Hi, thanks for the question. I have laid out some of the primary
factors that affect what dog foods owners choose and some market
research relating to these factors below.
Dog owners are likely to make their decisions based on 3 major factors.
1) the healthiness of the food
2) the cost and convenience
3) what tastes good to their dog(s).
I. Healthiness
Many owners are very concerned about the health benefits of the food
that they are feeding their dog every day. Many will not skimp on
quality for price and convenience.
By: John Schwartz
Owner, puppies-dogs-supplies.com
http://www.puppies-dogs-supplies.com/0322-dog-food.html
"Let?s face it ? most people don?t really think about the dog food
they buy for their puppies or dogs. This is unfortunate, because
proper nutrition is the key to canine health. Give your pets the good
stuff and you will not only make their daily lives better, chances are
you?ll have them around a lot longer too. With so many dog food
products on the market today, it?s not an easy choice to make. But
with canine health issues becoming more and more prominent, it?s never
been more important to do a bit of research for such a critical
decision.
Many people choose commercial dog food brands with a reputation for
being a notch above in terms of canine health ingredients ? Iams,
Science Diet, Pedigree. But more and more pet owners are learning the
benefits of feeding raw meat and bones. The most popular is known as
the barf (bones and raw food) diet. While this certainly takes more
dedication, several studies show that this type of feeding promotes
better health and longer lives in dogs.
The worst decision an owner can make in choosing a dog food, at
least in terms of canine health, is buying the cheapest available.
Often you?ll save a few dollars in the pet store, only to spend twice
as much at the vet?s office. Don?t start your new friend off on puppy
chow if you don?t want to deal with an adult plagued with problems
later on."
II. Cost and Convenience
Some opt for the cheaper brands, such as Purina Dog Chow , Alpo or
even generic brands. This is often based purely on cost and the
convenience of finding their dog's food at the grocery store and
saving a trip to the pet supply store.
However, the "super-premium" brands can actually save on costs
http://www.gooddogmagazine.com/dogfoodcosts.htm
"The Super-Premium foods suggested feeding an average of 1-3/4 cups of
food per day for our 40 lb dog. Premium brands recommended 3-1/4 cups,
while the Econo brands instructed feeding 6 cups a day.
It costs an average of 24 cents a day to feed a dog a Super-Premium
brand, compared to 26 cents a day for a Premium brand, and 31 cents a
day for an Econo brand. That's right - the Econo-brand actually costs
you 7 cents more a day to feed your dog than a Super-Premium does. In
order to give your dog the nutrition he needs, he has to eat 3-1/2
times more of the Econo brand than the Super-Premium food."
III. Taste
This factor is largely subjective. Different dogs prefer different
foods. However, the top brands must be doing something right in this
regard, as dogs must be consistantly eating the products.
Market Research Reports:
http://www.the-infoshop.com/study/mt20093_cat_dog_food.html
"With long-term trends indicating a slow decline in the number of cats
and dogs both due to changing consumer lifestyles and the fall in the
number of children of an age most likely to own pets, pet food
manufacturers are faced with a number of challenges to their business.
The industry has responded by moving towards added-value
convenience-led products, many at a price premium. Consequently, the
value of the dog and cat food market has grown during the past five
years. Can manufacturers continue to develop products that increase
the spend of this declining number of pet owners? This report assesses
the current status of the market and evaluates its prospects for the
future, in the light of prevailing lifestyle and population trends.
Analysing the market's size, trends, structure and consumers, Mintel's
research offers marketers a valuable overview of the factors that are
influencing the market's dynamics. Designed to inform and focus
marketing activity, Mintel's research highlights areas of potential
that will maximise your sales and increase your share of the market.
Exclusive consumer research and authoritative market analysis provides
insight into all the key industry issues, including:
* The rise of single-serve portions of pet food
* Continued market penetration of convenience foods
* Prospect of smaller operators gaining market share
* Importance of continued manufacturer commitment to main media advertising
* Growing distribution channels
* Changes in multiple ownership
* Consumer attitudes towards spending on their pets"
http://www.nutroproducts.com/press073103.asp
"Nutro?s Natural Choice Lamb & Rice Outsells All Other Dog Foods In
America?s Pet Stores
FOR IMMEDIATE RELEASE
CITY OF INDUSTRY, Calif.--The best-selling dog food in America?s pet
stores for the past two years was Natural Choice Lamb & Rice, made by
Nutro Products, Inc.
According to data compiled by ASW, an independent market research firm
that audits pet store sales, Nutro?s Natural Choice Lamb & Rice, an
all-natural, super premium dry dog food, outsold the products of all
competitors in pet stores in 2001 and 2002.
?This finding was gratifying but not surprising,? said Jerry Harding,
senior product manager for Nutro.
Harding cited, ?Natural Choice Lamb & Rice has been the best-selling
lamb and rice dog food in pet stores for several years, as dog owners
have learned how well it performs and how much dogs like it."
http://www.bized.ac.uk/educators/16-19/activity/business/2003_4/081203.htm
"Are pets people? Expect to see gourmet cat and dog food, perhaps the
kind you store in the refrigerator next to your own food, to be mass
produced in 2003. We've seen bakery kits that allow owners to make
their own doggie bones and premium-priced single-servings of pet
food."
Top Selling Dog Foods
http://www.topsellingpetsupplies.com/dog-food.aspx?referrer=Adwords&keyword=dog+food
MMR
March 22, 2004
"As noted before, the trend toward value involves brands as well as
stores. Private label has been a big part of this story. Wal-Mart, for
example, has turned its Ol' Roy brand into the world's top-selling dog
food. The retailer says it has developed store brands mainly as a tool
to offer its shoppers a low opening price point in categories where
the brand name offerings were too expensive."
List of dog food brand websites
http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Animals/Dogs/Supplies__Equipment__and_Gifts/Food/
Dog food brand comparison
http://www.healthypetnet.com/products/food/dog/comparisons.asp?realname=10042285
http://www.phouka.com/dogs/dog_food.html
The Grocer
August 23, 2003
SECTION: MARKETING ; Pg. 57
LENGTH: 274 words
HEADLINE: Winalot
BODY:
"Purina is aiming to turn around flagging sales of its Winalot dog
food brand by introducing new packaging and a 10m spend.
The brand, which boasts a 76-year heritage under different owners,
will get a fresh new look on-shelf from October.
A heavyweight round of advertising, including TV and press, will break next year.
The move follows a downturn in Winalots fortunes in recent times.
Although the second best-selling brand in combined sales of wet and
dry food, it has lost ground in the growth rate stakes to key rivals
and has failed to make an impression against market leader Pedigree,
owned by rival Masterfoods."
Google Search Strategy
"dog food" and "market research"
"top selling" or "best selling" and "dog food"
and
Lexis Search
Thanks for the question. Please let me know if you need any
clarification of my response.
Regards,
Anthony (adiloren-ga) |
,
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