Page 38 - PET worldwide issue 2/2021

Suppliers

Two brands for dogs

Austrian company Petco markets two brands in different price

segments. While Dog’s Love is a super-premium-segment prod-
uct, Wow caters to the medium price segment.

Launched in 2014, the Dog’s Love Wide target group The entrepreneur believes
brand has quickly become estab- Over the years, dog owners who the potential target group for
lished as a range in pet stores and have hitherto sought their dog her Wow brand to be extremely
supermarkets. “With the product food in the lower-priced segment large. With a market share of
conception and positioning we are have also become more aware of around 47 per cent, this group
right on trend and offer the best better-quality food. “We wanted has a significantly wider spread
choice for customers who carry to take account of this trend and than the super-premium cus-
out in-depth research on dog offer them the opportunity to give tomer base, which has a share
nutrition and want to buy high- their pet high-quality, regional of approximately 15 per cent.
quality, regional food for their food, regardless of budget,” adds “This share is not to be underes-
Katharina Miklauz is company dog,” explains Petco founder Katharina Miklauz. This provided timated considering the amount
founder and drives product Katharina Miklauz. It goes without the impetus for the creation of the spent by Germans on their pets,
development forwards.
saying, however, that top quality, second Petco brand Wow, which which runs into several billion eu-
product composition and regional was presented for the first time at ros annually,” continues Katha-
Petco offers a lower-price line with
its Wow range. sourcing come at a price. Interzoo in 2018. rina Miklauz.

38 PET worldwide 2|2021

PWW2021-02_Buch.indb 38 06.05.2021 11:37:43