ClickZ Pet Products Newsletter - 11.14.2024

PLUS: E-Commerce pet food sales to hit $21B next year

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 7 minutes

Pawsome Bites 🍪

Bella Duke

Bella Duke, a prominent player in the pet food industry, has strategically repositioned its brand to emphasize health and wellbeing, reflecting a broader understanding of pet care. This relaunch is marked by a comprehensive redesign of its brand identity, including a refreshed brandmark, typography, and communications palette. These changes will be visible across the brand's website, packaging, and advertising, signaling a significant shift in its market approach.

The company remains committed to offering its signature 100 raw, nutritionally complete meals, alongside natural treats and care products, both online and in Pets at Home stores. However, Bella Duke is expanding its offerings to include a suite of services such as video vet care, puppy training, and nutritional advice, accessible through digital platforms and social media. This evolution positions Bella Duke as a holistic pet wellbeing brand, addressing the multifaceted needs of pets beyond mere nutrition.

Chief Executive James Sturrock articulates this vision, emphasizing that the brand's original mission was to enhance pet lives through superior nutrition. Recognizing that wellbeing extends beyond dietary considerations, Bella Duke now aims to provide comprehensive care throughout every stage of a pet's life. This strategic pivot reflects a nuanced understanding of the pet care industry, where consumer expectations are increasingly aligned with holistic health and wellness solutions.

In an industry characterized by rapid innovation and evolving consumer demands, Bella Duke's rebranding initiative underscores its commitment to staying at the forefront of pet wellbeing. By integrating advanced services and maintaining a focus on quality nutrition, the brand is poised to meet the dynamic needs of modern pet owners, ensuring that pets receive optimal care and attention.

The Protein Ball Co

The Protein Ball Co introduces "Its The Dogs", a pet brand offering human-grade protein snacks for dogs. These treats, made with safe ingredients like roasted peanut butter and chia seeds, support muscle growth and gut health. Available in two sizes, they reflect the belief that pets deserve quality care.

Paw Prosper has acquired K9 Mobility to expand its global reach, enhancing its presence in the UK and Europe. This strategic move aims to simplify access to pet mobility products, fostering stronger relationships with caregivers. The acquisition underscores Paw Prosper's commitment to improving pet wellness and accessibility for mobility-challenged animals.

E-commerce pet food sales are projected to exceed $21 billion in 2024, driven by premium brands and trends in protein and clean ingredients. Despite inflation, U.S. pet food prices are decreasing. Global studies reveal increasing pet ownership, with cat ownership surpassing dogs, influencing market dynamics and growth opportunities.

Freshpet's sales and profit outlook has been upgraded due to consistent growth, exceeding long-term targets. The company anticipates a 27% sales increase to $975 million and adjusted EBITDA of at least $155 million for 2024. Freshpet's shares rose 12.6%, reflecting strong market confidence

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for eCommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving eCommerce landscape.

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