Addressing pet care peeves

Addressing pet care peeves

Better-for-you foods containing the same nutrients associated with a healthy diet for humans are appealing to consumers’ pet care needs–the American Pet Products Manufacturers Association reports that 40.6 million U.S. households own a dog, and 35.4 million households own a cat. Manufacturers are introducing premium-tier pet food products that further enhance a pet’s health through each stage of life, while simultaneously driving higher-margin sales for retailers.

Fitting the bill are Iams Savory Sauce, a low-calorie sauce that owners add to dry dog food for a richer taste, and Iams Select Bites, a wet pouch with seven essential nutrients and vitamin-rich fish oils.

The convenience-driven drug store format offers consumers products for every life stage, from Pampers to Depends. But with its limited footprint, identifying the right mix of age- and lifestyle-related pet products is challenging in the SKU-intensive category. Iams is working on a new power endcap presentation that assembles the closest thing to a one-size-fits-all assortment with the most popular SKUs.

Drug stores are zeroing in on products with the broadest appeal, and numbers are showing a healthy growth rate. The $123 million category was up 9.6 percent in dollars and 6 percent in unit sales in drug stores for the 52 weeks ended June 12, according to ACNielsen data.

COPYRIGHT 2004 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.

COPYRIGHT 2004 Gale Group