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

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

3. 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

4. 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 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

5. KEY CONCLUSIONS

6. 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 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).

7. 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

8. 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

9. PET OWNERSHIP AND COSTS OF CARE

10. 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+

11. 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

12. 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+

13. 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+

14. 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

15. 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

16. DOG OWNERS

17. 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

18. 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

19. 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

20. CAT OWNERS

21. 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

22. 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

23. 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

24. PLACE OF PURCHASE OF DOG AND CAT FOOD

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. COMPARISON IN TIME

32. 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.

33. APPENDIX

34. 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+