Special offer: now 20% off original full report price
Senior, Weight Management and Special Needs Pet Products in the U.S., 2nd Edition examines the market for products designed and marketed specifically for senior or overweight pets, which often overlap with products for special needs pets, including convalescing pets and those with limited mobility. Coverage extends to products positioned on senior health and weight management in general, such as “healthy maturity” and “healthy weight” formulas, as well as products addressing specific medical conditions stemming from advancing age or overweight, as long as the product also has a prominent senior or weight management positioning. For purposes of brevity, senior and weight management products are at times referred to in this report as SWM products.
Three Product Classifications
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 Packaged Facts, to measure purchasing patterns and attitudes with regard to pet products and services. With a sample size of approximately 2,000, 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 majority of the information is drawn from the survey conducted in November/December 2015, which includes responses from 930 dog owners and 678 cat owners.
Our primary research also includes interviews with pet market experts; participation in and attendance at pet industry events including the American Pet Products Association’s Global Pet Expos (2004-2015) and Petfood Industry/Watt Publishing’s Petfood Forums (2004-2015); on-site examination of retail and service provider venues; and Internet canvassing including blogs. Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, Petfood Industry, and Veterinary Practice News; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection.
Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers; sales data from IRI for multi-outlet (MULO), which represents sales through U.S. supermarkets, drugstores, mass merchandisers (Walmart, Target, Kmart, and Shopko), Sam’s Club and BJ’s warehouse clubs, dollar stores excluding Dollar Tree, and military commissaries; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from pet industry publications and other market research sources. The following market size estimates assume that SWM dog and cat food accounts for approximately 10% of all dog and cat food sales in the United States; that approximately one-third of dog and cat supplements are directly senior-health or weight-management targeted; and that approximately 3% of other non-food dog/cat supplies meet our senior, weight management or special needs pet product criteria.
Our analysis of pet ownership trends primarily relies on cross-tabulations of Summer 2015 Simmons data compiled by Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
Three Product Classifications
Reflecting the top areas of marketer and consumer interest, the report segments SWM products into three classifications:
Report Methodology
- Pet food and treats, including nutraceutical treats.
- Supplies and devices: assistive devices and other non-food assistance products, including mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products, bedding, toys, clean-up products and watering and feeding devices.
- Pet supplements.
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 Packaged Facts, to measure purchasing patterns and attitudes with regard to pet products and services. With a sample size of approximately 2,000, 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 majority of the information is drawn from the survey conducted in November/December 2015, which includes responses from 930 dog owners and 678 cat owners.
Our primary research also includes interviews with pet market experts; participation in and attendance at pet industry events including the American Pet Products Association’s Global Pet Expos (2004-2015) and Petfood Industry/Watt Publishing’s Petfood Forums (2004-2015); on-site examination of retail and service provider venues; and Internet canvassing including blogs. Secondary research includes information- and data-gathering from consumer business and trade publications including Pet Age, Pet Business, Pet Product News International, Petfood Industry, and Veterinary Practice News; company profiles in trade and consumer publications; and information culled from Packaged Facts’ extensive pet market research database and report collection.
Our estimates of market size and company performance are based on reported revenues of pet product manufacturers, retailers, and pet services providers; sales data from IRI for multi-outlet (MULO), which represents sales through U.S. supermarkets, drugstores, mass merchandisers (Walmart, Target, Kmart, and Shopko), Sam’s Club and BJ’s warehouse clubs, dollar stores excluding Dollar Tree, and military commissaries; surveys of independent and chain pet store retailers; government data including U.S. Bureau of Labor Statistics Consumer Expenditure Surveys; and figures from pet industry publications and other market research sources. The following market size estimates assume that SWM dog and cat food accounts for approximately 10% of all dog and cat food sales in the United States; that approximately one-third of dog and cat supplements are directly senior-health or weight-management targeted; and that approximately 3% of other non-food dog/cat supplies meet our senior, weight management or special needs pet product criteria.
Our analysis of pet ownership trends primarily relies on cross-tabulations of Summer 2015 Simmons data compiled by Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
- Executive Summary
- The Market
- Scope of Report
- Report Methodology
- U.S. Retail Sales Near $3.8 Billion in 2015
- Food Accounts for Lion's Share of SWM Market
- Challenges and Opportunities
- Millennials, Boomers Driving Pet Ownership Trends
- Pet Overweight, Obesity Crisis Continues Unabated
- Interest in Functional Pet Foods/Treats a Boon for SWM Market
- Alternative/Holistic Approaches to Senior Care
- Marketing and New Product Trends
- Education Key to Success of SWM Products
- Competitive Structure
- Most Senior, Weight Management Foods Part of Broader Brand Lines
- Euphemistic Names Increase Consumer Appeal, Skirt Regulations
- SWM Products Concentrated in Five Segments
- The Appeal of Online SWM Pet Supplies Retailers
- Pet Supplements Competitive Structure
- Senior-Focused Supplements
- Weight Management Supplements
- The Consumer
- 25% of Dog/Cat Households Use Weight Management or Senior Formulas
- Boomers Account for 43% of SWM Pet Food Purchasers
- Patterns for Pet Supplements
- SWM Products a Prime Draw for "Pet Pamperers"
- SWM Crowd More Likely to Buy Natural, Organic
- SWM Food Purchasers Over-index for Natural Food Store, Vet Channels
- The Market
- The Market
- Key Points
- Introduction
- Scope of Report
- Three Product Classifications
- Pet Medications Covered in Separate Report
- Report Methodology
- Market Trends
- U.S. Retail Sales Near $3.8 Billion in 2015
- Table U.S. Retail Sales and Projected Growth of Senior, Weight Management and Special Needs Pet Products by Category, 2010 vs. 2015 and 2015 vs. 2020 (in millions of dollars)
- Food Accounts for Lion's Share of SWM Market
- Market Share by Retail Channel
- IRI-Tracked SWM Pet Food/Treats Sales Decline
- Table IRI-Tracked Dollar Sales of Senior and Weight Management Pet Food, 2015 (in millions of dollars and pounds)
- Table IRI-Tracked Dollar Share of Senior and Weight Management Pet Food, 2015 (in percent)
- U.S. Retail Sales Near $3.8 Billion in 2015
- Market Outlook
- Challenges and Opportunities
- The SWM Product Usage Gap
- Senior Pet Ownership on the Rise
- Table Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (in thousands and percent)
- Pet Owners Interested in Senior Pet Care Services
- Millennials, Boomers Driving Pet Ownership Trends
- Millennials Top Baby Boomers as Largest Pet-Owning Cohort
- Older Owners
- Aging Boomers Look to Ease Burdens of Pet Ownership
- Pet Overweight, Obesity Crisis Continues Unabated
- The APOP at the Forefront of Prevention, Education
- Obese Pets Are Unhealthy Pets
- Diabetes on the Rise
- Older Pets More Likely To Be Considered Overweight
- New Labeling Requirements May Promote Obesity Awareness
- Other Labeling Changes Could Help Owners Make Smart Food Choices
- Building a Better Pet Weight Management Food
- Competition From Other Pet Foods
- Promoting Pet Exercise for Weight Maintenance
- An Obesity Vaccine on the Horizon?
- Weight Management Goes High Tech
- Interest in Functional Pet Foods/Treats a Boon for SWM Market
- Table Use of Specially Formulated Dog Food: 2010, 2012, and 2014 (percent)
- Table Use of Specially Formulated Cat Food: 2010, 2012, and 2014 (percent)
- Table Use of Specially Formulated Dog Treats: 2010, 2012, and 2014 (percent)
- Pet Supplements Outpace Overall Market
- Table U.S. Retail Sales of Pet Supplements, 2010-2019 (in millions of dollars)
- Increased Veterinary Focus on Senior, Special Needs Pets
- Senior, Healthy Weight Also a Focus for Other Service Providers
- Alternative/Holistic Approaches to Senior Care
- International Association of Animal Hospice and Palliative Care
- Marketing and New Product Trends
- Key Points
- Introduction
- Education Key to Success of SWM Products
- Pet Food at the Core
- Competitive Structure
- Pet Foods and Treats
- Most Senior, Weight Management Foods Part of Broader Brand Lines
- Competition Divided Between Mass-Market, Specialty, and Vet/Professional
- Nestlé Purina's Mass-Market Lead Carries Over into SWM
- Table Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog and Cat Food by Type, 2014-2015 (millions of dollars and percent)
- Veterinary Products Part of Condition-Specific Lines
- Mars Veterinary Makes Genetic Health Analysis Accessible
- New Product Trends in Weight Management Foods
- Purina Just Right Capitalizes on Holistic Pet Health Trend
- Grain-Free, Raw Diets for Weight Loss
- New Hill's Prescription Diet Products Target Multiple Conditions
- Low-Glycemic, High Protein Formulas
- New Product Trends in Senior Foods
- Botanicals, Omega-3s Power Cognitive Function Foods
- SWM Treats
- Weight Management Treats Go Small, Encourage Activity
- Functional Treats Provide Multiple Senior Benefits
- Supplies, Devices and Other Assistance Products
- SWM Products Concentrated in Five Segments
- Marketers Range from Overall Leaders to Tightly Focused Specialists
- The Appeal of Online SWM Pet Supplies Retailers
- Mobility Devices
- Harnesses, Leashes, and Wheeled Devices
- Stairs and Ramps
- Boots, Socks, and Stickers
- Pet Strollers
- Hygienic Products
- Pet Diapers
- Grooming Products
- Clean-up Products
- Specialty and Orthopedic Beds
- Toys
- Watering and Feeding Devices
- Weight Management Feeding Supplies and Devices
- Birds, Rodents, and Other Animals
- Pet Supplements
- Competitive Structure
- Nutramax Corners Mass-Market Sales Through Walmart Expansion
- Senior-Focused Supplements
- Senior-Specific Supplements
- Mobility Supplements
- Cognitive Supplements
- Heart, Eye and Bladder Health Supplements
- Digestive Health, Immune Support and Probiotics
- Pet Obesity/Weight Management
- Birds, Rodents, and Other Animals
- The Consumer
- Key Points
- A Note About Data Sources
- 25% of Dog/Cat Households Use Weight Management or Senior Formulas
- Table Household Purchasing Rates for Weight Management or Senior Pet Food: Dry and Canned Dog and Cat Food, 2011-2015 (percent of U.S. households with dogs or cats)
- Table Number of Households Purchasing Weight Management or Senior Pet Food: Dry and Canned Dog and Cat Food, 2011-2015 (in millions of U.S. households with dogs or cats)
- Boomers Account for 43% of SWM Pet Food Purchasers
- 11% of Dog Households Use Senior Dry Dog Food
- Table Purchasing Rates for Weight Management or Senior Pet Food: Dog Owners, 2011 vs. 2015 (percent of U.S. households with dogs)
- WM Formula Dog Foods Attract Senior Crowd
- Table Key Demographic Indicators for Purchasing Weight Management Dry Dog Food, 2015 (percent, index and number of dog-owning households)
- Table Key Demographic Indicators for Purchasing Weight Management Canned Dog Food, 2015 (percent, index and number of dog-owning households)
- Senior Dry and Wet/Canned Dog Food Skews Older, Retired
- Table Key Demographic Indicators for Purchasing Senior Dry Dog Food, 2015 (percent, index and number of dog-owning households)
- Table Key Demographic Indicators for Purchasing Senior Wet/Canned Dog Food, 2015 (percent, index and number of dog-owning households)
- 15% of Cat-Owning Households Use WM Cat Foods
- Table Purchasing Rates for Weight Management or Senior Pet Food: Cat Owners, 2011 vs. 2015 (percent of U.S. households with cats)
- Demographics for WM Dry vs. Wet/Canned Cat Food
- Table Key Demographic Indicators for Purchasing Weight Management Dry Cat Food, 2015 (percent, index and number of cat-owning households)
- Table Key Demographic Indicators for Purchasing Weight Management Wet/Canned Cat Food, 2015 (percent, index and number of cat-owning households)
- Older, Retired Base for Senior Cat Formulas
- Table Key Demographic Indicators for Purchasing Senior Dry Cat Food, 2015 (percent, index and number of cat-owning households)
- Table Key Demographic Indicators for Purchasing Senior Wet/Canned Cat Food, 2015 (percent, index and number of cat-owning households)
- Patterns for Pet Supplements and SWM Food/Treats
- Table Percentage of Dog and Cat Owners Purchasing Treats for Weight Control: By Size of Dog, 2008 vs. 2014 (percent)
- SWM Products a Prime Draw for "Pet Pamperers"
- Table Selected Pet Psychographics: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- Table Selected Pet Psychographics: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- SWM Crowd More Likely to Buy Natural, Organic
- Table Use of Specialty Pet Food: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- Table Use of Specialty Pet Food: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- SWM Cat Food Purchasers Likely to Spend More
- Table Relative Price of Pet Food Typically Purchased: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- Table Relative Price of Pet Food Typically Purchased: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- SWM Food Purchasers Over-index for Natural Food Store, Vet Channels
- Table Pet Product Shopping Patterns by Retail Channel: Dog Owners Overall vs. Dog Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- Table Pet Product Shopping Patterns by Retail Channel: Cat Owners Overall vs. Cat Owners Who Purchase Senior or Weight Management Pet Food, 2015 (percent and index)
- SWM Cat Owners More Likely to Use Vet Services
- Key Points
Research Assistance
Download our eBook: How to Succeed Using Market Research
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
Download eBook