News last update:6 Aug 2012

Branding is key in US pet food industry

Humanization, "functional" and organic, and licensing of nostalgic pet heroes such as Lassie and Old Yeller are just a few of the brand strategies that are key growth drivers in the overall US pet industry, according to market research from Packaged Facts.

Packaged Facts projects that branding will continue to be a critical factor in the market's overall growth, which should surpass $52 billion by 2009. High on the branding list is an ongoing psychographic trend known as "humanization" (pets treated like members of the family).

Health-related branding
Branding pet food as "organic," "functional," or "natural" means nothing to pets. Yet such branding hits home with consumers looking for pet foods boasting human-quality ingredients and targeted health appeals, such as weight maintenance and joint care for senior pets.
Health-related branding alone is benefiting sales across every pet sector, from oral care treats to pet toys, regardless of point of purchase.

The market report (priced at $2,250) can be purchased directly from Packaged Facts by visiting their website. It is also available at

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