When formulating dog and cat food, it is not only important to consider the nutritional science, but it is also important to factor in consumers’ attitudes toward the pet food and its ingredients that they’re purchasing. Based on research from Packaged Facts’ U.S. pet owner survey, attendees at Petfood Innovation Workshop played a Pets Family Feud game to learn more about what pet owners are looking for in their dog and cat’s diets.
Research shows that nearly two-thirds of dog or cat owners “strongly agree” that pets are part of the family, and another one-quarter “somewhat agree,” David Sprinkle of Packaged Facts told attendees. In playing Pets Family Feud, contestants learned that this strong pet humanization sentiment translates directly into the expectations consumers have for the pet food they buy.
Sprinkle provided some facts about pet owner behaviors and expectations:
- 57 percent of cat-owning pet parents keep their pet’s food in the kitchen or pantry, influencing the level of freshness they expect from a pet food.
- 34 percent of millennials strongly agree that high-quality pet foods are effective for preventative healthcare, influencing the types of products they expect to find available for their pet’s health.
- 21 percent of urban pet owners along with those who consider pets as part of the family are strongly concerned about their pets having food allergies, which is a driving force behind grain-free and other pet specialty formulations.
“This shows how sort of your community, your human context, is also modifying and framing the kind…