Ageing cat population presents massive opportunity
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Hill's Pet Nutrition claims an ageing cat population in the UK presents a massive sales opportunity for pet retailers.
Around 3.8 million cats are now over the age of seven, with 61% being over the age of 11.
Sales of mature life stage cat food represents only 4% of total sales, which clearly highlights a big opportunity. To help retailers address this imbalance and complete the range available for mature cats, Hill’s has developed the latest step-in-life stage feeding - new Science Plan Senior 11+ Healthy Ageing.
Owners of ageing cats often consider signs such as emotional detachment, sleeping more, accidents in the house and reduced agility as a sad, but normal part of their pet’s advancing age.
By educating owners that feeding appropriately for life stage could nutritionally support these changes and stocking a complete range of pet foods for mature and senior cats, retailers can reap the benefits of this huge gap in the market.
New Science Plan Senior 11+ has been developed to complement the existing Hill’s Science Plan Mature Adult 7+ range, applying the same principles of supporting organ function and ensuring easy digestibility.
Senior 11+ contains a specialised antioxidant formula that helps defend the brain and body against ageing and is supplemented with L-Carnitine, proven to support lean muscle mass which is typically lost as a cat gets older. A careful balance of protein and minerals supports a healthy urinary tract, including the kidneys. Essential amino and fatty acids maintain healthy organs and promote a soft glossy coat and healthy skin to keep older cats looking and feeling their best.
With dry or pouch formulations available in two flavours, Senior 11+ guarantees a great taste that cats will love. The kibbles are also small and easy to chew, suiting the more delicate mouths of mature cats.
To help pet retailers communicate the benefits of feeding mature cats appropriately and the full range of its mature cat products, including new Senior 11+ to customers, Hill’s has produced a range of marketing support materials.
To find out more, phone Hill’s on 0800 282438 or speak to your local Hill’s representative.
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