households) Demographic deduces grey hair Variations by haircut imparts Type of Pets Table 2-49: Demographics for Keeping Pets, 2008 (percent, number and index amongU.S. consumers) Table 2-50: Demographic Overview for Selected Pet Classifications, 2008 (percentof U Hair – hairbroadway .S Hair . households) Pet Owners as Consumers Household Purchasing of Pet Supplies by Retail Outlet Type Table 2-51: Household Purchasing of Pet Products by Retail Channel: TotalPurchasers and Sole Purchasers, 2006 vs 2008 (U.S. households with pets) Table 2-52: Demographic Overview for Selected Pet Product Retail Channels, 2008( U.S.

pet-owning households) Channel Choices in Organic Pet Food Purchasing Table 2-53: Where Groceries Are Most Often Purchased by Selected Retailer Type:Shoppers Overall vs Organic Pet Food Purchasers, August 2008 (percentage ofU.S gray hair . adults) Table 2-54: Where Groceries Are Most Often Purchased by Selected Retail Chain:Shoppers Overall vs Organic Pet Food Purchasers, August 2008 (percentage ofU.S haircuts . adults) Pet Food Purchasing Overview for Dog or Cat Owners Table 2-55: Household Purchasing of Packaged Dog and Cat Food by Type, 2008(U.S hairstyles . households with dogs or cats) Pet Owners Are Internet-Prone Figure 2-40: Use/Influence of the Internet: Adults Overall vs Dog or CatOwners, 2008 (percent of U.S adults overall vs hairstyle . dog or cat owners) Figure 2-41: Use/Influence of the Internet: Adults Overall vs Dog or CatOwners, 2008 (index for U.S.

dog or cat owners) Figure 2-42: Dog or Cat Owners as Consumers: Selected Media & MarketingPsychographics, 2008 (percent and index for U.S hair coloring . dog or cat owners) Not So “Green” Figure 2-43: Dog or Cat Owners as Consumers: Selected “Green” Psychographics,2008 (percent and index for U.S lowlights . dog or cat owners) The Pet Food Coupon Clipper Table 2-56: Indicators for Use of Pet Food Coupons: 2008 (index among dog- orcat-owning households) Bulk of Redemption through Grocery Stores Table 2-57: Coupon Redemption Rates by Selected Retailer Type: 2004-2008(percent) Figure 2-44: Coupon Redemption Rates Among Pet Food Coupon Users: By SelectedRetailer Type, 2008 (percent) Grocery vs blonde hairstyles Hair – wikipedia . Pet Food Coupon Usage Rates Table 2-58: Coupon Usage Rates by Product Type: 2004-2008 (percent) On-Shelf Coupons Generate Highest Usage Table 2-59: Coupon Usage Rates by Product Type: 2004-2008 (percent) Chapter 3: Dog FoodIntroduction Category Scope: Five Product Segments Market Size and Growth Total Dog Food Sales at $10.4 Billion in 2008 Figure 3-1: U.S salons . Retail Sales of Dog Food: 2005, 2008 and 2013 (in millions ofdollars) 2008 IRI-Tracked Dollar Sales of Dog Food Up, But Volume Sales Down Table 3-1: IRI-Tracked Dollar, Pound and Unit Sales of Dog Food: 2008 vs. 2007(in millions of dollars, pounds and units) Gradual Dollar Gains from 2003 to 2007 Figure 3-2: IRI-Tracked Sales of Dog Food: 2003-2007 (in millions of dollars) Frozen Dog Food Out Front in Market Growth Table 3-2: IRI-Tracked Sales of Dog Food: By Segment, 2003- 2007 (in millions ofdollars) Table 3-3: Annual Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment,2004-2007 (percent) Table 3-4: Total Growth/Decline in IRI-Tracked Sales of Dog Food: By Segment,2003-2007 (in millions of dollars) Wet Dog Food Declining in Market Share Table 3-5: Share of IRI-Tracked Sales of Dog Food by Segment: 2003, 2005 and2007 (percent) Premium and Fortified Dog Foods Are Most Commonly Purchased Kinds Table 3-6: Kind of Dog Food Purchased in the Past 12 Months: 2002 vs Hair tickets . 2006(percent) Table 3-7: Use of Specially Formulated Dog Food: 2004 vs.

2006 (percent) Household Purchasing of Pet Supplies by Retail Outlet Type Channel Loyalty Increasing Among Online Shoppers Figure 3-3: Dog Owner Shopping for Pet Products by Retail Channel: 2008 (percentof U.S . dog-owning households) Figure 3-4: Sole Purchaser Share of Total Purchasers of Pet Supplies by OutletType: 2006 vs 2008 (U.S beauty salon . households with dogs) Dog Food Chain Merchandising Trends Table 3-8: IRI-Tracked Retailer Merchandising Trends for Dog Food: Overall andby Segment, 4th Quarter 2006 through 3rd Quarter 2008 (percent of sales volume) Price Promotion Patterns Vary by Segment Table 3-9: IRI-Tracked Promotion of Dog Food by Category and Segment: Ratio ofAverage Promoted Price to Average Overall Price, 2003 – Third Quarter 2008(percent) Marketer and Brand Shares Methodology Impact of Acquisitions Nestlé Purina Dominates Dog Food Category Figure 3-5: Top Dog Food Marketers by Share of IRI-Tracked Sales: 2008 (percent)Iams the Most Heavily Leveraged in Dry Dog Food Nestlé Purina the Top Dog in Dry Food Segment Figure 3-6: Leading Marketers of Dry Dog Food by Share of IRITracked Sales: 2003vs beauty . 2008 (percent) Acquisitions Boost Del Monte and Mars in Dog Biscuits/Treats Figure 3-7: Leading Marketers of Dog Biscuits/Treats by Share of IRI-TrackedSales: 2003 vs . 2008 (percent) Mars Marching Forward in Wet Dog Food Figure 3-8: Leading Marketers of Wet Dog Food by Share of IRITracked Sales: 2003vs. 2008 (percent) Nestlé Purina Controls Semi-Moist Segment Figure 3-9: Leading Marketers of Semi-Moist Dog Food by Share of IRI-TrackedSales: 2003 vs. 2008 (percent) Nestlé Purina Also on Top in Frozen Dog Food Figure 3-10: Leading Marketers of Frozen Dog Food by Share of IRI-Tracked Sales:2003 vs.

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