The Cat Distribution System: Why the Best Opportunities Choose You

My husband, Ron, was in college when he was blessed by the cat distribution system. After enjoying a night out with friends, the details were a little fuzzy—literally. As he tells the story, he woke up on his couch, and sleeping soundly on his chest was a fuzzy little kitten. Ron didn’t expect to wake up a new cat owner, but it wasn’t really up to him, was it?  

The idea of the cat distribution system is a fun one. This concept has been the topic of many social media posts and videos, wherein people share stories of how the universe presented them with an unexpected new friend. 

This system, however invented, lends itself in part to the independent nature of cats and in part to the inherent joy of being chosen and loved by such notoriously finicky creatures. However, it also offers a compelling framework for businesses.  

Students of Opportunity 

The most successful brands are students of opportunity, positioning themselves to be “chosen” by the consumer by creating or capitalizing on the right market conditions, while traditional businesses are driven by trends (or more often, following their competition). However, the most transformative growth often comes from being in the right place at the right time—something you can absolutely strategize if you understand your market well.  

For example, last year marked a turning point for the pet food industry. The US market has been historically driven by dog food sales, as there are 68 million dog-owning households compared to 49 million cat-owning households, according to the American Pet Products Association (APPA). However, this shifted in 2024 when volume sales of dog food dropped 2% while volume sales of cat food rose 2%. There are a myriad of reasons for this, including a trend toward smaller dog ownership (small dogs require less food), growing cat ownership (particularly among younger men), and a newfound focus on cat care products (a category that has largely been treated second class to its canine counterpart). 

There were signs, and the brands that saw this shift coming were busy building trust with cat owners, fine-tuning their shelf selection, and innovating for these oft-forgotten companions are being rewarded.  

By building operational flexibility into the foundation of your business, you can capitalize on new opportunities faster than your competition. Position your company and products in a way that signals trust, reliability, and expertise, as this helps build rapport with even the most skeptical or unsuspecting shoppers. Lean into relationships on both sides of the cash register through seasonal offerings, trial sizes, and a clear feedback loop to keep your customers’ pain points and unmet needs at the forefront of your strategy. 

Choose to Be Chosen 

In an industry facing consolidation and with pet parents feeling the weight of economic pressures, it’s important that brands are both open-minded and intentional. Being available (but not desperate), prepared (but not predatory), and responsive (but not reactive) can create sustainable competitive advantages in volatile times. 

Ready to stop chasing opportunities and start attracting them? BSM Partners helps brands build the trust infrastructure and strategic positioning that makes growth feel less like a waiting game and more like being chosen. Get in touch to learn more about how our expert team can help ensure you’re ready when that next big opportunity comes calling. 

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About the Author

Jordan Tyler is the Director of Media at BSM Partners and co-host of the Barking Mad podcast. She has more than five years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their four furry family members.