Progressive Grocer

FEB 2017

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96 | Progressive Grocer | Ahead of What's Next | February 2017 other department, and choose the destination for the trip based on these planning efforts. Pet care buyers at grocery and mass have the biggest and fastest-growing baskets. Consider the dollars that grocery and mass retailers miss out on when they are not even included in consumers' pet care product consideration set." Consumers' penchant for treating their pets as people is fueling these shopping trips, Joyce explains. "When a person has a pet care need, it's more likely to spur a trip than any other category," he says. "at doesn't make it the biggest trip driver in absolute terms … but it does make it the biggest opportunity to add trips. e humanization trend means people are more responsive to the needs of the end user, and therefore more likely to make a trip on their behalf. If grocery and mass retailers get their as- sortments and merchandising right, pet [care] could be the biggest trip driver in absolute terms. It's an 'if-you-build-it, they-will-come' scenario." Super-premium Drives Sales e growth of super-premium pet food in grocery and mass-merchandising channels alike is dra- matic — approximately 10 percent each year for Tips for Capturing Pet Care Sales In its new white paper, "Identifying & Capturing 'Real Growth' at Retail: The Super Premium Pet Opportunity," The Cambridge Group suggests steps that retailers should take to capture this "real growth" opportunity: 1. Understand the pet shopper in your banner. How are they shopping the category? How have their baskets changed? 2. Engage with your key pet food manufacturers and insight provider to understand their perspectives on the evolution of the pet care category. 3. Collaborate with your key manufacturers on category, mer- chandising and pet shopper engagement innovation. Under- stand the roles of value, premium and super-premium as "real growth" drivers. 4. Develop programs with your key pet manufacturer partners to capture premium and super-premium pet food shoppers. 5. Act now — before your competition does. The goal is to achieve first-mover advantage in premium and super-premium pet nutrition.

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