Portland Pet Food Company is now offering a pet food subscription service for dog owners. The service includes a “subscribe and save” feature on all products so that customers can schedule their dog’s meals and treats to arrive as frequently as weekly to every 8 weeks. Consumers will receive a discount of 40 percent on their first order, with 10 percent off every subsequent subscription order.
Scheduled deliveries have become an essential part of the online shopping experience. “We know how hectic life can be, along with remembering to shop for dog food,” said Kate McCarron, Portland Pet Food Company owner in a press release. “We want to make sure dogs have the elements needed for a holistic diet, without their owners having to scramble to buy one-time orders.”
Coupled with Portland Pet Food Company’s earth-friendly packaging, receiving bulk shipments is one way to lower shipping and packaging costs. According to Portland Pet Food Company, the sustainable and portable meal packaging takes up 11 times less spaced than a traditional can of dog food. Weighing only 9 oz. and having a shelf life of 2 years, the ultrapremium dog meals are easy to buy in bulk and store. These pre-cooked entrees are intended for intermittent or supplemental feeding, according to AAFCO guidelines.
Two demographic groups, moms and millennials, may make up the majority of subscribers to pet food delivery services, such as Bark Chef and Just Right by Purina. Pet food professionals believe convenience, customizability and health concerns may be primary motives for parents and young adults to use dog and cat food delivery subscriptions.
Market researchers believe that younger people show less brand loyalty than baby boomers or even Generation X. However, the results of a GfK survey, presented by Lange, pointed out a way to attract younger generations’ loyalty.
Young people responded that they would be more devoted to a brand or retailer that allowed them to give input or help shape a product. Fifty-eight percent of consumers born from the mid-1990s to mid-2000s, called Generation Z, said they would be more loyal to a customizable product, compared to 32 percent of baby boomers.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.