PET Food Processing - June 2019 - 9
TRENDS
in
the
Premium house brands are competing with top labels.
By Chris Crawford | petfoodprocessing@sosland.com
T
Traditionally, house brands have been used to capture
the low end of the market. However, this has changed
in the pet food business as house brands are starting to
compete with top premium brands.
Low-end vs. premium house brands
House brands have dominated the low end of the pet food
market for years. But this was before premium and superpremium products took over food, drug and mass (FDM)
retailer shelves, says Steve Mills, senior vice president, customer brands and co-manufacturing, American Nutrition
Inc., Ogden, Utah. "Now that more premium and superpremium products are migrating from pet specialty to
FDM shelves, it creates the opportunity for FDM retailers
to create similar brand offerings of their own," he says.
Lynn Lye, senior director of research and development,
quality assurance and regulatory affairs for e-commerce
retailer Chewy, Dania Beach, Florida, says the low-end
market is very competitive and now oversaturated with
house brands for both pet food and treats. Treats and
chews in particular are heavily saturated with house-brand
names, she says. "If it's a single-ingredient product such as
dried pigs' ears, for example, then a brand name does not
matter," Lye says. "But a house brand with a lower price
point and the same quality would be the main attracting
factor for point of purchase."
Additionally, Lye says consumers of low-end brands
are often not as loyal as premium-brand consumers and
will purchase products that are on sale or comparable at
a cheaper price. "Premium-brand consumers conduct
their research, such as comparing labels, comparing
functionality, guaranteed analysis and feeding guidelines, prior to purchasing, since the items they are purchasing tend to be double in price or more compared to
low-end products," she says.
So, for a house brand to compete with the premium
brands, Lye says it will need to offer the same premium
high-quality ingredients, the same or better formula
functionality and claims, but the house brand must have
a lower price point to attract new customers or compel
national-brand customers to switch to a house brand.
"The conversion rate from a premium national brand
to a premium house brand tends to be lower and slower
than the conversion rate from a low-end national brand
to a low-end house brand product," she adds.
Lye says she's seen an increase in house brands in
House brand pet
foods allow retailers
to express premiumization through whole
ingredients, visual
inclusions, free-from
claims, sustainability
ratings and
other attributes.
American Nutrition Inc.
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9
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PET Food Processing - June 2019
Table of Contents for the Digital Edition of PET Food Processing - June 2019
PET Food Processing - June 2019
CONTENTS
OFF THE LEASH - FEAR FREE
TRENDS - IN THE HOUSE
PLANT PROFILE - THE MEAT OF THE METRICS
FOOD SAFETY - VERIFIED ACCOUNTABILITY
INGREDIENTS - DEFINING CHELATION AND ENCAPSULATION
FORMULATION - FULL DISCLOSURE
EQUIPMENT - EXTRUSION INNOVATION
ON THE MOVE
OPERATIONS - CONTROL ISSUES
PACKAGING - MEDLEY OF MEALS
BEST IN SHOW
PATENTS TO PONDER
EVENTS
SIT, STAY, READ
AD INDEX
PET Food Processing - June 2019 - PET Food Processing - June 2019
PET Food Processing - June 2019 - PET Food Processing - June 2019
PET Food Processing - June 2019 - 2
PET Food Processing - June 2019 - 3
PET Food Processing - June 2019 - 4
PET Food Processing - June 2019 - CONTENTS
PET Food Processing - June 2019 - OFF THE LEASH - FEAR FREE
PET Food Processing - June 2019 - 7
PET Food Processing - June 2019 - 8
PET Food Processing - June 2019 - TRENDS - IN THE HOUSE
PET Food Processing - June 2019 - 10
PET Food Processing - June 2019 - 11
PET Food Processing - June 2019 - 12
PET Food Processing - June 2019 - 13
PET Food Processing - June 2019 - PLANT PROFILE - THE MEAT OF THE METRICS
PET Food Processing - June 2019 - 15
PET Food Processing - June 2019 - 16
PET Food Processing - June 2019 - 17
PET Food Processing - June 2019 - 18
PET Food Processing - June 2019 - 19
PET Food Processing - June 2019 - 20
PET Food Processing - June 2019 - 21
PET Food Processing - June 2019 - 22
PET Food Processing - June 2019 - 23
PET Food Processing - June 2019 - 24
PET Food Processing - June 2019 - FOOD SAFETY - VERIFIED ACCOUNTABILITY
PET Food Processing - June 2019 - 26
PET Food Processing - June 2019 - 27
PET Food Processing - June 2019 - 28
PET Food Processing - June 2019 - INGREDIENTS - DEFINING CHELATION AND ENCAPSULATION
PET Food Processing - June 2019 - 30
PET Food Processing - June 2019 - 31
PET Food Processing - June 2019 - 32
PET Food Processing - June 2019 - 33
PET Food Processing - June 2019 - 34
PET Food Processing - June 2019 - FORMULATION - FULL DISCLOSURE
PET Food Processing - June 2019 - 36
PET Food Processing - June 2019 - 37
PET Food Processing - June 2019 - 38
PET Food Processing - June 2019 - 39
PET Food Processing - June 2019 - 40
PET Food Processing - June 2019 - EQUIPMENT - EXTRUSION INNOVATION
PET Food Processing - June 2019 - 42
PET Food Processing - June 2019 - 43
PET Food Processing - June 2019 - 44
PET Food Processing - June 2019 - 45
PET Food Processing - June 2019 - 46
PET Food Processing - June 2019 - 47
PET Food Processing - June 2019 - 48
PET Food Processing - June 2019 - ON THE MOVE
PET Food Processing - June 2019 - 50
PET Food Processing - June 2019 - 51
PET Food Processing - June 2019 - 52
PET Food Processing - June 2019 - 53
PET Food Processing - June 2019 - 54
PET Food Processing - June 2019 - OPERATIONS - CONTROL ISSUES
PET Food Processing - June 2019 - 56
PET Food Processing - June 2019 - 57
PET Food Processing - June 2019 - 58
PET Food Processing - June 2019 - 59
PET Food Processing - June 2019 - 60
PET Food Processing - June 2019 - PACKAGING - MEDLEY OF MEALS
PET Food Processing - June 2019 - 62
PET Food Processing - June 2019 - 63
PET Food Processing - June 2019 - 64
PET Food Processing - June 2019 - 65
PET Food Processing - June 2019 - 66
PET Food Processing - June 2019 - 67
PET Food Processing - June 2019 - BEST IN SHOW
PET Food Processing - June 2019 - 69
PET Food Processing - June 2019 - PATENTS TO PONDER
PET Food Processing - June 2019 - 71
PET Food Processing - June 2019 - EVENTS
PET Food Processing - June 2019 - SIT, STAY, READ
PET Food Processing - June 2019 - AD INDEX
PET Food Processing - June 2019 - 75
PET Food Processing - June 2019 - 76
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