STOP GUESSING
WHAT PET FOOD
SHOPPERS WANT.
The only values-based intelligence platform built specifically for the pet food industry. Understand what truly drives buying decisions — not demographics, not guesswork. This is what matters most to pet food shoppers, the shared values that drive every decision they make.
When your brand aligns with shopper values
Shoppers pay more when values align
Values-aligned brands win attention
Statistically accurate data across 152 languages
ASK ANY QUESTION.
GET A REAL ANSWER.
This is what makes this platform different. You can ask it anything about pet food shoppers — and it answers using actual Valuegraphics research data. Not generic advice. Not industry averages. The specific values, triggers, and motivations of the people who buy pet food.
"What message will make pet food shoppers trust my brand?"
Discover the exact values that build trust with this audience
"Which shopper segment is most likely to switch brands right now?"
Find the segments most open to switching — and why
"What new product would pet food shoppers actually pay more for?"
Identify the unmet needs that justify a premium price point
No login required. Ask anything about pet food shoppers.
YOUR SHOPPERS ARE NOT
A DEMOGRAPHIC.
Two pet food shoppers can be the same age, income, and zip code — and want completely different things. Demographics tell you who they are. Values tell you what they care about. And what people care about is what drives every purchase decision they make.
The pet food industry is at an inflection point. Private label is growing. Premiumization is under pressure. Innovation is slowing. The brands that will win are the ones that understand the values of their shoppers — not just their age and income.
Read Why Values Beat Demographics
"95% of pet food purchasing decisions involve emotion, not just logic."
— Pet Food Industry Research
THE TOP VALUES OF
PET FOOD SHOPPERS
From 1,350 qualified respondents — people primarily responsible for purchasing pet food. Three values stand out as Power Values: they score dramatically higher than the general population, making them the most powerful levers for your brand.
Highest overall value
+37pts above avg
+21pts above avg
+41pts above avg
These are your strategic levers.
Power Values are the values where pet food shoppers score significantly higher than the general population. They represent the strongest emotional drivers — the ones most likely to make or break a purchase decision.
Getting things done because it creates stability. They take their pet's nutrition seriously. (42% avg)
Fiercely loyal to brands that earn it. Once won, they stay — and they tell others. (47% avg)
The biggest gap of all. They need to trust your brand completely before they buy. (22% avg)
What values alignment is worth to your brand
WHAT MAKES THEM BUY.
WHAT MAKES THEM WALK.
These are not opinions or preferences. These are the specific factors that directly determine whether a pet food shopper completes a purchase or abandons it.
What seals the deal
The price fits within their budget
Meets their quality expectations
Available when and where they need it
What kills the sale
Quality does not meet expectations
Not consistently available
Cost does not fit their budget
Unmet needs = your opportunity
Same quality every single time
No surprises in what's in the food
Always there when they need it
INTELLIGENCE FOR EVERY
EXECUTIVE FUNCTION
THE MARKET IS HARDER.
VALUES ARE THE EDGE.
Global pet food market in 2026, growing to $199B by 2034
US pet ownership rate — back to pre-COVID levels after the pandemic boom
US pet food sales now online, up from 18% in 2018
Pet food manufacturers have delayed or shelved new product development amid uncertainty
WANT A STUDY BUILT
FOR YOUR BRAND?
This demo is built on a general pet food shopper study. We can conduct a study specific to your brand, your product category, your target market — anywhere in the world. The result is a custom Valuegraphics profile built around your specific shoppers, giving you a competitive edge no one else has.