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CONDUCT MARKET RESEARCH
WHISKAS
CAT FOOD
Development and introduction of new environmentally innovative forms of packaging

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Executive Summary
To substantiate the business case for the development and introduction of new environmentally
innovative forms of packaging, Whiskas cat food have undertaken to investigate the environmental
sustainability values and attitudes of cat food purchasers, and to find out more about the underlying
motives behind the selection criteria the cat food shopper processes whilst at the supermarket.
The hypothesis framing this research is that cat food purchasers are accepting of packaging
innovations designed to reduce wastage and environmental impact. This research supports the
hypothesis. Cat owning respondents were recruited from Sydney, Melbourne, Adelaide and Broken
Hill to participate in a quantitative survey facilitated by SurveyMonkey (surveymonkey.com), of
twenty two questions in a Likert scale format. The survey responses reflect an overall positive
attitude to the environment, sustainability, recycling and brand variation; most cat food purchasers
find issues like nutrition and palatability to themselves quite important considerations, however
convenience – a hitherto core focus for cat food manufacturers was a criterion that split survey
respondents.

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TABLE OF CONTENTS
Introduction............................................................. 3
Hypothesis............................................................... 5
Method.................................................................... 5
Scaling...................................................................... 5
Sampling Procedure ................................................ 5
Quantitative Procedure........................................... 5
Results ..................................................................... 5
Conclusion............................................................... 6
Bibliography............................................................. 8
Appendix 1 Exploratory Research ........................... 9
Appendix 2 Quantitative Survey and Result............ 11
Appendix 3 Research Proposal................................ 15
Figures
1 Environmental Responsibility............................... 5
2 Environmental purchasers ................................... 5
3 Environmentally Responsible costs more ............ 6
4 Product innovation costs more............................ 6
5 Content Analysis Table......................................... 10

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Introduction
In the Australian supermarket product category cat food, packaging innovation has hitherto only
been introduced to enhance a product’s premium perception, prolong content shelf life or vary
sizing options to mimic convenience meal offerings developed for human consumption.
Packaging innovation for environmental sustainability has not been considered necessary. The
Packaging Council of Australia identified in their 2008 report “The Status of Packaging Sustainability
in Australia” that “Environmental aspects of packaging affected 3% or less of purchasing decisions,
well behind price, product and convenience”.1
Without the impetus of an emissions trading scheme, the report identifies that only concern for
their own reputation willing the dominant supermarket chains to exert influence over their suppliers
will lead to wide spread adoption of environmentally sustainable packaging in Australia.
In contrast, Deloitte found in their 2009 report for the US Grocery Manufacturers Association
“Finding the green in today’s shoppers Sustainability trends and the new shopper insights” that of
6,498 shoppers surveyed in the US 95% wanted to buy “green” products, though only 22% actually
did. Of their shoppers surveyed who purchased pet products, only 11% purchased “green”
products.2
Noting the effect of governments in shaping the developing supply chain environmental imperative,
the global authority on packaging Pira International stated in their 2009 report “Market Intelligence
Guide for Packaging” that “Developments in materials technology will lead to growing use of natural
polymers – driven to a large extent by environmental concerns and regulatory requirements”.3
In the report “Industry Insight: Developments in Private Label Packaging” Ashley Gange identifies
another important focus in the introduction and uptake of environmentally sustainable packaging “A
factor that may significantly encourage the development of the market is improved price
competitiveness. This may be expected to be obtained via economies of scale in production, new
production methods and forecast important comparative increases in the cost of resources used in
the manufacture of conventional mineral oil-based plastics”.4
There are significant financial gains to be had for cat food manufacturers that embrace
environmentally sustainable packaging innovations. The packaging industry resource
www.packaging-gateway.com has highlighted the Swedish cat food manufacturer Doggy AB as a
case in point. Working with Tetra Pak, Doggy AB introduced a new packaging concept for their line
of wet cat food in Sweden in April 2005. As noted in the packaging-gateway appraisal “Consumer
tests conducted by the company reveal that innovative packaging is a big draw for consumers.
Consumers also appreciate environmentally-safe packaging solutions”.5
Aside from all other
considerations the company now saves enormously on logistics. The new packaging stacks and
stores more efficiently, with one delivery truck now able to transport the equivalent volume of
fifteen trucks laden with the previous package design.
1
The Packaging Council of Australia, MS2, Perchards, The Status of Packaging Sustainability in Australia, July
2008, pg77
2
Deloitte, Finding the green in today’s shoppers Sustainability trends and the new shopper insights, 2009, pg
10
3
Pira International, Market Intelligence Guide for Packaging, September 2009, pg4
4
Gange, A., Industry Insight: Developments in Private Label Packaging, 2009, pg11
5
www.packaging-gateway.com , “Doggy ‘Mjau’ Wet Cat Food Packaging from Tetra Pak”

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Hypothesis
Cat food purchasers are accepting of packaging innovations designed to reduce wastage and
environmental impact.
Method
Exploratory Study
Initially, nine cat owning individuals were interviewed to foster a broad understanding of consumer
selection criteria when purchasing wet cat food at the supermarket.
Quantitative Survey
Fifty five individuals in Sydney, Melbourne, Adelaide and Broken Hill were invited via e-mail to
participate in an online survey of twenty two questions facilitated by Survey Monkey
(www.surveymonkey.com). The selection criteria required they either own a cat or be responsible
for purchasing cat food or both.
Scaling
The quantitative survey undertaken was responded to using an ordinal scale format, employing a
Likert Scale framework for respondents to indicate whether they Strongly Disagreed, Disagreed,
Agreed, Strongly Disagreed or had a response of Neither to the propositions put forth to them.
Sampling Procedure
The sample for this survey was a convenience sample (non-probability sample) of fifty five people,
recruited for participation because they owned a cat / had purchased cat food, and were known to
the researcher. The small size of the survey increases the likelihood of random sampling errors; the
narrow scope for recruiting respondents also subjects the data to systematic errors.
Quantitative Procedure
The Likert Scale format of the survey assigns a value to the responses (Strongly Agree=1, Disagree=2, Agree=3,
Strongly Agree=4, Neither=0). The mean value for each question reflects the average response of all
respondents to the question.
Results
Figure 1 - 94% of respondents have a positive attitude
towards the environment Figure 2 - 69% of respondents seek to purchase
responsibly
Strongly
Disagree
2%
Disagree
2%
Agree
47%
Strongly
Agree
47%
Neither
2%
I have a responsibility to help save the
environment.
Strongly
Disagree
6%
Disagree
18%
Agree
45%
Strongly
Agree
24%
Neither
7%
I strive to purchase environmentally
responsible products.

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Figure 3 - 72% expect to pay more for environmentally
friendly products
Figure 4 - 60% of respondents expect product
innovation to cost more
The survey data demonstrates that cat food purchasers have an overwhelmingly positive attitude towards the
environment. However, while 94% of respondents indicated that they either agreed or strongly agreed with
the proposition that they had a responsibility towards the environment, only 69% of respondents carried that
attitude through to the supermarket.
The results also indicate that 72% of respondents believe a product labelled “environmentally friendly” will
cost more, while 60% of respondents expect product innovations introduced to supermarket products will
actually cost them more.
Conclusion
The results of the research support the hypothesis that cat food purchasers accept packaging innovations. The
strong positive attitude towards the environment in general extends to a desire to encourage peers to be
environmentally responsible consumers, to select environmentally responsible products, and to seek out
goods in recyclable packaging at the supermarket. There is, though, the perception that environmentally
responsible products will cost more, that product innovation will lead to a more expensive product, and,
paradoxically, a willingness by 62% of respondents to pay more for those products that fit this criterion.
Though the reliability of these inferences is contextualised by the systematic and random sampling errors,
these results are still strongly positive for Whiskas.
The implications for the introduction of an environmentally innovative form of packaging by Whiskas are
twofold. Firstly, the introduction of environmentally sustainable packaging will most likely lead to large long
term cost savings (as input costs for “new” packaging raw materials increase with the introduction of an
emissions trading scheme / carbon trading system, the cost of using environmentally sustainable alternatives
will be cheaper; implicit in environmentally sustainable packaging is the imperative to improve overall product
volume per carton / per pallet ratios, dramatically reducing logistics costs). By taking a category leader role
Whiskas could introduce its range as a premium product, taking advantage of positive consumer sentiment.
Or, Whiskas could introduce its environmentally sustainable range whilst maintaining its current product
position, but still benefit from directly attributable growth in its market share; Deloitte found in their report
for The Association of Food, Beverage and Consumer Products Companies (Grocery Manufacturers Association,
USA) Finding the green in today’s shoppers: Sustainability trends and new shopper insights that
environmentally friendly was the single most significant secondary product attribute that acted as a tie-
breaker when supermarket shoppers were deciding between two products that in all other aspects were at
parity.
6
6
Deloitte, Finding the green in today’s shoppers Sustainability trends and the new shopper insights, 2009, pg 9
Disagree
24%
Agree
43%
Strongly
Agree
29%
Neither
4%
Products labelled
"environmentally friendly" are
more expensive than competitors
in the same category.
Strongly
Disagree
9%
Disagree
25%
Agree
40%
Strongly
Agree
20%
Neither
6%
I believe that a product innovation
must equate to a higher price at the
check-out.

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Bibliography
Deloitte, Finding the green in today’s shoppers: Sustainability trends and the new shopper insights,
2009
Gange, A., Industry Insight: Developments in Private Label Packaging, 2009
Pira International, Market Intelligence Guide for Packaging, September 2009
The Packaging Council of Australia, MS2, Perchards, The Status of Packaging Sustainability in
Australia, July 2008
www.packaging-gateway.com , Doggy ‘Mjau’ Wet Cat Food Packaging from Tetra Pak,
http://www.packaging-gateway.com/projects/doggy/

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Appendix 1
Exploratory Research

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Open Questionnaire (n=9)
1. How do you feel about your current brand of cat food?
2. Are you concerned by waste of product inherent in the packaging design of your current cat
food?
3. Did environmental values impact your “product type” choice for your brand of cat food (i.e.
pouch, single serve tin, medium / large / x-large tin)?
4. Do you alternate cat food brands or do you always purchase the same brand? If you do
alternate, what is the basis for the alternation (i.e. budget, variety, dietary concern, like to
try new things, cat likes different styles of food)?
5. Do you select cat food flavours that appear palatable to your own tastes or flavours that you
believe are enticing to your cat?
Content Analysis Table
Factors in selecting processed cat food (wet) at supermarket Frequency of Respondents
Budget 5
Flavour variety 4
Product size 3
Premium product 3
Cat's preferred product 9
Flavours that appeal to owner 2
Convenience 5
Nutritional benefit 5
Environmental impact of packaging / recyclability 4
Innovation 2
Product waste from package design 6
Loyalty to current brand 3
Fig 5 Content analysis table of nine people questioned.

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Appendix 2
Quantitative Survey Questions & Results

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CMR A - Cat Food
Gender Male Female
You (or main
household grocery
shopper) 10.9% (6) 89.1% (49)
Age 16-20 21-25 26-30 31-35 36-40 41-45
You (or main
household grocery
shopper) 7.3% (4) 10.9% (6) 18.2% (10) 34.5% (19) 12.7% (7) 3.6% (2)
46-50 51-55 56-60 61-65
3.6% (2) 1.8% (1) 1.8% (1) 5.5% (3)
Employment Status Student Volunteer Casual Part-time Full-time Self employed
You (or main
household grocery
shopper) 25.5% (14) 1.8% (1) 7.3% (4) 5.5% (3) 34.5% (19) 16.4% (9)
Independently Wealthy Unemployed
1.8% (1) 7.3% (4)
Read the following statements and consider how they relate to you and your purchase selection criteria whilst you are performing your
regular household supermarket shopping.
Strongly Disagree Disagree Agree Strongly Agree Neither Rating
I strive to purchase
environmentally
responsible products. 5.5% (3) 18.2% (10) 45.5% (25) 23.6% (13) 7.3% (4) 2.94
I actively seek out "eco-
friendly" alternatives in
every product
category. 5.5% (3) 32.7% (18) 36.4% (20) 20.0% (11) 5.5% (3) 2.75
I am willing to pay
more for goods that I
confidently believe will
have a reduced impact
on the environment. 5.5% (3) 29.1% (16) 47.3% (26) 14.5% (8) 3.6% (2) 2.74
I actively select goods
sold in recyclable
packaging. 9.1% (5) 30.9% (17) 36.4% (20) 18.2% (10) 5.5% (3) 2.67
I actively encourage
others to act as
environmentally
responsible consumers. 5.5% (3) 23.6% (13) 49.1% (27) 18.2% (10) 3.6% (2) 2.83
I am aware that
manufacturers' shift to
environmentally
sustainable product
packaging may result in
traditional household
brand goods appearing
on the supermarket
shelf in non-traditional
styles of packaging. 3.6% (2) 10.9% (6) 60.0% (33) 20.0% (11) 5.5% (3) 3.02
I believe that a product
innovation must
equate to a higher
price at the check-out. 9.1% (5) 25.5% (14) 40.0% (22) 20.0% (11) 5.5% (3) 2.75
I stick to brands and
products I have always
used. 1.8% (1) 29.1% (16) 45.5% (25) 23.6% (13) 0.0% (0) 2.91
Products labelled
"environmentally
friendly" are more
expensive than
competitor products in 0.0% (0) 23.6% (13) 43.6% (24) 29.1% (16) 3.6% (2) 3.06

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the same category.
I have a responsibility
to help save the
environment. 1.8% (1) 1.8% (1) 47.3% (26) 47.3% (26) 1.8% (1) 3.43
Answer the following questions focusing on your considerations whilst at the supermarket purchasing processed (tin/pouch) "wet" cat
food.
Strongly Disagree Disagree Agree Strongly Agree Neither Rating
I bulk buy when it is
cheaper, irrespective of
flavor variety or
previous brand
association. 14.5% (8) 29.1% (16) 41.8% (23) 14.5% (8) 0.0% (0) 2.56
I place the same level
of effort and
consideration into
selecting cat food as I
expend selecting food
for myself and my
family. 5.5% (3) 34.5% (19) 45.5% (25) 10.9% (6) 3.6% (2) 2.64
I read nutritional claims
on cat food packaging. 5.5% (3) 47.3% (26) 36.4% (20) 7.3% (4) 3.6% (2) 2.47
I consciously select a
nutritionally balanced
meal for my cat. 1.8% (1) 34.5% (19) 47.3% (26) 10.9% (6) 5.5% (3) 2.71
Freshness and quality
are important. 0.0% (0) 3.6% (2) 74.5% (41) 21.8% (12) 0.0% (0) 3.18
I select flavour varieties
that sound appealing
to me. 1.8% (1) 20.0% (11) 63.6% (35) 12.7% (7) 1.8% (1) 2.89
I select flavour varieties
I believe my cat will
enjoy. 0.0% (0) 5.5% (3) 69.1% (38) 23.6% (13) 1.8% (1) 3.19
I regularly seek out
new flavour varieties /
combinations for my
cat to try, even if they
are manufactured by a
brand that is not my
preferred / regular
brand of cat food. 3.6% (2) 23.6% (13) 54.5% (30) 12.7% (7) 5.5% (3) 2.81
I always select varieties
from the same brand of
cat food. 0.0% (0) 47.3% (26) 41.8% (23) 9.1% (5) 1.8% (1) 2.61
I have a preferred
volume per unit and
my selection is
exclusively limited to
flavour varieties
provided in that
volume (e.g. pouch,
single serve tin, 400g
tin, 800g tin). 5.5% (3) 38.2% (21) 38.2% (21) 14.5% (8) 3.6% (2) 2.64
I consider my cat to be
a "fussy eater". 7.3% (4) 18.2% (10) 38.2% (21) 29.1% (16) 7.3% (4) 2.96
I consider the health,
happiness and
wellbeing of my cat to
be of the same
importance as that of
my children /
immediate family 0.0% (0) 18.2% (10) 45.5% (25) 32.7% (18) 3.6% (2) 3.15

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Residential Postal
Code. SYDNEY MELBOURNE ADELAIDE BROKEN HILL
2000 3011 5008 2880
2000 3030 5022 2880
2000 3031 5022
2010 3071 5022
2016 3084 5024
2017 3121 5024
2021 3121 5024
2026 3141 5032
2028 3144 5041
2031 3181 5045
2044 3676 5048
2049 5062
2049 5063
2076 5112
2077 5159
2088
2099
2100
2111
2114
2134
2203
2221
2234
2745
2770
2770
Total Respondents 27 11 15 2
49% 20% 27% 4%

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Appendix 3
Research Proposal

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There are estimated to be 804,000 cats in NSW/ACTi
alone. With a downward trend in the overall
Australian cat population and in the average number of cats per cat owning household, but with the
percentage of households with cats increasing (approximately 25% of Australian households), there
is an opportunity to develop specialised cat food options that appeal to consumers’ informed
knowledge on the latest developments in cat food science while concurrently exploiting consumer
social trends. In 2005 it is estimated that there was $417m expenditure on overall pet care for cats
in NSW/ACT, of which 44% is spent on cat foodii
. Approximately 61% of cat food expenditure is on
canned food. The market leader in grocery sales is Master Foods (makers of Whiskas) representing
64.7% of the canned cat food market in Australia, followed by supermarket generic brands with
20.9%iii
. Despite the value in this sector there is very little product differentiation between brands.
To capitalise on current consumer interest in sustainability and environmental impact Whiskas has
undertaken to explore the viability of introducing a revolutionary new packaging design that will
place it as the only environmentally responsible cat food manufacturer in Australia.
In the current market options for processed cat food on the supermarket shelf lack innovation and
do not reflect the environmental and social values of purchasers. To confidently and prudently
progress further with their planned implementation strategy Whiskas must determine if cat food
purchase decisions are based on tradition, nutrition and budget alone or if purchasers would be
willing to alternate and vary the types of cat food bought in response to the product’s positive
attributes, testing acceptability of the product for their needs where the product is commensurate
with their attitudes towards processed wet cat food in tandem with their environmental and social
values.
Uptake and acceptance of novel product packaging design changes will most likely hinge on
consumer interest in and concern for environmental issues, with choices encouraged to reflect
popular trends and awareness; divergence from historic brand differentiation based primarily on
flavour variations and nutritional content has never previously been attempted. Whiskas have
developed their novel packaging concept with the view to ultimately replace the pouch and tin
packaging styles currently utilised by the brand. The new packaging is an innovative flip-capped tube
design that is constructed of materials that are 100% recycled and recyclable, eliminates wastage of
food when feeding, allows the product to be refrigerated for a longer period of time without spoiling,
and is of a size and flexibility that will support a greater volume of cat food per unit to continue
offering choice in sizing options.
The progression of the strategy to adopt and introduce this revolutionary style of packaging is based
on the hypothesis that cat food purchasers are accepting of packaging innovations designed to
reduce wastage and environmental impact.
From initial exploratory research, issues of product wastage and environmental impact are given less
consideration than product choices that owners know their notoriously fussy cats will definitely
prefer from experience, and straddle the significance of budget, convenience and nutrition. Product
size and the perception of a product as being “premium” were not seen as substantial factors.
To determine the validity of the hypothesis and the relative strength and significance of the
competing factors that must be satisfied and addressed to ensure successful introduction of the new
package design, quantitative research using a Likert scale to investigate consumer’s beliefs and
convictions is proposed.
As it appears that owners put a greater level of importance on satisfying the needs of their cat, the
proposed quantitative research needs to examine the willingness to switch to a better product for

16. JADDAN BRUHN Conduct Market Research BSBMKG408B Page 16
the environment provided the flavours, textures and shelf-life of the product is unchanged or
enhanced; whether perceptions of difference would equate to the notion of it being a premium
product and therefore act as a deterrent; how slight changes in cost will impact uptake; and whether
additional inducements would be required to encourage consumers to crossover to the new product
(i.e. new/exclusive flavour varieties, larger sizes for bulk purchase discount, improved nutritional
benefits, cash back offers).
The target market for Whiskas is 30-40 year old married and single employed females living in
suburban capital cities. To determine the impact on and responsiveness of the target within the
limitations of time and budgetary constraints we propose to conduct our research on a convenience
non-probability sample of 50 people over the age of 18 who preferably own and are responsible for
feeding a cat and whom either are or can confidently express the beliefs, experiences and opinions
of a married or single employed female. This is intended to allow for research to be conducted by a
single person within a four week timeframe utilising online data capture and analysis methods and
reporting functionality.
Data collected from respondents will be analysed using inferential statistical methods to determine
correlation between importance of positive product and design attributes; cost and consumer
budget sensitivities; and attachment to traditional methods of wet cat food packaging; to reinforce
or reject the hypothesis underpinning the strategy to roll-out the new product packaging.
The completed research report and recommendation will be submitted for review on 20/11/2009 via
a single hard copy document (with the option of an electronically issued soft copy), followed by an
onsite presentation in-house on either the 23rd
or 30th
of November (final scheduling to be advised).
The accepted quote only allows for provision of a very brief on-site presentation following
submission of final report. Prior to initiating phase two of the research schedule the initial tax
invoice consisting of 40% of the agreed quote must be paid. Billing will be progressively issued with
the tax invoice constituting 50% of the agreed quote to be issued in conjunction with the submission
of the final report. The final tax invoice for the remaining 10% of the agreed quote will be due and
payable prior to the on-site presentation. Invoice retentions will not be accepted and variations to
scope will extinguish all outstanding contractual obligations and trigger immediate invoicing of
remaining component of agreed quote value without further engagement or provision of findings
(including raw data). Tax invoices are due and payable on receipt.
i
Australian Companion Animal Council Inc, Contribution of the Pet Care Industry to the Australian Economy,
2006 p9
ii
Australian Companion Animal Council Inc, above p3
iii
Australian Companion Animal Council Inc, above p37