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Who Is Cat Food Really For? The Curious Case of the Branding of Cat Food Flavors

Jan 27, 2025
Written by: lavon-lewis

Walk down the pet food aisle, and you’ll see cat food with flavors like salmon, chicken, or even shrimp medley. But here’s the thing: wild cats wouldn’t hunt for shrimp cocktails or roast chicken. As obligate carnivores, they’re built to eat prey like mice and birds. So why does cat food sound like a menu for humans? The answer lies in appealing to both cats and their owners.

Who Are Cat Food Flavors Really For?

Cats Don’t Care About Flavors
 Cats lack the taste buds for sweetness and focus on texture and smell. They’re drawn to the scent of protein and fat, not “savory turkey in gravy.”

Humans Are the Buyers
 Flavors like “salmon feast” reassure owners they’re providing high-quality food, even if cats don’t care about gourmet labels.

Emotional Connection
 Owners project human preferences onto their pets, imagining them enjoying a luxurious diet when it’s really the aroma that excites the cat.

Why Not Just Mice?

Cats in the wild eat prey like mice, but domestic cat food must balance nutrition, safety, and convenience.

  • Cultural Perception: No one wants to see “mouse stew” on a label, even if cats wouldn’t mind.
  • Nutritional Standards: Packaged cat food is carefully formulated to meet dietary needs.
  • Marketing Appeal: Fancy flavors help owners feel they’re giving their pets something special.

Lessons for Branding

Cat food shows how products can appeal to two audiences: the user (the cat) and the buyer (the owner).

  • Understand Dual Audiences: Design for both the end user and the decision-maker.
  • Appeal to Emotions: Build an emotional connection to drive purchasing decisions.
  • Balance Practicality and Marketing: A product must work well and resonate emotionally.

The Final Scoop

Cat food flavors may sound feline-focused, but they’re really aimed at the humans buying them. While cats care about scent and texture, owners are charmed by “grilled salmon medley.” This clever balance satisfies both audiences and drives the success of the cat food industry.