PURPOSE

• Environmentally sustainable packaging• Market acceptance of package innovation• Main criteria for selecting cat food• Attitudes towards environment• Price expectations

Sample - Gender

Sample – Employment Status

Sample - Age

Sample - Location

Result

Result

Result

Result

Result

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

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

Recommendation to Whiskas

• First mover advantage• Potential to reposition as premium brand• Maintain brand position• Grow market share from product switching