Pet Food in the US - Health, Humanization and High Quality Ingredients

Pet Food in the U.S.: Health, Humanization and Highagricultural retail channel as well as global markets). At
Quality Ingredients in an Increasingly Value-Driventhe same time, new products continue to flood the
Global Market, 8th Editionmarket, which saw more entries in 2008 than in any
The U.S. pet food market has not just survived theprevious year.
spring 2007 recalls but proven its resiliency, with 2007Pegging 2008 U.S. sales at $17 billion and global sales
sales up over previous years and healthy growthat $49 billion—and projecting steady growth
continuing through 2008. Yet heightened safetythrough 2013—the report provides market size
concerns on the part of pet food makers andestimates for the overall retail universe, while
consumers continue to shape product developmentquantifying mass-market sales to the marketer/brand
and marketing, as well as the choices of pet ownersshare level using data from Information Resources,
looking for the safest and healthiest productsInc., and also providing market size and marketer
possible. At the top of the list are kibble, canned andshare figures for the natural supermarket channel.
raw/frozen foods made with ingredients that areThe report thoroughly documents competitive, new
natural, organic, grain-free/non-allergenic and pure, asproduct and retail trends, as well as trends in pet
well as made in the U.S.A., locally grown,food purchaser demographics and lifestyle pursuits
“whole” (fruits, vegetables, grains, etc.) and(media and marketing psychographics, Internet usage,
human-grade. Foods making functional appeals also“green” involvement, etc.), based on data
continue to proliferate, especially those targeting age-from Simmons Market Research Bureau, BIGresearch,
and weight-related conditions via the inclusion ofthe American Pet Products Association and other
novel ingredients like glucosamine, omega fatty acids,sources.
antioxidants and probiotics. In other words, premiumPet Food in the U.S. pinpoints strategic directions for
pet foods remain the primary value growth driver incurrent and prospective marketers, with a
the U.S. market, with ever higher quality ingredientsforward-looking focus on high-growth product
fueling the premium wave. ( )segments and market-driving trends. Covering
At the same time, one thing marketers and retailersproducts for all type of companion animals, the
at all levels of the market cannot afford given thereport devotes separate chapters to Dog Food, Cat
faltering U.S. and global economies is complacency.Food, and Other Pet Food (birds, small animal, fish,
More than ever before the ability to convert petand reptiles), while also providing a comprehensive
owners to higher priced products—or keep themMarket Overview covering cross-market trends. New
buying them—will depend on marketers’features of our 2009 edition include focus sections
success in communicating product benefits andon:
tapping into the ever-potent human/animal bond.The global pet food market (sales overall and by
Helping to make the case are new celebrityworld region, marketer shares, new product trends,
spokespersons like Cesar Millan with his new DogU.S. export trends, and more);
Whisperer line, and Ellen DeGeneres with herRecall-related product safety initiatives;
co-ownership in Halo Purely for Pets, with otherCross-channel private-label activity and prospects;
positive trends including rapid growth in the naturalLevels of in-store merchandising and price
supermarket channel and an increasingly globalizedpromotions;
market in which ingredients suppliers like Cargill arePet food purchasers as coupon users.
looking to stake a deeper claim in pet food (inAlso included are dozens of images of pet products
Cargill’s case by specifically targeting the U.S.and consumer and trade ads.