Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Market Definition
- Definition of Ethical Products
- Product Regulation
- Report Methodology
- Market Size Estimates
- Consumer Trends
- The Market
- Animal Health Products a Massive Global Market
- Figure 1-1: Share of Global Animal Health Sales: Production Animal vs.
Companion Animal, 2003, 2007 and 2012 (percent)
- U.S. Pet Medications Market Posting Healthy Retail Sales
- Market Drivers
- The Aging Pet Population
- Pet Market Humanization
- Premium Demographics
- Pet Overweight, Obesity
- Pet Insurance
- Economic Factors
- Risk and Criticism
- Marketing Trends
- Marketer Classifications: Pharmaceutical vs. Retail
- Top Global Pharmaceutical Marketers Lead U.S. Market
- Leading Retail Marketers
- Priority No. 1: Building Consumer Brands
- Antiparasitics: The Consumer Pet Medication Core
- Veterinary Brands Rule the Roost
- Top Retail Brands in Mass and Pet Specialty Channels
- Developing Market Segments
- Retail Pet Medications
- Consumer Trends
- Half of Households Keep Dogs or Cats
- 71% of Dog or Cat Owners Use Pet Meds
- Figure 1-2: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2008 (U.S. dog- or cat-owning households)
- 55% Use Spot-On Flea Prevention
- Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
- Southeast, Southwest Strongest for Spot-On Flea Medications
Chapter 2: The Market
- Market Size and Composition
- Animal Health Products a Massive Global Market
- Figure 2-1: Global Sales of Animal Health Products at the
Manufacturers Level: 2003 vs. 2007 (in billions of dollars)
- Sales by Classification
- Sales by Region
- Sales Shifting Toward Companion Animals
- Figure 2-2: Share of Global Animal Health Sales: Production Animal vs.
Companion Animal, 2003, 2007 and 2012 (percent)
- U.S. Pet Medications Market Posting Healthy Retail Sales
- Figure 2-3: U.S. Retail Sales of Pet Medications: 2003 vs. 2007 (in
billions of dollars) Consumer Usage Rates of Pet Medications
- Figure 2-4: Percentage of Dogs and Cats Given Medication and/or Drugs:
2000-2006 (percent)
- Usage of Dog Medications by Type
- Table 2-1: Types of Medication/Drugs Given to Dogs and Percentage
Obtaining from Veterinarian, 2006 (percent of dog owners)
- Usage of Cat Medications by Type
- Table 2-2: Types of Medication/Drugs Given to Cats and Percentage
Obtaining from Veterinarian, 2006 (percent of cat owners)
- Percentage of Pet Medication Users Procuring Though Veterinarians
- Dog and Cat Health Product Share of Independent Pet Specialty Retailer
Sales
- Table 2-3: Share of Independent Pet Store Dog Product Sales by
Category, 2005-2007 (percent)
- Table 2-4: Share of Independent Pet Store Cat Product Sales by
Category, 2005-2007 (percent)
- Market Outlook
- Focus on Health a Key Driver Across All Pet Market Segments
- Figure 2-5: Distribution of $25.3 Billion U.S. Pet Healthcare Market,
2007 (percent)
- Aging Pet Population Underpins Healthcare Boom
- Figure 2-6: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
- Humanization a Three-Pronged Force Human/Animal Bond a Potent Force
- Table 2-5: Mean Number of Veterinary Visits by Human- Animal Bond
Among Dog and Cat Households, 2006
- Table 2-6: Mean Veterinary Expenditures by Human-Animal Bond Among Dog
and Cat Households, 2006 (in dollars)
- Human Company Cross-Over, Marketing Muscle
- Human Product Cross-Over
- Premium Demographics Willing and Able to Spend
- Figure 2-7: Share of Total U.S. Pet Market Expenditures: $70K+ vs.
Under $70K Income Brackets: 1996, 2001 and 2006 (percent)
- Table 2-7: $70K+ Income Bracket Share of U.S Pet Supplies and
Veterinary Services Expenditures, 1996-2006 (percent)
- Number of Dog and Cat Households on the Ups
- Figure 2-8: Household Penetration Rates for Selected Dog- or
Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dog- or
cat-owning households) Rising Rates of Pet Overweight, Obesity
- The Veterinary Factor
- Table 2-8: Most Important Factor in Dog and Cat Flea/Tick Product
Selection, 2006 (percent of dog and cat owners) Pet Owners Visiting
Veterinarians More Often
- Table 2-9: Caring for a Pet' s Health: Veterinarian Visits, Expenses
and Services Received, 2006 (number, percent and dollars)
- Table 2-10: Average Annual Consumer Expenditures on Veterinary
Services, 1996-2006 (in dollars)
- Ethical Product Diversion and Veterinarian Discontent
- Pet Insurance Boom a Good Sign for Pet Medications
- Competition from Pet Supplements
- Supplements on the Ups
- Figure 2-9: U.S. Retail Sales of Pet Supplements and
- Nutraceutical Treats, 2003, 2007 and 2012 (in millions of dollars)
- Veterinary Usage of Supplements Expanding
- Natural Pet Products Going Strong
- Figure 2-10: U.S. Retail Sales of Natural Pet Products, 2003, 2007
and 2012 (in millions of dollars)
- Impact of U.S. Economic Downturn
- Table 2-11: Percentage of Adults with Little or No Confidence in
Short-Term Prospects for the Economy, April 2003-April 2008 (U.S. adults)
- Table 2-12: Percentage of Adults Who Are More Practical or Realistic in
Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
- Risk and Criticism
- Looking Ahead
- Illustration 2-1: Nestle Purina' s Friskies Flea Repellent Drops (France)
- Figure 2-11: Projected U.S. Retail Sales of Pet Medications: 2007 vs.
2012 (in billions of dollars)
Chapter 3: Marketing Trends
- Competitive Overview
- Marketer Classifications: Pharmaceutical vs. Retail
- Top Global Pharmaceutical Marketers Lead U.S. Market
- Table 3-1: Global Animal Health Sales of Top U.S. Marketers of Pet
Medications, 2005-2007 (in millions of dollars)
- Pharmaceutical Companies Consolidating
- Human Cross-Over Synergies
- Summit VetPharm Taps in with Unique Approach
- Leading Retail Marketers
- Second-Tier Retail Marketers and Specialists
- Natural Product Marketers
- Retail Market Also Consolidating
- Priority No. 1: Building Consumer Brands
- Pharmaceutical Companies Also Market to/Through Vets
- The Problem of Product Diversion
- The Internet Effect
- Figure 3-1: Use/Influence of the Internet: Adults Overall vs. Dog or Cat
Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
- Online Pet Pharmacies Competing Directly with Veterinarians
- Retail Product Marketers Also Active Online
- PetMed Express, Inc.
- Overview
- Table 3-2: PetMed Express Sales, 2004-2008 (in millions of dollars)
- The PetMed Express Product Focus
- Table 3-3: Share of PetMed Express Sales by Category, 2006- 2008
(percent)
- Marketing and Advertising
- Table 3-4a: Selected Leading Pharmaceutical Marketers and
- Brands of Pet Medications: Product Type and Generic Drug Name, 2008
- Table 3-4b: Selected Leading Pharmaceutical Marketers and
- Brands of Pet Medications: Status, Form, Animal Type and Description,
2008
- Table 3-5: Selected Leading Retail Marketers and Brands of
- Pet Medications, 2008
- Table 3-6: Selected Leading Third-Party E-tailers of Pet
- Medications, 2008
- Focus on Antiparasitics
- Overview: The Consumer Pet Medication Core
- Veterinary Brands Rule the Roost
- Three Drug Companies Enter Market in 2007
- Illustration 3-1: Trade Ad for Fort Dodge' s ProMeris(Veterinary Forum,
March 2008)
- “Prescription” Appeal
- Figure 3-2: National Consumer Advertising Spending for Frontline and
K9 Advantix, 2006 and 2007 (in millions of dollars)
- Illustration 3-2: Online Printable Coupon for Merial' s Frontline
- Illustration 3-3: Animal Hospital Coupon Mailer for Merial' s Frontline
and Heartgard
- New Ethical Products Focus on Anti-Diversion
- Bayer Launches Prescription Version of Advantage
- Top Retail Brands Inhabit Mass and Pet Specialty Channels
- Central Garden & Pet Brands Lead Pet Specialty Channel
- Table 3-7: Top Marketers of Flea/Tick Products in Pet Specialty
Retailers, 2006 and 2007 (percent)
- Hartz and Sergeant' s Brands Lead in Mass-Market Channels
- Table 3-8: IRI-Tracked Sales of Pet Medications & Related Pet
Healthcare Products, 2007 vs. 2008 (in millions of dollars)
- Table 3-9: IRI-Tracked Sales of Pet Medications and Related Pet
Healthcare Products, 2003-2007 (in millions of dollars)
- Hartz Phases Out Advanced Care Spots-Ons
- Hartz and Sergeant' s Launch Pet Specialty Lines
- OTC Brands Take on Ethical
- Illustration 3-4: Trade Ad for Sergeant' s Gold Flea/Tick Squeeze-Ons
(Pet Business, June 2007)
- Illustration 3-5: Trade Ad for Hartz' s UltraGuard Flea & Tick Drops
(Pet Business, February 2008)
- Illustration 3-6: Trade Ad for Central Garden & Pet' s Bio Spot Retail
Flea/Tick Line (PET AGE, April 2007)
- Illustration 3-7: Trade Ad for Central Garden & Pet' s Adams Plus
Retail Flea/Tick Line (Pet Business, March 2007)
- Channel Cross-Over and Exclusivity
- Consumer Marketing Trends and Themes
- Consumer Websites
- Product Effectiveness
- Illustration 3-8: Consumer Ad for Merial' s Frontline Plus (AKC
- Family Dog, July/August 2008)
- Proprietary Ingredients
- Multifunction/Extra Benefits
- Illustration 3-9: Sergeant' s Sentry Pro XFC Flea/Tick Squeeze-
- Ons
- Convenience, Packaging
- Pest-Control “Systems”
- Illustration 3-10: Trade Ad for Hartz' s InControl Flea/Tick Line (Pet
Business, February 2007) Wide Product Lines
- Illustration 3-11: Trade Ad for Central Garden & Pet' s Zodiac
Flea/Tick Line (PET AGE, April 2008)
- Illustration 3-12: Consumer Ad for Bayer' s Advantage and K9 Advantix
Products (AKC Family Dog, July/August 2008)
- Value
- Spotlight on Safety
- Illustration 3-13: Trade Ad for Sergeant' s WormXPlus Wormer
- Focus on Developing Market Segments
- Pain Management and NSAIDs
- Merial' s Previcox Is Newest Market Entrant
- Illustration 3-14: Trade Ad for Merial' s Previcox NSAID (Veterinary
Forum, March 2008)
- Illustration 3-15: Trade Ad for Pfizer' s Rimadyl NSAID (Veterinary
Forum, March 2008)
- Illustration 3-16: Trade Ad for Vetoquinol' s Vetprofen NSAID (Veterinary
Forum, March 2008)
- Building Consumer Awareness, Brands
- Mood Disorders
- Novartis and Clomicalm
- Eli Lilly and Reconcile
- Illustration 3-17: Trade Ad for Eli Lilly' s Reconcile (Veterinary
Practice News, July 2008)
- Obesity/Overweight and Diabetes
- Pfizer Debuts Slentrol
- Marketing Appeals
- Illustration 3-18: Consumer Ad for Pfizer' s Slentrol (Martha Stewart
Living, Spring 2008)
- Illustration 3-19: Trade Ad for Pfizer' s Slentrol (Veterinary Forum,
March 2008)
- Slentrol Goes Abroad
- Diabetes Support
- Illustration 3-20: Trade Ad for Intervet-Schering' s Vetsulin (Veterinary
Practice News, June 2008)
- Cognitive Dysfunction
- Oral Care
- Retail Pet Medications
- Illustration 3-21: Doctors Foster & Smith OTC Itch Stop Line
Chapter 4: Company Profiles
- Bayer Animal Health
- Overview
- Advantage Key to Segment Sales
- Table 4-1: Bayer Consumer Health Segment Sales by Division: 2006 vs.
2007 (in millions of dollars)
- Bayer Launches Animal Health MBA Education Program
- Bayer AG Corporate Overview
- Central Garden & Pet
- A Top Multi-Category Pet Market Player
- CG&P Acquires Farnam
- Central Life Sciences Fields Important Proprietary Molecules
- Elanco Animal Health (Eli Lilly and Company)
- Overview
- Company Launches New Companion Animal Group
- Eli Lilly and Company
- Table 4-2: Eli Lilly and Company Sales, 2005-2007 (in millions of
dollars)
- Fort Dodge Animal Health
- Overview
- Companion Animal Sales Growing
- Table 4-3: Fort Dodge Animal Health Sales by Segment, 2004- 2007 (in
millions of dollars)
- Wyeth Corporate Background
- Table 4-4: Wyeth Sales by Division, 2004-2007 (in millions of dollars)
- Hartz Mountain Corp
- A Top U.S. Pet Care Brand
- Table 4-5: IRI-Tracked Sales and Market Share of Hartz Mountain Pet
Supplies, 2003-2007 (in millions of dollars)
- Disappointing Returns
- Looking Abroad
- Intervet-Schering-Plough Animal Health
- Schering-Plough Acquires Intervet
- Schering-Plough Corporate Overview
- Table 4-6: Schering-Plough Sales by Division, 2005-2008 (in millions
of dollars)
- Merial Limited
- Company Structure and Sales
- Figure 4-1: Merial Limited Global Sales, 2005-2007 (in millions of
dollars)
- Companion Animal Product Types and Brands
- A Joint Venture
- Novartis Animal Health
- Overview
- Novartis AG Corporate Background
- Table 4-7: Novartis Group Sales Growth, 2003-2007 (in millions of
dollars)
- Pfizer Animal Health
- Overview
- Revolution, Rimadyl Lead Companion Animal Sales
- Table 4-8: Pfizer Animal Health Sales by Animal Type, 2005- 2007 (in
millions of dollars)
- Pfizer Corporate Overview
- Table 4-9: Pfizer, Inc. Sales by Division, 2005-2007 (in millions of
dollars)
- Sergeant' s Pet Care, Inc.
- Overview
- Table 4-10: IRI-Tracked Sales and Market Share of Sergeant' s Pet Care,
2003-2007 (in millions of dollars)
- Bulking Up Through Acquisitions
- Focusing on Flea and Tick
- Sergeant' s Expands “Look at the Label” Educational Campaign
Chapter 5: Consumer Trends
- Overview of Pet Owners
- Notes on Simmons Data
- Half of Households Keep Dogs or Cats
- Figure 5-1: Household Ownership Rates for Selected Dog- or Cat- Owning
Classifications, 2008 (percent and number of U.S. dog- or cat-owning
households) Ownership Rates Edge Up
- Figure 5-2: Household Penetration Rates for Selected Dog- or
Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dog- or
cat-owning households)
- Retail Shopping Patterns for Pet Products
- Figure 5-3: Retail Shopping Patterns for Pet Products, 2008 (percent
and number (000) of U.S. dog- or cat-owning households)
- Pet Owners on the Web
- Shopping Psychographics
- Figure 5-4a: Use/Influence of the Internet: Adults Overall vs. Dog or
Cat Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
- Figure 5-4b: Use/Influence of the Internet: Adults Overall vs. Dog or
Cat Owners, 2007 (index for U.S. dog or cat owners)
- Figure 5-5: Dog or Cat Owners as Consumers: Selected Shopping
Psychographics, 2008 (percent and index for U.S. dog or cat owners)
- Figure 5-6: Dog or Cat Owners as Consumers: Selected Media & Marketing
Psychographics, 2008 (percent and index for U.S. dog or cat owners)
- Figure 5-7: Dog or Cat Owners as Consumers: Selected
“Green” Psychographics, 2008 (percent and index for U.S. dog
or cat owners)
- Pet Owner Demographics
- Figure 5-8: Dog Ownership Rates by Household Income Bracket, 2008
(percent of U.S. dog-owning households)
- Table 5-1: Dog or Cat Ownership Rates by Age Bracket, 2003 vs. 2008
(percent of U.S. dog- or cat-owning households)
- Table 5-2: Demographics for Dog or Cat Ownership, 2008 (percent,
number, and index among U.S. dog- or cat-owning households)
- Table 5-3: Demographics for Dog Ownership, 2008 (percent, number, and
index among U.S. dog-owning households)
- Table 5-4: Demographics for Cat Ownership, 2008 (percent, number, and
index among U.S. cat-owning households)
- Purchasing Rates for Pet Medications
- 71% of Dog or Cat Owners Use Pet Meds
- Figure 5-9: Percent of Dog or Cat Owners Who Purchase Pet Medications,
2008 (U.S. dog- or cat-owning households)
- Figure 5-10: Number of Dog or Cat Owners Who Purchase Pet Medications,
2008 (U.S. dog- or cat-only households in thousands)
- Usage Up Across the Board
- Figure 5-11: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2003 vs. 2008 (U.S. dog- or cat-owning households)
- Figure 5-12: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2003 vs. 2008 (U.S. households owning dogs only or cats only)
- 55% Use Spot-On Flea Prevention
- Figure 5-13: Percent of Dog or Cat Owners Who Purchase Flea/Tick
Products by Type, 2008 (U.S. dog- or cat-owning households)
- Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
- Figure 5-14: Usage Rates for Selected Flea Prevention or Treatment
Brand Lines/Marketer (Product Range), 2003 vs. 2008 (percent of U.S. dog-
or cat-owning households)
- Figure 5-15: Percent of Dog and Cat Owners Obtaining Heartworm and
Flea Medications from Veterinarians: Dog vs. Cat Products, 2006 (U.S. dog
or cat owners)
- Pet Med Psychographics
- Alternative Streak Among Cat Owners
- Store Brands Over $$$ Brands
- Figure 5-16: Selected Healthcare Psychographics for Pet Owners and Pet
Med Buyers, 2008 (percent for U.S. adults overall, dog or cat owners, and
pet medication buyers)
- Figure 5-17: Selected Healthcare Psychographics for Pet Owners and Pet
Buyers, 2008 (index for U.S. dog or cat owners and pet medication buyers)
- Figure 5-18: Levels of Agreement or Disagreement With Statement, OTC
Store Brands Work Just Like Advertised Brands: Selected Brand Lines and
Product Types, 2008 (percent of U.S. adults overall vs. dog or cat owners
and pet medication purchasers)
- Figure 5-19: Levels of Agreement or Disagreement With Statement, Most
Expensive Medications Are Usually the
- Best: Selected Brand Lines and Product Types, 2008 (percent of U.S.
adults overall vs. dog or cat owners and pet medication purchasers)
- Pet Med Demographics
- Southeast, Southwest Strongest for Spot-On Flea Medications
- Distinct Demographics for Frontline
- Figure 5-20: Top Demographic Indicators for Use of Frontline Spot-On
Flea Medication, 2008 (percent and index of U.S. dog- or cat-owning
households)
- Figure 5-21: Top Demographic Indicators for Use of Hartz Flea
Products, 2008 (percent and index of U.S. dog- or catowning households)
- Demographics for Heartworm Products: Dog vs. Cat Owners
- Figure 5-22: Usage Rates for Dog or Cat Heartworm Medications by Age
Bracket of Pet Owner, 2008 (percent and index for U.S. dog and cat owners)
- Table 5-5: Demographics for Use of Spot-On Flea Medications for Dogs
or Cats, 2008 (percent, number, and index among U.S. dog- or cat-owning
households)
- Table 5-6: Demographics for Use of Heartworm Medications for Dogs,
2008 (percent, number, and index among U.S. dog-owning households)
- Table 5-7: Demographics for Use of Heartworm Medications for Cats,
2008 (percent, number, and index among U.S. catowning households)
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