The behavioral patterns were identified through a market study conducted by Loops, a platform operated by Yummypets, with more than 2,600 pet owners across six regions: France, the United Kingdom, Canada, Brazil, Mexico and the United States.
Here are the dominant consumer profiles identified across these markets:
Vera: the veterinarian-trusted pet owner
The most common profile, representing 31% of respondents, was identified as “Vera,” the pet owner who prioritizes foods that support pet health.
Typically part of Generation X, these consumers live in large cities and seek healthy, balanced and nutritious diets for their pets, though they do not consider themselves nutrition experts. Instead, they rely heavily on veterinarians for guidance on feeding decisions.
These owners generally feed dry pet food, follow veterinary recommendations regarding brands and portions, and rarely offer extras such as table scraps or treats. They are also the group least likely to purchase wet food or snacks.
The Vera profile is loyal to premium and super premium dry pet food brands and typically shops at specialty retailers such as pet shops and veterinary clinics.
Price and flavor are less influential for this group. With veterinary guidance, they are willing to pay more for diets tailored to their pets’ needs.
According to the survey, 37% of Vera owners had only dogs, 33% only cats and 30% both dogs and cats. The profile is most common in Latin America (Brazil and Mexico), representing 51% of respondents, followed by North America (US and Canada) at 28% and Europe (France and the United Kingdom) at 21%.
Renee: pet food shopping as part of the grocery routine
Renee was the second most common profile, accounting for 20% of respondents.
This group includes older pet owners, mainly Generation X and Baby Boomers, who are predominantly cat owners. Half of the respondents in this category owned only cats, while 28% had both dogs and cats and 22% only dogs.
For Renee owners, choosing the ideal diet can feel complicated. They do not necessarily know how to identify high-quality pet food and tend to prioritize flavor over health benefits. They commonly offer a mix of dry food, wet food and treats on an occasional basis.
Price and brand familiarity are the primary purchasing drivers. These consumers typically buy low- to mid-priced products in supermarkets and hypermarkets while shopping for household groceries. Purchasing is strongly routine-based, making them highly loyal to familiar brands.
This profile is also among the least willing to pay more for diets tailored to pet health needs. When changing products, they generally switch to foods within the same price range or lower.
Renee profiles are most prevalent in Europe (38%) and North America (34%), with lower representation in Latin America (27%).
Cecilia: pet nutrition as care and ingredient quality
The third-largest segment, “Cecilia,” represents 18% of pet owners surveyed.
Typically, a Millennial without children, Cecilia owners are highly emotionally connected to their pets and pay close attention to nutrition choices. This profile is especially common in Europe (47%) and North America (39%), with lower representation in Latin America (14%).
Motivated by the desire to keep pets healthy, these owners actively seek the best possible diet. They read packaging information, conduct online research and frequently shop online.
Cecilia owners feed dry food and treats but are also the largest consumers of wet food. They report the highest satisfaction levels with their pets’ current diets.
Ingredient quality is extremely important for this group. They pay close attention to meat inclusion, protein sources, meat proportions and freshness. They are also interested in natural products, grain-free diets, limited-ingredient formulas and country of origin.
Despite these concerns, many respondents in this category believed they purchased premium products while actually buying standard brands, suggesting some overestimation of their own nutritional expertise.
The study also found that Cecilia owners are predominantly cat owners, with 47% owning only cats, 27% only dogs and 26% both.
Erin: the eco-conscious nutrition advocate
According to the survey, the “Erin” profile represents 12% of respondents.
Typically Gen Z or Millennial urban consumers, Erin owners strongly believe in the importance of proper nutrition. Healthy and natural ingredients are major purchasing drivers.
These eco-conscious consumers spend time researching nutritional information and food quality, including protein sources, meat inclusion, ingredient simplicity and environmental impact.
The profile is evenly distributed across pet ownership types: 37% own only cats, 32% own both dogs and cats and 31% own only dogs.
Erin owners carefully select all products they buy, including dry food, wet food and treats. They typically purchase premium and super premium products online or through pet specialty retailers.
This profile strongly values real meat, organic ingredients and “free-from” formulations without artificial colors, preservatives or controversial ingredients. Erin consumers are also more likely to prepare homemade meals and regularly add supplements to support nutritional and health goals.
They represent an ideal target audience for alternative proteins and emerging pet food technologies such as dehydrated, freeze-dried and frozen products. This group is also the most willing to switch brands for a more expensive diet perceived as better suited to pet needs.
Regional distribution is relatively balanced: 35% in Latin America, 34% in North America and 31% in Europe.
Helena: the home-cooking pet owner
The “Helena” profile includes Millennials and Generation X consumers, primarily dog owners who trust their own instincts over outside influence. This group represents 11% of survey participants.
Most Helena owners have only dogs (45%), while 33% own both dogs and cats and 22% own only cats.
The defining characteristic of this profile is confidence in homemade feeding practices. These owners prepare meals themselves and are motivated by keeping pets healthy, with particular emphasis on gut health and high-quality nutrition.
They favor natural ingredients, high protein content, real meat and products free from controversial ingredients such as GMOs, grains, gluten and preservatives. They also frequently add nutritional supplements to meals.
Because Helena owners believe cooking is the healthiest feeding method, they purchase commercial pet food less frequently. However, they are considered a promising audience for newer formats such as dehydrated, freeze-dried and frozen foods.
They are also willing to pay more for diets tailored to pet health needs.
This profile is most common in North America (40%), followed by Latin America (33%) and Europe (27%).
Tess: affordability and flavor first
The smallest segment, labeled “Tess,” represents 7% of respondents.
Typically living in smaller cities or rural areas and with lower professional engagement, Tess owners are enthusiastic and highly involved in pet feeding decisions. Despite tighter budgets, purchasing decisions are driven mainly by taste and affordability.
These owners are less controlling about nutrition and believe feeding pets properly is relatively simple. They offer a wide range of foods, including dry food, wet food, treats, table scraps and homemade meals.
Tess consumers usually buy low- to mid-priced brands at supermarkets, online retailers or wholesale outlets.
This group shows limited interest in ingredient composition. Instead, they seek foods perceived as balanced, nutritious, palatable and easy to digest. They are also among the least willing to pay more for diets tailored to specific pet needs.
Regarding pet ownership, 36% own both dogs and cats, 36% only dogs and 28% only cats.
The profile is most common in Europe (47%) and North America (45%), with limited representation in Latin America (8%).
