2.0 mode kibble distributors: our cats connect at mealtime

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Distributors smart health connected to cats are multiplying and attracting an audience addicted to new technologies, which nonetheless remains concerned about the good health of their loyal companions.

They arouse a lot of curiosity and, sometimes even, purrs of pleasure from those who have already adopted them. But they are still unknown to the public. smart health connected distributors of food for animals, and more specifically for cats, are however increasingly pointing their nose. Digital has already tested SureFeed from the British brand SurePetcare, and intends to do so with other models as soon as possible. In the meantime, let's take stock to better understand the contours of this new market.

You probably know it, you who read this article and certainly own a cat: your tomcat needs to eat several times a day. And if for convenience you have already tried to set meals on your own, it is probably in vain: your pet will still come to ask you to eat in the middle of the day. "In the wild, the cat is a hunter, it will eat small portions of food throughout the day and has a sense of urgency to the food", explains Julie Leleu, CEO of the firm Castpad which designed a food distributor for tomcats. Solution to cope with the cat’s recurring appetite: fill up a large bowl of croquette in the morning. Alternative: a classic feeder-style food distributor, like the Ferplast model sold for around fifteen euros.

Practical, guilt-free for the master or mistress, but with the risk that the animal will eat. "This type of distributor is intended more for people who have several animals. But a dominant cat will eat the food of the dominated cat. The dominant will be overweight, the dominated in undernourishment", notes Audrey Lachaud, spokesperson for SurePetCare which since 2012 manufactures distributors of food for dogs and cats.

Classic but limited distributors

From this problem emerged that satisfying the natural needs of his four-legged friend with regular portions will respond more to his nature and his good health. Some distributors are programmed manually and fulfill this role. They also make it possible to manage the overall volume of food ingested by the animal (80% of cats are overweight). This is for example the case of Eatwell from the firm PetSafe.

Sold for almost € 60, the battery-powered device allows using its integrated timer to program up to 5 meals with doses of up to 236 ml of dry food. Convenient if you have only one animal. But restrictive if there are several, or if the animal is outside: all the tomcups in the neighborhood can use themselves!

On the same principle, there are also "basic" smart health connected distributors. This is the case with the PetNet SmartFeeder model (around € 120). The original American device that runs on battery is programmed this time using an application. When desired, it distributes more or less large doses of dry food. It can also be controlled remotely, just trigger when desired the distribution of a handful of kibble or a treat.

Fleas to recognize tomcats

To go further, some have imagined even more sophisticated distributors. With one more thing: identify the animal that will present itself to them. Their secret? The cat’s microchip – if it has one – allows it to be recognized with a built-in detector. Otherwise, a chip in the form of a medallion to hang on a necklace is provided.

This is the case with SureFeed from SurePet Care, or even Catspad. "This type of device allows you to regulate the behavior of the cat, to keep it in good health, and to program small portions throughout the day. It also helps to distinguish the diet of different animals", says Julie Leleu, CEO of Catspad, whose food (and water) distributor was launched 18 months ago. The device, which is sold quite expensive (€ 389 on the company website), offers autonomy in food and (filtered) water for about a month. Ideal in case of confinement!

"A dispenser with animal detection also makes it possible to detect the problems of its little companion which can appear on its way of eating. The cat is the first to hide symptoms of discomfort. Thanks to the history that it authorizes, an application allows you to anticipate and detect the care to be given to the animal, assures Audrey Lachaud, spokesperson for SurePetCare whose SureFeed can detect up to 32 animals… Please note, however, this device is suitable for daily use, not for long-distance distribution, and in particular in the absence of the master .

An emerging market for technophile customers

As we can see, the supply of cat food distributors is diverse. From the simple "cat bar" to the smart health connected device allowing to feed one or more animals in a programmed way while controlling their health, the market for this type of equipment is still emerging. In France, it is mainly via the Internet that it is deployed. Less in pet stores. "If we are present at Truffaut or Animalis, we see that sellers in pet stores need specific training. Chip detection, application … it is still a bit vague as a concept", recognizes Audrey Lachaud of SurePetCare.

Same echo with Catspad. "A pet store salesperson is very good at selling pet food , but selling technology is a little more complicated. The market will evolve. Today, the finding is that people who are looking for smart health connected objects for animals go on the Internet: they are technophiles and do not go to Jardiland. For our customers, it is not a problem to buy online. We are live with them, we can explain the technology, its interest in animal health ", notes Julie Leleu of Catspad, which achieved a turnover of € 300,000 last year, or just over 1,000 customers. The prospects are exciting.

In France, there are 25 million households with 30% of cats in households. According to a Catspad survey, 18% of cat owners are interested in buying a smart health connected food distributor. It remains to convince them. The place of pets in our lives should help. According to Julie Leleu, "The relationship with the animal has changed significantly over the past 10 years. Today, it is a member of the family, or for many the equivalent of a child".

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