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Market Insights & Analysis: Pet Food Industry

Market Insights & Analysis: Pet Food Industry

Trapica Content Team

Industry News
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4 min read
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July 27, 2020

Industry Overview

As the modern consumer becomes increasingly intentional about leading a healthy lifestyle, pet food purchasing habits have become aligned with that value as well. Fresher, more natural ingredients and other features are now pushed to the forefront, requiring pet food brands to adapt by providing healthy options.

Industry Marketing Trends

What specific trends are taking shape?

  1. Human-Grade Pet Food: This is top of mind for the consumer. According to Nielsen data, consumers shelled out $33M on human-grade pet food this year. What are the top fresh food ingredients? Carrot, beet, ancient grains, sweet potato and blueberry.
  1. Dehydrated Pet Food: Equally important as fresh ingredients, freeze-dried and air-dried full meal pet food are making a splash too. These descriptors indicate no preservatives and the added bonus of health benefits such as building a stronger immune system. The best pet food options come with a hefty price-tag, but consumers are willing to cover it to take good care of their pets. Brands will need to become a wellspring of knowledge for pet owners so they can make the most informed decisions.
  1. Meal Enhancers and “Free From” Claims: Meal enhancers are gaining wide popularity. In addition, there is a gravitation towards options that are free from wheat, soy, artificial colors, fillers and corn. Artificial colors are especially undesirable for health-oriented consumers.

All these trends in the industry will be important for pet food brands. They will need to pay close attention to the data to ensure they are catering to the needs of the modern consumer. Understanding the industry and marketing trends are only the first steps; below we’ll explore data insights from benchmark reports.

Top 10 Segments

By taking a look at the top targeting segments in specific categories, marketers can improve audience personas by better understanding interests, intents and behaviors. What does this reveal? Pets topped all other segments in hobbies and activities with a 100% match. The rest of the results showed that music, shopping, food, rock music, retail, comedy movies, family, reality TV and video games performed best in their categories.

In addition, the top five segments for pet food audience are shown below:


Age/Gender Distribution

What can we learn about age and gender distribution about these customers? Demographically, about 30% are aged 25-34 and about 17% are 55-65 years old. Importantly, the pet food consumer tends to skew female with 68.9% women.

Millennials and females are certainly important audiences to target when it comes to pet food. However, keeping an open mind when about targeting strategy is also important. Some of the most valuable consumers are people of any age who are well-connected and active online and on social media. These people are most likely to participate in conversation, voice their opinions, start trends and generally influence public opinion.


The Top Persona & Audience Discovery

We already discussed the top 10 segments, but what can we learn about the top persona for this industry? This individual is dedicated to their pet, so much so that it is their number one focus in terms of hobbies and activities. They also have a variety of other interests and pastimes.

Here are some targeting insights that show overlaps: pets, reading, food, family and relationships, travel, dogs, dog food, pets at home, live events and more. These consumers have pets, take care of them and enjoy them, but also have other activities and priorities that occupy their time.

Trapica Market

You may be wondering where all of these data insights are coming from: the answer is Trapica’s benchmark reports. Trapica is a B2B company that uses artificial intelligence to provide marketing solutions for companies seeking to optimize their campaigns. It works with businesses across a variety of verticals such as e-commerce beauty and apparel brands, education, content publishers and more. The platform offers tools including competitor ad library, automation, insights and benchmark reports like this one.

Data Gathering & Analysis

The data in the benchmark report tool is sourced from Facebook and organized by Trapica. It takes a niche industry and displays data visualizations to help businesses understand their audiences. With this product you can go through a quick overview, audience discovery, geographic and demographic reports. Following these four main categories the tool will unpack segments in the entertainment, hobbies and activities, food and drink categories and miscellaneous items at the bottom.

Access the Industry Benchmark Report

If you are looking for key insights into your audience, Trapica’s new tool can help you with segmentation and other marketing tactics. Click here to access Quollo's Pet Food Industry Benchmark Market Research Report, and don’t forget to check back for more articles on other industry reports in the future!

Industry News
|
4 min read
|
July 27, 2020
Trapica Content Team

The Trapica Content Team aims to share relevant industry news, marketing tips, and company updates to make sure our readers have the best info about digital marketing.