C-store retailers can capitalise on category, say bosses
THE pet food category provides a massive opportunity to grow sales – but many Scottish convenience retailers aren’t making the most of it, reckon bosses at Feedwell Dog Food.
Now the company is urging store chiefs to stock products from family-run manufacturers with a reputation for quality to make their pet sections more colourful and interesting.
Feedwell says evidence from the FMCG market in Northern Ireland, where the company is based, shows that making such a move will see retailers’ pet section achieve growth in turnover and margin.
It’s well documented that pet populations have increased significantly as a result of the pandemic. And a 2023 Mintel report predicted that the value of dry pet food sales in the UK would increase by 16% to £4.6billion by 2028.
Feedwell managing director Jamie Clegg said: “Alongside the increase in pet population have been obvious consumer changes in buying habits due to inflationary pressure.
“Wet food has decreased in market share versus dry food and, within dry pet food, many consumers are looking for better-value alternatives for their pets.”
Feedwell was established in 1962 by Jimmy Clegg and has flourished through three generations of the family. Bosses say the brand has now been “propelled into a new era of excellence and innovation”, in part due to a £750,000 investment in state-of-the-art production equipment at its County Down mill.
However, Jamie Clegg stresses that the founding ethos of quality, nutritional superiority and affordability remains central to what the business does.
He said the firm already supported an extensive network of retailers throughout Ireland and Britain, adding: “Having achieved volume growth of 50% over the last two years, Feedwell feels there is a huge opportunity within the Scottish retail market.
“Consumers are looking for value at every turn and more and more are turning to the convenience retail sector to be their one-stop shop for purchasing their pet products.”
Clegg also believes that Feedwell has a wide variety of offerings that provide value for shoppers at every level but, importantly, without compromise for their pets.
He said: “We have puppy, small breed and every activity level covered in a family of products that has been tried and tested over 60 years.
“Their price points and packaging grab the attention of consumers and, importantly, provide margin and profit for the retailer.”
Much of the firm’s 50% volume growth stems from smaller pack sizes, with its 2kg cat and 2.5kg dog ranges resonating with consumers.
Clegg reckons these formats allow shoppers to buy in more affordable and convenient ways at their local store – saving time and ensuring they can budget for themselves and their pets.
And for retailers who have the space, Feedwell’s bigger 8kg, 10kg and even 15kg packs provide consumers the opportunity to get products at an even better price per kg.
Mintel and Feedwell data shows bulk purchasing and “price per kg” savvy shopping is a key trend for some people.
Feedwell is able to provide in-store shelf edge and POS materials to support their products – go to www.feedwell.com to find out more.
Clegg added: “We would encourage c-store retailers to look more closely at their pet sections and increase the variety of their offer.
“And, with our GB sales manager, Lamont Howie, based in Glasgow, we are close at hand to answer any of your pet queries and to support retailers in store.”
