How to Market a New Pet Product and Get It into Pet Stores

The pet industry remains one of the fastest-growing consumer markets, with increasing demand for innovative toys, treats, accessories, and health products. While new pet product ideas are plentiful, successfully launching and securing shelf space in retail stores requires a clear marketing, branding, and sales strategy.

At Dolomites Consulting Group, we help pet brands navigate the product launch process, generate consumer demand, and build retail distribution pipelines that drive sustainable growth. Below, we outline the key steps every new pet product company should take to successfully bring a product to market.

1. Build a Clear Brand Story and Product Positioning

Before approaching retailers or investing in marketing, your product needs a clearly defined brand story. Buyers and consumers need to quickly understand:

• What problem your product solves

• Why it’s unique or better than existing products

• Who the ideal customer is

• What value or lifestyle benefit it provides
  

Clear positioning helps buyers see where your product fits on their shelves and why it fills a need for their customers.

Impact on Businesses: Brands with strong positioning have an easier time securing retail meetings, generating media interest, and building consumer trust faster than brands that simply pitch product features.

2. Build Early Consumer Demand with Direct-to-Consumer Marketing

Before retailers commit to shelf space, many look for signs of consumer demand. Building early momentum online validates market interest and gives you stronger leverage during wholesale conversations.

Direct-to-Consumer Tactics:

• Launch pre-orders via your website or crowdfunding platforms

• Build an engaged social media following (especially Instagram and TikTok)

• Run targeted paid ads to generate early sales

• Secure initial press or influencer features

• Collect testimonials, reviews, and user-generated content
  

Impact on Businesses: Brands that build early DTC traction demonstrate proof of concept, create awareness with buyers, and gather valuable marketing assets that support wholesale pitches.

3. Develop Wholesale-Ready Sales Materials

When pitching to pet store buyers, you need more than just a great product. Retail buyers evaluate based on category fit, pricing, packaging, and support materials.

Wholesale Essentials:

• Professional packaging design ready for retail displays

• Clear wholesale pricing structure and margins

• Case pack sizes and shipping details

• Sell sheets or product catalogs

• Point-of-sale display options

• Minimum order quantities (MOQs)
  

Impact on Businesses: Well-prepared wholesale materials signal professionalism and reduce friction during the buying process, increasing your odds of landing retail accounts.

4. Attend Industry Trade Shows and Pet Expos

Industry trade shows remain one of the most effective ways to meet buyers, distributors, and potential partners.

Key Pet Industry Trade Shows:

• Global Pet Expo

• SuperZoo

• Pet Industry Leadership Summit

• Regional independent pet trade shows
  

Trade shows allow you to showcase products, gather buyer feedback, secure wholesale orders, and build relationships with retailers and distributors.

Impact on Businesses: Brands that invest in well-planned trade show appearances often secure their first major wholesale deals, build early brand awareness, and develop a valuable industry network.

5. Use Digital Advertising to Support Both DTC and Retail Growth

Even once you secure retail placement, consumer awareness drives sell-through and reorders. Paid advertising supports both online and in-store sales growth.

Effective Digital Advertising Channels:

• Facebook and Instagram ads targeting pet owners

• Google Shopping ads for DTC ecommerce

• Influencer collaborations for product reviews

• Geo-targeted ads supporting regional retail launches

• Sponsored posts on pet industry blogs or newsletters
  

Impact on Businesses: Brands that combine digital ads with wholesale expansion create stronger product visibility, faster retail sell-through, and higher reorder rates with store buyers.

Learn more about our Pet Product Marketing Services that integrate both DTC and wholesale lead generation strategies.

The Bottom Line: Product Success Requires Both Consumer Demand and Retail Strategy

Launching a pet product is more than just developing a great item. The brands that succeed long-term combine strong branding, early consumer validation, professional wholesale preparation, strategic industry networking, and ongoing digital marketing to support sell-through.

At Dolomites Consulting Group, we help pet brands build full product launch systems that generate consumer demand, secure retail distribution, and scale revenue across both direct and wholesale sales channels. Ready to Launch and Scale Your Pet Product?

If you're ready to bring your new pet product to market and build a growth strategy that combines DTC sales and retail distribution, schedule your consultation today. 📩 Schedule a Consultation