How Dog Owners Choose Dog Food

Insights from an MBA Study of Consumer Behaviour in the UK Pet Food Market

The global pet food market is one of the fastest-growing sectors in consumer goods. In the UK alone, the market has reached billions of pounds annually and continues to grow as pet ownership increases and consumer expectations evolve.

Yet despite the scale of the industry, there remains surprisingly limited research into how dog owners actually decide what to feed their dogs.

This article presents the key findings from my MBA research, which explored the factors influencing dog food consumer behaviour in the United Kingdom. The study combined academic consumer behaviour theory with a large-scale survey of dog owners in order to understand how purchasing decisions are formed, influenced and ultimately made.

The goal of the research was simple: to understand the psychology behind dog food purchasing decisions and provide insights that marketers, pet food companies and industry observers can learn from.

The full dissertation was completed as part of an Executive MBA at the University of Winchester.

The Marketing Made Clear Podcast

Check out the Marketing Made Clear Podcast on all good streaming platforms including Spotify:

The Growing Importance of the Pet Food Market

Pet ownership has risen significantly in recent years, particularly during and following the COVID-19 pandemic. In the UK, millions of households now own at least one dog, creating a vast and growing market for pet food products.

Globally, the pet food industry is worth tens of billions of dollars and continues to grow steadily. The UK alone represents a significant portion of this market, with strong demand for both traditional and premium dog food products.

Historically, most of the market has been dominated by large multinational corporations. Companies such as Mars, Nestlé and Colgate-Palmolive control a large share of the sector, particularly through brands in the dry and wet dog food categories.

However, new segments have emerged in recent years. One of the most notable is the raw dog food market, which has grown rapidly alongside broader consumer movements favouring fresh and minimally processed foods.

These changes have created a highly competitive environment where new brands challenge established players and consumer beliefs about pet nutrition are constantly evolving.

The Research Question

Despite the growth and importance of the industry, there has been limited academic research focused specifically on how UK consumers choose dog food.

Most previous studies have either focused on nutrition or have examined pet food behaviour in international markets without considering emerging categories such as raw feeding.

The primary research question for this study therefore asked:

What are the key factors affecting consumer dog food choice in the UK?

Additional questions explored:

• whether veterinarians remain key influencers in consumer decisions

• how consumer motivations for feeding dogs relate to their own dietary beliefs

• how marketers can more effectively influence purchasing behaviour in the pet food sector

Research Methodology

The study used a mixed-method research design combining academic theory with primary survey data.

A large-scale consumer survey was conducted to gather insights directly from dog owners across the UK. The survey explored attitudes towards dog nutrition, purchasing habits, sources of information and influences on feeding decisions.

Over 2,300 responses were collected, making it one of the largest datasets on dog food consumer behaviour conducted within the UK.

The questionnaire contained 28 questions covering topics such as:

• sources of pet nutrition information

• factors influencing willingness to purchase specific dog foods

• perceptions of processed foods

• veterinary influence

• motivations for acquiring a dog

The survey included respondents from a wide range of demographic backgrounds and feeding styles, including consumers feeding:

• dry dog food

• wet dog food

• fresh cooked dog food

• raw dog food

Statistical analysis was conducted using Excel, SPSS and SmartPLS in order to identify correlations, behavioural patterns and significant relationships between variables.

The results were then interpreted using established consumer behaviour frameworks.

Understanding the Consumer Decision Process

A key part of the research involved applying classic consumer behaviour models to the dog food purchasing process.

Several academic frameworks were explored, including models developed by Philip Kotler, Solomon, Blythe and Engel, Blackwell and Miniard.

Across these models, a common five-stage decision-making process emerges:

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Purchase decision

5. Post-purchase behaviour

This framework provides a useful way of understanding how dog owners move from recognising a problem to ultimately choosing a product.

For example, a consumer may begin to question their dog’s diet if their pet experiences health problems or weight issues. This recognition of a problem can trigger a search for information and eventually lead to a change in feeding behaviour.

Dogs as an Extension of the Self

One of the most significant theoretical concepts explored in the research is the idea of the extended self.

The extended-self theory suggests that consumers incorporate possessions, people and animals into their personal identity. For dog owners, this means that their pets are often perceived not merely as animals but as part of the family.

This psychological relationship has important implications for purchasing behaviour.

Dog owners frequently project their own beliefs, values and lifestyle choices onto their pets. As a result, the decisions they make about feeding their dogs often mirror the decisions they make about their own diets.

For example, consumers who value fresh, minimally processed food in their own diets are more likely to seek similar qualities in the food they provide for their dogs.

The Role of Information Sources

When consumers begin researching dog food options, they typically consult a range of information sources.

Consumer behaviour literature categorises these sources into four main groups:

• personal sources

• commercial sources

• public sources

• experiential sources

Personal sources, such as friends, family members and other dog owners, often carry significant influence because they are perceived as trustworthy and unbiased.

Commercial sources include marketing communications from pet food brands. While these sources provide large volumes of information, they are often treated with greater scepticism.

Public sources include media reports, online articles and independent organisations.

Experiential sources involve direct experience with products, such as trial feeding or recommendations based on previous use.

The rise of social media has dramatically increased the role of peer-to-peer influence in this process, allowing consumers to access large communities of dog owners sharing feeding advice and experiences.

Conflicting Information and Consumer Trust

The pet food industry is characterised by significant information conflict.

Consumers are frequently exposed to opposing claims about the most appropriate way to feed dogs. Some organisations promote highly processed commercial diets, while others advocate fresh or raw feeding approaches.

This conflict can create confusion and encourage consumers to question traditional sources of authority.

One area where this tension is particularly visible is the relationship between veterinarians and pet food brands. In some cases, veterinary practices maintain close relationships with commercial pet food manufacturers, which may influence the recommendations given to pet owners.

This dynamic has led some consumers to question whether veterinary advice is always impartial, particularly when it involves recommending specific commercial products.

Key Findings from the Research

The analysis of the survey data revealed several important patterns in consumer behaviour.

Consumers project their own dietary beliefs onto their dogs

One of the strongest correlations identified in the study was between the importance consumers place on nutrition for themselves and the importance they place on nutrition for their dogs.

In other words, dog owners who care deeply about their own diets tend to care just as strongly about their dog’s diet.

Interestingly, the data suggested that some consumers may actually be more cautious about feeding highly processed foods to their dogs than to themselves.

Veterinary influence may be declining

Historically, veterinarians have been considered one of the most influential sources of information for pet owners.

However, the research suggests that this influence may be changing.

Survey responses indicated a possible decline in the perceived authority of veterinary advice in relation to dog food, particularly among consumers who are concerned about highly processed diets.

Raw feeding consumers are less influenced by veterinarians

The data also indicated a clear behavioural difference between consumers feeding raw dog food and those feeding other types of diets.

Consumers who feed raw diets were significantly less likely to rely on veterinarians as a primary source of nutritional guidance.

Instead, they were more likely to seek information from online communities, independent research and specialist groups focused on raw feeding.

Emotional and Rational Influences

The research also highlighted the importance of both emotional and rational motivations in dog food purchasing decisions.

Rational factors include:

• perceived nutritional value

• ingredient quality

• price

• convenience

Emotional factors include:

• concern for the dog’s wellbeing

• guilt or responsibility as an owner

• alignment with personal values

The most effective marketing messages often combine both types of influence, appealing simultaneously to logic and emotion.

The Importance of Post-Purchase Evaluation

Consumer behaviour does not end once a purchase is made.

After feeding a product, consumers evaluate whether the product met their expectations. This process can influence future purchasing decisions and contribute to brand loyalty or switching behaviour.

Positive outcomes such as improved health, energy or coat condition can reinforce a consumer’s choice and lead to habitual purchasing behaviour.

Conversely, dissatisfaction may lead to a renewed search for alternatives.

Implications for Marketers

The findings from this research offer several important lessons for marketers operating within the pet food sector.

First, understanding the psychological relationship between owners and their dogs is essential. Because dogs are treated as family members, marketing messages must align with the values and beliefs of the owner.

Second, trust plays a crucial role in the information search process. Brands that provide transparent, credible information are more likely to gain consumer confidence.

Third, communities and peer-to-peer influence are increasingly important. Consumers often trust other dog owners more than traditional marketing communications.

Finally, marketers must recognise that both emotional and rational factors influence purchasing behaviour. Effective marketing strategies must address both dimensions.

Conclusion

The pet food market continues to evolve as consumer attitudes towards health, nutrition and animal welfare change.

This research provides new insight into how dog owners make feeding decisions and highlights the complex mixture of psychological, social and informational influences that shape those choices.

For marketers, understanding these dynamics is critical. Brands that successfully align their messaging with consumer values, build trust and engage with owner communities will be best positioned to succeed in this rapidly growing market.

The findings presented here form the foundation for a series of future articles exploring specific aspects of pet food marketing and consumer behaviour.

TL;DR

This research explores the factors influencing dog food purchasing behaviour in the UK using survey data from more than 2,300 respondents. The findings show that dog owners often project their own dietary beliefs onto their pets, that veterinary influence may be declining in some segments, and that both emotional and rational motivations shape purchasing decisions. These insights provide valuable guidance for marketers seeking to understand and influence consumer behaviour in the pet food industry.