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