KITTYJOY Wet Cat Food

Market Situation

Thai people spend over 12,000 baht per year on pet care, and one of the fastest-growing markets at the moment is the pet food market. The pet food sector has been growing due to the increasing trend of treating pets as family members, leading to a shift in pet care practices. For example, there has been a rise in the use of specialized food with appropriate nutritional value, aimed at reducing future healthcare costs as improper feeding can lead to long-term health problems in pets. Currently, pet food comes in various forms, with premium-grade food, such as wet food, being favored by pet owners. As a result, the pet food market in 2024 is expected to expand, reaching a value of 44.6 billion baht, with an average market growth rate (CAGR) of 17.0% over the past 5 years (ttbbank, 2024).

Cat wet food is made from real meat, including fish, chicken, or shrimp, and is packaged in sealed containers. In addition to its variety of meat sources, wet food also comes in various textures. It has appealing flavors and aromas that attract cats. Wet cat food has numerous benefits, such as helping to increase and maintain hydration levels in the body since it contains 60-70% water. Another important feature of wet food is its high protein content, which is essential for building body mass and plays a vital role in various bodily functions, including the immune system and movement. Therefore, it is crucial nutrition that helps prevent illnesses as cats age. Although wet food is more expensive than dry food, it is a better choice because its high moisture content aids digestion and ensures cats receive sufficient water, along with providing complete nutrition that promotes good health (Perfect Companion, 2020).

Environmental impact stems from various factors, and packaging waste is one of the direct contributors. This has made eco-friendly packaging play an increasingly important role, as the trend of environmental conservation leads to the development and shift towards using eco-friendly materials (Hongthai Packaging, 2023). Globally, there is now more support for sustainable living and environmentally friendly (eco-friendly) lifestyles, prompting consumers to become more environmentally conscious. Consequently, businesses must adapt to meet the changing behavior of modern consumers. As seen, many companies are introducing environmentally friendly products or packaging, especially in the food industry, and even pet food businesses must adapt to meet the needs of consumers whose buying behavior has shifted (SME Thailand Club, 2023).

Idea Background

This new brand of wet cat food was developed to address common issues faced by many cat owners. One frequently encountered problem is the mess on hands and fingers while feeding wet food. Not only does it leave an unpleasant odor, but it also creates discomfort, especially when feeding multiple times a day. Additionally, the mess requires frequent hand washing, wasting time, and in some cases, the smell persists even after washing.

Another problem is the complexity of the packaging for most wet food, making it difficult to open, which adds to the inconvenience of feeding, particularly when in a hurry or when the cat is very hungry. This messiness becomes unavoidable.

Therefore, our brand has designed new, easy-to-use packaging that allows users to simply tear open the pouch and pour the food into a bowl, minimizing direct contact with the food. It emphasizes convenience and cleanliness. Additionally, our packaging is made from eco-friendly, easily degradable materials to reduce plastic waste in nature.

Objective

1. Create brand awareness

2. Increase sales

3. Enhance post-use value or experience

Competitor Analysis

Kaniva

- Kaniva is a premium-quality cat food brand offering a variety of natural ingredient-based products. Their main products are dry cat food with essential vitamins and minerals for growth and immune support, such as taurine for eye health, and wet cat food made from high-quality meats and fish. The brand stands out by offering food tailored to cats of all ages and breeds.

- Prices range from medium to high, depending on the product, due to the use of high-quality ingredients and complete nutrition for cats.

- Available at leading pet shops or online via Shopee and Lazada.

- Promotes the brand through activities like online cat photo contests and donating Kaniva food to stray animals, creating a positive brand image.

Me-O

- Me-O offers dry and wet cat food in pouches and cans, with various popular flavors for all cat ages and breeds. Me-O also has a premium range, Me-O Gold.

- Positioned at an affordable price range, making it suitable for customers looking for quality cat food at reasonable prices. Prices are often comparable or lower than competing brands.

- Available in department stores, supermarkets, pet stores, convenience stores, and online via Lazada, Shopee, and pet retailers.

- Uses a mix of online and offline advertising, promotions, and donation programs to animal shelters.

Royal Canin

- A super-premium pet food brand offering a wide range of formulas for all cat breeds and ages, focusing on specific health needs.

- Positioned in the premium market, with higher prices than regular brands due to its focus on precise nutrition.

- Available online (Shopee, Lazada), at veterinary hospitals, and pet shops.

- Promotes products through various channels, offers educational content on pets, and holds promotional events like pet shows and clinic campaigns.

Targeting

Cat owners who care about their cats' health.

Characteristics: Cat owners who love and care deeply about their cats' health tend to choose high-quality wet food with complete and safe nutrition.

Buying Behavior: They prefer high-quality wet food made from carefully selected ingredients, often advertised as beneficial for long-term cat health, and purchase from trustworthy brands.

Persona

"Got my paycheck, time to pay off my cat's condo debt."

Nickname: Supreme

Age: 20

Attitude: Loves animals, adores cats, treats them like family members.

Interest: Cat toys, new products for cats, researching suitable food for their cat.

Behavior: Buys quality cat food with complete nutrition and attractive packaging.

Want: Healthy, shiny-coated cats.

Pain Points:

- Limited options for wet cat food with complete nutrition.

- Wet cat food is inconvenient and messy.

Customer Insight

Quantitative Research

Survey results from 50 respondents.

Qualitative Research

- Packaging that can be opened and resealed for preserving uneaten wet food.

- Packaging suitable for multiple servings.

- Desire for zip-lock bags or small pouches for dividing servings.

- Easier-to-pour wet food pouches to avoid mess.

- Packaging that prevents dirty hands.

- Want cute packaging.

- Would like more wet food formulas with complete and balanced nutrition, especially from Thai brands.

- Desire more fish-based, low-sodium, and water-rich formulas to support hydration and prevent urinary problems.

Strategy:

4P

Product

KITTYJOY cares for all cats' health by developing the best food to keep them strong. We focus on appropriate nutrition, offering both dry and wet food, with complete and balanced formulas for all breeds and ages. We also offer specialized formulas for health issues such as low-sodium for cats with kidney disease, water-rich formulas for cats with urinary stones, and prebiotic and vegetable blends for cats with constipation. Our eco-friendly packaging uses biodegradable PLA-coated paper made from renewable resources like corn starch and sugarcane. The packaging is designed for easy use, making every meal for your cat convenient and safe because KITTYJOY is committed to the health of your pets.

Price

Positioned in the medium to high range, with prices varying by formula due to the use of natural, premium ingredients.

Place

Available at leading department stores, pet shops, convenience stores, and online channels (Shopee, Lazada, the brand’s website).

Promotion

Online advertisements promoting the brand, cat care knowledge on the website and social channels, anniversary discounts, and campaigns to help stray cats by donating to animals in need to build a positive brand image.

KPIs :

1. Sales figures

2. Survey or customer review monitoring to assess user satisfaction