» Pet Owner Channel Use Study, January 2008

table of contents

This study sheds considerable light on the role of price, convenience, veterinary influence and other factors on why and where pet owners purchase health-related products. The Pet Owner Channel Use Study, a national survey of 1,000 dog and cat owners, examined brand usage and shopping preferences for several categories of products, including several sold by or on the recommendation of veterinarians.

The product categories included are:

• Flea and tick control
• Heartworm prevention
• Therapeutic and wellness pet food
• Dental health products
• Pain management
• Joint health supplements

In addition, the research explored usage of pet health insurance, as well as boarding and daycare services, which often include veterinarian involvement.

The channels examined included: veterinary clinics, Internet, catalogs, pet stores, pet superstores, mass merchandisers, member clubs, grocery, feed and farm/fleet stores.

The Pet Owner Channel Use Study from Brakke Consulting and The Pert Group provides valuable insights for pet products companies for refining distribution strategies or defending entrenched positions. It is also useful to the veterinary community in determining how to leverage veterinarians’ premier position as influencers of product choice.

For more information, contact project manager John Volk.

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