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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., 2nd Edition

発行 Packaged Facts 商品コード 335391
出版日 ページ情報 英文 239 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., 2nd Edition
出版日: 2017年08月15日 ページ情報: 英文 239 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

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次
Product Code: LA15313323

Pet marketers looking to tap into “pet parenting” dollars are on fertile ground when it comes to dog and cat treats and chews. Pet owners grab up treats and chews for many reasons: health-related, as is the case with dental treats and those formulated to address a specific condition or enhance general wellness; for entertainment, as with edible long-lasting chews or with treats inserted into a play-inducing dispenser; or training, as is the case with compact, easily pocketable treats used as a reward for good behavior. At the same time-and top of list for many pet owners-treats offer away to interact with their pets and express affection, with treat time serving an important role in the human/animal bond.

Whatever the mix of motivations, treats are firmly entrenched in the pet products pantheon, with Packaged Facts survey results indicating that 92% of dog owners and 80% of cat owners have purchased treats in the past 12 months. During 2017, sales are expected to hit $6.4 billion at retail, with this category continuing to out-perform the overall pet food market while following many of the same paths, including humanization, natural, grain-free, limited ingredient, made in the USA, functional ingredients, and exotic proteins. Pet Treats and Chews in the U.S., 2nd Edition provides detailed analysis of the types of treats and chews currently in high demand, and examines how marketers are responding to make or break issues including product safety and transparency.

As in the pet food market, health and wellness concerns are a primary driver, with more and more pet owners turning to functional treats for health conditions that are often age- or weight-related, including joint/mobility, skin/coat and cognitive. Additionally, as the chews segment recovers from the wave of recalls in recent years, consumers are looking for options with simpler and fewer ingredients and demanding transparency when it comes to ingredient sourcing. At the same time, dental treats and chews remain highly popular, with a host of new products recently hitting store shelves.

Building on analysis presented in the previous edition of this report, this fully updated second edition of Pet Treats and Chews in the U.S. covers historical and projected retail sales estimates from 2012 through 2021, 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 (recently thrust into the spotlight with Blue Buffalo's cross-over), and the snowballing effect of Millennials as the largest generation of pet owners. Featuring exclusive multi-year data from Packaged Facts' National Pet Owner Survey, the report examines pet treats and chews purchasing trends, as well as attitudes and demographic characteristics of pet treats and chews purchasers. Additional data sources include Simmons data profiling pet treat purchaser attitudes and product preferences, and SPINScan data on sales through the natural and gourmet channels.

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

MARKET TRENDS

  • Market Definition
  • Five Product Categories
  • Report Methodology
  • Market Size and Composition
  • Figure 1-1: Share of U.S. Retail Sales of Pet Treats and Chews by Type, 2017 (percent)
  • Market Drivers

COMPETITIVE TRENDS

  • Competitive Overview
  • Market Leaders
  • Marketing Trends
  • The Retail Landscape

MARKETING AND NEW PRODUCT TRENDS

  • Treats and Chews Follow Pet Food Trends
  • Natural and Organic Treats
  • Humanization
  • Dental Treats and Chews
  • Functional Treats
  • Grain-Free Treats
  • Exotic Protein Treats Provide Variety, Allergy Relief
  • Special Diet Treats Target Pet Aging, Obesity, and Sizes
  • Limited Ingredient Diets
  • Raw Treats Part of the Raw Food Movement
  • Trends in Long-Lasting Edible Chews
  • Novel Formats
  • Trends in Cat Treats

CONSUMER TRENDS

  • Treats and Chews Second Only to Food Among Purchases
  • Dog Owners Out-Purchase Cat Owners Across All Treat/Chew Types
  • Mixed Patterns for Specialty Formulations
  • Usage Patterns by Shape and Type
  • Purchasing Patterns by Targeted Health Formulation
  • Treat Purchases More Impulse Purchase Than Other Products
  • Dog Ownership Growth Means More Treat-Buying Households
  • Overall Demographics of Dog and Cat Treat Purchasers
  • Purchasing Patterns for Dog Treat Brands
  • Purchasing Patterns for Cat Treat Brands

INSIGHTS AND OPPORTUNITIES

  • Opportunity 1-Marketing on product healthfulness and safety
  • Opportunity 2-Providing “multi-functional” products
  • Opportunity 3-Focusing on transparency and “clean label” products
  • Opportunity 4-Taking advantage of e-commerce boom
  • Opportunity 5- Moving beyond the “impulse” purchase
  • Opportunity 6-Promoting sustainability and corporate responsibility
  • CHAPTER 2: MARKET TRENDS
  • CHAPTER HIGHLIGHTS

INTRODUCTION

  • Market Definition
  • Five Product Categories
  • Other Marketing Classifications
  • Report Methodology

MARKET SIZE AND COMPOSITION

  • U.S. Retail Sales Recover Momentum
    • Table 2-1: U.S. Retail Sales of Pet Treats and Chews, 2012-2017 (in millions)
    • Figure 2-1: Share of U.S. Retail Sales of Pet Treats and Chews by Type, 2017 (percent)
  • Sales by Distribution Channel
    • Table 2-2: Share of U.S. Retail Sales of Pet Treats and Chews by Channel, 2017 (percent)
    • Table 2-3: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, March 2016 vs. March 2017 (in millions of dollars)
    • Table 2-4: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, March 2016 vs. March 2017 (in millions of dollars)

MARKET DRIVERS

  • Treats and Chews Serve Many Functions
    • Figure 2-2: Purchasing Rates of Treats and Chews, Past 30 Days vs. Past 12 Months, 2017 (percent of cat- and dog-owners)
  • Treats Market Still on Alert from Recalls
    • Figure 2-3: Level of Agreement With Statement: “Fear of contamination/product safety is a key consideration in the pet treats I purchase,” 2017 (percent)
    • Figure 2-4: Level of Agreement With Statement: “I am concerned about the safety/contamination of pet chews made from animal parts (such as rawhide, ears, snouts, hooves),” 2017 (percent)
    • Illustration 2-1: PetMatrix SmartBones Rawhide-Free Chews
  • Safety and Transparency Top List of Concerns
  • Pets as Family
    • Illustration 2-2: Black Labels Across Categories
    • Figure 2-5: Level of Agreement with Humanization-Related Pet Treat Sentiments, 2017 (percent)
  • Health and Wellness Trend Driven by Humanization, Millennials
    • Table 2-5: Level of Agreement with Statement: “I am willing to pay more for pet food products that are healthier for my pets,” by Age Bracket, 2017 (percent)
    • Figure 2-6: Level of Agreement with Functional Treat-Related Sentiments (percent)
    • Table 2-6: Percent of Pet Owners Purchasing Condition-Specific Functional Pet Treats Who Are Using Additional Treatment Options, 2017 (percent)

PET MARKET MACROTRENDS

  • E-Commerce Impacting Entire Pet Industry
  • Superpremium Diluted by Mainstream Imitators
  • Small Dogs Rule, But Medium Sizes Rebound
    • Table 2-7: Size of Pet Dogs, 2012-2017 (percent)
    • Table 2-8: Size of Most Recently Acquired Pet Dog, 2014-2017 (percent)
  • Weighty Issues

LOOKING AHEAD

  • Steady Sales Gains through 2021
    • Table 2-9: U.S. Retail Sales of Pet Treats and Chews, 2016-2021 (in millions)

CHAPTER 3: COMPETITIVE TRENDS

CHAPTER HIGHLIGHTS

COMPETITIVE OVERVIEW

  • Market Structure and Retail Dynamics
  • M&A and Investment Activity
  • Expansions and Rebranding Efforts
    • Illustration 3-1: Greenies New Packaging
    • Illustration 3-2: Zuke's Packaging Refresh
  • Legal Action
    • Illustration 3-3: Greenies Pill Pockets and Milk-Bone Pill Pouches
    • Illustration 3-4: Purina Beggin' Black Label and Hormel Black Label Bacon

MARKET LEADERS

  • Mass market Treat Sales Controlled by Big Three
  • Top Brands in Pet Specialty
  • 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,” 2017 (percent)

MARKETING TRENDS

  • Growing Demand for Clean Label Products
    • Illustration 3-5: Nutro Website Banner Highlighting Feed Clean Philosophy
    • Illustration 3-6: Plato Pet Treats Clean Label Discussion
  • Sustainability, Corporate Responsibility, and “Green” Practices
    • Figure 3-2: Pet Owner Attitudes Toward Environmentally Responsible Packaging: Pet Owners Overall vs. Hispanic Pet Owners, 2015 (percent of dry pet food purchasers)
    • Illustration 3-7: Open Farm Website Emphasizing Animal Welfare
    • Illustration 3-8: Lindy & Company Treats Featuring Proceeds to Homeless Youth
    • Illustration 3-9: Rosie's Soft Dog Treats Promoting Dog Rescue
    • Table 3-1: Level of Agreement with Statement: “The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products,” 2014-2017 (percent)
    • Table 3-2: Level of Agreement with Statement: “The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy,” 2014-2017 (percent)
  • Noteworthy Videos Fuel Consumer Interest

THE RETAIL LANDSCAPE

  • Private-Label Treats Holding Steady
  • Illustration 3-10 Tractor Supply's 4Health Treats
  • Illustration 3-11 Chewy's Tylee's Brand Jerky Treats
  • Walmart, PetSmart and Supermarkets Lead in Treat Purchases
    • Table 3-3: Retail Outlets for Pet Product Purchases: Pet Treats/Chews vs. Pet Food vs. Pet Supplies, 2017 (percent)
    • Table 3-4: Mass Market Retail Outlets Shopped for Pet Supplies: Dog Treat and Cat Treat Purchasers, 2017 (percent of U.S. dog- or cat-treat purchasing households)
    • Table 3-5: Pet Specialty Retail Outlets Shopped for Pet Supplies: Dog Treat and Cat Treat Purchasers, 2017 (percent of U.S. dog- or cat-treat purchasing households)
    • Table 3-6: Retail Outlets Shopped by Dog Treat and Cat Treats Purchasers, Online, Veterinary Offices and Other Channels, 2017 (percent of U.S. dog- or cat-treat purchasing households)
  • Internet Sales Changing Pet Retail from Ground Up
    • Figure 3-3: Agreement with the Statement: “I am buying pet products online more than I used to,” 2012-2017 (percent of pet product purchasers)
    • Table 3-7: Time Frame for Most Recent Online Purchase of Pet Products, 2012-2017 (percent of pet product purchasers)
    • Table 3-8: Online Purchases of Pet Treats by Website, 2017 (percent of dog- or cat-treats purchasers)

CHAPTER 4: MARKETING & NEW PRODUCT TRENDS

CHAPTER HIGHLIGHTS

TRENDS IN TREATS AND CHEWS

  • Treats and Chews Follow Pet Food Trends
  • Natural and Organic Treats
  • Humanization
    • Illustration 4-1: Pup-Peroni Triple Meat Lovers Treats
    • Illustration 4-2: Milk-Bone Farmer's Medley
    • Illustration 4-3: Lazy Dog Cookie Co. Chow Chow Mein
    • Illustration 4-4: Zuke's Mini Naturals Hearts
    • Illustration 4-5: Fetch....For Pets! PEEPS Treats
    • Illustration 4-6: Full Moon Artisanal Treats
    • Illustration 4-7: Wholeful Pet Canine Cookie Dough
    • Illustration 4-8: Puppy Cake Tea for Spot
  • Dental Treats and Chews
    • Illustration 4-9: Merrick Fresh Kisses
    • Illustration 4-10: Emerald Pet Fresh Smileezz
    • Illustration 4-11: VetIQ Minties Website Chart
    • Illustration 4-12: K-10+ Oral Care Dental Sticks
    • Illustration 4-13: Whimzees' Brushzees Dental Treats
    • Illustration 4-14: Fruitables Bioactive Fresh Mouth Tiny Dog Chews
    • Illustration 4-15: Missing Link Once Daily Superfood Dental Chew
    • Illustration 4-16: Purina DentaLife Advanced Clean Oral Care Dog Treats
    • Illustration 4-17: Pedigree Dentastix Puppy
    • Illustration 4-18: PawsIQ Dental Treats for Cats
    • Illustration 4-19: ProDen PlaqueOff Dental Bites for Cats
  • Functional Treats
    • Illustration 4-20: Loving Pets ActivPetz Functional Treats
    • Illustration 4-21: Milk-Bone Good Morning Daily Vitamin Treats
    • Illustration 4-22: Barkworthies Superfood Jerky Treats
    • Illustration 4-23: Natura Petz Organics PawR Bites
    • Illustration 4-24: TurboPup Superfood Snacks
    • Illustration 4-25: Blue Buffalo Earth's Essentials Apple Orchard Clusters
    • Illustration 4-26: Pet Tao Treats
    • Illustration 4-27: Bocce's Bakery Functional Biscuits
    • Illustration 4-28: Darford's ZERO/G Treats
    • Illustration 4-29: Zuke's Endurance Daily Fuel Treats
    • Illustration 4-30: Petabis Organics Organic Hemp Heart Dog Treats
    • Illustration 4-31: Pet Releaf Edibites with CBD
    • Illustration 4-32: Barkworthies Pumpkin Cannabidiol Treats
    • Illustration 4-33: Pharma Pet Health Relaxation Remedy Treats
  • Grain-Free Treats
  • Exotic Protein Treats Provide Variety, Allergy Relief
    • Illustration 4-34: The Honest Kitchen Nice Mussels Treats
    • Illustration 4-35: EntoBento Cricket Protein Dog Treats
    • Illustration 4-36: Caru Pet Foods Baked Bites Exotic Protein Treats
    • Illustration 4-37: Blue Buffalo Wilderness Stix
    • Illustration 4-38: Zuke's PureNZ Bites
    • Illustration 4-39: Ewegurt Sheep Milk Treats
    • Illustration 4-40: Natural Balance Belly Bites
    • Illustration 4-41: Dogs Love Snapeas Treats
  • Special Diet Treats Target Pet Aging, Obesity, and Sizes
    • Figure 4-1: Senior-Related Conditions Treated with Functional Treats (percent of treat purchasers)
    • Illustration 4-42: Emerald Pet Little Chewzzies
    • Illustration 4-43: Beggin' Skinny Strips
    • Illustration 4-44: Beneful Break-N-Bites
    • Illustration 4-45: Einstein Pets Black & Whites Treats
    • Illustration 4-46: Beneful IncrediBites Meaty Minis
    • Illustration 4-47: Northern Biscuit Bakery Minis
    • Illustration 4-48: Exclusively Dog Sausage Bits
    • Illustration 4-49: Crazy Dog Train-Me
  • Limited Ingredient Diets
    • Illustration 4-50: Crazy Dog Train-Me
    • Illustration 4-51: goBare Fillet Bits and River Bites LID Treats
    • Illustration 4-52: Plato Pet Treats Hundur's Crunch
    • Illustration 4-53: The Honest Kitchen Joyful Jerky Bites and Filets
    • Illustration 4-55: Stewart Pro-Treat
    • Illustration 4-56: Natural Balance L.I.T. Treat for Cats
  • Raw Treats Part of the Raw Food Movement
    • Illustration 4-57: Stewart Raw Naturals Freeze Dried Dog Treats
    • Illustration 4-58: Wellness CORE 100% Freeze Dried Treats
    • Illustration 4-59: Vital Essentials Raw Bar
  • Trends in Long-Lasting Edible Chews
    • Illustration 4-60: Barkworthies Cod Skin Fillet
    • Illustration 4-61: Barkworthies Chew Root
    • Illustration 4-62: Barkworthies Brushers
    • Illustration 4-63: Wholesome Hide Ground Rounds
    • Illustration 4-64: QT Dog Steer Jerky Chews
    • Illustration 4-65: Bravo! Pork Roll Chew
    • Illustration 4-66: Nylabone Edibles Natural Nubz
    • Illustration 4-67: Nylabone Healthy Edibles Wild with Bison
  • Novel Formats
    • Illustration 4-68: Pet Botanics Air-Dried Omega Treats
    • Illustration 4-69: Rogue Air-Dried Treats
    • Illustration 4-70: Hartz Delectables SqueezeUp Treat
  • Trends in Cat Treats
    • Illustration 4-71: Cat Sushi Katsuo Flakes
    • Illustration 4-72: Purina Fancy Feast Purely Treats
    • Illustration 4-73: Caru Pet Foods Baked Bites for Cats
    • Illustration 4-74: Vital Essentials VitalCat Treats
    • Illustration 4-75: Temptations MixUps Treats
    • Illustration 4-76: Whisker Lickin's New Packaging
    • Illustration 4-77: Sheba Meaty Tender Sticks
    • Illustration 4-78: Friskies Pull ‘n Play Treat Mouse
    • Illustration 4-79: Orijen Freeze Dried Cat Treats
    • Illustration 4-80: PetSmart Simply Nourish Freeze Dried Cat Treats
    • Illustration 4-81: Fruitables Wildly Natural Cat Treats
    • Illustration 4-82: Purina Beyond Cat Treats

CHAPTER 5: CONSUMER TRENDS

CHAPTER HIGHLIGHTS

OVERVIEW OF PURCHASING PATTERNS

  • Treats and Chews Second Only to Food Among Purchases
    • Table 5-1: Pet Products Purchased in Last 30 Days or Last 12 Months: Dog Owners vs. Cat Owners, 2017 (percent)
  • Dog Owners Out-Purchase Cat Owners Across All Treat/Chew Types
    • Figure 5-1: Purchasing Rates of Pet Treats by Type: Dog Owners vs. Cat Owners, 2017 (percent)
    • Figure 5-2: Dog Treat Purchasing Rates by Type of Treat and Generational Cohort, 2017 (percent of dog treat purchasers)
    • Figure 5-3: Cat Treat Purchase Rate by Type of Treat and Generational Cohort, 2017 (percent of cat treat purchasers)
  • Mixed Patterns for Specialty Formulations
    • Figure 5-4: Types of Specialty Pet Treats Formulations Purchased: Dog Owners vs. Cat Owners, 2017 (percent)
    • Figure 5-5: Free-From” Formulations Purchased: Dog Owners vs. Cat Owners, 2017 (percent)
  • Usage Patterns by Shape and Type
    • Figure 5-6: Shapes and Types of Treats/Chews Used: Dog Owners vs. Cat Owners, 2017 (percent)
  • Usage Patterns by Size of Dog
    • Figure 5-7: Use of Size-Specific Treats by Size of Dog, 2017 (percent)
  • Purchasing Patterns by Targeted Health Formulation
    • Table 5-2: Health/Wellness Concerns Addressed by Treats/Chews: Dog Owners vs. Cat Owners, 2017 (percent)
  • Treat Purchases More Impulse Purchase Than Other Products
    • Figure 5-8: Level of Agreement with Treat-Purchasing Occasion Sentiments, 2017 (percent of treat buyers)
    • Figure 5-9: Planned Purchases by Pet Product Type in Last 30 Days, 2017 (percent of pet product buyers)
  • Dog Ownership Growth Means More Treat-Buying Households
    • Figure 5-10: Number of Dog- and Cat-Owning Households, 2009-2017 (in thousands)
    • Figure 5-11: Purchasing Rates for Pet Treats: Dog Owners vs. Cat Owners, 2009-2017 (percent)
  • Treat Usage by Number of Pets
    • Table 5-3: Household Purchasing Patterns for Pet Treats by Number of Dogs or Cats Owned, 2017 (number and percent of U.S. dog- or cat-owning households)
  • Overall Demographics of Dog and Cat Treat Purchasers
    • Table 5-4: Demographic Indicators for Pet Treat Purchasing Households: Dog Owners vs. Cat Owners, 2017 (percent, index and number)

PURCHASING PATTERNS FOR DOG TREAT BRANDS

  • Milk-Bone and Beggin' Line Vie for Top Spot
    • Table 5-5: Usage Rates for Leading Dog Treat Brand Lines, 2017 (percent of dog-owning households)
    • Table 5-6: Usage Rates for Selected Dog Treat Brand Lines, 2017 (percent of dog treat purchasers)
    • Figure 5-12: Brand Concentration Overview: Dog Treat vs. Cat Treats, 2017 (purchasing rates by pet treat purchasers)
  • Pedigree Dentastix, Beggin' Strips Lead in Customer Base Growth
    • Table 5-7: Consumer Base for Leading Dog Treat Brand Lines, 2009 vs. 2013 vs. 2017 (number of households in thousands)
  • Consumer Purchasing Patterns by Brand
    • Table 5-8: Purchasing Indexes for Selected Leading Dog Treat Brand Lines: Single vs. Multiple Dog Owners, 2017 (index)
    • Table 5-9: Demographic Overview of Milk-Bone Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-10: Select Indices of Beggin' Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-11: Demographic Overview of Jerky Treat Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-12: Demographic Overview of Pedigree Dentastix Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-13: Demographic Overview of Alpo Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-14: Demographic Overview of Pup-Peroni Brand Dog Treat Purchasers, 2017 (percent and index)
    • Table 5-15: Demographic Overview of Store Brand Dog Treat Purchasers, 2017 (percent and index)

PURCHASING PATTERNS FOR CAT TREAT BRANDS

  • Whiskas Temptations Leads in Share and Growth in Consumer Base
    • Table 5-16: Usage Rates for Leading Cat Treat Brand Lines, 2017 (percent of cat-owning households)
    • Table 5-17: Usage Rates for Selected Cat Treat Brand Lines, 2017 (percent of cat treat purchasers)
  • Brand Usage Growth Rates
    • Table 5-18: Consumer Base for Leading Cat Treat Brand Lines, 2009 vs. 2013 vs. 2017 (number of households in thousands)
  • Consumer Purchasing Patterns by Brand
    • Table 5-19: Purchasing Indexes for Selected Leading Cat Treat Brand Lines, Single vs. Multiple Cat Owners, 2017 (index)
    • Table 5-20: Demographic Overview of Temptations Brand Cat Treat Purchasers, 2017 (percent and index)
    • Table 5-21: Demographic Overview of Friskies Brand Cat Treat Purchasers, 2017 (percent and index)
    • Table 5-22: Demographic Overview of Meow Mix Brand Cat Treat Purchasers, 2017 (percent and index)
    • Table 5-23: Demographic Overview of Pounce Brand Cat Treat Purchasers, 2017 (percent and index)
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