The Pet Food Industry - A Major Power Player in the Marketing Sector
" Pet food and pet food marketing, is vastly different today than as compared to years ago "
Pet food and pet food marketing, is vastly different today than as compared to years ago. The pet food industry has hundreds of different types of products in the marketplace. Pricing varies, depending on brand name, quantity (i.e. how many ounces in a package) and specialty. Advertisers are very cognizant that the marketplace is extremely lucrative. Pet food advertisers are aware that most people treat their pets as if they were family. Consequently, pet food advertisers try to appeal to the emotional side of pet owners, advertising happy pets and happy people. Specialty foods have infiltrated the marketplace and enabled the pet food companies to capitalize on the idea that there is a need for certain types of nutrients which are better for older animals, as well as products that are designed for younger animals. There are also specialty products that have been formulated for specific health conditions such as products containing formulas to help your pet loose weight, or conversely, gain weight. These advertising strategies have added to the profit coffers of the industry. There is controversy with regards to these specialized markets as to whether or not the specialty foods actually help the health of pets. It is best to consult a veterinarian regarding the type of pet food that is best for a pet, if a pet has health issues, rather than subscribing to an advertising claim regarding the health benefits of a particular product. Long ago, the only treats that were available for your dog, for example, was the infamous “milk bone”. Nowadays, there are dozens of treats with specialized flavors and colors, yet another profitable product for the pet food industry. Another market that has found its way to the pet store shelves is the organic pet food market. This specialized market claims that only human foods are used in its ingredients and therefore, healthier for pets. Like any product in the marketplace, the pet food industry hires research companies to conduct surveys of pet owners in order to compile data for marketing purposes. The data enables them to strategize how and were they can increase their presence in the marketplace. Is There Profit from Waste? Many consumers are unaware that the pet food industry is an expansion of the food industry, as well as the agriculture market. Waste from slaughterhouses, for example, although not suitable for human ingestion, is part of the profit margin for pet food manufacturers. Some formulas contain pig snouts, intestines, bones, and other by-products from slaughtered animals. Not only do the manufacturers gain from using the by-products, but the sale of the waste materials adds to the profits on the balance sheets of the slaughterhouses.
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