As consumers increasingly seek healthier eating habits, they are involving their pets in this journey towards better nutrition. The pet food industry is reflecting the trends seen in human food, with owners opting for products that align with these healthier choices. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa ancient grains recipe, while Nestlé Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc. has been using only human-grade ingredients since 2006 and now provides a variety of options, including chicken and quinoa, beef and chickpea, duck and sweet potato, and fish and coconut blends.
Pet owners recognize the health benefits of superfoods and are eager to share these advantages with their furry companions. However, it’s essential to note that pets have different nutritional requirements than humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet like their wild wolf relatives. Instead, they can obtain necessary nutrients from a plant-based, low-protein diet, which could lend support to the popularity of new quinoa and spinach recipes. Nonetheless, dogs can also meet their nutritional needs with more traditional ingredients like soy or corn, alongside trendy options like quinoa. Ultimately, it’s the pet owners who are making the decisions about their dog’s food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets to be part of the family, an increase of 7 points since 2007. Consumers are devoted to their pets and strive to provide them with the best food within their means. While a higher price tag does not always equate to better quality, pet owners are often willing to spend more for what they perceive to be superior products. Sales of premium pet food 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 rising at a significantly faster pace. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Major food industry players already have a substantial presence in this sector. For example, Pedigree, the budget-friendly brand from Mars, was a top-selling dog food, generating $1.6 billion in 2016. Nestlé’s Purina holds a 23.5% share of the $30 billion pet food market.
Mars has further solidified its commitment to the pet care industry with the $7.7 billion acquisition of VCA, an animal hospital chain. It’s also worth mentioning that many of these pet food products are fortified with essential nutrients like calcium citrate, magnesium, and zinc, which are crucial for maintaining pets’ overall health. As the market continues to grow, it will be interesting to see how these nutritional trends evolve and how they might impact the formulations of pet food, particularly those that incorporate beneficial ingredients such as calcium citrate, magnesium, and zinc.