How to get your product into Petco
A national pet specialty chain focused on premium nutrition, health and services.
What Petco buyers prioritize
- Premium nutrition and ingredient standards
- Specialty differentiation
- Repeat purchase
- Brand story for pet parents
How to prepare your Petco pitch
Check fit
Confirm your price tier, pack size and shopper match Petco's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a Petco-specific sell sheet, category story, pricing model and funded launch plan.
Category guides for Petco
Questions
How do I get my product into Petco?
Start by confirming your product fits Petco's shopper and format, then prepare the data and materials its buyers expect: premium nutrition and ingredient standards, specialty differentiation, repeat purchase, and brand story for pet parents. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to Petco?
Not necessarily. Many brands pitch Petco directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do Petco buyers look for?
Petco buyers prioritize premium nutrition and ingredient standards, specialty differentiation, repeat purchase, and brand story for pet parents.
Guides for pitching Petco
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.