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Pet Product & People News
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Challenging year ahead for the pet industry
We asked leading pet industry figures to give us their predictions for 2013. Follow the links to see the results of their crystal ball gazing...
- Nigel Baker, chief executive of the PCTA
- Celia Walsom, executive of Petlog
- Lynda Ward, of Pet Trade Solutions
- Piers Smart, managing director of Scampers
- Gabriela Lerner, of Collarways
- Emma Hollings, marketing manager of Hollings Ltd
- Andy Reed, of Crown Petfoods
- Steve Brown, managing director of Pedigree Wholesale
- Sherrie Rowlands, of Mars Petcare
- Agathe Dias, marketing manager of Spectrum Brands
- Peter Parkinson, marketing director of Town & Country Petfoods
We asked leading pet industry figures to give us their predictions for 2013. Follow the links to see the results of their crystal ball gazing...
- Nigel Baker, chief executive of the PCTA
- Celia Walsom, executive of Petlog
- Lynda Ward, of Pet Trade Solutions
- Piers Smart, managing director of Scampers
- Gabriela Lerner, of Collarways
- Emma Hollings, marketing manager of Hollings Ltd
- Andy Reed, of Crown Petfoods
- Steve Brown, managing director of Pedigree Wholesale
- Sherrie Rowlands, of Mars Petcare
- Agathe Dias, marketing manager of Spectrum Brands
- Peter Parkinson, marketing director of Town & Country Petfoods
What are your predictions for 2013? Let us know and we'll publish some more insights next week. Email neil.pope@tgcmc.co.uk
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Nigel Baker, the new chief executive of the Pet Care Trade Association and the Pet Care Trust, believes there are many opportunities for pet businesses to reach out to more customers.
"I believe a good year lies ahead," said Nigel. "The PCTA is well positioned to lead on this and help members prosper both through value added membership benefits and business support.
"We will shortly announce some significant changes to the way the PCTA operates and innovative benefits packages for members. I am looking for these changes to increase membership and give the industry a stronger voice with government – local, UK and EU."
So what does he think are the challenges facing the industry?
"With talk of a triple dip recession, savvy consumers will be seeking convincing justification for their pet spending," added Nigel.
"Pet businesses must work harder than ever to inform and educate their customers about how their products and services can meet their needs.
"Greater differentiation on customer service and product offering will help drive repeat business."
And Nigel thinks there is cause for optimism because the UK is a dynamic pet owning country.
"It means there are opportunities for all of our members to participate in this growing industry which has proven to be robust, despite the challenges of the economic environment in recent years."
Nigel is now six weeks into his role as chief executive of the PCTA and he feels 2013 is already shaping up very well.
"We will shortly be announcing dates and programmes for two exciting events for this year.
"This year’s British Dog Grooming Championship promises to provide the biggest ever platform for groomers to demonstrate their talents in a day packed full of inspiration and entertainment, with innovative attractions sure to draw the crowds.
"And we are very excited to deliver a large scale Pet Industry Forum event which will host intelligent debate over the hottest topics pet businesses are encountering, and will provide unique training and networking opportunities."
Visit www.petcare.org.uk for the latest information.
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Microchipping will be a hot topic in 2013
The microchipping of pets will be a hot topic in 2013, according to the UK's largest lost-and-found pet database...
The microchipping of pets will be a hot topic in 2013, according to the UK's largest lost-and-found pet database.
Petlog executive Celia Walsom (above) said: "Most people involved in the pet industry will know that this year is an exciting year for microchips.
"Almost any animal can be microchipped, but cats and dogs dominate the microchip databases.
"Microchipping allows for a pet to be reunited quickly and easily with its owner after it has been handed into a local authority, welfare centre or vet.
"It is one of only two forms a permanent identification, the other being tattooing. No matter where or when the pet is found, the owner can still be found."
In 2013 the government is expected to make an announcement on the compulsory microchipping of dogs but how this will be implemented has yet to be decided.
"There is a lot to be considered, but the positive impacts could be huge," added Celia.
"Products utilising microchips may find a surge in new customers, but more importantly, we are confident that compulsory microchipping for dogs will help reduce the number of dogs in rescue centres, as lost pets will be quickly reunited with their owners, instead of being kenneled and re-homed."
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Educate and motivate your sales teams
Suppliers and manufacturers need to continue to educate and motivate their sales people to cope with the challenges of increasing competition in every sector. That's the view of recruitment specialist Lynda Ward...
Suppliers and manufacturers need to continue to educate and motivate their sales people to cope with the challenges of increasing competition in every sector. That's the view of recruitment specialist Lynda Ward.
"There are many challenges facing the industry so everyone needs to work hard at providing good products and services," said Lynda, who runs Pet Trade Solutions.
"The challenge facing pet retailers will be competition from grocery multiples while for some suppliers rising prices from sources in China will affect margins.
"I think it will be another tough year, particularly for food manufacturers with middle-range products - the best place to be at present is at the top or the bottom end of the market.
"Quality will remain the key. All consumers want cost effectiveness but also demand high quality for their spend."
But Lynda thinks there are plenty of reasons for being optmistic.
"There are opportunities afforded to manufacturers by expanding overseas markets," added Lynda. "And I'm particularly excited to see the growth of those pet businesses which have worked hard and been resourceful enough to overcome the problems caused by the recession."
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Manufacturers need to keep innovating
To give the pet trade a boost in 2013 manufacturers and suppliers need to keep bringing out new and innovative products, according to Steve Brown, managing director of Pedigree Wholesale...
To give the pet trade a boost in 2013 manufacturers and suppliers need to keep bringing out new and innovative products, according to Steve Brown, managing director of Pedigree Wholesale.
"The British Chamber of Commerce revised its growth forecast for 2013 and 2014 downward in its latest economic forecast," says Steve. "The BCC believes the economy will grow by 1% during 2013, down from its earlier 1.2% forecast. GDP growth in 2014 has been revised downwards from 2.2% to 1.8%*.
"For the pet trade this will result in continued pressure on retail sales. Furthermore we expect to see pet food prices to continue to increase as higher raw material costs filter through.
"To stimulate sales manufacturers and suppliers need to bring out new and innovative products and promotional formats to enable retailers to increase footfall and encourage consumer spend.
"The pet trade has proved to be a resilient market and has held up well over the last few years. There are always opportunities to grow your business if you focus on your strengths and offer a differentiated proposition."
As far as Pedigree Wholesale is concerned the company will continue to offer a great service while constantly working on extending its range and sourcing new and exclusive products.
"As part of our range expansion plans we are actively asking customers what they want and listening to their needs," added Steve.
"We have a number of initiatives planned for 2013 and have just launched a brand new price list, which is easy to use and prices are fixed for 8 weeks, reducing the required frequency of price changes and making it easier for retailers to manage their spend."
To further details of the British Chamber of Commerce forecast click here
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Premium pet food products will continue to grow
Producing and selling pet food of the highest quality means that the product values must shine through at every level, believes Peter Parkinson, Marketing Director of Town & Country Petfoods...
Producing and selling pet food of the highest quality means that the product values must shine through at every level, believes Peter Parkinson, Marketing Director of Town & Country Petfoods. "While the pet trade is a highly competitive market there are some clear pockets of opportunity," says Peter. "There have been losses in the mid-price area and we expect to see that pattern continue. Price will continue to be a focus at one end of the market but at the other end we expect the premium, super premium and ultra premium sectors to continue to grow. "Producing and selling products of the highest quality, however, means that the product values must shine through at every level. Consumers are increasingly expecting higher levels of good quality meat or fish in their pet food with added nutritional and health benefits that are clearly communicated through the design and presentation of the packaging. "This humanisation of pet food will continue for some time to come and the successful brands will be those that fully understand the level of quality pet owners now expect at the top end of the market." But, according to Peter, there are challenges that lie ahead throughout 2013 and beyond. "The sourcing of raw materials at a price point that is acceptable to the manufacturer and consumer will be key in 2013, as will product innovation within these product areas. "For example, 2012 saw restricted supplies of products such as rawhide and certain types of fish. This was for a variety of reasons including fishing quota restrictions and new human markets emerging for the same raw materials. This means, to be successful, manufacturers have to become more adept at innovation and reducing the amount of time it takes from product concept to the finished item reaching the shelves. "2012 was an exciting year for us with the re-launch of our entire cat food portfolio. We now have new ranges that clearly fit with where the market opportunity exists. We also have a dog and cat food range exclusively available to the pet trade with Nature’s Essentials. 2013 won’t be a year to rest though. We have more to come, so watch this space!"
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Greater emphasis being placed on pet health care
Pet shop owner Piers Smart predicts more pet owners will be placing greater emphasis on the health and care of their animals in 2013...
Pet shop owner Piers Smart predicts more pet owners will be placing greater emphasis on the health and care of their animals in 2013.
And that includes dog owners buying food that has a high meat content, is low in carbohydrates, and is natural/organic.
"I would urge fellow pet retailers to understand more about pet food," said Piers, who is managing director of Scampers in Cambridgeshire. "They must have a higher level of knowledge of what actually goes into the pet food they sell.
Scampers has de-listed well-known brands from major pet food companies, and is now working with independent natural pet food and treat manufacturers.
"Initially, a few customers questioned the cost of the pet food we now sell," said Piers. "But I told them that this is what good dog food costs. They didn't take much convincing because their pets' welfare is the most important thing to them."
Piers added that retailers needed to keep an eye on the pet food they stock in future, to make sure suppliers were not cheating on the ingredients.
"As costs increase there is a danger that suppliers try to pinch money back on the quality of ingredients by reducing meat content and increasing cereal content."
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Rocky road for the pet trade
It's going to be another rocky year for the pet trade, says Gabriela Lerner, of Collarways...
It's going to be another rocky year for the pet trade, says Gabriela Lerner, of Collarways.
"We've seen huge changes in the businesses we work with (both customers and suppliers) and I believe this will continue through 2013," she says.
"All the more reason to stay alert and flexible to move with those changes, rather than resist them.
"There is a tendency to complain about the external influences on our businesses. However, they're just a part of our reality. We can achieve more by staying positive, looking forward and approaching business with an open and honest approach.
"I think the industry is faced with many challenges and I'm sure we're all very aware of them. An unstable economy, lack of resources and raw materials, increasing costs of almost everything.
"Personally I'm particularly concerned about the decline of the high street. However we are seeing that those retailers who adapt by offering different and innovative products and by updating to a more specialist or boutique style concept can thrive.
"I'm very optimistic about the emerging trend of the public supporting independent retailers. We do need more good independent businesses on the high streets because the public does actually want to buy there.
"There is now more transparency about what goes on in 'big' business and this is disseminated not just via the press but also to a large degree via the social networks. This gives people a sense of community and joint power. More and more people know that they can actually make a difference with their buying power.
"At Collarways we have been very busy finding and testing new products over the last few months. We look forward to introducing those products to the market soon.
"We're going to upgrade our infrastructures to streamline the processing of orders further and we're upgrading our warehouse logistics. In our 10th year of trading we we will continue to listen to our customers and deliver the great customer service they expect from us."
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Pet shops need to diversify
Pet retailers are being urged to diversify during difficult economic times, with grooming being one profitable area worth considering...
Pet retailers are being urged to diversify during difficult economic times, with grooming being one profitable area worth considering. Agathe Dias, marketing manager of Spectrum Brands which includes FURminator, said: "Pet owners are showing increasing interest in either paying someone to professionally groom their pet or invest in the tools and learning the techniques themselves. "Some retailers have even done the training extended into this area, seeing it as an opportunity for diversification and growth." Agathe admitted the past few years for the pet trade have been tough but some clear areas of opportunity were starting to show in certain sectors that provide retailers with a chance to benefit from. Apart from grooming, the treats sector had grown consistently over the past couple of years and showed promise for the year to come. "Understanding how the market has changed is vital. While things have been tough many retailers have done well out of these changes. Those that haven’t moved with the times are the ones that have suffered. "We all need to understand that on-line retailing is here to change, along with buying behaviour and the areas of growth and opportunity. These new characteristics need to be embraced and understood for any business to survive. "We remain optimistic and excited about the future but because there are always opportunities and while there may be a certain amount of pain in adjusting or reinventing a business the benefits exist for those who do. "It demands new thinking and a creative approach, and possibly even learning new skills, but that makes for a more interesting working experience." Spectrum Brands is made up of three brands – Tetra, FURminator and 8in1. Agathe admits they each have different challenges but revealed the company had extensive plans for each of them. "This year for Tetra, it will be about focusing out our core range, adding new products, developing new appealing concepts and supporting retailers in helping them develop their understanding of their customers’ buying habits and providing high quality products that do what they promise. "For FURminator we are focusing on our current range, helping retailers to maximise the opportunities presented by the increasing interest in the grooming sector thanks to sophisticated merchandising solutions able to train the end-consumer on this category of products. "With 8in1 we are focusing on communicating the benefits of healthy treats with nutritional and health benefits, we are also planning to extend our product portfolio by offering the best reward to the dogs."
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Pet departments in garden centres offer huge potential
Andy Reed, sales and marketing director for Crown Pet Foods’ two brands Royal Canin and James Wellbeloved, believes 2013 offers many opportunities, especially in garden centres...
Andy Reed, sales and marketing director for Crown Pet Foods’ two brands Royal Canin and James Wellbeloved, believes 2013 offers many opportunities, especially in garden centres...
“Ever increasing specialisation is the way forward," says Andy. "Being a specialist, an expert in everything a pet needs, is the pet trade’s outstanding asset, and as customers become more and more demanding specialists continue to be even better placed to meet their needs.
“In relation to specialisation, we’ve clearly identified small dogs and cats as a market sector where the pet specialist can have the edge, with new launches for both Royal Canin and James Wellbeloved. Nutritional needs drive our product development, but they also give the pet sector another way to differentiate themselves and make themselves invaluable to customers.
“For the garden centre trade, I think the pet element still has a huge amount of potential. Some outlets are doing really well, and are reaping the benefits of year round footfall and sales in what is traditionally a seasonal industry, and we are looking forward to working with others to extend the opportunities.”
When asked what challenges lay ahead for the industry, Andy replied: “Clearly the economic situation is one we are all keeping a very close eye on, but so far pet owners have remained very loyal to the specialist pet trade and we and our trade partners are not seeing any significant trading down, certainly in the food sector. I think this is because owners are more and more aware of the long-term benefits of the right diet for their pet, and once they’ve found a diet that suits they can see that their pet is thriving.
“The less than lovely weather in 2012 has meant a hard year for many garden centres, and one of the challenges for your industry is increasing year-round footfall – which is of course where a really good pet department comes in! Pet owners need to buy their pet food regularly, and while there they can take advantage of impulse purchase opportunities and services you offer such as cafes.
“A challenge for us all – manufacturers and retailers alike – is to make sure that pet owners understand the depth and breadth of what the pet trade can offer, and make sure we give consumers a reason to seek out our shops and our brands.
“This is something we constantly try and address, with initiatives like Ambition for the Specialist Trade, a complete package for participating retailers, and consumer activities like Royal Canin’s Summer of the Cat programme, where we go out into major shopping malls and really sell the concept of specialist nutrition to cat owners.”
Royal Canin has just launched Canine Health Nutrition, a range dedicated to small dogs, and the brand's first foray into wet dog food via the pet sector.
"It is something we have done very successfully via the vet sector for many years," said Andy. "This move brings the benefits of Health Nutrition – very high quality products, tailored diets to the needs of individual animals – to the wet dog food sector.
“Our Ambition for the Specialist Trade programme is about being as close to our customers as possible, so that we can grow the market for everyone – retailers, ourselves and even our competitors. The stronger the partnership, the better the result, so by dealing direct with our customers and delivering to them ourselves we can drive the growth of not just dog and cat foods but the pet sector as a whole.
“For me, this is a cause of great optimism. There is still, even today in 2013, enormous untapped potential for the specialist pet sector, and it is something we want to unleash so we can all – from pets to producers – share in the opportunities.”
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Investment is key to the future
Hollings Ltd is one company building for the future despite the continuing economic uncertainty...
Hollings Ltd is one company building for the future despite the continuing economic uncertainty.
Sales and marketing manager Emma Hollings thinks there are "exciting, demanding and challenging times ahead."
Emma added: "I would say purse strings will be very tight so manufacturers must do all they can to help the retailers.
"At Hollings we have a lot of optimism for 2013. We have recently increased our production lines, taken on new staff, invested in new machinery and have a brand new building in the process at our manufacturing site. This new storage area will hold finished products.
"We believe investment is the key to the future and we are investing in people and ideas which I am sure will help continued growth in the natural treat market."
Owners and pets told to get fit
The onset of a new year is the ideal time for pet owners and their animals to embark on a fitness programme...
The onset of a new year is the ideal time for pet owners and their animals to embark on a fitness programme.
Sherrie Rowlands, Corporate Affairs Manager, Mars Petcare, said: "The New Year is a great time to stop and think about our own health and fitness levels, particularly after the often over-indulgent Christmas period.
"It can be hard to be motivated and get moving on your own, so a dog can be an ideal exercise partner, benefitting both of you.
"According to Waltham Pet Centre for Nutrition and industry experts, around 50% of pets are overweight or obese and it's one of the most important health issues facing pets today. So make this a fitter new year for both you and your dog.
"For anyone considering getting a dog in 2013, rescue homes are a valuable source of information and can offer expert advice on the right dog for you, matching abandoned pets with responsible owners for rehoming."
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New Anti-Slip Training Pads from Animal Instincts
Anti-Slip Training Pads are the latest addition to the Animal Instincts range of pet accessories, available exclusively from Pedigree Wholesale...
Anti-Slip Training Pads are the latest addition to the Animal Instincts range of pet accessories, available exclusively from Pedigree Wholesale.
Animal Instincts Anti-Slip Training Pads have been specifically developed to help make house training puppies easy and quick. The incorporation of a unique, anti-slip coating on the back of the pads helps reduce movement on hard floors, keeping the puppy focused on training instead of playing, creating a safe and secure underpaw experience!
Ultra absorbent, Animal Instincts Anti-Slip Training Pads hold more liquid than many leading brands. The pads scientifically developed, super absorbent polymer draws in and locks away moisture, eliminating tracking, whilst the leak proof backing keeps floors clean and hygienic, making the pads easy to clean up.
The pads are impregnated with an attractant, encouraging puppies to relieve themselves on it rather than on the floor. Size 60cm x 60cm the pads are easy to use and a great and hygienic way to train puppies.
Supplied in eye-catching informative packaging Animal Instincts Anti-Slip Training Pads are available in three pack sizes (15, 30 and 50), with recommended retail prices of £6.49, £11.49 and £18.99 respectively.
If you would like information about Animal Instincts Anti-Slip Training Pads contact the Customer Services Team on 0115 982 3900 or email sales@petproducts.co.uk
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Peckish advert hits TV screens
Westland’s quirky TV ad for Peckish bird food will reach millions of consumers this month as it is screened across ITV, Channel 5 and Sky...
Westland’s quirky TV ad for Peckish bird food will reach millions of consumers this month as it is screened across ITV, Channel 5 and Sky.
The ad, featuring the voice of comedian Matt Lucas, shows two CGI-animated birds queuing with hundreds of others eager to sample Peckish Complete 5-in-1 bird feed mix.
Rachael Dickinson, senior brand manager at Westland, said the commercial produced a great response from consumers after its initial screening early last year.
“The characters became a huge hit and we saw Peckish products flying off the shelves," she said.
Peckish Complete 5 in 1 is designed to offer consumers an easy choice when feeding garden birds. The mix attracts up to 16 species and contains Calvita, a nutritional supplement. The 2kg pack has an easy-to-pour spout.
The Peckish brand has been supported in 2012/13 by a £1m campaign targeting more than 17 million consumers.
You can view the TV ad by clicking here
New Pet Care Manager at Gardman
Nicola Beet has been appointed Category Manager for Pet Care at Gardman...
Nicola Beet has been appointed Category Manager for Pet Care at Gardman.
Nicola takes up this new role following the Pet Care category launch in June last year.
Previously Commercial Manager at Selwood Products, manufacturer and distributor of garden play and leisure equipment, Nicola looks forward to taking Gardman’sPet Care range on to the next phase.
“My plan is to extend the range significantly so that we have a complete category to suit the needs of all our retail customers,” she says.
Lisa Blackmore, Head of Category Management, commented on the new appointment: “The launch of Gardman Pet Care has gone well and to make most of the opportunity we need a dedicated category manager whose responsibility will be to extend the category across a wider range of sub categories to meet the retail needs of all pet care stockists, whatever their size.”
Gardman has a new standalone pet care website www.gardmanpetcare.co.uk
New Catit Design Home products for cats
Hagen has launched an attractive yet functional array of innovative cat products for contemporary times under its Catit Design Home brand...
Hagen has launched an attractive yet functional array of innovative cat products for contemporary times under its Catit Design Home brand. The new products product – a Decorative Cat Scratcher, Contemporary Cat Furniture, and a Corrugated Bed Scratcher with Swivel Top – provide cats with many functional benefits, plus they’re designed to blend in elegantly in homes, adding a touch of decorative flair. The cat scratcher provides outstanding exercise and playtime functionality, plus it comes with an eco-friendly, replaceable sleeve, which is made of durable woven paper that cats will love. New Contemporary Cat Furniture includes the Hangout and Hideaway, both combining attractive design with superior functionality. They’re both ideal for providing private space for exercise, play or rest. The final product is a versatile 3-in-1, bed-scratcher-toy. It's a unique and convenient activity centre that combines a comfortable resting spot with a central scratcher and a hidden teaser toy (made of sisal) that’s mounted under the elevated bed. Made of durable, corrugated cardboard, it has an appealing yet neutral graphic design that fits well in a variety of home settings. Catnip is included.
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