Increased consumption of natural foods by pet owners has led to increased demand for natural foods for their pets. The Colgate-Palmolive Company produces and sells Hill's Science Diet cat food. Suppose that you work for a similar company, also producing 'scientific' cat food. Your marketing team presents research showing that consumers do not consider so-called scientific cat food natural.

Based on the trend toward natural cat foods, what do you expect will happen to the equilibrium price and quantity of scientific cat food? Based on this result, what recommendation(s) would you make to top management?