Understanding pet ownership is important to implement sound business strategies and to understand customer preferences. Branded surveyed 14,755 U.S. residents and found that nearly 66 percent of respondents own at least one pet. However, pet ownership differed by self-reported ethnicity.
Source: Petfood Industry, December 22, 2017.
In a related survey, Branded analysts examined attitudes about pets and nutrition among four ethnic groups in the United States. One thing all four groups agreed upon was organic pet food. “Across the board, pet owners are focused on organic pet food as the healthy and safe option for their pets,” Danielle Ricci, Branded senior marketing and communications manager, told Petfood Industry. She also shared, “The majority of pet owners are willing to pay $75 or less for pet food each month.”
INSIGHTS: From this information, animal health teams can prioritize communications that resonate with the local areas’ population. Definitely, education about organic products is needed and the economic information could be worked into a cost/value analysis for different brands of pet food.