News

Pet parents splurge on health-oriented products

BY Barbara White-Sax

Consumers are spending when it comes to pet care and grooming. "Overall, the humanization of pets is driving both the grooming and dental categories," said Brian Collier, a spokesman for Naturel Promise. "Pet parents are, more than ever, concerned about the well-being, comfort and health of their pets."

(For the full category review, including sales data, click here.)

There has been growth in pet grooming products, as people view grooming as a way to spend quality time caring for their pets. Pet Head, from Bed Head creator Kyara Mascolo, now has Dog Nail Polish in four colors. The fast-dry, one-coat polish can be used on humans and dogs, according to the company.

Products made with natural and organic ingredients also have become more popular with consumers. A recent study from Packaged Facts revealed that 38% of pet owners believe that natural/organic brand pet products are often better than standard national brands, and 63% are very concerned about the safety of the pet products they buy.

Naturel Promise brand is just one line that offers a selection of grooming products for pets that includes natural ingredients and promotes such benefits as a fresh breath, a healthier coat and less shedding. The brand also markets a spa line for pets.

Pet owners also are more focused on providing their pets with good health care. The American Animal Hospital Association says that poor dental health can lead to more serious pet health problems, such as heart, lung and kidney disease, and that regular teeth brushing at home, coupled with regular dental checkups, can help pets live longer, healthier lives.

Sales of toothpastes and gels, tooth sprays and brushes are on the rise. Triple Pet’s line of pet dental care products covers the spectrum of needs for both dogs and cats, including an EZ Dog unique triple-headed toothbrush design, as well as White-On Disposable Teeth Cleaners, plaque remover and toothpastes.

Collier said many consumers still fail to provide proper dental care for their pets because they assume proper brushing will be a challenge. "Our goal is to continue educating consumers about the importance of dental health, while also connecting them with products that make taking care of their pets’ teeth easy and affordable," he said.

The increased popularity of pet Halloween costumes is another example of how pet parents see their furry friends as family members. The National Retail Federation estimates that 15% of pet owners dress their pets for Halloween. Last year, the NRF said, pet costume sales increased 20% over 2011 dollar sales.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

News

Wahl Clipper introduces all-natural pet cleaning products

BY Barbara White-Sax

STERLING, Ill. — Wahl Clipper has introduced a new line of all-natural pet cleaning products, including dog deodorant and easy-rinse shampoos. The deodorant is designed to be sprayed on dogs — with a strong but not overwhelming scent — and then to dissipate, taking the dog’s odor with it. The new shampoo was designed with humans in mind; Wahl’s director of North America consumer sales Audie Rudiger told DSN, “the first thing people do when buying shampoo for themselves is to smell it.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

News

Consumers upgrading when comes to pets

BY Barbara White-Sax

Products that focus on convenience are winning big in the pet category. “Boomers are still driving so much of the category,” said Bob Vetere, president of the American Pet Products Association. “They love their pets, but they still live active lifestyles. Products that make pet care more convenient have become very popular.”

(For the full category review, including sales data, click here.)

Car restraint systems, which help people travel with their pets; timed watering and feeding devices, which allow pet owners to leave the house for extended periods of time; and even videos that keep pets glued to the television are becoming more widespread. New research from the Global Market Development Center, in conjunction with Radian and Nielsen, shows that sales of pet accessories were up 6% in the drug channel in 2012. 

Odor-fighting products and stain removers also are key growth areas in the category. “People are leaving their pet alone for longer periods, and accidents happen,” Vetere said. “More choices in these segments alleviate the worry for many consumers.” 

As for pet food, GMDC’s research indicates that wet and moist dog foods continue to lose share to dry food. Their research shows that sales of dog and cat food were up slightly in the drug channel, and that drug stores had substantial growth in the dry segment in 2012. Premium and superpremium foods are driving growth in the pet food segment, according to Packaged Facts. Grain-free and human-grade products are key trends.

Pet supplements, which also have had strong sales, should get prominent placement in the section. Research from Packaged Facts shows that 43% of dog owners and 36% of cat owners purchase some type of specialty nutritional formula pet food or supplemental nutritional products for their pets. David Sprinkle, Packaged Facts research director, said aging is the core market driver in the segment as more pets suffer from age-related conditions.

Supplements resembling treats are becoming a bigger force in the segment. The Packaged Facts study said that “palatability concerns and the human/pet bonding and fun factor of supplements in treat form has led to an explosion of functional biscuits and soft chews.” Alternative delivery formats — including gels and pastes, as well as gravies and powders designed to be added to pet food — also are gaining wider acceptance.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES