Abstract
Although senior, weight management and special needs (SWM) products for pets
have been around for many years, they have yet to achieve a level of market
penetration commensurate with the proportion of senior and overweight pets,
and in the current market climate these segments appear to be ripe for
significantly greater development. Along with the intense health and
“premiumization” focuses in the pet market overall, key market
drivers include the growing numbers of “qualified” pets. According
to the American Veterinary Medical Association, the percentage of the U.S. dog
population age 6 or more increased from 42% in 1996 to 44% in 2006, while the
percentage of cats age 6 or more rose from 37% to 44%. The Association for Pet
Obesity Prevention reports that 44% of dogs and 57% of cats were overweight or
obese as of 2008, up 1 and 4 percentage points, respectively, since 2007, with
older animals displaying a much higher incidence of obesity/overweight.
Considering the market as a whole, Packaged Facts estimates U.S. retail sales
at $4.3 billion in 2008, with sales projected to climb to 2013, reflecting a
compound annual growth rate of over 9%. Building on expert analysis developed
across Packaged Facts' extensive pet market research collection, this all-new
report examines every area of the market, segmenting it into four categories:
(1) pet food, including nutraceutical treats; (2) prescription pet
medications; (3) devices and other non-food assistance products, including
mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products,
bedding, toys, and watering and feeding devices; and (4) pet supplements. For
each of these categories, the report examines key competitive trends, leading
marketers, and the product trends shaping the market now and into the future.
Featuring custom pet owner profiling based on a 2009 pet owner poll conducted
by Packaged Facts, the report also profiles users of lite and weight
management dog and cat food in depth, using data from Experian Simmons' Winter
2008/2009 National Consumer Study, with additional data sources including
Information Resources, Inc. InfoScan Review data to quantify pet food sales
trends and marketer shares in mass-market channels, and the American Pet
Products Association 2009-2010 APPA National Pet Owners Survey.
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