Kangaroo Pet Meat Survey
The Kangaroo products industry — meat, skins, and leather — has developed into the largest native animal industry in Australia. The majority of Kangaroo meat being processed goes into the production of pet food, mostly as fresh or minced product. The objective of this study was to examine opportunities to increase consumer acceptance of Kangaroo meat as a valuable addition to a pet’s diet: In particular the opportunity to gain endorsement from vets and breeders to such a proposition. [Excerpted from report]
The Australian market for dog and cat food is substantial, and while the majority of Kangaroo meat is sold into this sector, it is an undervalued base commodity.
An industry study in March 2002 indicated an interest in exploring attitudes of veterinarians and breeders as a possible means of increasing the acceptance of fresh meat as part of a balanced diet for pets. 100 vets and 20 breeders from around Australia were selected and interviewed for the study. There is a high level of importance placed on including fresh food in a pet’s diet (40% of vets and 80% of breeders). However, when questioned further, two thirds of that interest related to the need for pets to have bones to chew.
There is a high level of interest in Kangaroo meat as a product for animals with dietary intolerance and for those requiring a lower fat diet.
It appears the interest in this specialty application for Kangaroo meat provides a basis on which to establish a niche and premium positioning, thereby building a more positive overall consumer image.
Such an approach will require a long term planned campaign directed initially to specialist animal nutritionists and vet dermatologists; then to vets and breeders in general; then to pet owners and pet food manufacturers (especially for special dietary products).
It is recommended that a professional Public Relations company experienced in influencing change in public opinion be contacted for a campaign outline.[Abstract excerpted from RIRDC website]