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Pet Oral Care Products and Services in the U.S.

  • October 2015
  • -
  • Packaged Facts
  • -
  • 118 pages

Pet Oral Care Products and Services in the U.S. examines the American market for oral care products and services for dogs and cats. The report focuses on products whose primary market positioning is oral care or dental health, such as teeth cleaning, gum massage, and breath freshening, including biscuits/treats, chew toys, toothbrushes and toothpaste, breath supplements, and so on. This distinction is typically made by the product name, as exemplified by Mars' Pedigree Dentastix or Kong Co.'s Proactive Care Dental Rawhide dog chews, or design, as with the toothbrush-shaped Greenies. This definition excludes the many products for which oral care is not a foremost market positioning even though they may offer oral care benefits, as is the case for many rawhide chews, dog biscuits, cat treats, dry pet foods, play toys, etc. For example, in the case of products sold through IRI-tracked channels, we have included in the sales tally only those products that can be clearly identified by name as oral care specific. The market sizing estimates presented herein, while representing the majority of sales, are therefore highly conservative and meant to be indicative of market trends rather than all inclusive.

On the services side, the report focuses on oral care services provided by veterinary offices, as well as teeth cleaning services provided by other pet care professionals. The services provided by veterinarians are wide ranging, from general dental prophylaxis (dental cleanings) and simple extractions, which are often performed by primary care veterinarians, to root canal therapy and other advanced oro-maxillary surgeries, which are available from dental specialists. The services provided by other pet care professionals are much more limited, usually restricted to teeth cleaning.

Table Of Contents

Pet Oral Care Products and Services in the U.S.
Chapter 1: Executive Summary
Market Overview
Market Definition
Pet Oral Care Product Retail Sales Estimated at $775 Million
Oral Care Services Estimated at $4.2 Billion
Oral Care Products Deliver Added Value
Oral Care Part of Overall Pet Wellness
Perception of High Cost of Veterinary Services
The Oral Care Consumer
Figure 1-1: Level of Agreement with Statement: I am concerned about the dental hygiene/breath odor of my pets, � 2015 (percent)
Oral Care Products
Products Benefit from Pet Wellness, At-Home Oral Care
Dental Treats
The Dental Treat Consumer
Dental Foods
Teeth Cleaning Aids
Fresh Breath Aids
Natural Dental Care for Pets
Oral Care Services
Veterinary Oral Care Services
Banfield and VCA Top Veterinary Services
The Cost of Dental Visits
Pet Dental Health Month
Pet Dental Insurance
Dental Services from Other Pet Care Professionals
Anesthesia-Free Cleanings Result in Legal Action
Chapter 2: Market Overview
Introduction
Market Definition
Industry Associations
Regulatory Agencies
Report Methodology
Retail Sales at $775 Million
Figure 2-1: U.S. Retail Sales of Pet Oral Care Products, 2015 vs. 2020(in millions of dollars)
Treats and Chews Account for Majority of Sales
Figure 2-2: Share of U.S. Retail Sales of Pet Oral Care Products by Type, 2015 (percent and dollars in millions)
Pet Oral Care Product Sales by Retail Channel
Table 2-1: Share of U.S. Retail Sales of Pet Oral Care Products by Channel Classification, 2015 (percent)
Mass-Market Sales and Composition
Table 2-2: IRI-Tracked Sales of Pet Oral Care Products, 2014 (in millions of dollars)
Oral Care Products Outpace Overall Categories
Table 2-3: IRI-Tracked Sales of Oral-Care-Specific Pet Products vs. Total Categories, 2014 (in millions of dollars)
Mars Dominates Mass-Market Oral Care
Table 2-4: Top Marketers and Brands of Pet Oral Care Products by IRI-Tracked Sales, 2014 (in millions of dollars)
Oral Care Services Estimated at $4.2 Billion
Figure 2-3: U.S. Retail Sales of Pet Oral Care Services, 2015 vs. 2020 (in millions of dollars)
Market Drivers
Oral Care Products Deliver Added Value
Pet Oral Care Goes Mainstream
Illustration 2-1: Dental Treats Shelf Section in Target Store
Oral Care Part of Overall Pet Wellness
Pet Dental Health Month a Wake-Up Call to Pet Owners
Preventive Care Veterinary Visits Still in Decline
Table 2-5: Common Reasons Why Pet Owners Don't Use Professional Veterinary Care (percent who completely agree or somewhat agree)
Table 2-6: Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, 2011 vs. 2014
Perception of High Cost of Veterinary Services
Other Service Providers Try to Fill the Gap
Dental Chews/Treats as Substitutes for Brushing
Veterinarians Recommend Dental Treats for Oral Care
Illustration 2-2: Greenies TV Commercial Still
Dental Treat Claims Result in Lawsuits
Appeal of Natural/Organic Includes Oral Care Categories
The Oral Care Consumer
Figure 2-4: Level of Agreement with Statement: I am concerned about the dental hygiene/breath odor of my pets, � 2015 (percent)
Table 2-7: Percent of Dog Owners Purchasing Oral Care/Dental Hygiene Products in Last 12 Months, 2015 (percent of dog owners)
Figure 2-5: Pet Owner Usage of Human Oral Care Products, 2015 (percent of U.S. adults)
Figure 2-6: Factors Influencing Purchase of Dog Oral Care/Dental Hygiene Products, 2015 (percent)
Figure 2-7: Dog Oral Care Products Purchased in Past 12 Months, 2015 (percent of dog owners)
Table 2-8: Overview of Dog Oral Care/Dental Hygiene Product Purchasers, 2015 (percent)
Pet Owners and Teeth Cleaning
Figure 2-8: Percent of Dog and Cat Owners Who Regularly Have Their Pets' Teeth Cleaned, 2015 (percent)
Figure 2-9: Level of Agreement with Statement: Cleaning a pet's teeth at home is just as effective as a dental cleaning at the veterinarian's office, � 2015 (percent)
Table 2-9: Percent of Dog Owners Who Brush/Clean Their Dogs' Teeth at Home, 2015 (percent)
Figure 2-10: Reasons Given for Owner-Conducted Teeth Cleaning, 2015 (percent of dog owners)
Figure 2-11: Frequency of Owner-Conducted Teeth Cleaning, 2015 (percent of dog owners)
Figure 2-12: Mechanical Devices Used for Cleaning Dog's Teeth in Past 12 Months, 2015 (percent of dog owners)
Figure 2-13: Cleaning Solutions/Products Used for Cleaning Dog's Teeth in Past 12 Months, 2015 (percent of dog owners)
Pet Owners and Teeth Cleaning
Veterinary Teeth Cleaning
Figure 2-14: Time Since Most Recent Teeth Cleaning by Veterinarian,2015 (percent of pet owners)
Chapter 3: Pet Oral Care Products
Products Benefit from Pet Wellness, At-Home Oral Care
Dental Treats
Greenies Adds Veterinary Line, New Varieties
Illustration 3-1: Greenies Veterinary Dental Chews
Illustration 3-2: Greenies New Freshmint, Bursting Blueberry and Grain Free Dental Treats
Mars Transforms Pedigree Oral Care Line
Illustration 3-3: Pedigree Dentastix Deep Clean Oral Care Treats
Illustration 3-4: Pedigree Dentastix New Fresh Oral Care Treats
Illustration 3-5: Review of Breathbuster Treats on Pedigree Website
Milk-Bone Another Major Player in Dental Treats
Illustration 3-6: Clinical Trial Results Demonstrating Efficacy of Milk-Bone Brushing Chews (Milk-Bone Website)
Illustration 3-7: Milk-Bone Brushing Chews
VetIQ Minties Boast Multiple Advantages
Illustration 3-8: Minties Comparison Table
Pet Food Giant Purina Treads Lightly in Dental Treat Market
Illustration 3-9: Nestle Purina Beneful Healthy Smile Dental Treats
Dental Treats Feature Innovative Design, Functional Ingredients
Illustration 3-10: Nylabone Nutri Dent Complete
Illustration 3-11: Indigenous Pet Product Dental Health Bones
Illustration 3-12: ProDen PlaqueOff Dental Bites
Illustration 3-13: Merrick Pet Care Dental Treat Selection
Illustration 3-14: Cloud Star Dynamo Dog Functional Dental Treats
Illustration 3-15: Paragon Pet Products Whimzees Dental Treats
Illustration 3-16: Drs. Foster and Smith Dental Scrubbies Treats for Dogs
Illustration 3-17: Tropiclean Fresh Breath +Plus Dental Chews
Illustration 3-18: PetSafe Indigo Floss Bones
The Dental Treat Consumer
Dental Treats Second Most Popular Treat Type
Figure 3-1: Usage of Pet Treats by Type: Dog Owners vs. Cat Owners,2015 (percent)
Figure 3-2: Coupon Usage by Pet Product Type, 2015 (percent)
Figure 3-3: Top Dog Oral Care Treat Brands Purchased in Past 12 Months, 2015 (percent of dog owners)
Treat Purchaser Demographics
Table 3-1: Overview of Pedigree Dental Treat Purchasers, 2015 (percent and index)
Table 3-2: Overview of Feline Greenies Brand Cat Dental Treat Purchasers, 2015 (percent and index)
Dental Foods
Illustration 3-19: Hill's Science Diet Adult Oral Care Dog Food
Illustration 3-20: Purina ProPlan Veterinary Diet DH Dental Health Dog Food 69
Illustration 3-21: Mars' Pedigree Dental Benefits Promotional Material
Illustration 3-22: Eukanuba Lifestages Adult Maintenance with 3D DentaDefense
Teeth Cleaning Aids
Interest in Cleaning Tools Depends on At-Home Brushing
Brushes and Pastes/Gels
Illustration 3-23: Triple Pet Toothbrushes, Finger Brushes and Oral Care Toothpastes
Illustration 3-24: Hartz's Dentist's Best Products with DentaShield
Illustration 3-25: Tropiclean Puppy Oral Care Kit
Brushless � Teeth Cleaning
Illustration 3-26:Tropiclean Website No Brushing � Banner Ad
Illustration 3-27: ProDen PlaqueOff
Illustration 3-28: Only Natural Pet All Smiles Oral Care Spray
Illustration 3-29: Ark Naturals Breath-Less Plaque Zapper
Illustration 3-30: Pet Age October 2015 Outsert Featuring Gray Muzzle Brushless ToothPaste
Illustration 3-31: Nylabone's Advanced Oral Care Line
Fresh Breath Aids
Breath Fresheners Offer Other Oral Care Benefits
Illustration 3-32: Healthy Clean Pet's Fresh and Clean Dental Care Spray
Illustration 3-33: Trader Joe's Mint-A-Breath Bones
Illustration 3-34: Tropiclean Fresh Breath Drops
Natural Dental Care for Pets
Illustration 3-35: Natural Pet Pharmaceuticals Homeopathic Teeth and Gums Formula
Illustration 3-36: Only Natural Pet Fresh Kisses
Table 3-3: The U.S. Pet Oral Care Market: Selected Leading Marketers and Brands, 2015
Chapter 4: Pet Oral Care Services
Veterinary Oral Care Services
The Basics of Pet Oral Care Services
Banfield and VCA Top Veterinary Services
Banfield's Dental Offerings
Illustration 4-1: Banfield Website's Preventive Dental Care Banner
VCA's Dental Offerings
Small Chain and Single-Veterinarian Hospitals
Veterinary Visit Statistics
APPA Survey Reveals Few Pet Owners Use Vet Dental Services
Industry Attempts to Reverse Trend
Illustration 4-2: Partners for Healthy Pets February 2015 Facebook Posts
The Cost of Dental Visits
Figure 4-1: VCA Hospital Dental Extraction Study
Pet Dental Health Month
Illustration 4-3: AVMA National Pet Dental Health Month Poster
Dog Orthodontia
Illustration 4-4: Example of Dog Orthodontia
Pet Dental Insurance
Dental Services from Other Pet Care Professionals
Illustration 4-5: Before and After Facebook Post from Healthy Smile Pet Dental
Illustration 4-6: Still from The Dog Bar Promotional YouTube Video
The Risks of Non-Anesthesia Dentistry
Anesthesia-Free Cleanings Result in Legal Action

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