Seventeen ROYAL CANIN® products have a brand new look. Packaging for the Feline Health Nutrition and Feline Care Nutrition wet ranges has been re-designed. Easy to navigate packs draw attention to the food’s premium quality. The format (gravy or jelly) is highlighted, as are the key product benefits.
Retailers will be offered in store support to boost sales. Dry+wet promotional activity and display material will include shelf talkers and leaflets. A mixed feeding choice table to help cat owners make the nutritional decisions for their pet. Most of the new look packs will be visible on shelf shortly, with the Feline Breed Nutrition wet products following in July.
“70 per cent of cat owners only buy cat food in grocery, although they do visit the specialist pet trade for other reasons,” said Gemma Duffield, ROYAL CANIN® retail marketing manager.
“But cat owners are a valuable prospect: they buy 2.5 times more items than dog owners, they visit 27 times a year, compared to 16 times a year for dog owners, and they spend 15 percent more per pet*.
“We want to see our specialist pet trade partners get a much bigger share of this market, so that more cats can benefit from health nutrition whether wet or dry.”
ROYAL CANIN® launched wet cat foods in 2008, and has seen sales growth year on year since then. A choice between gravy and jelly means the brand caters for individual cat preference.
The range now includes wet options in Feline Care Nutrition, Feline Health Nutrition and Feline Breed Nutrition across age, lifestyle, particular needs and breed.
“We are continually focussed on making a better world for pets,” Gemma commented.
“We understand that many owners like feeding wet food to their cats, but may not be aware that there are products available which can provide 100 percent health nutrition for their cats based on their specific needs.
“We are committed to bringing more of these owners into the specialist pet trade so that their cats can benefit from premium nutrition and the expertise the specialist pet trade provides.”
*Source: ROYAL CANIN® Feeding Diary, Europanel 2011