Petfood Industry - March 2020 - 31

www.PetfoodIndustry.com | 31

competition in the superpremium
pet food environment. The brand
had gained some consumer loyalty,
as more pet owners in Mexico were
openly accepting grain-free products.
Yet Blue always had poor promotion and provided very little product
information to its client retailers.
Moreover, the brand's office in Mexico
was shadowy; no emails or other
contact information were publicly
available.

No connection or information to
veterinarians
We talked to hundreds of veterinarians across the country to understand their preferences in terms of
premium products. Even though Blue
was available at numerous veterinary
shops, veterinarians were unable to
connect with the brand and get their
clients to buy the product. Usually,
they had some knowledge of the
product but did very little to sell
it. Statistically speaking, we never
heard a veterinarian recommending
this brand.
Thus, Blue sales were low
throughout the period it was in
the country; it was common to see
Blue products gathering dust on pet
food shelves and bearing perpetual
discounts. Even with the initial
support of Petco Mexico, the brand
was likely among the lowest-selling
products in the superpremium
segment.

SOLUTIONS FOR
PET WELL-BEING
Alltech's mission is to help you advance your business by providing
superior technologies and nutrition that exceed pet owners'
expectations. Our proven research in essential trace mineral nutrition

and fermentation technologies - from yeast to enzymes
to probiotics - helps support the health and well-being of our pets.

OUR OFFER TO YOU:
* Global supply chain,
quality assurance and
traceability
* Innovation and
applications for product
development
* Consulting formulation
* Cooperative branding

CONNECT NOW:
Let's get started at

pets@alltech.com

VISIT US AT BOOTH #830
Petfood Forum
April 28 - 29, 2020
Kansas City, Missouri

Pet food brands can't rest on
reputation in other markets
Blue consumers in Mexico were
indeed loyal to the brand as they
appreciated the benefits of the
product. However, it was a small niche
of shoppers that never grew.
Blue Buffalo's market exit is a good
Alltech.com/pets

AlltechNaturally

@Alltech

Industry March 2020

2003PETlatam.indd 31

2/27/2020 11:22:27 AM


http://www.PetfoodIndustry.com http://www.Alltech.com/pets

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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