Psychographic Segmentation Of The Pet Food Industry

According to market research, millennials have surpassed baby boomers as the largest generation of pet owners. Today, pet owners lean toward feeding their beloved pets more organic based foods. Despite the changing economy, average wages, and student debt, today’s generation are more likely to feed their pet’s premium pet food as opposed to older generations. To meet consumer demand, pet food companies have started producing more organic or natural food with unique ingredients such as kale, pumpkin, and blueberries. (Burke, 2016). Today the target market has shifted from the more traditional pet food products to premium and even super premium foods. Pet owners look for products with the labels of “all natural” or “organic” ingredients. (maybe …show more content…
Iams utilizes many forms of media advertising such as TV ads, newspapers (i.e. coupons), magazines, billboards, and the internet. Psychographic segmentation applies in that consumers today are doing more research on pet food products before purchasing. The internet has become the number one research tool with consumer’s googling products and reading reviews on company websites and social media (ex. Facebook and Twitter). Consumers are also more environmental conscious so a products packaging plays an important role as well in their purchasing decision. (site iams media plan …show more content…
The Iams Delights is a result of feedback from consumers who wanted to see more flavor variety and meat chunks in their cat’s wet food products. Like the Iams Mini treats for dogs, Iams Delights is free of gluten, artificial flavors, colorings or fillers. The advertising campaign was supported by print ads, TV commercials, social media, PR, and in-store point-of-sale with the slogan of “I am more than just a cat, I am an Iams cat” The product is available for kittens, adult, and senior cats. (Pickwick,