How do pet owners view the pet food industry? A new series from PetfoodIndustry.com suggests that, when it comes to the relationship between pet owners and pet food companies, it’s complicated.
In the first of a three-part series on pet owners’ perceptions of pet food companies, David Sprinkle, Research Director for Packaged Facts, writes that there seems to be some trust issues between the two. In surveys collected ahead of Petfood Forum 2018, only 1/3 of pet owners indicated that they trust the quality of the food produced by pet food companies. These responses remained fairly consistent across smaller companies, natural/organic companies, and mass-market leaders.
When asked whether or not they trust the product information released by pet food companies, pet owners responded similarly; only about 1/3 of respondents indicated they trusted the information released by pet food companies.
“This skepticism, or at least withheld general endorsement of the pet food industry, is both a reason for and an effect of marketing based on product differentiation. To a very significant degree, it represents a spillover from consumer ambivalence about processed foods overall, and the choice complexities and informational crossfire now inherent in placing almost any food product in your shopping basket, real or virtual.”
— David Sprinkle, Research Director, Packaged Facts
For additional insights into pet owners’ perceptions of the pet food industry, read the full series on PetfoodIndustry.com.