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Understanding and reaching the new gen z and millennial pet parents - communication program and media plan for new cat parents
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The pet care sector has expanded rapidly in the last several years, partly because of COVID-19 and
new dietary trends, with several Gen Z and Millennials becoming pet parents for the first time.
Realising the opportunity ahead, Mars Iberia, which owns Pedigree and Whiskas, realised the need
to understand these understudied demographics that make up the new wave of pet parents. As such,
the project focuses on creating a profile of the new pet parents and understanding their customer
journey, their behaviours and perceptions of the brands mentioned above, while examining the key
distinctions that set them apart from the prior pet parents and to develop an integrated marketing
plan for the new pet owners. The analysis is based on in-depth consumer interviews, online surveys,
store observations, and social listening. As a result, this paper delivers insights into the dog and cat
categories, while understanding people’s perceptions of Whiskas and Pedigree, two keystones of
the Mars brand.
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Consumer behavior Petcare Communication plan Media plan Gen z