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The demographics and lifestyles of consumers who frequent the farm and fleet channel range from remote and rural professional farmers raising an assortment of farm animals to urbanites who might be gardening hobbyists or need new lighting fixtures in their high-rise apartments. Companies operating in this channel service a wide range of home DIY needs, but one segment of consumers they all share are pet owners. In addition to pet food, supplies and accessories, many pet-owning households have pet-related home care needs as well, such as pet-safe carpeting and cleaning products, furniture and/or drywall repair and even doggie door installation support. Convenience is therefore the driving force behind the ramping up of pet food and supplies offered in the farm and fleet channel as leading companies want to help their consumers get all their shopping errands done in one place.
“Consumers can go into a local Do It Best store and pick up their pet supplies, as well as their repair items, tools and cleaning supplies,” said Laci Scheib, Merchandise Manager for farm and ranch, pet supplies, apparel and sporting goods. “They aren’t going to be overwhelmed by the massive aisles of hundreds of brands of dog and cat products.”
The same is true with Fleet Farm. “We are a one-stop-shop,” said VP of Merchandise Mark Stelzl. “Our stores have many dominant categories—sporting goods, farm supplier, hardware, automotive, household supplies, grocery, apparel, lawn and garden and holiday seasonal. In all these categories we aggressively pursue broad assortments of branded and private label products. Since our products are similar to those found in specialty stores and big box stores, we shop the market to assure that we have the best retail prices across all channels. So, it’s selection and price that sets us apart in all phases of our business.”
Fleet Farm’s 48 Midwest stores can be found in rural, urban and in between
communities. “Our stores and product mix work well in both suburban and rural settings,” Stelzl said. “Our customers are hobby farmers, professional farmers, do-it-yourselfers, people who love the outdoors and outdoor sports, contractors, homeowners and pet owners, just to name a few. Our extensive selection allows everyone to enjoy our onestop shop-format.”
The company makes a point to tailor its product offerings to the specific needs of the local communities it serves, he said. “For example, urban centers are unlikely to need the full assortment of farm supplies we carry in the more rural areas, so our product selection and inventory change a little to reflect the location. At the same time, we work to maintain most of our outdoor products for those who enjoy the outdoors or have yard care needs. An example is that our suburban customers tend to spend more on pet food and treats vs. a rural customer, and sales of pet specialty brands in urban areas outpace the sale of brands in our rural-based locations,” Stelzl said.
Across demographics and regions, the noted increase in the number of pet adoptions in the last few years has spurred Do It Best to evolve its pet offerings, said Scheib. “With the massive increase in pet ownership, we have deepened our pet lines, specifically in dog and cat food, treats and toys,” she said. “We’ve addressed the need to offer our member stores more options in feed sizes and brands. We’ve tracked significant growth in the cat business, so we have added more variety in toys and treats. We also utilize direct programs with our vendor partners. So while we might not stock a certain category in all of our warehouses, we will have a vendor who works directly with our member stores to get them the products they need for their customers.”
Fleet Farm has noted an uptick in demand for a certain grade of pet products, said Stelzl. “We follow market trends, which in general have been toward premium products,” he said. “We’ve expanded our pet department floor space
and added brands that customers have been demanding, especially in suburban stores. We also let our customers in each market tell us what they want us to carry, and we do everything we can to comply.”
As most retailers did in the pandemic years, Fleet Farm invested in its online presence to support its e-commerce operation. The company has come around to the realization that many of its customers are utilizing its website for education to support their brick-and-mortar store patronage. “While we have a robust online presence, we are overwhelmingly a brick-and-mortar operation,” Stelzl said. “Our customers tell us they review our website first to ensure we have the brands and sizes that fit their needs. They also tell us they love coming into our stores as they always find other things they need. As such, we have a strong commitment to our stores but offer, via the internet, easy ways to peruse our store offerings from the comforts of home, place an order and either choose to pick up at the store or have the item shipped. What you see online is what we stock in our stores.”
Do It Best has similarly found the symbiosis between its stores and its online shop. “Since each Do It Best store is independently owned and operated, they decide which items to stock in their stores based on customer demand,” Scheib said. “Our e-commerce ship-to-store program has given many members visibility to sales opportunities they didn’t have before in the pet category. Member stores are growing incremental business by adding items their customers have purchased online by bringing them in store. Additionally, leveraging our strategically located warehouses throughout the country, we are able to ship quickly to most US markets.”
The customer service mantra that so drives the independent pet specialty channel is also foundational to farm and fleet, with education factoring in significantly to the customer experience as well. “Customer service is foundational
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to today’s successful independent retailers,” said Scheib. “Consumers won’t have to wander down aisles trying to locate a team member to have their questions answered. The hardware/farm and fleet channels also offer the ability to customize assortments based on their service area. In a large horse community, these stores will have an extensive equine department with a variety of feed, tack and specialty products. If you have customers who have started raising backyard chickens, the hardware and farm and fleet channel can not only bring in a catered assortment of poultry products, but also help educate the community about raising and keeping healthy chickens—not to mention carrying the chicks themselves.”
The farm channel is unique because stores can offer everything customers are looking for under one roof and at a competitive retail price, said Stelzl with Fleet Farm. “Farm stores surpass other channels by offering pet specialty store assortments along with mass retailer selection and prices. With our larger stores we can offer many other categories of goods, deep selections of many brands and products and carry products that are physically large, since we have outdoor and attached storage. Our stores also have automotive services, gas stations, car washes, and we recently opened our first free standing pet wash location.”
Under One Umbrella
Tractor Supply’s acquisition of pet retailer Petsense in 2016 has proven to be a fortuitous move in that the Tractor Supply Company now owns and operates more than 180 Petsense by Tractor Supply stores. The original acquisition was 136 Petsense stores.
The growth has been measured and strategic. “We look at our real estate portfolio collaboratively,” said Matthew Rubin, Senior Vice President and General Manager of Petsense by Tractor Supply. “We have good overlap between the two brands in most of the Petsense by Tractor Supply markets though there may be some distance between the stores within the markets. Often, Petsense by Tractor Supply stores are in the main retail thoroughfare of the town. Our co-tenancy with mass retail
and/or grocery stores allows us to support the convenience shopper.”
Then Tractor Supply CEO Greg Sandfort said at the time of the acquisition the move is intended for the company to grow in pet specialty retail rather than fold it into the larger farm and fleet format. “We are excited about the addition of Petsense to the Tractor Supply family as we develop our pet specialty retail business. The pet industry represents a $60 billion market driven by favorable pet ownership trends and the continued humanization of pets by their owners. We believe the pet specialty industry is an attractive expansion opportunity and, with 136 stores across 25 states, we think Petsense is an excellent complement to our Tractor Supply retail operations.”
Since then, especially as Tractor Supply has abided by its growth strategy of celebrating the ‘Life Out Here’ lifestyle, companion animal has become its largest category, said Nicole Logan, Senior Vice President and General Merchandise Manager for Tractor Supply Company. “Tractor Supply is a lifestyle brand,” she said. “We cater to those who live ‘Life Out Here,’ and owning animals and pets is an integral part of that lifestyle. In fact, 75 percent of our customers have a pet, and 50 percent have more than one pet. Today, we are a leading supplier of pet products and food across America and companion animal is our largest category, representing more than 20 percent of our 2022 sales. We are very proud to be able to help our customers care for their pets and animals.”
Though Tractor Supply store footprints are large, they are finite, and it would be difficult to carry the assortment of pet supplies and services to cater to every type of pet owner and pet.
Rubin said, “The strength of having these two banners—Tractor Supply and Petsense by Tractor Supply—is that we get to serve the needs of a pet parent across a wide variety of brands and categories. In our Petsense by Tractor Supply locations we carry the ‘long tail’ assortment of brands that we also carry in Tractor Supply stores. However, we are also able to assort ‘pet specialty only’ brands for dogs and cats as well as support different species, including
reptiles, aquatics and small animals. We also offer full-service grooming, bathing and training.”
Logan added, “Like Matthew said, while we do have some customer crossover, we also have unique shoppers with unique needs. Our assortment remains consistent with our strategy, which is to carry a range of products from mainstream value up to super premium, natural and science-based brands of pet food. Petsense by Tractor Supply complements our assortment where they lean heavier into very highend pet foods and broader assortments of accessories.”
Rubin explained the merchandising organization chart for both brands after the announcement of Petsense being rebranded to Petsense by Tractor Supply. “The things that are closest to the customer will remain separate and that’s done to ensure that we have that pet specialty experience, both for our suppliers and our customers, and our assortment is very complementary,” he said last fall. “The overlap is not significant—it’s much less than half in terms of SKUs – so, not to mention species because we’ll take care of reptiles and fish, and you can come in and get crickets for your geckos and your bearded dragons. So that, for us, is critical, is to maintain that differentiation in that pet specialty feel, but our merchants do work very closely together and pay attention to making sure from a marketing standpoint that our activities are on brand and that we’re able to deliver that complementary assortment to our customers.”
Instead, the rebranding was about welcoming more customers to the Tractor Supply brand, Rubin said. “The Tractor Supply brand is incredibly strong. We have more than 80 plus years of great customer service and taking care of communities that, frankly, in a lot of cases, had been underserved. That’s where Petsense stores are mostly located as well. We’re in those markets that are underserved by traditional pet specialty, and we want to be that hometown pet store with the reach and strength of a national retailer to make sure we’re able to convey value to our customers.”
To continue reading, visit: www. pet-insight.com.
The pet retailers who have set up shop in Denver are proud of their market. Denver is a dynamic and vivid backdrop for retailers and distributors who forge deep ties to their communities and the pets and pet owners who frequent their stores. An energetic, vibrant forum
“Denver is a growing area with a lot of opportunities,” said Kymberlee Edvalson, Regional Sales Manager for Animal Supply Company. “Pet retailers and pet parents are very knowledgeable and want the best for their pets. These two things combined make it a very fun and exciting market to continue to grow and develop.”
At BlackPaw, pet owners and store associates bond over a shared perspective that pets are members of the family. “My No. 1 favorite thing that I enjoy about running a pet business in the Denver marketplace is the fur baby boom we have here,” said Elissa Tompkins, BlackPaw Co-Owner. “We have such a wonderful population that genuinely looks at their pets like they are family and even like they are their children. Since it is something that myself and all the staff at BlackPaw also feel, it is fun to get to run a store catered to spoiling these amazing pets in a way that the pet parents also appreciate.”
The sense of community and supporting local entrepreneurs hasn’t gone unnoticed by Lleane Hughes, who has helmed Flatirons Natural Pet Market & Wash for the last nine years and brings 12 years of experience in the natural pet food business to the table. “My store is in Boulder, in the same neighborhood that I grew up in. My favorite part of running a business here is the high value that people here put on community, supporting local businesses and seeing
their retail community as an opportunity to create relationships, not just a place to spend money,” said Hughes.
The Denver market is a hub of ambitious entrepreneurs who are thriving under pressure. Pet owners have their choice of pet specialty operators who take their role of educating and guiding decisions that are best for the pet’s quality of life seriously. “Operating a pet food and supplies store in the Denver and surrounding metro areas is both fun and rewarding experience,” said Aidan Gannon, Co-Owner of Petzlove Food’n Stuffz. “It is a vibrant, dynamic marketplace with a phenomenal customer base. At Petzlove Food’n Stuffz we enjoy operating in this competitive and challenging marketplace. There is a strong community of independent operators who are great at educating customers and sourcing the best brands and most innovative products on the market.”
Luke Johnson, Founder and CEO of Luke & Company, which operates Fine Pet Supply & Outfitter sums it up: “I love creating a space that people love coming to.”
“Denver is a diverse marketplace but we have an unusually large population of young, educated and affluent pet lovers,” Johnson said. “There are other markets with similar demographics but they are few and far between. Most other markets with similar dynamics are already crowded with numerous regional chains and successful indie shops. Here in Denver we have plenty of market share for the handful of great indie shops. Our only major regional chain is IPP which is going through well documented turbulence at the moment.”
Operating in an area that is well known for how pet-friendly it is—from
pet-friendly dwellings to businesses outside the pet industry—draws in a steady stream of foot traffic from pet owners and their animals. “Denver is an incredibly dog friendly city which makes owning and operating a pet store so enjoyable,” said Stephanie Vasilius Owner of Taj Mutt Hal. “The best part of the day is seeing all the pups that come into the store or even just walk by. We’re in an area surrounded by single family homes as well as apartment buildings, all of which are dog friendly. Most of the businesses around us are dog friendly as well, meaning many people take their daily walks down our street. We hear from a lot of our customers that their dogs pulled them down the block to us, or that when we’re closed their dogs will sit outside our door waiting to come in. There’s nothing better than seeing happy dogs—and sometimes cats—in store or having people share pictures of their animals at home.”
Not only are they loyal to businesses, but pet owners in Denver area are also true to properly caring for their pets. This attitude makes it easier for pet retailers to advise them on products and make recommendations pet owners will trust and follow. “The best part about running a pet business in Denver are the loyal customers genuinely interested in giving their pets a better life,” said Corinna Cincotta, Co-Owner of A Pets Paradise. “We are passionate about educating and guiding pet owners in choosing a healthier holistic diet for their pets to help them increase the health and longevity of their furry friends.”
Another priority for most Denver-based pet owners is incorporating environmentally-friendly practices in
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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.
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their daily routine. “My store focuses on minimizing the environmental impact our pets have on the planet and the Denver market is perfectly situated to support this goal,” explained Skylar Clifton Owner of Sustain-A-Bowl Pet Supply. “The conversations that I have with pet parents start with nutrition and always end with environmental impact; it is a great deciding factor when all other things are equal.”
“I love that I get to spend my days surrounded by adorable animals and their loving owners,” said Sara Lindsay with Dogma Pet Supply & Dogwash. “It’s so rewarding to see the joy that pets bring to people’s lives and to be able to help them take care of their furry friends. Plus, the Denver pet community is so friendly and supportive—it’s like being part of one big family!”
For Simpawtico, one of the most enjoyable aspects of running a pet business in Denver has to do with the interaction with its customers and their pets. “Having a business and living within a walkable community gives us a unique and fun experience to interact with the community daily,” said Co-Owner Kevin Hogan. “Denver loves their pets and we do too!”
“We have long-standing relationships which help cultivate mutual trust and support between the retailers and Animal Supply Company,” Edvalson said. “Many of our delivery drivers and warehouse teammates have been with us for years, which has led to great relationships with vendors and retailers. Our territory sales managers in the market have a background in pet retail allowing them to have insights into what our customers need, and they are extremely knowledgeable on the brands that we carry. Because of this, they are able to
provide our retail partners with solid recommendations to grow their business.”
Tompkins with BlackPaw attributes the company’s success in the Denver market to her “wonderful” staff. “I can genuinely say that every person who works at BlackPaw loves animals and is happy to come to work every day and help animals and pet parents,” she said. “The other large factor is our customers. We have loyal customers who have been shopping with us for years and they are so understanding, supportive and wonderful. They are constantly cheering us on, and we have come to know them by name and think of them as friends.”
Hughes from Flatirons Natural Pet Market & Wash chalks it up to three main factors that led her company to flourish. “Definitely aligning our values as a business and as animal lovers with those of the local consumer makes the incentive higher to shop at our store,” she said. Second, having knowledgeable staff is incredibly important. If the advice that you give to your customer results in a tangible, visible and positive change in their pet then you have gained their trust and confidence and you have a customer for life. That is the key element to a successful independent pet retailer. And third, location is important as well, being visible in a shopping center that drives local business and near other businesses with the same target demographic is always an advantage.”
Gannon with Petzlove Food’n Stuffz believes the independent pet retailers are positioned to succeed in the Denver market because each company offers an inimitable experience in their stores unlike the larger players in the market. “This marketplace has a relative saturation of chains, franchises and big box operators,” he said. “Most of these stores
tend to miss the mark when it comes to the Denver pet parent. There are unique challenges to operating in the Denver marketplace. National ‘cookie cutter’ chains have limited success in meeting the demands of the local pet parent, which is why the independent market is so robust and successful in Denver.”
“Exceptional customer service, highly educated staff with low turnover and a killer location are the major contributing factors to our success,” said Johnson with Fine Pet Supply & Outfitter. “We are also a ‘one-stop-shop’ by offering grooming, self-serve dog washing and the largest selection of any indie shop in Downtown Denver. When you make customers hunt and track down their favorite products across numerous stores you will ultimately lose their business.”
Some of the factors that have helped Simpawtico to thrive in this market are “location, location, location, an amazing staff, great customer service and a little luck,” Hogan said. “We located our store in a highly walkable pet-centric neighborhood that lacked local pet options. Our store and our neighborhood have grown exponentially, as did Denver, since we have opened. We chose this neighborhood as this is where we personally live. Being a part of the local community strengthened our uniqueness creating a strong community bond. We have also been fortunate enough to retain our tight-knit group of highly knowledgeable staff who reside within the area as well. Another important factor in our success is our ability to pivot. We stay hyper-focused on inventory, pricing and industry news. This knowledge allows us to keep up with what are the healthiest and best products for our customers and their pets.”
To continue reading, visit: www. pet-insight.com.
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Petco had a solid 2022, spearheaded largely by its focus on services and partnerships, which it continues into 2023. In March, the company shared its full 2022 earnings, delivering a net revenue of $6.04 billion, which was up 3.9 percent versus the year prior. The company attributed its revenue growth to its consumables business, up 12.9 percent versus the prior year, and services and other business which was up 20.2 percent over the prior year. This growth helped offset its supplies and companion animal business which was down 8.9 percent versus the prior year.
“Record fourth quarter sales, with cash flow exceeding expectations, rounded out a solid fiscal year, once again demonstrating the enduring strength of the pet category and Petco’s ability to grow through economic cycles,” said Petco CEO Ron Coughlin. “I’m grateful for our incredible partners and their ongoing commitment to Petco’s mission of improving the lives of pets, pet parents and the partners who work at Petco. As we look ahead, the pet category remains resilient and growing, and we’ll continue to execute day-in and day-out while we progress our differentiated long-term growth strategy.”
That strategy so far in 2023 includes streamlining an integrated omnichannel experience with regards to its Vital Care program, expanding its exclusive shop-in-shop partnership with Canadian retailer Canadian Tire and partnering with Freshpet to offer a customized fresh pet food subscription and delivery service.
Petco’s partnership with Freshpet makes it the first national brick-andmortar pet retailer to offer this kind of fresh pet food subscription through a new e-commerce brand: Freshpet Custom Meals.
“It’s exciting to see the demand for fresh pet food continue to grow,” said Scott Morris, Co-Founder and President of Freshpet. “As shoppers seek healthier, real food for their pets, they’re also looking for solutions that provide added convenience. Our partnership with Petco allows us to deliver on both—creating customized healthy meal plans delivered to consumers’ doorsteps.”
Freshpet Custom Meals are the result of increasing consumer interest in direct-to-doorstep fresh, personalized pet meal plans. According to Nielsen IQ, Packaged Facts and Earnest credit card data, the fresh-frozen pet food category is expected to grow three to four times its current value, reaching up to $6 billion in the next four years, and the direct-to-consumer pet segment is growing at an even faster rate than
pet e-commerce.
After completing a short questionnaire on their dog’s attributes, sensitivities and health goals on petco.com, pet parents will receive a personalized meal plan with specific feeding guidelines based on the pet’s breed, age, body type, activity level and more. Pet parents can select their preferred delivery window for the food to be sent via Petco’s delivery services. The subscription meal plan starts at $3 per day.
All Freshpet Custom Meals recipes are made with natural chicken, beef, salmon or eggs, real fruits and vegetables and never any powdered meat meals or preservatives. Each meal is gently steam-cooked to retain vital nutrients and kept refrigerated until it reaches the pet parent’s home.
The offering has launched regionally across 15 states including California, Texas, Florida and New York, and will be available nationally via petco.com later this year.
This partnership represents Petco’s next step in its fresh food strategy. Last August, it released its WholeHearted Fresh Recipes line, co-developed with JustFoodForDogs, a long-standing Petco vendor, which includes frozen nutrition for dogs as a response to the growing consumer demand—led by Millennial and Gen Z pet parents—for premium, minimally processed and high-quality
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Supporting U.S. troops has always been part of Purina Dog Chow’s history since its founding nearly a century ago. But in 2018, when Dog Chow saw a critical, life-changing need that was not being fully addressed for veterans, its newest mission became clear.
Approximately 3.5 million military veterans suffer from Post-Traumatic Stress Disorder (PTSD), and it can have devastating effects on their families, work, and interpersonal lives. Thankfully, service dogs can reduce the severity of PTSD symptoms and suicidal behaviors for these veterans. Yet, even with evidence-based results, due to the cost and time it takes to train a service dog, only 1% of those in need who seek a service dog receive one each year.
Dog Chow set out on a mission to help change that, and Service Dog Salute was born.
Since 2018, Dog Chow has donated more than $1 million to service dog organizations, supporting the care and training of more service dogs for veterans with PTSD and other post-combat challenges. But the mission has only just begun.
It is important to note that these service dogs are not the same as emotional support, therapy or companion dogs. Rather, they are especially trained for veterans, helping their handler perform tasks they cannot otherwise perform on their own. These specialized skills are, in part, what make these dogs remarkable, but also rare. It takes about two years and approximately
$25,000 to fully train a service dog and ensure the perfect placement for each dog and veteran. The investment is large, but the impact is priceless. Some of the demonstrated benefits of PTSD service dogs for veterans include reduced anxiety and stress, improved sleep, improved confidence to return to work or school – or even to be in public, a restored sense of purpose, and more.
Many of these changes aren’t seen with the naked eye, which is why, last year, Dog Chow launched its first-ever Visible Impact Award, in partnership with the Association of Service Dog Providers for Military Veterans (ASDPMV). The award celebrated the remarkable impact service dogs have on the daily lives of veterans experiencing PTSD and
recognize these outstanding service dogs and the organizations that trained them.
Want to join Purina Dog Chow and Purina associates in bringing more awareness and support to veteran service dogs? As a retailer, you can play a critical role in advancing awareness for our mission, which is now highlighted on every bag of Dog Chow Complete that arrives to retail stores. You can also contact your Purina sales rep to learn more about special Service Dog Salute in-store signage, social and digital assets, additional merchandise and more to drive attention for the program.
Our mission isn’t over. Will you join us?
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food for their pets.
“With many pet parents already focused on supporting their pets’ whole health by feeding them high-quality nutrition, plus the great success of our private-label pet food brand, WholeHearted, we saw a clear opportunity to invest in helping families bridge the gap between fresh, human-grade pet food recipes crafted under the guidance of veterinarians and an uncompromised, affordable price,” said Chief Merchandising Officer Amy College.
In February, Petco announced a significant expansion of its current exclusive retail partnership with retail brand Canadian Tire, forming part of Canadian Tire’s renewed store concept and broader product assortment being rolled out as part of the company’s Better Connected strategy.
With an estimated 90 percent of Canadians living just 15 minutes away from a Canadian Tire store, this expansion enables Petco to further reach into Canada’s assessed $5.3 billion pet market with an expanded, exclusive Petco product assortment in dedicated Canadian Tire store spaces as well as online at canadiantire.ca. Petco shop-inshops would be available in 90 percent of Canadian Tire’s locations across the country by the middle of 2023.
“Canadian Tire’s legacy as an admired go-to retailer for living, playing, fixing, automotive and seasonal products has cemented them as a household name in Canadian homes. Through our exclusive expanded partnership with Canadian Tire, we’re growing awareness of—and access to—Petco’s health and wellness products within Canada’s dynamic and rapidly growing pet market,” said Petco’s College. “Four years after our teams brought this exciting and innovative concept to pet parents, the continued growth of our partnership speaks to pet parents’ deep confidence in Petco’s pet care expertise, as well as the power and reach of Canadian Tire’s connection with local markets. These shop-inshops will continue to bring innovation to existing Canadian Tire pet parents and attract new customers for years to
come.”
Delivering against Petco’s mission of improving the lives of pets and people, the two retail leaders would significantly increase inventory of Petco’s premium, owned and exclusive pet products—including Petco’s fast-growing WholeHearted line of premium pet food and treats, and its popular lifestyle and fashion brand for pets, Reddy. The shop-in-shop experience also features a variety of additional Petco brands, including SoPhresh pet litter and accessories, and Well & Good, a pet care line with a wide range of expert-formulated, high-quality first-aid solutions, remedies and grooming products and tools.
“With 60 percent of Canadian households home to a family cat or dog, pet is an important product category with strong potential for growth rooted in value, relevance and trusted brands for our customers,” said Michael Magennis, Senior Vice President, General Merchandising at Canadian Tire Retail. “Since partnering with Petco in 2018, we have seen double-digit growth in the category with a marked increase in customers shopping the pet category for the first time.”
Petco last embarked on a shop-inshop model like this in early 2022 when it announced a pilot program with home improvement retailer Lowe’s, conceived of to provide a unique customer experience where pet parents can support their pet’s health and wellness through a curated assortment of Petco’s high-quality pet nutrition, supplies and services, and improve the home they share in one shopping trip.
“For many of our customers, their pets and their homes top the list of things that matter most, especially after two years spent mostly together within the same four walls,” said Bill Boltz, Lowe’s evp of Merchandising. “This partnership enhances the total home solution we offer them by bringing home improvement and pet care products, services and expertise together under one roof.”
In January. Petco announced it was consolidating its 24 million subscribers within a two-tiered offering under its Vital Care program. The program originally launched in October 2020 to help pet parents take a more proactive approach to pet healthcare by offering discounted services like routine veterinary exams and grooming services: the free membership tier, “Vital Care Core,” and paid membership tier, “Vital Care Premier.”
Petco last year enhanced membership benefits of its Vital Care protection program to cover birds, reptiles, fish and small animals as well. Vital Care Premier members, for $9.99 a month for one bird, fish, reptile or small pet, enjoy discounts on food and supplies plus $5 Vital Care Rewards per month.
“Expanding Vital Care to birds, reptiles, fish and small animals makes it more affordable for their pet parents to bring home the right products that support the overall health and wellness of their beloved companion animals, which we expect will bring in more customers more often, and enhance sales for our companion animal business,” said Jonathan Williamson, Petco Vice President, Animal Care Education and Merchandising.
The growth in pet ownership through the pandemic years was not just limited to dogs and cats. According to the 2023-24 APPA National Pet Owners Survey, an estimated 6 million households own at least one reptile and 13.3 million own a combination of freshwater and/or saltwater fish. Granted, there were 65.1 million households with dogs and 46.5 million households with cats, but suppliers in the reptile and aquatics segment reported just as much enthusiasm that spurred growth in the number of non-canine and non-feline pets in the last few years as well.
This is good news for brick-and-mortar pet specialty retailers who continue to wrestle with the challenge of cultivating a local customer base that is increasingly drifting toward the convenience and bulk pricing of online shopping. The reptiles and aquatics segment has become an anchor for independent pet stores to continue drawing in foot traffic due to the specialized nature of the food and supplies that reptile, fish and other aquatic pets require.
According to statistics referenced by Reptile Cove, an online platform for reptile education, each household that owns a reptile has an average of two reptiles. Suppliers also report households that own reptiles tend to own dogs and cats, as well. This is a point that reptile and aquatics segment manufacturers stress in their discussions with pet specialty retail: with some education about upkeep and optimal display, the investment in carving out space in store to serve reptile and fish owners is well worth it for pet retailers to increase sales in not just the cold-blooded pet segment but also potentially for other household pets. And presently, the amenities that e-commerce provides doesn’t fully meet the needs of reptile and aquatic pets and pet owners.
“There are very few products in any retail environment that would almost
guarantee repeat business on a weekly basis,” said Brandon Armstrong, Operations Manager for Armstrong’s Cricket Farm. “Feeder insects are one of those products. It is going to get foot traffic into retail stores, and those customers are more likely to purchase for their other pets in that same trip. Most retailers that are reluctant to carry feeder
insects worry about care and escape as being major concerns. Armstrong’s Cricket Farm can solve both of those problems with our prepackaged crickets and worms. Store employees and customers do not have to touch the insects; [instead] they simply scan a cup of grubs or worms [and then] pay and go.”
The absolute power of live foods to keep a brick-and-mortar pet retailer up and running was illustrated during the pandemic. “I think that a lot of the people who had our product in their stores appreciated our category even more when everybody got locked up at home and went to Amazon or Chewy to get their stuff delivered straight to their door,” Andy Pettit, Director of Sales for Timberline Live Pet Foods said last March. “The live food category still had to come in. I’ve heard from many pet store owners who said, ‘Feeders kept our lights on’ and ‘Because of feeders we didn’t shut down. It kept our people employed, and it kept businesses running.’ I think some of the retailers have a new appreciation of that.”
Like Armstrong’s, Timberline has solutions for pet retailers to be able to carry live foods with minimal investment of time and energy, and Pettit encouraged retailers still skittish to give it a go. “People that don’t have us in their space can find a way to do it and should
pay attention to it,” Pettit said. “Moving forward, people like Timberline, we’re able to send you pre-packaged things so you’re not dealing with loose crickets in your store. Things that are merchandisable, that sit on the shelf and bring those customers in just to test the water and to see if those customers are coming into your store anyways, and then using some promotion and some tools we can provide them as far as who they’re looking for. A lot of retailers would be shocked at how many live food customers are already in their store, but they choose not to carry that product because they don’t know they are there. Or they’re a predominantly dog and cat centric store, and maybe they don’t know anything about the category, and they need to learn. What they can be sure of us is we’ll teach them. We can do a really good job of educating people — even those who are very comfortable with crickets. Well let’s try to take it to the next level: let’s add some other products in there to really hold onto those customers. And then the other piece of it is stock. The stores would be shocked if they ordered 20 percent more live food to their stores, they would be shocked at how those result in a linear increase in sales.”
Pettit continued, “You can really lock in a group of people by just taking care of your crickets and carrying everything they need and never being out of stock. That’s one of the advantages of Timberline; you can set up standing orders different days of the week but if somebody comes in and buys all of your crickets, you can call me that day by 4 p.m. Central Time and I’m going to ship you out whatever you need that day for the next day delivery. That gives ultimate flexibility to get that product in the store.”
Depending on the customer and their needs and setup at home, Armstrong’s Cricket Farm recommends that custom-
r Cont'd on Pg. 18
“There are very few products in any retail environment that would almost guarantee repeat business on a weekly basis. Feeder insects are one of those products. It is going to get foot traffic into retail stores, and those customers are more likely to purchase for their other pets in that same trip.” — Brandon Armstrong, Armstrong’s Cricket Farm
r From Pg. 16
ers purchase their live foods on at least a weekly basis, he said. “Each customer and their needs are unique, so a blanket suggestion isn’t possible. Customers with a more advanced setup at home for caring for their animals and live feeder insects might be able to buy in larger quantities and keep the live feeder insects for longer. e-Commerce is great and it allows us to serve the customer directly which we love to do, but the DTC orders we normally fill are larger quantities for consumers with several animals requiring feeder insects. We are looking into offering smaller quantities directly to the consumer, but we need to work out logistics and marketing for those items.”
is you give fish brine shrimp or peas or something with roughage to clear it out —a laxative, more or less.”
Care for fish is admittedly different, Hovanec said. “People say fish, or even reptiles, but fish especially are hard, and they’re not hard. They’re foreign. They live in water instead of air. Dogs and cats, you can pet and hold, and you can see if they’re healthy. To a certain
can say ‘I can do that.’ The beta used to be $1.99. There are betas now that go for thousands. The colors now available will blow your mind. They rival any saltwater fish in colors and finnage. And you don’t need a $1,000 set up. Betas are lively and interact, they come up for food, and they become pets.”
“Fish people and reptile people want to see the new animal. That’s part of why you go to the store, to see what’s new. I definitely am a proponent, we support the independent pet store, and it doesn’t have to be a huge inventory in time or space or money to get your feet wet with these. Bearded dragons are popular. That’s what a youngster will start with. They’re relatively easy to keep. Supplies for bearded dragon—the food and the supplements, the lighting and heating for them, is a big draw. Get dog food, get crickets for the bearded dragon; it’s an add-on sale that people can do right there.” — Tim Hovanec, Dr. Tim’s Aquatics
As its name suggests, Dr. Tim’s Aquatics specializes in the care of fish, but the company recently entered the reptile segment with lighting and heating supplies—food is to come later this year. Even with fish food, said owner Tim Hovanec, pet owners are restocking weekly with options such as brine shrimp, worms and the like.
Illustrating the caliber of advice given by specialized pet retail associates, Hovanec explains a common misconception about fish food: “Fish flakes are the most popular because they’re the most convenient, but they’re probably the worst fish food you can give your fish.”
Fish flakes are usually made with grains, and fish don’t have the right enzymes to properly digest them, resulting in the fish flipping upside down and floating on the surface of the aquarium. According to Hovanec, it’s an old wive’s tale that this is a swim bladder disease and that the cure is to puncture it. “The problem is the intestine is blocked with these foods; it’s broken down by bacteria that produce gas, and the fish develop a Good Year blimp inside. The fix
extent you can see that in reptile, but with fish, you have to do water testing. Maybe there’s a buildup of ammonia but you don’t know that. That’s why fish are harder. They’re foreign to us. Test kits, chemistry—people get freaked out because of that.”
Nonetheless, the enthusiasm for welcoming home a new pet fish—or a few of them—during the pandemic was palpable. “Fish sales went way up during the pandemic,” he said. “People got bigger aquariums. New people picked up a smaller aquarium; existing hobbyists went big.”
General pet retail stores would do well to capitalize on this for not that high an investment, he said. “We talk to a lot of stores who want to increase their fish selection or bring in reptiles. It’s tough if you’re dog and cat—you have to have something else to compete with Chewy. Beta fish are a huge category, subcategory of fish, just like freshwater shrimp. You don’t need a 55-gallon aquarium for either one of those. They are not hard to keep. They don’t take a lot of space or expense and they can be absolutely gorgeous. They are two growing segments that if done right, even in a cat-dog centric store, are perfect. You can have an end cap with betas and betas supplies and people
Germany-based Sera has found that a few recent growth drivers in aquatics include nano tanks, planted tanks and aquascaping, according to Claus Frenken, COO for Sera N.A. “Social media and in particular Instagram with its focus on aesthetic images is the ideal place to promote beautifully scaped tanks and to reach a huge audience,” he said. “YouTube is also a significant platform for hobbyists and influencers but also beginners who are in need of advice or are looking for an introduction to our hobbies. While Millennials and Gen Z really enjoy digital media channels, they also still value classic, face-to-face events, especially since most people are happy to see people in person after years of little to no contact to the outside world. The Aquashella for instance attracts many hobbyists and enthusiasts as well.”
Face-to-face interactions are a facet innate to the segment and will naturally carry over into sales in other categories, said Hovanec with Dr. Tim’s Aquatics. “Fish people and reptile people want to see the new animal,” he said. “That’s part of why you go to the store, to see what’s new. I definitely am a proponent, we support the independent pet store, and it doesn’t have to be a huge inventory in time or space or money to get your feet wet with these. Bearded dragons are popular. That’s what a youngster will start with. They’re relatively easy to keep. Supplies for bearded dragon—the food and the supplements, the lighting and heating for them, is a big draw. Get dog food, get crickets for the bearded dragon; it’s an add-on sale that people can do right there.”
Each year, Pet Insight recognizes leaders in various categories across the industry. These leaders are providing category leadership, innovation and partnership that retailers can leverage at scale. These leaders are pushing forward trustworthy solutions in their categories, backing up their innovations with more research than ever.
Pet’s Best Life, as an example, has dedicated its resources towards garnering a deeper understanding of its consumer-base and presenting solutions which reflect those pet parents’ demands and safety concerns. “We made significant progress in honing the Yummy Combs messaging,” explained Co-Founder Joe Roetheli. “This included marketing differentiation to improve the messaging on the packages and website. Yummy Combs was honored with three Pet Treat Innovation Awards. Sales also increased.”
In addition to wholesale new item innovation, suppliers are iterating on existing categories and making incremental opportunities to drive interest and growth. What’s more, they’re making those innovations available in an easier and more streamlined fashion.
SodaPup Founder Adam Baker sums it up by explaining the impact the company has made on the enrichment solutions space: “Our leadership within the enrichment category is a product of several factors including improving upon existing categories, as well as creating whole new product types that didn’t exist before. For example, we didn’t invent the slow feeder bowl, but our designs are more effective at slowing down a dogs’ eating because they are more difficult for a dog to use. We also elevated and differentiated our slow feeder bowls with beautiful and non-traditional designs. Similarly, we didn’t create the first lick mat, but we improved upon the concept by making them more durable. We also created different levels of difficulty with each of our designs so that consumers can match the food drive of their dog with the difficulty of the lick mat pattern. Each of our product types solves a unique type of problem.”
Pet Insight congratulates this year’s Vanguard Award recipients.
Air-driedfood producers have remained consistent and devoted to providing pet owners with higher quality, ‘better for pets’ food options. Category leaders like Carna4, Redbarn Pet Products and ZIWI remain loyal to their consumer base through listening to feedback and preferences, and helping them stay attuned to the latest trends and demands.
“Q1 has been an exciting chapter for us at ZIWI,” said Marketing Manger Jessica Krueger. “We have experienced growth in many aspects of the business as we strive to educate consumers about the air-dried foods category as a whole and strengthen our relationships with our retail partners. This included investing in a booth expansion for our presence at Global Pet Expo and welcoming new team members to our ZIWI offices and kitchens. Among these new personnel additions we were fortunate to hire a Canadian national sales manager as we look to grow our presence in North America. Many of these changes were made possible by the opening of our brand-new kitchen facility in Napier, New Zealand. This new facility gives us the capacity we need to keep pace with both our incremental growth and new innovations on the horizon.”
Carna4 Handcrafted Pet Food understandably braced itself for declining sales in light of peripheral economic challenges that are testing every in-
dustry. “Carna4 has seen 80 percent growth year over year, and in Q1 2023 we thought we might see a slowdown due to high interest rates etc., but actually continued to see 80 percent growth over the previous year,” said Vice President Maria Ringo.
The company’s dedication to reliably serving pet owners and setting a high bar for nutrition are reasons why Ringo believes Carna4’s performance has exceeded her and her husband’s expectations. “We believe Carna4 responds to consumers’ needs for better nutritional value for their pets while keeping it convenient to feed,” she said. “As one of the first pet food companies to include super-food ingredients, Carna4 is leading the category toward greater innovation and consumer comfort with the concept of non-standard pet food.”
Redbarn Pet Products’ sturdy part-
nerships with independent retailers has been pivotal in driving awareness to the air-dried foods category and enticing product trial. “Redbarn has seen consistent growth in our dog food business, with great success coming out of our air-dried category,” said Kelly Walters, Brand Leader for pet foods. “We launched a shipper in Q1 that has been a hit with stores for displaying secondary product or launching the food. We’ve seen several stores that are consistently growing this Air Dried category, with Redbarn as a key partner in this growth. Redbarn is focused on driving growth through partnering with our independent retailers. We continue to dive into product development to drive innovation in the category, which will lead to incremental sales—look for exciting things to come the rest of this year!”
“ZIWI has enjoyed a world-wide reputation of being the pioneer and leader of the air-dried category,” Krueger said. “As the first in the market to modernize and refine the ages-old artisan technique of preserving meats, we pride ourselves on our proprietary twin-stage, natural preservation process which eliminates pathogens while preserving the nutritional integrity of our food. Our New Zealand connection and value continues to set us apart in the air-dried space. We are the only air-dried pet food company with our own manufacturing facilities in New Zealand.”
Suppliers in the enrichment solutions arena have developed the category and continually proven how they are leading its growth and why their position and rank is unshakable. Companies such as SodaPup, Starmark Pet Products and West Paw are addressing an often overlooked aspect of pet care— exercising pets’ minds—with products that challenge and spark their intellect.
“We continue to bring forth our daily hands-on experience with dog training and behavior, as well as material testing, to our new product offerings,” said Emily Benson for Starmark Pet Products. “Our commitment to sticking to these core strengths has allowed us to develop quality products that help enrich our pets’ lives while also drawing a strong following among our customers.”
“Our leadership within the enrichment category is a product of several factors including improving upon existing categories, as well as creating whole new product types that didn’t exist before,” said SodaPup’s Adam Baker. “For example, we didn’t invent the slow feeder bowl, but our designs are more effective at slowing down a dogs’ eating because they are more difficult for a dog to use. We also elevated and differentiated our slow feeder bowls with beautiful and non-traditional designs.”
“Similarly, we didn’t create the first lick mat, but we improved upon the concept by making them more durable,” Baker added. “We also created different
levels of difficulty with each of our designs so that consumers can match the food drive of their dog with the difficulty of the lick mat pattern. The notion of ‘levels of difficulty’ didn’t exist in the past. We’ve also created several new product types including enrichment trays which are like a slow feeder bowl, only shallower; or like a lick mat, only taller! Enrichment trays are a hybrid product with segmented designs which allow consumers to put different foods in each segment.”
“SodaPup also created the first hybrid nylon-enrichment chew toys, including many designs with ‘treat pocket’ patterns that can be smeared with soft foods,” he added. “We also created the first hollow nylon toys that can be used for enrichment. Finally, SodaPup introduced its Unstoppables program. The stoppers and stands are the perfect device to help consumers fill their
treat dispensers with wet foods. Then, we launched the Unstoppables Connectors which are used to connect multiple treat dispensers. This allows you to build more complex enrichment challenges for big dogs and dogs with very high food drive.”
“With our enrichment solutions, we’ve learned it doesn’t have to be complicated to be fun and enriching for you and your dog,” said West Paw’s Spencer Williams. “We know that while our customers want the absolute best for their dogs, their lives get busy fast. That’s why we focus on solutions that inspire customers to think differently about how they treat, what engages them and how their dogs play. For example, take our very popular Toppl and some of your dog’s favorite treats or kibble and add water for example. Or, use our feeding mat as a new way to feed your pup that encourages foraging and more natural forms of feeding that can slow down fast eaters, promote healthier digestion and gives pups control over what they choose first. Take a Rumbl and combine with some treats or kibble and a Hurley for a slow feed or treat in your dog’s day. Since 2020 we’ve seen 45 percent growth in our enrichment and puzzle toy category of 45 percent, accounting for 38 percent of overall sales. More than 27 percent growth in our Facebook and Instagram followers since then, and our Toppl toy moved into No. 1 selling toy during this timeframe.”
Pet owners have several requirements on their checklists when it comes to purchasing rope toys. Category leaders such as Mammoth Pet Products, Playology and Jax & Bones have continued to help consumers check things off their lists in an effort to provide pets with premium quality toys.
Looking at how the year has been for Mammoth Pet Products thus far, “Mammoth saw improved 2023 Q1 vs. 2022 Q1 sales and other company metrics. [We are] also experiencing continued improvements in Mammoth’s supply chain and moderating inflationary cost,” said Owner Charles Byrne. “Mammoth introduced 14 items—Flossy Chew DoubleRopes and Flossy Chew Extra Peanut Butter scented rope. Mammoth’s new items are great value-added products that were enthusiastically received by customers.”
“Mammoth is the rope toy pioneer in the marketplace offering the largest variety of rope toys available. Mammoth manufactures the rope toys versus other rope distributors that are mere importers. Rope is Mammoth’s core category offering so we pride ourselves as being a best-in-class manufacturer,” Byrnes explained. “Pet parents are looking for both basic and value-added rope for their pups. For more than 25 years Mammoth is the best-in-class ‘rope’ manufacturer offering the largest variety and most innovative rope toys available. Mammoth partners with pro-
fessional retailers who are looking for a sustainable and reliable dog toy provider who offers the best-in-class, largest variety and most innovative rope toys in the marketplace.”
Playology has remained a unique player in the category due to its scented, attention-grabbing and keeping toys. “Playology has had an excellent year so far,” said Chris Brown, SVP Marketing. “A big win we’ve had is our partnership with the prestigious Westminster Kennel Club Dog Show happening in early May. This is a strategic effort on our part and an excellent opportunity for us to provide education on our brand to a broader audience of like-minded dog lovers. Our mission is ‘Making Pets’ Lives Better Through Meaningful Innovation.’ That’s why we continue to push the boundaries. We are driving the rope toys category and all of our toy categories forward in both innovation and in-
cremental growth through the science we use to inform our innovation. We know that a dog’s brain craves scent— their noses are 10,000 times more powerful than a human’s. That’s why Playology embeds our all-natural scents throughout the toy at the microscopic level. As a dog chews those tiny scent particles are released, driving olfactory stimulation and seven times longer engagement than unscented toys. Since the scents are embedded directly into the material of each toy, pups can enjoy chewing and sniffing over and over again and it’s easy to clean.”
Jax & Bones’ Founder Tina Nguyen, outlined the company’s recent ventures. “In Q1 of 2023, we restructured our sales team and brought in a few new distributors to our product line,” said Nguyen. “Our trajectory is a lot more growth, and in terms of rope toys, we are really excited to bring out more styles as well as larger ones because of the need and interest. We are ecstatic about what we can put out in the market in terms of rope and the continuation with our product design ability. We work to identify what the need is or the ‘white space’ in the market, and we just continue to build based on customer feedback to help us continue to grow. People have asked us to do longer and bigger rope, rope with plush; so, we have continued to listen to our customers as well as grow additionally with the new products and designs.”
While there are several reasons owners provide their dogs with chews, such as distraction, engagement, dental cleaning and more, pet parents won’t just give any old bone or chew to their dog. Consumers look for high-quality, natural and easily-digestible chews when searching for a long-lasting chew option. Companies such as Barkworthies and Value Pet Supplies are ensuring pet owners have access to dog chews that preoccupy pets without posing safety threats.
“Q1 has been an exciting period for Barkworthies, as we achieved substantial growth in our customer base and reached new milestones in terms of product innovation,” said Andrea Blades, Chief Marketing and Growth Officer with Barkworthies. “Our unwavering commitment to using all-natural ingredients and providing a wide variety of chews for dogs of all breeds and dietary preferences has struck a chord with pet owners. Additionally, our latest functional chews with extra health advantages have allowed us to broaden our reach in the market. We are very excited about some announcements to come—we have been hard at work!”
Barkworthies has been a category leader for several years due to its level of awareness of what its consumers’ are looking for.
“Barkworthies has effectively carved out a leadership position in the dog chews category by persistently offering outstanding, all-natural products
that meet the demands of both pets and their owners,” said Blades. “Our focus on sustainable practices and ethically sourced ingredients differentiates us from our competitors, while our ongoing commitment to product innovation and enhancement reinforces our market standing. By building strong connections with retailers and customers and delivering exceptional customer service, we have successfully set ourselves apart in the dog chews category.”
“Educating consumers and retailers is essential for them to understand the value of our product offerings and the overall importance of the dog chews category. Our primary goal is to highlight the significance of offering dogs safe, natural and nourishing chews that promote their overall health and well-being. Over the next few months, we plan to address one of the long-standing challenges in the natural chew catego-
ry. Through our research and consumer studies, we know that dog parents want to give their dogs the best in health and nutrition, but single ingredient natural chews such as bully sticks or pig ears often come with one top complaint— the odor. While dogs love it, dog parents simply don’t. Our research shows that this can sometimes result in the pet parent choosing an unhealthy choice —such as rawhide—simply to avoid an unpleasant odor,” she continued.
Value Pet Supplies recently launched new products at Global Pet Expo and the company received high-praising feedback. “To better serve our resellers, we launched the Private Label DIY program in Q1, selling Collagen Sticks, Yak Cheese and a growing list of products in clear bags for labelling by the reseller,” said Nick Carter, Chief Revenue Officer at Value Pet Supplies. “We featured DIY Collagen packs at Global Pet Expo and the feedback was excellent. There was a high level of interest for smaller packs at lower price points, which we are now in the process of launching.”
“The collagen chews category in particular has exploded as we all know,” said Carter. “As an early mover with substantial buying power, VPS has secured low-cost, high-volume vendor partnerships to support our rapid growth. DIY Collagen packs are priced to allow for 40-60 percent margins to resellers at fair market retail prices. Cost and MSRP per DIY pack are displayed on our website for transparency and convenience.”
Companies representing the cream of the crop in the eye and ear care category dedicate substantial resources toward scientific research and transparency in innovation. Pet King Brands and Vetericyn are among those pet care manufacturers who continue to bring forth safe, effective and antibiotic-free options to pet owners looking to relieve an assortment of issues at home.
Demand for drug-free solutions is increasing along with the growing population of more educated pet owners. This is spurring Vetericyn to ensure it is meeting its partners where they need support the most to further promote education and trial. “We’ve seen growth in all categories, including eye and ear care,” said Geoff Hamby, Director of Marketing for Vetericyn Animal Wellness. “As more and more customers discover the power of HOCl they naturally find Vetericyn and seek out information. We have a strong online presence and feature articles, social content and e-mails that help educate pet owners. We also have a focus on retailer education. We have a nationwide team of reps who host trainings, in-store events —when safe—and act as a direct line for product questions. It is critical for brick-and-mortar retailers to educate sales associates in this category to enhance the store experience and build trust with consumers. It is an opportunity to set their store apart from others
and we’re happy to help out. We continue to encourage pet retailers to look into product reviews, especially in this category, before stocking on the shelf.”
It was concern about the overuse of antibiotics that led Pet King Brands to develop its ZYMOX and Oratene products to support ear, skin and oral health.
“Pet King Brands’ ZYMOX Dermatology line is a recognized leader in pet healthcare and grooming categories, recommended by veterinarians and groomers and endorsed by The International Cat Association,” said Director of Marketing Debra Decker. “The line has earned trust by resolving ear, skin and mouth conditions for more than 25 years with antibiotic-free, enzyme-based products. At the time 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. 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.”
This year, the company celebrates its 25th anniversary as a leader in enzyme-based solutions and in the last few months has branched out with solutions for pets outside of dog and cat; its new Zylafen skin topical product for reptiles was named Best in Show at this year’s Global Pet Expo.
Hamby with Vetericyn similarly credits the company’s adherence to drug-free solutions for its longevity. “Vetericyn’s success in the category is largely due to our focus on being antibiotic-free, non-sensitizing—won’t sting or burn—and providing remarkable results. These product attributes give a tremendous boost of confidence to pet parents for treating eye and ear issues at home. We also have fantastic reviews across our entire line. As they say, the results speak for themselves.”
The category lends itself to a lot of products that are not backed by evidence-based medicine since regulatory oversight is lacking, he said. “We pride ourselves on making medical-grade products for the pet parent.”
Supporting the act of raising a happy, well-adjusted pet by ensuring it has regular access to nutritious food and water is what drives leaders in the fountains and feeders category. As well as continuing to explore ways to improve on that feeding and bonding experience between human and pet. Manufacturers like PetSafe and Pioneer Pet Products offer an evolving array of options for pets of different sizes and dispositions, utilizing only the highest quality, durable and safe materials and support pet parents with ongoing customer care.
“The market has become competitive in fountains and feeders, but we still hold strong in our reliable products and excellent customer service,” said Kelly Yaremchuk, Water and Feed Category Manager. “We are currently looking ahead with our product innovation, and we are working on building and testing new fountain and feeder offerings for PetSafe customers. As customer preferences in products and spending continues to change, we will continue to pivot to meet those changing needs.”
Pioneer Pet Products takes a similar approach to watching trends. “We are always looking to the future for this category,” said Marketing Director Shannon Supanich. “We are currently working on a line extension to one of our popular fountains.”
Pioneer Pet Products has cemented its position as a category leader by en-
suring it uses high-quality materials, said Supanich. “Many are dishwasher safe and easy to use. Even our plastic fountains are all high-quality BPA-free plastic. We want your pet and your home to be safe,” she said.
PetSafe prides itself on creating quality products that offer reliability and consistency for pets and pet parents across the world, said Yaremchuk. “As a leader in pet fountains and pet feeders, we continue test all of our product innovations with our own pets first, and then again in consumer homes prior to launching them in market. And we have a wonderful domestic customer support team in place that is available to all consumers should they have questions about their product. That wonderful team’s focus is to support our customers throughout the life of their product.”
Along with reliable product support, PetSafe emphasizes two points for both its retail partners and pet owners to keep in mind about nurturing their pets: the importance of hydration and establishing a predictable feeding routine for the pet, said Yaremchuk.
“Hydration is so important—both for humans and pets,” she said. “Humans have great filter options to entice us to drink more—we are focused on offering the same opportunity for our pet family. Pets are instinctively attracted to moving water, so why not offer them that option through a fountain?”
Supanich with Pioneer Pet Products shares that sentiment. “Consumers need to understand why fountains are good for pets. Yes, it’s to drink more water, but did you know that moving water attracts cats to the bowl? This is because moving water in nature is usually cleaner and safer. Drinking more water helps to keep our pets healthy.”
Similarly, “Scheduled consistency is also important with our pets—especially with our feed schedules,” Yaremchuk said. “Our human lives are busy—it is common to have multiple schedules, especially with parents who have children that are active in school events and sports. PetSafe created automated feeders for busy families to give them peace of mind that their pet kids can keep their consistent feed schedules.”
toppers have made a breakthrough in the industry as a great and accessible way to enhance pets’ daily meals. Leaders such as NutriSource and Wellness Pet Company opened up the avenues for pet owners not only treat their pets but also add a little extra protein and nutrition to their food.
mealtime.
“NutriSource is always looking to see what benefits we can add to a product or category. Instead of creating ‘me too’ offerings, we take our time and look for ways to enhance the potential of a formula,” said Adam Martodam, Marketing Director of NutriSource Pet Foods. “Our new Element Series Freeze Dried product complements our kibble offering though its use of postbiotics, organic trace minerals, organic selenium, and most importantly a supplement called NVGEN that was formulated specifically to help the body better assimilate a high meat diet. These nutritional technologies provide a layered benefit when used with NutriSource kibbles that maximizes the health potential these supplements offer. This layering of nutritional benefits is at the heart of what we call ‘Full Circle Feeding.’”
One of the ways NutriSource addresses the wants and needs of modern pet parents is through its portfolio of products that are formulated on a foundation of solution-based nutrition.
“NutriSource believes health starts in
the gut,” he continued. This ‘gut centric’ approach allows us to address issues as simple as gas and loose stool, to more complex topics such as reducing inflammation and symptoms of food intolerances. Nutrition is the key to longevity. We at NutriSource want your pets to provide you with as many happy, wag and purr years as possible. From our industry leading safety practices, our partnerships with some of the most advanced supplementation available, our ‘give back’ programs, and our continued focus on the environment and sustainability, we strive to produce products that we can be proud of.”
The up-and-coming generation of pet owners is influencing the freeze-dried toppers category on several fronts; from their optimal nutrition-focused demands to their efforts to level up
“The pet category is seeing key growth in certain products that resonate with the needs of next gen pet parents, who are fast becoming the majority of all pet parents,” said Dr. Danielle Bernal, Global Veterinarian with Wellness Pet Company. “They are seeking elevated mealtime experiences and premium nutrition that delivers improved health benefits for their pet alongside the finest quality ingredients. Specific to this category is Wellness CORE Bowl Boosters, which are made with whole pieces of freezedried meat, along with fruits, vegetables and wholesome grains. Crafted by Wellness Pet’s team of experts, including veterinarians and animal nutritionists, Wellness CORE Bowl Boosters Functional Toppers deliver health benefits pet parents can see and dogs will feel. The freeze-dried toppers are available in five recipes: (1) Digestive Health with prebiotics and guaranteed levels of probiotics to support a healthy microbiome and aid healthy digestion, (2) Heart Health with guaranteed taurine and L-carnitine, (3) Joint Health with glucosamine to support mobility and chondroitin sulfate, calcium and phosphorus, (4) Skin & Coat Health with omega-3 and omega-6 fatty acids along with vitamin E and biotin and (5) Immune Health with zinc and vitamin E to help support dog’s immunity.”
like Molly Mutt and Treat Planet are leaders in the craft of impulse merchandising because they know it takes more than offering high-quality products to stand out and earn retailers’ trust. They recognizes pet retailers need more than flashy packaging to succeed. To see their retail partners remain relevant and competitive, Molly Mutt and Treat Planet are supporting retailers with trustworthy products and deliberate merchandising ideas.
ral treats and a dedication to supporting retailers in their efforts to offer the best possible products and service to their customers.”
“Q1 has been a great start for the year and lots of fun discussion on some new products coming soon!” said Josh Meyer, VP of Sales—Pet Specialty for Treat Planet. “Generally speaking, with impulse merchandising we tend to focus our innovation while providing a compelling in-store display for shoppers with great price points that will encourage the consumers to make additional unplanned purchases that they end up coming back for more in a larger quantity when they return.”
“We’re very excited because we’ve been working hard for a long time on a series of initiatives that are about to come to market,” said Molly Mutt Co-Founder Art Simon. “They’re not quite here yet, but we’re very excited over the next few months of some initiatives that we are introducing that we feel are timely with where the marketplace is, where the consumer is with regards to sustainability and durability
and performance and health and safety and beauty. We’re very excited about all those things.”
Treat Planet’s partnerships with retailers are stable because Treat Planet ensures retailers have tools and resources to let them educate pet owners on why these products solve the need or concern pet parents have when they walk into the store. “We provide our retailers with training and support to help them sell the products effectively,” said Meyer. “This includes product education, merchandising support and promotional materials. By partnering with Treat Planet, retailers are able to offer their customers a unique and high-quality product that they can feel good about giving to their pets. Overall, our partnerships are dynamic because we build them on a shared commitment to providing pets with healthy, all-natu-
Molly Mutt appreciates the ability to receive direct feedback from its partners—in fact, it’s one of the major advantages of forging and sustaining partnerships, company leaders believe. “We love the engagement,” Simon said. “We’ve had stores buying from us from the first [tradeshow] show we attended back at Global Pet Expo back in 2009. We’ve had the same customers all that time. Of course we love new customers—we love anybody who—the term ‘partnership,’ it gets thrown around a lot and to some folks, partnership means, ‘hey man, if you do what I want you to do, you’re a great partner.’ That truly seems to be the way most people think. We like more of a full on partnership whether it’s with our manufacturing group of manufacturers, whether it’s with our retailers, whether it’s with consumers that reach out to us. We love the feedback. Over the last couple of years we’ve made a lot of product enhancements and those have come directly from customer and/or retailer feedback. We just think that it’s invaluable to get that feedback. We love the engagement, we love the communication. We just like when our retailers and stores who carry our products to reach out to us and want to have an active relationship.”
like Austin and Kat, Colorado Hemp Honey and Pet Releaf are at the forefront of the CBD category because these companies value transparency and safety. The CBD category in particular has been unruly to manuever especially in its early stages. These companies have stayed the course and remained committed to improving pets’ lives by eliminating painful physical ailments and pacifying pets’ anxiety and unease in stressful situations.
Companies
“At Austin and Kat, we have solidified our position as a leader in the CBD category by consistently providing high-quality, all-natural products that are safe and effective for our customers’ pets,” said Founder Kat Donatello. “We pride ourselves on being transparent about our ingredients and manufacturing processes, and we have taken steps to ensure that our products are of the highest quality, from sourcing to packaging and everything in between. Owning and operating our facility gives us an advantage over others who outsource manufacturing, and because ingredients matter, sourcing every single ingredient from suppliers from around the world, allows us to ensure the absolute best, with every product we make in-house. In addition to our commitment to quality, we have continued to set ourselves apart within the CBD category by being innovative and forward-thinking. We are constantly exploring new and improved formu-
lations, and we are not afraid to take risks and push the boundaries of what is currently available in the market. Our recent launch of CBDA-formulated oils is a prime example of this innovation and sets us apart from other players in the industry. Additionally, our dedication to customer education and support has helped us establish a loyal customer base and a reputation as the trusted and reliable brand in the CBD space.”
“We are still a raw, limited ingredient, CBD product with a superior absorbency and time-tested efficacy,” said Nick French, Colorado Hemp Honey Founder. “Having withstood the last three years is a sign that customers like our products and feel they are effective. We are proud to say, ‘Hey, we are still here for your even after everything!’”
Pet Releaf’s track record for how many pets the company has helped
since its inception is one reason why Pet Releaf is a major player in the category and stands out from bandwagon competitors. “We have helped more than 5 million pets over the years, and we continue to set ourselves apart through our dedication to quality in a number of ways,” said Co-Founder Chelsea Gennings. “We continue to offer USDA Organic products made with human-grade ingredients and go through a yearly NASC certification. In addition, we utilize regular third-party testing and bake all of our chews in small batches in an FDA-certified human-grade facility. On top of our efforts to bring transparency to the industry, we are dedicated to helping plants and the planet through our sustainable practices and regular donations to rescue pets in need.”
“As the founder of Austin and Kat, I would describe our retailers as passionate and knowledgeable about the health and wellness of pets,” Donatello said. “They are committed to providing their customers with the highest quality and most effective CBD products available. Our partnerships with retailers are dynamic because we work closely together to educate and empower pet owners, and we value their feedback in helping us continue to innovate and improve our products. We strive to build long-lasting relationships based on trust, transparency and a shared commitment to the well-being of pets.”
Thefrozen dog treats category might be a newer concept for retailers and pet owners, but once they see how dogs respond to the flavors and palatability of frozen treats, there’s really no turning back. Companies like The Bear & The Rat, Boss Dog and Marcoot Jersey Creamery are providing a motivational reward during training and a cool treat to quench pets’ thirst when temperatures are soaring or to cool down after exercise.
“Our product lines are expanding,” Amy Marcoot, Co-Owner of Marcoot Jersey Creamery earlier this year. “Following the resounding success we had last year with our Dog-O’s Cheesy Chompers, we are now moving into the freezer section, and have expanded our product line to include clean-label USA Dog-O’s ice creams we make fresh every day, which is available in four flavors. In addition, we added two flavors of our fan favorite Cheesy Chompers line with Berries and Sweet Potato. In addition, it was also great to offer our retailers expanded distribution options for placing orders [during Global Pet Expo]. With partnerships with both regional and national distributors, we want to continue to offer a great level of service and access for any retailer.”
Driving the momentum behind the frozen dog treats category is best done through steady partnerships with retailers and distributors. “Our commitment to fresh, daily production and ability to
fill orders and keep shelves and freezers stocked is very attractive to retailers and distribution partners alike,” Marcoot said. “Made in the USA from our seventh-generation family-owned farm continues to be of utmost importance and interest to our retailers and consumers alike. We are very proud of the fact that we make and source each of our entire product lines at our farm in Greenville, IL and we take great pride in every single product that leaves our farm each day.”
Boss Dog came about once Founder Vasili Nassar, who spent decades nourishing humans with a line of Greek yogurt, applied the nutritional benefits of Greek yogurt to cats and dogs. “Our experience with Greek Style Yogurt is another story entirely,” explained the company website.. “Greek Style Yogurt is nothing new for our family, it is part of my heritage and we have spent almost
20 years creating Greek Style Yogurt products (for people). The combination of family heritage, with the passion, knowledge and understanding of Greek Style Yogurt and the inspiration for high quality, wholesome dog treats sparked the idea for our Boss Dog Frozen Greek Style Yogurt Pet Treats good for both dogs and cats.”
“As Boss Dog grew, we knew we wanted to continue to offer delicious treats but to always stay true to our mission of offering additional digestive and health benefits,” he added. “[Our cat] Franky loves Boss Dog products just as much as [our dog] Kelby does and we feel good knowing that he is not only getting a treat that is fun to eat but benefiting from ingredients such as DHA & Taurine in Raw Goat Milk or pre and probiotics in our Greek Style Frozen Yogurt.”
The Bear & The Rat founders Matt and Meg Meyer are disrupting mundane treat and mealtime with pet-friendly desserts that allow for pet owners to celebrate and treat their pups. “We make cool treats for dogs,” explained the company website. “Whether it’s frozen yogurt dog treats or cupcake mixes for dogs, all of our products contain real food ingredients and no fillers. There are no artificial ingredients, no artificial colors, no artificial preservatives or flavors in anything The Bear & The Rat makes because dogs are family and we celebrate that, whether it’s your dog’s birthday, gotcha day or just a Tuesday.”
Thelitter category has evolved through the years from the traditional, non-odor repelling, absorbent pellets. Leaders in the category such as Boxiecat and Dr. Elsey’s have been driving growth to the category through their innovative products that put cats’ well-being and comfort first. Alongside this, these companies have remained loyal to their consumers through listening to feedback and ensuring their needs of safe, effective and odor-controlled products are met.
“Probiotic cat litter continues to lead us into our fifth year of exponential growth as a company,” said Ken Wilks, VP of Sales and Marketing with Boxiecat. “The high levels of probiotics in our Pro litters attack waste and odor on a microscopic level—the more they eat, the hungrier they get and the cleaner the home. Also, in March of this year, we unveiled Boxie Glo litter on an invitation-only basis at the Global Pet Expo. We learned several years ago that cats can see in the ultraviolet spectrum and initiated research on feline visual cues related to proteins that fluoresce in cat waste products. This project was driven by our desire to save some of the 3.2 million cats that are surrendered to shelters each year; a large percentage of which are due to litter box challenges. Three years later, we report with con-
fidence that the reflected ultraviolet sparkle in Glo cat litters lets cats know ‘this is the place to go.’ All cats can have challenges using the litter box at times. Patent pending Glo could be a potential game changer for millions of cats and their guardians. We’ll be launching the first Glo substrate this summer. We will also be working to get Glo litter into shelters across the country to start the important work of helping cats find good homes.”
Dr. Elsey’s emphasized the company was able to get “back on track” during Q1.
“We’d been playing catch up and were limited with what we were able to accomplish due to the residual effects Covid had on logistics and materials,”
said Mat Brost, Director of Marketing. “We launched our longest-lasting clumping-clay litter, Ultra+ and Pine litter in January, adding to our portfolio of solution-based products for cats.”
“Our dedication to doing what’s best for cats and their owners positions us as the leader in litter,” Brost continued. “There are plenty of larger litter manufacturers out there, but I can say with absolute confidence that we’re the only one that puts every cat’s wellbeing ahead of organizational goals like sales growth and corporate expansion. Take some of the trending litter variations like corn and tofu for example. These options are natural and affordable, and we’ve looked at expanding our lineup with these materials. However, we’ve determined that they are not what’s best for the cat. The potential for mold and bacteria growth puts the cat at risk of infection and other problems. We could have easily expanded our company with such products, but it goes against everything that we stand for. We also encourage customers to utilize our satisfaction guarantee. If a customer feels that they’ve been misled, or our products don’t live up to their expectations, or even if their cat just didn’t like our product, we’ll issue a full refund. It’s the right thing to do.”
CAN
Natural Attractions™ Cat Litter
For years, pet parents have used black lights to discover where their furry family members may have accidentally eliminated waste in the home. After several years of research and testing, Boxie® Innovation Lab confirmed cats respond to these visual cues without the aid of black lights.
Patent Pending Glo™ cat litter offers an ultraviolet visual stimulant for cats to eliminate waste in the litter box for the first time. When combined with an Outdoor Attractant™ and Boxie’s trademark Paw Feel Attractant™, your cat will know better than ever that Glo™ is the only place to go.
Oneof the more tedious responsibilities of pet ownership has to do with giving pets their medicine. The art of stealthily tucking pills in a spoonful of peanut butter or wrapped in cheese slices is typically thwarted by pets who demonstrate they’ve outsmarted pet owners by spitting out the pills. Suppliers like VetriScience, Riley’s Organics and Stashios have recognized how stressful this task is even for the most patient and skillful pet parent and have invented solutions that ease stress for them and their pets.
VetriScience’s Pinchers line first debuted in early 2020. “VetriScience Pinchers is an innovative pill hiding treat with probiotics in them,” previewed a company spokesperson ahead of that year’s Global Pet Expo.
At just 10 calories per treat, “the unique, triangular-shaped chew makes it easy to pinch the treat around a pill, capsule or tablet without excessive shaping and doesn’t leave you with greasy hands,” said the company website.
At Riley’s Organics, convenience is just the tip of the iceberg. The company prioritizes responsible pet ownership across each of the categories Riley’s Organics competes in and sometimes doing the right thing by pets isn’t always the smoother course. “We believe that the best possible food is attainable for our dogs,” Riley’s Organics Found-
er Grant Weber said on the company’s website. “We believe that our dogs deserve the same quality ingredients and processes that we have. We believe that organic and all-natural are not just words, but are pathways to healthier, happier lives. At Riley’s Organics, we believe in being good corporate citizens and good global citizens and good human beings. We believe that doing the right thing sometimes is harder, but it is worth it.”
Producing treats is a labor of love for Weber, who named his company after his childhood dog and “constant companion” Riley. “We were inseparable,” Weber wrote on the company website. “She taught me about the important friendship between a dog and their humans; about trusting and being loved. I guess you could say, Riley was my in-
spiration. My commitment to the finest quality ingredients comes from my family, but my passion for producing the finest quality dog treats comes from the many wonderful years with Riley. So, Riley, here’s to you and all dogs out here: Our goal is to make a great tasting high quality treat and to foster great dog-people relationships everywhere. At Riley’s we believe in the highest quality ingredients—100 percent natural ingredients that are USDA Certified Organic and Made in the USA. We believe best friends can be the furry ones. We believe everyone should love a dog, and we believe that because dogs make a difference in our lives, we should make a difference in theirs.”
Stashios believes a little sleight of hand never hurt a pet. Its product portfolio promotes giving pets treats they enjoy while “stashing” nutritional benefits in the treats. Stashios’ Wrap-Ups in particular let pet parents conceal pills, capsules and tablets in a bacon cheeseburger or peanut butter-flavored thin wrap. “Stashios is a women owned and run company offering products that stash what pets need in what they love,” said the company website. “We are inspired by pets, fueled by fun and committed to health and wellness. We help you care for your pets by creating products that encourage them to learn, play and be well.”
Where once challenges with young pets were a dire and extremely challenging circumstance, milk substitutes have made a variety of options for young pets more available. Additionally, pet parents are more inclined to explore a category when they recognize a brand name they had a positive experience with but in another category. Category leaders like Pet-Ag and Zesty Paws are assisting pet parents in their efforts to address pets’ dietary and health needs at earlier stages in the pet’s life.
Pet-Ag offers a full-line of kitten and puppy milk replacer products in both powder and ready-to-use liquid formulas in each of its product lines, as well as premium and value products. “We recently upgraded our KMR Kitten Milk Replacer and Esbilac Puppy Milk Replacer formulas to include a special fiber blend for improved gut health and digestion,” said Andrea Henderson, VP of Marketing. “We also took this as an opportunity to refresh the look of the packaging for both brands and feature a photo of a shelter kitten or puppy. Pet-Ag also just launched Goat’s Milk KMR Kitten Milk Replacer in both powder and liquid forms. The addition of Goat’s Milk KMR Kitten Milk Replacer to our current Goat’s Milk Esbilac Puppy Milk Replacer, rounds out our premium product offering that is formulated especially for sensitive digestive systems. Goat’s milk is easier for kittens and puppies to digest than cow’s milk and elimi-
nates complex proteins often associated with allergies. Having formulas made from both goat and cow milk provides caregivers with options to provide for the specific needs of their newborn kitten or puppy.”
Zesty Paws introduced the Puppy Milk Replacer as part of the brand’s first collection of puppy products including calming, multivitamins, and immune support, said VP of Marketing Yvethe Tyszka. “Crafted specifically to cater to this important life stage, Zesty Paws is excited to continue to expand our functional pet supplements offerings for dogs from puppy to senior,” she explained. “The Zesty Paws Puppy Milk Replacer is a powdered formula for nursing puppies with ingredients like colostrum, omega-3 and -6 fatty acids (with DHA), and prebiotics and probiotics to support the healthy development
of a puppy’s eyes, heart, immune system and gut. Our veterinarian-formulated milk alternative is perfect for use in puppies up to six weeks old, but can also be given to senior dogs, or pregnant and lactating dogs to further support nutrition. Zesty Paws will continue to grow the category and explore additional ways to incorporate other beneficial ingredients into early life products.”
“Pet-Ag is committed to offering the highest quality milk replacers that are the closest match to mother’s milk,” Henderson said. “As part of this commitment, we recently upgraded our KMR and Esbilac formulas to include a special fiber blend for improved gut health and digestion. Scientifically, KMR, Esbilac, Goat’s Milk KMR, and Goat’s Milk Esbilac Milk Replacer products are the next best to mother’s milk.”
Zesty Paws’ product portfolio is designed to support pets’ health through each stage of their life. “We continue to look for ways to innovate with the consumer at the center of the conversation,” Tyszka said. “We are in continued growth mode with the goal of delighting our pet parents and fur babies as they go through their journey together. As the milk substitutes category continues to grow, Zesty Paws will look to propel the category forward by using best-inclass ingredients and formulas to innovate for all life stages including puppyhood and senior.”
Leaders like Petshop by Fringe Studio, Huxley and Kent and West Paw are injecting humor and lightheartedness into the plush toys category. While these attributes are always appreciated by retailers and pet owners, after the obstacles the industry has faced in the last three years, humor has proven to be the best medicine. Whimsical plush toys are a win-win: the pet has a reward that can either soothe or appeal to their sense of play, and the pet parent is amused by designs and has peace of mind knowing they are excelling at pet ownership.
“Petshop by Fringe Studio continues to have a strong Q1 business with the unique, fun and humorous Spring and Summer dog toys we create annually,” said Jennifer Rosenberger, Director of Product Management—Pet for Fringe Studio. “With offering multiple seasonal and micro seasonal assortments throughout the year in addition to new everyday styles that can be sold year round, we give retailers the ability to bring newness into their stores regularly. We constantly bring innovation to our toys by expanding on the types of toys we’re offering. Our newest plush toys are an interactive nose work toy where you can hide treats inside a pocket of the toy. These nose work toys aren’t just for treats though; they’re packed with a squeaker and crinkle paper to have multi-feature fun for any dog to play.”
“When people purchase West Paw
products, they are doing more than buying durable, American-made products; they are supporting a company that is taking steps to reduce their environmental impact,” CEO Spencer Williams said previously. “More than ever, consumers are aware that their purchasing decisions have power. They want to support companies whose values align with their own. They are looking for companies who use sustainable materials, eco-friendly manufacturing practices, and are working to solve bigger environmental and social issues. At West Paw, we continue to see increasing demand in the marketplace for more eco-friendly pet products simply because consumers are asking for them, and ultimately creating the supply.”
“Our Q1 was driven by new product introductions, and our in-stock position of 99 percent on our existing SKU’s,”
said Huxley & Kent President Mike Dagne. “We’re experiencing a successful introduction of our new “Tiny Tuff” line. These are 2-packs of tiny toys specifically designed for extra small dogs (under 15lbs). Our construction includes our new “diamond mesh” inner lining that is fused to the outer plush shell. This makes these toys extremely difficult to tear open. New toy categories are in the works now for future launches.”
“Petshop by Fringe Studio has set itself apart from other plush toy companies by bringing constant newness throughout the year,” Rosenberger said. “We offer hundreds of new plush developments every year with all of them being unique. We’re a design studio first and foremost and take a lot of pride in the toys we’re creating and how each one is a standalone toy. We’ve even been able to create some iconic plush toy characters that people collect and look for with each new seasonal holiday. Be on the lookout for our T-Rex toy.”
“Not only do consumers seek durability in their pet products, but it’s also at the core of our product design, development, and manufacturing processes,” Williams said. “[Neither] our pets, nor our environment, need more products, but instead just better products. That’s why durability supports our company’s sustainability mission, and everything we do needs to live up to the expectations around quality, durability, and safety for dogs and their owners.”
Superior Farms Pet Provisions and ZIWI are driving awareness to the lamb chews category, while giving pet owners another choice beyond tried and true beef and chicken for their dogs. Lamb provides pets with a fulfilling and safe chew that delivers on satisfaction and value-added health benefits.
“The Superior Farms Pet Provisions (SFPP) has adjusted its organization and customer management teams to improve execution from sales to order fulfillment,” said National Sales Manager Michelle Mills. “With these key adjustments, we have seen improvement with readily available inventories, reduction of order-to-delivery times and overall improved customer satisfaction. Ultimately, these moves have put us in a position to grow our business and further innovate products within the SFPP catalog for the pet category.”
“New Zealand is an amazing source of free-range, grass-fed animals,” said Marketing Manager Jessica Krueger. “We source all our lamb from farmers who abide by the five freedom principles, ensuring that all of their animals are humanely raised. ZIWI has three different lamb chew options to provide great options for dogs of all breeds, life stages and sizes. Our lamb ear chews are gently air-dried and coated with lamb liver. This makes them exceptionally palatable, and for small dogs, they will be a longer lasting chew. Lamb green tripe is
great to use as a training treat or high value reward. Lastly we have lamb trachea, which for small dogs and puppies, it will be a longer lasting chew with incredible nutritional benefits. For larger dogs it is a great way to add natural glucosamine and chondroitin to their diet.”
“To solidify SFPP’s positioning as a category leader, we have focused on sourcing higher quality, sustainable products,” Mills said. “This focus results in higher customer satisfaction from both product quality and availability. As our lamb products are our highest demanded items, it remains our number one priority to boost production and maintain healthy inventories to accommodate that demand.”
“At ZIWI, we own our kitchens and source our lamb locally from our New Zealand home,” Krueger said. ‘We
create gently air-dried chews in our award-winning kitchens to provide joy and peace of mind to pets and their guardians.”
“We need to better educate our customers about our unique story, from growing practices to production, and how that translates to better product consistency and higher quality,” Mills said. “Having control of our processes from end to end allows us to be nimble when responding to market trends and customer satisfaction. All of our current and future customers should know that SFPP has never been as prepared as we are now to foster and grow our partnerships.”
“At Superior Farms Pet Provisions, our customer base is extremely broad, and our partnerships range from small mom and pop businesses to large online retailers,” Mills said. “Our breadth of product offerings allows us to maximize our partnerships across the board by delivering customized orders based on what’s best for the needs of their patrons.”
“Our retailers are passionate, pet loving people who are always looking to enhance their customer’s experience,” Krueger said. “They share many of the same values and goals that we ourselves hold. Our mission to provide joy and peace of mind to pets and their owners is only made possible through collaboration with our incredible retailers.”
Pet owners often turn to limited ingredient diet foods after exhausting other possible avenues in trying to resolve food allergies or sensitivities, so leading suppliers in the category like Evanger’s Dog & Cat Food Company and FirstMate Pet Foods take their role in pet health and wellness very seriously. That both these companies own and operate their own canneries gives them extra oversight in not only the quality of ingredients procured and used but also control over supply and fill rate, ensuring a continued fruitful partnership with retail partners.
“Evanger’s continues to be at an extreme advantage in all aspects of the business being a family-owned and run cannery that makes its own Made in the USA food from the freshest of ingredients,” said Evanger’s and Against the Grain Pet Foods President and Owner Holly Sher. “We are able to experiment and innovate daily to create our oneof-a-kind line-up of products. A perfect example of this is our Nothing Else: 100 percent I’m Single line from Against the Grain.”
The I’m Single line is a unique loaf-in gravy offering featuring just one protein ingredient—there are six to choose from: pork, turkey, chicken, beef, salmon or duck.
Limited ingredient diets have been a major growth driver in the premium pet food market, said Matt Wilson, Director of Sales and Marketing for First-
Mate Pet Foods. “Our limited ingredient diets continue to be a driving force for growth and customer retention due to their unique formulation and proven track record of success. We remain committed to our mission of providing high-quality, limited ingredient diets that address food sensitivities and improve the health and well-being of pets. We are excited to introduce new products, such as our New Zealand Beef Limited Ingredient Diet, and continue to innovate to meet the evolving needs of pet parents and their pets.”
Wilson elaborated on FirstMate’s capabilities. “The past few years have highlighted the importance of being a manufacturer not just for control over quality, but for additional confidence in continued supply and fill rate. Owning and operating both a dry facility, and cannery in Western Canada has kept
FirstMate in a strong inventory position. Direct lines of communication to our ingredient and packaging suppliers, as well as ongoing production expansion projects ensure consistent quality and inventory for our retailers and pet parents,” Wilson said.
This has been the case for Evanger’s as well. “Being able to control the supply and deliver premium, affordable and consistent canned food to pet parents really helped to broaden our fan base and visibility,” Sher said. “Evanger’s prides itself on our ever growing and evolving lines of problem-solution foods for both dogs and cats. That success and notoriety comes only from our extensive educational outreach and programs we have in place.”
That education is possible thanks in large part to the relationships Evanger’s has cultivated with its long-term retail partners. Sher said, “Through our independent retailer relationships, we are better able to address and adapt to their customers’ needs and wants, which in turn give them a unique and beneficial pet food line that keeps them coming back for more.”
Wilson shared, “Our retail partners are forward-thinking and share our commitment to quality, innovation and customer satisfaction. They understand the importance of a product that feeds well and a brand that listens to aid in developing joint growth strategies.”
Alphia and Diamond Pet Foods have made a lasting impression on the private label pet food category through their dedication to building and earning trust, ensuring pets are ingesting safe ingredients and giving pet owners assurance they are feeding their pets top shelf quality. Alphia and its retail partners continually address misconceptions about the private label pet foods category and impress upon existing and potential shoppers that private label is held to the same quality standards as national brands.
“When people hear ‘private label,’ consumers may view that as a cheaper alternative that comes with a lower-quality product,” said Alphia Chief Commercial Officer Heather Govea. “Alphia treats our private label customers no differently than we do a national brand. We help our private label customers articulate nutritional platforms, obtain and design quality packaging, meet strict label requirements and even help distinguish claims that appeal to today’s consumer.”
“Alphia is built on a combined experience of more than 70 years,” Govea said. “That foundation was built on trust, food safety and high-quality products. Alphia has only been an organization for [a short time], but we’ve combined remarkable legacy organizations to create the best in the industry with the largest super premium manufacturing footprint to ensure what we de-
liver to a private label retailer has the same high-quality standards that other brands would have. Bringing scale and the ability to reach consumers across the country, we work to ensure we leverage our ability to innovate and procure unique and differentiated ingredients.”
“Consumers no longer view private label as just a less expensive alternative, they’re looking at a private label as a standalone brand, with its own brand equity and nutritional philosophies that make products competitive against national brands,” Govea said. “Private label is no longer just chicken and rice diets. Alphia is helping retailers move to more solutions-based diets (sensitive stomach, sensitive skin), giving their products the same consumer appeal and solution-based stories as national brands.”
“We’ve seen tremendous amount of growth in these areas and we’re seeing private labels offer up some tough competition,” she added. “Private label has always been a fast follower, but based on growth and consumer demand, we’re starting to see private label beginning to lead in these areas before the segments are fully established.”
When Diamond Pet Foods was established in 1970, company leaders challenged themselves to offer above par pet foods at an approachable price for pet owners. “Through strong relationships with our trusted local and global suppliers, as well as the hard work and dedication of our pet nutrition and veterinary experts, we are able to select all of our quality ingredients with the health and well-being of pets in mind,” said John Kampeter, VP of Marketing and Sales. “Throughout the years, we have worked with our team of experts from many disciplines including food microbiologists, food production and food science professionals to monitor the market and adapt to the nutritional needs and preferences of pets and their owners. As a result, we have grown our formulas to include a variety of options (such as specialized nutritional needs or carbohydrate and protein sources) and ingredients (such as probiotics and superfoods). We continue to focus on the unique nutritional needs for pets in all life stages—all at an affordable price.”
Stand out among the competition and build customer loyalty by creating, revising or expanding your store's pet food brand.
Alphia offers retailers the resources to innovate the right products and manufacture them safely at scale.
Thegrooming category has several leading companies such as Best Shot Pet Products, Pure and Natural Pet and Skout’s Honor that continue to put pets’ health first while creating products that owners can feel safe and comfortable using.
“In Q1 we expanded our presence in the cat aisle by launching a Probiotic Grooming line, specifically for the cat customer,” said Jenny Gilcrest, VP of Marketing with Skout’s Honor. “Due to the success and unique wellness benefits of our innovative probiotic grooming line in the dog aisle, our retail customers kept requesting something specific—just for cats. This new cat line adds a wow factor to their smaller —but growing—cat selection of essentials. We launched it at Global Pet Expo earlier this year, which includes two shampoo + conditioners, a deodorizing spray and an ear cleaner. Further, we introduced our first-ever Pet Grooming Wipes—for dogs and cats—which was met with a great response and is now showing up on pet specialty retail shelves everywhere.”
“The popularity of our ‘Happy Puppy’ grooming products continues to grow and expand our brand presence in the grooming aisle,” she continued. “Puppy parents seek out something specific when shopping in this section, and we’re now seeing incrementality from customers who already know and love
our products for their superior performance and quality—and they are now excited to try this new fragrance option on their new family member.”
Pure and Natural Pet has a number of products in the category that consumers have remained loyal to and keep coming back to as the company continues to put their mind at ease.
“Growth in Q1 was very strong and came from many different avenues,” said Julie Creed, VP of Marketing. “We added distributors, new retailers and affiliates that targeted vertical markets outside of pet centric retailers. We also had enormous interest and a lot of international opportunities from the Global Pet Expo and successfully launched two new products there.”
“Our Tearless Puppy Shampoo is very popular and has been part of our line
for many years,” she said. “It is a great starter shampoo for puppies who need extra gentle care. As they grow up and you know more about their needs, our multi-functional shampoos including Shed Control, Itch Relief, Whitening & Brightening, as well as Hypoallergenic, Grain-Free and Waterless are all viable options. We’ve listened to our customers to develop what they want to make pet grooming and wellness easier. We’ve seen a lot of incremental growth in our wellness products that are a true extension of grooming.”
Best Shot Pet Products introduced new products at the start of the year and had an excellent Q1, which the company hopes to maintain for the rest of 2023.
“Best Shot welcomed strong double-digit sales growth for Q1,” said David Campanella, Sales & Marketing Director. “100 percent fulfillment and shorter production turnaround times positively impacted sell-through, fast-tracking Q2’s positive sales projections. Our new product launches were also well received at Global.”
“Best Shot’s introduction of its MAXX Ultra Concentrated Miracle Detangler continues to add incremental sales by thrilling pet groomers within grooming services segment. Expanding our sprayin conditioner assortment has bumped sales as evident with our ‘Ultra Dirty Vitalizing Mist’ launch,” he concluded.
The dental chews and treats category has become a remarkable space for pet parents to maintain their pets’ oral health in a more fun and exciting way. Leaders such as Yummy Combs have been able to solidify its position in the category through the owners’ love and dedication to dogs.
CEO and Owner Joe Roetheli emphasized he has had a strong passion for giving dogs a high-quality long life, and his passion shines through in all the company has done and continues to do. “We made more refinement to branding that seems to be gaining traction. We still have low awareness, but we continue to improve that arm of the business. Sales continue to grow but we are looking for a boost mid-year; we are seeing positive signs of growth,” said Roetheli. “We continue to message about our revolutionary shape that makes the difference. Yummy Combs innovates at a high level. The dental care and safety are state-of-the-art and Yummy Combs are packed with great nutrition and taste. Yummy Combs are the only patented treat that can floss 360 degrees around teeth to the gum line with up to 256 scrubbing surfaces to clean teeth of tartar.”
“Dog owners need much education to understand what they are supplying to dogs in treats. Most dog owners do not know that 80 percent of dogs of age three and over are suffering from gum disease inflicted by dental tartar
between the gums and teeth,” he continued. “Yummy Combs deters buildup of tartar—precursor to gum disease. Most dog owners also do not know that 60 percent of dogs are overweight, but only 20 percent of these owners will acknowledge that their dog is overweight. The cause is lack of exercise and too much starch—a relatively inexpensive filler. Most dog owners do not appreciate that most dog treats are starchbased. Our research shows that the average starch content of 15 competitive treats was more than 40 percent and protein was less than 14 percent. On the other hand, Yummy Combs analyzed at 47 percent protein and under 7 percent starch—a reversal of other treats. Humans and dogs have similar digestive systems.”
“The best retailers are ones who consider the health, wellness and safety considerations of a dog treat,” he continued. “It is difficult to convey such dif-
ferences on a package of dog treats with the other requirements of AAFCO, so our best retailers use self-standing displays at key locations in the store. Really good retailers do not rely solely on a constant margin for all products in a category because they realize that they are penalizing the best quality product to subsidize the lower grade, cheaper products.”
In a recent interview with Pet Insight, Loving Pet emphasized that not all dental chews are alike. “Not all dental chews do the same things,” said Eric Abbey, President and Founder of Loving Pets. “For example, patent pending Ora-Bone’ Dental Treats for Dogs for instance, was designed to do dental better. Three breath freshening ingredients (mint, parsley and chlorophyll) fight bad breath in your dog’s mouth and gut, while Ora-Bone’s unique design has up to two times the cleaning surface area of similar products! What’s more, Ora-Bone is Made in the US! Dental features on every surface Center bulb cleans behind front teeth, roof of mouth and tongue. Stepped, tapered ribs wrap around both sides of the entire bone. Ribs from teeth-fitting channels for more effective cleaning. Ribs and channels promote movement in your pet’s mouth, increasing cleaning and breath-freshening effectiveness. Nibs, around the heart-shaped ends, massage gums and scrape tongue for fresher breath.”
BlueDog Bakery has been in the business of providing all-natural, high-quality and innovative solutions for pet owners who are looking for ways to bond with their pets—at an approachable price—for more than 20 years. And relative newcomer to the space, Ava’s Pet Palace, brings a fresh perspective of pet care from the upand-coming generation of entrepreneurs who want consumers to also care about creating a healthier world for pets, people and the planet as they treat their pets. In our challenging economy in which consumer demand has never been more conscience-driven, the value they both bring to the space is apparent.
“From the very beginning, my passion for animals and desire to create something good for them has driven our business,” said Ava Dorsey, Founder Ava’s Pet Palace. “We focus on the health aspect of treats, making them with very limited ingredients, no preservatives and free from common allergens. In fact, our three baked dog treats are now certified USDA organic.”
Now age 15, Dorsey began her business at the tender age of 8. As of the start of the year, her company has new partnerships with 139 Targets, 64 Mud Bay stores and 60 other independent retailers across the country, she said.
Her company’s success puts a necessary spotlight on the significance of diversity in the pet industry. “As a black, woman, and teen-owned business,
Ava’s Pet Palace brings a unique perspective to the industry,” Dorsey said. “We’re proud to be a part of a growing movement of underrepresented voices in the pet industry, and we hope to inspire and empower others to pursue their passions and dreams, regardless of their background or age. Our commitment to diversity and inclusion is reflected not only in our ownership but also in our community involvement. We believe that a more diverse and inclusive industry will lead to more innovation, creativity and ultimately better products and services for pets and pet owners alike.”
Meanwhile, with more than 20 years serving the industry, Blue Dog Bakery continues to explore the potential of incorporating protein into baked items, as consumers are venturing toward more protein-dominant options. “We’ve typically focused on traditional baked
biscuits,” said CEO Kyle Polanski. “And flavor profiles and sizes and pack sizes that were appealing to consumers in that grocery mass retail environment. We’re moving towards some more protein-oriented products that are first item meat in a baked treat, and we’re pretty excited. We have a nugget item that’s made primarily chicken, and then we have a beef stick. Both of these are under a protein themed subline. So, instead of taking baked into an area that was generally been more meat-based —meaning not baked, but dehydrated or jerky style—we’re bringing a baked format option to that.”
This is a deliberate direction in order to try and address price points for consumers, he said. “The efficiency you get in the baking process is significantly better than you get in the jerky or the dehydrated or freeze-dried process. When you get more efficiency and throughput you can provide better value to consumers. By applying the bakery process, which is high efficiency to produce high-quality products, and using proteins instead of wheat bases, you can get some amazing products that aren’t that prevalent in the marketplace that helps make a really attractive product for animals. We can still use human-grade, high-quality ingredients, but we can get better costing and pricing because of changing the process,” he said.
Natural, sustainable and as close to nature as possible have become some of the many merits of giving dogs wood chews. Category leaders like Canophera and Ware Pet Products are seeing growth momentum as they continue educating pet owners about this category of chews alternatives and dispelling safety concerns as well as presumptions that any old piece of wood in the backyard would also suffice.
“Sales continue to be positive and steady for our Gorilla Chews,” said Ware Pet Products’ VP of Product Development and Sourcing John Gerstenberger. “To continue that momentum and growth, Ware is currently researching and conceptualizing Gorilla Sticks, which offer a different chew experience through shape, consistent diameter, and a better price point.”
Both Ware Pet’s and Canophera’s deference to the environment stand out in this category. Gorilla Chews and Canophera’s wood chews come from caffeine-free coffee wood, a natural byproduct during coffee production so no trees were uprooted or cut down for production. “The Gorilla Chews are thoughtfully upcycled from retired coffee trees that otherwise would have either gone to landfills or been burned,” he said.
Canophera sets itself apart with affordable premium quality and steadfast commitment to sustainability and in “how we handle all of the work from
helping farmers with the cutting of the trees to our own warehouses in Vietnam to help with our drying process but mostly to have the complete control of quality of our brand which no other company can say for that,” said President and Managing Partner Rob Johnson. “Canophera stands against mass production of toys with chemical ingredients or plastics. We don’t use any artificial ingredients in our chew sticks or our packaging. Our 100 percent natural chewing sticks ensure responsible consumption: trees are protected, our products are vegan, and we are against mass factory farming.”
Strict adherence to these values has helped usher in a ‘tremendous’ time for growth for the company in the first part of the year, said Johnson. “Not only did our distribution throughout the US grow exponentially with new distri-
bution and partners, but we also expanded on the success of our ‘original’ wood chew line by adding several new product lines that launched at Global Pet Expo 2023,” he said. “With the same unwavering commitment to quality and sustainability, we launched our new Canophera Briar Roots and a new tug style chew made from upcycling the by-product of our Original Canophera Wood Chews and a fully sustainable coconut rope for added engagement.”
The idea of giving dogs a piece of wood tempts the suggestion that any tree branch will also satisfy the need to chew, but Ware Pet addresses this and other questions and misconceptions in its online FAQ.
The information is also helpful for Ware Pet Products’ retailer partners. “We are very proud of the relationships with our retailer partners that embrace our commitment to pet health, wellness and fun,” said Gerstenberger. “We offer our retail partners education, marketing materials, and a great assortment of solution-based products.”
Johnson added, “Education is everything to us, as we want our consumers to know that Canophera is constantly evolving and expanding our product lines. We started the coffee wood trend due to the long testing of how the sticks should be treated and what sizes are perfect for all dogs to be safe when chewing on CANOPHERA coffee wood sticks.”
Tell us how your career path led you to the pet industry and joining Pet Wants.
I have always had an entrepreneurial spirit. I owned my own business that was not in a franchised system in an industry that served the elderly and the disabled. I eventually sold that business and went to work for the big company that acquired us. I did well there in corporate America but really missed being in a small business, so I acquired a franchise in an industry that served the parents of young children. I had that business with the franchise owner for 10 years, and almost exactly 10 years after I acquired the business I joined the franchisor and really began to be passionate about franchising from the franchisor perspective and how can I help other people. When I learned about the opportunity with Pet Wants, I felt like it was this completion of serving all of the populations that were important to me; I started out with the elderly and the disabled, middle part is children and their parents and now pets and pet parents. It was so attractive to me to be able to complete that arc.
What do you enjoy the most about working in pet?
I can’t remember a time in my life when I didn’t have at least one dog. I’ve had all breeds and sizes. I’m a rescue mom; my two current dogs are both rescues and mixed breed. My daughter adopted a dog that had been terribly abused, and we nursed him back to health so now he’s her shadow and he goes everywhere with her. Being able to be in an industry that is so driven by passion and compassion was something that really excited me.
A universal amongst our franchise
owners and many other people that I’ve met in the pet industry—not only our franchise owners but my team here at Pet Wants corporate—they’re all driven by both the passion to help our franchise owners succeed but also by the love of animals. They get excited talking about and thinking about what our products do for the health of both their pets and other people’s pets and so you get excited when you go to work every day and that’s what you’re doing. What aspect or aspects of your personal work ethic have helped you most to become successful?
I show up. I know that sounds basic, but I am present both physically and intellectually and emotionally for my customers, for my team, for my bosses, for other people in whatever industry I’m in—currently for our franchisees—and I try to do the same thing in my personal life. I try to be present for my husband, for my children, my friends, my parents, and that’s so important in this world of we’re all trying to do too many things at one time, is that being present and giving people your attention.
The other personal work ethic for me is I’m always a student. Whether it’s working on my own personal development, whether it’s reading things that can help our team, whether it’s learning, the pet industry is new to me so I’m in this immersion of learning about pet health and nutrition and just recognizing that there’s always more to learn has also really helped me be very successful.
What makes the pet industry dynamic and vibrant?
While the pet industry is certainly not completely immune to economic forces, it tends to be affected at a lower level than other things because society has really changed the way it views their pets. The pandemic really lent this feeling of the emotional connection we have, particularly to our dogs and cats, and really built that personal feeling of this being is a real part of my life, of my emotional connection of my family. That is evidenced in the fact that the pet industry continues to grow even in uncertain economic times. Everything about pet was up in 2022 regardless of interest rates going up, of people hav-
ing concerns about the economy, the pet industry just continued to grow and that really shows how vibrant it is. I just got back from Global Pet Expo, and just seeing all of the innovation in every specter—there is new innovation in food and treats, there is new innovation in pet care products. Whether it’s leashes, collars, shampoos, there was an unbelievable amount of new products. I spent a couple of hours in the New Product Showcase because there were so many of them. It’s so much fun to be a part of something that is always growing and changing.
What is it about the pet industry that allows it to navigate better in all seasons compared with other industries?
At Global Pet Expo, and I’m still gathering up so much of the data that was presented there and really analyzing it, but it was very clear in a recent study of pet owners that regardless of their own personal financial situation, a majority do not intend to reduce their spending on their pet. They’ll spend less on themselves to avoid having to cut back on what they’re spending on their pet. That’s the fabric of our society today. What is the role of pet specialty retailers in the pet industry?
I feel like the key to the specialty retailers just is the depth and breadth of knowledge that the store employees or the owner of that retailer is able to have in specific areas. You think about the big box stores or even the online pet retailers, it’s very difficult for somebody to have true expertise in every line. It’s really tough to be an expert in dog, cat, bird, aquatic, reptile, but as a specialty retailer you can really get that deep knowledge that you can then share with your community and really make that connection at a local level.
It can be really personalized to what that specific pet needs. I’ll give you a great example: I was in one of our stores up in northern Ohio a couple of months back, just meeting with the owner and talking about her business. A prospective customer that had never been in her store before walked in and so I walked away and I got to listen to that conversation, and it was all about
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asking questions of the prospective customer and then educating her with that owner’s knowledge. There was never any, “Oh that’s a terrible food or that’s a terrible idea.” It was, “Let me tell you about why this is good for your dog or why this may help with that particular issue or let me give you our suggestion for how you might try this and then we’ll check in and see if it’s working.” You can’t get that in a retailer that is trying to cover all bases.
What are the top challenges and opportunities pet specialty retailers are facing?
The top challenges are just awareness. It’s very easy for people to automatically shop at a bigger store or online [since] that understanding of the value of your small specialty retailer is a big challenge. One of the other challenges that is not unique to a specialty retailer is inflation and the inflationary pressures it puts on pet store owners. Their costs of everything in their store is going up. There is a balance between what they’re able to pass onto their customers, and those eroding profit margins are sometimes very challenging.
But the opportunity is because in this post pandemic world when so many people are much closer, their pets are so much more important to them, they want to do the right thing, and as a society we are much more cognizant of health and wellness and nutrition. That opportunity to be seen as the local expert, be seen as somebody with deep knowledge, that’s the opportunity set. You don’t have to have a big sales background to do that because it’s about education, not selling.
[Another challenge is] name recognition. In today’s world there’s always going to be competition from online because it’s easy and convenient, and people are so busy today that sometimes taking the time to go to the retailer and have that conversation [is too much effort]. Our stores are battling that challenge with free home delivery, online consultation; they’re really trying to step into that and turn it into an opportunity out of the challenge. And that’s really important. The other challenge is keeping up with everything that’s
happening in the industry. There’s so much change, new products, availability of new technologies of things that just making sure you’re staying relevant is sometimes a real challenge. Keeping the nutrition, health, vitality and well-being of pets at the forefront of conversations, what should pet owners consider and talk about with Pet Wants store associates when they select dog food?
They’ve got to be honest with the associates in the stores; do they feed them people food? Because if you’re having this big conversation about the pet’s health, but you’re giving them people food 50 percent of the time, then the recommendations might or might not improve any issues that you’re trying to address. It’s really important they’re open and honest. It’s a nonjudgmental environment. I work for a pet health and wellness company. My dogs still get crackers if I’m eating crackers. One of my dogs needs thyroid medication and I wrap it in American cheese. Probably not the best idea but it’s what I do. You’ve got to be honest about that stuff. What can you tell us about Pet Wants’ recent shift in its business model?
This is a really exciting shift for us. We’re a fairly young company, and we began franchising in 2015. As we were able to gather more and more results data from our franchisees and really start to recognize the patterns, we saw that our retail footprint franchisees were on average doing four times the revenue of our mobile only franchisees. It was the data that drove this decision. We want to set our franchisees up for success. We want to make sure they have every opportunity to really connect with their communities and drive a successful business.
Eliminating the long-term option to operate in a mobile environment is designed to do just that. It’s designed to allow franchisees to move towards what we have seen is that higher revenue model. But we have completely combined the two and it’s really different from other retail opportunities. Whether you’re in pet retail or some other sort of retail, typically when you buy a franchise, you don’t start generating rev-
enue until your real estate is selected, your build out is done and that can take anywhere from three or four months to nine to 12 months. So you’ve invested in the franchise but you’re not generating any revenue.
With our model, our franchisees, as soon as they leave training, they can open their business with a mobile franchise and they can go to community events and farmers markets to begin to connect with the community, to being to get brand recognition, to establish a customer base. We also provide them with their website and their e-commerce abilities right away, so while they are in the process of selecting their real estate and getting their build out done, they’re already becoming established in their community. This is a great combination of the two business models that gets them started quickly but also leads them to the path of long-term success. You don’t have to wait for those four walls to be completed; you can get started right away.
What do you attribute to Pet Wants’ continued success? What are some key values and features of Pet Wants that make it a leader?
One of the things that became really clear to me right away was how passionate our franchise owners are and it’s tough to be passionate about hammers or lumber or even sandwiches— all of the other business opportunities. But being able to bring that love of something into a business that has the opportunity for long-term commercial success makes us really unique in the marketplace. The other thing is the continuing education that we provide for our franchise owners and their teams; we have a fulltime nutrition manager on our staff. We have multiple people on the team with 20 or more years’ of experience in the pet industry, and so being able to continually educate on both how to run a successful franchise business but also on the pet-related pieces that they need.
How do franchisees create a one-ofa-kind in store experience?
The store experience really starts with what we call—across our system and everybody has this—we call it our
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“Chew Bar.” It’s typically at the front of the store with dozens of different types of chews and many of them are really unique and exotic—antlers and coffee wood and bully sticks, pig snouts, rabbits’ feet. It’s just that uniqueness of being able to get things that you really can’t find in a big box retailer. That is typically what greets a customer in any Pet Wants store is the Chew Bar near the front door. The rest of that experience is unique, is that one-on-one education with either a store associate or a franchise owner, the ability to buy their dry food by the pound instead of in prepackaged 5-, 10-, 20- and 50-pound bags. Let’s say they have found their animal likes a mixture of two of our formulas. They want to have a mixture of the chicken and brown rice and the salmon and brown rice and that’s the perfect sweet spot for their dog. Well instead of buying two 25-pound bags of one of each they can buy 10 pounds of each and either we will mix it for them or they’ll mix it at home. They get the exact amount that they need for their pets’ needs and their budget.
One of the things we strongly suggest is what we call rotational feeding. We really recommend that pet owners, dog owners in particular, that they rotate the main protein in their dog’s dry food. Maybe they’ll start with the chicken and brown rice and then they try the salmon or the turkey, or we have grain-free options. We have a white fish and duck option and we really recommend that they rotate those through, of course eliminating any that their pets have sensitivities to. But rotate those so the dog is constantly getting introduced to new proteins, new tastes. We love pet owners that start with a base of kibble but add broth or freeze-dried toppers, again, things to liven up the dish and also provide additional nutrients. How does Pet Wants support and advocate for its franchisees?
Once a franchise owner decides to join our network they’re immediately assigned to an onboarding coach, and that onboarding coach helps them through some of those initial phases of their business, of getting their business plan together, of understanding their
market. We introduce our marketing team in that onboarding phase as well so they can really begin to dive into the specific zip codes they are targeting and what are the demographics of that area and how can they reach those consumers. They have a full week of classroom training in our Cincinnati headquarters. They get so much nutritional training, we walk through with them a full marketing plan, we talk about how to educate and pitch to customers on different things. And when they leave here, they’re ready to open. But they stick with their onboarding coach for the first six weeks after they leave training, and then they’re transferred to a franchise business coach. And this is somebody that early on will meet with them typically every other week to really go over what is going on in their business. Are we achieving the short term goals that we have set out? How can we make some adjustments and pivot a little bit if something isn’t working? Our marketing team is available to them, they leave training with a full marketing plan and launch plan. And we help them come up with what should be on that, how should they budget for it and how should they execute on it. We then have monthly training sessions with different departments in the company. We have an annual conference that is typically two and a half days of intensive training; the key relationship throughout the whole thing is with that franchise business coach. They meet with them every other week in the first 90 days or so and then typically they move to a once a month call and that’s really diving into what’s working in their business, what metrics should they be looking at, how can they make some adjustments to get better results. That relationship is really key as a business owner, to have somebody else who’s not in it every day, hold you accountable to what you said you’re going to do, to help you evaluate your results and has suggestions for ways you can make it better.
What is the ideal mix of products to achieve the ideal store?
For a Pet Wants store, our food, our private label proprietary formula food is our showcase. It’s our centerpiece. For us, both the kibble that we make and anything that accentuates the
health and nutrition of that—freezedried, broth, other toppers—are all, for me, that’s the showcase piece. That to me would need to be at least 50 percent of what is carried in the store, is talked about in the store. Then the chews, that’s a great seller for us, and it can be beneficial for the pet to have different collagens and different things that they can get from a chew so that’s going to be a big chunk as well. Supplements are a smaller percentage but can be really important. CBD products for anxiety or hip and joint pain, different enzymes that can help with digestion are going to be a smaller percentage, but it’s really important. And then finally it’s the fun stuff. It’s the toys, the leashes, the bakery cookies treats, things like that would be the smallest percentage but they’re still important to our customer. Our stores are typically going to be a much smaller footprint than your big stores and so it really forces our franchise owners to make very specific decisions about products they carry in their store because they don’t have room for everything. They really have to think about is this part of our mission of nutrition health and wellness. We don’t carry 10 of this particular thing because we’ve investigated and know these are the top three.
What are your goals and priorities for Pet Wants during 2023?
One of our top priorities is always how can we help our existing franchise owners grow their sales profitably, how can we bring more products to them not to overfill their stores or their farmers market booth but that are meaningful to the health and wellness of the pets and they can sell and make a profit on. So constantly investigating the industry being able to make recommendations to them, that’s always going to be our top priority. We do want to grow our brand. We think the space is really open for us right now, and so we would like to add 30 locations this year and we have a goal of being over 200 locations by 2025. We want to push towards that in markets we have in major cities where there is two or three or five, it really benefits them because the brand becomes much more recognized and it really helps to drive that understanding of who we are as a special type of retailer.
We hope you had an exciting and productive time at SuperZoo catching up with your fellow pet professionals, making connections with suppliers, sampling a host of new products and discovering strategies to drive success for your business. We don’t know about you, but we’re already hyped to see what next year’s SuperZoo will have in store – catch you there!
