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Canadian Pet Market Outlook, 2nd Edition

  • May 2015
  • -
  • Packaged Facts
  • -
  • 126 pages

Strong pet food sales, continued humanization trends, and rising interest from pet owners in non-medical pet services all aligned in 2014 to produce a Canadian pet market with its highest growth in the last five years. A sluggish veterinary services category stood in stark contrast, with its continued decline in visits by pet owners. Continued uptake of premium and superpremium products of non-medical pet services will drive sales in the Canadian pet market to $9.2 billion by 2019.

With a primary focus on products for dogs and cats, but also extending to other types of small companion animals, the 2015 edition Canadian Pet Market Outlook report examines the market from every angle. The report includes a historical (2009 2014) and forecasted (2015 2019) analysis of all pet product and service sales, as well as a breakdout of the pet food, pet products, veterinary services, and non-medical pet services categories. Featuring exclusive Packaged Facts pet owner survey data, the report also analyzes key trends affecting the marketplace, trends driving growth, and consumer demographics.

Table Of Contents

Canadian Pet Market Outlook, 2nd Edition
Chapter 1 Executive Summary
Scope and Methodology
Report Methodology
Market Trends
Figure 1-1 Total Canadian Retail Sales of Pet Products and Services, 2010 2019 (million $)
Retailers Increase Services Rather than Bulking up eCommerce
Pet Age and Obesity Increase Pet Healthcare Costs
Industry Trends
Table 1-1 Pet Product and Service Establishments in Canada, 2011-2014(number)
Mergers and Acquisitions
Veterinary Visits Continue to Decline
Non-Medical Services
Product Trends
Natural/Organic Pet Foods
Pet Food Formulation Trends: Grain-Free and Whole Prey
Treat Safety Concerns Spark Domestic Shift
Non-Food Trends
Retail Trends
Industry Mainstay: The Premium Shopper
Pet Shoppers Say Let s Make a Deal
Figure 1-2 Pet Owners Looking for Lower Prices/Sales, 2013 (percent)
Pet Owners Prefer Supermarkets, Walmart
Pet Specialty Channel Trends
Private Label Trends
Pet Ownership Trends
Figure 1-3 Canadian Ownership Rates for Pets, 2014 (percent)
Ontario and Rural Key Regions for Dog Ownership
Non-White Ethnic Groups: Low Pet Ownership but a Key Future Market
Pet Ownership by Owner s Age
Pet Ownership in Quebec
Owning a Pet is Important to the Owner s Health
Canadian Pets Just a Part of the Family
Canadian Pet Owners Shun the Internet for Pet Purchases and Information
Pet Owner Purchasing Patterns
Chapter 2 Market Trends
Key Points
Market Performance
Table 2-1 Total Canadian Retail Sales of Pet Products and Services, 2010 2014 (million $)
Table 2-2 Retail Spending by Category, 2010 2013 (million $)
Market Share by Category
Table 2-3 Canadian Sales of Pet Products and Services by Category, 2013 2014 (million $)
Figure 2-1 Canadian Sales of Pet Products and Services by Category, 2014 (percent)
Market Share by Animal Type
Table 2-4 Share of Canadian Pet Market Sales by Category and Animal Type: Dog, Cat, Other, 2014 (percent)
Forecast
Figure 2-2 Total Canadian Retail Sales of Pet Products and Services, 2010 2019 (million $)
Canadian Spending on Pets
Figure 2-3 Amount Spent on Pet Products in Last 30 Days, Canada and U.S., 2014 (percent)
Table 2-5 Average Household Expenditures, 2010 2013 (dollars)
Figure 2-4 Average Household Pet-Related Expenditures by Household Type, 2013 (dollars)
Canadians Hesitant to Spend on Natural
Figure 2-5 Pet Owner Attitudes Towards Natural/Organic Pet Products, 2014 (percent)
Market Drivers and Barriers
Vet Costs and Upscale Pet Foods Drive Canadian Market
Figure 2-6 Significant Challenges Faced by Pet Owners, 2014 (percent)
Retailers Increase Services Rather than Bulking up eCommerce
Figure 2-7 Online Pet Food and Pet Product Purchasing, Canada and U.S., 2014 (percent)
Canadian Companies Expanding into the U.S.
Ilustration 2-1: Nutram Total Grain-Free Turkey, Chicken and Duck Natural Dog Food
Table 2-6 Pet Food Imports and Exports, 2010 2014 (million $)
Small Dogs a Favorite with Canadians
Figure 2-8 Size of Dogs Owned by Canadians, 2014 (percent)
Pet Age and Obesity Increase Pet Healthcare Costs
Figure 2-9 Ages of Pets, 2014 (percent)
Figure 2-10 Pet Owner Awareness of Pet Obesity, 2014 (percent)
Pet Adoption and Pet Purchasing
Figure 2-11 Pet Owner Views on Pet Adoption vs. Pet Purchasing, 2014(percent)
Figure 2-12 Where/How Have you Acquired Your Pet(s)? �, 2014 (percent)
Chapter 3 Industry Trends
Key Points
Introduction
Mergers and Acquisitions
Table 3-1 Top Four Pet Market Acquisitions, Jan. 2014 Apr. 2015 (billion $)
Del Monte to Big Heart to Smucker
Procter and Gamble Exits Pet Care
Pfizer Spin-Off Zoetis Continues to Grow
Elanco Acquires Novartis Animal Health
PetSmart Sold to Investor Consortium
Pet Valu Buys Jack s Pets in the U.S.
Industry and Marketing Trends
Table 3-2 Pet Product and Service Establishments in Canada, 2011-2014 (number)
Figure 3-1 Pet Product and Service Establishments in Canada by Province, 2014 (number)
Cross-Channel Migration Puts Squeeze on Pet Specialty
Premiumization and Humanization
Condition-Specific and Custom Pet Foods
Figure 3-2 Use of Specialty Pet Foods, 2013 (percent)
Illustration 3-1: Rayne Clinical Nutrition therapeutic diets and treats
Veterinary Services
Figure 3-3 Canadian Household Spending on Veterinarians and Other Services, 2011-2014 (dollars)
Pet Insurance Expansion Benefits Veterinary Services
Non-Medical Services
Figure 3-4 Employees per Establishment, Pet Care Services Establishments, 2014 (percent)
Product Trends
What do Canadian Consumers want from their Pet Foods?
Natural/Organic Pet Foods
Figure 3-5 Pet Food Marketing Descriptions by Type of Pet, 2014 (percent)
Figure 3-6 Pet Owner Pet Food Sentiments, 2014 (percent)
Illustration 3-2: Pronature s new Holistic grain-free line of holistic pet foods
Illustration 3-3: Xotic Essentials Kangaroo Meal Recipe by Wild Calling!
Pet Food Ingredient Trends
Figure 3-7 Popular Pet Food Ingredient Formulations by Type of Pet, 2014 (percent)
Illustration 3-4: New moist canned grain-free dog and cat foods from Oven-Baked Traditions
Illustration 3-5: Open Farm s Certified Humane dog foods
Whole Prey
Illustration 3-6: Orijen s new Tundra Biologically Appropriate dog food
Treats and Chews
Illustration 3-7: Crumps naturals Elk Antler
Illustration 3-8: Lickeez line of sprayable treats
Non-food Pet Supplies
Figure 3-8 Natural Product Sentiments of Pet Owners, 2014 (percent)
Tackling Winter Weather
Illustration 3-9: Kyjen s new Outward Hound ThermoVest LG
Illustration 3-10: The Paws Jawz by Paws jaws Inc.
Harnesses
Illustration 3-11: The Buddy Belt 2 from Class Art Productions
Illustration 3-12: The Everything Harness by Canada Pooch
Pet Waste
Illustration 3-13: Earth Rated s unscented PoopBags
Toys
Illustration 3-14: Freeze ËœN Floatable Tug Toy for Dogs by FouFou Dog
Illustration 3-15: PVC PlayGym from Zoo-Max
Chapter 4 Retail Trends
Key Points
Consumer Retail Trends
Industry Mainstay: The Premium Shopper
Figure 4-1 Willingness of Pet Owner to Spend Extra on Pet by Pet Type, 2014 (percent)
Pet Shoppers Say Let s Make a Deal
Figure 4-2 Pet Owners Looking for Lower Prices/Sales, 2013 (percent)
Only Half of Canadians Loyal to a Single Pet Product Retailer
Figure 4-3 Willingness to Shop Around for Pet Products, 2014 (percent)
Retailers Helping the Animal Community Important to some Shoppers
Figure 4-4 Influence of Retailer Pet Welfare and Rescue Support on Pet Owner Shopping, 2014 (percent)
Private Label Trends
Figure 4-5 Pet Owner Private Label Shopping Choices, 2014 (percent)
Figure 4-6 Private Label Product Quality Sentiments, 2014 (percent)
Figure 4-7 Private Label Food/Treats/Chews Purchasing by Pet Type, Canada and U.S., 2014 (percent)
Illustration 4-1: President s Choice Nutrition First Angus Beef and Oatmeal Oral Health Premium Adult Dry Dog Food
Illustration 4-2: Performatrin Ultra Limited Potato and Salmon Formula by Pet Value
Pet Owners Prefer Supermarkets, Walmart
Figure 4-8 Retail Choices of Pet Owners for Pet Foods/Medications/Other Supplies, 2014 (percent)
Mass Market Trends
Walmart Exits Pet Insurance
Target Exit
Sobeys Pet Boutique
Pet Specialty Channel Trends
Table 4-1 Leading Canadian Market Pet Specialty Chains by Number of Outlets, 2015 (stores)
Figure 4-9 Canadian Pet and Pet Supplies Establishments by Province, 2014 (percent and per capita)
Figure 4-10 Employees per Establishment, Pet and Pet Supplies Stores, 2014 (percent)
Pet Specialty No Longer the Only Source for Natural Pet Products
Figure 4-11 Pet Owner Sentiment of Natural Product Quality, Canada and U.S., 2014 (percent)
Petcetera Closes its Doors
PetSmart Pokes Fun at Pet Parents in Latest Ad Campaign
Illustration 4-3: PetSmart s Partners in Pethood commercial featuring Anna Faris on YouTube
Online Sales in Canada Lag U.S.
Figure 4-12 Survey Question Do you buy pet products online? Canada and U.S., 2014 (percent)
Figure 4-13 Pet Owner Online Shopping for Pet Products, Canada and U.S., 2014 (percent)
Other Retail Channels
Table 4-2 Other Retail Choices of Pet Owners for Pet Foods/Medications/Other Supplies, 2014 (percent)
Chapter 5 Pet Ownership Trends
Key Points
Methodology
Canadian Demographics and Pet Ownership
Figure 5-1 Canadian Ownership Rates for Pets, 2014 (percent)
Table 5-1 Canadian Pet Ownership, 2014 (1,000 households)
Multiple Cats in Households more Common than Multiple Dogs
Table 5-2 Canadian Population of Cats and Dogs, 2014 (million)
Figure 5-2 Number of Cats/Dogs per Household, 2014 (percent)
Ontario and Rural Key Regions for Dog Ownership
Figure 5-3 Canada s Pet Ownership by Region and Type of Pet, 2014 (percent)
Table 5-3 Pet Ownership by Region and Type of Pet, 2014 (index)
Table 5-4 Pet Ownership by Urban Environment and Pet Type, Canada and U.S., 2014 (index)
Non-White Ethnic Groups: Low Pet Ownership but a Key Future Market
Table 5-5 Pet Ownership by Ethnicity and Pet Type, Canada and U.S., 2014 (index)
Table 5-6 Growth of Visible Minorities in the Canadian Population, 2006 2011 (number and percent)
Figure 5-4 Immigrant s Share of Canadian Population Growth: Recorded and Forecast, 1992-2055
Pet Ownership by Owner s Age
Figure 5-5 Canada s Pet Ownership by Owner Age and Type of Pet, 2014 (percent)
Table 5-7 Pet Ownership by Owner Age and Pet Type, Canada and U.S., 2014 (index)
Figure 5-6 Canadian Population 65 and Over, Historical and Projected, 1971-2061 (percent of population)
Families and Pets
Table 5-8 Pet Ownership by Children in Household and Pet Type, Canada and U.S., 2014 (index)
Dog Ownership Limited with Lower Income Canadians
Table 5-9 Pet Ownership by Owner Income and Pet Type, Canada and U.S.,2014 (index)
Pet Ownership in Quebec
Table 5-10 Pet Ownership by Survey Language Preference and Pet Type,2014 (index)
Pet Ownership Sentiments
Concern for Pet Health
Figure 5-7 Pet Health-Related Sentiments of Pet Owners, 2014 (percent)
Owning a Pet is Important to the Owner s Health
Figure 5-8 Health-Related Sentiments of Pet Owners, 2014 (percent)
Canadian Pets Just a Part of the Family
Figure 5-9 The Bond between Pet Owners and their Pets, 2014 (percent)
Food Labeling and Ingredients Sentiments and Practices
Figure 5-10 Pet Owner Pet Food Concerns, 2014 (percent)
Table 5-11 Canadian Food and Grocery Sentiments, 2014 (percent andindex)
Canadian Pet Owners Shun the Internet for Pet Purchases and Information
Figure 5-11 Pet Owner Use of the Internet for Pet Information/Purchasing,2014 (percent)
Pet Owner Purchasing Patterns
Pet Food Purchasing Patterns
Figure 5-12 Pet Food Purchasing by Pet Type, Canada and U.S., 2014(percent)
Figure 5-13 Pet Food Formats by Type of Pet, 2014 (percent)
Treat Purchasing Patterns
Figure 5-14 Treat Purchasing by Pet Type, Canada and U.S., 2014 (percent)
Hard Goods Purchasing Patterns
Figure 5-15 Hard Pet Goods Purchasing by Pet Type, Canada and U.S., 2014(percent)
Grooming/Cleaning Product Purchase Patterns
Figure 5-16 Grooming/Cleanup Product Purchasing by Pet Type, Canada andU.S., 2014 (percent)
Pet Health Product Purchase Patterns
Figure 5-17 Health Product Purchasing by Pet Type, Canada and U.S., 2014(percent)




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