Consumers Eyeing Value, Quality With Pet Products

As with other product categories across retail, the pet segment is seeing strong growth in private label sales as a growing number of consumers are looking for quality products for their four-legged friends that also offer a strong value.

During the recent Store Brands Webinar “Hot Trends in Pet Products,” sponsored by Simmons Pet Foods, panelists Paul Hunt, vice president of Private Brands at Chewy.com, and Kurt McCracken, vice president at Simmons Pet Food, noted that consumers remain focused on balancing product quality and price when shopping for pet goods.

“Pricepoints are going to be so critical going forward,” Hunt said. “I think we’re going to see pack sizes fluctuate over time because our customers are going to want to buy only what they need for a given period of time. I’m also watching closely (the growing demand) for multifunctional products. How do you get more value out of what you’re buying?”

For example, the multifunctionality referenced by Hunt are food products that also include a supplement that could help a pet dealing with a hip or joint issue. These products allow pet owners to purchase a single product that serves two needs.

While some consumers may be looking for ways to save money when purchasing food for their pets, the supplement segment is one area where people are still willing to spend, Hunt said. The thought process, he noted, is to keep their pets healthy and eliminate costly bills at the veterinarian. 

“They’re looking for answers to their common problems,” Hunt added. “And when your earn their trust and then bring a product that is uniquely designed for them at a pricepoint they’re comfortable with, you make a very loyal, very sticky shopper.”

Creating those sticky shoppers is vital at a time when the number of dogs and cats in the homes of Americans is in the neighborhood of 178 million (90 million cats, 88 million dogs), according to data cited by McCracken. 

“When you see that (population) trends and then look at the categories, we see cat treats and food are growing faster than dog items,” he said. “So that trend plays out.”

For more insights on the pet segment, watch the complete webinar here.