The pet industry is a major consumer goods sector, with constantly shifting consumer preferences and trends. Being at Crufts gave us a targeted audience of dog lovers, making it easy to recruit and the best way to ask targeted questions.

We asked Crufts attendees questions on three key topics: pet food, pet insurance, and where they make their purchases. The goal was to understand their buying habits, product preferences, and attitudes toward pet care.

The primary focus for consumers was matching foods to their dogs’ specific needs, which was tied to quality. Pet owners prioritised avoiding cheaper food options and cereals. For dogs with unique breeds or health concerns, many sought vet recommendations and consulted websites like ‘All About DogFood’.

With rising costs, consumers are increasingly hesitant to invest in pet insurance. Many attendees were setting up separate savings accounts or credit cards to cover their dogs’ healthcare expenses if necessary.

Pet Plan, Many Pets, Agria, and Tesco were all mentioned by consumers as insurance providers they currently use. In contrast to pet food, where consumers tend to prioritise quality, many pet owners opt for the most affordable healthcare options.

For pet food, attendees generally preferred the in-person shopping experience, especially at events like dog shows or at stores like Pets at Home. However, for those ordering food online, they cited the convenience of automatic subscriptions that ensure timely deliveries.

When it comes to pet toys, attendees were split. Some preferred online shopping for ease and convenience, while others didn’t mind buying toys in-store as their dogs didn’t have strong preferences.