Pet food in the u.s. dog food health, humanization and high quality ingredients in an increasingly value driven global market

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Pet Food in the U.S.: Dog Food: Health, Humanization and High
Quality Ingredients in an Increasingly Value-Driven Global Market

January 1, 2009
The U.S. pet food market has not just survived the spring 2007 recalls but proven its
resiliency, with 2007 sales up over previous years and healthy growth continuing
through 2008. Yet heightened safety concerns on the part of pet food makers and
consumers continue to shape product development and marketing, as well as the
choices of pet owners looking for the safest and healthiest products possible. At the top
of the list are kibble, canned and raw/frozen foods made with ingredients that are
natural, organic, grain-free/non-allergenic and pure, as well as made in the U.S.A.,
locally grown, “whole” (fruits, vegetables, grains, etc.) and human-grade. Foods making
functional appeals also continue to proliferate, especially those targeting age- and
weight-related conditions via the inclusion of novel ingredients like glucosamine, omega
fatty acids, antioxidants and probiotics. In other words, premium pet foods remain the
primary value growth driver in the U.S. market, with ever higher quality ingredients
fueling the premium wave.

At the same time, one thing marketers and retailers at all levels of the market cannot
afford given the faltering U.S. and global economies is complacency. More than ever
before the ability to convert pet owners to higher priced products—or keep them buying
them—will depend on marketers’ success in communicating product benefits and
tapping into the ever-potent human/animal bond. Helping to make the case are new
celebrity spokespersons like Cesar Millan with his new Dog Whisperer line, and Ellen
DeGeneres with her co-ownership in Halo Purely for Pets, with other positive trends
including rapid growth in the natural supermarket channel and an increasingly
globalized market in which ingredients suppliers like Cargill are looking to stake a
deeper claim in pet food (in Cargill’s case by specifically targeting the U.S. agricultural
retail channel as well as global markets). At the same time, new products continue to
flood the market, which saw more entries in 2008 than in any previous year.

Pegging 2008 U.S. sales at $17 billion and global sales at $49 billion—and projecting
steady growth through 2013—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., and also providing market size and
marketer share figures for the natural supermarket channel. The report thoroughly
documents competitive, new product and retail trends, as well as trends in pet food

purchaser demographics and lifestyle pursuits (media and marketing psychographics,
Internet usage, “green” involvement, etc.), based on data from Simmons Market
Research Bureau, BIGresearch, the American Pet Products Association and other
sources.

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 forward-looking focus
on high-growth product segments and market-driving trends. The report provides a
comprehensive Market Overview covering cross-market trends. New features of our
2009 edition include focus sections on:

The global pet food market (sales overall and by world region, marketer shares,
new product trends, U.S. export trends, and more);
Recall-related product safety initiatives;
Cross-channel private-label activity and prospects;
Levels of in-store merchandising and price promotions;
Pet food purchasers as coupon users.

Also included are dozens of images of pet products and consumer and trade ads.

Read an excerpt from this report below.

Additional Information

Market Insights: A Selection From The Report

Keepers of the Pack: Multiple-Dog Demographics

Demographic segments who are disproportionately likely to keep four or more pet dogs
include house renters (at an index of 227), households in the Central region (index of
187) or Southwest (index of 160), Boomer households (index of 127) and Hispanic
households (index of 121). Conversely, house owners (at an index of 123) and
households with an income of $75,000 plus (index of 120) are disproportionately prone
to keep only one pet dog, as to a more moderate degree are non-Hispanic White
households (index of 113).

Presumably, the relatively high rate for keeping four or more pet dogs among house
renters (at 5%, compared to a 2% rate among households overall) in part reflects a
watchdog function in less prosperous neighborhoods. As a point of comparison,
homeowners who keep four or more dogs are half again more likely (index of 148) to

live in a house valued at less than $75,000, and those who keep two-three dogs are a
third again (index of 133) more likely to likely to do so. [Table 2-25]

94% Buy Dry Dog Foods

Nearly all dog owners (98%) buy packaged dog foods. Dry dog foods (94%) and dog
treats (81%) are the most popular product types, with canned (30%) and semi-moist
(18%) products trailing. [Figure 2-17]

Treat Purchasing Rates Are Steady at 83% Across Preferences by Dog Food Type

Cross-usage is also heavier between the semi-moist and canned dog food types: 45%
of those who purchase semi-most products also buy canned products, compared with
31% of dog biscuit/treat purchasers and 29% of dry dog food purchasers. Similarly, 26%
of those who buy canned products also buy semi-moist products, compared with only
18% of dog treat purchasers and 16% of dry dog food purchasers.

TABLE OF CONTENTS

Chapter 1: Executive Summary
Scope of Report
Report Methodology
Global Market Perspective
Value of Pet Food Retail Sales
Figure 1-1: Global Retail Sales of Pet Food: 2004, 2008 and 2013 (in billions of
dollars)
Trends by World Region
Marketer Shares and Shifts
Market Size and Growth
U.S. Pet Food Sales Near $17.0 Billion in 2008
2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales Down
Dog Food Three-Fifths of the Market
Market Share by Retail Channel
Market to Approach $19 Billion by 2013
Looking Ahead
Competitive Overview
Top Five Players Control Four-Fifths of the Market
Figure 1-2: Top Five U.S. Marketers of Pet Food: 2006 vs. 2008 (percent)
Four Companies Dominate Mass-Market Sales
Pet Specialty Channel More Fragmented
Mega Marketers Tap In to Natural Segment
Multinational Powerhouse Cargill Taps Into Feed/Seed Channel
Private Label Pet Food Has Room to Grow in the U.S.
Pet Food Producers Position on Safety

Marketing and New Product Trends
Pet Market Advertising at $520 Million in 2007
Marketers Embracing Non-Traditional Media
Advertising Positioned on a Few Major Themes
Celebrities Kick In
2008 a Record Year for New Pet Food Products
Product Premiumization: Natural, Upscale and Functional Appeals
Retail and Consumer Trends
Economic Concerns and Increased Competition
Over 60 Million Households Own Pets
Dog/Cat Ownership Rates Edge Up
Minorities Over-Index for Semi-Moist and Canned Products
Canned Food Is Stronger in Cat Arena
Chapter 2: Market Overview
Introduction
Scope of Report: Three Main Categories
Terminology
Exclusions
Other Marketing Classifications
Global Pet Food Market Perspective
Value of Pet Food Retail Sales
Figure 2-1: Global Retail Sales of Pet Food: 2004, 2008 and 2013 (in billions of
dollars)
Market Share and Trends by Region
Figure 2-2: Share of Global Pet Food Sales by Region: 2008 (percent)
Marketer Shares and Shifts
Figure 2-3: Pet Food Global Market Leaders: 2008 (percent)
Trends in New Product Introductions
Figure 2-4: Number of Global Pet Food New Product Launches: Reports and
SKUs, 2002-2008
Figure 2-5: Share of Global Pet Food New Product Launches by Region: 2000,
2004 and 2008 (percent)
Top Marketing Claims Involve Natural, Functional Appeals
Figure 2-6: Top 20 Package Tags/Marketing Claims: By Number of Global Pet
Food New Product Launches, 2008
Global Market Outlook
Table 2-1: Top Global Pet Food Industry Forecast Factors: 2007 (percent)
Table 2-2: Top Global Pet Food Industry Forecast Trends: 2007 (percent)
U.S. Pet Food Exports Up 15%
Canada, Japan Are Top Export Markets for U.S. Pet Foods
Table 2-3: U.S. Exports of Dog & Cat Foods by Leading Country Markets: 2003-
2007 (in thousands of dollars)
Table 2-4: U.S. Exports of Dog & Cat Foods by Leading Country Markets:
January-September 2007 vs. January-September 2008 (in thousands of dollars)
Figure 2-7: Top National Destinations for U.S. Exports of Dog & Cat Foods:
January-September 2008 (percent)

Table 2-5: U.S. Exports of Dog & Cat Foods by Regional Markets: 2003-2007 (in
thousands of dollars)
Table 2-6: U.S. Exports of Dog & Cat Foods by Regional Markets: January-
September 2007 vs. January-September 2008 (in thousands of dollars)
Table 2-7: Export Concentration Ratios for U.S. Exports of Dog & Cat Foods by
Top, Top 4 and Top 8 Markets: 2003-September 2008 (% of total dollar value)
European Union Down as Export Destination
Figure 2-8: Share of Total U.S. Exports of Dog & Cat Foods by Top Destination
Markets: Canada, Japan and the European Union, 1996 vs. 2008 (% of total
dollar value)
Mars Targets Export Growth Markets in Africa
Figure 2-9: Percent of Survey Respondents Ranking Import/Export Trends as
“Very Important” to Development of Pet Food Industry: By Global Region
Rising Costs, Down Economy Shape Market Environment
Pet Food Sales Near $17.0 Billion in 2008
Table 2-8: U.S. Retail Sales of Pet Food: 2004-2008 (in millions of dollars)
2008 Mass-Market Dollar Sales of Pet Food Up, But Volume Sales Down
Table 2-9: IRI-Tracked Dollar, Pound and Unit Sales of Pet Food: 2008 vs. 2007
(in millions of dollars, pound and unit sales)
A Gradual Improvement from 2003 to 2007
Figure 2-10: IRI-Tracked Sales of Pet Food: 2003-2008 (in millions of dollars)
Dog Food Delivers the Most Dollar Growth
Table 2-10: IRI-Tracked Sales of Pet Food: By Category, 2003- 2008 (in millions
of dollars)
Table 2-11: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By
Category, 2004-2008 (percent)
Table 2-12: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category,
2003-2007 (in millions of dollars)
Table 2-13: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment,
Market Composition
Dog Food Three-Fifths of the Market
Figure 2-11: Share of IRI-Tracked Sales of Pet Food by Category: 2001, 2003,
2005, 2007 and 2008 (percent)
Figure 2-12: Share of Pet Food Sales in Natural Supermarkets: By Type, 2008
(percent)
Dry Food Increasing in Market Share
Figure 2-13: Share of IRI-Tracked Sales of Dog and Cat Food by Form: 2003,
2005, 2007 and 2008 (percent)
Table 2-14: Share of IRI-Tracked Sales of Pet Food by Form: 2003, 2005 and
2007 (percent)
Alternative Pet Food Share of Sales
Independent Pet Stores: Share of Sales by Animal Type
Table 2-15: Alternative Pet Food Segment Performance Relative to Total U.S.
Pet Food Market: 2003-2007 (percent, growth rate)

Table 2-16: Share of Independent Pet Store Pet Supply Sales by Animal Type:
2005-2007 (percent)
Table 2-17: Pet Food and Treats Share of Category Sales by Animal Type in
Independent Pet Stores: 2006 vs. 2007 (percent)
Dog Food Is Top Category in Pet Specialty Stores
Table 2-18: Share of Pet Specialty Retailer Sales by Category: 2006 vs. 2007
(percent)
Market Share by Retail Channel
Figure 2-14: Share of U.S. Pet Food Sales by Retail Outlet Type: 2008 (percent)
Household Purchasing of Pet Supplies by Retail Outlet Type
Table 2-19: Household Purchasing of Pet Products by Retail Channel: Total
Purchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. households
with pets)
Figure 2-15: Degree of Channel Loyalty Among Purchasers of Pet Supplies by
Outlet Type: 2008 (percent of U.S. households with pets)
Chain Merchandising Trends in the Mass Market
Dry Dog Food the Most Heavily Merchandised
Ephemeral vs. Incremental Merchandising Gains
Price Discounting in Chains Is Steepest for Cat Food
Table 2-20: IRI-Tracked Retailer Merchandising Trends for Pet Food: By
Category and Segment 4th Quarter 2006 through 3rd Quarter 2008 (percent of
sales volume)
Table 2-21: IRI-Tracked Promotion of Dog, Cat and Other Pet Food: Ratio of
Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008
(percent)
Market Outlook
All Eyes on the Economy
Figure 2-16: U.S. Grocery Industry Sales Growth: 2001-2007 (percent)
Table 2-22: Percentage of Adults with Little or No Confidence in Short-Term
Prospects for the Economy: April 2003-April 2008 (U.S. adults)
Table 2-23: Percentage of Adults Who Are More Practical or Realistic in Their
Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
Pet Market Impact
Pet Food Prices, Costs at Record Highs
Figure 2-17: Consumer Price Index for Pet Food: 1998-2008
Figure 2-18: Producer Price Index for Pet Food: 1998-2008
Impact of Spring 2007 Pet Food Recalls
Figure 2-19: Effect of Pet Food Recall on Pet Food Sales in Pet Specialty Stores:
May 2007 (percent)
Figure 2-20: Effect of Pet Food Recall on Pet Specialty Retailer Pet Food
Selection: January 2008 (percent)
Figure 2-21: Seasonal Pattern of Pet Food Sales in the Natural Supermarket
Channel: January 2005-December 2007
Product Premiumization and Premium Demographics
Table 2-24: IRI-Tracked Volume Sales of Pet Food by Category and Segment:
2003 - Third Quarter 2008 (in millions of volume units)

Table 2-25: Average U.S. Household Expenditures on Pet Food: 1997-2007 (in
dollars)
Figure 2-22: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under
$70K Income Brackets, 1997-2007 (percent)
Figure 2-23: Number of New Pet Food Product Introductions: 2001, 2004 and
2008
Natural/Organic Pet Food Going Strong
Figure 2-24: U.S. Retail Sales of Natural Pet Food: 2003, 2007 and 2012 (in
millions of dollars)
Pet Humanization a Potent Force
Table 2-26: Mean Number of Veterinary Visits by Human-Animal Bond Among
Dog and Cat Households: 2006
Table 2-27: Mean Veterinary Expenditures by Human-Animal Bond Among Dog
and Cat Households: 2006 (in dollars)
Enhancing Pet Health
Aging Pet Population Underpins Healthcare Boom
Figure 2-25: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
Number of Dog and Cat Households on the Ups
Figure 2-26: Household Penetration Rates for Selected Dog- or Cat-Owning
Classifications: 2003 vs. 2008 (percent of U.S. dogor cat-owning households)
The Boomer Factor
Table 2-28: Dog and Cat Ownership by Adult Age Bracket: 2008 (number,
percent and index of U.S. households)
Figure 2-27: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2008
(percent of U.S. households)
Figure 2-28: Share of Total U.S. Population Growth for Selected Age Brackets:
2007-2015 (percent)
Dual-Adult/No-Kid Clout
Figure 2-29: Two-Adult Households/No Kids as Pet Owners: 2003 vs. 2008
(percent)
Celebrities Back Up and Coming Pet Food Lines
Looking Ahead
The New Value Equation
Figure 2-30: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under
$70K Income Brackets: 1997-2007 (percent)
Market to Approach $19 Billion by 2013
Table 2-29: Projected U.S. Retail Sales of Pet Food: 2008-2013 (in millions of
dollars)
Additional Market Consolidation
Product Innovation
Competitive Overview
Acquisitions Intensify Market Consolidation
Table 2-30: Timeline of U.S. Pet Food Market Acquisitions: 2002- 2008
Mars Plus Nutro
Castor & Pollux, Halo Backed by Private Equity Firms

Top Five Players Control Four-Fifths of the Market
Figure 2-31: Top Five U.S. Marketers of Pet Food: 2006 vs. 2008 (percent)
Four Companies Dominate Mass-Market Sales
Figure 2-32: Top Marketers of Pet Food by Share of IRI-Tracked Sales: 2007 vs.
2008 (percent)
Table 2-31: Leading Marketers of Pet Food by Share of IRITracked Sales: 1999-
2007 (percent)
Table 2-32: Leading Marketers of Pet Food: Share of IRI-Tracked Sales by
Product Segment: 2007 vs. 2008 (percent)
Pet Specialty Channel More Fragmented
Figure 2-33: No. 1 Brand Leaders in Pet Specialty Stores: 2007 (percent)
Professional Channel Marketers
Value and Superpremium Positioned Marketers
Snacks and Treats Specialists, “Springboarding”
Natural/Organic Specialists Exclusive to Specialty, Natural Channels
Brand Leaders in the Natural Supermarket Channel
Figure 2-34: Share of Sales of Pet Products in Natural Supermarkets by
Marketer/Brand: 2008 (percent)
Mega Marketers Tap In to Natural Segment
Raw/Frozen and Homemade Pet Food Specialists
Nature’s Variety a Leader in Raw/Frozen Foods
Freshpet Makes Refrigerated Pet Food Splash
Figure 2-35: IRI-Tracked U.S. Sales of Freshpet Refrigerated Pet Food: 2006-
2008 (in millions of dollars)
Channel-Specific Marketing
Multinational Powerhouse Cargill Taps Into Feed/Seed Channel
Crossing Pet Market Lines
Table 2-33: The U.S. Pet Food Market: Selected Leading Marketers and Brands,
2008
Focus on Private Label
Room to Grow
Table 2-34: Number of U.S. Private-Label Pet Food Product Introductions and
SKUs: By Category, 2000-2008
Evanger’s and Eagle Pack Report Recall-Related Gains
Store-Brand Share Stabilizes at Mass-Market Level Following Steady Declines
Table 2-35: Private-Label Share of IRI-Tracked Sales of Pet Food: By Product
Category and Segment, 1999-2007 (percent)
Mars Plus Doane
Whole Foods and Traders Joe’s Big on Private Label
PetSmart and Petco Heavily Invested in Store Brands
Figure 2-36: National Consumer Advertising Spending for PetSmart and Petco:
2006 and 2007 (in millions of dollars)
Table 2-36: PetSmart and Petco Pet Food and Treat Private-Label Brands: By
Trademark Name, Usage and Filing Date
Independent Pet Stores Also Making a Bid

Table 2-37: Purchasing Patterns for Selected Types of Store- Brand Dog and Cat
Food: By Retail Channel Shopped, 2008 (percent)
The Global Private-Label Pet Food Picture
The Future of Private Label
Focus on Pet Food Recalls and Product Safety
Competitive Impact of Spring 2007 Pet Food Recalls
Menu Foods Blindsided But on the Mend
Lawsuits Consolidated, Settled
Procter & Gamble’s Iams Unit Loses Sales and Share
Mars Fares Well, Snaps up Nutro and Menu Foods Plant
Pet Food Commission Releases Safety Recommendations
Congress Passes Food and Drug Administration Amendments Act of 2007
New Regulations Also Possible at the State Level
New Requirements for Chinese Imports
Pet Food Producers Position on Safety
The New Food Safety Buzzword: Traceability
Product Safety Still Under Consumer, Government Spotlight
Consumer Website Accuses Nutro of Fielding Unsafe Foods
FDA Targets Evanger’s Plant
Petco Distribution Center Raided by FDA
Mars Recalls Reveal Human-Pet Disease Link
Marketing and New Product Trends
Pet Market Advertising at $520 Million in 2007
Figure 2-37: Media Breakout of National Consumer Advertising for Pet Food and
Pet Care Products: 2007 (percent)
Marketers Embracing Non-Traditional Media
Online Marketing and Blogs
Pet Food “SuperBrands”
Advertising Positioned on a Few Major Themes
Celebrities Kick In
Ellen Buys into Halo
Cesar Millan Shakes Hands with Castor & Pollux, Petco
Rachael Ray Teams Up with Dad’s Pet Care
Freshpet Launches Loved Dog Treats
Cause-Related Marketing, Public Relations
Going Green
2008 a Record Year for New Pet Food Products
Table 2-38: Number of New Pet Food Product Introductions: 2001-2008
Product Premiumization: Natural, Upscale and Functional Appeals
Natural Products Go Mainstream
Manufacturers Focusing on Fresh Ingredients
New Goodlife Packaging Is Ingredient-Focused
Safety Theme Apparent in Ingredient-Related Product Appeals
Human-Grade Ingredients
100% US-Sourced Ingredients and “China-Free”
Locally Sourced Ingredients

Raw/Frozen Foods
Homemade Pet Food
“Holistic Labeling”
Functional/Fortified Foods Cover All Bases
Special Diet Formulas
Table 2-39: Household Purchasing of Light/Weight Management and Senior Dry
and Canned Dog and Cat Food: 2004 vs. 2008 (U.S. households with dogs or
cats)
Nutraceutical Treats
Convenience Another Key Premium Appeal
One Route to Cost Cutting: Smaller Package Sizes
Table 2-40: Pet Food Product Selling Points by Package Tags: 2004-2008
Examples of Advertising
Retail Trends
Economic Concerns and Increased Competition
The PetSmart/Petco Dynamic Duo
Table 2-41: PetSmart and Petco Combined Sales: 2000-2007 (in millions of
dollars)
Company Profile: PetSmart, Inc.
Table 2-42: PetSmart Sales: 2000-2007 (in millions of dollars)
Slower Expansion an “Economic Precaution”
Services, Expertise Key to Success
Company Profile: Petco
Table 2-43: Petco Annual Sales: 2000-2007 (in millions of dollars)
Changes and Challenges
Promoting Pet Relationships
Cesar Millan and Ellen DeGeneres
P.A.L.S., Petco.com and Petco Park
Zootoo.com and Pet Welfare
Other Top-Ranked Pet Specialty Chains
Independent Pet Stores: Bad News and Good News
Table 2-44: Top Challenges Pet Specialty Retailers Face in Next Two Years:
2006 vs. 2007 (percent)
Table 2-45: Pet Food Share of Category Sales by Animal Type in Independent
Pet Stores: 2006 vs. 2007 (percent)
Walmart Bullish on Pet Supplies
Target Also Coming on Strong
Supermarkets Hanging on After 2007 Recalls
Wholesale Clubs and Dollar Stores
Natural Supermarkets Going Strong
The Internet Effect
Leading E-tailers of Pet Food and Supplies
Pet Ownership Trends and Demographics
The Simmons Survey System
Over 60 Million Households Own Pets

Table 2-46: Pet Ownership in the United States: 2008 (percent and number of
U.S. households)
Table 2-47: Dog and Cat Ownership in the United States: 2004, 2006 and 2008
(percent and number of U.S. households)
38% of Pet Households Keep Multiple Types
Figure 2-38: Ownership of Multiple Types of Pets: 2008 (percent of pet-owning
U.S. households)
63% of Pet Households Keep More Than One Pet
Table 2-48: Ownership of Multiple Pets of a Single Type: 2008 (percent of U.S.
households who keep pets of a given type)
Pet Household Demographics
Pet Ownership Holds Up Across Age Brackets
Figure 2-39: Dog or Cat Ownership Rates by Age Bracket: 2003 vs. 2008
Demographic Variations by Type of Pets
Table 2-49: Demographics for Keeping Pets, 2008 (percent, number and index
among U.S. consumers)
Table 2-50: Demographic Overview for Selected Pet Classifications, 2008
Pet Owners as Consumers
Table 2-51: Household Purchasing of Pet Products by Retail Channel: Total
Purchasers and Sole Purchasers, 2006 vs. 2008 (U.S. households with pets)
Table 2-52: Demographic Overview for Selected Pet Product Retail Channels,
2008 ( U.S. pet-owning households)
Channel Choices in Organic Pet Food Purchasing
Table 2-53: Where Groceries Are Most Often Purchased by Selected Retailer
Type: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008
(percentage of U.S. adults)
Table 2-54: Where Groceries Are Most Often Purchased by Selected Retail
Chain: Shoppers Overall vs. Organic Pet Food Purchasers, August 2008
(percentage of U.S. adults)
Pet Food Purchasing Overview for Dog or Cat Owners
Table 2-55: Household Purchasing of Packaged Dog and Cat Food by Type,
2008 (U.S. households with dogs or cats)
Pet Owners Are Internet-Prone
Figure 2-40: Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners,
2008 (percent of U.S. adults overall vs. dog or cat owners)
Figure 2-41: Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners,
2008 (index for U.S. dog or cat owners)
Figure 2-42: Dog or Cat Owners as Consumers: Selected Media & Marketing
Psychographics, 2008 (percent and index for U.S. dog or cat owners)
Not So “Green”
Figure 2-43: Dog or Cat Owners as Consumers: Selected “Green”
Psychographics, 2008 (percent and index for U.S. dog or cat owners)

The Pet Food Coupon Clipper
Table 2-56: Indicators for Use of Pet Food Coupons: 2008 (index among dog- or
cat-owning households)
Bulk of Redemption through Grocery Stores
Table 2-57: Coupon Redemption Rates by Selected Retailer Type: 2004-2008
(percent)
Figure 2-44: Coupon Redemption Rates Among Pet Food Coupon Users: By
Selected Retailer Type, 2008 (percent)
Grocery vs. Pet Food Coupon Usage Rates
Table 2-58: Coupon Usage Rates by Product Type: 2004-2008 (percent)
On-Shelf Coupons Generate Highest Usage
Table 2-59: Coupon Usage Rates by Product Type: 2004-2008 (percent)
Chapter 3: Dog Food
Introduction
Category Scope: Five Product Segments
Total Dog Food Sales at $10.4 Billion in 2008
Figure 3-1: U.S. Retail Sales of Dog Food: 2005, 2008 and 2013 (in millions of
dollars)
2008 IRI-Tracked Dollar Sales of Dog Food Up, But Volume Sales Down
Table 3-1: IRI-Tracked Dollar, Pound and Unit Sales of Dog Food: 2008 vs. 2007
(in millions of dollars, pounds and units)
Gradual Dollar Gains from 2003 to 2007
Figure 3-2: IRI-Tracked Sales of Dog Food: 2003-2007 (in millions of dollars)
Frozen Dog Food Out Front in Market Growth
Table 3-2: IRI-Tracked Sales of Dog Food: By Segment, 2003- 2007 (in millions
of dollars)
Table 3-3: Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By
Segment, 2004-2007 (percent)
Table 3-4: Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment,
Wet Dog Food Declining in Market Share
Table 3-5: Share of IRI-Tracked Sales of Dog Food by Segment: 2003, 2005 and
2007 (percent)
Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds
Table 3-6: Kind of Dog Food Purchased in the Past 12 Months: 2002 vs. 2006
(percent)
Table 3-7: Use of Specially Formulated Dog Food: 2004 vs. 2006 (percent)
Channel Loyalty Increasing Among Online Shoppers
Figure 3-3: Dog Owner Shopping for Pet Products by Retail Channel: 2008
(percent of U.S. dog-owning households)
Figure 3-4: Sole Purchaser Share of Total Purchasers of Pet Supplies by Outlet
Type: 2006 vs. 2008 (U.S. households with dogs)
Dog Food Chain Merchandising Trends

Table 3-8: IRI-Tracked Retailer Merchandising Trends for Dog Food: Overall and
by Segment, 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales
volume)
Price Promotion Patterns Vary by Segment
Table 3-9: IRI-Tracked Promotion of Dog Food by Category and Segment: Ratio
of Average Promoted Price to Average Overall Price, 2003 - Third Quarter 2008
(percent)
Marketer and Brand Shares
Methodology
Impact of Acquisitions
Nestlé Purina Dominates Dog Food Category
Figure 3-5: Top Dog Food Marketers by Share of IRI-Tracked Sales: 2008
(percent)
Iams the Most Heavily Leveraged in Dry Dog Food
Nestlé Purina the Top Dog in Dry Food Segment
Figure 3-6: Leading Marketers of Dry Dog Food by Share of IRITracked Sales:
2003 vs. 2008 (percent)
Acquisitions Boost Del Monte and Mars in Dog Biscuits/Treats
Figure 3-7: Leading Marketers of Dog Biscuits/Treats by Share of IRI-Tracked
Sales: 2003 vs. 2008 (percent)
Mars Marching Forward in Wet Dog Food
Figure 3-8: Leading Marketers of Wet Dog Food by Share of IRITracked Sales:
2003 vs. 2008 (percent)
Nestlé Purina Controls Semi-Moist Segment
Figure 3-9: Leading Marketers of Semi-Moist Dog Food by Share of IRI-Tracked
Nestlé Purina Also on Top in Frozen Dog Food
Figure 3-10: Leading Marketers of Frozen Dog Food by Share of IRI-Tracked
Leading Pet Specialty Channel Brands
Figure 3-11: Dog Food Brand Leaders in Pet Specialty Stores: 2005-2007
(percent)
Table 3-10: Leading Dog Food Marketers by IRI-Tracked Sales and Market
Share: 2007 vs. 2008 (in millions of dollars and percent)
Table 3-11: Leading Dog Food Marketers by Share of IRI-Tracked Sales: 2004,
2006 and 2008 (percent)
Table 3-12: Leading Dog Food Marketers: Share of IRI-Tracked Sales of Dog
Food by Segment: 2007 vs. 2008 (percent)
Table 3-13: Marketers and Brands of Dry Dog Food by IRITracked Sales and
Market Share: 2007 vs. 2008 (in millions of dollars and percent)
Table 3-14: Brand Shares of IRI-Tracked Sales of Selected Leading Dry Dog
Food Products: 2003-2007 (percent)
Table 3-15: Marketers and Brands of Dog Biscuits/Treats by IRITracked Sales
and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
Table 3-16: Brand Shares of IRI-Tracked Sales of Selected Leading Dog
Biscuit/Treat Products: 2003-2007 (percent)

Table 3-17: Marketers and Brands of Wet Dog Food by IRITracked Sales and
Table 3-18: Brand Shares of IRI-Tracked Sales of Selected Leading Wet Dog
Food Products: 2003-2007 (percent)
Table 3-19: Marketers and Brands of Semi-Moist Dog Food by IRITracked Sales
and Market Share: 2007 vs. 2008 (in millions of dollars and percent)
Table 3-20: Marketers and Brands of Frozen Dog Food by IRITracked Sales and
Table 3-21: Top Dog Food Products by Dollar Gain in IRI-Tracked Sales: 2007
vs. 2008 (in millions of dollars)
Marketing & New Product Trends
Dog Food Advertising “SuperBrands”
Milk-Bone Celebrates 100th Birthday
Mars Expands Pedigree Adoption Drive
Nestlé Purina Expanding Event Marketing Capacity
2008 a Record Year for New Dog Food Products
Figure 3-12: Number of New Dog Food Product Introductions: 2002-2008
Premium Thrust Still Going Strong: Natural, Functional and Special Diet Foods
Figure 3-13: Top 10 Dog Food Package Claims: January- December 2008
Ingredients in the Spotlight
“People Food”
Gluten- and Wheat-Free Claims Highlight Safety Issue
Natural Products Go Mainstream
Honest Kitchen Makes an Honest Claim Out of “Human Grade”
Natural Plus Gourmet
Freshpet Scores Hit with Refrigerated Dog Food
Ongoing Activity in Organic Niche
Special Diet/Functional Foods
Mars Launches WholeMeals
Healthy Weight and Senior Foods
Breed- and Size-Specific Products
Grain-Free Products Picking Up
Non-allergenic Products
Probiotics and Healthy Digestion
Raw/Frozen Foods
“Real Meat” Products Taking a Swing at Raw
Veterinary Appeal
Taste, Variety Still Key Appeals
Functional/Nutraceutical Treats
Figure 3-14: Share of U.S. Retail Sales of Dog Supplements and Nutraceutical
Treats by Function: 2007 (percent)
Trend Profile: Dogswell, LLC
Oral Care Treats
Fortified Dog Water
Human-Style Baked, Gourmet and Holiday Treats
Frozen Novelty Treats

New Spins on Convenience
Table 3-22: Dog Food Product Selling Points by Package Tags: 2006-2008
Examples of Dog Food Advertising
Dog Ownership Trends and Demographics
The Simmons Survey System
40 Million Households Keep Pet Dogs
Figure 3-15: Dog Ownership in the United States: 2008 (percent of U.S.
households)
Table 3-23: Dog and Cat Ownership in the United States: 2004, 2006 and 2008
(percent and number of U.S. households)
Dog Household Demographics
Promising Patterns by Age Bracket
Figure 3-16: Dog Ownership Rates by Age Bracket: 2003 vs. 2008 (percent of
U.S. households)
Keepers of the Pack: Multiple-Dog Demographics
Table 3-24: Demographics for Keeping Pet Dogs, 2008 (percent, number and
index among U.S. households)
Table 3-25: Demographic Overview for Selected Dog-Owning Classifications,
2008 (percent and index of U.S. households)
Pet Retailer and Dog Food Preferences
Pet Stores Edge Out Supermarkets in Overall Popularity
Table 3-26: Dog Owner Shopping for Pet Products by Retail Channel: Total
Purchasers and Sole Purchasers, 2006 vs. 2008 (percent of U.S. dog-owning
households)
94% Buy Dry Dog Foods
Figure 3-17: Dog Food Purchasing Rates by Type: 2008 (percent of U.S. dog-
owing households)
Table 3-27a: Demographic Overview: Pet Product Shopping Rates by Retail
Channel, 2008 (percent of U.S. dog-owning households)
Table 3-27b: Demographic Overview: Pet Product Shopping Indexes by Retail
Channel, 2008 (indexes for U.S. dog-owning households)
Minorities Over-Index for Semi-Moist and Canned Products
Treat Purchasing Rates Are Steady at 83% Across Preferences by Dog Food
Type
Table 3-28a: Demographic Overview: Dog Food Purchasing Rates by Type,
2008 (percent of U.S. dog-owning households)
Table 3-28b: Demographic Overview: Dog Food Purchasing Indexes by Type,
2008 (indexes for U.S. dog-owning households)
Table 3-29: Dog Food Cross-Purchasing Rates by Type: 2008 (percent of U.S.
dog-owning households)
Light, Senior and Puppy Formulations Gain in Usage
Table 3-30: Dog Food Purchasing Patterns by Type: 2004 vs. 2008 (percent of
U.S. dog-owing households)
Table 3-31: Dog Food Purchasing Patterns by Type: Single vs. Multiple Dog
Owners, 2008 (percent and index)

Table 3-32: Dog Food Purchasing Rates by Type: By Retail Channels Shopped,
2008 (percent of U.S. dog-owning households)
Milk-Bone Is Most Widely Used Brand Line
Figure 3-18: Top Dog Food/Treat Brand Lines by Overall Usage Rates: 2008
(percent of U.S. dog-owing households)
Value Brand Skew Among Multiple-Dog Owners
Table 3-33: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: Single
vs. Multiple Dog Owners, 2008 (percent and index)
Table 3-34: Purchasing Patterns for Leading Dog Food/Treat Brand Lines: By
Retail Channel Shopped, 2008 (percent)
Demographic Skews: Value Brands vs. Superpremiums
Table 3-35: Selected High-Indexing Demographics by Brand Line for Dog Food
and Treats: 2008 (U.S. dog-owning households)

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Pet food in the u.s. dog food health, humanization and high quality ingredients in an increasingly value driven global market

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Pet food in the u.s. dog food health, humanization and high quality ingredients in an increasingly value driven global market