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.
What specific trends are taking shape?
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.
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:
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.
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.
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.
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.
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!
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