Hillspet vs Wellness Pet Food
What Konnecto identified
Gap identified: Hillspet is losing to Wellness Pet Food for new pet owners who are searching for information on how much to feed their new kitten and interact with "All About Cats" Youtube channel
New pet owners are searching on Google for “how much to feed kitten 3 months”, arriving to royalcanin.com’s article “How much to feed a kitten“. After spending a few minutes on the article, consumers drop out of this domain and start researching related topics on youtube.com. On youtube, they interact with different videos regarding health and food for cats until reaching the “Top 7 Best Kitten Foods (We Tested Them All)” video, leading them to convert with Wellness Pet Food.