Pet food market analysts with Cascadia Capital believe three of pet owners’ conventional sources of information and advice have lost influence over consumers. A fundamental change may be occurring in the way pet owners interact with traditional authorities on dog, cat and other pet nutrition. The analysts suggested that pet food marketing and retail success now depends on filling that void and earning pet owners’ trust to win over their “hearts and minds.”
Battle for pet owner hearts and minds
Over the past several years, pet food companies and retailers struggled mostly to achieve attention and drive traffic, wrote Cascadia analysts in the report "Pet Industry Overview: Fall 2019." However, the battle to influence pet owners emotionally and intellectually may prove more substantive than skirmishes over eyeballs and feet, though both will remain important. Ultimately, pet food brands and retailers must gain a position of trust to influence buyer’s decisions.
3 pet food authorities losing ground
Three traditional sources of information and advice for pet owners have lost some of their authority, according to Cascadia analysts.
- Veterinarians: Veterinarians, the “legacy authority,” have less influence due to increased usage of Dr. Internet, decreased visits by younger pet owners compared to previous generations and concerns over connections to large pet food brands.
- Profit-motivated retailers: Those stores that under-invested in knowledgeable, dependable workers while promoting their own house brands have suffered a decline in trust, as consumers now seek retailers that provide a helpful, pleasant experience, especially in-store.
- Independent pet retailers: Amazon and Chewy online sales threaten small, brick-and-mortar pet food retailers. Meanwhile consumers eschew brand loyalty, reducing their need to seek out a particular brand from a particular store.
Into the void left by these fallen authorities, pet food companies may be able to establish themselves as the trusted sources of information for pet owners. Cascadia analysts recommended that pet food brands form direct relationships with pet owners and give them a compelling experience with their service.
