The Sales of Dog Food are Increasing Dog food sales have been growing and are expected to increase in the coming years. In 2013, retail sales of dog food totaled $18.3 billion in the United States, 4.6% higher than in 2012. Most of the pet food was sold in mass channels, approximately $8.9 billion, and dry food still had the majority of sales, around 58.6%. 1.1 The Sales of pet food Category/ Segment Change in Dollar Sales Change in Unit Sales Change in Volume Sales Pet food 1.2% 0.2% 0.8% Dogs food 0.8% 1.1% 1.2% Cats food 2.0% 0.6% 0.5% The pet food category is growing more in channels like Internet and pet specialty than in the mass market, even though mass market still has the highest retail sales by 24%. Pet food sales have been increasing and are expected to growing at 3% - 4.5% rates to approximately $33 billion in the next three years. Three companies dominated over 69% of U.S retail sales in mass and pet specificity in 2014 (table 1.2). 1.2 The market share of pet food Company Nestle Purina Mars Big Heart Pet Brand 2014 Dollar Share 35% 21% 13% Different Marketing Strategy …show more content…
A few companies are limited to non-mass market channels even though some of their products are not organic. As a result, not only sales in pet specialty are growing faster, but they have also has become more fragmented than the mass market since it is loaded with dozens of dog and cat food brands with a variety of products. Beside pet specialty channels, natural pet food specialists focus on pet care professionals that includes veterinarians, groomers, training schools and breeders as a second