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市場調査レポート
米国のペット向け医薬品市場：処方薬とOTC薬
The U.S. Market for Pet Medications: Prescription and Over-the-Counter Remedies as Consumer Products
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Abstract
At the center of robust global animal health product growth, the U.S. market
for pet medications is going gangbusters, with continued double-digit sales
gains predicted for the foreseeable future as all of the world' s largest
pharmaceutical companies move full-force into the segment, adapting human
technologies and developing pet-specific ones. Also driving market growth are
the aging pet population and rising rates of pet overweight/obesity, spurring
the need for new product types. Although antiparasitics (flea/tick products
and heartworm remedies) remain at the core of the market- Merial' s Frontline
(fipronil) achieved “blockbuster” billion-dollar status in 2007,
and Bayer' s Advantage is also going strong- companies are now branching out
with new consumer-targeted pet medications, such as Pfizer' s Slentrol for
weight-loss and Eli Lilly' s Reconcile for separation anxiety.
Bringing in broad pet market perspective based on more than a dozen other pet
market reports, along with a unique “cross-market” focus examining
trends in both the veterinary (pharmaceutical) and retail (OTC) sectors, this
all-new report from Packaged Facts analyzes the market for medications for
dogs and cats, with a particular focus on products marketed directly to
consumers. Areas covered include parasite prevention and control (flea, tick,
heartworm, etc.), pain management (focusing on non-steroidal anti-inflammatory
drugs), mood disorders, overweight/obesity, cognitive dysfunction and oral
care. Top U.S. marketers profiled include all of the largest pharmaceutical
companies (Pfizer, Intervet-Schering, Bayer, Fort Dodge, Novartis, etc.) as
well as the top marketers of retail pet health lines (Central Garden & Pet,
Hartz, Sergeant' s).
Other high-interest areas examined in this report- all from the perspective of
their potential impact on future market performance- include product diversion
outside the veterinary channel, growth of online retailing via outfits
including PetMed Express, the effects of the 2008 economic crisis, and the
possibility of ethical brands' moving officially into retail channels. Retail
sales are quantified and projected forward through 2012, while the retail
performance of pet medication marketers and brands is evaluated using
Information Resources, Inc. InfoScan Review data. In addition, uniquely
cross-tabulated consumer survey data from Simmons Market Research Bureau
provides penetrating insight into pet medication consumer usage rates,
demographics and psychographics.
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Market Definition
- Definition of Ethical Products
- Product Regulation
- Report Methodology
- Market Size Estimates
- Consumer Trends
- The Market
- Animal Health Products a Massive Global Market
- Figure 1-1: Share of Global Animal Health Sales: Production Animal vs.
Companion Animal, 2003, 2007 and 2012 (percent)
- U.S. Pet Medications Market Posting Healthy Retail Sales
- Market Drivers
- The Aging Pet Population
- Pet Market Humanization
- Premium Demographics
- Pet Overweight, Obesity
- Pet Insurance
- Economic Factors
- Risk and Criticism
- Marketing Trends
- Marketer Classifications: Pharmaceutical vs. Retail
- Top Global Pharmaceutical Marketers Lead U.S. Market
- Leading Retail Marketers
- Priority No. 1: Building Consumer Brands
- Antiparasitics: The Consumer Pet Medication Core
- Veterinary Brands Rule the Roost
- Top Retail Brands in Mass and Pet Specialty Channels
- Developing Market Segments
- Retail Pet Medications
- Consumer Trends
- Half of Households Keep Dogs or Cats
- 71% of Dog or Cat Owners Use Pet Meds
- Figure 1-2: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2008 (U.S. dog- or cat-owning households)
- 55% Use Spot-On Flea Prevention
- Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
- Southeast, Southwest Strongest for Spot-On Flea Medications
Chapter 2: The Market
- Market Size and Composition
- Animal Health Products a Massive Global Market
- Figure 2-1: Global Sales of Animal Health Products at the
Manufacturers Level: 2003 vs. 2007 (in billions of dollars)
- Sales by Classification
- Sales by Region
- Sales Shifting Toward Companion Animals
- Figure 2-2: Share of Global Animal Health Sales: Production Animal vs.
Companion Animal, 2003, 2007 and 2012 (percent)
- U.S. Pet Medications Market Posting Healthy Retail Sales
- Figure 2-3: U.S. Retail Sales of Pet Medications: 2003 vs. 2007 (in
billions of dollars) Consumer Usage Rates of Pet Medications
- Figure 2-4: Percentage of Dogs and Cats Given Medication and/or Drugs:
2000-2006 (percent)
- Usage of Dog Medications by Type
- Table 2-1: Types of Medication/Drugs Given to Dogs and Percentage
Obtaining from Veterinarian, 2006 (percent of dog owners)
- Usage of Cat Medications by Type
- Table 2-2: Types of Medication/Drugs Given to Cats and Percentage
Obtaining from Veterinarian, 2006 (percent of cat owners)
- Percentage of Pet Medication Users Procuring Though Veterinarians
- Dog and Cat Health Product Share of Independent Pet Specialty Retailer
Sales
- Table 2-3: Share of Independent Pet Store Dog Product Sales by
Category, 2005-2007 (percent)
- Table 2-4: Share of Independent Pet Store Cat Product Sales by
Category, 2005-2007 (percent)
- Market Outlook
- Focus on Health a Key Driver Across All Pet Market Segments
- Figure 2-5: Distribution of $25.3 Billion U.S. Pet Healthcare Market,
2007 (percent)
- Aging Pet Population Underpins Healthcare Boom
- Figure 2-6: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006
(percent)
- Humanization a Three-Pronged Force Human/Animal Bond a Potent Force
- Table 2-5: Mean Number of Veterinary Visits by Human- Animal Bond
Among Dog and Cat Households, 2006
- Table 2-6: Mean Veterinary Expenditures by Human-Animal Bond Among Dog
and Cat Households, 2006 (in dollars)
- Human Company Cross-Over, Marketing Muscle
- Human Product Cross-Over
- Premium Demographics Willing and Able to Spend
- Figure 2-7: Share of Total U.S. Pet Market Expenditures: $70K+ vs.
Under $70K Income Brackets: 1996, 2001 and 2006 (percent)
- Table 2-7: $70K+ Income Bracket Share of U.S Pet Supplies and
Veterinary Services Expenditures, 1996-2006 (percent)
- Number of Dog and Cat Households on the Ups
- Figure 2-8: Household Penetration Rates for Selected Dog- or
Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dog- or
cat-owning households) Rising Rates of Pet Overweight, Obesity
- The Veterinary Factor
- Table 2-8: Most Important Factor in Dog and Cat Flea/Tick Product
Selection, 2006 (percent of dog and cat owners) Pet Owners Visiting
Veterinarians More Often
- Table 2-9: Caring for a Pet' s Health: Veterinarian Visits, Expenses
and Services Received, 2006 (number, percent and dollars)
- Table 2-10: Average Annual Consumer Expenditures on Veterinary
Services, 1996-2006 (in dollars)
- Ethical Product Diversion and Veterinarian Discontent
- Pet Insurance Boom a Good Sign for Pet Medications
- Competition from Pet Supplements
- Supplements on the Ups
- Figure 2-9: U.S. Retail Sales of Pet Supplements and
- Nutraceutical Treats, 2003, 2007 and 2012 (in millions of dollars)
- Veterinary Usage of Supplements Expanding
- Natural Pet Products Going Strong
- Figure 2-10: U.S. Retail Sales of Natural Pet Products, 2003, 2007
and 2012 (in millions of dollars)
- Impact of U.S. Economic Downturn
- Table 2-11: Percentage of Adults with Little or No Confidence in
Short-Term Prospects for the Economy, April 2003-April 2008 (U.S. adults)
- Table 2-12: Percentage of Adults Who Are More Practical or Realistic in
Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
- Risk and Criticism
- Looking Ahead
- Illustration 2-1: Nestle Purina' s Friskies Flea Repellent Drops (France)
- Figure 2-11: Projected U.S. Retail Sales of Pet Medications: 2007 vs.
2012 (in billions of dollars)
Chapter 3: Marketing Trends
- Competitive Overview
- Marketer Classifications: Pharmaceutical vs. Retail
- Top Global Pharmaceutical Marketers Lead U.S. Market
- Table 3-1: Global Animal Health Sales of Top U.S. Marketers of Pet
Medications, 2005-2007 (in millions of dollars)
- Pharmaceutical Companies Consolidating
- Human Cross-Over Synergies
- Summit VetPharm Taps in with Unique Approach
- Leading Retail Marketers
- Second-Tier Retail Marketers and Specialists
- Natural Product Marketers
- Retail Market Also Consolidating
- Priority No. 1: Building Consumer Brands
- Pharmaceutical Companies Also Market to/Through Vets
- The Problem of Product Diversion
- The Internet Effect
- Figure 3-1: Use/Influence of the Internet: Adults Overall vs. Dog or Cat
Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
- Online Pet Pharmacies Competing Directly with Veterinarians
- Retail Product Marketers Also Active Online
- PetMed Express, Inc.
- Overview
- Table 3-2: PetMed Express Sales, 2004-2008 (in millions of dollars)
- The PetMed Express Product Focus
- Table 3-3: Share of PetMed Express Sales by Category, 2006- 2008
(percent)
- Marketing and Advertising
- Table 3-4a: Selected Leading Pharmaceutical Marketers and
- Brands of Pet Medications: Product Type and Generic Drug Name, 2008
- Table 3-4b: Selected Leading Pharmaceutical Marketers and
- Brands of Pet Medications: Status, Form, Animal Type and Description,
2008
- Table 3-5: Selected Leading Retail Marketers and Brands of
- Pet Medications, 2008
- Table 3-6: Selected Leading Third-Party E-tailers of Pet
- Medications, 2008
- Focus on Antiparasitics
- Overview: The Consumer Pet Medication Core
- Veterinary Brands Rule the Roost
- Three Drug Companies Enter Market in 2007
- Illustration 3-1: Trade Ad for Fort Dodge' s ProMeris(Veterinary Forum,
March 2008)
- “Prescription” Appeal
- Figure 3-2: National Consumer Advertising Spending for Frontline and
K9 Advantix, 2006 and 2007 (in millions of dollars)
- Illustration 3-2: Online Printable Coupon for Merial' s Frontline
- Illustration 3-3: Animal Hospital Coupon Mailer for Merial' s Frontline
and Heartgard
- New Ethical Products Focus on Anti-Diversion
- Bayer Launches Prescription Version of Advantage
- Top Retail Brands Inhabit Mass and Pet Specialty Channels
- Central Garden & Pet Brands Lead Pet Specialty Channel
- Table 3-7: Top Marketers of Flea/Tick Products in Pet Specialty
Retailers, 2006 and 2007 (percent)
- Hartz and Sergeant' s Brands Lead in Mass-Market Channels
- Table 3-8: IRI-Tracked Sales of Pet Medications & Related Pet
Healthcare Products, 2007 vs. 2008 (in millions of dollars)
- Table 3-9: IRI-Tracked Sales of Pet Medications and Related Pet
Healthcare Products, 2003-2007 (in millions of dollars)
- Hartz Phases Out Advanced Care Spots-Ons
- Hartz and Sergeant' s Launch Pet Specialty Lines
- OTC Brands Take on Ethical
- Illustration 3-4: Trade Ad for Sergeant' s Gold Flea/Tick Squeeze-Ons
(Pet Business, June 2007)
- Illustration 3-5: Trade Ad for Hartz' s UltraGuard Flea & Tick Drops
(Pet Business, February 2008)
- Illustration 3-6: Trade Ad for Central Garden & Pet' s Bio Spot Retail
Flea/Tick Line (PET AGE, April 2007)
- Illustration 3-7: Trade Ad for Central Garden & Pet' s Adams Plus
Retail Flea/Tick Line (Pet Business, March 2007)
- Channel Cross-Over and Exclusivity
- Consumer Marketing Trends and Themes
- Consumer Websites
- Product Effectiveness
- Illustration 3-8: Consumer Ad for Merial' s Frontline Plus (AKC
- Family Dog, July/August 2008)
- Proprietary Ingredients
- Multifunction/Extra Benefits
- Illustration 3-9: Sergeant' s Sentry Pro XFC Flea/Tick Squeeze-
- Ons
- Convenience, Packaging
- Pest-Control “Systems”
- Illustration 3-10: Trade Ad for Hartz' s InControl Flea/Tick Line (Pet
Business, February 2007) Wide Product Lines
- Illustration 3-11: Trade Ad for Central Garden & Pet' s Zodiac
Flea/Tick Line (PET AGE, April 2008)
- Illustration 3-12: Consumer Ad for Bayer' s Advantage and K9 Advantix
Products (AKC Family Dog, July/August 2008)
- Value
- Spotlight on Safety
- Illustration 3-13: Trade Ad for Sergeant' s WormXPlus Wormer
- Focus on Developing Market Segments
- Pain Management and NSAIDs
- Merial' s Previcox Is Newest Market Entrant
- Illustration 3-14: Trade Ad for Merial' s Previcox NSAID (Veterinary
Forum, March 2008)
- Illustration 3-15: Trade Ad for Pfizer' s Rimadyl NSAID (Veterinary
Forum, March 2008)
- Illustration 3-16: Trade Ad for Vetoquinol' s Vetprofen NSAID (Veterinary
Forum, March 2008)
- Building Consumer Awareness, Brands
- Mood Disorders
- Novartis and Clomicalm
- Eli Lilly and Reconcile
- Illustration 3-17: Trade Ad for Eli Lilly' s Reconcile (Veterinary
Practice News, July 2008)
- Obesity/Overweight and Diabetes
- Pfizer Debuts Slentrol
- Marketing Appeals
- Illustration 3-18: Consumer Ad for Pfizer' s Slentrol (Martha Stewart
Living, Spring 2008)
- Illustration 3-19: Trade Ad for Pfizer' s Slentrol (Veterinary Forum,
March 2008)
- Slentrol Goes Abroad
- Diabetes Support
- Illustration 3-20: Trade Ad for Intervet-Schering' s Vetsulin (Veterinary
Practice News, June 2008)
- Cognitive Dysfunction
- Oral Care
- Retail Pet Medications
- Illustration 3-21: Doctors Foster & Smith OTC Itch Stop Line
Chapter 4: Company Profiles
- Bayer Animal Health
- Overview
- Advantage Key to Segment Sales
- Table 4-1: Bayer Consumer Health Segment Sales by Division: 2006 vs.
2007 (in millions of dollars)
- Bayer Launches Animal Health MBA Education Program
- Bayer AG Corporate Overview
- Central Garden & Pet
- A Top Multi-Category Pet Market Player
- CG&P Acquires Farnam
- Central Life Sciences Fields Important Proprietary Molecules
- Elanco Animal Health (Eli Lilly and Company)
- Overview
- Company Launches New Companion Animal Group
- Eli Lilly and Company
- Table 4-2: Eli Lilly and Company Sales, 2005-2007 (in millions of
dollars)
- Fort Dodge Animal Health
- Overview
- Companion Animal Sales Growing
- Table 4-3: Fort Dodge Animal Health Sales by Segment, 2004- 2007 (in
millions of dollars)
- Wyeth Corporate Background
- Table 4-4: Wyeth Sales by Division, 2004-2007 (in millions of dollars)
- Hartz Mountain Corp
- A Top U.S. Pet Care Brand
- Table 4-5: IRI-Tracked Sales and Market Share of Hartz Mountain Pet
Supplies, 2003-2007 (in millions of dollars)
- Disappointing Returns
- Looking Abroad
- Intervet-Schering-Plough Animal Health
- Schering-Plough Acquires Intervet
- Schering-Plough Corporate Overview
- Table 4-6: Schering-Plough Sales by Division, 2005-2008 (in millions
of dollars)
- Merial Limited
- Company Structure and Sales
- Figure 4-1: Merial Limited Global Sales, 2005-2007 (in millions of
dollars)
- Companion Animal Product Types and Brands
- A Joint Venture
- Novartis Animal Health
- Overview
- Novartis AG Corporate Background
- Table 4-7: Novartis Group Sales Growth, 2003-2007 (in millions of
dollars)
- Pfizer Animal Health
- Overview
- Revolution, Rimadyl Lead Companion Animal Sales
- Table 4-8: Pfizer Animal Health Sales by Animal Type, 2005- 2007 (in
millions of dollars)
- Pfizer Corporate Overview
- Table 4-9: Pfizer, Inc. Sales by Division, 2005-2007 (in millions of
dollars)
- Sergeant' s Pet Care, Inc.
- Overview
- Table 4-10: IRI-Tracked Sales and Market Share of Sergeant' s Pet Care,
2003-2007 (in millions of dollars)
- Bulking Up Through Acquisitions
- Focusing on Flea and Tick
- Sergeant' s Expands “Look at the Label” Educational Campaign
Chapter 5: Consumer Trends
- Overview of Pet Owners
- Notes on Simmons Data
- Half of Households Keep Dogs or Cats
- Figure 5-1: Household Ownership Rates for Selected Dog- or Cat- Owning
Classifications, 2008 (percent and number of U.S. dog- or cat-owning
households) Ownership Rates Edge Up
- Figure 5-2: Household Penetration Rates for Selected Dog- or
Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dog- or
cat-owning households)
- Retail Shopping Patterns for Pet Products
- Figure 5-3: Retail Shopping Patterns for Pet Products, 2008 (percent
and number (000) of U.S. dog- or cat-owning households)
- Pet Owners on the Web
- Shopping Psychographics
- Figure 5-4a: Use/Influence of the Internet: Adults Overall vs. Dog or
Cat Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
- Figure 5-4b: Use/Influence of the Internet: Adults Overall vs. Dog or
Cat Owners, 2007 (index for U.S. dog or cat owners)
- Figure 5-5: Dog or Cat Owners as Consumers: Selected Shopping
Psychographics, 2008 (percent and index for U.S. dog or cat owners)
- Figure 5-6: Dog or Cat Owners as Consumers: Selected Media & Marketing
Psychographics, 2008 (percent and index for U.S. dog or cat owners)
- Figure 5-7: Dog or Cat Owners as Consumers: Selected
“Green” Psychographics, 2008 (percent and index for U.S. dog
or cat owners)
- Pet Owner Demographics
- Figure 5-8: Dog Ownership Rates by Household Income Bracket, 2008
(percent of U.S. dog-owning households)
- Table 5-1: Dog or Cat Ownership Rates by Age Bracket, 2003 vs. 2008
(percent of U.S. dog- or cat-owning households)
- Table 5-2: Demographics for Dog or Cat Ownership, 2008 (percent,
number, and index among U.S. dog- or cat-owning households)
- Table 5-3: Demographics for Dog Ownership, 2008 (percent, number, and
index among U.S. dog-owning households)
- Table 5-4: Demographics for Cat Ownership, 2008 (percent, number, and
index among U.S. cat-owning households)
- Purchasing Rates for Pet Medications
- 71% of Dog or Cat Owners Use Pet Meds
- Figure 5-9: Percent of Dog or Cat Owners Who Purchase Pet Medications,
2008 (U.S. dog- or cat-owning households)
- Figure 5-10: Number of Dog or Cat Owners Who Purchase Pet Medications,
2008 (U.S. dog- or cat-only households in thousands)
- Usage Up Across the Board
- Figure 5-11: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2003 vs. 2008 (U.S. dog- or cat-owning households)
- Figure 5-12: Percent of Dog or Cat Owners Who Purchase Pet
Medications, 2003 vs. 2008 (U.S. households owning dogs only or cats only)
- 55% Use Spot-On Flea Prevention
- Figure 5-13: Percent of Dog or Cat Owners Who Purchase Flea/Tick
Products by Type, 2008 (U.S. dog- or cat-owning households)
- Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
- Figure 5-14: Usage Rates for Selected Flea Prevention or Treatment
Brand Lines/Marketer (Product Range), 2003 vs. 2008 (percent of U.S. dog-
or cat-owning households)
- Figure 5-15: Percent of Dog and Cat Owners Obtaining Heartworm and
Flea Medications from Veterinarians: Dog vs. Cat Products, 2006 (U.S. dog
or cat owners)
- Pet Med Psychographics
- Alternative Streak Among Cat Owners
- Store Brands Over $$$ Brands
- Figure 5-16: Selected Healthcare Psychographics for Pet Owners and Pet
Med Buyers, 2008 (percent for U.S. adults overall, dog or cat owners, and
pet medication buyers)
- Figure 5-17: Selected Healthcare Psychographics for Pet Owners and Pet
Buyers, 2008 (index for U.S. dog or cat owners and pet medication buyers)
- Figure 5-18: Levels of Agreement or Disagreement With Statement, OTC
Store Brands Work Just Like Advertised Brands: Selected Brand Lines and
Product Types, 2008 (percent of U.S. adults overall vs. dog or cat owners
and pet medication purchasers)
- Figure 5-19: Levels of Agreement or Disagreement With Statement, Most
Expensive Medications Are Usually the
- Best: Selected Brand Lines and Product Types, 2008 (percent of U.S.
adults overall vs. dog or cat owners and pet medication purchasers)
- Pet Med Demographics
- Southeast, Southwest Strongest for Spot-On Flea Medications
- Distinct Demographics for Frontline
- Figure 5-20: Top Demographic Indicators for Use of Frontline Spot-On
Flea Medication, 2008 (percent and index of U.S. dog- or cat-owning
households)
- Figure 5-21: Top Demographic Indicators for Use of Hartz Flea
Products, 2008 (percent and index of U.S. dog- or catowning households)
- Demographics for Heartworm Products: Dog vs. Cat Owners
- Figure 5-22: Usage Rates for Dog or Cat Heartworm Medications by Age
Bracket of Pet Owner, 2008 (percent and index for U.S. dog and cat owners)
- Table 5-5: Demographics for Use of Spot-On Flea Medications for Dogs
or Cats, 2008 (percent, number, and index among U.S. dog- or cat-owning
households)
- Table 5-6: Demographics for Use of Heartworm Medications for Dogs,
2008 (percent, number, and index among U.S. dog-owning households)
- Table 5-7: Demographics for Use of Heartworm Medications for Cats,
2008 (percent, number, and index among U.S. catowning households)
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