The dog food market is growing and becoming more and more saturated. According to a 2018 article by Pet Food Processing, the number of pet food brands in the US at the time was 630, with a 71% increase since 2011.
In a market like this, differentiation is essential, and brands must address more niche needs. This article will analyze the branding strategies of five dog food brands from different countries, explain how they differentiate themselves from the competition, and provide some key takeaways from their brand strategy.
You will also notice that the names of the kibbles allude to natural elements and even give you indications on the type of meat or fish present in the food:
- Pacific Stream
- High Prairie
- Sierra Mountain
- Ancient Stream
- Rocky Mountain
Key takeaways:
- Taste of the Wild positions itself by reinventing dog food that respects the natural instinct of the wild dog
- The brand achieves this through its packaging, its name, and even its social networks
- They created their own identity by using illustrations of wolves in the wild instead of using generic pictures of dogs
The Farmer’s Dog: Fresh and Healthy Food for Your Dog
Before dry food was invented, dogs were usually fed leftovers. Today, the reality is quite different. The standard is to provide dogs with kibble that contains all the nutrients they need to ensure healthy growth and a balanced diet.
However, many owners have trouble with these kibbles because they are not usually very transparent. For example, when you see kibbles, would you be able to tell what ingredients they contain? In addition, they are very industrialized, and this does not appeal to owners who want to feed their dogs healthily.
This is where fresh food brands like The Farmer’s Dog come in. In recent years, this American company has tried to reinvent how we feed our dogs. Their goal is to give them real food that looks like our food and not kibbles.
Here’s what one of their recipes looks like:
In addition to worrying about our dogs’ health, The Farmer’s Dog also seeks to make life easier for their customers by delivering all meals to their homes and customizing their dog’s menu through a questionnaire on their website. The user only has to answer a few questions on the form that will help The Farmer’s Dog define the amount of food the dog will need, the recipes he might be allergic to, and other details such as the name that will be displayed on the packaging. Owners can then choose which menus they want to receive each month.
The Farmer’s Dog also emphasizes that veterinarians design their recipes, meet industry standards, and are prepared in safe environments.
The packaging is also interesting as it is very different from traditional dog food packaging. This one is transparent, and the dog’s name is written on it, giving the customer an even more personalized impression.
Key takeaways:
- The Farmer’s Dog manages to reinvent the dog food market by offering a fresh alternative to traditional dog food
- They control their distribution chain and sell their food exclusively on their website to reduce their costs and avoid distributor margins
- They offer a packaging that can be customized
- The brand wants to make the owner’s life easier by delivering food at home, offering pre-prepared portions, and improving the dogs’ health
