The Experts in Animal Health

Brakke Consulting, Inc., the foremost animal health industry consulting and research firm and Trone Brand Energy, a leading pet category advertising and marketing insights company, conducted a study last year to help predict the future of the U.S. pet pharmaceutical marketplace. They are joining forces again to gather even more pet owner insights. New research, the Changing Pet Ownership Study, will explore the evolutionary change in pet owner attitudes, lifestyle and purchase behavior and the implications to future pet ownership.  

This study will help manufacturers and all who participate in the veterinary and pet supply industries to better understand the evolution and convergence of pet owner life stages and lifestyles. The study will address how pet owners and the pet population are likely to change, how to best communicate with these groups in the future as well as where pet owners will obtain information and how they will make their pet product purchase decisions.  

Key analysis will determine:
• Differences in pet ownership including size and type of animal owned
• Generational and lifestyle-based behaviors and attitudes, including pet-drug and product purchasing
• How to best communicate with the “early adopter of new product purchase channels” (previously identified in the 2015 Pet Pharmacy Study)
• The reasons why non-pet owners do not own pets, future intent of pet ownership and what could prompt pet ownership in the future
• Differences in Hispanic pet owners such as types of animals owned and where they find information on pet health and pet health products

 “Pet owners are evolving and veterinarians, manufacturers and retailers need to be prepared for the transformation,” said Doug Barton, president of Trone Brand Energy. “We are providing an unprecedented strategic planning tool for use in generating marketing strategy and guiding research and development portfolios.” 
The Changing Pet Ownership Study will be launched during the third quarter of 2015 with interviews and surveys being completed by the end of the fourth quarter.  Publication of the final report will occur at the end of the first quarter of 2016. Companies wishing to participate in the study at a discounted rate can contact David Goodnight at 830-285-1259 by August 7, 2015.

About Brakke Consulting
For more than 29 years, Brakke Consulting has offered comprehensive solutions for the animal health and pet industries, including market research, new business development, product evaluation, distribution strategies, and general business consulting. The company is known for its syndicated market studies, providing strategic and timely information for the industry, and its customized consulting services.

About Trone Brand Energy
Trone Brand Energy is a full-service branding and communication company which is known for The Firefly Effect™. This strategic approach uses data to develop powerful insights into creative ideas that connect people with brands. Trone Brand Energy offers advertising, media buying and planning, strategic planning and analytics, public relations, event marketing, social media, and relationship marketing. The agency is one of the largest independent agencies in the Southeast. Client experience includes pet product manufacturing, pet pharmaceuticals and pet industry associations. For more information, visit


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