The dog food market in Portugal: presentation of the attribute and brand preferences

Abstract

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.