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The U.S. Pet Food Market

Product Type: Market Research Report
Published by: Packaged Facts
Published: June 2004
Product Code: R567-0062
Description
Pizza, breath mints, microwave popcorn, food bars, fitness waters, diet foods, kosher foods, sauces, gravies, and sprinkle-on seasonings: what do these have in common? They are all now available for Rover and/or Kitty, as pet food marketers seek new ways to grow their business. Facing flat sales at the mass-market level and increasing encroachment from Wal-Mart’s Ol’ Roy store brand, pet food marketers are scaling up, up, up with an array of “humanized” products also pushing the limits of “natural/organic” and “state-of-the-art nutrition,” to a degree that many pet foods and treats now beg the question: “Is it a food or is it a supplement?” In many cases, the answer is “both,” with more and more products (perhaps most, these days) landing squarely in the realm of “nutraceutical/functional,” with health claims running the gamut from the all-important dental angle to improved joint health to a better psychological disposition in general. Value-added features and claims like these are allowing pet food marketers to charge more for their products, even as a new breed of superpremium pet food hits the shelves, including new lines aimed at the veterinary channel.

Based on in-depth secondary research as well as primary research including interviews with industry insiders and attendance at the 2004 APPMA show, The U.S. Pet Food Market explores key competitive trends, such as channel-specific product development and marketing, and pinpoints opportunities for current and prospective marketers. Most pet food market growth will come from a new wave of better promoted and better merchandised health-positioned products, with “professional,” convenience, and natural claims also helping to drive growth. The pet food business also promises not-to-be-missed opportunities in the all-important area of weight-loss and nutritional supplementation.

Report Methodology
The information in The U.S. Market for Pet Food is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the pet food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

Pegging 2003 sales at approximately $13 billion, the report covers foods, treats, snacks, and beverages for all types of companion animals (i.e., including birds, small animals, and fish/reptiles), with a particular focus on cats and dogs. The three principal categories—Dog Food, Cat Food, and Other Pet Food—are segmented (i.e., dry, canned, semi-moist, etc.) and quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition; marketing, new product, and retail trends; and the role of the Internet, providing forecasts through 2008 and detailed consumer profiles of key dog and cat food demographics, based on the most current Simmons Market Research Bureau data available.

What You’ll Get in this Report
The U.S. Market for Pet food makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Pet Food offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream pet food marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, specialty stores and independents)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the pet food market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pet food, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pet food based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for pet food
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the pet food arena.
  • Advertising agencies working with clients in the pet food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Table of Contents
Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of Report
    • Report Methodology
    • Figure 1-1: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)


  • Market Size and Growth
    • Market to Top $16 Billion by 2008
    • Mass-Market Sales Post Slim Five-Year Gain
    • Other Pet Food Category Pacing Market Growth
    • Dry Cat Food and Dog Biscuits/Treats Out Front in Dollar Growth
    • Figure 1-2: IRI-Tracked Shares of Pet Food Sales: By Major Segment, 2003 (percent)
    • Market Share by Retail Channel
    • Factors to Market Growth
    • The Bad News
    • The Good News


  • Competitive Overview
    • Retailer Consolidation
    • Sales and Acquisitions
    • The Iams Effect
    • Nestlé Purina on Top
    • Friskies Out Front, Iams’ Penetration Leveling Off
    • Leading Pet Specialty Channel Brands


  • Marketing and New Product Trends
    • No Shortage of New Products
    • Natural/Organic Products the Leading Edge
    • Scaling Up, and Up
    • All Things Functional/Nutraceutical
    • “Human Foods” for Pets
    • Top Three Marketers Account for 88% of National Advertising
    • Retail Trends
    • The E-tailing Contingent


  • The Consumer

    • Household Ownership Rates at 33% for Dogs, 25% for Cats
    • Pet-Owning Singles and Couples on the Ups
    • Different Strokes for Cats and Dogs


  • Looking Ahead

    • Trends & Opportunities



Chapter 2: The Market

  • Introduction

    • Scope of Report: Three Main Categories
    • Terminology
    • Exclusions
    • Other Marketing Classifications
    • Federal Regulators and Mad Cow Disease
    • Figure 2-1: U.S. Retail Sales of Pet Food, 1999-2003 (in millions of dollars)


  • Market Size and Growth
    • Pet Food Sales Top $13 Billion in 2003
    • Table 2-1: U.S. Retail Sales of Pet Food, 1999-2003 (in millions of dollars)
    • Mass-Market Sales Post Slim Five-Year Gain
    • Table 2-2: IRI-Tracked Sales of Pet Food, 1999-2003 (in millions of dollars)
    • Other Pet Food Category Pacing Market Growth
    • Table 2-3: IRI-Tracked Sales of Pet Food: By Category, 1999-2003 (in millions of dollars)
    • Table 2-4: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 2000-2003 (percent)
    • Table 2-5: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Category, 1999-2003 (in millions of dollars)
    • Dry Cat Food and Dog Biscuits/Treats Out Front in Dollar Growth
    • Table 2-6: IRI-Tracked Sales of Pet Food: By Segment, 1999-2003 (in millions of dollars)
    • Table 2-7: Annual Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 2000-2003 (percent)
    • Table 2-8: Total Growth/Decline in IRI-Tracked Sales of Pet Food: By Segment, 1999-2003 (in millions of dollars)


  • Market Composition
    • Dog Food Still Over Half the Market
    • Figure 2-2: IRI-Tracked Shares of Pet Food Sales: By Category, 2003 (percent)
    • Dry Foods Also at About Half of Market
    • Figure 2-3: IRI-Tracked Shares of Pet Food Sales: By Major Segment, 2003 (percent)
    • Table 2-9: IRI-Tracked Shares of Pet Food Sales: By Segment, 1999 vs. 2003 (percent)
    • Biscuits/Snacks Taking Bigger Bite of Dog Food Category
    • Table 2-10: Mass-Market Shares of Dog Food Sales: By Segment, 1999-2003 (percent)
    • Dry Cat Food Gaining Ground
    • Table 2-11: Mass-Market Shares of Cat Food Sales: By Segment, 1999-2003 (percent)
    • Non-Dog/Cat Food More Important in Pet Specialty Stores


    • Table 2-12: Share of Pet Specialty Store Pet Food Sales by Animal Type, 2003 (percent)
    • Market Share by Retail Channel
    • Figure 2-4: Share of U.S. Pet Food Sales: By Retail Outlet Type, 2003 (percent)
    • Supermarkets and Pet Stores Neck to Neck for Household Share
    • Figure 2-5: Purchasing of Pet Supplies by Retail Channel, 2003 (% of U.S. adults)
    • Household and Lifestage Patterns of Pet Food Purchasing
    • Table 2-13a: Indices for Purchasing of Selected Pet Food Product Types: By Adult Age Bracket, 2003 (U.S. adults)
    • Table 2-13b: Indices for Purchasing of Selected Pet Food Product Types: By Adult Age Bracket, 2003 (U.S. adults)
    • Table 2-14: Indices for Purchasing of Selected Pet Food Product Types: By Household Size, 2003 (U.S. adults)
    • Table 2-15a: Indices for Purchasing of Selected Pet Food Product Types: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
    • Table 2-15b: Indices for Purchasing of Selected Pet Food Product Types: By Household Income Bracket (in Thousands), 2003 (U.S. adults)
    • Racial/Ethnic Patterns of Pet Food Purchasing
    • Table 2-16: Indices for Purchasing of Selected Pet Food Product Types: By Race/Ethnicity, 2003 (U.S. adults)
    • Table 2-17: Cat and Dog Ownership Indices: By Race/Ethnicity, 2003 (U.S. households)
    • Regional Patterns of Pet Food Purchasing
    • Table 2-18: Indices for Purchasing of Selected Pet Food Product Types: By Region, 2003 (U.S. adults)


  • Factors to Market Growth
    • The Bad News
    • The Good News
    • Table 2-19: Average U.S. Household Expenditures on Pet Products and Services, 1994 vs. 2002 (in dollars)
    • New Products Driving the Market
    • Table 2-20: Rate of New Pet Food Product Introduction vs. Market Growth Rate, 1999-2003 (number and percent)
    • Pet Population Trends
    • Table 2-21: U.S. Population of Cats and Dogs, 1981-2002 (in millions)
    • Table 2-22: Number of Cat and Dog Owners by U.S. Households and Share of Population, 1981-2002 (in millions)
    • The Aging Pet Population
    • Figure 2-6: Share of U.S. Dog Population by Age of Pet, 1996 vs. 2001 (percent)
    • Figure 2-7: Share of U.S. Cat Population by Age of Pet, 2001 (percent)


    • The Aging U.S. Population
    • Table 2-23: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
    • Pet-Owning Singles and Couples on the Ups
    • Table 2-24: Percentage of U.S. Households that Own Pets by Lifestage, 1991, 1996, 2001 (percent)
    • Humanization of Pets an Ongoing Trend
    • Table 2-25: Pets as Family Members, 2003 (percent)
    • Figure 2-8: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)


  • Projected Market Growth
    • Market to Top $16 Billion by 2008
    • Table 2-26: Projected U.S. Retail Sales of Pet Food, 2003-2008 (in millions of dollars)


Chapter 3: The Marketers

  • Competitive Overview
    • Mass-Market Especially Concentrated
    • Pet Specialty Channel More Fragmented
    • Professional Channel Marketers
    • Significant Minor Marketers
    • Seismic Shifts
    • Retailer Consolidation
    • Sales and Acquisitions
    • The Iams Effect
    • The Private-Label Picture
    • Table 3-1: Private-Label Share of U.S. Pet Food Sales: By Segment, 1999 vs. 2003 (percent)
    • Channel-Specific Marketing
    • Crossing Pet Market Lines
    • The Natural/Organic Product Thrust
    • Table 3-2: The U.S. Pet Food Market: Selected Leading Marketers and Brands, May 2004
    • Figure 3-1: Top Marketers of Pet Food by Mass-Market Share, 2003 (percent)


  • Marketer and Brand Shares
    • Methodology
    • Nestlé Purina on Top
    • Friskies Out Front, Iams’ Penetration Leveling Off
    • Nestlé Purina Dominates Dog Food Category
    • Nestlé Purina Slipping in Dry Dog Food
    • Mars on Top in Canned Dog Food
    • Second-Tier Gainer in Dog Biscuits/Treats
    • Nestlé Purina Controls Semi-Moist and Frozen Dog Food Segments
    • Iams Jumps to Fourth in Cat Food Market


    • Iams Jumps to Second in Dry Cat Food Segment
    • Nestlé Purina Ups Ante in Canned Cat Food
    • Down Goes Del Monte in Cat Snacks Segment
    • Nestlé Purina and Private-Label Face Off in Semi-Moist Cat Food
    • Hartz Ahead in Non-Dog/Cat Pet Food
    • Leading Pet Specialty Channel Brands
    • Table 3-3: Leading Marketers of Pet Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-4: Top Brands of Pet Food by Mass-Market Share, 2003 (percent)
    • Table 3-5: Leading Brands of Pet Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-6: Top Marketers of Dog Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-7: Leading Marketers and Brands of Dry Dog Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-8: Leading Marketers and Brands of Canned Dog Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-9: Leading Marketers and Brands of Dog Biscuits/Treats/Beverages by Mass-Market Share, 1999-2003 (percent)
    • Table 3-10: Leading Marketers and Brands of Semi-Moist Dog Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-11: Leading Marketers and Brands of Frozen Dog Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-12: Top Marketers of Cat Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-13: Leading Marketers and Brands of Dry Cat Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-14: Leading Marketers and Brands of Canned Cat Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-15: Leading Marketers and Brands of Cat Snacks/Beverages by Mass-Market Share, 1999-2003 (percent)
    • Table 3-16: Leading Marketers of Semi-Moist Cat Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-17: Leading Marketers and Brands of Other Pet Food by Mass-Market Share, 1999-2003 (percent)
    • Table 3-18: Pet Food Brand Leaders in Pet Specialty Stores, 2003 (percent)


Chapter 4: Competitor Profiles

  • Competitor Profile: Castor & Pollux Pet Works, Inc.
    • Company Overview
    • Going Organix
    • 2004 Entries to Include New Animal Planet Lines
    • Web Appeal and Community Service


    • Competitor Profile: Del Monte Foods Company

      • Company Overview
      • Picking Up After Heinz
      • Looking Ahead


    • Competitor Profile: Hartz Mountain Corp.

      • Company Overview
      • Serving Two Masters
      • Primping for Acquisition?


    • Competitor Profile: Hill’s Pet Nutrition, Inc. (Colgate-Palmolive)

      • Company Overview
      • Sticking to Specialty/Veterinary
      • The New Product Front
      • Going All-Natural


    • Competitor Profile: Iams Co. (Procter & Gamble)

      • Company Overview
      • Going Mass-Market
      • Massive Advertising
      • Table 4-1: Share of Iams Pet Food Advertising Expenditures by Product, 2002 vs. 2003 (percent)
      • Dental Care a Central New Product Focus
      • Keeping Eukanuba Superpremium
      • A Wider Health Focus
      • Bad PR


    • Competitor Profile: Kaytee Products, Inc.

      • Company Overview
      • Kaytee Cross-Over
      • Innovative Products Reflecting Human Food Trends
      • Looking Ahead


    • Competitor Profile: Mars, Inc.

      • Company Overview
      • Disproportionately High Advertising
      • Table 4-2: Share of Mars Pet Food Advertising Expenditures by Product, 2002 vs. 2003 (percent)
      • Up With Benefits-Positioned Pedigree, Single-Serve Products, and Snacks
      • Bad PR
      • Beyond the Mass-Market
      • Gone Fishing


    • Competitor Profile: Nestlé Purina PetCare Co.

      • Company Overview
      • Covering All Bases
      • National Advertising Allocations and Shifts
      • Table 4-3: Share of Nestlé Purina Pet Food Advertising


      • Expenditures by Product, 2002 vs. 2003 (percent)
      • A Stream of New Products
      • Many Brand-Specific Websites
      • The Next Level: Natural Foods … Candy?


    • Competitor Profile: Nutro Products, Inc.

      • Company Overview
      • At the Top of the Pet Specialty Heap
      • Nutro’s Product Lineup
      • Making Healthy Healthier


    • Competitor Profile: Tetra Holding (US), Inc.

      • Company Overview
      • Tetra Neck to Neck with Hartz at Mass
      • Trade Marketing
      • Consumer Marketing
      • Looking Ahead


Chapter 5: Marketing Trends

  • Marketing and New Product Trends
    • No Shortage of New Products
    • Table 5-1: Number of New Pet Food Product Introductions, 1999-2004 (percent)
    • Natural/Organic Products the Leading Edge
    • Table 5-2: Pet Food Product Selling Points by Package Tags, 1999-2004
    • Allergy Appeals
    • Raw and Homemade Pet Foods
    • Scaling Up, and Up
    • Upscale vs. Gourmet
    • All Things Functional/Nutraceutical
    • Dental/Oral Care Appeal
    • Vet Appeal
    • The Weight-Loss Product Thrust
    • The Senior/Lifestage Product Thrust
    • The Breed-/Size-Specific Thrust
    • Spinning Off Snacks and Treats
    • Nutraceuticals
    • Edible Bones
    • Layered, Filled, and Soft
    • "Human Foods" for Pets
    • Convenience Foods and Single-Serve
    • Frozen Pet Foods and Treats
    • Riding the Boom in Pet Care Services
    • Table 5-3: The U.S. Pet Food Market: Selected New Product Introductions, January 2003-May 2004




  • Advertising and Promotion

    • National Consumer Advertising Spending Jumps
    • Top Three Marketers Account for 88% of Spending
    • Figure 5-1: Marketer Shares of National Consumer Advertising Expenditures for Pet Food, 2003 (percent)
    • Advertising Positioned on a Few Major Themes
    • Consumer Promotions
    • Trade Advertising and Promotions
    • Public Relations
    • Trade Shows and Associations


  • Retail Trends

    • Overview
    • Mass vs. Specialty Consumer Appeals
    • PETsMART vs. PETCO
    • Focus on PETsMART
    • Focus on PETCO
    • The Wal-Mart Factor
    • Supermarkets Building on Commodity Sales
    • Boosting Selection
    • Beefing Up Merchandising
    • Building Customer Loyalty
    • Independent Pet Shops See Growth in Dog Food
    • Table 5-4: Share of Independent and Chain Pet Specialty Retailer Dollar Sales Volume by Product or Service Category, 2000-2002 (percent)
    • Table 5-5: Fastest-Growing Product Categories in Pet Stores,
    • 2000-2002 (percent)
    • Fighting the Good Fight
    • Retailer Support
    • Retailer Advertising and Catalog Marketing
    • The E-tailing Contingent


Chapter 6: The Consumer

  • Introduction
    • Simmons Market Research Bureau Data

    • Consumer Focus: Pet Owners

      • Household Ownership Rates at 33% for Dogs, 25% for Cats
      • AVMA Places Pet Ownership Rates Higher
      • Figure 6-1: Share of U.S. Households That Own at Least One Pet (percent)
      • More Pet-Owning Singles and Couples
      • Females Calling the Pet Care Shots
      • Health Attitudes and Concerns of U.S. Pet Owners
      • Pet Owners Online
      • Different Strokes for Cats and Dogs


      • Cat Index of 112 for Midwest
      • Minorities Underrepresented Among Pet Owners
      • A High-Income Skew
      • Table 6-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2003 (U.S. adults)
      • Table 6-2: Household Populations for Selected Pet-Owning Classifications, 2000 vs. 2003 (U.S. adults)
      • Table 6-3: Health Beliefs and Concerns: Cat and Dog Owners vs. All U.S. Adults (percent)
      • Table 6-4: Humans and Pet Well-Being, 2002 and 2003 (percent)
      • Table 6-5: Use/Influence of Internet: Cat and Dog Owners vs. All U.S. Adults, 2003 (percent)
      • Table 6-6a: Cat and Dog Ownership Indices: By Adult Age Bracket, 2003 (U.S. households)
      • Table 6-6b: Cat and Dog Ownership Indices: By Adult Age Bracket, 2003 (U.S. households)
      • Table 6-7: Cat and Dog Ownership Indices: By Household Size, 2003 (U.S. households)
      • Table 6-8: Cat and Dog Ownership Indices: By Region, 2003 (U.S. households)
      • Table 6-9: Cat and Dog Ownership Indices: By Race/Ethnicity, 2003 (U.S. households)
      • Table 6-10a: Cat and Dog Ownership Indices: By Household Income Bracket, 2003 (U.S. households)
      • Table 6-10b: Cat and Dog Ownership Indices: By Household Income Bracket, 2003 (U.S. households)


    • Pet Food Purchasing Overview

      • Dog Food vs. Cat Food: Relative Patterns
      • Figure 6-2: Household Usage Rates for Selected Pet Food Classifications, 2003 (U.S. adults)


    • Consumer Focus: Dog Food Purchasers

      • Dry Dog Food: Purina at 6.4% Household Penetration
      • Rate
      • The Top Indicators
      • Ol’ Roy for Larger Households
      • Dog Biscuits/Treats: 9.4% Household Penetration for Milk-Bone
      • Households with Teenagers Post Index of 209 for Purina Treats
      • Canned Dog Food: 10.9% Penetration Rate
      • Index of 151 for Mobile Home Households
      • Purina at Index of 271 in Households with Teens
      • Packaged Moist: Pedigree Is Brand Leader
      • Downscale, Larger-Household Demographics
      • Index of 158 for Hispanics
      • Table 6-11: Household Usage Rates for Selected Packaged Dry Dog Food Classifications, 2003 (U.S. adults)
      • Table 6-12: Demographic Characteristics Favoring Household Use of Packaged Dry Dog Food, 2003 (U.S. adults)


      • Table 6-13: Top Indicators by Brand for Household Usage of Packaged Dry Dog Food, 2003 (U.S. adults)
      • Table 6-14: Household Usage Rates for Selected Dog Biscuit and Treat Classifications, 2003 (U.S. adults)
      • Table 6-15: Demographic Characteristics Favoring Household Use of Dog Biscuits and Treats, 2003 (U.S. adults)
      • Table 6-16: Top Indicators by Brand for Household Usage of Dog Biscuits and Treats, 2003 (U.S. adults)
      • Table 6-17: Household Usage Rates for Selected Canned Dog Food Classifications, 2003 (U.S. adults)
      • Table 6-18: Demographic Characteristics Favoring Household Use of Canned Dog Food, 2003 (U.S. adults)
      • Table 6-19: Top Indicators by Brand for Household Usage of Canned Dog Food, 2003 (U.S. adults)
      • Table 6-20: Household Usage Rates for Selected Packaged Moist Dog Food Classifications, 2003 (U.S. adults)
      • Table 6-21: Demographic Characteristics Favoring Household Use of Packaged Moist Dog Food, 2003 (U.S. adults)
      • Table 6-22: Top Indicators by Brand for Household Usage of Packaged Moist Dog Food, 2003 (U.S. adults)


    • Consumer Focus: Cat Food Purchasers>

      • Dry Cat Food: Purina at 4.9% Household Penetration Rate
      • Index of 123 for Non-Hispanic Whites
      • Canned Cat Food: 12.8% Penetration Rate
      • Index of 133 for $100K-$149K Households
      • Regional Variations
      • Cat Treats/Snacks: 4.9% Household Penetration for Pounce
      • Midwesterners Prefer Whisker Lickin’s
      • Packaged Moist Cat Food: 3.2% Household Penetration
      • Mixed Demographics
      • Table 6-23: Household Usage Rates for Selected Packaged Dry Cat Food Classifications, 2003 (U.S. adults)
      • Table 6-24: Demographic Characteristics Favoring Household Use of Packaged Dry Cat Food, 2003 (U.S. adults)
      • Table 6-25: Top Indicators by Brand for Household Usage of Packaged Dry Cat Food, 2003 (U.S. adults)
      • Table 6-26: Household Usage Rates for Selected Canned Cat Food Classifications, 2003 (U.S. adults)
      • Table 6-27: Demographic Characteristics Favoring Household Use of Canned Cat Food, 2003 (U.S. adults)
      • Table 6-28: Top Indicators by Brand for Household Usage of Canned Cat Food 2003 (U.S. adults)
      • Table 6-29: Household Usage Rates for Selected Cat Treat and Snack Classifications, 2003 (U.S. adults)
      • Table 6-30: Demographic Characteristics Favoring Household Use of Cat Treats and Snacks, 2003 (U.S. adults)


      • Table 6-31: Top Indicators by Brand for Household Usage of Cat Treats and Snacks, 2003 (U.S. adults)
      • Table 6-32: Household Usage Rates for Selected Packaged Moist Cat Food Classifications, 2003 (U.S. adults)
      • Table 6-33: Demographic Characteristics Favoring Household Use of Packaged Moist Cat Food, 2003 (U.S. adults)
      • Table 6-34: Top Indicators by Brand for Household Usage of Packaged Moist Cat Food, 2003 (U.S. adults)


Chapter 7: Looking Ahead

  • Trends & Opportunities
    • Trading Up Consumers
    • Packaging for Convenience
    • The Power of Single-Serve and Bite-Size
    • Premeasured Portions
    • A Fortune in Food Bars
    • Here Comes Pet Candy
    • Weight-Loss Products Following Human Paths
    • Senior Products with Segmented Appeals
    • Natural and Organic Products—More
    • Novel Ingredients and Nutritional Genomics
    • New Demographic Market Slicing
    • Market Entries from Non-Food Pet Supplies, Human Foods
    • Beyond Cats and Dogs
    • Beyond Traditional Retail Channels


Appendix: Addresses of Selected Marketers
Ordering and More Information
Price and Delivery Options


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