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1. How might one segment the dog food market?
The dog food market can be divided into four segments: dry, wet, semi-moist, and dog treats. Dry dog food makes up 63% of the total market. Consisting of either small pellets or larger chunks of food, it is characterized as chewy and well rounded compared to canned and moist foods. In this sense, dry food provides more bang for the buck because it is cheaper than the pricier alternatives. Dog Chow is the leading producer in this category with 23% of the share.
The wet category accounts for 17% of the market share for total dog food. Canned dog foods consist of about 75% moisture and 25% solid materials, and are usually marketed as a complete or supplemental dog food. Six producers split the wet food market; the top producer claims 18% and the next five top producers split 72% of the total market, all of them claiming between 16% and 13%.
Semi-moist dog food accounts for only 2% of the total dog food market. It comes in either......

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