In August 2023, pet food ingredient supplier BENEO surveyed 2,500 dog and cat owners in the US, Brazil, UK, Germany, and China to find out how inflation and price increases are impacting their pet food purchasing decisions. We investigated whether they were being given.
Almost 90% of pet owners surveyed felt the price of pet food had increased in the last year. One in six respondents had switched to a cheaper pet food brand due to rising prices. Those who didn't switch focused on taking advantage of promotions or purchasing larger packages. When purchasing pet food, survey respondents considered price more important than ingredient quality, nutritional value, taste, or health claims. More than half of respondents said they were willing to pay a premium for pet food that contained health-promoting ingredients supported by empirical evidence.
Digestive health claims in pet food marketing
“Pet parents are extremely concerned about the health of their pets, and our survey results reflect that, with more than four in five pet owners believing their pet's health is as important as their own. ” wrote Beneo market analysts. “The connection between a pet's digestive health and overall health is becoming more widely recognized among pet owners, with more than three in four cat and dog owners saying that their digestive system is We understand that it has a positive impact on many aspects other than the gut, such as the condition of bones, mental and physical health and the immune system. Therefore, what can most influence the purchase of pet food products? It's no surprise that the most sexually active on-pack claims include things like 'naturally promotes digestive health' and 'easy to digest.'
More than one in three respondents said they feed their pets a food that claims to support digestive health. Almost half of pet owners surveyed linked prebiotics to gut health.
The most effective digestive health claims:
- Digestive comfort and health
- Promotes digestive health naturally
- Supports a healthy and balanced digestive system
Other important marketing claims for pet food
Similar to human dietary trends, protein quality and content were important to 7 out of 10 respondents. Sustainability claims were considered by 4 out of 5 pet owners. More than half of dog and cat owners believe that plant-based protein is better for the environment. For example, over 80% of pet owners associate fava beans with environmental sustainability.
“Natural, high-quality plant-based proteins are therefore a valuable resource for manufacturers, allowing them to create nutritious pet food recipes while catering to the interests of pet owners,” Beneo analysts said. writing.
