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Pet Food and Supplies - US - August 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Continued growth will come with more luxuries AND affordable approximations
The effect of the pet food recall: pet owners look closer at ingredients
Market need: weight loss solutions for pets
Growing numbers of Hispanics are dog owners
Dog food not “going to the dogs”
Mass merchandisers lead in share of pet product sales
Older pets
Thinking out of the fish bowl
MARKET DRIVERS
Pet ownership
Figure 1: Pet population in the U.S., 2003-07
Obesity a problem for pets, too
Figure 2: Hill’s Science Diet Light, TV ad
Opinions on organic foods
Figure 3: Opinions of organic pet food, by age, household income, race/ethnicity and presence of children, May 2007
Pets go natural
Figure 4: Sales of pet food and supplies through natural food stores, 2002-05
Pet care gets personal
Pets as a reflection of ourselves
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 5: Total U.S. retail sales of pet food and supplies, at current and constant prices, 2002-07
Wal-Mart estimate
 MARKET TRENDS
New product introductions
Figure 6: Pet food and supplies new product introductions, 2002-07
All-natural leads new product positioning claims
Figure 7: Top ten positioning claims, pet food only, 2005/06 and 2006/07
Figure 8: Purina Pro Plan Selects in natural chicken or natural salmon flavors, 2007
Premium/indulgent
Figure 9: Beefeaters Cod, 2007
Functional products
Figure 10: AvoDerm Natural Puppy Food, 2007
Convenience products
Figure 11: Fresh Kitty Litter Box Liners, 2007
Breed-/lifestage-specific products
Figure 12: Eukanuba breed-specific line for Labrador Retrievers, 2007
MARKET SEGMENTATION
Introduction
Figure 13: Sales of pet food and supplies, by type of pet, 2005 and 2007
Dog food
Figure 14: Sales of dog food, at current and constant prices, 2002-07
Cat food
Figure 15: Sales of cat food, at current and constant prices, 2002-07
Other pet food
Figure 16: Sales of other pet food, at current and constant prices, 2002-07
Sales of pet food/treats, by form
Figure 17: Sales of pet food and treats (both edible and non-edible treats), by form, 2005 and 2007
Pet supplies
Figure 18: Sales of pet supplies, at current and constant prices, 2002-07
SUPPLY STRUCTURE
Introduction
Pet food recall has far-reaching implications
Figure 19: Manufacturers and brands included in pet food recall, 2007
 COMPANIES AND BRANDS
Figure 20: FDM sales of pet food and supplies, by manufacturer, 2004 and 2006
Nestlé Purina
Masterfoods USA
Iams/Procter & Gamble
Del Monte
Private label
Dog food
Figure 21: FDM sales of dog food, by manufacturer and brand, 2004 and 2006
Beneful
Pedigree and Cesar
Iams
Cat food
Figure 22: FDM sales of cat food, by manufacturer and brand, 2004 and 2006
Other pet food
Figure 23: FDM sales of other pet food, by manufacturer and brand, 2004 and 2006
Pet supplies
Figure 24: FDM sales of pet supplies, by manufacturer and brand, 2004 and 2006
ADVERTISING AND PROMOTION
Introduction
Pet food
Iams (Procter & Gamble)
Figure 25: Iams Dry Cat Food, TV ad
Eukanuba (Procter & Gamble)
Pedigree (Masterfoods)
Figure 26: Pedigree Butcher’s Selects, TV ad
Purina (Nestlé Purina)
Figure 27: Purina Cat Chow Naturals, TV ad
Figure 28: Purina Beneful Prepared Meals, TV ad
Cesar’s Canine Cuisine
Figure 29: Cesar’s Canine Cuisine, TV ad
Flea and tick prevention products
Frontline Plus
Figure 30: Frontline Plus Flea and Tick, TV ad
Bio Spot
Figure 31: Bio Spot Pet Flea & Tick, TV ad
Advantage
Figure 32: Advantage Flea Prevention, TV ad
Cat litter
Arm & Hammer
Figure 33: Arm & Hammer Multi-cat Cat Litter, TV ad
Fresh Step
Figure 34: Fresh Step Scoop Cat Litter, TV ad
Other pet care products
Home Again ID Microchip
Figure 35: Home  Again ID Microchip, TV ad
RETAIL DISTRIBUTION
Introduction
Figure 36: U.S. retail sales of pet food and supplies, by channel, 2005 and 2007
Mass merchandisers
Figure 37: U.S. mass merchandiser sales of pet food and supplies, at current and constant prices, 2002-07
Supermarkets
Figure 38: U.S. supermarket sales of pet food and supplies, at current and constant prices, 2002-07
Pet specialty stores
Figure 39: U.S. pet specialty store sales of pet food and supplies, at current and constant prices, 2002-07
Other retailers
Figure 40: Sales of pet food and supplies through other channels, at current and constant prices, 2002-07
THE CONSUMER: PET OWNERSHIP AND PET CARE
Summary of section
Types of pets owned
Figure 41: Types of pets owned, 2005 and 2007
Figure 42: Types of pets owned, by gender, May 2007
Figure 43: Types of pets owned, by age, May 2007
Figure 44: Types of pets owned, by household income, May 2007
Figure 45: Types of pets owned, by race/ethnicity, May 2007
Number of pets owned
Figure 46: Number of pets owned, by gender, age, household income and race/ethnicity, May 2007
Pet care: Who does what?
Figure 47: Whether buys pet food and how often, by gender, May 2007
Figure 48: Division of pet labor and pet play among married respondnets, by gender, May 2007
THE CONSUMER: PURCHASE AND USAGE OF PET PRODUCTS
Summary
Household usage of dog food and treats
Types of dog food used
Figure 49: Purchase of dog food, treats and supplements, January-October 2006
Figure 50: Purchase of dog food, by pet lifestage, by dry vs canned, January-October 2006
Brands of dry dog food
Figure 51: Brands of packaged dry dog food used in household, January-October 2006
Brands of canned dog food
Figure 52: Brands of canned dog food used in household, January-October 2006
Brands of moist dog food
Figure 53: Brands of moist dog food used in household, January-October 2006
Brands of dog biscuits/treats
Figure 54: Brands of dog biscuits/treats used in household, January-October 2006
Household use of cat food, treats and litter
Types of cat food used
Figure 55: Purchase of cat food, treats and supplements, January-October 2006
Figure 56: Purchase of cat food, by pet lifestage, by dry vs canned, January-October 2006
Brands of dry cat food
Figure 57: Brands of packaged dry cat food purchased, January-October 2006
Brands of canned cat food
Figure 58: Brands of canned cat food purchased, January-October 2006
Brands of moist cat food
Figure 59: Brands of packaged moist cat food purchased, January-October 2006
Brands of cat treats/snacks used
Figure 60: Brands of cat treats/snacks purchased, January-October 2006
Type of cat box filler/litter used
Figure 61: Use of cat box filler/litter among cat owners, January-October 2006
Brands of cat litter used
Figure 62: Brands of cat box litter purchased by cat owners, January-October 2006
Use of healthcare products: heartworm control, vitamins and flea/tick products
Heartworm control
Figure 63: Use of heartworm control products, by pet type, January-October 2006
Supplements/vitamins
Figure 64: Use of pet food supplements/vitamins among dog and/or cat owners, January-October 2006
Flea and tick products
Figure 65: Purchase and use of flea and tick products among dog and/or cat owners, January-October 2006
Figure 66: Types of flea and tick product used, January-October 2006
Figure 67: Brands of flea/tick products purchased among dog and/or cat owners, January-October 2006
The effects of the pet food recall
Figure 68: Awareness of the pet food recall, May 2007
Figure 69: Whether pet food recall changed pet food purchases in any way, by age, household income and race/ethnicity, May 2007
Figure 70: How pet food purchases changed after pet food recall, May 2007
Purchase and interest in specific pet products and services
Figure 71: Current purchase or interest in specific pet products and services, May 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Pets get more personal
Green pet care
Pet care and technology
Older pets
One poodle for this Saturday, please
 MARKET FORECAST
Figure 72: Forecast of total U.S. FDM sales of pet food and supplies, at current and constant prices, 2007-12
Dog food
Figure 73: Forecast of U.S. FDM sales of dog food, at current and constant prices, 2007-12
Cat food
Figure 74: Forecast of U.S. FDM sales of cat food, at current and constant prices, 2007-12
Pet supplies
Figure 75: Forecast of U.S. FDM sales of pet supplies, at current and constant prices, 2007-12
Forecast factors
APPENDIX: TRADE ASSOCIATIONS

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