• Introduction
  • Report Methodology
  • Market Definition
  • Exclusions
  • Product Technology
  
  
• Market Size and Growth
  • Retail Sales Trends, 2000-2004
  • Table 1-1: U.S. Retail Sales of Pet Clean-Up Products, 2000-2004 (in millions of dollars) Sales by Product Category
  • Figure 1-1: Share of U.S. Retail Sales of Pet Clean-Up Products by Type, 2005 (percent) Sales by Distribution Channel
  • Figure 1-2: Share of U.S. Retail Sales of Pet Clean-Up Products by Distribution Channel, 2005 (percent)
  
  
• Market Outlook
  • The Situation
  • The Potential
  • Figure 1-3: Household Penetration Rates for Selected Household Cleaning Product Types: Households Without Pets vs. Households With Pets, 2004 (U.S. households) Marketing Trends
  • Table 1-2: Number of New Pet-Oriented Clean-Up Product Lines and SKUs: Household Cleaning vs. Pet-Specific, 2000-2005
  • Pet Humanization = More Usage Occasions
  • Table 1-3: Consumer Activities and Opinions Reflecting Humanization of Pets, 2003 and 2004 (percent)
  • Pet Population Trends
  • The Aging Pet Population
  • The Boomer Factor
  • Figure 1-4: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Table 1-4: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  • Other Key Demographics
  • Looking Ahead
  • Retail Sales to Approach $200 Million in 2010
  • Table 1-5: Projected U.S. Retail Sales of Pet Clean-Up Products, 2004-2010 (in millions of dollars)

Chapter 2: Competitive Trends

• Overview
  • Marketer Overview
  • Pet Product Marketers
  • Household/Human Brand Marketers
  • Cross-Over Natural and Niche Marketers
  • Pet Specialty/Mass-Market Divides and Overlap
  • Mass Market Leaders by Share of IRI-Tracked Sales
  • Figure 2-1: Share of Mass-Market Dollar Sales of Pet Clean-Up Products by Marketer, 2005 (percent)
  • Table 2-1: Share of Mass-Market Dollar Sales of Pet Clean-Up Products by Marketer, Brand, and Product Type, 2000-2005 (percent)
  • Table 2-2: IRI-Tracked Dollar Sales of Pet Clean-Up Products by Marketer, Brand, and Product Type, 2000-2005 (in millions of dollars)
  • Table 2-3: IRI-Tracked Sales of Pet Clean-Up Products by Dollar Change and Compound Annual Growth Rate, 2000-2005 (in millions)
  • Brand Leaders in Pet Specialty Stores
  • Table 2-4: Specialty Pet Retailer Brand Leaders in Sanitation Products, 2002 vs. 2004
  • Strategic Directions
  • What’s in a Name
  • Extending Lines
  • Petastic Taking On Nature’s Miracle
  • Competitor Snapshot: Church & Dwight Co., Inc./Lambert Kay
  • Competitor Snapshot: Eight in One Pet Products, Inc.
  • Competitor Snapshot: NCH Corp. (Bramton Co./OUT! International)
  • Competitor Snapshot: SeaYu Enterprises, Inc.
  • Table 2-5: Marketers and Brands of Pet Clean-Up Products, 2005
  
  
• Marketing and New Product Trends
  • Consumer Advertising
  • Trade Support and Incentives
  • Trade Advertising
  • Online Selling
  • Rates of New Product Introductions
  • Figure 2-2: Number of New Pet-Specific Clean-Up Product Lines and SKUs, 2000-2005
  • Table 2-6: Total Number of New Pet-Oriented Household Cleaning Product Lines and SKUs, 2000-2005
  • Table 2-7: Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Deodorizers & Air Fresheners, 2000-2005
  • Table 2-8: Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Upholstery Cleaners and Fresheners, 2000-2005
  • Table 2-9: Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Spot Removers and Preventatives, 2000-2005
  • Table 2-10: Number of New Pet-Oriented Household Cleaning Product Lines and SKUs by Category: Laundry Products, 2000-2005
  • New Product Trends
  • Table 2-11: Selected New Pet Clean-Up Product Introductions, 2003-2005

Chapter 3: Consumer Trends

• Pet Ownership Overview
  • The Simmons Survey System
  • Over 50 Million Households Own Dogs or Cats
  • Figure 3-1: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
  • Trends in Multiple-Pet Households
  • Figure 3-2: Household Penetration Rates for Selected Dog-Owning Classifications, 2004 (percent of U.S. households)
  • Figure 3-3: Household Penetration Rates for Selected Cat-Owning Classifications, 2004 (U.S. households)
  • Pet Ownership by Age Bracket: The Boomer Skew
  • Whites 20% More Likely to Own Both Dogs and Cats
  • Dog Owners Skew Upscale
  • Households of 5+ Persons Are 66% More Likely to Own Both Dogs and Cats
  • Pet Owners by Shopping Venue: Mass-Market vs. Specialty
  • Pet Owners Active on the Web
  • Cat Owners Distinctive in Health-Related Attitudes
  • Table 3-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000-2004 (U.S. households)
  • Table 3-2: Demographics Favoring Ownership of Two or More Dogs, 2004 (U.S. households)
  • Table 3-3: Demographics Favoring Ownership of Two or More Cats, 2004 (U.S. households)
  • Table 3-4: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  • Table 3-5: Total Households for Dog and Cat Ownership Classifications: By Adult Age Bracket, 2004 (in thousands of U.S. households)
  • Table 3-6: Dog and Cat Ownership Indices: By Race/Ethnicity, 2004 (U.S. households)
  • Table 3-7: Dog and Cat Ownership Indices: By Household Income, 2004 (U.S. households)
  • Table 3-8: Dog and Cat Ownership Indices: By Household Size, 2004 (U.S. households)
  • Table 3-9: Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2004 (U.S. pet-owning households)
  • Table 3-10: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
  • Table 3-11: Selected Health-Related Attitudes/Behaviors: U.S. Households Overall vs. Dog- and Cat-Owning Households, 2004 (percent and indices)
  
  
• Consumer Usage of Selected Household Cleaning Products: Pet Households vs. Non-Pet Households
  • Consistently High Usage Rates for Pet-Owning Households
  • Figure 3-4: Consumer Base for Selected Household Cleaning Product Types: Owners of Dogs or Cats, 2004 (in thousands of U.S. households)
  • Figure 3-5: Household Penetration Rates for Selected Household Cleaning Product Types: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Multiple-Pet Households Post Higher Usage Rates
  • Air Freshener Sprays/Room Deodorizers
  • Disposable Wipes/Floor Cleaners
  • Laundry Boosters/Pre-Soaks/Pre-Cleaners
  • Rug Cleaners/Shampoos
  • Rug Deodorizers/Fresheners
  • Product/Brand Picks Among Pet-Owning Households
  • Table 3-12: Household Penetration Rates for Selected Household Cleaning Product Types: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-13: Household Penetration Rates for Selected Household Cleaning Product Types: By Number of Dogs or Cats Owned, 2004 (U.S. households)
  • Table 3-14: Consumer Base for Selected Household Cleaning Product Types: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
  • Table 3-15: Household Penetration Rates for Selected Air Freshener Spray/Room Deodorizer Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-16: Household Penetration Rates for Selected Disposable Wipe/Floor Cleaner Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-17: Household Penetration Rates for Selected Laundry Booster/Pre-Soak/Pre-Cleaner Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-18: Household Penetration Rates for Selected Rug Cleaner/Shampoo Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-19: Household Penetration Rates for Selected Rug Deodorizer/Freshener Classifications: Households Without Pets vs. Households With Pets, 2004 (U.S. households)
  • Table 3-20: Usage Indexes for Selected Household Cleaning/Clean-up Brands: By Pet-Owning Classification, 2004 (U.S. households)