Pets shopper insights

We surveyed hundreds of pet shoppers about their purchasing habits. Here’s what we learned — and what it means for marketing pet products.
Research by
Christoph Knudsen
Survey participants
Survey conducted
February - March 2024

Welcome to our insightful survey report, which delves into the behaviors, preferences, and purchasing habits of pet owners. This study, conducted with 458 participants between February and March 2024, spans a variety of topics including pet food choices, popular brands, and the impact of digital platforms on purchasing decisions.

General facts


  • 38% of Dog Owners surveyed have multiple dogs
  • 1 in 3 Dog Owners own a Small Dog; 2 of 5 Dog Downers own a Large Dog
  • Over half of Dog Owners purchase Dental Treats for their dogs
  • 42% purchase Wet Food for their dogs
  • Purina, Blue Buffalo, Pedigree, Hill’s, The Farmer’s Dog, Nature’s Recipe, and Royal Canin are the most popular dog food brands, followed by Beneful, Rachael Ray, Iams


  • 42% of Cat Owners have multiple cats
  • 2 of 3 Cat Owners serve their cats wet food
  • 31% serve them cat food toppers & complements
  • 1 in 5 serves natural cat food
  • Purina, Friskies, Meow Mix, Iams, and Royal Canin are the most popular cat food brands, followed by Blue Buffalo, Hill’s, Wellness, and 9 Lives

Path to purchase

  • 63% of pet owners discover new pet products through social media content. The next most popular approach is browsing in-store
  • Instagram is the most popular social media platform to discover new pet products, followed by TikTok and Facebook, then YouTube and Pinterest
  • Most pet owners (56%) need to see a new pet product be featured in at least 3 pieces of social media content before making a purchase 
  • 3 of 4 pet owners will read product reviews before purchasing a new pet product. Pet owners also seek more content and read product description on the brand website

Shopping Habits

  • 1 in 4 pet owners is looking for grain free recipes when choosing a food product to purchase for their pet(s)
  • 3 of 4 pet owners consider higher quality ingredients to be very important when choosing a food product for their pets

Shoppers by retailer


  • Shop at Amazon for best prices and large selection of products, making it easy to find what they want
  • Discover new products through reviews
  • Need to see lots of content (5+ pieces) broadly across platforms, including Facebook, before purchasing
  • Highlight Natural, Organic, Real Whole Foods
  • Have Creator review the product in content and talk about natural elements balanced with value and convenience.


  • Shop at Chewy because it’s a one-stop shop for all their pet products and has a good loyalty program
  • Chewy is a retailer for owners who want to spoil their pets. Quality, Crafted, No Preservatives are important
  • Prioritize Instagram as your social platform and highlight attractive pack visuals
  • Describe the product and its quality/crafted attributes, how it’s delivering the
    very best for your pet
  • Product review driven


  • Shop here because it’s a relaxed shopping experience
  • Like to discover new products through social media content and browsing in-store.
  • Care about health benefits delivered for their pet (if not quite as committed to quality as the Chewy shopper)
  • Promotion/Sales driven
  • Populate Instagram AND TikTok with content for the shopper who wants to learn more about a product before purchasing
  • Highlight product visuals and description/details


  • Shop here because it’s a one-stop shop where they’re shopping for other items
  • Discover new products by browsing in-store and will compare to other products for best prices
  • Not so concerned with health benefits and quality so need to focus more on good value
  • Make comparisons to similar products and have the Creator position themselves as a friend making a recommendation
  • Need to see lots of content (5+ pieces), covering TikTok and Facebook