59 January 2016 Pet Product News International
BY AUDREY PAVIA
For cat owners, giving treats is one of the many ways they show their pets how much
they care about them.
It’s not surprising, then, that
owners are shopping for treats
that not only taste good, but also
are healthful. Manufacturers of
cat treats are heeding the call and
offering treats with wholesome,
Bette Schubert, co-founder
and senior vice president of sales,
new product development and
education for Bravo Pet Foods
in Manchester, Conn., is seeing
more cat owners moving into this
space for treats.
“As has been the case for dog
owners, cat parents are finding
their feline friends are developing health issues,” Schubert said.
“They are looking for foods and
treats to help alleviate or not ex-
acerbate those issues. As a result,
there’s a strong customer need for
species-specific treats pets will en-
joy and that will also provide good
nutrients. If we were to make the
comparison to the human side,
they’re looking for the feline treat
version of fresh fruit and veggies as
opposed to cakes and candy bars.”
Retailers also are seeing a
strong interest in the healthful
“Organic and healthy has
been a trend for a number of
years, and that’s what we’re still
seeing out there,” said Joanne Bu-
chanan, manager of Teca Tu—A
Paws-worthy Emporium & Deli
in Santa Fe, N.M. “Our freeze-
dried treat sales have been grow-
ing steadily. I can’t imagine there
will be any decrease there.”
Treats Equal Love
Cat owners use treats as a way to express
affection for their pets, and, increasingly, they’re
looking for tidbits with healthful ingredients.
Manufacturers have a variety of suggestions for displaying and marketing cat treats. Bette Schubert, co-founder and senior vice president
of sales, new product development and education for Bravo Pet
Foods in Manchester, Conn., recommends merchandising all natural treats together.
“This invites customer questions and allows customers to com-
pare across several brands,” she said. “Retailers have lots of mer-
chandising options for treats, so if a retailer finds customers are look-
ing for a certain type of treat or protein, the treats can be displayed
prominently on an endcap or with a floor display to drive sales.”
Schubert added that displays near the register also work be-
cause treats can be an impulse buy.
Glenn A. Novotny, vice president of sales and marketing for
Emerald Pet Products in Walnut Creek, Calif., said cat owners are
starting to follow the same trends he’s been seeing in the dog category for years such as grain free, gluten free and soy free.
“These same cat customers now pay attention to ingredient
listings on the back of the bag, where traditionally they just purchased whatever had the lowest cost on the shelf regardless of
what ingredients were being used or where it was produced,” he
said. “There is plenty of opportunity to upsell cat owners at the
time of the purchase to premium treats that are much more healthful for their pets.”—AP
NEW TO THE CATEGORY
Cat treats formulated to help keep cats’ teeth clean and healthy are gaining consumer at- tention, and, as a result, manufacturers are
broadening their efforts in this subcategory.
Greenies, a brand of Mars Petcare US, in
Franklin, Tenn., now is offering larger product
packaging created specifically for pet owners who
frequently treat their cats, as well as for families
and households with multiple cats.
“This past summer 2015, we began to offer
a new package size of our popular Feline Gree-
nies Dental Treats: the Jumbo Pack,” said Danika
Roj-Wiedman, brand manager. “The new Jumbo
Pack is available in Oven Roasted Chicken Fla-
vor and Tempting Tuna Flavor.”
Emerald Pet Products in Walnut Creek, Calif.,
recently introduced new packaging and flavors
for its dental treat products.
“We have a large group of loyal customers
that specifically requested for us to expand our
cat dental line and add a couple more formulas for them to rotate through,” said Glenn A.
Novotny, vice president of sales and marketing. “As more consumers pay attention to their
cat’s oral health, we continue to experience
increasing demand for additional healthful
FELINE YOGI presents Thunderbolt and Starfish toys.
The Thunderbolt is a recycled wine cork that has
been sanitized and soaked in catnip tea. It is topped
off with recycled yoga mat scraps that make it fun for
cats to bat around. The Starfish toy also
uses yoga mat scraps that are shaped
like an interesting and fun star.
OIL DRI CORP. OF AMERICA offers Cat’s Pride Fresh & Light
Ultimate Care litter. Weighing up to 50 percent less than
other traditional scoopable clay cat litters, the premium
clumping formula is virtually dust free. The patent-pending
formula uses a highly porous, light-den-
sity clay that not only makes the
strong-clumping litter lightweight, but
also quick to absorb, trap and eliminate
odors. It is available in scented and
unscented hypoallergenic formulas
designed for multiple cats.
Treats can mean bonding
time for cat and owner.