Wet food – a sales driver

The wet pet food market is one of the fastest-growing segments in the pet food industry. As consumers increasingly seek out convenient and nutritious options made with carefully selected ingredients, developing a private label wet food brand offers distributors, importers, and retailers a significant opportunity to stand out from the competition and boost their profits.

Here are seven reasons why Pet Factory says investing in a private label in this dynamic market segment could be a wise decision:

1. Complete control over the brand

When introducing their own brand, the brand owner has complete control over the visual identity, marketing message, market positioning and recipes.

The product can be tailored to the characteristics of the market, the needs of customers, and the values to be conveyed.

2. Lower costs and better profit margins

Private label products are often associated with lower purchasing costs and better profitability, while maintaining the same quality. This enables customers to offer attractive value for money.

3. Customer loyalty

A well-positioned private label fosters customer loyalty. Customers come back for a specific product, not just because of the price or availability. Over time, this can extend to loyalty to the entire distribution network or store.

4. Market differentiation

When all the shelves look the same, a private label product with a unique design, story and good quality becomes a distinctive offering. It stands out from competitors in the market.

5. Flexibility in recipes and positioning

Depending on the target group, product ranges can be launched for the economy, mainstream or premium segments. Taste, ingredients and packaging can be tailored to customers’ specific needs.

6. A strong image as a reputable market player

A private label can convey professionalism and credibility, enhancing the reputation of a strategic player with a long-term ­vision. This fosters greater trust among partners and customers.

7. Scalability and added value for the business

A private label is a valuable asset. Once the brand has gained consumer acceptance and loyalty, it can be extended to new product categories, such as dry food, treats, and accessories. This creates new market opportunities. As the brand gains visibility and distribution, its value increases, making it a long-term strategic investment.

Pet Factory can offer all the advantages of its state-of-the-art wet pet food production facility in Romania, which opened near Bucharest in early 2024. With an investment of almost 20 mio euros this innovative facility is the perfect location for anyone looking to develop a private label brand.

“Romania offers strong logistical and commercial advantages, including fast access to high-quality local and regional raw materials, efficient supply chains, a competitive workforce, and proximity to the markets of Central and Southeastern Europe”, explains Mihai Bostinaru, Pet Factory company owner. In addition, its close proximity to the port of Constanta, one of the largest ports on the Black Sea, provides ideal conditions for international exports.

Pet Factory guarantees the highest food safety standards and consistent product quality thanks to its advanced technology (from Germany and the Netherlands) and international certifications such as IFS, ISO 14001 and ISO 22000. “These certifications are crucial to meeting the high requirements of major European retailers and providing partners with the assurance that they are working with a reliable and responsible manufacturer”, says Bostinaru.

Those interested in building their own brand can contact Pet Factory at export@petfactory.ro or on +4 07 23 319 833.