Pet Product News - March 2019

A Premium Investment

Consumers are receptive to grooming products with indulgent properties and natural, safe ingredients.

GROOMING CONTINUED ON PAGE 102

BY LINDSEY GETZ

Owners are seeking out pre- mium grooming products to pamper their pets. Both manufacturers and pet specialty retailers report that shoppers are more cognizant of ingredients and concerned about safety than in years past, which means natural grooming products are coming out on top.

“More pet parents than ever
are concerned about the toxins
in products—whether they are
being inhaled or absorbed—and
are looking for grooming prod-
ucts that they can feel safe using
on their pets,” said Denise Strong,
owner of Pawz on Main in Cot-
tonwood, Ariz. “Since I only car-
ry natural products, I think our
customers appreciate that they
can pick anything and know it
has already been researched and
is safe.”
Consumers are looking more
closely at ingredient lists, manu-
facturers report.

“Grooming trends for ingredi-
ents have been focused on organic and all-natural ingredients as
more and more customers are reading labels,” said Beth Sommers,
president and chief merchandising officer of Pura Naturals Pet in
Ardsley, N. Y. “[Cannabidiol] CBD is still playing an important role
with wellness, too. As for fragrances, consumers are understanding
that a natural scent is a safer option, with lavender still leading as
a top seller.”
Alison Schwartz, general manager of All Pets Considered in
Greensboro, N.C., said that there is no question scent is still import-
ant to pet owners, but that anything that smells too perfumelike
is a big turnoff. This is certainly a change from the past, when the
mindset was the stronger the fragrance, the better.

“I think customers automatically associate a strong perfume
smell with chemicals, and that’s exactly what they’re trying to
avoid,” Schwartz said. “Pet parents are looking for more naturally
scented products that have a light scent which isn’t overpowering.”
“Pet parents are obviously associating the smell from the bottle
with what their pet will smell like after use, and they don’t want
a super-strong scent,” Carter said. “That’s why the coconut-based
cleansers we sell seem to do very well—they’re pleasant and not too
strong. I also think pet parents associate perfumes with synthetics,
and they’re looking for something natural. They want something
that they know is moisturizing and safe for their pet’s skin.”

TO YOU IN PART BY

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Products with a lighter, more
natural scent are in demand.
CONSUMER PREFERENCES

GOING PREMIUM

Products that are safe and all natural also tend to be premium, and pet specialty retailers and manufacturers alike reported that pet owners are willing to make that investment—as long as they feel confident it will pay off. In fact, many pet owners will intentionally seek out higher-end grooming products because they understand the benefits.

“Studies show that consumers are willing to pay a premium for their
pets on products that are healthier,” said Beth Sommers, president and
chief merchandising officer for Pura Naturals Pet in Ardsley, N. Y. “This runs
the gamut of food and treats to wellness and grooming. As more pets are
considered family and people take on healthier lifestyle choices with natural
and organic products for themselves, they see the overall value, and then
look for these products for their family pets.”
Alison Schwartz, general manager of All Pets Considered in Greensboro,
N.C., said that she is definitely seeing this trend across the board when it
comes to purchasing pet products.

“Pet parents want overall better products these days,” she said. “There
used to be this mindset that in terms of grooming, using a baby shampoo
or a dish soap was enough, but that’s simply not acceptable to pet parents
who have come to understand that their pets need species-appropriate
products. There’s more awareness, and most pet parents know the pH
balance of pet skin is not the same as human skin and, therefore, requires a
different product.”
And today’s shoppers recognize the value of using certain ingredients.

“We want the best for our pets, and the more we learn about beneficial ingredients in our pets’ grooming care, the more we want them for our pets,” said Gina Dial, vice president of sales and marketing for John Paul Pet in Ventura, Calif.

Consumers are also taking the initiative to educate themselves.

“More consumers are willing to buy premium grooming products
today because they educate themselves about ingredients and are willing
to spend a few extra dollars to enhance the lives of their furry family
members,” said Mauro Spina, founder of Spina Organics in Beverly Hills,
Calif. “They read the label with a closer eye than ever before.”
Spina said that pet owners are also willing to invest if it means making
their pet feel pampered.