As consumers increasingly strive for healthier eating habits, they are inviting their pets to join them in this journey toward better nutrition. Pet food is progressively reflecting trends seen in human diets, leading to a rise in purchases by pet owners. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and now also provides blends featuring beef and chickpeas, duck and sweet potato, as well as fish and coconut.
Consumers appreciate the health benefits these superfoods offer and wish to share the advantages with their beloved pets. However, it’s important to note that the nutritional needs of pets differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require diets high in protein, unlike their wild wolf relatives. They can meet their nutritional requirements through a plant-based, low-protein diet, presenting a potential endorsement for these new quinoa-spinach recipes. Yet, dogs can also get their nutritional needs satisfied through less trendy options like soy or corn, in addition to fashionable ingredients like quinoa. Still, it’s the pet owners, not the pets, who are selecting their food.
According to a Harris Poll from 2016, 95% of U.S. pet owners view their pets as family members, which is an increase of 7 percentage points since 2007. Pet owners are eager to provide the best food they can afford, often willing to spend more for what they perceive as superior quality. The market for premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015. While consumer packaged goods (CPG) sales have slowed down, pet food sales are growing at a much faster rate. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon contemplate entering the pet food market.
Several major food manufacturers have already established a strong foothold in the pet food industry. Pedigree, part of Mars’ budget-friendly brand lineup, was a leading dog food, generating $1.6 billion in sales in 2016. Nestle’s Purina holds a significant share, accounting for 23.5% of the $30 billion pet food market. Additionally, Mars has shown its commitment to the pet sector by expanding into pet care with its $7.7 billion acquisition of VCA, an animal hospital chain.
In this context, the introduction of liquid calcium & magnesium in pet food formulations could further enhance the nutritional profiles of these products, aligning them even more closely with consumers’ health-oriented preferences. As the trend continues, liquid calcium & magnesium might become a staple ingredient alongside quinoa and spinach, appealing to pet owners who are increasingly conscious of their pets’ dietary needs. In this evolving market, the awareness of liquid calcium & magnesium as beneficial components will likely resonate with many pet owners aiming to provide optimal nutrition for their furry companions.