Dallas, Texas (PRWEB) February 07, 2013
The report offers timely insights into consumers who maintain a diverse and often exotic collection of pets and provides a road map that marketers can follow to connect with them. Owners of birds and fish, for example, tend to be young and multicultural and are much more likely to be urban cliff dwellers residing in apartments, condos or co-ops in large cities, especially in the Northeast. Marketers will find these Gen-Y pet owners to be highly engaged with social media. Bird owners, for example, are 37% more likely than the average pet owner to purchase products advertised on a social sharing website and are 24% more likely to place greater trust in product information they get on a social sharing website.
This report “Pet Population and Pet Owner Trends in the U.S.: Fish, Birds, Reptiles, and Small Animals” focuses on pet owners with fish, birds, reptiles and other pets besides dogs and cats. It is important to note the differences in the way the two principal primary data sources used in the report categorize data on pets other than cats and dogs.
- The main source of primary data is the Summer 2012 Experian Simmons National Consumer Study (NCS), which was fielded between August 2011 and August 2012. Trend data are derived from the Spring 2007 Experian Simmons National Consumer Study and the Summer Experian Simmons National Consumer Studies from 2008 through 2012.
- The Experian Simmons NCS questionnaire asks respondents to identify the number of pets they own in the following categories: dogs, cats, fish, birds, reptiles, rabbits, hamsters and “other” pets. Small animals such as gerbils, ferrets and guinea pigs likely account for the preponderance of pets included in the “other” category, although “other” pets could also include animals as diverse as horses and poultry.
- The report also cites data from the American Pet Products Association 2011-2012 APPA National Pet Owners Survey. This industry source uses the following categories for owners of pets other than dogs and cats: bird; fish (including saltwater and freshwater); small animal (including rabbit, hamster, guinea pig, chinchilla, ferret, gerbil, hermit crab, mouse/rat, pot-bellied pig and “other” small animals); reptiles (including frog/toad, iguana, newt/salamander, lizard, turtle/tortoise, snake, scorpion and “other” reptile); and equine.
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Pet Supplements and Nutraceutical Treats in the U.S., 4th Edition - With market projections placing U.S. retail sales at $1.6 billion by 2017, the report homes in on high-growth segments including feline, alternative administration formats including chewable tablets or soft chews, gels, pastes, liquids, powders, sprays, and pet food toppers, as well as full-fledged nutraceutical treats, natural and organic products, senior and other condition-specific products, featured ingredients, and enthusiastic or potential consumer demographics. The report details consumer trends in dog and cat supplement and nutraceuticals treat usage by product type, brand, and retail channel.
This 4th edition on Pet Supplements and Nutraceutical Treats in the U.S. report segments the market into two categories—pet supplements and nutraceutical treats (i.e., those containing supplements or novel botanical ingredients addressing specific health conditions)—with a primary focus on products for dogs and cats, but also extending to horses and other types of small companion animals. The report provides a forward-looking examination of the market from every angle, including an update on the regulatory situation; historical sales figures and projections spanning the 2008-2017 period; breakouts by supplement type and retail channel; competitive activity by channel including pet specialty, veterinary, mass-market, and online; marketing and new product trends; and consumer patterns and preferences.
Following double-digit annual sales gains in years past, sales growth in the U.S. market for pet supplements and nutraceutical treats has begun to moderate: marketers will need to work harder to remain relevant. With hundreds of products batting for limited shelf space, selling pet supplements means educating consumers and retailers about their benefits and differences, with veterinarians remaining the toughest customers of all. Clinical testing, proprietary formulas, the NASC (National Animal Supplement Council) seal of approval, novel ingredients, natural ingredients, retail merchandising, and social media programs are all parts of the competitive equation as, now more than ever, the sale of one pet supplement or nutraceutical treat comes at the expense of another.
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