Consumers are becoming increasingly aware of the quality of products they buy for their pets. Statistics from the American Pet Products Association suggest that spending on pet products is continuing to grow. And within that pet products industry, brands that sell luxury pet products are even finding success. So how many pet owners will pay extra for high quality or luxury pet products? And how do those buying habits compare to other types of purchases? We asked about 900 respondents to share their thoughts on pet products and paying for quality.
In Ask Your Target Market’s latest survey, 36% of respondents said that they own multiple pets. 26% own just one. And 38% don’t currently have any pets. 60% of pet owners said they currently have dogs. 57% own cats. 12% own fish. 8% own birds. And 9% have other types of pets like hamsters and bunnies.In general, 15% of pet owners said they have purchased items for their pets within the past day. 46% have bought pet products within the past week. 26% last bought pet products within the past month. 6% have bought them within the past three months. 4% have done so within the past year. 2% said that it’s been over a year since they last purchased any pet products. And 1% said they never do.
Luxury Pet Products
91% of pet owners who make pet-related purchases said that they regularly buy food for their pets. 67% buy pet treats. 36% regularly purchase pet toys. 22% buy medication. 10% buy beds. 7% buy pet clothing or accessories. And 8% make other types of purchases, such as litter and bedding. Purina, Friskies, Pedigree, Kong, Petco and Petsmart were named as top brands for pet products.When considering those pet purchases, quality and price were rated as equally important. 24% of pet owners said that quality is important to them when considering pet related purchases. And the same percentage rated price as an important factor. Brand name and convenience were rated as moderately important. And luxury and style were seen as less important factors. Overall, 63% of pet owners said that they would be at least somewhat likely to pay more for pet products that they know are high quality. Dog and cat owners were both more likely than other types of pet owners to value quality slightly higher than cost. But neither group tended to value luxury as a more important factor. And respondents who own multiple pets were slightly more likely to say that they’d pay more for high quality products.
When considering purchases not related to pets, cost was seen as slightly more important than quality. 25% of overall respondents rated cost as an important factor when it comes to making purchases for themselves. And 24% rated quality as an important factor. Brand name, convenience and style were seen as moderately important. And luxury was considered the least important factor. In addition, 58% of overall respondents said that they would be at least somewhat likely to pay more for high quality products when buying things for themselves.
So it seems that quality is a major selling point when it comes to pet products, even more so than it is for people just buying items for themselves. Luxury, however, was not seen as a major consideration for pet owners. However, luxury products can often also boast quality features. So for pet brands that do sell luxury type items, calling attention to the quality could be a more effective route than just calling those products luxurious. And actually showing off some of those quality features could even get some pet owners to pay more for those items.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: I haz many toys by sailn1 under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on July 1 via AYTM’s online survey panel.