Feline-focused Nextin Research Reveals 76% Of Cat Owners Are Swayed By Brand Values

(PRESS RELEASE) ST. LOUIS — Three out of four U.S. cat owners say they are more likely to purchase from a brand whose corporate values align with their own — and 41% say they would also pay more for cat products that align with these values.

This finding is one of many forward-looking signals in the Nextin Cat Market Insights Report, the latest cat-focused consumer research from MarketPlace’s Nextin Research. Now available, this comprehensive insights report draws on Nextin’s proprietary survey of 1,213 U.S. cat owners to map the consumer behaviors, product category shifts, and ingredient demand that will define the next wave of innovation in cat food, treats, and supplements.

“Looking one to three years ahead, we see the role of premium cat foods shifting — but not going away — and interactive treats driving category growth,” said Nicole Hill, vice president of strategy and innovation at MarketPlace. “From emerging protein preferences to supplement demand signals, the Nextin Cat Report is overflowing with prescient insights that brands, suppliers, retailers, and investors can put into action.”

The report also identifies key audiences and their behaviors, including:

• Sustainability Investors: The 39% of cat owners who would pay more for cat nutrition products that align with at least one sustainability factor, such as ingredient sourcing, packaging, or emissions reduction.
• Fresh Feeders: Those who feed fresh cat food have other characterizing behaviors, like that 32% also feed fresh bones occasionally or regularly — 2.7 times as likely as the total audience.
• Omnichannel Shoppers: Cat owners who purchase cat products online and in-store across retailers. The channel that reaches the greatest number: mass retail, with 61% penetration.

“In addition to consumer demand signals, we synthesize our proprietary consumer data through the lens of our pet market expertise, connecting what consumers want with the industry innovation that makes it possible,” said Jon Copeland, research manager at MarketPlace.

“Combining quantitative data analysis and qualitative pet market expertise, Nextin surfaces what cat owners are looking for today and tomorrow.”

The Nextin Cat Market Insights Report comprises 45 pages of forward-looking insights covering:

• Product category insights and opportunities for cat food, treats, supplement, and dental
• Distinct cat market consumer segments defined by needs, priorities, and motivations
• Product innovation opportunities driven by unmet consumer demand
• Decision-drivers on the path to purchase, including claims, benefits, and values-based attributes
• Retail channel behaviors, including where cat parents shop, what they buy, and what influences them

In addition, reports are accompanied by a robust set of ready-to-use PowerPoint charts and tables from Nextin’s cat owner survey.

For professionals who need to accelerate strategic growth-oriented decision-making, Nextin also offers Custom Insights Briefs. While traditional custom research can take months, these briefs are delivered in two weeks and deliver custom insights with relevant charted findings from across Nextin reports. Each brief is built for a specific purpose, such as innovation, go-tomarket, audience segmentation, or market expansion, and is designed for executive teams, brand leaders, retailers, investors, and suppliers.

Attendees of the NASC Annual Conference taking place from May 19–21 in Phoenix, Arizona, will receive a preview of Nextin Dog and Nextin Cat insights specific to the pet supplement category. Hill will present “Decoding the Pet Supplement Consumer: Trend-Driven Segments and Market Opportunities,” where she’ll introduce pet supplement consumer segments, their motivations, purchase behaviors, and underserved needs.

To license the latest Nextin Pet Insights reports, visit NextinResearch.com:

• Nextin Cat Market Insights Report: NextinResearch.com/store/cat-trends
• Nextin Dog Category Insights report: NextinResearch.com/store/dog-trends

For an exclusive preview of Nextin Pet Insights, pet professionals can visit NextinResearch.com or contact hello@nextinresearch.com to schedule a demo.

About Nextin Research

Nextin Research is where pet, supplement, food, beverage, and ingredient industry professionals turn to stay in front of trends and plan for the future. Since 2002, MarketPlace has served as a strategic advisor and brand activator for CPG companies, ingredient suppliers, and retailers. As MarketPlace’s insights arm, Nextin operates with a 360˚ view of B2B and CPG health and nutrition ecosystems and a 1–3 year outlook on these markets. More than data, Nextin maps the connections between supplier innovation and consumer demand to uncover category white space and inspire ideas that move markets.

With Nextin’s proprietary consumer research synthesized by a team of industry experts, Nextin connects the dots in a way that no other market research firm can. To learn more about Nextin and license its forward-looking insights reports, visit NextinResearch.com or connect on LinkedIn.

About MarketPlace

Since 2002, MarketPlace has served as a strategic advisor and brand activator for global enterprises and mid-market companies in pet, supplement, food, beverage, and ingredient markets. As specialists in these categories, B2B and CPG brands seek MarketPlace for strategy consulting to inform business decisions, from market expansion to strategic repositioning. Beyond blueprints, MarketPlace sees its strategy through to full-scale brand and marketing activation for B2B businesses and consumer brands in health and nutrition markets. The result: insights-informed strategies, brought to life to achieve measurable results you can see and build on. To learn more about MarketPlace, visit MarketPlaceBranding.com or connect on LinkedIn.