• Market Definition and Methodology
• Report Methodology
• The Pet Market Environment
• Why Brands Matter
• Table 1-1a: U.S. Pet Industry Sales by Segment, 2003-2009 (in billions of dollars)
• Table 1-1b: U.S. Pet Industry: Average Annual Growth by Segment, 2003-2009 (percent)
• Humanization Factor Spurs Product Upscaling
• Interest in Health-Related Products, Services Supports Branding
• Interest in Natural/Organic Products Opens New Branding Doors
• Table 1-2: Number of Natural and Upscale Pet Products by Package Tag, 1999-2006
• Table 1-3: Dog and Cat Food Brand Leaders in Pet Specialty Stores, 2002-2004 (percent)
• Retail Trends
• Big-Box Consolidation
• Private-Label Growth
• Growth of Non-Traditional Outlets
• Premium Demographic Shifts
• Figure 1-1: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
• Figure 1-2: Two-Adult Households/No Kids as Pet Owners, 2003 vs. 2005 (percent)
• Household Usage Rates and Consumer Attitudes by Pet Product Category and Brand
• Household Penetration Rates Static for Most Brands
• Consumer Attitudes about Pet Products and Brands
• Table 1-4: Household Penetration Rates for Selected Branded Pet Products by Type, 2004-2006 (U.S. households)
• Table 1-5: Household Penetration Rates for Selected Pet Product Brand Lines, 2004-2006 (U.S. households)
• Table 1-6: Consumer Indices for Use of Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
• Table 1-7: Consumer Indices for Use of Branded Pet Product Lines by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)
• Table 1-8: Consumer Indices for Use of Branded Pet Products by Type by Agreement with Statement, “I Always Look for Brand Names”: Any Agree or Any Disagree, 2006 (U.S. adults)

Chapter 2: Building Manufacturer Brands

• Introduction: An Environment Ripe for Compelling Brands
• Top Pet Food Brands
• Top Non-Food Pet Brands
• Top Brands in Pet Services Include PetSmart and Petco
• National Pet Brand Common Denominators
• Billion-Dollar-Plus Human Product Cross-Overs
• Table 2-1: Pet Product Marketers with Total Company Revenues of More Than $1 Billion, 2006 Newell Rubbermaid Drops Off List
• New Breed of Human Cross-Overs May Pose New Branding Threat
• Playing the Consumer Advertising Card
• Table 2-2: How Pet Owners Usually Becomes Aware of New Pet Products: By Species of Pet Owned (percent)
• Figure 2-1: Share of Pet Market National Advertising Spending by Segment, 2003-2005 (percent)
• Table 2-3: Pet Market National Advertising Spending by Segment, 2003-2005 (in thousands of dollars) Pet Food Advertising Spending at $277 Million
• Figure 2-2: Marketer Shares of National Advertising Expenditures for Pet Food: 2003-2005 (percent) Non-Food Pet Supplies Advertising
• Table 2-4: Share of National Advertising Expenditures on Non-Food Pet Supplies by Marketer and Brand, 2003-2005 (percent)
• Veterinary Product Advertising Spending
• Pet Retailers’ Advertising Spending on the Ups
• Pet Specialty Brands Rely Mainly on Promotions, Advertising
• Masterbranding Existing Brands
• Figure 2-3: Most Advertised Pet Food Brands, 2005 (percent)
• Acquiring Market Innovators
• Crossing Category Lines
• Mass to Specialty Cross-Over, and Vice Versa
• Channel Exclusivity
• Professional Endorsement and “Pro-Branding”
• Kong Line Embraced by Professional Trainers
• Celebrity Branding
• Brand “Stabling” Gives Central Garden & Pet and Spectrum Brands Broad Cross-Category Presence
• Del Monte Launches “Project Brand”
• Less Traditional Brand Development Approaches Include Blogging and Licensing
• McKinsey Report Highlights Breakthrough Brands
• The Case of Greenies
• The Case of Munchkin/Bamboo
• Other Pet Product and Service Brand Success Stories
• Looking Ahead
• Innovation and Premiumization
• Pending Acquisition?
• Cross-Over Opportunities for Pet Food Giants
• Increasing Competition from Store Brands
• Innovation and Brand Repositioning
• Internet and Experiential Marketing
• In-Store Marketing

Chapter 3: Building Private-Label Brands

• Introduction: Overall U.S. Market Perspective
• Balancing Quality and Value
• Brand Loyalty vs. Store Loyalty
• The Role of Private-Label Manufacturers
• Natural/Organic’s Mainstream Thrust Extends to Private-Label
• Private-Label Penetration Lags in Pet Market
• Table 3-1: Number of New Private-Label Pet Product Lines, 2002-2006
• Table 3-2: Number of New Private-Label Pet Product SKUs, 2002-2006
• Figure 3-1: Private-Label Share of IRI-Tracked Sales of Pet Products by Category, 2000 vs. 2005 (percent)
• Table 3-3: IRI-Tracked Sales of Pet Products by Category and Segment: Total vs. Private-Label, 2000-2005
• Why the Slower Going?
• Figure 3-2: Factors Influencing Purchasing of Pet Food: 2006 (percent)
• Positive Prospects and Pockets of Growth
• Manufacturers Buying into Private-Label
• Mars Acquires Doane Pet Care
• Dad’s Bets on Corporate Brands/Treats
• Wal-Mart Out Front in Mass-Market Private Label
• Target Also Coming on Strong
• Natural/Organic at Front of Supermarket Push
• Pet Specialty Retail Leaders Build Own Brands Through Heavy Consumer Advertising
• Table 3-4a: National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (in thousands of dollars)
• Table 3-4b: Share of National Advertising Spending by Leading Pet Product Retailers, 2003-2005 (percent)
• Table 3-5: Independent Pet Specialty Store Advertising Spending by Type of Media, 2004 (in dollars and percent)
• PetSmart’s Private-Label and Brand-Building Initiatives
• Table 3-6: PetSmart Store Brands by Trademark Name, Usage, and Filing Date
• Petco’s Private-Label and Brand-Building Initiatives
• Table 3-7: Petco Store Brands by Trademark Name, Usage, and Filing Date
• PetMed Express and Drs. Foster & Smith
• Independent Pet Shops Also Pushing into Private Label
• Private-Label Risks and Challenges
• Success Stories
• Boutique Private-Label Initiatives
• Private-Label Pet Products Also Catching on in Non-Pet Retailers
• Looking Ahead
• Room to Grow
• Premium Private Label
• A New Private-Label Experience?
• Tiered Private Label and Increased Retailer Involvement

Chapter 4: Building Licensed Brands

• Humanization and Kids Are Key Market Drivers
• Table 4-1: Number of New Licensed Pet Product Lines, 2002-2006
• Table 4-2: Number of New Licensed Pet Product SKUs, 2002-2006
• Figure 4-1: Share of U.S. Pet-Owning Households with Child Under 18 in Household: By Type of Pet, 2004 (percent)
• Pet Market Licenses Cover All Bases
• Table 4-3: Total U.S. Licensing Revenues By Property Type, 2004 vs. 2005 (in millions of dollars and percent)
• Licensing Pros…
• …and Cons
• The SpongeBob Phenomenon
• Classic Media Parlays Lassie into Pet Food Brand
• Licensed Dogsters Line Taps into Fast-Growing Frozen Pet Food Niche
• 4Kids Entertainment Reps American Kennel Club and Cat Fanciers Association
• Jakks Pacific Unleashes Flood of Licensed Brands
• Pet Pals Acquisition Includes AKC License
• New Deals with MGA Entertainment (Bratz) and Marvel (Spider-Man Et Al)
• The Cat Fanciers Association Deal
• The Meow Mix Deal
• Company Signs on with Snoop Dogg
• Pet Brands Banking on Milk-Bone and 9 Lives Licenses
• Cardinal Creates Own Character License: Crazy Pets
• Kroger’s Private-Label Dog Food Based on Disney’s Old Yeller
• Additional Forays Into Licensed Pet Products
• Looking Ahead