Study: Half Of Aussies Would Take A Pay Cut To Spend More Time With Their Dog
Dog food maker Scratch has revealed the results from Australia’s largest ever dog survey, with more than 20,000 respondents providing insights into the weird, funny and surprising ways Aussies relate to the nation’s 4.8 million dogs.
The Great Australian Dog Survey was conducted over two weeks in May in order to help Scratch continue advocating for the health, wellbeing and legal standing of Australian dogs.
“The results from our survey give us a definitive insight: we’re officially a nation dog obsessed! Australia has the highest rate of dog ownership in the world, and the huge enthusiasm for our survey has revealed just how integral our furry friends are to us, both individually and socially,” says Scratch’s co-founder Mike Halligan.
With respondents from each Australian state and territory, across all age groups, Scratch’s Great Australian Dog Survey revealed insights into the most popular dog breeds, names and behaviours, as well as how Aussies think of their four legged friends – from the policies we want changed to the personal ways we treat, and engage with, our furry friends.
Findings include:
● Half of Australians would take a pay cut to spend more time with our dogs during the week
● Dogs are officially an extension of ourselves, with 3 in 4 people choosing breeds with a similar personality to their own
● 81% of Australians think their dog deserves to be seen as more than ‘property’ by Australian law
● 83% of Aussies find others more attractive if they have a dog
● 33% of under 35s have an Instagram account for their dog
● 72% believe dogs should be allowed in pubs and cafes
● 64% of us have made new friends because of our dog
● 74% of us let the dog on the bed
● Even when no-one’s around and we’ve run out of bags, 65% of Australians will use leaves to clean up after their dog
● The most popular dog breed in Australia is Labrador Retriever, followed by Border Collie and Cavoodle
● Ruby is the most popular name for Aussie dogs, with Bella in second place and Charlie in third
● Only 30% of Australians trust the nutritional information on dog food packaging
The survey also looked at Australian dogs’ penchant for destroying household items. Here’s a snapshot of responses:
- ● A Costco sized salmon fillet
- ● He ate my BBQ
- ● $500 worth of underwear
- ● Toilet paper during COVID-19
- ● My relationship with my neighbour
Since launching in 2018, Scratch now feeds 5,000 Australian dogs through its subscription-only service. Dogs subscribed to Scratch receive a personalised recipe based on breed, age and weight with deliveries timed to when they need it. The recipes use whole ingredients, made from 97% Australian produce. It’s the only dog food on the Australian market to offer 100% transparency in its labelling, disclosing the percentage of each ingredient.
Over the past month, sign-ups have increased by 100 percent on the same period three months prior, as COVID-19 has encouraged a surge in dog adoption and ownership.
By cutting out the middleman, Halligan and co-founder Doug Speigelhaeur are able to spend up to 40% more on higher quality ingredients. In 2018, a pet food senate enquiry handed down a scathing report that highlighted the industry’s shortcomings of self-regulation and a resulting lack of trust from consumers.
“Scratch is shaking up a market in which most of what you pay is for business costs, and not the food itself. The traditional dog food model is all about bulk making food as cheaply as possible, while making it hard for you to know what you’re really feeding your furry friend. We cut out the unnecessary expenses so we can put dogs first,” says Halligan.
The approach caught the eye of 3x world champion surfer Mick Fanning who in 2019 made a minority investment in Scratch after feeding the product to his dog for 10 months and seeing marked improvement in her skin conditions and overall health.
Please login with linkedin to comment
ScratchLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.