Petfood must be a supplier’s dream. It is frequently bought, frequently used, purchased in a positive mood as shoppers are so fond of their pets and has strong brand loyalty.
“I think I spoil the pets more than the kids,” said one woman shopper who had three cats and a dog. Some food manufacturers must be really jealous of this category
Half of the shoppers liked to buy their pets treats and two thirds said they bought them a present at Christmas - and wrapped it up - and on other special occasions.
Shoppers in this aisle were more than willing to chat about their purchase and their pets, the language they used showing what a positive mood this produced. In fact no other category tracked for Shopper’s Eye has had such enthusiastic shoppers.They spoke of their pets by name and recounted tales of their antics. They knew precisely what to buy because the absence of pester power and of diverse family needs makes petfood a simple purchase for what appears an appreciative audience.
Some shoppers thought the cat food sector lacked innovation and that suppliers should be more adventurous - putting fish in gravy, for example. Price comparison was an issue as there was no means of comparing tins and pouches because of their different weights. One shopper thought this was deliberate to mask the price of pouches.
Two thirds bought petfood each week and more than 90% intended to buy. Those who had not planned to buy said they were prompted by the display, with comments like “saw the treats and remembered I hadn’t got any”. Nearly three-quarters bought brands, with 65% always buying the same type or brand. Just under half said the main reason for their purchase was their pet wouldn’t eat anything else. Others were influenced by the breed of dog on the pack, and one bought a brand because it was “softer on my cat’s teeth”.
However, 47% checked out other brands for offers or to see if their pet liked it, but three quarters would not change brands.
Given the high degree of brand loyalty it is not surprising to find that if their desired product was out of stock nearly a third would go to another shop.
Shoppers found it easy to locate their brands and the frequent purchasing of the product and its frequent use in the home means they are familiar with the packaging and recognise the cues of the pack design. Some shoppers were vocal about the combination of the multipacks. There was always one variant that their pet would not eat. Also cat food pouches were thought to be too small, though one brand had larger sizes. Pouches were popular in summer as cats did not like a half-opened tins.
Variants within multipacks were an issue for the cat owners - “not enough fish ones” - and some shoppers said their cats hated rabbit, duck or heart. One suggested it was the shoppers who hated the idea rather than the pet!
Retailers should build on the positive mood their pet food shoppers are in as they leave the aisle - an interesting one for adjacencies. From a manufacturer’s point of view, would you wish to be by petfoods or a commodity-driven grab-and-go category?
“I think I spoil the pets more than the kids,” said one woman shopper who had three cats and a dog. Some food manufacturers must be really jealous of this category
Half of the shoppers liked to buy their pets treats and two thirds said they bought them a present at Christmas - and wrapped it up - and on other special occasions.
Shoppers in this aisle were more than willing to chat about their purchase and their pets, the language they used showing what a positive mood this produced. In fact no other category tracked for Shopper’s Eye has had such enthusiastic shoppers.They spoke of their pets by name and recounted tales of their antics. They knew precisely what to buy because the absence of pester power and of diverse family needs makes petfood a simple purchase for what appears an appreciative audience.
Some shoppers thought the cat food sector lacked innovation and that suppliers should be more adventurous - putting fish in gravy, for example. Price comparison was an issue as there was no means of comparing tins and pouches because of their different weights. One shopper thought this was deliberate to mask the price of pouches.
Two thirds bought petfood each week and more than 90% intended to buy. Those who had not planned to buy said they were prompted by the display, with comments like “saw the treats and remembered I hadn’t got any”. Nearly three-quarters bought brands, with 65% always buying the same type or brand. Just under half said the main reason for their purchase was their pet wouldn’t eat anything else. Others were influenced by the breed of dog on the pack, and one bought a brand because it was “softer on my cat’s teeth”.
However, 47% checked out other brands for offers or to see if their pet liked it, but three quarters would not change brands.
Given the high degree of brand loyalty it is not surprising to find that if their desired product was out of stock nearly a third would go to another shop.
Shoppers found it easy to locate their brands and the frequent purchasing of the product and its frequent use in the home means they are familiar with the packaging and recognise the cues of the pack design. Some shoppers were vocal about the combination of the multipacks. There was always one variant that their pet would not eat. Also cat food pouches were thought to be too small, though one brand had larger sizes. Pouches were popular in summer as cats did not like a half-opened tins.
Variants within multipacks were an issue for the cat owners - “not enough fish ones” - and some shoppers said their cats hated rabbit, duck or heart. One suggested it was the shoppers who hated the idea rather than the pet!
Retailers should build on the positive mood their pet food shoppers are in as they leave the aisle - an interesting one for adjacencies. From a manufacturer’s point of view, would you wish to be by petfoods or a commodity-driven grab-and-go category?
No comments yet