021 (percent and number of dog treats purchasers)
  • Treat Purchasing Rates by Age of Pet
  • Table Purchase Rates of Treats by Age of Pet, 2021 (percent of dog and cat owners purchasing treats in the past six months)
  • Treat Purchasing by Channel
  • Table Product Purchasing and Other Uses of the Internet in Past 12 Months: Selected Pet Product Types, February 2021 (percent of dog or cat pet product shoppers)
  • Treat Purchasing Demographic Patterns
  • Table Dog and Cat Treat Purchaser Demographics, 2021 (percent, number, and index)
  • Treat Purchasing by Brand
  • Treat Purchasing Demographic Patterns by Brand
  • Table Indicators for Dog Treat Purchasing by Top Brands, 2021 (index and number)
  • Table Indicators for Cat Treat Purchasing by Top Brands, 2021 (index and number)
Note: Product cover images may vary from those shown
  • PetCo
  • The American Pet Products Association 
  • Watt Publishing
Note: Product cover images may vary from those shown