Informing Market Entry

The Challenge

Identifying demand spaces and differentiation in Natural pet food

There were so many questions around natural pet food we had to ask ourselves a few questions initially, 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?

The Approach

We delved deep into the Natural pet food space understanding people’s attitudes, behaviours and preferences in choosing their pets’ Natural food. From exploring what ‘Natural’ means, why it matters and expectations consumers have of Natural pet food brands we uncovered conscious and subconscious wants and needs that sit at the heart of trial, adoption and advocacy.

Armed with an understanding of both the Natural category as a whole, and the client’s Natural brands, we embarked on an introduction of a new brand (and its brand universe) to explore and understand if and how such a quintessentially British brand could be introduced into Southern European to drive both brand and category growth.

 

The Impact

We used those insights to inform the new market entry strategy of a ‘quintessentially British’ dog and cat food brand by exploring attitudes and perceptions of Natural pet food and demand for new propositions that challenge the category.