Mars, leader of the $74.5B pet food market, acquired @ProctorGamble’s ($PG) major pet food brands: Iams, Eukanuba, and Natura for $2.9B. Mars and @Nestle ($NSRGY) control almost 50% of the pet food market, while P&G controls less than 5%. P&G sold these brands to fuel R&D in markets closer to its core (home, health care, beauty, & grooming) & create the most value for consumers and shareowners.  - Link