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The relationship between pets and their owners is developing dynamically. As a result, so is the pet food and pet care industry. Over the last two decades, Symrise has reinforced its status as global industry leader time and time again. Gaining valuable consumer insights and turning the data into new products and solutions are two of the key pillars to maintain this position.

The pet food and pet care industry is undergoing a remarkable transformation, driven by the evolving relationship between pets and their owners. Over the past 50 years, pets have transitioned from being backyard companions to cherished family members, often sharing our living spaces and even our beds. This shift has elevated pet owners to "pet parents," who seek responsible, enjoyable, healthy, and nutritious options for their furry companions. In this dynamic landscape, Symrise has emerged as a leader, setting industry standards in palatability measurement and pet well-being through its innovative approaches.

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A benchmark in the industry

At the heart of Symrise's success is Panelis, a global expert in pet food palatability measurement. Panelis provides invaluable insights into the feeding behavior of cats and dogs, helping pet food manufacturers understand the emotional bond between pets and their owners. With four measurement centers across China, Brazil, France, and the USA, Panelis ensures that its studies are comprehensive and reliable. Since its inception in 2000, Panelis has prioritized animal well-being, recognizing that "reliable answers can only be obtained with healthy and happy pets." This commitment to ethical and scientific standards has made Panelis a benchmark in the industry. It offers pet food manufacturers confidence in the reliability of their product testing.

Panelis's unique approach to managing the well-being of its animal panels includes quality infrastructures and activities such as training, grooming, and play. These measures ensure that the cats and dogs are stimulated and socialized. This focus on animal welfare not only enhances the reliability of palatability tests but also sets Panelis apart from other panels with lower standards. By sharing its expertise with other players in the pet food market, Panelis helps improve the management of animal well-being across the industry.

A social network for pet owners

In addition to Panelis, Symrise leverages Yummypets, a digital ecosystem dedicated to pet parents, to gain deeper consumer insights. Yummypets acts as a bridge between the pet food industry and pet parents, connecting up to 3.5 million pet owners worldwide. This platform collects and enriches data through daily interactions with pet parents, transforming raw data into valuable insights for the industry. Yummypets is akin to a social network for pet enthusiasts, where users share photos and comments, creating a vibrant community.

To enhance its data collection capabilities, Symrise introduced Explorer, an extension of Yummypets that allows pet parents to participate in surveys and provide more detailed demographic information. This B2C tool operates in six countries, including the US, Canada, Mexico, Brazil, the UK, France, and Belgium. It enables Symrise to collect up to 45 data points per member. This deeper data processing is crucial for understanding consumer insights and tailoring products to meet the needs of pet parents.

From B2C to B2B

Symrise's commitment to innovation extends to its B2B tool, Loop, which provides the pet industry with valuable insights from pet parents. Loop offers monthly consumer reports, sharing insights for free as part of Symrise's service offering. This tool strengthens Symrise's relationship with its customers as well as it allows for ad hoc services tailored to specific business needs.

In the rapidly evolving pet food and pet care industry, Symrise's innovative approaches to consumer insights are establishing new standards. By prioritizing animal well-being and leveraging digital platforms such as Yummypets and Explorer, Symrise is able to transform raw data into actionable insights. This benefits both: the industry and pet parents. As the bond between pets and their owners continues to deepen, Symrise remains at the forefront, driving innovation and excellence in the pet food market.