Survey: Pedigree dominates Australian packaged dog food market

Conjointly launched Brand Tracker by Conjointly, a brand tracking solution measuring brand performance in the Australian packaged dog food market.

Pedigree leads the market with 72% awareness, 37% consideration and 18% preference. No other brand captures more than 10% preference.

A second tier includes Supercoat (59% awareness, 30% consideration, 10% preference), Lucky Dog (58% awareness, 20% consideration, 7% preference) and Royal Canin (56% awareness, 28% consideration, 9% preference). Optimum (52% awareness, 21% consideration, 6% preference) and Chum (50% awareness, 11% consideration, 3% preference) show moderate awareness but lower consideration rates.

Counselling | Pixabay.comHill's achieves 45% awareness but captures only 4% preference. Nature's Gift (43% awareness, 22% consideration, 7% preference) demonstrates conversion efficiency with strong consideration relative to awareness. BlackHawk (46% awareness, 21% consideration, 9% preference) shows strong conversion, nearly matching Royal Canin's preference despite lower awareness.

Eukanuba presents 22% awareness but only 0.5% preference. Emerging brands in the fresh/freeze-dried segment include Lyka (28% awareness), Eureka (20%) and Frontier Pets (4%).

"We built Brand Tracker because traditional brand tracking locked businesses into expensive, inflexible contracts and delivered snapshots long after market conditions shifted," said Nik Samoylov, founder of Conjointly. "Brand Tracker gives Australian businesses the easy-to-use and easy-to-digest analytics they need to know their brand positioning, brand awareness and more, without requiring a six-figure commitment."

Brand Tracker offers Australian businesses access to brand data across four industries. More data for the Australian packaged dog food market is available here.