Less than half of dog owners are convinced that they are feeding their dog correctly

What was found is that dog owners are typically uncertain that they are feeding their dog correctly, and that their interest in ‘personalization,’ varies by age group.

The survey reached 800 dog owners between June 11-20, 2021 and revealed that amongst the entire group of dog owners, only 2 out of 5 felt confident that they are feeding their dog the right nutrition when they are purchasing dog food.

With an abundance of options at the pet food aisle of a grocery store, it’s no wonder there is uncertainty. While a bag of dog food might seem correct for your dog based on size and age, there are several other health factors to consider as well.

Dog owners indicated the most important factors in selecting their pet’s food:

• 66% of surveyed dog owners say quality of ingredients is extremely important when selecting dog food.
• 90% of surveyed dog owners say their dog’s preference is the most important factor when buying food.
• Millennials (25-34) are most drawn to a convenience factor and are more likely to order their dog food online than any other age group.

Other findings in the survey shed light on the younger generation’s interest and understanding of personalized nutrition.

• Overall, younger generations (18-24y.o.) are 3x more likely to care about personalization than older generations (35-54).
• 54% of Gen Z (18-24y.o.) say that personalized dog food means quality ingredients, whereas Millennials (25-34y.o.) say it means “better for my dog.”

Digitally savvy Gen-Z and Millennial dog owners are no strangers to a personalized approach to wellness. From vitamin regimens to skincare routines, customization is a growing trend in the direct-to-consumer space that has carried over into the way we feed our pets.