Posted: Monday, August 18, 2008, 5:04 p.m., EDT

Supported by a survey showing pet owners focusing more on quality ingredients than price when selecting pet foods, The Goodlife Recipe Pet Care Co., a division of Mars Inc., has repackaged its dog and cat food.

Two-thirds of cat and dog owners did not check the price sticker first when selecting pet food, but rather recipes and ingredients, according to a survey conducted in June by Impulse.

“Fellow pet lovers are looking for fresh, quality ingredients for their pets, prepared the way they would their own food—with more care and thought,” said Margaret Mitchell, brand marketing director for The Goodlife Co. “We use balanced and healthy ingredients to create our wholesome recipe. We’re excited to share our updated product packaging which reflects this look and feel.”

In other findings, one of three respondents said their personal health habits influenced what they fed their pets, nearly 60 percent said natural ingredients and flavors are most important for pets and two-thirds said natural and fresh ingredients were most important for both pets and people, while natural ingredients were most important for pets and fresh ingredients most important for people.

Other findings also support the notion that pet owners would be reluctant to cut spending on their pets rather than other areas. For example, four out of five respondents said “skimping on pet food” was not the first thing they’d cut if their budget was tight, and two out of three pet owners planned to spend between $25 and $100 on their pets this holiday season.

(Nine out of 10 said holiday gifts for teachers would be the first to go.) Still, slightly less than half of the pet owners surveyed would not reduce their spending on veterinarian visits, according to the survey. <HOME>