TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: other pet care 2
Summary category level: bird 3
Summary category level: fish 4
Summary category level: rodent 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Overview 17
Value Analysis 17
Volume Analysis 18
Chapter 4 North America Other Pet Care - Market Overview 19
Value analysis (US dollars), 2003?08 19
Value analysis (US dollars), 2008?13 20
Volume analysis, 2003?08 22
Volume analysis, 2008?13 23
Company share analysis 25
Distribution analysis 28
Expenditure and consumption per capita 30
Chapter 5 Leading Company Profile 32
Spectrum Brands Inc. 32
Chapter 6 Category Analysis: Bird 34
Value analysis (US dollars), 2003?08 34
Value analysis (US dollars), 2008?13 35
Volume analysis, 2003?08 37
Volume analysis, 2008?13 38
Company share analysis 40
Distribution analysis 43
Expenditure and consumption per capita 45
Chapter 7 Category Analysis: Fish 47
Value analysis (US dollars), 2003?08 47
Value analysis (US dollars), 2008?13 48
Volume analysis, 2003?08 50
Volume analysis, 2008?13 51
Company share analysis 53
Distribution analysis 56
Expenditure and consumption per capita 58
Chapter 8 Category Analysis: Rodent 60
Value analysis (US dollars), 2003?08 60
Value analysis (US dollars), 2008?13 61
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company share analysis 66
Distribution analysis 69
Expenditure and consumption per capita 71
Chapter 9 Research Methodology 73
Methodology overview 73
Secondary research 74
Market modeling 75
Creating an initial data model 75
Revising the initial data model 75
Creating a final estimate 76
Creating demographic value splits 76
Primary research 76
Data finalization 77
Ongoing research 77
Chapter 10 APPENDIX 78
Future readings 78
How to contact experts in your industry 78
Disclaimer 78

LIST OF FIGURES
Figure 1: North America other pet care value and value forecast, 2003?13 ($m, nominal prices) 21
Figure 2: North America other pet care category growth comparison, by value, 2003?13 21
Figure 3: North America other pet care volume and volume forecast, 2003?13 (kg/units, million) 24
Figure 4: North America other pet care category growth comparison, by volume, 2003?13 24
Figure 5: North America other pet care company share (top five companies), by value, 2007?08 (%) 27
Figure 6: North America other pet care distribution channels, by value, 2007?08 (%) 29
Figure 7: North America bird value and value forecast, 2003?13 ($m, nominal prices) 36
Figure 8: North America bird category growth comparison, by value, 2003?13 36
Figure 9: North America bird volume and volume forecast, 2003?13 (kg/units, million) 39
Figure 10: North America bird category growth comparison, by volume, 2003?13 39
Figure 11: North America bird company share, by value, 2007?08 (%) 42
Figure 12: North America bird distribution channels, by value, 2007?08 (%) 44
Figure 13: North America fish value and value forecast, 2003?13 ($m, nominal prices) 49
Figure 14: North America fish category growth comparison, by value, 2003?13 49
Figure 15: North America fish volume and volume forecast, 2003?13 (kg/units, million) 52
Figure 16: North America fish category growth comparison, by volume, 2003?13 52
Figure 17: North America fish company share, by value, 2007?08 (%) 55
Figure 18: North America fish distribution channels, by value, 2007?08 (%) 57
Figure 19: North America rodent value and value forecast, 2003?13 ($m, nominal prices) 62
Figure 20: North America rodent category growth comparison, by value, 2003?13 62
Figure 21: North America rodent volume and volume forecast, 2003?13 (kg/units, million) 65
Figure 22: North America rodent category growth comparison, by volume, 2003?13 65
Figure 23: North America rodent company share (top five companies), by value, 2007?08 (%) 68
Figure 24: North America rodent distribution channels, by value, 2007?08 (%) 70
Figure 25: Annual data review process 74

LIST OF TABLES
Table 1: Other pet care category definitions 8
Table 2: Other pet care distribution channels 9
Table 3: North America other pet care value (country-wise), 2003?08 ($m, nominal prices) 17
Table 4: North America other pet care value (country-wise) forecast, 2008–13 ($m, nominal prices) 17
Table 5: North America other pet care volume (country-wise), 2003?08 (kg/units, million) 18
Table 6: North America other pet care volume (country-wise) forecast, 2008–13 (kg/units, million) 18
Table 7: North America other pet care value, 2003?08 ($m, nominal prices) 19
Table 8: North America other pet care value forecast, 2008?13 ($m, nominal prices) 20
Table 9: North America other pet care volume, 2003?08 (kg/units, million) 22
Table 10: North America other pet care volume forecast, 2008?13 (kg/units, million) 23
Table 11: North America other pet care company share (top 20 companies) by value, 2007?08 (%) 25
Table 12: North America other pet care value, by company, 2007?08 ($m, nominal prices) 26
Table 13: North America other pet care distribution channels, by value, 2007?08 (%) 28
Table 14: North America other pet care value, by distribution channel, 2007?08 ($m, nominal prices) 28
Table 15: North America other pet care expenditure per capita, 2003?08 ($, nominal prices) 30
Table 16: North America other pet care forecast expenditure per capita, 2008?13 ($, nominal prices) 30
Table 17: North America other pet care consumption per capita, 2003?08 (kg/units) 31
Table 18: North America other pet care forecast consumption per capita, 2008?13 (kg/units) 31
Table 19: Spectrum Brands Inc. key facts 32
Table 20: North America bird value, 2003?08 ($m, nominal prices) 34
Table 21: North America bird value forecast, 2008?13 ($m, nominal prices) 35
Table 22: North America bird volume, 2003?08 (kg/units, million) 37
Table 23: North America bird volume forecast, 2008?13 (kg/units, million) 38
Table 24: North America bird company share, by value, 2007?08 (%) 40
Table 25: North America bird value, by company, 2007?08 ($m, nominal prices) 41
Table 26: North America bird distribution channels, by value, 2007?08 (%) 43
Table 27: North America bird value, by distribution channel, 2007?08 ($m, nominal prices) 43
Table 28: North America bird expenditure per capita, 2003?08 ($, nominal prices) 45
Table 29: North America bird forecast expenditure per capita, 2008?13 ($, nominal prices) 45
Table 30: North America bird consumption per capita, 2003?08 (kg/units) 46
Table 31: North America bird forecast consumption per capita, 2008?13 (kg/units) 46
Table 32: North America fish value, 2003?08 ($m, nominal prices) 47
Table 33: North America fish value forecast, 2008?13 ($m, nominal prices) 48
Table 34: North America fish volume, 2003?08 (kg/units, million) 50
Table 35: North America fish volume forecast, 2008?13 (kg/units, million) 51
Table 36: North America fish company share, by value, 2007?08 (%) 53
Table 37: North America fish value, by company, 2007?08 ($m, nominal prices) 54
Table 38: North America fish distribution channels, by value, 2007?08 (%) 56
Table 39: North America fish value, by distribution channel, 2007?08 ($m, nominal prices) 56
Table 40: North America fish expenditure per capita, 2003?08 ($, nominal prices) 58
Table 41: North America fish forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 42: North America fish consumption per capita, 2003?08 (kg/units) 59
Table 43: North America fish forecast consumption per capita, 2008?13 (kg/units) 59
Table 44: North America rodent value, 2003?08 ($m, nominal prices) 60
Table 45: North America rodent value forecast, 2008?13 ($m, nominal prices) 61
Table 46: North America rodent volume, 2003?08 (kg/units, million) 63
Table 47: North America rodent volume forecast, 2008?13 (kg/units, million) 64
Table 48: North America rodent company share (top 20 companies) by value, 2007?08 (%) 66
Table 49: North America rodent value, by company, 2007?08 ($m, nominal prices) 67
Table 50: North America rodent distribution channels, by value, 2007?08 (%) 69
Table 51: North America rodent value, by distribution channel, 2007?08 ($m, nominal prices) 69
Table 52: North America rodent expenditure per capita, 2003?08 ($, nominal prices) 71
Table 53: North America rodent forecast expenditure per capita, 2008?13 ($, nominal prices) 71
Table 54: North America rodent consumption per capita, 2003?08 (kg/units) 72
Table 55: North America rodent forecast consumption per capita, 2008?13 (kg/units) 72