Pet Product Promotions to Rise in 2012

The popularity of the dog-​related ads in this year’s Super Bowl proved that caring for the family pet will prompt consumers to open their wallets. But pet parents aren’t content to shop at one specific store. As a result, pet product suppliers will be rolling out more ad campaigns to increase their  market share.

With annual pet-​related spending now approaching $50 billion in the U.S., marketers are taking their strategic options into account. Research shows that consumers consider a number of factors when it comes to keeping Fluffers and Fido happy:

  • Price
  • Organic products
  • Premium products
  • Special promotions
  • Pet treats

Currently, about 47% of consumers shop at a variety of stores for pet products. And research provided by Packaged Facts and Experian Simmons indicates that channel loyalty has dropped from 53% to 41% in the past several years. As has been the case with many retail categories, the pet product market changed in the following ways:

  • More big-​box pet specialty outlets
  • More mass merchandisers and supercenters
  • Higher percentage of consumers shopping online

While there is still an upscale element to the pet product market, more consumers are willing to try private label and store brands in an attempt to save money. And 45% of surveyed consumers say the "store-​brand pet products are often as good as national brand name products". This attitude serves to intensify market competition. As more well-​known brands roll out campaigns designed to appeal to consumer emotions and increase loyalty, private label promoters will be advertising their ‘me-​too’ products, often at lower prices.

[Sources: Pet Products Trend Report." American Pet Products Association (APPA), 25 Mar. 2010  Web. 29 Mar. 2010; Pet Product Retail Channel and Consumer Shopping Trends. Packaged Facts. January 2012. Web. 8 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.