New research results show that despite inflation and price increases on petfood, owners continue to want the best for their pets. As a result, delivering added value such as nutritional, health or sustainability benefits is key to retaining consumer interest in times of tighter budgets. This new global survey has been conducted by the market research agency FMCG Gurus, on behalf of BENEO, with 2500 dog and cat owners in the US, Brazil, UK, Germany and China.
The research demonstrates that even though almost 9 in 10 surveyed pet owners feel that petfood prices have risen in the last year, only 1 in 6 pet parents globally has turned to cheaper products or brands as a result. Most are staying loyal to their brand of choice by taking greater advantage of promotional offers or bigger packs. In fact, price is considered less important when buying petfood compared to ingredient quality, nutritional value, taste and health claims. And over half of respondents are even willing to pay a price premium for petfood with health-promoting ingredients that have been scientifically proven. Pet parents are very concerned about their pet’s health and the survey results reflect this, with more than four in five owners considering their pet’s health to be as important as their own. The link between their pet’s digestive health and overall health is also more widely recognised by pet owners, with over three in four cat and dog owners understanding that the digestive system has a positive influence on many aspects beyond the gut, such as bone condition, mental and physical wellbeing and the immune system. It is not surprising therefore that the on-pack claims most likely to influence purchasing of pet food products include ‘promotes digestive health naturally’ and ‘easy-to-digest’.
Most pet owners opt for a proactive and natural approach to nurturing their pet’s digestive health, with more than one in three saying that their pet’s food that features claims to support digestive health, showing the importance of highlighting specific benefits on pack. The digestive health claims with the biggest effect on pet owners’ purchase interests are: ‘digestive comfort and well-being’, ‘promotes digestive health naturally’ and ‘supports a healthy and balanced digestive system’. In addition, almost half of pet owners associate prebiotics with gut health, making this a key ingredient in petfood manufacturers’ toolbox. The survey also reveals that protein quality and content are important for seven in ten respondents.
Additionally, sustainability claims are considered by some extent by four in five owners when choosing food for their pets. With more than half of cat and dog owners considering plant-based proteins to be better for the environment, it is no surprise that vegetal ingredient sources with sustainability credentials are of increasing relevance. For instance, more than 80 percent of pet owners associate faba beans with being sustainable. Natural and high-quality vegetal proteins are therefore a valuable resource for manufacturers, allowing them to cater to pet owners’ interests, whilst formulating nutritious petfood recipes.
Published in the March 2024 issue of International Pet Food.