Delivering the Highest Quality in Small Animal Diets – Pet Business Magazine

Pet owners take the health and wellness of their small animals just as seriously as that of their cats and dogs, so it only makes sense that retailers should approach their small animal food offerings with the same deep consideration they use when building their dog and cat food selection. Doing so is vital to ensuring this diverse range of pets is getting the necessary nutrients to fuel their little bodies and meet their species-specific needs.
It’s important to note that two increasingly prominent pet owner segments—millennials and Generation Z—represent a growing segment of small pet owners. These well-informed customers  know what they’re looking for when it comes to their small animals’ diets, and they look to retailers to match that level of research and knowledge in the category. For pet stores that meet this challenge, small pet parents represent a customer base that will continue growing not only in size, but also in value. 
Claire Hamblion, marketing director at Supreme Petfoods, describes these customers as “often highly engaged, highly knowledgeable and willing to spend more on their pets.” They desire premium quality brands, even at higher price points, with an emphasis on natural ingredients and science-based nutrition, she adds. 
 
The nutritional needs of a ferret are not identical to that of a rabbit, and the same goes for the variety of species in the small animal category. This means the more variety in the small pet food aisle, the higher the chances are for a retailer to build a high-value, loyal customer base. Supreme, for example, offers a wide range of veterinary recommended species-specific small pet diets, including rabbits, guinea pigs, hamsters, gerbils, chinchillas, degus, rats and mice, according to Hamblion.
When it comes to one diet for an individual small animal, it should be uniform and nutritionally complete, according to Kellie Hayden, marketing coordinator at Oxbow Animal Health. 
“Each bite of fortified food should deliver the same complete nutrition. Small animals are concentrate selectors, meaning that they will choose the most calorically-dense, tastiest pieces of food first,” Hayden explains. “When a small animal is provided a mixed diet that contains fruits, seeds, nuts, and fortified pellets, they tend to eat the fruits, seeds, and nuts, while leaving behind a disproportionate amount of fortified pellets containing all of the vitamins and minerals they need to stay healthy. Oxbow prides itself in making fortified foods that prevent this selective feeding in order to keep small pets healthy.” 
Hamblion says diets that closely mirror natural nutrition are also key. This means no added sugar or artificial flavoring. This doesn’t have to mean compromising on desirability, though, as there are plenty of foods made with all natural ingredients that are still highly palatable. For small herbivores, high fiber is of the utmost importance to support dental and digestive health. 
Hamblion and Hayden both point to herbivores such as rabbits, guinea pigs, and chinchillas, as an example of a species with particular dietary requirements. They need grass hay as 70 percent of their daily diet, so this is one basic must-have for any retailer selling small animal food. Even within this one category, an array of different types is essential. This includes products like Western Timothy Hay, Orchard Grass Hay, Hay Blends (a mix of Orchard and Western Timothy Hay), Botanical Hay, and Organic Meadow Hay. 
For Hamblion, diets for different life stages are also driving sales. Supreme’s new for 2022 Science Selective Junior Guinea Pig food expands the company’s existing life stage range that includes Science Selective Junior Rabbit food and Science Selective Four+ Rabbit food. 
“Don’t forget house rabbits which have their own particular dietary requirements,” Hamblion advises. “They can be more inclined to gain weight, so a high fiber content helps to meet their needs, along with added vitamin D to compensate for less exposure to natural sunlight.” 
Healthy treats are another avenue for strong sales, Hayden says, adding that Oxbow’s Simple Rewards Baked Treats are healthy, hay-based treats that come in a variety of flavors that many species of small pets can enjoy. 
 
Just as important as it is for a store to carry these products is a staff equipped with impressive knowledge about them. The benefit of education also extends beyond small animals and their parents, as it will also typically drive sales and encourage repeat customers. This means not only knowing as much as possible about the products and how best to market their benefits, but also the ability to offer guidance and fill in any gaps in a customer’s knowledge base about how to provide the highest standard of care to their pets. 
Hamblion and Hayden suggest attractive point of sale materials and in-store displays as a channel for conversations and reinforcing key messages. Hayden notes the research abilities of modern pet parents, and says they are “eager to trust and engage with partners who provide tools to help enhance their knowledge and experience as pet parents.” She also suggests providing links to digital education via social media or email marketing to simultaneously educate consumers while endearing them to your business. 
Supreme offers retailers a comprehensive range of effective POS materials to help boost sales, including care guides, free samples, and loyalty strategies, according to Hamblion. The company offers free samples that retailers can use in ‘new rabbit packs,’ or to encourage owners to switch from another brand. 
As always, social media is a tool that provides a sizable digital reach. Short-form videos on Instagram reels and TikTok are popular, but Hamblion encourages retailers to go beyond creating and distributing content by making sure it is material that yields online engagement and communication with a retailer’s customer base. 
While it’s vital to get to know your customer base and the specific needs of the pets they are shopping for, it should also be a priority to be tuned in to larger current trends. One example, Hamblion says, is the mirroring of trends in human dietary habits, leading to growing interest in grain-free food. 
“Our Selective Naturals Grain Free diet is proving to be a hit with owners and rabbits alike,” she explains. “The grain-free nuggets are packed with Timothy hay and vegetables, respecting the natural diet, and helping keep rabbits in the very best of health.”  PB
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