Pet Insight March 2022

Pet Insight March 2022

Franchising in Pet

Forging the way in a business model that empowers retailers and bolsters local communities

Inside Special Report: Global Pet Expo 2 • Special Report: Franchising in Pet 10 • Special Report: Growth in the Reptile & Aquatics Category 14 • Special Report: Made in the USA Pet 18 • Category Discussion: Opportunities in Feline Merchandising 22 • Special Report: Creating Deeper Ties Between Everyday Care and Long-Term Health and Wellness 28 • Special Report: The Evolution of Dog Toys 36 • Q&A Interview: Todd Dittman, Indie Pet 52

Special Report Global Pet Expo

G

lobal Pet Expo has become a much needed and anticipated event for everyone in the industry. Since the 2021 event was canceled due to the pandemic, exhibitors have been gearing up to get back to a sense of normalcy and showcase their latest products and developments in person while reconnecting with current partners and establishing new relationships.

What to Expect

Alphia has been looking forward to exhibiting at Global Pet Expo, and since it’s the first event of the year, the company is eager to kick things off with new and exciting opportunities.

“We’re ready,” said Dave McLain, CEO and President for Alphia. “Since we’re on the manufacturing side of pet food, most of our employees were never virtual; we kept working hard to make sure our customers’ pet food made it to store shelves. We’ve been fortunate to have been able to attend other in-person events in 2021, and we’re excited to be able to attend Global Pet Expo as our first event of 2022. I think most of us are eager to meet people face-to-face again, interacting and collaborating on what’s new in the industry.”

According to Matt Wilson, General Manager, Sales and Marketing for FirstMate Pet Foods, being able to meet faceto-face with the company’s partners is a priority during the show.

“We are looking forward to connecting with our distribution and retail partners throughout the Global Pet Expo,” said Wilson. “Although we’ve maintained consistent communication and support virtually over the past two years, the virtual format has not replaced meeting in person. An in-person event provides more fluid communication, better product displays and an opportunity to build on our growing partnerships while on the show floor and during post-show events.”

“Our company and team continue to stand out as a unique partnership opportunity and strong supporter of the IndiePet community,” Wilson contin-

ued. “As a family-owned and operated manufacturer with both a dry facility and cannery, we have maintained a high fill rate during a difficult time. We want to ensure retailers have an opportunity to learn about investments in our facilities that will ensure we retain our fill rate and what they can expect in the way of new product, marketing and support tools in the coming year, and we always enjoy the new relationships that are established during a live event.”

Getting back into the swing of things, Amanda Palm, Marking Supervisor for Champion Petfoods mentioned the company has new product launches to showcase at the expo.

“Our team is energized about getting back to live events and excited to connect at the show with our retailer and distributor partners,” Palm said.

“We will showcase new products we launched in 2021, as well as the exciting innovation we have coming in 2022.

Our team will ensure we exhibit safely because the safety of our partners and employees is critical.”

Palm continued, “Champion Petfoods has always been a strong partner in the industry. We’re excited to celebrate new products we’ve recently launched and showcase brand new innovation.

From Orijen and Acana Premium Wet Dog Foods, to Orijen dry cat foods, to Orijen and Acana High-Protein Biscuits and Acana Rescue Care for Adopted Dogs, we’re gearing up to celebrate all of our recent innovation and exciting new products at Global Pet Expo this year. Champion appreciates all the work the American Pet Products Association (APPA) has done in the last two years, in light of the very complex and ever-evolving challenges the pandemic presented. While virtual shows allowed our team to stay connected with valued retailer and distributor partners and even allowed us to make new connections, there is nothing quite like engaging in person. We look forward to finally reuniting with everyone again soon.”

Superior Farms Pet Provisions has

continued to focus on innovation, and it is finally time for those products to be properly shown off.

“As a company, our growth strategy is heavily weighted towards innovation,” said Ken Wilks, Vice President of Sales and Marketing for Superior Farms Pet Provisions. “Without the opportunity to attend trade shows in-person for the past 24 months, our ability to showcase new items to our customers has been limited. We’re excited to show off the new products we’ve been developing since we first introduced the collagen stick concept at Global Pet Expo two years ago.”

Wilks added, “Our mission is to continue to share the story of our company’s partnership with hundreds of small family farms across the US. From a branding perspective, this means migrating our identity away from the company name of Superior Farms PetProvisions and towards a more consumer-friendly name of Bark & Harvest. Our newest HydeOut rawhide alternative products to be introduced at this year’s show will include carrot and broccoli purchased straight from our farms. Of all the shows in which we participate, Global Pet Expo is by far the easiest and most enjoyable experience. This has been true even through the uncertainties related to the pandemic.”

Ryan Brown, VP of Marketing for Sunshine Mills said, “We are very excited to participate in Global Pet Expo this year and start the process to return to normalcy or new normal. We will be ready to discuss and supply our legacy items and start to sprinkle in some new additional items. Spread the word we are a very dependable supplier/manufacturer during these difficult times. Our procurement department, production and freight has done a tremendous job navigating the current situation/marketplace, and each day we seem to be in a better position.”

He continued, “We respect and appreciate the attention and care the APPA r Cont'd on Pg. 4

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PG 2 / PE T I N S I G H T

Special Report: Global Pet Expo r From Pg. 2

From L to R: Kradle’s Sleepy CLEANZzz product, Loving Pets’ Black Label Wooden Woof Cut Dog Diner elevated bowls and Chip’s Naturals’ Hickory Smoked Doggie Chicken Stix. Photos courtesy of Kradle, Loving Pets and Kennelmaster Foods.

has demonstrated toward their members, buyers and staff. These uncertain times have been difficult on everyone, being disconnected from the norm, so we are grateful for the opportunities provided by the APPA to help bring parties together.”

Jonathan Zelinger, President of Ethical Products said, “We are looking forward to reconnecting with so many of our friends that we have not seen in a long time. First and foremost, we want to ensure that every interaction at our booth is conducted in a safe and responsible manner. We are going to be introducing a line extension to our fabulously successful Nothin’ To Hide Dog Chews and are eager to place samples in the hands of our customers to gauge reactions. We want to let customers know that we have a full line of rawhide alternative chews and while others were out of stock, our fill rate was excellent during the past 18 months.”

According to Zelinger, “Virtual sales meetings and virtual trade shows have actually worked out better than we ever anticipated. While we all yearn for in-person meetings to resume quickly, we found out that with proper planning and training, we can achieve great results on virtual platforms.”

As Pure Treats prepared for the in-person event, the company has been looking forward to attendees being able to physically see and touch the company’s products.

“We are eager to have a great in-perPG 4 / PE T I N S I G H T

son tradeshow like Global Pet Expo, as we enjoy getting our new treats, food and toppers into the hands of all the attendees,” Andrea Bourne, Senior Marketing Specialist said. “We are anticipating some great reactions this year as we have many new products that are truly innovative and will drive great sales growth for our customer partners.

Being able to physically see and touch our treats, food and toppers (or taste for our furry attendees) is much more impactful than images and videos in a virtual format.”

Pure Treats has several goals for this year’s show including showing off its new additions to its PureBites line.

“Our goals for the show this year are to showcase our new PureBites treats, food and toppers and to unveil our impending new recyclable packaging and branding update coming later in the year. Everything we do at PureBites is focused on asking pet parents to turn the bag around and look our natural and pure ingredients. We have been constantly innovating to keep up with the demands of pet parents for treats, food and toppers with simple high-quality ingredients they can read, pronounce and trust,” Bourne said.

“For example, we’ve seen pet parents show an increased interest in treats that offer the benefit of functional ingredients to support their pet’s health or that are able to provide a fun, interactive, engaging experience for them and their pets. We decided to take those

trends, combine them and apply our philosophy of doing it with high-quality ingredients to bring a really differentiated one-of-a-kind treat or topper to market,” she continued. “This past fall, we launched PureBites+ Squeezables for dogs and cats that can be fed as a healthy and functional treat, mixer, or topper. Available in three daily health support formulas: Gut & Digestion with pumpkin and inulin, Skin & Coat with 113mg of omega-3 and 1065mg of omega-6 and Heart & Eyes with 276mg of taurine and carrots. All of the formulas are made with only five simple human-grade ingredients.”

Bill Partyka, CEO of Kradle, mentioned the company has delved further into the best practices for calming and soothing pets during the past two years and looks forward to educating and sharing its findings with new and existing partners.

“We have learned a lot about the pet comfort category in the last two years of doing business virtually,” Partyka said.

“We are seeing the space rapidly evolve beyond calming anxiety-relief solutions into more therapeutic areas, such as pain and inflammation, skin health, healing and appetite suppression.”

“For our four-legged friends, CBD started off as an anxiety-relief solution, which is incredibly effective and what many of our competitors in the space are offering,” he said.

“As CBD has become a mainstream r Cont'd on Pg. 6

HEALTHY 100% Rawhide-Free

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Special Report: Global Pet Expo r From Pg. 4

From L to R: PureBites’ Squeezable Gut & Digestion Creamy Cat Treats, Jiminy’s’ Nooch Puffs and Skout’s Honor’s Flea + Tick Shampoo, Flea + Tick Dog + Home Spray and Flea + Tick Yard Spray. Photos courtesy of PureBites, Jiminy’s and Skout’s Honor.

solution, however, pet owners have started expressing interest in using it to address the other common needs in their dogs mentioned above as well. We have witnessed this rising interest firsthand through the consumer behavior on our website. Since the Covid pandemic began, we have seen a steady increase in orders come through in the middle of the night and received questions from pet owners about tips for helping their dog fall asleep and stay asleep. We already have a new product, called Sleepy CLEANZzz, specifically developed to tackle this need. Heading into Global Pet Expo, we are excited about how vibrant this category is and how it has and will continue to evolve,” Partyka said.

Partyka outlined the company’s goals for this year’s expo as it will be the company’s first.

“Our goal for Global Pet Expo is to showcase the broad solution set CBDbased products can provide for pet owners and their dogs, and, in doing so, maximize our visibility with key customers and other industry partners,” he said. We hope to engage in conversations about how the pet comfort category has evolved and how we have responded to it. This will be our first year participating in Global Pet Expo. We look forward to sharing our innovative comfort portfolio and connecting with retailers and vendors in person!”

American Pet Products Association

Global Pet Expo organizers, the American Pet Products Association PG 6 / PE T I N S I G H T

(APPA) and the Pet Industry Distributors Association (PIDA), have worked tirelessly to ensure expo attendees, exhibitors, speakers and associates are safe, healthy and ready to jump back into the rhythm of things.

Even though the business has mostly been conducted virtually during the last two years, the APPA has been working diligently to ensure this Global Pet Expo is trouble-free for its attendees.

“The APPA and PIDA teams have been hard at work making sure this year’s show is the best yet,” said Andrew Darmohraj, CAE, evp and CEO of the APPA. “New this year, Global Pet Expo 2022 has moved to the South Concourse of the Orange County Convention Center in Orlando, FL. Investments in the 2022 show include an improved layout, easier to navigate floor plan, simplified registration process, Map Your Show online directory and planning tools, an enhanced mobile app and upgraded services on-site.”

“As with any event of this size, the Global Pet Expo team has been working on the live show for more than a year,” he continued. “First and foremost, we are so pleased to be back together in person. We know that our more than 700 exhibitors are eager to show their products, and buyers are looking forward to talking to their vendors and seeing new offerings for themselves.

Getting together safely in-person benefits the entire industry as it represents the chance for thousands of potential customers to come together, so we are

grateful for the collective opportunity.”

There are no shortcuts regarding the health and safety of everyone involved at the expo.

“When it comes to the health and safety of attendees, we have been closely monitoring federal, state and local public health officials’ recommendations and guidelines,” said Darmohraj.

“We have also been working with Epistemix, a data forecasting company with expertise in the trade show industry, to inform of projected Covid case rates in Orlando during the show. “ “We have made significant upgrades to our online floor plan,” he added. “Before the show, buyers can search online profiles or use the matchmaking platform on GlobalPetExpo.org, then schedule appointments with any exhibitors that are of interest. Watch a product demo video or review product brochures on their online profile to make sure you are armed with all available knowledge ahead of the event.”

To ensure a seamless and smooth expo, Darmohraj provided attendees and exhibitors with some advice on what to expect and how to prepare.

“Once you arrive, here are some tips to help buyers make the most of their time in Orlando: • Be efficient. Use the new Map Your Show online directory and planning tools and enhanced mobile app, as well as the show’s website, to schedule appointments and stay up-to-date on all r Cont'd on Pg. 8

Special Report: Global Pet Expo r From Pg. 6

From L to R: PetSafe’s ScoopFree Litter Box, Molly Mutt’s Banzai Dog Bed and Dr. Elsey’s Clean Tracks Litter. Photos courtesy of PetSafe, Molly Mutt and Dr. Elsey’s.

the opportunities taking place throughout the show. The trolley that runs a loop through the exhibit hall is a great way to cover a lot of ground quickly.

• Visit the New Products Showcase. Buyers want to identify trends and see the latest and greatest products.

Our New Products Showcase features hundreds of products in every product category. It is a great preview of the new items you will find in exhibitors’ booths.

• Shop show specials. Many exhibitors offer price and/or volume discounts, rebates with a purchase, waived or reduced minimums, free shipping and more. Search exhibitors in the mobile app and discover new products to grow your key categories, expand your customer base and differentiate yourself from competitors.

• Learn. Take advantage of as many free Global Learning Series sessions as time allows. The sessions are designed to reflect sound adult learning principles and the best thinking in the field.

Pre-show sessions featuring some of the show’s most popular speakers take place on Tuesday afternoon and continue through Friday.

• Connect in-person and online.

The power of face-to-face interactions is one of the biggest benefits of attending the show. Network with industry thought leaders, share ideas with other experts and reconnect with peers. Plus, follow along and engage with the show on its official social channels using #GlobalPetExpo. You may even see your content featured on our channels!”

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Darmohraj continued, “Exhibitors should consider the following advice in order to effectively engage with buyers during the event: • Search the attendee list based on interest areas • Make qualified connections through the matchmaking platform • Post videos of your new products • Schedule appointments before, during or after the show • Use the chat function to answer customer questions, in real-time • Update your product brochures with any new features • Offer show specials.”

Since the associations were forced to cancel past Global Pet Expo events, the APPA and PIDA have remained dedicated to ensuring that the expo will happen in person. Global Pet Expo provides so many opportunities for exhibitors, retailers and attendees, something a virtual event can’t fully gasp and provide.

“Our main goal was simple: do everything we can to have an in-person event for the pet industry,” he said. “After months of preparation and anticipation, the APPA and PIDA are excited that Global Pet Expo is almost here. We look forward to welcoming retailers, distributors, importers and pet industry experts from around the world to Orlando. From opportunities to discover new products and trends, learn from experts about what it takes to succeed and network with industry peers, we are confident you will leave Global Pet Expo energized with new relationships,

tools and ideas to continue building your business and growing throughout the remainder of the year.”

“We are especially excited eager for the Global Learning Series this year,” he continued. “These business-focused, education sessions are traditionally one of the most beneficial aspects of Global Pet Expo. Learning Pathways include the Retailer Success Series; Market & Data Insights; Retail Market Tour; and Paws2Learn Mini-Sessions. Each of the more than 40 sessions is designed to give exclusive access to experts on industry trends, business strategy and leadership development, leaving you with actionable takeaways that make a real difference in your businesses.”

“As always, we are looking forward to the New Products Showcase,” said Darmohraj. “Make sure to stop by this dedicated area of the show floor to see hundreds of debut products and designs, and don’t forget to cast your vote for the New Products Showcase awards in your official show app. We will also host a series of 15 to 20-minute education sessions from the New Products Showcase stage. Other special sections include What’s New!, The Natural Pet, Everything Aquatic and The Boutique. These areas can be helpful for anyone looking for specific products or trends. After the in-person event ends, get online, log in to our digital component and continue participating and interacting digitally.

Users can see products, make appointments, access education and more.”

Special Report Franchising in Pet

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he mergers and acquisitions that have been a mainstay in pet industry news as of late constitute a wide spectrum of not only products and services, but also business models under which each entity operates. The franchising model has found a particularly cozy space within pet because done well, it brings together the best of several worlds: local, individual control and access which appeals to consumers, along with high-level industry support and resources that ensure long-term viability and growth for franchisees and franchisors, alike. That on-the-ground connection, unique to each local community, is an advantage that big box stores with one centrally located corporate office, likely out-of-state, can’t offer. The connections are spurring these franchising leaders to continue growing their footprints to meet evolving yet unfulfilled consumer needs.

Earthwise Pet made headlines last year first with its announcement of a strategic partnership with Pet Stuff America and Pet Stuff Franchising to bring 130 pet stores under its umbrella, and later with the news it had also acquired 18 Pet Pros locations in the Pacific Northwest. “The local owner aspect of it is, first and foremost, the most powerful part of franchising,” said Michael Seitz, CEO of Earthwise Pet. “There’s nothing like a customer coming in, having a poor experience and having the store owner reach out and talk to them and help resolve their situation versus some corporate staff in a totally different part of the country.”

As the industry grapples with how to support independent retail in an expanding e-commerce landscape, Seitz said, “Franchising embodies independent retail. Franchising gives us the advantage in the fact we have that local presence, but we can also maintain some systems and standards and allow flexibility at the local level to adapt.”

‘Local’ is the operative word. “Franchisees tend to do more local product purchases, local marketing efforts and form stronger ties to the communities they live and work in,” said Pet Supplies Plus CEO Chris Rowland.

Rowland shared this point in Feb-

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ruary too, when Pet Supplies Plus announced it had acquired Wag N’ Wash, a grooming, self-wash and natural pet food retailer. “Pet Supplies Plus neighbors will see no change and will continue to receive the same neighborly service and access to all the same products for all types of pets,” he said. “Wag N’ Wash guests will continue to enjoy this fun and passionate brand’s specialty offerings, but now will have access to an even greater assortment of products.”

Paul Allen, Founder and CEO of Woof Gang Bakery & Grooming, which now has more than 150 locations across the country with the newest opening just this last month in Clifton, VA, also credits franchisees’ ties to their respective communities for their sustained successes. “Woof Gang Bakery franchisees are a part of their communities,” he said. “They are local, knowledgeable and are trusted by their customers and neighbors that they serve. Our franchisees give back within their local communities. They sponsor children’s sports teams, participate in community events and support local pet rescues and shelters. They truly live by the ‘your neighborhood pet store’ motto.”

In addition to corporate support Woof Gang’s franchisees have, they benefit from a hard-earned reputation the company has garnered over the years as a valued and trusted brand. “Our franchise owners have the advantage of Woof Gang Bakery brand awareness,” Allen said. “Our brand is recognized and respected, and customers are passionate about the Woof Gang Bakery brand. While there is brand consistency throughout our franchise system, our franchisees can personalize their stores to better cater to their local market.”

Individual identity is an attractive point for entrepreneurial pet lovers looking for a new opportunity. “We have more than 200 franchise owners and everyone is unique,” he said. “But consistently among our franchisees, they are passionate about pets, providing quality customer service and they are committed to their local communities.”

Earthwise Pet, likewise, allows for franchisees to tailor their stores to meet the individual needs of their communi-

ties. “For franchising in general, the big benefit is that franchisees can focus on day-to-day operations while the franchisor focuses on industry trends, negotiations and making sure they’re still in business five or 10 years from now,” said Seitz. “So we’re looking more at longterm trends. We have been an absolute forerunner when it comes to being able to adapt and foresee industry trends.

That’s a key differentiator with us. Another key differentiator is that our franchise system allows for flexibility. So we do have mandated products and brands that stores need to carry, but we also allow a substantial amount of flexibility that they can bring in their products that are regionally demanded.”

The appeal of owning and operating a pet store with full corporate support is undeniable, but Seitz said it’s important for the company to accompany their franchisees through their entrepreneurial journey, because it is a journey that hopefully leads to the conclusion that a successful franchise is one of collaboration. “There’s kind of this blissful stage in the early stages,” he said. “They’re excited and ready to go and then the reality of being a business owner kicks in and things change a little bit, and then they get to the point where they feel really confident in what they’re doing, and they start to think maybe I don’t need the franchisor anymore. And then eventually they get to this place where it’s like actually I do need them. I am a business owner, and they grow into a strong operator that has a very collaborative approach with the franchisor.”

The phenomenon of a successful franchisee toying with the idea of going fully independent is common with all franchise systems, regardless of industry, Seitz explained. “The question is as a franchisor: can you get them to the next stage fast enough? To realize they wouldn’t be as successful as they are without the franchisor and that they now want to help the franchisor become more successful?”

To further help franchisees stand apart, the company is presently also investing in private label, Seitz said.

“We have a massive private label rollr Cont'd on Pg. 12

Special Report: Franchising in Pet r From Pg. 10 out that we’re doing right now, to the extent we’re trying to eventually have 50 percent of the retail products in our stores be private label. So, there’s product exclusivity, there’s frankly one of the best infrastructures in pet franchising, period, when it comes to our support staff now that we have a staff from all the recent mergers and acquisitions activities. It’s pretty amazing. And then I think the industry knowledge and the industry insight has really set us apart from a lot of franchises to excel.”

Excelling looks different at varying stages of a franchisee’s journey, said Seitz, but in essence, “A successful franchisee is one who is willing and open to learning but also is assertive and confident,” he said. “Our successful franchisees are those that frankly don’t accept failure. They’re willing to do whatever it takes to succeed. But they’re also willing to be early adopters and try new things out and be adaptive to change. We’ve been spending a ridiculous amount of resources and investment in technology to allow for our franchisees to compete long-term, not just now but keep them in business years from now. Whether franchisees are willing to adopt those new technologies or not, the successful ones will. Otherwise, they’ll ultimately have to sell or be forced out and somebody else who is willing to adapt and adopt those technologies will come in.”

Rowland has a similar definition for a successful franchise: “A successful franchisee is one that leverages the system to work for them, so they have the time to connect with our neighbors either in the store or through local events and social media. We provide best-in-class back-office support, while they bring best-of-class neighbor engagement.”

Specifically, “We provide all the back of house infrastructure that is needed to win in a competitive retail environment,” Rowland said. “This includes everything from product assortment, purchasing, pricing, store design, marketing, loyalty programs, to IT support, operational support, new store opening support, training and product distribution. Virtually everything to ‘minus the hassle’ of operating their store, so our franchisees can spend their time with our neighbors in the aisles.”

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Pet Supplies Plus, in its growth journey, operates parallel business models in that it also continues to operate corporate-only stores too. This diversification provides flexibility and options to the company as it explores new avenues for growth. “Having corporate stores allows us to test and pilot initiatives before we roll them out to our franchisees,” Rowland said. “We often identify new locations that would make excellent corporate stores and hand them over to interested franchisees looking for quick openings. Having a mix, also insulates the overall business from any market fluctuations, although Pet Supplies Plus has enjoyed an unprecedented 30 years of positive sales growth.”

While these companies continue to grow their outreach in the form of store locations, they’re also keeping a close eye on what consumers are buying of late. “We have seen significant momentum on the food side in fresh, frozen, freeze-dried and independent only food brands, which will continue to be a focus,” said Rowland. “Treats and natural chews continue to be a growth opportunity, and we’ve been testing some new planograms on the hardline side that have yielded some nice early results.

On the services side, we expect to enjoy many years of double-digit growth across the board.”

With services as its primary draw, Allen with Woof Gang Bakery & Grooming said that has not changed and the company will continue to support efforts to build up service offerings. “Grooming is the foundation of success of our stores and franchisees,” he said. “Adding services such as poop pick up, dog walking and vaccination clinics enables our stores to stay relevant and truly become a one-stop shop for pet care. As to retail sales, we are focusing on grab-andgo treats, chews and bones and also on fresh/frozen human-grade dog foods from companies like A Pup Above.”

Earthwise Pet has undergone a lot of freezer expansions at its stores, said Seitz, to accommodate the demand for raw and freeze-dried food products.

“There’s a lot of growth there. A lot of growth in our private label. A lot of growth in, obviously with DCM, there’s been a lot of growth in grain-friendly lines, from a food perspective. The

grain-frees are still doing well, but they took a bit of a hit. The ones with the grains are starting to grow again.”

While remaining diligent over its product support, Earthwise will also be focusing on its infrastructure. “Over the next couple of months, our biggest goals are to finalize some of the systems and consolidation integrations we’ve been working on for so long,” Seitz said.

“In terms of the model and the system, our biggest goals are to help existing franchisees expand on their footprint, opening additional stores, to grow our mobile grooming van and mobile service offering and then also a massive expansion of our technology play.”

Allen said his company will help keep franchisees competitive in a still unsettled environment. “Woof Gang Bakery & Grooming will continue to stay relevant and the ever-changing pet space.

We will work with vendors to level the playing field among online and brickand-mortar stores. It’s simply wrong that some companies are permitted to sell at a loss by some vendors, just to make a sale. More than anything, our franchisees want success, so we will continue to build on our established success of today. Our average store was up more than 30 percent last year and that is growth that we will continue to support,” he said.

Rowland said Pet Supplies Plus opened just under 90 stores in 2021 and expects at least that many to open again this year. “We also have a new concept that we will be rolling out this year, along with a new loyalty program, new POS, expanded distribution and several other major back-of-house initiatives. Our team is very nimble, and we’re able to balance supporting our network, while opening new stores and expanding our capabilities.”

On franchising, particularly after its acquisition of Wag N’ Wash, Rowland said new and existing franchise owners can now open a store under either brand name, depending on what is most suitable for the market. “Our owners find joy in serving their communities and pets well,” Wag N’ Wash VP Kristen Risby said. “Now, they can do this with enhanced resources. It’s a win for everyone from the franchise owners to the guests and their pets.”

PET SPECIALTY

SUPPLIER PERSPECTIVES

Help Us Keep Domestic Violence Victims and Their Pets Together Purina’s Purple Leash® Project

By Joe Toscano, Vice President, Trade & Industry Development at Purina For more than 90 years, Purina has been guided by the belief that pets and people are better together. I can attest that my own dog, Stew, has made my life better, and I cannot imagine having to choose between his safety or my own.

Unfortunately, that decision is being made every day by domestic violence victims who want to leave but can’t because there is no safe place to go with their pets.

According to the National Coalition Against Domestic Violence, 71% of pet owners entering domestic violence shelters report that their abuser had threatened, injured or killed family pets. This is why nearly half of survivors will delay leaving abuse if they cannot take their pets with them. As few as 10% of domestic violence shelters in the United States accept pets, and we want to change that. We envision a world where no one is trapped in abuse because they can’t take their whole family with them.

The inspiration for what developed into the Purple Leash Project came nearly seven years ago when one of our associates read about the difficult decision that many domestic violence survivors with pets were being forced to make. It didn’t seem fair that pets, who may be the only source of unconditional love and support for a victim, weren’t being considered when it came to sheltering survivors. So, we decided to help.

After working to support New York’s largest domestic violence shelter for many years, in 2019 Purina took the step to make a national impact by creating the Purple Leash Project. In partnership with the national nonprofit RedRover®, our goal is to raise awareness of the issue and increase the number of pet-friendly domestic violence shelters in the United States. And we have committed nearly $1,000,000 to support the cause.

In addition to offering grant support for shelter upgrades, Purina is donating pet food, supplies and other resources for pet owners escaping abuse. We’re also advocating in D.C. for more federal resources for domestic abuse survivors with pets. Since 2019, Purina and RedRover have gifted 21 grants totaling more than $375,000 to help equip domestic violence shelters to receive and care for pets, leaving survivors with more options when trying to flee a dangerous situation.

Now, 48 of the 50 U.S. states have at least one pet-friendly domestic violence shelter.

The Purple Leash Project team hopes to work with domestic violence service providers in Hawaii and Rhode Island to close the gap. In the meantime, Purina and its associates are working to bring more awareness to this issue and increase the number of pet-friendly shelters across the country, and I invite you to join us.

Here are three ways you can help us raise awareness of the need for more petfriendly domestic violence shelters across the country:

• Use your social media platform to support survivors with pets using #PurpleLeashProject and highlighting one of the many sobering stats I’ve mentioned to start a conversation.

• Visit PurpleLeashProject.com to receive updates and learn more ways to get involved with the cause.

• Retailers can make an impact during the months of May and October by carrying special Purple Leash Project merchandising shipper units designed to drive attention and awareness for the cause and sales of Cat Chow®, Tidy Cats®, Beggin’® and Beneful® for our retail partners. Contact your Purina sales rep to learn more.

SPONSORED CONTENT FROM OUR PARTNER PURINA BRAND

Purina trademarks are owned by Société des Produits Nestlé S.A. Any other marks are property of their respective owners.

Special Report

Growth in the Reptile and Aquatics Category

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n recent years, the reptile and aquat- low impact. Not difficult to take care of, the proper feeding methods for the ics category has been top of mind for not something that has to go out in the customer to feed their animal for maxnew and seasoned pet owners alike. snow seven times a day, that isn’t going imum longevity and health of the anSuppliers attribute this heightened de- to pee on the carpet, takes up a very imal. Promoting nutrition, Vita-Bugs, mand and popularity how to properly feed to the realization these live food to avoid sup“Reptiles are a good steppingstone for a first pet. They live longer creatures make for an plementation, relying than most small animals and with the proper knowledge they are ideal first pet or can primarily on supplerelatively easy to care for. The customer is broken down into three be the pet you have bementation for proper categories: A) First-time pet owner—mom or dad will help with the fore taking on a more nutrition, naturally cleaning and maintenance. B) Steppingstone pet—geared towards dependent breed of feeding animals is alyoung adults who are on their own with busy schedules and are not animal. With proper ways going to be betquite ready for everything it takes to have a dog as a pet. C) Reptile training about nutriter than guessing on hobbyists who have a collection or keep reptiles for breeding, these supplementation. As tion, coupled with an understanding about animals tend to be much more expensive.” — Richard Koliner, Komodo far as responsible pet how to maintain a habownership, there’s a itat that keeps the pet couple of things we comfortable and safe, pet owners will small space—all of those factors. The do: No. 1 and most important is our inrealize how relatively straightforward other group is, ‘I just want something volvement—as far as the owner is on it is to care for reptile and aquatic pets. different. I want something cool, and I the board—and financially this compaAnd they will more than likely appre- want to learn about something that’s ny is extremely active in supporting USciate what intricately entertaining and not unlike the fish category.’ It’s not ARK which is the United States Associafulfilling companions these animals are. necessarily a set-it-and-forget-it, but tion of Reptile and Amphibian Keepers.

“Several factors are involved in the it’s self-contained, compared to a dog, They are a legislative arm specifically recent spike in demand for these pets,” it’s completely low maintenance, and focused on the reptile and amphibian said Richard Koliner, VP Sales and Mar- it’s neat and a little bit different.” categories. Part of that is legislation, keting at Komodo. “For starters reptiles While promoting the reptile and it’s lobbying legislators. The other part are a good steppingstone for a first pet. aquatics category, suppliers take on the of it is the opposite direction is holding They live longer than most small ani- responsibility of also promoting and ed- people in our industry accountable to mals and with the proper knowledge ucating on responsible pet ownership. standards; health, caging, invasive spethey are relatively easy to care for.”

Each company takes a unique approach cies standards, so that we can promote “Pets, in general, took a big upswing to address this common goal. our hobby to the government instead during the pandemic,” said Brandon “Part of our focus is to educate the of defend our hobby to the government Armstrong, Operations Manager for consumer on terrarium maintenance,” because of a couple of bad actors. Don’t Armstrong’s Cricket Farm. “People were Koliner said. “We have several products judge the rest of us based on the worst. looking for companion animals, and that are geared towards keeping people We do that and it’s never been more imfirst-time pet owners look for some- and their pets healthy and clean.” portant than now.” thing that is relatively easy to care for “At Armstrong’s Cricket Farm we try Koliner believes reptiles and aquatics such as reptiles and aquatics.” to educate our customers as much as are preferred pets for both first-time “Even for those of us who have im- possible about proper care of their an- and experienced pet owners because mense confidence in our categories imals,” Armstrong said. “We also refer these animals fit into various stages of growing, we were shocked at how fast them to different websites and videos pet ownership. They can be safely cared they grew,” said Andy Pettit with Tim- that have proved invaluable in teaching for by a child with assistance and suberline Live Pet Foods. “No. 1, it was people about their new companions. pervision from their parents and by an able to grow because supply was avail- When used properly and gathering in- adult who wants a pet but not one that able, and I believe it grew because the formation from reliable sources, the requires as much time and attention dog and cat market is pretty robust internet has a wealth of knowledge for as a dog, for example. “The customer and people were looking for something new pet owners.” is broken down into three categories: different, especially people who were “We promote our category primar- A) First-time pet owner—mom or dad cooped up in their houses for a while. ily by providing quality food because will help with the cleaning and mainThey were looking for a pet that could it doesn’t matter how many people tenance. B) Steppingstone pet—geared be kept inside and fairly low mainte- produce animals, if we can’t feed them towards young adults who are on their nance and a reptile satisfied that. It fit properly and keep them healthy, then own with busy schedules and are not the conditions very nicely. There’s a it is kind of a moot point,” Pettit said. quite ready for everything it takes to group of customers who are looking “Promoting responsible husbandry is r Cont'd on Pg. 16 for a pet for their family that is pretty a key for us and then also promoting

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Special Report: Growth in the Reptile and Aquatics Category r From Pg. 14 have a dog as a pet. C) Reptile hobbyists who have a collection or keep reptiles for breeding, these animals tend to be much more expensive,” he said.

Armstrong agrees that the simplicity of caring for reptile and aquatic animals is appealing to pet owners—experienced and novice—and unique to the category is the cool and conversation-starting element of pets beyond traditional cats and dogs. “For most, it probably comes from the ease of care for the animals, and then there is also the factor of having something that is outside the status quo of pet animals,” he said. “It is another way for people to express themselves.”

“When you go to these reptile shows, you see every socioeconomic status,” Pettit said. “You see every type of generation. You see every type, from the punk rockers to the emo kids to the hard rock guys to the country people, it’s everyone and I believe the appeal is the convenience of the pet. Generally, they are low maintenance. Some of it is artistic, some of these habitats and enclosures are live plants are very attractive to look at and they are a conversation piece. It’s a pet you are excited to show your friends, that you can handle, that are quite friendly, but at the same time it’s almost like a nice piece of art you show people. It can be either one.

It can be a bearded dragon that’s going to want to be on you all the time, or it’s an abronia that’s a pretty reclusive animal that’s shockingly beautiful and it lives in a very pretty environment. It’s the convenience and the neat factor and it’s a pretty low bar of entry financially as well. You’re going to spend a couple hundred bucks to set it up for sure to get the animal and to get it set up properly and then your maintenance is legitimately 99 percent food.”

With more Americans living in urban areas with limited space, the appeal of smaller pets has grown too, he said.

“And they don’t make noise. They’re not chirping or barking. They might scurry around every once in a while, but you don’t have to calm them down while you’re on the phone. They’re a low-impact pet. They don’t require your attention but they do appreciate it.”

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What makes this niche so special is “with a wide range in price and variety, it makes it possible for almost anybody to have a reptile as a pet,” Koliner said.

And as for the newfound attention this category has been receiving as of late, Koliner credits the ability of consumers to share their lives quickly and efficiently on Facebook and Instagram.

“Social media plays a big part,” he said.

“Let’s face it, reptiles look cool! People love looking at and sharing pictures of their animals. Also there is so much information on the web people can get educated prior to making a decision.”

Suppliers believe retailers can capitalize on the boon to reptile and aquatics pet ownership and rising demand for related supplies that is occurring and not likely to slow down.

Koliner with Komodo advises retailers to start with a nice variety of reptile supplies. “Set up the reptiles in the store with the supplies you recommend the consumer using,” he said. “Hire an expert in the hobby; these employees will provide an experience that reptile enthusiasts will appreciate. Have a wide variety of feeder insects and rodents, this will ensure your customers will visit your shop on a consistent basis.”

Armstrong said when retailers are building their reptile and aquatics program in-store, “availability of the necessities is paramount.”

“Retail stores must have the food available for their customers,” he added.

“This is where having a reliable supply chain becomes important. Armstrong’s Cricket Farm prides itself on being able to deliver all products 52 weeks a year.

Also, by having necessities consistently in place, retail stores are guaranteed return business on a weekly basis.”

“A lot of the people who had our product in their stores appreciated our category, even more, when everybody got locked up at home and went to Amazon or Chewy to get their stuff delivered straight to their door,” Pettit said. “The live food category still had to come in.

I’ve heard from many pet store owners who said feeders kept our lights on and because of feeders we didn’t shut down, it kept our people employed and it kept their businesses running.”

“People that don’t have us in their space can find a way to do it and should

pay attention to it. Moving forward, people like Timberline, we’re able to send you pre-packaged things so you’re not dealing with loose crickets in your store,” he continued. “A lot of retailers would be shocked at how many live foods customers are already in their store but they choose not to carry that product because they don’t know they are there. Or they’re a pretty dog and cat-centric store and maybe they don’t know anything about the category, and need to learn. What they can be sure of is we’ll teach them. Our website is directed specifically at education. We’re not trying to sell anything on our website. We want to educate consumers, we want to educate our customers, we want to educate people who potentially want to dip their toe into carrying our products. We can do a really good job of educating even people who are very comfortable with crickets, let’s try to take it to the next level.”

Pettit explained that while wax worms or meal worms are enticing options for pet owners, they need to restock their cricket supply every three to five days, so that’s a top priority retailers should keep in mind. “You can really lock in a group of people by just taking care of your crickets and carrying everything they need and never being out of stock,” he said. “That’s one of the advantages of Timberline; you can set up standing orders different days of the week but if somebody comes in and buys all of your crickets you can call me that day by 4 p.m. Central Time and I’m going to ship you out whatever you need that day for the next day delivery.

That gives ultimate flexibility to get that product in the store.”

“Komodo is heavily focused on décor for the terrarium,” Koliner said.

“Whether you want a natural-looking environment or a fun unique enclosure we have what you need.”

“We do our best to pass on any knowledge we have garnered over the years to all our customers,” Armstrong with Armstrong’s Cricket Farm said.

“Our goal is to have happy customers and happy animals. We do everything we can to answer questions and if it is something we are not familiar with then we try to give advice as to where to find more information.”

Special Report Made in the USA Pet

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merican consumers’ appreciation Foods started out more than 20 years the USA’ niche. Not only is it important for domestically made—and when ago and hasn’t changed its mode of to our target consumer, but it is also impossible, domestically sourced—prod- operation. “Our products have always portant to our mission as a brand. ‘Made ucts across industries have only in- been crafted in the USA since 2001 with in the USA’ often goes hand in hand with creased in recent years. safety and high-qualWhile once not that ity. There is typically “There’s no way around it. Raw material costs are rising in all long ago, shopping for more regulation here markets, not just pet. We’ve done everything we can to help keep our in the states than pet goods was about getting the best deal or costs stable, raising prices only when absolutely necessary due to any there is elsewhere, lowest price, pet own- rising raw material costs. Because our products provide real benefits to and we are dedicated ers these days priori- pet owners, most consumers are willing to continue to pay for quality to giving the dogs and products that deliver true benefits for their pets.” tize attributes such as pet parents we serve — Kyle Frautnick, Primal Pet Foods safety, durability and the highest quality product confidence. calming products.”

Today’s pet parents Since Kradle’s accept a higher price tag if it means the world’s finest ingredients,” said Kyle launch, Partyka said consumer feedthey’re also supporting American farm- Frautnick, Senior Director of Marketing. back seems to have validated the homeers, workers and manufacturers.

“Going back to the beginning more than work they completed prior to entering Companies that operate within the 20 years ago, our products were made this space.

Made in the USA segment are further in our owner’s kitchen and distributed “We have been receiving an abunstanding apart from competitors by to local Bay Area retailers. As we grew, dance of questions from prospective meeting these consumers where they keeping production local in the United consumers about where Kradle prodare with detailed information about States (California and the Pacific North- ucts are made,” he said. “These inquiries their products so they can make in- west) allowed us to ensure our quality suggest, to us at least, that where prodformed decisions for their pets. They standards were met. Today, we have our ucts are made play a significant role in also remain diligent in managing their own state-of-the-art production facili- a consumer’s decision to purchase and supply side logistics to ensure that even ties in Fairfield, CA and Abilene, TX.” only further affirm our decision to enter in a pandemic with an array of chalMeanwhile, other newer companies, the ‘Made in the USA’ niche.” lenges, from sourcing to transportation, read the market and saw consumers inThe care with which companies go that have hindered operations, they can creasingly wanting more accountability about sourcing and making their prodkeep rising production costs from im- in the products they purchased. ucts has only intensified in the last two pacting pet owners.

“As customers and retailers more years or so against the backdrop of the While Made in the USA has become frequently requested US-made prod- pandemic. As 2021 showed, the various a point of distinction on store shelves, ucts, particularly consumable items, interruptions essentially impacted the many companies in the pet industry Starmark responded by launching our availability of materials and the speed didn’t start off calling it out as a means first domestically produced Everlast- at which companies could obtain them. of stand-out marketing. ing Treats in 2014,” said Emily Benson, Production costs increased all around, “We were ‘Made in the USA’ from the Marketing Director of Starmark Pet but depending on what the companies beginning in 1987, as a family-owned Products. “We have since expanded our made, their experiences and whether or and operated meat company,” said Lau- line of treats to include several new fla- not they had to pass some costs on to ra Jones, COO of Jones Natural Chews. vors and varieties to fit our mental stim- consumers have varied.

“It wasn’t the result of a decision to en- ulation toys.”

“We have found that consumers have ter that market niche; it was instead a Kradle, maker of assorted pet calming been more inclined to seek out domescommitment to high-quality product products, did a lot of background work tic-made products since the pandemic standards and supporting American as well. began,” Partyka said. “One of the most workers and farmers.”

“Prior to our launch, we conducted common reasons consumers give for TropiClean has a similar origin. “Trop- months of market research and insights shopping for American-made products iClean Pet Products have been made in with more than 20,000 US consumers,” is to help save and create jobs in the US. the USA from the very beginning,” said said CEO Bill Partyka. “A consistent pat- This desire has only been heightened Amy Horton, Corporate Communica- tern emerged among the consumers we amid the financial hardships our dotions manager for Cosmos Corporation. interviewed: pet parents want reassur- mestic workforce has faced during this “Cosmos Corporation, which produces ance that the products they are giving unprecedented time.”

TropiClean, is a family-owned business their four-legged friends are safe and Supply chain interruptions had a —Missouri-born and raised, just like its natural. When thinking about the de- trickle-down effect, Partyka said, of founder, Donald Kassebaum Sr.” velopment of our product line, it was a r Cont'd on Pg. 20 Premium pet food brand Primal Pet no-brainer for us to enter the ‘Made in

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Special Report: Made in the USA Pet r From Pg. 18

parent believes a product is safe. We’ve certainly found that consumers show a companies needing to pay more for discrete preference for products cleartrucking and rush deliveries so products ly identified on-package as ‘Made in could arrive on time. “We have been able the USA.’ We generally see this as ‘table to maintain the quality of our products stakes’ in the pet industry—meaning without increasing prices for our conit’s a baseline expecsumers,” he said. “As a tation of consumers, general trend however, without which your “We were ‘Made in the USA’ from the beginning in 1987, as a pet parents have been product could be exfamily-owned and operated meat company.

It wasn’t the result of a willing to spend more cluded from considerdecision to enter that market niche.

It was instead a commitment to on products they deem ation.” high-quality product standards and supporting American workers trustworthy.”

For Jones Natural and farmers.”

— Laura Jones, Jones Natural Chews The supply chain of Chews, overall supraw materials is more ply challenges have challenging than ever, said Benson with vendors, we were able to stay nimble brought about some blessings.

Starmark Pet Products. and continue to produce most SKUs “With regards to material sourc“However, we have been able to leverwithout issue. The consumer appeal of ing, we experienced a nice benefit and age the good relationships we have our responsibly sourced products con- avoided the importing issues as our built with our diverse portfolio of matetinues to grow and USA-crafted prod- products begin right here in the USA,” rial suppliers to build safety stock,” she ucts continue to be a feature more and Jones said. “There is a level of comfort said. “Our internal team that focuses on more consumers are looking for.” and pride associated with purchasing forecasting and procurement also mainGiven the supply chain challenges, products made in the USA, especially tains regular communication with these some price increases had to happen. consumables. Not only that, but a warm suppliers through forecasting models, “There’s no way around it. Raw ma- feeling from knowing that you supportso they know our demands, and this alterial costs are rising in all markets, not ed American workers and farmers.” lows us to purchase necessary materijust pet,” Frautnick said. “We’ve done Like her industry peers, Jones said als in quantity.” everything we can to help keep our she’s also found consumers are willing Benson continued, “As the costs of costs stable, raising prices only when to pay more for peace of mind. raw materials, logistics, and labor inabsolutely necessary due to any rising “There is a higher demand for our crease, the cost of our products must raw material costs. Because our prod- products, which stems from those who increase along with them. We always ucts provide real benefits to pet owners, previously imported and are now lookstrive to manufacture the highest qualmost consumers are willing to continue ing to buy on a more local level,” she ity products possible. Customers familto pay for quality products that deliver said. “Pet owners are willing to spend iar with our brand are willing to pay a true benefits for their pets.” for the peace of mind, because they little more for our products due to the On top of supply side challenges, want to trust that they are providing high quality, durability and long lifesnearly 23 million new pet owners also their pets’ quality food and treats.” pan of the products.” emerged during the pandemic, said Made in the USA continues to draw As a maker of consumable products, Horton with Cosmos Corporation. more attention and these companies Primal Pet Foods emphasizes the differ“This is driving higher demand, which are noting their competition is starting ence between “Made in the USA” versus in turn is creating greater competition to jump aboard the bandwagon.

“Crafted in the USA.” for ingredients,” she said. “These fac“As the ‘Made in the USA’ callout be“The term ‘Made in the USA’ can be tors are driving increased product costs comes increasingly important to condeceiving if used incorrectly as by defithroughout the pet industry. At Cosmos, sumers, we are seeing more and more nition it also refers to sourcing,” Frautwe’ve taken a number of steps to offset companies beginning to manufacture nick explained. “All of our products are rising costs—including but not limit- their products in the US,” said Partyka ‘Made in the USA,’ but not all of our ined to manufacturing 96 percent of our with Kradle. “We anticipate this trend gredients are sourced in the USA. It’s products at our centrally located facility will continue even post-pandemic.” important to make that distinction. On in St. Peters, MO and relying on supply Starmark Pet Products has also made our website we list the country of origin partners primarily based is in Midwest.” new investments into growing its Made for every ingredient we use. While the This vigilance helps Cosmos continue in the USA capacity. majority of our ingredients come from to serve its consumers.

“The demand for US-made products the USA, we get other ingredients from “We’ve found that safety in pet prod- warranted Starmark to open our own locations such as New Zealand, Spain, ucts is considered the No. 1 priority manufacturing facility in 2018,” said France, Iceland and other Northern Euacross all categories,” Horton said. Benson. “It is at this purpose-built plant ropean countries.”

“Made in the USA, made with naturally at our headquarters in Hutto, TX that He continued, “By this definition, we derived ingredients and made by trust- we produce many of our treats and are not ‘Made in the USA,’ rather we are ed brands are among the reasons a pet mental stimulation toys.”

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crafted in the USA using the world’s finest ingredients.”

“Material sourcing has been difficult for most manufacturers during the pandemic,” Frautnick said. “But with our long-standing relationships with our

Category Discussion

Opportunities in Feline Merchandising

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hile canine products and ser- for natural litter brand Next Gen Inter- but have struggled to find products and vices continue to dominate in national Corp. “Typically, cats have a shopping experiences that don’t leave the retail space, increased overall pet few things they are flexible on but are them feeling like an afterthought,” she ownership in the last few years, cou- very specific about certain products. As said. “This means highlighting brands pled with the lifestyle changes brought a retailer, having a variety of cat-specif- and products that are speaking directby the pandemic, ly to cat parents; brands are turning heads that are solely focused on About 90.5 million families, or 70 percent, of US households, own a toward the realizacats, new and innovative tion that there are pet, according to figures reported in the 2021-2022 National Pet Owners products that excite cats still many untapped Survey conducted by the American Pet Products Association (APPA). This and keep them engaged opportunities in fe- is an increase from 56 percent of US households owning a pet in 1988, the and more messaging line merchandising. first year the survey was conducted, and 67 percent in 2019. When broken that calls cats out directFrom food varieties down by type of animal, 69 million US households owned a dog and 45.3 ly. Plus, more prominent to treats, to wellness million households owned a cat, according to the APPA’s survey. The survey in-store placement! Cat solutions tailored reported 11.8 million and 2.9 million households owned freshwater and products tend to be relto cats, these com- saltwater fish respectively, 9.9 million had a bird, 6.2 million owned a small egated to the back of the panies are showing store, which can send a animal, 5.7 million had a reptile pet and 3.5 million owned a horse. how to view the onnegative message to cat going humanization of pets through a ic products helps meet your customers’ parents. It’s all about bringing excitedecidedly more feline lens in an effort needs. An increase in cat ownership ment to the shopping experience, which to meet pet owners wherever they are helps to facilitate retailers dedicating doesn’t have to be hard—cats are excitin their unique journeys with their cats. more shelf space to cat-related prod- ing pets!”

Part of manufacturers’ journeys to ucts, allowing them to carry a wider vaRitter-Martin points out that the inhelping retailers realize the unmet riety of products.” crease in online shopping, however, needs of cat owners is acknowledging Tessa Gould, CEO of cat food brand can become a chore without targeted the traditional perceptions and real- Made by Nacho, said, “Cats can be very and helpful information for cat owners. ities of the differences between cats independent and clean, which makes “A lot more shopping is being done onand dogs. Decisions made early in the them a perfect fit for almost any life- line than ever before so the digital shelf process of adopting a pet would impact style—house or apartment, working space can be limitless,” she said. “Howhow a consumer would approach a re- from home or commuting, you name it. ever, this isn’t always a good thing as tailer to stock up on food and supplies.

Now that cats outnumber dogs in the shoppers may get overwhelmed with “Potential adopters need to consider US, according figures in the Euromon- too many unclear or unproven choices. a variety of factors ranging from their itor International April 2021 report, H&C focuses on the consumer first and lifestyle, to their budget, to the kind of we’re expecting to see more and more develops products that are truly benefipersonality they’re seeking in a com- brands cater to their specific health and cial to the cat and her human. With Anpanion animal,” said Agatha Ritter-Mar- engagement needs.” gels’ Eyes Tear Stain Solutions, we bring tin, Director of Marketing for pet supIn the food category, Gould said re- experience of nearly 20 years in supplements company H&C Animal Health. tailers have been very receptive. “We’re porting eye health. Catwater has been “Broadly speaking, cats tend to be a lucky to have really positive relation- developed specifically to address the little more independent and are com- ships with our retail partners,” she said. urinary health needs of cats, a top medfortable being alone for longer periods “While we can’t speak to their broader ical issue for cats. In a physical store, of time than a dog would. Someone who strategies, we are encouraged to see that in addition to finding the right shelf seeks these types of traits might do well new categories within cat are showing location to place the right products for with a cat.” really strong growth. We’re seeing inno- easy shopper access, we also educate “While cats need attention, love and vation in textures and flavors, and a lot retailer employees on our product bencare, they do not require the same type of new development when it comes to efits so that they can help address shopof extensive training as a dog, and they meal complements or toppers. Cat par- per questions. To help with findability do not need to be taken for a walk/let ents are mixing and matching more; us- and solution-based shopping, H&C’s outside,” said April Kazilsky, a spokes- ing treats as toppers, toppers as treats bSerene Cat Calming brand creates person for Pioneer Pet Products, which and incorporating more supplements eye-catching shelf signage and calming makes litter products as well as assort- into their cats’ diets to make mealtime solution centers to help drive education ed feeders and fountains, toys and feline healthier and more exciting.” and awareness in the aisle. Ultimately, care accessories.

Ultimately, cats deserve tailored it’s about having the right mix on shelf “Cats are unique because they tend to products that speak to their specific pal- and online with readily available educabe pickier than some other pets,” said ates, dietary needs and relationship to tion to break through all the noise and r Cont'd on Pg. 24 Janice Yamamoto, Director of Marketing food, Gould said. “Cat parents know this

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Category Discussion: Opportunities in Feline Merchandising r From Pg. 22

From L to R: H&C Animal Health’s calming collection bSerene, Pioneer Pet’s Peek-A-Prize Toy Box and Made by Nacho’s portfolio of cat food in wet pouches, wet cups, dry food and treats & toppers. Photos courtesy of the H&C, Pioneer Pet and Made by Nacho websites.

bring value to feline pet parents.”

Part of creating that right mix is understanding what the unmet needs of cat owners are. “Namely, identifying the primary issues that pet parents face at home and providing the right solution, helps the retailer build trust and equity with the pet parent as a go-to expert on cats,” Ritter-Martin said. “As an example, many cat parents may blame their cat’s negative behaviors on her and assume it’s the cat’s personality. But cats are creatures of routine and even the slightest change may make her stressed, resulting in her hiding, scratching, fighting or spraying. Through both employee guidance or research on a trusted retailer site, the shopper will be able to identify the cause of the problem and discover how bSerene can help.”

Tangential to solving problems, cat owners are also increasingly looking for meaningful ways to bond with their felines. “While people like cats for their ability to act independently, cat parents also look for ways to treat their cats as special members of their family too,” said Yamamoto with Next Gen. “While most people think about toys or treats, natural cat litter like Next Gen Pet’s Fresh litter can be an excellent treat for cats and cat owners.”

Yamamoto said she’s also come around to newer products tailored to cat owners. “I am consistently surprised with how cat care has evolved year after year,” she said. “The last time I thought something was unlikely to catch on, it was lickable cat treats. I was very skeptical, but we absolutely have some at our house and it’s a cat favorite.”

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Ritter-Martin with H&C Animal Health said, “While there is a general stereotype of independence among cats, cat owners worldwide attest to their cats’ unique personalities—some are described as aloof, some are referred to as being ‘cat-dogs’ by their humans, some hide under the bed for days and others like to cuddle with the dog. Historically, cats may have been leveraged in homes and places of work by humans for their mousing abilities (and perhaps in some homes still are) but we know that for a very long time, cats have been a very central part of the family. We as manufacturers and retailers are simply catching up with this concept in providing offerings that help support their love of their cats,” she said.

Bonding is very much a part of feline care, said Kazilsky with Pioneer Pet Products. “Being independent does not mean that cats neither need or want affection or attention,” she said. For owners interested in training, Kazilsky recommends Cats International as a good resource. “Positive reinforcement and consistency are vital,” she said.

While the paradigms of pet ownership remain canine-focused, “We like celebrating cats being who they are— cats!” said Gould with Made by Nacho.

“Even though they are more socially independent than some other pets, they still rely on cat parents for their most basic needs to help them live happy, healthy lives. This means things like engagement, targeted nutrition and safe, comfortable spaces,” she said. “There’s a reason pet food trends tend to follow human food trends: as we continue

to develop a better understanding of how to feed ourselves in a healthy and sustainable way, we’re also developing a better sense of how to best feed our pets. Cats don’t have the same diets as humans—obviously—but they do deserve healthy food crafted with thoughtfully sourced, premium ingredients. This is what we think about every day at Made by Nacho. We devote the same consideration to our pets and their lifestyles as we do for ourselves.”

Cats and dogs have their differences, but cats and their owners are far from a monolith, Gould said. “The foundation for great care when it comes to dogs or cats is good, nutritious food, quality hydration and a loving home,” she said. “One thing we keep in mind is that cats instinctively love to stalk, hunt and prey—which is behavior cat parents can encourage by hiding treats or playing with certain toys. When in doubt, catnip is always a hit!”

Gould continued, “One thing that’s particularly interesting to contrast between dogs and cats is how treats factor into our relationships with them. Treats are often used to help train dogs and reward certain behaviors, but with cats, treats are more frequently used to help cat and cat parent bond. Cats can be trained, can be playful, can be silly, but it’s always important to pay attention to their body language while you’re engaging with your cat. They’ll let you know through their posture, body shape and expression when they feel safe and confident when they don’t. Getting to know a cat’s personality through quality time spent is always the best approach.”

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Special Report Pet Boarding

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hile the pet industry has been known to rapidly evolve and change, pet boarding facilities have remained an important part of the industry and have maintained their leadership and success even through the pandemic and lingering uncertainties. Aside from the hardships in the past two years, the pet boarding category has only been improving and advancing its offerings to ensure pet parents and their pets are as comfortable as possible and extremely well taken care of, which are values that sit at the heart of these companies.

Camp Bow Wow: The past two years have been filled with precariousness, but one thing that has remained evident is pet boarding facilities have prevailed in reassuring pet parents their pets are taken care of even when nothing seemed like a guarantee.

Boarding leaders such as Camp Bow Wow focused on what they could control: giving pets a safe and comfortable place to rest and play.

“Camp Bow Wow’s focus has stayed true throughout the pandemic—to offer the safest and most immersive experience for Campers,” Julie Turner told Pet Insight last year. “We implemented new operational procedures for greater safety and cleanliness for all customers—both two and four-legged. We’re continuing to build upon those changes and improve the overall customer experience by implementing technology enhancements for greater ease of use and convenience so we can safely accommodate our customers’ needs.”

“Camp Bow Wow eliminates the guilt and worry pet parents may experience when leaving their four-legged family member for daycare or overnight stays.

Pet parents can rest assured that when their dog is with us, they are in safe and loving hands,” Turner continued.

“At Camp Bow Wow, safety is always our top priority, including requirements for all Campers to be spayed or neutered, current on vaccinations and pass a ‘Camper interview,’ to make sure they are comfortable and well-suited for the group play environment,” she continued. “We also ensure that our play yards, which are separated by size,

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are always monitored by Certified Camp Counselors, who are extensively trained in dog behavior, pet CPR and pet first aid. Our programs enhance Campers’ lives with an exciting and stimulating environment where they gain can romp and play all day, socializing with other dogs and humans. Finally, for pet parents’ peace of mind, we have Live Camper Cams which allow pet parents to check in on their pup and see how much fun they are having from anywhere on their computers or mobile devices.”

Central Bark: Taking a look at what is fueling the demand for pet hotels, Carla Dusel with Central Bark emphasized the increasing number of animals being adopted each year.

“Every year the percentage of households with companion animals continues to grow,” Dusel said. “With more families bringing dogs home, naturally, the need for professional pet care services like daycare, boarding, grooming and training has increased as well. As our understanding of our pet’s needs evolves over time, the industry has grown to meet our expanding knowledge. This is thanks in part to the scientific community as they continue to work toward understanding our beloved pets as highly intelligent animals, as well as the number of resources that are more easily accessible to the animal community as technology evolves.

Each year, we better understand our dog’s needs and change to meet those needs. More enrichment, more rest, reward-based training methods supported by the latest science and a commitment to continued learning.”

Dusel continued, “Central Bark embraces Whole Dog Care—supporting the physical, emotional and mental needs of the dogs that attend our program. The goal of our Enrichment Day Care program is to create a safe, positive and enriching social environment where dogs can thrive. We use positive and proactive playgroup management techniques that help to keep the dogs in our care safe and happy.”

Dusel observed how the pet industry has been increasing its awareness of pet needs on all levels, which helped the company become a leading pet board-

ing facility and has continued to set Central Bark apart from competitors in this space.

“With more service options and products designed to help dog owners meet their dog’s needs, it’s a sign that the entire industry is being pushed forward to better understand our companion animals. The physical, emotional and mental needs of the dogs we share our lives with have come to the forefront of providing care for them. Central Bark offers Enrichment Doggy Day Care, sleepover and boarding services, a grooming Salon & Spa, reward-based training options and a market area stocked with unique products to meet your dog’s individual needs,” she said.

K9 Resorts Luxury Pet Hotel: Pet boarding leaders have always been able to adapt to the changes and new demands of the industry and pet owners alike. In 2021, Steven Parker with K9 Resorts conveyed to Pet Insight how the company was able to use its strong foundation to get through the pandemic and maintain its policies and procedures already in place.

“K9 Resorts prides itself on always taking the health and safety of our staff and guests in the highest regard,” Parker said. “That initiative has never faltered, pandemic afoot or not. The team at K9 Resorts is proud to say that in the early stages of the pandemic, we were able to bolster our already impressive protocols with the most proactive and innovative protective measures that we could find. That being said, many of the materials and procedures that we utilized during the pandemic, were simply part of our routine prior to the infiltration of Covid. We intend to continue to keep those procedures as standard, to ensure that our customers felt and continue to feel confident they are safe, our staff is safe, and that K9 Resorts is still able to deliver the five-star experience that our customers rightfully expected.”

“Peace of mind is the name of the game at K9 Resorts. Since our inception, the owners have always put comfort, safety, health and the concept of luxury first, providing the top-of-the-line features and amenities that would rival some human hotels!” Parker said.

Special Report

Creating Deeper Ties Between Everyday Care and Long-Term Health and Wellness

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ithin the health and wellness segment, manufacturers are impressing upon retailers and consumers that addressing symptoms right away and tending to pets’ oral and skin and coat care with a balance of food and supplements requires daily attention and is a long-term commitment.

Pet owners who invest in their pets’ health and wellness from the start, before itchy skin or hot spots or bad breath occur, and make this a daily habit, much like brushing their own teeth or washing their face, will see their efforts pay off as their pet ages and is able to live a relatively healthier and comfortable life.

Skout’s Honor and the company’s product offering address the wellness category from a preventative approach. “Most consumers and pet parents today understand that concept because of the way they look at their own health and wellbeing for themselves and their family members,” said Jenny Gilcrest, VP Marketing for Skout’s Honor.

Pet owners view their pets as an extension of their family. “That’s not a new concept, it’s a standard practice these days,” Gilcrest said. “We want the same sort of solutions for keeping our pets happy for the long-term. The best way to do that is from a preventative approach.

Wellness for a really long time, for pets in particular, was still stuck in that treat-and-repeat cycle where if your pet had a problem, you’d go to the vet and get prescribed antibiotics or steroids or some kind of prescription medication to treat the problem, and then a month or a couple of months later, your pet has an ear infection again or they’re still itching or they have hot spots and sores on their body. It just keeps coming back because the protocol was treat-and-repeat with a medicated prescription.”

On the human side, people are accus-

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tomed to taking daily vitamins, having a daily skincare regimen and eating healthier to achieve their wellness goals. “People understand the preventa-

from coming back.”

One quality which sets Skout’s Honor’s products apart in the category is how they bridge the gap between natural products and medicated products.

“It’s that intermediate; it bridges that gap,” Gilcrest said. “If your dog has an ear infection or they’re itching constantly you want that problem solved as quickly as possible. It’s no wonder people turn to antibiotics or steroids because they want it to stop and they don’t want their pet to be uncomfortable. And that’s why the medicated options still have a place and there are still reasons why people choose that automatically.

Photo courtesy of Skout’s Honor On the other side of that, tive way to achieve optimal health, and traditionally natural products like an that’s transitioned effectively into pet oatmeal shampoo, for example, would where people are choosing preventative be the natural approach but it may not diets for their dogs and cats,” Gilcrest fix a severe situation. It might be too said. “For us, we’re looking at that from mild or too inactive, just more of a pasa skin health perspective where most sive solution. That’s where I feel like skin issues are one of the top issues we’ve really been able to bring a new people bring their pets to the veterinar- intermediary product category within ian. Most often ear infections, itchy skin those two options. The probiotics are and odor all of those issues that start an active solution. They do actively stop on the skin are the reason people take and then prevent the problem. They’re them to the vet for solutions.” doing both of those things which is nice.

“For us, we really wanted to try to Today, pet parents more and more are tackle that from a preventative ap- looking for natural solutions. They don’t proach,” she went on to say. “Being a want anything with harmful chemicals. brand that has our hands on a really They don’t want those super medicated unique, very effective natural technolo- options on their pet.” gy, which is the topical probiotic techOne way VetriScience impresses nology, we’re able to offer that preven- upon retailers and pet owners that taktative approach to skin care. It’s a skin ing steps to address pets’ health and care regimen that we’ve created in our wellness needs on a daily basis impacts wellness line for our pets. Proactively their long-term care is through the comkeep their skin healthy so that it pre- pany’s education portal targeted tovents those problems from occurring ward retailers. Retailers are a constant in the first place. So it not only soothes and esteemed resource of information their skin when they do have problems, with recommendations that pet owners but then it maintains that healthy mir Cont'd on Pg. 30 crobiome and prevents the problem

Special Report: Long-Term Health and Wellness

Photos courtesy of Pure and Natural Pet

r From Pg. 28 rely on and trust.

“When VetriScience provides education on our products through our Retailer Education Portal, we talk about supporting a pet’s health through supplements throughout their lives,” said Derek Archambault, VP of Marketing for FoodScience. “It is a difficult concept to market since we can’t say a supplement ‘prevents’ anything, but we can talk about the systems that various supplements support and how that can help with everyday health.”

Pure and Natural Pet have recognized how pet owners have elevated their pets’ status in the family. “There is a difference between having a pet and having a pet family member,” said Julie Creed, VP Sales and Marketing for Pure and Natural Pet. “Those with pets as part of their family have a greater understanding that caring for your pets’ health involves more than just their food and treats. Wellness also involves the care of their teeth, ears, nose, paws, skin and coat.”

“Our grooming and wellness products are multi-functional in their approach,” Creed continued. “Our shampoos not only clean and moisturize, but also have key ingredients that promote healing and healthier skin. The same holds true with our wellness products. We explain and promote how our products and the ingredients in them, can have a huge impact on the overall health of their pet through our marketing, our labels and packaging as well as all of the educational information we provide on the Pure and Natural Pet website.”

Leaders in this space have been makPG 30 / PET I N S I G H T

ing progress with their endeavor to impress upon consumers and retailers the mindset: If you use higher-end products daily, we will have a more valuable and happier consumer.

“From a financial standpoint, it’s more upfront cost to purchase a skin care line for your pet but the benefit is you’re not going to have to go to the veterinarian as often and you’re not going to have to pay for prescription medication,” Gilcrest with Skout’s Honor said.

“You’re not going to have to be on that constantly. You’re going to save money there. Then also, ultimately they’re going to feel their best and be a happier animal on a regular basis. They’re not going to have to go through that treatand-repeat cycle. It’s also shown Millennials are willing to spend more money on natural and sustainable products than any other generation. For retailers at least, it’s less of a hard sell now than it’s ever been for solutions that work.

It used to be a big ask, but that they’re walking into it with an expectation that they’re willing to do that.”

“We focus on the effectiveness of our products through studied ingredients and clinically tested products, rather than focusing on price points and discounts,” Archambault with VetriScience said. “We feel that it is important to be able to provide a high-quality product that works rather than chasing specific price points. We want VetriScience to be accessible to as many consumers as possible and want price points that help more pets, but also want to balance that with great products that actually work, which will save consumers money in the long-term.”

“It’s not about the price point, it’s about the ingredients,” Creed with Pure and Natural Pet said. “We often state, ‘a happy and healthier pet starts with the ingredients!’ This is a consistent branded message in all of our product categories and something that is actively discussed and promoted through our social media, blogs, catalog, newsletter, ads and popular education series.”

One advantage for Skout’s Honor is the term “probiotics” is not new to consumers which has provided a steppingstone for the company to begin a dialogue with pet owners, retailers and groomers during the company’s educational outreach. “People now understand probiotics as a healthy wellness word in pet, but most often in the food category or the treat category or the supplement category, like an ingestible type of thing,” Gilcrest said. “People understand what that means. Typically when they think about probiotics they think about balancing out the gut or healthy bacteria. That has helped us with people who do already have some knowledge about probiotics and wellness trends. We’ve definitely been able to grab those people easier because they already understand how the technology works for themselves and also from a diet standpoint.”

“On the other side, it definitely caused some challenges for education,” she continued. “One thing we’ve done really well is we went to the grooming community first. We did an extensive education outreach campaign to professional groomers to get the product in their hands and explain to them how it works r Cont'd on Pg. 32

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Special Report: Long-Term Health and Wellness r From Pg. 30 and get their feedback which helped us learn and strategize on how to position it to pet parents, which was great. We do get a lot of people who already come at this from a, ‘I want the best wellness products for my pet because it’s what I take, it’s what my kids take. And I want the best for my pet.’ We also grab a lot of people who didn’t know the solution existed and they were just looking for something natural but then realized that the probiotics give it an extra boost on top of being a natural product. It’s an active solution as well.”

“VetriScience finds that helping consumers understand that supplements for their pets is like what they are doing for themselves is big step towards getting them to try them for the first time,” Archambault explained. “We often do that in our social media and blogs and in addition, we are able to leverage our history in the vet channel to reinforce that with expertise.”

“We have worked hard to educate consumers and retailers on the importance of healthy ingredients for all of their pet products,” Pure and Natural Pet’s Creed said. “When we are working with consumers who are already aware of the health benefits of organic and natural products, they are thrilled to have it available for their pets as well. When you sleep with your pet and it is truly treated like a member of the family, you want to make sure that they are well-groomed—without harmful ingredients—and fed a healthy and nutritious diet. From dental and oral care to flea & tick protection, owners want to make sure that they are providing the best and healthiest care possible.”

“We’re always looking for feedback from our customers,” Gilcrest said.

“There really hasn’t been a specific campaign necessarily, it’s been introducing the idea of topical probiotics as a wellness solution. That was really our biggest hurdle because it was so brand new, it was a new concept for the pet industry. Although it isn’t a new thing for humans, there are a lot of beauty and cosmetic lines for human skin care that are very successful because of the probiotic technology they use. The technology is very effective for humans, there’s PG 32 / PET I N S I G H T

countless dermatological studies on that and how that technology can solve problems like dryness and acne and rosacea and all of these skin problems in humans. That was our biggest hurdle from a campaign standpoint was educating people and getting them to trust and try the products. Once we were able to do that and get the products into as many hands as possible, we were overwhelmed with the testimonials and the experience coming back from pet parents who were telling us these were truly life changing products. Where things they tried, the treat-and-repeat, they tried steroids, they tried antibiotics, but the problems would just keep coming back. They tried oatmeal shampoos or natural grooming products, but it wasn’t solving the problem. Our solutions were finally giving them something that was not only making their animal more comfortable and treating the problem but it was also preventing it from coming back.”

“The educational campaign on why probiotics and how it can make a difference and then making sure we could get as many products in as many hands as possible and gathering testimonials is what was the most effective thing for us.

That’s why having witnessed the success of it from a business standpoint for us and also from a customer experience standpoint, that’s why we’ve built out that line more extensively over the last couple of years,” she continued. “We’ve created a ton more products with that technology as a base. It doesn’t just work as a grooming product, it’s not just an incredible shampoo but the technology itself is able to be an incredible ear cleaning solution. It’s an incredible itch relief solution. It’s an incredible paw spray solution for pets who can’t stop licking and chewing their paws. The probiotics work for most problems people face with their pets’ skin. We were able to build that line out for very specific problems pet parents have.”

“The two things that really stand out in this area is providing education to our retailers through our Retailer Education Portal and providing more options on supplement flavors and conditions,” Archambault said. “The education helps retailers understand our products better and the flavor options make it easier

for pet parents to give them GlycoFlex hip and joint and Composure behavior supplements every day, as it makes it feel more like a treat.”

“This time frame nearly captures the birth of the company,” Creed said. “In the past five years, we have gone from USDA Certified Organic shampoos to also include wellness products, most notably our Organic Dental Solutions and biodegradable Pet Wipes. We also launched a groomer-specific line: PROCoat Grooming. We support both brands and our retailers with an Educational Series. Our products have amassed over 50 awards and also been tethered to our philanthropy that aids service dogs for Veterans with Paws for Life K9 Rescue and the planting of nearly 2,000 trees with One Tree Planted.”

For Healers Petcare, the new year means focusing on the company’s goals.

“Our goal for 2022 is to continue to build on our foundation and continue to provide outstanding service to our customers,” said CEO and President Terri Entler. “We had a great year even with Covid challenges. Our customers have been so supportive and have responded well to our lines. So in 2022 getting our message out and finding new ways to help pets and their parents keep healthy is top priority for us. One way to do this is by expanding out pet health education through our blogs and videos.”

“The new year is a good time to reflect on what has gone well, where there’s room for growth and to remind ourselves of our mission as a company,” Derek Bodkin, Pet Sales Specialist for Nordic Naturals said earlier this year.

“When we focus on that, our goals for the year ahead are always a bit clearer. We’re exploring new and innovative ideas for product development, and we plan to bring forward marketing and education that serves our customers’ interests today, whether that’s premium products, the latest nutritional information, or top-notch service.”

In January, Healers Petcare announced a pilot project, set to launch this month, of a new technology related to its supplement line. “It not only reduces environmental waste but will help pet parents remember to give their r Cont'd on Pg. 34

They’re part of the family.

The finest omega-3 fish oil for pet health.

Nordic Naturals makes the highest-quality fish oils on the planet to help support optimal health for dogs and cats. Beloved pets are part of the family, just like our Nordic Pet collection is an important part of our complete family of pure, fresh, and great-tasting omega-3 products. Give your customers and their cherished pets the finest omega-3 oils with Nordic Pet products.

Special Report: Long-Term Health and Wellness r From Pg. 32 pets their daily vitamins so pets stay healthy,” Entler explained. “Being proactive rather than reactive to pet health is critical and will help reduce veterinary cost.”

Nordic Naturals plans to develop new products wherever the company identifies a need. “Whether that’s for families or their pet companions,” Bodkin said. “Our commitment to delivering the world’s best nutrients essential to health is ongoing, and we’re aware of our reputation for exceptional omega-3 products. So, any new areas of health that we choose to tackle will have those same high standards in mind.”

One key trend that Healers Petcare foresees as playing a pivotal role this year is, “The continued focus and growth within the pet health category,” Entler said. “In the past two years, getting into a veterinarian for care has been challenging. Having alternatives and information so pet parents can manage their pet health better at home is a high priority. That is where Healers comes in. We hope to provide a higher level of education and service in 2022 so pet parents can be more informed and educated pet health reducing that need for veterinary care.”

At Nordic Naturals, “Using high-quality data to drive our sales and marketing strategies is truly invaluable,” Bodkin said. “Just as we are a company committed to science when it comes to product development, we also rely on the best available information when it comes to knowing what our customers want.

Nordic Naturals is keen on monitoring new trends and new directions for the benefit of our most valuable retail partners and customers.”

When it comes to enlightening retailer partners, it’s important for them to realize, “Companies like Healers not only provide health and wellness products but also education for their employees so they can better serve their customers,” Entler said. “This is why we will be focusing more of our time in 2022 to educational blogs, webinars and videos to help them address their customers needs. As I mentioned customers need ways to manage their pet health from home without a vet visit.

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They are relying more and more on retailers to assist them in product selection. Having the right tools to help both the retailer and the customers will be a growing need.”

Nordic Naturals would like for retailers to understand the company is pleased to be the No. 1 fish oil brand in the US for humans and pets. “For more than 25 years, we’ve worked diligently to always deliver the highest quality products and always do things the right way for our customers,” Bodkin said. “If we wouldn’t take it, we won’t make it.

So, we’re honored to be such a trusted name, serving all members of your family, including your companion animals.”

To ensure the health and wellness category continues to drive growth to the industry, Nordic Naturals relies on quality. “People care about their health and the health of their pets,” Bodkin said.

“What’s more important than health?

So, it makes sense that customers will care about the quality of the nutrients they put into their bodies, or give to their loved ones. Companies that look for cost-saving measures often overlook what their customers really want—a product that’s safe and that works well every time. Nordic Naturals believes that there’s nothing more important than quality in order to succeed—and lead—in our industry.”

On the retail side of the health and wellness segment, retailers are attuned to what consumers are demanding.

“We begin with the inside out,” said Eva Eiduks with Furballs Pet Stuff.

“What food are they on? Are there enough oils in their diet? Do they have an allergy to something? Is there mold or pollen on the ground causing itch and irritation?”

“The owners will also guide us as to what they are looking for,” Eiduks added. “A shampoo that has a conditioner built in? A more natural cleansing routine, or a mild shampoo, especially formulated for puppies? Many people turn to fish oils or coconut oil. I find that people are well informed before they arrive and are tending to go towards more natural skin care solutions and care.”

For Bomgaars, consumers look to their health and wellness space for mainly hip and joint and dental chews.

“They do very well for us in what we car-

ry,” said Laura Magee with Bomgaars.

When it comes to influencing and encouraging pet owners to actively include supplements in their pets’ daily routine, “the price barrier, specifically to CBD products has been a tough one for us,” Magee said.

Retailers like Bomgaars have become creative and looked out of the box for solutions to encourage category exploration, especially for price sensitive shoppers. “I have tried some products only to end up closing them out after some time,” she offered. “I have tried them and am now not carrying any again. Maybe again down the road when it is down to less brands, clear brands that customers seek out and the price reduces. When I have had them, I have done in-store specials to promote them but they did not move the needle as much as I would have liked to have seen.

Other things like the dental chews and non-CBD hip and joint supplements, even though retails are pretty high as well, they are tried and true and people will spend the money on them.”

In light of the number of pet parents who wait to react after an issue or symptoms arise, suppliers and retailers have been doing their part to enlighten pet owners as to why taking preventative measures when it comes to health and wellness is the better approach compared to waiting to react once the pet is in pain or uncomfortable.

To further these educational efforts, “We share information on preventative options and benefits on social media (primarily about products we sell), in e-mail blasts, and we educate customers in the store on the importance of starting early and being proactive vs reactive,” said Jennifer Larsen with Firehouse Pet Shop. “For example, building the immune system through gut health, feeding a fresh or raw diet, or adding glucosamine before the pet is stiff or in in pain.”

Larsen has observed a growing interest of the health and wellness space.

“We see more people self-educating and reading up on the benefits of these products and holistic approaches,” she said. “Several people come in or call looking for products they have seen on social media and are curious about it.”

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Special Report

The Evolution of Dog Toys

From L to R: Caitec’s Hero Chuckles Alligator and Hero Chuckles 2.0 Cow and Spunky Pup’s Glow Plush Fox. Photos courtesy of the Caitec and Spunky Pup websites.

P

et toys used to be basic—a ball or a stick. Manufacturers within the toys category have played integral roles in developing the category and allowing for innovation to unfold. The space is home to a vibrant collection of toys that come in a variety of bold colors, shapes and fabrics that can either stimulate or soothe pets depending on what the pet needs and what pet owners feel comforable with giving to their animals.

“Certain manufacturers recognized that there was an unfulfilled need for more dynamic, fun and interactive toys in the marketplace,” said Mark Watkins, Director of Sales for ZippyPaws. “The use of various colors and fabrics and the cute and fun themes really helped boost interest in toys.”

When Mark Hirschberg, President of Multipet International, entered the pet industry in the early 80s, a lot of dogs played with vinyl toys. The vinyl trend progressed towards latex toys which by comparison were more environmentally sound. The category shifted and advanced in the 90s when toys were made with plush.

“Vinyl was back then and still is an environmentally unfriendly type of product because vinyl doesn’t decompose,” Hirschberg said. “Dogs played with vinyl then the trend went towards latex.

And then I would say dogs didn’t start playing with plush until the mid 90s.

With plush toys pet owners were able to get better sounds and better colors.

You could add tennis balls or different pieces to it. They became a lot cuter and a lot more consumer friendly.”

“Multipet changed the industry by

PG 36 / PET I N S I G H T

doing these things and we continue to do so,” he added. “We continue bringing new ideas to market, new fabrics to market, new styles to market and new licenses to market.”

“Yes, the toy category has definitely evolved over the years, and we owe that reason to the consumers that purchase our products,” said Mark Pasco, VP of Sales for Mammoth Pet Products. “As informed pet parents, they are more involved in the positive play experience today than they were in the past.”

And one of the reasons for how the pet industry has progressed to where we are today is due to, “We owe it to more readily available raw materials of different types and the fact that the manufacturers like Mammoth Pet are willing to continue trying to design new products in order to keep the category exciting and fresh,” Pasco explained.

Watkins said ZippyPaws owes this progress to its Founder, Jen Cao and her dynamic imagination. “From our early days as a company, our Co-founder, Jen Cao, wanted a better variety of toys for her beloved dog, JJ,” he said. “Her creations sprung from that and we always strive to continue to do all we can to provide toys that dogs will love.”

“We definitely owe this progress to always be willing to keep designing new products,” Pasco with Mammoth Pet Products said. “The Mammoth brand has been the No. 1 pet shop brand for many years because our customers keep coming back to purchase more.”

In the last decade, dog toy manufacturers have listened to feedback from pet owners and retailers and the evo-

lution of their designs and functions reflect what they’ve been hearing and demonstrate manufacturers want to help make pet ownership enjoyable.

Features and aesthetics are appealing to dogs who require mental and physical stimulation and depending on the chewing style, durability. Meanwhile, features and aesthetics standout to pet owners who value the cute factor and are amused by what they’re purchasing. The category has made room to appease both end-users; the pet parent and the dog.

“Is there room in this category for both?” Watkins said. “There is absolutely room to please both the owner and the dog. Creating toys in the shape of various characters and bright colors is done primarily for the owners since dogs have limited color vision and don’t distinguish certain characters from one another. But dogs do thoroughly enjoy the variety of squeaks and sounds, certain fabrics & materials and shapes as well as the interactive and stimulating features of toys. Durability is important for both.”

“There’s room to appeal to both pet owners and dogs, and it really depends on the dog because every dog plays differently,” Hirschberg explained. “Some dogs like to cuddle with toys and some like to aggressively chew toys. It really does depend on the toy. What I consider to be an adorable toy might not be what you consider to be an adorable toy. Adorable is a relative term. There’s room for both. We have some cute and r Cont'd on Pg. 38

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Special Report: The Evolution of Dog Toys r From Pg. 36

From L to R: Multipet’s plush toys: Loofa Dog, The Original; Duckworth and Wrinkleez. Photos courtesy of Multipet.

cuddly toys that can last for years, and we have some rope toys that get chewed up in one month. It depends on the dog and the age of the dog and so on. Bright colors, different sounds they make, do they light up.”

“It takes both cuteness and amusement factor to build a great toy and Mammoth definitely takes both into account when coming out with a new product,” Pasco with Mammoth Pet said. “Yes, absolutely, there is room in this category for both. The brand needs to never lose its mission and pet parents will continue coming back to that brand for repeat purchases.”

As toys have become more sophisticated, coupled with the increases in dog ownership, ZippyPaws believes the category will “surely grow exponentially in the years to come. I see further advances in mixed material toys with various fabrics and shapes (more of them eco-friendly), advancements in the way toys can be interactively designed and toys that are categorized further based on ages, sizes and breeds of dogs,” Watkins said. “At ZippyPaws, we continue to make advances to increase durability and to appeal to a larger variety of dogs as well. With the increases in dog ownership, the category will surely grow exponentially in the years to come.”

Multipet predicts the toys category will continue on the growth pattern that it’s on. “There are new different fabrics every day, different materials and different trends,” Hirschberg said. “There are more companies that are allowed licensing in the pet industry, yet they didn’t do that before, so there are more opportunities there. Puzzle toys, for instance, give the pet the chance to use PG 38 / PET I N S I G H T

their mind as well as their paws.”

“Dogs need toys to play with, and they need multiple toys to play with at all times,” he added. “In many cases people repeat the same toy over and over because once the toy wears out, they usually get a new one so the dogs get used to playing with the same toy. A lot of our plush toys are machine wash so it gives them a longer life.”

Strong competitors who remain devoted to introducing innovative products to the industry will continue to hold their place in the toys category and further their efforts of contributing to the space’s overall growth, Pasco said.

“The category will continue to get stronger over time and the products that do not prove themselves will end up discontinued,” he said. “Brands that are strong like the Mammoth Pet Products brand will always have a place in steering the category into the next level or idea and for that we are happy to be part of this growth.”

This year Mammoth Pet Products is eager to continue moving forward with a fresh perspective of what the company has done well and evaluate what didn’t go as well to plan for doing better in 2022.

“We have a number of exciting new items in the rope toy category that will be kicked off later this year,” Pasco said earlier this year. “We are the No. 1 pet shop brand when it comes to rope toys and being able to continue building the same great quality, one toy at a time is what we will continue doing best in 2022. We had some shortfalls this past year with product availability, which were caused by outside factors not in our control which made it difficult to

swallow. We still had an amazing year of growth and will continue trying to improve in 2022!”

“A new year always brings a fresh start and new opportunities,” Susan Calles with Ethical Products told Pet Insight in early 2022. “We look forward to seeing our customers and retailers in person at the upcoming Global Pet Expo where we are very excited to introduce an innovative line of products under the Cosmo license. Ethical has partnered with Hearst Publications and Cosmopolitan magazine to create an upscale line of pet products that will appeal to a demographic that has not been historically sufficiently served by our industry.”

“From a distribution standpoint, we are really tackling 2022 as we are an extremely differentiated brand from anything out there in the market,” Jeff Siddiqi with Playology told Pet Insight earlier this year. “So, for us it’s really getting the scented technology, which is what we have a patent on and getting that out to more and more retailers throughout more pet distribution outlets in the US and globally. That is ultimately what we expect for the new year. Dogs stay engaged seven times longer with Playology versus unscented toys, so for us in 2022, it really is getting more distributors engaged just like the dogs that are engaged in our toys.”

This year Ethical Products plans to introduce a complete line of dog and cat toys made from recycled materials and are certified as sustainable. “Sustainability is very important to Ethical,” Calles said. “We are cognizant of our carbon footprint and are taking steps to minimize it. We are also launching r Cont'd on Pg. 40

Special Report: The Evolution of Dog Toys r From Pg. 38

From L to R: Mammoth Pet Products’ Flossy Chews Extra Medium Monkey Fist Ball with Four Ends, Flossy Chews Extra Fresh Monkey Fist Ball with Handle and SnakeBiter Shorty. Photos courtesy of Mammoth Pet Products.

a new cat litter which is made from a single ingredient, the renewable yuca plant. Protecting our planet while still providing our pets enjoyment is very important to us and pet parents.”

“As more and more people are taking steps to help protect the planet for today and the future, providing pet products that fit into this initiative is extremely important,” she continued. “Consumers are smart shoppers and want to know that their purchases aren’t negatively impacting the planet. These consumers feel good about purchasing products that are made from recycled materials and that the purchase is going toward a positive change.”

Mammoth Pet foresees consumers are still in a heavy buying mode, a trend that will continue going into 2022.

“Mammoth Pet is gearing up for another great year, and we are planning on another growth year trend for 2022,” Pasco said.

“Everyone is always trying to build a better mousetrap so there are companies out there trying to offer products in this category,” he continued. “Please remember that Mammoth Pet has been and will continue to be the leader in this category, so continue coming to us, and the consumers that you supply will always be happy!”

Mammoth Pet will continue driving growth to the rope toy category by offering a number of exciting new items later this year.

“We will also continue stocking the same great quality products that consumers ask for by name with the Mammoth brand and will stay ahead of the growth curve by ensuring those PG 40 / PET I N S I G H T

products are in stock in full available to ship without cutting any corners,” Pasco said. “Mammoth Pet is the brand for rope toys for the life of your dog!”

“What is so great about our ropes in comparison to cotton ropes, which can get lodged in dogs digestive tracks because it breaks off into these long strands, but with our ropes, we actually have a dry tech material that is similar to a gym or workout shirt that you might wear to the gym,” Siddiqi with Playology said earlier this year. “So, our ropes actually absorb the slobber. It takes the slobber to the surface where it is easier to wipe away unlike cotton ropes, which get soggy and gross, and you end up throwing them away. Also, if our ropes do break off, it breaks off into smaller pieces, which is easier for a dog to digest.”

“We are launching our Big Dog line, which will have a rope included in that—it is our Webbering Rope,” he added. “We have reinforced the durability on that Webbering Rope to make it even stronger than what it already was; just given the strength of larger dogs and their jaws.”

Generally speaking, all of the variety within the dog toys category can make it cumbersome and overwhelming for pet parents to choose the best toy for their pets. Retailers have identified recent innovation which has helped leading products become distinctive and attract pet owners’ attention.

Sara Choi with petstore MiAmore said it’s the toys which facilitate bonding and playtime between pets and pet owners that attract attention on the shelf. More specifically, it’s the “interactive dog toys,

including puzzles, games, enrichment and nose-work toys,” Choi said.

Similarly, at Shipton’s Big R, consumers are looking for opportunities to interact with their pets beyond walks. “I am seeing things marketed toward human interaction with pets,” said Katie Ballman with Shipton’s Big R. “More and more people are gravitating towards toys that allow them to interact with their pets on a more intimate level.”

At The Dog’s Meow, consumers have done their research and are aware of the options they can expect from the category and how high their standards can be raised. In addition to whimsical characters, pet owners demand bright colors and patterns and toys that were Made in the USA. “Durable in any pet category is the toughest challenge,” said Alexis Butler with The Dog’s Meow. “Plush and durable seems to be a trend that is working.

Toys that reward with a treat seem to be getting more innovative.”

“At this time, enrichment toys are top sellers,” said Jenna Harrison with NorthPoint Pets and Company. “With everyone’s busy lifestyle, consumers are looking for toys that can engage their pup long enough for them to finish that conference call, run that errand, or just have a quiet family dinner. The work from home trend has also driven a demand for toys that allow for independent play. Toys that require problem solving, provide mental stimulation, or encourage physical exercise are all excellent for engaging mind and body.

These have also been shown to ease stress in anxious pups—which likely helps the humans to de-stress as well!”

Category Analysis Grooming Tools

I

nnovation occurring within the grooming tools category has come about as a result of paying attention to daily struggles that are common for groomers and creating solutions that ensure the groomer’s and the pet’s safety and comfort. For years, grooming tools suppliers have been fine-tuning their products to equip pet parents with uncomplicated and clear-cut products so they can tend to their pets between grooming appointments. The last two years ramped up the necessity and demand for making sure pet owners were armed with tools they were capable of using on their pets without undue injury or stress to their pets.

It was the lack of experience and first-hand knowledge at the product development stage of grooming solutions that prompted Groomers Helper to take matters into their own hands.

“The thing that is missing from the grooming category today is the lack of real hands-on experience at the salon level in product development,” said Ed Berger for The Pet Salon’s Groomers Helper. “We see cheap grooming arms being included on expensive tables that end up bending to meet a price point, cheap brushes that do the job for week or two then break. We believe that if a tool is worth buying it should last, and the only way to make sure of that is to have groomers, like us, work them as hard as we work, to make sure they are worth the investment. We have operated our own full-time, high-volume salon for almost 30 years. Nobody in our back room is shy about letting us know what works and what does not.”

“What was missing from the grooming tools category is you had grooming brushes and it was looked at as something that was a little bit of a me-too product,” said Joel Weinstein for Bass Brushes. “Nobody realized the level they could take it. I could say the same thing about the pastry analogy. I call it a pastry but it’s a dog treat. Nobody at that time thought that you could put that level of creativity into that category. And they were wrong and now you are seeing it and you’re seeing an explosion really of creativity. And I always say that too, not just about us, but about our

PG 42 / PET I N S I G H T

friends in this industry in all categories, it really is a tremendously creative industry. People think the most creative people go to Hollywood, and I think the most creative people go into the pet business. There are really creative people working in this industry.”

Grooming solutions that combined trustworthy brand recognition with performance and ease of use were in short supply, and Wahl Clipper was one of the few companies which could introduce products to the grooming category that incorporated all of these features that pet owners expect. “Pet consumers are no different when buying for their pet than for themselves (in fact, they may treat their pet even better),” said Chris Hubbuch for Wahl Clipper Corporation. “They want a trusted brand that delivers quality products that perform well, are comfortable and easy to use and deliver unique features and innovation. That innovation could be on products such as Wahl’s patent-pending grooming tool line or our battery nail grinders with their unique concave grinding stone that leaves smooth nails so not only won’t your floors don’t get damaged but when your happy dog jumps on you their nails won’t scratch.”

The condition of the grooming tools category requires groomers and grooming shops to do an unprecedented amount of extensive analysis and exploration of products, Berger said. “We believe there has never been a time when a groomer or grooming shop owner has had to do more in-depth research on the quality of the critical grooming products they are buying,” he said. “Not only in durability, but the question also has to be asked if this purchase is going to make my grooming team more efficient to meet the new volume demands of our industry. A Groomers Helper Starter or Pro Set, for example, will give a groomer both hands to work with, rather than chasing a dog around the table and wasting valuable grooming time. They can do two to three more dogs every single day working smarter, faster, with less stress and safer than ever before.”

“We’ve done a few shows and Global Pet Expo is coming up and we’ll be there, what I see is a pretty strong industry,”

Weinstein said. “I don’t look around and say, ‘Oh this is junk and that’s junk, and we’re the only game in town. I don’t say that. Even with brushes. We have a healthy respect for some near peer competitors and the broader category, the offerings are excellent. The pricing is affordable. I don’t see a lot of gouging out there. It’s accessible. It’s becoming more and more accessible. The retailers are raising the bar as well. It’s a matter of building on the foundation and the category is in pretty good shape so it’s exciting to be part of.”

Pet owners’ expectations have risen in step with the level and caliber of quality of grooming products that are available to them. “I think it is fair to say that like all things pet right now the grooming tool market is on fire,” Hubbuch said. “But as the category grows and more pet owners look for tools, they don’t want low price and low quality.

They see grooming their pet as quality time, so quality tools from a trusted and respected brand like Wahl is what they will gravitate to. Research shows that pet owners will pay more for a quality branded grooming tool. Tools that are dual purpose are also well received whether for one pet that has changing needs (think a brush to remove matted hair and to finish and smooth the coat) or a tool that works for the household that has multiple pets with different coats and requirements.”

Suppliers agree that Covid has certainly impacted demand for and reliance on the grooming tools category as a growing number of pet parents had to bathe their pets at home during lockdown. Being home also meant pet parents noticed skin and coat issues and were more inclined to research and address issues themselves. “The biggest impact from Covid is the number of new pets and new pet households,” Hubbuch said. “This combined with more time with pets due to working from home and changes to school schedules means owners are with their pets up to 24/7.

They are looking for both new to them products as new entrants into pet ownership but also products they can trust to do the job and that will last.”

Category Analysis Alternative Protein Treats

T

he alternative protein treats category provides pet parents a destination where they can find nutritionally sound treats made with safe ingredients their pets will enjoy eating. With their reasons for entering the category as individual and unique as each company’s values and persona, what ties all of these category leaders together is their focus on feeding pets ingredients beneficial to their health and digestion.

An equally important trait these suppliers share is their determination to demonstrate to the industry they can look outside the box for treats they can feel at ease about giving their pets.

For Anne Carlson, Jiminy’s Founder and CEO, the reasoning for entering the alternative protein treats category was as personal as it gets. “My daughter wasn’t sure that she wanted to have kids due to climate change and the environmental wreckage we continue to create,” she said. “I’d like to have grandkids someday so Jiminy’s is my response.

Our path of sustainable foods and treats is a roadmap for companies inside and outside the pet industry to follow into a viable future. We can do the impossible by first taking on the possible.”

Earlier this month, Petaluma launched a dehydrated sweet potato chew and plans to offer a few other treat products later on in the year. “Our product development process focuses on identifying opportunities to produce more sustainable alternatives to popular canine nutritional products,” explained Caroline Buck, Petaluma Co-Founder. “Many of us have spent more time than ever working from home (and working alongside our dogs) over the last two years. While our canine coworkers are a welcome addition to the way we work, sometimes we need to create a diversion to keep them occupied during a video conference or when the doorbell rings. We wanted to create a complementary chew product alongside our sustainable baked dog food that delivers on taste and nutrition without relying on animal agriculture.”

For these companies, entering the alternative protein treats arena meant filling a void and bringing something to the category that would enhance it and improve pets’ quality of life. “No

PG 44 / PET I N S I G H T

surprise here, but sustainability is the missing puzzle piece,” Carlson said. “I like to do puzzles and sustainability is like one of the easy pieces along the edge. It can be as simple as picking a better protein, or a better bag, or better warehouse locations. Jiminy’s is both a pioneer and a settler within the alternative protein space. Our insect protein food and treats address allergies and digestion yet, at the same time, are cutting edge and sustainable. Many excellent alternative proteins struggle with sustainability and it’s always the protein that’s the sticking point. There are simply more crickets than kangaroos.”

Petaluma resolved to and was determined to introduce a treat option to the category that included ingredients like sweet potatoes, which are versatile in their health benefits and low impact on the environment. “We very intentionally wanted to create a chew product that was minimally processed and sourced from certified organic farms,” Buck said. “We found that many of the popular attention-grabbing chews were made from chicken and beef and often used premium ingredients like chicken breast that require a ton of resources to produce. By using sweet potatoes instead of chicken muscle in our jerky, we reduce greenhouse gas emissions and land use impact by approximately 90 percent and freshwater consumption by almost 99 percent. Dehydrated sweet potatoes offer many of the benefits of meat-based chews as a high-value reward or distraction for dogs, but without the animal welfare and environmental concerns that come with raising chickens and cattle.”

“In addition to providing a savory sweetness that dogs love, sweet potatoes produce high yields with minimal inputs, can grow in marginal soil and have a large domestic supply,” she continued. “We pushed it one step further by sourcing from organic-certified farms and are one of the only chews using organic sweet potatoes. We’ve found that organic farming practices are particularly valuable to customers for items like whole-food dehydrated chews with minimal processing, as there is more opportunity for pesticides

residue to persist on the final product if using a conventionally grown crop.”

Scout & Zoe’s plans to launch new products during 2022, part of the company’s goal to “continue to stay on the cutting edge of treat innovation,” said President Cynthia Dunston Quirk earlier this year. “Scout & Zoe’s has disrupted the status quo bringing alternative proteins to market,” she said. “That visibility has played a key role in showing pet parents proteins that have been previously unused for food and treats can be safe and nutritious for their beloved furry pals. We will continue to push the envelope with innovation, nutrition and education. We will continue to stay on the cutting edge of treat innovation.”

One positive to come out of the ripple effects of Covid has been pet owners were afforded more time to thoroughly research the treats they give their pets. With information, pet owners are capable of making informed decisions leading to increasingly responsible pet ownership. “Because of the shift in our workspaces, Covid has increased demand for alternative protein treats,” Carlson said. “Almost overnight a lot of pet owners had extra time to look into exactly what they were feeding their pets and learn there were better and more choices for them and their dogs.

It was also—and still is—difficult to get an in-person visit to a vet, so choices made to avoid those visits are a smart strategy. Jiminy’s is always looking to be a part of any and all smart strategies.”

While switching pets’ food and treats to improved formulas is encouraged, Petaluma cautions owners to become knowledgeable on alternative options and gradually introduce pets to it.

“Changing your dog’s diet can be a big decision and often takes time for a pet owner to do their own research before selecting a new product and transitioning to a new formula,” Buck said. “Alternative treats provide an opportunity for ‘plant-curious’ dog owners to try out meat alternative products casually. We believe consumers’ increased desire for ingredient transparency, environmental sustainability and less-processed products will continue to bolster the alternative protein treat category.”

Why Jiminy’s?

NUTRITIOUS ź Complete protein ź Pre-biotic ź Digestible

HYPOALLERGENIC ź Novel protein ź Great for dogs with food sensitivities

SUSTAINABLE ź Less land ź Less water ź Fewer greenhouse gases

Fun Facts ź Founded by woman entrepreneur ź Made in the USA ź Nexty Award Best Product Animal Health ź Saved over 300 million gallons of water in last year

www.jiminys.com sales@jiminys.com

Category Analysis Premium Foods

P

et parents have come a long way from seeking out the most affordable, convenient kibble for their dogs.

Consumers are willing to pay for better nutritional food options, whether it’s for health reasons, preference or diet restrictions, and manufacturers within the category have given pet parents everything their pets need to succeed in living long and happy lives. It might be true that good health starts in the gut, and consumers want to know exactly what they are feeding their pets. Since each company’s inception, leaders in the category have remained dedicated to making sure pet parents receive high-quality food options with transparent ingredients and without cutting corners or sacrificing the product.

Tyler Maneth VP of Marketing with ZIWI mentioned the company joined the category with the intention of filling a void within the category.

“Premium foods have evolved over the years with the introduction of commercial raw, freeze-dried and dehydrated products,” Maneth said. “All these options have allowed consumers to purchase higher meat diets that are considered natural. ZIWI identified a need in this space for a nutrient-dense, superfood-packed and convenient product, so we modernized and refined the ages-old artisan technique of preserving meats to create an innovative new product known as air-dried. At our wholly owned kitchens in New Zealand, we use our proprietary twin-stage, natural preservation process to eliminate pathogens while preserving the nutritional integrity of our food, resulting in an extremely nutrient-dense and palatable food that closely mirrors the whole prey, the biologically appropriate ancestral diet of dogs and cats.”

“Consumers are looking for a brand they can trust,” said Maneth. “Pet guardians demand honesty and transparency.

Over the years, our focus has been consumer education and since consumers have become more educated in nutrition and health, they are realizing a biologically appropriate diet is essential for their pets to live long and healthy lives. ZIWI has recognized this need and continues to invest in new innovations

PG 46 / PET I N S I G H T

to remain a leader in the pet nutrition industry. With unmatched inclusions of meat and organs in a ready-to-scoop recipe, ZIWI provides all the benefits of a carnivore’s optimal diet with the convenience of a shelf-stable product.”

“Like many companies, ZIWI has massively increased our push and reach in the digital space to help support our brick-and-mortar retail partners in the current climate,” Maneth added. “While in-person interaction has been put on hold, ZIWI has adapted by utilizing Zoom calls to communicate with retailers and has developed an online training module for sales associates to learn more about the products we sell. We are also increasing our digital footprint with increased advertising and updates to our store locator that allows customers to see which of our retail partners offer curbside pickup and delivery.”

“Consumer demand for better products has driven the evolution of the category,” Maneth said. “As consumers trend toward healthy, sustainable products for themselves, they desire the same for their pets. There is also an increased level of education among consumers.

They understand that cats and dogs are carnivores, so they are looking for high-quality, meat-based recipes that are sourced from a company they trust.

With that, the segment is growing and evolving each day, and ZIWI is proud to be a part of an industry that is constantly striving and challenging each other to deliver the best product possible.”

“As the global leader in air-dried nutrition, we were thankful for another year of tremendous growth. Every day more consumers are entering the airdried and alternative to the raw category as they become more educated in nutrition and health for their pets. They love the versatility of ZIWI, as well as the scoop and serve convenience, plus the value compared to other forms of raw alternative diets,” he continued.

Maneth mentioned ZIWI is expected to launch a new kitchen that will drive growth to the category and allow the company to broaden its product lines.

“ZIWI’s layered story is not only unique and compelling but also challenging for large pet food companies

(that sell their products in grocery or mass) to duplicate,” he said. “Again, pet specialty stores’ opportunity in the premium category is to differentiate themselves from grocery and mass by investing in authentic, healthful foods that are nutritionally sound, but also offer a unique story. Many successful retailers are doing this, which is contributing to the rapid growth of ZIWI Peak in the premium and alternative to raw category. We’re excited to continue driving this growth as our new state-ofthe-art kitchen comes online this year with further product innovations to follow soon!”

“I don’t know if we decided to enter the premium foods category as much as the premium foods category chose Jiminy’s,” said Jiminy’s Founder and CEO Anne Carlson regarding the company’s success in entering the category. “We have a completely new protein source and that means the supply chain needed to be built up from the ground and that’s expensive. We know those costs will come down and some of them already have—so, we think our price point will ultimately fix at a really sweet spot within the category.”

“To me, the category at base means the best ingredients prepared with the greatest care,” said Carlson. “We’ve leaned hard into both of those goals and are very proud of our baked kibble.

We really shine brightest with our sustainability though, which fills a massive void within the category. Traditional proteins are at a disadvantage here and can’t touch Jiminy’s’ ability to save land and water and fight climate change. In some ways, our insects—the smallest protein source—will fill the category’s biggest void.”

With Covid restrictions and uncertainties still lingering, Carlson with Jiminy’s mentioned that consumer education surrounding premium foods has increased, which in turn, has driven growth to the category.

“Since more people had to work from home during Covid, they’ve had time to research the different food categories and premium foods are always going to r Cont'd on Pg. 48

for dogs

100% of profits from the sale of these treats go toward funding our NutriSource® SuperStars™ program. This program is dedicated to helping families, children and pets facing hardships. For more information on the NutriSource® SuperStars™ program and the organizations we support, please visit our website at:

nutrisourcepetfoods.com/givingback

CO M I N G S O O N !

Category Analysis: Premium Foods r From Pg. 46

Photos courtesy of Earth Animal

do well with increased scrutiny,” Carlson continued. “The category’s promise of higher prices equaling higher quality is enviable, and the price point is a shortcut for those consumers who equate one with the other. It’s like the assumption that higher-priced wines on a wine list mean higher quality. Since the premium foods category does provide the best ingredients, it’s a great loop to be in. The pet parent sees their dog is thriving on the food and they’re unlikely to switch brands. We’ve worked hard to establish Jiminy’s as a brand that delivers great nutrition featuring the best ingredients, so we’ve found ourselves a comfortable home in the space.”

The state of the category is “in a growth spurt for sure. I don’t see it backsliding either since Millennials and Gen Z considers their pets their kids and aren’t shy about spending on them,” Carlson said. “As long as the premium foods category continues to deliver with the best ingredients, there will always be loyalty within the category. Consumers are sensitive to ingredient downgrades and word travels fast. I think the manufacturers in the category are too smart to risk that loyalty and there will continue to be stability instead of reaches for short-term gains.”

“We’ve discovered the idea of a rotational diet fits in very well with the category. Since we all eat different proteins like beef and plants and fish, we gain the advantages of each protein,” she added. “Yet we tend to limit our dogs to only a couple of proteins and that can lead to allergies and other health concerns. Jiminy’s features insect protein, so we’re a natural rotation partner with other traditional proteins. The kicker is we’re prebiotic too, so you get great PG 48 / PET I N S I G H T

digestion and help make the transitions seamless. We’re also the sustainable option, so that’s a big driver for us within the category. If the pet parent believes their choice of pet food must be environmentally responsible, then we’re pretty much the best—and perhaps only—game in town.”

Mid America Pet Food has always been focused on the science and facts behind healthy diets, which has helped the company thrive within the category.

“Our founder had the vision to create a science-driven diet where every ingredient used would serve a nutritional purpose,” said Greg Cyr, President and CEO of Mid America Pet Food. “Being in East Texas, our close proximity to farmers, ranchers and other trusted suppliers gave us a unique advantage to execute this vision and craft high-quality food at a common-sense value. Every Victor kibble formula, from then to now, has incorporated our proprietary blend of supplements, vitamins and minerals—now known as our VPRO Blend.

And while we’ve evolved, Mid America Pet Food never wavered from our vision to create a super-premium pet food that’s backed by science, with every ingredient serving a purpose.”

“The science behind our formulas helps set us apart, and as we gain market share, we feel good about continuing to be a brand pet parents can trust to fuel their loyal companions,” Cyr said.

“We’re proud to offer high-quality nutrition that comes at a common-sense value that we know will deliver.”

Cyr continued, “Digging a bit deeper, there are four areas that help us stand apart: • Purpose-Driven Ingredients: Every ingredient in our formulas is backed

by science and serves a nutritional purpose. We know that these ingredients work, and the benefits are often visually reflected on the outside of our pets—which is a great validator for consumers as they see a real difference in their pet after feeding Victor. Our proprietary VPRO Blend is featured in every bag of Victor kibble and does a great job of revealing these real results to pet parents—helping connect the dots between ingredients and their pet’s overall health.

• Guaranteed Quality: We test ingredients upon arrival at our facility to ensure they meet our own high standards before they are accepted. We then test throughout the manufacturing process, including extensively testing our finished product to ensure the health and safety of the pets we’re entrusted to feed.

• Manufactured Directly: We proudly produce every bag of Victor kibble in our own Texas-based facility. This allows us to have increased quality control and helps us meet consumer demand when it spikes like we’ve seen over the past two years.

• Common-Sense Value: Delivering super premium nutrition at a common-sense value for pet parents is just as important to us today as it was in the beginning.”

All natural, high quality products have been at the heart of Earth Animal since the beginning, and the company has continued to drive growth to the category through education and innovation.

“Since 1979, we have been committed to exploring a more holistic, humane and sustainable way to enhance r Cont'd on Pg. 50

.

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Category Analysis: Premium Foods r From Pg. 48

Photos courtesy of ZIWI

the quality of life for dogs and cats,” said Chris Moore, Chief Customer Officer for Earth Animal. “Over the last 10 years, our product team led by Dr. Bob Goldstein, formulated and developed our one-of-a-kind air-dried food using sustainable, whole food ingredients designed to optimize dogs’ health. Dr. Bob Goldstein’s Wisdom dog food has allowed us to raise the game in the premium food category in all areas—high palatability, high nutrient density and high digestibility.”

“The premium food category is missing the drive for a science-based, balanced approach to food that offers optimal nutrition through that high palatability, high nutrient density and high digestibility—and Wisdom fills that void,” he said. “In addition, we see a lack of accountability within this category to not only deliver quality food to our pets but actively preserve and enhance the quality of life for animals within our supply chain, people around the globe and our Earth. We achieve this through our 1% Promise, commitment to transparency & traceability and supporting our words with action. This encompasses our sourcing practices, third-party digestibility and palatability testing and Animal Welfare Framework. These are all made available on our website to further prove our commitment to delivering high-quality nutrition and securing a happier and healthier future.”

Earth Animal also acknowledged the increased awareness surrounding pet nutrition and health amidst the pandemic during the last two years.

“As you know, millions have welcomed new pets into their families throughout this pandemic. For the first time, many of us had time to pause, spend quality PG 50 / PET I N S I G H T

time with our pets and recognize that they are truly part of the family,” Moore said. “During this time, pet parents increased their focus on overall wellness, nutrition, natural solutions and convenience. We see them seeking out more information and better choices for nutrition which allowed for Wisdom to have amazingly strong growth since launching in October 2020. Pet parents can trust that during this uncertain time they are getting high-quality nutrition with scoopable convenience from a brand that is working to build a happier and healthier future for their pets, people and the Earth.”

“The premium foods category continues to present opportunities for innovating more sustainable foods that exceed the bare minimum expectations for nutrition,” Moore said. “Our pets deserve to thrive which means focusing not only on high-quality, and humanely raised proteins, but also ensuring every ingredient in the bag is highly bioavailable and nutrient dense. Our focus remains on providing pet parents with these solutions in ways that continue to reinforce our company mission and values. We certainly aren’t immune to the supply chain challenges we have all been faced with. However, we have always committed ourselves heavily to managing and not sacrificing our supply chain integrity. This has made us more adaptable while giving us the room to seek additional opportunities—such as our recently awarded SQF Edition 9 certification. In addition to integrity, quality and safety, we have continued to drive growth by investing in our retail partners through additional marketing, merchandising and training.”

Heather Govea, CCO of Alphia, high-

lighted the void the company was able to fill within the category.

“In the past, private label brands have had a stigma of being ‘the less expensive alternative’ to any pet food, but that’s not necessarily the case anymore,” Govea said. “We’re seeing private labels make incredible headway in the premium category. We’re helping private label brands fill this premium gap while still offering a better price alternative for their customers.”

“Not quite two years ago, we unified America’s top manufacturers of super-premium pet food and treats to come together to form the leader in custom pet food manufacturing in the states,” she continued. “Now, we have more than 1,100 employees delivering decades of knowledge and leadership in the industry. Pet parents have been moving toward premium food for some time, looking for a more meaningful experience with their pets. We understand the bond they have with their pet and our goal is to help pet parents enhance that bond.”

“Covid has changed the dynamics of how consumers spend their time and where they spend their money,” Govea noted. “This has resulted in an increase in household pet adoptions but even more significantly, changed how those consumers are buying food for their pets and in what categories they’re shopping. With younger generations, better quality food is no longer considered a luxury, but a necessity. And with that, we’ve seen consumers shift toward quality ingredients, solutions-oriented diets and products including treats that are focused on enhancing their relationship with their pet.”

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Category Analysis Treats

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he right mix of wanting to do right by their pets and a willingness to invest time into researching ingredients and brands has led to more responsible and cognizant pet owners. Treats manufacturers have been paying attention to how pet owners have evolved in their knowledge base and how seriously they’re taking the commitment to care for pets. The cycle of suppliers and retailers educating pet owners and then once informed, pet owners demanding more from treats has resulted in suppliers continually raising the bar in the quality of their products to outpace pet owners who are constantly expecting more from the category.

“Pet parents are looking for treats that they can easily relate to and understand the ingredients and benefits,” said Eric Abbey, President and Founder of Loving Pets. “Loving Pets uses easy to understand icons on their packaging such as grain-free, gluten-free, etc., so pet parents can easily identify the benefits or confirmation of the absence allergens they may be looking to avoid.

Creating eye-catching packaging that clearly calls out what’s in and sometimes what’s out and where the product is made (e.g. USA) has been a direct response to what pet parents are looking for. Loving Pets also anticipates trends in nutrition trends, ingredients, etc. as well as keeping pricing where retailers can be profitable and pet parents can afford healthy treat solutions for their pets. Loving Pets has remained dedicated to their mission of making delicious, high-quality, and natural treats stay affordable so pet parents never have to sacrifice quality for price.”

“The treat category is always so fun because it’s where we tend to see the most innovation and creativity,” said Mike Bateman, President, COO and Co-Founder of Green Coast Pet. “I think that is still applying here and now. This category is always changing and mostly for the better!”

“Treats have played a strong role in the pet food industry for a long time and are continuing in doing so. The treats segment has grown to a $9 billion market!” said Marko Wittich, President and Co-Founder at Campfire Treats.

PG 52 / PET I N S I G H T

Constant change coupled with increasing choices offered in the form of vegan options or exotic proteins, as examples, have orchestrated growth to the treats category, Wittich said. “Many traditional food manufacturers have entered the treats segment over the recent years to participate in the strong growth of the segment,” he added.

“The treats category is in influx right now,” said Charlie Bachkora, Founder of JAC Pet Nutrition. “The old way of treating is not going to continue anymore.

The healthiness of freeze-dried treats are more of the direction I see but the freeze-dried has had such a big price increase that it’s becoming a higher price point product for the treat. The functional side of the treats is healthier ingredients, superfood ingredients, the right fruits and vegetables along with the proteins. That’s where I see the treat category moving, away from the old dog biscuit category to more freeze-dried but they’re also looking for something that is more economical and functional.

Consumers are changing their buying patterns and the category is trying to change to meet them. Brands like ours are helping move that process forward.”

“I love innovation, especially in this industry,” said Lucy Caprez, Marketing Director for Natural Cravings Pet Treats which produces the Barking Buddha brand. “That’s part of the American dream if you think about it. Anyone can come up with something and make it big and that’s beautiful. The same way my husband Patrick came up with the beef cheek; there’s Johnny Appleseed somewhere coming up with something else and it makes the industry a lot richer. There’s enough pie for everybody.

People don’t have to compete for space.

I think it’s a wonderful thing. It’s not saturated at all. It’s natural selection— some things last long and some things don’t. The things that do well for dogs, eventually people will find out and they talk to each other and it sells more, especially in the independent pet channel. There’s something really beautiful about the pet industry that people help each other. We are constantly on the phone with people that would be considered competition but we help each

other if we have an overstock. We give each other a hand. That’s something unique to the pet industry that I love.”

The state of the treats category is “Rapidly growing, and consumers are becoming more conscious of what they are buying,” said Hollie Schroeder, Marketing Manager for Cargill Pet & International. “They see their pets as an extension of their family and understand that nutrition plays a vital role in their pet’s health. The Chompery offers all natural single ingredient products. Our focus is to deliver the best products through innovation, stringent sourcing, limited ingredients and transparency.”

Pet parents no longer absentmindedly feed their pets treats. Instead, they take the time to review the ingredients and the location of where those ingredients were sourced before considering if they will give it to their pets. “We’re seeing that pet parents are becoming increasingly aware of what’s on the ingredient panel,” said Melissa Olson, VP of Sales & Marketing for Vital Essentials. “Before they open the box and give their dog a treat, pet parents want to know what’s in the product. Are the ingredients high-quality? How are they sourced? How are the treats manufactured? These are questions pet parents are increasingly asking.”

“Consumers were looking for and continue to look for and love treats that do more than just make their dogs’ tails wag, but also help promote health from the inside-out,” Abbey said. “Loving Pets began with and stands by a simple concept: use all natural, USA farmed ingredients to produce an absolutely delicious, healthy dog treat that is proudly Made in the USA. Lean, healthy proteins made through a variety of treat production methods—from soft chews, to hard tartar fighting dental, to air puffed krisps, to baked treats and more. Because we care deeply about your pet, we choose every ingredient of all of our treats, on an unwavering commitment to health and quality. My mom said it best: ‘If you’ve never heard of an ingredient, it probably isn’t natural.’ We rely on education of both the retailer and consumer to stay transparent.”

What to see at Global Pet Expo Starmark Pet Products

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tarmark Pet Products’ unique origin in dog training and behavior at the Starmark Animal Behavior Center makes the company an authority on the topic of interactive pet products that stand above the crowd. While Starmark continues to offer world-class education and training programs at its Texas facility, it is also bringing the best of its collective know-how and product offerings to Global to provide best practices and ideas to pet owners everywhere.

Emily Benson, Director of Marketing, shared some thoughts ahead of this year’s gathering.

Given the limited amount of time available, how should retailers prepare for their meetings with Starmark to ensure everyone’s time is used efficiently? What resources might be readily available to help kick start the conversation, before the event begins?

Our website is a good starting point for anyone with product or company questions. The product pages therein include expanded information and most include instructional videos. There is also a directory of all our domestic and international distributors with contact information. All our company sites are interlinked to learn more about other facets of Starmark. Of course, we are also available by phone or e-mail if there are any questions not answered on the site.

PG 54 / PET I N S I G H T

Photos courtesy of Starmark Pet Products

What do the weeks leading up to Global Pet Expo look like?

Spring 2022 is off to a busy start for all areas of Starmark. Mass production of our new products is well underway at Starmark’s manufacturing facility, so our production crews are handling both new items as well as keeping up with the demand of our current products.

The show coincides with spring break for many local areas, and our boarding and training facility will be at capacity with all 200 of our kennels full during this time. Our school for dog trainers has begun the first class of 2022 with 35 students coming from all over the US to learn the art and science of dog training and behavior. More than 50 central-Texas area rescue dogs are being housed at Starmark and will be trained by students as part of their curriculum.

These dogs will then be adopted as fully trained companions upon completion of the class session.

How does preparation for this year’s show compare to previous years?

We are looking forward to an exciting and busy show in Orlando this year. As such, we are focusing on the visual impact of our booth to capture the attention of as many buyers as possible.

What would you like retailers to understand about Starmark and its product offerings before they set foot at the show?

Starmark is not your average pet product company, and pet products are

not all that we do. Our history is in dog training and behavior, and that is still at our core. Since our beginning in 1995, we have trained more than 10,000 dogs at our Animal Behavior Center. Our first class of students graduated from our school for professional dog trainers in 2000. Since then, more than 2,500 people from around the world have learned how to train dogs at Starmark Academy, and more than 4,000 rescue dogs have been trained by our students. Our product designs are a result of our collective experiences working with dogs and their owners each day and are made with our desire to improve the lives and relationships between people and their pets. Many of our products are now being made at our on-site facility, with plans on moving additional production here in the coming years.

What are Starmark’s goals for this year’s show, whether it’s showcasing products, pursuing new partnerships and strengthening existing ones or something else?

Our primary goal at this year’s show is to highlight our new products that are launching this year. These products are being made at our facility in Texas and include two mental stimulation toys with a corresponding treat, as well as two tug toys. We are also looking forward to reconnecting with our peers and buyers, some of whom we have not seen in person in some time.

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What to see at Global Pet Expo Sunshine Mills

Top Row from L to R: Crunchin’ Bones Lamb Meal & Rice with Chicken & Rice Puffed Treats, Evolve Classic Crafted Meals with Venison Dog Food and Evolve Grain Free Salmon & Sweet Potato Recipe Jerky Bites. Bottom Row from L to R: Dr. Dental Fresh Chews Small Dental Dog Treats, Triumph Free Spirit Grain Free Dog Biscuits with Peanut Butter and Molasses and Pup Corn Plus with Chicken & Cheddar Cheese. Photos courtesy of the Sunshine Mills website.

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othing beats the positive atmosphere and opportunities tradeshows bring, especially when conducted in person after doing business virtually for the past two years. Leaders in the industry like Sunshine Mills have been preparing to showcase new additions to product lines and raise awareness of their reliability as a manufacturer, supplier and partner. Even in unsure times, the company has been able to look on to the positive and move forward in anticipation of Global Pet Expo and the possibilities it brings.

What is on your mind as Sunshine Mills prepares for an in-person event after doing business virtually for almost two years?

Ryan Brown, VP of Marketing: We are very excited to participate in Global Pet Expo this year and start the process to return to normalcy or new normal. We PG 56 / PET I N S I G H T

will be ready to discuss and supply our legacy items and start to sprinkle in some new additional items.

What are the company’s goals for Global Pet Expo 2022, both for the company at large and specifically looking at the premium foods category?

RB: Spread the word we are a very dependable supplier-manufacturer during these difficult times. Our procurement department, production & freight has done a tremendous job navigating the current situation/marketplace, and each day we seem to be in a better position.

The American Pet Products Association (APPA) has endeavored to continue supporting its members in various ways throughout the pandemic, but each company comes away having different experiences

with them. What’s been your experience in the last two years in terms of what’s worked well versus what needed work?

RB: We respect and appreciate the attention and care the APPA has demonstrated toward its members, buyers and staff. These uncertain times have been difficult on everyone, being disconnected from the norm, so we are grateful for the opportunities provided by the APPA to help bring parties together.

How is the APPA supporting exhibitors like yourself?

RB: The APPA and Global Pet Expo have made significant efforts to ensure the “show must go on.” They have supported suppliers and retail buyers with a new digital platform to showcase and browse. We are hopeful that this new platform works out, but is also shortlived so we can return to in person meetups when the world is ready.

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IN CONVERSATION

Todd Dittman, Executive Director, IndiePet

Professional History Tell us how your career path led you to the pet industry. How did you decide to lead IndiePet?

My career in retail began with field marketing for approximately 400 stores in the Wendy’s/Arby’s system and later, directing the global Shop Environments trade association. While the field marketing work helped me gain an understanding of neighborhood retail, the Shop Environments group of retail store-fixture manufacturers and designers spoke to the customer experience in brick-and-mortar retail. Independent retailers of all genres are up against some difficult challenges in the face of big box and big online retailers.

IndiePet’s members are no different.

My background in retail and in the customer experience along with my personal interest in working in a field where everyone seems to really love what they do, led me to IndiePet. Independent pet retailers are committed to their businesses and to the customers and pets they take care of and feed. I wanted to put my experience to work to help these retailers remain relevant and to continue to grow their businesses.

Of course, I am a pet owner too with a 4-year-old black mouth cur mix rescue.

What do you enjoy the most about working in the pet industry?

What I enjoy the most is the passion of both the consumer and the retailer. I would even extend that to the manufacturers and the distributors. Everybody who is serving the independent pet channel is really into it. They’re driven PG 58 / PET I N S I G H T

“IndiePet was imagined and created by independent pet retailers for the benefit of the same. It is the only association focused on the independent and neighborhood retail channel. The quality of service, the knowledge and communication of pet issues, and the innovation of products are all benefits independent and neighborhood pet retailers provide that are not available through online sellers. We are disrupting the industry in a way that keeps the focus on quality, service and customer experience.”

— Todd Dittman, IndiePet by serving the end user—the pet. As a pet lover, it’s kind of nice.

What trait(s) in yourself do you attribute most to your success?

It’s always a hard one for me to self-evaluate. But I think it’s my communication and my organization skills.

I know how to get everybody with a common mission together and focused on making progress toward their objectives. It’s simply communicating, being organized and influencing the folks who have the power to get things done.

How would you describe your leadership style?

Transparent and communicative.

Sharing our strategic plan, how we’ll track progress; dashboard, score cards, all kinds of things like that is paramount. Communicating regularly with members and with the board is likewise vital. Transparency invites and encourages communication and with that, feedback. IndiePet would not exist without its members, and I want to ensure our members feel part of what we’re doing. Our members didn’t join out of the goodness of their hearts. They want to know they’re getting value for their membership.

We’re doing our work for them but also with them. I hope never to be surprised because I’ve heard the feedback.

Operational transparency and good communication ensure that members feel good about their investment.

How have your previous leaders and professional experience influenced your leadership style?

I’ve been fortunate to have had good leadership throughout my career. It’s really about the passion of the leader.

The more passionate a leader, the more influential they are with their teams. As a marketer, I learned the importance of ensuring the team not only understands the significance of the work, but the significance of their part in the work.

A leader who can clearly communicate the why, helps create a more effective team.

Who do you consider to be your biggest advocate or advisor?

Right now, the whole IndiePet board of directors has been fantastic to me especially Al Puntillo from Mud Bay. He’s our president and has worked to get me up to speed on the pet industry. Al is the kind of leader that I admire. As a volunteer board president with a day job, he’s doing this for the good of the entire industry—not for himself. He, along with all the board members, have been very influential in the pet industry and are responsible for the success of IndiePet to date.

IndiePet Tell us how a series of informal meetings during SuperZoo led to the formation of IndiePet?

Early on, a number of independent pet retail leaders began meeting to discuss the challenges of operating independent brick-and-mortar stores in the face of growing online pet retailers.

They realized that for the health and future of independent pet retail, that r Cont'd on Pg. 60

Q&A Interview: Todd Dittman, IndiePet r From Pg. 58 they could benefit by sharing their experiences and problem solving together instead of fearing each other as competitors. Indie occupies a fairly small slice of the overall pet pie. But indie is where a customer can walk in and get immediate help with a feeding situation, where they can bring their dog in for a treat, where they can find high-quality foods, supplements and supplies and where prices are often the same or sometimes lower than big box or online retailers.

The relationships between indie retailers and their customers are valuable.

Who has a relationship with an online seller? Could a customer call Amazon to ask what they can feed their cat now that he will no longer eat the food he used to? But they will want and expect that kind of help from their neighborhood pet retailer.

Covid gave a huge boost to online sellers simply because customers had fewer options. Smaller indies may not have been set up to sell online or deliver or provide curbside services. Some may have had to fight to even keep their businesses open initially. Now that customers have gotten used to the conveniences of online shopping and delivery for their pet supplies, IndiePet is here to make sure that member retailers have the support to move their businesses toward omnichannel, if that’s what they want to do, to provide indie-focused products, educated staff and efficient business operations needed to compete.

It was easy to get the manufacturers and the distributors on board because they understand that indie is where innovation happens. If they want to introduce a new product, their best option is to go through the independent channel.

They’re very behind this effort. We have 40 Founding Sponsors who are invested in and committed to our efforts and nearly as many associate members who have expressed their dedication to the channel. The communication of our strategic plan has members eager to get working on the plans. Having an association to provide a unified voice is new to this channel and very exciting.

What was missing from the pet industry, and how does IndiePet fill that void?

PG 60 / PET I N S I G H T

The short answer, as noted above, is a unified voice. Historically, independent and neighborhood pet retail has been fragmented. There are single-owner, single shops; single-owner multiple shops and small chains; medium size chains and larger chains all falling under the independent rubric. IndiePet wants to bring them together.

We created our strategic plan with input from our retail members. Through surveys and interviews, we distilled the data to the six areas we thought we could most help our members. We call the strategy G.A.M.E. O.N. It’s an acronym for: Growing people: Hiring, training and retaining retail staff has always been a challenge. While pet retailers might have an easier time attracting staff— who doesn’t want to have playing with puppies as part of their daily work?

Those staff also must be well trained in the foods, products and services sold by the retailer. Staff need solid people skills too. Currently there are no standards for training in pet-related retail. We hope to change that. We want independent pet retailers to be able to attract great people and have the resources to provide excellent training. If we can do that for our members, if retailers don’t have staff coming and going in a revolving door, we’ve helped their business.

Advocating for channel integrity. We found a high desire for channel loyalty and a need for guidance when it comes to manufactured product standards and pricing. How can an indie compete if they are selling products that a customer can buy anywhere else? Indies want to know that the manufacturers of products they bring into their stores are focused and dedicated to the indie channel.

Marketing and channel awareness has become even more important with many consumers preferring online shopping. We want to help independent pet retailers get the message out to consumers that they can get a whole lot more by shopping their local independent pet store than they can through a big box or online retailer.

Any one independent may find this hard to do, but an association of independent retailers can speak with a bigger, louder voice. This could be via a na-

tional promotion or an ad campaign or a local store marketing toolkit. Anything to help bring shoppers to the stores or help consumers make shopping independent and neighborhood pet stores their first choice.

As consumers learn the benefits of shopping indie, we want our members to have all the tools they need to help them Extend their in-store experience into the whole realm of shopping, be it online, delivery, BOPIS (buy online, pickup in store), pop-up stores or anything else retailers do or want to do to improve their connection to their customers.

That brings us to Operational effectiveness. Our surveys indicated that our retail members are responsible for so many operational tasks that it takes away from other important planning and relationship building. An association provides the perfect opportunity to offer resources for HR, finance and accounting to name a few operational areas, thus freeing up individual business owners to focus on developing relationships and learning about up and coming indie-focused products.

Those are the five key areas that we’re really going to focus on for the next five years. The final “N” of G.A.M.E. O.N. refers to the Networking opportunities we’ll provide for members to chat, mentor and learn from each other.

Can we help grow the overall channel share for independent pet retailers?

We’re sure going to work to that end.

What makes IndiePet unique? How is it disrupting the industry and promoting positive change?

IndiePet was imagined and created by independent pet retailers for the benefit of the same. It is the only association focused on the independent and neighborhood retail channel. The quality of service, the knowledge and communication of pet issues, and the innovation of products are all benefits independent and neighborhood pet retailers provide that are not available through online sellers. We are disrupting the industry in a way that keeps the focus on quality, service and customer experience.

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Q&A Interview: Todd Dittman, IndiePet r From Pg. 60

Who is IndiePet trying to connect with and advocate for? How is the Association achieving this?

We’re in existence to help the independent and neighborhood pet retailer.

Our associate members—manufacturers and distributors—understand that they too can benefit by keeping the indie channel healthy and growing. We’re providing that unified voice for the indie channel that we hope will reach consumers. So, while our focus is on retailers; we will secondarily be helping pet owners by helping ensure their indie shopping experiences are better than their big box online shopping experiences.

What were some of the projects or initiatives the Association took on in 2021? What are some results you can share?

2021 was really our first full year of existence and I only came aboard in August. Still, in addition to all the work it took to get the association physically formed and registered, we’ve managed to create quite a bit of value for our members.

We had our debut as an official association at SuperZoo at a gathering of over 200. But for Covid, it probably would have been even larger. Attendance far exceeded previous SuperZoo meetings of 50 or so interested retailers.

As an association, we knew it would be important to develop strategic partnerships and that was part of our early work. SPINS for data collection and reporting, WPA, our SuperZoo partner and Pet Sustainability Coalition (PSC) are our current partners. With them we’ve created toolkits, provided benchmarking reports and are working on

sustainability standards.

We spent a good bit of time developing our five-year plan. As part of this plan, we’re in the process of assembling working committees peopled by retail and associate members supported by the IndiePet board and staff. Our first committee orientation meeting will be held in March at the Global Pet Expo.

We have a dynamic website that we work hard to keep current including a blog space that I write for regularly and that we invite and encourage members to contribute to. We also communicate with our membership regularly via an e-mail newsletter and periodic messages from the board and from me as Executive Director.

What are your top 2-3 goals or areas of focus for IndiePet in 2022?

I would repeat our strategic goals areas. Growing people, Advocating for the channel integrity, Marketing awareness, Extending the in-store experience, Operational effectiveness and Networking are our main areas of focus. We have branded this plan G.A.M.E. O.N. because our members are ready for action. Our members told us that these areas are important, and we believe in this plan.

So, you will see G.A.M.E. O.N. at our booth, in our marketing materials and in our public communications.

Pet Industry When you think of the pet industry, what immediately comes to mind?

The passion of all of the players, the willingness to help each other and the pace of change comes to mind. Trying to keep up with the pace of change and keep growing.

I think it boils down to four key areas: 1)Competing online or competing in non-traditional brick-and-mortar ways, 2)Raising awareness as to why indie pet is the place to go, 3)Dealing with the lingering effects of Covid which are labor problems, driving traffic to indie retail stores and inflation 4)Working through the time constraints to include innovation into operations. Really that’s what separates indie from the other segments of pet is the innovation piece and that takes time. It takes time to build new relationships and find new distribution for new products.

Where do you see the independent pet channel headed in 2022?

The pet channel in totality is growing because there was such a growth in pet ownership during Covid. The whole pie is growing and, as people get back to in-person shopping, I see independent and neighborhood stores playing a bigger role in that growth and a reversal of market-share loss to market share gain.

Another trend that we may see is growth in pet services: grooming, pet-sitting and things like that. Retailers already in that segment will likely see a lot of growth and pet retailers not in that segment may consider joining it as they work to increase value for their customers. People are still working.

They may be working from home or going back to offices at least some of the time. This will create service opportunities for their pet care needs. Look for more daycares, in-home care, walking services and the like.

What are the top issues independent pet retailers are currently facing?

P.O Box 2607 • Issaquah, WA 98027 • 425-497-0950 Vol. 10, No. 3 Publisher/Editorial Director Davis Johnson

djohnson@executiveinsightproperties.com

PG 62 / PET I N S I G H T

Editor Katie Murdoch

kmurdoch@executiveinsightproperties.com

Circulation Director James Anderson

janderson@executiveinsightproperties.com

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SAVE THE DATE It’s been a wonderfully productive few days! We hope you’re enjoying reconnecting with your community of pet pros face-to-face, hearing business-boosting advice from industry leaders and of course, seeing (and touching) all of the latest and greatest pet products up close. Now, instead of “goodbye” on Thursday, let’s say, “catch you later” and start counting down the days until we meet again. Same place, new year.

AUGUST 23 - 25, 2022 EDUCATION: AUGUST 22 - 25, 2022 MANDALAY BAY | LAS VEGAS, NV

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FOR THE NEXT SUPERZOO, AUGUST 22-25, 2022!