Category advice2019

Pet icon
Pet

Market Insight

Category advice2019

 

Pet food shoppers:

  • Visit more
  • Spend more
  • Buy more

(HIM 2017)

Know your customer:

50% of shoppers visiting your store own a pet!

(Nestle Purina 2018)

Number of visits:

Pet food is fed every day, which converts to 34 shopper visits to your store per year to buy pet food

(Nestle Purina 2018)

Lost revenue:

Shoppers will switch stores and take their basket with them if they cannot find their favourite brands

(Nestle Purina 2018)

Must stocks:

42% of shoppers buy from where they can find their pets favourite food

(Nestle Purina 2018)

Merchandising:

57% of pet owners want quick access to their usual brands and 43% want to be inspired. Make your aisles easier to shop to attract both shoppers!

(Nestle Purina Consumer Research)

Priorities: Over half of UK pet care buyers would rather cut back on spending on themselves than on their pet.

(Mintel Pet Food & Pet Care Retailing UK 2018 Report)

Cute puppy and kitten

Know your convenience pet food shopper

Luxury cat food – is growing strongly in convenience.1 Shoppers will pay a premium for luxury and this will drive value in your store.

Wet dog pouch growth – trends are showing that shoppers want a quick and convenient pet food solution. Pouch has grown £1 million in convenience YOY.

Cat pouch – 50% of cat food sold in convenience is pouch. This is 4 times more than cat cans.

Treating – Treats are a great way to drive additional sales. Over 1,800 shoppers buy cat treats in convenience daily.2

Stock PMP's – 30% of shoppers said they would be more likely to buy a product on impulse if it was a PMP.3

  1. IRI, Total Convenience 52 w/e 24th March 201
  2. Kantar Total Convenience 24th March 2018
  3. HIM Wholesale Programme 2016

Watch out for these growth areas this year

Premium Dry Dog

Harringtons is a complete pet food formulated to provide wholesome nutrition which contains no artificial colours or flavours, no dairy, no soya and no added wheat whilst providing the benefits associated with premium foods.

Wet Dog Pouches

Shoppers want pouches and not cans, so Winalot 12 Pack pouches, with their brand heritage since 1927, is ideally positioned to cater for these demands. Multipacks drive value for shoppers and weight of purchase for retailers.

Premium Dry Cat Coming Soon...

A market leading advanced nutrition brand that carries a shopper Money Back Guarantee with a PMP for the convenience channel. Specifically designed to help optimise a cats overall health, with visible results.

How to Grow Your Pet Sales

Reach more shoppers

Improve penetration
  • Stock core range
  • Convert shoppers from can to pouch
  • Offer treats
  • Create visibility in store
  • Right pack format for your shoppers missions

Convert more transactions

Improve frequency
  • Trade shoppers from singles to multipacks
  • Offer variety to cater for more occasions e.g. menu choice/treat
  • Create spontaneous purchase

Add more value

Improve premiumisation
  • Offer the appropriate range, space and position on shelf
  • Premiumisation plays on the emotional state of the pet owner take advantage by clear segmentation
  • Premium products command higher ticket prices which means higher profits
Pet

Must Stock Lines

Category advice2019

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Pet

Planograms

Category advice2019

 

If you have a 1m display, we suggest you stock the following range:

Click shelf to hide/show product list

1mx5 Pet planogram Shelf 1
View Shelf 1 Products
1mx5 Pet planogram Shelf 2
View Shelf 2 Products
1mx5 Pet planogram Shelf 3
View Shelf 3 Products
1mx5 Pet planogram Shelf 4
View Shelf 4 Products
1mx5 Pet planogram Shelf 5
View Shelf 5 Products

If you have a 2m display, we suggest you stock the following range:

Click shelf to hide/show product list

2mx5 Pet planogram Shelf 1
View Shelf 1 Products
2mx5 Pet planogram Shelf 2
View Shelf 2 Products
2mx5 Pet planogram Shelf 3
View Shelf 3 Products
2mx5 Pet planogram Shelf 4
View Shelf 4 Products
2mx5 Pet planogram Shelf 5
View Shelf 5 Products

If you have a 3m display, we suggest you stock the following range:

Complete 3m pet planogram

Click shelf to hide/show product list

3mx5 Pet planogram Shelf 1
View Shelf 1 Products
3mx5 Pet planogram Shelf 2
View Shelf 2 Products
3mx5 Pet planogram Shelf 3
View Shelf 3 Products
3mx5 Pet planogram Shelf 4
View Shelf 4 Products
3mx5 Pet planogram Shelf 5
View Shelf 5 Products

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