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Pet Food in the U.S., 12th Edition
Drawing on more than 20 years of experience in analyzing the pet food industry as well as Packaged Facts’ broad cross-category expertise, Pet Food in the U.S., 12th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering products for all type of companion animals, the report devotes separate chapters to Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), while also providing a comprehensive Market Overview covering cross-market trends and opportunities. Among these: recent and expected mergers and acquisitions; private-label pet food; advertising and promotional initiatives; the impact of natural products on the industry; specialty diet products; and much more.
The report provides market size estimates for the overall retail universe and projections through 2018, while quantifying mass-market sales to the marketer/brand share level using data from IRI and the specialty channel through GfK. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. In sum, Pet Food in the U.S., 12th Edition thoroughly documents competitive, new product and retail trends, as well as trends in pet food purchaser demographics, brand preferences, cross-channel shopping, and cross-product purchasing. Consumer profiling is based on exclusive data from Packaged Facts’ own quarterly pet owners surveys and customized cross tabulations of Simmons consumer survey data from Experian Marketing Services.
Executive Summary
Scope and Methodology
Three Animal Categories: Dog, Cat, Other
Report Methodology
Market Size and Growth
Pet Food Hits $30 Billion Mark
Table U.S. Retail Sales of Pet Food, 2011-2015 (in billions of dollars)
Slight Sales Gains in Mass
Table IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
Pet Food Keeps Rolling in Pet Specialty Channels
Table Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2015 (in billions of dollars)
Pet Food Sales Trends in Natural and Specialty/Gourmet Supermarkets
Table Retail Dollar Sales of Pet Food and Pet Care in the Natural Supermarket and Specialty/Gourmet Channels, 2014 vs. 2015 (in millions of dollars)
Share of Pet Food Sales by Channel
Table Share of U.S. Sales of Pet Food Market by Retail Channel Classification, 2015 (percent)
Sales Growth Through 2020
Table Projected U.S. Retail Sales of Pet Food, 2015-2020 (in billions of dollars)
Market Outlook
Consumers Somewhat More Optimistic About Economy
But Reduced Spending Remains the Norm for Many
Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2011-2016 (percent)
Pet Owners' Monthly Spend
Table Amount Spent on Pet Products in Last 30 Days, February 2016 (percent)
Human/Animal Bond a Key Pet Food Catalyst
The Humanization of Pet Food
Older Pets
Failing to Recognize a Weight Problem
Table Agreement with Statement: "I have an overweight dog/cat," 2015 vs. 2016 (percent)
Product Safety Drives Purchase Decisions
Competitive Trends
Just Three Players Have Double Digit Shares in Dog/Cat
Table Top U.S. Marketers of Dog/Cat Food by Share of Retail Sales, 2015 (percent)
M&A and Investment Activity
Big Three Capture Majority of Mass-Market Pet Food Sales
Retail Trends
PetSmart and Petco's Sales Approach $12 Billion
Private Label Drops Again
Online Sales
Table Time Frame for Most Recent Online Purchase of Pet Products, 2012-2016 (percent of pet owners)
Pet Consumer Trends
Pet Ownership and Population Trends
Table Household Penetration Rates for Selected Pet-Owning Classifications, 2011-2015 (percent of and number of U.S. households in millions)
Product and Marketing Trends
Natural Products Dominate the Trends
Grain-Free and Other "Free-Of" Claims
Proteins
Preventive Health Benefits of Pet Food Emphasized
Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive health care," 2014 and 2015 (percent)
Marketers Compete Through Product Claims
Table Draw for Selected Product Claims Among Dog and Cat Food Purchasers, 2015 (percent)
Grain-Free and Other "Free-Of" Claims
Proteins
Table Agreement with Statement: "My dog/cat needs a high-quality protein diet," 2016 (percent)
Table Types of Pet Food Purchased: By Protein Content, 2015 (percent)
Table Agreement with Statement: "Vegetables are good for my dog/cat," 2016 (percent)
What's New in Ancestral
Limited Ingredient Diets
Diets for Every Pet Type
Home-Delivered Pet Food
Home-Cooked Pet Food
Food Toppers
Making the (Human) Grade
In the Raw
Treat Trends
Trends in Non-Dog/Cat Pet Food
Dog Food Market Size and Growth
Historical and Projected Dog Food Retail Sales
Table U.S. Retail Sales of Dog Food, 2011-2020 (in millions of dollars)
Cat Food Market Size and Growth
Historical and Projected Cat Food Retail Sales
Table U.S. Retail Sales of Cat Food, 2011-2020 (in millions of dollars)
Other Pet Food Market Size and Growth
Historical and Projected Other Pet Food Sales
Table U.S. Retail Sales of Other Pet Food, 2011-2020 (in millions of dollars)
Market Overview
Introduction
Three Animal Categories: Dog, Cat, Other
Other Marketing Classifications
Market Size and Growth
Pet Food Hits $30 Billion Mark
Table U.S. Retail Sales of Pet Food, 2011-2015 (in billions of dollars)
Slight Sales Gains in Mass
Table IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
Pet Food Keeps Rolling in Pet Specialty Channels
Table Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2015 (in billions of dollars)
Pet Food Sales Trends in Natural and Specialty/Gourmet Supermarkets
Table Retail Dollar Sales of Pet Food and Pet Care in the Natural Supermarket and Specialty/Gourmet Channels, 2014 vs. 2015 (in millions of dollars)
Dog Food Rules Pet Food Sales
Table Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category, December 2014 vs. December 2015 (percent)
Dry Pet Food Still on Top, But Losing Share
Table Share of IRI-Tracked Sales of Dog and Cat Food by Form, 2014 vs. 2015 (percent)
Pet Food Sales by Form: Dry Dog Food at Over One-Third of Market
Table Share of IRI-Tracked Sales of Pet Food by Form, December 2014 vs. December 2015 (percent)
Share of Pet Food Sales by Channel
Table Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2015 (percent)
Market Outlook
Consumers Somewhat More Optimistic About Economy
Table Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2012-2015 (U.S. pet-owning households)
Table Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2012-2015 (U.S. pet-owning households)
But Reduced Spending Remains the Norm for Many
Table Level of Agreement with Statement: "I am spending less on pet products because of the economy," 2011-2016 (percent)
Pet Owners' Monthly Spend
Table Amount Spent on Pet Products in Last 30 Days, February 2016 (percent)
Table Pet Food Purchasing by Price Level, 2014-2016 (percent)
Human/Animal Bond a Key Pet Food Catalyst
Table Level of Agreement with Statement: "My dog or cat has a positive impact on my mental health," 2016 (percent)
Table Level of Agreement with Statement: "My dog or cat has a positive impact on my physical health," 2016 (percent)
Table Level of Agreement with Statement: "I enjoy purchasing pet products that pamper my dog or cat," 2016 (percent)
Table Level of Agreement with Pampering Statements, 2016 (percent)
The Humanization of Pet Food
Older Pets
Table Age of Dogs and Cats, 2016 (percent of pet owners)
Failing to Recognize a Weight Problem
Table Agreement with Statement: "I have an overweight dog/cat," 2015 vs. 2016 (percent)
Table Level of Agreement with Statement: "I buy pet food/nutrition products related to weight/obesity for my dog(s) or cat(s)," 2014 vs. 2016 (percent)
Table Percent of Pet Owners Who Have Purchased Any Type Of Pet Food, Food Add-In, Treat, or Nutritional Supplement Targeting Weight Loss or Maintenance in Last 3 Months, 2014 vs. 2016 (percent)
Product Safety Drives Purchase Decisions
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," 2014-2016 (percent)
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," 2014-2016 (percent)
Classroom Pets
Looking Ahead
Sales Growth Through 2020
Table Projected U.S. Retail Sales of Pet Food, 2015-2020 (in billions of dollars)
Competitive Overview
M&A and Investment Activity
Table Blue Buffalo's Net Sales and Growth, 2010-2015 (in millions of dollars)
Just Three Players Have Double Digit Shares in Dog/Cat
Table Top U.S. Marketers of Dog/Cat Food, 2015 (percent)
Big Three Capture Majority of Mass-Market Pet Food Sales
Table Top Marketers of Pet Food at Food, Drug and Mass Merchandisers, 2015
Table Leading Pet Food Companies and Their Top Product Categories, 2015
Top Brands in Pet Specialty
Natural/Organic Specialists
Veterinary Diet Marketers
Private Label Drops Again
Table IRI-Tracked Sales of Private Label Pet Food: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
Table Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food Category and Segment, 2014 vs. 2015 (percent)
Retail Channel Trends
PetSmart and Petco's Sales Close in on $12 Billion
Table PetSmart and Petco Sales and Number of Stores, 2001-2015 (cumulative, in units and millions of dollars)
Other Pet Specialty Chains
Walmart and Pets
Table Walmart.com's Top-Selling Pet SKUs
Selling at Supermarkets
Online Sales
Table Level of Agreement with Statement: "I am buying pet products online more than I used to," 2011-2016 (percent)
Table Time Frame for Most Recent Online Purchase of Pet Products, 2012-2016 (percent of pet owners)
Pet Consumer Trends
Pet Ownership and Population Trends
Table Household Penetration Rates for Selected Pet-Owning Classifications, 2011-2015 (percent of and number of U.S. households in millions)
Table Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2010-2015 (percent of U.S. households)
Table Household Populations for Selected Dog- or Cat-Owning Classifications, 2010-2015 (thousands of U.S. households)
Boomers and Millennials
Table Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (percent of U.S. households)
Table Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (number of U.S. households in thousands)
Table Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2015 (U.S. households)
Table Indexes for Dog or Cat Ownership: By Age Cohort, 2011 vs. 2015 (U.S. households)
Table Number of Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in thousands)
Table Share of Total U.S. Population Growth for Selected Age Brackets, 2015-2060 (in percent)
Pet Food Expenditures and Household Income
Multiple Pet Ownership Trends
Table Multiple Pet Ownership in the United States by Animal Type, 2011 vs. 2015 (percent of pet-owning households)
Pet Household Demographics
Table Demographics of Dog and Cat Owners, 2015 (index)
Table Demographics of Other Pet Owners, 2015 (index)
Organic Pet Food and Channel Choices
Table Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2014 (percent of U.S. households with pets)
Coupon Use Goes Down
Product and Marketing Trends
Natural Products Dominate Trends
The Market for Senior, Weight Management and Special Needs Products
Channel-Specific Marketing
Food Brands Do Good
Table 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," 2014-2016 (percent)
Table 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," 2014-2016 (percent)
Table Agreement with Statement: "I have contributed time or money to pet welfare or rescue causes," 2015-2016 (percent)
Marketers Get Creative in the Digital Realm
Table Technologies Used in the Last Seven Days, Pet Owners vs. Non-Pet Owners
Preventive Health Benefits of Pet Food Emphasized
Table Level of Agreement with Statement: "High-quality dog foods/cat foods are effective for preventive health care," 2014-2016 (percent)
Marketers Compete Through Product Claims
Table Top Claims by Draw Among Dog or Cat Food Purchasers, 2015 (percent)
Grain-Free and Other "Free-Of" Claims
Table Dog and Cat Owners Currently Using Pet Food: By Free-Of Claim, 2015 (percent)
Nutrition Claims
Table Dog and Cat Owners Currently Using Pet Food: By Nutrition Claims, 2015 (percent)
Proteins
Table Agreement with Statement: "My dog/cat needs a high-quality protein diet," 2016 (percent)
Table Dog and Cat Owners Currently Using Pet Food: By Protein Content, 2015 (percent)
Exotic Proteins
Table Pet Food Purchases by Meat Ingredient, 2016 (percent)
Table Pet Food Purchases by Poultry/Game Bird Ingredient, 2016 (percent)
Table Pet Food Purchases by Fish/Seafood Ingredient, 2016 (percent)
Table Pet Treat Purchases by Ingredient, 2016 (percent)
Other Ingredients
Table Agreement with Statement: "Vegetables are good for my dog/cat," 2016 (percent)
Table Pet Food Purchases by Other Ingredients, 2016 (percent)
Innovation Springs from Natural Players
New Products Lever an Array of Natural Product Benefits
What's New in Ancestral
Limited Ingredient Diets
Diets for Every Pet Type
Size-Weight Diets
Table Dog Food Purchasing by Size Formulation, 2015 (percent)
Functional Diets
Home-Delivered Pet Food
Table Agreement with Statement: "I regularly have dog or cat food delivered to my home," 2016 (percent)
Home-Cooked Meals
Table Home-Cooked Meal Preparation in Last 30 Days, 2106 (percent)
Food Toppers
Table Pet Owner Use of Food Add-ins, 2016 (percent)
Making the (Human) Grade
Innovative New Products
In the Raw
Treat Trends
Vitacraft Purrk! KitCubes
Trends in Non-Dog/Cat Pet Food
Trade Ad for Scarlett Pet Food's MardiGras
Marketing Trends in Other Pet Food
Dog Food
Market Size and Growth
Historical and Projected Dog Food Retail Sales
Table U.S. Retail Sales of Dog Food, 2011-2020 (in millions of dollars)
IRI-Tracked Dollar and Volume Sales of Dog Food
Table IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
Table Share of IRI-Tracked Sales of Dog Food by Segment, 2015 (percent)
Marketer and Brand Shares
Dry Dog Food Champions
Table Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Dog Treat Category Ruled by Big Three
Table Marketers and Brands of Dog Biscuits/Treats/Beverages by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Mars Leads in Wet Dog Food
Table Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Freshpet Continues to Capture Frozen/Refrigerated Dog Food Category
Table Marketers and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Two Main Options in Semi-Moist Segment
Table Marketers and Brands of Semimoist Dog Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Dog Food Purchasing Patterns
Most Dog Owners Buy Dry Dog Food and Biscuits/Treats
Table Dog Food Purchasing Patterns by Type, 2011 vs. 2015 (percent of U.S. dog-owning households)
Table Dog Food Purchasing by Formulation, 2015 (percent)
Milk-Bone Has Best Household Penetration by Wide Margin
Table Dog Food and Treat Brand Consumption Trends, 2011-2015 (percent and number of households in thousands)
Cat Food
Market Size and Growth
Historical and Projected Cat Food Retail Sales
Table U.S. Retail Sales of Cat Food, 2011-2020 (in millions of dollars)
IRI-Tracked Dollar and Volume Sales
Table IRI-Tracked Sales of Cat Food: Total and by Category and Segment, 2015 (in millions of dollars, units and pounds)
Table Share of IRI-Tracked Sales of Cat Food by Segment, December 2015 (percent)
Marketer and Brand Shares
One Marketer Owns Wet Cat Food
Table Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Top Players Show Weakness in Dry Cat Food
Table Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Mars Is King of Cat Treats
Table Marketers and Brands of Cat Snacks/Beverages by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Refrigerated Cat Food Niche
Semi-moist Cat Food Revitalized by Broths
Table Marketers and Brands of Semi-Moist Cat Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015
Cat Food Purchasing Patterns
Canned Food Is Stronger in Cat Arena
Table Cat Food Purchasing Patterns by Type, 2011 vs. 2015 (percent of U.S. dog-owning households)
Table Cat Food Purchasing by Formulation, 2015 (percent)
Friskies Tops Cat Brands
Table Cat Food and Treat Brand Consumption Trends, 2011-2015 (percent and number of households in thousands)
Other (Non-Dog/Cat) Pet Food
Introduction
Category Scope
Market Size and Growth
Historical and Projected Other Pet Food Sales
Table U.S. Retail Sales of Other Pet Food, 2011-2020 (in millions of dollars)
IRI-Tracked Dollar and Unit Sales
Table IRI-Tracked Sales of Other Pet Food, 2015 (in millions of dollars, units and pounds)
Competitive Trends
Marketer Overview
IRI-Tracked Outlets Led by Central Garden & Pet
Table Marketers and Brands of Non-Dog/Cat Pet Food by IRI-Tracked Sales and Market Share, 2014 vs. 2015