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 Pet Food/Supplies - October 2006  |
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Pet Pampering
A walk down many retailers' pet food aisles would make any dog wag its tail. As many adults are choosing to have children later in their lives or to not have children at all, their lifestyles are changing. A common change is the addition of a pet, which subsequently becomes part of the household, and is treated almost like a child. Retailers are therefore introducing higher quality pet foods and accessories to satisfy customers looking to pamper their “babies.” It is interesting to note that most of the higher quality pet foods and extended pet accessory lines are fashioned for dogs. Designer Duds for Dogs Chic and trendy pet clothing and accessories are becoming a popular offering for retailers, especially at mass merchandisers such as Target, Minneapolis, MN, and Wal-Mart, Bentonville, AR. Target offers a wide selection of pet products including three dominant lines–Isaac Mizrahi, Boots & Barkley, and Simply Shabby Chic. Isaac Mizrahi, is a renowned designer who designs a clothing line as well as a pet accessory line, both sold exclusively at Target. The items are truly fabulous, and would bring delight even to the pickiest of pets. Standing out on the shelves are items such as a polka-dot dog carrier for $24.99 and a range of ‘squishy’ dog toys in shapes including shoes (high-heels, loafers and wellies) for $4.99. There is also a food bowl with flowers on the bottom for $6.49. Of course along with supplies, your customers will want to dress their beloved pet in the most stylish clothes. Both Boots & Barkley and Simply Shabby Chic feature pet clothes. The Boots & Barkley line has approximately four sub-brands called, Glamour, Classic, Luxe and Back to College. Clothing includes dresses designed to imitate human clothing styles such as a Chinese inspired dress and a frilly princess inspired dress. The Classic range offers items such as polo shirts in standard blues, reds, greens, etc. The clothing in the Glamour line is brightly colored, while the Simply Shabby Chic line features clothing in pastels. The cloths run about $9.99. It is interesting to note that the pet supply section exhibited a few uncommon items, such as picture frames and albums in order for customers to have lasting memories of their pets’ milestones. Wal-Mart is another retailer that offers a variety of pet supplies. The retailer also exhibits a few pet accessory lines including Bark Boutique, which offers polo shirts for dogs and a variety of plastic dog toys. PL also found a display of interesting cat toys including toys with catnip, and a bag of mini jacks. The retailer also features an all purpose shampoo with a tearless formula, vitamin E and aloe. Dog Food– Tasty & Healthy Along with expanding pet accessory collections, pet food lines are improving and adding more nutritious offerings. In terms of food, shoppers have a large variety to choose from, and many of the selections are nutritional and fortified with vitamins and minerals. “Your dog will be the envy of the neighborhood when you treat him or her to any of our great-tasting Happy Tails treats.” This statement can be found on a bag of Tasty Bone Happy Tails treats from Albertsons, Boise, ID. Each different box of treats has a statement pertaining to the specific treat being offered. The above statement expresses the theme that seems to be appearing throughout private label pet food lines-pampering your pets with tasty, healthy treats. The Happy Tails line has a wide selection of dog treats. The product mentioned above is a Tasty Bone treat that contains added vitamins & minerals. The treats are packaged in a bright green wrapper with a picture of a cartoon bulldog and retails at $1.99 for a 26oz bag. In the Happy Tails line consumers can also find selections such as mini beef and cheese flavored hot dogs, bacon strips and bacon strips, both sell for $1.99 a 6oz bag. The hotdogs are made with real beef and the bacon strips contain real bacon. There is also a box of Happy Tails multi-flavor dog biscuits claiming body benefits such as helping to clean teeth and freshening breath. A 26oz box costs $1.99. Albertsons also offers cat food under the Happy Tails range. Featured, are 5.5oz cans of moist food for 55 cents each. Varieties include a tuna platter, real beef dinner in gravy, super combo meal, and a classic seafood platter. In addition the retailer carries dry cat food. All of the bags promote the nutritional value of the product. For instance, writing on the bag of food claims to be a body benefit guide, helping to maintain strong bones and muscles, overall health and vitality, and a healthy heart. A 7lb bag retails at $4.99. Safeway, Pleasanton, CA confirms the notion that retailers are adding more variety to their pet food lines. For dogs, Safeway sells dry food, moist canned food, and a new product–moist food in foil and plastic bags. Customers can find the new dog food item under the Priority line. The item retails at two 5.3oz bags for $1.35. The packages come in flavors such as stew cuts in gravy, and lamb and rice in gravy. Writing on the package boasts that the food has high quality wholesome ingredients and has 100% complete and balanced nutrition for growth and maintenance. Safeway also offers a variety of canned cat food under both its Safeway Select line and Priority line. The small Safeway Select cans of moist cat food feature selections such as a chopped grill and a chicken dinner. The large Priority cans, (43cents each) contain ingredients such as beef and chicken, turkey and giblets, savory grill and a special diet beef and chicken, which is made with low magnesium. In addition, the Safeway Select line has a new item–a variety pack of 24 5.5oz cans for $8.49. Smart & Final, Commerce, CA, continues with the theme of offerings that are health conscious. For example, under its premium Smarty line, is a bag of bountiful dry dog food containing antioxidants to help aid the immune system. In addition the food has ingredients that are natural with added vitamins and minerals. A 17.6lb bag is $10.99. A retailer who has taken dog food to a whole new level is Wegmans, Rochester, NY. Recently, the retailer reintroduced its Bruiser brand of dog food. The package is designed in the new trend of foil and plastic pouches. On the front, the retailer relates to the customer by including a story regarding his dog and the line’s namesake, Bruiser. The products under this line also include tantalizing and unique varieties such as apple and peanut butter flavored dog biscuits with real apple chunks! Similar to Wegmans, Wal-Mart has also added spice to the pet food market with its wide range of premium dog and cat food, as well as new packaging designed for easier use. For cats, Wal-Mart’s store brands are Special Kitty, Special Kitty Select, Maxximum, and Special Kitty Premium. Among others, the Special Kitty Select offers a super supper dinner that now contains more food and an EZ open lid. A 13oz can costs $0.41. Additionally, the Special Kitty gourmet blend of dry food features a new formula with improved taste, increased protein and energy. A 41lb bag with ingredient including natural seafood and chicken and fish sells for $3.78 and a 20lb bag is $8.24. The Special Kitty Select line has also picked-up on the trend of selling wet food in plastic and foil bags. Each bag is $.027 and comes in flavors like turkey and gibblets in gravy, mixed grill, and tuna in sauce. Wal-Mart’s Ol’Roy line of dog food also includes a few new and improved products. In terms of cans, the line features a new EZ open lid, with 22oz cans for $0.66 and 13.2oz cans for $0.38. Ol’Roy dry food offers shoppers a new thicker formula with more meat and gravy flavors. An 8lb bag is $4.97. Finally, there is a new type of dog treats–grilled chicken strips made with real chicken. To entice children (and perhaps preoccupy them), the Wal-Mart store that PL visited has large warm water fish aquariums located at the end of the pet food aisles. The aquariums contain a variety of small fish.
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