„We consider the pet products category to have great potential – its popularity is growing, and customers are increasingly choosing our private label products. Currently, one in four items sold in this category is a private label product – a similar share is seen when evaluating overall private label sales. Therefore, we pay a lot of attention to both the assortment and the store space dedicated to pet products. We continuously develop the offer, strengthen private labels, and allocate more retail space for this category in new and renovated stores. We aim for customers to find a wide range of options in one place – from everyday food to care products and accessories,“ says Klavs Berzins, Head of the Categories Management Department at „Iki“.
Cat food – more than twice as popular
According to „Iki“ data, pet product sales in the first seven months of this year increased by 11% compared to the same period last year. The data also reveals significant differences in what owners buy for their pets. Evaluating cat and dog food sales, 70% consists of cat food, and 30% – dog food. However, it’s not only what is bought that differs – „Iki“ data also shows changing preferences among pet owners themselves.
„Today, customers do not limit themselves to the basic need to buy everyday food. They want the option to choose products of different quality and price, and their basket includes more items that are not just necessities. We see that canned food and treats are becoming more popular – the latter is a good example that owners want to pamper their pets,“ says Gintarė Kitovė, Communications Manager at „Iki“.
Popularity of private labels is growing
As the pet products category grows, private „Iki“ brands are gaining more attention from customers. Their sales are steadily increasing and currently account for 25% of all category sales. Customers can choose from 147 private label products, including „ZooRoyal“, „Clever“, „Moonranger“, and „Minka’s Natural Food“.
„Private labels allow us to actively shape the category assortment and offer good quality products at different prices. In the pet products category, we also have „ZooRoyal“, whose sales are growing not only in our market – demand is increasing in other countries as well, so the manufacturer cannot always meet the entire demand. This shows that private labels are not only an opportunity for customers to save money but also to get good quality at an attractive price,“ says K. Berzins.
Focus not only on quality but also on price
According to „Iki“ Communications Manager G. Kitovė, although customers pay more attention to quality, pet food and other everyday necessary products are constant expenses, so price remains an important criterion. Therefore, promotions or special offers provide an opportunity not only to replenish regularly purchased food stocks more cheaply but also to try other products.
For this reason, „Iki“ is organizing a „Pet Fiesta“ until August 23, during which large discounts are applied to various pet products. For example, different types of „Pedigree“ dog food and treats and „Whiskas“ cat food can be purchased at 50% off. The same discount applies to „ZooRoyal“ pet care products and accessories, and cat and dog bowls are discounted by 40%.
„This time, we are applying large discounts to different category groups – from everyday food and treats to care products and accessories. This way, the customer can not only save when buying familiar products but also try another product or a higher quality alternative at a more attractive price,“ says G. Kitovė.
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