Despite inflation impacting nearly every aspect of pet ownership, most people remain focused on ensuring their cats and dogs eat a balanced, nutritious diet. However, looking beyond the main meal, what do they think about other options, namely supplements and functional treats?
A national study by Trone Research and Consulting found that 71% of pet owners proactively manage their pets’ nutrition, with most confident in their ability. Among these engaged pet owners, a divide exists over how much they think supplements and functional treats improve nutrition, despite over one-third purchasing such products over the past year.
For the other 29% of pet owners, their lesser nutritional wisdom, limited purchases and low levels of confidence indicate strong indifference.
For practitioners, the findings reveal a desire among many clients to expand their knowledge to maximize their pets’ health and longevity.
Defining Three Segments
The study divided respondents into three categories.
- Selective Loyalists are dedicated to a pet food brand, with 45% sticking to one for three years or longer. Non-functional treats and snacks are the supplemental options they are most likely to buy.
- Healthy Advocates buy a variety of food and supplemental products during their journey to find nutritious options for their pet and themselves. A small minority favor probiotics.
- Hopeful Explorers are the most compelling group for veterinarians because these owners lack confidence in managing their pets’ nutrition. Only 55% believe their veterinarian would approve of their food choices. Nearly half purchase functional treats and supplements despite their perceived lack of confidence, indicating a desire to better manage nutrition.
What do the three segments think about nutritional supplements for a pet? Turns out the opinions are split.
Just over two-thirds of Healthy Advocates believe supplements benefit a pet even if the animal already gets what the owner says is a proper main meal. In contrast, nearly half of Selective Loyalists and 12% of Hopeful Explorers think supplements are beneficial alongside an optimal meal.
In addition, over two-thirds of Healthy Advocates and Selective Loyalists and about half of Hopeful Explorers think supplements and functional treats improve their pet’s nutrition.
All three segments align around the belief that treats and snacks are not created equally. The 71% of proactive owners agree that functional treats, such as dental chews and digestive health products, are more widely known than supplements.
Browsing for Facts
While a veterinarian’s recommendation tops all three segments in terms of influence, online sources are increasingly popular ways to learn about the seemingly endless lineup of supplements, treats and snacks. Moreover, Google and manufacturer websites are the top online resources used by all three segments for nutrition information.
Veterinary practitioners should note from the bottom table that their websites rank well alongside retailer and pet health online sources when it comes to educating clients about nutrition. Original or linked blog and video content could help practices with attracting and retaining clients.
Final Nibbles
Conversations with proactive pet owners should start with understanding the current nutritional regimen and the owner’s confidence in managing it.
For Selective Loyalists, the goal is lower veterinary bills. With Healthy Advocates, it’s making sure a pet has the same quality nutritional options that they enjoy. When it comes to the third segment, Hopeful Explorers look to pet nutrition as a way to maintain their own quality of life by helping the pet live longer.