Mars finds that consumers don’t skimp on their pets

Pet food and care may be a dedicated category, but that doesn’t make strategic placement in stores any less crucial. Mars Petcare outlines the drivers of growth in this large and resilient category.

Where should you place the pet care category?

Does it make sense to place a destination category like pet food and care toward the back of the store? Retailers often opt for this, counting on shoppers to pick up additional items on their way to that aisle. That doesn’t always hold true, says Simon Bossuyt, category director for Mars Petcare in France and the Benelux. He will present several inspiring case studies at the Category Management Congress hosted by LD&Co and RetailDetail on November 19.

“For a pilot project in France, we moved the pet care section away from the back of the store. Place pet care next to the most frequently purchased categories with the highest household penetration—perhaps even closer to the entrance. It works.Moreover, the feeling that you’ve already made a purchase for your pet triggers a rush of endorphins—a sense of happiness that comes from caring for your pet. That can have a positive impact on the rest of the shopping trip.”

“Pets are family members”

This is just one example of how the market leader in pet food is working to generate growth in this massive category, which accounts for as much as 146 billion euros worldwide. In the Benelux and France combined, this represents 8 billion euros in revenue; in Belgium, the category accounts for 1.4 billion euros, with 2.6 million cats and 1.7 million dogs. There are more households with pets than households with children. 61% of Belgian households have a cat or dog. Last year, 17% of Belgian families welcomed a cat or dog into their home.

The category is not only large but also resilient: despite geopolitical turmoil, it remains dynamic and continues to grow when all sales channels are taken into account. “People aren’t going to cut back on their cat’s or dog’s food—after all, they consider pets to be members of their family. That also makes it interesting for retailers. Because the bond between the owner, the family, and the pet is central, it’s also an emotional category.”

Three pillars

Availability, visibility, and experience are the three pillars on which Mars is building its growth story, both offline and online. Food retail remains the most important sales channel, but specialty stores also play a role, while online sales are experiencing the strongest growth. “When people adopt or buy a pet, they often go to a specialty store first, because there they receive plenty of advice and guidance on purchasing the right type of food. After that, the other channels come into play.”

The crucial question is: “How do we bridge the gap between digital and physical in a seamless omnichannel experience?” Mars examines the pet parent journey and the path to purchase: “We want to provide solutions throughout the customer journey, from adoption or purchase all the way through to the pet’s passing.That customer journey often starts outside the store. People first look for information online. How can we be present there, and what kind of experience should we offer? Think of TV, online banners, social media, and so on. We make sure we appear at the top with the right search terms, click-through…”

Structure and experience

In stores, Mars designs its shelf layout based on the “decision tree”: how do shoppers search for brands, sub-brands, product types, technologies, flavors…? Clear navigation within the aisle is key: dogs and cats, dry food, wet food, and snacks, as well as rodents, fish… This is how you create structure and an experience for the shopper.

Using shelf flags, wobblers, LED lights, and other tools, Mars makes subsegments and products stand out. In France, the company is testing touchscreens that connect the offline and online worlds, using AI and our Petcare Ecosystem to better guide shoppers. The right decor then enhances the experience: natural and homey tones, emotional framing, floor stickers, projector displays, cat paw prints, dog paw prints, QR codes… “Together with retail partners, we’re developing a ‘store of the future’ in both brick-and-mortar and online stores. In line with our Triple Win Mindset and with the ultimate goal of our Mars Petcare Purpose: a better world for pets.”

At the Category Management Congress—one of the three pre-events at RetailDetail Night—on November 19 in Brussels, Simon Bossuyt will explain Mars Petcare’s category vision, illustrated with compelling examples in photos and videos. YouGov, Bonduelle, GS1, and LD&Co will also be speaking that afternoon. Reserve your ticket using the button below.