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Pampered Pets

THOUGH MOST DOG food is still sold through supermarkets, the food channel faced more competition from specialty pet stores and mass merchants, which offer expertise and low prices. Sales at drug stores, meanwhile, continued to climb as that channel plays more of a role in convenience shopping. Fearful of losing their valuable pet business, supermarkets went on the offensive by launching new loyalty

THOUGH MOST DOG food is still sold through supermarkets, the food channel faced more competition from specialty pet stores and mass merchants, which offer expertise and low prices. Sales at drug stores, meanwhile, continued to climb as that channel plays more of a role in convenience shopping.

Fearful of losing their valuable pet business, supermarkets went on the offensive by launching new loyalty programs.

Pathmark, Carteret, N.J., for instance, created a pet club that gives shoppers a $9 certificate toward a future pet care purchase when they spend $100 on pet products using their frequent shopper card. For every $9 certificate a shopper uses, the retailer pledged to give $1 to a local pet charity.

Ralphs and Waldbaums, also tied pet clubs to charitable donations.

As for other initiatives, Yoke's Fresh Markets, Spokane, Wash., planned to test a new store-within-a-store pet care merchandising presentation with an emphasis on education.

Headers and shelf talkers will help customers understand the differences among brands and their respective benefits. Brochures will advise customers on such topics as how often to take their pets to the vet and how to make their pets happier.

Meanwhile, premium pet food drove the $14.5 billion pet food category, including several new products that look good enough for their owners to eat.

Among the offerings: Nestle Purina's “restaurant-inspired” line of Elegant Medleys Gourmet Cat Food; Sunshine Mills' Lassie Natural Way brand; and Beneful wet dog food from Purina, described as “family-style” meals made with “real, wholesome ingredients.”