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Pet Supplements in the U.S., 5th Edition

  • February 2015
  • -
  • Packaged Facts
  • -
  • 133 pages

Growth in pet supplement sales somewhat lags overall pet product sales growth in the U.S., with a compound annual growth rate (CAGR) of 3.7% between 2010 and 2014 advancing the pet supplement market to $541 million 2014. In response to this ongoing challenge, supplement marketers are introducing new products that mimic the key trends in human supplements in hopes of enticing more pet owners to give supplements to their pets. Key crossover trends include natural and organic supplements, as well as supplements focused on obesity and aging. Joint health-related supplements remain the top category, capturing even more market share as marketers increase awareness of the benefits of using such supplements to maintain the health of older pets. The pet supplement market’s biggest challenge is the much faster sales growth of nutraceutical treats—functional biscuits and soft chews designed to be more enjoyable and palatable than traditional pills or tablets while still providing health benefits. Supplement marketers are combating this trend by introducing more alternative format products of their own, with numerous new liquid and powder supplements as well as gels and pastes.

With a primary focus on products for dogs and cats, but also extending to other types of small companion animals, the 5th edition of Packaged Facts’ definitive Pet Supplements in the U.S. report examines the pet supplement market from every angle. The report includes a historical (2009–2014) and forecasted (2015–2019) retail sales analysis, as well as a breakdown of the market by supplement type and retail channel. Featuring exclusive Packaged Facts pet owner survey data, the report also discusses key trends affecting the marketplace, trends driving growth, consumer demographics, and provides profiles of major pet supplement marketers.

Report Methodology

The information in Pet Supplements in the U.S., 5th Edition is based on primary and secondary research. Primary research entailed interviews with companies, distributors, and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from publicly traded marketers of pet supplements, estimates reported in the trade and consumer press, industry experts, and participating manufacturers and retail outlets. Consumer findings are derived from Packaged Facts’ proprietary survey conducted in January 2015 expressly for this report, which provides current data on consumers’ purchasing habits, preferences, and perspectives.

What You’ll Get in This Report

Pet Supplements in the U.S., 5th Edition makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data Pet Supplements in the U.S., 5th Edition offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables, and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the pet supplement market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet supplements in the U.S., as well as projected markets and trends through 2019.

This report will help:
Marketing managers identify market opportunities and develop targeted promotion plans for pet supplements.
Research and development professionals stay on top of competitor initiatives and explore demand for pet supplements.
Advertising agencies working with clients in the retail industries understand the product buyer to develop messages and images that compel consumers to buy supplements for their pets.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers, and other colleagues with the vital information they need to do their jobs more effectively.

Table Of Contents

Pet Supplements in the U.S., 5th Edition
Chapter 1 Executive Summary
Scope and Methodology
Market Size, Segmentation and Forecast
Table 1-1 U.S. Pet Supplements Market, 2010–2019 (million $ and percent growth)
Pet Supplement Sales by Supplement Category
Pet Supplement Sales by Channel
Mass Market Pet Supplement Sales
Organic and Natural Pet Supplement Sales
Trends and Opportunities
Strong Demand for Functional Treats Hinders Supplement Sales
The Decline of Pet Ownership and the Rise of Pet Parenting
Pet Obesity/Weight Management
Natural/Organic Supplements will Grow with Continued Premiumization Trend
Senior Pets
Marketers and Brand Shares
Mergers and Acquisitions
Top Marketers Differ Between Pet Specialty and Mass Market Channels
Figure 1-1 Top Four Pet Supplement Brands: Overall Market vs. Mass Market,2014/2015 (percent purchasing)
Leading Products in the MULO Channel
Marketing and New Product Trends
Key Advertising Trends “Made in the USA� and “All Natural�
New Product Trends
Featured Ingredients
The Retail Marketplace
Veterinary Channel Top Destination for Pet Supplement Purchasers
Pet Specialty Channel Retailers
The Mass Market and Natural Food Channels
Consumer Trends
Frequency and Spending on Pet Supplements
Figure 1-2 Amount Spent per Month on Pet Supplements, 2015 (percent)
Consumer Traits of Pet Supplement Purchasers
Demographics Trends for Pet Supplement Use Remain Anomalous
Dog and Cat Owner Trends in Animal Supplement Use
More Pets in a Household Equals a Better Chance of Supplement Use
Chapter 2 Market Projections and Opportunities
Key Points
Scope of Report
Report Methodology
Market Projection
Figure 2-1 U.S. Pet Supplements Market, 2010–2019 (million $ and percent growth)
Future Trends for the Pet Supplement Market
Strong Demand for Functional Treats Will Hinder Supplement Sales Growth
Figure 2-2 Consumer Perception of Functional Pet Treats and Foods, 2015(percent)
The Decline of Pet Ownership and the Rise of Pet Parenting
Pet Obesity/Weight Management
Figure 2-3 Pet Owner Awareness of Pet Obesity, 2015 (percent)
Natural/Organic Supplements will Grow with Continued Premiumization Trend
Table 2-1 Natural Pet Product Sales by Segment, 2010–2019 (million $)
Senior Pets
Figure 2-4 Pet Owner Use of Age-Related Food and Nutrition Products for Pets,2015 (percent)
Number of Pets Increasing with Growth in Households
Figure 2-5 U.S. Households with Pets, 2008–2014 (percent)
Chapter 3 Market Size and Segmentation
Key Points
Pet Supplement Sales Sluggish in 2014
Figure 3-1 U.S. Pet Supplements Market, 2010–2014 (million $ and percent growth)
Supplement Sales in Context
Table 3-1 Pet Medication and Pet Supplement Retail Sales, 2010–2014 (million $)
Pet Supplement Sales by Supplement Category
Figure 3-2 Condition-Specific Pet Supplement Purchasing, 2015 (percent)
Pet Supplement Sales by Channel
Figure 3-3 Pet Supplement Sales by Channel, 2014 (percent)
Mass Market Pet Supplement Sales by Supplement Category
Figure 3-4 Multi-Outlet Pet Supplement Sales by Category, 2014 (percent)
Table 3-2 Multi-Outlet Pet Supplement Sales by Category, 2013–2014(thousand $)
Supplements a Strong Growth Category in Mass Market Pet Product Sales
Table 3-3 Multi-Outlet Pet Product Sales, 2013–2014 (million $)
Supplement Sales in the Natural Supermarket Channel
Table 3-4 Pet Products Sales in the Natural Supermarket Channel, 2013–2014 (million $)
Organic and Natural Pet Supplement Sales
Figure 3-5 Natural/Organic Share of U.S. Retail Pet Supplements Sales, 2008–2014 (percent)
Dogs Continue to Drive Pet Supplement Sales
Figure 3-6 Pet Supplement Sales by Animal Type in the MULO Channel, 2014 (percent)
Chapter 4 The Marketers
Key Points
Competitive Overview
Mergers and Acquisitions
Table 4-1 Pet Supplement Marketer and Retailer Acquisitions, 2013–2014
PBI-Gordon Acquires PetAg
Uckele Health and Nutrition Acquires the Prudence Brand
Perrigo Acquires Velcera
Acquisitions in the Vet Channel
Competitor Brief: Nutramax
Table 4-2 Nutramax Pet Supplement Sales in the MULO Channel, 2013–2014 ($)
Illustration 4-1: Dasuquin Advanced joint health supplement by Nutramax
Competitor Brief: I and love and you
Illustration 4-2: I and love and you’s updated pet supplement product packaging
Competitor Brief: PureLife 4 Pets
Illustration 4-3: PureLife 4 Pets’ line of pet supplement products
Competitor Brief: Perrigo
Table 4-3 Perrigo’s Pet Supplement Sales in the MULO Channel, 2013–2014 ($)
Marketer and Brand Shares
Methodology
Petco Pet Supplements a Popular Choice with Pet Owners
Figure 4-1 Pet Supplement Brand Preference, 2015 (percent)
Mass-Market Activity in Pet Supplements: Leading Marketers and Brands
Leading marketers in the MULO Channel
Table 4-4 MULO Channel Pet Supplement Sales by Brand, 2013–2014 ($)
Leading Products in the MULO Channel
Table 4-5 Top Pet Supplement Product Sales in the MULO Channel, 2013–2014 $)
Chapter 5 Marketing and New Product Trends
Key Points
Made in the USA
Illustration 5-1: Special July 2014 supplement of Pet Age Magazine devoted to pet products made in the U.S.
Refreshing Old Brands with New Looks and New Products
Illustration 5-2: Flint River Ranch’s Essential Greens for dogs and cats
Illustration 5-3: Nutri-Vet’s redesigned packaging for its pet supplement products
Big Names to Drive Big Sales
Illustration 5-4: Dr. Demian Dressler and EverPup by Functional Nutriments
Illustration 5-5: SearchDogsUSA’s line of canine supplements to support the SDF
Education and Retailer Programs Help Drive Supplement Sales
Illustration 5-6: Introduction video to the Pet Naturals P.H.D program
Illustration 5-7: In Clover’s point of purchase display stand for retailers
NASC Updates its Quality Seal
Illustration 5-8: NASC’s new quality assurance seal (left) and old seal (right)
New Product Trends
Liquid Supplements
Illustration 5-8: Licks line of liquid supplements for cats and dogs
Natural/Organic
Illustration 5-9: Natura Petz new line of organic herbs and supplements
Beyond Cats and Dogs
Illustration 5-10: Egg Boost by Animal Health Solutions
Illustration 5-11: Oxbow Animal Health’s new Natural Science Supplements
Condition Specific
Joint/Arthritis
Illustration 5-12: RxMobility joint formula for dogs
Illustration 5-13: Wholistic Pet Organics’ Canine Complete + Joint Mobility
Cognitive Health for Aging Pets
Illustration 5-14: Neutricks for Dogs and Cats by Quincy Animal Health
Illustration 5-15: AdaptoGenerations’ Revitamal anti-aging supplement
Probiotics/Digestive
Illustration 5-16: Total-Biotics probiotic supplement from NWC Naturals
Illustration 5-17: Lambert Kay’s Premium Probiotics for Dogs and Cats
Weight Loss/Maintenance
Illustration 5-18: K-10+ water soluble Weight Control water soluble supplement
Illustration 5-19: PureLife 4Pets’ Weight Management chewable tablets for cats and dogs
Immune System
Illustration 5-20: Raw Support by Naturally Naked Pet Products
Anxiety/Soothing
Illustration 5-21: QPets by Q Sciences
Featured Ingredients
Mary Jane for Your Pets
Illustration 5-22: Canna-Pet’s cannabidiol (hemp) supplements
Omega Oils
Illustration 5-23: SeaBuck7’s Omega 7 omega oil for dogs and cats
Curcumin/Turmeric
Coconut oil
Illustration 5-24: Oscar Newman’s CocoTherapy Organic Virgin Coconut Oil
Chapter 6 The Retail Marketplace
Key Points
Veterinary Channel Top Destination for Pet Supplement Purchasers
Pet Specialty Channel Retailers
Figure 6-1 Percentage of Pet Supplements Purchased by Venue in the Pet specialty Channel, 2015 (percent)
Number of Pet specialty Stores Continues to Grow
Figure 6-2 U.S. Pet and Pet Supply Stores, 2004–2014* (number of stores)
PetSmart Sold to Investor Consortium
Competitor Brief: PetSmart
Figure 6-3 PetSmart Revenue and Net Income, FY2010-FY2014E (thousand $)
Veterinary Channel Marketers and Trends
New Products in the Veterinary Channel
Illustration 6-1: Zylkene by Vétoquinol
Illustration 6-2: Bayer Healthcare’s Free Form Liquid
Illustration 6-3: Sogeval’s SAMeLQ 225 Snap Tablets
Number of Client Visits Expected to Improve in 2015
The Mass Market and Natural Food Channels
Figure 6-4 Percentage of Pet Supplements Purchased by Venue in the Mass
Market and Natural Food Channels, 2015 (percent)
Illustration 6-4: Walgreens Pet Shoppe private label brand Glucosamine Joint Support
Walmart Tops Mass Merchandiser Channel for Pet Supplements
Online Sales a Small but Vital Channel for Marketers
Figure 6-5 Percentage of Pet Supplements Purchased Online, 2015 (percent)
Acquisitions Significantly Alter Online Pet Products Landscape
Chapter 7 Consumer Trends
Key Points
Note on Data Sources
Consumer Sentiments and Buying Habits
More Consumers Buy Prescribed Pet Supplements than OTC
Figure 7-1 Pet Supplements Purchased by Type, 2015 (percent)
Figure 7-2 Percentage of Pet Supplements Purchased by Venue, 2015 (percent)
Made in USA/Veterinarian Recommended Key Pet Supplement Purchasing Sentiments
Figure 7-3 Sentiments of Pet Owners, 2014 (percent)
Frequency and Spending on Pet Supplements
Figure 7-4 Frequency of Pet Supplement Use, 2015 (percent)
Figure 7-5 Amount Spent per Month on Pet Supplements, 2015 (percent)
Those Who Buy Pet Supplements Tend to Spend More on Their Pets
Figure 7-6 Amount Spent on Pet Products, 2014 (in percent)
Consumer Traits of Pet Supplement Purchasers
Figure 7-7 Sentiments of Pet Owners, 2014 (percent)
Pet Supplement Purchasers More Prone to Cutting Costs
Figure 7-8 Economic Traits of Pet Owners, 2014 (percent)
Pet Supplement Purchasers Willing to Shop Around
Figure 7-9 Retail Preferences of Pet Owners, 2014 (percent)
Product Preferences
Figure 7-10 Product Preferences of Pet Owners, 2014 (percent)
Pet Age Does Not Affect Supplement Use
Table 7-1 Pet Supplement Use by Age of Animal, 2014 (percent)
Demographic Trends
Comparison of Pet Supplement Use Between Surveys
Table 7-2 Percentage of Cat and Dog Owners Who Buy Supplements, 2014 (percent)
Demographics Trends for Pet Supplement Use Remain Anomalous
Table 7-3 Demographics of Pet Owners Purchasing Supplemental Pet Nutrition
Products, 2014 (percent, number of people, and index)
Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
Nutrition Products, 2014 (percent, number of people, and index)
Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
Nutrition Products, 2014 (percent, number of people, and index)
Table 7-3 [Cont] Demographics of Pet Owners Purchasing Supplemental Pet
Nutrition Products, 2014 (percent, number of people, and index)
Dog and Cat Owner Trends in Animal Supplement Use
Figure 7-11 Use of Animal Supplements in Households by Type of Pet Owner,2007–2014 (in percent)
Table 7-4 Key Demographics of Pet Owners Who Use Pet Supplements, 2014(index)
Table 7-4 [Cont] Key Demographics of Pet Owners Who Use Pet Supplements, 2014 (index)
More Pets in a Household Equals a Better Chance of Supplement Use
Table 7-5 Pet Supplement Use in Households by Number of Pets Owned, 2014 (percent, number of households, and index)
Table 7-6 Number of Cats and Dogs by Household, 2010–2014 (weighted 000’s of households)
Wet/Moist Dog Food a Strong Indicator of Animal Supplement Use
Table 7-7 Pet Supplement Use by Type of Pet Food, 2014
Human Supplement Use Does Not Correlate to Pet Supplement Use in Pet Owners
Figure 7-12 Comparison of Human Supplement and Animal Supplement Demographics, 2014 (index)

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