Three out of four U.S. cat owners say they are more likely to purchase from a brand whose corporate values align with their own, and 41% say they would also pay more for cat products that reflect those values, according to new consumer research from MarketPlace.
The findings come from the Nextin Cat Market Insights Report, the latest release from MarketPlace's Nextin Research division. The report draws on a proprietary survey of 1,213 U.S. cat owners to identify consumer behaviors, product category shifts and ingredient demand in cat food, treats and supplements.
"Looking one to three years ahead, we see the role of premium cat foods shifting — but not going away — and interactive treats driving category growth," said Nicole Hill, vice president of strategy and innovation at MarketPlace. "From emerging protein preferences to supplement demand signals, the Nextin Cat Report is overflowing with prescient insights that brands, suppliers, retailers, and investors can put into action."
The 45-page report segments cat owners into several groups, including:
- Sustainability Investors: The 39% of cat owners who would pay more for cat nutrition products that align with at least one sustainability factor, such as ingredient sourcing, packaging or emissions reduction.
- Fresh Feeders: Those who feed fresh cat food; 32% of this group also feed fresh bones occasionally or regularly — 2.7 times the rate of the total survey audience.
- Omnichannel Shoppers: Cat owners who purchase cat products both online and in-store. Mass retail reaches the largest share, with 61% penetration.
The report also covers product innovation opportunities, decision drivers on the path to purchase, and retail channel behaviors.
"In addition to consumer demand signals, we synthesize our proprietary consumer data through the lens of our pet market expertise, connecting what consumers want with the industry innovation that makes it possible," said Jon Copeland, research manager at MarketPlace. "Combining quantitative data analysis and qualitative pet market expertise, Nextin surfaces what cat owners are looking for today and tomorrow."
Attendees of the NASC Annual Conference, May 19-21 in Phoenix, Arizona, will receive a preview of Nextin cat and dog insights specific to the pet supplement category. Hill will present "Decoding the Pet Supplement Consumer: Trend-Driven Segments and Market Opportunities."
The Nextin Cat Market Insights Report and the Nextin Dog Category Insights report are available for licensing at NextinResearch.com.
