What is the impact of pet humanization's emerging trends on companies' marketing strategy in the pet food industry ? Case study on Felix, Nestlé Purina Petcare EMENA

Today, more than half of the world's population owns a pet and these animals are subject to domestication because of a long exposure alongside humans. Some households would even prefer their relationship with their little companion then with other close human beings. As pet owners tend to disconnect with reality and no longer make the difference between animals and humans, new pet feeding trends are progressively emerging on markets to meet the needs of those demanding owners. This thesis analyse those emerging trends (premiumisation & the natural trends) and the impact they have on pet food companies' marketing strategy.