Maximising the Petsumer Marketing Strategy

Are you tapping into the potential of the petsumer or pet consumer market? In this blog, we’ll unveil how a targeted pet marketing strategy can revolutionise your approach, engaging with pet owners and leveraging trends to ensure your brand stands out in a crowded market.

Man is typing on laptop with ginger cat sleeping on keyboard.


Who Is The Petsumer?

Petsumers refers to consumers who not only own pets but also consider them as integral members of their family and are willing to spend money on high-quality products and services to ensure their well-being and happiness. This demographic is distinguished by their purchasing habits, which are deeply influenced by their love and care for their pets.


Understanding the Petsumer

The typical petsumer profile includes those who:

  • Treats pets as family members.
  • Prioritises pet health, nutrition, and comfort.
  • Seeks products and services that align with their values, such as sustainability and ethical production.
  • Actively searches for information and recommendations to make informed purchasing decisions.

Why is Petsumer Marketing Important?

The petsumer represents a significant and growing market segment with distinct needs and preferences. This demographic is known for its strong loyalty to brands that successfully cater to their pets’ needs and share their values. Understanding the petsumer is crucial for businesses within the pet industry for several reasons:

  • Increased Spending: Petsumers are often willing to spend more on premium products and services for their pets, from high-quality food and healthcare to luxury accessories and grooming services.
  • Brand Loyalty: Once they trust a brand, petsumers can become loyal advocates, recommending products and services to fellow pet owners.
  • Influence on Trends: Petsumers are early adopters of emerging pet care trends, including organic pet food, tech gadgets for pets, and pet-friendly travel.

Engaging the Petsumer

To effectively engage with petsumers, businesses need to go beyond traditional marketing strategies and create meaningful connections that recognise the depth of the relationship between pet owners and their pets. This involves:

  • Personalised Experiences: Tailoring marketing messages and products to meet the specific needs of different types of pets and their owners.
  • Quality and Transparency: Emphasising the quality of ingredients, materials, and manufacturing processes, along with transparent business practices.
  • Community and Support: Building a community around your brand by offering platforms for pet owners to connect and share their experiences.


Key Elements to Optimising the Petsumer Strategy

Crafting an effective petsumer or pet marketing strategy involves understanding the unique bond between pets and their owners and leveraging this connection to engage your audience. Here are the key elements to consider:

Emotional Connection

Core Principle: Forge a strong emotional bond with your audience by showcasing the love, joy, and companionship pets bring into our lives.

Actionable Tip: Create and share content that tells heartwarming stories of pets and their owners. Use real-life testimonials, engaging videos, and compelling narratives that highlight the emotional benefits of your products or services.

Educational Content

Core Principle: Position your brand as a trusted source of information by providing valuable educational content related to pet care, health, and wellness.

Actionable Tip: Develop blogs, videos, infographics, and guides that answer common pet-related questions. Topics can range from nutritional advice to behaviour training tips.

Community Engagement

Core Principle: Build a community of passionate pet owners who can connect, share experiences, and engage with your brand on a deeper level.

Actionable Tip: Utilise social media platforms to create groups or forums where pet owners can interact. Organise events, contests, and Q&A sessions to foster a sense of community.


Core Principle: Recognise that every pet and pet owner is unique, offering personalised experiences, products, and services.

Actionable Tip: Implement quizzes or surveys on your website to gather information about pets’ specific needs, allowing for personalised product recommendations or content.

Sustainability and Ethics

Core Principle: Reflect the growing concern for sustainability and ethical practices in your products and marketing efforts.

Actionable Tip: Highlight any eco-friendly practices, cruelty-free products, or contributions to animal welfare causes. Ensure your supply chain and product ingredients adhere to ethical standards.

User-Generated Content (UGC)

Core Principle: Leverage content created by your customers to build authenticity and trust. 

Actionable Tip: Encourage your audience to share their own stories, photos, or videos using your products. Feature this content on your platforms and run UGC campaigns or contests. 

Influencer Partnerships

Core Principle: Partner with pet influencers who align with your brand values to extend your reach.

Actionable Tip: Collaborate with influencers for product reviews, sponsored content, or takeovers. Choose influencers based on their engagement rate and audience relevance rather than just follower count.

Mobile Optimisation

Core Principle: Ensure your digital content is optimised for mobile consumption, recognising that many pet owners access information via smartphones.

Actionable Tip: Make your website and emails mobile-friendly, with fast loading times and easy navigation.

Experiential Marketing

Core Principle: Offer memorable experiences that allow pet owners to interact with your brand in meaningful ways.

Actionable Tip: Host events, workshops, or pop-up stores where pets and owners can try your products, meet other community members, and participate in fun activities.


Case Study: Petsumer Marketing Strategy of Famous Brands

Examining the strategies of brands like Pedigree and Purina, we highlight how they’ve successfully engaged the Petsumer market. These case studies provide actionable insights into developing campaigns that resonate with pet owners and result in increased brand loyalty and sales.


Pedigree has always placed a strong emphasis on emotional marketing, crafting campaigns that tug at the heartstrings of pet owners worldwide. Their strategy often involves storytelling that highlights the bond between pets and their owners, backed by a commitment to pet health and nutrition. For instance, their “Feed the Good” campaign showcases the positive effects dogs have on humans. 

Tip: Emphasise the emotional benefits of your products or services in your marketing campaigns. Create content that celebrates the bond between pets and their owners.


Whiskas leverages educational content to connect with cat owners. Their “Cat Diaries” campaign provided insights into the mysterious world of cats, combining intriguing facts with high-quality product placements. 

Tip: Use educational content to inform pet owners about their pets’ needs and behaviours. This positions your brand as a trusted source of information and subtly integrates your products as solutions.


Purina excels in community building and personalisation. They engage pet owners through interactive platforms and personalised nutrition plans, acknowledging that each pet has unique needs. Their Purina ONE 28 Day Challenge encourages owners to observe health improvements in their pets, creating a direct link between product use and visible benefits. 

Tip: Foster an online community where pet owners can share their experiences and advice. Use these platforms to introduce challenges or activities that encourage product use and customer feedback.


Little cute puppy walking in pet shop on background of shelves with dog accessories


The petsumer marketing strategy represents a significant opportunity for brands to connect with pet owners on a deeper level. By understanding and addressing this demographic’s unique needs and preferences, companies can develop more effective marketing campaigns, foster brand loyalty, and ultimately drive business growth.

Partner with an experienced Bangkok social media marketing agency like Primal Digital Agency to further amplify your efforts and leverage our digital marketing expertise to engage pet lovers everywhere. Engaging with our Bangkok digital agency can provide the tailored strategies needed to effectively reach and connect with the pet consumer market through targeted digital marketing campaigns.