Every pet brand knows the moment. The formulation is signed off, the packaging looks great, the nutritional profile ticks every box. Then the product reaches a real kitchen and the dog walks away from the bowl.
Pet products face a challenge that most food and drink launches don’t: two consumers decide whether they succeed.The owner buys the product, and the pet decides whether to eat it again. If either says no, repeat purchase disappears.
Two consumers, two sets of questions
The pet: Is the product accepted? Is it eaten readily, and does that last beyond the first few feeds? Pets can’t tell you what they think, so you have to observe what they do.
The owner: Do they like the look, smell, texture and handling of the product? Do they see value in it, and do they notice their pet enjoying it?
A product that delights the owner but not the pet, or the reverse, rarely achieves the repeat appeal that long-term sales depend on.
Why the lab isn’t the whole story
Controlled testing has its place, but pets live in homes, not labs. Routines, feeding habits and household dynamics all vary. A product that performs well in a single session can behave very differently over a week of ordinary life.
Testing in real homes shows how a product performs where it will actually be bought and used. It gives you honest evidence of acceptance and repeat appeal, not just a first impression.
What good pet research should tell you
Whether you’re launching a new recipe, reformulating an existing one or entering a new category, useful research should answer four questions.
Firstly, preference. So, how does your product compare with what the pet eats now, or with a competitor’s? Secondly, acceptance. Is it eaten willingly, and do owners report any issues? Thirdly, repeat appeal. By this we ask will the pet still want it once the novelty wears off? And finally, owner perception. Does the owner’s view of the product, from pack to bowl, support a second purchase?
From findings to decisions
Data alone doesn’t help a product team. Clear direction does: what to change, what to keep and what to say. WSS focuses on prioritised recommendations rather than raw data dumps, so NPD, marketing and commercial teams can act on the results straight away.
Independent evidence also carries weight beyond your own team. An impartial report on product performance can support retailer conversations and help secure new listings.
When to test
The best time is before launch, while changes are still affordable. Other good moments include testing a prototype, protecting loyal customers through a reformulation, benchmarking against category leaders and substantiating a marketing claim.
Getting started
Wirral Sensory Services has conducted sensory and consumer research since 1997 for food, beverage and household brands. If you’re preparing to launch or improve a pet product, their team can design a research approach around your questions.
Want to know what pets and their owners really think? Speak to an Insight Specialist at WSS today.
