Introduction
Cats bring a lot of comfort and companionship for people and
are cherished as valuable members of the household. Consumers describe their
cats as part of the family in their household and treat them as such. When
consumers were asked what their motivation was for getting a cat, 4 in 5 said
it was because they have loved cats since their childhood; this was the most
popular response. Over a third of consumers also said their motivation for
getting a cat was for the company or because their child wanted a pet. Almost 4
in 5 consumers stated feelings of love and happiness are what they associate
with when spending time with their pets.
Attitudes towards Cat Ownership
51% of consumers who partook in the survey claimed their cat
was pedigree. This factor is important when considering an animal’s
temperament. Having prior knowledge of a litter’s heritage allows consumers to
make a more informed choice and get a better understanding of what they can
expect from their cat in the future.
Consumers were most likely to say they prefer obtaining
information about their cats from the vets (61%) and over half said online. The
issue with obtaining any sort of information online is that it may not be
accurate, and it is difficult to distinguish valid claims from false ones. This
is why it is worth noting that validated claims from specialists and
professionals, like veterinarians, on packaging labels alongside nutritional
profiles could be especially helpful. 60% of global consumers stated they were
concerned about the weight of their cat, which highlights the desire to receive
help and advice for their pets to lead healthier lives. Out of those who were
concerned about their cat’s weight, the majority were actively seeking ways to
help their pet. The most popular method consumers believed to be helping their
cat was by feeding them nutritious foods and treats. The health product claim
global consumers were most interested in was to aid and support digestive
health.
Purchasing Habits
89% of global consumers said they prefer to give their cat
dry food. This was the most popular response; however, some regions did prefer
wet food and more details on this can be found via the FMCG GURUS platform.
Across 13 geographies consumers said on average they were most likely to spend
between $20-40 on pet food per month. The most popular response for where
consumers purchase such products was pet stores (70%), followed by general
supermarkets (65%). 63% of cat owners purchased their pet products online, the
most favoured response was that consumers found greater range and availability
of their desired products. This was followed by consumers saying they found
there was better access to nutritional information online.
Consumers have become more observant in recent years to the
ingredients and information (claims and disclaimers) on products before they
purchase them. Consumers want to ensure they get the best value for money as
well as the best products for their health and well-being, this is no different
when it comes to their beloved cats. From our FMCG Gurus survey on cat health,
when buying products, consumers were most likely to say they researched
products beforehand to ensure the product met their cat’s needs. The
nutritional profile was the most important influencing factor when buying pet
food, with more than two thirds of consumers saying they check the nutritional
value of products before buying.
Conclusion
Many consumers are fearful of the cost-of-living crisis but
also remain concerned about the safety, health, and well-being of their cats.
Consumers purchasing habits for their pets mirror their behaviors when shopping
for themselves, as they prioritize nutritional information and ensure they get
the best products available for fair value for money. Consumers also look for
products that have validated claims, streamlined and natural ingredients (the
notion of less is more and free-from claims), as well as sustainability and
environmentally friendly claims which make consumers deem products healthier
and of better quality. For this reason, consumers are willing to pay a little
extra for premium, however they are still conscious to price sensitivity and
long-term value. For example, will the product last, be enjoyable for my cat
and how does it impact the wider environment. The pet care industry should look
for educational renovations, affordable and natural products that promote
sustainability; this can be done through recycled packaging and world positive
pledges, such as, planting a tree every time someone buys a specific product.
Promotional offers and financial incentives like the prior example will be
particularly appreciated during this economically uncertain time.
