Determinants of pet food purchasing decisions.

The objective of this study was to identify determinants of pet food purchasing decisions. An online survey was administered via e-mail, newsletters, and social media. A total of 2181 pet owners completed the survey: 1209 dog owners and 972 cat owners; 26% of respondents were animal professionals. Pet food characteristics ranked the highest were health and nutrition, quality, ingredients, and freshness. The veterinary healthcare team was reported to be the primary (43.6%) and most important source of nutrition information for pet owners; Internet sources were the primary information source for 24.6% of respondents. Most pet owners reported giving equal (53.1%) or more priority (43.6%) to buying healthy food for their pets compared with themselves. Results suggest that pet owners face numerous challenges in determining the best diet to feed their pets.