Paw-some insights from
Pet customers
Furry, feathered or scaled; our pets have never been more important to customers and are considered an integral part of the family.
As pet owners, customers look to their supermarket, seeking the best quality products to support a happy and healthy life for their pet.
Our Category Collection Pet Care research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about Pet Care customers below.
We spoke to 1,989
Pet customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Pet Care category customers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Pet Care and accessories, dry cat food, wet cat food, dry dog food, wet dog food and dog treats.
Pet Care and accessories, dry cat food, wet cat food, dry dog food, wet dog food and dog treats.
So, what did Pet Care customers tell us?
Convenience is king for Pet Care customers.
Purchases for pets are driven by convenience, with 82% of customers motivated by the ease of selecting items in the supermarket.
Pet purchases are planned.
The majority of purchases in the pet category are intentional, with 84% of customers planning their shop.
Pet preferences power loyalty.
Pet Care customers become loyalists when their pet prefers a specific brand (68%), and 1 in 2 stay loyal as they don’t want to risk uneaten food!
Sub-Category Spotlight - Wet Cat Food
9 in 10
wet cat food purchases are planned.
58%
of wet cat food customers are brand loyalists.
73%
stock up when their preferred product is on sale.
Book in your Pet Care category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care and Snacks 2023, Produce and Deli 2024.