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Maintaining Category Leadership

The Challenge

Understanding advocates’ changing needs and expectations in super-premium dry cat food.

With new trends and knowledge impacting how and what people feed their pets, our client wanted to better understand what were the core drivers and motivations for considering to switch to ancestral petfood – what offerings were resonating and what what driving consumers to try it.

 

The Approach

To understand the role the brand can play in addressing the emerging opportunity space of ancestral pet food, we undertook a deep dive with European cat and dog owners, keen to explore how it is defined, perceived and responded to.  We explored all the different elements, components and criteria they associate with the category along with their key considerations when contemplating a trial or switch.

We mapped their journeys with ancestral foods (beliefs, attitudes and behaviours, influences and influencers) and dove deep into their motivations behind exploring the category.  We explored their perceptions, considerations and experiences of existing brands within the ancestral landscape to identify opportunity spaces.

Finally, we mapped the drivers and motivations for owners of both species, getting a clear picture of the nuances between dog and cat and how the brand can leverage these nuances to drive product relevance.

 

The Impact

The Sound worked to inspire the brand’s innovation pipeline by exploring European cat and dog owner’s beliefs, attitudes and behaviours towards ancestral foods and their underlying motivations behind trialling and switching.

Driving Brand Growth

Our client had visions of making their dry dog food brand more distinctive within the category. They needed our help determining the range of their brand, building its architecture foundation, attracting new customers, and innovating in a way that's relevant to both current and new consumers.

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Gaining Competitive Advantage

Our clients needed to continue to separate themselves from their competitors in a way that created clear brand distinction and inspired owners to move beyond product focus to a more holistic approach to their pet’s well-being.

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Informing Market Entry

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!

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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