Brand Building in the U.S. Market for Pet Products and Services, a groundbreaking Packaged Facts pet trends report, examines branding strategies in the following areas—manufacturer brands, private-label brands, and licensed/human brands—and identifies the pet market labels most (or least) important to U.S. consumers, as well as those brands currently increasing their household penetration rates. It provides case histories of successful marketing initiatives, charts the most powerful and innovative brands, and predicts which brands will thrive and expand across category lines in the years to come.

Packaged Facts’ Pet Products and Services Collection
Packaged Facts is the leading source of market intelligence for pet products and services. No other market research publisher offers the breadth and depth of coverage in this lucrative, fast-growing industry. Other titles include Pet Food in the U.S., Oral Care Products for Pets, Pet Products in Nontraditional Outlets, The U.S. Pet Insurance Market, Pet Supplements and Nutraceuticals, Natural, Organic and Eco-Friendly Pet Products, and Pet Care Services in the U.S.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at industry trade shows; informal interviews with members of the trade; and an on-site examination of the retail milieu, including mass-market outlets, pet specialty shops, and veterinary clinics. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant trade, business, and government sources; company reports including annual reports, 10Ks, and other financial releases from public companies; company profiles in trade and consumer publications; and other reports by Packaged Facts, which has been reporting on pet-related markets for nearly two decades.

Information on new product introductions is derived from reports in the trade press and online, as well as detailed Productscan data from Datamonitor. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) spring 2006 consumer survey, which is based on approximately 28,000 respondents

What You’ll Get in this Report
Brand Building in the U.S. Market for Pet Products and Services offers unique perspective on this burgeoning market. No other market research report provides the analysis and trends coverage that this report offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.


Table of contents:
Chapter 1: Introduction

• Market Definition and Methodology
• Report Methodology
• The Pet Market Environment
• Why Brands Matter
• Table 1-1a: U.S. Pet Industry Sales by Segment, 2003-2009 (in billions of dollars)
• Table 1-1b: U.S. Pet Industry: Average Annual Growth by Segment, 2003-2009 (percent)
• Humanization Factor Spurs Product Upscaling
• Interest in Health-Related Products, Services Supports Branding
• Interest in Natural/Organic Products Opens New Branding Doors
• Table 1-2: Number of Natural and Upscale Pet Products by Package Tag, 1999-2006
• Table 1-3: Dog and Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
• Retail Trends
• Big-Box Consolidation
• Private-Label Growth
• Growth of Non-Traditional Outlets
• Premium Demographic Shifts
• Figure 1-1: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
• Figure 1-2: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
• Household Usage Rates and Consumer Attitudes by Pet Product Category and Brand
• Household Penetration Rates Static for Most Brands
• Consumer Attitudes about Pet Products and Brands
• Table 1-4: Household Penetration Rates for Selected Branded Pet Products by Type, 2004-2006 (U.S. households)
• Table 1-5: Household Penetration Rates for Selected Pet Product Brand Lines, 2004-2006 (U.S. households)
• Table 1-6: Consumer Indices for Use of Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
• Table 1-7: Consumer Indices for Use of Branded Pet Product Lines by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
• Table 1-8: Consumer Indices for Use of Branded Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)

Chapter 2: Building Manufacturer Brands

• Introduction: An Environment Ripe for Compelling Brands
• Top Pet Food Brands
• Top Non-Food Pet Brands
• Top Brands in Pet Services Include PetSmart and Petco
• National Pet Brand Common Denominators
• Billion-Dollar-Plus Human Product Cross-Overs
• Table 2-1: Pet Product Marketers with Total Company Revenues of More Than $1 Billion, 2006 Newell Rubbermaid Drops Off List
• New Breed of Human Cross-Overs May Pose New Branding Threat
• Playing the Consumer Advertising Card
• Table 2-2: How Pet Owners Usually Becomes Aware of New Pet Products: By Species of Pet Owned (percent)
• Figure 2-1: Share of Pet Market National Advertising Spending by Segment, 2003-2005 (percent)
• Table 2-3: Pet Market National Advertising Spending by Segment, 2003-2005 (in thousands of dollars) Pet Food Advertising Spending at $277 Million
• Figure 2-2: Marketer Shares of National Advertising Expenditures for Pet Food: 2003-2005 (percent) Non-Food Pet Supplies Advertising
• Table 2-4: Share of National Advertising Expenditures on Non-Food Pet Supplies by Marketer and Brand, 2003-2005 (percent)
• Veterinary Product Advertising Spending
• Pet Retailers’ Advertising Spending on the Ups
• Pet Specialty Brands Rely Mainly on Promotions, Advertising
• Masterbranding Existing Brands
• Figure 2-3: Most Advertised Pet Food Brands, 2005 (percent)
• Acquiring Market Innovators
• Crossing Category Lines
• Mass to Specialty Cross-Over, and Vice Versa
• Channel Exclusivity
• Professional Endorsement and “Pro-Branding”
• Kong Line Embraced by Professional Trainers
• Celebrity Branding
• Brand “Stabling” Gives Central Garden & Pet and Spectrum Brands Broad Cross-Category Presence
• Del Monte Launches “Project Brand”
• Less Traditional Brand Development Approaches Include Blogging and Licensing
• McKinsey Report Highlights Breakthrough Brands
• The Case of Greenies
• The Case of Munchkin/Bamboo
• Other Pet Product and Service Brand Success Stories
• Looking Ahead
• Innovation and Premiumization
• Pending Acquisition?
• Cross-Over Opportunities for Pet Food Giants
• Increasing Competition from Store Brands
• Innovation and Brand Repositioning
• Internet and Experiential Marketing
• In-Store Marketing

Chapter 3: Building Private-Label Brands

• Introduction: Overall U.S. Market Perspective
• Balancing Quality and Value
• Brand Loyalty vs. Store Loyalty
• The Role of Private-Label Manufacturers
• Natural/Organic’s Mainstream Thrust Extends to Private-Label
• Private-Label Penetration Lags in Pet Market
• Table 3-1: Number of New Private-Label Pet Product Lines, 2002-2006
• Table 3-2: Number of New Private-Label Pet Product SKUs, 2002-2006
• Figure 3-1: Private-Label Share of IRI-Tracked Sales of Pet Products by Category, 2000 vs. 2005 (percent)
• Table 3-3: IRI-Tracked Sales of Pet Products by Category and Segment: Total vs. Private-Label, 2000-2005
• Why the Slower Going?
• Figure 3-2: Factors Influencing Purchasing of Pet Food: 2006 (percent)
• Positive Prospects and Pockets of Growth
• Manufacturers Buying into Private-Label
• Mars Acquires Doane Pet Care
• Dad’s Bets on Corporate Brands/Treats
• Wal-Mart Out Front in Mass-Market Private Label
• Target Also Coming on Strong
• Natural/Organic at Front of Supermarket Push
• Pet Specialty Retail Leaders Build Own Brands Through Heavy Consumer Advertising
• Table 3-4a: National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (in thousands of dollars)
• Table 3-4b: Share of National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (percent)
• Table 3-5: Independent Pet Specialty Store Advertising Spending by Type of Media, 2004 (in dollars and percent)
• PetSmart’s Private-Label and Brand-Building Initiatives
• Table 3-6: PetSmart Store Brands by Trademark Name, Usage, and Filing Date
• Petco’s Private-Label and Brand-Building Initiatives
• Table 3-7: Petco Store Brands by Trademark Name, Usage, and Filing Date
• PetMed Express and Drs. Foster & Smith
• Independent Pet Shops Also Pushing into Private Label
• Private-Label Risks and Challenges
• Success Stories
• Boutique Private-Label Initiatives
• Private-Label Pet Products Also Catching on in Non-Pet Retailers
• Looking Ahead
• Room to Grow
• Premium Private Label
• A New Private-Label Experience?
• Tiered Private Label and Increased Retailer Involvement

Chapter 4: Building Licensed Brands

• Humanization and Kids Are Key Market Drivers
• Table 4-1: Number of New Licensed Pet Product Lines, 2002-2006
• Table 4-2: Number of New Licensed Pet Product SKUs, 2002-2006
• Figure 4-1: Share of U.S. Pet-Owning Households with Child Under 18 in Household: By Type of Pet, 2004 (percent)
• Pet Market Licenses Cover All Bases
• Table 4-3: Total U.S. Licensing Revenues By Property Type, 2004 vs. 2005 (in millions of dollars and percent)
• Licensing Pros…
• …and Cons
• The SpongeBob Phenomenon
• Classic Media Parlays Lassie into Pet Food Brand
• Licensed Dogsters Line Taps into Fast-Growing Frozen Pet Food Niche
• 4Kids Entertainment Reps American Kennel Club and Cat Fanciers Association
• Jakks Pacific Unleashes Flood of Licensed Brands
• Pet Pals Acquisition Includes AKC License
• New Deals with MGA Entertainment (Bratz) and Marvel (Spider-Man Et Al)
• The Cat Fanciers Association Deal
• The Meow Mix Deal
• Company Signs on with Snoop Dogg
• Pet Brands Banking on Milk-Bone and 9 Lives Licenses
• Cardinal Creates Own Character License: Crazy Pets
• Kroger’s Private-Label Dog Food Based on Disney’s Old Yeller
• Additional Forays Into Licensed Pet Products
• Looking Ahead