S.Mall animals have long been the first choice for people looking for a playful pet companion that doesn’t take up quite as much space as a cat or dog, as well as parents with young children who want to teach their children responsibility, care, and compassion. Whether first-time or lifelong small animal owners, consumers in this space are buying and researching online more than ever while seeking advice from traditional pet stores regarding grooming and behavioral needs, not to mention which small animal products offer the most comfort, safety and the highest quality of life for your furry little friends.
Maintaining a balanced diet
While seductive taste is important, small pet owners tend to prioritize a balanced, natural diet that is good for their pet’s health.
“As owners become more health conscious about their pets, we see more and more customers looking for healthy products with good nutritional value and not too high a sugar content,” says Claire Hamblion, Marketing Director at Supreme Petfoods Selective Range Recommended by a veterinarian and contains no added sugar.
Likewise, Kaytee’s new Field + Forest Food uses healthy ingredients carefully selected from fields and forests to support a healthy diet. It’s natural with added vitamins and minerals and is made without any unwanted sweeteners, fillers, or artificial preservatives.
“Natural, healthy premium products that support ancient and instinctive behavior continue to be relevant trends that have influenced the production and marketing of small animal feed,” says Erin Lenz, Senior Brand Manager at Kaytee Small Animal. “To support the mental and physical health of domesticated small animals, pet parents are looking for healthy, natural, and enriching feed and hay that offers a variety of unique flavors, textures, and experiences.”
Because all small animals are unique, each small animal parent looks for something different when it comes to the food that will best support their pet’s health, lifestyle, and behavioral needs. Instead of a one-size-fits-all approach, retailers should ensure that they always have a diverse selection of food products on hand to meet the different needs of the various small animal species.
Load the shelves
A well-known must-have for the small animal walk is hay, which is not only a requirement for small herbivores but also has health benefits, such as providing fiber to wear out growing teeth and support digestive health. However, while hay is certainly indispensable, Hamblion says it must be used as a supplement rather than a substitute for a balanced diet.
“Each species has different nutritional needs and preferences, so it is important for retailers to have a range of species-specific diet options on hand,” she says. “The Science Selective range is designed to meet the specific nutritional needs of many different species, including rabbits, guinea pigs, ferrets, degus, hamsters … the list goes on!”
Lenz adds that New Field + Forest by Kaytee’s Premier All-Natural Hay is grown without pesticides and specially harvested for small pets at the peak of freshness. Fiber-rich premium cuts of timothy hay and a naturally grown blend of timothy and orchard hay offer a unique and enriching food experience with a variety of flavors and textures that promote healthy digestion and prevent selective eating.
“When it comes to small animal hay, consumers want fresh, high-fiber hay that is specially grown for small animals without pesticides,” says Lenz. “Animal parents want their small pets to be stimulated mentally and physically while they graze. In addition to helping digestive and dental health, the variety of hay on offer mimics the variety a rabbit, guinea pig or chinchilla would find in the wild. “
Hamblion also points out that millennial pet owners tend to look to established and trusted brands, and retailers will benefit from stocking products from brands known for their quality pet care. Stocking a range of pricing options to meet the needs of customers with limited budgets while offering premium products to suit the growing number of highly educated millennial owners will prove beneficial to retailers, the loyalty of this important target audience to win.
Successful sale
While online and home shopping remain popular, it doesn’t ignore the importance of implementing sales and marketing best practices in the store.
“It’s worth putting familiar products at eye level and arranging products vertically and horizontally along the shelves so people can find and purchase items with minimal effort,” says Hamblion. “Displays that combine educational materials and products can also be very effective, and we also offer a wide range of point-of-sale materials for retailers.”
Additionally, research has found that people with small pets often own multiple pets, Hamblion says. These owners usually have to buy several different products at the same time. Having species-specific diets from the same brand appearing on multiple different pages on a website or in different sections of a store can make it difficult for owners to find the products they are looking for. By bringing brands together and organizing them intuitively, owners can find products more easily. This translates into a better customer experience and more time to browse which helps to increase sales both online and in-store.
Small animal sales are traditionally strongest in spring when the availability of new pets is greatest, said John Gerstenberger, vice president of product development at Ware Pet Products. With this in mind, retailers should encourage consumers to exercise their due diligence rather than impulse purchases.
“Brand and product manufacturers, as well as retailers, can work together to educate the importance of caring when introducing a new small animal into the family,” he says. “Having a pet (big or small) is a responsibility, so education through marketing helps customers make informed decisions about the products they are looking for.”
Growing trends
It’s no secret that the pandemic has seen increases in pet ownership, including small pets, so this niche market has seen the same increase in sales as the pet industry as a whole. Not only are owners spending more money on their pets, their priorities are continuing to shift towards natural and organic diets, including treats and chews, which many small pet parents consider the healthiest option.
“We have definitely seen an increase in natural and / or organic products in recent years,” says Gerstenberger. “At Ware, we have developed products that appeal to natural materials and even use natural vegetables (e.g.
Healthy treats and snacks are also becoming increasingly popular. As many owners become more health conscious, they become less willing to give their pets snacks that are sweetened with artificial flavors and high in sugar. For example, Supreme’s high-fiber Selective Naturals Loops goodies have seen big sales recently, Hamblion says, because they’re made from naturally tasty ingredients like apples, cranberries, and carrots, which makes them delicious with no added sugar for small pets.
Gerstenberger adds that chews are a great upsell opportunity for retailers to offer their pet customers a more convenient, healthier variety and to increase the likelihood of repeat purchases.
“The biggest consumer trends when shopping are still natural, organic and healthy,” he says. “We constantly challenge ourselves to create new product innovations that offer natural solutions and appeal to the pet parent customer on the shelf, which also offers great benefits for the pet.”
In the small animal sector, premium products that contribute to a balanced, natural and unique diet, including snacks and treats, are of paramount importance. Stocking high quality products from established, respected brands will help retailers make the most of these trends, explains Hamblion.
“By ensuring that employees are fully trained on the unique selling propositions and the overall benefits of these premium products, retailers can achieve even better sales.” PB
