Influencers should be located in Germany, have a genuine interest in pet health, and possess at least one cat. They should be active on platforms that support story features, such as Instagram.

Product Positioning

The premium cat food market in Germany is characterized by a growing trend towards health-conscious products that cater to pet owners who prioritize the well-being of their pets. Positioning the brand as a high-quality, health-focused option can resonate well with this audience. Emphasizing natural ingredients, nutritional benefits, and the absence of fillers or artificial additives can create a strong appeal.

For new products, consider highlighting unique selling propositions such as locally sourced ingredients, eco-friendly packaging, or specific health benefits (e.g., improved digestion, shiny coat). Engaging storytelling around the brand's mission and values can also enhance its market presence.

Target Customers

The ideal customer profile for premium cat food includes:

• Health-Conscious Pet Owners: Individuals who prioritize their pets' health and are willing to invest in high-quality food. They often research ingredients and prefer brands that align with their values.

• Millennial and Gen Z Pet Parents: Younger generations who view pets as family members and are influenced by social media trends. They are likely to follow pet influencers and seek recommendations from trusted sources.

• Affluent Consumers: Pet owners with disposable income who are willing to spend more on premium products for their pets. They often shop at specialty pet stores or online platforms that offer high-end products.

Examples of target customers could include:

• A 30-year-old urban professional who follows health and wellness trends and has a strong social media presence.

• A family with children who prioritize natural and organic products for both their kids and pets.

• A retiree who enjoys spending time with their pets and is willing to invest in their health and happiness.

Potential Influencer Matches

To effectively reach the target customers, consider the following types of influencers:

• Pet Lifestyle Influencers: These influencers focus on pet care, health, and wellness. They often share tips, product reviews, and personal stories about their pets, making them relatable to health-conscious consumers.

• Veterinarians or Pet Nutritionists: Collaborating with professionals in the pet health field can lend credibility to the product. They can provide expert insights on the benefits of the premium cat food, appealing to informed consumers.

• Micro-Influencers: Influencers with a smaller but highly engaged following can be more effective in niche markets. They often have a loyal audience that trusts their recommendations, making them ideal for promoting premium products.

• Lifestyle Influencers with Pets: Influencers who focus on lifestyle content but also share their experiences with pets can reach a broader audience. Their followers may be interested in pet care as part of a holistic lifestyle approach.

Content Creation Ideas

To engage the target audience and promote the premium cat food, consider the following content topics and ideas:

• Health Benefits Series: Create a series of posts or stories highlighting the specific health benefits of the cat food, such as improved digestion or enhanced coat health. Use engaging visuals and testimonials from satisfied pet owners.

• Behind-the-Scenes Content: Share the story of how the cat food is made, focusing on ingredient sourcing and production processes. This transparency can build trust with consumers.

• Pet Wellness Challenges: Launch a challenge encouraging pet owners to share their pets' health journeys using the product. This can create a sense of community and encourage user-generated content.

• Interactive Q&A Sessions: Host live sessions with veterinarians or pet nutritionists to answer common questions about pet health and nutrition. This can position the brand as a knowledgeable authority in the space.

• Creative Recipe Ideas: Share fun and healthy recipes that incorporate the premium cat food, appealing to pet owners who enjoy cooking for their pets.

These content ideas can help create a strong online presence and foster engagement with the target audience, ultimately driving interest in the premium cat food product.