2024 has been a massive year for Kiwi Country. The Ashburton, New Zealand-based pet food company launched its grain-free dry dog food range into Woolworths, FreshChoice, and Super Value mid-last year, growing its reach to 80 percent of Woolworths group stores by mid-2024. South Island New World stores also began stocking Kiwi Country in March this year.
"Every day, we hear from Kiwi dog lovers seeking premium, locally-made pet food choices in supermarkets," said Mary Stewart, co-owner of Kiwi Country.
We've been heartened by the willingness to support NZ-made and owned. I suspect part of this is a shift from shoppers who previously purchased at a specialty pet food store to discovering premium pet food in supermarkets.
While discussing the evolving state of the pet food category in New Zealand, Stewart said that in the past, the supermarket channels were dominated by brands produced by Mars and Nestle with grains, such as corn, wheat and sorghum, as their main ingredients and that within the dog food category, the demand for premium food was met by brands such as Butch (Butch, Houndlog) and Superior (Possyum), creating premium, high-quality dog rolls.
However, this has changed recently, with more New Zealand supermarkets entering the premium dry pet food space by launching local brands such as Animals Like Us, which offers a freeze-dried inclusion range, and Kiwi Country, which offers a high-meat dry kibble range.
"These brands allow customers to purchase premium products in their weekly supermarket shop. Historically, premium dry pet foods have only been available through online stores, independent pet stores, and vets."
She added that these consumers consider their pets family members, making them more likely to study ingredients and seek out high-meat food with superfoods as health benefits were essential to decision-making.
Functional superfoods have been the new hero in the pet food category. Some examples include NZ Green Mussels for healthy joints and glossy coats, liver, tripe, fish oil, kiwi fruit, flaxseeds, cranberries, kelp, and pumpkin - all play specific roles in supporting canine health.
"Consumer thirst for 'food as medicine' knowledge is a critical driver in developing Kiwi Country's upcoming grain-free dry cat food, wet dog, and wet cat ranges."
At Kiwi Country, sustainability begins with sourcing all ingredients from New Zealand. New Zealand has stood out as a non-GMO nation with high animal welfare and food safety standards.
Producing premium pet food using meat raised in safe, healthy, low-pollution farming systems has been central to the ethos and sustainability practices of the Kiwi Country brand.
"Why create unnecessary food miles when New Zealand farmers produce the lowest carbon-free range beef, lamb, and cage-free poultry?"
Stewart also cited the Wenger extruder installation at King Country Pet Foods in Taumarunui as being internationally state-of-the-art. The technology has allowed the production of dry kibble with the highest meat content possible in the high volumes required to meet supermarket demand, which had not been available in New Zealand historically.
Despite these advancements, with the rising cost-of-living pressures, the pet food space has not been immune to the drop in disposable incomes. Quality and affordability have become critical factors for the pet food industry moving forward.
"Pet owners want to feed their pets the best they can given their circumstances; they look at the value proposition when deciding what's best for the family members."
To address these issues, increased investment in the New Zealand pet food sector will benefit local supermarket shoppers and lead to more premium choices in the pet food aisle. Increased capability within pet food manufacturing will also provide opportunities for local brands to compete with the existing overseas-owned supermarket pet food duopoly.
Kiwi Country has been working towards launching its dry cat food, wet dog, and wet cat ranges. Repeated customer requests for more Kiwi Country lines have driven the development for the new product.
"We often hear stories of cats swiping the dog's food and breaking into bags of Kiwi Country dog food; we're chuffed KC is gaining a reputation as a pet food that can win over fussy eaters. Daily feeding of wet and dry food, known as "mixed feeding", has also become popular with pet lovers."
View the full article on page 86 of Supermarket News magazine.
