Investigating a new playful territory in mainstream cat food.
Our client needed a better way to understand and inspire their new segment of cat owners and ensure their strategy and innovation pipelines were aligned and focused to meet their needs. It was important to learn more about the new segment to build a detailed and actionable narrative of their lives, attitudes and motivations in order to drive the new segment and understand how to really speak to them.
We delved into every aspect of cat ownership and what it means to them; from the reason they decided to embrace a relationship with a cat, the nature of that relationship, and all the different rituals and routines they’ve created that form the foundation of their shared daily lives.
We explored diet and nutrition to uncover the impact of the growing natural trend on their beliefs, attitudes, and behaviors around nutrition, quality, and the role taste plays and how it influences decision-making. Finally, we took a deeper look into key influences and influencers in their cat ownership journey; what they look for in brands and the specific food for their cats, who and where they go for advice, and their sources of inspiration.
The Sound aided in increasing market share by exploring a new segment of cat owner in the mainstream cat food space to ensure the brand’s new playful expression and communications drive conversion to trial.
Innovating for the Future
Is there enough demand to support an additional natural brand in Southern Europe? Is there enough differentiation between the new and existing natural brands within the portfolio to prevent cannibalization? Is the new brand’s positioning relevant and resonant? Identifying demand spaces and differentiation in pet food!