Special Report: Pet Merchandising in Food Drug Mass
Pet product manufacturers are refining their brands that are curated to attract food-drug-mass shoppers. These high quality and premium offerings are accessible at the country’s largest retailers and at a price that fits into household budgets. These pet parents might lead with their wallet, but they are keenly insightful and have sharp judgment particularly when it comes to the consumables, toys and hardgoods they give to their pets. These pet parents expertly make shopping trips expedient and are canny at stretching their dollars and all the while expect the highest levels of ingredients in their pets’ food and highest levels of durability in their pets’ toys and supplies. For these larger scale retailers, partnering with premium pet brands means they can upgrade and premiumize their pet offering and attract a more refined pet parent.
Manufacturer West Paw grasps what pet owners expect from pet supplies.
“West Paw, now in its 30th year, has seen consumers expand where they shop for pet products,” President Spencer Williams explained. “They are willing to spend on values they believe in—safety, quality, USA-made, and sustainability—but increasingly expect those attributes at a more accessible price than pet specialty has traditionally offered.”
When it comes to price and quality, pet owners are resolute in their expectations. Manufacturers and retailers have shown pet owners that they don’t have to give up one trait for the other.
Williams volunteered, “Today’s pet parents aren’t looking for the absolute highest-priced option, nor are they willing to compromise on safety or quality. Instead, they are seeking trusted products that deliver strong value, and they are more intentional about where they shop to find that balance.”
With its Wagalicious line, West Paw has removed barriers for pet owners.
“Our Wagalicious line delivers on this shift by combining innovative materials, automated US manufacturing, and the sustainability West Paw is known for—all at a more accessible price point,” Williams shared. “We see this as the right balance for today’s market, especially as younger consumers, who are rapidly becoming the largest segment of pet product buyers, prioritize both values and value in their purchasing decisions.”
This month, BrightPet’s all-natural, freeze-dried treats brand, Stewart, will launch at roughly 4,200 Walmart locations across the US.
“We are thrilled,” said Amanda Hilton, EVP/GM, BrightPet Brands.
Stewart is going to be available widely in Walmart stores across Walmart stores beginning May 9.
Stewart will have coverage of four key single-ingredient proteins: Beef Liver, Chicken Liver, Chicken Breast and Salmon.
“There are a couple of notable SKUs that we’re excited about,” Lindsey Moon, Director of Brand Marketing shared. “One, is that Walmart is going to take our 21-ounce Beef Liver tub, which is by dollars, the top-selling SKU in the freeze-dried dog treat category.”
They are also taking Stewart’s relatively new 3-in-1 tub. The tub includes 3 ounces each of Beef Liver, Chicken Liver and Chicken Breast.
“We really like it because it’s a trial size, but it’s still offered in a tub format which consumers really like,” Moon explained.
The format also allows for pets to try three different proteins at once. This is ideal especially for pet owners that haven’t given their pets freeze-dried or raw before.
“If you’re new to freeze-dried and to raw, it can be a little bit intimidating, and you don’t know which protein is going to sit best with your pup or what they might prefer from a flavor standpoint. That variety of flavors is really cool, and consumers have responded positively to that,” Moon said.
This entry into Walmart is part of Walmart’s broader premiumization of their pet section in the store.
“They’ve been leveling up the offerings they have for their shoppers and that is coming from food to treats to care to you name it, the whole pet category in their store,” Hilton explained. “So, we’re really excited to be part of that overall for them. We think it makes sense. Stewart is the original freeze-dried training treat. We’ve been doing this for 50 years, and Walmart is the No. 1 retailer in the country. It’s a match made in heaven if you ask me. We’re really excited.”
On a larger scale, this partnership means the Stewart line will have more than 14,000 facings in stores across the country. This provides broad availability to consumers and reflects the variety of ways pet owners prefer to shop. “Regardless of the product, we know consumers want to shop for what they want, wherever they want to. That now includes the largest retailer in the country, which is a good fit,” Hilton noted.
Aside from the understandable excitement that accompanies a partnership with a retailer that has the size and scope of Walmart, BrightPet leaders feel the timing was more than right. “It feels overdue frankly,” said Hilton. “Of course Stewart should be available at Walmart. Now we finally are which is great.”
Not that BrightPet is a small operation by any means. The parent company is home to five owned brands, including the Stewart all natural freeze-dried line, in addition to Blackwood, Bravo, Hamilton, and Miracle Care. Moon commented, “We’re excited about what this means not just for the brands, but the relationship between BrightPet and Walmart and what that could look like in the future.”
“Obviously, launching into the world’s largest retailer is no small feat from an operations and performance standpoint,” she continued. “So, we had a lot of work to do before we even pitched this to them and obviously, the proof is in the pudding. We were able to secure the placement and able to fulfill that. I really couldn’t be more proud of our operations team and everybody that’s been involved. It’s honestly been the biggest team effort I’ve seen during my time at BrightPet.”
Rush Direct offers two lines, its Ultra Chewy Double Treat and Pawsibles. “Consumers are gravitating toward better ingredients, No artificial colors and flavors, made in USA and safer chews vs antlers, pig ears and bones,” VP of Sales & Innovation Rod Herrenbruck previously shared. “We are capitalizing by developing new fun products that fit these consumer needs. We believe that consumers will continue to look for USA products and may not necessarily buy value bags but get products more often as brick and mortar offer more same day services.”
Proudly manufactured in the US, the Ultra Chewy Double Treat line includes extruded treats that offer pups and felines with wholesome rewards and delectable flavor. Rush Direct’s flagship product, the Double Treat Bones feature a 2-in-1 treat, with a long-lasting outer and a chewy savory center, offering pups a nutritious and palatable treat. Further, Double Treat bones help clean plaque and tartar through chewing action. “We have seen tremendous growth in our 1ct Double Bones as customers mix and match flavors of this item versus buying large bags of treats,” Herrenbruck shared. “The Tariff situation has made it grow more because Ultra Chewy Bones are made in the USA.”
Rush Direct’s Made in the US Pawsibles line is 100 percent free from rawhide and is highly digestible. Its Retriever rolls, chips, and curls mimic traditional rawhide shapes and are intended for dogs that have an abrasive chewing style. Formulated with a patented high-quality plant-based recipe, Pawsibles provide dogs with an enduring chew that give pet owners peace of mind because they’re made without chemicals. Beyond a plant-based treat, Pawsibles play a role in preventing plaque and tartar through the dog’s chewing action.
At a time when high costs are seemingly unavoidable, Rush Direct persists at uncovering ways to deliver value to consumers. Rush Direct prioritizes, “Quality and variety of our products first and foremost and giving the consumer a value in these products versus competition,” Herrenbruck said.
Last summer, Stella & Chewy’s launched its freeze-dried pet food products at more than 1,900 Target stores across the US. Pet owners can purchase Stella & Chewy’s meal toppers and dinner options, including Meal Mixers, Dinner Dust, Breakfast Sprinkles and Shredrs.
“Target is an ideal partner for us because it’s where millions of pet parents already shop for the best products for their families, including their furry family members,” Dave Champlin, chief sales officer at Stella & Chewy’s, said at the time of the launch. “It’s a great opportunity to help more pet parents discover how easy and rewarding it can be to upgrade their pets’ bowls with raw, nutritious, and delicious options.”
Costco, with its expansive warehouses adorned with wooden pallets and concrete floors, it’s hard to envision the pet aisles featuring tastefully lighted pet food refrigerators. However, last year, Freshpet defied expectations and is now offering its refrigerated Freshpet Deli Fresh Dog Food at Costco warehouses.
By offering pet products at mass retailers, these manufacturers are attracting shoppers that prefer to buy all of their household’s needs in one stop. Pet owners are reaping the benefits of a higher tier pet offering at a fair price.
