Unlocking the potential of the new Pure Wonder by Best Choice brand
As of September 2024, there are 2.5 x more cats and dogs in U.S. households than kids under 18.
Currently, annual pet food and treat spend is at $53.1 billion with 84.7% household penetration. This already large pet population is expected to grow +8.1 million to 181 million by 2029.*
While many pet parents feed their furry family members a combination of dry kibble and wet pet products, a growing number of these consumers are choosing wet food exclusive diets for their cats and dogs for health, hydration, and dental reasons. Currently 10.8% of dog households and 19.6% of cat households feed their pets exclusively wet food. Unfortunately, wet pet food was hit hard by inflation in 2023, causing shoppers to engage with the category differently. This has made private brands an increasingly critical component on shelf for both shoppers and retailers within the wet pet space.
48% of dog and cat owners agree that private brands provide the same or better quality compared to national brand pet foods, up from 37% in the prior year survey. **
As retail prices began rising, pet parents turned to private brands for affordable, high-quality pet food. Private brand sales now rank #1 across the total market. One 2024 study showed that 70% of pet owners are concerned about high prices for pet food, second only to concern about human food prices.
Grocery retailers have been historically under-developed in private brands pet food. To help AWG member retailers capitalize on this movement and gain more dollar share, AWG Brands is excited to launch Pure Wonder by Best Choice. This new private brand is dedicated to pets with a full assortment of wet and dry cat and dog food, bird food, and other pet essentials. Former Best Choice items are transitioning to Pure Wonder by Best Choice and new items are launching with evolved formulas . Packaging sizes have also been adjusted to better align with national brands. A select portfolio of Always Save pet items are also available, offering a best-value-on-shelf option.
All Pure Wonder by Best Choice and Always Save items are backed by the AWG Brands’ 100% Customer Satisfaction Guarantee, allowing customers to try new products without hesitation. In addition, Pure Wonder by Best Choice items are targeted to achieve 25-30% margin for member retailers and maintain a minimum 20% between the national brand pricing. These aspects continue the legacy of AWG Brands’ quality and value proposition.
*Data provided from Simmons Pet Foods sourced from NIQ Discover and Nielsen Rakuten e-Panel L52wks ending SEPT 21, 2024 | Total US Pet Retail Plus, Total US xAOC + Pet Retail, Retail ePOS (Discover), and Projected Panel ePOS by Retailer blended | Euromonitor Passport | Numerator Trended Metrics
