Private Label

Dixy Group Relaunches Private Label Pet Food Line

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Russian retailer Dixy Group has announced that it is relaunching its pet food category as part of an own brands development strategy.

The retailer says that the move comes from growing consumer demand. In May 2017, the share of pet food products exceeded a record 25% of non-food category turnover across the Dixy chain.

According the company's research, Dixy customers prefer cats over dogs, and so its first step is to relaunch two products under the Kotofski cat food brand with a new modern design. The product is sold in the minimum price segment.

The retailer's cat food range will later be expanded to include medium price segment products, and a new line of dog food will also be added.

High Expectations

Dixy Group own brand development director Elena Savchenko, said, “Pets are like family members, so the demand for pet food, toys, and accessories is always high. This category is represented at Dixy by 87 product articles, and customers can always buy all they need at the best possible price in our stores.”

The retailer expects that its own brand share of the total pet food turnover will reach 15% by the end of the year.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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