| Whether it's for Fido or for Morris, the | | | | dog products too.Think about this unique |
| market for pet products in "nontraditional" | | | | marketing and packaging application too. |
| outlets (specific to retail outlets outside | | | | Prepared meals for dogs, sounds good enough |
| the traditional pet store venue) should reach | | | | for humans to eat. |
| nearly $4.2 billion by 2010, according to | | | | |
| Market Trends. This area is expected to grow | | | | "BENEFUL(R) ELEVATES PET FOOD TO NEW HEIGHTS |
| as pet products move into the luxury and | | | | WITH |
| "lifestyle" category such as diamond studded | | | | |
| collars or designer duds for your pet. | | | | INTRODUCTION OF FIRST-EVER PREPARED MEALS |
| Companies like as Eddie Bauer and Louis | | | | (TM) FOR DOGS |
| Vitton are making luxury pet accessories and | | | | |
| "must have" pet products. After all, your pet | | | | The difference is visible, as Beneful |
| is the most important part of the family. | | | | Prepared Meals showcase the eight, |
| (Just kidding!) But seriously, there is more | | | | mouth-watering varieties and real food |
| money spent on things for pets than on babies | | | | ingredients in clear, ready-to-serve, |
| - a lot more.Remember last week when I asked | | | | re-sealable plastic containers - a new |
| "What's In You Bottle?" Well, it turns out | | | | packaging innovation in pet food. The new |
| that dogs have special bottled water too. | | | | product is being launched regionally in 2006 |
| "PetRefresh(R) is the only water available | | | | in 50 percent of the U.S."I just had to use |
| today that is specifically designed for the | | | | this example, Bow Wow Breakfast Cereal for |
| daily hydration needs of pets. Not a treat, | | | | Dogs. It is a new line of dog food intended |
| but a core nutrient for better health." Also | | | | for morning consumption. The company that |
| a new water product for dogs, OOH's "Pup | | | | makes it claims it's specifically formulated |
| Cups", is water in a cup for dogs on the go. | | | | to meet a dog's needs in the morning. The |
| They got great brand recognition by donating | | | | thing is pets don't buy this stuff; people |
| water to the Humane Society for Hurricane | | | | do. So keep that in mind as you develop your |
| Katrina canine victims. I just love this one: | | | | product packaging. First, you have to appeal |
| K9 Water Co., a Valencia, Calif.-based | | | | to the "human" side of the dog owner.At the |
| company, is selling a line of | | | | Marketing to Women conference at which I |
| vitamin-enriched bottled waters for dogs over | | | | recently spoke, I used an example of |
| the Internet. | | | | packaging dog food that appeals to women. |
| | | | Pedigree Dog Food just implemented a |
| A four-pack comes in four flavors -- Toilet | | | | reclosable zipper, something SHE will buy. So |
| Water (chicken), Gutter Water (beef), Puddle | | | | think "people" when packaging your products |
| Water (liver) and Hose Water (lamb).The | | | | for the dogs. You have to first persuade the |
| humanization of pets is more than just as | | | | owner to pick your product up off the shelf. |
| part of the family; they are living longer | | | | Make sure that in addition to your packaging |
| and healthier lives. There are all kinds of | | | | "going to the dogs" it's attracting the |
| innovations in pet "goodies." The list of | | | | people too.Some predictions on "hot" |
| packaged things for your dog is endless. In | | | | packaging trends in the coming months: |
| fact, there is even a new word coined, | | | | |
| pupperware, to describe this niche. | | | | Baby Boomer Products |
| Pupperware n. Dog accessories and toys, | | | | |
| particularly ones demonstrated and sold at | | | | Environmental Sustainability And Packaging |
| in-home parties. [Blend of pup and | | | | |
| Tupperware.]But just innovation and being | | | | Labeling And Ingredients Statements On |
| trendy doesn't tell the whole story. People | | | | Packaging (ongoing) |
| are concerned about a dog's health too. | | | | |
| Vitamins and minerals for Fido present a huge | | | | RFID And PackagingJoAnn Hines the Packaging |
| new segment. The big thing in "packaging" is | | | | Diva has been on TV, traveled to China, |
| ease of dispensing and use for DIY pet | | | | worked with the SBA and spoken at the White |
| medications. There are a lot of new DIY | | | | House (twice). Why do they seek her out? |
| products offered for when you can do it | | | | Because she knows how to package products so |
| yourself instead of carting your dog to the | | | | that people will buy them. When Faith Popcorn |
| vet. Just remember make the instructions | | | | made her business trend predictions for 2006, |
| simple and easy to read if you want people to | | | | she called JoAnn to find out what was going |
| buy your product.Recently "Greenies" (a top | | | | on in the world of packaging. Businesses |
| selling dog treat) got in trouble with | | | | large and small call upon her to solve their |
| consumers because purchasers claimed the | | | | packaging problems.She loves to share her |
| product packaging was not informative enough | | | | proficiency in packaging. JoAnn speaks on the |
| about the potential choking problem. I don't | | | | subject around the globe and made the |
| know the outcome but its important to note | | | | packaging world more understandable when she |
| that the consumers blamed the package | | | | created several web portals, |
| labeling as part of the problem.Affluent | | | | packagingcoach.com, womeninpackaging.org and |
| boomers and other empty nesters are looking | | | | packagingdiva.com, to answer packaging |
| at Fido as an integral part of the family. | | | | questions and resolve packaging problems.Her |
| They have money to spend and plenty of it so | | | | expertise is important because packaging is |
| look for an influx of products geared towards | | | | the third largest industry. In fact, 10% of |
| this audience. A good example is Harley | | | | every dollar spent at retail goes directly to |
| Davidson. They see money in the 50+ | | | | packaging materials. |
| generation and have developed the companion | | | | |