Background

More traditional grocery retailers are meeting the demand for natural products by creating Natural Store within a Store Concepts.

Insight

Shoppers who buy more natural products for the perceived health benefits want the same for their pets.

Unlike the average shopper, most of these shoppers read product label information and understand the claimed benefits.

Communicating ingredients differentiation to them is critical to generate awareness and trial.

Action

To extend desired “natural” diet to family pets with Hill’s Science Diet superior Nature’s Best through Out of store, in aisle, at shelf, natural food store-within-a-store section.

Packaging design layout to better communicate claims and key ingredients for shopper to read.

Result

Higher dollar share (+50%), outpacing PETCO’s “natural” category growth
Exceeded overall market share objective (2.4pp Vs 1.0pp)

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