Petfood Industry - April 2018 - 23
TRENDS How better smelling products add value to pet food brands 75 percent of our emotions are based on what we smell rather than what we see and hear. A customer is often attracted to a brand or product based on its sensory appeal [2]. Indeed, our senses are linked to memory and can tap right into our emotions [3]. The emotional quality of products is thus becoming important to maintain a differential advantage on the market [4]. Improving the smell of pet food can be an efficient way to upgrade pet owner meal experience, build consumer trust, and establish a positive brand image. Martin Lindstrom [5] Three scent strategies can differentiate pet food products and support brand positioning. Pet food manufacturers can mask off-notes to smooth their product's olfactory profile for better human acceptance; they can enhance the recipe to improve pet owner perception of quality ingredients; and they can give their brand a signature scent that is unique and recognizable to pet owners. Never compromise on palatability Offering pet food with a smell that is in harmony with recipes and claims delivers true benefits to pet owners and supports brand storytelling. of American cat owners & of French cat owners giving wet pet food at least once a week think it is important that the smell of the food matches the recipe and the ingredients list. 44% 41% of American pet owners & of French pet owners think that an appealing smell is a sign of a brand's quality. SPF online consumer study conducted with MetrixLab, 2015 970 American pet owners (616 dog & 354 cat owners) and 852 French pet owners (303 dog & 549 cat owners) 3 SPF Property - © All copyrights reserved 51% 44% When it comes to smell, human and pet preferences can differ. Using flavors tailored to human preferences in a pet food can significantly decrease its palatability for cats and dogs. To create a unique feeding experience, sensorial solutions should combine the assets of uncompromised palatability for pets with great smell for pet owners. To guarantee mutual satisfaction, it is crucial to validate a product's performance with both human and animal panels.