Market Trends: Oral Care for Pets

Table of Contents

Chapter 1: Market Trends

• Introduction
  • Report Methodology
  • Market Definition
  • Industry Associations
• Market Size and Growth
  • Retail Sales Estimated at $425 Million
  • Figure 1-1: U.S. Retail Sales of Pet Oral Care Products, 2000 vs. 2004 (in dollars)
  • IRI-Tracked Sales Up 13% in 2004
  • Table 1-1: IRI-Tracked Sales of Pet Oral Care Products, 2000-2004 (in millions of dollars)
  • Sales by Product Category
  • Figure 1-2: Share of IRI-Tracked Sales of Pet Oral Care Products by Category, 2001 vs. 2004 (percent)
  • Oral Care Products for Dogs Outpace Overall Categories
  • Table 1-2: Oral-Care-Specific Products vs. Total Categories: Compound Annual Growth Rates in IRI-Tracked Sales, 2000-2004 (in millions of dollars and percent)
  • Table 1-3: IRI-Tracked Sales of Pet Oral Care Products by Category, 2000-2004 (in dollars)
  • Sales by Distribution Channel
  • Figure 1-3: Share of U.S. Retail Sales of Pet Oral Care Products by Distribution Channel: 2004 (percent)
• Market Drivers and Forecasts
  • Oral Care = Value-Added
  • Building Consumer Awareness
  • Veterinarians Emphasizing Oral Care
  • Increased Marketing Support
  • The Driving Demographic: Aging Baby Boomers
  • Figure 1-4: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Other Key Demographics:
  • Singles and Couples Including Gays/Lesbians
  • Healthy Growth for Health-Oriented Retailers
  • Overall Pet Market Trends Mostly Favorable
  • The Aging Pet Population
  • Pet Pampering
  • Table 1-4: Humans and Pet Well-Being, 2003 and 2004 (percent)
  • The Growing Pet Population
  • Retail Sales
  • Forecast
  • Table 1-5: Projected U.S. Retail Sales of Oral Care Products for Pets, 2004-2009 (in millions of dollars)

Chapter 2: Competitive Trends

• Overview
  • Cross-Category Appeal
  • Mass-Market Players and Product Trends
  • Figure 2-1: Share of IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer, 2001 vs. 2004 (percent)
  • Table 2-1: Share of IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (percent)
  • Table 2-2: IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
  • Table 2-3: Compound Annual Growth Rate and Dollar Growth in IRI-Tracked Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
  • Competitor Snapshot: Hartz Mountain
  • Competitor Snapshot: Mars, Inc.
  • Competitor Snapshot: S&M NuTec, LLC (Greenies)
  • Competitor Snapshot: Virbac Corp.
  • Table 2-4: Selected Marketers and Brands of Pet Oral Care Products, 2005
• Marketing and New Product Trends
• Marketing Trends
  • Consumer Advertising
  • Trade Advertising
  • Online Selling
  • New Product Trends
  • Figure 2-2: Number of New Pet Oral Care Product Introductions by Category, 2000-2004
  • Table 2-5: Selected New Pet Oral Care Product Introductions, 2004-2005

Chapter 3: Consumer Trends

• Pet Ownership Overview
• Methodology
• Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
• On the Web
• Figure 3-1: Adult Ownership Rates for Selected Pet-Owning Classifications, 2004 (percent and number in thousands of U.S. adults)
• Table 3-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults) Table 3-2: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)

Pet Health Product Consumer Focus

• One in Six Dog/Cat Owners Uses Pet Health Products
• Figure 3-2: Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (percent of U.S. adult pet owners)
• Pet Health Product Demographics
• Pet Health Product Usage by Purchase of Dog or Cat Food
• Figure 3-3: Pet Health Product Usage: By Purchasing in Pet Food Product Classifications, 2004 (U.S. adult pet owners)
• Pet Health Product Usage by Pharmaceutical and Diet/Health-Related Attitudes and Behaviors
• Pet Health Product Usage by Pet Supply Purchasing Venue
• Dog Biscuits/Treats Purchaser Demographics
• Table 3-3: Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (in millions of U.S. adult pet owners)
• Table 3-4: Specialty Human Oral Care Product Purchasing: By Cat or Dog Ownership, 2004 (in millions of U.S. adult pet owners)
• Table 3-5: Pet Health Product Demographics by Percent, Number, and Index, 2004 (in millions of U.S. adult pet owners)
• Table 3-6: Pet Health Product Demographics by Percent, Number, and Index: Dog Owners, 2004 (U.S. adults)
• Table 3-7: Pet Health Product Demographics by Percent, Number, and Index: Cat Owners, 2004 (U.S. adults)
• Table 3-8: Top Pet Health Product Demographics by Percentage, 2004 (U.S. adult pet owners)
• Table 3-9: Top Pet Health Product Demographics by Number, 2004 (in millions of U.S. adult pet owners)
• Table 3-10: Pet Health Product Usage: By Dog Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
• Table 3-11: Pet Health Product Usage: By Cat Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
• Table 3-12: Pet Health Product Usage: By Selected Pharmaceutical-Related Attitudes or Behaviors, 2004 (in millions of U.S. adult pet owners)
• Table 3-13: Pet Health Product Usage: By Selected Diet and Health-Related Attitudes or Behaviors, 2004 (in millions of U.S. adult pet owners)
• Table 3-14: Pet Health Product Purchasing: By Pet Supply Outlets Used, 2004 (in millions of U.S. adult pet owners)
• Table 3-15: Dog Biscuit/Treat Usage: By Number of Dogs Owned, 2004 (in millions of U.S. dog owners)
• Table 3-16: Pet Health Product Demographics by Percent, Number, and Index: Dog Biscuit/Treat Purchasers, 2004 (U.S. adults)
• Table 3-17: Dog Biscuit Demographics by Percent, Number, and Index, 2004 (U.S. adult dog owners)

Chapter 4: Looking Ahead

• Trends and Opportunities
  • Room to Grow
  • Getting with the Program
  • More Human CPG Cross-Overs
  • Growth Venues
  • New Product Trends