Natural Supermarket Pet Department Close-Up: Multi-category Sales, Brand Share, Retailer and Consumer Trends

Table of Contents

Introduction

• Scope of Report
• Report Methodology
• Retailer Profile: Whole Foods Market, Inc
  • Company Overview
• Photograph #1: Checkout Lanes and Signage at Whole Foods
  • Whole Foods and Pet Products
• Figure 1: Percentage of U.S. Adults Who Shopped at Whole Foods in Last 4 Weeks: Overall vs. Dog or Cat Owners, 2006-2008
• Figure 2: Selected High-Index Pet Owner Demographics for
• Shopping at Whole Foods, 2008
• Photograph #2: Pet Department in Whole Foods
• Photograph #3: Pegboard Display of Pet Treats in Whole Foods
• Photograph #4: Whole Foods 365 Dry Dog Food Display
• Figure 3: Price Comparison of Selected Dog and Cat Food Products: Manufacturer Brands vs. Whole Foods Store Brands, Summer 2008
• Retailer Profile: Trader Joe' s
  • Company Overview
• Photograph #5: Checkout Lanes at Trader Joe' s
  • Trader Joe' s and Pet Products
• Figure 4: Percentage of U.S. Adults Who Shopped at Trader Joe' s in Last 4 Weeks: Overall vs. Dog or Cat Owners, 2006-2008
• Figure 5: Selected High-Index Pet Owner Demographics for Shopping at Trader Joe' s, 2008
• Photograph #6: Trader Joe' s "Gondola" Pet Display
• Photograph #7: Trader Joe' s Tuna for Cats
• Photograph #8: Trader Joe' s Mint-a-Breath Bones
• Figure 6: Pet Owner Demographics for Shopping at Whole Foods, 2008 (percent, number and index of U.S. dog or cat owners)
• Figure 7: Pet Owner Demographics for Shopping at Trader Joe' s, 2008 (percent, number and index of U.S. dog or cat owners)

Sales Trends

• Pet Products Charting Double-Digit Growth
• Figure 8: Pet Product Sales in Natural Supermarkets: 2005-2007 (in millions of dollars)
• Figure 9: Pet Product Sales in Natural Supermarkets: By Category, 2005-2007 (in millions of dollars)
• Figure 10: Pet Product Sales in Natural Supermarkets: By Category, YTD 2007 vs. 2008 (in millions of dollars)
• Mass-Market Sales Sluggish by Comparison
• Figure 11: IRI-Tracked Sales of Pet Products: Overall and by Category, 2007 vs. 2008 (in millions of dollars)
• Dog Food Accounts for Largest Category Share
• Figure 12: Share of Pet Product Sales in Natural Supermarkets: By Category, 2005-2007 (percent)
• Pet Food Is Largest Classification
• Figure 13: Share of Pet Product Sales in Natural Supermarkets: By Classification, 2005-2007 (percent)
• Figure 14: Sales of Pet Products in Natural Supermarkets by Classification, 2005-2007 (in millions of dollars)
• Figure 15: Sales of Pet Products in Natural Supermarkets by Classification, YTD 2007 vs. 2008 (in millions of dollars)
• Dog Food Leads Pet Food Classification
• Figure 16: Share of Pet Food Sales in Natural Supermarkets: By Type, 2005-2008 (percent)
• Pet Supplies Category Leads Nonfood Classification
• Figure 17: Share of Nonfood Pet Product Sales in Natural Supermarkets: By Type, 2005-2008 (percent)
• Weekly Sales Trends Reflect Impact of 2007 Pet Food Recalls Happy Holidays
• Figure 18: Seasonal Pattern of Pet Product Sales in the Natural Supermarket Channel: January 2005-December 2007
• Figure 19: Seasonal Pattern of Pet Food Sales in the Natural Supermarket Channel: January 2005-December 2007
• Figure 20: Seasonal Pattern of Nonfood Pet Product Sales in the Natural Supermarket Channel: January 2005-December 2007
• Figure 21: Seasonal Pattern of Pet Treats & Snacks Sales in the Natural Supermarket Channel: January 2005-December 2007

Brand Shares and Sales Performance

• Overview
• Top Five Brands Taking Bigger Bite of Sales
• Figure 22: Combined Market Shares of Pet Product Brands in the Natural Supermarket Channel: Top Five vs. All Other, 2005-2008 (percent)
• Pet Promise the No. 1 Natural Brand
• Figure 23: Share of Sales of Pet Products in Natural Supermarkets by Marketer/Brand: YTD 2007 vs. 2008 (percent)
• Figure 24: Share of Sales of Pet Products in Natural Supermarkets by Marketer/Brand: 2005-2007 (percent)
• Top Brands Post Double-Digit Percentage Growth
• Figure 25: Sales of Pet Products in Natural Supermarkets by Marketer/Brand: YTD 2007 vs. 2008 (in millions of dollars)
• Figure 26: Sales of Pet Products in Natural Supermarkets by Marketer/Brand: 2005-2007 (in millions of dollars)
• Figure 27: Sales of Pet Products in Natural Supermarkets by Marketer/Brand: YTD 2007 vs. 2008 (in millions of dollars)
• Pet Promise (Natural Pet Products)
• Figure 28: Pet Promise Sales in Natural Supermarkets, 2005-2008 (in millions of dollars)
• Photograph #9: Pet Promise "Product Purity" Comparison Chart
• Pet Guard (Pet Guard Co.)
• Figure 29: Retail Sales Growth Rates in Natural Supermarkets: Pet Guard vs. Pet Department Overall, 2005-2008 (percent)
• Photograph #10: Pet Guard Mr. Barky' s Vegetarian Dog Biscuits
• Newman' s Own Organics
• Figure 30: Newman' s Own Organics Sales in Natural Supermarkets, 2005-2008 (in millions of dollars)
• Photograph #11: Newman' s Own Organics 95% Organic Wet Pet Food
• Wellness (Old Mother Hubbard)
• Figure 31: Wellness (Old Mother Hubbard) Market Share in Natural Supermarkets, 2005-2008 (in millions of dollars)
• Castor & Pollux
• Figure 32: Castor & Pollux Sales in Natural Supermarkets, 2005- 2008 (in millions of dollars)
• Photograph #12: Castor & Pollux' s Organix Dog Kit
• Other Natural Channel Brands
• Figure 33: Retail Sales Growth Rates in Natural Supermarkets: Combined Other Brands vs. Pet Department Overall, 2005-2008 (percent) Halo, Purely for Pets
• Photograph #13: Halo, Purely for Pets New Packaging Dogswell
• Photograph #14: Dogswell All Natural Chicken Jerky Treats CANZ (Country Pet)
• Photograph #15: Country Pet Freezer Case in Whole Foods Other Brands

Market Summary

• Natural Supermarket Channel Advantages
• Figure 34: U.S. Retail Sales of Natural Pet Products, 2003-2012 (in millions of dollars)
• Figure 35: Percentage of Pet Owners Shopping at Whole Foods and/or Trader Joe' s, 2008 (percent of U.S. dog or cat owners)
• Figure 36: Where Organic Groceries Are Most Often Purchased by Selected Retailer Type: Organic Product Shoppers Overall vs. Organic Pet Food Purchasers, 2008 (percentage of U.S. adults)
• Figure 37: Where Organic Groceries Are Most Often Purchased by Selected Retail Chain: Organic Grocery Shoppers Overall vs. Organic Pet Food Purchasers, 2008 (percentage of U.S. adults)