Blue Buffalo is a company that makes natural pet food for dogs and cats.
Most pet owners want to provide the best possible food for their furry friends. And most pet owners will agree that natural pet food is the best option. Yet not all of them will buy it.
So, who is the Blue Buffalo target market? Who buys natural pet food from Blue Buffalo for their pets? Is it just people who are concerned about their pet’s health, or is there a larger audience out there?
In this article, we will explore the main segments of the Blue Buffalo target market and discuss who is most likely to buy this natural pet food product.
Who is the Blue Buffalo Target Market?
And so, one of the best ways to understand this market is to understand the motivations that pet owners have to buy natural or organic food for their pets instead of normal food.
This doesn’t mean that those who buy normal food do not care about their pet. Sometimes, it is as simple as not thinking it is necessary.
By segmenting the market based on the pet owner’s motivations, we get the following segments of the Blue Buffalo target market:
- Pet Owners who feel that natural food is the best for their pet’s health
- Pet Owners who believe that natural pet food will help their pet live longer
- Pet owners who themselves eat organic or are vegan
- People who have pets with allergies or other special dietary needs
- Pet owners who have been asked by a veterinarian to switch to a natural diet for their pet
- People with pets who are recovering from a sickness or a surgery
Let’s look closely at each of these segments.
1. Pet Owners who feel that natural food is the best for their pet’s health
The most common reason that pet owners choose to buy natural pet food like that from Blue Buffalo is that they believe it is the best option for their pet’s health.
This includes pet owners who are concerned about the long-term effects of chemicals and other additives on their pet’s health, as well as those who want to avoid fillers and by-products.
These pet owners are almost always willing to pay a premium for natural pet food because they believe it is worth it in the long run for their pet’s well-being. They can be the most loyal segment of the Blue Buffalo target market.
2. Pet Owners who believe that natural pet food will help their pet live longer
Another common reason that pet owners choose natural pet food from Blue Buffalo is that they believe it will help their pet live a longer, healthier life.
This is especially common among pet owners who have had pets that have died prematurely or have been sick frequently.
They often see natural food as a way to prevent these problems in the future and are willing to pay more for it as a result. So, pet longevity is the driver for this Blue Buffalo target market.
3. Pet owners who themselves eat organic or are vegan
Interestingly, the rapid growth of the organic and vegan food markets for humans has led to an increase in the number of pet owners looking for the same in pet food.
These pet owners often feel that it is important to extend their ethical beliefs to their pets and want to avoid giving them products that contain animal by-products or have been tested on animals.
And so, people who buy organic food for themselves, are actually more likely to buy organic pet food as well. This is also true when it comes to buying meat for their pet.
4. People who have pets with allergies or other special dietary needs
Another target market for natural pet food is people who have pets with allergies or other special dietary needs.
Sometimes, these allergies stem from ingredients found in inorganic pet foods and so switching to natural or organic pet food is the only option for these pets making them a reliable segment of the Blue Buffalo target market.
5. Pet owners who have been asked by a veterinarian to switch to a natural diet for their pet
Often during a health check-up, a veterinarian will suggest that a pet owner switch to a natural diet for their pet if it is showing signs of allergies or other health problems.
In such a case, the veterinarian may even recommend a specific brand or type of natural pet food. One such brand can be Blue Buffalo.
In fact, a segment of the market for dog food includes dogs who lead sedentary lives or are old and so natural food that isn’t pumped with hormones.
6. People with pets who are recovering from a sickness or surgery
Finally, people whose pets are recovering from a sickness or surgery are also likely to buy natural pet food from Blue Buffalo.
This is because they want to give their pet the best possible chance to recover and heal quickly and they believe that natural pet food is the right choice for that.
The Blue Buffalo target market includes people who believe that food that is neither natural nor organic is not the best for their pet. And they want to give it the best they can.
In most cases, pet owners are concerned for their pet’s health. Sometimes, they extend their ethical beliefs to food for their pet. For example, vegan pet owners may prefer only vegan food for their pets.
Pets who have special dietary requirements, have been put on a diet by a vet or are recovering from an illness may also be a target market for Blue Buffalo pet food products.