Friday, April 11th, 2014

While we’ve all got the message about the virtues of healthy eating, it seems we’re gradually becoming aware of what we feed our four-legged friends too. Roy Morgan Research looks at changes in our pets’ diets since 2009.

In 2009, 48% of Australian dog owners fed their dogs table scraps, but by 2013 this figure had dropped to 42%. Over the same period, the proportion of dog owners who fed their canine companion dry or packet food increased fractionally from 83% to 84%, as did the proportion feeding their dog chilled food in the form of pet food rolls/sausage packs, from 20% in 2009 to 21% in 2013.

No more leftovers for Rover: dog food trends since 2009


Source: Roy Morgan Single Source, Australians14+ (January 2009 – December 2013), average annual n=7,191

While there is no way to quantify the nutritional content of table scraps, it could potentially be argued that the scraps which humans can’t, or choose not to, eat won’t always be as nutritionally balanced as specially prepared, pre-packaged dog food. Furthermore, 81% of owners who claim their dogs are ‘fussy eaters’ feed them dry or packet food — suggesting that ‘healthier’ doesn’t necessarily mean ‘less tasty’.

Kitty cuisine

As with dog food, the most noteworthy trend in cat food is the gradually declining proportion of Aussie cat owners feeding table scraps to their feline family member, from 20% in 2009 to 16% in 2013.  Also similar is the slight increase in popularity of dry/packet food among cat owners, up from 89% to 90%.

A far greater proportion of cat owners (66%) feed their furry friend canned food than dog owners (43%), while far fewer (4% vs 21%) opt for chilled pet food rolls/sausage packs — not especially surprising, considering that this type of pet food is geared more to dogs.

Famished felines and hungry hounds: what dog owners and cat owners feed their pets


Source: Roy Morgan Single Source, (January 2013 – December 2013), n=8,856. Base: Australian dog owners aged 14+ and Australian cat owners aged 14+

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“In what must be good news for dog food manufacturers, the last five years have seen a decrease in dog owners feeding table scraps to their dogs, and a gradual shift towards manufactured food, particularly dry/packet food and pet food rolls. Manufacturers appear to be fuelling the trend, with brands such as My Dog extending their range with ‘My Dog Light’, and Pedigree using the slogan ‘every dog deserves leading nutrition’.


“Curiously, fewer cat owners are feeding their cats table scraps than they were in 2009, too. However, trends in cat food have otherwise remained fairly stable. More interesting are the differences between cat owners’ choices and those of dog owners, with the former generally more likely to opt for manufactured food (canned or dry) than the latter.


“With Roy Morgan’s revolutionary new profiling tool, Helix Personas, marketers can now refine their search for target buyers with unparalleled accuracy.


“For example, over the last two years, 66% of dog owners in the ‘Country Comforts’ Persona fed their dog table scraps, compared to 44% of total Aussies. Country Comforts comprise mid-life country families, usually educated, with moderate personal and household incomes. Financially cautious, they would probably view table scraps as an economical alternative to buying pre-packaged pet food.


“On the other hand, 30% of dog owners from the ‘Successful Immigrants’ persona fed their dog pet food rolls over the same period. This group tends to be ethnically diverse, hard-working and high-achieving, with a fondness for the trappings of success — which might very well include fancy food for Fido!”

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


pet food, dog food, cat food, my dog, pedigree, fmcg, retail




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