Safety Fears to Breed $1.2 Billion in New Natural Pet Sales: Study

NEW YORK -- Consumer concern over pet food safety, stemming from the spring 2007 pet food recalls, combined with an already high consumer interest in natural and organic products, will propel the market for natural pet products from to $2.5 billion by 2012, $1.3 billion in 2007 according to a new study by market research firm Packaged Facts.

The report, "Natural, Organic and Eco-Friendly Pet Products in the U.S.," shows tracked sales of natural pet food through supermarkets, drugstores, and mass merchandisers surging in 2006, rising more than 200 percent to reach $29 million. Sales exploded during the first two quarters of 2007, nearly tripling to $82 million and further showing the impact of changing consumer perceptions in the wake of the recalls.

Packaged Facts expects to see full-year 2007 tracked sales of natural pet food at approximately $180 million as a result -- more than a 500 percent jump over 2006 sales.

"The impact of the pet food recall may be felt for years to come, as consumers make product safety a top concern and marketers respond by placing appeals like product safety, reliability, and quality at the forefront," said Don Montuori, v.p. of publishing. "Although pet specialty outlets are still the primary venue for natural and organic products, these products are rapidly infiltrating mass-market outlets, where growing demand represents big opportunities for natural and organic marketers."

Now in its 2nd edition, the study examines the market for dog and cat products specifically positioned as natural, organic, or eco-friendly in both food and non-pet-food categories. It covers new product trends, offers competitive profiles of industry leaders, and looks at consumer trends and behaviors.

Click here to buy the report
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