GfK Adds Tracker for US Sales of Parasiticides

GfK has begun capturing sales data for parasiticides - such as dog and cat flea powders - from its US POS (point-of-sale) panel. The panel represents more than 11,000 retail pet outlets, including superstores, small and regional chains, and independent shops.

According to the firm, dog and cat parasiticides - which repel, kill, or assist in the removal of fleas and ticks - account for roughly $400m dollars of annual sales at pet retail outlets. GfK's Animal and Crop Health (ACH) division already captures parasiticide sales in veterinary outlets, and together with the firm's Retail and Technology (R&T) team, has added the new measure to GfK's POS database.

Neil Portnoy, MD of GfK's Retail and Technology team, comments: '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.'

Web site: www.gfk.com .