“When shopping for dog food, what is most important to you?”
As the world’s most enormous animal lover, I might be a little biased as to the importance of this question, which we’ve been asking since 2013. Regardless, with 37-47% of U.S. Households owning a dog, and 95% of people who consider their pets a part of their family, the food we buy for them is undoubtedly important to consider. That’s not to mention that pet food spending is on the rise – estimated to reach $63 Billion by the end of 2016.
After eliminating the people who don’t buy dog food, we found that 47% of dog food buyers care most about high quality (i.e. nutritious) dog food. Only 11% care most about getting the best value. The buyers who care most about getting the best value for their dog food must also care most about getting the best value for their own food, right? Maybe not.
People who most value quality when dining out are more likely to most value quality for their dog’s food. No surprises there. However, only 19% of those who care most about the price of their own food also care most about the price of their dog’s food. Of those who care most about the price of their own food when dining out, 29% care most about high-quality dog food, while 51% consider the balance between quality and value.
Simply put, people may care more about the quality of their dog’s food than their own. Tears. Tears, everywhere.
Who Are These Open-Hearted, High-Quality Owners?
As we might expect, these folks are more likely to have a higher income, and they are more likely to regularly dine at upscale restaurants. They are also more likely to be over 55, married, as well as to donate to educational and cultural charities. Most likely due to age, these folks are more likely to take vitamins and nutritional supplements.
They’re also more likely to closely follow the NFL, and to value health and fitness. Lastly, they are more likely to write both positive and negative online reviews, so whether they’re satisfied with a product or not – you’ll hear about it.
It’s a Dog’s Life and We’re Just Living in It
I see these numbers and cannot help but smile. We have domesticated dogs to be unable to live without human companionship, and with that evolutionary intervention comes our obligation to care for our furry friends. They deserve nothing but the best. So, in a few months when I take a look back at these numbers, I can only hope to see continuing growth in those who care most about the quality of their dog’s food.