PETS IN CZECH HOUSEHOLDS October 2017 Final report from a marketing survey PETS IN CZECH HOUSEHOLDS October 2017

CONTENT 1| SURVEY DESIGN 3 2| KEY CONCLUSIONS 5 3| PET OWNERSHIP AND COSTS OF CARE 9 4| DOG OWNERS 16 5| CAT OWNERS 20 6| PURCHASING DOG AND CAT FOOD 24 7| COMPARISON IN TIME 31 APPENDIX 33

SURVEY DESIGN Representative quantitative survey on a sample of Czech population aged 18 or more. Sample (respondents) Sample size: N = 992 respondents Target group: population of the Czech Republic aged 18 or more Sampling method: quota selection based on current data from the CzSO 2011 and later updates Data collection period: 3rd to 10th October, 2017 Data collection tool Standardized questionnaire Data collection and processing methods CAPI (Computer Assisted Personal Interviewing) between trained interviewers from the FOCUS Agency and the respondents Data were processed in SPSS / PC program Confidence interval max. ± 3 % on 95 % level of significance Data collection control Data collection is controlled in accordance with the Esomar codex rules Checks are carried out in the following areas: correctly sampled person according to quota questionnaire filled out correctly and in full written / phone control of 20 % of the surveyed sample

SURVEY DESIGN notes on the methodology NUTS II The sampling quota that ensures representative character of the sample towards the target population is constructed on the regional level (NUTS III). Given the standard representative sample of ca. 1000 respondents, the outputs from some regions may however be less accurate due to a small share of respondents in that particular region; this concerns especially smaller regions such as Karlovarsky or Liberecky. We therefore use in this report larger entities on the NUTS II level, thus eliminating this problem. Confidence interval for the Czech population N 3 % / 97 % 5 % / 85 % 10/% / 90 % 15 % / 85 % 20 % / 80 % 25 % / 75 % 30 % / 70 % 40 % / 60 % 50 % / 50 % 100 3.4 4.4 6.0 7.1 8.0 8.7 9.2 9.8 10.0 200 2.4 3.1 4.2 5.0 5.7 6.1 6.5 6.9 300 2.0 2.5 3.5 4.1 4.6 5.3 5.8 400 1.7 2.2 3.0 3.6 4.0 4.3 4.9 500 1.5 1.9 2.7 3.2 3.9 4.5 700 1.2 1.6 2.6 2.9 3.3 3.7 1000 1.1 1.4 2.3

KEY CONCLUSIONS

KEY CONCLUSIONS 58 % 37 % 23 % 74 % 47 % 45 % apart-ment house prefab block of flats More than one half of the respondents own a pet (58 %). The type of housing plays a significant role here – residents who live in family houses keep pets more often. family house 74 % 47 % 45 % 58 % 37 % Most frequently kept pets: dogs (37 %), cats (23 %), (gold)fish (9 %), parrots and other birds (7 %) and rabbits (6 %). Time comparison with the year 2010 shows that the share of respondents who keep a pet in their household has slightly grown over the seven years since (+7 %). The species of pets have not changed in time too much. 24 % at home, 13 % outdoors 23 % 11 % at home, 12 % outdoors The key reason for the respondents to get a pet was their desire to have a companion and friend (56 % of those who have a pet).

KEY CONCLUSIONS On average, respondents who have a pet spend 783 CZK per month on caring for it. One third of respondents who own a pet spend 251 CZK to 500 CZK per month, one fifth of respondents spend less than 250 CZK. 87 % of dog-owning respondents only have one dog; 11 % have two dogs. On average, dog owners spend 956 CZK per month on dog food; they mostly feed their dogs dry food. in most cases keep one dog (almost 9 out of 10 respondents) on average, monthly spending on dog food is 956 CZK Six out of ten cat-keeping respondents only have one cat at home, three out of ten respondents have two cats. Cat owners spend on average 423 CZK per month on cat food. Dry food is by far the most preferred type of cat food. in most cases keep one cat (6 out of 10 respondents) on average, monthly spending on cat food is 423 CZK

in a small convenience store KEY CONCLUSIONS The most frequent places of purchase of dog and cat food are supermarkets and hypermarkets (43 % of respondents who own a dog or a cat), followed by specialized pet stores (36 %). The respondents choose the place of purchase of dog and cat food primarily by its proximity and availability (34 %) and the range of pet food offered (33 %). Three most important criteria for purchasing dog or cat food are its quality (52 %), that the cat or dog like it (42 %) and price per pack (33 %). 43 % in a super/hypermarket, along with food and groceries 36 % in a pet store, seeking quality pet food 10 % online, seeking lower prices 7 % in a small convenience store 2 % at a vet 1 % in a DIY supplies store

PET OWNERSHIP AND COSTS OF CARE

OWNING A PET OWN A PET * PET OWNERSHIP BY TYPE OF HOUSING family house apartment in an apartment house flat in a prefab block of flats More than one half of the respondents own some pet (58 %). Pets are owned much more frequently by people living in family houses (74 %) than in apartments (47 % in apartment houses, 45 % in prefab blocks). Pets are owned somewhat more frequently by people with higher income, people from three-generation households and respondents from smaller communities (up to 5,000 inhabitants). Pet ownership is not differentiated to a large extent by other sociodemographic characteristics of the respondents. * The survey was only concerned with pets – not with livestock or beasts of burden. in %, N = 992; representing CR 18+

Pet ownership by sociodemographic characteristics in %, N = 992, CR 18+ 992 483 509 107 182 177 164 185 160 343 350 139 73 221 256 233 42 32 28 96 101 136 281 271 992 103 132 188 165 106 298 575 190 41 32 154 479 289 59 371 184 215 222 134 125 116 107 135 169 93 113 GENDER NET MONTHLY HOUSEHOLD INCOME AGE USE OF INTERNET EDUCATION HOUSE-HOLD TYPE DOMICILE SIZE ECONOMIC ACTIVITY NUTS II REGION SOCIO-ECONOMIC STATUS

in %, N = 992; representing CR 18+ PETS IN THE HOUSEHOLDS OF THE RESPONDENTS “What pets do you keep in your household?” (q1) The most common pets in Czech households include: dogs (37 %), cats (23 %), (gold)fish (9 %), parrots or other birds (6 %) and rabbits (6 %). dog, dogs cat, cats (gold)fish parrot, canary, other bird rabbit, rabbits rodent, rodents arachnids tortoise, snake, lizards, iguana, other reptiles stick insects and other insects turtle, turtles other in %, N = 992; representing CR 18+

in %, N = 992; representing CR 18+ PETS KEPT TOGETHER DOG AND CAT CAT AND PARROT CAT AND (GOLD)FISH In 12 % of households of our respondents, we can find both a dog and a cat. In 2 % of households, a cat and a parrot are together, in another 2 %, there are a cat and (gold)fish. in %, N = 992; representing CR 18+

REASON FOR GETTING A PET “What was the reason for you to get a pet (pets)? Multiple answers possible.” (q2) When focusing solely on those respondents who keep one species of pets, we get a more differentiated overview. Almost two thirds of respondents who only keep dogs were motivated for getting them by their desire to have a companion and friend (63 %). The respondents who only keep cats also most frequently wished for a companion and friend (72 %) Respondents who got (gold)fish were led to getting them by their wish to pursue a fun activity and a hobby (69 %). The key reasons for the respondents to get a pet was their desire to have a companion and friend (56 % of those who have a pet). For 41 %, keeping a pet is fun and a hobby; 28 % carry on a habit and family tradition. 63 % as a companion, friend 33 % for fun, as a hobby 28 % habit, family tradition N = 177, only keep dogs 72 % as a companion, friend 30 % habit, family tradition 28 % for fun, as a hobby N = 82, only keep cats 69 % for fun, as a hobby 20 % habit, family tradition 9 % for kids in %, N = 575, have a pet; multiple answers possible N = 35, only keep (gold)fish

AVERAGE MONTHLY SPENDING ON PETS “How much (in CZK) do you spend monthly on caring for your pets? Please include all costs, i.e. food, food supplements, various aids, toys, vet costs, etc.” (q3) AVERAGE MONTHLY SPENDING (FOOD, VET COSTS, ALL OTHER COSTS) mean 783 CZK median (middle value) 500 CZK mode (most frequent value) The respondents who have a pet spend on average 783 CZK per month on caring for it. One third of respondents who have a pet spend monthly between 251 and 500 CZK, one fifth of respondents spend max. 250 CZK. in %, N = 575, own a pet

DOG OWNERS

AVERAGE MONTHLY SPENDING ON DOG FOOD Number of dogs kept and average monthly spending on dog food “How many dogs do you have?” (q4) “How much do you spend per month (in CZK) on dog food for your dog / dogs?” (q3) NUMBER OF DOGS KEPT AVERAGE MONTHLY SPENDING ON DOG FOOD 87 % of dog-owning respondents only have one dog; 11 % have two dogs and 1 % have three dogs. On average, dog owners spend 956 CZK monthly for feeding their four-legged friends; one third of them have declared that their monthly expenditure ranges from 251 to 500 CZK. mean 956 CZK median (middle value) 800 CZK mode (most frequent value) 500 CZK in %, N = 367, dog owners

Types of dog food “How often do you feed your dog / dogs with …?” (q5) Czech dog owners primarily feed their pets with dry food (81 % regularly, 15 % occasionally). Snacks, dog treats and food supplements are popular as well (21 % often, 65 % occasionally). 34 % of respondents often give their pets canned dog food and wet food pouches, 49 % do so occasionally. in %, N = 367, dog owners

Methods of caring for dogs “To what extent do the following statements characterize you?” (q7) It seems that dogs in Czech households are living quite comfortable lives. 93 % of respondents who keep a dog at home have agreed with the statement that they provide balanced food to their dog; 85 % consider their dog to be a family member and pamper it. On the other hand, less than one half of the surveyed dog owners mentioned that they consider their dog primarily a guardian of the house and property (43 %), that they do not have sufficient funds to care for it (35 %), or that they only buy for it the cheapest dog food (25 %). in %, N = 367, dog owners

CAT OWNERS

AVERAGE MONTHLY SPENDING ON CAT FOOD Number of cats kept and average monthly spending on cat food “How many cats do you have?” (q8) “How much do you spend per month (in CZK) on cat food for your cat / cats?” (q10) NUMBER OF CATS KEPT AVERAGE MONTHLY SPENDING ON CAT FOOD Six out of ten cat-owning respondents only have one cat at home. Three out of ten respondents have two cats, 8 % have three cats and the remaining 2 % have four or more cats. On average, cat owners spend 423 CZK monthly for feeding them. Four out of ten respondents have declared that their monthly expenditure is under 250 CZK; equal share invest from 251 to 500 CZK in cat food every month. mean 423 CZK median (middle value) 300 CZK mode (most frequent value) 500 CZK in %, N = 222, cat owners

Types of cat food “How often do you feed your cat / cats with …?” (q9) Dry food is by far the most preferred type of cat food (74 % often, 19 % occasionally). It is followed by meat or pâté cans (25 % often, 55 % occasionally) and filled dry food or filled pouches (24 % often, 49 % occasionally). in %, N = 222, cat owners

Methods of caring for cats “To what extent do the following statements characterize you?” (q11) Same as with dogs, cats suffer few hardships in Czech families. 89 % of their owners claim to provide balanced food to them, 70 % view them as members of the family and pamper them. On the other hand, only 35 % buy the cheapest cat food for them; less than three out of ten believe that a cat should above all catch mice, and one quarter have insufficient funds for quality care for their cat. in %, N = 222, cat owners

PLACE OF PURCHASE OF DOG AND CAT FOOD

Places of purchase of dog and cat food “Where do you most frequently buy food for your cat or your dog?” (q12) The most frequent places of purchase of dog and cat food are: supermarkets and hypermarkets (43 % of respondents who own a dog or a cat), followed by specialized pet stores (36 %). 10 % of respondents shop online, while 7 % shop in a small grocery or convenience store. in %, N = 468, dog or cat owners

Reasons for shopping at a given place of purchase “Why do you shop here the most frequently?” (q13) SUM OF ANSWERS FOR ALL PLACES OF PURCHASE The respondents choose the place of purchase of dog and cat food primarily by its: proximity and availability (34 %) and by the range of types of food offered there (33 %). The primary reason for purchasing pet food in hypermarkets and supermarkets is shopping together with other food and groceries, and the proximity or reasonable availability of these stores. Specialized pet stores are mostly used for purchase due to the quality of pet food sold there and the broad offer; online purchases are made because of lower prices and broad offer, and small shops are frequented primarily due to their proximity and availability. in %, N = 468, dog or cat owners; max. three answers possible

Reasons for shopping by place of purchase “Why do you shop here the most often?” (q13) SUPERMARKETS, HYPERMARKETS (N=202) SPECIALIZED PET STORE (N=167) in %, shop most often at a given place of purchase max. three answers possible

Reasons for shopping by place of purchase “Why do you shop here the most often?” (q13) ONLINE (N=48) SMALL STORE (N=32) in %, shop most often at a given place of purchase max. three answers possible

in %, N = 468, dog or cat owners; max. three answers possible Important criteria for purchasing dog and cat food “What is the most important factor for you when buying cat / dog food?” (q14) AGGREGATED ANSWERS The three most important criteria for buying dog or cat food are: its quality (52 %), that the cat or dog like it (42 %) and price per pack (33 %). When separating the answers of those respondents who only own a dog, we find that they have a more rational attitude to choosing dog food – they put quality of pet food in the first place (60 %), with other criteria following at a distance: that the dog likes it (31 %) and price (29 %). The respondents who only own a cat strongly prefer the factor that the cat likes the food (61 %). in %, N = 468, dog or cat owners; max. three answers possible

Important criteria for purchasing dog and cat food “What is the most important factor for you when buying cat / dog food?” (q14) ONLY KEEP DOGS ONLY KEEP CATS in %, N = 177, only keep dogs in %, N = 82, only keep cats

COMPARISON IN TIME

share of owners in the entire adult population Comparison to the 2010 survey* PET OWNERSHIP PET SPECIES share of owners in the entire adult population FOCUS Agency already carried out a shorter survey concerning household pets in 2010; some results can therefore be compared. The share of respondents who keep a pet in their household has slightly grown over the seven years since (+ 7 %). The species of pets that are kept have not changed too much; rabbits are kept somewhat more frequently (+ 2 %). * A representative survey on the adult Czech population was carried out in July 2010 on a sample of 1030 respondents.

APPENDIX

SOCIODEMOGRAPHIC STRUCTURE OF THE SAMPLE GENDER 483 509 107 182 177 164 185 160 343 350 139 73 221 256 233 42 32 28 96 101 136 281 271 103 132 188 165 106 298 575 190 41 32 154 479 289 59 371 184 215 222 134 125 116 107 135 169 93 113 NET MONTHLY HOUSEHOLD INCOME AGE USE OF INTERNET EDUCATION HOUSE-HOLD TYPE DOMICILE SIZE ECONOMIC ACTIVITY NUTS II REGION SOCIO-ECONOMIC STATUS in %, N = 992, CR 18+