As consumers strive to adopt healthier eating habits, they are increasingly including their pets in this journey towards better nutrition. The pet food industry is reflecting trends seen in human food, and owners are actively purchasing these products. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestlé Purina’s Beneful has experimented with adding blueberries, pumpkin, and spinach. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been selling a chicken and quinoa recipe since 2006, and has since expanded its offerings to include beef and chickpea, duck and sweet potato, as well as fish and coconut blends.
Consumers appreciate the health benefits associated with these superfoods and are eager to share them with their beloved pets. However, it’s important to recognize that pets have distinct nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet as their wild ancestors do; instead, they can thrive on a plant-based, low-protein diet. This suggests that the new quinoa-spinach recipes could be beneficial, although dogs can also meet their nutritional needs with less trendy ingredients like soy or corn. Ultimately, it’s the pet owners who are selecting the dog food, not the dogs themselves.
According to Harris Poll, in 2016, 95% of U.S. pet owners regarded their pets as family members, an increase of 7 percentage points since 2007. Pet owners are devoted to their animals and wish to provide the best food possible. While a higher price tag doesn’t always guarantee superior quality, pet owners are willing to invest more for what they perceive as a better product. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
Despite a slowdown in consumer packaged goods sales, pet food sales are rising at a significantly faster pace. With the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Several major food companies already have a strong foothold in this sector. For example, Pedigree, a budget-friendly brand from Mars, was a leading dog food brand, generating $1.6 billion in sales in 2016. Nestlé Purina commands 23.5% of the $30 billion pet food market. Mars has further solidified its commitment to the pet sector by acquiring VCA, a chain of animal hospitals, for $7.7 billion.
The emphasis on nutritious ingredients is evident, with a focus on components like calcium citrate 630 mg, which has gained attention in both human and pet food. As the industry evolves, the incorporation of beneficial ingredients like calcium citrate 630 mg may become more prevalent, attracting health-conscious pet owners who want to ensure their furry friends receive optimal nutrition. This trend reflects a broader shift in consumer behavior towards prioritizing health in all aspects of their lives, including that of their pets.