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Pet Product News Editorial Blog:

Natural and Organic Products

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I have been fortunate enough to get to know a true pioneer in the field of natural/organic/holistic pet products, Melissa Grosjean. Melissa and I worked as volunteer advisors for a start-up pet supplement company in Boulder, Organic Pet Superfood, and found that we shared similar values and beliefs regarding just about anything and everything to do with the care of companion animals.

Melissa is a founder of Only Natural Pets, one of the first e-commerce sites to specialize in strictly natural/organic/holistic (n/o) pet products. She is currently working on creating a new line of n/o pet supplements and treats, along with working on a book that teaches stores how to sell n/o products.

I recently sat down with her to get her insight as to how my readers can take advantage of the fact that consumers are hungry for more products and information in the n/o pet space.

First, a little background about n/o products:

Thirty-eight percent of Americans use complementary and alternative medicine according to data from the 2007 National Health Interview Survey conducted by the National Institutes of Health. A majority of these holistic health seekers are between the ages of 35 and 55. Following this trend, pet owners are increasingly taking a more natural and holistic approach to caring for their animal companions. Many people cite the non-invasive nature of alternative treatments and the potential of slowing the aging process as reasons for their shift in focus.

Melissa, what products are hot, what’s not?

Natural and organic foods are, of course, at the top of the list, along with treats. Grain free diets are increasingly popular, and all the top natural brands either have one in their line or will soon. Another growing segment of the natural food category is dehydrated food, which provides the convenience of a dry food without compromising the nutritional value and proven health benefits of real raw meat, vegetables, and fruit.

When it comes to treats, the hottest things going right now are called functional treats. These are treats that contain herbs or supplements designed to boost health or treat specific ailments such as stiff joints, anxiety, or itchy skin. Sweet potato chews are another popular treat and are seen as an alternative to rawhide. Also popular are all meat treats and jerky style treats; typically 95 to 100 percent meat.

Natural flea treatments are so hot even the manufacturers of the spot-on chemical treatments are jumping on the “natural alternative” bandwagon. Holistic remedies and nutritional supplements are rapidly gaining ground; the largest segments being joint supplements, digestive aids such as enzymes and probiotics, and fish oil supplements for skin and coat health.

For stores that don’t specialize in natural and organic, what basic products are good to start with and any tips on how to sell them?

Start with a well-established natural food manufacturer that has a full line to choose from and select a range of their foods that cover the lower, middle and higher price points. Be sure to include a grain-free variety. The manufacturer’s rep should help train your staff on the benefits of moving to a more natural diet. Your staff needs to be well informed so they can educate your customers.

Choose a line of treats in each of the categories I mentioned and those will sell themselves.

When displaying natural flea treatments, be sure to call attention to them: give them their own section on the shelves and add signage. Consider lining the shelf with green paper.

When selecting holistic remedies, choose lines that have been around for at least three to five years, and start with the ones mentioned above. If you are ready to dive deeper, consider a line of homeopathic remedies and/or flower essences for pets. The better manufactures’ products are well-labeled and make it easy for customers to choose the right remedy for their pet.

Readers – I would love to get your comments on what you think is the future of the natural/organic pet space. Do you think this is a temporary reaction to the pet food Scare of 2007 or is this trend here to stay? Feel free to post a comment through the blog or e-mail me directly at carol@carolfrank.com. You can also reach Melissa Grosjean at melissagrosjean@gmail.com Thanks.

Carol Frank’s consulting firm, Birdseye Consulting, can be found online at www.carolfrank.com.

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