PET FOOD

CATEGORY FOCUS: MARS PETCARE

MARS PETCARE GUIDES RETAILERS WITH NEW MUST-STOCK RANGE

THE DREAM SIXTEEN SELECTION IS DESIGNED TO BE THE CORE OFCONVENIENCE RETAILERS’ PETCARE OFFERING.

Pet ownership has risen significantly during the pandemic, but many convenience retailers have found it a challenge to offer the most effective range of products in-store.

However, Mars Petcare is addressing this with the launch of its ‘Dream Sixteen’ – a reinvigorated range of 16 muststock SKUs to form the core of a retailer’s petcare offering.

More than half (55%) of pet owners have stated they fail to purchase in the convenience channel due to lack of choice, according to Mars research. In response, Mars Petcare has developed the Dream Sixteen core range, which includes lines from well-known brands such as Whiskas Pouches, Pedigree Dentastix, Pedigree Pouches and Dreamies, to enable retailers of all store sizes to provide choice for shoppers and capitalise on the opportunity of increased sales by attracting lucrative pet-owning consumers to their stores.

The Dream Sixteen selection also includes three new price-marked packs – Pedigree Pouches 12-pack (£3.75), while Cesar Trays 8-pack and Sheba Pouches 12-pack are both marked at £4.75.

In September, Mars Petcare launched its first annual category report, The Rising Power of Pets in Pandemic Britain, which highlighted the significant opportunity shoppers with pets represent to retailers. These consumers shop more categories than their non-pet owning counterparts and spend on average 26% more on groceries (Nielsen).

Alex Smith, Convenience Channel Director at Mars Petcare UK, comments: “After a challenging year for many, coupled with a marked increase in pet ownership as a result of more time being spent at home, we recognise that shopper habits and priorities have changed. Reacting to this, we’re adapting our range and recommendations accordingly, working with retailers in the channel to showcase our new Dream Sixteen core range. This is a selection of must-stock products we have specifically selected to drive sales success for our convenience customers.

“We are set to inspire retailers with Dream Sixteen and show them the opportunity the petcare category represents – we have big plans for the year ahead and look forward to supporting the channel.”