The Innovation Gap in the Feline Market
Why are feline behaviourists still sending cat guardians to IKEA instead of pet stores? Why do some of the most essential feline needs still require improvisation at home? What if the next breakthrough in feline innovation is not a new colour, material or feature, but an entirely different starting point? Cats experience products through biology, not marketing. Through safety, predictability, choice and nervous system regulation. Yet many opportunities rooted in feline behaviour and stress physiology remain largely unexplored within the pet industry. In this Fresh Ideas session, Anneleen Bru invites you to question assumptions, rethink standards and look beyond product variations. What categories are still missing? Which design principles have not yet been translated into meaningful market solutions? And what becomes possible when innovation begins with feline biology? Fresh ideas do not always start with trends. For cats, they should start with sciencebased insight and true alignment. The next wave of feline innovation may not be louder. It may simply be smarter and more empathetic.