Understanding advocates’ changing needs & expectations in super premium dry cat food.
We needed to understand the changing needs and expectations in super-premium cat food and needed to dive deeper into what sets the brand and the competition apart in consumer’s minds and why? How did the unique strengths of both the brand and its competitors affect growth and retention in the category – and most importantly what the gaps were between the internal perception of the brand proposition and how customers responded to it
We explored cat owner’s attitudes, behaviours and preferences in choosing their cats’ dry food, to get clarity on what ‘super premium’ means, why it matters and the expectations people have of super premium cat food brands. We identified the barriers of dry food positioned as ‘super premium’ and the potential opportunity spaces for the brand this barrier creates.
We mapped cat owners motivations around purchasing and feeding dry cat food, to understand how the brand can capitalise on micro shifts happening with the broader cultural context
Finally we looked at how the brand and its competition were perceived by loyal users, competitive users and recent switchers to identify the strengths and weaknesses of each; learning first hand the key drivers of choice behind adoption of each brand, and how certain elements can be leveraged to drive brand growth.
Helped the client to maintain category leadership within the super premium dry cat food space by addressing the changing needs, motivations, and bring to life the right segment of cat owners in Western Europe.
Protecting Market Share
Developing inspiring & impactful communications in super-premium dry dog food.