New research results show that, despite inflation and pet food price increases, 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 maintaining consumer interest in times of tighter budgets.
This new global survey was conducted by market research agency FMCG Gurus, on behalf of BENEO, with 2,500 dog and cat owners in the US, Brazil, UK, Germany, and China.
Most remain loyal to their brand of choice by taking advantage of greater promotional offers or larger packs
Price versus value
Research shows that although nearly 9 in 10 surveyed pet owners feel that pet food prices have increased in the past year, only 1 in 6 pet parents worldwide turn to cheaper products or brands as a result.
Most remain loyal to their brand of choice by taking advantage of greater promotional offers or larger packs.
In fact, price is considered less important when buying pet food compared to ingredient quality, nutritional value, taste and health claims. More than half of respondents are willing to pay a premium price for pet food with scientifically proven health-promoting ingredients.
more than 4 in 5 owners consider their pet’s health as important as their own
Health first
Pet parents are very concerned about their pet’s health and the survey results reflect this, with more than 4 in 5 owners considering their pet’s health to be as important as their health.
The link between their pet’s digestive health and overall health is more widely recognized by pet owners, with more than 3 in 4 cat and dog owners understanding that the digestive system is has a positive influence on many aspects beyond the gut, such as bone condition, mental. and physical well-being and the immune system.
Therefore, it is not surprising that the on-pack claims most likely to influence the purchase of pet food products include “naturally promotes digestive health” and “easily digestible”.
Therefore, natural and high-quality plant proteins are an important resource for manufacturers
Demand for proteins and sustainable credentials
The survey also shows that protein quality and content are important for 7 out of 10 respondents. Additionally, sustainability claims are considered to some extent by 4 out of 5 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’s no surprise that sources of plant ingredients with sustainability credentials are especially relevant.
For example, more than 80% of pet owners associate faba beans with being sustainable. Therefore, natural and high-quality vegetal proteins are an important resource for manufacturers, allowing them to respond to the interests of pet owners, while developing healthy food recipes of pet.
Dr Maygane Ronsmans, Product Manager Animal Nutrition at BENEO said: “The findings of the latest pet owner survey show that even in times of inflation, the value of nutrition and health remains a priority for buyers of pet food. Also, to more maintenance-conscious pet owners,”
