A consumer trend that the pandemic shone a light on within petcare, was people’s love for treating their pet and using this as a way to bond.
As pet ownership boomed, so did treating. While treats are an additional purchase on top of the regular meals owners will be buying, there is still opportunity to drive sales even as household budgets may tighten, by offering a range that also provides additional health benefits.
Pedigree treats are currently seeing growth of +8.5% over the last 12 weeks (Nielsen), which includes the Pedigree Dentastix range.
Celebrating its 20th anniversary last year, Pedigree Dentastix not only offers owners the opportunity to treat their pets outside of mealtimes, but it is a preventative measure in looking after the dogs’ oral health.
“With four out of five dogs suffering from gum disease (Euromonitor), it’s an important area for them to focus on,” comments Zoe Taphouse, Category & Market Activation Director, at Mars Petcare. “As a trusted brand, Pedigree Dentastix is the ideal range to keep treating relevant for cost conscious shoppers. Wholesalers should ensure they are adding these products to their ranges and should consider expanding their categories to cater to offer a complete solution beyond main meal.”
Another key trend within petcare is sustainability and sustainable choices for consumers is a long-term trend that is set to continue far broader than just the product itself or the packaging this arrives in.
“While we are incredibly proud to have last year met our goal in sustainably sourcing all fish within our products in Europe, for example for Sheba and Whiskas, we see more opportunities in showcasing our credentials through the work we do and campaigns we activate,” adds Taphouse. “One in three consumers have claimed to have stopped buying certain brands or products because they had ethical or sustainability related concerns about them (Deloitte). “It’s vital that businesses behave more sustainably in order to offer shoppers brands and products that reflect their own values.”
One of Mars Petcare’s latest purpose-driven initiatives is its Sheba Hope Reef Programme. More than a marketing campaign, Mars Petcare has been perfecting coral reef restoration within Indonesia for over a decade. The company’s new Sheba Hope Reef programme takes what it has learnt to the global stage by activating new restoration programmes in critical regions around the world. It does so in strong partnership with local communities, governments, researchers from more than 10 Universities, and local as well as global NGOs such as The Nature Conservancy. Through these partnerships Mars Petcare continues to hone its skills and use the power of a large organisation to make a transformational difference. The company is working towards its global ambition of restoring 185,000m2 of coral reef by 2029, and by assigning a global brand like Sheba to the activity, it helps us get the word out to millions of households around the world.
While the growth of cans has been driven by the emergence of more premium brands into the format, it’s fair to say that pouches remain by far the largest format within petcare and are seeing positive signs of growth, up 12.5% in the past year (Nielsen). Mars Petcare expects pouch to remain the greatest growth driver in the future as pet owners continue to spend on their pets and look to select more cost-effective options.
“We do, however know that fewer shoppers are looking to save money in petcare then almost any other category with pet owners spending 15% more and buying from more categories than non-pet owners (Nielsen), says Taphouse. “It is, therefore, important for wholesalers to take advantage of this by ensuring that they carry a strong selection of petcare products to maximise the sales potential and offer a range of trusted, well-known brands such as Whiskas, Pedigree, Sheba and Dreamies in a variety of formats.”
Pet population growth is driving lasting changes in society that reflect the priorities of the new generation of an increased number of pet parents. Though this growth has returned back to pre-pandemic levels of +2.1% for dogs and +3.3% for cats (Ipsos), petcare continues to outperform FMCG (Nielsen). As consumers actively seek out more products and services that align with their own values, it is important for wholesalers to meet this demand for their customers and prioritise a growing category.
The purchase of everyday petfood products tends to be highly planned with 9 out of 10 shoppers planning their purchase (Shopper Intelligence).
“This means that maintaining availability and ensuring bulk formats are in depots for retailers looking to stock up is crucial,” Taphouse continues. “As well as driving sales through wet and dry petfood, wholesalers are also perfectly placed to capitalise on the increasing demand for treating. Therefore, it is important for wholesalers to utilise this opportunity by increasing space for these products. Positioning within the depot will also be key to driving excitement amongst retailers. Wholesalers should place new launches at the front of depots or at the end of aisles to increase visibility and raise awareness of their petcare range.”
Victoria Lee, Relationship Director, All About Pet Health, comments: “Overby Farm Daily Vitamin soft chews are veterinary formulated to promote and support general wellness in your dog. The unique combination of natural active ingredients, protect against joint pain, unhealthy skin & coat and poor digestion.”
Overby Farm GrassSaver soft chews are veterinary formulated to reduce the instance of lawn ‘burn’ on grassy areas. Lawn burn happens due to the chemical imbalance of a dog’s urine, leading to a lightening effect on grass.
We are still seeing an increasing trend towards premiumisation across all areas in the pet care market. Over the last few years of pandemic, surveys showed a whopping 78% of pet owners acquired pets, and the majority of those pet owners (thankfully) retained their pets, owing largely to the new hybrid working trend and greater flexibility in the workplace. As a result, the pet market in all sectors such as food, pet care and general health has exploded. Thanks to the combined rise in social media usage via TikTok and Instagram, pet ownership becomes yet another ‘fashion’ driven opportunity for social climbing, driving premium diversification from vegan food to luxury pet wear.
“The convenience of pouches cannot be denied for the consumer, and convenience has always driven sales historically, however we may soon see the tides turning due to social and economic environmental pressure,” adds Lee. “Ideally, the corporate responsibility on major brands should be that of refillable containers where possible; something that has yet to flood the market as it has in other areas.”
Pets in Europe are treated like part of the family, which means their diet is under more scrutiny and there is more scope for upmarket food, treats and vitamins. We have seen a big shift recently into vegan pet products, which is an interesting move away from the ‘ancestral’ diets which were fashionable a few years ago. From raw food to freeze dried food, the consumer has never had more choice to make on the pet food aisle.
All About Pet Health’s best-selling supplement for dogs is the digestive aid No Scoot, which contains an ideal blend of pumpkin and psyllium husk to calm down the digestive system, provide relief, and – best of all – prevent scooting.
Given the social trend in moving away from meat products, All About Pet Health is currently considering vegan alternatives for its dog supplements which will appeal to its more eco-friendly customers.
“We have seen some jockeying for position in the industry over the last 24 months, not least due to the impact of new Brexit import regulations and the industry surge seen since the pandemic,” says Lee. “Our brand has performed consistently, and we are fortunate to have a stable base of customers who trust our products.”
The current cost of living crisis is likely to impact the end consumer heavily, as owning pets is not considered a luxury, so retailers may see a downturn in the quality of food and products purchased. There may be opportunities to produce in-house brands via a white label service from a trusted manufacturer, which could be more economical for the customer and keep income streams consistent.
“Our advice for any wholesalers is ultimately to Invest in the right products, gain an in depth knowledge of those products; recipe, health benefits, convenience/ other USP, and make sure your sales team are passionate about what they are selling. In the pet industry this is key!” Lee continues.
B Corp pet food brand, Lily’s Kitchen, has signed TV vet Rory the Vet as its pet expert and brand ambassador.
A respected voice within the veterinary industry, Rory has garnered a huge following online and makes regular appearances on programmes such as CBBC’s The Pet Factor, Blue Peter and Sky News. He is also the author of the bestselling book ‘Secret Life of a Vet’.
As part of the partnership, Rory will be creating content that raises awareness of Lily’s Kitchen and its premium, natural pet food range as well as offering pet parents tips and advice to help their cats and dogs live their best lives. He will also support campaigns across the year that champion new product launches and the power of feeding your pet proper food.
This is not the first time Lily’s Kitchen has worked with Rory. He helped launch the Santa Paws Express – a specially designed train that ran across the Great Western Railway network throughout the festive season – and shared his tips and advice to help pet parents feel more confident traveling on bigger trips with their four-legged friends.
To kick off his brand ambassadorship Rory will be talking about plant-based recipes for dogs for Veganuary as well as the importance of oral hygiene ahead of Pet Dental Health Month in February.
Commenting on the partnership Rory said: “It’s so exciting to be working with Lily’s Kitchen. What we feed our pets is critical to their health and happiness, but food also brings us together and fuels the moments and memories with our furry family members that are so special. As a dog owner myself, I’m looking forward to sharing my personal tales and drawing on my experiences as a veterinary surgeon to help inform and celebrate pet ownership.”
Determined to use business as a force for good, Lily’s Kitchen is on a mission to change the way pets eat – away from an overly processed diet made with unrecognisable ingredients, to a natural one full of goodness. This year the brand will be building on its ‘Power of Proper Food’ proposition which it launched at the back end of last year to bring to life the benefits of feeding pets food that not just tastes great but helps them thrive.
Samantha Crossley, Marketing Director at Lily’s Kitchen, comments: “Rory’s warmth and enthusiasm is infectious! We’re delighted to have an expert on board who shares our values and can bring their passion and knowledge to our community, and Rory does this in spades. We are really looking forward to working with him over the coming months and the exciting plans we have in store together.”
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