Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Nutrition Is Key Driver In Affluent Pet Owners’ Purchases

Food brands touting nutritional/digestive benefits head the Top 10 lists of
products more likely to be purchased by premium pet owners than others for both
dogs and cats (although the cats’ list also includes a couple of premium litter
brands), a recent study has found.

~A

MediaPost Publications – Nutrition Is Key Driver In Affluent Pet Owners’ Purchases – 09/10/2007
WHILE EVEN MOST WELL-TO-DO PET owners (unlike the late Leona Helmsley) might draw the line at bequeathing $12 million to their furry friends, one in three pet-owning households is willing to spend a small fortune pampering their dogs and cats with super-nutritious food and health care products/services lavish enough to make an HMO accountant swoon.

“Premium” pet owners (PPOs)–defined as single-person households with incomes of $50,000 or more, double-income households with incomes of $75,000 or more, and three-or-more-person households with incomes of $100,000 or more–now account for 33% of all pet owners, or 17.4 million households, and they’re spending up a storm, according to a new “Premium Pet Demographics and Product Purchasing Preferences” study from the Packaged Facts division of Marketresearch.com.

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Filed under: CPG, pets

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