11 Aug PURRFECT DAY…
We are a nation of cat lovers (8 million feline friends in the UK and counting) and yesterday was International Cat day. Across the globe a 24-hour celebration of our pampered pets began with celebs, including Kate Beckinsale, posting pics of themselves with their ‘purrfect’ pets (ouch) with even Larry from No.10 getting in on the act with a timely tweet.
So what better time to ‘paws’ (ouch again) and take some time to celebrate the brilliant cat-related product innovations that have, past and present, walked away with a coveted Product of the Year award.
This year saw Mars Petcare UK take to the red carpet to pick up an award for Whiskas Pure Delight. And in 2019 top honours went to Purina ONE DualNature – a dual-texture kibble with natural spirulina that has the ability to help support your cat’s immune system with Felix As Good As It Looks Doubly Delicious scooping the award in 2018.
The UK pet food market continues to grow (GBP2.9 billion by the end of this year) with some interesting new trends identified in a recent Mintel report. As more and more people adopt a plant-based diet pet owners are looking to meat alternatives for their dogs and cats, brands including Lilly’s Kitchen, Felix as above and Edgar & Cooper. Not surprisingly health remains a primary concern, with owners looking for products containing ‘good bacteria’ and calming ingredients such as chamomile. Premium products and foods that can be ‘personalised’ are also set to increase in popularity.
At Product of the Year we celebrate and provide a platform for the very best new product innovations and are excited to see which pet products will sweep the board for 2021.
Happy International Cat Day!