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How far should individualization go when it comes to pet food?
food science food science market analysis food consumer insights pet
top 50%
55 months ago
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Millennials often prioritize their pets and view them as if they are their children. In fact, 76% say they are more willing to splurge on their pets than on themselves! With so many Millennials seeking to indulge their pets, what are the unique or personalized pet food products they are looking for?  As a pet food company, we want to better understand the currently unmet needs of Millennials as they try to care for their pets more personally.    


We are interested in the needs of Millennials when it comes to personalized pet food and how we can meet those needs with unique food products. Specifically, please answer the following:

  1. Do you care for a dog or cat?  If so, what pet food do you purchase and why?
  2. What are the unmet needs of Millennials when searching for unique or personalized dog or cat food?  These needs should not already be met by another product currently on the market.
  3. What unique pet food products would meet these needs?  What about these products makes them unique or personalized to an individual dog or cat?  
  4. What information or technology would make your pet food product possible?

Considerations: Please consider the following extreme example of individualized pet food as you brainstorm for your submission.

Your dog's activity could be monitored using devices and then tracked online.  This information would be submitted to the pet food company which would then tailor your dog's food to meet it's level of activity.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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