How Retailers Like Petco Court Millennials With Wellness-Oriented & DTC Pet Food
From PSFK's Engaging Millennial Pet Owners report, here's how four brands are appealing to the young demographic with premium pet food products and services
Annual household spend on pet food increased 36% between 2007 and 2017. The demographic responsible for this change is largely millennials—and accordingly, the quality, transparency and convenience that young people expect from food brands has extended to their pets. Leading retailers are responding to this demand by making high-quality meals made with human-grade ingredients, as well as ensuring affordability and convenience through online services.
From membership and subscription savings to meal-prepping kits, here's how four brands are translating successful innovations in today's food retail landscape to the pet industry:
Ecommerce giant Amazon has launched its own private label brand of pet food and pet products, called Wag. The line is only available to Amazon Prime subscribers, who pay an annual fee in exchange for quick shipping, and offers a subscription option that lets members save up to 10% on auto-deliveries.
JustFoodForDogs x PetCo
JustFoodForDogs, maker of fresh, premium dog food, partnered with pet care retailer PetCo to open JustFoodForDogs exhibition kitchens inside of 500 PetCo stores, making its small-batch, human-grade food easily accessible to shoppers. The open kitchens are staffed by JustFoodForDogs staffers who prepare fresh meals daily.
Ecommerce startup Brandless, known for offering a wide range of high-quality private label household and food items at an affordable price, has expanded into the pet category. It offers dog treats, supplements and pet care products, all priced from $3-12 and free from the same 400+ questionable ingredients that it has banned from its human products.
Image: stock photos from Christian Mueller/Shutterstock
Online subscription service Pet Plate delivers freshly cooked pre-portioned meals made with human-grade ingredients directly to pet owners’ doors for a monthly fee. It recently participated in Mars Petcare’s startup accelerator and received $4 million in funding to further scale its operations.
Millennials view their pets as family, and will spend accordingly when it comes to their furry friends' wellbeing. For a deep dive into how the pet care industry is enabling a connected pet ownership experience, download PSFK's Engaging Millennial Pet Owners report, out now.
Lead image: stock photos from Igor Normann/Shutterstock