Why premium petcare has to earn its place on the shelf

AgencyUK’s Amy Stobie has featured in The Grocer’s latest petcare report, which explores how social media is shaking up one of the UK’s most competitive grocery categories.

Commenting on how supermarkets can win back shoppers from online and specialist channels, Amy said: “As shoppers become more discerning, supermarkets need to make it easy to understand the difference between products and why the more premium option is worth paying for.”

The article covers the rise of “petfluencers”, animals whose social accounts now attract millions of followers. Research cited in the piece suggests they are trusted more than human influencers. It also looks at the challenges facing the category, from misleading health claims online to direct-to-consumer challengers winning share from established brands.

The report highlights the pace of innovation, too, as pet owners increasingly treat their animals as family members. The result is a wave of humanised products, from bone broths and supplements to fresh meals and doggy ice cream.

Despite UK homes now holding 15.5 million dogs and 13 million cats, supermarket petcare pack sales have fallen for three years. There are signs of recovery, however, with supermarket petcare value sales up 4.2% in recent weeks, against 1.5% growth for grocery overall. For AgencyUK, it’s a clear sign that premium brands that communicate their value well are best placed to benefit.