Petfood Industry - March 2018 - 77
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research on them" and "I will check on claims over the
internet," or "they may be better, but not necessarily
The level of positive trust in the product quality
of the mass-market leaders is in line with that for
natural/organic or smaller companies, but the level of
active distrust is somewhat higher. That is, 9 percent
of pet owners somewhat if not strongly distrust the
quality of the leading, general market pet food companies, compared with 5 percent for either natural/
organic companies or smaller/regional companies.
The same broad pattern holds on the question of
THE LATEST PET FOOD
whether pet owners trust the product information
released by pet food companies (see Table 2). Here
again, nearly two-thirds of pet owners neither agree
nor disagree that they, on the whole, trust the product
information and claims by pet food manufacturers and
marketers, across the main company types.
And here again, the larger, general market companies do slip slightly by this measure, with 10 percent
of pet owners somewhat or strongly distrusting the
product information released by mass-market leaders,
compared with 6 percent for natural/organic specialists and 5 percent for smaller/regional companies.
But the overall message is that dog and cat food
shoppers tend make their judgment calls about products on a brand-by-brand, case-by-case basis. As in
the overarching human food industry, differentiationbased product marketing has trained us to do so, and
sharpened many a two-edged sword. ■
Industry March 2018
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