Pet Industry Research Paper
9/4/2012
Pet Industry: Products, Services, and Careers
Mariana C. Rossoni Serão, PhD
Postdoctoral Research Associate Companion Animal Nutrition
September 4, 2012
2011-2012 Pet Owners Survey (APPMA)
• 63% of U.S. households have at least one pet
▫ ~72.9 million homes ▫ ~4 out of 10 pet-owning households are multiple pet owners ▫ In 1988, the first year the survey was conducted, 56% of U.S. households owned a pet as compared to 62% in 2008
U.S. Pet Ownership (2011)
Animal Dog Cat Fish Bird Small animal Reptile Equine # of U.S. households that have a pet (millions) 45.6 38.9 12.6 5.7 5.0 4.6 2.4
1
9/4/2012
Market Data
• US sales of pet products and services increased 6.2% from 2009, and reached $48.35 billion in 2010 …show more content…
▫ added $2.85 billion dollars in 2010 ▫ Estimated to have added $2.5 billion in 2011
For 2011, it estimated that $50.84 billion was spent on our pets in the U.S. Estimated Breakdown: Food Supplies/OTC Medicine Vet Care Live animal purchases Pet Services $19.53 billion $11.4 billion $14.11 billion $2.15 billion $3.65 billion
Sales
Food Supplies/Medicine Vet care Live animals Pet services
Source: http://www.petfoodindustry.com/Columns/Market_Report/Market_ Report__State_of_the_industry.html
What are companion animals?
• Animals staying in the company of humans or providing company to humans • Kept for pleasure rather than utility • Receive personal attention • Primary benefits are non-commercial
2
9/4/2012
Beds
Beds
3
9/4/2012
Transportation
Transportation
4
9/4/2012
Clothes
5
9/4/2012
Clothes
Clothes
~
78 millions
~
86 millions
6
9/4/2012
Hungry population
Petfood Industry History
• 1866 – James Spratt
▫ Meat-vegetable-flour mixture – dog cakes
• 1922 – P.M. Chappel canned food
▫ Canned horse meat – deficient in nutrients
• 1954 – Jim Corbin and Joe Vandepopuliere
▫ Developed first extruded dog food
Petfood Value
• U.S.
$19.53 billion estimated for 2011 - up 4.8% from 2010 • Worldwide – $95.7 billions until 2017
Country USA Brazil Japan UK France Germany Russia 2012 $ Millions 20,182 4,329 4,285 3,579 3,309 2,649 2,226 Annual Growth Rate 2.5 3.8 2.4 0.7 1.0 0.2 11.8
7
9/4/2012
Petfood Trends
• Petfood trends closely follow human food trends
▫ ▫ ▫ ▫ ▫ Organic Natural Higher-quality ingredients Homemade Raw
8
9/4/2012
Treats
• • • • • • • • • Sales of biscuits/treats increased by 8% in 2010 Biscuits Bones – Rawhide or animal Dried meats Extruded treats Functional treats Frozen Homemade Bakery
9
9/4/2012
Clicker Question #2
• What type of diet do you feed your pet – either at school or home? A. Dry kibble B. Canned diet C. Raw meat D. Homemade E. I don’t have a pet
For 2011, it estimated that $50.84 billion will be spent on our pets in the U.S. Estimated Breakdown: Food Supplies/OTC Medicine Vet Care Live animal purchases Pet Services $19.53 billion $11.4 billion $14.11 billion $2.15 billion $3.65 billion
Sales
Food Supplies/Medicine Vet care Live animals Pet services
10
9/4/2012
Kitty Litter
• New trends - newspaper pellets or silicon based …show more content…
pellets
Litter boxes
11
9/4/2012
Careers with companion animals
• Private or corporate clinical practice • Teaching and research • Military service • Animal shelter medicine • Animal behavior • Animal advocates
Veterinary Medicine
• Regulatory medicine • Public health • Some employing agencies:
▫ USDA, APHIS, FDA, EPA, CDC, Dept. of Homeland Security
12
9/4/2012
Becoming a veterinarian
• 28 AVMA-accredited schools of veterinary medicine in the U.S. • Many graduates go on to pursue a specialty…
AVMA specialty organizations
• Veterinary Practitioners • Veterinary Toxicology • Laboratory Animal Medicine • Poultry Veterinarians • Theriogenologists
AVMA specialty organizations
• Veterinary Anesthesiologists • Veterinary Behaviorists • Veterinary Clinical Pharmacology • Veterinary Dermatology • Veterinary Emergency and Critical Care
13
9/4/2012
AVMA specialty organizations
• Veterinary Internal Medicine • Veterinary Microbiologists • Veterinary Nutrition • Veterinary Ophthalmologists • Veterinary Pathologists
AVMA specialty organizations
• Veterinary Preventive Medicine • Veterinary Radiology • Veterinary Surgeons • Zoologic Medicine • Veterinary Dentistry
Veterinary Technician
14
9/4/2012
Veterinary Technician
Veterinary Technician
• Obtain and record patient case histories • Collect specimens and perform laboratory procedures • Provide specialized nursing care • Prepare animals, instruments, and equipment for surgery
Veterinary Technician
• Assist in diagnostic, medical, and surgical procedures • Expose and develop radiographs • Perform dental prophylaxes • Supervise and train practice personnel • Advise and educate animal owners
15
9/4/2012
Veterinary Technician Specialties
• Veterinary Emergency Critical Care Technicians • Veterinary Technician Anesthetists • Veterinary Dental Technicians • Veterinary Behavior Technicians
Becoming a veterinary technician
• AVMA-accredited programs • Clinical experience • Professional regulation • Resources
▫ www.avma.org ▫ National Association of Veterinary Technicians in America (www.navta.net)
Animal Sciences Research
• Education and training:
▫ MS ▫ MS + PhD ▫ PhD
16
9/4/2012
Animal Science Research
• Companion animal nutrition
Animal Sciences Research
• Companion animal reproductive biology and physiology
Animal Sciences Research
• Human-animal relationships: Animals as helpers and healers
17
9/4/2012
Animal Sciences Research
• Companion animal behavior and psychology
Behavior – dog training
Behavior – dog training
• Responsible ownership • Service dogs
18
9/4/2012
Animal Sciences Research
• Companion animal welfare • Journal resources (both online w/UIUC)
▫ Society & Animals
www.psyeta.org
▫ Journal of Applied Animal Welfare Science
www.psyeta.org/jaaws
Animal Sciences Research
• Human-companion animal
bond
Why does the bond form?
• • • • • Recent societal changes Attachment behaviors Visual and tactile signals Mutual need and response Non-judgmental affection
19
9/4/2012
Benefits of the bond
• • • • • •
Reduction of stress Focus for nurturing Exercise, play and laughter Decreased loneliness Stimulus for social interaction Enhanced self-esteem
Law enforcement
Law enforcement – K9
• • • • Detection dog or sniffing dog - beagles Search and rescue dog (SAR) - bloodhounds Cadaver dogs Crowd control
20
9/4/2012
Animal control/sheltering
• 17,000+ humane organizations in U.S. • 5 million to 7 million companion animals enter animal shelters nationwide every year • Evolving
Some Positions at Animal Shelters
• • • • • • Adoptions coordinator Intake specialist Behavior counselor Medical supervisor Client services supervisor Operations manager • • • • • • Cruelty investigations supervisor Rescue coordinator Development director Shelter manager Executive director Spay/Neuter initiatives manager
Animal Sciences Research
• • • • • Companies Government agencies Private consulting Entrepreneurship Academia
21
9/4/2012
Professional trainer
Professional trainer
• Field trials, herding, hunting, performance
Professional Trainer
• Largely self-educated through a variety of multiple sources
▫ Professional training schools and apprenticeship programs ▫ Seminars, workshops, conferences
22
9/4/2012
Training programs
• A good training program will cover the following subjects:
▫ ▫ ▫ ▫ History of dog training Animal learning Dog behavior Curriculum design
• A good training program will go on for weeks or months, not days.
Resources
• Animal Behavior Society • Association of Pet Dog Trainers • National Association of Dog Obedience Instructors • Certification Council for Professional Dog Trainers
▫ www.ccpdt.org/ ▫ www.nadoi.org/ ▫ www.apdt.com/ ▫ www.animalbehavior.org
Assistance Dogs
• Assistance Dogs International, Inc.
▫ www.adionline.org
23
9/4/2012
Assistance Dogs
• Guide Dogs of America • Canine Companions for Independence
▫ www.cci.org* ▫ www.guidedogsofamerica.org
• Paws with a cause
▫ www.pawswithacause.org*
Assistance Dogs
• Dogs for Deaf and Disabled Americans • Dogs for the Deaf, Inc. • 4 Paws For Ability
▫ www.neads.org ▫ www.dogsforthedeaf.org* ▫ www.4pawsforability.org
Professional Trainer
• Police dogs • Tracking • Search & Rescue
24
9/4/2012
25
9/4/2012
26
9/4/2012
27
9/4/2012
Professional Trainer
• Police dogs • Tracking • Search & Rescue • Resources
▫ National Association for Search and Rescue ▫ List of police dog associations
www.nasar.org/nasa www.policek9.com/html/associations.html
Animal-assisted therapy
Animal-assisted therapy
• Therapy Dogs International, Inc.
▫ www.tdi-dog.org
• Delta Society
▫ www.deltasociety.org
28
9/4/2012
Animal control
• Requires knowledge of
▫ ▫ ▫ ▫ Anti-cruelty and control laws Proper animal care standards Common animal diseases and treatments Basic rules of criminal procedure
Animal control
• Field operations
▫ ▫ ▫ ▫ Animal control officer Humane officer Cruelty investigator Rabies control/bite investigator
29
9/4/2012
Animal control
• Shelter operations
▫ ▫ ▫ ▫ ▫ ▫ Kennel manager Operations manager Shelter manager Animal care technician Laboratory personnel Foster care / volunteer coordinator
Animal control
• Community operations
▫ ▫ ▫ ▫ ▫ Adoption counselor Public relations Humane educator Fundraiser/finance manager Executive director
Resources
• www.animalsheltering.org* • National Animal Control Association • American Humane
▫ www.nacanet.org*
• Humane Society University
▫ www.americanhumane.org*
▫ www.humanesocietyu.org/careers_with_animals/
30
9/4/2012
Humane Educator
Resources
• Association of Professional Humane Educators (APHE)
▫ www.aphe.org*
• National Association for Humane and Environmental Education (NAHEE)
▫ www.nahee.org
Pet services
• Grooming • Boarding facilities • Pet supply
31
9/4/2012
Companion animal careers
• • • • • • Author/editor Pet loss grief counselor Professional handler Pet photography Legislation And much, much more…
International programs
• Saving Animals Across Borders
▫ www.savinganimals.org
• Animal Balance
▫ www.animalbalance.org
• World Society for the Protection of Animals
▫ www.wspa-international.org*
Where do I start?
• • • • • Personal interviews Books, journals, and websites Seminars, conferences, and workshops Professional memberships Internships
• Volunteer experience
32
Pet Industry: Products, Services, and Careers
Mariana C. Rossoni Serão, PhD
Postdoctoral Research Associate Companion Animal Nutrition
September 4, 2012
2011-2012 Pet Owners Survey (APPMA)
• 63% of U.S. households have at least one pet
▫ ~72.9 million homes ▫ ~4 out of 10 pet-owning households are multiple pet owners ▫ In 1988, the first year the survey was conducted, 56% of U.S. households owned a pet as compared to 62% in 2008
U.S. Pet Ownership (2011)
Animal Dog Cat Fish Bird Small animal Reptile Equine # of U.S. households that have a pet (millions) 45.6 38.9 12.6 5.7 5.0 4.6 2.4
1
9/4/2012
Market Data
• US sales of pet products and services increased 6.2% from 2009, and reached $48.35 billion in 2010 …show more content…
▫ added $2.85 billion dollars in 2010 ▫ Estimated to have added $2.5 billion in 2011
For 2011, it estimated that $50.84 billion was spent on our pets in the U.S. Estimated Breakdown: Food Supplies/OTC Medicine Vet Care Live animal purchases Pet Services $19.53 billion $11.4 billion $14.11 billion $2.15 billion $3.65 billion
Sales
Food Supplies/Medicine Vet care Live animals Pet services
Source: http://www.petfoodindustry.com/Columns/Market_Report/Market_ Report__State_of_the_industry.html
What are companion animals?
• Animals staying in the company of humans or providing company to humans • Kept for pleasure rather than utility • Receive personal attention • Primary benefits are non-commercial
2
9/4/2012
Beds
Beds
3
9/4/2012
Transportation
Transportation
4
9/4/2012
Clothes
5
9/4/2012
Clothes
Clothes
~
78 millions
~
86 millions
6
9/4/2012
Hungry population
Petfood Industry History
• 1866 – James Spratt
▫ Meat-vegetable-flour mixture – dog cakes
• 1922 – P.M. Chappel canned food
▫ Canned horse meat – deficient in nutrients
• 1954 – Jim Corbin and Joe Vandepopuliere
▫ Developed first extruded dog food
Petfood Value
• U.S.
$19.53 billion estimated for 2011 - up 4.8% from 2010 • Worldwide – $95.7 billions until 2017
Country USA Brazil Japan UK France Germany Russia 2012 $ Millions 20,182 4,329 4,285 3,579 3,309 2,649 2,226 Annual Growth Rate 2.5 3.8 2.4 0.7 1.0 0.2 11.8
7
9/4/2012
Petfood Trends
• Petfood trends closely follow human food trends
▫ ▫ ▫ ▫ ▫ Organic Natural Higher-quality ingredients Homemade Raw
8
9/4/2012
Treats
• • • • • • • • • Sales of biscuits/treats increased by 8% in 2010 Biscuits Bones – Rawhide or animal Dried meats Extruded treats Functional treats Frozen Homemade Bakery
9
9/4/2012
Clicker Question #2
• What type of diet do you feed your pet – either at school or home? A. Dry kibble B. Canned diet C. Raw meat D. Homemade E. I don’t have a pet
For 2011, it estimated that $50.84 billion will be spent on our pets in the U.S. Estimated Breakdown: Food Supplies/OTC Medicine Vet Care Live animal purchases Pet Services $19.53 billion $11.4 billion $14.11 billion $2.15 billion $3.65 billion
Sales
Food Supplies/Medicine Vet care Live animals Pet services
10
9/4/2012
Kitty Litter
• New trends - newspaper pellets or silicon based …show more content…
pellets
Litter boxes
11
9/4/2012
Careers with companion animals
• Private or corporate clinical practice • Teaching and research • Military service • Animal shelter medicine • Animal behavior • Animal advocates
Veterinary Medicine
• Regulatory medicine • Public health • Some employing agencies:
▫ USDA, APHIS, FDA, EPA, CDC, Dept. of Homeland Security
12
9/4/2012
Becoming a veterinarian
• 28 AVMA-accredited schools of veterinary medicine in the U.S. • Many graduates go on to pursue a specialty…
AVMA specialty organizations
• Veterinary Practitioners • Veterinary Toxicology • Laboratory Animal Medicine • Poultry Veterinarians • Theriogenologists
AVMA specialty organizations
• Veterinary Anesthesiologists • Veterinary Behaviorists • Veterinary Clinical Pharmacology • Veterinary Dermatology • Veterinary Emergency and Critical Care
13
9/4/2012
AVMA specialty organizations
• Veterinary Internal Medicine • Veterinary Microbiologists • Veterinary Nutrition • Veterinary Ophthalmologists • Veterinary Pathologists
AVMA specialty organizations
• Veterinary Preventive Medicine • Veterinary Radiology • Veterinary Surgeons • Zoologic Medicine • Veterinary Dentistry
Veterinary Technician
14
9/4/2012
Veterinary Technician
Veterinary Technician
• Obtain and record patient case histories • Collect specimens and perform laboratory procedures • Provide specialized nursing care • Prepare animals, instruments, and equipment for surgery
Veterinary Technician
• Assist in diagnostic, medical, and surgical procedures • Expose and develop radiographs • Perform dental prophylaxes • Supervise and train practice personnel • Advise and educate animal owners
15
9/4/2012
Veterinary Technician Specialties
• Veterinary Emergency Critical Care Technicians • Veterinary Technician Anesthetists • Veterinary Dental Technicians • Veterinary Behavior Technicians
Becoming a veterinary technician
• AVMA-accredited programs • Clinical experience • Professional regulation • Resources
▫ www.avma.org ▫ National Association of Veterinary Technicians in America (www.navta.net)
Animal Sciences Research
• Education and training:
▫ MS ▫ MS + PhD ▫ PhD
16
9/4/2012
Animal Science Research
• Companion animal nutrition
Animal Sciences Research
• Companion animal reproductive biology and physiology
Animal Sciences Research
• Human-animal relationships: Animals as helpers and healers
17
9/4/2012
Animal Sciences Research
• Companion animal behavior and psychology
Behavior – dog training
Behavior – dog training
• Responsible ownership • Service dogs
18
9/4/2012
Animal Sciences Research
• Companion animal welfare • Journal resources (both online w/UIUC)
▫ Society & Animals
www.psyeta.org
▫ Journal of Applied Animal Welfare Science
www.psyeta.org/jaaws
Animal Sciences Research
• Human-companion animal
bond
Why does the bond form?
• • • • • Recent societal changes Attachment behaviors Visual and tactile signals Mutual need and response Non-judgmental affection
19
9/4/2012
Benefits of the bond
• • • • • •
Reduction of stress Focus for nurturing Exercise, play and laughter Decreased loneliness Stimulus for social interaction Enhanced self-esteem
Law enforcement
Law enforcement – K9
• • • • Detection dog or sniffing dog - beagles Search and rescue dog (SAR) - bloodhounds Cadaver dogs Crowd control
20
9/4/2012
Animal control/sheltering
• 17,000+ humane organizations in U.S. • 5 million to 7 million companion animals enter animal shelters nationwide every year • Evolving
Some Positions at Animal Shelters
• • • • • • Adoptions coordinator Intake specialist Behavior counselor Medical supervisor Client services supervisor Operations manager • • • • • • Cruelty investigations supervisor Rescue coordinator Development director Shelter manager Executive director Spay/Neuter initiatives manager
Animal Sciences Research
• • • • • Companies Government agencies Private consulting Entrepreneurship Academia
21
9/4/2012
Professional trainer
Professional trainer
• Field trials, herding, hunting, performance
Professional Trainer
• Largely self-educated through a variety of multiple sources
▫ Professional training schools and apprenticeship programs ▫ Seminars, workshops, conferences
22
9/4/2012
Training programs
• A good training program will cover the following subjects:
▫ ▫ ▫ ▫ History of dog training Animal learning Dog behavior Curriculum design
• A good training program will go on for weeks or months, not days.
Resources
• Animal Behavior Society • Association of Pet Dog Trainers • National Association of Dog Obedience Instructors • Certification Council for Professional Dog Trainers
▫ www.ccpdt.org/ ▫ www.nadoi.org/ ▫ www.apdt.com/ ▫ www.animalbehavior.org
Assistance Dogs
• Assistance Dogs International, Inc.
▫ www.adionline.org
23
9/4/2012
Assistance Dogs
• Guide Dogs of America • Canine Companions for Independence
▫ www.cci.org* ▫ www.guidedogsofamerica.org
• Paws with a cause
▫ www.pawswithacause.org*
Assistance Dogs
• Dogs for Deaf and Disabled Americans • Dogs for the Deaf, Inc. • 4 Paws For Ability
▫ www.neads.org ▫ www.dogsforthedeaf.org* ▫ www.4pawsforability.org
Professional Trainer
• Police dogs • Tracking • Search & Rescue
24
9/4/2012
25
9/4/2012
26
9/4/2012
27
9/4/2012
Professional Trainer
• Police dogs • Tracking • Search & Rescue • Resources
▫ National Association for Search and Rescue ▫ List of police dog associations
www.nasar.org/nasa www.policek9.com/html/associations.html
Animal-assisted therapy
Animal-assisted therapy
• Therapy Dogs International, Inc.
▫ www.tdi-dog.org
• Delta Society
▫ www.deltasociety.org
28
9/4/2012
Animal control
• Requires knowledge of
▫ ▫ ▫ ▫ Anti-cruelty and control laws Proper animal care standards Common animal diseases and treatments Basic rules of criminal procedure
Animal control
• Field operations
▫ ▫ ▫ ▫ Animal control officer Humane officer Cruelty investigator Rabies control/bite investigator
29
9/4/2012
Animal control
• Shelter operations
▫ ▫ ▫ ▫ ▫ ▫ Kennel manager Operations manager Shelter manager Animal care technician Laboratory personnel Foster care / volunteer coordinator
Animal control
• Community operations
▫ ▫ ▫ ▫ ▫ Adoption counselor Public relations Humane educator Fundraiser/finance manager Executive director
Resources
• www.animalsheltering.org* • National Animal Control Association • American Humane
▫ www.nacanet.org*
• Humane Society University
▫ www.americanhumane.org*
▫ www.humanesocietyu.org/careers_with_animals/
30
9/4/2012
Humane Educator
Resources
• Association of Professional Humane Educators (APHE)
▫ www.aphe.org*
• National Association for Humane and Environmental Education (NAHEE)
▫ www.nahee.org
Pet services
• Grooming • Boarding facilities • Pet supply
31
9/4/2012
Companion animal careers
• • • • • • Author/editor Pet loss grief counselor Professional handler Pet photography Legislation And much, much more…
International programs
• Saving Animals Across Borders
▫ www.savinganimals.org
• Animal Balance
▫ www.animalbalance.org
• World Society for the Protection of Animals
▫ www.wspa-international.org*
Where do I start?
• • • • • Personal interviews Books, journals, and websites Seminars, conferences, and workshops Professional memberships Internships
• Volunteer experience
32