For quite a few years now the pet market's overall focus on wellness has led to many pet owners to pay a lot more attention to their pets' nutrition, scrutinizing ingredients and seeking out premium quality products to ensure that their pets stay healthy and happy. Pet owners are reading ingredient lists, inspecting nutritional claims, and growing more and more aware of how a pet's diet can impact a host of health conditions, including age- and obesity-related issues, anxiety, skin and coat issues, and energy levels. "Pet Supplements in the U.S., 6th Edition" report is a detailed examination of how this wellness trend is playing out in the pet supplements market as marketers seek new ways to make supplements an integral part of their pets' wellness routines. With sales of $580 million in 2016, up 3.5% from the previous year, the pet supplements market is expected to show moderate but steady growth for the foreseeable future, bolstered by a continued focus on health and nutrition in the overall pet market.
Pet supplement marketers are competing against a full court press by marketers of functional treats and foods, which are attempting to draw sales away from pet supplements as pet owners seek out ways to address their pets' nutritional needs in more convenient and pet-pampering formats. Condition-specific formulations abound on pet food shelves, and the pet supplements market is responding via new products that provide relief from a range of health issues. Many incorporate ingredients borrowed from human supplements, with digestive health, joint health, anxiety, and brain health among the top sellers. In addition to these condition-specific products, the survey results show that pet owners are attracted to supplements that are made in the U.S. and those with natural/organic ingredients. The report also examines cutting-edge ingredients including cannabidiol (CBD), whose efficacy some pet owners applaud despite hesitance on the part of veterinarians and the National Animal Supplements Council (NASC).
Building on the analysis presented in the previous five editions of this report, this fully updated sixth edition of Pet Supplements in the U.S. covers historical and projected retail sales from 2012 through 2021, competitive strategies of key players, and trends in new product development such as alternative formulations, condition-specific products, feline supplements, natural/organic supplements, and carry-overs from the human supplements market, as well as retail channel trends. Featuring exclusive data from the National Pet Owner Survey, the report details pet supplement purchasing trends as well as attitudes and demographic characteristics of pet supplement purchasers. Additional data sources include IRI marketer/brand sales data for mass-market channels and Simmons data profiling pet supplement purchaser attitudes and product preferences.
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- CHAPTER 1 EXECUTIVE SUMMARY
- THE MARKET
- Scope of Report
- Report Methodology
- Pet Supplement Sales Experience Modest Growth in 2016
- Condition-Specific Pet Supplement Purchasing by Supplement Type
- Dogs Continue to Drive Pet Supplement Sales
- Figure 1-1 Share of U.S. Retail Sales of Pet Supplements by Animal Type, 2016 (percent)
- Market Outlook
- Pet Supplement Regulation
- THE MARKETERS
- Competitive Overview
- Mergers & Acquisitions
- Marketer & Brand Shares
- MARKETING & NEW PRODUCT TRENDS
- Joint Health, Digestive Health Top Supplement Types
- Competition from Pet Food and Treats
- Supplements Address Palatability
- Condition-Specific Supplements
- Cat Supplements Offer More than Hairball Relief
- Natural Supplements in High Demand
- Lifestage-Specific Supplements
- Cannabidiol Supplements Generate Interest, Pose Problems
- RETAIL TRENDS
- Pet Specialty Channel Top Destination for OTC Pet Supplements
- Pet Specialty Channel Retailers
- Veterinary Channel Marketers and Trends
- Mass-Market, Farm & Feed and Natural Food Channels
- Online Sales a Growing Channel for Marketers
- CONSUMER TRENDS
- Note on Data Sources
- Consumer Sentiments & Buying Habits
- Pet Supplements Consumer Sentiments
- Demographic Trends
- CHAPTER 2 THE MARKET
- CHAPTER HIGHLIGHTS
- INTRODUCTION
- Scope of Report
- Report Methodology
- MARKET SIZE AND COMPOSITION
- Pet Supplement Sales Experience Modest Growth in 2016
- Table 2-1 U.S. Retail Sales of Pet Supplements, 2012-2016 (millions of dollars and percent)
- Figure 2-1 Pet Product Purchasing by Product Type, 2016 (percent of pet product purchasers)
- Condition-Specific Pet Supplement Sales
- Figure 2-2 Pet Supplement Purchasing Patterns by Product Type, 2016 (percent of pet supplement purchasers)
- Pet Supplement Sales by Channel
- Figure 2-3 Pet Supplement Sales by Channel, 2016 (percent)
- Mass-Market Pet Supplement Sales by Category
- Table 2-2 IRI Multi-Outlet Pet Supplement Sales by Category (thousands of dollars and percent)
- Dogs Continue to Drive Pet Supplement Sales
- Figure 2-4 Share of U.S. Retail Sales of Pet Supplements by Animal Type, 2016 (percent)
- MARKET OUTLOOK
- Overall Focus on Health, Wellness Impacts Supplement Use
- Figure 2-5 Attitudes Towards Supplements: Pet Supplement Purchasers vs. Dog/Cat Owners Overall vs.
- Adults Overall, 2016 (percent)
- Supplements Compete with Functional Foods, Treats
- Figure 2-6 Pet Owner Agreement with Statement: “High-quality dog foods/cat foods are effective for preventive healthcare,” 2014-2016 (percent of dog or cat owners)
- Table 2-3 Purchasing Patterns for Condition-Specific Pet Supplements by Type: Pet Food and Pet Treats, 2016 (percent of pet product purchasers)
- Figure 2-7 Purchasing Patterns for Top Condition-Specific Pet Supplements by Specialty Supplement,
- Food and Treat Usage, 2016 (percent of condition-specific pet supplement purchasers)
- Pets with Allergies and Special Food Needs
- Figure 2-8 Pet Food Allergies and Special Nutrition Needs: Pet Supplements Users vs. Pet Owners Overall, 2016 (any agree)
- Senior and Overweight Pets
- Figure 2-9 Pet Owners Who Consider Their Pet Overweight vs. Pet Owners Using Weight Management Pet Foods, 2015 (percent)
- Figure 2-10 Pet Owners With Pets Experiencing Senior Health Problems vs. Owners Using Senior Pet Formula Pet Foods, 2015 (percent)
- Figure 2-11 Pet Supplement Purchasing Patterns: Owners of Aging and Overweight Pets vs. Pet Owners Overall, 2016 (percent)
- Table 2-4 Pet Ownership Projections: Percent and Number of Pet Owners with a Senior Pet, 2015 vs. 2020 (thousands and percent)
- Figure 2-12 Pet Owner Use of Senior/Anti-Aging Food & Nutrition Products for Pets, 2016
- Figure 2-13 Pet Owner Use of Weight Control/Management Food & Nutrition Products for Pets, 2016
- Natural/Organic Supplements in High Demand
- Supplements as Preventive Care May Lower Vet Costs
- PET SUPPLEMENT REGULATION
- FDA, AAFCO Monitor Pet Supplements
- National Animal Supplement Council
- The AVMA and Pet Supplements
- MARKET PROJECTION
- Table 2-5 Projected U.S. Retail Sales of Pet Supplements, 2016-2021 (millions of dollars and percent)
- CHAPTER 3 THE MARKETERS
- CHAPTER HIGHLIGHTS
- COMPETITIVE OVERVIEW
- Mergers & Acquisitions
- Expansion the Name of the Game
- Rebranding Invigorates Brands
- Illustration 3-1 Herbsmith New Tagline and Logo
- System Saver
- Marketer Profile: TropiClean
- Illustration 3-2 TropiClean Life Supplements
- Marketer Profile: Garmon Corp./NaturVet
- Illustration 3-3 NaturVet Instagram Feed
- Marketer Profile: Food Science Corp. (VetriScience/Pet Naturals)
- Illustration 3-4 VetriScience Glyco Flex You Tube Video Still
- Illustration 3-5 Pet Naturals of Vermont Redesign
- MARKETER & BRAND SHARES
- Brand Use Across Channels
- Pet Specialty Supplements a Popular Choice with Pet Owners
- Figure 3-1 Pet Supplement Brand Preference, 2016 (percent of pet supplement purchasers)
- Mass-Market Activity in Pet Supplements
- Table 3-1 IRI-Tracked Multi-Outlet Sales of Pet Supplements by Marketer and Brand (millions of dollars and percent)
- CHAPTER 4 MARKETING & NEW PRODUCT TRENDS
- CHAPTER HIGHLIGHTS
- MARKETING & NEW PRODUCT TRENDS
- Joint Health, Digestive Health Top Supplement Types
- Table 4-1 Purchasing Patterns for Pet Vitamins/Supplements vs. Pet Food vs. Pet Treats: By Health
- Condition Treated, 2016 (percent of pet product purchasers)
- Competition from Pet Food and Treats
- Table 4-2 Level of Agreement with the Statement, “High-quality pet foods are effective for preventive healthcare,” 2014-2016 (percent of pet owners)
- Supplements Address Palatability
- Illustration 4-1 Heyrex Torus Water Soluble Pet Supplements
- Illustration 4-2 Vitawag Liquid Supplements
- Illustration 4-3 Life Supplements by TropiClean
- Illustration 4-4 Cool Pet Holistics Liquid-Vet K-9 Joint Wellness
- Illustration 4-5 Natura Petz Organics Meal Toppers
- Illustration 4-6 Clear Conscience Pet SuperGravy
- Condition-Specific Supplements
- Illustration 4-7 Absorbine Pet’s The Missing Link Pet Kelp Joint & Bone Formula
- Illustration 4-8 Hyalogic’s Hyaflex Pro Advanced Joints
- Illustration 4-9 NaturVet Outta My Box
- Illustration 4-10 Fidobiotics Immuno Boosto
- Illustration 4-11 Tomlyn Multi-Vitamin Chews Plus Probiotics and Enzymes
- Figure 4-1 Pet Calming Product Usage, 2016 (percent of dog or cat owners)
- Illustration 4-12 Cranimals Original UTI Supplement
- Cat Supplements Offer More than Hairball Relief
- Illustration 4-13 In Clover Svelte Cat Supplements
- Illustration 4-14 Herbsmith Bladder Care Supplement
- Natural Supplements in High Demand
- Illustration 4-15 Herbsmith’s Expanded Supplement Line
- Illustration 4-16 Organic Mushroom Nutrition Canine Matrix Supplement
- Illustration 4-17 Fera Pet Organics Hip + Joint
- Illustration 4-18 The Honest Kitchen Bone Broth with Turmeric
- Illustration 4-19 SunBeams Brands Raw Coconut Oil for Pets
- Lifestage-Specific Supplements
- Illustration 4-20 Vet Vittles Puppy and Kitten Booster
- Illustration 4-21 Gray Muzzle for Senior Dogs by Ark Naturals
- Cannabidiol Supplements Generate Interest, Pose Problems
- Illustration 4-22 Canna-Pet Advanced and MaxCBD
- Illustration 4-23 Pet Releaf Hemp Oil
- Illustration 4-24 Cani Bits Mini Bites
- Illustration 4-25 True Leaf True Hemp Chews
- Illustration 4-26 True Leaf Crowdfunding Banner Ad
- CHAPTER 5 RETAIL TRENDS
- CHAPTER HIGHLIGHTS
- THE RETAIL LANDSCAPE
- Pet Specialty Channel Top Destination for OTC Pet Supplements
- Figure 5-1 OTC Pet Supplement Purchasing Patterns by Retail Channel, 2016 (percent of pet supplement purchasers)
- Pet Specialty Channel Retailers
- Illustration 5-1 Drs. Foster & Smith Supplements
- Illustration 5-2 Petco Main Supplement Aisle
- Illustration 5-3 Petco Drs. Foster & Smith Signage
- Illustration 5-4 Petco Grouping Supplements Close to Other Condition-Specific Products
- Illustration 5-5 PetSmart Dog Supplement Aisle
- Illustration 5-6 PetSmart Calming Product Display
- Illustration 5-7 PetSmart Cat Supplement Aisle
- Illustration 5-8 PetSmart Pet Wellness Done Naturally End Cap
- Illustration 5-9 Supplement Selection at Independent Pet Store
- Veterinary Channel Marketers and Trends
- Figure 5-2 Agreement with the Statement, “I rely on my veterinarian for advice about pet
- supplements,” 2016 (percent of pet owners)
- Figure 5-3 Agreement with the Statement, “I rely on my veterinarian for advice about pet foods,”
- 2016 (percent of pet owners)
- Figure 5-4 Agreement with the Statement, “I rely on my veterinarian for advice about pet treats,”
- 2016 (percent of pet owners)
- Figure 5-5 Routine and Sick/Emergency Vet Visits, Pet Owners Overall vs. Pet Supplement Purchasers,
- 2016 (percent of pet owners)
- Mass-Market, Farm & Feed and Natural Food Channels
- Illustration 5-10 Walmart In-Store Dog Supplement Selection
- Illustration 5-11 Target In-Store Pet Supplement Selection
- Illustration 5-12 Tractor Supply Co. Pet Supplement Selection
- Online Sales a Growing Channel for Marketers
- Figure 5-6 Types of Pet Products Purchased Online, 2016 (percent of pet product purchasers who shop online)
- CHAPTER 6 CONSUMER TRENDS
- CHAPTER HIGHLIGHTS
- OVERVIEW OF PET SUPPLEMENT PURCHASING
- Note on Data Sources
- CONSUMER SENTIMENTS & BUYING HABITS
- Dog Owners More Likely to Use Supplements
- Figure 6-1 Pet Supplements Purchasing Patterns and Usage, 2016 (percent)
- Made in USA, Natural/Organic Key Pet Supplement Purchasing Sentiments
- Figure 6-2 Pet Supplement Purchasing Preferences, 2016 (percent of dog or cat owners)
- Pet Supplement Usage Frequency and Expenditures
- Figure 6-3 Frequency of Pet Supplement Use, 2016 (percent)
- Figure 6-4 Monthly Expenditures on Pet Supplements, 2016 (percent)
- Pet Supplements Consumer Sentiments
- Figure 6-5 Consumer Perception of Pet Food Nutritional Benefits: Pet Owners Overall vs. Supplement Users, 2016 (percent)
- Figure 6-6 Pet Health/Nutritional Needs and Supplements Use: Pet Owners Overall vs. Supplement Users, 2016 (percent)
- Figure 6-7 Attitudes Towards Human Supplements Among Pet Supplement Purchasers, 2016(percent of dog/cat owners)
- Figure 6-8 Special Needs Pets and Supplement Use: Pet Owners Overall vs. Supplement Users, 2016(percent)
- Figure 6-9 Pets as Family and Supplement Use: Pet Owners Overall vs. Pet Supplement Users, 2016(percent)
- DEMOGRAPHIC TRENDS
- Millennials, Homes with Children Skew High for Pet Supplement Use
- Table 6-1 Demographic Indicators for OTC Pet Supplement Purchasing, 2016 (percent and index of pet product purchasers)
- Simmons Demographic Trends for Pet Supplement Use
- Figure 6-10a Key Demographics for Pet Supplement Purchasing, 2016 (percent and number of dog owners)
- Figure 6-10b Key Demographics for Pet Supplement Purchasing, 2016 (percent and number of cat owners)
- Table 6-2 Demographic Indicators for Pet Supplement Purchasing: Dog Owners vs. Cat Owners, 2016(percent, index and number)
