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.
Havingnow expanded to 23 locations throughout California, pet retailer Healthy Spot saw modest growth in 2022—both organically and by acquisition. The 14-year-old company has historically approached growth in a measured way and continues to scrutinize potential opportunities with an eye toward business sustainability and the overall health of the company. The caution is not unwarranted, and Healthy Spot has demonstrated that thinking both problems and opportunities through pays off. Company leadership has set a precedent for weathering an assortment of economic, public health and socio-political storms through a combination of quiet tenacity and fastidious community-building—the latter especially helping them develop a sharp perception for what challenges and opportunities might be headed their way.
History: College friends-turnedbusiness partners Mark Boonnark and Andrew Kim founded Healthy Spot in 2008, spurred by a desire to find safer and more transparent pet food options following numerous pet food recalls the year before, and finding the industry lacking. Though Healthy Spot’s first locations were in Southern California, the company now also has three locations in the San Francisco Bay Area and one on the Central Coast in Carmel.
Its first venture into growth by acquisition took place in 2019 when Healthy Spot announced it would acquire Berkeley, CA-based Holistic Hound, founded by Heidi Hill. “Heidi had built the business during the last 17 years and really ingrained herself in the local community with a sharp focus on health and wellness, and we saw that there was strong overlap in that with our own values,” Kim said. “Throughout the years, we’ve been approached by many operators for potential acquisitions. We also felt that what we’ve been doing and serving the customers has been unique so it’s been difficult to find what we would say are good fits. So, we’ve not, in our entire history, acquired any businesses simply under that lens.”
Because it was Healthy Spot’s first acquisition, the team took things slow-
ly. Kim said shortly after the announcement, “We do intend to brand it over to Healthy Spot, but it will be a slow transition.”
The North Berkeley location also had a more personal meaning. “It’s also nice to return, the origin story for Mark and myself, having met at Cal, which gave us the ability to become friends and now business partners, to be able to say we have a store in Berkeley; we came full circle,” Kim said.
In this time of growth, the team has also navigated a variety of choppy waters including the 2008 recession and more recently, Covid beginning in 2020. The company has defined its mission: “We are committed to inspiring healthy pet lifestyles by creating authentic experiences and fostering community, one pet at a time.”
That community element remains a particularly rigid touchstone. “One of the pillars of our business is built around community,” Kim said. “And it’s not just having a store in a neighborhood. We facilitate a lot of social gatherings. How does that evolve?”
While the recession in 2008 didn’t seem to impact consumer spending on their beloved pets too much, the social distancing mandated in 2020 made fostering community harder, but not impossible. Healthy Spot implemented a “Woof from Home” virtual event series to continue engaging consumers online, along with services like curbside pickup. “You must continue to be agile and nimble in terms of meeting your customers’ needs and evolving your business to stay relevant,” Kim said. “And deliver an experience that resonates with the customer. At the core of it, it’s still the same—elevating people’s experiences, health and wellness, providing excellent service—but how it’s expressed has changed over the years. I think it’s really important to continuously evaluate your customer’s experience and adjust your business offerings accordingly and quickly.”
Through the course of the company’s history, Healthy Spot has also honed in on services including grooming, daycare, dental care and obedience train-
ing. Finding reputable partners where prudent—it has teamed with K9 GRILLZ for dental care—Healthy Spot has opted to focus particularly on grooming to the extent of establishing the Healthy Spot Styling Academy at its Studio City location.
Leadership: Andrew Kim is currently CEO of Healthy Spot. Mark Boonnark is COO. Dallas Dunn is Senior Buyer and Merchandising Manager, and Joe Dubina is Director of Merchandising, Planning and Supply Chain.
Healthy Spot, through Kim, is a founding member of the Independent & Neighborhood Pet Retail Association (IndiePet), an organization rooted from several SuperZoo gatherings dating back to 2016, made up of independent pet retailers collaborating as peers to support one another against the growing dominance of e-commerce. IndiePet announced in November Kim would be stepping down from his secretary role with the board as of January 2023.
Recent News: In August Healthy Spot announced plans to open three locations by year-end, including the acquisition of The Raw Connection in Northern California. The company’s recent purchase of the Carmel, CA-based pet store marked the second acquired location for the brand after it acquired Holistic Hound in Berkeley in 2019.
Two new company-owned Los Angeles locations have also opened in Hollywood and Culver City, bringing Healthy Spot’s total store count to 23.
The 23 California locations are no small feat, and Kim feels there is still ample opportunity for growth within the state before looking across the border. “In the near term we think that there’s a lot of opportunity in the markets we’re a part of,” he said. “However, we also believe that the opportunity to meet the communities’ needs in the way that we do could be much broader than California. But I think our general philosophy is take it one spot at a time. And if we execute and deliver a high-level experience for the communities and neighborhoods we’re a part of, that should continue to open doors for us.”
Pet Insight (ISSN 2164-9294), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year in the US, $100 Canada, all other countries $150. © 2023 Pet Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher. Postmaster: Send address changes to: Pet Insight, P.O. Box 2067, Issaquah, WA 98027.
Los Angeles is an influential and progressive market where pet industry players have expertly maneuvered through a saturated playing field and carved out their own space. Pet centric companies lend their expertise and guidance to keep the animal-human bond robust and symbiotic and their contributions leave a lasting impression on the pet industry landscape. This multifaceted marketplace is not without challenges. The rewards of teaching pet parents how to responsibly care for their pets is met with the challenge of addressing a group of pet owners who are down in their luck and are struggling to care for themselves, but are determined to find accessible and affordable veterinarian and grooming services. Companies have created a vivid mural within the Los Angeles pet market, each bringing a one-of-akind energy to the space. What allows them to complement one another is the shared passion for pets and possessing a well of information and expertise they are eager to share with pet parents from all walks of life.
City officials are cracking down and holding pet owners accountable for responsibly and safely caring for their pets. In 2022, the Los Angeles City Council requested the city attorney draft an ordinance requiring pet establishments—pet stores, veterinarians, dog parks and animal rescue organizations—to disclose specific laws that impact pet owners. A few of the key laws that would be posted at these establishments include: dog owners are prohibited from tying their dogs to stationary objects for more than three hours in a 24-hour period, or deny them proper water or shelter for long periods of time; households are only allowed to have up to three dogs and three cats; pet owners cannot leave their pets unattended in vehicles if it is hot or cold or if there is poor ventilation or a lack of water that endangers the health of the animals; and people who sell dogs or cats must have special permits from L.A. Animal Services, and selling animals on sidewalks is generally prohibited.
Outside of the city hall, community organizations are up to the task of
helping pets and pet owners in varying states of financial stress. This last summer, the ElleVet Project, a 501c3 that depends on funding through donations to buy vaccines and medical supplies and cover the costs of emergency surgeries, reported 25 percent of homeless people in Los Angeles have a pet. However, many homeless shelters don’t allow pets, and those in this precarious situation can’t afford or access medical care, pet food and supplies.
The ElleVet Project was created in 2020 in response to both Covid and to the widening gap between homeless pet owners and their access to resources to adequately care for their pets, be it veterinary care, grooming or food and supplies. The ElleVet Project repurposed a 38-foot RV into a mobile veterinary office for homeless pet owners. Veterinaians travel across the country offering free veterinary care and providing the homeless with free pet food and supplies. The ElleVet Project treated more than 1,200 pets and met thousands of people who are unhoused within its first two months of operation. The veterinarians also administer vaccinations so that pets are eligible to stay at animal-friendly homeless shelters. Distributor’s view of Los Angeles
One of the major reasons Animal Supply Company (ASC) enjoys operating in the Los Angeles marketplace is, “L.A. has a large and diverse population with a high percentage of pet-owning households,” said Todd Singer, Regional Sales Manager—West. “People want to provide the best they can for their animals and search out high quality products. The retailers in L.A. are very savvy and are leaders in adopting innovation. This makes it a very dynamic marketplace.”
Singer attributes the company’s successes and wins within this market to ASC’s solid network of salespeople coupled with partnerships ASC has formed with dependable brands. “ASC’s success is due to our passionate sales team and trusted brand partners,” he explained. “One of ASC’s core values is passion, and our teammates are truly committed to helping the organization achieve its goals, and of course celebrate our successes!”
In addition to constructing a dream team of salespeople and aligning with top notch brands, Singer said another major reason ASC has thrived in Los Angeles is due to its sales force’s history of working on the retail side of the pet industry. Having experience operating as an indie pet specialty retailer equips the L.A.-based sales force with a level of empathy and understanding of the trials and challenges retailers face on a dayto-day basis that they use to help these retailers flourish. “We have a very experienced sales team that provides knowledge and support to help our partners grow,” Singer said. “All of our territory sales managers in the L.A. market have all owned or worked in independent pet stores prior to Animal Supply, so they have a real understanding of retail. In addition to our talent, our brand partners are the best in the industry, and we continue to add new and exciting brands, which provides our retailers with a diverse assortment.”
“I think we have some very strong and healthy partnerships,” he said of the L.A. area-based pet retailers ASC works with. “Building a strong partnership takes time to develop and needs to be continuously nurtured. It’s based on open and honest communication, trust, mutual respect, shared values and goals and collaboration.”
“I enjoy L.A. because it is so dog friendly,” said Rachel Long of Pet Project L.A., a single-store retailer headquartered in Los Angeles. “As a Millennial, the way we are taking care of our dogs is more and more like the children we haven’t had, and Los Angeles is a fantastic place to find the joy in pet parenthood! Us L.A. folk put the X in extra when it comes to being a pet parent!”
One thing that Zack Grey with The Urban Pet, a five-store operation with roots in Los Angeles, enjoys most about running a pet business in the Los Angeles market is how his locations “are in very different demographics,” he said. “Each has its own personality and customers,” Grey continued. “It’s the diversity in clientele I celebrate. West
Our team of experts is your secret weapon. We’re here to educate and support you on all our brands. We deliver success so you can delight pet parents and grow your business.
Providing top-quality products for pets—whether furry, feathered or finned—is our passion. That means in-demand brands, more options and innovative products pet parents are looking for.
We know your needs can change at any moment. Through our national network, we’re able to deliver products to most areas in the continental US within two days. We’re local everywhere®.
Hollywood customers are completely different than those in South Pasadena. This is an exciting industry, and it’s not what you offer to your customers, but rather how it’s offered.”
One of the highlights of operating a pet business in this market is “meeting the customer’s pets when they bring them into the store,” said Ray Gutnick of Pet Supply Warehouse, a single-store retailer in Anaheim Hills.
Retailers report a sense of gratification at providing a useful service to pet owners who face the sometimes overwhelming task of sifting through what is available on the market and deciding what might work best for their pets. At the same time, they can also be an advocate for brands or products that may not have the recognition but nonetheless deserve attention for being a great product.
Gutnick agrees, noting some of the other highlights of being a retailer include “the ability to select from a large list of high-quality food brands to carry in the store,” he said. “Bringing in the latest pet toys and accessories. The challenge of helping customers find foods for pets with food intolerances. The satisfaction that comes with a customer saying their pet loves a specific food or treat they purchased from us. Many of the pet trade shows are within driving range of L.A.”
“We enjoy working with Los Angelenos!” said Artak Aroyan with Andy’s Pet Grooming, with four locations in Eagle Rock, Glendale, Pasadena and most recently, Burbank. “Los Angeles dog and cat owners regularly take them to groomers for professional grooming services understanding that regular grooming is part of the health of their lovely pets. Dogs and cats that have groomed regularly are more cooperative with groomers.”
“I love the cultural diversity in Los Angeles, and specifically in Santa Monica, which is home to many ‘transplants’ who relocated from other countries, cities and states to work in Silicon Beach,” said Christine Davis of Animal Kingdom of Santa Monica, a single-store retailer in Santa Monica. “Our community is rich in culture and requires an open mind,
acceptance and appreciation for different ways of life. Our pet community is no different. I learn so much from my customers and love sharing my knowledge and experience with those who are also open to new or different approaches to pet care.”
Operating in a heavily saturated pet market where competitors carry similar if not the same brands of products present challenges, Grey with The Urban Pet said. This requires ensuring pet owners have a one-of-a-kind, unique experience in their stores that competitors can’t replicate or stand up to. “The focus on the interpersonal relationships with our customers is imperative,” Grey said. “In Los Angeles there’s an endless amount of pet supply store options. We carry many of the same products of other independents, while in other parts of the country, there might be very limited options. Here, every day is 100 percent delivering the knowledge, attention to detail and the customer experience. In this industry a ‘hiccup’ can be costly.”
Above par customer service and a memorable store visit are make or break in such a competitive and saturated market and are what can help retailers stand out above the rest, Davis has realized. “Los Angeles is very spread out, so it is easy to get lost in a community for some business owners,” she said. “I welcome the challenge as I believe customer service and engagements are key to building trust, returning customers and word of mouth referrals. Being well informed and up-to-date on the latest trends, health concerns, diet and nutrition and pet behavior is what sets us apart. Many of our customers prefer to support our business over large box stores and online sites for this reason.”
There’s certainly competition, Aroyan conceded. “California has the most pet grooming and boarding stores—almost 17,000,” he explained.
Pet Project L.A. credits its success and ability to thrive in a densely populated grid of pet retailers to a true blue following of pet parents coupled with inventing itself as a destination where consumers can uncover brands they can’t get everywhere. “Our amazing and loyal customers have helped us to survive this crazy couple of years,” Long said. “We are also positioning ourselves
in the marketplace as the go-to fashion destination for the pet world. With more unique, smaller brands from all over the world that larger stores don’t carry, we have been able to set ourselves apart from other stores with our curated collection of goodies.”
The Urban Pet has thrived by squashing the misconception that smaller retailers offer unreasonably high prices compared to larger chains. Also, by creating a space within each location where pet owners feel welcome and can socialize with store associates and other fellow pet lovers, their experience is hard to match elsewhere. “After a couple of months into the pandemic we began seeing a huge influx of new customers, those who normally shopped online,” Grey said. “Coming to the store was a way to get out of the isolation. The most common and very flattering comments were that our products were priced fairly. People assumed that smaller stores would be more expensive. Again, to emphasize: it’s the personal interactions with the staff and the customers. I am very fortunate. I am 100 percent owner of five stores, and I am a hands-on owner. I work all the stores every day. I love what I do and that translates to the staff and our customers.”
California’s perpetually sunny skies ushers frequent trips to the grooming salon and the proximity to Hollywood and possible starlet sightings have helped drive steady business to Andy’s Pet Grooming. “California hot weather dictates frequent grooming sessions,” Aroyan said. “Hollywood stars who are dog and cat owners affect the Los Angeles pet industry—their followers often prefer to buy or adopt the same type of the breed of their favorite star.”
Davis of Animal Kingdom leans into ongoing education, offering top notch service to customers in store and being true to their passion for pets as the path to succeeding in this industry. “We have experimented with many strategies to continue our growth in the 12 years we’ve been in business,” she said. “While some strategies have come in handy, what has contributed to our growth has been learning and education, customer service and love for our pets and customers.”
Leading dog chews suppliers are leaving no stone unturned when it comes to providing pet parents with solutions-based, safe and enticing chews options for their dogs to keep them engaged, stimulated and happy. Companies are guided by what they observe on the human side in terms of higher demand for ‘natural,’ less-processed and even allergen-sensitive options. Specific to dog chews, these highly desired characteristics can be demonstrated in both meat and plant-based options, and in 2023, manufacturers expect to build on their offerings with new flavors and formats.
Earth Animal’s No-Hide line of chews has long served as an alternative to rawhide chews. Though its traditional flavors included a variety of humanely raised meats, the company’s B-Corp certification achievement last year has spurred new ideas and endeavors into relying less on meat. “Earth Animal just became B-Corp certified in December of 2022,” said Founder Dr. Bob Goldstein. “It has been part of our mission to become B-Corp and now the work begins to maintain this high honor. Earth Animal’s sustainable efforts will intensify in all areas of business. No-Hide, our safe alternative to rawhide, will continue on our mission by offering plantbased flavors, in an effort to reduce our dependency on meat. 2023 marks an even greater focus on expanding everything pet parents love about No-Hide’s offerings. We will be launching lots of new flavors and shapes. My product division has recently added several new talents to my R&D team. It’s going to be a stellar year for new and innovative products,” he said.
Earth Animal’s direction toward new flavors isn’t out of the blue. “We continue to see safety and enjoyment as the powerhouse in trends,” said Goldstein. “Flavor-specific chews will begin to surface more and more, appealing to consumer demands for greater choices.”
Beyond flavor options, Goldstein said there is a desire within the company to work even more collaboratively between departments. “Earth Animals’ mission has always been to empower pet parents and retailers with prod-
ucts and services promoting wellness and healing,” he said. “There is a great deal of fresh thinking going on with regards to a more consultative approach to our sales and marketing. Accessibility to beneficial healing information is a strong goal for the new year.”
Meanwhile, Barkworthies is driven by the desire to provide value to pet owners. “In today’s economy, retailers are faced with a challenge to fuel growth and continue to engage their customers with new and innovative products without sacrificing quality,” said Andrea Blades, Chief Marketing and Digital Officer with TDBBS, makers of Barkworthies. “At Barkworthies, we believe that our dog’s nutrition is as important as our own nutrition. We will not compromise on this value. Pet parents today are navigating complicated health concerns for their dog as they strive to provide the best life for their four-legged family members. Barkworthies is fueling growth in the dog chews category by striving to meet the customer demand of today—providing a superior quality natural chew at a reasonable price.”
Demand for Barkworthies chews and treats has accelerated, particularly in independent pet, said Blades. “In July 2022, our SPINS data showed us as the fastest growing brand among 10 top independent pet retailers. The trend across channels shows that consumers are becoming more aware and sophisticated in addressing their dogs’ health and dietary needs. Among those trends we see are consumers looking for natural chews that occupy their dogs’ attention, help to clean teeth and have positive health benefits. We’ve focused our innovation on providing all natural alternatives that are easily digested by dogs so that our customers can feel confident in their choices.”
Dog parents want their dogs to be happy and live long high-quality lives, Blades said. “They recognize that the choices they make about chews and treats can have an impact on quality of life. Because of this, pet parents are becoming savvier, they are reading labels, and they are paying attention to ingredients and where items are sourced. Many of the same trends that you see
for humans are emerging for dogs such as allergen-friendly or allergen-free, gluten-free, low fat, protein-rich, a good source of collagen or chondroitin, glucosamine and other nutrients that can help with health or age challenges.”
Consequently, “Barkworthies is committed to supporting the health and vitality of our dogs at every life stage and maintaining the highest level of quality and safety for our chews and treats. Most of our chews are single ingredient and therefore naturally gluten-free, allergen-free and chock full of tasty goodness. From releasing endorphins, occupying the dog in a positive way, scraping plaque and tartar off their teeth or even offsetting things like separation anxiety, natural chews can support a dog’s physical and mental health,” Blades said.
In fact, Barkworthies’ conviction to supporting the health and vitality of dogs has not wavered in the last three years of challenges, she said. “We need our retailers to share that passion and we do that by educating our partners on our uncompromising commitment to safety, quality and health for dogs. There are no shortcuts in building trust and it’s an entire team mandate. Our dog-loving Richmond, VA team hand inspects and packages every chew. Our supply team demands fair trade, sustainable and humane practices as we source our proteins. We also do palatability and digestibility testing with our chews and our compliance and brand teams work within AAFCO standards to assure transparency and accuracy on our packaging. Confidence in quality is most critical for building trust with the pet parent. And if we succeed there, we’ve done our job.”
If there is a star ingredient that Barkworthies is highlighting presently, that would be collagen. “We continue promote the amazing health benefits of collagen, which is a unique ingredient, and we seek to provide the highest quality collagen chews available on the market,” Blades said. “Our Daily Health Boost Collagen line is 95 percent or more collagen. This standard ensures the greatest benefits collagen delivers
including promoting dental, coat, skin and nail health, joint, mobility and bone health, healthy digestion and more. We were first to market with collagen as a healthy, long chewing alternative to rawhide, which cannot be digested by dogs. Collagen is also an effective alternative to bully sticks, which face supply constraints. With collagen, you get all the chewing action of a long chew bully stick but also those health benefits that are so good for the overall longevity and happiness of dogs. We are so pleased with the benefits our collagen products deliver for dogs, that we continue to expand our collagen product lines. Our Backyard Barkers Burgers just won the Pet Independent Innovation Award for Dog Treat of the Year and collagen is a key ingredient.”
“This was never something that we really addressed, as sourcing and producing in the USA has been one of our core practices from our time of founding,” Jones said. “The Jones family has been in the meat industry since the 1850s, and we truly value and believe in the quality that American farms and ranches provide. We have never been willing
aches that many have faced in the last two years,” Jones said. “Our fill rate is 99 percent and that certainly lends us credibility with our retailer and distributor partners. They can trust that our product will be available for their shelves and that we will consistently offer exciting new products in the chews and treats category.”
“Earth Animal just became B-Corp certified in December of 2022. It has been part of our mission to become B-Corp and now the work begins to maintain this high honor. Earth Animal’s sustainable efforts will intensify in all areas of business. No-Hide, our safe alternative to rawhide, will continue on our mission by offering plant-based flavors, in an effort to reduce our dependency on meat.” — Dr. Bob Goldstein, Earth Animal
to compromise that value; we are just shouting it a little louder right now.”
While collagen might be the most popular ingredient at the moment, Jones Natural Chews Co., having been in the meat industry for more than 100 years, conceives of and produces dog chews with the long game of sustainability in mind. “Natural chews are made from body parts, and I believe most customers understand how a butcher shop works,” said COO Laura Jones. “It’s easier to push that to the back of your mind, but when you really think about it—less processing makes for a healthier snack or treat. Our parts come from animals rated for human consumption. We just use parts that humans wouldn’t traditionally consume. Why is that valuable to our retail partners? Well, a dog needs to chew; they are hard-wired to find immense satisfaction in gnawing. What would an owner rather have them chew? Your couch? Shoes? Plastic? Rubber? Wood? No, they would probably prefer to add some real protein to their dog’s diet and give them a natural chew. That benefit is readily available.”
Consumers’ concerns over safety also helps propel Jones Natural Chews to the forefront as an American company.
The ability for companies to turn inward and focus on innovation is appreciated after having to juggle the many supply chain hiccups of the last few years. “Earth Animal recognizes the importance of strengthening our supply chain issues,” said Co-Founder Susan Goldstein. “We have invested enormous amounts of time and in new operational talent to help us meet and exceed demand in the marketplace. We’ve skinned our knees a couple of times in this area, and it hasn’t been fun for anyone. Inventory management is on our minds at all times and is taken very seriously. Constructive steps to improve our co-manufacturing relationships and the opening of our Wisdom Dog and Cat Food plant should help.”
This should be reassuring for Earth Animal’s retailer partners, specifically in independent pet retail. “Omnichannel shopping direction requires the same if not greater commitment to our existing business,” said Susan Goldstein. “We recognize the value of retailers who seek to improve quality of life of family pets as the key to our success. Earth Animal’s educational support and outreach to indies has always been a top priority. 2023 will be a strong year for partnering with indies.”
Jones Natural Chews continues to appeal to retailers because of its domestic operation. “Sourcing exclusively from American farmers and ranchers has spared us some of the logistic head-
Blades said, “At Barkworthies, I want our retailers to know that we will always strive to be the best possible partner and will try to support through any challenge with out of box thinking. During the height of the pandemic, we were able to support our retail partners to meet the moment of huge demand for bully sticks and other natural chews. We maintain a long-term commitment to the category, and this helps us mitigate impact to short term challenges and rising prices, but like everyone else—we experienced rising freight costs and inflation throughout our supply chain. In moments like this it is important to work with a brand you can trust. We have a superior team driving operational efficiency in our Richmond, VA facility which is why we have earned the highest SQF certification level of Excellent two years running. Our sales and marketing team go above and beyond to provide insight and awareness to our retail partners on how the future may change in terms of supply and the impact on pricing. This helps us to build trust and to deliver reliably for the customer, which is truly what will keep them coming back over again.”
Jones said there’s also an imperative to keep the education component in line with innovation. “Helping owners find a safe chewing reality for their dog is our priority,” she said. “First, explaining the value of the digestibility of a natural chew. Second, teaching about the quality standards set by American farmers. Third, reminding people that dogs need protein, and a natural chew can be a great dietary addition. Lastly, and most importantly, they need to monitor any chewing session.”
Bully Sticks are difficult and costly to source due to a lack of raw materials. Collagen Chews are in ample supply, easy to keep in stock and ready to sell!
Withall the innovations within the treat space, consumers continue to look for the tried-and-true, classic treat options: meat focused treats. Manufacturers within the space have recognized the importance of providing pets with minimally processed, high meat content treats, and they have continued to offer these products each year.
Rick Ruffolo with Phelps Pet Products acknowledged the company is expanding its production and distribution facilities this year. “2023 is going to be an incredibly exciting year for Phelps Pet as we open a 178,000 square-ft stateof-the-art production and distribution facility in January, which combines the assets from our acquisition of the former Simmons Pet Treats facility with newly purchased equipment to triple our production capacity and expand our innovation capabilities of clean-label meat jerky dog treats, toppers and premium complete diet dog food. In a capacity-constrained market, this facility will provide our customers with the supply chain power in the US to fuel their sales growth and increase market share,” Ruffolo said. “The facility is in Janesville, WI which is conveniently located 30 minutes north of our current facilities in Rockford, IL.”
According to Ruffolo, there are many trends and factors impacting the category, and the company has highlighted the top three. “The first is the continued shift away from single ingredient and body parts towards ‘crafted’ recipes using clean-label kitchen ingredients,” he said. “All the super-premium dog meal service providers focus on a ‘homemade experience’—not simply a single ingredient or whole muscle. The same can be seen with the highest-rated dog treats in store or online. The single-ingredient fad still will have a place, but its relevance already has started to fade as the industry has recognized the importance of protein diversity and complementary ingredients such as sweet potato, flaxseed, blueberries and other super foods to a dog’s daily nutrition. Not only can these multi-ingredient recipes provide a more balanced nutritional profile, they also can be more palatable, digestible, and have the ability to
deliver greater quality control.”
The company has discerned that there is an increased number of consumers looking for sustainable products. This trend has continued to drive the category and the company’s innovation. “The second key trend is the acceleration of environmentally-responsible US-sourced products. The pandemic’s impact on the supply chain helped expose the weakness and vulnerability of Asian-sourced pet food/pet treat products. Many brands and retailers experienced significant out-of-stocks due to an over-reliance on Asian-sourced ingredients, packaging, and finished goods. This lack of reliability, coupled with increased costs, complexity and concerns about product quality, have all combined to cause any brand owner or retailer to eschew foreign-sourced items for the higher quality, shorter lead-times and greater control associated with US produced items. The pandemic also shed a light on the negative environmental impact of the long foreign-based supply chains. With more and more companies espousing the achievement of specific environmental targets (ESG goals), moving more or all of your production to the US is an easy way to take steps in the right direction and help address these objectives.”
In an attempt to address individual qualifications such as stages of life and dietary and supplemental needs, Ruffolo mentioned the company has been able to develop products that meet consumers’ demands. “The third key trend is the expansion of ‘benefit-driven’ ingredients to help address specific life stage issues (non-CBD),” Ruffolo continued. “We all have seen the attempts of some manufacturers and brands to skirt the current regulations and look to make a quick buck by introducing CBD, hemp, and related ingredients into the dog treat/food market. At some point, this may be an accepted option, but it is not today.”
Similar to Phelps Pet Product, Kona’s Chips has planned to focus on its best-selling products as consumers and their pets remain loyal to their favorite jerky treats. “Not all new products that we think are great do well, customers
realize that their dogs have a keen sense of what they like,” said Thomas Darmstandler, Owner of Kona’s Chips. “Product quality is not a trend. People love their dogs and want them to be healthy and happy. Good nutritional ingredients, USA-made without preservatives, fillers, or dyes are important to customers,” Darmstandler said.
When it comes to ensuring consumers keep coming back and their pets are happy, Darmstandler said it’s important to “present compelling products. A dog’s sense of smell is 10,000 greater than a human’s. Their whole life is smell and taste. They are hard to fool. Their owners know when they like a treat. They follow them around the house. Customers tell us their dog waits at the pantry for hours because that is where they keep the treats they like. There is a lifelong unbroken emotional tie with their owner that wants the best for them.”
“We are continually looking to expand or convey the value of our products for 15 years,” he continued. “We learn every year and make changes that help enhance our customers’ experience. The supply chain has been challenging for the last couple of years. Hopefully, it will improve in the near future. When the customer understands the value of your product it is a game changer. Sometimes that is conveyed through friends, content, advertising, social media, other dog lovers, or store owners that know your product.”
Vital Essentials, a brand of Carnivore Meat Company, mentioned the company was able to solidify its position in the category through offering one-ofa-kind products. “If you look at what is available in the dog treat market today, you will find there’s a lot of noise, but with Vital Essentials and our VE RAW BAR, we cut through the noise because what we provide is unique and carefully American-crafted,” said Nick Ebert, VP of Sales. “We’re leveraging our single-source animal protein treats to cater to everything a dog or cat would instinctively crave. Animals know what they want, and I think Vital Essentials is the only brand that gives it to them, and customers recognize that.”
Premium pet food manufacturers have long held the mantle for high quality, superior nutrition—often with a bigger price tag. In spite of tightening household budgets in the last few years, they have continued to benefit from this current generation of pet parents who are willing to continue to spend in the best interest of their pets. Category leaders aren’t resting on their laurels, however; instead, they are striving to keep meeting pet parents where they are whether it’s their demand for more choices and customizations or for better value options.
In 2023, “Northwest Naturals will continue with the current recipes but with a greater focus on adding good quality food to any bowl, whether it is toppers or a few nuggets,” said National Sales Manager Amy Snell. “Any raw is better than none, which can work for all lifestyles and budgets.”
Consumer education is also a point of emphasis for Portland Pet Food Company. “Portland Pet Food Company will continue its mission to provide premium all-natural human grade dog and cat products made with only USA sourced ingredients,” said Founder Kate McCarron. “Our focus continues on building our brand and educating consumers about the benefits of whole food ingredients and the overall benefits of pure food ingredients for the health of pets. The consumer desire for clean labels, ease of digestion and concerns about sustainability are increasing and by providing products with human grade ingredients, no synthetic ingredients or additives, we will continue to provide pet owners with functional benefits that occur from pure natural human grade ingredients such as fish, barley, fruits, vegetables, etc.”
Merrick Pet Care is looking forward to sharing its innovation this year. “As a leader in natural and organic pet food, we are constantly innovating and are committed to improving the lives of those we love most—our pets,” said Senior Brand Director Gina Garren. “We continuously work with our team of experts (e.g. experienced vets, animal nutritionists, researchers, developers, and more) to help drive innovation and
nutritional excellence. One thing we’re looking forward to is bringing innovation to our highly differentiated wet dog portfolio. More details will be shared later, but look for humanized formulas inspired by our favorite comfort food recipes like shepherd’s pie, turkey meatloaf, beef tips, etc.”
Meanwhile, Merrick remains attuned to the current trend across pet food involving customization and personalization, said Garren. “Merrick is well-positioned to meet consumers on that trend with our mixer and topper products, including Merrick Grain Free Bone Broth for Dogs (coming soon—this product will also be available for cats), Backcountry Freeze-Dried Raw Mixer for Dogs and Purrfect Bistro Bon Appétits for Cats. Mixers and toppers allow people to enhance their pet’s meals in a way that is special to the individual preferences and/or needs of your unique pet. For example, if your cat really likes salmon, adding Merrick Purrfect Bistro Bon Appétits in Salmon Recipe to her regular meal may get you some extra snuggles and purrs. Or if you have a dog that is struggling with hydration, adding Merrick Grain Free Bone Broth provides a functional benefit of added moisture to your dog’s diet. Mixers and toppers help pet owners who are looking to tailor mealtime for their pets.”
Gott Pet Products, parent company of Charlee Bear and Hound & Gatos, is on track to meet pet parents’ desire for more value this year. “Based on market data and what our retailer partners have to say, 2023 is going to be a big year for diets with extra health benefits, and less processed ingredients that are sustainably sourced,” said Gott Pet Products General Manager Rob Cadenhead. “Price increases due to inflation don’t seem to be changing purchase patterns very much, as people are still willing to spend more for quality pet food from a company they can trust.”
McCarron with Portland Pet Food Company said budgets are still tightening. “The industry, like many, is faced with providing consumers with high quality products during a time that consumers are cutting back on their spending due to the economy. Premium
brands will need to focus on the benefits of excellent ingredients and that a little can go a long way improving the nutrition of a pet. Many consumers are cutting back spending on premium kibbles and by adding a nutritious topper—I emphasize ‘nutritious’ as many have little caloric and nutritional value—can provide health benefits.”
Cadenhead shared, “At Gott Pet Products, we have a lot of new things on the horizon. We recently introduced fun, new flavors to our Charlee Bear Grain Free Crunch and Original Crunch Lines. P.B. & Banana and Beef Liver & Cheddar join our Grain Free Crunch line and Bacon & Egg is the newest addition to our Original Crunch line. We look forward to seeing these on store shelves in 2023. Additionally, we plan to expand our Hound & Gatos line and hope to announce these innovative and exciting products in the coming year,” he said.
Evanger’s Dog and Cat Food Company and sister brand Against the Grain Pet Foods have continued to look for ways to help their consumers stretch their budget. “As we close 2022, we have seen increased sales in our Made in the USA 20-oz economy cans, a trend we anticipate to only grow in 2023,” said President and Owner Holly Sher.
Sher said Evanger’s Dog and Cat Food Company is also going to take advantage of improving supply chain conditions to shore up their own operations this new year. “We will continue our focus and practices towards sustainability, reinforced supply chains and ramping up production to make sure everything from bottom to top is performing at its highest efficiency,” she said.
Cognizant of greater industry trends including the burgeoning plant-based foods segment, Sher said Evanger’s will instead opt to focus on growing its successful solutions-based product line. “Humanization of the pet industry is always a leading trend that holds the most weight,” she said. “Exploration with plant-based foods and problem/ solution food lines are two driving trends currently. We at Evanger’s are holding back on plant-based materials
and focusing on expanding our problem/solution lines. After seeing great success with our Made in the USA EVx Cat Food line in 2022, we look forward to expanding upon that concept in additional product lines.”
The pursuit of growth opportunities is what is guiding Evanger’s strategy for 2023. “As we approach 2023, our main focus continues to be expansion, which encompasses so many aspects of our business. We start this year researching and developing new and unique product lines instead of just adding SKUs to existing lines. As a cannery and manufacturer, we are able to experiment and conceptualize almost daily. In addition, we are always looking for ways to expand our manufacturing facilities and abilities and 2023 is no different.”
While a new year might provide a ceremonial touchstone for a fresh start, Merrick’s planning and strategizing isn’t limited by dates, said Garren. “We continuously work with our team of experts (i.e., experienced vets, animal nutritionists, researchers, developers, and more) to help drive innovation and nutritional excellence. Having access to this varied expertise keeps our thinking fresh,” she said. “The start of a new year always feels like a clean slate, but it’s not the beginning of when we set goals and strategies; that work has been happening for months already.”
For Northwest Naturals, the fresh start this new year is marked by something physical and tangible. “We are in the midst of a packaging upgrade,” said Snell. “The colors are bolder and brighter. Everyone seems to love them. We will continue to run monthly distributor promotions as well as the frequent buyer program including our 25-pound bulk boxes.”
Being able to face partners with more consistent inventory after the last few years of supply chain instability puts a brighter lens on 2023 prospects too.
Cadenhead with Gott Pet Products said, “While we’ve experienced some logistical logjams like practically every premium pet food and treat supplier, in our case they’ve all been resolved. So, our distributor and retailer partners
can look forward to a steady supply of Hound & Gatos and Charlee Bear products throughout the coming year.”
The impact these suppliers felt from the logjams have been variable. “Northwest Naturals has been very fortunate by not having any supply chain issues,” said Snell. “We have long standing relationships with almost all of our suppliers, so it has not affected us like it most in any industry.”
Others like Evanger’s fall somewhere in between. “Although supply chain shortages and delays were never as big of an issue for us than others because of our capacity and business model, we are seeing those issues ease a bit throughout the industry,” said Sher. “Everyone is getting back, pricing is easy, availability is increasing and the industry as whole is getting back to full production.”
McCarron with Portland Pet Food Company said, “Since we source our ingredients and manufacture in the USA, we have seen no disruption in our supply chain. Prices are increasing for manufacturing, and we will continue to partner with our suppliers to keep costs down. Planning ahead and having multiple resources is necessary during these challenging times. Disruptions will continue in 2023, due to several factors. It may be an extension of current issues or new global conflicts, inflationary pressures here or abroad and the recession, climate change, global climate changes or other issues not yet identified.”
Merrick Pet Care maintains a sharper vigilance based on past experience, but the company is resolute that quality will not waver. “You’d be hard-pressed to find any pet food business that isn’t experiencing supply chain issues,” said Garren with Merrick Pet Care. “From sourcing to shipping, everything is impacted. We have a dedicated team of people who work very hard to make sure we can get all the materials and ingredients we need to make the products our consumers know and trust, but it’s certainly harder today than it was a few years ago. Supply chain challenges will be an ongoing puzzle that we will continue to monitor closely and troubleshoot, but any disruptions will not impact our quality.”
The other significant impact in the
last few years, stemming from the pandemic, has been the steady growth of omnichannel sales strategies as consumers are shopping for their basic needs in a variety of mediums. Category leaders share a diverse perspective in how they’re tackling their outreach strategy in meeting these shoppers where they are.
“We continue to educate on every aspect of online as possible,” said Snell with Northwest Naturals. “This outreach includes our website and social media platforms. We also send out a NWN Rawk Star newsletter once a month with impactful information.”
Garren said, “Being in more places has not changed how we approach consumer education. We are still trying to reach consumers directly in the places they are already getting news. For example, in 2022, Merrick took the opportunity to educate consumers on everyday topics that help us ensure our pets are safe and healthy. Lead Merrick veterinarian Dr. RuthAnn Lobos spoke to news outlets about a wide variety of topics, including creating a safe environment for your pet on the Fourth of July during which loud noise can cause anxious behaviors, the best ways to care for your pet’s dental health, and even techniques to keep pets calm while navigating changing schedules and routines related to returning to the office, school, etc. Pets change lives for the better, so we’re committed to sharing expertise so that we can do the best for them in return.”
For Cadenhead with Gott Pet Products, brick-and-mortar independent pet stores remain a resource worth prioritizing in the company’s educational initiatives. “Although we’ve definitely stepped up our social media initiatives and presence among influencers, we still believe that indie pet stores are our most valuable brand ambassadors. That’s where we continue to focus our educational efforts,” he said.
Sher with Evanger’s concurs. “Our main focus and initiatives continued and will always be with the independent retailer,” she said. “When you are talking about premium pet foods, the education you receive from knowledgeable sales staff is paramount. All the other channels lack the face-to-face contact.”
Rope toy manufacturers are the first to point out pet owners’ expectations of pet products and shopping experiences, and their priorities when it comes to spending and investing in their pets’ day to day health and stimulation have changed. Looking for fresh ways to incorporate natural and sustainable materials into their product portfolio remains a high priority along with maintaining pet owners’ high regard for the rope toys category.
Mammoth Pet Products is starting off the new year addressing several fronts to help the company foster existing relationships, keep its position in the category and serve pet owners. “As we begin normalizing in this post pandemic economy, we are continuing to work on supply chain improvements, new products and customer alignment,” said Charles Byrne, Owner of Mammoth Pet. “Customers have different requirements in 2023, than say five to 10 years ago. We need to continue to invest in systems and digitization to accommodate those customer’s needs.”
“We believe the coming year will see consumers increasingly demand tangible value for discretionary dollars and rope toys are no different—absent this value, there is real risk of category commodification,” said Christopher Brown, SVP, Marketing and e-Commerce for Playology Pets. “Playology will continue to create meaningful benefits for consumers in rope toys and beyond through innovation based in science such as our puppy line.”
“In this very competitive environment, Multipet will continue to focus on sustaining innovation and driving success to our retail partners by developing and identifying creative products that resonate with consumers and keep retailers relevant,” said Leslie Yellin, evp, Multipet. “In addition to our innovation, we are very excited to expand our social media presence. Our internal team of marketing specialists are focusing on expanding our brand values and establishing Multipet as the thought leader when it comes to knowledge and education about dog and cat toys.”
In 2023, Mammoth Pet will continue to focus on sustainable eco-friendly
products. “Rope toys have always had high perceived consumer value,” Byrne said. “So, Mammoth Pet intends to continue offering new designs using natural materials that will continue to add value and excite the customer.”
“With more than 100 options of rope toys, Multipet has a strong industry presence within this category,” Yellin said. “We actively design our rope toys with the goal to deliver a product that works with the different play types that dogs have. By integrating our rope toys with rubber, TPR, plush and ballistic nylon, consumers can bring home rope toys that help redirect undesirable biting, support good dental hygiene, and strengthen the pet parent bond. At Global Pet Expo we will introduce our newest rope products which take the concept of a rope tug to a whole new level by using ergonomic design for the tug handle.”
Mirroring consumers’ requests and expectations is one method which Mammoth Pet employs to continue driving the rope toys category forward and shift with ever-changing characteristics—sustainable materials, virtually destruction proof, no choking hazards —pet owners press manufacturers and retailers for. “Rope toys have become a marketplace staple,” Byrne said. “Mammoth Pet designs will continue to evolve and adapt to consumer demands. Mammoth Pet took the dog rope category from traditional basic two to three knot rope to braided EXTRA rope 2.0. We are looking forward to the next generation of Mammoth Pet rope designs that are on the horizon.”
Playology Pets is dialed into enhancing the attributes of it toys to connect with consumers looking for value and products that hold up their pets’ playing and chewing style. “Rope toys that provide value through engagement, durability, safety or other real benefits will perform better in the coming year than those solely trading down ring in the segment behind pricing promotion,” Brown said.
Mammoth Pet continues to promote brainstorming and sparking creativity within its four walls. “Mammoth Pet always like to plot short term and long
term ‘moonshot’ projects,” Byrne said. “The last several years we were focused on overcoming supply chain issues, so we are looking forward to get back to new product developments.”
At Multipet, promoting creativity and ideas has never slowed down. The last two years have taught the company to continue thinking outside the box and stay flexible and willing to adapt if plans change or issues arise. “What the pandemic has taught us is that things can change in an instant, so our goals have shifted in that we work hard to be prepared for what may come our way and flexible in refining our goals based on the changes we may encounter,” Yellin said. “Should we encounter any supply chain challenges we will continue to adapt to these changes while reshaping our business strategies to meet our customers’ expectations.”
Company leaders are pleased to report Mammoth Pet supply chain issues have mostly resolved in the last six months largely in part to its business practices centered around domestic and near shoring manufacturing and environmentally-friendly production. “Mammoth Pet is focused on continuing to develop ‘near shoring’ sourcing and sustainable manufacturing in North America which has enabled Mammoth Pet during that last three years to provide a consistent supply of product to customers,” Byrne said. “Near shoring production enables Mammoth Pet to offer ‘fast manufacturing and shipping’ capabilities. Additionally Mammoth Pet ‘upcycles’ more than 2 million pounds of cotton yarn annually which helps us meet our ESG goals.”
Companies like Mammoth Pet continue to rise because the company is flexible and willing to change. “Indie pet store associates were traditionally the source for reliable and firsthand information about products,” Byrne said. “Mammoth Pet is fortunate to have the support of the traditional indie pet stores throughout the years. Additionally, in today’s marketplace to be an industry leader, you have to develop omnichannel strategies that support all customers where everyone benefits and succeeds.”
Yearafter year, more pet parents have increased their dedication to becoming educated on the importance of oral care for their pets. Manufacturers in the oral care category have continued to drive increased awareness of the category due to their partnerships with retailers and education of product lines.
Swedencare USA shared that in the new year, the company is continuing its work on delivery methods; further fine-tuning and enhancing the different ways pet parents can administer Swedencare’s products. An inconvenient or impractical delivery method, combined with a stressed-out pet would make pet owners less inclined to treat their pet’s oral care at home.
pet parents become more aware of the vital role a regular oral care regimen plays in their pet’s overall health,” said Joshua Swindle. “We continue to see brand strength and equity in our TropiClean Fresh Breath, which for more than a decade has delivered easy and
teria found in the mouth—helping to remove plaque and reduce bad breath. Innovations such as these help us win both the pet parent and the pet with easy, effective solutions that dogs also find delicious.”
Amy Horton with Cosmos Corporation outlined how the category has been evolving over the last several years.
“The current pet oral care category is continuing to grow, and more and more pet companies are recognizing the importance, and there are more options than ever. We advocate for our pet partners a few ways. We have price protection programs in place to ensure the independent retailers aren’t undercut by Amazon or Chewy. We’ve created a level playing field with our products. We control all MSRP on e-commerce platforms. We spend a lot of time on our consumer blog and allow our partners to utilize any content we create that helps with education, etc. We also host Lunch and Learns for our retailers that gives them the latest on pet trends, etc.”
— Melissa Gulbranson, Oxyfresh
“Various other delivery methods for PlaqueOff, such as soft bites and dental bones,” said Scott Reinhardt, VP Sales and Marketing. “Consumers are seeking natural—clean label products and this provides us a tremendous advantage in the dental category.”
Reinhardt highlighted that the company is “making dental care for dogs and cats easy to use and administer.”
Although supply chain issues have continued to vex the category, Swedencare USA notices “supply chain relative to ingredients has been challenging but is improving as we head into 2023.”
“Our primary efforts are in the independent market and vet channel. This is where we receive the highest recommendation based on knowledge and product differential,” he explained in reference to how the company educates on its products.
Cosmos Corporation, home of the Tropiclean brand, emphasized the demand for oral care products has increased as pet parents’ knowledge and understanding of the category deepens.
“Consumer demand for pet dental health products continues to grow as
effective options for establishing and maintaining regular oral care routines for dogs, cats, and puppies. In particular, demand is growing for our Dental Health Solution water additives as part of a daily routine. Add a half capful of our TropiClean Fresh Breath Dental Health Solution per eight ounces of pet’s drinking water to fight bacteria that cause bad breath and help prevent plaque and tartar build-up.”
“Our team is also focused on introducing product innovations in the dental category,” he continued. “For example, a recent survey of pet parents told us that a dog’s refusal to use a dental care product was the number one reason they lacked interest in at-home dental care routines. We also know consumers believe their dogs prefer savory flavors such as chicken, beef, bacon, and peanut butter up to 74 percent more than other flavors. That led us to launch TropiClean Enticers earlier this year. It’s a line of dental care products in mouthwatering flavors dogs love. In pet palatability studies, dogs found our Enticers Teeth Cleaning Gels—offered in Smoked Beef Brisket Flavor, Hickory Smoked Bacon Flavor, Honey Marinated Chicken Flavor, and Peanut Butter & Honey Flavor—to be three times more appetizing than leading competitive oral care gels. These no-brushing gels are also proven to destroy 99.9 percent of harmful bac-
“A survey of dog owners revealed that their dog’s refusal to use a dental care product was the No. 1 reason they lacked interest in at-home dental care routines (Consumer Insights, July 2018). Dogs enjoying the taste of dental products was listed as the No. 1 quality consumers valued when purchasing new pet oral care products (Cosmos Corporation, May 2021). Consumers believe their dogs prefer savory flavors such as chicken, beef, bacon, and peanut butter up to 74 percent more than other flavors (Sonar Consumer Insights Group, March 2020),” she said.
“Cat owners shared similar values with dog owners, listing flavor as the No. 1 most important factor when choosing a cat food item. During the past 12 months, cat owners purchased meaty flavored treats for their pets more than any other flavor type (FONA International, April 2021). Millennial shoppers have shown the highest rates of trying new types of treats, such as liquid treats, when shopping for their cats (APPA, 2021-2022). In response to these consumer demands, we built on our more than 10 years of experience producing easy and effective pet oral care products to introduce TropiClean Enticers. This line was curated to make oral care undeniably irresistible for pets and enticingly easy for pet parents,” Horton concluded.
Cosmos Corporation is dedicated to
helping pet parents realize oral care is an important part of a dog’s overall health. Throughout the years, pet owners have educated themselves through copious amounts of research in hopes of avoiding vet visits. In doing so, companies have been able to further capitalize on the importance of education through clean labels and ingredients in their products.
professionals and pet parents alike.”
“Down the road, neglected oral care can lead to significant health complications, the need for riskier procedures, and more costly vet bills.
“Down the road, neglected oral care can lead to significant health complications, the need for riskier procedures, and more costly vet bills,” Swindle said. “Research shows that more than 80 percent of dogs exhibit signs of periodontal disease by the age of three. More and more pet parents know a regular dental care routine is a key part of preventive health care for their pet. Yet pet parents may still be daunted by the idea of adding another item to their daily to-do list or worry that caring for their pet’s teeth will be an uncomfortable or anxiety-inducing experience for them and their pets. We’d like for there to be more conversations that help parents know that there are easy and effective solutions they can trust to maintain a regular oral care routine that also supports their pet’s long-term health.”
Research shows that more than 80 percent of dogs exhibit signs of periodontal disease by the age of three. More and more pet parents know a regular dental care routine is a key part of preventive health care for their pet. Yet pet parents may still be daunted by the idea of adding another item to their daily to-do list or worry that caring for their pet’s teeth will be an uncomfortable or anxiety-inducing experience for them and their pets. We’d like for there to be more conversations that help parents know that there are easy and effective solutions they can trust to maintain a regular oral care routine that also supports their pet’s long-term health.”
“Pet parents expect easy-to-use, quality products that are effective to address their pet’s dental care needs while also being made with wholesome ingredients so they can feel good about using them on their pets,” Swindle continued. “For example, TropiClean Fresh Breath Dental Health Solutions are made with naturally derived ingredients. They are also odorless and flavorless, so they are easy to incorporate into a pet’s daily routine. Our Dental Health Solutions for Dogs carry the VOHC seal of acceptance for plaque reduction and the NASC quality seal, certifications trusted by pet
In an effort to characterize the oral care category, Melissa Gulbranson with Oxyfresh mentioned the company has noticed the continued growth within the innovative aspects of the category.
— Joshua Swindle, Cosmos Corporation
“The current pet oral care category is continuing to grow, and more and more pet companies are recognizing the importance and there are more options than ever,” Gulbranson said. “We advocate for our pet partners a few ways. We have price protection programs in place to ensure the independent retailers aren’t undercut by Amazon or Chewy. We’ve created a level playing field with our products. We control all MSRP on e-commerce platforms. We spend a lot of time on our consumer blog and allow our partners to utilize any content we create that helps with education, etc. We also host Lunch and Learns for our retailers that gives them the latest on pet trends, etc.”
When it comes to moving the category forward, education has become a focal point for the company. Gulbranson mentioned the company has been able to grow due to pet parents looking for more at-home solutions.
“Our pet blog is one of our top traffic items on our website and a majority of that is around dental care,” she continued. “If they’re searching for what’s this yellow stuff on my dog’s teeth and they just really don’t know or how to remedy it, I’m going to give them all kinds of options. Not just ‘hey, buy our product.’ I want to help educate them on how to
do things. How to clean their pet’s teeth. If a pet parent is struggling, education is so important. We did a blog on ‘hey, here’s a tip, buy a dental toothpaste and put a small amount on their paw.’ They’ll lick it and then they will put that on their teeth. Even having that on their teeth and having their tongue do some of the work for them, that’s better than nothing. And so just whatever we can do to help educate, that is one of our No. 1 things. It doesn’t matter what product you buy; it’s what education is doing to help the overall pet community in knowing. Education is a big part of our philosophy— whatever we can do to help the category as a whole.”
Horton with Cosmo Corporation mentioned TropiClean had recently conducted a survey surrounding cat owners and how flavor profiles play a key role in dietary preferences.
“We know that cat owners view flavor as the most important factor when choosing a food-type item,” Horton said. “A recent survey of cat owners showed that consumers strongly preferred meaty flavors such as chicken and seafood, for their cat’s food and treat items type. Since the launch of TropiClean Enticers earlier this year, the line has included the Teeth Cleaning Gel for Cats in Honey Marinated Chicken Flavor. Later this year, we will also be adding a Teeth Cleaning Gel for Cats in Seafood Medley Flavor. This new Seafood Medley flavor no-brushing gel helps further address consumer demand for easy oral care solutions in flavors their cats will love. And, like other gels in the TropiClean Enticers line, this gel is proven to destroy 99.9 percent of harmful bacteria found in the mouth—helping to remove plaque and reduce bad breath.”
With an overarching goal to provide for owners with pets toys that amplify the human-animal bonding experience, dog toy manufacturers have a lot in store for the new year.
Ruff Dawg has been preparing to celebrate a milestone in the category— its 25th anniversary—and expand its product offerings. “2023 will be a very special year for Ruff Dawg as it will be our 25th anniversary,” said Jerry Moffett, VP of Sales and Marketing. “We will continue to ride our success with our bestselling line of lifetime guaranteed, made in the USA toys. We plan on introducing at least two more new toys in honor of our 25th anniversary!”
“Made in the USA is definitely one aspect of the pet market that grows in importance every year; happily, we have always been ahead of the trend!” he continued. “We’ve manufactured all our products in our factories in Worcester, MA, since 1998. With the introduction of our lifetime guaranteed products we expect to continue our double-digit growth.”
“We have always seen ourselves as a manufacturing company, rather than a marketing company,” Moffett said in reference to setting goals for the new year. “We are continuing to make our products stronger, brighter, bouncier, and of course safe for all dogs!”
“We will continue to manufacture and ship our products within two weeks! Ruff Dawg is a division of Jefferson Rubber Works, so we inventory huge amounts of raw materials to supply not only Ruff Dawg, but all the other divisions of Jefferson Rubber Works as well,” said Moffett.
“We continue to support our brickand-mortar stores as our No. 1 source of getting our products to the consumers. We believe that our premium products sell best when they are seen in person in the stores, but we do what we can to provide them with whatever they need from us to facilitate their omnichannel program, like supplying lifestyle images and copy for digital streams, or display cards for in-store marketing. We also make our products extremely easy for the consumer to understand in any format. Our goal with packaging and mar-
keting is to keep it consistent, short and sweet,” Moffett added.
Category leader SodaPup has several areas of the category the company will be focused on for the new year. “2023 is going to be an exciting year for SodaPup as we focus on innovations in nylon toys, rubber toys and enrichment products,” said Adam Baker with SodaPup. “In terms of nylon, we will continue to advance design concepts that incorporate enrichment capabilities into the toys, blurring the lines between nylon toys and enrichment toys and mats. We will also be launching two new concepts (that I can’t talk about yet) that leverage the design characteristics of our current products so that they can be used in new ways. More to come on these in the coming months.”
“In our rubber business we’ve been working hard on a new proprietary compound that will allow us to expand our range of floating toys. It will also help us accelerate the launch of more new novelty shapes in our chew toy and treat dispenser collections,” Baker said.
“We had tremendous success with our enrichment products in 2022 so we will continue to build on the framework of e-mats, e-coins, e-trays and e-bowls that we created in 2021. We have more concepts than bandwidth to produce them all, so we are still sorting through which designs to prioritize. The nice thing about our domestic production model is that we operate on shorter lead times, allowing us to shift priorities on the fly as circumstances and priorities change,” Baker added.
Category trends continue to pave the way for manufacturing strategies, and SodaPup has recognized these trends and has plans to take advantage of the opportunities provided within them. “We’re focused on a couple of different trends, one within the pet industry and one outside of the pet industry,” Baker continued. “Within the pet industry, we see food enrichment practices gathering momentum around the globe. This momentum started outside of the US but we see it becoming more and more important inside the US thanks to social media and the speed at which ideas spread around the globe. Based on these
insights, almost all of our new product introductions this year will have a food enrichment capability, including rubber treat dispensers, nylon toys with licking features, and of course our enrichment collection of mats, coins, trays and bowls.”
“The second trend comes from outside the pet industry. In the home décor and wall art space, the trend through 2022 has been toward more nature-oriented themes,” he said. “One of the outcomes of the pandemic is that people spent more time outdoors in nature where they could participate in activities while maintaining safe social distancing. This shifting focus to the outdoor world is now filtering into consumer products both in terms of designs and also in terms of color palettes. New designs from SodaPup in 2023 will reflect this trend toward outdoor themes and color palettes.”
Doggijuana, brand of parent company SmarterPaw, highlighted what the company will be working on this year. “2023 will be a year of expansion and innovation for Doggijuana, a SmarterPaw Brand,” said Scott Ragan, Managing Partner and CEO. “Whether pet parents are heading back into the office, or have hybrid work arrangements, change can interrupt the routines for your pets in the home. Change can be stressful for all, so many pups can benefit from the toy play as well as our proprietary Juananip. Doggijuana continues to research and expand upon multifaceted toys that not only provide calming solutions and interaction but toys that help with rougher, tougher and longer-lasting play. Based on popularity with the brand and products from both indie retailers as well as dog parents around the world, SmarterPaw is pursuing a myriad of opportunities for Doggijuana in 2023 and beyond.”
“The leading trend we see in the toy market in general is the continued premiumization of the market or ‘toy plus’ category for pet parents wanting more from their toys,” said Ragan. “For over 10 years, there has been a shift to more premium, natural ingredients in food and treats, better quality, more natural materials in toys and supplies.”
Pet parents struggling with their pets’ food allergies and sensitivities have a refuge in the limited ingredient diet (LID) food category, which continues to evolve with novel proteins and whole carbohydrates in new recipes and flavors. The nature of the conditions that these pets are navigating requires not only careful handling in the manufacturing process but also that the ingredients used are of the best and least processed quality in order to facilitate the tracing and management of allergies. Category leaders are embarking on the new year with innovations backed by a rigid adherence to their values for clean labels, unadulterated ingredients and a desire to bring the best nutritional value to pets.
“We initially introduced a limited ingredient diet in 1995,” Matt Wilson, General Manager Sales and Marketing for FirstMate Pet Foods said. “At that time, we did so to help address various food allergies and stomach sensitivities. Twenty-six years later we continue to develop limited ingredient diets that offer quality ingredients, unique manufacturing and that have a high success rate for addressing many food sensitivities. This past year we added cage-free duck sourced from France, as an additional novel protein to provide retailers and pet parents with another single meat protein and carbohydrate option. In addition, we added pumpkin to select diets for its numerous health and digestive benefits.”
Guided more by the potential of whole and meaningful nutrition over anything trendy, FirstMate Pet Foods has ensured that even as it grows, nothing goes out that doesn’t come straight from its own facilities. “Early in our inception, Mike Florian, founder and president of FirstMate Pet Foods, recognized that to truly produce a superior product, you need to have control of your ingredients and manufacturing,” Wilson shared this past fall. “We proudly source 100 percent of our ingredients and manufacture our products in-house within our modern dry facility and cannery.”
Champion Petfoods also earns consumer trust by maintaining careful vigilance across its entire production. VP
of Marketing Jen Beechen said, “When it comes to limited ingredient diets, we lead the category with our ACANA Singles recipes that offer grain-free and grain-inclusive, protein-rich and legume-free options. Our research and innovation experts always explore ways to enhance our limited ingredient diet recipes to ensure pets get the very best.”
While the descriptor “limited ingredient” might seem confined, Beechen said Champion is working to ensure that pets who must rely on these diets still enjoy a healthy variety of options. “Pet lovers feed a limited ingredient diet for several reasons: to offer targeted nutrition for dogs with sensitivities to certain ingredients, to provide solutions for picky eaters and to provide variety at mealtimes, which can be challenging for dogs that can only tolerate certain proteins,” she said. “The good news is even pets with sensitivities or picky eating habits can enjoy a varied diet.”
Across the industry, “We are seeing meal toppers impact the direction of the LID category,” Beechen added, and Champion has solutions there too. “ACANA pet foods offers a variety of meal toppers from single animal sources that can be combined with ACANA Singles Limited Ingredient Diets. For example, dogs sensitive to beef protein can enjoy custom bowls that don’t include beef, such as ACANA Singles Duck & Pear Dry Food topped with ACANA Freeze-Dried Morsels Free-Run Chicken Recipe or ACANA Premium Chunks Wet Dog Food Duck Recipe.”
Champion’s innovations in the past year include the ORIJEN Amazing Grains premium dog food, which complements quality protein with a special blend of grains including oats, quinoa and chia sourced from non-GMO crops. The company also got a nod from the FDA with the agency approving the ACANA Indoor Entrée formula for cats as suitable for hairball control. The formula features fiber from oat groats, miscanthus grass, lentils, chickpeas and lentil fiber. This was the first FDA claim for an ACANA food, and for Champion Petfoods. Champion Petfoods’ dedication to science-backed nutrition has impressed industry peers, to the point that
Mars Petcare announced in November it had acquired the company.
Meanwhile, the company still grinds away at not only innovation but continuing to support its many retail partners as consumers keep gravitiating toward a more omnichannel shopping experience. “We’ve always believed in the power of providing education about our foods to our neighborhood pet store partners,” Beechen said. “Premium pet food consumers overwhelmingly rely on recommendations from associates at trusted pet stores, so we continue to invest in thorough training, tools and resources for them. Last year, we launched an interactive, self-led, virtual training tool called Champion Petfoods Academy for retailers to learn about ORIJEN and ACANA pet foods at their own pace. This tool provides access to exclusive videos, fact sheets, and tips to help them learn about what makes our food special and provides the added confidence needed to make a trusted recommendation.”
FirstMate has also kept a strong line of communication with its retail partners, especially in light of challenges that continued through 2022. In reflecting on some of the company’s highlights, “We are proud of our team’s ability to deliver our retail partner’s and pet parent’s products consistently, despite supply chain challenges,” said Wilson. “In addition, we introduced a wide range of new, purposeful formulas that will help strengthen the indie pet channel, including limited ingredient and grain-friendly diets.”
In terms of outreach, “2022 provided many opportunities,” Wilson continued. “Our sales team focused on product education with our retail partners. Higher turnover has meant that being in-store to provide industry and product knowledge will help the retailer and brand realize mutual success. Our marketing team has invested in driving additional store traffic through consumer advertisements and utilizing tools such as Astro Offers and Promoboxx, ensuring our retailers have support in driving new and existing products. Lastly, we introduced new formulas that meet the needs of pet parents.”
Manufacturers within the ID tag category are experts in ensuring pet parents have an easy and accessible way to find and track their animal companions. Whether it’s a classic ID tag with family information or a trackable tag that employs the latest technology and gadgets to find a lost pet, category leaders are ready to start the new year off with expanding product lines and developing new offerings for pet parents.
MyFamily USA is working on several product offerings for the new year and the company is focused on providing an ID tag for each individual’s needs and wants.
harnesses to act as virtual databases which store a pet’s important health and wellness information while the collars can track the length and duration of walks, all managed with the free to use ‘memopetID’ app. When combined with
management.”
“MyFamily’s primary focus is supporting brick-and-mortar independent pet specialty retailers with an ID tag personalization service that cannot be replicated online, but we use social media platforms to help them by effectively communicating to their customers the importance of visible pet identification.
“Technology in the pet ID tag category is changing rapidly, and wearable tech has become big business not just for humans, but for pets, too. A lot of pet wearables, like ZuluTails, are sold direct to consumer, so finding creative ways to offer in-store customers the ability to demo the product while making online purchases from brick-and-mortar locations would provide the best of both worlds for consumer, retailer and smaller DTC brands. Today’s consumers are digital-first and wearable pet tech continues to drive growth in the industry. Because ZuluTails combines a physical tag with an online interface, it means we have to work extra hard to continue to innovate around both our product design as well as our digital experience, while staying true to our brand promise. Because at the end of the day, ZuluTails is all about losing the worry, not your pet.” — Nicole Wrubel, ZuluTails
“We anticipate 2023 being a very exciting year as MyFamily USA continues to evolve and expand its presence in the ID tag category as well as collars, leashes and harnesses,” said Tom Glessner, Chief Commercial Officer for MyFamily USA. “Our new Techla XL engraver will provide independent and regional pet specialty retailers equipment previously only available at big box stores, while its complementary and award-winning modular display will allow stores to create a unique presence that will attract customers and enhance their shopping experience with a service that cannot be replicated online.”
“MyFamily is constantly developing new product designs and ideas. In the past year over 40 new tag designs were introduced and our unique HushTag’s, with an infused rubber boarder around a metal engraveable core, create an extremely durable ID tag that prevents the ‘jingle’ when placed on a collar with multiple tags, and now come in colors that match its innovative ‘memopet’ collar, leashes and harnesses,” he continued.
“Each ‘memopet’ product has NFC capability that allows the collars and
a matching HushTag you create a very attractive and effective combination of products that help enforce the human-animal bond as well as responsible pet parenting.”
When it comes to promoting relevant and fresh ideas, the company is capitalizing on the start of the new year by setting new goals and strategies.
“Innovation, design, and quality are at the heart of MyFamily, and we are always developing new products for the pet specialty market,” Glessner said. “Our own internal design team is focused on making unique ideas into 100 percent Italian made works of art!”
“While 2022 did have its share of supply chain challenges, since we are an Italian manufacturer who produces all our own products and supplies, it allowed us to avoid the significant issues that affected companies who supply Asian-produced goods. MyFamily USA was able to maintain inventory levels of core ID tag styles and accessories for our retail partners, as well as support new stores with displays and engraving equipment, which allowed us to continue our impressive year over year growth. As 2023 gets underway, we look to be in an ideal in stock position that we intend to maintain though consistent production and inventory
And since MyFamily is also a very fashion forward company, we are also able to show off how our beautiful tags and accessories enhance a pet’s appearance and show off their personality.”
ZuluTails’ Chief Marketing Officer Nicole Wrubel emphasized the company understands that the category continues to rapidly evolve and how they keep up with educating retailers and consumers.
“Technology in the pet ID tag category is changing rapidly, and wearable tech has become big business not just for humans, but for pets, too,” explained Wrubel. “A lot of pet wearables, like ZuluTails, are sold direct to consumer, so finding creative ways to offer in-store customers the ability to demo the product while making online purchases from brick-and-mortar locations would provide the best of both worlds for consumer, retailer and smaller DTC brands.”
“Today’s consumers are digital-first and wearable pet tech continues to drive growth in the industry. Because ZuluTails combines a physical tag with an online interface, it means we have to work extra hard to continue to innovate around both our product design as well as our digital experience, while staying true to our brand promise,” Wrubel continued. “Because at the end of the day, ZuluTails is all about losing the worry, not your pet.”
Manufacturers of ear care products are working in a category ripe for growth and innovation given that ear issues remain one of the top reasons pets need to see a vet. Savvy pet parents realize proper care and cleaning of the ears can help avert these sometimes costly and uncomfortable visits as they continue to seek natural but effective solutions to keep their companions healthy. Category leaders, meanwhile, are also investing in continued education to try and reach new pet owners and those who still may not be aware of these preventative care options.
“We’ve added a lot of new distribution channels this year,” said Julie Creed, VP of Sales and Marketing for Pure and Natural Pet about maximizing the company’s educational outreach. “We see education being a big part of ear care as we move forward. Ears are one of the top reasons pet parents visit the veterinarian. The ears can be a vulnerable spot for infections to develop, especially if your dog or cat has a lot of hair or if the ears fold over, creating a warm, moist area for bacteria to flourish. Our award-winning, USDA Certified Organic Ear Cleansing Kit can aid in preventing painful, and costly, infections. By regularly cleaning the ears, especially if your pet is prone to reccurring infections, our products can make a big impact on the health of your pet.”
Pet parents want effective solutions but don’t want the risk of chemicals that could harm their pets. “The demand for non-drug remedy products to care for a pet’s ears is a trend that began more than two decades ago and has shown no indication of weakening,” Debra Decker, Director of Marketing for Pet King Brands said. “We live in a pet nation where pets have gone from the backyard to our beds and are viewed as cherished members of the family. The concern for the health, welfare and comfort of our beloved pets has intensified as a result. Add to that, increased access to information via the internet plus the influence of the veterinarian’s recommendation and we have a very well-informed parent with a list of must-haves for pet care products.”
Decker continued, “Topping the list
of requirements for ear care products are ones that can be easily used, do not bring additional stress to the pet, provide relief without having to compromise with side effects, work without antibiotics and are recommended by veterinarians, groomers and other pet parents. These are all the reasons why the ZYMOX line of Ear Solutions and Cleanser have experienced consistent, robust sales. ZYMOX has been recommended by veterinarians to manage problematic ears for more than 20 years and only needs to be applied once daily with no painful pre-cleaning of the ear prior to application.”
TrueBlue Pet Products’ Super Easy Ear Wipes checks those boxes as well. Formulated with natural ingredients including lemon and marigold, the pre-moistened wipes are easier to use than liquids or powders and have garnered nearly 60 customer reviews on the manufacturer’s website with an average of five out of five stars. Founder Doug Gleason shared his own experience with the product on the company blog: “My own experience with my Labrador Sam was that he truly hated having ear cleaning liquids poured in his ears. If he saw me reach for that particular bottle, he would literally run away as fast as his legs would carry him! And even when I would corral him and administer the liquid, he would wildly shake his head and make a mess. I also tried ear cleaning powders but found them hard to use and messy as well. So, we decided to create a pre-moistened ear cleaning wipe. Our Super Easy Ear Wipes are simple to use and help clean away the dirt, wax, and debris which can lead to infections. We start with a hard-working textured pad that’s just the right size and shape to work on the ears, and then marry that to an all-natural cleaning solution with lemon and marigold. Lemon cleans while promoting healthy blood vessels, while marigold softens and smooths the delicate skin in your pet’s ear.”
According to Creed, ear care has been a strong category for Pure and Natural Pet, which also produces an assortment of grooming and wellness products. “All of our ear care products are USDA
Certified Organic and medical grade,” she said. “More pet parents are looking to organic products especially if it goes into or near the ear canal. If you can treat with a holistic approach versus synthetic chemicals, it’s preferred for wellness.”
These days, a holistic approach can also address the real issue of antibiotic resistance. “When ZYMOX was launched, the awareness of antibiotic resistance was just starting to be discussed in the industry as veterinarians, groomers and pet parents were experiencing frustration with medication failure and side effects,” said Decker. “Antibiotic resistance has remained a threat and has fueled the demand for products like ZYMOX that are safe and continuously effective because the prevalence of pets experiencing ear infections and itchy allergy skin continues to be on the rise.”
That demand has translated into increased sales and store loyalty for retailers who have used ZYMOX to anchor their remedy section, said Decker. “This is because ear infections can be very painful, occur frequently and they can be costly,” she said. “Providing these veterinarian-recommended products is a service that pet parents will use regularly and enables retailers to expand their core sales from a dependency on just pet nutrition to include products that solve health problems.”
Pet King Brands continues to work toward tailoring its ZYMOX technology for other pets including cats, horses, rabbits, guinea pigs, ferrets, birds, chickens and reptiles. “Pet King Brands recently launched a line of ZYMOX for Cats & Kittens, ZYMOX Equine Defense for horses and has plans to roll out lines for specialty pets in early 2023,” Decker said.
Pure and Natural Pet similarly has charted its 2023 course toward growth and innovation. “We are looking forward to 2023 with great promise as we get ready for the Global Pet Expo where we will be introducing new and innovative products. We have already had planning and strategy meetings involving product mix and introductions to stay at the forefront of the pet wellness and grooming categories,” Creed said.
The grooming category has grown to include product offerings for all type and size of pets. Manufacturers have looked toward consumer and retailer feedback to ensure individual needs are met. Alongside this, the new year has ample opportunities for growth, and category leaders are taking advantage of the several prospects the year has to offer.
“In an increasingly crowded market for pet grooming products, I have decided to add a ground-breaking line extension to our products range,” said Mauro Spina, Owner of Spina Organics. “I think it’s time for us, as an industry leader, to take pet grooming to the next level—and this is exactly what we intend to do with our new Spa Concept. It will of course reflect our commitment to natural plant extracts and certified organic, vegan ingredients, without the addition of any synthetic ingredients. At the same time, it will be even more sophisticated than our standard line. For example, the Spa Concept will include not only a luxurious dog body wash and a refined fur detangler, but also a detoxifying, soothing mud mask and relaxing bath salts for pets.”
Category trends tend to dictate where the growth of the category is generated. According to Spina, education has become a huge factor in the evolution of grooming. Spina has hoped that consumers continue to research labels and ingredients to ensure pets receive the best quality of care and products. “Rather than what I expect to shift, I’ll tell you what I hope will shift,” said Spina. “Our industry should become more aware of what the labels tell. For example, about the presence of sodium lauryl sulfate or sodium laureth sulfate—two ingredients that can affect a pet’s skin in devastating ways. I believe groomers should also realize that what is too good to be true tends indeed to be too good to be true. This applies for example to pet shampoos that can be diluted 50:1. It might look like a great deal, but all you get is just a plain, soapy solution, with no benefits whatsover for the pets.”
Pure and Natural Pet has been expanding its reach with the opening of several distribution centers. The com-
pany is looking forward to seeing how these distribution centers will positively impact retail partners in the coming year. “The new year is looking great for Pure and Natural Pet as we’ve had steady growth and opened a few new distribution channels that benefit our retailers,” said Julie Creed with Pure and Natural Pet.
Alongside this, “Pure and Natural Pet has already had a focus on our new grooming products that we will be unveiling at the Global Pet Expo. As always, we’re ingredient focused and are excited to roll out new SKUs with new ingredients that will have a multi-functional approach.”
Creed mentioned the company has noticed the growth within the category through the increase in sales of several of its products. “We’ve seen a lot of growth and an upswing in sales with our 2-in-1 products,” Creed said. “Our clientele has busy lives. By introducing time-saving products that have multiple functions, our customers not only save time but also understand that Pure and Natural Pet never sacrifices the quality of our products. Customers are also looking for more eco-friendly options.”
While education and reading labels has been a huge part of the growth within the category, Creed acknowledged consumers’ demands for sustainable products. “Sustainability and natural products are absolutely trending and becoming more of a requirement to meet customer expectations,” she said. “This has been a hallmark of the Pure and Natural Pet brand, and we’re always looking for ways to improve products, based on new technology, which has led to more sustainable products and eco-friendly packaging. “Pure and Natural Pet has always been big on education. No matter the platform, we provide plenty of free digital marketing tools that aid education. Yes, as we’ve expanded into vertical markets and affiliates, there is often not a sales associate, so educational tools are not only beneficial but critical in informing the end customer.”
Wahl Clipper expanded on what the new year means and brings for the company. “As the No. 1 brand in pet groom-
ing, we are working on building our core business. We have some great new pet clippers being launched in 2023 including the upgraded Pet Pro + at mass, a new cordless lithium-ion clipper on Amazon and expansion of our nail grinder and shampoo line into new retailers. 2023 is going to be a great year for Wahl pet and we look forward to growing the categories with our retail partners,” said Steven Yde with Wahl Clipper.
“As adoption of dogs skyrocketed during the pandemic, the increase in neglected dogs has skyrocketed with the rabid inflation and economic downturn,” Yde continued. “Wahl is committed to saving as many dogs as possible in 2023 from ‘death’ row. Bringing awareness to this tragedy will never be so important as it will be in 2023.”
While Bass Brushes has been able to perfect its grooming brushes within the pet industry, Joel Weinstein, VP Sales and Marketing, specified what the company will be focusing on in 2023, as well as what the company predicts the new year has in store for the industry overall. “What we do every year is market our products and raise the bar for the pet industry,” Weinstein said. “We are known for over 40 years as a luxury brush maker with an emphasis on natural materials. We are the No. 1 natural brush company in the world at this point. So, we will be focusing on that—that’s our broad mission and something we focus on every year. Specifically for 2023, I think what you are seeing is just a further reemergence from the Covid era, that’s kind of what I started to see last year and especially toward the end of the year and we anticipated that’s going to continue. What does that mean practically? Well, I think that tradeshows are going to get busier. Even with the economy teetering a little bit, I do think we are going to see some more action at the tradeshows. Now, it is a little bit ironic because Covid did change the landscape kind of forever in many ways. I think we are now seeing a little bit of the pendulum swing back the other way—people aren’t as concerned about it.”
Being a leading supplier within the live foods category goes beyond earning a reputation as a reliable, dependable partner that retailers can count on for expeditious shipping and the arrival of live insects. For the companies that stand apart from the competition, playing a role in this category includes educating pet owners and retailers on how to ensure reptile pets are properly nourished and are responsibly taken care of. Even though these pets offer a cool alternative to traditional kittens and puppies, pet ownership in this arena calls for a specialized level of responsibility and accountability to ensure habitats and diets are above board.
“2023 will be a big year for Timberline with the opening of our Assurance Farm,” said Andy Pettit, Sales Manager for Timberline Live Pet Foods. “The Assurance Farm is our highly specialized farm that will serve as an insect backstop for our entire industry. We will focus on research, husbandry, insect nutrition and ultra-efficient reproductive methods. Our process will generate cost effective solutions for those looking for live feeder insects both in the pet hobby and beyond. Phase 1 of our construction focuses on mealworms, superworms, and a new species to Timberline beginning the first quarter of 2023. Phase 2 will include crickets, calciworms, waxworms, hornworms and other species we may find to solve a need of our customers, our industry or new industries.”
“At Armstrong’s Cricket Farm we plan to continue serving all of our customers to the best of our ability,” said Brandon Armstrong, Operations Manager for Armstrong’s Cricket Farm. “We streamlined a lot of our logistic processes in 2022 and made necessary improvements where deficiencies were identified. While the growth we were seeing in the past couple of years has somewhat stalled throughout the industry some of the larger retail stores still have growth plans that Armstrong’s Cricket Farm looks forward to serving.”
“Armstrong’s Cricket Farm is uncharacteristically planning on offering a new product in the coming year,” Armstrong continued. “Offering a different prepackaged service that we will be uti-
lizing to capitalize on our partnership with some larger retail pet chains and their retail partners.”
“This will be Komodo USA’s fourth year in business, we will continue to create innovative products with the care and comfort of the reptile in mind,” said SVP Richard Koliner. “We try to stay one step ahead by constantly designing new products. Natural looking environments are a big focus for the reptile parent. We will continue to design product that will make the terrarium have a more natural look and feel. We will have several examples of this at the Global Pet Expo in March.”
Timberline Live Pet Foods is starting the year off by developing fresh ways to improve the reptile pet ownership experience for pet owners through enhancing the appearance of its packaging and the perception of convenience of replenishing their supply. “We believe that there is a constant need to deliver product to our customers and the end users in new, more convenient packaging that lends itself to higher quality feeders for longer periods of time,” Pettit said. “Quantities of insects per package are being evaluated as well to deliver exactly what our customers want.”
Concerns surrounding having enough feeder insects for retailers and pet owners in need have waned. Now companies like Armstrong’s Cricket Farm can bring its attention back to the three tenets that have equipped the company to grow and thrive in the category. “As demand has leveled off the availability of feeder insects has become less of an issue,” Armstrong said. “Dependability, quality, and service are traits that will be more important moving forward.”
Komodo has been ironing out its latest innovation and 2023 presents the ideal time to unveil it to the industry. “Our Jelly Pots are designed to keep the live food alive longer,” Koliner said. “Jelly Pots provide hydration and vitamins that will be passed along to the reptile that eats the cricket or other feeder insects. We will be coming out with a larger Jelly Pot for individual sales to launch summer of 2023.”
As far as trends that have the influential power to sway the direction of the
live foods category, “when it comes to designing product, we always have the mom in mind,” Koliner said. “Reptiles are vastly becoming popular starter pets. In these cases, the mom—or dad— has to assist in feeding and maintaining the habitat. Many products are marketed for the reptile enthusiast. We are trying to take a simpler approach. One of our newest launches, our Coco bricks, does this by taking the guess work out of how much bedding will cover your terrarium. Each brick covers 10 gallons. If you have a 30-gallon tank you would need three bricks, things like that.”
Things are looking up for live foods suppliers who have grappled with supply chain snarls during the last handful of years. Companies are returning to a tempo they can keep up with and are back to expeditiously filling orders and outsmarting supply chain jams at a pace reminiscent of pre-Covid operations.
“Compared to the last two years, the supply chain for raw materials is dramatically better,” Pettit said. “Although the prices of materials are still inflated, immediate availability isn’t under the same stress it was. We are hoping that supply of raw materials continues to improve into the future.”
“As of now there are no real supply chain issues for Armstrong’s Cricket Farm,” Armstrong said. “At times there are delays, and we have to improvise, but comparing the vast majority of issues we saw over the last few years to now, is night and day.”
Armstrong’s Cricket Farm acknowledges websites can offer inquiring pet owners with a sea of information on what to feed their pets and how to care for them. However, Armstrong insists pet owners scrutinize information and challenge too-good-to-be-true claims while remembering nothing replaces talking with a retailer or manufacturer directly for guidance and reputable, factual information. “As we all know the internet can contain a wealth of information,” Armstrong said. “My suggestion is for customers to do their due diligence and ensure that their information is coming from a reputable source. We do our best to help educate anyone who requests information.”
Wild bird enthusiasts have a lot to look forward to in the coming year. Wild bird and companion bird suppliers are introducing functional and eye-catching feeders to adorn gardens and tastefully hang from homes. Companies are also taking the worry out of selecting wild bird foods with a variety of foods in their product portfolios that give serious hobbyists and those who simply want to feed winged visitors in their gardens peace of mind and confidence that what they’re feeding promotes visits from these welcome feathered visitors.
“We are going to place significant energy and resources on our wild bird offerings,” said Mike Chiaromonte for Volkman Pet Products. “While we span the space of small animal, companion bird, poultry and pigeon, Wild Bird is positioned well for measurable growth. In combination with organizations such as Wild Bird Feeding Institute, Cornell Lab of Ornithology and other partners with expertise such as Zack Hutchinson, creator of Flocking Around, we are gathering great information and data to share with our customers and birders alike. Q1 of 2023 will mark a Volkman Wild Bird Campaign to include energy in social media, print, special pricing offerings and more.”
In the new year, Woodlink is focused on “promotional and lower cost feeders to fit more budget-minded birding enthusiasts that are also unique and cool for the 2023-2024 selling season,” said Dwayne Williams for Woodlink. “Climate change is also affecting migratory patterns of birds and insects that will be important trends to use in our product consumer education and development.”
“Given a more challenging retail outlook for the next 12-24 months, retail buyers will most likely be more conservative and will want to fill in shelves with proven, key items along with a few innovative and fairly inexpensive birding products,” Williams continued. “Woodlink will continue to offer clever and unique birding products to fit that strategy.”
On the companion birds front, companies like Higgins Premium Pet Foods are advocating for pet bird owners by
offering quality nutrition in the form of high-caliber food and treats void of artificial colors, preservatives and flavorings. Pet parents of macaws, parrots and parakeets, to name a few, have an ally in Higgins. In addition to supplying the right products, Higgins Premium Pet Foods is committed to supporting pet owners through solid relationships and making sure pet owners realize they are a trustworthy and available source of information on pet bird ownership and nutrition. Higgins Premium Pet Foods’ portfolio includes premium foods: safflower seeds, fruits, veggies, legumes, nuts and grains, as well as treats: boca nuts, freeze-dried fruit and treat sticks made up of fruits, veggies or nuts and berries.
In 2023, Volkman Pet Products plans to strengthen its partnerships in the pet specialty channel while uncovering opportunities within the farm and feed channel throughout the Southwest region. Offering a broad variety of products in its portfolio has allowed for the company to compete in a multichannel footprint. “Due to our wide variety of mixes offered, we will look at enhancing our relationships with pet stores but concentrate on the many Farm & Feed outlets we service throughout Arizona, California and Nevada,” Chiaromonte said. “Our affordable Gaylords of economically priced wild bird is a good fit to drive business in this area. Volkman plans on communicating better via a wild bird specific catalog to inform all customers of what we can do to assist with their wild bird needs. Having the ability to produce in large volumes allows us to bring products to market in a timely fashion.”
Woodlink predicts the demand for environmentally-friendly and sustainably sourced materials will guide the wild bird category and influence where consumers shop and which brands they become loyal to. “Eco-friendly products made from recycled or sustainable materials will be important across all consumer products,” Williams said. “In the bird and nature products category, products and packaging made from these materials, along with attention to endangered species and popular bird
types, will continue to drive product development.”
In the coming year, Volkman Pet Products wants to continue enlightening retailers, distributors and pet parents of the benefits people reap from enjoying bird feeding and watching. “One aspect of the wild bird hobby is the positive mental health aspects associated with establishing a natural wild bird friendly habitat in one’s own yard,” Chiaromonte said. “With more people at home because of the onset of Covid, getting outdoors and enjoying nature is a big plus and is relatively inexpensive to do so. We will encourage all retailers to support their local communities, especially elementary schools to understand the positives associated with wild bird feeding and watching. Volkman is proud to support wild bird associations and continuing education from meetings and seminars to present information to the wild bird community as a whole.”
Products that make feeding birds convenient with less mess and a goodbetter-best product selection to make the hobby inclusive are expected to draw more people towards the wild bird space and encourage experimenting with different brands. “We continue to see more upscale wild bird mixes sold, specifically no mess or no waste blends,” Chiaromonte continued. “To encourage more people to get into back yard birding, we have a ‘good-betterbest’ platform of mixes that will accommodate most demographics.”
Woodlink is pleased to see the supply chain situation return to something resembling pre-Covid conditions. “Supply chains are beginning to return to more normal, pre-pandemic levels with more predictable shipping timelines,” Williams said. “Fortunately, less port congestion and more favorable ocean freight rates are providing welcome relief. However, fluctuations in raw material costs are constantly requiring adjustments in our domestic and overseas manufacturing. Uncertainty and volatility are still concerns as the world continues to battle health, economic and social issues. Careful monitoring of inventory levels will continue to be a priority for the industry.”
The leaders within the litter category are companies who listen to retailers and consumers and reflect that feedback through their product lines. Litter is a necessity that pet owners cannot and do not want to run out of, which becomes urgent when pet owners are experiencing social distancing and shipping delays. Scooping pet waste and cleaning the litter box is not a favored household chore, not to mention not all household cleaners can safely mix with the ammonia in pet urine, and pet owners are concerned their homes smell. Litter manufacturers are aware of these everyday concerns and offer litter solutions that absorb odors and make cleanup safer and easier.
Dofu Cat litter came about when Co-Founder Marlene Ee saw an opportunity in the tofu litter market in North America.
“I was introduced to tofu litter some years ago and loved the clean and odor-controlling aspects of the product,” Ee explained. “So, when I fostered a cat in Vancouver and it wasn’t easy finding tofu litter on the shelves, we decided to create our brand of tofu litter for North American cats. As cat parents, we know exactly the pain points of litter— dust, tracking, odor—so by creating our product, we could tailor the specifications of tofu litter to address these litter issues faced by cats and their parents.”
“Natural litter is a growing category as consumers increasingly care about the environmental impact of using non-natural options and how we can reduce our waste,” she added. “Using upcycled soy fiber (from the making of tofu), Dofu Cat encourages the transition to a circular economy with an easyto-use product.”
“We have always tried to listen to our customers and the market,” said Pioneer Pet Products’ Marketing Director Shannon Supanich. “We also care deeply about the well-being of cats. Therefore, we wanted to create natural litters that are healthier for families. We are so proud of our SmartCat Litter line.”
“We have continually focused on providing a premium, natural cat litter that actually works, while meeting the current demands of cat parents who want
a cleaner, healthier litter,” said Leslie Ellis for Healthy Pet. “Educating both pet parents and store associates about the numerous benefits of a natural litter as well as promoting trial of our ökocat litter have also been keys to our success.”
“Being a feline-veterinarian-owned company gives us some distinct advantages over our competitors in the litter industry,” said Mat Brost, Marketing Director for Dr. Elsey’s. “Over the years, Dr. Elsey has seen virtually every medical condition a cat can encounter. He takes this experience into account with every product he develops and always implements solutions that are the best option for cats. High-quality products that help cats and their owners live happier, healthier lives is the foundation that we’ve built this business on.”
“We have an outstanding product that outperforms any litter on the shelves without sacrificing sustainability or the cat’s well-being,” explained Luana Francischini, Head of Marketing for Sustainably Yours.
“Some of it is hard work and effort, but some of it has to do with luck in timing and being one of the first to market,” said Next Gen Pet’s Janice Yamamoto on becoming a category leader. “Next Gen Pet has offered natural products to market that are truly functional, effective and earth-friendly since 2004.”
One bright spot for Pioneer Pet Products in 2022 was the company’s uninterrupted commitment to supporting the local community and economy by carefully choosing where it manufactures and where it sources materials from.
“As most manufacturers will tell you, the last few years have been interesting to say the least,” Supanich said. “One advantage we have had with the litter portion of our company is that we manufacture it here in Cedarburg, WI. We get our grains from Midwest farms. That has logistically been beneficial to our company, as well as helped to support local farmers.”
2022 also marked the first anniversary of Dofu Cat and company leaders aren’t resting.
“We’re thrilled Dofu Cat hit its first anniversary in 2022 with tremendous
growth. Dofu Cat is now sold in 70-plus pet specialty stores and animal hospitals in British Columbia, Alberta, and Ontario,” Ee said. “With a newly signed deal, Dofu Cat has the potential to reach more customers across the Pacific Northwest: Washington, Oregon, Idaho and Montana.”
In the early stages of the company, it was apparent most pet retailers were oblivious to tofu litter.
“When we began introducing Dofu Cat by pounding the pavement and cold-calling stores, many stores had never heard of tofu litter,” she continued. “We realized we had to create a lot more awareness and education of the product than expected, so in 2023, we will focus on product education through marketing, in-store engagements, and publicity. Another area we realized we had to work on quickly was creating a bigger bag. Stores and customers were reaching out to tell us that a multi-cat product was necessary. I’m excited that a multi-cat Dofu Cat litter will hit the stores by January 2023.”
Healthy Pet has been pleased with the company’s ability to mitigate some of the cost increases and keep higher prices from impacting its retailers and consumers.
“It has been a challenging year for everyone with inflation and the large increases in everything from raw material costs to labor and shipping,” Ellis said. “While we haven’t been able to avoid some price increases, we are very proud that we have been able to figure out various ways to not pass along all those cost increases to our retailers and consumers.”
“Like everybody else in the industry, we’ve encountered plenty of supply chain issues,” Brost said. “Sourcing the highest quality products and increased shipping costs have been a struggle this year. Although it hasn’t been an easy year, we’ve persevered, continued developing products and have some exciting new items to introduce to the litter category next year.”
One recent achievement that Sustainably Yours is most proud of, “It was
building out additional capacity through a state-of-the-art new manufacturing facility that allowed us to accelerate growth in 2022 in the US and more than 15 countries currently selling Sustainably Yours,” Francischini said. “In addition, this move has enabled us to improve our meticulous quality control process and product development innovation projects.”
“Navigating supply chain issues has been the task of 2022,” Yamamoto said. “The logistics of getting the litter here has been tough but attempting to bring in inventory while navigating increases in freight up to 12 times of what we saw pre-pandemic has been so challenging. As with most things pandemic related, I think Next Gen has done a really great job of improving processes in uncharted territory over time.”
for the category,” Ellis said. “With the shift towards natural and chemical-free alternatives, the natural cat litter category, including ökocat litter, should see even a more accelerated growth. We will continue to focus on brand awareness and consumer education using new dig-
we’re really happy with Timber Fresh’s reception so far!”
Having wrapped up 2022 and looking ahead, Pioneer Pet Products remains focused on and loyal to its customers.
“I was introduced to tofu litter some years ago and loved the clean and odor-controlling aspects of the product. So, when I fostered a cat in Vancouver and it wasn’t easy finding tofu litter on the shelves, we decided to create our brand of tofu litter for North American cats. As cat parents, we know exactly the pain points of litter—dust, tracking, odor—so by creating our product, we could tailor the specifications of tofu litter to address these litter issues faced by cats and their parents. We’re thrilled Dofu Cat hit its first anniversary in 2022 with tremendous growth—Dofu Cat is now sold in 70-plus pet specialty stores and animal hospitals in British Columbia, Alberta and Ontario. With a newly signed deal, Dofu Cat has the potential to reach more customers across the Pacific Northwest: Washington, Oregon, Idaho and Montana.”
— Marlene Ee, Dofu Catital advertising such as Connected TV, OTT and podcasting.”
Dofu Cat has decided to expand its product portfolio to address households with more than one cat.
With that said, “We are launching a multi-cat tofu litter in 2023,” Ee said.
Pioneer Pet Products has moved forward with the recent launch of a new line of locally-sourced litter.
“SmartCat Litter just launched a Corn + Wheat Litter,” Supanich said. “This litter is made from corn and wheat grown in our home state of Wisconsin. This will broaden the all-natural litter category for us. We are so excited to share this with all of you.”
Pet owners are demanding litter options that are made with natural ingredients and void of chemicals. This shift in priorities from traditional litters is a boon for supplies like Healthy Pet who address these demands and anticipate experiencing category growth.
“Even with inflation, cat owners are willing to spend more money on luxury products for their pets, including cat litter resulting in future long-term growth
“With so many litter options available to consumers, it’s becoming difficult to stand out in this industry,” Brost said. “Dr. Elsey’s excels in this space simply because we manufacture a superior product at a competitive price. If a consumer is experiencing a litter box problem, Dr. Elsey’s has a solution. Inappropriate elimination, sensitive paws, senior cats, kittens–the list goes on and on–and we manufacture a litter that aligns with your cat’s needs. We also stand by our products with our money back guarantee.”
“We’ve planned new opportunities to work with Jackson Galaxy, one of the company’s shareholders, using The Cat Daddy’s high expertise in cat behavior to co-create educational and inspiring content to cat parents in the upcoming year,” Francischini said.
A delayed product launch could derail most suppliers; however Next Gen Pet took an unexpected delay in stride and used the opportunity to reevaluate the product line and felt more comfortable once the product launched.
“We had planned to release our new Timber Fresh formula in 2020 but when the pandemic hit, we pushed the release back a bit,” Yamamoto said. “This delay gave us some time and perspective to think through the release more and
“We want to do our best for [our customers],” Supanich said. “We love working with them, talking with them and creating products that work well for clients, pets and their owners. We also as a company want to focus on our employees and just showing our appreciation for all of their hard work. In 2023 we hope to grow our SmartCat Litter line expansion as well as bring some new hardgoods to market. We are excited for what 2023 has in store for Pioneer Pet.”
“Our primary focus for the remainder of 2022 was to finish strong with all our litter varieties,” Dr. Elsey’s’ Brost said. “We’ve recently updated the packaging on our three silica litters and are in the process of rolling that out to consumers.”
As Sustainably Yours wrapped up loose ends in 2022, “We are putting the final touches on our new facility, which will stabilize our high-volume production in the face of our fast pace increase in demand that currently exists and is projected to 2024,” Francischini said. “We are also fully committed to launching The Ideal Scoop, created with 100 percent upcycled plastic. In addition to its clump pocket, the scoop has tiny holes to pick up even the smallest particles, leaving a spotless litter box for every cat to feel comfortable in. The dark color of the scoop is a natural result of using blended post-consumer recycled plastics.”
“I wish I didn’t have to say it, but supply chain issues are still very important to us,” Yamamoto said. “Continuing to bring product into the US in a reliable and affordable way is our No. 1 priority.”
It can be easy to get caught up in trends and just focus on what’s new. Trendy and new feels fresh and can offer an exciting world of possibilities. In the pet category, this can mean that retailers sometimes overlook one of the largest categories in pet – premium pet food – which includes trusted, iconic brands like Dog Chow®, Cat Chow®, Friskies® and Beneful®. In fact, Cat Chow is the number one dry cat brand in the U.S. based on dollar sales1 and Dog Chow has the number one SKU in the dry dog category2 . These brands are true pet food powerhouses.
The pet category is booming. Over the last three years, the pet population in the U.S. has also grown by a little more than four percent and has added 7.5 million mouths to feed, which brings the total number of dogs and cats in the U.S. to 185 million. Consequently, the pet care category continues to grow at near record highs. As of October 8, 2022 3 , the pet care category has seen a 16 percent increase in sales versus the previous year. This strong growth is also seen in the premium pet food category with many of Purina’s premium pet food brands showing double-digit growth with most actually exceeding the total category growth. But what does that mean for retailers? In the dog category, premium dry dog food has the second highest number of households, and the highest pound buying rate. On average, the premium dog food household purchases 139 pounds of dog food each year, which is 38 pounds more than that of the value dog buying household. That is a lot of dog food! The premium dry cat food category has the highest household
1Nielsen Data, AOC+PR+ECOM, latest 52 weeks, ending 3/26/22
2Nielsen AOC+PR latest 52wks ending 3/26/22
3Nielsen AOC + PR through 10/8/22
4Nielsen Panel Data ending 1/1/22
count with roughly 19.7 million households buying premium cat food in 20214 . On average, the premium dry cat households buy an average of 62 pounds of dry cat food a year, which is 63 percent more than super premium buyers.
When we look at grocery and mass stores, we also know that the majority of puppy and kitten owners start their pets off with premium dry food nutrition. Puppy Chow® and Kitten Chow® are the household leaders in puppy and kitten nutrition, and these brands are specially formulated to meet the unique nutrition needs puppies and kittens have during their first year of life to support their rapid growth and development. With such a large buying power, it is no wonder the premium segment has such a large impact on the total pet food category.
As we look ahead to the impact of ongoing inflation, we know that the premium pet food category will be key for consumers and retailers. The core consumers within the premium segment are the most loyal to their brand of any segment. This high degree of loyalty and confidence in these iconic brands means that premium pet food shoppers are not likely to switch.
It is important that retailers offer a variety of the premium formulas these consumers prefer and in the sizes they want. Retailers carrying the premium dog and cat food products their consumers desire are able to turn shoppers into loyal consumers who know they don’t have to look beyond your store to find what their pets need.
Are you allocating the right space in your store to value, premium, and super premium pet products? To learn more, reach out to your Purina sales associate.
Purina trademarks are owned by Société des Produits Nestlé S.A. Any other marks are property of their respective owners.
American Pet Products Association
What is the role of industry associations such as the APPA? Why are industry associations necessary?
The role – and ultimate goal – of associations, professional societies and other industry organizations is to provide their members and stakeholders with what they need for their businesses to succeed. Associations operate within specific industries to advance members’ businesses through services like education, events, market research, regulatory support and more.
“Throughout the year, we will continue to transform and invest in tools, technologies, services, and offerings. APPA will continue to support philanthropic initiatives like Pets in the Classroom, the Human Animal Bond Research Institute (HABRI) and the Pets and Vets Program with Tony La Russa’s Animal Rescue Foundation. These organizations have a transformational impact on people and pets that not only deepen our understanding of the human-animal bond but bring the power of pets to those who need it most. That said, our members are the ones who ultimately drive our industry forward, and APPA is committed to finding new and innovative ways to be a part of their growth and success.”
— Peter Scott, APPAAt APPA, our mission is to promote responsible pet care and advance the pet products industry. Our membership consists of a diverse group of pet product manufacturers representing both large corporations and growing business enterprises worldwide. Our services range from continuing education for pet industry professionals to the latest market research and data, public relations and media engagement opportunities, and more. Our annual trade show, Global Pet Expo, co-produced with the Pet Industry Distributors Association (PIDA), allows us to be the glue that brings key players of the pet industry together to share ideas, collaborate and talk about the advancement of the profession. The show brings thousands of the most innovative pet products to buyers and sellers so that retailers can offer their customers the latest and greatest products. Global Pet Expo is really the hotbed for innovation where pet industry professionals can come together and discuss business challenges and opportunities so that all can enjoy greater success. It’s one of the key things that keeps the entire association moving forward.
Trade events are at the heart of industry associations, but we can’t forget that associations struggled during COVID as a result. Coming out of the pandemic, we need to make sure that we expand our services to keep up with our membership’s ever-evolving needs – whether that’s additional market research, professional matchmaking, networking opportunities and more. We should look to other associations to collaborate and improve member experiences and programs, and APPA plans to do just that.
How does the APPA advocate for and connect with its members?
We are in the business of member success, and thinking about what we’re doing today to make members more successful tomorrow is continuously top of mind. Making investments in tools and resources that drive member business success is paramount. We just launched a new Exhibitor Success program for first- and second-time Global Pet Expo exhibitors led by a B2B marketing, sales & exhibiting productivity expert to make sure these companies have access to all they need to make their exhibition a success. Exhibitors can access resources on trade show planning and productivity tools, exhibit budgeting, performance metrics, measuring ROI and more. Ultimately, we want to help exhibitors set expectations for their time on-site, including how to get buyers’ attention and have those important conversations with their target audiences. During the show, consultants will stop by each participating exhibitor’s booth and post-show, exhibitors will receive a report that analyzes their performance and ROI. Our goal is to make smart investments that have a direct and lasting impact on our members’ businesses while helping to shape their success in this industry, starting with their first experience at Global Pet Expo.
How would you characterize the current state of the pet industry?
As we saw during the pandemic, the pet industry is resilient – and, even in the face of economic uncertainty, we expect it to remain strong. We experienced record growth in 2020 and 2021, and expect continued growth despite the impact of volatile factors like inflation, supply chain issues and global relations, among others.
APPA has been keeping a close eye on spending trends and consumer behaviors through the APPA Pulse Study: Pet Ownership in the Current Economy series. The reports include insights on the level of concern about the current economic climate, the impact of economic changes, such as increased gas and food prices, and how pet product purchasing
would change if the economy worsens.
As of the most recent survey fielded in September 2022 and released in October, 69% of those surveyed are worried the economy is headed toward a recession, with a similar percentage (60%) predicting the economy will get worse in the next year. That said, these concerns have decreased since the previous survey fielded in June. In addition, 36% of pet owners reported they spent more in the past month, an increase of nearly 16% compared to June 2022. Specifically, the percentage of pet owners who say they spent significantly more rose from 11% in June to 14% in September. These results continue to demonstrate the resiliency of the pet industry. This type of resiliency can only come from one thing – the power of the human-animal bond. The pandemic brought about a new understanding that pet ownership is transformational for physical and mental health. With that, pets started to become integral family members, and these shifting perspectives mean consumers are willing to spend more to keep their pets happy and healthy.
What is it about the pet industry that not only allows it to thrive under intense pressure, but also bring out the best in your peers’ character?
We often refer to the pet industry as the “pet care community” because we are just that: a community driven by a passion for pets. The power of the human-animal bond is at the core of everything we do, and where the common goal is to create innovative products that advance the lives of pets and those who love them. It’s truly a collaborative spirit unique to this industry, seen throughout the year at trade shows, leadership summits and advocacy events attended by industry members and stakeholders.
We aim to provide the products, services and offerings that will advance the lives of pets and those who love them. Whether we’re showcasing the latest, innovative pet products or delivering the message to elected officials that pets have a positive impact on human health and quality of life, the pet care
community works tirelessly year-round to advance our industry. And we can only thank our pets for the passion this work brings us.
How have circumstances during the last two years impacted the pet industry?
“The pet industry has been very giving to each other. Not only giving back to consumers but very willing to work together and support one another. And that’s great. With so much consolidation now with private equity coming in and companies getting bought and sold and merged together, to some degree you can’t be that standoffish because you might be working for that company. What goes around comes around, and it’s a good-sized profession, but in a lot of ways it’s not huge. It can be big, but it can also look pretty small — in a good way.”
— Peter Scott, APPALooking back at COVID, we saw people of all ages turning to their pets to get them through the pandemic, and it truly transformed pet owners’ understanding of the human-animal bond. Even as pet owners return to pre-pandemic activities, they want their pets to remain part of their daily routines – that looks like anywhere from travel products to a pet friendly office environment or access to high-quality boarding or pet sitting services, all aimed at taking good care of our pets.
It’s a natural progression that increased pet ownership has led to increased product demand, even in the
face of challenges like the labor market, higher costs and supply chain logistics. Where do you see the pet industry headed in 2023?
The industry can expect to see more innovative, unique products designed to improve the lives of pets and pet owners – or, more affectionately, pet parents. And trends that lean heavily on pet parents humanizing their pets are only expected to continue.
At Global Pet Expo, we expect to see new trends in product categories like calming products, technology, sustainability premium pet food & treats and more that align with growing consumer interest in these spaces. The industry is well positioned in 2023 to innovate and, ultimately, elevate the lives of pets and their owners. What can we expect from the APPA in the coming months?
In 2023, we are re-evaluating and expanding our member success programs to grow with and become more relevant to our members throughout the year. We want to continue to provide our members with the business benefits they see at Global Pet Expo year-round, with APPA membership as an investment in their business.
Throughout the year, we will continue to transform and invest in tools, technologies, services, and offerings. For example, offering more predictive research to help guide our members on real-time trends, new or burgeoning opportunities and potential pitfalls – the more data and insights we can provide, the better-informed decisions our members can make.
APPA will continue to support philanthropic initiatives like Pets in the Classroom, the Human Animal Bond Research Institute (HABRI) and the Pets and Vets Program with Tony La Russa’s Animal Rescue Foundation. These organizations have a transformational impact on people and pets that not only deepen our understanding of the human-animal bond but bring the power of pets to those who need it most.
That said, our members are the ones who ultimately drive our industry forward, and APPA is committed to finding new and innovative ways to be a part of their growth and success.
