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Retail Intelligence

Pet Owners Look For Value When Purchasing From Pet Food Category

The latest Consumer Insights report from Empathy Research has found that Irish pet owners are more likely to look for value when shopping for Pet Food, but are willing to trade up when it comes to Pet Treats and Accessories.

The survey of 1,010 Irish consumers found that almost two fifths (39%) of pet owners typically purchase pet food from supermarkets, while a further 26% purchase pet food from discounters such as Aldi or Lidl.

Just under a quarter (24%) of pet owners indicated they purchase pet food from a dedicated pet store, while fewer than one in 10 (6%) purchase it from a vet.

Supermarkets are also the most common place Irish pet owners to buy treats for their pets, with more than two in five (42%) indicating they purchase treats for their pets from supermarkets most often. This was followed by discounters (24%) and dedicated pet stores (18%).

When it comes to pet accessories, more than half (58%) of pet owners indicated they purchase items such as collars and toys from a dedicated pet store.

Almost half (49%) of pet owners surveyed agree that supermarkets offer better value on pet items than dedicated pet stores. At the same time, however, more than two out of five (43%) of pet owners believe that items bought in a dedicated pet store are better quality. Both males (43%) and females (43%) are of equal agreement here.

Overall, there is a demand for more pet items to be made available in supermarkets, with six out of 10 (60%) of Irish pet owners indicating they would like to see a wider range of pet items in supermarkets. Significantly more females (62%) were of this opinion than males (57%).

Click here for more information from Empathy Research.

© 2016 - Checkout Magazine by Stephen Wynne-Jones

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