The owner-pet relationship is a key indicator of willingness to spend.

It’s no secret that pets mean different things to different people. Most of us have seen a woman with a dog in her purse or know of someone with an outside dog. These people are nothing alike, but we lump them together because they are all pet owners. Why? Because we aren’t thinking about how these pet owners feel about their pets.

We often assume they have the same wants, needs and concerns for their pets when in fact nothing could be further from the truth. In a recent segmentation study, Trone found just how different they really are, identifying distinct pet owner segments. The study explores the often complex relationships between pets and owners, and their willingness to spend on pet care.

Using the Trone Brand Connections Panel with over 2,000 respondents of dog and cat owners, we found that 76% of all dog owners stated that their pet is a significant contributor to their well-being. The study also looked at how relationships changed in the different life stages of pets (puppies/kittens, adult and senior). Puppy and kitten owners are typically younger, are moderately more likely to have children and tend to visit their vet more often. Puppy owners are also more active with their pet, while senior pets tend to be with older owners.

Identified Pet Owner Segments

Most pet owners fall into one of eight unique categories. The names of each segment mirror the role that the pet plays in the pet owner’s life.

The more than four million people that Trone estimates are in the Pampered Pooch segment often say their pet is their best friend. The nearly five million people in the Handbag Dog segment are upscale, highly educated and like to show off their dogs. These unique relationships are great indicators of a pet owners willing to pay for pet care as seen below.

Pet's role in how I define myself

Understanding the attitudes that people have about their pets is critical for marketers to grasp if they want to achieve strong business results and use their budgets wisely. This study highlights significant differences, among segments, in the type of products and services a pet owner buys, such as food, medical and veterinary needs. For example, nearly 60% of the Pampered Pooch segment would spend $3,000 or more to treat their pet’s terminal illness in the last two-three years of its expected lifespan and more than 70% of the Wingman segment have used or would consider pet insurance (57% would consider). It also highlights the amount owners are willing to spend on these products and services based on the relationship they have with their pet. The old saying that a dog is a man’s best friend is true for some segments, but for others, today’s pet sleeps in your bed and provides the entire family with a friend and companion.
This study reinforces the importance of targeting the right segment with the right message at the right time. Companies cannot push their products to these pet owners and expect a positive result. They must identify the segment or segments that are best for their brand and craft relevant messages to each segment and create an ongoing dialogue to get into the hearts and minds of their customers.