What Drives The Pet Food Industry: Innovation, Quality or Profit? Written By: J. Daryll Chester
Since I entered the industry (mid-1980s) there have been a lot of changes. I think as pet professionals, the industry has to focus on not only delivering a good product (which is subjective based on your background, the company you are affiliated with and/or advertising and marketing influences) but also, and perhaps more importantly for the smaller independent companies, educating the customers and clients. If we develop trust and educate the consumer, it does give us a bit more leverage. For instance, some of our retailers educate their customers on alternatives to the products they were brand loyal to. Switching them over prior to anticipated product changes and price increases kept the bottom line stable and actually grew it. (a win/win for the customer and retailer) Pro-active behavior goes a long way in helping smaller businesses succeed. Having said that, convenience and good-looking presentations, packaging, give customers what they want, a feeling that they have made the right choice. Emotion influencing commercials and activities also sway customer’s decision making and that is a big issue. It is no wonder why most companies involved in the major recalls over the past 5 years have
changed their packaging to seem more green, organic and show vegetables and fresh raw meat. The goal is to make the general public think that they have changes the way they do business and the level of commitment to provide the best product they can. It appears to have worked. With America’s obesity and health problems among its pets reaching crisis proportion, even fast food kibble makers have started to claim they want to steer pet parents toward healthful choices. Are these changes like Petco’s National Pet Nutrition Education campaign just marketing ploys? Such moves by the food industry and retailers seem to be a step in the right direction, but ultimately makers of convenience based, fast pet food have an obligation to stockholders to encourage us to buy more of their product-not less- of the foods that fuel their profits. For the most part when it comes to product development major players like P&G, Mars, Nestle and Del Monte aren't innovative. They focus on the bottom line of getting more product distributed and consumed by any means necessary, that is what drives them and insures their success. My hope is that as people tire of big box retail chains, non localized food sources and as fuel prices continue to escalate it will help the smaller, local manufacturers and retailers prevail. They too have to be mindful of offering
up something that attracts and keeps the customers attention. It is my opinion that people want better service, locally farmed food products, to be educated and offered more options. The companies that can provide these things will be the new Zappos, Fresh & Easy and Aflac of the pet industry. One of my primary function at Pet Nutrition Systems is product/ service research and development. This gives me a unique behind the curtain view of the industry. I am constantly hunting for what new things are happening in the pet industry. There are many very exciting and innovative products and services being developed at this time. We will see if any of them materialize. I am most intrigued with the new veterinary prescriptive nutrition services and products, new whole and raw food companies, health care insurance services as well as the number of new holistic and alternative health care options. There are a few small, regionally based pet wellness/health care companies doing some very creative things merging science, sustainable business practices and unique community based marketing together to form better products and services. I look forward to sharing some of these stories with you in up coming articles. Please let us know of any exciting new products and/or services popping up your neck of the woods: Info@petnutritionsystems.com  Â