Category advice

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Market Insight

Category advice2020

 

Regular Footfall:

62% of pet owners are buying pet food more than once a week in convenience

(HIM 2018)

Guaranteed Spend:

85% of pet owners spend in convenience is between £1.00 and £4.99

(HIM 2018)

Grow Sales:

Growth in pet will be through shoppers adding premium products and treats to their baskets

(2019 Mars, Incorporated)

Clear Merchandising:

For many shoppers, convenience is one of the main factors when choosing where to buy pet products

(Euromonitor Int May 2018)

Best Seller Availability:

91% of pet food purchases are planned before reaching the shelf

(HIM 2019)

Stock Big Brand Names:

Shoppers are looking for the brands they buy in the Multiples, so offering the correct range / brands is key for convenience

(Nestle Purina 2019)

Market Insight graphic
Arrrow

The Pet Food Shopper2

Practicing Parents

  • City living
  • Focus on quality & health
  • Frequent impulse purchases

Empty Nester

  • Urban living
  • Visits a store every day
  • Planned & regular treating for dogs

Busy Family

  • Suburban living
  • Frequent top up shops / re-stocks
  • Occasional treating
  1. HIM 2019
  2. 2019 Mars, Incorporated
  3. Mintel Oct 18
  4. Kantar 52 wks 8th Sept 19
  5. IRI Total Convenience 52 wks 17th Aug 19
  6. Nestle Purina 2019
Pet products

Growing Sales: It’s as easy as A‑B‑C!

Attract:

  • Stock the best selling, recognised brands (core range)
  • Make sure the right pack formats are available (offer variety)
  • Create stand out displays that are easy to shop from (merchandising)

Build:

  • Increase basket spend by stocking a full range of dry food /wet food & treats / litter
  • Feature new products on ends for high visibility
  • Encourage impulse purchases – cross merchandise treats by newspapers & confectionery

Convert:

  • Trade shoppers up to premium brands i.e. Felix to Felix AGAIL
  • Trade shoppers from single to multipacks
  • If the customer is purchasing food, try to up sell treats to increase basket value
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Must Stock Lines

Category advice2020

 

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
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Planograms

Category advice2020

 

We suggest you stock the following range:

Click shelf to hide/show shelf product list

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

We suggest you stock the following range:

Click shelf to hide/show shelf product list

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

We suggest you stock the following range:

Click shelf to hide/show shelf product list

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

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