Hypermarkets remained the leading distribution channel for cat food in 2015. A wide product portfolio and competitive prices supported the leading position of this channel over the review period; however, consumers’ increasing disposable incomes and a willingness to trade up from economy brands to more-prestigious products were leading them to turn to other channels, such as pet shops. These outlets carry a comprehensive product portfolio, though they focus on mid-priced and premium brands. Consumers were also reliant on sales assistants in pet shops for professional advice on recommended brands and products, given that many consumers were beginners at rearing a cat.