VF! Insights

WHEN IT COMES TO CHOOSING A BRAND FOR YOUR CHERISHED PETS, WHAT FACTORS INFLUENCE YOU?

Client:
VF!
Industry:
Pet Food
Services:
Non-Alcoholic Beverage distribution & sales
About
We conducted an extensive study within the pet food sector to explore South African consumers’ buying habits and perspectives. Our research delved into expenditure patterns among pet owners, the role of pet food in the industry, and identified key factors influencing consumer preferences.

Our findings indicate that customer loyalty in selecting pet food brands is not solely driven by price. Quality, health, and nutrition considerations, as well as product availability, significantly influence pet owners’ choices and shape their purchasing decisions.

Every VF! pitch presentation incorporates comprehensive shopper insights derived from extensive research. We engage in detailed questioning to pinpoint the ideal target market for each brand, drawing directly from the experiences of South African shoppers navigating malls and store aisles. Here’s a glimpse into what they shared regarding pet food.

Discover more observations like:

  • 30% of shoppers prioritize quality as the foremost factor influencing their purchasing decisions.
  • 70% of shoppers opt for supermarkets as their preferred venue for purchasing pet food.
  • 51% of shoppers spend over R500 per month on pet food.
  • 79% of shoppers purchase gifts for their pets or others’ pets during Christmas.
  • Bobtail, Montego, and Pedigree emerged as the top three most frequently purchased brands for dog food.
  • Quality and health considerations dominate shopper preferences when price is not a determining factor.

Brief:

Our brief was to gain a comprehensive understanding of pet owner dynamics regarding the purchase of pet food, alongside how brand sentiment influences their buying decisions. Additionally, we aimed to define the existing triggers and factors that encourage pet owners to opt for high-quality pet food and what constitutes an outstanding in-store pet food shopping experience.

Objectives:

  1. Market Analysis:
    • Analyse trends in market size, value shares by product and animal type, and projected growth rates across various categories of pet food and pet types.
  2. Shopping Preferences:
    • Explore pet owners’ preferences for in-store shopping versus online shopping for pet products.
  3. Brand Popularity:
    • Identify the most favoured pet food brands among South African pet owners.
  4. Brand Loyalty:
    • Evaluate the loyalty of pet owners towards brands and assess the significance of specific brands in their purchasing decisions.
  5. Brand Perception Factors:
    • Investigate the factors influencing brand perception, such as product healthiness, reputation, and pricing, and their impact on pet food purchasing behaviour.
  6. Role of Gifting:
    • Assess the role of gifting in the pet food market and its influence on consumer behaviour.

Outcome:

Prior to the COVID-19 pandemic, South Africa’s pet food market flourished due to a growing number of pet owners, with dogs being the most common pets, followed by cats and smaller animals. The demand for premium dog food, specialised cat diets, and high-end pet products was a significant driver of this growth. The pandemic further accelerated these trends, resulting in a surge in pet adoptions that continues to impact the industry. Consequently, the sector emphasised the importance of pet food and advocated for special accommodations during crises. The focus on pet quality and well-being shifted from niche interest to mainstream awareness and action.

Download the Infographic for more fascinating facts.

VF! Insights

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