• The new design by Whiskas is based on recent market research.
    The new design by Whiskas is based on recent market research.

Cat food brand Whiskas has released its new pack designs alongside a series of new recipes, as commercially packaged cat food continues to be the preferred food source for Australian cat owners.

After successful launches in Europe, the new design is coming to Australia. A spokesperson for the company told PKN the new packaging design is “based on global design direction” and has been worked on through various design agencies around the world. The pouches are made from a 3-ply laminate and come packed in cartonboard secondary packaging. 

The new packaging and recipes have been developed in response to what Whiskas brand owner Mars Petcare describes as  emerging trends in cat ownership in Australia. Recent research conducted by the company uncovered statistics that reveal the changing landscape of cat ownership in 2023:  

  • Gen X has the highest rate of cat ownership in Australia at 33 per cent.
  • The connection between men and their cats is “stronger than ever” with male cat owners representing the largest sample of cat ownership at 47 per cent.
  • The rise in the cat population continues at a record rate with 4.43 cats residing in Australia, a significant increase from 3.69 million reported in 2017.
  • A mix of wet and dry commercial pet food is the preferred choice for cat owners with 74 per cent opting to feed both to cater to their cat’s discerning palate. The days of dry food only diets are becoming a rarity.

Mars Petcare Australia, recently invested $112.3 million in a new facility to produce pouches.

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