Owners continue to want “quality”, “nutritional” and “healthy” food for their pets despite inflation and price increases on pet food, according to a new research by market research agency FMCG Gurus, on behalf of Beneo.
The new global survey has been conducted with 2,500 dog and cat owners in the US, Brazil, UK, Germany, and China.
As a result, the report stated that delivering added value such as nutritional, health or sustainability benefits is key to retaining consumer interest in times of tighter budgets.
The research demonstrated that even though almost nine in 10 surveyed pet owners feel that pet food prices have risen in the last year, only one in six pet parents globally has turned to cheaper products or brands as a result.
Most are staying “loyal” to their brand of choice by taking greater advantage of promotional offers or bigger packs. In fact, the report highlighted that price is considered “less important” when buying pet food compared with ingredient quality, nutritional value, taste and health claims.
Over half of respondents are even willing to pay a price premium for pet food with health-promoting ingredients that have been scientifically proven.
The survey results also reflected that more than four in five owners consider their pet’s health to be as important as their own.
The link between their pet’s digestive health and overall health is also more widely recognised by pet owners, with over three in four cat and dog owners understanding that the digestive system has a positive influence on many aspects beyond the gut, such as bone condition, mental and physical wellbeing and the immune system.
As a result, the on-pack claims are most likely to influence purchasing of pet food products including “promotes digestive health naturally” and “easy-to-digest”.
Additionally, the survey revealed that most pet owners opt for a “proactive” and “natural” approach to nurturing their pet’s digestive health, with more than one in three saying that they feed their pets food that features claims to support digestive health, showing the importance of highlighting specific benefits on pack.
According to the study, the digestive health claims with the biggest effect on pet owners’ purchase interests are: “digestive comfort and well-being”, “promotes digestive health naturally” and “supports a healthy and balanced digestive system”. In addition, almost half of pet owners associate prebiotics with gut health, making this a “key” ingredient in pet food manufacturers’ toolbox.
The survey also stated that protein quality and content are important for seven in 10 respondents.
In addition, sustainability claims are considered to some extent by four in five owners when choosing food for their pets. With more than half of cat and dog owners considering plant-based proteins to be better for the environment, vegetable ingredient sources with sustainability credentials are of increasing relevance.
Dr Maygane Ronsmans, product manager Animal Nutrition at Beneo, said: “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 vegetable proteins, derived from faba bean, wheat or rice, are valuable assets in pet food producers’ toolboxes. Thanks to a versatile range of plant-based ingredients with technical, nutritional and health-promoting benefits, as well as long standing expertise in healthy nutrition, Beneo is well equipped to help manufacturers bring to market innovative and relevant pet food products that meet consumer demand, even in a tough economic climate.”
