According to a survey of dog owners in pet-advanced markets across Europe and North America, product quality and nutritional value are among the most important factors when choosing dog food, while dry food and treats remain especially popular.

The survey found that the majority of dog owners in Belgium, Canada, France, the United Kingdom, and the United States identified quality as the most important criterion when selecting dog food.

Conducted by the pet owner online community Yummypets and pet industry magazine Pets International, the survey included around 1,500 pet owners. Overall, 60% of respondents said that quality was their top priority.

Other purchasing criteria included nutritional value at 50%, followed by price at 42%, health benefits at 29%, and flavor/taste at 23%.

Different from the UK’s Health-Focused Trend

By contrast, a separate survey conducted by Mintel among UK pet owners found that 60% of respondents consider health benefits an important factor when choosing pet food.

Although the two surveys are not directly comparable—one covers dog food across multiple countries, while the other focuses on pet food in general within the UK—it is still somewhat surprising that health benefits ranked relatively low in the Pets International/Yummypets survey.

That said, the same survey also found that 62% of UK respondents check ingredient lists to evaluate a product’s nutritional value, health benefits, and environmental impact.

The Popularity of Dry Food and Treats

The Pets International/Yummypets survey showed that dry food is the most commonly fed format, with 65% of owners saying they prefer to feed it. Dry food was especially popular in France (83%), Canada (75%), and Belgium (68%).

More than 30% of all respondents said they feed a combination of wet and dry food, with the practice being especially common in the UK, where 56% of dog owners reported doing so.

Treats were also highly popular. Overall, 63% of owners said they give their dogs treats every day. Among UK owners, that figure rose to 75%. By contrast, only 2% of respondents said they never give treats.

Price Segments and Nutritional Priorities

In terms of price range, mid-priced products (40%) and premium products (37%) were the most commonly purchased. Only a small share of owners reported buying super-premium products (9%) or low-priced products (7%).

Owners in France (46%) and Canada (41%) were more likely to purchase premium dog food, while 47% of UK owners tended to buy products in the mid-priced segment.

Among respondents who selected nutritional value as an important criterion, the most valued nutritional attributes were balanced nutrition (70%), digestibility (56%), and healthy skin and coat support (49%).

Preferred Animal Protein Sources

As for animal protein sources in dog food, beef was the most popular, supported by 50% of respondents. It was followed by salmon (44%), lamb (38%), and duck (30%). By contrast, other game meats, veal, and other fish each received support from less than 20% of respondents.

The survey also found that 65% of respondents were open to purchasing dog food made with alternative protein sources such as eggs (77%), vegetables/plants (63%), and algae (61%).

However, insect protein received a weaker response. Only about half of respondents said they would consider feeding it, while more than 20% said they would prefer not to.

Reference: How dog owners in five developed countries feed their pets