The festive period represents a huge opportunity for the pet treat category, enabling retailers to excite owners and non-owners alike who are looking to treat the pets in their lives.
Christmas lines in 2013 were worth over £4.5 million and Mars Petcare continued to drive growth in the sector through its brands including Pedigree, Whiskas and Dreamies.
This year, Mars Petcare is unveiling two new products and bringing back some festive favourites for the nation’s pets to enjoy this Christmas.
New products:
- The Pedigree Cracker is a new addition to the Christmas range and is an ideal gift for this time of year, offering a variety of dogs’ favourite treats.
- For cats, Dreamies Super-Mix is a new, limited-edition collection of the most popular Dreamies flavours.
Returning festive products:
- The limited-edition design for Dreamies Turkey is back to make the most of the seasonal opportunity and fill cat owners with festive cheer.
- The Pedigree® Christmas Stocking, with its popular pack format, interactive toy and an exciting range of treats, represents great value for money. The Pedigree Christmas Stocking comes in easy to merchandise shelf-ready packaging to optimise in-store presence.
- This year sees the return of the Pedigree Limited Edition range, with seasonal designs for Christmas. Pedigree Jumbone and Pedigree Schmackos will both be available in a festive turkey variety.
- A festive feline favourite is also returning in the form of the Whiskas Christmas Stocking. Its proven packaging format, interactive treat ball and treats will be available in a choice of pre-filled clip-strips, or easy to merchandise shelf-ready cases to optimise in-store presence.
David Minton, Customer Marketing & Category Leadership Director, Mars Petcare UK, said: “As well as treating themselves, people want to give their pets something special during the Christmas period, so the festive season offers retailers a huge opportunity to strengthen sales in the Care and Treat category.
"Owners will be looking beyond their usual products and will want to treat their pets to premium products to mark this special occasion. There is also a chance for retailers to attract new customers and non-pet owners, who account for a third of seasonal treats purchased during this time. They come to the category looking to give something special to a friend or family member’s dog or cat.”
Retailers are advised to stock up early, to ensure that shopper demands are met in store, and they should also look to provide their customers with an engaging in-store experience. Mars Petcare’s Christmas display units are designed to give retailers a range of stock loading options to help maximise Christmas opportunities. Secondary displays can also help retailers to drive further sales, and this is particularly true during the seasonal period.
Mars Petcare’s Christmas range will be available to order from 31st August 2014, and include:
- Pedigree Cracker – RSP £5
- Pedigree Limited Editions – RSPs are in line with standard packs and can be included in multi-buy activities
- Pedigree Stocking – RSP £3.99
- Dreamies Super-Mix – RSP £3
- Dreamies Turkey Limited Edition – RSP is in line with standard packs and can be included in multi-buy activities
- Whiskas Christmas Stocking – RSP £3.99
