SummaryIn this episode, Clayton and Sam discuss the evolving landscape of the pet food industry, focusing on the rise of Scrumbles as a new player challenging legacy brands. They explore the importance of effective marketing strategies, the need for customer-centric approaches, and the potential for acquisitions by larger companies. The conversation emphasizes the significance of building relationships and goodwill in the pet industry, as well as the changing consumer attitudes towards pet food products.TakeawaysScrumbles has successfully launched new products and expanded into major retailers.Effective marketing is crucial for new brands to compete with legacy brands.Legacy brands are struggling to connect with modern consumers.The grocery consumer is now more discerning about pet food quality.Acquisitions by larger companies are a common trend in the pet food industry.Customer-centric marketing is essential for success in the pet industry.Brands should focus on building relationships with retailers and customers.Humility and clear messaging are important in business communications.Understanding customer acquisition costs can inform marketing strategies.Building goodwill with customers can lead to long-term success.
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34:41
Vets and Subscriptions foods
SummaryIn this episode, Clayton and Sam discuss the latest trends in the pet food industry, particularly focusing on innovative products like gourmet meals for dogs. They explore the marketing strategies behind these products, the challenges of subscription services, and the implications of consumer behavior in the pet market. The conversation then shifts to the veterinary sector, addressing issues such as pricing, transparency, and the influence of corporate ownership on veterinary practices. The hosts emphasize the need for better consumer information and the potential conflicts of interest within the veterinary industry.TakeawaysYears.com offers gourmet meals for dogs, like paella and lasagna.The marketing strategy of years.com is seen as innovative but potentially unsustainable.The premiumization trend in pet ownership is growing, especially among affluent demographics.Subscription models in pet food may struggle with customer churn.The veterinary sector faces scrutiny over pricing and transparency.Corporate ownership in veterinary practices can lead to conflicts of interest.Consumers often lack access to affordable medication options for pets.The importance of multi-channel distribution for pet food brands is highlighted.Veterinarians may be limited in their ability to recommend cost-effective treatments.The conversation underscores the need for reform in the veterinary industry.
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30:33
Global Pet Expo review, Chinese products and Sales reps
In this episode, Clayton Payne and Sam discuss the recent acquisition spree by Nutriment, analyzing its implications for the raw pet food market and the competitive landscape. They delve into the legacy of Nature's Menu, the challenges of market segmentation in raw pet food, and the profitability of direct-to-consumer cat food models. The conversation also touches on the recent Global Pet Expo, highlighting the lack of innovation and the overall experience of the event. In this conversation, Clayton Payne discusses the challenges and perceptions surrounding Chinese products in the pet industry, the potential of emerging markets like India and Turkey, and the complexities of supply chains. He also delves into the role of sales reps, their value, and the importance of education and merchandising in retail success.takeawaysNutriment's acquisition strategy is aggressive and aimed at market control.Nature's Menu has lost its innovative edge in the raw food sector.Market segmentation is crucial for targeting specific pet owner demographics.D2C cat food models face profitability challenges due to lower transaction values.Kibble remains a profitable segment with room for innovation.Raw food stores are becoming key players in the pet food market.The pet food industry is seeing a shift towards niche products.Investor-led companies often set unrealistic profit expectations.The Global Pet Expo lacked innovation and strong themes this year.Consumer preferences are shifting towards more specialized pet food options. The pet industry is becoming disillusioned with Chinese products.Emerging markets like India and Turkey are gaining traction.Sales reps can be valuable but often lack proper training.Merchandising plays a crucial role in retail success.Intellectual property concerns are significant when dealing with China.Good sales reps should educate retailers about their products.The appearance of products on shelves affects consumer perception.Companies need to focus on creating coherent product ranges.Sales reps should provide insights beyond just selling products.Retailers benefit from understanding customer retention strategies.titlesNutriment's Bold Moves in Pet FoodThe Decline of Nature's MenuUnderstanding Raw Pet Food Market DynamicsProfitability Challenges in D2C Cat FoodInsights from the Global Pet ExpoSound Bites"I think it's a smart move""I think kibble is where it is""The D2C business model profitable?""I think any company can be profitable""There's no strong theme this year either""This could actually be mass scale.""A lot of people are done with China.""Good sales reps are still worth having.""A good sales rep will educate you.""It just looks like shit.""You can't have a shop full of it."
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49:15
Pet Food Subscription models.... Genius or Garbage?
This conversation delves into the evolving landscape of direct-to-consumer (D2C) fresh food subscriptions in the pet industry, particularly focusing on dog and cat food. The hosts discuss the challenges faced by these subscription models, including market saturation, consumer behavior, and the impact of heavy marketing on traditional pet food businesses. They also explore the unique challenges in the cat food market and the controversies surrounding pet nutrition, particularly the role of veterinarians in recommending pet food products.takeawaysD2C fresh food subscriptions are gaining traction in the pet industry.Investment in pet food subscriptions is often driven by unprofitable marketing strategies.The pet food market is becoming saturated, making survival difficult for many brands.Consumer behavior in pet food is fickle, leading to high churn rates.Cats are generally more discerning eaters than dogs, complicating the cat food market.Veterinarians often lack the nutritional expertise to recommend pet food effectively.The reliance on marketing in grocery products can overshadow ingredient quality.The pet food industry is facing significant challenges due to heavy competition and investment.Sustainable business models are crucial for long-term success in the pet food market.Controversies exist around the quality of ingredients in pet food, especially those endorsed by vets.titlesNavigating the D2C Pet Food RevolutionThe Future of Fresh Food SubscriptionsUnderstanding the Cat Food MarketSound Bites"The online food sector remains a desert of profit.""It's all about get the revenue to a certain point.""I think the cat market is lacking more.""Cats are a lot more fussy when the food comes.""Vets are not nutritionists.""If you sell sugar to pets, that's commendable."
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26:37
Raw feeding and Online retailing
SummaryIn this conversation, Clayton and Sam discuss the evolution of Mersey Raw, a pet food company, and the challenges it faces in scaling its operations. They explore marketing strategies for raw feeding, the potential of innovative pet supplements, and the future of online pet retailing. The discussion highlights the importance of customer engagement, product quality, and the competitive landscape of the pet industry.TakeawaysMersey Raw has faced significant challenges but remains committed to its mission.Scaling in the pet food industry requires diversification of products.Marketing strategies should focus on educating consumers rather than bashing competitors.Innovative formats in pet supplements can attract new customers.The online pet retail market is highly competitive and challenging.Customer engagement is crucial for building brand loyalty.Acquisition strategies can complicate business operations.The raw feeding market has untapped potential among new pet owners.Pricing strategies need to be aligned with consumer expectations.Sustainable packaging and product delivery methods are important for brand reputation.
Real Pet Industry News brings you raw, unfiltered commentary on the latest trends, controversies, and innovations shaping the pet industry. Hosted by Clayton Payne (Pet Business Disruptors) and Sam Muelas (Dog and Cat Nutrition on YouTube), this podcast cuts through the noise to deliver real talk on everything from pet food scandals to game-changing business moves. Whether you're a pet industry pro, entrepreneur, or just a passionate pet owner, Clayton and Sam break it all down with expert insight, sharp opinions, and no-nonsense discussions.
New Zealand