Pet owners’ interest in their pets’ health and wellbeing is growing, and represents an untapped opportunity for pharmacy, writes Charles Gladwin

 

Almost a quarter of people own a dog, and around a fifth of people are owned by cats! That’s 9 million dogs and 8 million cats across the UK. When you add in other pets, around 46 per cent of households have one or more animals in their care.

As most pet owners are also pharmacy customers there is a significant customer base for pet medicines and pet health products. And the European Commission is working to improve availability of animal medicines.

This is an untapped opportunity for pharmacy, says Mimi Lau, Numark’s director of pharmacy services. “Historically, there has been very little support for pharmacy in understanding the changes in regulation and how to maximise this opportunity,” she says. “I think another reason for independents not embracing this category more is because of a lack of knowledge, and I have only seen limited training support available from manufacturers. Numark is looking at what else we can do to support our members who want to expand into this area.”

She points to the multiples, who are making more of the pet health market. “The multiples have got behind this more than independents, with Boots and Lloyds, for instance, having mobile floor displays and other fixtures displaying flea and worm treatment. I think the multiples have been faster to identify the income potential and independents should really take note.”

The multiples have been faster to identify the income potential

Abigail Busk, retail business unit manager (UK) at Ceva Animal Health, supports the view that pharmacies should become more involved in pet health. “Customers go to pharmacies to discuss their own healthcare requirements, so it seems a natural fit for them to talk to pharmacists about their pet’s healthcare requirements too.”

The pharmacy team should be able to offer advice on a range of routine pet healthcare issues, she says. This could include the importance of treating pets for worms at least every three months and information on how to treat for fleas.

“It is also advisable for the team to know about diet and nutrition, ears, teeth and general life stage information. Pet healthcare products are an opportunity for pharmacists, with categories such as stress relief, joint care, skin and coat care being popular choices, somewhat mirroring the human supplement market.”

So what should independent pharmacists be doing to build business potential in pet health? “Although items are available, there is little evidence to suggest that retailers should expand pet medicines ranges beyond cat and dog treatments, unless location or customer base indicates otherwise,” advises Ms Lau. “The pet medicines treatment category is comparatively new and the real growth appears to be contained within flea and worm treatments at this stage.”

Marketing and education

Whatever the stock selection, getting the message out is important. “Marketing is a must, and we need to educate consumers that they can access pet medicines from pharmacy and not only through their traditional supply route – vets and pet shops,” says Ms Lau.

“To create interest within the pharmacy, a stand is useful for both visibility of the category and self-selection of products. People need to know that you stock pet products and you should make use of any point-of-sale materials supplied by manufacturers.” It might also be worth stocking other pet items such as leads and collars, or offering services such as pet insurance as an add on.

For Ceva, Ms Busk says: “Creating the link between the human products and the pet products can be beneficial.” For example, in the human joint care category creating a shelf strip or wobbler that highlights ‘don’t forget your pet’s joints’ can help generate sales.

“Ectoparasite and endoparasite (flea and worm) treatments in cats and dogs dominate the pet health sector in pharmacies and with the parasite market in high demand, it is surprising that many do not stock environmental flea sprays.”

Once a pet owner notices fleas on their pet there is already an infestation in their home. Ms Busk recommends yearly preventative treatment or treatment during an infestation with products such as Staykil Plus, which contains pesticide as well as an insect growth regulator. Or alternatively, Skoosh, which is pesticide-free and immobilises fleas using silicone.

There are a number of trends in pet health to consider, and one increasingly important area is the pet behaviour sector, says Ms Busk. Displaying leading behaviour products such as Feliway for cats and Adaptil for dogs in a visible location will encourage sales and increase the chance of customers asking for information on behaviour, she says.

“Brands where manufacturers are investing heavily in marketing activities and direct-to-consumer advertising can grow the different categories and prompt purchases and/or queries about the problem area. This has been seen in the canine and feline behaviour category where Adaptil and Feliway sit.”

Pooch & Mutt promotes its products under the ‘Naturally powered pet health’ strapline. Company spokesperson Sam Southwell points out that “the whole pet food market has moved to hypoallergenic, natural, ethical and premium products.”

The company was set up in 2008 with the aim of producing health supplements for dogs and as a way of reducing the need for dogs to take NSAIDs and other medicines prescribed by vets, and has expanded into premium dog foods. However, the supplements market will continue to grow, says Ms Southwell: “As people take on more ‘intelligence’ for their own health, it is translating into their dog’s health.”

The company has been building the brand by having its products recognised as animal-friendly by PETA (People for the Ethical Treatment of Animals), and also by building word of mouth. It recruits ‘Pooch & Mutt park ambassadors’ to discuss animal health with other pet owners when out walking their dogs and also to provide samples.

For healthier skin

Pooch & Mutt’s health supplement range comprises Bionic Biotic for healthier skin and improved digestion, a salmon oil omega-3 supplement, and Mobile Bones containing glucosamine, omega-3 and 6, methyl sulphonyl methane, minerals and herbal extracts.

“They are being stocked by pharmacies because of their popularity and because there’s quite a good profit margin for the supplements range,” says Ms Southwell. She also says that the supplements range is suitable for cats. “Cats sniff the salmon oil and like it!”

Another example of the trend in dog health and wellbeing comes in the form of Woof & Brew’s Healthy Herbal Dog Teas. Described as a “detox for dogs,” the “loose leaf herbal pyramid tea bags for dogs are brewed just like human teas and served cold, either in the dog bowl or poured over food.”

Launched at Crufts in 2013, the products include calendula, dill, dandelion, ginseng, and skullcap. Steve Bennett, managing director of Woof & Brew, comments: “Our range has gone down extremely well with dog owners. More and more people are looking for natural, healthy products for their dogs and our herbal teas are 100 per cent natural, as well as being simple to serve and cost-effective.”

One last example of innovation in building brand awareness is Bayer Animal Health’s activity for Remend, a dry-eye lubricant containing hyaluronic acid, for use in dogs. Its marketing activity through the year “will include a documentary-style video for pet owners, looking at the world through the perspective of a dog’s eyes.”

Top 10 pets for 2014

1. Fish kept in tanks: 20-25 million (9% of households)
2. Fish kept in ponds: 20m (5%)
3. Dogs: 9m (24%)
4. Cats: 8m (17%)
5. Rabbits: 1m (2.4%)
6. Domestic fowl: 1m (0.8%)
7. Caged birds: 1m (1.4%)
8. Guinea Pigs: 500,000 (1.1%)
9. Hamsters: 400,000 (1.4%)
10. Lizards: 400,000 (0.7%) Source: Pet Food Manufacturers Association