Special Report: Merchandising Premium Pet in Food-Drug-Mass
The pet specialty channel has experienced monumental growth within the last decade and retailers in peripheral channels have taken notice. Players in the farm and fleet, convenience and notably food-drug-mass are keen on investing in pet products and designating space in-store for attractive and informative merchandising so they too can revel in the steady foot traffic and loyal band of consumers properly merchandised pet products have proven to attract.
Pet food manufacturers are willing to expand their reach across retail channels. Raising brand awareness and building a following of pet parents are obvious perks. Additionally, engaging with pet owners in meaningful and impactful ways calls for understanding first, what makes shoppers unique at each retail channel and second, what consumers expect from their shopping trip at a food-drug-mass retailer versus a pet specialty retailer.
Formidable manufacturers have curated their brands to match the dietary demands and price points of specific groups of shoppers. The pet owners perusing the aisles at pet specialty might not be as price sensitive as the one-stop shopper trying to efficiently gather essentials for their household. Manufacturers also take into consideration a pet specialty retailer will have the knowledge and influence to guide purchases while a food-drug-mass associate might not be available to provide recommendations and guidance. This is where packing design and in-store merchandising can help to inform pet owners when store associates cannot.
One such leader in the premium foods space is MPM Products USA, which produces the Applaws brand specifically for pet specialty retail and the Reveal brand tailored to the FDM channel.
“Grocery and mass retail partners provide Reveal and other brands an opportunity to reach a wide audience of cat owners seeking convenience in the way they shop for themselves and their family, including their pets,” said MPM Products USA’s Steve Hilker. “Many recognize that offering high-quality natural products for the discerning shoppers is a growth opportunity in recent years as premiumization and humanization have become the norm. Reveal collaborates with these retailers to promote the brand through geotargeted retail marketing campaigns, in-store displays and promotions helping raise awareness and increase sales – a win-win!”
“Pet owners who primarily shop at FDM locations look for convenience, affordability and a variety of options,” he continued. “They appreciate brands like Reveal that offer high-quality, natural pet food while fitting seamlessly into their own grocery shopping routines. They are often experienced cat owners who have a good understanding of their cats’ needs, the category and range products available, and don’t always need as much education and support when it comes to making a cat-food purchase as those of some other channels.”
Working across retail channels has enabled MPM Products to serve an even broader audience of pet owners with high quality premium food and treats.
“Reveal Pet Food maintains its commitment to quality by creating limited ingredient cat food recipes for discerning cat parents that shop across retailers and channels,” explained Hilker. “At Reveal, we believe that mealtimes should be a highlight of the day for all the family – pets included. That’s why we created a range of cat food recipes that contain no grains, fillers or additives and are made with natural ingredients and real protein that we’re sure cats and their loving parents will love.”
He continued, “Reveal delivers the highest quality of environmentally friendly products in line with our B Corp framework. We carefully select, high-quality, limited natural ingredients, prioritizing our sustainability impact every step of the way. Further, by partnering with grocery / mass retailers, Reveal brings specialty quality and natural ingredients to a broader audience of cat lovers. The brand also aims to reach discerning cat owners through its marketing efforts – online and in-store. This ensures that whether a shopper is walking the aisle, perusing the retailers’ ‘digital shelf,’ or searching for new options online, they are made aware of what Reveal has to offer and where they can buy near them.”
Since its debut in 2017, Reveal has distinguished itself from other premium food and treats on the shelf by scrupulously limiting its ingredient deck to the best, highest quality proteins without cutting corners.
“Reveal stands out by offering truly limited ingredient wet cat foods which feature only a handful of high-quality ingredients, such as flaked tuna filet or shredded chicken breast,” Hilker elaborated. “Reveal also offers a range of pure protein, single-ingredient treats and a line of complete and balanced dry food for adult cats and kittens that are tasty, nutritious and a good source of animal protein as the first ingredient. All Reveal recipes are grain-free, made with as few ingredients as possible, and contain no artificial flavors or preservatives, while also being exceptionally tasty so your cat doesn’t turn up their noses at mealtime. We are proud to be a part of the B Corp community of businesses helping to build a fairer and greener future for people, planet, and in our case pets!”
The Reveal line was developed to address a need for more grain-free options made with minimal ingredients. The brand also proves that pet owners can expect to find top-shelf quality pet food outside of the pet specialty stores.
“Reveal fills a gap in the market by providing grain-free recipes with limited ingredients,” Hilker said. “Cat owners seeking simple, natural and high protein content for their feline friends find Reveal’s offerings appealing. The brand caters to those who prioritize quality without compromising on taste and those who take a repertoire approach to feeding with a balance of foods that delight and nourish – those looking for limited ingredients but sharing unlimited joy with their cats.”
This year, Reveal has been developing initiatives and educational outreach to promote the benefits of feeding pets a variety of proteins and grain-free recipes made with limited ingredients.
“Reveal focuses on educating pet owners about the benefits of feeding a variety of proteins and grain-free recipes through retailer education, tradeshows and consumer outreach through social media, the brand’s website and other means,” Hilker said. “Reveal emphasizes the role of limited ingredient foods as part of a healthy and balanced diet, while also providing highly appetizing foods and treats cats will love.”
Establishing brand presence and forging alliances with retailers across retail channels has proven to be a strategic and wise move for pet manufacturers. By having an offering in multiple channels, this move affords manufacturers the opportunity to tailor their brands so they are channel-specific. Their brands resonate with a broader audience of pet owners with varying priorities such as price, Made in the US or premium or super premium.