Royal Canin

Royal Canin is a premium pet food brand in the Mars Petcare division. Founded in 1968 by veterinarian Jean Cathary in France, Royal Canin specializes in tailored nutritional solutions for pets, focusing on the specific needs of animals in various life stages and health conditions. Unlike mass-market brands, Royal Canin relies on endorsements from veterinary professionals rather than direct consumer advertising, creating a premium brand in the pet care industry.

The company faces several strategic challenges amidst a rapidly evolving pet care market. With the rise of online pet food sales and changes within the pet health care ecosystem, Royal Canin must adapt its strategy to stay ahead. One major issue is effectively communicating the benefits of their specialized nutritional products to pet owners, who may not be fully aware of how these products can improve their pets' health. Additionally, the specialized nature of their product lines often requires considering long-term investments. To help guide their plans, the company has undertaken a major review of its stakeholders.