Mars Petcare launches ‘Dream Sixteen’ range to support convenience stores

Mars Petcare has announced the launch of Dream Sixteen, a “reinvigorated range of must-stocks” that is set to help convenience retailers capitalise on the recent growth in petcare, as well as the increased footfall the convenience sector has seen during the pandemic. 

The range will include three new price-marked packs (PMPs), with bestsellers from Pedigree, Sheba and Cesar carrying RRPs of £3.75 to £4.75 to appeal to over half of shoppers who reportedly say they like this format.

Other products in the range include Whiskas Pouches, Pedigree Dentastix, Pedigree Pouches and Dreamies.

Mars Petcare recently launched its first annual category report, ‘The Rising Power of Pets in Pandemic Britain’, which highlighted the significant opportunity shoppers with pets represent to retailers. 

Spending, on average, 26% more on groceries than non-pet owners, it found that consumers have also been shown to shop more categories, further underlining their potential value. Alongside the recent growth in the convenience sector, Mars Petcare saw the idea as a “clear sales opportunity” for retailers. 

Some 55% of pet owners have previously stated they fail to purchase from the convenience channel due to a lack of choice, but while convenience retailers have traditionally played a smaller role in pet food, they have seen sales grow 3.1%. 

Alex Smith, convenience channel director at Mars Petcare UK, said: “After a challenging year for many, coupled with a marked increase in pet ownership as a result of more time being spent at home, we recognise that shopper habits and priorities have changed. 

“Reacting to this, we’re adapting our range and recommendations accordingly, working with retailers in the channel to showcase our new ‘Dream Sixteen’ core range.” 

He added: “This is a selection of must-stock products from our well-loved brands – Whiskas, Pedigree, Sheba, Cesar, Dreamies and Catsan – which we have specifically selected to drive sales success for our convenience customers. 

“We are set to inspire retailers with ‘Dream Sixteen’ and show them the opportunity the petcare category represents – we have big plans for the year ahead and look forward to supporting the channel.”

In addition to rolling out the Dream Sixteen, Mars is also launching three PMPs across some of its bestselling SKUs.

Its Pedigree Pouches 12-pack will carry a £3.75 RRP price-mark, while its Cesar Trays 8-pack and Sheba Pouches 12-pack will both carry a £4.75 RRP price-mark. It said that having these products available in a PMP helps consumers “feel as though they are getting great value from their local convenience store”.

The new PMPs are available now and will be supported with ‘Dream Sixteen’ merchandising advice and planograms from Mars Petcare. The prices on these PMPs are recommended retail prices (RRPs) only. Retail pricing is at the sole discretion of the retailer.

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