Unlocking the future of senior pet nutrition for Royal Canin
Uncovering the barriers to senior pet nutrition helped Royal Canin spark change, empowering healthier ageing for pets around the world.
How it started
Pets are living longer than ever, but longevity doesn’t always mean vitality. With the global pet population ageing rapidly, Royal Canin saw a clear opportunity: to champion senior nutrition and help pets age healthily. But awareness and adoption lagged behind. What was holding pet owners back? And how could Royal Canin empower them to take action? Together, we set out to understand the emotional, cultural and practical barriers. And turn insight into impact.
How we inspired change
Our journey unfolded across three layers of understanding, each designed to uncover insights into senior pet nutrition.
- Cultural analysis: We began by zooming out. Through a global cultural analysis of healthy ageing, for both humans and pets, we mapped emerging trends and attitudes towards ageing. This framed pet ageing within a broader, evolving cultural context and set the foundation for understanding pet owners’ perspectives.
- Qualitative deep-dive: Next, we zoomed in. Through extensive multi-method qualitative research in eight markets, we listened to the voices of pet owners navigating the ageing journey. From online communities to intimate interviews and group discussions, we explored their emotions, experiences and current approaches to nutrition.
- Quantitative validation: Finally, we scaled up. A global survey with 6,400 pet owners across the same eight markets validated our findings and revealed the scale of the barriers and needs identified. This offered a comprehensive view of the challenges pet owners face in adopting senior nutrition.
How it lives on
The insights sparked action. In a global webinar, we brought the findings to life, energising Royal Canin’s teams and igniting a shared belief in senior pet nutrition as a pivotal opportunity.
Today, those insights guide decisions across the board: from portfolio planning to communications and ecosystem strategies.
The result? A purpose-driven path to promoting senior pet nutrition effectively, ultimately contributing to healthier ageing for pets worldwide.
“This comprehensive study on ageing pets showcases the power of a multi-faceted approach and combining human and pet studies. This collaborative effort with the Human8 expert team has not only enriched our understanding of global and regional specificities, but has also transformed insights into actionable recommendations, ensuring we meet the unique needs of ageing pets.”
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