Abstract
Until the early 2000s, natural pet products were mainly the purview of smaller
marketers, some of which had been around for decades, but few of which had
annual sales of more than a few million dollars. Since then and continuing
through 2007, top pet market players have been steadily increasing their
presence in the natural segment, including Nestlé Purina, Mars, Del
Monte, Hill' s and Iams on the pet food side, and Central Garden & Pet,
Spectrum Brands, Hartz Mountain and Sergeant' s on the non-foods side. At the
same time, dozens of upstarts continue to flood the field, providing a steady
stream of new upscale fare to pet specialty retailers and non-traditional
retailers of many stripes.
Giving the natural pet products market a huge shot in the arm are the
heightened product safety concerns of U.S. consumers stemming from the massive
pet food recall of spring 2007, the growing clout of premium pet demographics,
the trends toward pet humanization and “functional pampering,” and
the aging pet population. As a result, IRI-tracked sales of pet food surged
over 500% during the 52 weeks ending July 15, 2007, with natural cat litter
posting a 15% compound annual growth rate from 2002 to 2007. This
mainstreaming activity has kept the pressure on smaller marketers and
retailers to scale their product offerings up even further, the next logical
step after natural being organic, and the step above that being not just
organic but organic coupled with related claims such as human-grade, locally
grown and 100% U.S. sourced ingredient, with related “ethical”
claims such as sustainable, support of local growers, fair trade and no
cruelty also cropping up with growing frequency.
Packaged Facts' Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products
and services. No other market research publisher offers the breadth and depth
of coverage in this lucrative, fast-growing industry. Other titles include Pet
Food in the U.S.: Riding the Premium Wave, Pet Insurance in North America, Pet
Care Services in the U.S., Pet Supplements and Nutraceuticals, Alternative Pet
Foods and Food Safety, Premium Pet Demographics, and Brand Building in the Pet
Market.
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
marketers, service providers and expert members of the trade; and an on-site
examination of retail venues. Our analysis of consumer trends and demographics
primarily derives from exclusive customized cross-tabulations of consumer data
collected by Simmons Market Research Bureau in its Fall 2006 full-year adult
consumer survey, which is based on 24,467 respondents age 18 or over. Data on
new product introductions are provided by Datamonitor' s Productscan Online
service and Packaged Facts. Secondary research includes extensive Internet
canvassing; research- and data-gathering from relevant consumer business and
trade publications including PET AGE, Pet Product News International, Pet
Business and Petfood Industry; the American Pet Products Manufacturers
Association (APPMA) 2007-2008 National Pet Owners Survey; and other pet market
reports by Packaged Facts, which has been tracking pet-related markets for
over 25 years.
How You Will Benefit from this Report
For companies participating in the U.S. market for pet products and services,
few segments of the industry are “hotter” than natural, organic
and eco-friendly products. Now in its second edition, this report explores key
competitive trends in two classifications-pet food and pet care-with the
latter defined as encompassing all non-food pet supplies including cat litter,
grooming products, pet supplements, and clean-up products. For each
classification, in-depth market coverage includes historical and projected
market size estimates from 2003 through 2012, competitive strategies and
profiles of key players, advertising spending and new product trends, and
consumer profiles of the nearly half of dog- or cat-owning households in the
United States who seek out natural or eco-friendly products on a regular basis.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans.
- Research and development professionals stay on top of competitor
initiatives and explore demand for natural, organic and eco-friendly products.
- Advertising agencies to develop messages and images that compel consumers
to purchase natural, organic and eco-friendly products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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