U.S. Pet Market Focus: Pet Food Update, 2021

As the quintessential pet product staple - and bolstered by the global resources of dominant participants including Nestlé Purina, Mars, General Mills (Blue Buffalo), and Colgate-Palmolive (Hill's Science Diets) - the pet food market has not just weathered COVID-19, it has thrived. In fact, the effects of the pandemic and a corresponding surge in pet care spending fast-forwarded pet food industry investment, product development, marketing, and retailing, accelerating existing trends likely to invigorate the business for years to come.

Scope and Methodology

The 'U.S. Pet Market Focus: Pet Food Update' provides a numbers-focused update on retail sales and segmentation across the U.S. market for commercial dog and cat food. This retail scope spans the full brick-and-mortar and e-commerce spectrum, including mass-market outlets, pet speciality stores (pet superstores, other pet speciality chains, and independents), other speciality channels that sell pet food, and the internet. Veterinary sector sales of pet food are noted in context, as are pet treats. Food products for pets other than dogs or cats are not addressed by this report.

The information contained in this report was obtained from primary and secondary research. Primary research includes proprietary online consumer polls of U.S. adult pet owners (age 18+), conducted on an ongoing basis by the publisher, to measure purchasing patterns and attitudes regarding pet products and services. These surveys include approximately 2,000 pet owners and 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 surveys cited in this report were conducted between February 2021 and September 2021, thereby capturing COVID-19 pandemic impacts.

The pet ownership and pet owner demographic data draw on trended MRI-Simmons National Consumer Study data through the Spring 2021 and Summer 2021 releases; field dates for the latter were August 2020 through August 2021, thereby capturing COVID-19 pandemic impacts.

Secondary research includes information- and data-gathering from consumer business and trade publications, including Pet Age, Pet Business, Pet Food Processing, Pet Product News International, and Petfood Industry; company profiles in trade and consumer publications; annual reports of companies in the pet market; and information culled from the publisher's extensive pet market research database and report collection.

Estimates of market size and segmentation draw on various sources: background sales data from syndicated sales-tracking sources; reported revenues of pet product manufacturers, retailers, and pet services providers; surveys of independent and chain pet store retailers; government data, including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from other market research providers.

Chapter 1: Executive Summary

Scope & Methodology
Scope of Report
Report Methodology
Pet Food Market Overview
Pet Food Dollar Sales
Table 1.1: U.S. Retail Dollar Sales of Pet Food: 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Dog Food Vs. Cat Food Dollar Sales
Table 1.2: U.S. Retail Dollar Sales of Pet Food: Dog Food Vs. Cat Food. 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Dog Food at Two-Thirds of Pet Food Sales
Internet Vs. Brick-And-Mortar Pet Food Sales
Figure 1.1: Share of U.S. Retail Dollar Sales of Pet Food: Internet Vs. Brick-And-Mortar, 2020, 2021P, and 2025P (Percent)
Table 1.3: U.S. Retail Dollar Sales of Pet Food: Internet Vs. Brick-And-Mortar, 2020, 2021P, and 2025P (In Millions)
Dry Pet Food at 60% of Pet Food Sales
Figure 1.2: Share of U.S. Retail Dollar Sales of Pet Food by Form: Dry, Wet, Fresh, Semi-Moist, 2021P (Percent)
Dog Food by the Numbers
Dogs at 67% of Pet Market Sales
Average Pet Food Spending by Dog Household and Per Dog
Leading Brand Lines by Consumer Usage Rates
Dry Vs. Wet Dog Food Usage Rates
Cat Food by the Numbers
Cats at 29% of Pet Market Sales
Average Pet Food Spending by Cat Household and Per Cat
Cat Food Dollar Sales
Leading Brand Lines by Consumer Usage Rates
Even Split Between Dry and Wet Cat Food Dollar Sales
Dry Vs. Wet Cat Food Usage Rates

Chapter 2: Pet Food Market Overview

Scope of Report
Report Methodology
Generational Cohorts
Geographical Regions
Figure 2.1: U.S. Census Regional Divisions and Sub-Divisions
Market Size and Projections
Pandemic Reset
Pet Food Dollar Sales
Table 2.1: U.S. Retail Dollar Sales of Pet Food: 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Dog Food Vs. Cat Food Dollar Sales
Table 2.2: U.S. Retail Dollar Sales of Pet Food: Dog Food Vs. Cat Food. 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Dog Food at Two-Thirds of Pet Food Sales
Figure 2.2: Share of U.S. Retail Dollar Sales of Pet Food: Dog Vs. Cat, 2021P (Percent)
Internet Vs. Brick-And-Mortar Pet Food Sales
Figure 2.3: Share of U.S. Retail Dollar Sales of Pet Food: Internet Vs. Brick-And-Mortar, 2020, 2021P, and 2025P (Percent)
Table 2.3: U.S. Retail Dollar Sales of Pet Food: Internet Vs. Brick-And-Mortar, 2020, 2021P, and 2025P (In Millions)
Channel Choices
Figure 2.4: Pet Food Purchasing by Channel: Dog Owners Vs. Cat Owners, August-September 2021 (Percent of Pet Food Shoppers)
Dry Pet Food at 60% of Pet Food Sales
Figure 2.5: Share of U.S. Retail Dollar Sales of Pet Food by Form: Dry, Wet, Fresh, Semi-Moist, 2021P (Percent)
Wet, Dry, and Treat Usage: a Bird's-Eye View
Figure 2.6: Dry Food, Wet Food, and Pet Treat Usage Rates: Dog Vs. Cat Categories, 2006/07 - 2020/21 (Percent of Dog/Cat-Owning Households)
Pet Population Overview
Pet Ownership Rates
Figure 2.7: Topline Household Ownership Rate for Dogs and Cats: 2016 - 2020 (Percent)
Table 2.3: Topline Pet Ownership Rates by Type, 2016 - 2020 (Percent of Overall Households)
Number of Pet-Owning Households
Table 2.4: Number of Pet-Owning Households by Dog or Cat Ownership, 2016/17 - 2020/21 (In Millions)
Dog Population Trends
Dogs in Context
Distribution of Pet Ownership by Number of Dogs Owned
Table 2.5: 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 2.6: Household Base by Number Dogs Owned, 2016/17 - 2020/21 (In Millions)
Growth in Share of Dog Owners with Senior Dogs
Figure 2.8: Percentage of Dog-Owning Households Owning Puppies Under Age 1 or Senior Dogs Age 7+, 2003/04 - 2020/21 (Percent)
Table 2.7: Household Ownership of Dogs: by Age of Dogs, 2020/21 (Percent and Number of Dog-Owning Households)
Overweight and Special Needs Dogs
Table 2.8: Share of Dog Owners Who Report Having Overweight, Special Needs, or Handicapped Dogs, February 2021 (Percent)
Trend Toward Medium-Size Dogs
Table 2.9: Size of Pet Dogs: Previously Acquired and Recently Acquired, February 2020 Vs. February 2021 (Percent of Dog Owners)
Figure 2.9: Distribution of Dog-Owning Households by Size of Dogs, 2011/12 - 2020/21 (Percent)
Table 2.1:0A Distribution of Dog-Owning Households by Size of Dogs, 2012/13 - 2020/21 (Odd-Numbered Years) (Percent)
Table 2.1:0B 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 2.1:1 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 2.1:2 Household Base by Number of Cats Owned, 2016/17 - 2020/21 (In Millions)
Growth in Share of Cat Owners with Senior Cats
Figure 2.1:0 Share of Cat-Owning Households Owning Kittens Under Age 1 or Senior Cats Age 7+, 2011/12 - 2020/21 (Percent)
Table 2.1:3 Household Ownership of Cats: by Age of Cats, 2020/21 (Percent and Number of Cat-Owning Households)
Overweight and Special Needs Cats
Table 2.1:4 Share of Cat Owners Who Report Having Overweight, Special Needs, or Handicapped Cats, February 2021 (Percent)

Chapter 3: Dog Food by the Numbers

Overview
Dogs at 67% of Pet Market Sales
Average Pet Food Spending by Dog Household and Per Dog
Dog Food Dollar Sales
Table 3.1: U.S. Retail Dollar Sales of Dog Food: 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Leading Brand Lines by Consumer Usage Rates
Figure 3.1: Leading Dog Food Brand Lines, 2021 (Percent)
Demographic Indexes for Purchasing of Leading Brands
Table 3.2:A Demographics Indexes for Purchasing of Dry/Wet Dog Food: Selected Brands, 2020/21 (Base Index Against Dog Owners Overall = 100)
Table 3.2:B Demographics Indexes for Purchasing Dry/Wet Dog Food: Selected Brands, 2020/21 (Base Index Against Dog Owners Overall = 100)
Dry Vs. Wet Dog Food
Dry Dog Food at Two-Thirds of Sales
Figure 3.2: Share of Dog Food Sales by Form: Dry, Wet, Fresh, Semi-Moist, 2021 (Percent)
Dry Vs. Wet Dog Food Usage Rates
Figure 3.3: Pet Food Usage Rates: Dry Vs. Wet Dog Food, 2006/07 - 2020/21 (Percent of Dog-Owning Households)
Table 3.3: Pet Food Customer Base: Dry Vs. Wet Dog Food, 2006/07 - 2020/21 (In Thousands)
Dry Vs. Wet Dog Food Purchaser Demographics
Table 3.4: Dry Dog Food Vs. Wet Dog Food Purchaser Demographics, 2020/21 (Percent, Number, and Index)
Dry Dog Food Brand Leaders
Figure 3.4: Selected Dry Dog Food Brand Leaders by Usage Rates, 2015/16 Vs. 2020/21 (Percent of Households Purchasing Dry Dog Food)
Wet Dog Food Brand Leaders
Figure 3.5: Selected Wet Dog Food Brand Leaders by Usage Rates, 2015/16 Vs. 2020/21 (Percent of Households Purchasing Wet Dog Food)

Chapter 4: Cat Food by the Numbers

Overview
Cats at 29% of Pet Market Sales
Average Pet Food Spending by Cat Household and Per Cat
Cat Food Dollar Sales
Table 4.1: U.S. Retail Dollar Sales of Cat Food: 2019, 2020, 2021P, and 2025P (In Millions of Dollars and Percent Change)
Leading Brand Lines by Consumer Usage Rates
Figure 4.1: Leading Cat Food Brand Lines, 2021 (Percent)
Demographic Indexes for Purchasing of Leading Brands
Table 4.2:A Demographics Indexes for Purchasing of Dry/Wet Cat Food: Selected Brands, 2020/21 (Base Index Against Cat Owners Overall = 100)
Table 4.2:B Demographics Indexes for Purchasing Dry/Wet Cat Food: Selected Brands, 2020/21 (Base Index Against Cat Owners Overall = 100)
Dry Vs. Wet Cat Food
Even Split Between Dry and Wet Cat Food Dollar Sales
Dry Vs. Wet Cat Food Usage Rates
Figure 4.2: Pet Food Usage Rates: Dry Vs. Wet Cat Food, 2006/07 - 2020/21 (Percent of Cat-Owning Households)
Table 4.3: Pet Food Customer Base: Dry Vs. Wet Cat Food, 2006/07 - 2020/21 (In Thousands)
Dry Vs. Wet Cat Food Purchaser Demographics
Table 4.4: Dry Cat Food Vs. Wet Cat Food Purchaser Demographics, 2020/21 (Percent, Number, and Index)
Dry Cat Food Brand Leaders
Figure 4.3: Selected Dry Cat Food Brand Leaders by Usage Rates, 2015/16 Vs. 2020/21 (Percent of Households Buying Dry Cat Food)
Wet Cat Food Brand Leaders
Figure 4.4: Selected Wet Cat Food Brand Leaders by Usage Rates, 2015/16 Vs. 2020/21 (Percent of Households Buying Wet Cat Food)