Happy pets, happy owners
ST. LOUIS — Nestle Purina PetCare Company is touting its newest pet food brand, Be Happy, as a brand that “celebrate[s] our pets as our happiness heroes.” In just three months, the brand’s Facebook page has grown to more than 100,000 fans. Be Happy is available in two varieties for cats — Deep Sea Duos Crunchies with Ocean Fish and Salmon Flavors, and Poultry Pair-adise Crunchies with Chicken and Turkey Flavors — and two varieties for dogs — beef and chicken.
ReportersNotebook — General Merchandise, 10/15/12
SUPPLIER NEWS — A remedy for odors that lurk in trash cans has entered the market. Trash Dash, a new item marketed under the BestAir brand, is a sodium bicarbonate-based product that is designed to enhance indoor air quality and add a fresh scent to trash or recycling containers by absorbing odors. Available in citrus burst or lavender vanilla scents, BestAir Trash Dash is available in 8-oz. containers and carries a suggested retail price of $3.99 to $4.49.
Duracell has tapped National Football League All-Pro linebacker Patrick Willis for the brand’s Trust Your Power program. Duracell said Willis is sharing his journey of how he learned “to trust the power within” via a YouTube video, and is inviting consumers to do the same. Fans who share their stories by using the #TrustYourPower hashtag on Twitter or via Duracell’s Facebook page will trigger a $1 commitment (up to $200,000) from Duracell to ProCamps, an organization that runs professional athletes’ personal sports camps for children ages 7 to 14 years.
Energizer has overhauled the packaging design of its coin lithium batteries to reduce the occurrence of ingestion of coin-sized button batteries by children and meet the strict guidelines set by the Consumer Products Safety Commission for child-resistant packaging. Energizer also has added easily understood icons on the front of the package to let parents know to keep the batteries away from small children and how to get help if batteries are swallowed.
Treating furry friends to good health
Pet products have moved into the OTC aisles and even behind the pharmacy. Sales of pet supplies/OTC medicine are expected to reach $12.56 billion in 2012, according to the American Pet Products Association.
One of the key drivers of the category, according to Packaged Facts, is the growing population of pets with specialized health needs, especially senior and overweight dogs and cats.
But OTCs aren’t just for aging pets; consumers are lavishing more preventive care on their pets from the start. “We are keeping our pets longer and are looking to keep them healthier right from the beginning,” said Bob Vetere, president of the APPA. He expects sales of health-related products, treats and food to boom in the next few years.
Sales of remedies for joint care, behavior control and dental health have led category growth, according to Amy Malpocker, product manager of ENB Science, which manufactures True-Dose pet healthcare products.
Malpocker said that the aging pet population is driving sales of joint care products, while behavior OTCs are fueled by pet owners giving their pets OTCs to calm them during storms and to treat separation anxiety. The growth in dental care products is a result of the recent push from veterinarians to focus on good pet dental health.
The article above is part of the DSN Category Review Series. For the complete Pet Care Buy-In Report, including extensive charts, data and more analysis, click here.