By Vanessa Doll
With every challenge comes an opportunity, and pet food branding has plenty of both. Pet food is an emotional category, but it can also be confusing, with so many product forms, nutrition philosophies, and choices available. The brands that build loyalty are the ones that solve a real problem while helping pet parents feel confident they are doing the right thing for their beloved pets.
Brand loyalty is imperative to the success of a CPG pet food brand because it drives repeat purchases and helps brands weather changes in price points caused by inflation or supply limitations. Perhaps not entirely unconditional, brand love is forgiving and the key to growth because brand loyalists will also do your marketing for you through word of mouth.
You drive trial and build brand loyalty by creating an emotional connection at the shelf. Consumers need to feel that your brand is speaking directly to them and understands their pain points. Of course, that emotional connection only goes so far: your product also needs to deliver a positive experience for both the pet and the person buying it.
What are the building blocks of pet food brand loyalty?
Pet food brand loyalty develops through five stages of the buyer’s decision-making process: a need is triggered, the consumer searches for a solution, options are assessed, a purchase is made, and the product experience reinforces or weakens the decision. Understanding these stages helps pet food brands create stronger connections before, during, and after the first purchase.
1. A need is triggered
The first stage begins when a pet parent recognizes a need or problem that requires a solution. The trigger can come from marketing, a recommendation, or something that happens organically within the household. A pet may be experiencing health issues, becoming a picky eater, or simply entering a new stage of life that changes its nutritional needs.
Sometimes the trigger is emotional rather than practical. A gut-wrenching Super Bowl commercial can make pet owners question whether they are feeding their beloved pets as well as they could. Either way, the consumer has reached a moment where a change feels necessary.
2. A search for the right option begins
Once a need has been identified, pet parents begin searching for the right solution. Marketing, influencers, positive brand associations, and trusted retailers can all become starting points for identifying potential products. The goal for brands is to be present when consumers move from recognizing a problem to actively looking for an answer.
3. Pet parents assess their options
After searching, consumers compare the products and brands they believe could solve their problem. Referrals are especially powerful in the pet category because trainers, veterinarians, family members, and friends can strongly influence pet owners who are looking for solutions.
This is where a brand’s emotional and functional benefits need to work together. Consumers want to understand what makes a product effective, but they also want confidence that choosing it says something positive about the kind of pet parent they are.
4. A purchase decision is made
The purchase decision is typically based on a combination of value, convenience, availability, and positive brand associations. When a consumer chooses your product, you have successfully moved them through the first four stages of the buying journey.
But the purchase is not the end of the process. In pet food, the first product experience is especially important because the consumer cannot always predict how their pet will respond to a new flavor, texture, or formula.
5. The product experience reinforces or challenges the decision
After purchase, the pet’s reaction determines whether the consumer feels good about the decision. A pet may dislike the flavor or texture, creating an experience that is difficult for the consumer to predict before buying. That makes the first purchase a genuine trial experience, even when the consumer entered the store with strong positive associations.
When a product works well and the pet enjoys it, the experience reinforces the consumer’s decision. More importantly, the product can make the pet parent feel like they are doing something good for their beloved companion.
Emotional connection is what turns trial into loyalty
Emotional connection creates pet food brand loyalty when a product delivers functional benefits while also helping consumers feel like good pet parents. When the pet is healthy, happy, or visibly enjoying its food, the consumer receives emotional confirmation that they made the right choice. That positive reinforcement gives the brand a stronger position in the next buying cycle.
And this is where pet food branding becomes especially powerful. A successful product does more than solve a nutritional or behavioral problem. It connects to a deeper desire: the desire to care for a beloved pet and feel confident that you are giving them the best possible life.
That emotional connection is what can turn a trial into a repeat purchase, and a repeat purchase into loyalty. When the product delivers on its promise and creates delight for both the pet and the pet parent, you have connected with consumers on a deeper level.
And this is how brand loyalty is born.
To learn more about building a pet food brand, read this article.
Vanessa is Partner & Director of Relationships at Freshmade. From bar owner to account lead, strategist to agency owner, she’s spent years in the trenches with leading CPG brands modernizing and optimizing their positioning to maximize growth.
Freshmade is a CPG Branding and Strategy Design agency focusing on food branding and package label design. We design for digital, from campaigns to websites, and have an in-house photography studio. Our goal is to accelerate growth for our clients through mouthwatering, thoughtful brand building and design. Notable clients we have designed CPG packaging for include Bolthouse Fresh, Evolution Fresh, Hartz, Publix, Mastronardi (Sunset), Annie Chun’s, Factor, and many more
