Understanding customers of Pet food & their Behavior in your stores

1. PETFOODS
DOG & CAT INSIGHTS

2. Table Content
• Sales Trend Year-on-Year
• Customer Insights
– Dogs & Cats Pet Owners Demography
– Pack size Pattern
– Purchase ratio
– Latency of Customers by:
• Dogs & Cat Foods
• Dry & Wet
• Pack size with Dry & Wet

3. • For Last 3 Years, Pet food
category has grown by 11%.
• Within Pet Food, CAT food has
significant growth % of 21% on
YoY, whereas DOG food has
grown by 8% on YoY.
• In last 5 years, we did Dry Food
business of Rs.4.2Cr and Wet
Food business of Rs.9.3 lacs.
• Wet Food benefits has created
demand among Pets owners
which has resulted in average
growth rate of 33% YoY.
• Dry Food continue to grow by 8%
YoY.
Sales Trend Year-on-Year

4. Dogs & Cat Owners Demography
• Out of 8505 Customers visited
during April 16 to March 16
-74% of the customers has Dogs
-21% of customers has Cat
-5% of the customers has both
Dogs & Cat.

5. 5
Pack Size Pattern

6. Every 4
Customers who
bought for Pet
foods
Every 2
Customers who
bought Dry Pet
Food
Purchase Ratio
The ratio of buying Pet food for Dogs
& Cats is 3:1 i.e., for every 4
customers, 3 Customers are Dog
owners & 1 customer is a Cat owner.
With every 2 customers who
buy Pet food, only 1
customers buy wet food i.e.
2:1 ration for Dry & Wet

7. Latency Period
CATFood
Latency
Customer
Mix
DOG Food
Latency
Customer
Mix
One timer 1137 54% 3904 61%
Less Than 15Days 259 12% 497 8%
15-20days 102 5% 214 3%
21-45Days 360 17% 926 14%
45-60Days 98 5% 348 5%
More Than 60Days 148 7% 512 8%
Grand Total 2104 100% 6401 100%
LatencyPeriod
DRY Food
Latency
Customer
Mix
WETFood
Latency
Customer
Mix
One timer 3863 61% 2306 62%
Less Than 15Days 442 7% 348 9%
15-20days 211 3% 128 3%
21-45Days 930 15% 502 14%
45-60Days 352 6% 170 5%
More Than 60Days 529 8% 246 7%
Grand Total 6327 100% 3700 100%
CUSTOMER LATENCY – “DOG & CAT” and “DRY & WET” FOOD
• More than 50% of the
customer are One timer for
Pet Foods.
• Customers with latency period
“less than 15 Days” and “21-45
Days” contributes 29% of CAT
customers & 22% of DOG
customers.
• Similar latency trend has been
seen for DRY & WET Food.

8. CUSTOMER LATENCY – PACK SIZE
• Opportunity to move “One Timer” Customer of DRY Pet Food to Latency of
“21-45 Days” Cycle through Multiple visits offers.
• Customers with Pack size “1.2 Kgs – 1.5 Kgs” and having Latency of “21-45
Days” can be push for upsell of “2.0 Kgs – 3.5 Kgs”.
• Similarly, for WET Food, there is opportunity to move “One Timer” to Latency
of “Less Than 15 Days” or “21-45 Days” through Multiple visits offers.
Food Type PackSize
One
timer
Less Than
15 Days
15-20
days
21-45
Days
45-60
Days
More
Than 60
Days
Less Than 150 Gms 14% 2% 1% 4% 2% 3%
150 Gms - 500 Gms 3% 1% 0% 2% 1% 1%
900 Gms -1.1 Kgs 4% 1% 0% 2% 1% 1%
1.2 Kgs - 1. 5 Kgs 15% 3% 1% 6% 2% 3%
2.0 Kgs - 3.5 Kgs 8% 2% 1% 4% 2% 2%
4.0 Kgs - 9.0 Kgs 2% 0% 0% 1% 0% 0%
10 Kgs - 15 Kgs 2% 0% 0% 1% 0% 1%
DRY Total 47% 9% 5% 21% 8% 10%
Less Than 150 Gms 59% 10% 4% 15% 5% 7%
150 Gms - 500 Gms 50% 12% 5% 19% 6% 8%
WET Total 56% 11% 4% 16% 5% 7%
DRY
WET
Latency

9. THANK YOU
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10. THANK YOU
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