Mum’s the word for pet retail
Heather McManus, Sales and Marketing Director at Vital Pet Group says that the pet trade has an opportunity going into March to offer products that tick the boxes when it comes to pampering pets and mums. The number of new mums hit a UK record low in 2018 but with an estimated 9 million dogs and 7.5 million cats, it’s clear that many are becoming pet parents. Humanisation is playing an important role in the attitudes to pets, so Mother’s Day on the 22nd March, is sure to be on the radar.
Heather says retailers have an opportunity to look at the products they stock not just from the point of view of what they deliver to the pet but how they can fill unmet needs for pet parents this Mother’s Day, “Many products are not just designed with pets in mind – they also reflect modern interiors and tastes. We’re also seeing crossover pet products as giftware range extensions. Lots of mums out there are fed up with bath salts and chocolates and would much prefer to treat their pet to something special.”
Top of Heather’s list of recommended products for mums this year is the new Pet Brands Cath Kidston range which is a wholesale exclusive from Vital. Available in iconic prints such as Provence Rose and a bespoke dog print, the range includes treat jars, pet beds, collars and harnesses. It’s sure to hit the sweet spot for anyone shopping for a mum whose pet is the apple of their eye.
There’s plenty on the luxury front with the plush fleecy softness of the Banbury range, the trendy Scandi-themed Designed by Lotte brand, or the cute Small Bite range for toy dogs. If mum leans towards quirky, the Ministry of Pets range includes pet teepees and a Kangaroo Igloo bed which is the perfect place for any canine or feline ‘Joey’ to snuggle up.
Heather believes that customer experience and the retail environment are playing an increasingly important part in driving purchases that take place on the high street, rather than online, “It makes sense for retailers to take this opportunity to dip their toes into the water on Mother’s Day and capitalise on seasonal sales events. Anything that drives incremental sales is to be welcomed and we’ll be supporting retailers with advice and recommendations if they need help with decisions on what to stock.”
Retailers can see the latest new products at www.vitalpets.co.uk or can call on the expertise of their account manager on 01837 883 000 to find out what is selling through.