In this episode, Clayton and Sam discuss the shortcomings of marketing strategies in the pet food industry, particularly focusing on a recent ad campaign by Pure Pet Food that they find tone-deaf. They explore the importance of understanding consumer needs and the viability of new products, such as freeze-dried dog food and postbiotics. The conversation also highlights the challenges of educating consumers about new dietary options for pets and the necessity for targeted marketing strategies that resonate with specific consumer problems.takeawaysThe marketing in the pet food industry often misses the mark by focusing on the company's achievements rather than customer needs.Investors should be wary of companies that prioritize ego over product quality.Consumer education is crucial for new products like postbiotics and insect-based diets.The pet food industry sometimes advances innovations that do not resonate with consumers.Targeted marketing is essential; generic approaches waste advertising budgets.Understanding the differences between prebiotics, probiotics, and postbiotics is important for pet health.The viability of new pet food products depends on consumer acceptance and understanding.Companies need to drill down on their unique selling propositions to stand out.The pet food market is competitive, and companies must focus on specific consumer needs.Marketing strategies should prioritize consumer problems over company growth narratives.titlesThe Flaws in Pet Food MarketingConsumer Insights in the Pet IndustrySound Bites"The customer doesn't want insects.""Most dogs don't need probiotics.""They're talking about themselves, Clayton."
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20:24
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20:24
Navigating Competition in the Pet Food Market
summaryIn this conversation, Clayton Payne and Sam discuss the evolving landscape of the pet food industry, focusing on the impact of regenerative farming practices, the scale of major companies, and the challenges faced by challenger brands. They explore the importance of branding and marketing strategies, the role of China in manufacturing, and the cultural differences in pet care that influence innovation in the industry.takeawaysRegenerative farming practices are being adopted in the pet food supply chain.The scale of major pet food companies is often underestimated.Challenger brands must find their niche to compete effectively.Branding and marketing are crucial for success in the pet food market.The veterinary prescription diet model is difficult to penetrate for new brands.China plays a significant role in pet product manufacturing but lacks innovation.Innovation in the pet industry often comes from Western markets.Cultural differences affect how pets are treated and marketed in different regions.Challenger brands should focus on a narrow offering before expanding.The average consumer's lack of education impacts their purchasing decisions.Sound Bites"Branding is very, very important.""The average consumer isn't educated.""The West is the best."Chapters00:00The Scale of Pet Food Industry Partnerships03:34Navigating Competition in the Pet Food Market08:21Branding and Marketing in Pet Food13:31The Role of China in Pet Industry Innovation
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27:58
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27:58
The Premiumisation of Cat
summaryIn this conversation, Clayton Payne and Sam discuss the evolving landscape of the pet industry, focusing on profitability, innovation in cat products, the challenges of raw feeding, consumer behavior in pet nutrition, and the importance of breed-specific nutrition. They also explore market gaps in pet food and supplements, innovative approaches to pet food, and the misuse of LinkedIn for product sales.takeawaysThere are many niches to explore in the pet industry.Premiumization of cat products is a significant growth area.Most new cat products will fail due to lack of innovation.Cats are sensitive to food temperature, affecting raw feeding.Consumer behavior towards cats differs from dogs, impacting nutrition choices.Breed-specific nutrition can address common health issues in pets.Market gaps exist for innovative pet food and supplements.Convenience and quality are key in pet food innovations.LinkedIn is not an effective platform for B2C product sales.Personal branding on LinkedIn should focus on industry-related content.titlesUnlocking Profitability in the Pet IndustryInnovating Cat Products for Modern ConsumersSound Bites"75% of new cat products will fail.""Your customers are not on LinkedIn.""It's not Facebook or Instagram."Chapters00:00Exploring Profitability in the Pet Industry02:26Innovations in Cat Products05:20The Shift Towards Cooked and Raw Pet Foods07:47Understanding Consumer Behavior in Pet Nutrition10:10The Potential of Breed-Specific Supplements12:45Identifying Gaps in the Pet Food Market15:16The Role of Convenience in Pet Food Innovations17:40Critique of LinkedIn as a Sales Platform for Pet Products
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22:18
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22:18
The Future of Legacy brands and Superzoo insights
summaryIn this episode of Real Pet Industry News, Clayton Payne and Sam discuss JM Schmucker's recent financial performance, highlighting a significant decline in net pet food sales and the challenges faced by legacy brands like Milk Bones and Meow Mix. They explore the importance of innovation in the pet food industry, particularly for companies looking to remain relevant in a competitive market. The conversation also touches on the difficulties UK companies face when entering the U.S. market, insights from the SuperZoo event, and the evolving landscape of information channels in the pet industry, suggesting that podcasts and alternative media are becoming more influential than traditional outlets.takeawaysJM Schmucker's pet food sales have decreased significantly.Consumers are becoming more cautious with their spending.Legacy brands like Milk Bones need to innovate to stay relevant.The pet food market is shifting towards premium products.UK companies face challenges entering the U.S. market.SuperZoo is a key event for industry insights.Innovation is lacking in mainstream pet product shows.Holistic pet products are gaining traction in the market.Podcasts are becoming more influential than traditional media.The pet industry must adapt to changing consumer preferences.titlesThe Decline of JM Schmucker: What It Means for Pet FoodLegacy Brands in Crisis: The Case of Milk BonesSound Bites"Milk Bones need to up their game.""You need to team up with US distributors.""Media is almost already semi redundant."Chapters00:00JM Schmucker's Financial Performance07:48The Future of Legacy Brands10:22Challenges for UK Companies in the US Market12:10Insights from SuperZoo17:18The Shift in Information Channels
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20:33
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20:33
Pet Industry trends that need to die
summaryIn this episode, Clayton and Sam discuss the evolving landscape of pet brand advertising, emphasizing the shift from traditional media to digital platforms. They explore the effectiveness of in-person events, the challenges faced by legacy brands like Nestlé Purina, and the importance of innovation in corporate strategy. The conversation also touches on recent acquisitions in the pet food industry, concerns about product quality, and the potential for holistic pet product offerings.takeawaysPet brands need to carefully consider where to allocate their advertising budget.Digital platforms like YouTube and Meta are becoming increasingly saturated.In-person events can provide significant marketing benefits for pet brands.Legacy brands face challenges in adapting to modern consumer preferences.Leadership changes at Nestlé Purina may impact their market strategy.Innovation is often stifled in large corporations due to risk aversion.Acquisitions in the pet food market can lead to a mix of quality brands.Quality concerns persist in many pet food products on the market.There is a growing demand for holistic pet products.A gap exists for wholesalers focusing on raw pet food and supplements.titlesNavigating Pet Brand Advertising StrategiesThe Shift from Traditional to Digital MarketingSound Bites"Where should pet brands advertise?""The product has to be good, obviously.""These brands are absolutely horrible."Chapters00:00Navigating Pet Brand Advertising Strategies02:40The Role of In-Person Events in Marketing05:32Challenges in Celebrity Endorsements07:53The Evolution of Pet Food Trends10:41Leadership Changes at Nestle Purina13:18Innovation vs. Market Preservation in Corporations15:42Acquisitions in the Pet Industry18:28Quality Concerns in Pet Food Brands20:56Opportunities for Holistic Pet Brands
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