Market Trends: Pet Training Products

SUMMARY

Training products for dogs and cats cut a wide swath across many product categories, from biscuits and treats to collars and crates to "stay-away" sprays and high-tech gadgets. This report charts the evolution of the market from an overall perspective and then hones in on specific product types, paying particular attention to products and marketers crossing over from the professional side of the business, including those endorsed by professional trainers. With the "pets are people too" trend in full force, it's no wonder that pet training is among the most dynamic product positioning in today's pet supplies market, and that it is expected to drive above-average sales growth for many years to come. Sales estimates and forecasts, competitor profiles, and trend mapping are among the features that make this report a must for marketers on the cutting edge of pet supply marketing and new product development.

The U.S. Market for Pet Training Products charts historical sales for the past five years and makes market projections through 2010. The report covers a wide range of products, including: crates and accessories, training (or puppy) pads, electronic devices, collars/leads/harnesses, training treats, behavior modification products and other products (such as chew toys, agility aids, clickers, etc.). The report also offers an extensive discussion of pet ownership trends and demographics.

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 The U.S. Market for Pet Food, The U.S. Pet Insurance Market, Market Trends: Pet Supplements and Nutraceuticals, Market Trends: Natural, Organic and Eco-Friendly Pet Products, and The U.S. Market for Pet Services.

Report Methodology The information contained in this report was obtained from both primary and secondary research. Primary research entailed attendance at industry trade shows and extensive interviews with industry officials. 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.

Our market size estimates are based on extensive interviewing, company reports and figures appearing in the trade press. Our analysis of consumer demographics derives primarily from the Simmons Market Research Bureau (New York, New York) fall 2005 consumer survey, which is based on approximately 28,000 respondents

What You'll Get in this ReportM The U.S. Market for Pet Training Products 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: Market Trends

• Introduction
  • Report Methodology
  • Market Definition
  • Exclusions
  • Market Size and Growth
    • Retail Sales Outpace Pet Industry Average
    • Table 1-1: U.S. Retail Sales of Pet Training Products, 2001-2005 (in millions of dollars) Sales by Product Category
    • Figure 1-1: Share of U.S. Retail Sales of Pet Training Products by Category, 2001 vs. 2005 (percent) Sales by Distribution Channel
    • Figure 1-2: Share of U.S. Retail Sales of Pet Training Products by Distribution Channel, 2005 (percent)
  • Market Outlook
    • Interest in Professional Training Services at an All-Time High
    • Pet Care Professionals Weighing In
    • The Pets as Family Trend
    • Table 1-2: Consumer Activities and Opinions Reflecting Humanization of Pets, 2003 and 2004 (percent)
    • Product Premiumization
    • Retail Momentum
    • Pet Population Trends
    • The Aging Pet Population
    • Demographic Trends
    • Figure 1-3: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent) Other Key Demographics
    • Table 1-3: Dog and Cat Ownership Indices: By Adult Age Bracket, 2005 (U.S. households)
  • Looking Ahead
  • Solid Growth in Retail Sales Through 2010 Table 1-4: Projected U.S. Retail Sales of Pet Training Products, 2005-2010 (in millions of dollars)

Chapter 2: Competitive Trends

• Introduction
• Cross-Category Overview
• Table 2-1: Cross-Category Marketers of Pet Training Products, 2006
• Private-Label Power Players
• The Common Thread: Professional Recommendations
• Advertising, Promotion, and Online Selling
• Crates & Accessories
• Overview
• Leading Marketers
• Table 2-2: Dog Housing and Bedding: Specialty Pet Retailer Brand Leaders, 2002-2005 (percent)
• Marketing Trends
• New Product Trends
• Soft-Sided/Portable
• Features, Features, Features
• Accessories
• Style
• Table 2-3: Training Crates and Accessories: Marketers, Brands, and New Product Introductions, 2006
• Training Pads and Dog Litter
• Leading Marketers
• Marketing Trends
• Dog Litter: A Niche Category with Good Prospects
• Table 2-4: Training Pads and Dog Litter: Marketers, Brands, and New Product Introductions, 2006
• Electronic Training Devices
• Overview
• Leading Marketers
• Marketing Trends
• New Product Trends
• Table 2-5: Electronic Training Devices: Marketers, Brands, and New Product Introductions, 2006
• Collars/Leads/Harnesses
• Overview
• Leading Marketers
• Table 2-6: Dog Collars & Leads: Specialty Pet Retailer Brand Leaders, 2002-2005 (percent)
• Marketing Trends
• Table 2-7: Training Collars, Leads, & Harnesses: Marketers, Brands, and New Product Introductions, 2006
• Training Treats
• Overview
• Leading Marketers
• Marketing Trends
• Retail Trends
• Table 2-8: Training Treats: Marketers, Brands, and New Product Introductions, 2006
• Behavior Modification and Other Training Products
• Overview
• Marketers and Marketing Trends
• Other Training Devices
• Table 2-9: Behavior Modification Devices and Other Training Aids: Marketers, Brands, and New Product Introductions, 2006

Chapter 3: Pet Ownership Trends and Demographics

• The Simmons Survey System
• Top Prospects for Pet Training Products and Services
• Table 3-1: Demographic Characteristics Favoring Purchasing of Pet Training Products and Services, 2005 (U.S. adults)
• Females Calling the Pet Care Shots
• Over 50 Million Households Own Dogs or Cats
• Trends in Multiple-Pet Households
• Figure 3-1: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2005 (in thousands of U.S. households)
• Pet Ownership by Age Bracket: The Boomer Skew
• Whites 21% More Likely to Own Both Dogs and Cats
• Dog Owners Skew Upscale
• Households of 3-4 Persons Are 18% More Likely to Own Both Dogs and Cats
• The Pet Specialty/Mass-Market Divide
• Pet Specialty Store Shopper Demographics
• Table 3-2: Household Penetration Rates for Selected Pet-Owning Classifications, 2003-2005 (U.S. households)
• Table 3-3: Demographics Favoring Ownership of One or More Dogs, 2005 (U.S. households)
• Table 3-4: Demographics Favoring Ownership of One or More Cats, 2005 (U.S. households)
• Table 3-5: Indexes by Demographic for Selected Pet-Owning Classifications, 2005 (U.S. households)
• Table 3-6: Indexes by Demographic: Single vs. Multiple Pet-Owning Classifications, 2005 (U.S. households)
• Table 3-7: Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2005 (U.S. pet-owning households)
• Table 3-8: The Pet Store or Online Shopper for Pet Supplies: Dog Owners, 2005 (U.S. dog-owning households)
• Table 3-9: The Pet Store or Online Shopper for Pet Supplies: Cat Owners, 2005 (U.S. cat-owning households)