I f Covid has made more people aware of the pleasures pet ownership brings, it probably has also made them more aware this enjoyment is heightened if their dogs are tidy and sweet-smelling, rather than reeking as if they had just rolled in something regrettable and of uncertain origin. After all, there’s nothing like a little closeness—and the pandemic has certainly forced this upon us—to drive home the message that grooming is pretty key. In fact, Doug Gleason, president of TrueBlue Pet Products, attributes all this proximity to the strong growth grooming products are currently experiencing.
“More people are allowing their pets to be up on the furniture with them and also in the bed with them,” he explains. “If your dog is sitting next to you on the couch or lying next to you on the bed, you’re going to be more motivated than ever before to make sure the dog is clean and smelling nice.”
Michael Stoeckle, president and CEO of Ark Naturals Company, says sheltering-in-place mandates during the early days of the pandemic in particular sparked interest in grooming products, resulting in more at-home pet sprucing. However, he adds, there’s more to be done.
“There is still room for more awareness in this category, particularly in products that go beyond shampoos and products that work together for the pet’s lifestyle,” he explains.
One segment of the grooming category that deserves attention is between-bath products, which pet owners can use to keep their dogs hygienic and healthy between professional or at-home grooms. Such products bring important benefits to dogs and owners, who might be tempted to skimp on actual bathing for a myriad of reasons, says Stoeckle. He lists such deterrents as a recalcitrant pup who simply can’t abide a water bath, chilly winter weather that can make outdoor bathing impractical, or recent surgical procedures that won’t allow for a water bath. And though a “logical choice,” professional grooming isn’t always an option either, since it can prove costly, especially in the face of frequent visits, he adds.
There are plenty of good reasons for dog owners to stay on top of pet cleanliness. In addition to making pets pleasanter to be around, regular grooming is essential for their health, comfort and appearance, says Julie Creed, vice president, sales and marketing for Pure and Natural Pet , a company that offers certified-organic and natural pet wellness and grooming products for dogs and cats.
“An ungroomed coat can become long, matted and uncomfortable for the pet,” she says. “Grooming helps rid the coat of shed hair and dead skin, while spreading natural oils. And a clean pet is less likely to develop skin irritations or an infection.”
Geoff Hamby, marketing director for Vetericyn Animal Wellness, an animal wellness development company that offers a wound and skincare line, eye and ear care, shampoo and dog supplements, agrees.
“It’s worth noting that preventative maintenance between baths is extremely beneficial to overall health,” Hamby says. “Along with regular bathing, if a pet owner cleans and flushes their pet’s eyes and ears on a regular basis, they can greatly reduce the chances of irritation or infection.
“A lot of pet owners are aware of the need for daily maintenance. But there are many others who don’t think about it until an issue like a hot spot or ear infection occurs,” he continues, adding that these two problems, as well as torn pads or sores, are common ones pet owners face. “These types of issues can often be prevented through a daily or weekly cleaning routine.”
Between-bath products run the gamut from what you would expect to find—dry/waterless shampoos, wipes, sprays, fresheners and so on—to those that at first blush would not seem to fall into this category. Take the Vetericyn Plus Antimicrobial Wound & Skin Care liquid that Hamby says provides fast relief for skin issues and promotes faster healing. The hospital-grade formula won’t sting or burn and is safe if licked or ingested. Another example is Vetericyn’s Antimicrobial Eye Wash and Ear Rinse products, which help clean and flush those areas, addressing concerns like dirt, debris, fungus and bacteria.
Ark Naturals offers the Don’t Worry Don’t Rinse Me waterless shampoo formulated with essential oils that maintain pH balance and clean and soften the coat. The foaming formula can be used for spot-cleaning, between grooming visits, after outdoor play or surgery. Another Ark Naturals product, Don’t Shed on Me, is a natural, botanical spray that helps stop shedding at the root, says Stoeckle. Even so, there are other items that can prove useful for keeping pets clean and healthy, he adds, mentioning their natural flea and tick solutions, and antibiotic-free eye and ear cleaning, formulas.
One of the newest products from TrueBlue Pet is the Pure and Sure Puppy Wipes with chamomile and honeysuckle. The wipes have an all-natural, extra-gentle cleansing solution that cleans and moisturizes, along with antimicrobial properties, says Gleason. They also offer the Fresh-in-a-Flash Cleansing Spray with grapefruit and chamomile. This can be sprayed on and left as is or combed through the fur.
“It can be used as often as you like, with no residue of build-up,” says Gleason. “Grapefruit cleans without drying the skin and chamomile adds sheen to the coat.”
For its part, Pure and Natural Pet offers a variety of items in this category including its Waterless Shampoo that comes in Lavender Canine and Unscented Feline. The formulas are natural, no-rinse and designed to soothe and moisturize. The company also offers its Grooming & Cleansing Wipes, which are available in canine flushable and biodegradable lavender versions.
Of course, there is always a need for consumer education, says Creed. One way to kick off this effort is by engaging customers in conversation. She says a good strategy is asking pet owners if they’ve seen the store’s between-bath products and explaining to them how these can save time and money by extending the periods between grooms.
It’s important to understand the lifestyle of both pet and owner, as well as the pet’s personality, says Stoeckle.
“Retailers should ask questions to get an understanding of the pet’s routine,” he advises. “What is the dog’s typical day like? Are there any special activities the pet and owner enjoy doing together? Is there anything you would like to do at home but feel nervous or unsure of doing yourself? These questions will start the conversation so the retailer can meet the customer’s needs.”
This will also help build a relationship with the customer; what Hamby considers an important first step. Once achieved, it will be easier for the retailer to make product suggestions and to educate customers about specific grooming tools.
Pet specialty retailers should also take advantage of the support pet product providers offer, most of whom have a variety of tools to help pet specialty retailers in their sales efforts. Some tactics Hamby suggests include couponing, bundling and cross-merchandising. Other ideas include sampling, hosting events or creating themed displays and endcaps.
“More and more pet lovers are bringing their pets with them when they go to the store,” says Gleason. “A retailer can have samples of these products available at the counter for the customer to try out right there. And when the pet parent sees the result, they can buy the product right away.”
When it comes to creating themed displays and endcaps, these can be focused on a particular type of between-bath product or be a seasonal display. For example, like people, dogs also have seasonal allergies, says Stoeckle. Displays and endcaps containing products designed to address these issues—hot spots, itchy dry skin, watery eyes, etc.—can steer customers to products they might never have considered or have been aware of. Summer themed displays/endcaps when dogs are apt to be outdoors, getting much dirtier, are a great sales idea, as are winter themed (dogs indoors more) and holiday themed (these items are perfect for gift-giving) promotions.
It’s worth making the effort to draw attention to these products, since as Creed explains, these can positively impact the bottom line by adding incremental sales. According to Stoeckle, grooming products bring “handsome margins” for retailers.
“Keeping this category in mind as pet parents shop the store can increase the market basket and fulfill the necessary part of a happy, healthy life for their pet,” he says. “I think this category flies under the radar of many pet parents and a simple reminder to their customers could really play a large part in jumpstarting this essential category.” PB
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