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RANGE REVIEW: PET & BIRDCARE


HUMANISING OF PETS BOOSTS SALES OF FOOD AND ACCESSORIES


With research showing a decline in pet ownership, retailers are reacting to a growing trend for stylish accessories and organic food and treats and premium products for garden birds. Sue Deane reports


W


hile most of the UK population own a pet, this is in long-term decline, putting pressure on the


pet industry, according to research published by Mintel in July this year. However, the ‘humanising’ of pets and dogs in particular, is a fast-growing trend in the UK, as consumers make them part of the family, meaning the opportunities to capitalise on this development are considerable.


“People indulge their pets, including them in celebrations, buying them gifts, stylish accessories and toys,” says Mintel senior retail analyst Jane Westgarth. “Humanisation of pets is extending to include fitness monitors that make sure the pet is getting the exercise it needs as well as performance accessories such as cooling jackets for active dogs. In the home, demand for stylish pet beds and houses, is growing as people want their pet accessories to fit with their décor. “However, today’s time-pressed consumers also want convenience and this is driving demand for automated accessories that can feed or entertain a pet left alone.” This is confirmed by store manager at Monkton Elm Garden & Pet Centre Steve Searle, who says: “The main trend we have been seeing is a huge calling for natural foods and treats, behavioural tools to help train dogs and boredom breakers for their general wellbeing and to help those with certain types of anxiety, to stay calm and keep their minds active (the dogs, not the owners!) – so we have expanded into these products.”


The British have traditionally been known as animal lovers and a growing trend for pets to be treated like one of the family is evident from, not only how much is spent on them, but the quality and diversity of the food they are given.


14 DIY WEEK 13 OCTOBER 2017


Euromonitor has identified three types of cash-splashing pet owners: ‘mainsteam humanisers’ (about two thirds) opt for reliable premium brands “that convey an indulgent feel; ‘anti-humanisers’ (20-30%) choose smaller, ethical brands and are most likely to put their pets on wild, raw or organic diet; and ‘extreme humanisers’ (roughly 5%) tend to be high-spending urban- dwellers who value status, fashion


and exclusivity and see their pet as a personal accessory or a substitute for a child. This group are most likely to buy their pets designer outfits, crystal encrusted drinking bowls, exercise activities and extreme grooming treatments. “On average, British pet owners spend £34 on pet food and treats monthly, thus expenditure on pet food could run at £405 a year,” concluded the report.


Speciality food


Not surprising then, the market for pet food has developed significantly over the past few years with more customers looking for ‘healthier’ options for their animals as Gardman’s group director of sales Mark Portman explains: “We see across the pet category further expansion in specialty food; the recent launch of FreshPet is a good example of this, as chiller cabinets are introduced into store. We expect this trend to continue, as shoppers look for a more premium product for their pets.”


It is not simply about supplying


premium food products but extends to advising customers on the most suitable for their pets. At Monkton Elm, the natural/raw food trade is “booming, with customers becoming more knowledgeable every day about what they are putting inside their pet’s body, with help from trained independent retailers who are giving them the nutrition advice they want and need, which is why they come back to us. “This is a further area our pet


centre has expanded in dramatically during the past two years, with frozen raw food being a top seller, then high protein and grain-free foods, followed by the vast amount of 100% natural treats to coincide with natural feeding.”


Natural ingredients Fish-based pet food is growing in popularity among consumers and Purely Fish is a new brand with a range for both dogs and cats, made from 100% natural ingredients. “Pets are very much at the heart of a family unit and as such, we all want to do the very best by them,” says new business manager Karen Scott. “With the health benefits of eating fish well recognised, we have developed a range of fish- based dog treats that pass on this nutritious goodness to our four- legged best friends.”


www.diyweek.net


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