Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4thEditionReport Details:Published:November 2012No. of Pages:...
sales data for mass-market channels, SPINSscan data for the natural supermarket channel andspecialty gourmet channels, and...
Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products Marketing and New Product Trends Differ...
Freeze-Drying Pasteurization Terms Often Associated with Natural and Organic Pet Food Natural Pet Food Ingredients Und...
Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2008-2012 (in millionsof dollars) Litter Dominates ...
offer natural/organic and other specialty brand products,” 2011 (percent) Figure 3-7: Level of Agreement with Statement:...
Table 3-19: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012(percent) Market Projections Sales to...
Advertising Trends Illustration 4-7: Consumer Ad for Blue Dog Food (Natural Dog,2013 Annual) Social Media Illustration ...
dollars) Table 4-4: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food by Marketer,Brand, and Segment: 52 W...
Illustration 5-11: Dogswell Functional Dog Treats Illustration 5-12: Trade Ad for Fruitables Skinny Minis Dog Treats (Pe...
Other Trends in Raw Foods Frozen Treats Illustration 5-27: Nature’s Variety SweetSpots Frozen Dog Treats Refrigerated P...
Collars and Leads Other Eco-friendly Pet Products Illustration 5-49: Van Ness’s Pureness Eco-Friendly Pet DishesChapter ...
Purchasing Rates by NOEF Pet Food Brand Table 6-9: Selected Brands of Natural, Organic or Eco- Friendly Dog Food or Treat...
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Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4th Edition

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Transcripts - Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4th Edition

  • 1. Natural, Organic, and Eco-Friendly Pet Products in the U.S., 4thEditionReport Details:Published:November 2012No. of Pages: 274Price: Single User License – US$3750With Hill’s reformulating Science Diet as a natural product, Walmart launching its first natural storebrand (Pure Balance), Nestlé Purina coming on strong with Purina One Beyond, and Merricktaking organic to the next level with its acquisition of Castor & Pollux and organic certification—toname just a few recent market developments—big changes are underway in the U.S. market forNatural, Organic and Eco-Friendly Pet Products. More than ever as pet specialty and mass-marketbrands increasingly look alike, product differentiation is key, with trends including grain-free,human grade, and organic taking superpremium natural pet food to new heights. On the pet careside, eco-friendly products abound, with Petco now fielding its own Planet Petco line andcompanies embracing sustainable packaging and production processes like never before.Also underpinning natural pet products’ steady advance is consumer demand for productsperceived to be safer, an appeal that got a big boost from the spring pet food 2007 recalls and onethat continues to define the way marketers formulate and position products. In Packaged Facts’August 2012 Pet Owner Survey, approximately two-fifths (38%) of pet owners feel thatnatural/organic brand pet products are often better than standard national brand products, and63% report they are very concerned about the safety of the pet products they buy. Featuringexclusive Packaged Facts pet owner survey data such as these, the report homes in on food andnonfood purchasing trends across multiple categories, as well as attitudes and demographiccharacteristics of natural and organic pet product purchasers.Building on the analysis presented in the previous three editions of this report, this fully updatedfourth edition of Natural, Organic and Eco-Friendly Pet Products in the U.S. divides the market intotwo classifications—pet food and pet care—with the latter defined as encompassing all nonfoodpet supplies (cat litter, grooming products, flea/tick care products, supplements, clean-up products,etc.). For each classification, coverage includes historical and projected retail sales estimates from2007 through 2017, competitive ploys of key players, and trends in new product development suchas grain-free, low-glycemic, human-grade, raw pet food (including freeze-dried and dehydrated),refrigerated pet food, eco-friendly nonfood pet products, corporate sustainability initiatives, causemarketing, and social media usage. Additional data sources include SymphonyIRI marketer/brand
  • 2. sales data for mass-market channels, SPINSscan data for the natural supermarket channel andspecialty gourmet channels, and Experian Simmons data profiling trends in pet ownership andproduct purchasing.Get your copy of this report @http://www.reportsnreports.com/reports/202371-natural-organic-and-eco-friendly-pet-products-in-the-us-4th-edition.htmlMajor points covered in Table of Contents of this report includeChapter 1: Executive Summary Scope & Methodology Scope of Report: Pet Food and Pet Care Report Methodology Market Trends Market Size & Composition Note on Market Sizing U.S. Retail Sales Top $4 Billion in 2012 Litter Dominates Pet Care Classification Figure 1-1: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter,Health, Other, 2012 (percent) Mass-Market Sales Trends Market Share by Retail Channel Superpremium Increasingly = Natural Figure 1-2: Level of Agreement with Statement: “Natural/organic brand pet products are often better than standard national brand products,”2011 vs. 2012 (percent) Product Safety/Purity Concerns a Plus Natural a Key Thrust for the Pet Specialty Channel Sales to Top $9 Billion in 2017 Competitive Trends Market Structure and Retail Dynamics Pet Specialty Channel Marketer Ranking Natural Cat Litter Leaders in the Pet Specialty Channel Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter
  • 3. Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products Marketing and New Product Trends Differentiation Via Ingredients Claims Illustration 1-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012) Pet Care Products Focus on the Environment Illustration 1-2: Web Page for Petco’s Planet Petco Products Consumer Trends 59% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products Natural/Organic Pet Product Purchasing Shows Uptick 21% of Dog Owners and 15% of CatOwners Buy Natural/Organic or Eco-Friendly Pet Products Figure 1-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly PetProducts: Overall and by Gender, August 2012 (percent) Pet Food and Treats Show Highest Rates of NOEF Product PurchasingChapter 2: Introduction Scope & Methodology Scope of Report: Pet Food and Pet Care Report Methodology Market Definitions and Terminology Natural Pet Food Defining Natural California Proposition 37 A Basic Natural Pet Food Profile Defining Organic Pet Food Task Force Formed to Clarify Standards U.S. Organic Standards as of October 2012 Third-Party Organic Accreditation Natural vs. Organic “Ethical” Issues Related to Organic Raw Pet Food
  • 4. Freeze-Drying Pasteurization Terms Often Associated with Natural and Organic Pet Food Natural Pet Food Ingredients Undesirable Ingredients Natural Pet Care Products Natural and Alternative Cat Litter Natural Pet Health Products Natural Pet Grooming Products Natural Pest-Control Products Natural Pet Supplements Other Natural Pet Care Products Ethical Issues Key Ethical Issues Eco-Friendly (“Green”) Locally Grown and “Food Miles” Humane Treatment of Animals No Animal Testing/Cruelty-Free No Genetic Modification or Cloned Animals Fair Trade/Ethically Sourced Sustainable Agriculture and Development Corporate Responsibility FTC Cracking Down on “Eco-friendly” Labels Illustration 2-1: Greener Choices Online Eco Label EvaluatorChapter 3: Market Trends Market Size & Composition Note on Market Sizing U.S. Retail Sales Top $4 Billion in 2012 Table 3-1: U.S. Retail Dollar Sales of Natural Pet Products:Pet Food, Pet Care, Total, 2008-2012 (in millions of dollars) Figure 3-1: Share of U.S. Retail Dollar Sales of Natural Pet Products: Pet Food vs. Pet Care,Total, 2008-2012 (percent) Organic Pet Food Sales Table 3-2: U.S. Retail Sales of Organic Pet Food, 2003-2011 (in millions of dollars) Raw and Refrigerated Pet Food Sales
  • 5. Figure 3-2: U.S. Retail Sales of Commercially Prepared Raw Pet Food: 2008-2012 (in millionsof dollars) Litter Dominates Pet Care Classification Table 3-3: U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Cat Litter, Pet Health, Other, 2008 vs.2012 (in millions of dollars andpercent) Figure 3-3: Share of U.S. Retail Dollar Sales of Natural Pet Care Products by Segment: Litter,Health, Other, 2012 (percent) Natural Product Percentage of Pet Specialty Sales by Category Figure 3-4: Share of Independent Pet Specialty Store Total Sales Derived from NaturalProducts, 2011 (percent) Table 3-4: Share of Independent Pet Specialty Store Sales Derived from Natural Products: ByAnimal Category and Percentage Level, 2011 (percent) Table 3-5: Percentage of Sales Derived from Natural Products by Category, 2011 vs. 2010 Mass-Market Sales Trends Table 3-6: SymphonyIRI-Tracked Sales of Natural Pet Products: Total and by Food andNonfood Category and Segment, 2011 vs. 2012 (in millions of dollars and pounds) Table 3-7: Natural Product Share of Total SymphonyIRI-Tracked Sales of Pet Products: Totaland by Food and Nonfood Category and Segment, 2011 vs. 2012 (percent) Table 3-8: Share of SymphonyIRI-Tracked Sales of Natural Pet Products by Food and NonfoodCategory and Segment,2011 vs. 2012 (percent) Natural Supermarket Sales Continue Upward Path Table 3-9: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Categoryand Segment, 2011 vs. 2012 (in millions of dollars) Table 3-10: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel byCategory and Segment,2011 vs. 2012 (percent) Specialty/Gourmet Supermarket Sales Up 21% Table 3-11: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channelby Category and Segment, 2011 vs. 2012 (in millions of dollars) Table 3-12: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet SupermarketChannel by Category and Segment, 2011 vs. 2012 (percent) Market Share by Retail Channel Table 3-13: Share of U.S. Retail Dollar Sales of Natural Pet Products by Distribution Channel,2012 (percent) Market Outlook Natural and Organic Going Strong on the Human Side In the Pet Market, Superpremium Increasingly = Natural Figure 3-5: Level of Agreement with Statement:“Natural/organic brand pet products are oftenbetter than standard national brand products,” 2011 vs. 2012 (percent) Figure 3-6: Level of Agreement with Statement: “I prefer to shop at pet product retailers that
  • 6. offer natural/organic and other specialty brand products,” 2011 (percent) Figure 3-7: Level of Agreement with Statement: “I prefer to shop at pet product retailers thatoffer the best products available, even if they are more expensive,” 2011 (percent) Product Safety/Purity Concerns a Plus Figure 3-8: Level of Agreement with Statement: “I am very concerned about the safety of the petproducts I buy,” March 2012 vs. August 2012 (percent) Figure 3-9: Level of Agreement with Statement: “I prefer to purchase pet products made bysmaller companies I trust,”2012 (percent) Natural a Key Thrust for the Pet Specialty Channel Figure 3-10: Level of Agreement with Statement: “Natural products sold in pet specialty stores(such as Petco,PetSmart, or independent pet stores) are superior to natural products sold inregular stores (such as Walmart,supermarkets, drugstores),” 2012 (percent) Figure 3-11: “In which product categories is a natural marketing proposition important?”(percent) Table 3-14: Purchasing Rates for Pet Products in the Pet Specialty Channel: 2007-2011(percent of dog or cat owners) Petco Advances Unleashed Illustration 3-1: Natural Brands Carried by Unleashed by Petco (Website Screenshot) Product Recalls Muddy the Natural Pet Food Waters Raw Food Roadblocks? Pet Market Macrotrends Pet Owners Cut Back Due to Economic Doldrums Table 3-15: Level of Agreement with Statement: “I am spending less on pet products because ofthe economy,” 2010-2012 (percent) Pet Ownership and Population Trends Table 3-16: Household Penetration Rates for Dogs and Cats,2007-2012 (U.S.households—percent and number in thousands) The Aging Pet Population Table 3-17: Age of Dogs and Cats, 2012 (percent of pet owners) Pet Overweight and Obesity Table 3-18: Percentage and Number of Overweight and Obese Dogs and Cats, 2011 Figure 3-12: “My pet would be considered overweight or obese,” 2012 (percent) Pets as Family
  • 7. Table 3-19: Pet Owner Attitudes and Behavior Characterizing Human/Animal Bond, 2012(percent) Market Projections Sales to Top $9 Billion in 2017 Table 3-20: Projected U.S. Retail Dollar Sales of Natural Pet Products: Pet Food, Pet Care, Total, 2012-2017 (in millions of dollars) Table 3-21: Level of Agreement with Statement: “Many pet products are becoming too expensive,” 2011 vs. 2012 (percent) Table 3-22: Level of Agreement with Statement: “If natural/organic pet products were more available where I shop, I would buy them more often,” 2011 vs. 2012 (percent) Table 3-23: Level of Agreement with Statement: “If natural/organic pet products were more affordable where I shop, I would buy them more often,” 2011 vs. 2012 (percent)Chapter 4: Competitive Trends Market Structure and Retail Dynamics Acquisitions and Mergers Investors Tap In WellPet Doing Well Traditional Marketers Tap In via Line Extensions, New Brands Purina One Beyond Illustration 4-1: Purina One Beyond Illustration 4-2: Purina One’s Bowl by Bowl Shelter Support Game Dad’s Reorganization as Ainsworth Breeds Success Walmart Launches Pure Balance Store Brand Hill’s Science Diet Going Natural Illustration 4-3: Hill’s Science Diet Ideal Balance Illustration 4-4: Science Diet’s Better Life Product Groupings Illustration 4-5: Science Diet’s Better Life Package Design Natura Opens Innova Distribution to Pet Specialty Chains Organic Pet Products Growing Up Illustration 4-6: Merrick/Castor & Pollux’s Natural/Organic Food Revolution (WebsiteScreenshot) Natural Pet Care Leaders and Up-and-Comers Pet Care Category Specialists Worldwise and Walmart?
  • 8. Advertising Trends Illustration 4-7: Consumer Ad for Blue Dog Food (Natural Dog,2013 Annual) Social Media Illustration 4-8: Merrick’s “Faces of the Revolution” Facebook Page Illustration 4-9: Natural Balance’s Tillman page Illustration 4-10: Petco Nutro Discussion on Facebook Illustration 4-11: PetSmart World’s Best Cat Litter Promotion on Facebook Cause Marketing Illustration 4-12: Rachael Ray Nutrish and Rachael’s Rescue (Website Screenshot) Direct Selling Via Internet Illustration 4-13: Sojos Online Pet Food Store Corporate Responsibility and Sustainability Rolf C. Hagen Cardinal Labs Novus International Natura Mars Nestlé Purina Eco-friendly Packaging Pet Food Producers Position on Safety Marketer and Brand Rankings Methodology for Estimates Pet Specialty Channel Marketer Ranking Pet Age Retailer Ranking of Dog Food and Cat Food Market Leaders Table 4-1: Pet Specialty Channel Marketer and Brand Leaders in Dog Food and Cat Food:2006-2010 (percent) Natural Cat Litter Leaders in the Pet Specialty Channel Figure 4-1: Pet Specialty Channel Marketer and Brand Leaders in Cat Litter 2006-2010(percent) Marketer and Brand Shares of Mass-Market Sales of Natural Dog Food Marketer and Brand Shares of Mass-Market Sales of Natural Cat Food Marketer and Brand Shares of Mass-Market Sales of Natural Cat Litter Table 4-2: Share of U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketerand Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (percent) Marketer and Brand Shares of Mass-Market Sales of Other Natural Dog/Cat Products Brand Leaders in the Natural Supermarket Channel Table 4-3: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog Food by Marketer,Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of
  • 9. dollars) Table 4-4: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Cat Food by Marketer,Brand, and Segment: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions ofdollars) Table 4-5: U.S. SymphonyIRI-Tracked Dollar Sales of Natural Cat Litter by Marketer and Brand:52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions of dollars) Table 4-6: U.S. SymphonyIRI-Tracked Retail Dollar Sales of Natural Dog/Cat Needs byMarketer and Brand: 52 Weeks Ending September 9, 2012 vs. Year-Ago Period (in millions ofdollars) Table 4-7: Marketers and Brands of Natural and Organic Pet Food, 2012 Table 4-8: Marketers and Brands of Natural, Organic and Eco-Friendly Pet Care Products, 2012Chapter 5: Marketing and Product Trends Pet Food Differentiation Via Ingredients Claims Illustration 5-1: Trade Ad for Nutro Natural Choice Pet Food (Pet Business, May 2012) Grain-Free Pet Foods Illustration 5-2: Hill’s Science Diet Ideal Balance Grain-Free Dog Food Illustration 5-3: Blue Buffalo’s Freedom Grain-Free Dog and Cat Food Illustration 5-4: Trade Ad for Spring Naturals Grain-Pet Food (Pet Age, October 2012) Illustration 5-5: Trade Ad for Against the Grain Pet Food (Pet Business, September 2012) Grain-Free Treats Low-Glycemic Illustration 5-6: Trade Ad for Darford’s Zero/G Low-Glycemic Dog Food (Pet Business, March2012) Meat First—No Byproducts Illustration 5-7: Consumer Print Ad for Blue Buffalo Pet Food Illustration 5-8: Purina One Beyond vs. Blue Buffalo Comparison Chart Human Grade Natura Forced to Retract Human-Grade Claims, Pay Settlement Limited Ingredients Illustration 5-9: Natural Balance’s L.I.D. Limited Ingredient Diets (Website Screenshot) Made in the USA, Locally Grown, Family Farms Functional Ingredients and Specialized Diets Illustration 5-10: Consumer Ad for Solid God Sun Dancer Dog Food with Curcumin (AKC FamilyDog, September/October 2012)
  • 10. Illustration 5-11: Dogswell Functional Dog Treats Illustration 5-12: Trade Ad for Fruitables Skinny Minis Dog Treats (Pet Product NewsInternational Buying Guide, 2013 Annual) Illustration 5-13: Trade Ad for Fromm’s Large and Small Breed Dog Food (Pet Age, October2012) Illustration 5-14: Banner Ad for Castor & Pollux’s New Organix Small Breed Kibble (WebsiteScreenshot) Hypoallergenic Natural Plus Gourmet Illustration 5-15: Trade Ad for Evanger’s Slow Cooked Grain-Free Stews (Pet Business, May2011) Illustration 5-16: Consumer Ad for Natural Balance Delectable Delights (Natural Dog, 2013Annual) Baked Treats Illustration 5-17: Three Dog Bakery’s Bake to Nature Dog Treats Focus on Raw Pet Food Market Leaders and Upstarts Illustration 5-18: Trade Ad for Stewart Raw Pet Food (Pet Business, May 2012) Product Mainstreaming Complete and Balanced Freeze-Dried and Dehydrated Illustration 5-19: Honest Kitchen Dehydrated Raw Dog Food Mixes Illustration 5-20: Trade Ad for Sojos Pet Food Mixes (Pet Business Guide to Buying, Selling andMarketing—Natural Pet Products special issue, May 2012) Illustration 5-21: Trade Ad for Stella & Chewy’s Freeze-Dried Cat Dinners (Pet Age, 2012) Illustration 5-22: Dogswell Nutrisca Freeze-Dried Dog Food Illustration 5-23: Halo’s Liv-A-Littles Freeze-Dried Treats Convenience Forms and Packaging Illustration 5-24: Nature’s Variety’s New Instinct Raw Bites (Website Screenshot) Illustration 5-25: Trade Ad for Nature’s Variety’s New Instinct Raw Boost (Pet Business, May2012) Focus on Product Safety The Freezer Case Factor Illustration 5-26: Trade Ad for Nature’s Variety’s Freezer Case Program (Pet Business, March2011) New Zealand Appeal
  • 11. Other Trends in Raw Foods Frozen Treats Illustration 5-27: Nature’s Variety SweetSpots Frozen Dog Treats Refrigerated Pet Food: Freshpet Drives Category to New Heights Expanding Distribution, Product Lines Illustration 5-28: Freshpet Pet Food and Treats Brand Lines (Website Screenshot) Big Investors, National TV Advertising Pet Care Products Focus on the Environment Illustration 5-29: Online List of Eco-friendly Petmate Products Illustration 5-30: Web Page for Petco’s Planet Petco Products Cat Litter Illustration 5-31: Petco’s Planet Petco Pine Cat Litter Illustration 5-32: PetSmart’s ExquisiCat Naturals Cat Litter (Website Screenshot) Illustration 5-33: Cat’s Pride Fresh & Light Multi-Cat Scoopable Litter Illustration 5-34: Trade Ad for World’s Best’s New Cat Litter Packaging (Pet Business, May2102) Flea/Tick Products Illustration 5-35: Dermagic’s Diatomaceous Earth Flea Bar Grooming Products Illustration 5-36: Tropiclean’s Spa Pet Shampoo and Conditioner Line with RedesignedPackaging Illustration 5-37: Trade Ad for Wahl’s Pet Grooming Line Including All Natural Shampoo Illustration 5-38: Tropiclean “Green” Shampoo and Conditioner Clean-Up Products Illustration 5-39: Pawganics Pet- and Baby-Safe Pet Clean-up Products Illustration 5-40: Greenberry Eco Industries’ Eco-Friendly Puppy Pads Pet Supplements Illustration 5-41: Herbsmith’s Microflora Plus for Digestion for Dogs and Cats Health Remedies Illustration 5-42: Dermagic Pet All Natural Pet Skincare Products Illustration 5-43: Opie and Dixie’s SnoutStik Dog Nose Balm Illustration 5-44: PetZLife Oral Care Spray and Gel Beds Illustration 5-45: Trade Ad for West Paw Design’s New Hemp Dog Beds (Pet Age, October2012) Toys Illustration 5-46: Katie’s Bumpers Eco-friendly U.S.-Made Toys Illustration 5-47: Scratch Lounge Cat Scratchers Collars and Leads Illustration 5-48: Trade Ad for Coastal Pet Products’ New Earth
  • 12. Collars and Leads Other Eco-friendly Pet Products Illustration 5-49: Van Ness’s Pureness Eco-Friendly Pet DishesChapter 6: Consumer Trends Overview of Natural/Organic Product Purchasing Note on Data Sources 59% of Dog- or Cat-Owning Households Purchase General Market Natural or Organic Products Figure 6-1: Percentage Who Especially Look for Organic/Natural Foods Generally vs. Buy AnyPackaged Organic Foods: Households Overall, Dog Owners, and Cat Owners, 2010 vs. 2012 Table 6-1: General Market Purchasing Patterns for Organic/Natural Products: HouseholdsOverall vs. Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households) Natural/Organic Pet Product Purchasing Shows Uptick Figure 6-2: Purchasing Rates for Selected Natural, Organic or Eco-Friendly Pet ProductClassifications, 2010 vs. 2012 (percent) Table 6-2: Purchasing Patterns for Selected Natural or Organic Pet Product Classifications:Dog- or Cat-Owning Households, 2010 vs. 2012 (percent of U.S. households) Purchasing Patterns by Product Type 21% of Dog Owners and 15% of Cat Owners Buy Natural/Organic or Eco-Friendly Pet Products Figure 6-3: Dog and Cat Owner Purchasing Rates for Natural, Organic or Eco-Friendly PetProducts: Overall and by Gender, August 2012 (percent) Pet Food and Treats Show Highest Rates of NOEF Product Purchasing Table 6-3: Natural, Organic or Eco-Friendly Product Purchasing Rates for Dog Supplies byType, August 2012 (percent of dog owners) Table 6-4: Natural, Organic or Eco-Friendly Product Purchasing Rates for Cat Supplies byType, August 2012 (percent) Pet Superstores, Walmart Are Top Retailers for NOEF Product Purchasing Table 6-5: Where Natural, Organic or Eco-Friendly Dog Food or Treats Are Purchased:Selected Channels, August 2012 (percent among product purchasers) Table 6-6: Where Natural, Organic or Eco-Friendly Cat Food or Treats Are Purchased: SelectedChannels, August 2012 (percent among product purchasers) Table 6-7: Where Natural, Organic or Eco-Friendly Dog Supplies Other Than Dog Food orTreats Are Purchased: Selected Channels, August 2012 (percent among product purchasers) Table 6-8: Where Natural, Organic or Eco-Friendly Cat Supplies Other Than Cat Food or TreatsAre Purchased: Selected Channels, August 2012 (percent among product purchasers) Organic, Grain-Free Lead by NOEF Pet Food Formulation Type Figure 6-4: Types of Natural, Organic or Eco-Friendly Pet Food or Treats Purchased: Dog Owners vs. Cat Owners, August 2012 (percent among productpurchasers)
  • 13. Purchasing Rates by NOEF Pet Food Brand Table 6-9: Selected Brands of Natural, Organic or Eco- Friendly Dog Food or Treats Purchased,August 2012 (percent among product purchasers) Table 6-10: Selected Brands of Natural, Organic or Eco- Friendly Cat Food or TreatsPurchased, August 2012 (percent among product purchasers) Fresh Scoop Natural Step Is Natural Cat Litter Brand Leader Table 6-11: Selected Brands of Natural, Organic or Eco- Friendly Cat Litter Purchased, August2012 (percent among product purchasers) Consumer Profiles Mixed Demographics for Organic Pet Food Strong Relationship Between Purchasing of General Market Natural/Organic Products andOrganic Pet Food Figure 6-5: Top Demographic Indicators for Purchasing of Organic Pet Food, 2012 (percent ofdog- or cat-owning households) Table 6-12: Overview of the Organic Pet Food Purchaser, 2012 (percent, number and index ofdog- or cat-owning households) Regional Skews for Purchasing of Natural Dog Foods The Nutro Dog Food Purchaser Table 6-13: Demographic Indexes for the Natural Dog Food Brand Purchaser, 2012 (dog-owning households) Table 6-14: Overview of the Nutro Brand Dog Food Purchaser, 2012 (percent, number andindex of dog-owning households) Figure 6-6: Top Demographic Indicators for Purchasing of Nutro Dry Dog Food, 2012 (dog- orcat-owning households) The Natural Balance Dog Food Purchaser Table 6-15: Selected Indicators for Purchase of Natural Balance Brand Dog Food, 2012(percent, number and index of dog-owning households) The Nature’s Recipe Dog Food Purchaser Table 6-16: Selected Indicators for Purchase of Nature’s Recipe Brand Dog Food, 2012(percent, number and index of dog-owning households) The Goodlife Recipe Pet Treat Purchaser Table 6-17: Selected Indicators for the Purchase of Goodlife Recipe Brand Pet Treats, 2012(percent, number and index of dog- or cat-owning households) The Natural Cat Litter Purchaser Table 6-18: Selected Indicators for Purchasing of Natural Brand Cat Litter, 2012 (index of cat-owning households)Contact: sales@reportsandreports.com for more information.

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