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Pet health trumps cost of food

By Bethan Grylls

- Last updated on GMT

Global survey reveals pet owners consider digestive health key for achieving holistic health and wellbeing. Credit: Getty/TatyanaGl
Global survey reveals pet owners consider digestive health key for achieving holistic health and wellbeing. Credit: Getty/TatyanaGl

Related tags Research pet food

Whilst inflation remains high, only 1 in 6 pet owners have turned to cheaper alternatives, a survey of 2,500 dog and cat owners across the US, Brazil, UK, Germany and China finds.

Research from BENEO has found that although 9 in 10 pet parents consider pet food prices to have risen, most are staying loyal to their brand of choice as health remains a priority.

According to the findings, price is considered less important when buying pet food compared to ingredient quality, nutritional value, taste and health claims; with more than half of respondents stating they’re willing to pay a premium price for pet food with science-backed, health-promoting ingredients.

In fact, as many as 4 in 5 owners consider their pet’s health to be as important as their own, and many are taking greater advantage of promotional offers or bigger packs across their favourite brands to help maintain affordability. 

The research found digestion to hold particular weight among the respondents, with more than 3 in 4 cat and dog owners seeing a link between a positive digestive system and overall health. Subsequently, on-pack claims such as ‘promotes digestive health naturally’ and ‘easy-to-digest’ are most likely to sway a buyer.

It was also revealed that almost half of pet owners associate prebiotics with gut health – so this could prove to be a useful ingredient in a manufacturer’s toolbox in future.

Many respondents are putting their money where their mouth is when it comes to digestion too, with more than 1 in 3 already feeding their pets food that features claims to support eupepsia.

The survey results also showed that protein quality and content are important, with 7 in 10 stating as such. Meanwhile, sustainability claims are considered to some extent, with 4 in 5 looking at this when choosing their pet food.

As such, vegetal ingredient sources with sustainability credentials are of increasing relevance, with more than half of cat and dog owners deeming plant-based proteins as ‘better for the environment’. To put this into context, more than 80% of pet owners associate faba beans with ‘being sustainable’.

In related furry friend news, pet food manufacturer, Pets Choice, has invested £500k into a new multi-channel brand campaign for its Webbox Naturals range.

Related topics NPD Ambient foods

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