米国におけるペットフード市場：高級志向への動き

Abstract

The U.S. pet food market is experiencing healthy growth as marketers continue to convert pet owners to better quality, higher priced, more upscale fare. Premium pet foods cover all bases-natural/organic, fortified/functional, weight control, lifestage, breed-/size-specific, gourmet, etc.-and are increasingly being positioned not just as human style but as human grade. As a result, much of the growth is occurring at the upper-income tier of the pet owner spectrum, with U.S. households earning $70,000 or more now accounting for an impressive 44% of the aggregate pet food expenditure-up from just 15% in 1994.

Top marketers including Nestlé Purina, Mars, Iams, Hill's, Nutro, and S&M NuTec clearly have their fingers on the emotional pulse of American pet owners, as well as some very big advertising guns. During 2005, they spent nearly $300 million on national advertising for pet food, virtually all of it encouraging the deep attachment Americans feel for their pets, while also launching the biggest surge of new products in the history of the market. The high level of interest in all things pet has also spurred a number of high-profile acquisitions, including Mars' recent purchase of S&M NuTec (Greenies) and private-label producer Doane, Del Monte's purchase of Milk-Bone and Meow Mix, Bain Capital's purchase of Nutro, and Central Garden & Pet's purchase of Breeder's Choice.

Bringing to bear more than 20 years of experience in analyzing this market and drawing on Packaged Facts' broad cross-category expertise, Pet Food in the U.S. pinpoints strategic directions for current and prospective marketers, with a particular focus on high-growth product segments such as functional treats. Covering products for all type of companion animals, the report is organized into four main chapters-Dog Food, Cat Food, and Other Pet Food (birds, small animal, fish, and reptiles), plus an in-depth overview chapter covering cross-market trends.

Pegging 2005 sales at $14.5 billion and projecting healthy growth through 2010, the report provides market size estimates for the overall retail universe, while quantifying mass-market sales to the marketer/brand share level using data from Information Resources, Inc. The report fully documents marketing, new product, and retail trends, as well as trends in pet food purchaser demographics, based on Simmons Market Research Bureau data as well as data from the American Pet Products Manufacturers Association's 2005-2006 National Pet Owners Survey.

Table of Contents

Chapter 1: Executive Summary

• Scope of Report
• Report Methodology
• Market Overview
  • Pet Food Sales Reach $14.5 Billion in 2005
  • IRI-Tracked Sales Down 5%
  • Dog Biscuits/Treats Is One Bright Spot
  • Dog Food Still Over Half the Market
  • Figure 1-1: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent)
  • Market Share by Retail Channel
  • Top Five Players Control Three-Quarters of the Market
  • Figure 1-2: Top Five U.S. Marketers of Pet Food, July 2006 (percent)
  • The Mass-Market Leaders
  • Consumer Advertising Spending at $277 Million in 2005
  • Hundreds of New Products Hitting the Scene
  • Retail Trends
  • Over 50 Million Households Own Dogs or Cats
  • Pet Food Spending: Trends and Demographics
  • Figure 1-3: Average U.S. Household Expenditures on Pet Food, 1994-2004 (in dollars)
• Dog Food
  • Total Dog Food Sales at $8.7 Billion in 2005
  • Figure 1-4: U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Chart Gradual Decline
  • Nestlé Purina Dominates Dog Food Category
  • 2006 a Record Year for New Dog Food Products
  • The Upscale Thrust: Natural, Functional, and Special Diet Foods
  • 32% Usage Rate for Packaged Dry Dog Food
• Cat Food
  • Total Cat Food Sales at $4.9 Billion in 2005
  • Figure 1-5: U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Down 8% Since 2001
  • Iams Jumps to No. 2 in Cat Food Market
  • Over 100 New SKUs Appear in First Six Months of 2006
  • 32% Overall Usage Rate for Packaged Dry Cat Food
• Other Pet Food
  • Total Other Pet Food Sales at $869 Million in 2005
  • Figure 1-6: Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
  • Marketer Overview
  • Marketing and New Product Trends
  • Population Trends: Household Penetration Increasing for All Animal Types

Chapter 2: Market Overview

• Introduction
  • Scope of Report: Three Main Categories
  • Terminology
  • Exclusions
  • Other Marketing Classifications
• Market Size and Growth
  • Pet Food Sales Reach $14.5 Billion in 2005
  • Table 2-1: U.S. Retail Sales of Pet Food, 2001-2005 (in millions of dollars)
  • IRI-Tracked Sales Down 5%
  • Figure 2-1: IRI-Tracked Sales of Pet Food, 2001-2005 (in millions of dollars)
  • Dog Biscuits/Treats Is One Bright Spot
  • Table 2-2: IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
  • Table 2-3: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2002-2005 (percent)
  • Table 2-4: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2001-2005 (in millions of dollars)
  • Table 2-5: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2001-2005 (in millions of dollars)
• Market Composition
  • Dog Food Still Over Half the Market
  • Figure 2-2: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003, 2005 (percent)
  • Dry Food Accounts for About Half the Market
  • Figure 2-3: Share of IRI-Tracked Sales of Pet Food by Type: 2001, 2003, 2005 (percent)
  • Table 2-6: Share of IRI-Tracked Sales of Pet Food by Segment, 2001-2005 (percent)
  • Independent Pet Stores: Share of Sales by Animal Type
  • Table 2-7: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
  • Dog Food Is No. 2 Category in Pet Specialty Stores
  • Table 2-8: Share of Pet Specialty Retailer Sales by Category: 2004 (percent)
  • Table 2-9: Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
  • Market Share by Retail Channel
  • Figure 2-4: Share of U.S. Pet Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Table 2-10: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasers vs. Sole Purchasers, 2003 vs. 2005 (U.S. households with dogs or cats)
  • Channel Loyalty Increasing Among Online Shoppers
  • Figure 2-5: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type, 2003 vs. 2005 (U.S. households with dogs or cats)
• Market Outlook
  • The Premium Product Thrust
  • Figure 2-6: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
  • The Retail Thrust
  • Pet Population Trends
  • Table 2-11: Percentage of U.S Households That Own a Pet: 1988-2004 (percent)
  • Table 2-12: Number of U.S Households That Own a Pet: 1988-2004 (in millions)
  • The Aging Pet Population
  • The Boomer Factor
  • Figure 2-7: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Table 2-13: Dog and Cat Ownership Indices: By Adult Age Bracket, 2005 (U.S. households)
  • Other Key Demographics
  • Figure 2-8: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
  • Looking Ahead: Market to Approach $19 Billion by 2010
  • Table 2-14: Projected U.S. Retail Sales of Pet Food, 2005-2010 (in millions of dollars)
  • Natural and Organic Foods
  • Figure 2-9: U.S. Retail Sales of Natural and Organic Pet Food, 2001, 2005, 2010 (in millions of dollars)
  • Functional Foods, Treats, & Nutraceuticals
  • Packaging
  • Human Branding
  • Value Marketing
• Competitive Overview
  • Top Five Players Control Three-Quarters of the Market
  • Figure 2-10: Top Five U.S. Marketers of Pet Food, July 2006 (percent)
  • The Mass-Market Leaders
  • Figure 2-11: Top Marketers of Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
  • Pet Specialty Channel More Fragmented
  • Figure 2-12: Pet Food Brand Leaders in Pet Specialty Stores, 2004 (percent)
  • Trend Profile: Nutro Products, Inc.
  • Professional Channel Marketers
  • Trend Profile: Hill's Pet Nutrition
  • Dozens of Niche Marketers
  • Mars Snaps Up S&M NuTec/Greenies, Doane
  • Trend Profile: S&M NuTec/Greenies
  • Del Monte Adds Meow Mix and Milk-Bone
  • Spectrum Formed by Purchases of United Industries, Tetra
  • Central Garden & Pet Taps in to Dog Food Market via Breeder's Choice Acquisition
  • Diamond Pet Foods Also Facing Safety Issues
  • Crossing Pet Market Lines
  • Private-Label Trends
  • Table 2-15: Private-Label Share of IRI-Tracked Sales of Pet Food: By Product Category and Segment, 1999-2005 (percent)
  • Big-Box Retailers in the Cat Bird's Seat
  • Channel-Specific Marketing
  • Table 2-16: Leading Marketers of Pet Food by Share of IRI-Tracked Sales, 1999-2005 (percent)
  • Table 2-17: Leading Marketers of Pet Food: Share of IRI-Tracked Sales by Product Segment, 2005 vs. 2006 (percent)
  • Table 2-18: The U.S. Pet Food Market: Selected Leading Marketers and Brands, July 2006
• Marketing and New Product Trends
  • Consumer Advertising Spending at $277 Million in 2005
  • Top Three Marketers Account for 90% of Spending
  • Figure 2-13: Marketer Shares of National Consumer Advertising Expenditures for Pet Food: 2003-2005 (percent)
  • Dog Food Represents Bulk of Spending
  • Figure 2-14: Share of National Consumer Advertising Expenditures for Pet Food: Dog vs. Cat, 2004 vs. 2005 (percent)
  • Almost Half of Outlay Is for Pedigree and Iams
  • Figure 2-15: Most Advertised Pet Food Brands, 2005 (percent)
  • Advertising Positioned on a Few Major Themes
  • Hundreds of New Products Hitting the Scene
  • Figure 2-16: Number of New Pet Food Products and SKUs by Category, January-June 2006
  • Figure 2-17: Number of New Dog and Cat Food Product Introductions, 2001-2006
  • All Things Premium: Upscale, Natural, and Functional Appeals
  • The New Gold Standard: Natural/Organic
  • Figure 2-18: Number of New Natural/Organic Pet Food Products by Related Package Tags, 1999 vs. 2005
  • Functional/Fortified Foods Cover All Bases
  • Figure 2-19: Number of New Functional Pet Food Products by Related Package Tags, 1999 vs. 2005
  • Special Diet Formulas Include Senior Foods, Weight Maintenance, and Non-Allergenic
  • Convenience Another Key Premium Appeal
  • Table 2-19: Pet Food Product Selling Points by Package Tags, 1999-2006
• Retail Trends
  • Overview
  • Wal-Mart Bullish on Pet Supplies
  • Target Also Coming on Strong
  • Food Sales Shrinking for Independent Pet Specialty Retailers
  • Figure 2-20: Pet Food/Treats Share of Category Sales by Animal Type in Pet Specialty Retailers: 2004 vs. 2005 (percent)
  • Figure 2-21: Share of Pet Specialty Retail Store Profits, 2005 (percent)
  • Figure 2-22: Fastest Growing Product Categories in Pet Specialty Retailers: 2004 (percent)
  • PetSmart and PETCO Tapping High-Margin Products, Services
  • Figure 2-23: PetSmart and PETCO Combined Sales, 2000-2005 (in millions of dollars)
  • PetSmart
  • PETCO
  • Wholesale Clubs, Dollar Stores, Drugstores Making Gains
  • What's in Store for Supermarkets
  • Going Natural/Organic
  • Natural Food Stores
  • Leading E-tailers of Pet Food and Supplies
• Pet Ownership Trends and Demographics
  • The Simmons Survey System
  • Over 50 Million Households Own Dogs or Cats
  • Trends in Multiple-Pet Households
  • Figure 2-24: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2005 (in thousands of U.S. households)
  • Pet Ownership by Age Bracket: The Boomer Skew
  • Whites 21% More Likely to Own Both Dogs and Cats
  • Dog Owners Skew Upscale
  • Households of 3-4 Persons Are 18% More Likely to Own Both Dogs and Cats
  • The Pet Specialty/Mass-Market Divide
  • Pet Specialty Store Shopper Demographics
  • Convenience and Nutrition Are Top Purchasing Motivators
  • Figure 2-25: Factors Influencing Purchasing of Pet Food: 2006 (percent)
  • Pet Owners Online
  • Table 2-20: Household Penetration Rates for Selected Pet-Owning Classifications, 2003-2005 (U.S. households)
  • Table 2-21: Demographics Favoring Ownership of One or More Dogs, 2005 (U.S. households)
  • Table 2-22: Demographics Favoring Ownership of One or More Cats, 2005 (U.S. households)
  • Table 2-23: Indexes by Demographic for Selected Pet-Owning Classifications, 2005 (U.S. households)
  • Table 2-24: Indexes by Demographic: Single vs. Multiple Pet-Owning Classifications, 2005 (U.S. households)
  • Table 2-25: Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2005 (U.S. pet-owning households)
  • Table 2-26: The Pet Store or Online Shopper for Pet Supplies: Dog Owners, 2005 (U.S. dog-owning households)
  • Table 2-27: The Pet Store or Online Shopper for Pet Supplies: Cat Owners, 2005 (U.S. cat-owning households)
  • Table 2-28: Use/Influence of Internet: Dog and Cat Owners vs. All U.S. Adults, 2003 (percent)
• Overview of the U.S. Pet Food Consumer
  • Pet Food Spending: Trends and Demographics
  • Figure 2-26: Average U.S. Household Expenditures on Pet Food, 1994-2004 (in dollars)
  • Pet Food Household Demographics
  • Figure 2-27: Selected High-Index Demographics for Spending on Pet Food, 2004 (U.S. Households)
  • Pet Food Purchasing Overview: Dog Food vs. Cat Food
  • Table 2-29: Household Usage Rates for Selected Pet Food Classifications: Overall and by Pet Ownership, 2005 (U.S. households)
  • Table 2-30: Indexed U.S. Household Spending on Pet Food: By Age, Income, Household Type, Race, Region, and Educational Attainment, 2004

Chapter 3: Dog Food

• Introduction
  • Category Scope: Five Product Segments
• Market Size and Growth
  • Total Dog Food Sales at $8.7 Billion in 2005
  • Figure 3-1: U.S. Retail Sales of Dog Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Chart Gradual Decline
  • Figure 3-2: IRI-Tracked Sales of Dog Food, 2001-2005 (in millions of dollars)
  • Dog Biscuits/Treats Out Front in Market Growth
  • Table 3-1: IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
  • Table 3-2: Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2002-2005 (percent)
  • Table 3-3: Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment, 2001-2005 (in millions of dollars)
  • Biscuits/Snacks Taking a Bigger Bite of IRI-Tracked Sales
  • Table 3-4: Share of IRI-Tracked Sales of Dog Food by Segment: 2001, 2003, 2005 (percent)
  • Premium and Senior Foods Are Most Commonly Purchased Types
  • Figure 3-3: Kind of Dog Food Purchased in the Past 12 Months: 2004 (percent)
  • Figure 3-4: Use of Specially Formulated Dog Food, 2004 (percent)
  • Share of Dog Food Sales by Retail Channel
  • Figure 3-5: Share of U.S. Dog Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Table 3-5: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing, 2003 vs. 2005 (% of U.S. households with dogs)
  • Channel Loyalty Increasing Among Online Shoppers
  • Dog Pamperers Skew Toward Pet Specialty Stores
  • Figure 3-6: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with dogs)
  • Table 3-6: Household Purchasing of Pet Supplies by Outlet Type: Dog Food & Treats vs. Dog Food/Not Treats, 2005 (U.S. households)
• Marketer and Brand Shares
  • Methodology
  • Nestlé Purina Dominates Dog Food Category
  • Figure 3-7: Top Dog Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Iams Focused Mainly in Dry Food
  • Nestlé Purina Slipping in Dry Dog Food
  • Figure 3-8: Leading Marketers of Dry Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Second-Tier Gainers in Dog Biscuits/Treats
  • Figure 3-9: Leading Marketers of Dog Biscuits/Treats by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Mars on Top in Wet Dog Food
  • Figure 3-10: Leading Marketers of Wet Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Controls Semi-Moist Segment
  • Figure 3-11: Leading Marketers of Semi-Moist Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Also on Top in Frozen Dog Food
  • Figure 3-12: Leading Marketers of Frozen Dog Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Purina Beneful Is Top Cross-Segment Dollar Gainer
  • Leading Pet Specialty Channel Brands
  • Table 3-7: Dog Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Table 3-8: Leading Dog Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
  • Table 3-9: Leading Dog Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-10: Leading Dog Food Marketers: Share of IRI-Tracked Sales of Dog Food by Segment: 2005 vs. 2006 (percent)
  • Table 3-11: Brand Shares of IRI-Tracked Sales of Dry Dog Food, 2001-2005 (percent)
  • Table 3-12: Marketers and Brands of Dry Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-13: Brand Shares of IRI-Tracked Sales of Dog Biscuits/Treats, 2001-2005 (percent)
  • Table 3-14: Marketers and Brands of Dog Biscuits/Treats by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-15: Brand Shares of IRI-Tracked Sales of Wet Dog Food, 2001-2005 (percent)
  • Table 3-16: Marketers and Brands of Wet Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-17: Marketers and Brands of Semi-Moist Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-18: Marketers and Brands of Frozen Dog Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 3-19: Top Dog Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions of dollars)
• Marketing & New Product Trends
  • Consumer Advertising Spending at $175 Million in 2005
  • Mars, Nestlé Purina, and Iams Are Top Spenders
  • Pedigree Is Most Advertised Brand
  • Figure 3-13: Marketer Shares of National Consumer Advertising Expenditures for Dog Food, 2004 vs. 2005 (percent)
  • Table 3-20: Share of Dog Food Advertising by Brand, 2004 vs. 2005 (percent)
  • 2006 a Record Year for New Dog Food Products
  • Figure 3-14: Number of New Dog Food Product Introductions, 2001-2006
  • The Upscale Thrust: Natural, Functional, and Special Diet Foods
  • Figure 3-15: Top 10 Dog Food Package Claims, January-June 2006
  • "People Food"
  • The Leading Edge: Natural/Organic
  • Figure 3-16: Top Natural/Organic Dog Food Package Tags, January-June 2006
  • Natural Plus Gourmet
  • Segmenting Natural, Holistic
  • Functional/Fortified Product Appeals
  • Figure 3-17: Top Functional/Fortified Dog Food Package Tags, January-June 2006
  • Weight Control/Special Diet Foods
  • Figure 3-18: Top Special Diet Dog Food Package Tags, January-June 2006
  • Healthy Weight Products
  • Senior Products
  • Size-/Breed-Specific Products
  • Gourmet/Variety Still Key Appeals
  • Veterinary Appeal
  • Dog Treats Riding Two Trends: Functional and Pampering
  • The Nutraceutical Push
  • Training Treats/Treats 'n Toys
  • Raw and Homemade Foods
  • Dogsters Digs into Frozen Novelties Segment
  • Packaging Appeals Hinge on Convenience
  • Disney, Kroger Find a Hit in "Old Yeller"
  • Table 3-21: Dog Food Product Selling Points by Package Tags, 2004-2006
  • Table 3-22: Dog Food: Selected New Product Introductions, 2005-2006
• Consumer Focus: Dog Food Purchasers
  • 32% Overall Usage Rate for Packaged Dry Dog Food
  • Figure 3-19: Household Usage Rates for Selected Dog Food Classifications, 2005 (U.S. households)
  • Table 3-23: Pet Owner Usage Rates for Selected Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • A Leg Up for Specialty Formulations
  • Indicators by Dry Dog Food Brand
  • Dog Treats a Daily Habit
  • Minorities, South Are Less Sold on Dog Treats
  • Canned Dog Food vs. Dog Treats
  • Packaged Moist vs. Canned
  • Diversity by Income Level, Number of Dogs Owned
  • Table 3-24: Pet Owner Usage Rates for Selected Packaged Dry Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-25: Demographics Favoring Use of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-26: Top Indicators by Brand for Household Usage of Packaged Dry Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-27: Pet Owner Usage Rates for Selected Dog Biscuit/Treat Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-28: Demographics Favoring Use of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
  • Table 3-29: Top Indicators by Brand for Household Usage of Dog Biscuits/Treats, 2005 (U.S. dog-owning households)
  • Table 3-30: Pet Owner Usage Rates for Selected Canned Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-31: Demographics Favoring Use of Canned Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-32: Top Indicators by Brand for Household Usage of Canned Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-33: Pet Owner Usage Rates for Selected Packaged Moist Dog Food Classifications, 2003-2005 (U.S. dog-owning households)
  • Table 3-34: Demographics Favoring Use of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-35: Top Indicators by Brand for Household Usage of Packaged Moist Dog Food, 2005 (U.S. dog-owning households)
  • Table 3-36: Share of Usage by Household Income Level for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)
  • Table 3-37: Share of Usage by Number of Dogs Owned for Selected Dog Food Brand Lines, 2005 (U.S. dog-owning households)

Chapter 4: Cat Food

• Introduction
  • Category Scope: Four Product Segments
• Market Size and Growth
  • Total Cat Food Sales at $4.9 Billion in 2005
  • Figure 4-1: U.S. Retail Sales of Cat Food, 2001 vs. 2005 (in millions of dollars)
  • IRI-Tracked Sales Down 8% Since 2001
  • Figure 4-2: IRI-Tracked Sales of Cat Food, 2001-2005 (in millions of dollars)
  • Cat Snacks Is Only Growth Segment
  • Table 4-1: IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
  • Table 4-2: Annual Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2002-2005 (percent)
  • Table 4-3: Total Growth/Decline in IRI-Tracked Sales of Cat Food: By Segment, 2001-2005 (in millions of dollars)
  • Biscuits/Snacks Taking a Bigger Bite of Category Sales
  • Table 4-4: Share of IRI-Tracked Sales of Cat Food by Segment: 2001, 2003, 2005 (percent)
  • Fortified, Premium, and Hairball Formulas Are Most Commonly Purchased Types
  • Figure 4-3: Type of Cat Food Purchased in the Past 12 Months: 2004 (percent)
  • Figure 4-4: Use of Specially Formulated Cat Food, 2004 (percent)
  • Share of Cat Food Sales by Retail Channel
  • Figure 4-5: Share of U.S. Cat Food Sales by Retail Outlet Type, 2005 (percent)
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Figure 4-6: Household Purchasing of Pet Supplies by Outlet Type: Total Purchasing vs. Sole Purchasing: 2003 vs. 2005 (U.S. households with cats)
  • Channel Loyalty Increasing Among Online Shoppers
  • Figure 4-7: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet Type: 2003 vs. 2005 (U.S. households with cats)
  • Cat Pamperers Skew Toward Pet Specialty Stores
  • Table 4-5: Household Purchasing of Pet Supplies by Outlet Type: Cat Food & Treats vs. Cat Food/Not Treats, 2005 (U.S. households)
• Marketer and Brand Shares
  • Methodology
  • Iams Jumps to No. 2 in Cat Food Market
  • Figure 4-8: Top Cat Food Marketers by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Del Monte Plus Meow Mix
  • Iams Focused Mainly in Dry Food
  • Iams Jumps to Second in Dry Cat Food Segment
  • Figure 4-9: Leading Marketers of Dry Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina Ups Ante in Wet Cat Food
  • Figure 4-10: Leading Marketers of Wet Cat Food by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Del Monte Nose Dives in Cat Snacks Segment
  • Figure 4-11: Leading Marketers of Cat Snacks by Share of IRI-Tracked Sales, 2001 vs. 2006 (percent)
  • Nestlé Purina and Private-Label Limp Along in Semi-Moist Cat Food Segment
  • Friskies Fancy Feast Dry Cat Food Is Top Cross-Segment Dollar Gainer
  • Leading Pet Specialty Channel Brands
  • Figure 4-12: Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Table 4-6: Leading Cat Food Marketers by Share of IRI-Tracked Sales: 1999, 2001, 2003, 2005 (percent)
  • Table 4-7: Leading Cat Food Marketers by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-8: Leading Cat Food Marketers: Share of IRI-Tracked Sales of Cat Food by Type, 2005 vs. 2006 (percent)
  • Table 4-9: Brand Shares of IRI-Tracked Sales of Dry Cat Food, 2001-2005 (percent)
  • Table 4-10: Marketers and Brands of Dry Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-11: Brand Shares of IRI-Tracked Sales of Wet Cat Food, 2001-2005 (percent)
  • Table 4-12: Marketers and Brands of Wet Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-13: Brand Shares of IRI-Tracked Sales of Cat Snacks, 2001-2005 (percent)
  • Table 4-14: Marketers and Brands of Cat Snacks by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-15: Brand Shares of IRI-Tracked Sales of Semi-Moist Cat Food, 2001-2005 (percent)
  • Table 4-16: Marketers and Brands of Semi-moist Cat Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 4-17: Top Cat Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
• Marketing & New Product Trends
  • Consumer Advertising Spending at $97 Million in 2005
  • Nestlé Purina, Iams, and Mars Are Top Spenders
  • Iams Is Most Advertised Brand
  • Figure 4-13: Marketer Shares of National Consumer Advertising Expenditures for Cat Food: 2004 vs. 2005 (percent)
  • Table 4-18: Share of Cat Food Advertising by Brand/Variety, 2004 vs. 2005 (percent)
  • Over 100 New SKUs Appear in First Six Months of 2006
  • Figure 4-14: Number of New Cat Food Product Introductions, 2001-2006 (percent)
  • Top New Product Claims: Upscale, Natural, and Functional/Fortified
  • Figure 4-15: Top 10 Cat Food Package Claims, January-June 2006
  • Purina Pumps Up Friskies; Del Monte Revives Morris
  • Mars Challenges Nestlé Purina on "Taste Claims"
  • Variety and Gourmet Taste Are Key Appeals
  • Natural and Organic Products
  • Condition-Specific-And All Occasion
  • Cat Snacks Are Mainly Indulgence Oriented
  • Packaging: Pouches, Cups, and Canisters
  • Table 4-19: Cat Food Product Selling Points by Package Tags, 2004-2006
  • Table 4-20: Cat Food: Selected New Product Introductions, 2005-2006
• Consumer Focus: Cat Food Purchasers
  • 32% Overall Usage Rate for Packaged Dry Cat Food
  • Figure 4-16: Household Usage Rates for Selected Cat Food Classifications, 2005 (U.S. households)
  • Table 4-21: Pet Owner Usage Rates for Selected Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Distinct Demographics for Store Brands
  • Upscale and Downscale for Canned Cat Food
  • Whiskas Temptations Deviate from Cat Treat Mold
  • Senior Skew for Packaged Moist Cat Food
  • Customer Bases by Level of Income and Number of Cats
  • Table 4-22: Pet Owner Usage Rates for Selected Packaged Dry Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-23: Demographics Favoring Use of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-24: Top Indicators by Brand for Household Usage of Packaged Dry Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-25: Pet Owner Usage Rates for Selected Canned Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-26: Demographics Favoring Use of Canned Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-27: Top Indicators by Brand for Household Usage of Canned Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-28: Pet Owner Usage Rates for Selected Cat Treat Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-29: Demographics Favoring Use of Cat Treats, 2005 (U.S. cat-owning households)
  • Table 4-30: Top Indicators by Brand for Household Usage of Cat Treats, 2005 (U.S. cat-owning households)
  • Table 4-31: Pet Owner Usage Rates for Selected Packaged Moist Cat Food Classifications, 2003-2005 (U.S. cat-owning households)
  • Table 4-32: Demographics Favoring Use of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-33: Top Indicators by Brand for Household Usage of Packaged Moist Cat Food, 2005 (U.S. cat-owning households)
  • Table 4-34: Share of Usage by Household Income Level for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)
  • Table 4-35: Share of Usage by Number of Cats Owned for Selected Cat Food Brand Lines, 2005 (U.S. cat-owning households)

Chapter 5: Other Pet Food

• Market Size and Composition
  • Category Scope
  • Total Other Pet Food Sales at $869 Million in 2005
  • Figure 5-1: U.S. Retail Sales of Other Pet Food, 2001 vs. 2005 (in millions of dollars)
  • Figure 5-2: Share of Sales of Other Pet Food by Animal Type, 2005 (percent)
  • IRI-Tracked Sales of Other Pet Food Treading Water
  • Figure 5-3: IRI-Tracked Sales of Other Pet Food, 2001-2005 (in millions of dollars)
  • Independent Pet Stores: Share of Sales by Animal Type
  • Table 5-1: Share of Independent Pet Store Pet Supply Sales by Animal Type, 2005 (percent)
  • Bird Products: Share of Sales by Product Category
  • Table 5-2: Share of Independent Pet Store Sales of Bird Products by Category, 2005 (percent)
  • Small Mammal Products: Share of Sales by Product Category
  • Table 5-3: Share of Independent Pet Store Sales of Small Mammal Products by Category, 2005 (percent)
  • Fish Products: Share of Sales by Product Category
  • Table 5-4: Share of Independent Pet Store Sales of Fish Products by Category, 2005 (percent)
  • Herptile Products: Share of Sales by Product Category
  • Table 5-5: Share of Independent Pet Store Sales of Herptile Products by Category, 2005 (percent)
  • Share of Other Pet Food Sales by Retail Channel
  • Figure 5-4: Share of U.S. Other Pet Food Sales by Retail Outlet Type, 2005 (percent)
• Competitive Trends
  • Marketer Overview
  • Leading Pet Specialty Channel Brands
  • Table 5-6: Other Pet Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
  • Hartz on Top in Mass-Market Outlets
  • Figure 5-6: Top Marketers of Other Pet Food by Share of IRI-Tracked Sales: 2005 vs. 2006 (percent)
  • Wardley and Tetra Control Fish/Reptile Segment
  • Figure 5-7: Top Marketers of Fish/Reptile Food by Share of IRI-Tracked Sales, 2005 vs. 2006 (percent)
  • Top Mass-Market Dollar Gainers
  • Corporate Overview: Central Garden & Pet
  • Corporate Overview: Rolf C. Hagen
  • Corporate Overview: Spectrum Brands
  • Table 5-7: Leading Marketers of Other Pet Food by IRI-Tracked Sales and Market Share, 2005 vs. 2006 (in millions of dollars and percent)
  • Table 5-8: Leading Marketers and Brands of Other Pet Food by Mass-Market Share: 2001, 2003, 2005 (percent)
  • Table 5-9: Marketers and Brands of Other Pet Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
  • Table 5-10: Top Other Pet Food Products by Dollar Gain in IRI-Tracked Sales: 2005 vs. 2006 (in millions o dollars)
  • Table 5-11: Marketers and Brands of Fish/Reptile Food by IRI-Tracked Sales and Market Share: 2005 vs. 2006 (in millions of dollars and percent)
• Marketing and New Product Trends
  • Marketing Trends
  • New Product Thrusts
  • Trends in Bird and Small Animal Food
  • Added Nutrients, Variety
  • Natural/Fresh/Holistic
  • Gourmet/Premium
  • Healthy, Interactive Treats
  • Species-Specific Products
  • Lifestage Segmentation
  • Convenience Packaging and Product Forms
  • Cooked Diets
  • Egg Protein
  • Fish and Reptile Foods
  • Premium Nutrition and Specialization
  • Natural Foods
  • Species-Specific Products
  • Convenience Crickets
  • Table 5-12: Bird and Small Animal Food: Selected New Product Introductions, 2006
  • Table 5-13: Fish and Reptile Food: Selected New Product Introductions, 2006
• Consumer Focus: Other Pet Food Purchasers
  • Methodology
  • Population Trends: Household Penetration Increasing for All Animal Types
  • Table 5-14: Number of U.S Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (in millions)
  • Table 5-15: Percentage of U.S. Households that Own Fish, Birds, Small Animals, or Reptiles: 1998, 1990, 1992, 1994, 1996, 1998, 2000, 2002, 2004 (percent)
  • Bird Food Purchaser Trends and Demographics
  • Figure 5-8: Types of Bird Food and Packages Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
  • Figure 5-9: Share of Population by Household Size: Bird Owners vs. All Pet Owners, 2004 (percent)
  • Small Animal Food Purchaser Trends and Demographics
  • Figure 5-10: Type of Small Animal Food Purchased in the Past 12 Months: 2002 vs. 2004 (percent)
  • Figure 5-11: Share of Population by Race: Small Animal Owners vs. All Pet Owners, 2004 (percent)
  • Fish Food Purchaser Trends and Demographics
  • Figure 5-12: Type of Freshwater and Saltwater Fish Food Purchased: 1996 vs. 2004 (percent)
  • Figure 5-13: Outlet Where Freshwater and Saltwater Fish Food Flakes Are Purchased, 2004 (percent)
  • Figure 5-14: Share of Population by Household Income: Fish Owners vs. All Pet Owners, 2004 (percent)
  • Reptile Food Purchaser Trends and Demographics
  • Figure 5-15: Type of Reptile Food Purchased in the Past 12 Months: 1996 vs. 2004 (percent)
  • Figure 5-16: Share of Population by Household Income: Reptile Owners vs. All Pet Owners, 2004 (percent)

Appendix: Addresses of Selected Marketers