Earlier this month, Petco Animal Supplies and PetSmart stores in Topeka, Kansas, and adjacent Lawrence, Kansas, removed from their shelves Hill’s Science Diet and Ideal Balance products. Store managers have been telling customers that the brands is not coming back on shelf. Notably, Hill’s Pet Nutrition, a subsidiary of Colgate Palmolive, is headquartered in Topeka.
Consider the above action a shot across the bow in the dynamically evolving landscape of pet food retail. To better understand the future, and what this gambit might mean, one must begin with a look at the past.
Hill’s Pet Nutrition was founded in 1907. The company started in the rendering business. By 1930, the company had evolved into packing company, producing animal feed, dog food, and horsemeat for human consumption in Norway, Finland, and Sweden. In 1948, Dr. Mark Morris contacted Hill’s seeking a producer for Canine k/d, his brand of healthy scientifically engineered pet food. In 1968, Canine k/d was made available to veterinarians as Hill’s Science Diet. The brand evolved into a broad line of prescription and breed specific solutions available through veterinarians and pet specialty retailers. In 1978, Hill’s became part of the Colgate family through a merger of Hill’s parent company. In 1999, Hill’s sales reached $1 billion.
What is particularly significant was the fact that Hill’s was at the forefront of the healthy pet food revolution, albeit with a scientific approach. Further, long before there was Blue Buffalo, Hill’s, along with Nutro, was one of the biggest drivers of customer traffic to pet specialty retailers on the market. Thus, for Petco and PetSmart to declare war on Hill’s is, for lack of a better term, A BIG DEAL.
The makings of this feud can be traced back five years. Beginning in 2011, Hill’s pet food sales began to stagnate. The company, whose products evoked images of white lab coats and engineers, found itself on the wrong side of a change in consumer preference, and therefore purchase intent. Instead of favoring science based nutrition solutions, pet owners began to favor products whose ingredient panels best mirrored their own diet. White lab coats were replaced by images of roasted turkey, market vegetables, and whole grains. Natural triumphed over engineered.
Hill’s, being part of a large consumer packaged goods firm, was not content to let its franchise slip away. The company tried to change with the market, launching Science Diet Nature’s Best, a naming convention approaching the absurd. Not surprisingly the disconnect remained. Hill’s responded with the launch of Ideal Balance, its “natural” solution, but was slow to win back customers. While Hill’s revenues had grown to $2.2 billion in 2015, this number represented essentially flat growth between 2011 – 2015. To maintain sales, Hill’s embraced the internet as a channel. In 2015, Hill’s represented 7.5% of online pet food sales, taking the third position behind Blue Buffalo (12.3%) and Wellness (9.0%). It attained that position by turning a blind eye to the price discount pet food retailers where charging for its solution set, thereby drawing the ire of Petco and PetSmart. And you understand why we-are-where-we-are.
One has to surmise that Hill’s knows quite well what it is doing and the consequences of its actions. My understanding is they have recently put pressure on major online retail sites to enforce their MAP policy based, in turn, on pressure from Petco and PetSmart. However, if Hill’s cannot get back in the good graces of its top premise based retailers, prepare to find Science Diet and Ideal Balance at big box store near you. The likes of Target and Wal Mart would welcome Hill’s and its customer base with open arms. Whether this is a brilliant move by Colgate or the straw that breaks the brands back remains to be seen.
Of greater interest is what this means for Blue Buffalo. A big box Hill’s is not going to be a welcome site for the veterinary community who drives the disproportionate sales of prescription diets and is a big influencer of Science Diet sales. Blue Buffalo has staked the next leg of its growth stool on its veterinary line of products. If Hill’s defects, that will create a fracture in the relationship between the company and the veterinary community that Blue Buffalo could be poised to exploit. That’s not to say it won’t have fierce competition for that mind share from the likes of Royal Canin and Purina, but thirty days ago that market looked much tougher to crack.
Let the games begin.
Note: This blog is for informational purposes only. The opinions expressed reflect my view as of the publishing date, which are subject to change. While this post utilizes data sources I consider reliable, I cannot guarantee the accuracy of any third party cited herein.