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米国のペット用おやつ・ガム市場

Pet Treats and Chews in the U.S., 3rd Edition

発行 Packaged Facts 商品コード 335391
出版日 ページ情報 英文 185 Pages
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米国のペット用おやつ・ガム市場 Pet Treats and Chews in the U.S., 3rd Edition
出版日: 2019年09月30日 ページ情報: 英文 185 Pages
概要

当レポートでは、米国のペット用おやつ・ガム市場について調査分析し、現在の市場動向、小売販売の実績と予測、主要製品の競合戦略、新製品開発の動向などについて、体系的な情報を提供しています。

第1章 エグゼクティブサマリー

第2章 市場動向

  • イントロダクション
  • 市場規模と構成
  • 市場促進要因
  • ペット市場のマクロ動向
  • 将来見通し

第3章 競合動向

  • 競合概要
  • 市場リーダー
  • マーケティング動向
  • 小売情勢

第4章 マーケティング・新製品動向

  • おやつ・ガムの動向

第5章 消費者動向

  • 購入パターンの概要
  • 犬用おやつブランドの購入パターン
  • 猫用おやつブランドの購入パターン
目次
Product Code: LA15851058

Opportunities abound in the U.S. pet treats and chews market, with innovative new products focusing on ingredients, sourcing, and transparency. Safety is a top concern, with pet owners and marketers alike alarmed by the spate of recalls involving pig ears from South America. To allay pet owners' concerns, marketers are touting ingredients from safe, reliable suppliers-even to the point of putting the specific location of the ingredient source on product packaging-with “sourced in the USA” joining “made in the USA” as a product claim. Pet owners are also demanding products that contribute to their pets' overall wellness and address health concerns. Dental chews and other functional treat products not only help pet owners maintain their pets' health, they also offer a way to interact and express affection, playing an important role in fostering the human/animal bond.

While still steady and outpacing pet food, the sales growth of pet treats has been tempered by the plateauing of premiumization and the (so far) lesser impact of online shopping compared with the pet market overall. Nevertheless, Packaged Facts expects treat and chew sales to reach $6.7 billion in 2019 with a projected compound annual growth rate (CAGR) of 2.8% through 2023. The market is following many of the same paths as the pet food market as a whole, including humanization, natural, grain-free, limited ingredient, made and/or sourced in the USA, functional ingredient (CBD!), and exotic proteins. ‘Pet Treats and Chews in the U.S., 3rd Edition’ provides detailed analysis of the many types of treats and chews in high demand, and examines how marketers are responding to the issues of the day including e-commerce, product safety, and transparency.

Building on analysis presented in the previous two editions of this report, this fully updated third edition of ‘Pet Treats and Chews in the U.S.’ covers historical and projected retail sales estimates from 2014 through 2023, competitive strategies of key players, and trends in new product development. The report also examines retail trends including the impact of the e-commerce boom and the pet specialty vs. mass retail divide, as well as the impact of recent recalls on the market. Featuring exclusive multi-year data from Packaged Facts' Survey of Pet Owners, the report examines pet treats and chews purchasing trends, as well as attitudes and demographic characteristics of pet treats and chews purchasers. The report also features Simmons data that profiles pet treat purchaser attitudes and product preferences.

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

  • THE MARKET
    • Introduction
    • Market Definition
    • Five Product Categories
    • Report Methodology
    • Market Size and Composition
    • Sales Growth Moderates
    • Sales by Distribution Channel
    • Market Drivers
    • Pet Owners Rely on Pet Treats & Chews
    • Innovation Fueled by Human-Food Trends
    • Pet Owners Wary After Warnings, Recalls
    • Safety and Transparency Go Hand in Hand
    • Pet Treats Provide “Family” Bonding Moments
    • Pet Owners Willing to Spend More on Healthy Treats
    • Functional Pet Treats Compete with Other Treatments
    • Cannabis/CBD Treats
    • Cat Owners Seeking Equal Pet Market Standing
    • Looking Ahead
    • Moderate Sales Gains Through 2023
  • COMPETITIVE TRENDS
    • Competitive Overview
    • Market Structure and Retail Dynamics
    • M&A and Investment Activity
    • Competitive Activity: Plant Expansions, Line Extensions, Packaging Changes
    • Market Leaders
    • Mass-Market Treat Sales Controlled by Big Three
    • Top Brands in Pet Specialty
    • Dog and Cat Treats by Purchase Rates
    • Cat Owners Show More Brand Loyalty
    • The Retail Landscape
    • Walmart, Pet Superstores, and Supermarkets Lead in Treat Purchases
    • Treats Market Slowly Impacted by Internet Sales
    • Pet Specialty Channel Pushes Treats
  • MARKETING & NEW PRODUCT TRENDS
    • Trends in Treats and Chews
    • Treats and Chews Follow Pet Food Trends
    • Made in the U.S.A. Most Popular Formulation
    • Natural and Organic Treats
    • Humanization
    • Dental Treats and Chews
    • Functional Treats
    • Grain-Free and Grain-Inclusive Treats
    • Limited- and Single-Ingredient Treats and Chews
    • Raw Treats Part of the Raw Food Movement
    • Exotic Protein Treats Fueled by Innovative Sourcing
    • Locally and Specifically Sourced Treats Provide Transparency
    • Size-Specific Treats
    • Trends in Rawhides and Long-Lasting Edible Chews
    • Trends in Cat Treats
  • THE CONSUMER
    • Overall Purchasing Patterns
    • Dog Ownership Growth Means More Treat-Buying Households
    • Treat Purchasing Rates
    • Treat Purchasing Rates by Number of Pets
    • Treat Purchasing Rates by Dry/Wet and Lifestage Pet Food Purchasing Patterns
    • Pet Treat Usage Rates: General vs. Functional/Healthcare
      • Figure 1-1: Purchasing Rates of Pet Treat/Chew Products in Last 12 Months: By Type, 2019 (percent of dog and cat owners)
    • Pet Treat/Chew Usage Rates by Size of Dog
    • Dental Treat/Chew Purchasing Rates by Age of Pet
    • Purchaser Demographics
    • Dog and Cat Treat Purchaser Demographics
    • Brand Purchasing Patterns
    • Mass-Market Dog Treat Brand Leaders
    • Mass-Market Cat Treat Brand Leaders
    • Demographic Indicators for Mass-Market Dog and Cat Treat Brand Leaders
  • INSIGHTS AND OPPORTUNITIES
    • Opportunity 1-Focusing on product safety
    • Opportunity 2-Focusing on transparency
    • Opportunity 3-Providing “multi-functional” products with health benefits
    • Opportunity 4-CBD, CBD, CBD
    • Opportunity 5-Taking advantage of the e-commerce boom
    • Opportunity 6- Moving beyond impulse purchase
    • Opportunity 7-Cats like treats, too
    • Opportunity 8-Blurring the Lines Between Snack and Meals

CHAPTER 2: MARKET TRENDS

  • CHAPTER HIGHLIGHTS
  • INTRODUCTION
    • Market Definition
    • Five Product Categories
    • Other Marketing Classifications
    • Report Methodology
  • MARKET SIZE AND COMPOSITION
    • Sales Growth Moderates
      • Table 2-1: U.S. Retail Sales of Pet Treats & Chews, 2014-2019 (million dollars)
    • Indulgent Treats Tops in Sales
      • Figure 2-1: Share of U.S. Retail Sales of Pet Treats & Chews by Type, 2019
    • Sales by Distribution Channel
      • Table 2-2: Share of U.S. Retail Sales of Pet Treats & Chews by Channel, 2019
  • MARKET DRIVERS
    • Pet Owners Rely on Pet Treats & Chews
      • Figure 2-2: Purchasing Rates of Pet Products in Past 30 Days, 2019 (percent of dog and cat owners)
      • Figure 2-3: Purchasing Rates of Pet Products in Past 12 Months, 2019 (percent of dog and cat owners)
    • Innovation Fueled by Human-Food Trends
    • Pet Owners Wary After Warnings, Recalls
      • Figure 2-4: Pet Treats Safety-Related Psychographics, 2019 (percent of dog and cat owners)
      • Illustration 2-1: NBC's Today Website Story Link
    • Long-Lasting Rawhide Alternatives Provide Options
      • Illustration 2-2: Redbarn Rawhide Alternatives Webpage
    • Safety and Transparency Go Hand in Hand
    • DCM Impacts Pet Food and Treats Market
    • Concerns Over Grain-Free Breathe New Life Into Grain-Inclusive Market
      • Figure 2-5: Grain-Free Pet Food Attitudes, 2019 (percent of dog and cat owners)
    • Pet Treats Provide “Family” Bonding Moments
      • Table 2-3: Level of Agreement with Statement: “I consider my dogs/cats to be part of the family,”2019 (percent of pet owners)
      • Figure 2-6: Level of Agreement with the Statement, “I like to buy my pets indulgent treats,” 2019(percent of dog and cat owners)
    • Humanization and Then Some
      • Illustration 2-3: Team Treatz DogEatz Treatz Disney-Themed Treats
      • Figure 2-7: Level of Agreement with Humanization-Related Pet Treat Sentiments, 2019 (percent of dog and cat owners)
      • Figure 2-8: Level of Agreement with the Statement, “I give my pets scraps of human food as treats,”2019 (percent of dog and cat owners)
    • Dog Owners More Willing to Spend More on Healthy Treats
      • Figure 2-9: Level of Agreement with the Statement, “I am willing to pay more for pet treat products that are healthier,” 2019 (percent of dog and cat owners)
    • Pet Obesity Still a Major Concern
      • Figure 2-10: Level of Agreement with the Statement: “I avoid giving treats due to concerns over my pet being or becoming overweight,” 2019 (percent of dog and cat owners)
    • Functional Pet Treats Compete with Other Treatments
      • Table 2-4: Functional Pet Food, Functional Pet Treat, and Pet Supplement Usage by Condition, 2019(percent of dog- and cat-owning households)
    • Cannabis/CBD Treats
      • Figure 2-11: Usage Rates for Cannabis (CBD/Hemp) Products in Last 12 Months, 2019 (percent of dog and cat owners)
    • Dental Treats Provide Oral Care Benefits
    • Cat Owners Seeking Equal Pet Market Standing
      • Figure 2-12: Agreement with the Statement, “Cats are sometimes treated as second-class citizens by...”, 2019 (percent of cat owners)
      • Figure 2-13: Pet Treat Purchase Rates Among Cat Owners by Product Type, 2019 (percent)
    • Pet Treats Inspire Pet Tech Products
    • Changes to Treat Net Content Labeling
  • LOOKING AHEAD
    • Moderate Sales Gains Through 2023
      • Table 2-5: U.S. Retail Sales of Pet Treats & Chews, 2018-2023 (in millions)
      • Table 2-6 :Pet Population Projections for Dogs and Cats: Number of Households and Number of Pets,2019-2023 (in millions and percent)

CHAPTER 3: COMPETITIVE TRENDS

  • CHAPTER HIGHLIGHTS
  • COMPETITIVE OVERVIEW
    • Market Structure and Retail Dynamics
    • M&A and Investment Activity
    • Competitive Activity: Plant Expansions, Line Extensions, Packaging Changes
  • FRONTLINE Ventures Into Dental Health Market
    • Tuffy's Pet Foods Expands with New Facility
    • Ethical Products Adds Natural Chews to Product Offerings
    • WellPet Opens New WHIMZEES Factory
    • Pedigree Focuses on Dental Chew Line
    • Old Mother Hubbard Combats Packaging Waste
    • Smart Cookie Barkery Introduces New Packaging
    • New Packaging for Charlee Bear Treats Appeals to Women
    • The Honest Kitchen Revamps Packaging
      • Illustration 3-1: The Honest Kitchen New Packaging
    • Blue Dog Bakery Introduces New Treat Line, Packaging
  • MARKET LEADERS
    • Mass-Market Treat Sales Controlled by Big Three
    • Top Brands in Pet Specialty
    • Dog and Cat Treats by Purchase Rates
      • Table 3-1: Dog Treat Brand Usage, 2019 (percent of dog-owning households)
      • Table 3-2: Cat Treat Brand Usage, 2019 (percent of cat-owning households)
    • Raw Food Marketers Field Treats, Bones, Animal Parts
    • Cat Owners Show More Brand Loyalty
      • Figure 3-1: Level of Agreement with the Statement, “I prefer to purchase the same brand of pet food and pet treats for my pet,” 2019 (percent)
  • THE RETAIL LANDSCAPE
    • Walmart, Pet Superstores, and Supermarkets Lead in Treat Purchases
      • Table 3-3: Pet Treat Purchase Rates by Retail Channel, Past 12 Months, 2019 (percent of dog and cat owners)
    • Treats Market Slowly Impacted by Internet Sales
      • Figure 3-2: Online Purchasing Habits, 2018 (percent of pet product buyers)
    • Treats as an Impulse Purchase
      • Figure 3-3: Treat Purchasing Habits, 2019 (percent of dog and cat owners)
      • Figure 3-4: Online Treat Shopping Patterns, 2019 (percent of dog and cat owners)
    • Online Treat Subscription Services
    • Amazon, Chewy Top Websites for Treat Purchases
      • Figure 3-5: Online Pet Treat Purchase Rates by Website, 2019 (percent of dog and cat owners)
    • Pet Specialty Channel Pushes Treats
      • Illustration 3-2: Open Range Webpage
    • Pet Superstores Active in Treats Market
      • Illustration 3-3: Simply Nourish
      • Illustration 3-4: PetSmart Treat Email
      • Illustration 3-5: New Look of Whole Hearted Grain-Free Treats
      • Illustration 3-6: Petco Treat Specials

CHAPTER 4: MARKETING & NEW PRODUCT TRENDS

  • CHAPTER HIGHLIGHTS
  • TRENDS IN TREATS AND CHEWS
    • Treats and Chews Follow Pet Food Trends
    • Made in the U.S.A. Most Popular Formulation
      • Figure 4-1: Pet Treat Formulations Purchased in Past Twelve Months, 2019 (percent of dog and cat owners)
    • Natural and Organic Treats
      • Figure 4-2: Level of Agreement with the Statement, “I seek out pet treats made with natural ingredients,” 2019 (percent of dog and cat owners)
    • Humanization
      • Illustration 4-1: Einstein Pets Luau Time Treats
      • Illustration 4-2: DogEatz Treatz Dental Treats and Pepperidge Farm Goldfish
      • Illustration 4-3: GREENIES Pumpkin Spice Flavor Dental Treats
    • Artisanal and “Homemade” Treats
      • Illustration 4-4: Full Moon Artisanal Jerky Treats in Black Cherry BBQ Beef
      • Illustration 4-5: Bake-A-Bone Dog Treat Maker
    • Human-Grade Ingredients
    • Dental Treats and Chews
      • Illustration 4-6: Purina DentaLife ActivFresh Dental Treats
      • Illustration 4-7: Boehringer Ingelheim FRONTLINE Oral Defense Chews
      • Illustration 4-8: Pet's Best Life Yummy Combs
      • Illustration 4-9: Ark Naturals Sensitive Gums Brushless Toothpaste Dental Chews
      • Illustration 4-10: The Missing Link Smartmouth Dental Chews
      • Illustration 4-11: CatEatz Treatz Lion King Tartar Control Treats
    • Functional Treats
      • Figure 4-3 Functional Treat Purchase Rates in Past Twelve Months, 2019 (percent of dog and cat owners)
      • Illustration 4-12 Get Naked Premium Digestive Care Functional Treats
    • Superfood Ingredients Provide Functional Benefits
      • Illustration 4-13 Solid Gold Superfood Treats
      • Illustration 4-14 Pet Naturals of Vermont Superfood Treats
      • Illustration 4-15 Zuke's SuperFood Blend Treats
    • CBD Treats
      • Figure 4-4: Level of Agreement with the Statement, “I like the idea of CBD/hemp (derived from cannabis) pet treats to help address pet anxiety or pain,” 2019 (percent of dog and cat owners)
      • Illustration 4-16: buzzn Chill Bites Hemp Treats
      • Illustration 4-17: Innovet Pet Products Hemp Treats
      • Illustration 4-18: Austin and Kat CBD Infused Wellness Dog Biscuits
      • Illustration 4-19: Suzie's CBD Treats
      • Illustration 4-20: Zesty Paws Hemp Elements Calming NutraStix Dental Chews
    • Grain-Free and Grain-Inclusive Treats
      • Illustration 4-21: Grandma Lucy's Organic Oven Baked Coconut Dog Treats
      • Illustration 4-22: Smart Cookie Barkery Custom Baked Treats
      • Illustration 4-23: The Crafted Bone Spent Grain Treats
      • Illustration 4-24: Purina Honest to Dog Treats
      • Illustration 4-25: Rachael Ray Nutrish PEAK Treats
      • Illustration 4-26: Cloud Star Wag More Bark Less Mini Biscuits
      • Illustration 4-27: Nature's Recipe True Treats Chewy Turkey, Pea & Carrot Variety
    • Limited- and Single-Ingredient Treats and Chews
      • Illustration 4-28: Vital Essentials Lamb Treats
      • Illustration 4-29: Acana Singles Treats
      • Illustration 4-30: Canine Cravers Treats
      • Illustration 4-31: PureBites Ocean Medley Freeze-Dried Treats
    • Raw Treats Part of the Raw Food Movement
    • Exotic Protein Treats Fueled by Innovative Sourcing
      • Illustration 4-32: Beggin' Adventures Venison Treats
      • Illustration 4-33: Chirpies Cricket Treats
      • Illustration 4-34: Wild Earth Koji Dog Treats
      • Illustration 4-35: Open Range Kangaroo Treats
      • Illustration 4-36: Walk About Jerky Treats in Alligator
    • Pet Treats from Wood?
    • Locally and Specifically Sourced Treats Provide Transparency
      • Illustration 4-37: Honey I'm Home Liver Recipe Wafer Treats
      • Illustration 4-38: SuperZoo Email Announcement for Ziwi Air-Dried Treats
      • Illustration 4-39: Buck Bone Organics Antler
    • Size-Specific Treats
      • Figure 4-5: Purchase Rates of Size-Specific Dog Treats, 2019 (percent of dog owners)
      • Illustration 4-40: Cesar Jerky Bites and Meaty Bites
      • Illustration 4-41: Purina Beggin' Littles
    • Trends in Rawhides and Long-Lasting Edible Chews
      • Illustration 4-42: Milk-Bone Gnaw Bones and Wonder Bones
    • Lickable Treats
      • Illustration 4-43: Catit Creamy Treats
    • Trends in Cat Treats
      • Figure 4-6: Level of Agreement with the Statement, “I use wet/moist (canned or pouch) pet food as a treat for my pets,” 2019 (percent of dog and cat owners)
      • Illustration 4-44: Tiki Cat STIX Wet Treats
      • Illustration 4-45: Temptations Rockin' Lobster and Shrimpy Shrimp Treats
      • Illustration 4-46: Redbarn Crunchy Protein Puffs

CHAPTER 5: THE CONSUMER

  • CHAPTER HIGHLIGHTS
  • OVERALL PURCHASING PATTERNS
    • Note on Data Sources
    • Dog Ownership Growth Means More Treat-Buying Households
      • Figure 5-1: Number of Dog- and Cat-Owning Households, 2011-2019 (in thousands)
      • Figure 5-2: Total Number of Pet Dogs and Cats, 2011-2019 (in millions)
    • Treat Purchasing Rates
      • Figure 5-3: Purchasing Rates for Pet Treats: Dog Owners vs. Cat Owners, 2009-2019 (percent of dog or cat-owning households)
      • Figure 5-4: Total Number of Pet Treat Purchasing Households: Dog Treats vs. Cat Treats, 2009-2019 (thousands)
    • Treat Purchasing Rates by Number of Pets
      • Table 5-1: Household Purchasing Patterns for Pet Treats by Number of Dogs or Cats Owned, 2019(percent and number of U.S. dog- or cat-owning households)
    • Treat Purchasing Rates by Dry/Wet and Lifestage Pet Food Purchasing Patterns
      • Table 5-2: Pet Treat Purchasing Rates by Type of Pet Food Purchased: Dog vs. Cats, 2019 (percent)
      • Figure 5-5: Agreement with the Statement, “I use wet/moist (canned or pouch pet food) as a treat for my pets,” 2019 (percent of dog or cat owners)
      • Figure 5-6: Agreement with the Statement, “I avoid giving treats due to concerns over my pet being or becoming overweight,” 2019 (percent of dog or cat owners)
    • Pet Treat Usage Rates: General vs. Functional/Healthcare
      • Figure 5-7: Purchasing Rates of Pet Treat/Chew Products in Past 30 Days: By Type, 2019 (percent of dog and cat owners)
      • Figure 5-8: Purchasing Rates of Pet Treat/Chew Products in Last 12 Months: By Type, 2019 (percent of dog and cat owners)
    • Pet Treat/Chew Usage Rates by Size of Dog
      • Table 5-3: Pet Treat/Chew Purchase Rates in Last 30 Days by Size of Dog, 2019 (percent)
    • Dental Treat/Chew Purchasing Rates by Age of Pet
      • Table 5-4: Dental Treat/Chew Purchase Rates in Last 12 Months: By Age of Pet, 2019 (percent)
  • PURCHASER DEMOGRAPHICS
    • Dog and Cat Treat Purchaser Demographics
      • Table 5-5: Demographics for Pet Treat Purchasing: Dog Owners vs. Cat Owners, 2017 (percent,number, and index)
  • BRAND PURCHASING PATTERNS
    • Mass-Market Dog Treat Brand Leaders
      • Table 5-6: Dog Treat Brand Usage, 2019 (percent of dog treat purchasers)
    • Mass-Market Cat Treat Brand Leaders
      • Table 5-7: Cat Treat Brand Usage, 2019 (percent of cat treat purchasers)
    • Demographic Indicators for Mass-Market Dog Treat Brand Leaders
      • Table 5-8: Demographic Indicators for Purchasing of Leading Dog Treat Brands, 2019 (percent and index)
    • Demographic Indicators for Mass-Market Cat Treat Brand Leaders
      • Table 5-9: Demographic Indicators for Purchasing of Leading Cat Treat Brands, 2019 (percent and index)
  • SPENDING LEVELS ON PET TREATS
    • Dog vs. Cat Owners
      • Table 5-10: Spending Levels on Pet Treats by Type: Dog Owners vs. Cat Owners, 2019 (percent)
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