Catering for furry friends with petcare products pays off for convenience retailers, says Mars
PETCARE is a category where convenience retailers really can drive up profits, as it outperforms FMCG as a whole and shoppers are prepared to splash out on quality goods.
That’s the view of Adelina Bizoi, category & market activation director at Mars Petcare.
She cited Nielsen data that revealed the £3.4billion segment saw strong growth in 2023, with 11.8% value growth in the last year, versus 10.1% for total FMCG.
Bizoi said: “We know petcare is one of the last categories in which shoppers say they will look to save money on, providing retailers with the opportunity to strategically align with this trend.”
The director claimed that adding premium product lines to the petcare offering could result in both increased footfall and overall sales as it would attract not just the usual customer base but also those shoppers willing to invest in higher-end offerings.
She added: “Treats are growing faster than the category, with cat items at +16.7% and dog at +12.9%, which really supports petcare as one of the last categories in which shoppers say they will look to save money.”
As such, she urged retailers to stock a wide range of treats to suit all shopper needs to maximise on this growth.
Another key trend is the rapid growth in dog wet multiserve – up 23.8%, according to Nielsen. Bizoi said this followed shoppers shifting to buy wet cat and dog food while working at home during the pandemic.
She added: “Wet food is also perceived as being enjoyable for dogs and cats, offering a variety of proteins and tastes.”
Also, retailers should optimise their range to offer the best brands across a variety of categories to satisfy shoppers in their stores.
This will encourage greater loyalty to buying pet products within the convenience channel, reckons Mars Petcare.
Bizoi said: “We found that the number one reason for shoppers choosing to purchase their pet food from a specific store was due to convenience. This was closely followed by the ease of finding products within a store.”
Top tips for retailers from the petcare giant include making store fronts more pet-friendly, offering a safe place for shoppers to leave their dogs and providing fresh water bowls outside.
Mars advises placing impulse-style products such as treats near to everyday products like pouches to encourage cross-segment purchasing and inspire pet owners to pick up something new.
Finally, merchandising “grab and go” products at till points will help encourage impulse purchasing and drive sales.
Bizoi said: “Retailers should promote their offerings in order to ensure that shoppers know where they can reliably get their pet food.”
