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This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.
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What you need to know
At 61% ownership, pets are common among Canadian households. The relationship between owners and their pets runs deep, driving an approach to care akin to that of a parent and their child. As pet owners feel that the benefits of owning a pet far outweigh the work involved, they are often willing to spontaneously spend discretionary dollars on treats and toys, though their approach to foods is met with much scrutiny. Events celebrating the emotional bond (eg birthdays or doggie triathlons) will generate engagement with pet owners.
