EVERYONE tries new pet food brands summarizes the findings presented in this article. Marketing towards a specific pet owner age group may reduce a campaign’s effectiveness, according to research published in the Journal of Retailing and Consumer Services.
The key message is to not target narrowly and that brands should sell to all buyers of the category.” – Peilin Phua
Source: Pet Food Industry, August 19, 2019. Link. We see that the main determinant of competition between brands is their size rather than their segmentation or targeting. The bigger brands have higher loyalty compared to smaller brands, as bigger brands are often more established with higher physical availability and higher mental availability.
INSIGHTS: Too often, animal health pros are tempted to reduce the spend toward older pet owners. This research suggests that all ages of dog owners are potential buyers of new brands. The continual changing of brand looks and brand extensions may be a factor to consider. This may be a reason that some owners find it increasingly difficult to locate the brand they previously bought .