Big changes are underway in the market for pet goods, according to "Natural, Organic, and Eco-Friendly Pet Products in the U.S.," a just-released study from market research firmPackaged Facts (www.packagedfacts.com).
Among recent developments, Hill's is reformulating Science Diet as
a natural product line, Nestlé Purina is coming on strong with Purina One
Beyond, and Walmart has launched Pure Balance as its first natural store brand.
"With pet specialty and mass-market brands increasingly
looking alike, product differentiation is key," says David Sprinkle, the
Research Director for Packaged Facts. In the natural pet food aisles, the
hottest product trends include grain-free and human grade, taking superpremium
natural pet food to new heights (and price points). On the pet care side,
eco-friendly products abound, with various companies increasing their
commitment to sustainable packaging and production processes.
U.S. retail sales of natural pet products totaled $4.1 billion in
2012, Packaged Facts estimates, reflecting a compound annual growth rate of 17%
over the 2008-2012 period. Despite the economic downturn, annual sales
growth has consistently been in the double digits.
Helping underpin this steady advance in sales is consumer demand
for products perceived to be safer, a pet owner priority spurred by the spring
2007 pet food recalls, which continue to define the way marketers formulate and
position pet products.
As indicated by Packaged Facts' August 2012 Pet Owner Survey,
38% of pet owners believe that natural/organic brand pet products are often
better than standard national brand products, and 63% are very concerned
about the safety of the pet products they buy.
For more information on "Natural,
Organic, and Eco-Friendly Pet Products in the U.S.," please
visit MarketResearch.com or http://www.packagedfacts.com/Natural-Organic-Eco-6820295/
Steady growth in $4B market for natural pet products
November 19, 2012