Abstract
Billions of dollars in pet food brand sales are now up for grabs as a result
of the pet food recall crisis and its ongoing effects, according to this
timely special report from Packaged Facts. Coining the term “alternative
pet food,” the report identifies the main beneficiaries in this
brand-switching trend as “high-quality pet foods chosen as alternatives
to traditional brands,” including high-end natural and organic pet
foods; fresh pet foods including raw/frozen, refrigerated, and homemade; and
100% U.S. sourced, locally grown, and other smaller-batch pet foods. Together,
these product segments currently account for less than 10% of North American
pet food sales, but the growing consumer perception that these products are
safer than traditional mass-produced pet foods-on top of numerous other
favorable trends covered in the report-virtually guarantees high double-digit
growth rates for at least the next two years.
Following a recap of relevant events pertaining to the devastating pet food
recalls of spring/summer 2007, the report traces the government response, the
industry response, and the consumer response to the crisis-all the while
keeping an eye on implications for North American sales of alternative pet
foods, which are now being positioned as both safer and healthier than
traditional pet foods. For alternative pet foods as well as the pet food
market as a whole, this forward-looking analysis factors in both the short and
long-term impact of the recall while also exploring related trends, such as
levels of consumer awareness of the recall and current and expected effects on
purchasing behavior, more direct company oversight of ingredients sourcing and
production, new labeling standards for pet foods, new organic pet food
standards, new product trends in alternative pet foods, new technologies in
fresh pet foods, and increased government oversight of the industry.
Report Methodology
The information in this report was obtained from both primary and secondary
research. Primary research entailed attendance at industry trade shows;
informal interviews with members of the trade; and an on-site examination of
the retail milieu, including mass-market outlets, pet specialty shops, and
veterinary clinics. Secondary research included extensive Internet canvassing
and research- and data-gathering from relevant trade, business, and government
sources; company reports including annual reports, 10Ks, and other financial
releases from public companies; company profiles in trade and consumer
publications; and other reports by Packaged Facts, which has been reporting on
pet-related markets for nearly two decades.
Our market size estimates are based on Information Resources, Inc. (IRI) data
for tracked mass-market retailers (supermarkets, drugstores, and mass
merchandisers other than Wal-Mart), independent pet store sales-tracking
surveys, reported revenues of marketers and retailers, and figures appearing
in the trade press. Information on new product introductions is derived from
reports in the trade press and online, as well as detailed data from
Productscan Online, a service of Datamonitor, Ltd. Our analysis of consumer
demographics derives primarily from the Simmons Market Research Bureau (New
York, New York) spring 2006 consumer survey, which is based on approximately
30,000 respondents
What You' ll Get in this Report
Product Safety and Alternative Pet Foods: North American Market Outlookoffers
unique perspective on this burgeoning market. No other market research report
provides the analysis and trends coverage that this report offers. Plus,
you' ll benefit from extensive data, presented in easy-to-read and practical
charts, tables and graphs.
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