Grocery trade
Masterpet was the pioneer in bringing in high volume pet supplies to supermarkets in NZ. While supermarkets will never provide the specialised service of a pet store or veterinary clinic, they nevertheless perform an important role in providing everyday pet supplies.
The VitaPet range - a wide variety of everyday pet products with something for every purpose - is designed expressly for the needs of supermarkets and mass merchandising, where pet accessories are often purchased on impulse.
Since 2000 sales have increased over 65% (from $20m in 2000 to $32.2m in 2006). VitaPet's market share in 2000 was 75% and in 2006 it is 78% in NZ. The VitaPet brand continues to show significant growth with launching in the Australia market. Currently it has 35% market share in Australia within mass merchants.
VitaPet brand is driving category growth through:
- Being customer-driven
- Frequency and quality of service in all supermarkets
- Sole focus on the pet accessories category
- Strong product development focus
- Product innovation with added value lines and an ever increasing range.
- A fantastic team of people with great company spirit, committed to continuous improvement.
