Specific, actionable strategies for marketing, sales, and product development — all grounded in what pet food shoppers actually value. Select your role to see your playbook.
How to reach, engage, and convert pet food shoppers using their actual values
Pet food marketing has historically relied on emotional imagery — happy pets, loving owners — without understanding the specific values that drive purchase decisions. Valuegraphics data gives you the precision to move beyond generic emotional appeals and speak directly to what your shoppers actually care about.
Your #1 Power Value is Personal Responsibility (79% vs 42% general population). This means your shoppers see feeding their pet well as an expression of their own reliability and competence as a pet parent. Your marketing should validate and reinforce this identity. Don't just sell pet food — celebrate the responsible pet owner.
Use language like 'The responsible choice for responsible pet parents'
Create content that helps shoppers feel informed and confident in their decisions
Offer personalized nutrition consultations that position the shopper as an engaged, responsible owner
Avoid messaging that implies the shopper might be making the wrong choice — this triggers anxiety, not action
Trustworthiness scores 63% among pet food shoppers vs just 22% in the general population — the largest gap of any value. This is your most powerful insight. These shoppers need to trust your brand completely before they will buy. Trust is not built through advertising — it is built through transparency, consistency, and third-party validation.
Publish full ingredient sourcing information — where every ingredient comes from
Feature veterinarian and pet nutritionist endorsements prominently
Create a Trust Ambassador Program with real customers, vets, and pet professionals
User-generated content campaigns that show real pets thriving on your food
Third-party quality certifications displayed prominently on packaging and digital
Personal recommendations are trusted by 93% of pet food shoppers — by far the most influential channel. Yet most pet food brands under-invest in word-of-mouth activation and over-invest in paid media. Rebalance your channel mix to prioritize the channels your shoppers actually trust.
Referral programs with genuine rewards for both referrer and new customer
Vet and professional recommendation programs — make it easy for vets to recommend you
Sponsorships of pet events, shows, and community gatherings (83% trust sponsorships)
Community building — Facebook groups, forums, local pet owner events
Influencer strategy focused on genuine pet owner communities, not celebrity accounts
Loyalty scores 68% among pet food shoppers vs 47% in the general population. Once you win a loyal customer, they are extraordinarily difficult to lose — and they will actively recruit others. The Earnt Loyalists segment (16% of shoppers) will become your most powerful marketing asset if you can win them.
Loyalty programs that offer educational rewards, not just discounts
Pet birthday and milestone celebrations — personalized, memorable moments
Exclusive access programs for long-term customers (early product launches, community events)
Loyalty-based custom merchandise that commemorates the customer relationship
Anniversary recognition — acknowledge and celebrate customer milestones
They take their pet's nutrition seriously. It's an expression of their own competence and reliability.
Once earned, their loyalty is fierce and long-lasting. They become brand advocates.
The biggest gap. They must trust your brand completely before they will buy — and before they will recommend.