Chapter 1: Executive Summary

Scope of Report
Report Methodology
More Dollars, More Channels
Figure 1-1: Share of U.S. Retail Sales of Pet Products Market by Channel Classification, 2011 (percent, 4 classifications)
The New Normal
Pet Owners Share Cautious Outlook
Figure 1-2: Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," 2011 (percent)
Shopping Around
Coupon Use on the Rise
Figure 1-3: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2008- 2011 (percent)
Private Label a Mixed Bag
Ongoing Interest in Premium, Natural, Health Products
High Income Demographics and Pets as Family
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Illustration 1-1: PetArmor Plus On-Shelf Display in Walmart Store
Pet Product Purchasing Rates by Channel
Table 1-1: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, Summer 2011 (number and percent)
Walmart Tops Recent Shopper List
Table 1-2: Channel Choices for Pet Product Shopping in Last 3 Months: Pet Food, Pet Medications, Other Pet Supplies, 2011 (percent of pet product buyers)
25 Million Pet Product Shoppers Are Channel-Loyal
Table 1-3: Channel-Loyal Purchasing of Pet Products by Retail Classification, Summer 2011 (number and percentages)
But Channel Loyalty Is Down
Shopper Psychographics: Other Pet Store Shoppers the Most Adventuresome
Pet Product Shopper Category and Brand Preferences

Chapter 2: Introduction

Scope of Report
More Dollars, More Channels
Table 2-1: U.S. Retail Sales of Pet Products by Category: Food vs. Nonfood, 2010-2011 (in billions of dollars and percent change over previous year)
Table 2-2: U.S. Pet Products Market: Dollar Sales and Percent Share by Channel, 2011 (in billions of dollars, percent, 15 channels)
Figure 2-1: Share of U.S. Retail Sales of Pet Products Market by Channel Classification, 2011 (percent, 4 classifications)
The New Normal
Pet Owners Share Cautious Outlook
Figure 2-2: Overview of Change in Financial Situation of Dog or Cat Owners Compared with 12 Months Ago, Summer 2011 (percent)
Figure 2-3: Level of Agreement with Statement: "I am spending less on pet products these days because of the economy," February 2011 vs. September 2011 (percent)
Figure 2-4: Level of Agreement with Statement: "Many pet products are becoming too expensive," 2011 (percent)
Figure 2-5: Level of Agreement with Statement: "I look out for lower prices, special offers, and sales on pet products," 2011 (percent)
Shopping Around
Figure 2-6: Level of Agreement with Statement: "I shop for pet products at a variety of stores," 2011 (percent)
Table 2-3: Retail Channel Purchasing Patterns for Pet Products: By Change in Financial Situation of Dog or Cat Owners Compared with 12 Months Ago, Summer 2011 (percent)
Table 2-4: Retail Channel Purchasing Indexes for Pet Products: By Change in Financial Situation of Dog or Cat Owners Compared with 12 Months Ago, Summer 2011 (index)
Coupon Use on the Rise
Figure 2-7: Percent Who Use Pet Food Coupons: Dog Owners vs. Cat Owners, 2008- 2011 (percent)

"Coupons Draw Me to Stores I Don't Shop"

Table 2-5: Selected Shopping- and Buying-Related Indexes by Retail Channel Shopped for Pet Products, 2011 (overall percent and index by retail channel)30
Table 2-6: Usage Rates for Pet Food Coupons: By Change in Financial Situation of Dog or Cat Owners Compared with 12 Months Ago, Summer 2011 (percent)
Table 2-7: Usage Rates for Pet Food Coupons: By Household Income Bracket of Dog or Cat Owners, Summer 2011 (percent)
Table 2-8: Usage of Pet Food Coupons by Retail Classification: Dog or Cat Owners, Summer 2011 (percent and index)
Table 2-9: Demographics for Dog or Cat Owners Who Use Pet Food Coupons, Summer 2011 (number, percent, and index)
Table 2-10: Pet Product Purchasing by Price Level: Food vs. Nonfood, 2011 (percent)
Private Label a Mixed Bag
Figure 2-8: Level of Agreement with Statement: "For my own use or household use, I am buying more store-brand food and beverage products these days," 2011 (percent)
Figure 2-9: Level of Agreement with Statement: "Store-brand pet products are often as good as national brand-name products," 2011 (percent)
Table 2-11: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, Spring 2007 vs. Summer 2011 (percent)
Table 2-12: SymphonyIRI-Tracked Sales of Pet Products by Food and Non-Food Category and Segment: Total vs. Private Label, 2010 vs. 2011 (in millions of dollars)
Table 2-13: Private-Label Share of IRI-Tracked Sales of Pet Products: By Food and Non-Food Category and Segment, 2010 vs. 2011 (percent)
Figure 2-10: Level of Agreement with Statement: "I am buying more store brand pet products these days," February 2011 vs. September 2011 (percent)
Table 2-14: Purchasing Patterns for Selected Types of Store-Brand Dog and Cat Food: By Retail Channel Shopped, 2007 vs. 2011 (percent)
Ongoing Interest in Premium, Natural, Health Products
Figure 2-11: Level of Agreement with Statement: "I prefer to shop at pet product retailers that offer the best products available, even if they are more expensive," 2011 (percent)
Figure 2-12: Level of Agreement with Statement: "I prefer to shop at pet product retailers that offer natural/organic and other specialty brand products," 2011 (percent)
Figure 2-13: Level of Agreement with Statement: "If natural/organic pet products were more available where I shop, I would buy them more often," 2011 (percent)
Figure 2-14: Level of Agreement with Statement: "If natural / organic pet products were more affordable where I shop, I would more buy them more often," 2011 (percent)
High Income Demographics and Pets as Family
Figure 2-15: Level of Agreement with Statement: "I consider my pets to be part of the family," 2011 (percent)
Figure 2-16: Level of Agreement with Statement: "My pet has a positive impact on my health": Physical vs. Mental, 2011 (percent)
Figure 2-17: Level of Agreement with Statement: "I like to indulge my pets with special food/chew treats," 2011 (percent)
Expanding Distribution of Formerly Vet-Only Flea/Tick Spot-Ons
Illustration 2-1: PetArmor Plus On-Shelf Display in Walmart Store
Pet Product Shopper Category and Brand Preferences
Table 2-15: Purchasing Indexes for Selected Pet Products and Brands by Leading Retail Channel Shopped by Dog or Cat Owners, 2011 (overall percent and index by channel)
Table 2-16: Purchasing Overview for Selected Pet Accessories by Leading Retail Channel Shopped by Dog or Cat Owners, 2011 (percent)
Table 2-17: Purchasing Overview for Selected Pet Accessories by Leading Retail Channel Shopped by Dog or Cat Owners, 2011 (index)
Table 2-18: Purchasing Indexes for Selected Dog Products and Brands by Leading Retail Channel Shopped by Dog Owners, 2011 (overall percent and index by channel)
Table 2-19: Purchasing Indexes for Selected Cat Products and Brands by Leading Retail Channel Shopped by Cat Owners, 2011 (overall percent and index by channel)
Table 2-20: Purchasing Rates for Organic Pet Food by Channel Shopped for Pet Products, 2010 vs. 2011 (percent and index)
Table 2-21: Demographics for Dog or Cat Owners Who Buy Organic Pet Food, Summer 2011 (number, percent, and index)

Chapter 3: Channel Usage

Data Sources and Methodology
Pet Product Purchasing Rates by Channel
Table 3-1: Household Purchasing Overview for Pet Products by Retail Classification: U.S. Households Overall vs. Dog or Cat Owners, Summer 2011 (number and percent)
Table 3-2a: Purchasing Rates for Pet Products by Selected Retail Channels and Pet Superstore Chains: Spring 2007-Spring 2011 (percent of dog or cat owners)
Table 3-2b: Purchasing Base for Pet Products by Selected Retail Channels or Pet Superstore Chains: Spring 2007-Spring 2011 (U.S. dog or cat owners in thousands)
Walmart Tops Recent Shopper List
Table 3-3: Channel Choices for Pet Product Shopping in Last 3 Months: Pet Food, Pet Medications, Other Pet Supplies, 2011 (percent of pet product buyers)
Table 3-4: Percentage of Pet Owners Who Purchased Any Pet Product in Last 30 Days and Amount Spent, by Channel, 2011
Table 3-5: Amount Spent on Pet Products in Last 30 Days, September 2011 (percent)
Income Relationship to Channel Selection
Table 3-6: Median Household Income and Average Household Income by Retail Purchasing Classification for Pet Products: Dog Owners vs. Cat Owners, Summer 2011 (in thousands of dollars)
Table 3-7: Median Household Income and Average Household Income by Retail Purchasing Patterns for Pet Products, Summer 2011 (in thousands of dollars)

Decline in Median Household Income

Table 3-8: Median Household Income by Selected Retail Channels for Pet Product Purchasing: Dog or Cat Owners, Spring 2007-Spring 2011 (in thousands of dollars)
Channel Choice by Income Level
Table 3-9: Retail Channel Purchasing Patterns for Pet Products: By Household Income Bracket of Dog or Cat Owners, Summer 2011 (percent)
Table 3-10: Retail Channel Purchasing Indexes for Pet Products: By Household Income Bracket of Dog or Cat Owners, Summer 2011
Age Relationship to Channel Selection
Table 3-11: Median Age by Retail Purchasing Classification for Pet Products: Dog Owners vs. Cat Owners, Summer 2011
Shopper Psychographics: Other Pet Store Shoppers the Most Adventuresome
Internet Enthusiasm Especially Strong Among Pet Specialty Shoppers
Table 3-12: Selected Shopping- and Buying-Related Psychographics: Non-Pet Owners vs. Pet Owners Overall, Dog Owners, or Cat Owners, Summer 2011 (overall percent and index by pet ownership)
Table 3-13: Selected Shopping- and Buying-Related Psychographics by Retail Channel Shopped for Pet Products, Summer 2011 (overall percent and index by retail channel)
Table 3-14: Selected Internet-Related Psychographics: Non-Pet Owners vs. Dog Owners or Cat Owners, Summer 2011 (overall percent and index by pet ownership)
Table 3-15: Selected Internet-Related Indexes by Retail Channel Shopped for Pet Products, Summer 2011 (overall percent and index by retail channel)

Chapter 4: Channel Loyalty

25 Million Pet Product Shoppers Are Channel-Loyal
Table 4-1: Channel-Loyal Purchasing of Pet Products by Retail Classification, Summer 2011 (number and percentages)
Table 4-2: Share of Total Channel-Loyal Purchasers of Pet Products by Leading Retail Channels or Pet Superstore Chains, Spring 2007-Spring 2011 (percent)
But Channel Loyalty Is Down
Table 4-3: Overview of Channel Loyalty in Pet Product Purchasing: Total vs. Key Channel (Pet Store, Supermarket, or Discount Store), Spring 2006-Spring 2011 (percent and number)
Figure 4-1: Key Channel (Pet Store, Supermarket, or Discount Store) Share of Total Channel-Loyal Pet Product Purchasers, Spring 2006-Spring 2011 (percent)
Discount Stores and Other Pet Stores Decline Most in Channel Loyalty
Table 4-4a: Share of Customer Base Who Are Channel-Loyal by Leading Retail Channels or Pet Superstore Chains, Spring 2007-Spring 2011 (percent)
Table 4-4b: Channel-Loyal Customer Base for Pet Products by Leading Retail Channel or Pet Superstore Chain, Spring 2007-Spring 2011 (number in thousands)
Pet Owners Doing More Shopping Around
Figure 4-2: Percent of Pet Product Customer Base Who Also Shop in Other Channels: By Major Retail Channel, Spring 2007 vs. Summer 2011 (percent)89
Reasons for Shopping Around Vary by Channel
Table 4-5: Selected Shopping- and Buying-Related Indexes by Retail Channel Shopped for Pet Products, Summer 2011 (overall percent and index by retail channel)
Routes to Channel Loyalty
Illustration 4-1: TV Spot for Walmart Pet Brands (2010)
Illustration 4-2: Petco's Cat Litter Refill Station
Table 4-6: Psychographics Related to Environmental Consciousness by Retail Channel Shopped for Pet Products, Summer 2011 (overall percent and index by retail channel)

Chapter 5: Mass-Market Focus

Core Mass Channels Attract Two-Thirds of Dog or Cat Owners as Pet Product Shoppers
Table 5-1: Purchasing Rates for Pet Products in Supermarkets and Discount Stores: Spring 2007-Spring 2011 (percent of dog or cat owners)
Supermarkets
Figure 5-1: Channel-Loyal Purchasing of Pet Products by Selected Retail Classification, Summer 2011 (percent)
Figure 5-2: Product Types Purchased in Supermarkets in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 5-3: Amount Spent on Pet Products in Supermarkets in Last 30 Days, 2011 (percent)

Caught in the Middle

Discount Stores
Figure 5-4: Share of Total Channel-Loyal Purchasers: Discount Stores vs. Pet Superstore, Spring 2007 vs. Spring 2011 (percent)
Figure 5-5: Product Types Purchased in Discount Stores in Last 3 Months: Walmart vs. Other Mass Merchandisers/Supercenters, 2011 (percent)
Figure 5-6: Amount Spent on Pet Products in Discount Stores in Last 30 Days: Walmart vs. Other Mass Merchandisers/Supercenters, 2011 (percent)
Walmart Making Big Pet Market Moves
Illustration 5-1: Nestlé Purina's Purina Pet Park Area of Walmart Website
Target Also Building Its Pet Department
Illustration 5-2: Target's Color-Coded Boots & Barkley Collar & Leash Display
Illustration 5-3: Target Display Featuring Iams Cat Food
Illustration 5-4: Target Christmas Display of Store-Brand Cat Toy Stockings
Wholesale Clubs
Figure 5-7: Product Types Purchased in Wholesale Clubs in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 5-8: Amount Spent on Pet Products in Wholesale Clubs in Last 30 Days, 2011 (percent)
Illustration 5-5: Pet Aisle in Sam's Club
Illustration 5-6: Sam's Club Pallet Display of Milk-Bone Cartons
Illustration 5-7: Sam's Club Online Pet Care Department Home Page
Illustration 5-8: Sam's Club Pop-Up Aisle Display of Frontline Plus
Illustration 5-9: Sam's Club's New Simply Right Complete Nutrition Dog Food
Drugstores/Convenience Stores
Figure 5-9: Product Types Purchased in Drugstores and Convenience Stores in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 5-10: Amount Spent on Pet Products in Drugstores and Convenience Stores in Last 30 Days, 2011 (percent)
Retail Sales and Leading Brands
A Trip to Walgreens
Illustration 5-10: The Pet Department in Walgreens
Illustration 5-11: Pet Department Endcap in Walgreens—"Pet Meds Covered"
Mass-Market Shopper Demographics
Table 5-2: Demographics for Pet Product Purchasers by Retail Channel: Supermarkets, Summer 2011 (number, percent, and index)
Table 5-3: Demographics for Channel-Loyal Pet Product Shoppers: Supermarkets, Summer 2011 (number, percent, and index)
Table 5-4: Demographics for Pet Product Purchasers by Retail Channel: Discount Stores, Summer 2011 (number, percent, and index)
Table 5-5: Demographics for Channel-Loyal Pet Product Shoppers: Discount Stores, Summer 2011 (number, percent, and index)
Table 5-6: Demographics for Pet Product Purchasers by Retail Channel: Wholesale Clubs, Summer 2011 (number, percent, and index)
Table 5-7: Demographics for Pet Product Purchasers by Retail Channel: Drugstores/Convenience Stores, Summer 2011 (number, percent, and index)

Chapter 6: Pet Specialty Focus

A Growing Shopper Base
Table 6-1: Purchasing Rates for Pet Products in the Pet Specialty Channel: Overall, Pet Superstore, PetSmart, Petco, Other, Spring 2007 vs. Spring 2011 (percent of dog or cat owners)
Table 6-2: Level of Pet Owner Agreement with Statement: "I usually shop for pet products in pet superstores or pet stores because of the customer service they provide," February 2011 (percent)
Purchasing Rates by Product Type and Amount Spent
Figure 6-1: Product Types Purchased in Pet Specialty Channel in Last 3 Months: Pet Superstores, Other Pet Store Chains, Independent Pet Stores, 2011 (percent)
Figure 6-2: Amount Spent on Pet Products in Pet Specialty Channel in Last 30 Days: Pet Superstores, Other Pet Store Chains, Independent Pet Stores, 2011 (percent)
Brand Preferences
Pet Specialty Channel Shopper Demographics
PetSmart and Petco Continue to Advance in Pet Products and Services
Table 6-3: PetSmart and Petco Sales and Number of Stores: 2001-2011 (cumulative, in units and millions of dollars)
Focus on PetSmart
Table 6-4: PetSmart Sales and Number of Stores: 2001-2011 (in millions of dollars)

Price Promotions and Exclusive Brands

Illustration 6-1: PetSmart's January 2012 "Stock Up and Save" Promotion (Website Home Page)

Martha Stewart Pet Supplies
GNC Pet Supplements

Illustration 6-2: PetSmart's GNC Pet Supplement Web Page

Toys "R" PetSmart
Advantage and K-9 Advantix Flea and Tick Topicals
Superpremium Foods
Proprietary Brands

Illustration 6-3: PetSmart's New Simply Nourish Pet Food (Web Page)
Focus on Petco
Table 6-5: Petco Annual Sales and Number of Stores: 2001-2011 (in millions of dollars)

Healthy Pets

Illustration 6-4: Petco Pet Food Label Evaluation Tips
Illustration 6-5: Petco's Online Repeat Delivery Service

Unleashed by Petco
Focus on Value

Illustration 6-6: Petco Holiday 2010-2011 In-Store Sales Signage
Illustration 6-7: Petco Website Pop-Up Offering Storewide Savings (January 2012)
Other Top-Ranked Pet Specialty Chains
Independent Pet Store Trends: An Uphill Battle
Table 6-6: Top Challenges Pet Specialty Retailers Face in Next Two Years: 2008-2009, 2009-2010, 2010-2011, 2011-2012 (percent)

Independent Pet Store Characteristics

Table 6-7: Where Pet Stores Make Their Money: 2007-2010 (percent)

Pet Care Services: A Key Differentiator

Table 6-8: Percentage of Pet Specialty Retailers Offering Pet Care Services: By Type of Service, 2009-2010
Figure 6-3: Percentage of Pet Specialty Retailers Planning to Add Pet Care Services in Next Year: By Type of Service, 2003-2010
The Natural Thrust

Internet Marketing Catching On
Room in the Middle: Unleashed, Moochie Chart Expansion

Illustration 6-8: Exterior of Moochie & Company Mall-Based Pet Specialty Shop, Columbus, OH
Table 6-9: Demographics for Pet Product Purchasers by Retail Channel: Pet Superstores, Summer 2011 (number, percent, and index)
Table 6-10: Demographics for Channel-Loyal Pet Product Purchasers: Pet Superstores, Summer 2011 (number, percent, and index)
Table 6-11: Demographics for Pet Product Purchasers by Retail Channel: PetSmart, Summer 2011 (number, percent, and index)
Table 6-12: Demographics for Channel-Loyal Pet Product Purchasers: PetSmart, Summer 2011 (number, percent, and index)
Table 6-13: Demographics for Pet Product Purchasers by Retail Channel: Petco, Summer 2011 (number, percent, and index)
Table 6-14: Demographics for Channel-Loyal Pet Product Purchasers: Petco, Summer 2011 (number, percent, and index)
Table 6-15: Demographics for Pet Product Purchasers by Retail Channel: Pet Stores Other Than PetSmart or Petco, Summer 2011 (number, percent, and index)
Table 6-16: Demographics for Channel-Loyal Pet Product Purchasers: Pet Stores Other Than PetSmart or Petco, Summer 2011 (number, percent, and index)

Chapter 7: Internet Focus

Internet Sales of Pet Products Going Strong
Figure 7-1: Projected U.S. Online Sales of Pet Products, 2011-2015 (in billions of dollars)
Figure 7-2: Level of Agreement with Statement: "I often use the Internet to find pet care information/pet product information," 2011 (percent)
Online Purchasing Rates
Figure 7-3: Online Purchasing Rates for Pet Products: Percent and Number of Dog or Cat Owners, Spring 2006-Spring 2011 (in millions)
Figure 7-4: Level of Agreement with Statement: "I often use the Internet to buy pet products," 2011 (percent)
Figure 7-5: Level of Agreement with Statement: "I am buying more pet products online than I used to," 2011 (percent)
When, What, Where
Figure 7-6: Time Frame for Most Recent Online Purchase of Pet Products, 2011 (percent of pet owners)
Figure 7-7: Product Types Purchased Online in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 7-8: Amount Spent on Pet Products Purchased Online in Last 30 Days, 2011 (percent)
Table 7-1: Online Purchasing as a Percent of Total Purchasing: Pet Food vs. Nonfood Pet Supplies, 2011 (percent of dog/cat owners)
Table 7-2: Top Websites for Purchasing Pet Products Online, 2011 (percent of dog/cat owners—9 websites)
Online Shopper Demographics
Table 7-3: Demographics for Pet Product Purchasers by Retail Channel: Online, Summer 2011 (number, percent, and index)
Pet Medications Competition Heating Up Online
Illustration 7-1: PetArmor Banner Ad on Walmart.com
Illustration 7-2: Walmart.com Screen Shot: Humulin Pet Insulin Featured in Online Pharmacy

PetMed Express Feels the Heat

Table 7-4: PetMed Express Sales, 2007-2011 (in millions of dollars)
Table 7-5: Share of PetMed Express Sales by Category: 2007, 2009, 2011 (percent)
Illustration 7-3: Amazon.com Screen Shot: Dog Health Supplies

VIPPS Extension into Pet Space Meds May Give Internet a Boost

Looking Ahead

Chapter 8: Veterinary Channel Focus

Opportunities and Challenges
Table 8-1: Percentage of Dog and Cat Owners Who Have Visited Vet in Past Year: Routine Checkup vs. Sick/Emergency Care, 2011
Veterinary Channel Purchasing Rates
Table 8-2: Veterinary Channel Pet Product Purchasing Pattern by Household Income Bracket, Summer 2011 (percent and index)
Purchasing Rates by Product Type and Amount Spent
Figure 8-1: Product Types Purchased in Veterinary Channel in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 8-2: Amount Spent on Pet Products in Veterinary Channel in Last 30 Days, 2011 (percent)
Veterinary Channel Shopper Demographics
Table 8-3: Demographics for Pet Product Purchasers by Retail Channel: Veterinarians, Summer 2011 (number, percent, and index)

Chapter 9: Natural Supermarket Focus

Sales Trends by Category
Table 9-1: Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 9-2: Share of Retail Dollar Sales of Pet Products in the Natural Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
Specialty/Gourmet Supermarket Sales Up 10%
Table 9-3: Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (in millions of dollars)
Table 9-4: Share of Retail Dollar Sales of Pet Products in the Specialty/Gourmet Supermarket Channel by Category and Segment, 2010 vs. 2011 (percent)
The Safety Bump
Pet Promise's Market Exit Shakes Things Up
Illustration 9-1: Screen Shot: Taste of the Wild Website Home Page
Whole Foods and Trader Joe's Increasing Pet-Owning Shopper Base
Table 9-5: Pet Owner Shopping Patterns: Trader Joe's vs. Whole Foods, 2007-2011 (percent, number, and index for U.S. pet-owning households)
Table 9-6: Dog or Cat Owners Shopping at Trader Joe's or Whole Foods, 2006-2011 (percent and number of U.S. dog- or cat-owning households)
Shopper Demographics: Whole Foods and Trader Joe's
Table 9-7: Demographics for Dog or Cat Owners Who Shop at Whole Foods or Trader Joe's, Summer 2011 (number, percent, and index)
Natural Supermarket Pet Department Dynamics
Illustration 9-2: Pet Department in Whole Foods
Illustration 9-3: Freezer Case of Frenchie's Kitchen and Country Pet CANZ Raw Pet Food in Whole Foods
Illustration 9-4: Pegboard Display of Planet Dog's Orbee Tuff Toys in Whole Foods
Illustration 9-5: Trader Joe's Pet Product Display
Illustration 9-6: Trader Joe's Tuna for Cats
Room to Grow
Figure 9-1: Level of Agreement with Statement: "National/organic brand pet products are often better than standard national brand products," 2011 (percent)
Table 9-8: Whole Foods Financial Highlights, 2006-2010

Chapter 10: Dollar Store Focus

Industry Overview

Wooing Walmart Customers…
…And Attracting More Affluent Consumers

The Big Four Dollar Store Chains

Dollar General
Family Dollar
Dollar Tree
99¢ Only Stores

Table 10-1: Top Four Dollar Store Chains: Sales, No. of Stores, Store Size, Target Market
Pet Department Trends
Figure 10-1: Product Types Purchased in Dollar Store Channel in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 10-2: Amount Spent on Pet Products in Dollar Store Channel in Last 30 Days, 2011 (percent)
Illustration 10-1: Family Dollar Pet Products Online: "Pets Are Family Too."
Illustration 10-2: Family Dollar Pet Products Online—Brand Listings by Category

A Trip to Dollar General

Illustration 10-3: The Pet Aisle in Dollar General
Illustration 10-4: Purina Beggin' Strips and Dollar General's EverPet Wave Bacon
Illustration 10-5: Dollar General's EverPet Cat Accessories

Chapter 11: Other Channels

Figure 11-1: Product Types Purchased in Agricultural/Feed-Seed/Farm Stores in Last 3 Months: Pet Food, Pet Medications, Other Supplies, 2011 (percent)
Figure 11-2: Amount Spent on Pet Products in Agricultural/Feed-Seed/Farm Stores in Last 30 Days, 2011 (percent)

Tractor Supply Co. Harvesting Pet Department
Cargill Taps Into Feed/Seed Channel with Loyall

Illustration 11-1: Cargill's Online Nutrena Promotion for Loyall Pet Food
Illustration 11-2: Pet Department Banner in Lowe's: "You New Home for Pet Supplies"
Illustration 11-3: Indoor Pet Department in Lowe's
Illustration 11-4: Animal & Pet Care Section on Lowe's Website
Illustration 11-5: Warehouse-Style Display of Pet Products in Bed Bath & Beyond
Illustration 11-6: Pet Product Selection on Bed Bath & Beyond's Website
Closeout Stores: Tuesday Morning and T.J. Maxx

Tuesday Morning

Illustration 11-7: Pet Department in Tuesday Morning

T.J. Maxx

Illustration 11-8: Pet Department in T.J. Maxx