Petcare Category Advice

About the Petcare Shopper

  • Petfood Shoppers are a very valuable shopper. Their average trip spend is £10.94 versus the average trip spend of a non petfood shopper which is £5.27.
  • They are regular, loyal shoppers with an average visit frequency of 5 visits per week which is more than the average of a non petfood shopper which is 3.9.
  • Product availability is the most important factor to a Convenience shopper.
  • The main reason for a failed purchase is Out of Stocks.

Source : HIM CTP February 2008

Recommended fixture size: 1m

 Petcare Fixture

 

Key Petcare Trends

Share of Total Petcare Sales by Segment in Independent Grocers - Latest MAT

 Key Petcare Trends

  • Cat Pouch is the biggest contributor to total Petcare sales with 24% share of sales and has grown by 11% YoY - followed closely by Dog Can. Therefore the majority of your fixture space should be given to these two Segments.
  • Cat Can is declining as Petcare shoppers move into Pouch - however it still accounts for 16% of total Petcare sales. More space should be dedicated to Pouch.
  • Dog Snacks and Treats accounts for 8% of total Petcare sales - however this is one of the fastest growing segments in the Category and has grown by 8% YoY.
  • There are key trend towards Petfood shoppers trading up to Multipacks rather than the Single pack format both for Cat Pouch and Dog Can and therefore more space should be allocated to Multipacks.

Source : IRI Independent Grocers Latest MAT w.e 6th September 2008