Pet ownership today is about mutual wellbeing of companions

To better understand this broader shift in how pets are seen today, we conducted study, together with strategy consultancy Noren, on how dog and cat owners perceive pet ownership and what implications this has for feeding their pets in Finland and Sweden.

The results were even more interesting that we anticipated. 

–  Over the years, a dog’s role has evolved from a hunting assistant and a guard to a family member. Now our research together with Noren shows that pet owning is evolving from ownership to companionship. In this new companionship, a pet’s species and breed-specific needs are recognised and met, and reciprocity is key: the human cares for the pet, and the pet, in turn, cares for the human, comments Marjo Saimanen, Marketing Director, Snellman Petfood. 

Mutual wellbeing of companions 
The research provided evidence of the transition from one-sided care to mutual care of a family members that Snellman Petfood has already seen implications of. This mutual bond seems to feel particularly important in a world that is increasingly hectic and uncertain. The new way of thinking is transforming pet-related consumption, shifting priorities and guiding decisions in entirely new ways. 

The shift to companionship is visible e.g. in demand for pet nutrition. Holistic wellbeing, awareness of individual needs, and mutual care are conscious choices, outweighs aesthetics and trends. For example, the owner can spend a lot of time meticulously preparing by hand a pet’s meals or spend most of their free time at a shared hobby – or just cuddle together on the couch.

These are not just acts of care for the needs of pet. They give pleasure and increase the wellbeing of both human and the pet.  

This is reflected in pet nutrition. The demand for natural raw food for dogs has been rising steeply over the past years. As with their own nutrition pet owners put more weight and careful consideration on their pets’ individual needs and wellbeing. They expect more information and expertise, e.g. the latest scientific research, from pet food manufacturers to support their decisions.  

 –  Pet owners are more interested in pet nutrition than ever before and want to know what kind of nutrition is best for their pet. The growing need for expert information on pet nutrition puts more expectations to pet food manufactures. We want to answer this need, continues Marjo Saimanen. 

Those who make interspecies companionship the guiding principle of their products, services, and communications not only act ethically but also build sustainable growth and trust in world that feels uncertain. Companionship with a pet strengthens human resilience, while species-specific thinking ensures that animal wellbeing remains at the heart of brand development. 

Read more about the study Snellman Petfood conducted with Noren: 
https://www.noren.fi/insights-eng/pet-care-moving-beyond-ownership-to-companionship 

Additional information:
Marjo Saimanen, Marketing Director, Snellman Petfood, e-mail: marjo.saimanen(a)snellman.fi, tel. 044 5353 045

Vilma Wiitakorpi Björkman, Director, Communications and Sustainability, Snellman Group, e-mail: vilma.wiitakorpi-bjorkman(a)snellman.fi, tel. 050 3080 879