Unleashing Insights for Pet Food

Deep Dive into German Pet Owners’ Purchasing Habits

In nearly every other household in Germany, a pet is part of the family, and the love for pets is relentless. But where do pet owners actually shop pet food for their furry friends? We uncover the nuances in pet owners’ behaviour when it comes to nourishing their beloved animals. The spotlight on this unique bond arises from a comprehensive study meticulously executed by DCMN‘s Insights Team, employing the powerful lens of the DCMN Brand Tracker. We untangle the survey results to provide insight into the pet food landscape of pet owners’ shopping behaviour in Germany.

54% of adults in Germany share their homes with pets.

Paws and Effects: Understanding the German Pet Food Market

A remarkable 54% of adults aged 25-55 proudly share their homes with pets, reflecting the nation’s deep affinity for four-legged friends. Additionally, 31% of non-pet-owners are contemplating having a pet in the future. As the German pet industry flourishes to over €6 billions* DCMN has meticulously studied this phenomenon, unearthing insights that shape our understanding of pet parents’ shopping behaviour in the country.

Physical pet stores (49%) and grocery stores (43%) lead the pack.

Shopping Habits: From Physical to Online Pet Stores

German pet owners showcase diverse shopping habits when it comes to pet food and pet supply. Physical pet stores (49%) and grocery stores (43%) lead the pack, reflecting convenience and accessibility. Online platforms, both specialised pet stores (31%) and regular shopping sites (24%), cater to the evolving preferences of pet parents. The rise of online subscriptions for pet food, exemplified by brands like Butternut Box, demonstrates a shift toward hassle-free online shopping. Fluffy friends of barf feeding can also order food for their dog and cat online at Barfer’s.

 

Pet Moms vs. Pet Dads: Demographics and Shopping Destinations

In the domain of pet ownership, a gender dynamic comes to light. Statistics show 61% of the pet owners are female whereas 47% of them are males, indicating a notable preference among women for furry companionship. Interestingly, among those without pets, 32% of women and 30% of men are contemplating future ownership, suggesting a similar level of interest across genders.

Further analysis reveals a distinct trend among age groups. The younger demographic, aged 25-35, exhibits a stronger inclination toward pet ownership, with 39% expressing interest compared to only 22% among consumers aged 46-55. This shift underscores a growing embrace of furry companions among younger individuals.

Both genders converge on their choice of shopping destinations for pet supplies and food. Physical pet stores and grocery stores are the preferred choice with over 40% of consumers. Online pet stores and online shopping sites follow closely.

Conclusion: Crafting a Tail-Wagging Marketing Strategy

The DCMN Brand Tracker data is more than mere statistics; it’s a basis for crafting a precise and effective marketing strategy. For pet brands looking to leave a paw print in the German market, understanding the nuances of pet owners’ behaviours and preferences is paramount. From the pet food supply from the local vet to the online landscapes of pet stores, the opportunities are vast, and the insights from this research offer a starting point for navigating this vibrant market. Want to know more? Just contact us and we’d be happy to help.

References:

  1. DCMN Brand Tracker Research – Feb 2024, 2000 German Consumers
  2. * Statista: Market volume for pet supplies / pet supplies in Germany

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