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.