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www.IndependentRetailer.com NEWS Pet Product Marketing
IT IS undeniable that the pet in- dustry continues to be a lucrative area of retail, but MarketWatch. com suggests, “The U.S. pet mar- ket has yet to come fully into its own.” Shoppers of pet products have shown great favoritism to- wards high priced specialty retail channels, with discount stores vying for attention, but with a close eye on trends, the pet market can be profi table for any retail outlet. A great resource is the recent March 2012 consumer survey, U.S. Pet Market Outlook 2012-2013, a go-to source for a complete understanding of the U.S. pet industry. In its fourth
edition, the report evaluates cur- rent trends and future directions for marketing and retailing, along with consumer patterns across the full spectrum of the market, including veterinary services, pet food, nonfood pet supplies, non-medical pet services and much more. Among some of the nota-
ble trends is that store brands are more important than ever, with natural, organic, and eco- friendly products continuing to advance. But as MarketWatch points out, “At the same time, many Americans remain bud- get strapped, and it’s essential
that pet marketers and retailers respond to this mindset, as well as to the expectations of less cost-conscious pet owners.” As a result, in this market en- vironment, it’s no accident that along with pet specialty retailers, price focused dollar stores and wholesale clubs have been grow- ing their pet business. The best way to win customers, other than prices, is to effectively relate by recognizing that pet owners are more like pet parents. “Pet par- enting, and the ensconcement of pets as members of the family, is more than just a trend. It is a
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independentretailer@viatrading.com 10 May 2012 INDEPENDENTRETAILER
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