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The Dog Food Market in Portugal: Brand preferences and Specific Research Questions
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This thesis explores Portuguese consumers’ preferences for dog food, focusing on
availability, health benefits, organic quality, price, and sustainability. Through interviews,
perceptual mapping and conjoint analysis, price emerged as the most influential factor, with
younger, eco-conscious consumers prioritizing health benefits and sustainability. Royal Canin
leads in scientific innovation, while Advance and Purina struggle with differentiation. PorSi’s
value-for-money positioning is hindered by low trust and appeal. The ideal product – available,
affordable, health focused, organic and sustainable - remains unavailable, as consumers expect
high quality at the lowest price. This research reveals an opportunity for pet food brands to meet
consumer expectations.
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Dog food industry Purchase patterns of consumers Pet food Organic ingredients Nutritional worth Environmentally friendly Current patterns in the market Perception of a brand Portugal’s pet food industry