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InfoGuides | Pepperdine Libraries

Business Industry Guide: Household Cleaning Pet Products (as of Spring 2020): Company, Industry, and Market Demographic Research

Researching the consumer household product industry? Resources in this guide are helpful specifically to pet odor removal.

Market & Industry Information

IBIS World will assist you with the following aspects of your research:

  • Situation/Market Analysis
  • Competitor Analysis (detailed market share)
  • Foreign Entry Potential
  • Distribution

Example: I am looking for information on the pet industry in the United States.

  • Type pets into the search box and click search
  • In the navigation bar on the left side of the page, select US under Region and Industry under Content Type to see all of the related reports listed below:
    • Pet Stores in the US
    • Pet Grooming & Boarding in the US
    • Animal Food Production in the US
    • Veterinary Services in the US

Example: I am looking for snapshot data on the number of domesticated pets and service animals 

  • Type pets into the search box and click search
  • In the navigation bar on the left side of the page, select US under Region and Business Environment under Content Type and locate:
    • Number of pets (cats and dogs)

Passport will assist you with the following aspects of your research:

  • Situation/Market Analysis
  • Competitor Analysis (detailed market share)
  • Foreign Entry Potential
  • Distribution Analysis

Example: I am looking for distribution channels for pet products in the United States.

  • Type pets USA into the search box and click search
  • locate "Pet Products in the US" (2019)" in the Analysis column results list
  • Includes Tables and Datagraphics providing Forecast Sales of Pet Products by Category and distribution channels 
  • Tip: Passport is also useful for finding related company profiles which will include strategy of the companies in the industry.

Company Profiles, Articles & SWOT Analyses

Example: I need a Hoovers Company Report for Petco

  • Under the heading What are you interested in? click the box for Company Info 
  • Type "petco" into the box
  • Select ... and Show Me > Company Profile
  • Click Search
  • On the resulting page, type "Hoovers" on the sidebar Search Within Results
  • Locate the Hoovers Company Report for "Petco Animal Supplies Stores, Inc." Hoover's Company Records - In-depth Records

Example: I need a SWOT analysis for Amazon.

  • Type Amazon into the first box
  • Type swot into the second box and click search

Example: I need articles on Jet.com pricing

  • Type Jet.com into the first box
  • Type pricing into the second box

Demographic Information

Mintel will assist you with the following aspects of your research:

  • Consumer Segmentation & Targeting
  • Demographics & Psychographics
  • Distribution
  • Pricing

Example: I want to find information about my consumers

  • Type "pet owners" into the search box and click search
  • Just below the search box, look for the following report:
  • America's Pet Owners - US - August 2019

Example: I want to find the trends in marketing pet supplies

  • Type "pet supplies" into the search box and click search
  • The resulting page has a relevant report just below the search box:
  • Pet Supplies - US - June 2019
  • Tip: look at the bottom of the report for related reports and locate Household Surface Cleaners - US - October 2019

Tip: Simmons Insight can provide you with data on where your target market shops for pet products! Generate customized Cross-tab Reports on many different demographic variables and filter by geographic region. These are valuable for understanding the target market.

Need help using Simmons Insight? Check out these tips on creating Cross Tab Reports as well as interpreting Cross Tab Reports by Chad Boeinger at Ohio University as well as his quick video on how to put together a demographic profile.

GFK MRI University Reporter has a wealth of information on Pet Supplies and is helpful with understanding:

  • Consumer demographics
  • Identify the best places to advertise

Example: I want to know which television stations and TV show types (as well as which magazines and magazine types) are most popular among people who purchase pet food online in the last 12 months versus those who purchase at pet chain store versus those who purchase at a veterinarian's office. 

  • click 2019 Spring GfK Reporter MRI
  • click on Household Products - Pets
  • locate Pet Ownership - Where Bought Pet Food/Flea Control Products
  • click Internet/Online in last 12 months Pet Food

Example: I want to know the breakout for age, race, gender, level of education and HHI for households with 5 dogs.

  • click 2019 Spring GfK Reporter MRI
  • click on Household Products - Pets
  • locate Pet Ownership - Number in Household
  • click Dogs - All 5

Tip: Mediamark Reporter provides a lot of data and can be confusing to look at. The below will help you to read reports, understand terms, change settings, and use the features of this database: