Such a pet!

The pet foods sector was not negatively affected by the recession because Irish consumers hold their pets in such high esteem and do not mind spending more money of better quality food for them.

Brand Central

15 June 2010

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At a glance: petfoods

Four out of five of Ireland’s dogs over age three have gum disease
Pedigree DentaStix are the best-selling dog treats range in Ireland and predicted sales for 2010 will be over *4.5m
Brandy Meal Times variety three pack with chunks in gravy, is an all natural product, made from 100% real meat chunks with no artificial flavours or preservatives
Go-Cat Ireland’s number one dry cat food, is actively reducing its packaging by 10% across the range, decreasing the space in the top of the pack, and saving over 195 tonnes of packaging annually
WHISKAS Simply has no artificial flavorings’ or preservatives and has been 100% balanced by Mars Petcare animal nutrition experts

While households continue to feel the squeeze, sales of pet accessories and healthcare are withstanding toughening economic conditions well, with a further 12% growth expected in the next five years, market analyst Mintel reported in 2008.
The health and well being of pets is of great importance to their owners. As Irish consumers become more health focused, they are applying the same principles to their pets. The humanisation of pets has been a growing trend and there is no sign that this is abating; creating a growing interest in food trends, premium options, packaging with improved convenience, and healthy options.

The pet experts

County Armagh based Mackle Petfoods is the leading Irish manufacturer and distributor of branded pet food products. Brandy the flagship dog food brand continues to maintain its position as the number one Irish dog food brand and the second largest branded dog food in the Irish market. With 38 years experience working within the Irish Pet Food market, Mackle Petfoods has been tracking changes and trends within the pet food category to ensure its products meet the needs of Irish pet owners and most importantly the needs of their pets. Mackle Petfoods brand portfolio includes, Brandy, Brandy Meal Times, Brandy Complete, Cat Club, McGrath, Jessie Dog and Jessie Cat.

Brandy and Brandy Complete boasts a range of flavours; Original, Chicken, Beef, Rabbit and pack sizes to suit the needs of all retailers and consumers from the convenience driven €1.99 price marked Brandy three pack to the variety six and variety 12 packs, appealing to larger store formats and meeting the ever increasing needs of customers who want to trade up to multipacks. While the Brandy Complete range in Original and Chicken and Rice varieties, offers a 2.5kg pack size trading up to 9kg and 15kg bag sizes for bulk purchasing.

Launched in 2009 Brandy Meal Times variety three pack with chunks in gravy, is an all natural product, made from 100% real meat chunks with no artificial flavours or preservatives. Brandy Meal Times offers three flavours, Chicken, Beef and Ocean Fish, all with garden vegetables in rich gravy, in one handy pack. This variety three pack has performed very well since its launch and is an ideal pack for the convenience market.

The cat food brand Cat Club in chunks and jelly comes in a range of flavours, Chicken & Liver, Beef & Game and Salmon & Trout. A special offer price marked €2.29 three packs are ideal for the convenience sector. While the variety six for five and 12 for 10 packs are ongoing promotional lines.

The Jessie Dog and Jessie Cat range gives the retailer a competitive value offering. Jessie Dog Food comes in Original and Chicken, while Jessie Cat Food is available in Chicken and Rabbit. All varieties are available as 400g single serve cans.

A Pedigree a day keeps the dentist away

Pedigree Daily DentaStix is a leading product in the Mars Petcare snacks and treats portfolio. The product has experienced rapid growth and Mars Petcare has seen sales quadruple in three years. Pedigree DentaStix is the best-selling dog treats range in Ireland and predicted sales for 2010 will be over €4.5m.

Four in five of Ireland’s dogs over age three have gum disease DentaStix has a unique x-shape and special texture that, as they’re chewed, help to keep a dog’s teeth and gums healthy. With daily feeding, they’re clinically proven to help reduce tartar build-up by up to 80%.

Pedigree Daily DentaStix will be supported by strong TV, radio and press advertising throughout 2010. In addition, Pedigree will sample one in five Irish dogs with DentaStix to bring new customers into the range.

Pedigree Daily DentaStix are available in four different sizes, from a seven-stick pack to a 28-s tick pack. To maximise sales, Pedigree advises retailers to stock the full DentaStix range for small, medium and large dogs and place in a high profile location to suit an impulse category purchase. Shoppers will buy Pedigree DentaStix as well as their main meal petfood so don’t miss this opportunity for additional sales.

Simply Whiskas

Mars Petcare has added a new dimension of tastes to its Whiskas brand with the introduction of new range Whiskas Simply. The Whiskas Simply collection seeks to answer pet owners’ desire for more choice, value and quality, as well as driving category growth and boosting profits for retailers.

The new range features a selection of recipes that are grilled and steamed to provide a tastier meal for cats. Each individual pouch contains succulent meat or fish, in a jelly that provides all the nutritious goodness cats need to stay fit, healthy and happy.

Whiskas Simply includes no artificial flavorings’ or preservatives and has been 100% balanced by Mars Petcare animal nutrition experts.

The Whiskas Simply range will be backed by a strong advertising campaign including TV throughout 2010. Make sure you have big stocks. There’s simply no better way to give cats the choice they crave.

Go-Cat leads in pack reduction scheme

Go-Cat Ireland’s number one dry cat food, is actively reducing its packaging by 10% across the range, decreasing the space in the top of the pack, and saving over 195 tonnes of packaging annually while keeping the same amount of tasty Go-Cat in every single pack. The first initiative of its kind in the pet food category, it is expected to drive category value and add incremental sales.

Thanks to the reduction in pack height, the new packaging will allow more efficient use of shelf space. This will result in an increased number and variety of products on shelf which, in turn, will help boost sales.

Speaking about the packaging reduction, Enda Gorman, Petcare channel manager, Nestlé Ireland, said: “As market leader we have a clear responsibility to constantly look at new ways to innovate and help grow the dry cat food category. Reducing our packaging represents an opportunity for retailers to fulfill their sustainability agendas and maximise their shelf space in-store to increase profitability, whilst providing a more shopper-friendly solution.”

The packaging performed well in consumer research and, in addition to recognising the environmental benefits, consumers also liked the more compact and convenient pack size.

In-store in July 2010, the packaging reduction will be communicated with a new on-pack creative to reassure consumers that their cats will be getting the same Go-Cat they know and love, albeit in a shorter pack.

A consumer website update will include an interactive games section plus a new, downloadable cone so shoppers can measure the correct amount of Go-Cat kibbles to feed their cat.

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