Although senior, weight management and special needs (SWM) products for pets have been around for many years, they have yet to achieve a level of market penetration commensurate with the proportion of senior and overweight pets, and in the current market climate these segments appear to be ripe for significantly greater development. Along with the intense health and “premiumization” focuses in the pet market overall, key market drivers include the growing numbers of “qualified” pets. According to the American Veterinary Medical Association, the percentage of the U.S. dog population age 6 or more increased from 42% in 1996 to 44% in 2006, while the percentage of cats age 6 or more rose from 37% to 44%. The Association for Pet Obesity Prevention reports that 44% of dogs and 57% of cats were overweight or obese as of 2008, up 1 and 4 percentage points, respectively, since 2007, with older animals displaying a much higher incidence of obesity/overweight.
Considering the market as a whole, Packaged Facts estimates U.S. retail sales at $4.3 billion in 2008, with sales projected to climb to 2013, reflecting a compound annual growth rate of over 9%. Building on expert analysis developed across Packaged Facts’ extensive pet market research collection, this all-new report examines every area of the market, segmenting it into four categories: (1) pet food, including nutraceutical treats; (2) prescription pet medications; (3) devices and other non-food assistance products, including mobility devices (harnesses, wheelchairs, footwear, etc.), hygienic products, bedding, toys, and watering and feeding devices; and (4) pet supplements. For each of these categories, the report examines key competitive trends, leading marketers, and the product trends shaping the market now and into the future.
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Featuring custom pet owner profiling based on a 2009 pet owner poll conducted by Packaged Facts, the report also profiles users of lite and weight management dog and cat food in depth, using data from Experian Simmons’ Winter 2008/2009 National Consumer Study, with additional data sources including Information Resources, Inc. InfoScan Review data to quantify pet food sales trends and marketer shares in mass-market channels, and the American Pet Products Association 2009-2010 APPA National Pet Owners Survey.
Table of Contents :
Chapter 1: Executive Summary
Introduction
Scope of Report
Four Product Categories
Report Methodology
Market Trends
U.S. Retail Sales Top $4 Billion in 2008
Food the Largest Category, But Medications Gaining
Market Share by Retail Channel
Figure 1-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent)
IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down
Market Outlook
Marketing Trends
A Multicategory Market
Pet Food at the Core
Competitive Structure of Overall Market
Pet Food Market Provides Solid Base for Senior and Weight Management Foods
Formulations and Ingredients
Product Package Tags and Marketing Claims
Top Global Pharmaceutical Marketers Heavily Investing in Pet Medications
Devices Encompass Myriad Products Concentrated in Five Segments
Joint/Senior Products Are Most Extensive Supplements Category
Consumer Trends
20% Use Light/Weight Management or Senior Formulas
Dry Light/WM Formulas Surpass Senior Formulas
White Collar Draw for Light/WM Formula Dry Dog Foods
Figure 1-2: Household Purchasing Rates for Light/Weight Management Dry and Canned Dog and Cat Food: 2004 vs.
2008/09 (percent of U.S. households with dogs or cats)
Patterns for Pet Supplements and Weight Control Treats
Light/WM and Senior Crowd Are Prime Pet Owners
Chapter 2: Market Trends
Introduction
Scope of Report
Four Product Categories
Report Methodology
Market Size and Composition
U.S. Retail Sales Top $4 Billion in 2008
Table 2-1: U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (in millions of dollars)
Food the Largest Category, But Medications Gaining
Figure 2-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent)
Market Share by Retail Channel and Category
Figure 2-2: Share of U.S. Retail Sales of Senior and Weight Management Pet Food by Distribution Channel, 2008 (percent)
IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down
Table 2-2: IRI-Tracked Dollar Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions of dollars)
Table 2-3: IRI-Tracked Volume Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions)
Sales by Segment and Animal Type
Figure 2-3: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food by Type: Weight Management vs. Senior, 2003-2008 (percent)
Table 2-4: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food: Dog Food vs. Cat Food, 2003-2008 (percent)
Table 2-5: 2004-2008 and 2003-2008 Compound Annual Growth Rates, Dollar Sales Gains and Share of Total Growth in IRI-Tracked Sales of Senior and Weight Management Pet Food (in millions of dollars and percent)
Dog Food Dollar and Volume Sales
Cat Food Dollar and Volume Sales
Table 2-6: IRI-Tracked Dollar Sales of Senior and Weight Management Dog Food by Type, 2003-2008 (in millions of dollars)
Table 2-7: IRI-Tracked Volume Sales of Senior and Weight Management Dog Food by Type, 2003-2008 (in millions)
Table 2-8: IRI-Tracked Dollar Sales of Senior and Weight Management Cat Food by Type, 2003-2008 (in millions of dollars)
Table 2-9: IRI-Tracked Volume Sales of Senior and Weight Management Cat Food by Type, 2003-2008 (in millions)
Market Outlook
Senior, Weight Management Products Underpin Broader Industry Focus on Pet Health
A Recession-Resistant Market
Table 2-10: Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Services in Next 12 Months, February 2009
Table 2-11: Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households, 2006 (in dollars)
Figure 2-4: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Brackets, 1997-2007 (percent)
Figure 2-5: Share of U.S. Pet Market Expenditures by Category: $70K+ Income Bracket Households, 1997 vs. 2007 (percent)
The Aging Pet Population
Figure 2-6: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
Pet Overweight, Obesity Contribute to Chronic Conditions
Table 2-12: Percentage and Number of Overweight and Obese Dogs and Cats, 2008
Table 2-13: Percentage and Number of Overweight and Obese Dogs and Cats, 2007
Increasing Consumer Awareness of Pet Overweight, Obesity
The Association for Pet Obesity Prevention (APOP)
The Hill’s/AVMA Alliance for Healthier Pets Program
Other Marketers Also Tackling the Issue
Trade Media on Board in Promoting Awareness
Consumer Interest in Functional Pet Foods Strong and Growing
Table 2-14: Use of Specially Formulated Dog Food: 2004, 2006 and 2008 (percent)
Table 2-15: Use of Specially Formulated Cat Food: 2004, 2006 and 2008 (percent)
Table 2-16: Percentage of Dog and Cat Owners Who Purchased Fortified Pet Food in the Past 12 Months: 2002, 2004, 2006 and 2008 (percent)
Pet Food Labeling Requirements and Calorie Statements
Sales of Pet Medications Going Strong
Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007 and 2012 (in billions of dollars)
Pet Supplements on the Ups
Figure 2-8: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003, 2007 and 2012 (in millions of dollars)
Increased Veterinary Focus on Senior, Overweight Pets
Senior, Healthy Weight Also a Focus for Other Pet Care Service Providers
Looking Abroad
Projected Market Growth
Table 2-17: Projected U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (in millions of dollars)
Figure 2-9: Projected Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (percent)
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