December 27, 2024
(press release)
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A trip around the convention floor at Global EXPO and SUPERZOO helps you appreciate the vast levels of investment and priority given to new product innovation in the pet food business. Thus, it is ironic that misfires often occur on the path to securing sustainable traction at retail. Here we will dive into best practices aided by trends that will impact your success at gaining velocity and repeat purchase of your innovations. Meanwhile a recent Harris Poll of pet parents reveals an unprecedented environment for pet brand engagement and traction due to a seismic shift in the importance of pets to their owners. This creates enormous opportunities for brands if handled correctly. We will delve into the powerful data revelations a bit later in this article so stay tuned. In the premium segment of the pet food business, which continues to prove its consistent viability as the growth engine, we see notable trends towards various forms of shelf stable raw innovations, functional benefit treats and upgraded manufacturing techniques aimed at preserving the nutritional density of fresh food ingredients, alongside the rapid rise of fresh food formats. Pets and their quality of life are the likely winners in this pervasive move towards improving pet health and wellbeing through improved ingredient integrity. Yet from a business development standpoint, the closer-to-raw migration puts brands on a collision course with portfolio similarity in the pursuit of improved food and treat solutions. Product launch law No. 1 – different is better than better “Better than” is code for the same, only by degree better, and that is not a competitively sustainable proposition. Better reinforces sameness, which commoditizes your brand. Important decisions will inevitably be made in how you package and present new product innovations. There will be great temptation to focus on the tech and specs, which has legacy precedence in pet food marketing. However, people don’t buy specs. That said, knowing the pet product marketplace can be a sea of similarity in product stories, it’s important to note here that sound strategy is founded on — uniqueness and differentiation. Said another way, your ability to dial an innovation far enough to the left or right that a new category can be formed, one that you own and therefore are the “only” vs. one of many. Some marketers may believe that familiarity is a virtue. While it’s important to present new products in ways that make sense to people, familiarity can also be a trap. Different is sticky, memorable and persuasive. “Another one” is less engaging and will require more spending in the chase for “awareness” at the expense of singularity and a unique story. The three relevant conditions for engagement There are moments when pet parents are paying close attention and are seeking your solution. Knowing this can help you plan for the right mix of media and message, at a time when your consumer is listening. Here are the three magic moments when research shows pet parents are open to switching and/or selecting a new brand: Number one on the motivational hit parade is a desire to improve their pets’ health and wellbeing, which they associate with improved quality of life and longevity. Especially true when pets pass seven years of age and, as an older animal, may require tailored nutritional solutions that address impacts of aging. This could be allergen based, when specific ingredients in pet food drive gut troubles and skin conditions. Changes is disposition, quality of coat and energy levels usually are indicators that there may be a need to address dietary improvements as part of a suite of remedies prescribed by a veterinarian. The initial impact of a new furry family member works to refocus consumers on seeking out ‘best quality’ food and treat solutions as they embark on the journey of pet parenthood. Consumers want to provide the best possible diet they can afford, and this is a moment when openness and focus on pet brand messaging is high. Note: the extent your brand sees itself as a guide and coach on the pet owner’s journey, the more valuable your brand will become. An unprecedented era of family pet priority A recent Harris Poll among pet parents reveals we’ve entered a new era in pet ownership that may well fuel the pet brand business for years to come. It is a cultural shift, one that we’ve seen on the horizon, and now it’s here. Let’s remember that your business exists to create value and the more value you give, the more important your brand will become. When pet lifestyle transitions to family lifestyle, the marketing gods are speaking that now is the time to position your brand as a partner, advisor and enabler on their journey. The only way to do this is to steer clear of looking at pet parents as walking wallets and see your brand relationship in less transactional terms. If all you ever talk about is nutrition, you’re missing the opportunity to be helpful guide. The data here is amazing: When pets become surrogate children, the level of attention and priority this acquires should be factored into your long-range planning. It’s a gift. New product launch hall of fame Here is some top-level guidance we routinely build into new product launch strategies. How this is done specifically will forever and always be based on the brand’s unique heritage, story, advantages, purpose and mission. That said, this represents the hit parade of de-risking new product introductions: We know from neuroscience that the decisions and actions taken by every human centers in the limbic region of the brain. This amazing part of our anatomy is driven by emotion not analytical arguments. Want to influence a purchase? Let emotion be your guide rather than specsmanship. Pet brands notoriously default to talking about themselves and their achievements to the detriment of consumer engagement. Every consumer wakes up every day believing they are the hero of their life journey. Your storytelling should focus on them, their lifestyle and relationship with their furry family member. Your product innovation, then, is an enabler on this journey and in terms of communications effectiveness, context is everything. Authenticity matters here. That said your story should aim for differentiation. How you package and present the innovation story is vital to making this work. Strive for separation and elevation from everything else at shelf. Always look at this in the context of solutions to problems pet parents are trying to address. It’s always about them and their priorities. We have spent enough time in the saddle here helping build pet businesses to observe the all-too-frequent move to heavy up outreach at launch and then three months later go dark, hoping the brand will make it after retail trial incentives have been deployed. However, you likely haven’t reached “habit” as yet, so sustaining levels of investment matter as you move to remind consumers why they made the right decision in the first place. New products are the lifeblood of your business plan. It’s worth it to think strategically through this process, with the pet parent firmly placed at the center of your thinking and work backwards from there. Retail marketing support is vital in this business due in no small matter to the challenges of a crowded shopping environment where product form, packaging and story are often close to identical brand-to-brand. Pet parents are listening, so relevance and resonance matter greatly to your success.
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