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SYS-CON MEDIA Authors: Bart Copeland, Andreas Grabner, Liz McMillan, Dana Gardner, Elizabeth White

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GfK Begins Tracking Parasiticide Sales in US Pet Retail Outlets

GfK has begun to capture parasiticide sales data from its US POS (point of sale) panel representing over 11,000 retail pet outlets, including superstores, small and regional chains, and independent shops. The firm already tracks US sales of a variety of other products in the pet and veterinary channels.

This unique data access allows manufacturers, retailers, and others to understand how trends in the different channels influence or echo one another, and to measure total sales of categories and products that span multiple channels. GfK can also add a global component to clients’ understanding of the marketplace.

“Parasiticides represent a growing opportunity for manufacturers in pet and animal alike,” said Neil Portnoy, Managing Director of GfK’s Retail and Technology team. “GfK is unique in its ability to provide a one-stop view of flea and tick sales and related metrics in both vet and pet. As manufacturers look to optimize their marketing and sales across all key channels, GfK can provide a timely, integrated picture of what is working, where improvements are needed, and where untapped opportunities may exist.”

Dog and cat parasiticides – which repel, kill, or assist in the removal of fleas and ticks—account for roughly $400 million dollars of annual sales at pet retail outlets. GfK’s Retail and Technology (R&T) and Animal and Crop Health (ACH) teams have collaborated to add this latest measurement to the firm’s robust point-of-sale database. ACH already captures parasiticide sales in veterinary outlets.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en.

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