A well established North American brand who have been at the forefront of innovative baby care products for over 20 years have had great success with a nappy disposal system, baby bath seats and more. The innovative nappy disposal system led to expansion into cat litter disposal. In North America the market for these products is very different, so Turquoise Thinking were approached to provide insights into the UK cat owner market ahead of proposed product launch.
Market Research Objectives
- To better understand the cat owner market in the UK
- To better understand cat owners in terms of their cat hygiene (toilet usage)
- To gain feedback on the product
- To establish market potential for the product
A quantitative methodology was used to meet the research objectives consisting of a 12 minute online survey with a panel of 400 cat owners across the UK. The majority owned just one cat and all respondent age brackets and other demographics were represented. Turquoise scripted, hosted, recruited and managed the survey.
Three quarters of cat owners surveyed said their cats used litter trays regularly, with eco friendly and stone cat litter being the most common types. We were able to establish the frequency of full litter changes, where litter trays were placed around the home, and where cat owners disposed of soiled cat litter.
Minimising smells, ease and convenience and speed were noted as the product features that would motivate cat owners to consider using a new product.
The majority of cat owners surveyed found the new product appealing and over half indicated that they would be likely to consider purchasing the product in the future.