Natura Petz Organics launched Petabis
Organics earlier this year, which
contains phtyo-cannabinoid-rich (PCR)
hemp oils, topicals, salves and snacks.
“Cats are highly responsive to PCR
hemp oil products, and because [the
line] may be used to help address a
variety of conditional needs, it offers
retailers and pet parents a single one-stop-shop wellness solution for cats in
a variety of delivery options,” said Heidi
Nevala, president of Minneapolis-based
Natura Petz Organics.
In May, Nutri-Vet Wellness, a division of Boise, Idaho-based Manna Pro
Products, reformulated its Hairball Soft
Chews for Cats, available in Cheese &
Chicken Flavor, and put them in a cup.
The company also introduced L-Lysine
Soft Chews for Cats in Chicken Liver &
ONSUMER EDUCATION ERCHANDISING
Pet specialty retailers that hold classes on feline wellness either online or in-store can
help customers learn how to manage their cats’ health issues.
Still, finding the correct supplements on a crowded retail shelf can be challenging,
which is why Amanda Zumwalt, brand manager for Nutri-Vet Wellness, a division of
Boise, Idaho-based Manna Pro Products, recommends having clear signage to help point
consumers to the most popular products and categories.
“We offer retailers product training and are available to help optimize their
supplement set,” she said. “We offer product information on our website, and we have
Facebook and other social sites to help interact with the consumers. We also do monthly
newsletters to educate the consumers on Nutri-Vet products.”
Every year, Pet Food Express, a chain of stores in California, holds a month-long
focus on products designed specifically to help cats stay hydrated and healthy.
“This year, the display actually has a real faucet as part of the display in an attempt
to be extra eye catching and drive awareness,” said Sue Tasa, director of education for
In an omni-channel world, FoodScience Corp. is focused on providing content and information about its products on social media and to retailers, said Derek J. Archambault,
director of marketing, pet and retail, for the Williston, Vt.-based company.
“It is easy for consumers to do research on products before walking into the store,
or even while standing in the store, and there isn’t always staff available to help, and
some people don’t want it,” he said. “We ensure that our sites are mobile friendly, and
we make it easy for visitors to find the store closest to them that carries our product.”
All Pet Food Express stores have a supplements section, a first aid section and special endcaps
throughout the year to display items both on a permanent and a temporary basis.
“Though counter space is limited, we sometimes display a small amount of a supplement in
a basket at our cash wraps,” said Sue Tasa, director of education for the California chain. “It’s a
great opportunity to have one last conversation about the importance of supplements and the
direct benefit supplements can have on a cat’s health.”
Cross-merchandising is crucial when it comes to supplements, said Derek J. Archambault,
director of marketing, pet and retail, for FoodScience Corp. in Williston, Vt.
“People self-identify their challenges through the food and accessories they purchase,” he
said. “Thinking through those connections can mean making an incremental sale to a custom-
er. Think about probiotics for someone buying sensitive diets, or hip and joint supplements for
senior food, or calming supplements with ThunderShirts.”
At Paws on the Mountain in Cashiers, N.C., all cat supplements are displayed in a designated
“We try to interact with each and every customer to help guide them to the best possible
supplement option for their cat’s particular issue,” said owner Angel Stanley. “We need to work
on trying to make sure that all of our cat customers are aware that processed diets do require
additional supplementation to make sure cats are getting all of the vital nutrients needed for
It can also be confusing to a consumer when there are so many different supplements avail-
able. Amanda Zumwalt, brand manager for Nutri-Vet Wellness, a division of Boise, Idaho-based
Manna Pro Products, said it helps to have a supplement section organized by ailment.
“For example, hip and joint, skin and coat, digestion,” she said. “I would highlight a
different section each month with a display to help promote all the different products.”
Why are pet owners choosing to buy more supplements?
“Cats are spending more time inside the home,
and cats’ lifespans continue to increase, and
pet parents are either more open to the idea of
or actually seeking out feline supplements.”
—SUE TASA, director of education for Pet Food
Express, a chain of stores in California
CONTINUED ON PAGE 87
High protein kibble that naturally optimizes your cat’s appetite
and body mass through simple high quality ingredients.
90%+of Protein is Animal-Based
Chicken or Salmon Kibble
Plus 5 Canned Varieties