Just over half (54%) of dog owners will feed their dog solely on dog food, while just over 4 in 10 (44%) feed them a mixture of both dog food and leftovers, while just 2% claim to only feed their dog leftovers. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,011 adults aged 18+, sought to understand purchase behaviour in this category.
Dry food/mixers is the most popular type of dog food purchased amongst those who buy dog food, with almost 8 in 10 (83%) claiming to purchase. Dog chews are relatively popular, with just over a quarter (26%) of dog food buyers purchasing, just ahead of the proportion purchasing canned dog food (23%) and dog biscuits (21%).
When it comes to the key brands in the dog food category, supermarket own brand plays a significant role. Just over 4 in 10 (43%) of those who buy dog food claim to buy a supermarket own brand. Of the branded options available, Pedigree is the most popular with just over a quarter (26%) claiming to purchase. Competition is quite strong in this category with Bakers (20%) taking a sizeable share and just ahead of Royal Canin (15%), Red Mills (11%) and Brandy (10%).
Interestingly, almost two thirds (65%) of dog food buyers claim a special offer on their preferred brand of dog food would lead them to make a visit to a store they don’t usually shop. This is more likely to be the case for those who currently purchase branded dog food.
Ensuring that the dog will actually eat the dog food is the most important aspect cited when it comes to selecting a type of dog food to purchase, with almost half (48%) claiming this to be their key consideration. The quality of the product is cited by almost 4 in 10 (36%) dog food buyers as being most important.
For further information and more in-depth analysis on consumer behaviour when it comes to purchasing dog food and other pet food products, please contact Robbie Clarke at Empathy Research: [email protected]
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