Today’s pet owners are increasingly in search of grooming products that will solve specific problems, and as with the other products they purchase for their pets, consumers have high expectations.

“Shoppers are looking for particular benefits—such as products that will help what is ailing their pet,” said Dawn Leoso Duncan, vice president of Glo-Marr Products, a manufacturer in Lawrenceburg, Ky. “If their pet is constantly scratching, they will be shopping for products that will help to solve that issue.”

Kate Bowman, owner of Clipper’s Canine Café, a retailer in Ellicott City, Md., agreed and said her customers frequently come in with a specific need. Oftentimes, it’s itching.

“We’re seeing more interest in grooming products that will alleviate itchy skin, allergies, or a flea or tick issue,” Bowman said. “Very few customers are just looking for a plain-old shampoo that doesn’t have any additional benefits besides cleaning.”

Solving a problem comes first, said Jackie Resillez, senior marketing director of Four Paws, a manufacturer in Neptune City, N.J. Then customers will take into account additional aspects of the products they’re considering, she added.

“Once a consumer has identified the product as meeting his or her needs, then they will evaluate the product’s scent, ingredients, brand and pricing,” Resillez said. “Like trends in human shampoos, consumers seek products free of phthalates, parabens, sulfate, dyes, alcohol and other similar chemicals.”

Four Paws recently launched the Magic Coat Professional Series, which contains five oatmeal-based options in the product line: Hypo-Allergenic Shampoo, 2 in 1 Shampoo and Conditioner, Puppy Shampoo, Whitening Shampoo and Shed Control Shampoo.

Today’s pet owners “want it all,” and they “deserve it,” said Doug Gleason, founder of TrueBlue Pet Products, a manufacturer in Los Angeles. Matching these evolving pet owner expectations means offering them products that have natural ingredients and work really well, he added.

TrueBlue’s newest product is its Healing Hemp Hot Spot Cream with cannabidiol (CBD) oil.

“Hot spots and other skin problems can have many causes—bug bites, food allergies, allergies or airborne substances,” Gleason said. “But regardless of the initial cause, the dog will typically react by licking, biting and scratching the area, which only makes things worse. The licking keeps the area moist, which can exacerbate the problem and cause moist dermatitis. TrueBlue uses a strong but natural bittering agent to stop or reduce the licking.”

Ensuring that customers can find a grooming product that meets their needs comes down to retailers carrying an ideal variety of options. Curating that selection takes some forethought and planning on the retailer’s part.

“Retailers need to find brands that have longevity in the pet industry,” said Dawn Leoso Duncan, vice president of Glo-Marr Products, a manufacturer in Lawrenceburg, Ky. “These brands have stood the test of time because they offer quality and great customer support—not only for the retailer, but for the consumers who take these products home.”

Katie Ast, co-owner of Just Dog People, a pet store in Garner, N.C., said that a robust assortment of products often opens customers’ eyes to all the choices out there. This can definitely facilitate new sales, she added.

“We’ve always found it interesting when dog owners realize they have many more options, for most products, than they ever considered,” Ast said. “Shampoo, conditioners and treatments are no different. We stock a wide variety of grooming products, so it’s important for us to ensure our team is trained to help customers find the products they need.”

Doug Gleason, founder of TrueBlue Pet Products, a manufacturer in Los Angeles, said that carrying products within the “key segments” is important. He considers those to be shampoo, conditioner and detangling spray.

Gleason added that the way these products are thought about seems to be evolving.

“We think that consumers and retailers will increasingly see that grooming products are part of the larger ‘care’ category, and that the idea of wellness is going to become increasingly central to the category,” he continued. “In the human world, this is called the ‘health and beauty category,’ and I believe that in the pet world we’re going to see a little more focus on the health aspect. So, pet parents are increasingly aware of their role in dental care, ear care and eye care. With that in mind, an optimal assortment would have products in dental, ear and eye as well.”

Jackie Resillez, senior marketing director of Four Paws, a manufacturer in Neptune City, N.J., noted that for a truly optimal assortment, it helps for retailers to have products at a variety of price points, too.

Many grooming product manufacturers are looking to meet professional groomers’ needs. That often means innovating new products but also coming up with ideas that will help support groomers in their success.

Dawn Leoso Duncan, vice president of Glo-Marr Products, a manufacturer in Lawrenceburg, Ky., said that groomers are often expected to “cure” all issues in one appointment. That’s a tall order. Because of these expectations, Leoso Duncan said that groomers are in search of products that will help them do the best they can to meet pet owners’ needs.

Oftentimes, it means encouraging the customer to keep up with treatments at home.

“We offer several sprays and creams that groomers can retail,” Leoso Duncan noted. “Offering products that can be used in between appointments will allow for the pet owner to assist in the care of their pet’s skin and coat. This ultimately helps the groomer because doing a little at home will make the next grooming appointment a little easier on them—especially if the pet has skin or coat issues.”

As far as what trends groomers are noticing, Leoso Duncan said that dental hygiene is on everyone’s radar now.

“Groomers can offer dental spray and water additives for resale in the store,” she added. “Retail items will sell well for groomers if they take the time to talk to their clients about how doing these things at home will benefit their pet’s health.”

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