Owners continue to want “quality”, “nutritional” and “healthy” food for their pets despite inflation and rising pet food prices, according to new agency research of market research FMCG Gurus, on behalf of Beneo.
The new global survey was conducted among 2,500 dog and cat owners in the US, Brazil, UK, Germany, and China.
As a result, the report said that delivering added value such as nutritional, health or sustainability benefits is key to maintaining consumer interest in times of tighter budgets.
Research shows that although nearly nine in 10 pet owners surveyed feel that pet food prices have risen in the past year, only one in six pet parents worldwide have turned to cheaper products or brands as a result.
Most remain “loyal” to their brand of choice by taking greater advantage of promotional offers or larger packs. In fact, the report highlighted that 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.
The survey results also reflect that more than four out of five owners consider their pet’s health to be as important as their own.
The link between their pet’s digestive health and overall health is more widely recognized by pet owners, with more than three in four 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.
As a result, on-pack claims are likely to influence the purchase of pet food products including “naturally promotes digestive health” and “easily digestible”.
Additionally, the survey revealed that most pet owners choose a “proactive” and “natural” approach to caring for their pet’s digestive health, with more than one in three say they feed their pets food that features claims that support digestive health, showing the importance of highlighting specific benefits on the pack.
According to the study, the digestive health claims that had the greatest impact on pet owners’ purchase interests were: “digestive comfort and well-being”, “naturally promotes digestive health ” and “supports a healthy and balanced digestive system”. In addition, nearly half of pet owners associate prebiotics with gut health, making it a “key” ingredient in pet food manufacturers’ toolbox.
The survey also stated that protein quality and content are important for seven out of 10 respondents.
In addition, sustainability claims are considered to some extent by four out of 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, vegetable ingredient sources with sustainability credentials are increasingly relevant.
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, nutritional value and health remain a priority for consumers of pet food Scientifically proven prebiotics such as Beneo’s Orafti® Inulin and Oligofructose from chicory root, are proving popular with pet food producers because they naturally support digestive health, while providing way for engaging on-pack communication.
“Also, to more sustainability-conscious pet owners, Beneo’s vegetable proteins, derived from faba bean, wheat or rice, are important assets in pet food producers’ toolboxes Thanks to a versatile range of plant-based ingredients with technical, nutritional and health-promoting benefits, as well as long-standing experience in healthy nutrition, Beneo is well-equipped to help manufacturers to bring to market innovative and relevant pet food products that meet consumer demand. , even in a difficult economic climate.”
