As consumers increasingly strive for healthier eating habits, they are also bringing their pets along for the journey towards better nutrition. The trend in pet food is starting to reflect the patterns seen in human food, and pet owners are actively purchasing these healthier options. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with adding blueberries, pumpkin, and spinach to their formulations. Honest Kitchen Inc., which prides itself on using only human-grade ingredients, has been offering a chicken and quinoa recipe since 2006 and has expanded its lineup to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Pet owners are increasingly aware of the health benefits provided by superfoods and wish to share these advantages with their canine companions. However, it’s important to recognize that pets have different nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet like their wild wolf relatives. Instead, they can derive the necessary nutrients from a plant-based, low-protein diet, which could be a positive sign for the popularity of quinoa and spinach recipes. That said, dogs can also meet their nutritional needs through more traditional ingredients like soy or corn, in addition to trendy options like quinoa. Yet, it’s worth noting that it’s the pet owners, not the dogs, who are making the choices about their food.
According to a Harris Poll conducted in 2016, 95% of pet owners in the U.S. regarded their pets as part of the family, reflecting an increase of 7 points since 2007. Consumers have a deep affection for their pets and aspire to provide them with the best food possible. While a higher price does not necessarily equate to superior quality, pet owners are willing to invest more in products they perceive to be of better quality. Premium pet food sales surged from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales are stagnating, pet food sales are experiencing a much more rapid growth. Given the increasing similarities in ingredients and nutritional profiles, it’s likely that more food manufacturers will contemplate entering the pet food market. Prominent food manufacturing companies are already establishing a strong foothold in this sector. For example, Pedigree, a budget-friendly brand from Mars, was a leading dog food brand with sales reaching $1.6 billion in 2016, while Nestle’s Purina commands 23.5% of the $30 billion pet food market. Furthermore, Mars has intensified its commitment to the pet care industry by acquiring VCA, an animal hospital chain, for $7.7 billion.
In this context, products like calcium citrate, zinc, and vitamin D3 tablets are becoming increasingly relevant, as pet owners look to enhance their pets’ diets with essential nutrients. The demand for these supplements, alongside premium pet foods, illustrates a growing trend towards holistic pet care, which is expected to continue its upward trajectory in the coming years.