Summary of the article: https://doi.org/10.3390/ani15223235

The rapid expansion of the global pet food market and the diversification of products have intensified interest in understanding what truly drives pet owners’ purchasing decisions. Scientific literature on this topic remains broad yet fragmented, with most studies addressing only isolated aspects of the decision-making process. This summary synthesises the key factors influencing consumer behaviour toward commercial pet food, organised into categories that reflect how product attributes, owner psychology, social context and animal characteristics interact.

Global market landscape and relevance of consumer behaviour

The rise in pet ownership and the growth of the pet food market have created an environment where product availability far exceeds consumers’ ability to evaluate options. Understanding the drivers of choice is essential for manufacturers, retailers and product developers.

Key points

• The global market exceeds USD 150 billion and continues to grow steadily.
• More than 3000 product options increase decision complexity for consumers.
• Online channels represent over one‑third of sales, driven by subscription models and convenience.
• Obesity and sustainability concerns increasingly shape product perception.
• Research on pet food consumer behaviour remains limited and highly fragmented.

Methodology and scope of the review

The systematic review identifies 40 studies published between 2006 and 2024 across multiple disciplines. The geographical and methodological diversity highlights an emerging field with substantial knowledge gaps.

Key points

• Scopus, Web of Science and Google Scholar were used as primary sources.
• Most studies rely on quantitative surveys, with limited qualitative research.
• Strong concentration of studies in the USA and Europe; Asia is underrepresented and Africa absent.
• Research focuses predominantly on dogs and cats, with minimal attention to other pet species.
• Lack of longitudinal and cross‑regional comparative studies.

Table 1. Geographic distribution of studies on pet food consumer behaviour

Intrinsic product attributes

Intrinsic attributes relate directly to the composition and quality of the food. They are among the most influential factors in purchasing decisions.

Key points

• Perceived ingredient quality is a central driver.
• Nutritional composition strongly influences choice, especially among health‑conscious owners.
• High‑quality proteins, absence of additives and transparent formulations are valued.
• Palatability is decisive when owners prioritise acceptance by the pet.
• Sustainability of ingredients (insects, alternative proteins, by‑products) is gaining relevance.

Extrinsic product attributes

Extrinsic attributes include external elements that shape consumer perception.

Key points

• Price remains a key determinant, particularly in cost‑sensitive markets.
• Brand reputation influences trust and perceived safety.
• Packaging and visual communication affect first‑time purchase decisions.
• Claims and certifications (natural, grain‑free, sustainable) shape perceived quality.
• Online availability and subscription models increase loyalty and repeat purchase.

Table 2. Most influential extrinsic attributes in pet food choice

Psychological factors

Owner psychology is one of the most complex and least explored dimensions. It includes beliefs, perceptions, emotions and personal values.

Key points

• Humanisation drives preference for premium and “human‑grade” products.
• Health and wellness beliefs influence the adoption of “functional” diets.
• Risk perception affects acceptance of novel ingredients (insects, by‑products).
• Trust in veterinary advice is a major driver in clinical nutrition decisions.
• Misalignment between owner perception and actual pet condition is common, especially in obesity.

Biological and physiological factors

Animal characteristics directly influence food choice.

Key points

• Age, size and body condition determine nutritional needs.
• Chronic diseases guide owners toward specialised diets.
• Palatability and digestive tolerance influence repeat purchase.
• Obesity is a critical factor that should influence choice, yet many owners fail to recognise it.

Sociocultural factors

Social and cultural context shapes product perception and purchasing behaviour.

Key points

• Human food trends transfer directly to pet food (natural, organic, grain‑free).
• Social media and online communities increasingly influence decisions.
• Education and socioeconomic status affect sensitivity to nutritional claims.
• Cultural norms determine acceptance of alternative proteins.

Situational factors

Circumstances surrounding the moment of purchase also affect decision‑making.

Key points

• Promotions and discounts influence immediate choice.
• Product availability in store or online determines final selection.
• Urgency to address a health issue accelerates adoption of clinical diets.
• Veterinary recommendation carries greater weight in disease contexts.

Limitations of current research

The literature reveals significant gaps that limit a full understanding of consumer behaviour.

Key points

• Lack of longitudinal studies tracking changes over time.
• Limited methodological diversity; surveys dominate.
• Underrepresentation of emerging markets with high growth potential.
• Insufficient integration of sustainability, welfare and owner psychology.
• Absence of studies analysing interactions between purchase channels and decision drivers.

Conclusion

Pet food choice is a multifactorial process shaped by product attributes, owner psychology, animal characteristics and sociocultural context. Current research shows an emerging yet fragmented field with substantial opportunities for deeper investigation. Understanding these drivers is essential for developing products aligned with real market needs, improving technical communication and advancing toward more sustainable and health‑conscious pet nutrition systems.