Royal Canin is driving forward its cat strategy with the launch of Fabulous Felines, a new and ongoing campaign focussed on bringing new customers into the specialist pet trade. This is backed up by research showing that 46% of cat owners are increasingly looking for better quality food.

The value of cat food sales has grown by 32 per cent in the period 2007-14, outperforming dog food sales by 8%.  Cat food is also premium priced – average cat food price is £2.04 per kilo, compared to £1.62 per kilo for dog food, with the 42p difference in favour of cat highlighting the opportunities for the specialist pet trade.

Royal Canin retail marketing manager Gemma Duffield says: “We are constantly driving forward more ways to bring cat owners into the specialist pet sector.  Currently the specialist pet trade is feeding 77 per cent of cats*, so there is a massive opportunity for the pet trade to grow their share.  As manufacturers of tailored nutrition, we see it as our role to help educate and drive customers to the specialist pet trade.”

Royal Canin is reaching these current non-specialist shoppers via high profile and high calibre consumer events such as the Ideal Home Show in Glasgow and the BBC Good Food Show series in Birmingham and London.  Local retailers are invited to join Royal Canin on stand at these events, to enable them to promote their store to local visitors. 

Gemma comments: “These events have a much broader appeal than specific pet shows, and as such represent the chance to broaden the appeal of our brand and the specialist pet trade, particularly to pet owners who may not have considered the sector before.  Customers who attend this type of show are looking for new, unique products they may not have seen before.  This is an ideal way for ROYAL CANIN© to promote tailored nutrition and educate new customers about the benefits for their cats.”

A national digital advertising campaign will launch shortly, offering a voucher for a free 400g bag of Royal Canin cat food.  Designed to drive traffic into shops, the objective is that retailers will be able to create new customers via this trial offer.

At store level, a range of promotions and extensive Fabulous Felines POS material will help retailers create huge impact.

Cat owners are also invited to enter their cat into Royal Canin’s calendar competition, to win the chance to feature in the 2016 cat calendar and win a year’s supply of cat food.  The company is also continuing to develop its links with cat rescue centres with Rescue Cat of the Year 2015. 

From over 500 entries, there are now 50 finalists on the voting website, www.royalcanin.co.uk/rescuecat2015.  The winning cat will win a selection of Royal Canin goodies, and the rescue centre the cat came from will win a month’s worth of food for 50 cats.

For more information about Fabulous Felines, contact your Royal Canin Business Manager, call 0845 606 9980 or visit www.royalcanin.co.uk.