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Pet Food in the U.S., 11th Edition

  • September 2014
  • -
  • Packaged Facts
  • -
  • 246 pages

A soft sales environment in the pet food market does not seem to be deterring investors. In fact, while sales growth has lost steam, many smell opportunity. In 2013-2014, Mars Petcare bought most of Procter & Gamble’s pet operations, Central Garden & Pet received an unsolicited offer for its pet business, and several Made in the USA treat brands have been acquired on the heels of concerns about China-made products. Despite increased competition in natural pet products, investors are eagerly awaiting an IPO from Blue Buffalo. And the latest news of weak sales at PetSmart has led activist investors to pressure PetSmart to review its strategic options.

Companies considering their strategic options in the pet industry won’t want to miss our newest edition of Pet Food in the U.S. We’ve reformulated our market sizing to better represent all of the ways pet food is sold. We’ve added a host of new data from Packaged Facts proprietary Pet Owner Surveys. We’ve included IRI MULO (multi-outlet) sales data with expanded coverage, as well as specialty channel data. And we’ve analyzed the trends that are shaping the market – whether new products, M&A, retail, demographic/psychographic, or consumer shopping and purchasing.

Drawing on decades of experience in analyzing the pet food industry and well as Packaged Facts’ broad cross-category expertise, Pet Food in the U.S., 11th Edition pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on market drivers and high-growth segments. 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 widening 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, and also tabulates mass-market sales to the marketer/brand share level. It also charts market size and marketer share figures for the natural and specialty/gourmet supermarket channels, using SPINSscan sales tracking data. 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.

Table Of Contents

Pet Food in the U.S., 11th Edition
Chapter 1 Executive Summary
Scope and Methodology
Scope of Report: Dog, Cat, Other
Terminology
Exclusions
Report Methodology
Market Size and Growth
Packaged Facts Re-Sizes Market
Table 1-1 U.S. Retail Sales of Pet Food: 2009-2013 (in millions of dollars)
Mass-Market Dollar Sales Inch Up, Volume Sales Drip Down
Premium vs. Regular vs. Value Foods
Share of Pet Food Sales by Channel
Table 1-2 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2013 (percent)
Sales Growth Through 2017
Table 1-3 Projected U.S. Retail Sales of Pet Food: 2013-2018 (in millions of dollars)
Competitive Trends
Just Three Players Have Double Digit Shares in Dog/Cat
Table 1-4 Top Five U.S. Marketers of Dog/Cat Food: 2014 (percent)
MandA and Investment Activity
Mass-Market Pet Food Sales Controlled by Big Three
Top Brands in Pet Specialty
Natural/Organic Specialists
Veterinary Diet Marketers
Retail Channel Trends
PetSmart and Petco's Sales Closing in on $11 Billion
Independent Pet Stores Dollar Volume Up, But Competition
A Concern
Private Label Takes a Step Back
Pet Consumer Trends
Pet Ownership and Population Trends
Table 1-5 Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
31% of Pet Households Keep Multiple Types
Pet Specialty Leads in Channel Usage Rates
Table 1-6 Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. households with pets)
Chapter 2 Highlights
Chapter 2: Market Overview
Introduction
Three Animal Categories: Dog, Cat, Other
Terminology
Exclusions
Other Marketing Classifications
Market Size and Growth
Packaged Facts Re-Sizes Market
Table 2-1 U.S. Retail Sales of Pet Food: 2009-2013 (in millions of dollars)
Mass-Market Dollar Sales Inch Up, Volume Sales Drip Down
Table 2-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
Pet Food in Pet Specialty Channels Experiences Healthy Growth
Table 2-3 Retail Dollar Sales of Pet Food in Pet Specialty, Veterinary and Farm/Feed Channels, 2013 (in billions of dollars)
Table 2-4 Pet Food Sales in Pet Specialty Stores, 2011-2013 (in millions and percent change over previous year)
Table 2-5 Retail Dollar Sales of Dog Food in Pet Specialty Stores, 2013 (in billions of dollars)
Table 2-6 Retail Dollar Sales of Cat Food in Pet Specialty Stores, 2013 (in billions of dollars)
Table 2-7 Retail Dollar Sales of Dog and Cat Pet Food in Pet Specialty Stores by Type, 2013 (in billions of dollars and percent)
Pet Food Sales Trends in Natural Supermarkets
Table 2-8 Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Segment, 2012 vs. 2013 (in millions of dollars)
Table 2-9 Share of Retail Dollar Sales of Pet Food in the Natural Supermarket Channel by Segment, 2012 vs. 2013 (percent)
Table 2-10 Retail Dollar Sales of Pet Food in the Specialty/Gourmet Supermarket Channel by Segment, 2012 vs. 2013 (in millions of dollars)
Table 2-11 Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2012 vs. 2013 (percent)
Market Composition
Premium vs. Regular vs. Value Foods
Table 2-12 Share of U.S. Retail Sales of Pet Food by Price Category: Premium (Mass Premium and Superpremium), Regular, Value, Treats: Dog Food, Cat Food, Total, 2014 (percent)
Dog Food Dominates Pet Food Sales
Table 2-13 Share of IRI-Tracked Retail Dollar Sales of Pet Food by Category: July 2013 vs. July 2014 (percent)
Dry Pet Food Losing Share
Table 2-14 Share of IRI-Tracked Sales of Dog and Cat Food by Form: July 2013 vs. July 2014 (percent)
Pet Food Sales by Form: Dry Tops List
Table 2-15 Share of IRI-Tracked Sales of Pet Food by Form: July 2013 vs. July 2014 (percent)
Natural and Organic Pet Food Sales
Table 2-16 U.S. Retail Sales of Natural Pet Food: 2008, 2012 and 2017 (in millions of dollars)
ndependent Pet Store Sales by Animal Type
Table 2-17 Share of Independent Pet Store Supply Retail Dollar Sales by Animal Type: 2013 vs. 2011 (percent)
Share of Pet Food Sales by Channel
Table 2-18 Share of U.S. Retail Sales of Pet Food Market by Channel Classification, 2013 (percent)
Market Outlook
With Expectations Muted, Consumers Still Spend Conservatively
Table 2-19 Pet Owners: Overview by Change in Financial Situation Compared With 12 Months Ago, 2010-2013 (U.S. pet-owning
households)
Table 2-20 Pet Owners: Overview by Expectations for Personal Financial Situation Over the Next 12 Months, 2010-2013 (U.S. pet-owning households)
Economy Still Moderating Pet Product Spending
Table 2-21 Level of Agreement with Statement: “I am spending less on pet products because of the economy,” 2010-2014 (percent)
Table 2-22 IRI-Tracked Sales of Pet Products, Total and by Food and Nonfood Category, July 2014 (in millions of dollars, units and pounds)
Pet Players Focus on Human/Animal Bond
Illustration 2-1 Screenshot from Petco's 60-second “Power of Together” ad
Disney Captures Human/Animal Bond in Feast
Humanization Continues to Drive Market
Illustration 2-2 Biscotti for Pets
Illustration 2-3 Snack Mix-Ups
Superpremium Products Still a Key to Market
Premium Food Trend Includes Natural Products
Figure 2-1 Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,” 2012 vs. 2014 (percent of pet owners)
Figure 2-2 Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2014 (percent of pet product purchasers)
Figure 2-3 Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2014 (percent of pet product purchasers)
Natural Products Are Key for Pet Specialty Channel
Figure 2-4 Level of Agreement with Statement: “Natural pet products sold in pet stores and pet superstores are superior to those sold in general stores such as supermarkets or supercenters,” 2014 (percent)
Pets Looking Long in the Tooth
Table 2-23 Age of Dogs and Cats, 2014 (percent of pet owners)
Overweight and Obese Pets Impact Pet Health
Table 2-24 Percentage and Number of Overweight and Obese Dogs and Cats, 2013
Figure 2-5 Pet Owners Who Say They Have an Overweight Dog or Cat, 2014 (percent)
Figure 2-6 Pet Owners Who Say They Have Purchased Any Type Of Pet Food, Food Add-In, Treat, Or Nutritional Supplement Targeting Weight Loss Or Maintenance, Last 3 Months (percent)
Table 2-25 Level Of Agreement With Statement: “I Buy Pet Food/Nutrition Products Related To Weight/Obesity For My Dog(s) Or Cat(s),” 2014
(percent)
Product Safety a Key Driver
Table 2-26 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 (percent)
Table 2-27 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 (percent)
Figure 2-7 Level of Agreement with Statement: “I consider natural and organic pet foods to be safer than regular pet foods,” 2014 (percent)
Looking Ahead
Sales Growth Through 2017
Table 2-28 Projected U.S. Retail Sales of Pet Food: 2013-2018(in millions of dollars)
A Mature Market
Table 2-29 Pet Food Purchasing by Price Level, 2014 (percent)
Value
Competitive Overview
Mergers and Acquisitions
PandG Sells Most of Petcare Business to Mars
PetSmart Makes a Web Play
Treats Get Gobbled Up
Illustration 2-4 Three Dog Bakery's Beg-als
Illustration 2-5 Zuke's Power Bones
Del Monte Foods Sells Consumer Products Division to Focus on Pets
Illustration 2-6 Big Heart Pet Brands
Seeking IPO, Blue Buffalo Also Faces Litigation
IPO in the Works for Freshpet?
Harbinger Group Makes an Offer for Central Garden and Pet
Activist Hedge Fund Pushes for PetSmart Sale
Other Deals
Just Three Players Have Double Digit Shares in Dog/Cat
Table 2-30 Top Five U.S. Marketers of Dog/Cat Food: 2014 (percent)
Mass-Market Pet Food Sales Controlled by Big Three
Table 2-31 Top Marketers of Pet Food at Food, Drug and Mass Merchandisers, 2014
Table 2-32 Leading Pet Food Companies and Their Top Product Categories, 2014
Top Brands in Pet Specialty
Natural/Organic Specialists
Veterinary Diet Marketers
Channel-Specific Marketing
Raw Pet Food Market Leaders
Illustration 2-7 Trade Ad for Nature's Variety Instinct Raw
Private Label Takes a Step Back
Illustration 2-8 Walgreens Pet Shoppe Wet Cat Food Salmon
Table 2-33 IRI-Tracked Sales of Private Label Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
Table 2-34 Private-Label Share of IRI-Tracked Sales of Pet Products: Total and by Food Category and Segment, 2013 vs. 2014 (percent)
Cause Marketing
Illustration 2-9 Halo, Purely for Pets Oscar Gift Bag Campaign
Table 2-35 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 (percent)
Table 2-36 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 (percent)
Table 2-37 Pet owners who have contributed time or money to pet welfare or rescue causes,” 2014 (percent)
Made in the USA Claims Proliferate
Illustration 2-10 Made in the USA Claims
Banfield Launches Pet Weight Campaign with Dolvett Quince
Growing Role of Bloggers in Pet Industry
Pet Owners: The Next Generation
Illustration 2-11 Pets Add Life YouTube Channel
Preventive Care On Top of Pet Owners' Minds
Table 2-38 Level Of Agreement With Statement: “High-quality dog foods/cat foods are effective for preventive health care,” 2014 (percent)
Illustration 2-12 Hill's “Healthier Pets. Happier Lives” Sweepstakes
Table 2-39 The U.S. Pet Food Market: Selected Leading Marketers and Brands, 2014
Retail Channel Trends
PetSmart and Petco's Sales Closing in on $11 Billion
Table 2-40 PetSmart and Petco Sales and Number of Stores: 2001-2013 (cumulative, in units and millions of dollars)
Pet Specialty Chains
Independent Pet Stores Dollar Volume Up, But Competition A Concern
Walmart's Pet Interest
Supermarkets Keep Up
Illustration 2-13 Whole Foods “It's in the Bag” Pet Photo Contest
Online Shopping
Shoppers Increase Frequency of Buying Online
Figure 2-8 Level of Agreement with Statement: “I am buying pet products online more than I used to,” 2012-2014 (percent)
Figure 2-9 Time Frame for Most Recent Online Purchase of Pet Products, 2013 vs. 2014 (percent of pet owners)
Media, Marketing and Channel Related Sentiments and Practices
Table 2-41 Selected Media and Marketing Related Psychographics: Dog Owners vs. Cat Owners vs. Other Pet Owners, 2013 (percent and index)
Table 2-42 Selected Media and Marketing Related Psychographics: Dog or Cat Owners Overall vs. Purchasers of Selected Superpremium Pet Brands, 2013 (percent and index)
Pet Consumer Trends
Pet Ownership and Population Trends
Table 2-43 Household Penetration Rates for Selected Pet-Owning Classifications, 2009-2013 (percent of and number of U.S. households in millions)
Ownership of Dogs or Cats Rise
Table 2-44 Household Penetration Rates for Selected Dog- or Cat-Owning Classifications: 2008-2013 (percent of U.S. households)
Table 2-45 Household Populations for Selected Dog- or Cat-Owning Classifications: 2008-2013 (thousands of U.S. households)
America Gets Older
The Gen X and Gen Y Cohorts
Table 2-46 Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (percent of U.S. households)
Table 2-47 Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2013 (number ofvU.S. households in thousands)
Table 2-48 Indexes for Selected Pet-Owning Classifications:vBy Generational Cohort, 2013 (U.S. households)
Table 2-49 Indexes for Dog or Cat Ownership: By Age Cohort,v2009 vs. 2013 (U.S. households)
Table 2-50 Indexes for Dog or Cat Ownership: Younger vs. OldervBoomers, 2009 vs. 2013 (U.S. households)
Table 2-51 Number of Total U.S. Population Growth for SelectedvAge Brackets: 2015-2060 (in thousands)
Table 2-52 Share of Total U.S. Population Growth for SelectedvAge Brackets: 2015-2060 (in percent)
Lower-Income Pet Ownership Gains Ground
Table 2-53 Change in Pet Market Consumer Base: Household Income $60K or More vs. Household Income Under $60K, 2007 vs. 2012 (U.S. dog- or cat-owning households, in millions)
Higher-Income Households Driving Sales Growth
Figure 2-10 $70K+ Household Share of U.S. Pet Food Market Expenditures, 2001-2012 (percent)
Multiple Pet Ownership Trends
31% of Pet Households Keep Multiple Types
Table 2-54 Multiple Pet Ownership in the United States by Animal Type, 2009 vs. 2013 (percent of pet-owning households)
Table 2-55 Ownership of Multiple Pets of a Single Type, 2009 vs. 2013 (percent of U.S. households who own a given type of pet)
Table 2-56 Pet Ownership in the United States: 2009, 2011 and 2013 (percent and number of U.S. Households)
Pet Household Demographics
Table 2-57 Demographics of Dog and Cat Owners, 2013 (Index)
Table 2-58 Demographics of Other Pet Owners, 2013 (Index)
Pet Specialty Leads in Channel Usage Rates
Table 2-59 Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. households with pets)
Table 2-60 Dog Owning Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. dog-owning households)
Table 2-61 Cat Owning Household Purchasing of Pet Products by Retail Channel or Pet Superstore Chain: Total Purchasers and Sole Purchasers, 2011-2013 (percent of U.S. cat-owning households)
Organic Pet Food and Channel Choices
Table 2-62 Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2014 (percent of U.S. households with pets)
Coupon Use Declines Among Pet Owners
Figure 2-11 “Coupons draw me to stores I don't shop,” 2013 (index by retail channel)
Figure 2-12 Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2008- 2013 (percent)
Illustration 2-13 PetSmart Coupon for Natural or Specialized Brands
Chapter 3 Highlights
Chapter 3: Dog Food
Market Size and Growth
Total Dog Food Retail Sales, 2009-2018
Table 3-1 U.S. Retail Sales of Dog Food: 2009-2018 (in millions of dollars)
IRI-Tracked Dollar and Volume Sales of Dog Food
Table 3-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
Table 3-3 Share of IRI-Tracked Sales of Dog Food by Segment: July 2014 (percent)
Five-Year Growth Rates for Dog Food
Table 3-4 2009-2013 Compound Annual Growth Rates by Dog Food Segment and Overall (percent)
Marketer and Brand Shares
Several Brands Are Top Dogs in Dry Dog Food Segment
Table 3-5 Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Recalls, FDA Updates Shake Up the Dog Treat Category
Table 3-6 Marketers and Brands of Dog Biscuits/Treats/Beverages by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Mars Keeps Top Position in Wet Dog Food
Table 3-7 Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Freshpet Continues to Grow the Frozen/Refrigerated Dog Food Category
Table 3-8 Marketers and Brands of Frozen/Refrigerated Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Small Semi-Moist Segment Dominated by Nestle
Table 3-9 Marketers and Brands of Semimoist Dog Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Pet Specialty Channel Marketer/Brand Dog Food Leaders
Table 3-10 Dog Food Marketer/Brand Leaders by Percentage of Stores Citing Brand as No.1 Seller: 2007-2012 (percent)
Marketing and New Product Trends
Creative Destruction for the Pet Food Establishment
The Hill's Makeover
Retail Players Enter the Market
Natural Players Spearhead Product Innovation
New Products Lever an Array of Natural Product Benefits
Grain-Free Goes Mainstream
Glycemic Index
Illustration 3-1 Dogswell LiveFree Website
Source: Dogswell LiveFree website
Ancestral Lines Take Pets Back into the Wild
Exotic Proteins
Diets Target Pet Demographics and Lifestyles
Limited Ingredient Diets
Healthy Weight
High Performance Diets
Personalized Pet Food
Illustration 3-2 AmazonLocal Ad for Petbrosia
Raising the Bar for Ingredient Quality and Freshness
Human-Grade Ingredients
Refrigerated Niche Continues to Advance
Raw Foods on the Radar
Meal Preparation for Pets
Treat Segment a Hotbed of Creativity
Illustration 3-3 Target's Beggin' Poppers Mobile Game
Dog Food Purchasing Patterns
Most Dog Owners Buy Dry Dog Food, Over 80% Buy Biscuits/Treats
Table 3-11 Dog Food Purchasing Patterns by Type, 2009 vs. 2013 (percent of U.S. dog-owning households)
Milk-Bone Has Best Household Penetration by Wide Margin
Table 3-12 Dog Food and Treat Brand Consumption Trends, 2009-2013 (percent and number of households (in 000)
Chapter 4 Highlights
Chapter 4: Cat Food
Market Size and Composition
Total Cat Food Retail Sales, 2009-2018
Table 4-1 U.S. Retail Sales of Cat Food: 2009-2018 (in millions of dollars)
IRI-Tracked Dollar and Volume Sales
Table 4-2 IRI-Tracked Sales of Pet Food: Total and by Category and Segment, 2014 (in millions of dollars, units and pounds)
Table 4-3 Share of IRI-Tracked Sales of Cat Food by Segment: July 2014 (percent)
Five-Year Growth Rates for Cat Food
Table 4-4 2009-2013 Compound Annual Growth Rates by Cat Food Segment and Overall (percent)
Marketer and Brand Shares
Just Two Marketers Have Double Digit Shares of Wet Cat Food
Table 4-5 Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Nestle Purina Maintains Dry Cat Food Dominance
Table 4-6 Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Mars Has Lion's Share of Cat Treats
Table 4-7 Marketers and Brands of Cat Snacks/Beverages by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Freshpet Owns Whole Refrigerated Cat Food Segment
Semi-moist Cat Food is Almost All Private Label
Pet Specialty Channel Marketer/Brand Cat Food Leaders
Table 4-8 Cat Food Marketer/Brand Leaders in the Pet Specialty Channel by Percentage of Stores Citing Brand as No.1 Seller: 2007-2012
Marketing and New Product Trends
Cats Move into the Limelight
Grain-Free
Illustration 4-1
Catswell Nutrisca Dry Cat Food
Novel Product Forms
Functional Benefits
Healthy Weight
The Epicurean Cat
Illustration 4-2 Facebook Sampling Promotion for Fancy Feast Broths
Raw Food
Cat Gardens
More Upside Potential for Cat Treats
Cat Psychology Inspires Creative Marketing
Merrick Launches Purrfect Bistro Line with the First-Ever Cat Food Review
Illustration 4-3 Merrick Purrfect Bistro Cat Critic: W. “Mittens” Bloomfield
Cat Food Purchasing Patterns
Canned Food Is Stronger in Cat Arena
Table 4-9 Dog Food Purchasing Patterns by Type, 2009 vs. 2013 (percent of U.S. dog-owning households)
Friskies Is Most Widely Used Brand Line
Table 4-10 Cat Food and Treat Brand Consumption Trends, 2009-2013 (percent and number of households (in 000)
Chapter 5 Highlights
Chapter 5: Other (Non-Dog/Cat) Pet Food
Introduction
Category Scope
Market Size and Growth
Other Pet Food Sales, 2009-2018
Table 5-1 U.S. Retail Sales of Other Pet Food: 2009-2018 (in millions of dollars)
IRI-Tracked Dollar and Unit Sales
Table 5-2 IRI-Tracked Sales of Other Pet Food, 2014 (in millions of dollars, units and pounds)
PetSmart Breaks Out Non-Dog/Cat Product Sales
Fish Products: Share of Sales by Category
Table 5-3 Share of Independent Pet Store Sales of Fish Products by Category: 2013 vs. 2011 (percent)
Bird Products: Share of Sales by Category
Table 5-4 Share of Independent Pet Store Sales of Bird Products by Category: 2013 vs. 2011 (percent)
Herptile Products: Share of Sales by Category
Table 5-5 Share of Independent Pet Store Sales of Herptile Products by Category: 2013 vs. 2011 (percent)
Small Mammal Products: Share of Sales by Category
Table 5-6 Share of Independent Pet Store Sales of Small Mammal Products by Category: 2013 vs. 2011 (percent)
Share of Other Pet Food Sales by Retail Channel
Figure 5-1 Share of U.S. Other Pet Food Sales by Retail Outlet Type: 2013 (percent)
Competitive Trends
Marketer Overview
Central Garden and Pet on Top in IRI-Tracked Outlets
Table 5-7 Marketers and Brands of Non-Dog/Cat Pet Food by IRI-Tracked Sales and Market Share, 2013 vs. 2014
Leading Pet Specialty Channel Brands
Table 5-8 Other Pet Food Brand Leaders in Pet Specialty Stores: 2009-2012 (percent)
Marketing and New Product Trends
Trend Overview
Trends in Bird Food
Blended and Extruded Foods
Functional/Fortified
“Soak and Serve” Foods
Human-Grade
Bird Treats
Illustration 5-1 ZuPreem Smart Snacks
Trends in Small Animal Food
Ingredient Quality
Functional/Fortified
Species-Specific
Treats
Trends in Fish Food
Functional Foods
Fresh and Live Foods
New Forms
Illustration 5-2 TetraMin Tropical Crisps: Packaging with Product Shot
Species-Specific
Trends in Herptile Food
Complete Diets
Marketing Trends in Other Pet Food

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