Why now is the time to start selling pet supplies

While for many fine food retailers the idea of selling premium pet supplies may seem a step too far out of their comfort zone, those who have taken the leap have found it a profitable venture – for many reasons. Not only are more shoppers than ever being conscientious about their pets’ diet than ever before – choosing to feed them products which are fit for human consumption, not to mention well-balanced and nutrient-rich – but these customers often linger, making an occasion out of their visits to the establishments who cater to pets’ increasing needs, and in doing so throw a couple of treats for themselves into their baskets, too.

“Pet food and supplies can act as a resilient premium basket-builder for fine food retailers because they introduce frequent top-up purchases alongside higher-margin
treats and accessories,” says Vineta Bajaj, group CFO at Holland & Barrett.

This isn’t just a flash in the pan; “the global pet food market is currently worth well over £100 billion”, says Dr Guy Sandelowsky, practicing vet and co-founder of pet nutrition company Omni, “and in the UK alone it is estimated to be worth around £4 billion, with particularly strong growth in premium and functional nutrition segments.”

“What we are seeing is a clear shift from pet food being treated as a basic commodity to something much closer to human grade nutrition,” says Guy. “Pet owners increasingly see their dogs and cats as members of the family, and they are willing to invest more in products that support long term health, longevity and quality of life.”

For speciality retailers and destination food halls, this creates a clear opportunity, says Guy. “Pet owners visiting these environments are already looking for premium, thoughtfully curated food experiences, and that mindset increasingly extends to what they feed their pets.”

A natural fit

“For many shoppers, pets are part of the family, so it feels logical to buy their food in the same place they purchase quality food for themselves,” says Emily Moss, marketing and events manager at Thetford Garden Centre. “Independent retailers can also offer a more considered range rather than overwhelming customers with hundreds of options, making it easier to discover new premium brands, sustainable products and functional treats.

“The knowledgeable staff and the ability to talk through products with customers is also something that e-commerce simply can’t replicate. People often come in with questions about their pet’s diet, allergies, and being able to guide them towards high-quality options from trusted suppliers makes a big difference,” says Emily.

“We also see a lot of enthusiasm for locally made pet treats, natural, sustainable food and seasonal gifting for pets, particularly around Christmas and other celebrations. It reflects the emotional connection people have with their animals and their desire to treat them with the same care and thoughtfulness they apply to the rest of the household.”

What to stock

Tim Ryman, managing director at Masterclip advises looking beyond food for pets. “Seasonal gifting is strong, from advent calendars and celebration bakes to ‘dogsafe’ Easter alternatives, which suits destination retail that already does well with special-occasion displays.”

To start your range, why not try Marshfield Farm’s ice cream for dogs, Scoop’s; Pooch & Mutt’s limited edition Spring Picnic treats with added collagen and postbiotics; or Marleybones’ Boss Beef wet dog food that is slow cooked and packed with probiotics and superfoods.

“Sustainability is becoming more concrete, with insect protein options, recyclable packaging, and welfare-led sourcing, and there is steady demand for on-the-go kits for walks, such as collapsible bowls, paw balms, and practical lead and harness upgrades,” Tim says. Be:Calm’s calming and conditioning pet shampoo bar offers deep conditioning and moisturising from a goats’ milk shampoo bar.