Doug Barton, CEO of Trone, presented results from an international study to study cat and dog owners and understand their behaviors and beliefs about pet nutrition at Petfood Forum (held annually in Kansas City, Missouri, USA).
The national sample included 467 U.S. pet owners and focused on their beliefs about managing pets’ nutrition, its influence, its effect on brand loyalty, level of confidence in doing so and linking nutrition with audience marketing strategy.
“Our objective was to talk to pet owners and get an accurate sense of their confidence when it came to nutrition,” noted Barton. “Often they expressed feeling overwhelmed by all of the various categories such as food, supplements and treats available to them.”
Pet Owner Nutrition Segments.
Barton reports that their study utilized 24 agreement clauses to assess pet owners’ nutritional confidence. Utilizing cluster analysis, four segments were created that helped define pet nutrition:
Healthy Advocates (32%), Selective Loyalists (16%), Hopeful Explorers (24%), and Lacking Interest in Pet Nutrition (29%).
“It is an interesting dynamic that approximately 70% of pet owners feel relatively confident about the nutrition choices for their pet while there remains one third that doesn’t seem particularly interested,” according to Barton. “Their engagement level with regards to nutrition choices does not compare favorably.”
Focusing on three distinct segments, we discovered that each offers their own strategic marketing viability.
Healthy Advocates’ pet nutrition motivators mirror those for human nutrition; they look for equally nutritious items for their animals. A study showed this segment of pet owners relied on 82% of veterinarian recommendations, 63% on product package/label information and 59% of products claiming “veterinarian recommended”, with ratings and reviews providing nutritional information as their top sources.
The Selective Loyalists believe that providing their pet with a nutritional diet is key to decreasing health issues and costs at the veterinarian clinic, with 71% relying on veterinarian advice; 60% depend on product packaging/labels; 55% claim to be “veterinarian recommended”, and 49% provide manufacturer information.
Hopeful Explorers possess a deep emotional attachment to their pets and strive to ensure their wellbeing and longevity. This segment of pet owners rely heavily on recommendations from veterinarians (55%), product packaging/labels (40%), products that proclaim “veterinarian approved” (39%) and manufacturer information (27%).
Pet owners seeking additional nutrition knowledge for their animals.
Barton found that pet owners were eager to expand their knowledge of nutrition for their animals, and are willing to pay between US$50-75 to their vet for a nutrition consultation session.
Barton sees an opportunity for education. However, for it to be effective it must be presented in such a way as to allow consumers to comprehend.
Owners are increasingly paying close attention to manufacturer information found on pet food or treat packages.
Barton noted that pet owners are becoming increasingly attentive to product labels; more and more importance is being attached to them, and are visiting websites and manufacturer information sources in search of answers about how best to care for their animals. Manufacturers have an invaluable opportunity here to educate pet owners.
Consumer preference shows strong support for online shopping, direct-to-consumer and subscription pet foods.
This study found a strong preference for online shopping among pet parents; 49% preferred purchasing supplements online while 28% chose it for functional snacks and treats.
Barton noted that more functional treats and supplements were moving online. She speculated that retail’s change in emphasis, with less distribution going toward supplements, probiotics, functional treats and functional food vs regular non-functional pet treats and pet food being given preference over time.
As for direct-consumer and subscription pet foods, Healthy Advocates and Hopeful Explorers tend to explore them more than the Selective Loyalists; both groups appear more open to exploring more tailored options that meet their pets’ nutritional needs.
As direct-to-consumer and subscription pet food segments become more widespread, it is crucial to gain an understanding of where consumers are buying from, what products they’re selecting and their views regarding nutrition.
“Nutrition drives switching,” noted Barton. “Nutritional choices have an adverse impact on brand loyalty: people who prioritize nutrition tend to explore more options and be less brand loyal.”
Pet companies must remember that each segment of nutrition beliefs has its own set of results, paying close attention to what message each segment sends out. When trying to understand your “why”, keep each group’s characteristics in mind such as: Selective Loyalists are interested in keeping healthcare costs under control while Healthy Advocates focus on nutrition as their goal.