Pet Supplies and Pet Care Products in the U.S., 8th Edition: Pet Health and Pampering: The New Value Equation

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Pet Supplies and Pet Care Products in the U.S., 8th Edition: Pet
Health and Pampering: The New Value Equation
Published on February 2010

Report Summary

Chapter 1: Executive Summary
Introduction
Market Definition
Exclusions
Four IRI-Tracked Product Categories
Report Methodology
The Market
Retail Sales Slow in 2009
Figure 1-1: U.S. Retail Sales of Pet Supplies: 2005, 2009 and 2014 (in millions of dollars)
IRI-Tracked Sales at $1.9 Billion
Sales by Product Type
Natural and Organic Product Sales and Market Share
Retail Channel Shares and Trends
State of the Market
The Marketers
Number and Types
Second-Tier Multi-Category Marketers
Natural Product Specialists
Nestlé Purina Leads in IRI-Tracked Sales
Mergers & Acquisitions
Celebrities Weight In
Licensing Bigger Than Ever
The Private-Label Factor
Marketing and New Product Trends
Pet Market Advertising Tops $500 Million
Non-Traditional Media
Social Networking
Cause-Related Marketing
'Green' Initiatives
2009 a Record Year for New Product Entries
Dominant Themes Involve Premium Appeals
Retail Channel Trends
Economic Concerns Intensify Cross-Channel Competition
The PetSmart/Petco Dynamic Duo
Pet Superstores vs. Discount Stores
Independents and Supermarkets Continue to Slide
Non-Traditional Channels Gaining Ground
Independent Pet Stores Feel Economic Pinch
The Consumer

Pet Supplies and Pet Care Products in the U.S., 8th Edition: Pet Health and Pampering: The New Value Equation Page 1/19


53% of Households Own Pets
Overview of Dog and Cat Supply Purchasing
Figure 1-2: Household Purchasing Rates for Dog or Cat Supplies by Category, 2009 (percent of U.S. households)
Two-Thirds Are Receptive to Affordable Natural/Organic Pet Supplies

Chapter 2: The Market
Introduction
Market Definition
Exclusions
Trade Associations and Shows
Regulatory Agencies and Trends
Report Methodology
Market Size and Growth
Table 2-1: U.S. Retail Sales of Pet Supplies, 2005-2009 (in millions of dollars)
Table 2-2: IRI-Tracked Sales of Pet Supplies, 2005-2009 (in millions of dollars)
Table 2-3: IRI-Tracked Sales of Pet Supplies by Category, 2009 vs. 2008 (in millions of dollars and units)
Table 2-4: IRI-Tracked Sales of Pet Supplies: By Category, 2005-2009 (in millions of dollars)
Table 2-5: Growth of IRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
Table 2-6: Dollar Change in IRI-Tracked Sales of Pet Supplies by Category, 2005-2009 (in millions of dollars)
Market Composition
Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2009 (percent)
Share of Dog Supply Sales by Product Category
Table 2-7: Share of U.S. Retail Sales of Dog Supplies: By Category, 2009 (in millions of dollar and percent share)
Table 2-8: Average Annual Dog Supply Expenses: By Category, 2009 (in dollar)
Share of Cat Supply Sales by Product Category
Table 2-9: Share of U.S. Retail Sales of Cat Supplies: By Category, 2009 (in millions of dollars and percent share)
Table 2-10: Average Annual Cat Supply Expenses: By Category, 2009 (in dollar)
Share of IRI-Tracked Sales by Product Category
Table 2-11: Share of IRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
Share of Independent Pet Store Sales by Animal Type
Table 2-12: Share of Independent Pet Store Pet Supply Sales by Category: 2005-2008 (percent)
Share of Dog Category Sales by Product Type
Table 2-13: Share of Independent Pet Store Sales of Dog Products: By Category, 2005-2008 (percent)
Share of Fish Category Sales by Product Type
Table 2-14: Share of Independent Pet Store Sales of Fish Products: By Category: 2005 vs. 2008 (percent)
Share of Cat Category Sales by Product Type
Table 2-15: Share of Independent Pet Store Sales of Cat Products: By Category, 2005-2008 (percent)
Share of Small Mammal Sales by Product Type
Table 2-16: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2008 (percent)
Share of Bird Category Sales by Product Type
Share of Herptile Category Sales by Product Type
Table 2-17: Share of Independent Pet Store Sales of Bird Products: By Category, 2005 vs. 2008 (percent)
Table 2-18: Share of Independent Pet Store Sales of Herptile Products: By Category, 2008 (percent)



Figure 2-2: U.S. Retail Sales of Natural and Organic Pet Care Products: 2004, 2009 and 2014 (in millions of dollars)
Figure 2-3: U.S. Retail Sales and Share of Natural Pet Care Products: By Category, 2004 vs. 2009 (percent)
Table 2-19: Share of Pet Supply Sales: By Retailer Type, 2006 vs. 2009 (percent)
Dog/Cat Household Pet Supply Purchasing by Channel
Table 2-20: Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent of U.S. dog- or
cat-owning households)
Market Outlook
State of the Market
Recession Receding'Slowly
Pet Market Impact
Table 2-21: Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Services in Next 12
Months, February 2009
Table 2-22a: Pet Owner Patterns: By Change in Financial Situation Compared With 12 Months Ago, 2009 (percent of U.S. pet-owning
households)
Table 2-22b: Pet Owner Population: By Change in Financial Situation Compared With 12 Months Ago, 2009 (millions of number of
U.S. pet-owning households)
Table 2-22c: Pet Owner Indexes: By Change in Financial Situation Compared With 12 Months Ago, 2009 (U.S. petowning
households)
Human/Animal Bond a Potent Force
Figure 2-4: 'Consider My Pet(s) Part of the Family': By Percent of Pet, Dog/Cat, Dog and Cat Owners, February 2009 (percent)
Table 2-23: Mean Number of Veterinary Visits: By Human/Animal Bond Among Dog and Cat Households, 2006
Table 2-24: Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households, 2006 (in dollars)
All Things Pet Health
Product Safety a Growing Concern
Natural/Organic Products
Table 2-25: Percent of Pet Owners Who Purchased Natural/Organic Pet Products in Last 3 Months: Dog Owners vs. Cat Owners,
February 2009 (percent of U.S. dog or cat owners)
Table 2-26: Percent of Pet Owners Who Would Buy More Natural/Organic Pet Products If They Were More Available or More
Affordable, February 2009 (percent of U.S. dog or cat owners)
Functional Products
Figure 2-5: U.S. Retail Sales of Natural and Organic Pet Products: 2003, 2007 and 2012 (in millions of dollars)
Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003, 2007 and 2012 (in millions of dollars)
Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007
and 2012 (in billions of dollars)
Senior, Overweight and Special Needs Pet Products
Figure 2-8: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products: By Category, 2008 (percent)
Premium Demographics Helping to Drive Expenditures
Table 2-27: Average U.S. Household Expenditures on Pet Supplies: 1998-2008 (in dollars)
Table 2-28: Share of U.S. Pet Supplies Expenditures: $70K+ vs. Under $70K Income Brackets, 1998-2008 (percent)
Table 2-29: $70K+ Household Share of U.S. Pet Market Expenditures: Total and By Category, 1998 vs. 2008 (percent)
Impact of Aging Pet Population
Figure 2-9: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
Impact of Pet Overweight, Obesity
Table 2-30: Percentage and Number of Overweight and Obese Dogs and Cats, 2008
Rise in Pet Travel Favors Many Product Categories
Favorable Trends in Pet Ownership
Figure 2-10: Household Penetration Rates for Selected Dogor Cat-Owning Classifications: 2003 vs. 2009 (percent of U.S.
households)



Table 2-32: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2009 (percent of and number of U.S.
households in millions)
More Pets than People
Table 2-33: Number of Pets in the United States by Type: 2000, 2002, 2004, 2006 and 2008 (number in millions and percent)
Impact of Boomers and Graying Population
Figure 2-11: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2009 (percent of U.S. households)
Table 2-34: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (percent of U.S.
households)
Table 2-35: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (number of U.S.
Table 2-36: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (U.S. households)
Table 2-37: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of
number and percent)
Role of Gen Ys and Gen Xers
No-Kid Pet Household Clout
Table 2-38: Childless Dog or Cat Owners: Dog/Cat Ownership Rates and Share of Total Dog/Cat Owners: 2003, 2006 and 2009
(percent)
Celebrity Involvement and Pet-Themed Hit TV Series
Looking Ahead: Trends and Opportunities
Table 2-39: Projected U.S. Retail Sales of Pet Supplies: 2009-2014 (in millions of dollars)

Chapter 3: The Marketers
Competitive Overview
Number and Types
Multi-Category Market Leaders
Category Leaders
Cat Litter
Flea/Tick-Control Products
HBC (Grooming, Supplements, Oral Care)
Clean-Up/Odor-Control Products
Dog Chews
Toys
Training/Containment Products
Shelter, Crates, Carriers, Furniture
Non-Dog/Cat Supplies
Table 3-1: Timeline of U.S. Pet Supplies Marketer and Brand Acquisitions and Sales: 2004-2009
Human Product Mega-Marketers
Illustration 3-1: Orvis Dog Bed Selector Website Banner
Impact of Retailer Consolidation
Non-Food/Food Cross-Over
Mass/Pet Specialty Cross-Over
Channel and Retailer Exclusivity
Cesar Millan
Martha Stewart



Retailer Exclusivity
Illustration 3-2: Advertising for Vo-Toys' Licensed Jeep Pet Products Collection
Disney's Bolt
Pet Market Licensing Leaders
Jakks Pacific
Illustration 3-3: Advertising for Jakks Pacific's Licensed AKC Pet Product Line
Illustration 3-4: Jakks Pacific's Minnie Mouse Pet Apparel
Pet Brands
Purina Jumps In
The Kid Factor
Licensing Pros and Cons
Table 3-2: IRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
Table 3-3: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2009
Marketer and Brand Shares
Methodology
Figure 3-1: Top Marketers of Pet Supplies by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Cat Litter Category: Consolidated But Still Branching Out
Figure 3-2: Top Marketers of Cat Litter by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Competition Up in Natural Niche
Figure 3-3: Top Natural Cat Litter Brands by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Other Dog/Cat Supplies: Category Leader Hartz Suffers Major Loss
Figure 3-4: Top Marketers of Other Dog/Cat Supplies by Share of IRI-Tracked Sales: 2006 vs. 2009 (percent)
Dog Chews: No. 1 Hartz Posts Big Losses
Figure 3-5: Top Marketers of Dog Chews by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Non-Dog/Cat Supplies: Central Garden & Pet Coming on Strong
Figure 3-6: Top Marketers of Non-Dog/Cat Supplies by Share of IRI-Tracked Sales: 2006 vs. 2009 (percent)
Brand Rankings in the Pet Specialty Channel
Table 3-4: Marketer Sales and Shares of Pet Supplies in IRITracked Outlets by Category: 2008 vs. 2009 (in millions of dollars and
percent)
Table 3-5: IRI-Tracked Sales of Cat Litter by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-6: Cat Litter Marketers by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-7: Cat Litter Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-8: IRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in IRI-Tracked Sales, 2008 vs. 2009 (in millions of dollars)
Table 3-10: Other Dog/Cat Brands by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-11: IRI-Tracked Sales of Dog Chews by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-12: Dog Chews Marketers by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-13: Dog Chews Brands by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-14: IRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in thousands of dollars and percent)
Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2004, 2006 and 2008
Competitor Profile: Central Garden & Pet
A Pet Supplies and Household Garden Market Leader
Company Acquires Farnam
A Pet Specialty and Mass-Market Leader
Table 3-18: IRI-Tracked Sales of Central Garden & Pet Pet Products by Category: 2008 vs. 2009 (in millions of dollars and percent)



Illustration 3-5: Central Garden & Pet's New Comfort Zone Feline Wipes
Competitor Profile: Drs. Foster & Smith
The Top U.S. Pet Catalog Marketer
Building an Internet Presence
On the Air
Cause Marketing
Environmental Commitment
Aquatic Services
Competitor Profile: Hartz Mountain Corp
Corporate Overview
Mass-Market Sales Slipping
Table 3-19: IRI-Tracked Sales and Market Share of Hartz Mountain Pet Supplies, 2005-2009 (in millions of dollars and percent)
Product Innovation
Corporate Responsibility
Hartz Website Includes Online Tip Exchange
Looking Abroad
Competitor Profile: Doskocil (Petmate)
A Multi-Category Pet Supplies Powerhouse
Building on Innovation
Problem-Solution Focus
Aspen a Best-Selling Brand
Table 3-20: Doskocil's IRI-Tracked Sales of Dog and Cat Supplies, 2008 vs. 2009 (in millions of dollars and percent)
Environmental Initiatives
Competitor Profile: Sergeant's Pet Care, Inc
Overview
Table 3-21: IRI-Tracked Sales and Market Share of Sergeant's Pet Care, 2005-2009 (in millions of dollars and percent)
Bulking Up Through Acquisitions
New Product Innovations
Increased Web Presence
Competitor Profile: Spectrum Brands
Company Overview
Table 3-22: Share of Spectrum Brands Net Sales, 2007-2009 (percent)
Abandoning Acquisitions Strategy
An Optimistic Outlook
Table 3-23: Spectrum Brands' IRI-Tracked Pet Product Sales, 2008 vs. 2009 (in millions of dollars and percent)

Table of Content

Chapter 1: Executive Summary
Introduction
Market Definition
Exclusions
Report Methodology
The Market



Figure 1-1: U.S. Retail Sales of Pet Supplies: 2005, 2009 and 2014 (in millions of dollars)
State of the Market
The Marketers
Number and Types
Marketing and New Product Trends
Social Networking
'Green' Initiatives
Retail Channel Trends
The Consumer

Chapter 2: The Market
Introduction
Market Definition
Exclusions
Trade Associations and Shows
Regulatory Agencies and Trends
Report Methodology
Market Size and Growth
Table 2-1: U.S. Retail Sales of Pet Supplies, 2005-2009 (in millions of dollars)



Table 2-2: IRI-Tracked Sales of Pet Supplies, 2005-2009 (in millions of dollars)
Table 2-3: IRI-Tracked Sales of Pet Supplies by Category, 2009 vs. 2008 (in millions of dollars and units)
Table 2-4: IRI-Tracked Sales of Pet Supplies: By Category, 2005-2009 (in millions of dollars)
Table 2-5: Growth of IRI-Tracked Sales of Pet Supplies: By Category, 2006-2009 (percent)
Table 2-6: Dollar Change in IRI-Tracked Sales of Pet Supplies by Category, 2005-2009 (in millions of dollars)
Market Composition
Figure 2-1: Share of U.S. Retail Sales of Pet Supplies by Animal Type: 2009 (percent)
Share of Dog Supply Sales by Product Category
Table 2-7: Share of U.S. Retail Sales of Dog Supplies: By Category, 2009 (in millions of dollar and percent share)
Table 2-8: Average Annual Dog Supply Expenses: By Category, 2009 (in dollar)
Share of Cat Supply Sales by Product Category
Table 2-9: Share of U.S. Retail Sales of Cat Supplies: By Category, 2009 (in millions of dollars and percent share)
Table 2-10: Average Annual Cat Supply Expenses: By Category, 2009 (in dollar)
Share of IRI-Tracked Sales by Product Category
Table 2-11: Share of IRI-Tracked Sales of Pet Supplies by Product Category: 2003, 2006 and 2009 (percent)
Share of Independent Pet Store Sales by Animal Type
Table 2-12: Share of Independent Pet Store Pet Supply Sales by Category: 2005-2008 (percent)
Share of Dog Category Sales by Product Type
Table 2-13: Share of Independent Pet Store Sales of Dog Products: By Category, 2005-2008 (percent)
Share of Fish Category Sales by Product Type
Table 2-14: Share of Independent Pet Store Sales of Fish Products: By Category: 2005 vs. 2008 (percent)
Share of Cat Category Sales by Product Type
Table 2-15: Share of Independent Pet Store Sales of Cat Products: By Category, 2005-2008 (percent)
Share of Small Mammal Sales by Product Type
Table 2-16: Share of Independent Pet Store Sales of Small Mammal Products: By Category, 2008 (percent)
Share of Bird Category Sales by Product Type
Share of Herptile Category Sales by Product Type
Table 2-17: Share of Independent Pet Store Sales of Bird Products: By Category, 2005 vs. 2008 (percent)
Table 2-18: Share of Independent Pet Store Sales of Herptile Products: By Category, 2008 (percent)
Figure 2-2: U.S. Retail Sales of Natural and Organic Pet Care Products: 2004, 2009 and 2014 (in millions of dollars)
Figure 2-3: U.S. Retail Sales and Share of Natural Pet Care Products: By Category, 2004 vs. 2009 (percent)
Table 2-19: Share of Pet Supply Sales: By Retailer Type, 2006 vs. 2009 (percent)
Dog/Cat Household Pet Supply Purchasing by Channel
Table 2-20: Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent of U.S. dog- or
Market Outlook
State of the Market
Recession Receding'Slowly
Pet Market Impact
Table 2-21: Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Services in Next 12
Months, February 2009
Table 2-22a: Pet Owner Patterns: By Change in Financial Situation Compared With 12 Months Ago, 2009 (percent of U.S. pet-owning
households)
Table 2-22b: Pet Owner Population: By Change in Financial Situation Compared With 12 Months Ago, 2009 (millions of number of
U.S. pet-owning households)
Table 2-22c: Pet Owner Indexes: By Change in Financial Situation Compared With 12 Months Ago, 2009 (U.S. petowning



households)
Human/Animal Bond a Potent Force
Figure 2-4: 'Consider My Pet(s) Part of the Family': By Percent of Pet, Dog/Cat, Dog and Cat Owners, February 2009 (percent)
Table 2-23: Mean Number of Veterinary Visits: By Human/Animal Bond Among Dog and Cat Households, 2006
Table 2-24: Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households, 2006 (in dollars)
All Things Pet Health
Product Safety a Growing Concern
Natural/Organic Products
Table 2-25: Percent of Pet Owners Who Purchased Natural/Organic Pet Products in Last 3 Months: Dog Owners vs. Cat Owners,
February 2009 (percent of U.S. dog or cat owners)
Table 2-26: Percent of Pet Owners Who Would Buy More Natural/Organic Pet Products If They Were More Available or More
Affordable, February 2009 (percent of U.S. dog or cat owners)
Functional Products
Figure 2-5: U.S. Retail Sales of Natural and Organic Pet Products: 2003, 2007 and 2012 (in millions of dollars)
Figure 2-6: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003, 2007 and 2012 (in millions of dollars)
Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007
and 2012 (in billions of dollars)
Senior, Overweight and Special Needs Pet Products
Figure 2-8: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products: By Category, 2008 (percent)
Premium Demographics Helping to Drive Expenditures
Table 2-27: Average U.S. Household Expenditures on Pet Supplies: 1998-2008 (in dollars)
Table 2-28: Share of U.S. Pet Supplies Expenditures: $70K+ vs. Under $70K Income Brackets, 1998-2008 (percent)
Table 2-29: $70K+ Household Share of U.S. Pet Market Expenditures: Total and By Category, 1998 vs. 2008 (percent)
Impact of Aging Pet Population
Figure 2-9: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
Impact of Pet Overweight, Obesity
Rise in Pet Travel Favors Many Product Categories
Favorable Trends in Pet Ownership
Figure 2-10: Household Penetration Rates for Selected Dogor Cat-Owning Classifications: 2003 vs. 2009 (percent of U.S.
households)
Table 2-32: Household Penetration Rates for Selected Pet-Owning Classifications, 2007-2009 (percent of and number of U.S.
More Pets than People
Table 2-33: Number of Pets in the United States by Type: 2000, 2002, 2004, 2006 and 2008 (number in millions and percent)
Impact of Boomers and Graying Population
Figure 2-11: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2009 (percent of U.S. households)
Table 2-34: Household Penetration Rates for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (percent of U.S.
households)
Table 2-35: Household Populations for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (number of U.S.
Table 2-36: Indexes for Selected Pet-Owning Classifications: By Generational Cohort, 2009 (U.S. households)
Table 2-37: Number and Share of Total U.S. Population Growth for Selected Age Brackets: 2010, 2015 and 2020 (in thousands of
number and percent)
Role of Gen Ys and Gen Xers
No-Kid Pet Household Clout
Table 2-38: Childless Dog or Cat Owners: Dog/Cat Ownership Rates and Share of Total Dog/Cat Owners: 2003, 2006 and 2009
(percent)
Celebrity Involvement and Pet-Themed Hit TV Series



Looking Ahead: Trends and Opportunities
Table 2-39: Projected U.S. Retail Sales of Pet Supplies: 2009-2014 (in millions of dollars)

Chapter 3: The Marketers
Competitive Overview
Number and Types
Multi-Category Market Leaders
Category Leaders
Cat Litter
Flea/Tick-Control Products
HBC (Grooming, Supplements, Oral Care)
Dog Chews
Toys
Training/Containment Products
Shelter, Crates, Carriers, Furniture
Table 3-1: Timeline of U.S. Pet Supplies Marketer and Brand Acquisitions and Sales: 2004-2009
Human Product Mega-Marketers
Illustration 3-1: Orvis Dog Bed Selector Website Banner
Impact of Retailer Consolidation
Non-Food/Food Cross-Over
Mass/Pet Specialty Cross-Over
Channel and Retailer Exclusivity
Cesar Millan
Martha Stewart
Retailer Exclusivity
Illustration 3-2: Advertising for Vo-Toys' Licensed Jeep Pet Products Collection
Disney's Bolt
Pet Market Licensing Leaders
Jakks Pacific
Illustration 3-3: Advertising for Jakks Pacific's Licensed AKC Pet Product Line
Illustration 3-4: Jakks Pacific's Minnie Mouse Pet Apparel
Pet Brands
Purina Jumps In
The Kid Factor
Licensing Pros and Cons
Table 3-2: IRI-Tracked Sales of Private-Label Pet Supplies by Category: 2003, 2006 and 2009 (in millions of dollars and percent)
Table 3-3: U.S. Market for Pet Supplies: Selected Marketers and Leading Brands, 2009
Marketer and Brand Shares
Methodology



Figure 3-1: Top Marketers of Pet Supplies by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Cat Litter Category: Consolidated But Still Branching Out
Figure 3-2: Top Marketers of Cat Litter by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Competition Up in Natural Niche
Figure 3-3: Top Natural Cat Litter Brands by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Other Dog/Cat Supplies: Category Leader Hartz Suffers Major Loss
Figure 3-4: Top Marketers of Other Dog/Cat Supplies by Share of IRI-Tracked Sales: 2006 vs. 2009 (percent)
Dog Chews: No. 1 Hartz Posts Big Losses
Figure 3-5: Top Marketers of Dog Chews by Share of IRITracked Sales: 2006 vs. 2009 (percent)
Non-Dog/Cat Supplies: Central Garden & Pet Coming on Strong
Figure 3-6: Top Marketers of Non-Dog/Cat Supplies by Share of IRI-Tracked Sales: 2006 vs. 2009 (percent)
Brand Rankings in the Pet Specialty Channel
Table 3-4: Marketer Sales and Shares of Pet Supplies in IRITracked Outlets by Category: 2008 vs. 2009 (in millions of dollars and
percent)
Table 3-5: IRI-Tracked Sales of Cat Litter by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-6: Cat Litter Marketers by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-7: Cat Litter Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-8: IRI-Tracked Sales of Other Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-9: Other Dog/Cat Supplies Marketers: By Dollar Change in IRI-Tracked Sales, 2008 vs. 2009 (in millions of dollars)
Table 3-10: Other Dog/Cat Brands by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-11: IRI-Tracked Sales of Dog Chews by Marketer and Brand: 2008 vs. 2009 (in millions of dollars and percent)
Table 3-12: Dog Chews Marketers by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-13: Dog Chews Brands by Dollar Change in IRITracked Sales: 2008 vs. 2009 (in millions of dollars)
Table 3-14: IRI-Tracked Sales of Non-Dog/Cat Supplies by Marketer and Brand: 2008 vs. 2009 (in thousands of dollars and percent)
Table 3-15: Non-Dog/Cat Supplies Marketers by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
Table 3-16: Non-Dog/Cat Supplies Brands by Dollar Change in IRI-Tracked Sales: 2008 vs. 2009 (in thousands of dollars)
Table 3-17: Pet Specialty Market and Brand Leaders in Key Pet Supply Categories: 2004, 2006 and 2008
Competitor Profile: Central Garden & Pet
A Pet Supplies and Household Garden Market Leader
Company Acquires Farnam
A Pet Specialty and Mass-Market Leader
Table 3-18: IRI-Tracked Sales of Central Garden & Pet Pet Products by Category: 2008 vs. 2009 (in millions of dollars and percent)
Illustration 3-5: Central Garden & Pet's New Comfort Zone Feline Wipes
Competitor Profile: Drs. Foster & Smith
The Top U.S. Pet Catalog Marketer
Building an Internet Presence
On the Air
Cause Marketing
Environmental Commitment
Aquatic Services
Competitor Profile: Hartz Mountain Corp
Corporate Overview
Mass-Market Sales Slipping
Table 3-19: IRI-Tracked Sales and Market Share of Hartz Mountain Pet Supplies, 2005-2009 (in millions of dollars and percent)
Product Innovation
Corporate Responsibility
Hartz Website Includes Online Tip Exchange
Looking Abroad
Competitor Profile: Doskocil (Petmate)
A Multi-Category Pet Supplies Powerhouse



Building on Innovation
Problem-Solution Focus
Aspen a Best-Selling Brand
Table 3-20: Doskocil's IRI-Tracked Sales of Dog and Cat Supplies, 2008 vs. 2009 (in millions of dollars and percent)
Environmental Initiatives
Competitor Profile: Sergeant's Pet Care, Inc
Overview
Table 3-21: IRI-Tracked Sales and Market Share of Sergeant's Pet Care, 2005-2009 (in millions of dollars and percent)
Bulking Up Through Acquisitions
New Product Innovations
Increased Web Presence
Competitor Profile: Spectrum Brands
Company Overview
Table 3-22: Share of Spectrum Brands Net Sales, 2007-2009 (percent)
Abandoning Acquisitions Strategy
An Optimistic Outlook
Table 3-23: Spectrum Brands' IRI-Tracked Pet Product Sales, 2008 vs. 2009 (in millions of dollars and percent)

Chapter 4: Marketing and New Product Trends
Marketing Trends
Table 4-1: Media Breakout of U.S. Advertising Expenditures on Pet Products, 2004-2008 (percent)
Human/Animal Bond More Important Than Ever
Illustration 4-1: Advertising for Bayer's K9 Advantix
Value-Focused Advertising
Other Key Themes
Celebrity Kick
Trade Advertising and Promotions
Illustration 4-2: Advertising for Pet Care Systems' Swheat Scoop
Internet Advertising
Social Networking
Pet Marketers Embracing Sustainable Initiatives
Professional Endorsement and 'Pro-Branding'
Brand 'Toning'
Illustration 4-3: Advertising for Bramton's Vet's Best Line
New Product Trends
Table 4-2: Number of New Pet Supply Product Lines and SKUs, 2005-2009
Table 4-3: Top Pet Supply Product Selling Points by Package Tags/Marketing Claims, 2005-2009
Leading Marketers by Level of New Product Introductions
Table 4-4: Top Companies by Number of Pet Supplies New Product Launches: 2005-2009
Common Denominators in New Product Development
Value-Added/Functional
Natural/Organic
Product Humanization and Pet Pampering
Illustration 4-4: Advertising for ConairPets' Grooming Clippers



Illustration 4-5: Advertising for Petmate's Lifestyle Collection
Convenience
Illustration 4-6: Advertising for Liquid Net's Ultimate Insect Repellant for Pets
Safety
Illustration 4-7: Advertising for Invisible Fence Training and Containment Products
Oral Care
Illustration 4-8: Advertising for Bamboo's QuadBrush Ultimate Pet Toothbrush
Special Needs Products
Gifting and Luxury Products
Table 4-5: Pets and Gifts/Birthdays/Holidays: 2008 (percent, dollar, and number)
Illustration 4-9: Holiday Advertising for Humane Society Online Store
Luxury Products
Flea/Tick Products
Online Selling
Illustration 4-10: Advertising for DrsFosterSmith.com
Value
Safety
Natural
New Drugs and Anti-Diversion Initiatives
Cat Litter and Accessories
Illustration 4-11: Advertising for World's Best Cat Litter
Illustration 4-12: Oil-Dri Corp's Cat's Pride Natural Scoop
Illustration 4-13: Automated Pet Care Products' Litter-Robot
Toys
Interactive
Senior and Weight-Maintenance
Illustration 4-14: MultiVet's SlimCat Food Distributor Ball
Super-Durable and Combo Chew/Food
Natural/Organic/Eco-Friendly
Small Dog Toys
Dog Chews
Variety
Oral Care
Functional
'Ethical' Claims
Grooming Products
Illustration 4-15: Advertising for Spa Lavish Your Pet's Spa Colors Grooming Line
Illustration 4-16: Advertising for TropiClean's TropiClean Pet Shampoo
Illustration 4-17: Advertising for HydroSurge RapidBath
Supplements
Illustration 4-18: Advertising for Nestlé Purina's FortiFlora Supplement
Illustration 4-19: Advertising for Procter & Gamble's Febreze Pet Odor Eliminators
Illustration 4-20: Advertising for Kegel's Fizzion Concentrated Cleaner
Illustration 4-21: Advertising for Paramount's AKC and CFA Clean-Up Products
Collars, Leashes and Leads
Illustration 4-22: Skeelo's LumiLeash Retractable Leash
Illustration 4-23: Premier Pet's Eco Gentle Leader Harness
Illustration 4-24: Website Banner for Coastal Pet's Earth Soy Collars and Leads
Illustration 4-25: Dosha Dog's Fashion Collars



Carriers, Crates, Shelter
Illustration 4-26: Creature Leisure's The Carry Den XT
Illustration 4-27: New York Dog's Little Red Barn Portable Dog Home
Bedding
Watering and Feeding Devices
Illustration 4-28: Omega Paw's Portion Pacer Dog Bowl
Illustration 4-29: Veterinary Ventures' Drinkwell 360 Pet Fountain
Electronic/High-Tech
Illustration 4-30: Advertising for Panasonic's PetCam Network Camera
Pet ID Systems
Illustration 4-31: Advertising for IDtag.com
Illustration 4-32: White Bear Technologies' RoamEO Pet Location System
Home DNA Test Kits
Illustration 4-33: Advertising for Mars Veterinary's Wisdom Panel MX
Smart Pet Doors
Illustration 4-34: Advertising for New PetSafe Training Products
Kid-Appeal
Illustration 4-35: SuperPet USA's CritterTrail Treat Zone Habitat
Health/Functional
Illustration 4-36: Kaytee's All-Natural Timothy Hay Plus
Illustration 4-37: Zoo Med Laboratories' AvianSun Bird Lamp
Natural/Eco-Friendly
Illustration 4-38: T Weiss Organics' Algae Magic Algae Inhibitor
Convenience/Effectiveness
Illustration 4-39: Lifegard Aquatics' Lifegard WOW Aquarium Filter/Pump
Style
Illustration 4-40: Penn-Plax Life-Style Bird Cage
Illustration 4-41: Casco Group's biOrb Life Aquarium
Category Cross-Over

Chapter 5: Retail Channel Trends
Pet Supply Shopping by State of Financial Situation
Table 5-1: Pet Product Purchasing Patterns Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation
Compared With 12 Months Ago, 2009 (percent of U.S. dog- or cat-owning households)
Table 5-2: Pet Product Purchasing Indexes Among Dog or Cat Owners by Retail Channel: By Change in Financial Situation
Compared With 12 Months Ago, 2009 (U.S. dog- or catowning households)
Table 5-3: Pet Product Purchasing Patterns Among Dog or Cat Owners: By Retail Channel, 2007-2009 (percent and millions of
number of U.S. dog- or cat-owning households)
Table 5-4: Shopping Rates for Selected Retail Chains and Internet/Catalog Merchants Among Dog or Cat Owners Who Purchase Pet
Supplies at 'Other' Outlets, 2009 (percent and index of U.S. dog- or cat-owning households)
Channel Loyalty Waning
Table 5-5: Overview of Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2004 vs. 2009 (percent and in
millions of number of U.S. dog- or cat-owning households)



Table 5-6: Retail Channel Loyalty in Pet Product Purchasing Among Dog or Cat Owners, 2007-2009 (percent and in millions of
number of U.S. dog- or cat-owning households)
Figure 5-1: Percent of Pet Product Customers Who Shop Across Channels: By Major Retail Sector, 2004 vs. 2009 (U.S. dog- or
Table 5-7: PetSmart and Petco Combined Sales: 2001-2008 (in millions of dollars)
Other Top-Ranked Pet Specialty Chains
Company Profile: PetSmart, Inc.
Table 5-8: PetSmart Sales: 1999-2008 (in millions of dollars)
Expansion, Growth Despite Down Economy
Table 5-9: Number of PetSmart Stores in Operation, 1999-2009
Impact of Economic Downturn
Martha Stewart Line to Debut as PetSmart Exclusive
Rewarding Customer Loyalty Key to Success
Company Profile: Petco Animal Supplies, Inc.
Table 5-10: Petco Annual Sales: 2000-2008 (in millions of dollars)
Changes and Challenges
Table 5-11: Number of Petco Stores in Operation, 1999-2009
Celebrity Tie-Ins
Petco Tests 'Unleashed' Concept
A New Staff Training Program
Marketing and PR
Table 5-12: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009 vs. 2009-2010 (percent)
Table 5-13: Pet Specialty Retailer Average Gross Dollar Volume: 2001-2008 (in dollars)
Increasing Competition from Mass, Pet Superstores
Food Sales Boost Independents' Profile
Distributors Also Helping Out
Survival of the Industry
Walmart Bullish on Pet Supplies
Target Also Coming on Strong
Supermarkets Still Struggling to Compete
Natural Supermarket Trends
Table 5-14: Share of Pet Product Sales in Natural Supermarkets: By Category, 2005-2008 (percent)
Table 5-15: Percent of Dog or Cat Owners Shopping at Trader Joe's or Whole Foods, 2005-2009 (percent and number of U.S. dog- or
cat-owning adults)
Table 5-16: Pet Owner Shopping Patterns: Trader Joe's vs. Whole Foods, 2007-2009 (percent, number, and index for U.S.
pet-owning adults)
Illustration 5-1: Pet Department in Whole Foods
Illustration 5-2: Pegboard Display of Pet Treats and Rawhides in Whole Foods
Wholesale Clubs
Dollar Stores
Convenience Stores
The Internet Effect
Leading E-tailers of Pet Food and Supplies
Pet Retailers Turn to Blogs, Social Networking

Chapter 6: The Consumer



Pet Ownership Trends
The Simmons Survey System
Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications: Overall and by Generational Cohort, 2009 (percent,
number and indexes of U.S. households)
Boomers Still Account for Plurality of Pet Owners
Overall Pet Ownership Rates Are Edging Up
Table 6-2: Household Ownership of Selected Pet-Owning Classifications, 2006-2009 (percent and number of U.S. households)
Gains for Flea/Tick, Heartworm Products
Table 6-3: Households Purchasing Rates for Dog or Cat Supplies by Category, 2004-2009 (percent of U.S. households)
Top-Line Purchasing Rates by Product Type
Table 6-4: Household Purchasing of Dog or Cat Supplies by Category and Type, 2009 (percent and number of U.S. dogor cat-owning
households)
Figure 6-2: Purchasing of Cat Box Filler/Litter Type, 2009 (percent and number of U.S. cat-owning households)
Table 6-5: Pet Owner Disposition to Buy Natural/Organic Pet Foods or Pet Supplies, February 2009 (percent)
Patterns by Pet Channel and Product Type
Table 6-6: Pet Supply Purchasing Rates by Retail Channel: By Pet Supply Type, 2009 (percent of U.S. pet-owning households)
Table 6-7: Total Number of Pet Supply Purchasing Households by Retail Channel: By Pet Supply Type, 2009 (U.S. pet-owning
households in thousands)
Table 6-8: Pet Supply Purchasing Indices by Retail Channel: By Pet Supply Type, 2009 (U.S. pet-owning households)
Consumer Focus: Flea- and Tick-Care Products
35% Use Frontline
Southeast Is Prime Region
Table 6-9: Purchasing Overview for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2009
(percent and number of U.S. dog- or cat-owning households)
Table 6-10: Purchasing Rates for Flea/Tick Care Products for Dogs and Cats: Overall and by Purpose, Type and Brand, 2007-2009
(percent of U.S. dog- or cat-owning households)
Table 6-11: Purchasing Indices for Flea/Tick Care Products: By Gender, 2009 (U.S. dog- or cat-owning households)
Table 6-12: Purchasing Indices for Flea/Tick Care Products: By Adult Age Bracket, 2009 (U.S. dog- or cat-owning households)
Table 6-13: Purchasing Indices for Flea/Tick Care Products: By Race/Ethnicity, 2009 (U.S. dog- or cat-owning households)
Table 6-14: Purchasing Indices for Flea/Tick Care Products: By Region, 2009 (U.S. dog- or cat-owning households)
Table 6-15: Purchasing Indices for Flea/Tick Care Products: By Household Income Bracket, 2009 (U.S. dog- or catowning
households)
Consumer Focus: Heartworm Control Products
68% of Dog Owners Buy Heartworm Control
Figure 6-3: Percent and Number Who Purchase Heartworm Control Products for Dogs or Cats, 2009 (percent and number of U.S.
dog- or cat-owning households)
Table 6-16: Purchasing Rates for Heartworm Products for Dogs or Cats, 2007-2009 (percent of U.S. dog- or catowning households)
Table 6-17: Purchasing Rates for Heartworm Products for Dogs or Cats: By Change in Economic Situation Compared With 12 Months
Ago, 2009 (percent of U.S. dog- or catowning households)
Distinct Draws by Type of Pet
Table 6-18: Purchasing Indices for Heartworm Control Products: By Selected Demographic Traits, 2009 (U.S. dogor cat-owning
households)
Consumer Focus: Cat Litter
84% Use Cat Filler/Litter
Table 6-19: Purchasing Overview for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2009 (percent and
number of U.S. cat-owning households)



Table 6-20: Purchasing Rates for Cat Filler/Litter Products: Overall and by Type, Brand, and Frequency of Use, 2007-
2009 (percent of U.S. cat-owning households)
Table 6-21a: Purchasing Patterns for Cat Filler/Litter Products by Type, 2005-2009 (percent of U.S. cat-owning households)
Table 6-21b: Purchasing Patterns for Cat Filler/Litter Products by Type, 2005-2009 (number of U.S. cat-owning households)
Indicators for Above-Average Use
Table 6-22: Purchasing Indices for Cat Box Filler/Litter: By Gender, 2009 (U.S. cat-owning households)
Table 6-23: Purchasing Indices for Cat Box Filler/Litter: By Adult Age Bracket, 2009 (U.S. cat-owning households)
Table 6-24: Purchasing Indices for Cat Box Filler/Litter: By Race/Ethnicity, 2009 (U.S. cat-owning households)
Table 6-25: Purchasing Indices for Cat Box Filler/Litter: By Region, 2009 (U.S. cat-owning households)
Table 6-26: Purchasing Indices for Cat Box Filler/Litter: By Household Income Bracket, 2009 (U.S. cat-owning households)
Consumer Focus: Pet Supplements
15 Million Purchase Nutritional Supplements for Dogs or Cats
Figure 6-4: Consumer Base for Nutritional Supplements for Dogs or Cats, 2007-2009 (percent and number of U.S. dogor cat-owning
households)
Higher Indexes for Hispanics, Blacks
Table 6-27: Purchasing Indices for Pet Supplements: By Selected Demographic Traits, 2009 (U.S. dog- or cat-owning households)



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