For most pet owners, ensuring that their furry family members eat a balanced, nutritious diet is a constant goal. But how many explore ways to feed their cats and dogs better? A national study by Trone Research and Consulting found that 71% proactively engage in their pets’ nutrition and are mostly confident managing it. Unfortunately, the remaining 29% lack interest and confidence to the point of indifference. In addition, the study found that only 4% of respondents said their veterinarian expressed concern about their pets’ nutrition. For practitioners, the findings present an opportunity to work closer with clients on enhancing pet health.
Classifying Pet Owners
Three distinct segments emerged from the 71% of nutrition-engaged pet owners.
Selective Loyalists are steadfast in their dedication to pet food brands, with 45% sticking to one for three years or more. They believe that a long-term regimen keeps a pet healthier and reduces veterinary expenses.
Healthy Advocates are defined by the variety of food they purchase in an ongoing journey to find nutritious options for their cats and dogs and themselves, too. They don’t have a strong preference for where they buy pet food — online or at a store is fine.
The third group, Hopeful Explorers, is the most compelling segment for veterinarians because these pet owners lack confidence in managing their cat or dog’s nutrition. Only 55% believe their veterinarian would approve of their food choices, compared to 93% in the other two groups.
Food for Thought
How often do the three nutrition-engaged segments seek veterinary care? Over 90% said they took their pets to a veterinarian within the past year, and 75% visited within the past six months.
The news was mixed regarding a veterinarian’s influence in recommending a new pet food. For example:
- About 90% of Selective Loyalists and Healthy Advocates and 71% of Hopeful Explorers said their pets love the current offering.
- If their veterinarian recommended a different pet food brand, 55% to 60% of Selective Loyalists and Healthy Advocates would switch.
- Among Hopeful Explorers, just over one-third would adhere to their veterinarian’s advice.
So, why is the least experienced and engaged segment, Hopeful Explorers, reluctant to follow an expert’s suggestions? The answer lies in their prioritizing a pet’s enjoyment of current food over its ingredients and nutritional value. In contrast, the other two segments value the ingredients list as much as the pet’s desire for a particular diet.
The below chart shows what each group looks for in pet food.
Meanwhile, just over one-third of Hopeful Explorers would recommend their preferred pet food to friends and family members. Yet, oddly, nearly 1 in 4 would recommend not buying it, which could indicate frustration and little confidence in the decision making. As for the other groups, roughly three-fourths of Selective Loyalists and Healthy Advocates would recommend their pets’ food, and fewer than 1 in 10 would not.
Hopeful Explorers clearly aren’t happy with their pets’ current food. So they buy functional and nonfunctional treats to inject nutrition and variety into the diet without fully understanding the proteins or ingredients.
Last Bites
The Trone study identified an opportunity for veterinarians to better connect with clients feeling overwhelmed or lacking confidence in managing their pets’ nutrition. The conversation should start with an understanding of the owners’ goals. Selective Loyalists, for example, strive for lower veterinary bills, Healthy Advocates want the same level of quality nutrition as they seek for themselves, and Hopeful Explorers make nutrition choices that could help their pets live longer.
The study also indicated an opportunity for food manufacturers to take on a more significant role in educating pet owners about nutrition and encouraging them to address the topic with their veterinarians.