Petfood Industry - March 2020 - 20

20 | www.PetfoodIndustry.com

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PREMIUM PET FOODS' MASS MARKET RETAIL SUCCESS STORIES

more than 12 months were up 45% in
Q2," Roemhildt said.
However, as Blue Buffalo succeeded
in the mass market, it may have
ceded ground in pet specialty shops

as retail sales in that sector declined.
Pet specialty channels now provide
locations for exclusive programs and
innovations for Blue Buffalo, she said.
"Specialty retailers will continue

to be a trusted partner among pet
owners looking to introduce the latest
advancement in pet nutrition into
their lives," Kerr said. "One example
is pet specialty retailers are increasing
their freezer and refrigerated space to
continue to differentiate from FDM
and grocery. SPINS is tracking a 15%
growth in dollars in products with raw
as an attribute."

FreshPet refrigerated pet foods
in mass market retailers

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One refrigerated pet food company
moved into the mass market and held
onto pet specialty retail sales, despite
logistical challenges.
"For the most part, we see different
consumers with different needs shopping within these channels," Jake
Trainor, head of marketing at Freshpet,
said. "So, we strive to have the right
products and assortment available that
meet their needs."
Those needs include fresh, minimally processed, healthy foods for both
humans and their dogs and cats, he
said. Growing health consciousness
among consumers benefited Freshpet,
as the company's business has nearly
doubled since 2016 from US$173
million in sales to US$328 million (52
weeks preceding Feb. 1, 2020)."
Freshpet's household penetration sits below 2%, Trainor said,
leaving significant headroom to grow
the refrigerated pet food company's
consumer base and overall business.
Being a refrigerated pet food creates
some challenges for FreshPet as it
continues to expand in FDM stores,
but they are obstacles the company has
faced since its inception.
"When the business was started
nearly 15 years ago there were chalMarch 2020

2003PETmasspremium.indd 20

Industry

2/26/2020 2:54:17 PM


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Petfood Industry - March 2020

Table of Contents for the Digital Edition of Petfood Industry - March 2020

Petfood Industry - March 2020
Contents
US pet food market update: winners and losers
Speaking of…
News and Calendar
Heed Foods focuses on dog gut health to differentiate
Premium pet foods’ mass market retail success stories
Latin America pet food update: Growth in Mexico, online
Petfood Forum tackles market forces, sustainability, CBD
The future of US pet food labeling
Apple cider vinegar: Natural ingredient for pet foods?
2020 pet product sales growth hindsight
New Products
Marketplace
Advertiser’s Index
Petfood Industry - March 2020 - CT1
Petfood Industry - March 2020 - CT2
Petfood Industry - March 2020 - Petfood Industry - March 2020
Petfood Industry - March 2020 - Cover2
Petfood Industry - March 2020 - 1
Petfood Industry - March 2020 - Contents
Petfood Industry - March 2020 - 3
Petfood Industry - March 2020 - US pet food market update: winners and losers
Petfood Industry - March 2020 - 5
Petfood Industry - March 2020 - Speaking of…
Petfood Industry - March 2020 - 7
Petfood Industry - March 2020 - News and Calendar
Petfood Industry - March 2020 - 9
Petfood Industry - March 2020 - Heed Foods focuses on dog gut health to differentiate
Petfood Industry - March 2020 - CT3
Petfood Industry - March 2020 - CT4
Petfood Industry - March 2020 - 11
Petfood Industry - March 2020 - 12
Petfood Industry - March 2020 - 13
Petfood Industry - March 2020 - 14
Petfood Industry - March 2020 - 15
Petfood Industry - March 2020 - Premium pet foods’ mass market retail success stories
Petfood Industry - March 2020 - 17
Petfood Industry - March 2020 - 18
Petfood Industry - March 2020 - 19
Petfood Industry - March 2020 - 20
Petfood Industry - March 2020 - 21
Petfood Industry - March 2020 - 22
Petfood Industry - March 2020 - 23
Petfood Industry - March 2020 - Latin America pet food update: Growth in Mexico, online
Petfood Industry - March 2020 - 25
Petfood Industry - March 2020 - 26
Petfood Industry - March 2020 - 27
Petfood Industry - March 2020 - 28
Petfood Industry - March 2020 - 29
Petfood Industry - March 2020 - 30
Petfood Industry - March 2020 - 31
Petfood Industry - March 2020 - 32
Petfood Industry - March 2020 - 33
Petfood Industry - March 2020 - Petfood Forum tackles market forces, sustainability, CBD
Petfood Industry - March 2020 - 35
Petfood Industry - March 2020 - The future of US pet food labeling
Petfood Industry - March 2020 - 37
Petfood Industry - March 2020 - 38
Petfood Industry - March 2020 - 39
Petfood Industry - March 2020 - Apple cider vinegar: Natural ingredient for pet foods?
Petfood Industry - March 2020 - 41
Petfood Industry - March 2020 - 42
Petfood Industry - March 2020 - 43
Petfood Industry - March 2020 - 2020 pet product sales growth hindsight
Petfood Industry - March 2020 - 45
Petfood Industry - March 2020 - 46
Petfood Industry - March 2020 - 47
Petfood Industry - March 2020 - New Products
Petfood Industry - March 2020 - 49
Petfood Industry - March 2020 - 50
Petfood Industry - March 2020 - 51
Petfood Industry - March 2020 - 52
Petfood Industry - March 2020 - 53
Petfood Industry - March 2020 - Marketplace
Petfood Industry - March 2020 - 55
Petfood Industry - March 2020 - Advertiser’s Index
Petfood Industry - March 2020 - Cover3
Petfood Industry - March 2020 - Cover4
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