Seasonal treats are showing all-year-round potential Pets' accessories such as collars and clothes are increasing in popularity. The sales of these products peak at Christmas, and last year the accessories sector was worth almost £4m to retailers, according to the Hartz brand. The biggest growth area, according to its junior product manager, Rachel Carney, is the toy category, which grew 64% in value during 2002. Carney says: "Pet stockings are the traditional offering at Christmas. But we are seeing more and more growth in higher priced items." Although pet toys sell all year as impulse buys, at Christmas they tend to be planned purchases. Nearly every family with a pet buys at least one Christmas present for it, she adds, and children bring their particular influence to bear on these purchases. Hartz has planned a 2003 Christmas range to meet a pricing strategy that reflects market segmentation and that creates a premium £5-plus band for people who "really want to pamper and indulge their pets". These new products include a Dog 4 Your Dog ­ a variation on the baby doll for a child theme. Its budget toys start at 99p for a basic cat and dog toy in seasonal designs. Nestlé Purina plans to target the Christmas market by offering two Winalot packs in biscuits and treats. It is also bringing its Felix Christmas pack in line with the brand's redesign and ensuring it provides an opportunity for trial of the new Felix Treats range. Christmas treats are increasingly reflecting the more exotic branded pet food ranges. Hartz is offering Turkey & Cranberry and Smoked Salmon cat treats, and for dogs Christmas Pudding Treats and Turkey & Cranberry Treats are offered, in addition to boxed Christmas Pudding Cake and new Rawhide Baubles. Their development reflects owners' preferences for buying their pets the kind of treats which echo traditional family Christmas fare. And Safeway's petcare buyer, Alan Dardis, says this trend means there is all-year opportunity in the treats and peripherals market. Owners are also becoming more aware of health products for pets, reflecting their own concerns. Sarah Jane Williamson, category marketing manager at The Co-operative Group agrees, saying: "Consumers are tending to look after the health of their animals more, so they are purchasing food and treats which have health benefits, for example, dental hygiene and extra vitamins." Hartz senior brand manager, Carl Walker, says: "The pet healthcare and grooming market is not yet well developed, but there are niche opportunities in grocery for products of proven interest to the consumer." The company believes it is time to revive the cat collar market, which had declined as flea collars became popular. It is putting more emphasis on price points and new designs, including jazzy geometric, snakeskin and leopard prints. {{FOCUS ON }}