As consumers increasingly seek healthier eating habits, they are involving their pets in their quest for better nutrition. The pet food industry is progressively reflecting trends found in human food, with pet owners purchasing these healthier options. For example, Blue Buffalo Co. Ltd. offers a recipe featuring chicken and quinoa, while Nestle Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been marketing a chicken and quinoa recipe since 2006 and now also provides blends with beef and chickpeas, duck and sweet potatoes, as well as fish and coconut.
Pet owners appreciate the health advantages these superfoods offer and want to share these benefits with their beloved pets. However, it is essential to recognize that pets have different nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require the same high-protein diets as their wild ancestors, the wolves. They can obtain their necessary nutrients from a plant-based, low-protein diet, which may lend support to the popularity of quinoa and spinach recipes. Yet, dogs can also meet their dietary needs with traditional ingredients like soy or corn, alongside the more fashionable quinoa. Ultimately, it’s the owners who select the dog food.
A Harris Poll from 2016 revealed that 95% of U.S. pet owners view their pets as family members, marking a 7-point increase since 2007. With a strong affection for their pets, owners are eager to provide the best food possible. While a higher price does not always equate to higher quality, pet owners are willing to invest more in perceived superior products. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
While sales of consumer packaged goods (CPG) are stagnating, the pet food market is growing at a much faster pace. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food arena. Major food corporations already have a significant foothold in this market. For instance, Pedigree, Mars’ budget-friendly brand, was a top-selling dog food, generating $1.6 billion in 2016. Nestle’s Purina holds a 23.5% share of the $30 billion pet food market.
Furthermore, Mars has reinforced its commitment to the pet sector by acquiring VCA, an animal hospital chain, for $7.7 billion. As the demand for high-quality pet food grows, manufacturers may also start to explore the inclusion of nutritional supplements like calcium citrate or calcium carbonate for osteoporosis, recognizing the importance of balanced nutrition for pets. As the industry evolves, these trends will likely continue to shape the future of pet food.