One trend that impacts veterinary practices is the spotlight on natural food. Understanding the driving purpose of clients dedicated to finding the right natural pet food is important for practices who want to join in on this opportunity for growth.

The following information released by Purina® helps veterinary practices focus on the makeup of a natural pet food client and suggests steps a practice can take to meet client needs.

Understanding Natural Pet Food Clients

Clients who prefer natural pet foods have a defined understanding of the term. They will seek out products that they feel will fit their perception of a “natural” product, such as:

• Real meat is the #1 ingredient
• Essential nutrients provided
• Unprocessed
• No artificial colors, flavors, or preservatives
• Limited number of ingredients
• Grain-free (no corn, wheat or soy)
• No poultry by-product meal

These clients follow along three of the current macro-trends affecting veterinary medicine today:

• Wellness food – products that are:
• More natural
• A source of better nutrition
• Offer additional features, for example:
• Condition-specific ingredients
• Environmentally friendly
• Pets are increasingly viewed as family members
• More money is spent on new products for pets
• Toys
• Clothing
• Treats and food products
• More money is spent on pet services
• Visit vet clinic more often
• Grooming
• Walkers
• Doggie day care
• Some clients are so willing to spend on pet, they sacrifice their own needs/wants
• Client need for transparency
• Trust is important
• Turn to veterinarians for advice
• Less trusting of product branding, processing, packaging
• Sense of control is needed
• Desire to know without question what is in the pet foods they feed

What Practices Should Do to Build Dialogue with the Natural Pet Food Client

In order to start the communication process, the first step to take should focus on education.

• Veterinarians and clinic staff should:
• Understand what makes a pet food “natural”
• Understand what natural pet food clients look for in a product
• Be familiar with the natural food product lines being carried in the retail section
• Know to provide interested clients with samples and product information
• Know the source to contact in order to obtain additional information about the pet food product

Once familiar with Purina Pro Plan Veterinary Diets, veterinarians and clinic staff should offer the following points to reassure clients that:

• All Purina Pro Plan Veterinary Diets are based off AAFCO Feeding Tests.
• Purina’s therapeutic nutrition is backed by veterinarians and pet nutritionists, and manufactured in Purina-owned facilities.
• Purina has several options of “Natural” diets including the new Veterinary Exclusive EN Naturals Canine and Feline Formulas. These formulas meet the AAFCO definition of Natural and are also formulated without corn or wheat.
• More information about Purina and their Quality Assurance is available at www.purina.com/quality.

Additional Ways to Attract Client Attention

Product information delivery can be accomplished outside of discussions, as veterinary practices can also supply the natural pet food information by methods such as:

• Creating in-office flyers and advertisements
• Listing and describing the natural food product line on the website
• Establishing a blog to focus on natural food products
• Providing customer testimonials for clients who are interested in natural pet food products
• Holding a Question-and-Answer gathering with sales representatives

Being knowledgeable of the product and understanding of the priorities of the client will help to encourage increased interest in the natural pet food products offered within the veterinary practice!

For more tips about consumer trends in the pet industry, contact your Covetrus representative today at 855.724.3461.