Market Trends: Oral Care for Pets

SUMMARY

With marketers across almost every pet supplies category weighing in for a piece of the action, oral care products for pets have expanded their base to include everything from toys to treats, and from mouthwash to breath strips. Theres definitely a market for such products, with companion animals living longer than ever and 70%-80% of dogs and cats showing signs of oral disease by age 3, according to the American Veterinary Dental Society, and with National Pet Care Dental Month now in its tenth year. Moreover, given the billions of dollars spent annually on oral care products for people, and the growing tendency of pet owners to seek out human-style products for their pets, this pet health segment can only continue to gain momentum. Focusing on dental and oral care products exclusively, this Packaged Facts report covers all types of products, with a particular focus on premium-priced edible bones (such as Greenies and Quest Nutri-Dent) and innovative newer products such as all-natural teeth-cleaning spraysand pastes. It charts historical sales and projections; analyzes marketing and new product trends; profiles leading marketers; and examines cross-tabulated Simmons Market Research Bureau data on pet ownership and health product usage.

TABLE OF CONTENTS

Chapter 1: Market Trends

• Introduction
  • Report Methodology
  • Market Definition
  • Industry Associations
• Market Size and Growth
  • Retail Sales Estimated at $425 Million
  • Figure 1-1: U.S. Retail Sales of Pet Oral Care Products, 2000 vs. 2004 (in dollars)
  • IRI-Tracked Sales Up 13% in 2004
  • Table 1-1: IRI-Tracked Sales of Pet Oral Care Products, 2000-2004 (in millions of dollars)
  • Sales by Product Category
  • Figure 1-2: Share of IRI-Tracked Sales of Pet Oral Care Products by Category, 2001 vs. 2004 (percent)
  • Oral Care Products for Dogs Outpace Overall Categories
  • Table 1-2: Oral-Care-Specific Products vs. Total Categories: Compound Annual Growth Rates in IRI-Tracked Sales, 2000-2004 (in millions of dollars and percent)
  • Table 1-3: IRI-Tracked Sales of Pet Oral Care Products by Category, 2000-2004 (in dollars)
  • Sales by Distribution Channel
  • Figure 1-3: Share of U.S. Retail Sales of Pet Oral Care Products by Distribution Channel: 2004 (percent)
• Market Drivers and Forecasts
  • Oral Care = Value-Added
  • Building Consumer Awareness
  • Veterinarians Emphasizing Oral Care
  • Increased Marketing Support
  • The Driving Demographic: Aging Baby Boomers
  • Figure 1-4: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Other Key Demographics:
  • Singles and Couples Including Gays/Lesbians
  • Healthy Growth for Health-Oriented Retailers
  • Overall Pet Market Trends Mostly Favorable
  • The Aging Pet Population
  • Pet Pampering
  • Table 1-4: Humans and Pet Well-Being, 2003 and 2004 (percent)
  • The Growing Pet Population
  • Retail Sales
  • Forecast
  • Table 1-5: Projected U.S. Retail Sales of Oral Care Products for Pets, 2004-2009 (in millions of dollars)

Chapter 2: Competitive Trends

• Overview
  • Cross-Category Appeal
  • Mass-Market Players and Product Trends
  • Figure 2-1: Share of IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer, 2001 vs. 2004 (percent)
  • Table 2-1: Share of IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (percent)
  • Table 2-2: IRI-Tracked Dollar Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
  • Table 2-3: Compound Annual Growth Rate and Dollar Growth in IRI-Tracked Sales of Pet Oral Care Products by Marketer/Brand, 2000-2004 (in thousands of dollars)
  • Competitor Snapshot: Hartz Mountain
  • Competitor Snapshot: Mars, Inc.
  • Competitor Snapshot: S&M NuTec, LLC (Greenies)
  • Competitor Snapshot: Virbac Corp.
  • Table 2-4: Selected Marketers and Brands of Pet Oral Care Products, 2005
• Marketing and New Product Trends
• Marketing Trends
  • Consumer Advertising
  • Trade Advertising
  • Online Selling
  • New Product Trends
  • Figure 2-2: Number of New Pet Oral Care Product Introductions by Category, 2000-2004
  • Table 2-5: Selected New Pet Oral Care Product Introductions, 2004-2005

Chapter 3: Consumer Trends

• Pet Ownership Overview
• Methodology
• Overall Pet Ownership Rates at 33% of U.S. Households for Dogs, 25% for Cats
• On the Web
• Figure 3-1: Adult Ownership Rates for Selected Pet-Owning Classifications, 2004 (percent and number in thousands of U.S. adults)
• Table 3-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000 vs. 2004 (U.S. adults) Table 3-2: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)

Pet Health Product Consumer Focus

• One in Six Dog/Cat Owners Uses Pet Health Products
• Figure 3-2: Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (percent of U.S. adult pet owners)
• Pet Health Product Demographics
• Pet Health Product Usage by Purchase of Dog or Cat Food
• Figure 3-3: Pet Health Product Usage: By Purchasing in Pet Food Product Classifications, 2004 (U.S. adult pet owners)
• Pet Health Product Usage by Pharmaceutical and Diet/Health-Related Attitudes and Behaviors
• Pet Health Product Usage by Pet Supply Purchasing Venue
• Dog Biscuits/Treats Purchaser Demographics
• Table 3-3: Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (in millions of U.S. adult pet owners)
• Table 3-4: Specialty Human Oral Care Product Purchasing: By Cat or Dog Ownership, 2004 (in millions of U.S. adult pet owners)
• Table 3-5: Pet Health Product Demographics by Percent, Number, and Index, 2004 (in millions of U.S. adult pet owners)
• Table 3-6: Pet Health Product Demographics by Percent, Number, and Index: Dog Owners, 2004 (U.S. adults)
• Table 3-7: Pet Health Product Demographics by Percent, Number, and Index: Cat Owners, 2004 (U.S. adults)
• Table 3-8: Top Pet Health Product Demographics by Percentage, 2004 (U.S. adult pet owners)
• Table 3-9: Top Pet Health Product Demographics by Number, 2004 (in millions of U.S. adult pet owners)
• Table 3-10: Pet Health Product Usage: By Dog Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
• Table 3-11: Pet Health Product Usage: By Cat Food Products, Types, and Brands Purchased, 2004 (in millions of U.S. adult pet owners)
• Table 3-12: Pet Health Product Usage: By Selected Pharmaceutical-Related Attitudes or Behaviors, 2004 (in millions of U.S. adult pet owners)
• Table 3-13: Pet Health Product Usage: By Selected Diet and Health-Related Attitudes or Behaviors, 2004 (in millions of U.S. adult pet owners)
• Table 3-14: Pet Health Product Purchasing: By Pet Supply Outlets Used, 2004 (in millions of U.S. adult pet owners)
• Table 3-15: Dog Biscuit/Treat Usage: By Number of Dogs Owned, 2004 (in millions of U.S. dog owners)
• Table 3-16: Pet Health Product Demographics by Percent, Number, and Index: Dog Biscuit/Treat Purchasers, 2004 (U.S. adults)
• Table 3-17: Dog Biscuit Demographics by Percent, Number, and Index, 2004 (U.S. adult dog owners)

Chapter 4: Looking Ahead

• Trends and Opportunities
  • Room to Grow
  • Getting with the Program
  • More Human CPG Cross-Overs
  • Growth Venues
  • New Product Trends