Reddy has seen double-digit growth since its introduction in 2018, driven by category expansion across apparel, travel, home and accessories, according to Nick Konat, the now former chief merchandising officer at Petco. That success is emblematic of underlying growth trends in the category—namely the desire among pet owners to have the best for their furry friends and to treat them like members of the family.
TARGET, ALDI EXPAND PET PORTFOLIOS
Private label pet care brands have been coming on strong lately, with new entrants led by Target’s Kindfull, a high-quality brand of dog and cat food, introduced last August. This year, Aldi plans to unveil more new products under its Heart to Tail line, including apparel and toys, according to Kate Kirkpatrick, director of communications at Aldi U.S. “We’ve seen the most growth with our nonfood Heart to Tail products,” she said. “We’ve been testing out new products from the line as part of our limited time Aldi Finds, and customer feedback has been incredibly positive.”
Despite the increased activity, private label’s share of the overall pet care category has remained relatively flat, rising from 17.2% in 2019 to18.1% in both 2020 and 2021, according to data provided by NielsenIQ. Still, private label manufacturers see opportunities for further growth in areas like plant-based and all-natural pet foods.
“Growing consumer adoption of the flexitarian lifestyle is fueling interest in closer-to-nature, plant-forward pet foods using alternative proteins like beans, pulses and ancient grains,” said Amy McCarthy, vice president of pet solutions at ADM Animal Nutrition in St. Louis. “Additionally, pet parents are shopping for customizable functional nutrition solutions that support pet well-being, including digestive health, immune function, oral care and healthy aging. Private label brands can rely on ADM’s pet nutrition portfolio and science-based solutions to develop quality products that meet market trends and support overall pet well-being.”