How much should consumer trends drive pet food products?

The pet food category is known in market research terms as a fast-moving consumer good (FMCG), which confers both advantages and disadvantages for pet food brands and companies. One of the positives is implied in the “fast-moving” part: as with human food and other consumables, consumers need to buy it on a continual, recurring basis. And, thanks to long-term, ongoing humanization, category sales in this case have also continued to move fast and upward.

Yet the keen,…

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