As consumers increasingly strive to adopt healthier eating habits, they are bringing their furry companions along for the journey toward better nutrition. Pet food is starting to reflect the trends seen in human food, with pet owners eagerly purchasing these items. For instance, Blue Buffalo Co. Ltd. features a chicken and quinoa ancient grains recipe, while Nestlé Purina’s Beneful has experimented with adding ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for using only human-grade components, has been offering a chicken and quinoa recipe since 2006, and has expanded its lineup to include blends of beef and chickpeas, duck and sweet potato, and fish and coconut as well.
Pet owners appreciate the health advantages these superfoods provide and are keen to share these benefits with their beloved pets. However, it’s important to recognize that the nutritional requirements of pets differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet as their wild ancestors do. They can meet their nutritional needs with a plant-based, low-protein diet, which could serve as a favorable endorsement for these trendy quinoa and spinach recipes. Nevertheless, dogs can also obtain their nutrients from less fashionable sources like soy or corn, in addition to the popular quinoa. However, it is ultimately the pet owners who make the choices regarding their pets’ diets.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners considered their pets to be part of the family—an increase of seven points since 2007. With this deep affection for their pets, owners are eager to provide them with the best food within their budget. While a higher price tag doesn’t necessarily equate to superior quality, pet owners are inclined to spend more on products they perceive as better. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
In contrast to the stagnation seen in consumer packaged goods (CPG) sales, the pet food market is experiencing rapid growth. Given the increasing similarities in ingredients and nutritional profiles, it is likely that more food manufacturers will soon consider entering the pet food sector. Some major food industry players already have a significant presence in this market. For example, Pedigree, Mars’ economical brand, ranked as a top-selling dog food with sales of $1.6 billion in 2016, while Nestlé’s Purina captured 23.5% of the $30 billion pet food market. Furthermore, Mars has intensified its commitment to pet care by acquiring VCA, an animal hospital chain, for $7.7 billion.
As consumers become more health-conscious, they are even looking for innovative supplements like gummy calcium citrate for adults to enhance their own health, paralleling their desire to provide nutritious options for their pets. The trend of incorporating high-quality ingredients in pet food, including variations like gummy calcium citrate for adults, showcases a growing awareness of nutrition that spans both humans and their canine companions. This shift highlights the enduring bond between pets and their owners, as they both seek healthier lifestyles together.