whiskas cat food market research, analysis & recommendations
TRANSCRIPT
![Page 1: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/1.jpg)
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PURPOSE
• Environmentally sustainable packaging• Market acceptance of package innovation• Main criteria for selecting cat food• Attitudes towards environment• Price expectations
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Sample - Gender
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Sample – Employment Status
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Sample - Age
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Sample - Location
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Result
![Page 8: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/8.jpg)
Result
![Page 9: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/9.jpg)
Result
![Page 10: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/10.jpg)
Result
![Page 11: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/11.jpg)
Result
![Page 12: Whiskas Cat Food Market Research, Analysis & Recommendations](https://reader033.vdocuments.us/reader033/viewer/2022061302/54ea9b7a4a7959086a8b4570/html5/thumbnails/12.jpg)
Other Research
• Deloitte 2009 6,498 shoppers• 95% aspire to purchase “green”• Only 22% purchase “green”• Only 11% of pet food purchases “green”• “Green” is a tie-breaker where cost and
quality parity between brands• Sustainability characteristics drive product
switching
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Sustainability Benefits
• Swedish pet food manufacturer DOGGY AB• “Mjau” cat food brand• Environmentally sustainable packaging• 40% less shelf space at supermarket• Better graphics on package• 1 truck transports same product volume that
previously required 15 trucks
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Recommendation to Whiskas
• First mover advantage• Potential to reposition as premium brand• Maintain brand position• Grow market share from product switching