Pet Food Processing - September 2024 - 6

OFF THE LEASH
Trading
down
We all know that inflation has a trickle down effect. As the
price of ingredients and supplies increase, so must the price
of the end product. And as prices increase, choices have to be
made at the checkout. Since the pet food industry is not immune
to inflationary effects, processors have had to make price
adjustments to the products they are selling to account for
higher manufacturing and ingredient expenses. These higher
pet food and treat prices, unfortunately, are forcing pet parents
to adjust their purchasing decisions in the pet aisle. That's a
very elementary explanation of a far more intricate subject -
but even without a Ph.D. in economics, it's easy to understand
that inflation is affecting us as an industry and as consumers.
People still need to feed themselves and their pets during
inflationary times, but what they choose to dine on and feed
their furry friends often changes when the pocketbook gets
tight. When it comes to pet food and treats, many pet parents
are having to trade down. Instead of purchasing high-end pet
food and extravagent treats, pet owners are being forced to
make alternate purchase decisions. Freeze-dried and raw food
options, while growing in popularity, might not make the cut
due to their more premium pricetags. And, spending money
on treats that are purely indulgent could occur less frequently
than in the past. Processors need to be aware of these potential
shifts in buying behaviors as they market their current product
portfolios and expand future lines.
During SUPERZOO, Aug. 14 to 16 in Las Vegas, there were
ongoing discussions about how to handle these purchase adjustments.
Some proposed new serving variations - suggesting
pet parents serve premium products, such as freeze-dried
or raw pet foods, as toppers on traditional kibble or wet formulas.
This will provide consumers with the option to make a lower
dollar spend while still adding premium products to their
baskets. While this may seem like an obvious suggestion, it may
not be as obvious to the pet parent, so be
sure your marketing campaigns reflect
this.
On the
treat
side, manufacturers
need to communicate with pet parents
about their products' added value.
Many treats offer additional function
and health benefits beyond simple indulgence.
It's worth reminding pet parents of the full functional
value of your products so these consumers can get the
much needed " bang for their buck. "
Kimberlie Clyma | Editor, kclyma@sosland.com
6 PET FOOD PROCESSING | September 2024 | www.petfoodprocessing.net
Corporate Headquarters
4801 Main St., Suite 650, Kansas City, MO 64112
Phone: (816) 756-1000; Fax: (816) 756-0494
E-mail: PetFoodProcessing@sosland.com
Internet: www.petfoodprocessing.net
®
EDITORIAL
Editor
Digital Media Editor
Digital Media Associate Editor
Contributing Editors:
Kimberlie Clyma
Nicole Kerwin
Sofia Muller
Donna Berry
Jennifer Barnett Fox
Keith Loria
Richard Rowlands
Allison Gibeson
PUBLISHING STAFF
Publisher
Dave Crost
Group Publisher Food Business News,
Milling & Baking News and Baking & Snack Mike Gude
Publisher Baking & Snack
Publisher Bake/Supermarket Perimeter
Publisher World Grain
Publisher Dairy Processing
Associate Publisher
Associate Publisher
Media Sales Representative
National Account Executive
National Account Executive
Senior Director of Marketing
and Promotions
Sales Enablement Specialist
Audience Development Manager
Audience Database Specialist
Director of Digital Media
Digital Advertising Manager
Advertising Manager
Advertising Coordinator
Design Services Manager
Production Specialist
Senior Design Consultant
Senior Graphic Designer
Promotions Manager
Promotions Media Designer
CORPORATE
Chairman and CEO
President
Chief Financial and
Administrative Officer
Chief Operating Officer
and Executive Editor
James Boddicker
Troy Ashby
Dan Flavin
Matt O'Shea
David DePaul
Bruce Webster
Josh Buttshaw
Tom Huppe
Lily Alvarez
Kathi Gilleland
Whitney Hartman
Dustin Pickman
Hannah Carney
Jon Hall
Carrie Fluegge
Nora Wages
Kayley Kerns
Elisabeth Spillman
Marj Potts
Becky White
Brian Peterman
Jim White
Abby Chronister
Charles S. Sosland
L. Joshua Sosland
Staci Greco
Meyer Sosland
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Pet Food Processing - September 2024

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