In addition to the approximately 8 million cats and 8 million dogs, the UK pet population includes an estimated 500,000+ hamsters, one million caged birds and 300,000 lizards.
The industry is highly competitive and brands must differentiate themselves in a meaningful way in order to maintain or increase market share. This means segmenting the market to target specific groups such as consumers who prefer all-natural pet foods or those whose pets have specific nutritional needs, as just two examples.
So how are pet food manufacturers reaching out to pet owners? Through advertising, of course, but also via apps and social media.
- Mars, maker of Pedigree, Cesar, Sheba and Whiskas has just introduced a new UK campaign focused on health and nutrition. 'Nutrition is what makes dogs and cats healthy and happy and that’s fundamental to every owner', explains the marketing director. 'We know more about [dog and cat] nutrition than any other company out there and have developed a strategy that helps establish that expertise in an accessible way for pet owners'. The Pedigree brand hosts a Facebook page titled We're for Dogs.
- Nestle Purina's strapline is 'Helping pets lead healthy, happy lives for over 85 years'. Purina is targeting niches as well as the mainstream pet owner. With 'my dog uk', Purina offers an app that will show owners where dogs are welcome or help owners find a vet in a hurry (left). The firm also has a Facebook page devoted to battling pet obesity.
- Hill's Pet Nutrition is launching a new pet food available only through vets, promoting the benefit of weight loss for cats and dogs. Other products feature nutritional benefits geared to the pet's age, weight and sensitivity to ingredients. Yes, Hill's is social: See its Facebook page, for example.
