Choosing the right products for your pet? Matcha’s AI, enhanced with the expertise of Mars Petcare France, takes care of it

Matcha is partnering with Mars Petcare France, a leading player in pet care and nutrition with iconic brands such as Pedigree®, Whiskas® and Catsan™, to revolutionize the online shopping experience through artificial intelligence (AI). This first-of-its-kind solution in the category aims to guide every pet parent toward the right product—easily and with confidence.

Already available on Intermarché and Carrefour Drive websites, this solution aligns with the strong momentum of the Petcare sector, which today generates over €5 billion in revenue and continues to grow [1]. With more than one in two French households owning a pet [2], the sector is expanding rapidly (22% growth in e-commerce over two years) [3] and generating strong customer value (+25% in FMCG sales compared to non-owners) [4].

A category shaped by emotion and the commitment to give pets the very best…

Petcare has become a category with strong emotional resonance. Pets are full-fledged family members, and consumers want the very best for them. The result: diverse ranges focused on well-being, health support (digestion, weight, mobility), or enjoyment (treats) at various price points.

But this abundance makes online browsing more complex. And paradoxically, 63% of pet owners have never changed their pet’s food since adoption [5], an indication of a lack of clarity in the offer. This is exactly where this AI innovation comes in: guiding e-shoppers by matching product characteristics to their pet’s profile.

…Now made clearer and easier to navigate thanks to Matcha’s AI personal shopper, enriched with Mars Petcare France’s expertise.

The AI developed by Matcha relies on proprietary algorithms. Enhanced through the expertise of Mars Petcare France, the solution provides personalized suggestions (kibble, wet food, treats, etc.) while facilitating navigation and helping users discover new products. The result: a smoother shopping journey, improved conversion rates, and increased loyalty.

Thanks to AI, users benefit from personalized recommendations based on the type of pet, its profile (age, weight, desired benefits), or the format they are looking for (kibble, wet food, treats). In-depth work on search and product pages also helps better guide shoppers and provide them with the key information needed to make the right choice.

Pet parents can select specific criteria to find a product tailored to their companion.

"A category so present in the daily lives of more than one in two households, and so emotionally charged, deserves a customer experience that matches its importance. That’s why we’re proud to benefit from the expertise of Mars Petcare France to offer a smoother, more personalized, and more engaging purchase journey,” says Thomas Dayras, CEO & Co-founder of Matcha.

By combining Mars Petcare France’s market expertise and Matcha’s technical know-how, the solution is perfectly aligned with the sector it aims to transform.

Mars Petcare France’s deep understanding of the category and of Petcare shopper behavior helped build a clear view of key entry points, purchase triggers, and major consumer trends. Matcha, for its part, brought not only its technical expertise (AI, UX/UI, etc.) but also its detailed knowledge of Drive shoppers and their specific consumption habits.

In short, Mars Petcare contributed expertise to Matcha to place both the pet parent’s voice and the click&collect shopper’s voice at the heart of the project, and to develop a category-focused solution that addresses the business challenges of the segment.

“Click&collect is a high-potential channel, still under-leveraged in Petcare. With Matcha, we activated a powerful lever that simplifies and personalizes the purchase journey. This solution—built by Matcha, an AI expert, and enhanced with the expertise of Mars Petcare, an expert in pet care and nutrition—relies on a nuanced understanding of the needs of owners and their four-legged companions. And people love it! Since its launch at the end of July, already 1 in 3 shoppers are using the solution on partner click&collect platforms,” highlights Catherine Blandin, Digital Acceleration Manager at Mars Petcare.

1 NIQ Scantrack + NIQ Omnisales + GFK Startrack – MAT P6 2025

2 53% des Français possèdent un chien ou un chat | FACCO rapport annuel 2025

3 NIQ Omnisales – MAT P7 2025

4 NIQ Homescan – MAT P8 2025

5 Etude Transaction Path July 2023 France - 3 000 pet owners - stores