GfK Identifies 10 Million US Households as High-Value Targets for Pet Retail

Pet Owner Navigator helps manufacturers, retailers maximize the value of marketing, store investments

NEW YORK--()--A new GfK analysis has identified over 10 million US households that represent the greatest potential value for pet retailers and manufacturers. Using GfK’s Pet Owner Navigator, manufacturers and sellers in the pet retail marketplace can target their most important potential customers more efficiently in specific geographies – through promotion dollars, shelf-stocking decisions, in-store promotions, and other marketing efforts.

Click here to download a sales sheet for Pet Owner Navigator.

Pet Owner Navigator divides consumers nationwide into six groups based on their pet attitudes, buying habits, and location of residence. The highest-value segment, Privileged Pet, represents 9% of US households, is well educated, and has a high likelihood of earning over $100,000 annually. Members of this group tend to live in urban and inner suburban areas and prefer to purchase pet food at pet specialty stores; they appreciate the expertise of the store owners and are generally not concerned that the prices may be a bit higher.

Other groups tracked by Pet Owner Navigator are:

  • Waffling Woofers (27% of US households) – not loyal to a particular pet channel
  • Bargain Buddies (17%) – driven primarily by price concerns when it comes to pet purchases
  • Cyber Sidekicks (11%) – would rather shop for pet products online
  • Vets R Us (4%) – visit their veterinarians often and strongly prefer to buy their pet supplies there
  • Antipetism (32%) – not likely to own a pet or be buying pet products

GfK’s Retail and Technology team developed Pet Owner Navigator by segmenting extensive data on US consumers. Using this analysis, manufacturers or retailers can allocate marketing funds against the right geographies and stores; distributors can support retailers with the right marketing programs; and marketing and sales professionals can distribute marketing dollars more wisely.

“The days when stores and manufacturers could simply ‘mass-target’ their customers have passed,” said Neil Portnoy, Managing Director of GfK’s Retail and Technology team in North America. “Using Pet Owner Navigator, retailers and manufacturers alike can personalize their offers, product selection, and marketing activities for maximum effect in a given region. Privileged Pet may represent the biggest opportunity – but it is also essential to know if customers in a certain area prefer to shop online, are driven by price considerations, or tend to rely on their vets for pet products. Each of these suggests a different set of tactics for both manufacturers and sellers.”

About GfK

GfK is one of the world’s leading research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en

Contacts

GfK
David Stanton, +1 908-875-9844
VP, Marketing Communications
david.stanton@gfk.com

Release Summary

New GfK analysis has identified over 10 million US households that represent the greatest potential value for pet retailers and manufacturers.

Contacts

GfK
David Stanton, +1 908-875-9844
VP, Marketing Communications
david.stanton@gfk.com