What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 58% → 65% | +7pp |
| Consideration | 35% → 41% | +6pp |
| Claimed Usage | 27% → 31% | +4pp |
What's behind the growth
Fancy Feast's brand-building plays out locally and globally at once. In Australia, its retail messaging leans on craft and clean ingredients: "Love Is In The Details" is the line behind its current range, and updated packaging flags that recipes across its Grilled, Classic Pâté, Gravy Lovers and other lines are made without artificial colours or preservatives.
It also ran a Petbarn-exclusive "Win $10k" competition for Friends for Life loyalty members between February and March 2026.
Globally, it's leaned on cultural credibility: in September 2026 it launched The Paige Edit, a limited-edition range curated with style influencer Paige DeSorbo and her cat Daphne, exclusive to Amazon in the US. DeSorbo called it "not just a cute box, though it is a very cute box".
In July 2026, Purina's own science team weighed in too: Dr Annie Valuska, a Certified Applied Animal Behaviorist, made the case that cats respond to variety in texture and aroma, not just flavour, which is exactly what Fancy Feast's 150-plus recipes and formats offer.
