Table 1. How pet owners usually become aware of new pet
products. Source: 2005-2006 APPMA National Pet Owners
The 2005-2006 version of the American Pet Products
Manufacturers Association's (APPMA) National Pet Owners Survey
has been released. According to the survey, pet owner awareness
of a new pet product via the Internet has increased from 8% to
9%with web surfing being the primary source of awareness.
Increased awareness via the Internet creates problems for other
mediums that typically created new product awareness in the
Specifically, television ads (1-2% decline since 2002),
print ads (1% decline since 2002) and direct mail ads (3%
decline since 2002) all experienced declines in their ability
to create awareness of new pet products. Conversely, both
"friends/relatives" and "browsing in a store" showed modestly
higher levels of being a source of new pet product awareness.
Table 1 shows the sources of new pet product awareness for dog
and cat owners.
The media source used most during an average day is
television (watched three hours a day). Pet owners will spend
two hours each day on the Internet and listening to the radio.
Only one hour per day is dedicated to reading newspapers and
magazines. Media habits are comparable across all pet owners
(dog, cat, fish, bird, small animal and reptile). This survey
found that more pet owners are involved in these activities
than non-pet owners.
Among those shopping online for pet products, pet owners who
use the Internet are younger than shoppers who read either a
magazine or newspaper. Regardless of the activity a pet owner
is involved with, the sex of the primary shopper for pet
products is typically female.
Approximately US$28 is spent each time a pet owner shops
online for their pet. It is expected from the survey data that
pet owners will shop the Internet three times in the next 12
months for a pet product.
When asked what type of food owners purchased in the last 12
months, premium dog food and dog food fortified with vitamins
or minerals continue to be the most prevalent types, with the
former served most often. There is a significant increase (from
7% to 12%) among owners feeding dogs food fortified with
supplements. In contrast, there is a significant decrease (from
30% to 23%) for owners feeding their dog human food. One
percent of dog owners have bought kosher dog food in the past
12 months. Kosher dog food is purchased more often in
households with young children and those living in the Southern
region of the US. Dry dog food continues to be the preferred
form, regardless of type.
According to the survey, cat food fortified with added
vitamins or minerals (such as calcium or vitamin E) has been
purchased by 34% of cat owners, with most considering it the
type of food they use most often. Premium cat food has been
purchased by 33% of cat owners, with the majority of those
buying it also considering it the food type they use most
often. Two out of ten (up from 17%) buy gourmet cat food, but
only half of those buyers used that type most often. Frozen cat
food and kosher cat food did not register as having been bought
in the last 12 months. Canned cat food continues to be the kind
of cat food used most often among gourmet cat food buyers.
Owners buying dry cat food prefer cat food fortified with added
vitamins or minerals and premium cat food, while users of
semi-moist food (of which there are very few) prefer frozen cat
Get your copy
To purchase your own copy of the 2005-2006 APPMA National
Pet Owners Survey, contact the APPMA at Tel: +1.203.532.0000,
Fax: +1.203.532.0551, Website: www.appma.org.
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