New study on the consumer behaviour of pet owners

The study was conducted from June to August 2024 and supported by several companies in the industry. It analyses the information behaviour of pet owners, economic influences and the growing importance of sustainability. Particular emphasis was placed on alternative sources of protein and digitalisation in the field of animal health.

Key findings

• Wellbeing through pets: 96% of survey participants confirm the positive effect of pets on their mental and physical wellbeing. 83% regard their animals as individual personalities.
• Sustainability and price awareness: While 48% of survey participants are willing to pay more for sustainable products, price remains the most important purchase criterion for 44% of survey participants. 40 per cent of respondents place a growing importance on pet food based on sustainability criteria.
• Alternative proteins: Around half of all surveyed pet owners would consider alternative sources of protein – provided they are attractively priced wile eleven per cent already use products containing insect protein. Almost half could imagine switching to products with insect protein at least partially.
• Animal health: Only 72% of respondents still consider their animal to be healthy (2020: 80%). 40% are setting aside additional reserves for veterinary costs. There is a heavy burden for more than two-thirds of pet owners.
• More Digitalisation: 47% of questioned pet owners would embrace digital solutions such as a health app for their animals. Close to a quarter of pet owners without pet insurance also prefers to use digital channels for their research.

The study results illustrate that pets are emotional companions with an important role in the lives of many people. At the same time, pet owners are facing new challenges, including rising costs and an increasing focus on sustainability while technological innovations have helped digital health apps for pets gain importance. The full study results (in German language) and the associated press information gathered by Takefive-media can be found here.