In the 2021 Association for Pet Obesity Prevention survey, pet owners shared which marketing claims most influenced their decisions to purchase specific dog, cat and other pet food.
Several of the most influential claims had similar levels of support from pet owners. Pet foods marketed as containing no by-products influenced the highest percentage of pet owners, with 29% of survey respondents. However, both pet foods sourced and made in the USA and high protein reached nearly that level at 28%.
Other pet food marketing attributes weren’t far behind. The related claims of grain-free and no soy or corn both influenced 25% of pet owners in the survey. Organic ingredients affected 24% of survey respondents.
At the lower end of the marketing claims influencing pet owners were low-glycemic ingredients at 10% and plant-based or vegan diets at 2%.
The online survey was completed by 865 pet parents and veterinary professionals from October 12 to December 31, 2021. Participants lived in 47 U.S. states and the District of Columbia.
Generational representation included 25% Baby Boomers (57-75 years of age), 32% Millennials (25-44), 21% Generation X (41-56), 18% Generation Z (<25), and 3% Silent Generation (>75).
Tim Wall covers the dog, cat and other pet food industries as senior reporter for WATT Global Media. His work has appeared in Live Science, Discovery News, Scientific American, Honduras Weekly, Global Journalist and other outlets. He holds a journalism master's degree from the University of Missouri - Columbia and a bachelor's degree in biology.
Wall served in the Peace Corps in Honduras from 2005 to 2007, where he coordinated with the town government of Moroceli to organize a municipal trash collection system, taught environmental science, translated for medical brigades and facilitated sustainable agriculture, along with other projects.
Contact Wall via https://www.wattglobalmedia.com/contact-us/
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