Understanding why pet owners choose one product over another may be as important as developing the product itself, writes Tim Wall, summarizing information presented by Anderson Conejo at the July Petfood Forum in Mexico. Conejo presented six distinct consumer personas with different motivations, shopping habits and decision-making processes derived from the proprietary Loop consumer insights platform.
Commentary
While the research shared here focuses on pet food, identifying six pet owner personas is valuable as our industry seeks to address declining visits and reestablish the value and importance of veterinary visits. Though simple, Conejo’s conclusion to “avoid assuming one marketing message fits every consumer” resonates with challenges veterinary teams face daily. The six persona profiles are worth considering as veterinary teams develop B2C messaging.
Source: PETFOOD Industry, July 20, 2026. Link. Conejo says whether petfood purchases are made actively after research or passively out of convenience, they tend to fall into two categories:
- purchasing decisions are driven by specific needs such as health and nutrition
- general needs such as taste and price
There is no standard consumer . . . we can show the same product differently by highlighting the points that matter most to each pet owner.” – Anderson Conejo
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