Research feeds our curiosity of dog owners during a year in lockdown

By Emma Miller

Have you spent more time with your dog during lockdown? If, like me, you have your own pampered pooch, then your lives likely already revolved around them. According to Mintel (2018), 51% of pet care buyers say they would rather cut back spending money on themselves than on their pets.

And our love of our canine friends has only intensified during a year that’s been filled with lockdowns, uncertainty, and home working, particularly if you live—or have been shielding – alone. They have proved a lifesaver for many, providing companionship, consistency and joy. They’re members of the family and are treated as such when it comes to providing for them.

We carried out an online survey with 100 UK dog owners to explore and better understand the relationship we have with (and willingness to buy for) our furry family members. What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Santa paws

Our research shows that 22% of respondents planned to buy their pooch an advent calendar, this year. And as dogs continue to become a more integral part of the family, it’s likely that the number of dog owners who send cards and gifts with love from their dog may be on the increase moving forward from the 28% of respondents who said they already do just that.

There are already pet Christmas and birthday presents available from a number of retailers, but the willingness to spend just as much on a pet as a friend shows that there is an opportunity for brands and retailers to offer more event-specific products. Looking specifically at festive purchase behaviour, 57% of dog owners plan to buy treats for their ‘best friend’ this Christmas. According to our research, 43% of respondents said they planned to spend £25 or more on their dog this Christmas. Meanwhile, our survey suggests that 37% of dogs can look forward to unwrapping a new bed on Christmas Day.

Meal times

According to our research, the established players in the dog food category remain firm favourites. 46% of respondents said that Pedigree was their No.1 brand for dog food and treats, closely followed by Butchers and Harringtons. It appears a growing number of dog owners are interested in buying dog food based on human diets; a far cry from the proverbial “dog’s dinner”. The emphasis is on serving up a quality meal, with a focus on meat, vegetables and nutrition, to deliver a balanced diet. But, of course, “the final decision will be made by the dog who eats what he wants. If I buy a dog brand that he refuses to eat, then I do not buy it again.” A common theme that was echoed by many others who took part in our survey. Meanwhile, 35% said they choose Dentastix as the preferred dog treat, highlighting the perceived importance of maintaining good dental hygiene among concerned dog owners.

Brand loyalty

78% of respondents said they would consider switching the brand of food that they feed to their dogs as their main meal. Indeed, 47% of those who took part in our survey, said that nutritional concerns were the biggest reason for exploring new food brands. Outside of this, price offers (39%) and free trial packs (38%) also scored highly as ways to encourage dog owners to consider brand switching. 27% of owners also said they would like pet food brands to offer personalised dog dietary advice, with some commenting that they are unsure how much they should be feeding their dog; and would welcome guidance from pet food brands.

Dog treats

64% of respondents said that the biggest treat occasion is to reward good behaviour. A high proportion of our respondents (59%) said they pick up treats in-store while they are doing their household grocery shop or at a specialist pet store (39%). In fact, just 13% of respondents said they currently purchased treats from specialist pet retailers online. Clearly, there are potential opportunities for category growth when it comes to online sales.

With our four-legged friends becoming more central to our lives than ever, the pet product market can provide high levels of loyalty to the brands who crack the right formula for understanding the behaviour and needs of loving owners, and their pooches.

If you’d like to delve deeper into our research findings into dog owners or want to gather your own research to better understand the customers that matters most to you, get in touch with our team in the new year and let’s talk. Contact Emma Miller, Research & Insight Director at: emma@solutions-research.co.uk

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