Eukanuba responds to consumer shopping trends
Eukanuba is responding to changing consumer shopping habits by introducing a new 12kg format in their dog dry offering. The aim is to help support retailers with on-shelf price positioning.
With 10-15kg bags of food now worth 45% of dog food sales in the UK*, Eukanuba has responded with the introduction of a 12kg dry offering at a lower price point to support retailers in achieving stronger sales in the category.
Eukanuba’s whole range including Puppy, Adult, Mature & Senior, Light/Weight Control and Breed Specific will all be available in 12kg formats from April 1st 2016. These varieties have experienced the biggest shift in consumers opting for smaller format options, which is why Eukanuba is providing a 12kg option in these SKU’s.
The new format has a recommended retail price of £42.99-49.99 depending on specific product (price is at the sole discretion of the retailer). The new format and pricing will be supported through dedicated point of sale marketing materials to further support retailers in their communications to customers on shelf and in-store.
Julie Nottage, Pet Specialty Channel Leader for Eukanuba, commented: ‘’We are constantly reviewing market and consumer trends to ensure that we respond to be able to provide retailers with the best products to bolster premium sales within the pet food category.
"We feel that the new format will provide independent, specialist and national retailers with a competitive product offering and will be appealing to consumer with a lower absolute price point. The promotional price and POS materials will further support sales and encourage more consumers to trade up to a more premium product.’
“At Eukanuba, we believe in feeding pet’s premium nutrition with only the best, highest-quality animal proteins. That’s why we use chicken or lamb – not vegetables – as the principal source of protein in our foods.”
*GFK Pet Food Report 2015