If you’re making a new dog food product or considering carrying dog food in your store, you will need to choose the types of dogs and their owners that you will serve.

When it comes to choosing a target market for dog food, there are a few things to consider: breed, age, size, diet and lifestyle.

Then you will need to think of the type of dog food you will sell. There are three main types: wet, dry, and raw. Wet dog food is the most popular, followed by dry food, and then raw food. But your target market may have different preferences. You need to do your research.

Finally, you need to consider the income level of your target market. High-income households spend more on pet care than low-income households do.

In this article, we will review all these angles when it comes to the target market for dog food and understand how dog owners select one type of food over another.

Keep reading!

Who Is the Target Market for Dog Food

The Target Market for Dog Food can be segmented using multiple variables.

The most common of these segmentation variables are:

  1. Breed
  2. Age
  3. Size
  4. Diet
  5. Lifestyle / Activity Level
  6. Preferred type of Dog food
  7. Preferred choice of ingredients
  8. Preferred taste / flavors
  9. Price

Let’s now see how each of these segments affects the choice of dog food selected by the dog owner for their dog.


The breed of the dog plays a role in the target market for dog food as different breeds have different dietary needs.

For instance, toy breeds such as Chihuahuas and Yorkshire Terriers need a diet that is higher in calories and fat than larger breeds like Labrador Retrievers and Golden Retrievers.


The age of the dog is another segmentation variable that affects the target market for dog food.

Puppies need a different formula than adult dogs and senior dogs need a diet that is easy to digest and rich in nutrients to support their health.


The size of the dog is also a factor when it comes to the target market for dog food as smaller breeds and larger breeds have different nutritional needs.

Small dogs need a diet that is higher in calories and fat while large dogs need a diet that is lower in calories and fat.

This is because the metabolism in smaller dogs is higher than that in larger dogs.


Like humans, sometimes, dogs too need to go on a diet. This could be because the dog is overweight or has a medical condition such as diabetes.

And so a veterinarian may put a dog on a diet just as a human doctor could put the dog’s owner on a diet!

There are special diets for dogs that are low in calories and fat or that are grain-free. These diets are available in both wet and dry food forms.

Lifestyle / Activity Level

A dog’s lifestyle and activity level is another segmentation variable that affects the target market for dog food.

For example, a working dog like a police K-nine or a service animal will have different dietary needs than a house pet.

Similarly, an active dog who goes on hikes and runs every day will need a different diet than a sedentary dog who spends most of his time lounging on the couch.

Preferred type of Dog food

Often, the dog owner will have a preference as to the type of dog food they want for their dog. Dog food can be raw, wet or dry.

Similarly, following their own personal preferences some dog owners prefer to feed dogs a vegetarian diet while others prefer a meat-intensive diet.

Preferred choice of ingredients

Dog owners may also select a dog food for their dog based on what’s in it.

For example, some dog owners prefer to feed their dogs only food that contains natural ingredients.

While some other dog owners, if they eat organic food themselves, may prefer only organic dog food for their dog.

Preferred taste / flavors

Dogs, like humans, also have prefered tastes and flavors that they like or dislike.

For example, some dogs prefer the taste of chicken while others may prefer the taste of beef. Some dogs also like the taste of fruits and vegetables while others do not.

And so the target market for dog food can be segmented based on flavors, much like we would segment the market for ice cream.


Finally, price is always a consideration when it comes to any purchase, including dog food.

All dog owners want a healthy diet for their canine friends, but they also want to find a food that is affordable.

So the target market for dog food can be segmented by price, with premium brands being at the high end and budget-friendly brands being at the lower end.

But it’s important to note that just because a dog food product is expensive does not necessarily mean that it is of better quality than a less expensive food.


The target market for dog food is as varied as you would expect in a market for human food. There are different kinds of products with different ingredients and different flavors.

We can segment the dog food market based on the characteristics of the dog, like its breed, age, size, diet, and lifestyle or activity level.

Similarly, we can segment the market based on what the dog owner wants for their dog. This includes any preferences the owner has for the type of food, its ingredients, and its cost.

And finally, we have the ultimate segmentation variable: the dog’s opinion about the food. Like a child, if the dog does not like the dog food, it’s not going to eat it. And so dog owners need to take the dog’s tastes and the flavors it likes and dislikes into consideration before purchasing any dog food.