In a testament to how important pet owners are, research conducted by consumer intelligence platform Vypr shows that the majority of dog owners say they would put their pet first and lose their own food
Other sacrifices include not having take-aways, not buying clothes, not going to the pub and giving up gym membership. Cats are well-loved, with 30% of owners willing to skip meals and treats to feed their feline friend.
Premium products
Aside from this adoration, pet care is one of the last categories where consumers say they will look at their savings, giving retailers an opportunity to align with this trend and position themselves as providers of both bestsellers and premium products.
This will help attract not only the average customer base, but also buyers who want to invest in premium products.
Adelina Bizoi, director of category and market activation at Mars Petcare, said: “Consumers tend to think twice before they compromise on quality petcare products and continue to spend money on discretionary areas such as treats, despite the impact from the cost of living.
“Treats is growing faster than the category, with cat treats up 16.7% and dog up 12.9%, which really supports that pet care is one of the last categories where consumers say they will look to save money.
Consumer favorites
“Retailers must ensure they continue to stock a wide range of treats to suit all consumer needs to capitalize on this growth. Treats are expected to continue as one of the fastest growing segments over the next three years.
Among brands and independents, 87% of cat and dog sales are accounted for by branded products. With half of pet food shoppers planning what they will buy before they get to the store, retailers must stock a strong range of best-selling pet foods that consumers are familiar with.
The latest figures from market analyst Circana, for January 2024, show that Nestlé Purina is one of the leading brands among symbols and independents.
A spokesperson for Nestlé Purina said: “Core products such as branded bestsellers should be central to any retailer’s range, as these are the products most demanded by consumers.
“Retailers must adapt their range of pet food to meet consumer needs and offer breadth to give consumers choice in different pet food segments.
“A high proportion of cat and dog parents dual feed wet and dry food, so it’s important to stock a range of wet and dry products in the main range.
“A strong range of treats will drive additional sales for those special bonding moments between pets and their owners. Luxury wet cat food also maintains strong growth in symbols and independents.”
