Pet Owners Prioritize Animal Welfare Over Sustainability, Survey Finds
Pet owners, while expressing interest in sustainability, prioritise animal welfare over environmental impact, a new survey reveals. They're willing to pay more for products that prioritise animal welfare, but sustainability claims alone don't drive purchases.
The study found that only 28% of pet owners consider sustainability when buying pet food, compared to 8% when considering it as a standalone attribute. However, 65% of pet owners ranked animal welfare as more important than environmental impact, especially Generation X pet owners.
Pet owners often view animal welfare and environmental impact as interconnected aspects of sustainability. Yet, most are unaware of the trade-offs between the two. Linking sustainability to core purchase drivers like nutrition, health, and safety may appeal more to pet owners. For instance, 72% of pet owners would pay an average of $20.10 more for a 15-lb bag of dry dog food certified to follow animal welfare practices.
According to Lonnie Hobbs Jr.'s survey, pet owners define sustainability in pet food and by-products as using environmentally friendly, ethically sourced ingredients that promote animal health and reduce ecological impact. However, the term 'sustainability' has varying definitions for different people.
Pet owners value sustainability but prioritise animal welfare. Marketers should tie sustainability features to proven purchase influencers to increase appeal. Education on the trade-offs between animal welfare and environmental sustainability could also help pet owners make more informed decisions.
