The U.S. pet oral care products industry will reach $775 million by the end of 2015, according to a new report from market research publisher Packaged Facts.
The increase reflects a compound annual growth rate (CAGR) of approximately 5 percent over the past ten years. The pet oral care market is forecast to grow to nearly $1 billion by 2020, and sales of products in the category will outpace overall pet market sales through 2020.
The findings were published in the new report “Pet Oral Care Products and Services in the U.S.,” which also concludes that 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 crowded product categories. Further, relecting 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,” said David Sprinkle, research director at Packaged Facts.