PAW: Pet and Animal Wellbeing at Glee (27th-29th June 2023, NEC Birmingham) - will showcase pet care and wellbeing with the best of British and overseas pet suppliers to garden centre buyers who are capitalising on the ‘pet pound’.
The UK is a pet loving nation
Recent research from the Pet Food Manufacturers' Association revealed that 3.2 million UK households have acquired a pet since 2020, and its data is predicting that by the end of 2023 16.2 million (households, or 57% of the population, will have a pet. With dogs remaining the most popular choice with over 12 million households being home to a pooch, and 11 million the domain of cat owners, it’s little wonder that the pet products that address animals’ distinct requirements and foster stronger connections between owners and their pets have witnessed exponential growth in the last three years.
Pet within garden retail
HTA Retail Monitor shows that pet sales within garden centres were up 31% in February 2023 compared to the same month in 2021. With sales rising, and pet owner numbers staying strong, now is the optimal time for garden retailers to review their pet offering to establish an offering that focuses on trends, core lines and gifting opportunities to suit the many demands of these so-called pet parents. Perfectly positioned to support this potential is PAW at Glee, where a host of established and emerging pet brands come together to showcase new products and pet services, whilst helping retailers to understand the value of the pet pound and how the humanization of pets is changing the landscape.
Pet trends to see at Glee
1. Nutrition and diet specific feeds
Natural ingredients, hand-made products, no plastics – many of today’s fastest-growing ‘human’ lifestyle choices are now shaping how we care for our pets, with diet and nutrition one area where the change has been most dominant.
Like never before, consumers are scrutinising pet meals as they would their own, whether it be organic, vegan or diet solutions. As a result, manufacturers are now offering food and treats that reflect these differing diet needs.
Representing this at PAW at Glee this year will be Eden Holistic Pet Foods (stand 7B50) whose balanced natural pet food has been developed with nutritionists and by FEDIAF (European Pet Food Industry Federation) standards. Sabre Pet Food (stand 7A54) will also be promoting its Alpha Spirit brand whose mission is to manage the well-being and natural feeding of pets, by offering a collection of products that closely resemble the food they would have enjoyed in the wild.
There has also been a notable rise in the popularity of raw dog food as pet owners become more concerned about the ingredients of processed pet food and look to introduce more ‘natural’ diets that replicate the diet of our beloved canines’ wild ancestors. Experts in this field and ready to educate garden retailers at Glee will be Nutriment (stand 7C41), who supply only the best raw ingredients for its dog and cat food, sourcing premium British wherever they can, to deliver essential, high-quality nutrition to our canine and feline friends. Look out for natural treats such as The Cinnamuncher’s (stand 7B51) Ceylon cinnamon-wood dog chew sticks which are not only packed with flavour but will clean their teeth and calm dogs. Other sustainable treats available to source at Glee include an insect offering from Mr Bug (stand 7C50) which breeds its own mealworms in Devon for protein-packed food that has a significant impact on digestion, absorption and muscle production.
2. Accessorising your pet
By sharing our health and wellness preferences with our pets we feel they will be well cared for, comfortable and at their best. In short, we’re not only treating them as part of the family but also, effectively, human. This ‘humanisation’ trend has been highlighted by major market studies for several years, with pet fashion, accessories and pet gifts one of the first areas where the trend was identified. Gifting periods now feature our pets more than ever, with One Poll reporting that 25% of Brits buy a birthday present for their pets. In fact, it has been reported that whilst eight in 10 consumers have changed their grocery shopping habits to save money, only one in 10 pet owners have cut back on what they spend on their animals. It finds 42% spoil pets with treats and gifts even though their budgets are tight, with more than half of dog owners indulging their pooches with Christmas stockings.
With consumers so willing to spend on their pets, it’s vital that retailers have the right products stocked to respond accordingly. Think doggy birthday presents and Christmas stockings, all of which will be available to source at PAW. Look out for Benchmark Kennels (stand 7A46-B41) who fit this luxury gift mould offering only the highest quality materials and the most comfortable living solution for your dog.
Elsewhere, the award-winning, family-run business will return to PAW Goodchap’s (stand 7B53) to showcase its healthy dog treats plus an updated range of eco-friendly and plastic-free dog toys.
Representing the best of pet clothing will be Hem & Boo (stand 7C43) who is debuting at Glee in 2023 with a selection of collars, leads and beds. Trinkety Paws (stand 7C45) – the brand behind The Canine Cottage boutique - will be on hand to show retailers its on-trend UK-made dog collars and dog leads in the latest on-trend colours. Another new exhibitor will be Twiggy Tags (stand 7C47) who be on site with its practical and hard-wearing dog gear designed for outdoors owners seeking an adorable outfit for their pets.
3. Engaging with nature
The events of the last few years have positively influenced our relationship with nature and wildlife. In times of turmoil, more than ever, people have turned to their gardens to support both physical and mental wellbeing, whilst the ongoing climate crisis has moved many to protect their own little corner of nature. This renewed focus on nature has opened up a new sales opportunity for retailers by presenting products to encourage wildlife into the garden in a fresh and new way. Supporting this growth at PAW will be long-term exhibitors WHM Pet Group (stand 6F50-G51) with its Honeyfield’s Wild Bird brand will showcase its leading portfolio of wild bird food, treats, wild bird feeders, tables, dining stations and accessories.
Opening a window to the wild will be Green Feathers (stand 7B40) with its Wi-Fi bird box cameras and wildlife cameras, whilst Unipet International (stand 7C55) will be on hand also with the latest suet-based treats with its Suet-To-Go collection.
Matthew Mein, Event Director at Glee commented: “PAW has been developed so retailers can capitalise on the increasing “pet-pound” trend and the uplift in pet ownership that we’ve seen over the past few years. The pet industry continues to boom, and we have a wealth of exhibitors in this show sector that can put pet care at the forefront of garden centres sales. Visiting the PAW: Pet and Animal Wellbeing sector at Glee will equip staff with the tools and knowledge to advise pet owners and be instrumental in helping to drive growth for retailers who put a real focus on pet products in 2024.
“What’s more, Glee’s wider product portfolio means that garden centre buyers can access not just pets but everything else to complete their overall offering. A true one-stop-shop, time spent at Glee will deliver a significant return on investment and set retailers up for both the remainder of the 2023 season and throughout 2024.”
Find out more
Glee connects the garden industry to inspire change, drive growth and launch innovation.
To keep up to date on the latest Glee news visit www.gleebirmingham.com. To enquire about exhibiting at Glee 2023, which will take place June 27th – 29th at the NEC, please call +44 (0)203 3545 9752.
