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.
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