What Premium Dog Food Customers Are Most Concerned About – PetProductNews.com

Pets are an integral part of the family, and many owners try to provide the best nutrition possible for them. One way they accomplish this is by choosing premium diets for their canine companions.
“Meeting dietary needs is a large part of ensuring pets are the best they can be for themselves and their family,” said Melissa Olson, vice president of sales and marketing for Carnivore Meat Co., the Green Bay, Wis.-based manufacturer of Vital Essentials and Nature’s Advantage brands.
This has resulted in specialty retailers reporting an increase in premium dog food purchases over the past 12 months. Jewell Abad, assistant manager of King Duke’s, a pet store in Beaverton, Ore., noted that the increase in dog ownership provided “a slight increase” in sales.
“Dry kibble is the biggest seller because it has a long shelf life and can be more cost effective than premade raw food,” she said.
Keith Henline, store manager at Asheville Pet Supply in Asheville, N.C., said his premium dog diet sales are up because customers are “looking for better foods.”
“We see an increase in grain-free [diets],” he said. “Our store deals with a lot of people’s health issues, and grain free is great for skin issues, allergies and that kind of stuff.”
Despite price increases, “sales are up around 10 percent,” said Marsha Vallee, co-owner of Noble Beast in Phoenix.
“The raw frozen and lightly cooked categories are going nuts right now at our store,” she said. “Part of that is lots of commercials on social media touting the whole food nature of these foods and the health benefits, and part of that is people are more likely to buy these foods at a local store because shipping is difficult with frozen foods.”
Several companies also reported seeing an uptick in meal toppers and boosters or mix-ins for dogs.
“These types of products are typically added to a kibble diet as a way to stimulate mealtime excitement or add more protein to a daily diet,” Olson said.
There are several specific attributes consumers purchasing premium dog foods desire, industry insiders said. It starts with the dog liking the food, said Mary Helen Horn, president and executive director of Ziwi Pets, a manufacturer in Overland Park, Kan.
“You’re paying the premium and want a healthier, happier dog living a longer life,” she said. “That premium customer is very concerned with the life and happiness of their pet.”
Palatability is followed closely by quality, from ingredients to sourcing to the brand itself, Henline said.
“We look at quality of ingredients and where everything is sourced from,” he said. “We go through the ingredient panels and see the quality, see where it’s manufactured and how. Integrity of the company [is important] as well.”
Nikole Freeman, co-owner of Crown to Tail Dog Treats, a manufacturer in Beaverton, Ore., agreed, adding that many pet owners prefer a limited-ingredient panel.
“We are finding that pet parents are looking for limited ingredients,” she said. “They also want to know that ingredients are responsibly sourced and high quality. We are seeing that dog moms and dads are much more aware of what they feed their best friend, so they are asking more questions.”
Grain-in recipes continue to get a lot of interest from customers, along with less processing, retailers said.
“We are still seeing an interest in grain-in kibbles, influenced by the faulty [dilated cardiomyopathy] DCM reporting,” Vallee said, referring to the U.S Food & Drug Administration’s (FDA) investigation into the potential link between DCM and certain dog diets, including many labeled as “grain free.” “People are also increasingly interested in less-processed foods with whole food ingredients. This mirrors the way that many people eat, and they want the same thing for their pets.”
The market is chock-full of premium diets and treats that aim to meet the dietary needs of dogs, and manufacturers continue to innovate in an effort to offer a variety of products for today’s dog owners.
Crown to Tail Dog Treats launched three holiday flavor dog treats at SuperZoo in Las Vegas last August. The Jack-O-Lantern Soft Chew Dog Treats feature pumpkin flavor with a hint of cinnamon. The bone-shaped Christmas Breakfast Crunchy Dog Treats are flavored with maple and bacon. The heart-shaped Love Is In The Air Crunchy Dog Treats are made with applesauce and honey.
“Our most popular flavor [this year] is our Oatmeal Cookie Soft Chew,” said Nikole Freeman, co-owner of the Beaverton, Ore.-based company. “As soon as you open the bag, you can smell the warm cinnamon and honey. The soft chews are great for dogs of all ages and life stages—they have limited ingredients and are easy to break into smaller bites.”
Recent favorites from Carnivore Meat Co. come from the company’s frozen and freeze-dried lines, said Melissa Olson, vice president of sales and marketing for the Green Bay, Wis.-based company. Protein options include beef, duck, chicken, rabbit, salmon and turkey.
“Although our ultra-premium freeze-dried foods have been selling well, our frozen food line has actually been growing at a faster pace this past year,” she said. “Vital Essentials Frozen Dog Food recipes are well aligned with today’s consumers in that all of our products are made from high-quality ingredients and feature single-source proteins.”
Also seeing consumer preference for limited-ingredient premium dog foods, officials at Ziwi Pets said the company’s air-dried portfolio is selling best.
“It’s in our two smallest-sized bags,” said Mary Helen Horn, president and executive director for the Overland Park, Kan.-based company. “A lot of our customers are coming into air dried as a topper or bowl booster and transitioning into more air dried and less kibble.”
Proteins include mackerel, lamb, venison, beef, tripe and chicken.
Dietary needs vary, so savvy stores carry a diverse lineup of premium dog foods to meet those fluctuating needs, industry insiders said.
“Having a variety of flavors and textures is huge,” said Nikole Freeman, co-owner of Crown to Tail Dog Treats, a manufacturer in Beaverton, Ore. “No two dogs are the same, and their preferences are all different. I personally change up what I give my two fur-kiddos all the time.”
Aside from pet preferences, dog dietary needs and tolerances also differ, insiders said.
“Product diversity is a must if you want to have a product for everyone, because every dog is different in what their body will do well on,” said Jewell Abad, assistant manager for King Duke’s, a pet store in Beaverton, Ore. “Grain inclusive, grain free, hydrolyzed proteins, limited ingredients, high calorie, freeze-dried to pre-made raw are just examples of what I consider an ideal assortment.”
Price also plays a role in curating an ideal assortment of premium diets, said Marsha Vallee, co-owner of Noble Beast, a pet store in Phoenix.
“Since we are a small store, we do look for product diversity,” she said. “When we decide to bring in something new, we look for products that offer something that fills a specific need or offers something new. We [also] try and have a range of price levels.”
Knowing the store’s demographics significantly helps retailers make the best offering choices, said Melissa Olson, vice president of sales and marketing for Carnivore Meat Co., the Green Bay, Wis.-based manufacturer of Vital Essentials and Nature’s Advantage brands.
“Optimal product assortment is highly dependent upon the individual store to meet the unique needs of their market area and customer base within their proximity,” she said. “Brands should be carefully selected based on how well they fit the clientele needs.”
Many independent pet stores carry a range of premium dog foods, and associates must be educated on the brands and categories, industry insiders agreed.
“It’s crucial for retail staff to understand the full range of products at their store so they can make the best recommendations to customers looking for specific or even general guidance on product selection,” said Melissa Olson, vice president of sales and marketing for Carnivore Meat Co., the Green Bay, Wis.-based manufacturer of Vital Essentials and Nature’s Advantage brands. “Retail staff should understand the unique health benefits or features of foods and treats to guide customers.”
Retailers must also be capable of effectively sharing that information with customers.
“Without educating the staff, a lot of foods would sit on the shelves,” said Keith Henline, store manager at Asheville Pet Supply in Asheville, N.C. “If staff doesn’t understand the food, it’s hard for them to explain it to customers.”
Dog owners come to retailers looking for their expertise, and nutrition is a key component to a pet’s health and quality of life, insiders said.
“Education is extremely important for staff,” said Nikole Freeman, co-owner of Crown to Tail Dog Treats, a manufacturer in Beaverton, Ore. “Pet parents have a lot of questions, and if the staff can’t answer them, they are far less likely to purchase the item.”
To help with staff education, Crown to Tail Dog Treats provides retail partners with literature and an information portal on its website.
While associates aim to understand the brands and categories of premium diets they carry—from kibble and wet to freeze-dried and raw—it helps to know “overall nutrition and focus in on easy-to-remember features and benefits so associates can help that consumer when they’re deciding what’s best for them,” said Mary Helen Horn, president and executive director of Ziwi Pets, a manufacturer in Overland Park, Kan.
Ziwi takes a multi-tiered approach to retail training. Facets include an online training program, large training seminars, in-store education pieces with field reps, access to PowerPoint training and customized in-store tools.
“We meet the store where they are with associates and content for new versus experienced associates,” Horn said.
Most brand information comes from manufacturers’ representatives via in-store training sessions or online training platforms, said Jewell Abad, assistant manager of King Duke’s, a pet store in Beaverton, Ore.
“Otherwise, I tend to do a lot of the research myself and help educate my co-workers,” she said.
Marsha Vallee, co-owner of Noble Beast, a pet store in Phoenix, also takes a hands-on approach with employees.
“There is always more to learn,” she said. “We always pair new staff with long-term employees so they can hear us interacting with customers and learn that way. We also keep ‘cheat sheets’ on things such as foods for kidney issues, etc.”
Despite product training, Abad said she encourages customers to get their veterinarian’s input as well.
“I try to make sure we know where the brand produces their food, what certifications they have, if any, and about the digestibility and density of different proteins,” she said. “I also let customers know that any big nutrition changes should be discussed with a vet, especially if they are trying to find a food to fix a medical issue.”
Viral Surati, president and co-founder of Raw Dog Chews in Evansville, Ind.
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