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Pet Food - US - August 2017

Published By :

Mintel

Published Date : Aug 2017

Category :

Pet Food

No. of Pages : N/A

The pet food market continues to make steady, slow gains, especially the treats market, reflecting the importance pet owners place on pampering and care. Pet owners increasingly look for food that aligns with their own personal dietary preferences and beliefs. In addition, the pet food retail landscape is shifting as more pet owners shop online looking for greater convenience and better prices.
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Slow, steady growth continues
Figure 1: Total US sales and fan chart forecast of pet food, at current prices, 2012-22
Pet specialty and mass merchandisers lead the pack
Figure 2: Pet food purchase location, April 2017
Apart from price, motivations similar for specialty and online shoppers
Figure 3: Reasons for purchase location, by most often retailer, April 2017
The opportunities
Younger shoppers are price-driven but also interested in natural and organic
Figure 4: Pet food purchase factors Dog or cat food, by age, April 2017
Untapped opportunity for incremental sales with treats and toppers
Figure 5: Pet feeding behaviors, April 2017
Pet specialty customers enjoy shopping for their pets
Figure 6: Pet food attitudes, by most often retailer, April 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Slow, steady growth continues
Treats outpace both dog and cat food
MARKET SIZE AND FORECAST
Slow, steady growth continues
Figure 7: Total US sales and fan chart forecast of pet food, at current prices, 2012-22
Figure 8: Total US sales and forecast of pet food, at current prices, 2012-22
MARKET BREAKDOWN
Dog food accounts for nearly half of category sales
Figure 9: Share of pet food sales, by segment, 2017 (est)
Treats outpace both dog and cat food
Minimal gains for other pet food
Figure 10: Sales of pet food, by segment, 2012-17
MARKET FACTORS
Pet ownership grows slowly
Figure 11: Number of pet-owning households, 2006-16
Growth comes mostly from dog ownership
Figure 12: Number of households who own pets, by pet type, 2006-16
Dogs continue as Americans preferred pets
Figure 13: Type of pet owned, April 2017
KEY PLAYERS WHAT YOU NEED TO KNOW
Treats gain ground
Small dog market continues to grow
Value and mid-tier brands squeezed as shoppers shift to premium
Freeze-drying makes raw food accessible
COMPANY AND BRAND SALES OF PET FOOD
Nestl loses share but stays on top
Small-dog brand Cesar lifts Mars
Smucker moves to strengthen its position in premium grocery tier
Sales of pet food by company
Figure 14: Sales of pet food, by company, 2016 and 2017
WHATS WORKING?
Treats gain ground
Small-dog market continues to grow
Frozen/refrigerated small but growing in grocery
Blue Buffalo gains on mainstream positioning, expands into mass
WHATS STRUGGLING?
Value and mid-tier brands squeezed as shoppers shift to premium
WHATS NEXT?
Freeze-drying makes raw food accessible
Meal kits go to the dogs
Beyond made in the USA pet foods highlight regional, local
THE CONSUMER WHAT YOU NEED TO KNOW
Pet specialty and mass merchandisers lead the pack
Apart from price, motivations similar for specialty and online shoppers
Price tops other factors for both cat and dog food
Untapped opportunity for incremental sales with treats and toppers
Pet owners want the best, but express skepticism of pet food claims
WHERE PET FOOD IS PURCHASED
Pet specialty and mass merchandisers lead the pack
Figure 15: Pet food purchase location, April 2017
Younger pet owners gravitate to pet specialty and mass merchandisers
Figure 16: Pet food purchase location Most often purchase, by age, April 2017
Dog owners more likely to shop pet specialty
Figure 17: Pet food purchase location Most often purchase, by type of pet owned, April 2017
REASONS FOR PURCHASE LOCATION
Location and prices drive retailer selection
Figure 18: Reasons for purchase location, April 2017
Apart from price, similar motivations for specialty and online shoppers
Figure 19: Reasons for purchase location, by most often retailer, April 2017
In their words
PET FOOD ATTRIBUTE IMPORTANCE
Price tops other factors for both cat and dog food
Figure 20: Pet food purchase factors, April 2017
Younger shoppers price-driven but also interested in natural and organic
Figure 21: Pet food purchase factors Dog or cat food, by age, April 2017
Pet specialty and online shoppers less focused on price
Figure 22: Pet food purchase factors Dog or cat food, by most often retailer, April 2017
PET FEEDING BEHAVIORS
Untapped opportunity for incremental sales with treats and toppers
Figure 23: Pet feeding behaviors, April 2017
Similar behaviors for specialty and online shoppers
Figure 24: Pet feeding behaviors, by most often retailer, April 2017
PET FOOD ATTITUDES
Pet owners want the best, but express skepticism of pet food claims
In their words: reasons for changing pet foods
Figure 25: Pet food attitudes, April 2017
Pet specialty customers enjoy shopping for their pets
Figure 26: Pet food attitudes, April 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE MARKET
Figure 27: Total US sales and forecast of pet food, at inflation-adjusted prices, 2012-22
Figure 28: Total US retail sales and forecast of cat food, at current prices, 2012-22
Figure 29: Total US retail sales and forecast of dog food, at current prices, 2012-22
Figure 30: Total US retail sales and forecast of other pet food, at current prices, 2012-22
Figure 31: Total US retail sales and forecast of pet treats, at current prices, 2012-22
Figure 32: Total US retail sales of pet food, by channel, at current prices, 2012-17
APPENDIX KEY PLAYERS
Figure 33: MULO sales of cat food, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 34: MULO sales of dog food, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 35: MULO sales of other pet food, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 36: MULO sales of pet treats food, by leading companies and brands, rolling 52 weeks 2016 and 2017

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