Petfood & Animal Nutrition 2.0 Magazine: The Science of Launching a New Brand

The animal nutrition market is flooded with products, yet each year, hundreds of new brand launches hit the shelves. Most products that are able to stick and stay have several traits in common, including a well thought-out brand strategy and a strong point of differentiation. For example, with consumer research indicating the increasing popularity of natural and organic products in human nutrition, the niche is among those to keep in mind when considering future pet product launches. Takeaways include: *New brands need to identify a key selling point that communicates a direct benefit to the end user. *Defining the target consumers and a clear channel strategy is critical to launching a new brand. *Currently, only an estimated 16 percent of pet owners use natural or organic pet treats and food.