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!"
