Packaged Facts: Sales of Pet Oral Care Products to Outpace Overall Pet Market Through 2020

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Nov 10, 2015, 09:37 ET

ROCKVILLE Md., Nov. 10, 2015 /PRNewswire/ -- The U.S. pet oral care products industry is cleaning up. Market research publisher Packaged Facts estimates the retail market will reach $775 million by the end of 2015, reflecting a compound annual growth rate (CAGR) of approximately 5% over the past ten years. Looking ahead, the pet oral care market is forecast to grow to nearly $1 billion by 2020, reflecting a CAGR of almost 5%. By this prediction, sales of pet oral care products, including edible products such as treats/chews and food and non-edible products such as toothbrushes and breath drops, will outpace overall pet market sales through 2020.

The findings were published in the brand-new report Pet Oral Care Products and Services in the U.S. For an in-depth look at the report, including the abstract and table of contents, visit http://www.packagedfacts.com/redirect.asp?progid=88020&productid=9380920.

A number of factors are at play in the development and marketing of targeted oral care products for pets, not the least of which is the competitive necessity of marketers to come up with ever more innovative product concepts. Adding value to products through oral care benefits is an easy way for marketers to enter the category and increase sales of product types that fall into mature (and therefore crowded) product categories, as well as manufacturer and retailer margins. When it comes to new product development and market penetration, "value-added" and "functional" are descriptions that appeal to pet owners and retailers alike. Consumers are willing to pay more than ever for pet products, but they are also more educated in terms of product benefits and are able to instantly convey any displeasure via social media. Retailers want products that sell in order to drive traffic in their pet aisles, but are also sensitive to the fact that too much of a good thing can cause confusion for shoppers, and so limit shelf space to products that will stand out from the crowd via positioning or price point. Oral care products that are multi-functional fill all of the above needs.

In addition, the continuing premiumization of the pet market and the growing focus on ingredients and safety have made a definite impact on products designed to address issues of pet dental hygiene and oral health. Further, given the ongoing humanization of pet products, in many instances the claims the new oral care products are making directly mirror those seen in oral care products for people—breath freshening, plaque fighting, tooth whitening, and more.

"In recent years, premium and even superpremium pet products have steadily entered mainstream channels, such that consumers looking for premium and superpremium products are no longer limited to pet stores. Mass-market channels draw the largest percentage of dog and cat owners as pet product shoppers. Part of this mass-market premiumization trend is the inclusion of more oral care items including dental treats," says David Sprinkle, research director, Packaged Facts.

Pet Oral Care Products and Services in the U.S. analyzes the market for dental hygiene and oral health products and services for dogs and cats. The report covers products specifically marketed along oral care lines, with a focus on both edible oral care products, such as dental treats and chews, and inedible products, such as toothbrushes, teeth-cleaning sprays and dental gels. The report also features a discussion of pet oral care services, focusing on dental services provided by veterinary offices and other pet professionals. For more information visit: http://www.packagedfacts.com/redirect.asp?progid=88020&productid=9380920.

About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at www.PackagedFacts.com and are also available on www.marketresearch.com and www.profound.com.

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SOURCE Packaged Facts