Why Sensory & Consumer Insight Is the Missing Link in Confident Pet Food Growth
The pet food market has never been more competitive or more emotionally charged.
Pet parents are scrutinising ingredients, questioning claims, comparing formats and expecting products that deliver on nutrition and enjoyment. At the same time, brands are under pressure to innovate faster, justify price points and stand out in increasingly crowded categories.
Yet one challenge persists across the sector:
Too many pet food decisions are still driven by assumption rather than evidence.
The Hidden Cost of Assumptions in Pet Food Development
In pet food, “we think it’s OK, I’m sure pets will like it” just isn’t good enough.
Products fail not because they are unsafe or poorly formulated, but because:
· Pets don’t consistently accept them
· Owners don’t perceive sufficient value
· Claims don’t resonate or can’t be substantiated
· The product doesn’t clearly outperform competitors
When that happens, the cost goes far beyond slow sales:
· Reformulation and re-testing
· Packaging and messaging changes
· Lost retailer confidence
· Missed trust with pet owners
The most expensive mistake a pet brand can make is launching without truly understanding both the pet and the pet parents.
Sensory Insight vs Consumer Insight: Why Pet Food Needs Both
One of the biggest misunderstandings in pet food research is assuming that acceptance equals success.
It doesn’t.
· Sensory insight helps you understand how a product performs on attributes such as aroma, appearance, texture, crunch, or mouthfeel, often assessed via trained panels or structured methodologies.
· Consumer insight tells you how pet owners perceive, choose and repurchase and how those perceptions influence trust and loyalty.
In pet food, success sits at the intersection of:
· Pet response
· Owner belief
· Emotional reassurance
When these insights are connected, brands can:
· Identify what genuinely drives acceptance and preference
· Understand trade-offs between health, indulgence and enjoyment
· Optimise recipes without undermining trust or claims
Claims in Pet Food: Powerful but will come under Scrutiny
“Highly palatable.” “100% Organic – Grain Free” “Loved by 8 out of 10 dogs.” “Healthier without compromise – Nothing Artificial”
These statements matter, especially in pet food, where trust is everything.
But today’s market demands:
· Robust competitive benchmarking
· Transparent methodologies
· Defensible evidence behind performance claims
Retailers, regulators and increasingly informed pet owners expect proof, not promises.
Insight is no longer just about learning – It’s about credibility and protection.
Why Early Insight Creates Better Pet Food Innovation
The most confident pet brands don’t wait until launch to listen.
They use early-stage sensory and consumer insight to:
· Screen concepts before full development
· Optimise recipes early, not reactively
· Compare against real competitors—not internal benchmarks
· Make braver, faster decisions on what to progress or pause
Early insight doesn’t slow innovation in pet food.
It reduces waste, shortens development cycles, and improves success rates.
Putting Insight at the Heart of Pet Food Strategy
Insight should not be a final hurdle.
It should inform:
· Go / no-go decisions
· Range renovation vs new innovation
· Format and flavour expansion
· Premiumisation and value positioning
When used properly, sensory and consumer research becomes a commercial growth tool, not a cost line.
The pet food brands winning today aren’t guessing what pets and owners want.
They’re listening earlier and acting with confidence.
A Final Thought
If you’re making big decisions about formulation, palatability, claims or renovation this year, the question isn’t:
“Do we need more research?”
It’s:
“Do we truly understand what drives acceptance, trust and repeat purchase?”
At Wirral Sensory Services, we help pet food brands turn sensory and consumer insight into confident, evidence-based decisions, reducing risk and strengthening performance in market.
