The new Richard’s Organics logo/brand mostly target's female companion pet owners that would most likely shop stores such as Whole Foods, Harris Teeter, The Fresh Market and/or Sprouts Farmer’s Markets for their groceries, and high-end natural foods/supplies stores for their pets. These women most likely live in upscale neighborhoods of large cities. They probably belong to a gym, practice yoga, drink Starbucks frequently, drive nice vehicles and have well-appointed homes. They don't mind spending a premium for a higher quality product/food/treats/fashion for their pets, as well as for themselves/family/kids.
Before getting started, please visit our Richard's Organics product page at: http://synergylabs.com/catalog/rich…-organics/ to learn more about the types of items included in the line.
In order to best understand products that “fit” into this natural/organic market segment, we would recommend visiting a high-end natural products store before you begin designing our new logo. Investigate natural/organic shampoos/conditioners for humans, household products, and food packaging, as well as pet care products, too. We want our Richard’s Organics brand to resonate well within these environments, while also speaking out/attracting the consumer’s eye better than any competitors.
Our new mark must instill a desire within the consumer to respond with brand loyalty – meaning they will want to buy the Richards’ Organics brand repeatedly, rather than switch between other suppliers. These loyalists will be willing to pay higher prices for the Richard’s Organics brand & think highly of the brand compared to others, because of what it stands for: superior quality, the best ingredients, healthy, earth-friendly, pet-friendly, natural, organic, safe, pesticide-free, cruelty-free, free of harsh detergents, free of harsh chemicals, soap-free, etc.
SynergyLabs is a proud U.S.A manufacturer of animal health and veterinary care products headquartered in Fort Lauderdale, Florida. Our well-rounded portfolio of owned brands and private label capabilities provides customers with a compelling reason to buy SynergyLabs products.
We have over 20 years of fresh thinking and dynamic personalities that make SynergyLabs the place to find pet care products. It’s the place to experience where fresh innovative ideas, packaging concepts, and formulations come to life. Our team brings you outstanding quality and great design all bundled together with an incredible value.
US retail sales of natural pet products had been growing at teen double-digit rates since 2002, but during 2007 sales leapt 43%, according to the Packaged Facts Natural, Organic and Eco-Friendly Pet Products in the US report. As major marketers of pet food stormed mass channels with line extensions and new brands, including Iams with Healthy Naturals and Mars with Goodlife Recipe, mass-market sales of pet food surged more than 500%, while sales in the pet specialty channel (where the large majority of natural pet food sales still occur) rose 15% as new and existing brands continued to trend toward natural.
Though sales continued strong in 2008, rising another 20%, 2009 was another story. The 2009 growth rate of natural pet products only slightly outpaced that of pet products overall, increasing just 6% as the recession took hold. Packaged Facts believes this slowdown to be temporary, however, with sales regaining steam in 2010 and edging back into the double digits in 2011.
a. Pet owners have higher household incomes ($49K) than the U.S. population ($46K)
b. Half of all pet owning households include one to two people. About one-half of all dog, cat and bird owning households include one to two people.
c. Pet owners are also younger than the US population as a whole. The average U.S. resident in the United States is 52 years old, while pet owners are 48 years old, on average.
d. More pet owners own their own single family home than the U.S. Population (at least 70% to 80%).
e. Significantly more pet owners are married (63%) compared to the rest of the population (55%).
f. Between thirty to forty percent (30% to 40%) of U.S. residents and pet owners have children.
g. More than 10% of pet owners are with divorced or separated, with the same amount being single pet owners.
h. More than three-quarters of the U.S. population and pet owners have access to the internet.
i. Among race, 92% pet owners are white, 4% are African American and 4% are Hispanic/other.
j. At least three quarters of primary shoppers are women (76%).
It is important to note that with regard to demographic segments, no one group stands out above others. The same applies to whether or not a particular demographic segment did not get or had to give up their pet due to economic conditions.