by Pamela Mills-Senn
July 1, 2011
Once just a niche category, natural pet treats have become an essential
part of many pet specialty stores’ offerings as consumers become more
discerning about what they feed to their pets.
While natural products have clearly risen to a prominent position in
the pet treat category, it wasn’t that long ago that these products
faced somewhat of an uphill battle. For example, when the Cloud Star
Corporation first began trying to drum up interest in its natural dog
treats more than 10 years ago, the company encountered more than a fair
amount of resistance.
“We were laughed out of buying offices,” says Melissa Lapidus, who
handles marketing for the San Luis Obispo, Calif.-based company, which
also manufactures grooming products. “Some buyers didn’t understand the
importance of feeding pets a natural diet. [Now] that attitude has
clearly changed.”
Propelling this reversal is the growing awareness on the part of pet
owners that if they are what they eat, so are their pets. Consequently,
says Lapidus, just as consumers are increasingly seeking healthy
options for themselves, such as natural and organic foods, they’re
searching out the same for their animal companions; a trend that pet
products manufacturers and retailers are responding to. And this
concern not only involves the pet’s primary meals, it extends to treats
as well.
There are a number of reasons why natural dog and cat treats are moving
to center stage. For one thing, thanks to product recalls of both the
human and animal kind, consumers have grown warier.
“People have become increasingly aware of what is in their food and
that has led them to [also] take a closer look at what they are feeding
their pets,” explains William Xenos, executive assistant for Carlson
Morgan Premium Pet Products, a Modesto, Calif.-based manufacturer of
natural pet treats.
This has translated into a desire to avoid unnecessary additives and
questionable ingredients, says Lapidus. As a result, consumers are
becoming avid label readers and are educating themselves about pet
health and wellness.
Concerns about what they’re feeding their pets has also prompted
consumers to seek out U.S.-made products—one of the “major trends”
they’ve noticed impacting the natural treats category, says Erin
Clemens, business support manager for Isle of Dogs. Based in
Germantown, Wis., the company manufactures all-natural treats, grooming
products and odor neutralizers.
This factor, combined with the burgeoning health and wellness movement
and the humanization of pets, has turned a spotlight on natural
treats—to the retailer’s advantage, says Clemens.
Retailing Benefits
“Treats are not products that are just going to sit and take up
valuable shelf spaces,” says Clemens. “Treats are something that almost
every pet parent purchases for their dog.”
According to Bette Schubert, cofounder of Bravo!, a Vernon, Conn.-based
manufacturer of fresh-frozen raw food products and treats, natural
treats can spell good profits for retailers.
“If the numbers on our Bravo! Bonus Bites are any indication, sales of
natural treats can have a tremendous impact on a retailer’s bottom
line,” says Schubert. “It is an item that has a quick turn; most of our
retailers order weekly.”
This is in spite of the fact that raw still comprises a small
percentage of the category, she adds.
As more consumers give natural treats a try, the demand grows, along
with the product selection, which also inspires higher sales, says
Xenos, explaining that there’s now a wide range of natural treats
available in all kinds of sizes, shapes, ingredient types and price
points. Consequently, it’s become easier for retailers to offer product
and pricing variety, a potential sales booster, as consumers look for
different qualities when it comes to natural treats. Carrying a
selection of natural treats also establishes the store as the go-to
place for these kinds of products, attracting a customer base that is
not only passionate about pet health–and therefore more likely to
invest in all manner of products–but is extremely loyal as well.
Maximizing Sales
“Marketing the treats to the customers at the store is key,” says
Clemens. Retailers should be setting these products apart and drawing
attention to them by creating special displays, holding samplings,
making use of marketing materials, and taking pains to educate
customers, she says, adding that staff education is essential to the
sales effort.
Moving their natural treats can be as simple as having an open bag or
canister available, says Xenos.
“If the consumer can see, feel and smell the actual product it becomes
clear that it is in fact a more natural item than the chews and
biscuits sitting on the shelf,” he says.
This can also spark a conversation, affording the retailer an
opportunity to provide recommendations and explain some of the
advantages natural treats offer over more conventional items,
interactions that can be effective in creating sales, Xenos says.
“We use packaging that makes a lot of the product visible as we know
samples can become costly,” he adds. “We also like to work with our
buyers to find out what we can do to make samples more cost effective.”
It’s also important to remember that treats are often an impulse buy,
says Schubert.
“So, anything that can be placed on the counter, without too much
clutter, or near the register is a good start,” she says. “Suggestive
selling also goes a long way. Have the person manning the register
suggest a treat as an add-on to their purchase. Or, a simple sign at
the register saying, ‘don’t forget the treats,’ can also help increase
sales.”
Retailers should also consider creating a dedicated natural products
section, says Lapidus. This will not only attract customers already
sold on these items but will also draw the curiosity of customers that
are not as familiar with natural products.
Finally, consulting with manufacturers and utilizing the tools they
make available (retailers should be certain to inquire about what kind
of support and materials manufacturers offer) will certainly help the
sales effort.
“A lot of consumers are looking for more natural things to feed their
pets,” says Xenos. “If the retailer can provide those options and be
knowledgeable about the benefits, the treats will do well in their
stores.”
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