Nextin Research by MarketPlace released Nextin Dog Trends, a research package that includes a 73-page insights report, PowerPoint charts and tables, and raw data from a survey of 1,201 U.S. dog owners.
The research examines the future of premium pet food, including which subgroups are motivated by sustainability factors.
"Nearly 30% of price-agnostic dog owners feed premium pet foods, and about two-thirds of this group are also willing to pay more for sustainable pet products," said Nicole Hill, vice president of strategy and innovation for MarketPlace.
Futurecasting dog trends
The research includes dog food, treats, supplements and dental care with insights on trends in premium pet food, functional ingredients, sustainability and proactive health. The consumer survey results are analyzed through the lens of MarketPlace's engagement in the pet industry across B2B and CPG landscapes.
The insights report covers distinct consumer segments defined by needs, priorities and motivations; product innovation opportunities, including demand-driving ingredients, formats and attributes; benefits and need states that drive purchases; merchandising and bundling insights with opportunities to increase average cart value; the individuals, influencers and media that influence pet product purchases; and retail channel behaviors and opportunities.
"With this research, we spotlight the opportunity within the 'Wellness Trifecta,'" said Jon Copeland, research manager for MarketPlace. "While 11% of dog owners purchase from all three wellness categories — supplements, dental care, and functional treats — those who do are significantly more engaged than the average dog owner. They purchase more pet products, shop more retail channels, and look for a greater number of benefits. This report explores the opportunity to convert those purchasing from two wellness categories to the full trifecta."
The research package includes 48 presentation-ready PowerPoint charts, plus accompanying tables. Nextin Research offers add-on protocepting services, which are virtual mockups of product packaging based on innovation concepts around product type, potential claims and relevant callouts.
"Traditional research looks in the rearview mirror, while Nextin is futurecasting to 2027, 2028, and beyond," said Tracy Landau, president of MarketPlace. "From growing categories like fresh pet food to early-stage innovations like novel proteins, Nextin anticipates untapped opportunities and aligned audiences across the dog nutrition and wellness landscape."
Nextin Research by MarketPlace provides data and insights for supplement, pet, food and beverage businesses. The company was founded in 2002 and is based in St. Louis, Missouri, U.S.
