Are trends in Human Food reflected in Pet Food Purchase?

Changes are seen in our eating habits. We eat differently than we did in the past. Functional food and organic food are here to stay. The desire for health and well-being is a strong driver in food marketing (Goetzke and Spiller, 2014a). Next to these changes, humanization-or anthropomorphism-of pets by their owners is seen in consumer behavior. These changes have effect on pet related sales and marketing (Boya et al., 2012). Research of the combination of these two effects is the aim of this study and ads to literature a next layer on the dog-human relationship related consumer behavior and provides marketers with a more detailed perspective on targeting the dog owners.

Autorentext

Ernst Walet é licenciado em Ciências Agrárias, Holanda. Trabalhou para várias empresas produtoras de alimentos, das quais os últimos 17,5 anos num produtor de um alimento Premium Pet Food. A produção deste tipo de Pet Food fê-lo pensar porque é que os donos de animais de estimação estão a comprar isto. Razão para ele investigar e obter o seu Mestrado em Marketing e Gestão da Cadeia de Abastecimento.