Nestlé Audience Segmentation
Building Purina UK an audience segmentation to profile 22.8M UK pet owners and transform their media planning
The brief
Purina UK already had a global audience segmentation model, but it didn’t reflect the reality of their local market. Overlapping groups, missing audiences, and incomplete insights meant the marketing team couldn’t confidently plan or invest in media. Without the right data, strategic decision-making was guesswork.
Purina asked us to localise, enhance, and expand their segmentation so every pound spent could be backed by robust audience intelligence.
Our work uncovered a truer, more complete picture of the UK pet-owning population:
22.8 million
UK pet owners identified, grouped, and profiled
£986 million
combined monthly spend revealed
41.6%
of the UK audience missing from the original global segmentation now included
The new segmentation became a core tool in media planning and buying for Purina’s entire UK portfolio of 14 brands, ensuring spend is data-driven and tightly targeted.
If your audience strategy is based on incomplete or generic data, you’re leaving opportunities and revenue on the table. A full segmentation with precision can uncover untapped audiences, reallocate spend for maximum ROI, and give your marketing teams the confidence to act boldly.
WHAT WE DID
We created a fully localised audience segmentation model that stayed true to global guidelines but reflected UK-specific nuances. This was a highly collaborative project, working closely with Purina’s market and global teams, media buyers, brand managers, and agency partners.
To ensure we had the deepest insights, we drew on the UK’s best data sources:
- YouGov
- Kantar including TGI and Worldpanel
- IPA (Institute for Practitioners of Advertisers)
- GWI (Global Web Index)
We delivered a full market segmentation with audience penetration and growth opportunities. Included were detailed audience snapshots, including:
- Market sizing and value
- Demographics, affinities and personality statements
- Pet ownership and animal type
- Relationship with pet
- Pet food brand affiliation and preference
- Purchase drivers and blockers
- Approach to pet feeding
- Retailer preferences
- Media consumption
- Social media usage and influences
Crucially, we didn’t stop at insight – we mapped activation strategies for each audience, giving Purina a clear playbook for translating segmentation into real-world marketing impact.
“TMWI has been instrumental in helping us pinpoint gaps in our present audience segmentation. The team has offered valuable support, focused their efforts on a concise narrative to assist us and displayed a proactive approach in problem-solving.
The team dedicated time to speak with multiple stakeholders within the business, ensuring that they put forward a robust and compelling solution that could benefit the entire organisation. TMWI were adept at avoiding replication of existing work and instead focused the narrative on enhancing current projects we needed to incorporate. They’ve guided us through internal discussions, enabling us to build upon existing work while also ensuring successful implementation to secure business support.
The team have been exceptional and worked hard to demonstrate a truly collaborative partnership”
Simon Godden
Purina UK Digital Technology Solutions Lead, professed his satisfaction of working with TMWI