Abstract
The ever increasing mindset of “pets as family” is transforming
the already dynamic market for non-food pet supplies into an even hotter one,
with premium and value-added products often at the fore and higher-income
demographics taking an ever larger bite out of the pet market pie. At the same
time, the range of retailers carrying pet products continues to expand, making
a wider range of products available to a wider range of consumers, while
innovative upstart marketers continue to flood the field and big-name players
get even bigger through line additions and acquisitions. Bringing to bear more
than 25 years of experience in profiling this market and drawing on Packaged
Facts' broad cross-category expertise, Pet Supplies in the U.S. pinpoints
strategic directions for current and prospective marketers, with a particular
focus on tapping into and further developing specific consumer segments via
extensive demographic profiling.
Report Methodology
The information contained in this report was obtained from both primary and
secondary research. Primary research entailed attendance at the 2007 Global
Pet Expo and Petfood Forum trade events; interviews with pet product
manufacturers and expert members of the trade; and an on-site examination of
retail venues. Secondary research included extensive Internet canvassing and
research- and data-gathering from relevant consumer business and trade
publications; company reports including annual reports and other financial
releases from public companies; company profiles in trade and consumer
publications; government reports; and other pet market reports by Packaged
Facts.
Mass-market sales estimates are based mainly on Information Resources, Inc.' s
(IRI) InfoScan Review, with data on new product introductions coming from
Datamonitor' s Productscan Online service. Analysis of consumer attitudes and
demographics primarily derives from the Simmons Market Research Bureau (New
York, NY) Fall 2006 full-year (January 2006-October 2006) adult consumer
survey, which is based on 24,467 respondents age 18 or over. Another important
data source is the American Pet Products Manufacturers Association (APPMA)
2007-2008 National Pet Owners Survey.
What You' ll Get in this Report
Covering products for all type of companion animals-especially
“new-generation” value-added entries-this fully updated report
examines non-food pet supplies including chews, litter, toys, carriers,
collars/leashes, grooming products, supplements and just about every other
kind of pet product imaginable, honing in on hot product trends such as
healthy/natural products, premium/luxury products, travel products, and
convenience products such as automatic litter boxes and disposable wipes. The
report also surveys market-transforming competitive trends such as cross-over
human marketers, the heavy focus on brand building, channel-specific
marketing, retailing in non-traditional outlets, and licensing.
A valuable new feature of this edition is in-depth profiles of owners of
birds, fish, reptiles, and small animals-in addition to owners of dogs and
cats-covering attitudes as well as product usage rates and demographics, and
honing in on pet-owning segments including Baby Boomers, affluents, women,
singles, couples, households with children, minorities, and multiple pet
owners. Pet owners are also profiled by shopping channel (pet stores, discount
stores, supermarkets, and online); product type (cat litter, flea/tick
controls, heartworm medications, and supplements); and marketing region
(Northeast, East Central, West Central, Southeast, Southwest, and Pacific).
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