As consumers increasingly strive for healthier eating habits, they are involving their pets in this journey toward better nutrition. The pet food industry is increasingly reflecting the trends seen in human food, with pet owners actively purchasing these products. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has incorporated ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which focuses solely on 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.
Consumers recognize the health benefits associated with these superfoods and are eager to share them with their canine companions. However, it’s important to note that pets have distinct nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet akin to that of their wild wolf ancestors. They can thrive on a plant-based, low-protein diet, which could be seen as a potential endorsement for these new quinoa-spinach recipes. Nevertheless, dogs can meet their nutritional needs through traditional soy or corn, as well as trendy quinoa.
According to a Harris Poll, 95% of U.S. pet owners regarded their pets as family members in 2016, up from 7 points since 2007. Pet owners are passionate about providing their furry friends with the best food possible, often willing to spend more for perceived higher quality. The premium pet food market has seen sales soar from $5.7 billion in 2001 to $14.5 billion in 2015. While consumer packaged goods sales have stagnated, pet food sales are growing at a much faster pace. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering this competitive market.
Several major food manufacturers already have a strong foothold in the pet food sector. For example, Pedigree, a budget-friendly brand from Mars, generated $1.6 billion in sales in 2016, while Nestle’s Purina holds a 23.5% share of the $30 billion pet food market. Mars has further solidified its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion. As the industry evolves, the incorporation of ingredients like calcium citrate forms may become more prevalent, highlighting the nutritional benefits for our pets. The demand for high-quality pet food that meets both health trends and essential nutritional needs is likely to continue growing, paving the way for further innovations in this space.