European sustainability survey among pet parents: the outcomes

The target group: pet parents

The survey took place amongst pet parents from the United Kingdom, Germany, Italy, Spain and France. Each participant received the same questions in their local language. Approximately 220 pet parents from each country participated. 57% of the group was female and 43% were male, with the exception of Germany, where there were slightly more male participants. 

In terms of pet ownership, a little over 50% of the surveyees were dog owners. However, a substantial part of the group were multi species pet owners and had a cat in addition to their dog. 

60% of the respondents consisted of 18-44 years olds, so we can conclude it was largely millennials who responded. However, looking at the outcomes there is funnily enough no significant difference between the several age groups of participants. 

Is sustainability important for pet companies?

60% of participants agree that pet companies must be sustainable, for them it is ‘very important’ to ‘extremely important’, with all countries scoring similarly. However, the Italians took the lead in wanting sustainability, selecting more ‘extremely important’-options than the other four countries that were surveyed. Alternatively, UK pet parents scored relatively equal over all the categories (from ‘somewhat important’ till ‘very important’).

In response to solving sustainable issues, the majority believed that the government plays the most important role, followed by pet companies and their own consumer attitude. 

The pet parents expect companies to do more than just reduce CO2, but also take responsibility when it comes to clean water, land degeneration and biodiversity. 

They expect pet companies to give clear evidence on their home pages of their concrete contribution in the area of sustainability. They also expect clear product packaging which precisely indicates eco and sustainability elements. 

Buying attitude

Pet parents were also surveyed to find out if they would be willing to pay extra for sustainable products. Remarkably enough, participants claimed they are willing to pay more if products are truly contributing to sustainability. However, we all know that preaching does not necessarily reflect practicing and actual spending. 

This also became clear by asking some important questions on main drivers for selecting purchases. Price was, by far, the most important driver; except for the Italian demographic, who were willing to spend more on a higher quality product. 

Communication and testimonials: creating loyalty 

Participants overwhelmingly stated that they are more likely to leave an online review or recommend a product to other pet parents, if they purchase a sustainable product that fits their needs.

The social media platform most frequently used by two-thirds of participants is Facebook, closely followed by Instagram. 

Sustainability is required

In conclusion, we can state that pet parents in five highly active European countries demand that pet companies implement sustainability in their company strategy and bring more sustainable products to market. Pet parents are motivated to pay a little extra for sustainable products, although it can be deducted that they are only willing to pay the bonus for sustainability if the product is part of an overall sustainable company strategy. 

By implementing a sustainability approach your company can turn pet parents into ambassadors, who share their experience with your brand and products with friends, and on social media.