1. U.S. Pet Market Outlook,
2013-2014
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4. U.S. Pet Market Outlook, 2013-2014
While the country has not yet completely emerged from its economic funk, the pet industry continues
to chug along. Pet product shoppers were not immune to the Recession’s effects, but the most recent
Packaged Facts’ proprietary Pet Owners Survey shows that they are becoming less price sensitive than
in years past. And this trend is borne out in the sales data. Sales in mass channels such as grocery
stores have been relatively flat, but pet owners have continued to migrate to pet specialty channels,
which focus more on the high-end market. Another trend continuing to gain steam has been the pet
industry’s emphasis on natural products, as seen in M&A activity (e.g., Merrick acquiring Castor &
Pollux and Del Monte acquiring Natural Balance) and the embrace by industry heavy hitters from
Purina to Hill’s Science Diet to Walmart.
Pet health has proven to be a particularly attractive category. As the pet population has aged, the
interest by big players such as Bayer and Perrigo has increased. One deal that received considerable
investor attention was Pfizer’s spinoff of its animal health division, which it renamed Zoetis.
The humanization of pets continues as a strong trend, with manufacturers and retailers introducing
everything from human-style food to pet temporary tattoos. And the media is feeding the frenzy,
giving pets their own TV channel and focusing on the outlandish things pet parents will do for them.

5. 31%
42%
16%
8%
3%
29%
39%
22%
7%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly Agree Somewhat
Agree
No Opinion Somewhat
Disagree
Strongly
Disagree
2012 2013
Level of Agreement with Statement: “I look out for lower prices, special offers,
and sales on pet products,” March 2012 vs. March 2013 (percent)
Base = pet product buyers
Source: Packaged Facts Pet Owner Surveys, March 2012 and February/March 2013

6. Pet Market Trend TOC Highlights
o The Premium Shopper Channel Loyalty Establishes New Baseline
o Pet Ownership at 51% of U.S. Households
o Natural Supermarket Sales Up Across All Pet Categories
o Pet Owners Still Spending Less
o Trends in Pet Acquisitions: Shelters Gain Favor
o The Shift to Smaller Dogs
o Overweight and Obese Pets Keep Costs Up
o Baby Boomers Adding New Dimensions to Market
 More Consumers Choosing Anti-Aging Skin Care Over Antioxidants
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