PET Food Processing - September 2021 - 14

TRENDS
" Benefits can
be delivered
through the
ingredients or
the form
of the treat. "
Craig Mickey,
Red Collar Pet Foods
Meeting the quality,
variety and ingredient
demands for
today's pet treat
market requires a
cooperative effort
between processors
and suppliers.
Red Collar Pet Foods
ingredients for product differentiation and to meet customer
expectations, " McCarthy said. " Extrusion technology
is ever evolving, offering new and exciting applications.
In the future, we will likely see 3D printing for
treat production. "
Ruffolo said he believes it is the combination of equipment
technology and the availability of new ingredients
that offers brands a competitive advantage.
" While there always will be the opportunity to purchase
new machinery or expand capacity, the major
dog treat category advances have come in the ingredient
market as manufacturers now have access to 'cleaner,'
organic and 'benefit-driven' ingredients, " Ruffolo said.
" Creating new recipes using these new ingredients while
leveraging proprietary processes are some of the keys to
winning in the market. "
Gaining consumer attention
In such a crowded market, it is vital for pet treat processors
to differentiate themselves from the competition.
" To gain the consumer's attention, you have to have
something new and different, " Bachkora explained.
" Plus, you need to get the product on the shelf and communicate
a clear message about what is in the bag. "
Allen agreed that it is important to launch products
into the marketplace that are truly differentiated, and
then properly promote them.
" Having a strong campaign wrapped around social/
digital media, aggressive public relations strategy, and
developing communities of new customers [is important], "
Allen said. " Turning your new users and customers
into product/brand evangelists can be an extremely
strong asset in the marketing arsenal. Trial/sampling
programs are critical to driving new users - all these
components need to be integrated and leveraged with
reach and frequency thresholds to launch and sustain a
new product. "
The rise of e-commerce has been instrumental in
helping many pet treat processors differentiate themselves
from their competitors and gain market share.
14 PET FOOD PROCESSING | September 2021 | www.petfoodprocessing.net
" Digital marketing and e-commerce have made it easier
for brands of all sizes to reach their target audience
in a much more efficient and effective manner, " Ruffolo
said. " Building brand awareness, seeking consumer ratings/input,
and creating 'buzz' all can be accomplished
via the digital/e-commerce experience - well before a
product ever can be purchased in store. "
Content creation and influencer marketing can also
be effective strategies for increasing brand awareness.
" Influencer and celebrity marketing is booming, as
well as educational content that demonstrates product
benefits, " Skodda said. " Many consumers turn to trusted
brands that stand for clean and innovative nutrition.
Recommendations from vets are still trending and science
is playing a bigger role. "
Despite the advantages, e-commerce does present
some challenges for pet treat brands.
" One of the drawbacks to online shopping is that
it's more challenging to convey appearance, including
color and shape, as well as texture and aroma in a
two-dimensional virtual space, " McCarthy commented.
" Consumers have more opportunity to experience new
treats in store, so there could be a hurdle for first-time
purchases through e-commerce - though it's very effective
for repeat buyers. Brands also have to consider the
logistics of shipping costs, extra materials for packaging,
and potential issues with shelf life if new products are
slow to move off the shelf. "
Ultimately, the benefits of e-commerce far outweigh
any disadvantages for pet treat brands, making it vital
for brands to understand and embrace the channel.
" Pet product sales from e-commerce are now approaching
30% of all sales, " Allen noted. " It continues
to grow and outpace any other channel. Having a keen
understanding of the nuances within e-commerce is also
critical when investing into this space and making it a
profitable channel. Brands need to understand that this
phenomenon is not going away. It is here to stay - the
consumer is driving that activity and brands need to fish
where the fish are. "
PFP
http://www.petfoodprocessing.net

PET Food Processing - September 2021

Table of Contents for the Digital Edition of PET Food Processing - September 2021

PET Food Processing - September 2021 - Intro
PET Food Processing - September 2021 - 1
PET Food Processing - September 2021 - 2
PET Food Processing - September 2021 - 3
PET Food Processing - September 2021 - 4
PET Food Processing - September 2021 - 5
PET Food Processing - September 2021 - 6
PET Food Processing - September 2021 - 7
PET Food Processing - September 2021 - 8
PET Food Processing - September 2021 - 9
PET Food Processing - September 2021 - 10
PET Food Processing - September 2021 - 11
PET Food Processing - September 2021 - 12
PET Food Processing - September 2021 - 13
PET Food Processing - September 2021 - 14
PET Food Processing - September 2021 - 15
PET Food Processing - September 2021 - 16
PET Food Processing - September 2021 - 17
PET Food Processing - September 2021 - 18
PET Food Processing - September 2021 - 19
PET Food Processing - September 2021 - 20
PET Food Processing - September 2021 - 21
PET Food Processing - September 2021 - 22
PET Food Processing - September 2021 - 23
PET Food Processing - September 2021 - 24
PET Food Processing - September 2021 - 25
PET Food Processing - September 2021 - 26
PET Food Processing - September 2021 - 27
PET Food Processing - September 2021 - 28
PET Food Processing - September 2021 - 29
PET Food Processing - September 2021 - 30
PET Food Processing - September 2021 - 31
PET Food Processing - September 2021 - 32
PET Food Processing - September 2021 - 33
PET Food Processing - September 2021 - 34
PET Food Processing - September 2021 - 35
PET Food Processing - September 2021 - 36
PET Food Processing - September 2021 - 37
PET Food Processing - September 2021 - 38
PET Food Processing - September 2021 - 39
PET Food Processing - September 2021 - 40
PET Food Processing - September 2021 - 41
PET Food Processing - September 2021 - 42
PET Food Processing - September 2021 - 43
PET Food Processing - September 2021 - 44
PET Food Processing - September 2021 - 45
PET Food Processing - September 2021 - 46
PET Food Processing - September 2021 - 47
PET Food Processing - September 2021 - 48
PET Food Processing - September 2021 - 49
PET Food Processing - September 2021 - 50
PET Food Processing - September 2021 - 51
PET Food Processing - September 2021 - 52
PET Food Processing - September 2021 - 53
PET Food Processing - September 2021 - 54
PET Food Processing - September 2021 - 55
PET Food Processing - September 2021 - 56
PET Food Processing - September 2021 - 57
PET Food Processing - September 2021 - 58
PET Food Processing - September 2021 - 59
PET Food Processing - September 2021 - 60
PET Food Processing - September 2021 - 61
PET Food Processing - September 2021 - 62
PET Food Processing - September 2021 - 63
PET Food Processing - September 2021 - 64
PET Food Processing - September 2021 - 65
PET Food Processing - September 2021 - 66
PET Food Processing - September 2021 - 67
PET Food Processing - September 2021 - 68
PET Food Processing - September 2021 - 69
PET Food Processing - September 2021 - 70
PET Food Processing - September 2021 - 71
PET Food Processing - September 2021 - 72
PET Food Processing - September 2021 - 73
PET Food Processing - September 2021 - 74
PET Food Processing - September 2021 - 75
PET Food Processing - September 2021 - 76
PET Food Processing - September 2021 - 77
PET Food Processing - September 2021 - 78
PET Food Processing - September 2021 - 79
PET Food Processing - September 2021 - 80
PET Food Processing - September 2021 - 81
PET Food Processing - September 2021 - 82
PET Food Processing - September 2021 - 83
PET Food Processing - September 2021 - 84
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
https://www.nxtbookmedia.com