Animals and Advertising: An Emotional Marketing Lever?

The main area in which animals are the protagonists of advertising campaigns is that of pet food and accessories. According to the Assalco Zoomark 2020 Report, the sector is riding a positive trend, recording an increase in turnover of + 2.8% compared to 2018 . ” In 2019 – said the President of Assalco Gianmarco Ferrari in the press release issued for the publication of the thirteenth Assalco Zoomark Report – the positive trend of the Italian market continued, guided in purchasing decisions by attention to the well-being of one’s pet.. For the 2020 market trend, due to the COVID-19 emergency, it is difficult to make a prediction.

The evidence in our possession shows, in the week of the national lockdown, a phase of hoarding for stock of pet food, on a par with what was done for the basic necessities of the Packaged Large Consumption for human use. Further evidence we have recorded is related to the sales channels. After the lockdown on the entire national territory, the owners turned to purchases in local shops, confirming once again the similarity between products intended for pets and those for human consumption ».

Among the traditional channels, advertising within the stores still plays a very relevant role, influencingthe 32% of the owners of cats and 28% of those dogs and passing the data relative to television (indicated respectively by 24% and 19% of respondents). Within physical stores, the display that offers the greatest feedback in terms of sales is the extradisplay , or the replica of the display of products already on the shelf in a different area of ​​the store with the aim of highlighting to the proposal conveyed.
To complete the presentation of the proposal there is the staff of the store, which in 13% of cases manages to influence the purchase by owners who have not already found information on the web or from a veterinarian. In terms of information channels,The Internet is an important source for more than five out of ten shoppers to purchase specialty foods (just think, as the report shows, that 52% of dog owners and 62% of cats are looking for information on the product to buy, but also advice, on the Net)….

Leave a Reply

Your email address will not be published. Required fields are marked *