Pet owners seek nutritional advice

The majority of pet owners are very interested in pet nutrition and — spoiler alert! – they want to know more from their veterinarian. Our work with Trone Research and Consulting found that more than 6 in 10 pet owners believe that properly fed pets have fewer health problems and therefore lower veterinary bills. They also say they care as much about their pets’ nutrition as they do about their own. Millennials are even more interested in the topic than baby boomers, so expect this trend to continue for a while.

More than 50% of pet owners want to know more about 27 of the 40 nutrition topics covered in our research. What they most want to discuss with you are:

• Nutrition for healthy animals.
• What ingredients or proportions of ingredients they should look for or avoid in pet foods and treats.
• What pet foods and treats are considered healthy.
• Which pet foods and treats are “good,” “better,” or “best” from a budget standpoint.

Start a conversation

The most important takeaway from the list above is the connection to healthy animals, not animals with health issues, which means the information can be provided during wellness visits . The top three topics customers want you to cover without having to ask are:

• Grocery.
• Sweets.
• Food supplements.

So don’t wait until your patient has a health problem before starting to educate the owner about nutrition. Today’s customers want to be proactive about their pets’ health, and they expect you to do the same.

Pet owners, especially millennials, are influenced by various sources when choosing pet foods, but a veterinarian’s recommendation carries the greatest weight. Some customers are also willing to learn from your staff members, handouts, and posts on your website and social media.

Do you provide this type of information to customers? If you do, then you have a head start, because pet owners say very few of you do. Nutrition education seems to be a huge missed opportunity that clinics should address in depth with pet owners.

Keep in mind that the topics pet owners are interested in don’t necessarily relate to the products you sell. Customers appreciate you more when you give them insight. When you provide feedback on pet foods, snacks, or supplements that you don’t stock, your customers will likely trust you more and believe that you have their pets’ best interests at heart. Your willingness to share recommendations builds their trust and loyalty in you.

Six in ten pet owners who receive nutritional information from their veterinarian expressed positive reactions that our previous research has predictively linked to increased loyalty.

These reactions include:

• I was pleased with the amount of information provided.
• It made me feel like my vet was there for me.
• It helped me feel informed about my pet.
• This made me feel like my vet was taking the time to communicate with me.
• This made me feel like my vet was being transparent with me and keeping me informed.
• It made me feel like I was providing the best care for my pet.
• This made me feel like my vet had empathy and compassion.
• This made me feel like my veterinarian was taking a proactive approach to my pet’s health care.
• I learned everything I wanted to know about the subject.

Nourish your website

According to our research, most veterinarians do not proactively provide the nutritional information pet owners want. Customers will therefore find out online. The sources they find most useful might surprise you and should motivate you to visit your clinic’s website again.

The most useful online sources for pet owners are websites such as PetMD, Pet Health Network, and Google. Veterinary clinic websites link to those of professional organizations such as the American Veterinary Medical Association, to the websites of retailers such as Petco and PetSmart, and to the websites of manufacturers. When pet owners find Google more useful than your clinic’s website, it’s time for you to do something. Adapt your communication topics to the needs and preferences of pet owners.

Don’t Ignore Elderly Care

A subgroup of pet owners with a “know-it-all” attitude about nutrition is likely misguided about the health of older pets. Our research indicates that half of senior pets are fed regularly with adult food. Millennials, Gen Xers, and Baby Boomers all do it, but they shouldn’t take all the blame. The primary purchasing channel for pet food is mass merchants, grocers and pharmacies, whose shelves and websites do not emphasize senior food.

Veterinarians should make sure their clients understand that older pets often need foods formulated for age-related changes. You can emphasize the importance of proper nutrition when a client comes in with a young patient, but don’t assume the owner will remember your advice years later when that patient is an elderly person. When recommending a senior wellness exam, re-educate the client on the value of senior nutrition. In some cases, you might suggest that the owner change retailers. Don’t forget to educate your customers about senior issues through materials and your website.

Try something new

Our research found that three quarters of pet owners have changed their pet’s food in the last two years, sometimes for health or age reasons. The most common reason was that the pet owner wanted to provide variety. Sixteen percent changed because the animal stopped eating the old food.

These results were true for both cat and dog owners, so the problem wasn’t a finicky cat. We know that customers anthropomorphize their pets, so why should we be surprised that this attitude extends to food purchases? People like variety in their diet, and so do pets, right? In fact, 37% of millennials say their dog prefers human food to processed pet food.

We recommend helping your clients find pet food options appropriate for your patients’ health conditions and ages. Our research found that 40% of pet owners find the number of options completely overwhelming.

Pet owners need your advice on budget-friendly foods from their favorite retailers. If you proactively talk about nutrition during wellness visits, you’ll reap the rewards of increased customer trust and loyalty.

Diggo is a quarterly research report produced by Trone Research and Consulting that provides actionable market intelligence for veterinarians looking to better serve today’s pet owners. For more information, visit www.dig-go.com.