Page 51 - Retail World March 2021

PET NEEDS A ‘PET’ IN THE Significant change has affected every category in retail during the past 12 months. When it comes to pet needs, the way we shop for pets has been transformed, bringing new trends and predicted buying pattern alterations for 2021. Retail World looks back and ahead at developments that impacted, and are likely to impact, the category’s performance. BTy Emily Devon. he bond humans share with their pets is special. To some, their pet is like their child, so it’s understandable that when the Covid-19 pandemic struck, and consumers were in lockdown, they spent more time with their pets, allowing them to understand more fully what type of foods, toys, accessories and other needs are required to keep their pets healthy and happy. The average industry growth for pet supplies between 2015 and 2020 has been 5.6 per cent a year, according to IBISWorld. Spokespersons and owners of various pet supplies brands also mention a rise in sales in 2020, noting a range of reasons for this. “People were unsure of the future and needed to provide for themselves and their pets,” Safcol Marketing Head of Branded Products Dean de Villiers said, adding that worry over inability to access supermarkets in lockdown led to panic buying and pantry loading. “This happened across multiple categories as people stocked up for the unknown.” Nestlé Purina Senior Business Manager Independents & Impulse Coral Grace notes that breeders told the company they had observed significant increases in pet purchases. Purina points to families in isolation being able to puppy and kitten train while the family is at home, while for singles, “a pet provides enjoyment and company”, she says. Bell & Bone founder and Director Arianne Sackville says more time spent getting to know pets is the reason behind sales growth. “I think the biggest change is that we’ve gotten to know our pets more, giving us a far more in-depth understanding of who they are and what they need for their general health and wellbeing,” Ms Grace said. Will sales in this category continue to grow? This question has received mixed responses. Some predict that sales are set to keep rising as retailers and brands leverage consumers’ better knowledge of their pets, whereas some expect sales will normalise, as consumers become less fearful and stop stockpiling products. TO PAGE 50 MAR, 2021 RETAIL WORLD 49 right direction