FMCG Gurus - FMCG Gurus – Cat Care – USA – Country Report 2023

FMCG Gurus – Cat Care – USA – Country Report 2023

Geographies: North America, USA Industries: Cat Health, Pet Care Published Date: 2023

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Examine the purchasing habits of cat owners across food, treat, and supplement categories, and what attracts them to products at the point of purchasing.
Understand what need states are prioritized when purchasing products for cats, and how value-enhancing strategies can be developed in a recessionary environment.
Identify what health issues are of the biggest concern to consumers, and what multi-benefit claims cat owners want to see on product packaging.

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Purchasing Habits and Ingredients

[CAT246] What are your motivations for owning a pet? Please select all that apply
[CAT847] How long have you had your pet?
[CAT765] What type of pet food do you give to your pet? Please select all that apply
[CAT192] How much do you spend on this type of food per month? Please select the answer that best fits
[CAT123] Please now think about if you were seeking out a new pet product. What product attributes would be important when choosing whether to buy or not? Please select all that apply
[CAT139] Are you currently taking any actions to help your pet lose weight?
[CAT163] What steps are you taking? Please select all that apply
[CAT096] Are you concerned about the weight of your pet?

Rising Cost of Living

[CAT924] Please look at the following statements. Which one do you think best describes your purchasing habits when buying products for your pet? Please select the answer that best fits
[CAT718] What attributes do you think makes a pet product more premium? (Please think about pet products overall, as opposed to general pet food)
[CAT958] You state that ingredient claims can make a product appear more premium. What claims do you think make a product more premium? Please select all that apply
[CAT984] You state that rising living costs/an economic downturn will influence your purchasing habits when buying pet products. What steps do you believe you will take because of this? Please select all that apply
[CAT260] Do you think any of the following factors will influence your purchasing habits when buying pet products over the next twelve months? Please select all that apply

Health Claims

[CAT783] Are you worried about the cost of healthcare for your pet rising in the future and your ability to handle these costs?
[CAT985] When seeking out pet products, what do you prioritize? Please rank on a scale of 1-5, with 1 being most important and 5 being least important
[CAT496] How aware are you of what nutrients your pet requires daily?
[CAT248] How attentive are you to the ingredients in the pet products that you purchase?
[CAT022] What health claims do you like to see on pet products? Please select all that apply
[CAT670] When seeking out pet products, what kind of claims do you prefer? Please select the answer that best fits

Actions and Recommendations

[CAT028] How appealing are the following types of ingredients when seeking out pet care products?
[CAT190] When purchasing snacks for your pet, how important it is that such snacks also carry a health benefit claims (such as helping calm your pet, or supporting joint health)
[CAT965] When seeking out health and wellness products for your pet, what factors are important when choosing what to purchase? Please select all that apply
[CAT833] To what extent do you agree with the following statement “I will pick one pet product over another one if I deem it to be more environmentally-friendly”
[CAT876] To what extent do you agree with the following statement “It is important that pet product brands promote their ethical and environmental credentials”
[CAT415] Do you look out for any of the following claims when seeking out pet products? Please select all that apply

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