New research is showing that most pet owners are unwilling to compromise on pet food quality, despite the impact of inflation in the category.
Ingredient and animal nutrition supplier Beneo, a division of the Südzucker Group, recently commissioned a global survey of pet owners to ask how their attitude to pet care has been affected by rising prices. Conducted by the market research agency FMCG Gurus, the survey spoke to 2,500 dog and cat owners in the US, Brazil, UK, Germany, and China, and found that demand for quality and nutritionally sound pet food remains high despite inflationary pressures.
The research shows that, even though almost nine in 10 pet owners in the survey feel that pet food prices have risen in the last year, only one in six has turned to cheaper products or brands as a result, with most staying loyal to their brand of choice by taking greater advantage of promotional offers or bigger packs.
Overall, price is considered less important when buying pet food compared to ingredient quality, nutritional value, taste and health claims, and over half of respondents are willing to pay a price premium for pet food with health-promoting ingredients as long as they have been scientifically proven.
Maintaining good health is a clear priority for owners, with more than four in five considering their pet’s health to be as important as their own. Digestive health is seen as being particularly important, with on-pack claims most likely to influence purchasing of pet food products include “promotes digestive health naturally” and “easy-to-digest”, says Beneo.
Dr Maygane Ronsmans, product manager for animal nutrition at Beneo, says: “The findings of this latest pet owner survey highlight that even in times of inflation, nutritional value and health remain a priority for pet food purchasers.
“Scientifically proven prebiotics like Beneo’s Orafti Inulin and Oligofructose from chicory root, are proving popular with pet food producers as they naturally support digestive health, whilst allowing for appealing on-pack communication. Also, with pet owners more attentive to sustainability, Beneo’s vegetal proteins, derived from faba bean, wheat or rice, are valuable assets in pet food producers’ toolboxes.”