Retail Intelligence

Less Than Two Thirds Of Cat Owners Feed Their Cats Solely Cat Food

By Donna Ahern
Less Than Two Thirds Of Cat Owners Feed Their Cats Solely Cat Food

Just less than two thirds (64%) of cat owners will feed their cat solely on cat food, down from 70% in 2017, with a significant increase (33% from 24%) in the proportion who will feed them a mixture of both cat food and leftovers, while there are 3% who claim to only feed their cat leftovers. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,058 adults aged 18+, sought to understand purchase behaviour in this category.

Dry food/mixers continue to be the most popular type of cat food purchased amongst those who buy cat food, with 7 in 10 (70%) claiming to purchase, up significantly from 61% in 2017. The purchase of cat food which comes in pouches has also increased significantly, rising from 46% in 2017 to 62% this year. The purchase of canned cat food has decreased from 33% to 28% year-on-year.

When it comes to the key brands in the cat food category, supermarket own brand plays a significant role but its role has somewhat diminished this year, with 40% claiming to purchase, down from 48% in 2017. Of the branded options available, Whiskas has increased in popularity with 46% claiming to purchase compared to 42% last year. Go Cat (27%) also takes a sizeable share and Felix (22%) also performs well, with both brands increasing in popularity year-on-year. Purina One has recorded an increase in share from 7% to 11% this year.

Ensuring that the cat will actually eat the cat food continues to be the most important aspect cited when it comes to selecting a type of cat food to purchase, with almost 6 in 10 (57%) claiming this to be their key consideration. The quality of the product has dropped in importance this year, with just over 1 in 7 (15%) cat food buyers claiming this aspect to be most important, significantly down from levels recorded in 2017 (22%).

For further information and more in-depth analysis on consumer behaviour when it comes to purchasing cat food and other pet food products, please contact Robbie Clarke at Empathy Research.

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