The UK dry complete dog food market is worth around half a billion pounds per year and can be segmented as below:
1. Premium brand medicated food – Eukanuba, Science Plan, Purina Pro Plan
2. Premium branded – Bakers Complete
3. Value branded – Wagg
4. Budget unbranded – various
5. Working dog – Dr Johns by Gilpa
We are targeting segments 3, 4, 5, initially retailing the product in 15kg bags throughout the UK through independent pet shops, bulk food retailers and garden centres/farm shops.
Working dog owners – buying in bulk, seeking quality & value for money - not sensitive to branding expressing quality and value
Price driven – Domestic dog owners ‘My dogs will eat anything I want the cheapest possible’ - likely to be sensitive to simple branding expressing value
Bargain Hunters – Savvy domestic dog owners who know dogs & appreciate quality but will shop around for the best deal - likely to be sensitive to attractive branding expressing quality
In the UK working dog food (gun dogs, racing dogs, farm dogs etc..) does not carry any VAT (17.5% tax) and hence is popular with ordinary owners seeking to save a little money. Therefore although we are planning to label the food working dog we also want to appeal to non working dog owners as well.