Trone’s most recent economy study of over 3,300 consumers examined anticipated 2009 expenditures and interactions with brands across a number of key product categories including groceries, children’s, personal expenses and pets.

Given Trone’s extensive background in the pet category, the likelihood of pet owners switching products for their pets as well as the extent to which they were planning on spending less on their pets in the coming year were topics of special interest.  Overall, the news was very good for the pet industry.  A solid majority of pet owners indicated they were not planning on doing either.

Previous research had enabled Trone to identify pet owners who were more dependent on their veterinarians – those more likely than others to visit their vets often, consult with them on a variety of pet products and switch products based on their vets’ recommendations.  Interestingly, both dog and cat owners who were “vet dependent”  were significantly less likely to indicate they’d switch products or spend less on their pets in 2009. 

For example, while 38% of  less vet dependent dog owners indicated they’d switch products, only 29% of vet dependent dog owners were planning on doing so.  For cat owners, the percentages were 30% vs. 22%, respectively.  Regarding spending less in 2009, 29% of less vet dependent dog owners planned on doing so while only 20% of vet dependent dog owners were planning the same.  The same pattern was found for cat owners – 17% vs. 8%. 

Considering that vet dependent dog owners represent 44% of all dog owners and that vet dependent cat owners account for 34% of all cat owners, these findings should not be taken lightly.  Vet dependent pet owners comprise a group too large – and too valuable – to be overlooked.

Given the size of the constituency it serves, the veterinary channel is an indispensible link in connecting brands to pet owners as well as in maintaining brand loyalty.  Companies considering launching new products into the pet category would be well-advised to incorporate the veterinary channel into their overall brand strategy.