866-997-4948(US-Canada Toll Free)

Pet Food - US - March 2013

Published By :

Mintel

Published Date : Mar 2013

Category :

Pet Food

No. of Pages : 212 Pages

According to the American Veterinary Medical Association (AVMA), pet ownership is on the decline since 2006. Due to a waning number of end users, marketers must consider ways to encourage pet food buyers to feed their pets a variety of new food/treats, tap into the underdeveloped elderly pet owner demographic, and drive interest for premium products and shopping experiences among key Hispanic pet owners.
Table of Content

SCOPE AND THEMES
What you need to know 
Definition 
Data sources 
Sales data 
Consumer survey data 
Advertising creative 
Abbreviations and terms 
Abbreviations 
Terms 

EXECUTIVE SUMMARY
The market 
Pet food sales continue slow growth 
Figure 1: Total U.S. retail sales of pet food, at current prices, 2007-12 
Dog food accounts for largest share of market sales 
Figure 2: Total share of U.S. retail sales of pet food, by segment, 2012 
Forecast 
Figure 3: Total U.S. sales and fan chart forecast of pet food, at current prices, 2007-17 
Market factors 
Age is a key factor in pet ownership 
Figure 4: Share of U.S. adult population by age, 2013 
Shrinking share of households with children undermines category growth 
Figure 5: Number of U.S. households, by presence of children, 2007-12 
Positive market factors 
The suppliers
Figure 6: Total share of MULO sales of pet food in the U.S., by company, 2012 
The consumer 
Where pet food shoppers buy pet food 
Figure 7: Outlets for pet food purchases, December 2012 
Pet food purchase drivers 
Figure 8: Pet food purchase influencers, by any likely, December 2012 
Shopping behaviors of the pet food buyer 
Figure 9: Purchase behavior of the pet food buyer, by any agree, December 2012
Attitudes toward quality, convenience, and guidance 
Figure 10: Attitudes of the pet food buyer, by any agree, December 2012 
What we think

ISSUES IN THE MARKET
How can pet food marketers encourage trial of new pet food products? 
What threat does the rise in the older consumer population pose to pet food sales? 
How can the category grow participation among Hispanic pet owners? 

INSIGHTS AND OPPORTUNITIES
Highlighting health and nutrition 
Encouraging activity alongside nutrition 

TREND APPLICATION
Trend: Mood to Order 
Trend: Guiding Choice 
2015 trend: Old Gold 
Old Gold 

MARKET SIZE AND FORECAST
Key points 
Steady growth in pet food 
Sales and forecast of pet food 
Figure 11: Total U.S. retail sales and forecast of pet food, at current prices, 2007-17 
Figure 12: Total U.S. retail sales of pet food, at inflation-adjusted prices, 2007-17 
Fan chart forecast 
Figure 13: Total U.S. sales and fan chart forecast of pet food, at current prices, 2007-17 

MARKET DRIVERS
Total population growth will drive long-term sales 
Figure 14: Population, by age, 2008-18 
Families are vital to market growth 
Figure 15: Number of households, by presence of own children, 2002-12
Hispanic pet owners important to future market development 
Figure 16: Population, by Hispanic origin, 2008-18 
Trends toward healthy eating are positive for pet food industry 
Pet industry not fully recession-proof 
Figure 17: Consumer Sentiment Index, January 2007-December 2012 
Figure 18: Real personal disposable income, January 2007-November 2012 
Figure 19: Unemployment and underemployment rates, January 2007-December 2012 

COMPETITIVE CONTEXT
Key points 
DIY pet food 
Rising pet food prices leave pet owners looking for the best deal 
Figure 20: PETCO Repeat Delivery service, January 2013 

SEGMENT PERFORMANCE
Key points 
Dog food accounts for majority of pet food sales
Sales of pet food, by segment 
Figure 21: Total U.S. retail sales of pet food, by segment, 2010-12 

SEGMENT PERFORMANCE—DOG FOOD
Key points 
Demand for “human-grade” dog food drives segment sales 
Sales and forecast of dog food 
Figure 22: Total U.S. retail sales of dog food, at current prices, 2007-17 

SEGMENT PERFORMANCE—CAT FOOD
Key points 
Cat food sales challenged by declining pet population 
Sales and forecast of cat food 
Figure 23: Total U.S. retail sales of cat food, at current prices, 2007-17 

SEGMENT PERFORMANCE—OTHER PET FOOD
Key points 
Sales of other pet food fluctuate annually 
Sales and forecast of other pet food 
Figure 24: Total U.S. retail sales of other pet food, at current prices, 2007-17 

RETAIL CHANNELS
Key points 
Collectively, “other” retail channels comprise the majority of market sales 
Sales of pet food, by channel
Figure 25: Total U.S. retail sales of pet food, by channel, 2010-12 

RETAIL CHANNELS—SUPERMARKETS
Key points 
Little change in pet food sales in the supermarket channel 
Supermarket sales of pet food 
Figure 26: U.S. supermarket sales of pet food, at current prices, 2007-12 

RETAIL CHANNELS—OTHER CHANNELS
Key points 
Broad range of retailers cater to diverse preferences of pet owners 
Other channel sales of pet food 
Figure 27: U.S. sales of pet food through other channels, at current prices, 2007-12 

LEADING COMPANIES
Key points 
Del Monte Foods boasts strongest growth through solid innovation 
Manufacturer sales of pet food 
Figure 28: MULO sales of pet food in the U.S. by leading manufacturers, rolling 52 weeks 2011 and 2012 

BRAND SHARE—DOG FOOD
Key points 
Purina dog food brands position Nestlé as leading supplier 
Manufacturer and brand sales of dog food 
Figure 29: MULO sales of dog food, by leading company, rolling 52 weeks 2011 and 2012 

BRAND SHARE—CAT FOOD
Key points 
Nestlé Purina Fancy Feast remains top cat food brand 
Manufacturer and brand sales of cat food 
Figure 30: MULO sales of cat food, by leading company, rolling 52 weeks 2011 and 2012 

BRAND SHARE—OTHER PET FOOD
Key points 
Central Garden & Pet’s Pennington bird pet food brand leads segment 
Manufacturer and brand sales of other pet food 
Figure 31: MULO sales of other pet food, by leading company, rolling 52 weeks 2011 and 2012 

INNOVATION AND INNOVATORS
Rebound in product development in 2012 
Humanization of treats and snacks 
Figure 32: Trends in pet food product launches, by subcategory, 2008-12 
Trend toward specialized pet food 
Figure 33: Trends in pet food product launches, by top 10 claims, 2008-12 
Shift toward more unique flavors 
Figure 34: Trends in pet food product launches, by top flavors, 2008-12 
Nestlé Purina leads new product launches, Blue Buffalo gaining presence 
Figure 35: Trends in pet food product launches by company, 2008-12 
Downshift in private label innovation in 2012 
Figure 36: Trends in pet food product launches by private label share, 2008-12 

MARKETING STRATEGIES
Overview 
Humanization of pet foods 
PetSmart: Appealing to the “pet parent” 
Figure 37: PetSmart TV ad, Dinner Time, September – October 2012 
PETCO: Healthy pet foods
Figure 38: PETCO certified nutrition checklist, January 2013 
Figure 39: PETCO TV ad, Not on My Shelf, September 2012 
Purina: Pets as family members 
Figure 40: Purina TV ad, Say Hi, July-September 2012 
Figure 41: Purina.com nutrition information, January 2013 
Blue Buffalo: Pure ingredients 
Figure 42: Blue Buffalo TV ad, Wholesome (Treats), September – December 2012 
Figure 43: Blue Buffalo True Blue Test, January 2013 
Freshpet: Fresh ingredients 
Figure 44: Freshpet TV ad, Hunt Down, July 2012 – January 2013 
Holistic Select: Specialized pet food 
Figure 45: Holistic Select TV ad, Hollywood Holistics, September 2012 
Halo Pets 
Figure 46: Halo Pets, January 2013 

SOCIAL MEDIA
Key points 
Key social media metrics 
Figure 47: Key brand metrics, pet food brands, February 2013 
Market overview 
Brand usage and awareness 
Figure 48: Usage and awareness of selected pet food brands, December 2012 
Interaction with brands 
Figure 49: Interaction with selected pet food brands, December 2012 
Online conversations 
Figure 50: Selected Pedigree Tweets, January 22, 2013 
Figure 51: Percentage of consumer conversation by selected pet food brands, Jan. 4, 2013-Feb. 3, 2013
Figure 52: Online mentions, selected pet food brands, percentage of total daily mentions, by day, Jan. 4, 2013-
Feb. 3, 2013 
Where are people talking about pet food brands? 
Figure 53: Selected Twitter mentions surrounding pet food brands, Jan. 12, 2013 
Figure 54: Mentions by page type, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013 
What are people talking about? 
Figure 55: Mentions by type of conversation, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013 
Figure 56: Major areas of discussion surrounding pet food brands, percentage of daily mentions, by day, Jan. 4,
2013-Feb. 3, 2013 
Figure 57: Major areas of discussion surrounding pet food brands, by page type, Jan. 4, 2013-Feb. 3, 2013 

BRAND ANALYSIS
Pedigree 
Figure 58: Pedigree key social media metrics, February 2013 
Key online campaigns 
What we think 
Fancy Feast 
Figure 59: Fancy Feast key social media metrics, February 2013 
Key online campaigns 
What we think 
Friskies 
Figure 60: Friskies key social media metrics, February 2013 
Key online campaigns 
What we think 
Iams 
Figure 61: Iams key social media metrics, February 2013 
Key online campaigns 
What we think 
Kibbles ’n Bits
Figure 62: Kibbles ’n Bits key social media metrics, February 2013 
Key online campaigns 
What we think 
Natural Balance 
Figure 63: Natural Balance key social media metrics, February 2013 
Key online campaigns 
What we think 
Halo Pets 
Figure 64: Halo Pets key social media metrics, February 2013 
Key online campaigns 
What we think 

PET OWNERSHIP
Key points 
Widespread incidence of pet ownership; majority own a cat or dog
Figure 65: Pet ownership summary, December 2012 
Pet ownership generally declines with age 
Figure 66: Pet ownership, by age, December 2012 
More affluent households are more likely pet owners 
Figure 67: Pet ownership, by household income, December 2012 
Households with children significantly more likely to own pets 
Figure 68: Pet ownership, by presence of children in household, December 2012 
Highest frequency pet food shoppers own dogs 
Figure 69: Pet ownership, by frequency of pet food purchases, December 2012 

NUMBER OF PETS OWNED
Key points 
Americans typically own more than one pet 
Figure 70: Pet ownership average, December 2012 
Households with children are multiple pet owners 
Figure 71: Pet ownership average, by presence of children in household, December 2012 
Pet parents are slightly more likely to own more pets 
Figure 72: Pet ownership average, by pet parent, December 2012 

THE PET FOOD BUYER
Key points 
One person typically in charge of pet food purchases 
Figure 73: Pet food buyer, December 2012 
Women take the lead in pet food purchases 
Figure 74: Pet food buyer, by gender, December 2012 
Younger pet owners more likely to share pet food purchase responsibility 
Figure 75: Pet food buyer, by age, December 2012 
Pet parents are more likely to take responsibility for pet food purchases 
Figure 76: Pet food buyer, by pet parent, December 2012 

FREQUENCY OF PET FOOD PURCHASES
Key points 
Pet food shopping is a frequent affair 
Figure 77: Frequency of pet food purchases, December 2012 
Older pet food shoppers buy less frequently 
Figure 78: User groups of pet food purchases, by age, December 2012 
Families buy pet food more often 
Figure 79: User groups of pet food purchases, by presence of children in household, December 2012 
Pet parents buy pet food with greater frequency
Figure 80: User groups of pet food purchases, by pet parent, December 2012 

TYPES OF PET FOOD PURCHASED
Key points 
Organic pet food 
Figure 81: Organic pet food use, by household income, August 2011-August 2012 
Figure 82: Organic pet food use, by household size, August 2011-August 2012 
Figure 83: Organic pet food use, by food lifestyle segmentation, August 2011-August 2012 
Dog food and treat usage 
Figure 84: Dog food and treat usage, August 2011-August 2012 
Amount of dog food and treats used 
Figure 85: Amount of dog food and treats used, August 2011-August 2012 
Brands of dog food and treats used 
Figure 86: Brands of dog food used, by age, August 2011-August 2012 
Figure 87: Brands of dog biscuits/treats used, August 2011-August 2012 
Types of dry dog food used 
Figure 88: Types of dry dog food used, by age, August 2011-August 2012 
Cat food usage 
Figure 89: Cat food and treat usage, August 2011-August 2012 
Amount of cat food used 
Figure 90: Amount of cat food used, August 2011-August 2012 
Brands of cat food and treats used 
Figure 91: Brands of cat food and treats used, by age, August 2011-August 2012
Types of dry cat food used 
Figure 92: Types of dry cat food used, by age, August 2011-August 2012 

WHERE PET FOOD IS PURCHASED
Key points 
Walmart tops list of outlets for pet food purchases 
Figure 93: Outlets for pet food purchases, December 2012 
Younger shoppers over index in buying from a range of retailers 
Figure 94: Outlets for pet food purchases, by age, December 2012 
Shopping pet specialist retailers more common among affluent pet owners 
Figure 95: Outlets for pet food purchases, by household income, December 2012 
Families are more likely to shop a range of retailers for pet food needs 
Figure 96: Outlets for pet food purchases, by presence of children in household, December 2012 
Walmart and supermarkets are most popular among high-frequency shoppers 
Figure 97: Outlets for pet food purchases, by frequency of pet food purchases, December 2012 
Pet parents far more likely to shop pet specialty retailers for pet food 
Figure 98: Outlets for pet food purchases, by pet parent, December 2012 

PURCHASE INFLUENCERS
Key points 
Brand name drives pet food purchase decision 
Figure 99: Pet food purchase influencers, December 2012 
Young pet owners are more likely to be influenced by vet recommendations 
Figure 100: Any likely pet food purchase influencers, by age, December 2012 
Premium brands and celebrity endorsements more influential over affluent consumers 
Figure 101: Any likely pet food purchase influencers, by household income, December 2012 
Frequent pet food shoppers influenced by added health benefit and premium brands 
Figure 102: Any likely pet food purchase influencers, by frequency of pet food purchases, December 2012 
Product features play an integral role in pet parents’ purchases 
Figure 103: Any likely pet food purchase influencers, by pet parent, December 2012 

PURCHASE BEHAVIOR
Key points 
Pet owners like to give a variety of treats to their pets 
Figure 104: Purchase behavior of pet food buyer, December 2012 
Young pet owners more likely to be buying all-natural pet foods 
Figure 105: Purchase behavior of pet food buyer, by age, December 2012 
Lower-income households exhibit money-saving strategies in pet food purchases 
Figure 106: Purchase behavior of pet food buyer, by household income, December 2012
Frequent pet food shoppers like to give pets a variety of treats 
Figure 107: Purchase behavior of pet food buyer, by frequency of pet food purchases, December 2012 
Pet parents more apt to give their pet a variety of treats 
Figure 108: Purchase behavior of pet food buyer, by pet parent, December 2012 

ATTITUDES OF THE PET FOOD BUYER
Key points 
Pet buyers weigh in on the value of quality, convenience, and guidance 
Figure 109: Attitudes of pet food buyer—agree summary, December 2012
Pet owners aged 18-24 ideal target for subscription service 
Figure 110: Attitudes of pet food buyer—agree summary, by age, December 2012 
Less affluent pet food buyers overwhelmed by choices, but least likely to seek help 
Figure 111: Attitudes of pet food buyer—agree summary, by household income, December 2012 
High-frequency shoppers more likely to seek guidance in pet food purchases 
Figure 112: Attitudes of pet food buyer—agree summary, by frequency of pet food purchases, December 2012 
Pet parents more likely to agree quality of pet food is as important as in their own food 
Figure 113: Attitudes of pet food buyer—agree summary, by pet parent, December 2012 

IMPACT OF RACE/HISPANIC ORIGIN
Overview 
Pet ownership elevated among Hispanics 
Figure 114: Pet ownership, by race/Hispanic origin, December 2012 
Hispanics are less likely to share pet food purchase responsibility 
Figure 115: Pet food buyer, by Hispanic origin, December 2012 
Hispanics tend to be more frequent pet food shoppers 
Figure 116: User groups of pet food purchases, by Hispanic origin, December 2012 
Walmart popular among Hispanics for pet food purchases 
Figure 117: Outlets for pet food purchases, by Hispanic origin, December 2012 
Hispanics highly influenced by personal recommendations 
Figure 118: Any likely pet food purchase influencers, by Hispanic origin, December 2012 
Hispanics are significantly more likely to try new pet foods 
Figure 119: Purchase behavior of pet food buyer, by Hispanic origin, December 2012 
Convenience is important to Hispanic pet food shoppers 
Figure 120: Attitudes of pet food buyer—agree summary, by Hispanic origin, December 2012 

SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES

OVERVIEW OF DOG FOOD

DRY DOG FOOD
Consumer insights on key purchase measures 
Brand map
Figure 121: Brand map, selected brands of dry dog food buying rate, by household penetration, 52 weeks
ending June 24, 2012 
Brand leader characteristics 
Key purchase measures 
Figure 122: Key purchase measures for the top brands of dry dog food, by household penetration, 52 weeks
ending June 24, 2012 

WET DOG FOOD
Consumer insights on key purchase measures 
Brand map
Figure 123: Brand map, selected brands of wet dog food buying rate, by household penetration, 52 weeks
ending June 24, 2012 
Brand leader characteristics 
Key purchase measures 
Figure 124: Key purchase measures for the top brands of wet dog food, by household penetration, 52 weeks
ending June 24, 2012 

OVERVIEW OF CAT FOOD

DRY CAT FOOD
Consumer insights on key purchase measures 
Brand map
Figure 125: Brand map, selected brands of dry cat food buying rate, by household penetration, 52 weeks ending
June 24, 2012 
Brand leader characteristics 
Key purchase measures 
Figure 126: Key purchase measures for the top brands of dry cat food, by household penetration, 52 weeks
ending June 24, 2012 
WET CAT FOOD
Consumer insights on key purchase measures 
Brand map
Figure 127: Brand map, selected brands of wet cat food buying rate, by household penetration, 52 weeks ending
June 24, 2012 
Brand leader characteristics 
Key purchase measures 
Figure 128: Key purchase measures for the top brands of wet cat food, by household penetration, 52 weeks
ending June 24, 2012 

APPENDIX: CONSUMER TABLES
The pet food buyer 
Figure 129: Pet food buyer, by frequency of pet food purchases, December 2012 
Frequency of pet food purchases 
Figure 130: User groups of pet food purchases, by gender, December 2012 
Figure 131: User groups of pet food purchases, by household income, December 2012 
Types of pet food purchased 
Figure 132: Amount of dry dog food used, August 2011-August 2012 
Figure 133: Amount of moist dog food used, August 2011-August 2012 
Figure 134: Amount of dog biscuits/treats used, August 2011-August 2012 
Figure 135: Amount of dry cat food used, August 2011-August 2012 
Figure 136: Amount of moist cat food used, August 2011-August 2012 
Outlets for pet food purchases 
Figure 137: Outlets for pet food purchases, by gender, December 2012 
Purchase influencers 
Figure 138: Any likely pet food purchase influencers, by presence of children in household, December 2012 
Purchase behavior 
Figure 139: Purchase behavior of pet food buyer, by presence of children in household, December 2012 
Attitudes of pet food buyer 
Figure 140: Attitudes of pet food buyer, December 2012 
Figure 141: Attitudes of pet food buyer—agree summary, by gender, December 2012 
Figure 142: Attitudes of pet food buyer—agree summary, by presence of children in household, December 2012 . 173

APPENDIX: SOCIAL MEDIA
Online conversations 
Figure 143: Percentage of consumer conversation, by selected pet food brands, Jan. 4, 2013-Feb. 3, 2013 
Figure 144: Online mentions, selected pet food brands, percentage of total daily mentions, by day, Jan. 4, 2013-
Feb. 3, 2013 
Figure 145: Mentions by page type, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013 
Figure 146: Mentions by type of conversation, selected pet food brands, Jan. 4, 2013-Feb. 3, 2013 
Figure 147: Major areas of discussion surrounding pet food brands, percentage of daily mentions, by day, Jan.
4, 2013-Feb. 3, 2013 
Figure 148: Major areas of discussion surrounding pet food brands, by page type, Jan. 4, 2013-Feb. 3, 2013 
Brand usage or awareness 
Figure 149: Brand usage or awareness, by select pet food brand, December 2012 
Figure 150: Pedigree usage or awareness, by demographics, December 2012 
Figure 151: Iams usage or awareness, by demographics, December 2012
Figure 152: Kibbles ‘n Bits usage or awareness, by demographics, December 2012 
Figure 153: Friskies usage or awareness, by demographics, December 2012 
Figure 154: Fancy feast usage or awareness, by demographics, December 2012 
Figure 155: Halo Pets usage or awareness, by demographics, December 2012 
Activities done 
Figure 156: Activities done, by select pet food brand, December 2012 
Figure 157: Pedigree—activities done, by demographics, December 2012 
Figure 158: Iams—activities done, by demographics, December 2012 
Figure 159: Kibbles ‘n Bits—activities done, by demographics, December 2012 
Figure 160: Friskies—activities done, by demographics, December 2012 
Figure 161: Fancy Feast—activities done, by demographics, December 2012 
Figure 162: Natural Balance—activities done, by demographics, December 2012 

APPENDIX: SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics 

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis 
Sampling 
Global Market Insite (GMI) 
Secondary Data Analysis 
Experian Simmons National Consumer Studies 
Statistical Forecasting 
Statistical modelling 
Qualitative insight 
The Mintel fan chart 
Weather analogy 

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence 
Mintel Solutions: 
Mintel Oxygen Reports 
Mintel GNPD 
Mintel Inspire 
Mintel Beauty Innovation 
Mintel Menu Insights 
Mintel Research Consultancy 
Mintel Comperemedia

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *