Aarkstore Enterprise--Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition

Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition

Well on their way to becoming the de facto standard for premium pet products in the pet specialty channel and other upscale venues, natural and organic pet products continue as a top-growth market segment despite the 2008 economic downturn, registering annual percentage growth in the double digits. Doing their part, all of the major mass-market and cross-channel marketers are now fully tapping into the trend, keeping pressure on smaller marketers to scale up their product offerings even further. At the same time, new contenders continue to enter the field, including under celebrity-backed brands like Dog Whisperer (Cesar Millan) and Nutrish (Rachael Ray), with Ellen DeGeneres having purchased a stake in the already well established Halo Purely for Pets.

Also underpinning market advancement is ongoing strong consumer demand for products perceived to be safer, an appeal that got a big boost from the Spring 2007 recalls and which continues to define the way marketers formulate and position products. According to’ own pet owner poll, conducted in February 2009, 62% of dog owners and 56% of cat owners purchased natural/organic pet products in the last three months, with 16% of dog or cat owners purchasing organic food within the same period. Moreover, nearly half of pet owners would buy more natural/organic pet products if they were more widely available and almost two-thirds would do so if they were more affordable. Featuring exclusive consumer data from this pet owner survey, the report homes in on food and nonfood purchasing trends as well as attitudes and demographic characteristics of natural and organic pet product purchasers.

Building on the analysis presented in the previous two editions of this report, Natural, Organic and Eco-Friendly Pet Products in the U.S., 3rd Edition divides the market into two classifications—pet food and pet care—with the latter defined as encompassing all nonfood pet supplies (cat litter, grooming products, pet supplements, clean-up products, etc.). For each classification, coverage includes historical and projected retail sales estimates from 2005 through 2014, competitive strategies and profiles of key players, and trends in new product development and competitive positioning including human-grade, U.S. sourced, and sustainable. Additional data sources including Information Resources, Inc.’s InfoScan Review for the mass-market channel, SPINSscan data for natural supermarkets, Datamonitor Product Launch Analytics data tracking new product introductions, Experian Simmons data profiling overall trends in pet ownership and product purchasing, and data from the American Pet Products Association (APPA) 2009-2010 National Pet Owners Survey.

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