Navigating Two Unique Audiences in the Pet Industry

The pet industry is a unique market, as businesses must cater to two distinct audiences: the pet owners, who hold the buying power, and the pets themselves, who are the ultimate end users of the products and services.

Pet owners are emotionally invested in the well-being of their pets, making them key decision-makers who value quality, safety, and comfort for their companions. However, the actual consumers of these products are the pets, whose behaviors and needs can influence the purchasing decisions of their owners.

Understanding and connecting with both audiences is critical to the success of any pet-focused business.

The Dual Dynamic of Pet Ownership

Let’s take the example of food and treats. While a pet owner will look at ingredients, nutritional value, and even sustainability, pets will react based on taste, smell, and texture. If a pet enjoys a specific brand of treats and exhibits positive behavior (like excitement) when given the treat, the owner is likely to repurchase, even if it’s a premium-priced item. The pet's behavior effectively closes the sale.

Similarly, pet toys serve as another example. While a pet owner may focus on safety and durability when purchasing a toy, pets will gravitate toward items that satisfy their instincts—such as toys that squeak for dogs or those that stimulate hunting instincts in cats. If the pet shows an affinity for certain toys, the owner will likely return to purchase similar items.

The Role of Behavioral Science Marketing

BSM Partners offers valuable insights into both the psychological motivations of pet owners and the behavioral patterns of pets, allowing businesses to create strategies that resonate with both. By understanding the buying habits of owners and how their purchasing decisions are influenced by a pet’s interaction with those products, you can tailor marketing efforts to address these unique dynamics.

For example, an ad campaign highlighting a product’s durability and its benefits for an owner’s peace of mind may win the owner’s trust. But testimonials or user-generated content showing how much pets love the product adds an emotional layer that also drives conversion. BSM Partners studies these interactions to craft strategies that tap into both logical and emotional decision-making processes.

How Pets’ Behavior Influences Purchasing Decisions

Pet behavior is a significant driver in what products owners buy. If a pet shows excitement, energy, or satisfaction with a particular product, an owner will often make that a regular purchase. A dog’s fondness for a specific bed, for instance, can lead to the purchase of similar items. Pets can also reject certain products, like beds, foods, or toys they find uncomfortable or unappealing, prompting owners to try alternatives that better match their pet's preferences.

Crafting Products That Meet Both Audiences

BSM Partners helps bridge the gap between the owners’ expectations and the pets’ needs, ensuring your products hit the mark with both audiences. By observing behavioral trends, companies can create items that satisfy the emotional connection owners have with their pets while delivering on functionality that pets respond positively to. This is particularly important in categories like nutrition, where owners want to ensure their pets are healthy, and the pets must find the food appealing enough to consume regularly.

How BSM Partners Can Help Your Pet Business

Earlier in my career, I have participated in many consumer focus groups to develop products that not only satisfied owners' expectations but also addressed pets' unique nutritional needs. If you're looking to start a pet care business or develop new products, reach out to BSM Partners. We are a full-service pet industry consulting company ready to help you understand and meet the needs of both your audiences—pets and their owners—ensuring your business’s success in the increasingly competitive pet industry.

BSM Partners combines data, behavioral insights, and expert guidance to make sure your business has the tools to craft products and marketing campaigns that resonate with both audiences, setting your brand up for long-term loyalty and growth.

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About the Author

Beth Jarvis is the Director of Product Innovation at BSM Partners. Throughout her career, she has been responsible for delivering new products to the pet care market from ideation through all stages of development, both domestically and internationally. As a mother, Beth leads a busy life at work and at home, and juggles it all with grace.