Fresh Pet Food in North America: The Raw/Frozen, Refrigerated and Homemade Wave

Table of Contents

Chapter 1: Market Trends

• Introduction
  • Scope of Report
  • Natural Diets vs. Natural Pet Food
  • Raw/Frozen Foods
  • Dr. Billinghurst' s BARF Diet
  • The Raw Meaty Bones (Prey Model) Approach
  • Raw Food Processing
  • Pasteurization
  • Freeze-Drying
  • Product Packaging
  • Product Regulation
  • Related Terms
  • Report Methodology
• Market Size and Composition
  • Double-Digit Sales Growth
  • Figure 1-1: North American Retail Sales of Fresh Pet Food: 2003-2012 (in millions of dollars) IRI-Tracked Sales of Frozen and Refrigerated Pet Food
  • Table 1-1: IRI-Tracked U.S. Sales of Frozen/Refrigerated Pet Food, 2003-2008 (in millions of dollars) Market Composition
  • Figure 1-2: Share of North American Sales of Fresh Pet Food by Product Type: 2007 (percent)
  • Figure 1-3: Share of North American Retail Sales of Fresh Pet Food by Retail Channel: 2007 (percent) Market in Context
  • Table 1-2: Alternative Pet Food Segment Performance Relative to Total North American Pet Food Market (percent, growth rate) Consumer Trends Number of Frozen Pet Food and Human Food Feeders
  • Table 1-3: Percentage of Dog and Cat Owners Purchasing Frozen Pet Food in Past 12 Months: 2002, 2004 and 2006
  • Table 1-4: Percentage of Dog and Cat Owners Purchasing Human Food for Use as Pet Food: 2002, 2004 and 2006
  • Fresh Pet Food Purchaser Demographics
• Market Outlook
  • The Core Market Driver: Health
  • The Holistic Vet Connection
  • Raw Pet Food Industry Beginning to Organize
  • The North American Raw Petfood Association
  • The Canadian Association of Raw Pet Food Manufacturers
  • FDA Issues Final Guidance on Raw Meat for Animals
  • Pet Food Recall Drives Pet Owners to Alternative Foods
  • Figure 1-4: Effect of Pet Food Recall on Pet Food Sales in Pet Specialty Stores, May 2007 (percent)
  • Figure 1-5: Effect of Pet Food Recall on Pet Specialty Retailer Pet Food Selection, January 2008 (percent) Ongoing Effects
  • Effects of 2008 Recession
  • Pet Food Prices at Record Highs and Still on the Ups
  • Figure 1-6: Consumer Price Index for Pet Food, 1998-2008
  • Figure 1-7: Producer Price Index for Pet Food, 1998-2008 Growth of Internet as Pet Product Marketing Venue
  • Figure 1-8: Percentage Rates for Use/Influence of Internet: Overall Households vs. Dog- or Cat-Owning Households, 2007
  • Safety Concerns Over Raw/Frozen Foods
  • FDA Targets Raw Food Makers
• Competitive Trends
  • Leading North American Marketers
  • Table 2-1: North American Marketers and Brands of Raw/Frozen and Refrigerated Pet Food, 2008 Crossing Category Lines
  • Company Snapshot: Nature' s Variety
  • The Mass-Market Players: Freshpet and Bil-Jac
  • Table 2-2: IRI-Tracked U.S. Sales of Frozen and Refrigerated Pet Food by Marketer, 2003-2008 (in millions of dollars)
  • Freshpet Makes a Refrigerated Splash
  • Bil-Jac Well Positioned for Fresh Market Growth
  • The Freezer Factor
  • Frozen Novelties, Cooked Gourmet Foods Also Driving Freezer Push in Mass-Market Channel
  • Distribution Trends
  • Phillips a Leading Raw Pet Food Distributor
  • Paw Naturaw Launches Wholesale Direct
  • Marketing Tools
  • Focus on Safety
  • New Processing Techniques to Ensure Product Safety
  • Positioning on Ethical
  • Internet Marketing
  • Competition from Traditional Pet Food Makers
  • Figure 2-1: Top Pet Department Brands in Natural Food Supermarkets: March 2007 vs. March 2008 (% growth in dollar sales)
• Product Trends
  • Complete and Balanced
  • Organic
  • No-Allergy/Grain-Free
  • Focus on Convenience
  • Back to Homemade?
  • New Zealand Appeal
  • Training Treats
  • Targeted Functional Foods
  • Produce Mixes and Supplements