Nextin Research by MarketPlace released Nextin Dog Trends, a comprehensive research package that includes a 73-page insights report, ready-to-use PowerPoint charts and tables and raw data from its proprietary survey of 1201 US dog owners.
Among the insights, Nextin digs into the future of premium pet food, including which subgroups are also highly motivated by sustainability factors.
"Nearly 30% of price-agnostic dog owners feed premium pet foods and about two-thirds of this group are also willing to pay more for sustainable pet products," said Nicole Hill, Vice President of Strategy and Innovation for MarketPlace.
"We call this subgroup ‘Invested Idealists,’ and these values-driven consumers stand to be early adopters of sustainability innovation in premium pet products across the board."
"For brands that want to connect with Invested Idealists or other consumer segments, Nextin Dog Trends reveals influential marketing channels, motivating product benefits, purchase behaviours and more."
Nextin Dog Trends research includes dog food, treats, supplements and dental care with insights on hot topics such as trends in premium pet food, functional ingredients, sustainability and proactive health.
The consumer survey results are analysed through the lens of MarketPlace’s engagement in the pet industry across B2B and CPG landscapes.
The company’s expertise in product innovation, commercialisation, branding and marketing is integrated throughout the insights report.
For brands, retailers, investors and suppliers seeking to drive growth, Nextin Dog Trends’ insights report uncovers the following:
- Distinct consumer segments defined by needs, priorities and motivations
- Product innovation opportunities, including demand-driving ingredients, formats and attributes
- Benefits and need states that drive purchases
- Merchandising and bundling insights with opportunities to increase average cart value
- The individuals, influencers and media that most influence pet product purchases
- Retail channel behaviours and opportunities.
"With this research, we spotlight the opportunity within the ‘Wellness Trifecta," said Jon Copeland, research manager for MarketPlace.
"While 11% of dog owners purchase from all three wellness categories — supplements, dental care and functional treats — those who do are significantly more engaged than the average dog owner."
"They purchase more pet products, shop more retail channels and look for a greater number of benefits. This report explores the opportunity to convert those purchasing from two wellness categories to the full trifecta."
Nextin Dog Trends research includes the data, analysis and insights designed to help pet innovators anticipate what’s next in pet.
"Traditional research looks in the rear-view mirror, while Nextin is futurecasting to 2027, 2028 and beyond," said Tracy Landau, president of MarketPlace.
"From growing categories such as fresh pet food to early-stage innovations such as novel proteins, Nextin anticipates untapped opportunities and aligned audiences across the dog nutrition and wellness landscape."
In addition to the insights report, the Nextin Dog Trends research package includes 48 presentation-ready PowerPoint charts, plus accompanying tables, that can be easily branded and integrated into strategy and sales presentations.
For sales and marketing teams that want to take the data a step further, Nextin Research offers add-on protocepting services.
Protocepts are virtual mock-ups of product packaging based on innovation concepts around product type, potential claims and relevant call-outs.