Compared to other product categories, the pet category is standing up remarkably well. But, the fact that more than a third of pet owners switched brands since last fall indicates that pet owners and brand relationships are at risk. This represents both an opportunity and a threat to brands. Considering that veterinary-dependent dog owners account for 44 percent of all dog owners and that veterinary-dependent cat owners comprise 34 percent of all cat owners, these findings are substantial.
Trone Inc.’s national, longitudinal study of U.S. consumers’ spending was administered online via the opinions@trone brand-connections online community platform on Nov. 14, 2008 and April 29, 2009. The study had a 95 percent confidence rating and a total of 2,308 pet owners who responded in the fall survey and 2,178 pet owners who responded in the spring.
More from this study:
Pet owners are brand loyal
Value overrides costs
Number of client visits sagging
Dog vs. cat owners: Who's more loyal?