How behavioral science explains our obsession with premium pet food and what it means for pet marketing
Written by Samantha Scantlebury, Senior Director of Brand Strategy
Samantha and Foster, her cheese-loving dog
My dog looks at me expectantly every evening. I know what he wants – it’s that light dusting of shredded cheese on his bowl of kibble that makes him gobble it up. Sometimes we’ll throw some shredded chicken on, too. Because he deserves the best, right?
Turns out, that my natural desire to “plus-up” my dog’s diet with relatively healthy “people food” is far from atypical. In fact, I may be toward the lighter end of a trend we see across a sizable portion of America’s pet owners, which is changing many brands’ approach to their offerings: the desire for incredibly high-quality pet food. This trend is not a passing fad but a reflection of deeper changes in consumer behavior and attitudes toward pet care.
The Numbers Speak for Themselves
The global pet food market is expected to reach $158.4 billion in revenue by 2025, with a significant portion of this growth attributed to the premium segment. In the United States alone, premium pet food has grown by 4.4% over the past 5 years and is expected to reach $2.8 billion this year. This remarkable growth is not confined to any single demographic but reflects a broader societal shift in how we perceive and care for our pets.
People love their pets now more than ever, right? This is not news. But the reasons behind this actually go a lot deeper into the human psyche than you may realize.
The Power of Anthropomorphism
At the heart of this trend lies the concept of anthropomorphism – the attribution of human characteristics to non-human entities. In the context of pet care, this manifests as owners projecting their own desires, emotions and needs onto their pets. Research shows anthropomorphic pet owners are more likely to give extra food or treats to their pets as a means to mend or strengthen bonds.
While this deep-seated and researched human behavior has always been a part of us, it’s become more pronounced in recent years. It’s widely known that COVID spurred a wave of new pet ownership across demographics to cope with the isolation. Pets offered a level of companionship people were lacking, bonding themselves as members of the family. With that, a perceived cognitive dissonance emerged as people asked, “Why then am I not feeding my pet as I would any other member of my family?” We started to see the rise of direct-to-consumer and subscription brands like The Farmer’s Dog, which capitalized on this dissonance with a solution of human-grade ingredients and nutrition in every pouch.
Post-Pandemic Pet Guilt and Consumer Behavior
As the world gradually re-opened, another behavioral phenomena started to occur: widespread pet guilt. When re-entering the comings and goings of society, people felt bad for spending less time at home with their pets. This can fuel purchase decisions to compensate, including buying premium pet food. A Signal Theory survey of 500 pet owners found that the top three sources of pet guilt include leaving a pet behind when they travel, not giving the pet enough attention and not being at home with the pet as much as they would like. A study published in the scientific journal Animals found that, as a result of anthropomorphism, guilt towards pets is mediated in human ways like giving or doing extras – more (good) food, more treats, more toys, more affection (even apologizing).
Other societal trends have also given rise to more pronounced anthropomorphism, including delayed parenthood for many Millennials (fur babies!) and Baby Boomers seeking additional companionship as they settle into retirement.
It’s the confluence of these societal trends and our innate human nature that has elevated pets (primarily dogs and cats) to a new status in our homes.
A Clear Business Opportunity, but Proceed with Care
It’s not surprising then that brands are becoming wildly successful by aligning with this moment in the pet owner’s psyche. The Farmer’s Dog has grown 669% since 2018. Fresh Pet’s “It’s not dog food, it’s food food” promise has driven a 33.6% year-over-year increase as of the first quarter of 2024. There are even brands in the ultra-premium space making waves, including ZIWI Pet, which allows you to “build your bowl” with fresh ingredient bases, mixers and toppers. Even with its premium price tag, annual revenues are over $17M USD. Outside of fresh food, freeze-dried and air-dried pet foods have grown 20% in revenue this past year as a means to improve the nutritional value of ingredients while still offering a longer shelf life. And even kibble-based products continue to highlight the protein and people-friendly ingredients at the top of their ingredient lists.
According to Signal Theory research among pet owners, 55% say they would buy food at a 25% premium over average food if it were human-grade quality. While some research bias could be at play and desires don’t always translate to actions, it is still important to note that people view premium food as ideal for their pet, if finances allow.
It is clearly a business opportunity. Thus, new players are entering the category regularly.
Brands that prioritize transparency, integrity, and a genuine commitment to animal welfare are more likely to build lasting relationships with consumers.
Pet Marketing in the Era of Emotional Authenticity
This is where I bring it back to human behavior. As a marketer, it’s easy to see these compelling trends and data points and feel inclined to go all-in on marketing a product with fresh and quality claims. However, it’s important not to forget how emotionally driven pet food decisions are for pet owners, as pets are often given near-human status in their lives. With emotions high, their radars will be highly attuned to brands jumping on the bandwagon without a clear, differentiating benefit for their pet or themselves. Pet owners will research to make sure brands are not just saying the right things but acting in a way that’s consistent with their message. Ingredient sourcing matters. Production practices matter. People can spot a fraud. In short, be authentic and transparent. Brands that prioritize transparency, integrity and a genuine commitment to animal welfare are more likely to build lasting relationships with consumers.
Three Tips for Pet Marketing Success, Based on Human Behavior Insights:
Salience is imperative.
Have a clear perspective and a way of telling it that stands out in this increasingly crowded space. Saying “fresh” or “quality” isn’t enough. Clearly articulate your brand’s “why,” share your backstory and highlight your customers’ unique stories. Show your product in an unexpected light. Our firm recently did a photoshoot of pet food styled as high-end food photography like you’d see in Bon Appétit. It was a striking way to demonstrate high-quality ingredients in pet food!
Recognize the dissonance.
As mentioned earlier, people feel that since pets are family, they deserve the same caliber of food they’d feed their family. But in today’s inflation-impacted reality, it’s not always possible to deliver on that desire. There’s palpable tension here, and brands can help diffuse it. What loyalty discounts or bundling can brands provide? In what personalized ways can they deliver added value, such as through nutritional consultations?
Celebrate the bond.
Affinity can be created through shared likes and experiences. Pet ownership is a layered and joyful experience, with modern owners incorporating their pets into their lives in ways not seen before. A Signal Theory survey of pet owners found that in the next year, 29% of owners will go on a trip with their pet; 11% will commission a pet portrait or photo session; 9% will host or attend a pet party and 18% will create a special meal or treat for their pet, such as a “barkuterie” board. There’s ample space for brands to get creative and facilitate these special experiences that deepen the bond between owner and pet, and in the process, create an emotional connection with the brand.
Pet Marketing Takeaways
As I give my dog his evening meal “request,” I can’t help but feel a connection to him that goes deeper than just a pet. It’s this sort of connection that today’s pet food marketers can tap into to deliver the high-quality products that owners are craving for their pets. If approached with authenticity, creativity and a great deal of respect for the deep attachment people feel toward their pets, there is boundless opportunity for success.
See More of Signal Theory’s Work With Pet Brands:
- How we helped Elanco build ear infection awareness with the Elanco Ear Book
- How a soap opera narrative helped tell Claro’s brand story
- How we helped Bayer Pet Supplements enter the direct-to-consumer market
Also, check out a recorded Pet Food Industry webinar in which Signal Theory presented ideas on how to stand out in a crowded pet food market.
