This Is What Retailers ACTUALLY Want From Pet Food Brands

We work with pet food companies and retailers across the country, and we’ve noticed a clear pattern. The brands that get top-shelf placement, repeat orders, and referrals from retailers all have something in common—it’s not just great products. It’s that they make life easier for the retailers who carry them.

Here’s what retailers actually want from pet food brands and how you can position yourself to be one of their favorites.

1. A reliable partner, not a risky bet

Retailers aren’t just stocking shelves—they’re staking their reputation on the brands they carry. When a customer asks a store associate, “What do you recommend?” and they point to your product, they’re vouching for you and your product. 

This means reliability matters—a lot. If your product shows up late, inconsistently, or in short supply, it causes a ripple effect for their business. According to a 2022 survey, supply chain disruptions and product availability were two of the top concerns for pet product retailers post-pandemic.

To stand out, pet food brands should:

• Communicate proactively about any changes to supply or shipping
• Deliver on time and in full, especially for seasonal or high-volume periods
• Make it easy to restock and reorder (hello, wholesale portals or reliable reps!)

Retailers are busy. When you make it easy for them to plan inventory and trust that your product will arrive as promised, you’re already ahead of 80% of the competition.

2. Clear, consistent communication

No one loves a game of phone tag—especially not a retailer juggling staff schedules, vendor relationships, and a line of customers asking if they have Natural Sweet Potato Chews. (Shout out to The Crump Group, a long-time Pet Food Compliance client!)

One of the fastest ways to become a retailer’s go-to brand is to be the one they don’t have to chase. That means:

• Responding quickly to questions about shipments, pricing, or promotions
• Having clear documentation for your products (ingredients, shelf life, storage instructions)
• Being consistent with how and when you reach out

Good communication isn’t about overloading them with emails. It’s about being organized, available, and respectful of their time. If they know they can reach you and get a helpful answer without jumping through hoops, you become an asset—not just a vendor.

3. No surprise problems (like paperwork)

We’ve seen too many brands do everything right on the product side but then lose retail partnerships because of preventable issues: a missed registration deadline, an outdated label, or tonnage that didn’t get submitted on time. Suddenly, their product gets pulled from shelves and the retailer is left explaining to their customers why that brand they loved is no longer available.

Retailers don’t want to deal with that. They want brands that are buttoned-up behind the scenes—no unexpected problems, no late-night fire drills.

You don’t have to be perfect. But having a clear system (or a partner who handles it for you) for staying on top of things like licensing and renewals signals that you’re professional, prepared, and protective of their time and trust.

Want help with that part? We break down the exact steps in our free ebook: How To Be Every Retailer’s Favorite Pet Food Brand.

4. A story they can stand behind

Retailers aren’t just selling SKUs. Many are curating experiences for their customers. Especially in independent shops and specialty pet boutiques, buyers are looking for products that align with their values—whether that’s sustainability, transparency, or functional benefits.

According to NielsenIQ, over 60% of U.S. pet owners say they’re more likely to buy from brands that support ethical sourcing, environmental responsibility, or charitable causes.

When you give retailers a clear story to tell—like how your brand uses upcycled ingredients (like our clients Grubbly Farms), supports animal shelters, or formulates products based on veterinary science, you make it easier for them to sell your product with confidence and heart.

Related: 2025 Pet Food Trends You Better Pay Attention To 

5. Sales support that actually supports

Finally, retailers love brands that give them tools to succeed.

No one’s asking you to send promotional dog sweatshirts and a marketing team—but offering retailers, clear shelf talkers or signage, educational material for their staff, product samples or trial-size items, and social media shoutouts or shared promotions goes a long way.

Want to go above and beyond? Ask your retail accounts what would help them sell more of your product. Then give it to them.

Some of the strongest brand–retailer relationships we’ve seen started with one simple question: “What would make this easier for you?”

Want to be the brand retailers recommend first?

Retailers aren’t just looking for great products. They’re looking for great partners; brands that show up, keep promises, and make life easier behind the scenes.

If you want to be one of their favorites—the one they reorder from, promote, and stick with long-term—our free guide has everything you need.

🎯 Download How To Be Every Retailer’s Favorite Pet Food Brand

Inside, you’ll find:

• The exact steps to protect your shelf space
• The paperwork and processes most companies miss
• How to avoid costly mistakes that damage retailer trust

It’s short. It’s actionable. And it’s helped hundreds of pet food companies stay in retailers’ good graces—year after year.