Table of Contents
Chapter 1: Introduction
- Market Definition and Methodology
- Report Methodology
- The Pet Market Environment
- Why Brands Matter
- Table 1-1a: U.S. Pet Industry Sales by Segment, 2003-2009 (in billions of
dollars)
- Table 1-1b: U.S. Pet Industry: Average Annual Growth by Segment, 2003-2009
(percent)
- Humanization Factor Spurs Product Upscaling
- Interest in Health-Related Products, Services Supports Branding
- Interest in Natural/Organic Products Opens New Branding Doors
- Table 1-2: Number of Natural and Upscale Pet Products by Package Tag,
1999-2006
- Table 1-3: Dog and Cat Food Brand Leaders in Pet Specialty Stores,
2002-2004 (percent)
- Retail Trends
- Big-Box Consolidation
- Private-Label Growth
- Growth of Non-Traditional Outlets
- Premium Demographic Shifts
- Figure 1-1: Share of U.S Pet Food Expenditures by Income Bracket: 1994,
1999, 2004 (percent)
- Figure 1-2: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005
(percent)
- Household Usage Rates and Consumer Attitudes by Pet Product Category and
Brand
- Household Penetration Rates Static for Most Brands
- Consumer Attitudes about Pet Products and Brands
- Table 1-4: Household Penetration Rates for Selected Branded Pet Products
by Type, 2004-2006 (U.S. households)
- Table 1-5: Household Penetration Rates for Selected Pet Product Brand
Lines, 2004-2006 (U.S. households)
- Table 1-6: Consumer Indices for Use of Pet Products by Type by Agreement
with Statement, "I Always Look for Brand Names": Any Agree or Any Disagree,
2006 (U.S. adults)
- Table 1-7: Consumer Indices for Use of Branded Pet Product Lines by
Agreement with Statement, "I Always Look for Brand Names": Any Agree or Any
Disagree, 2006 (U.S. adults)
- Table 1-8: Consumer Indices for Use of Branded Pet Products by Type by
Agreement with Statement, "I Always Look for Brand Names": Any Agree or Any
Disagree, 2006 (U.S. adults)
Chapter 2: Building Manufacturer Brands
- Introduction: An Environment Ripe for Compelling Brands
- Top Pet Food Brands
- Top Non-Food Pet Brands
- Top Brands in Pet Services Include PetSmart and Petco
- National Pet Brand Common Denominators
- Billion-Dollar-Plus Human Product Cross-Overs
- Table 2-1: Pet Product Marketers with Total Company Revenues of More Than
$1 Billion, 2006 Newell Rubbermaid Drops Off List
- New Breed of Human Cross-Overs May Pose New Branding Threat
- Playing the Consumer Advertising Card
- Table 2-2: How Pet Owners Usually Becomes Aware of New Pet Products: By
Species of Pet Owned (percent)
- Figure 2-1: Share of Pet Market National Advertising Spending by Segment,
2003-2005 (percent)
- Table 2-3: Pet Market National Advertising Spending by Segment, 2003-2005
(in thousands of dollars) Pet Food Advertising Spending at $277 Million
- Figure 2-2: Marketer Shares of National Advertising Expenditures for Pet
Food: 2003-2005 (percent) Non-Food Pet Supplies Advertising
- Table 2-4: Share of National Advertising Expenditures on Non-Food Pet
Supplies by Marketer and Brand, 2003-2005 (percent)
- Veterinary Product Advertising Spending
- Pet Retailers' Advertising Spending on the Ups
- Pet Specialty Brands Rely Mainly on Promotions, Advertising
- Masterbranding Existing Brands
- Figure 2-3: Most Advertised Pet Food Brands, 2005 (percent)
- Acquiring Market Innovators
- Crossing Category Lines
- Mass to Specialty Cross-Over, and Vice Versa
- Channel Exclusivity
- Professional Endorsement and "Pro-Branding"
- Kong Line Embraced by Professional Trainers
- Celebrity Branding
- Brand "Stabling" Gives Central Garden & Pet and Spectrum Brands Broad
Cross-Category Presence
- Del Monte Launches "Project Brand"
- Less Traditional Brand Development Approaches Include Blogging and
Licensing
- McKinsey Report Highlights Breakthrough Brands
- The Case of Greenies
- The Case of Munchkin/Bamboo
- Other Pet Product and Service Brand Success Stories
- Looking Ahead
- Innovation and Premiumization
- Pending Acquisition?
- Cross-Over Opportunities for Pet Food Giants
- Increasing Competition from Store Brands
- Innovation and Brand Repositioning
- Internet and Experiential Marketing
- In-Store Marketing
Chapter 3: Building Private-Label Brands
- Introduction: Overall U.S. Market Perspective
- Balancing Quality and Value
- Brand Loyalty vs. Store Loyalty
- The Role of Private-Label Manufacturers
- Natural/Organic's Mainstream Thrust Extends to Private-Label
- Private-Label Penetration Lags in Pet Market
- Table 3-1: Number of New Private-Label Pet Product Lines, 2002-2006
- Table 3-2: Number of New Private-Label Pet Product SKUs, 2002-2006
- Figure 3-1: Private-Label Share of IRI-Tracked Sales of Pet Products by
Category, 2000 vs. 2005 (percent)
- Table 3-3: IRI-Tracked Sales of Pet Products by Category and Segment:
Total vs. Private-Label, 2000-2005
- Why the Slower Going?
- Figure 3-2: Factors Influencing Purchasing of Pet Food: 2006 (percent)
- Positive Prospects and Pockets of Growth
- Manufacturers Buying into Private-Label
- Mars Acquires Doane Pet Care
- Dad's Bets on Corporate Brands/Treats
- Wal-Mart Out Front in Mass-Market Private Label
- Target Also Coming on Strong
- Natural/Organic at Front of Supermarket Push
- Pet Specialty Retail Leaders Build Own Brands Through Heavy Consumer
Advertising
- Table 3-4a: National Advertising Spending by Leading Pet Product
Retailers, 2003-2005 (in thousands of dollars)
- Table 3-4b: Share of National Advertising Spending by Leading Pet Product
Retailers, 2003-2005 (percent)
- Table 3-5: Independent Pet Specialty Store Advertising Spending by Type of
Media, 2004 (in dollars and percent)
- PetSmart's Private-Label and Brand-Building Initiatives
- Table 3-6: PetSmart Store Brands by Trademark Name, Usage, and Filing Date
- Petco's Private-Label and Brand-Building Initiatives
- Table 3-7: Petco Store Brands by Trademark Name, Usage, and Filing Date
- PetMed Express and Drs. Foster & Smith
- Independent Pet Shops Also Pushing into Private Label
- Private-Label Risks and Challenges
- Success Stories
- Boutique Private-Label Initiatives
- Private-Label Pet Products Also Catching on in Non-Pet Retailers
- Looking Ahead
- Room to Grow
- Premium Private Label
- A New Private-Label Experience?
- Tiered Private Label and Increased Retailer Involvement
Chapter 4: Building Licensed Brands
- Humanization and Kids Are Key Market Drivers
- Table 4-1: Number of New Licensed Pet Product Lines, 2002-2006
- Table 4-2: Number of New Licensed Pet Product SKUs, 2002-2006
- Figure 4-1: Share of U.S. Pet-Owning Households with Child Under 18 in
Household: By Type of Pet, 2004 (percent)
- Pet Market Licenses Cover All Bases
- Table 4-3: Total U.S. Licensing Revenues By Property Type, 2004 vs. 2005
(in millions of dollars and percent)
- Licensing Pros...
- ...and Cons
- The SpongeBob Phenomenon
- Classic Media Parlays Lassie into Pet Food Brand
- Licensed Dogsters Line Taps into Fast-Growing Frozen Pet Food Niche
- 4Kids Entertainment Reps American Kennel Club and Cat Fanciers Association
- Jakks Pacific Unleashes Flood of Licensed Brands
- Pet Pals Acquisition Includes AKC License
- New Deals with MGA Entertainment (Bratz) and Marvel (Spider-Man Et Al)
- The Cat Fanciers Association Deal
- The Meow Mix Deal
- Company Signs on with Snoop Dogg
- Pet Brands Banking on Milk-Bone and 9 Lives Licenses
- Cardinal Creates Own Character License: Crazy Pets
- Kroger's Private-Label Dog Food Based on Disney's Old Yeller
- Additional Forays Into Licensed Pet Products
- Looking Ahead
|
Related Report
|
View Cart
