The pet food market is quietly undergoing a "ingredient awakening." As simply "feeding" pets is no longer the sole requirement, providing more natural and healthier diets for companion animals has become a growing focus for pet owners. U.S. natural pet food brand Instinct has completed a brand refresh centered around the concept of "natural resilience" to mark its 23rd anniversary, aiming to lead a new trend in pet health nutrition.
23 Years of Commitment: From "Raw Meat Inspiration" to "Natural Resilience"
In 2001, the Milligan family, founders of Instinct, recognized the powerful benefits of natural ingredients while supplying raw meat to large felines. They believed that extracting natural nutrition from quality ingredients could effectively strengthen pets' physical condition. This philosophy became the foundation of the Instinct brand.
For 23 years, Instinct has adhered to the "natural" pet care philosophy while continuously deepening its research. This year, the brand introduced its refreshed "natural resilience" concept, using "Instinct: Awakening Natural Resilience" as its core messaging to strengthen brand identity and support long-term development in the Chinese market.
Market Insights: Premium Pet Care Drives Demand for Healthier Nutrition
Instinct's refresh responds to evolving market demands. As premium and scientific pet care trends grow, requirements for healthier pet nutrition and product upgrades have become more pronounced. Data shows that nutritional balance and ingredient composition are now the top decision-making factors for pet owners, accounting for 68.4% and 53.3% respectively.
This indicates that pet owners now demand higher standards for pet food production and formulation. They seek more than just satiety, focusing instead on nutritional value, safety, and long-term health impacts.
Expert Validation: Six Decades of Pet Research and Multiple Certifications
As a leader in U.S. natural pet food, Instinct has maintained a research team with over 60 years of collective pet nutrition expertise. Through continuous study of pet health and nutrition, the team drives product innovation and industry advancement.
The brand's core formulas have been tested on 16,000 pets. Instinct is also the only North American pet company to earn SQF Excellent certification, with all products meeting six global authoritative standards. These credentials demonstrate Instinct's rigorous approach to product development and manufacturing.
"Natural Resilience": Refining Brand DNA and Value Proposition
For Instinct, pet food's fundamental purpose is providing nutritious, healthy meals that awaken pets' innate resilience. The "natural resilience" concept represents both a refinement of the brand's 23-year heritage and a clearer communication of natural ingredients' benefits to consumers.
This concept extends beyond immunity, encompassing muscular strength, natural defenses, gut protection, and vitality. Instinct believes natural ingredients help build pets' inherent resilience for healthier, happier lives.
Brand Refresh: Comprehensive Upgrade From Concept to Presentation
Instinct has completed product packaging updates and changed its official Chinese name from "Raw Instinct" to "Natural Instinct" to align with current positioning. All Chinese social media accounts, store names, and product labels now reflect this change, reinforcing consumers' existing perception of the brand as "natural, healthy, and premium."
The company has implemented a systematic rebranding strategy, gradually making its unique value proposition more accessible to consumers through staged implementation.
The brand now articulates its essence through three key concepts:
- Love: Respecting pets' innate qualities and celebrating shared moments through natural nutrition that enables longer, higher-quality companionship.
- Natural: Selecting premium natural ingredients to ensure food safety and quality, featuring natural proteins, vitamins, minerals, probiotics, and zero additives.
- Resilience: Supporting pets' comprehensive wellbeing through natural ingredients that enhance multiple aspects of their innate vitality.
Marketing Initiatives: Dual Approach With Trade Shows and Campaigns
To stand out in a competitive market, Instinct is preparing for the 26th Asia Pet Show while launching two marketing campaigns.
The Shanghai-based exhibition, scheduled for August 21-25, represents a major industry event with expanded scale and coverage of the entire pet supply chain.
Concurrently, Instinct will run kitten and puppy food promotions. The kitten campaign focuses on new owner education through starter kits and influencer collaborations, while the puppy program introduces a "10,000 Kilometers Adventure" initiative featuring a seven-day RV trip to coastal destinations in September.
Instinct's rebranding represents more than image renewal—it advances natural pet care philosophy through its "natural resilience" core concept. These strategic moves may prove pivotal in distinguishing the brand within the competitive pet food market, potentially marking a significant turning point in its growth trajectory.