As consumers increasingly seek healthier eating habits, they are involving their pets in their quest for better nutrition. Pet food is starting to reflect the trends seen in human food, and pet owners are responding by purchasing these products. For instance, Blue Buffalo Co. Ltd. has introduced a recipe featuring chicken and quinoa with ancient grains. Meanwhile, Nestle Purina’s Beneful has experimented with incorporating blueberries, pumpkin, and spinach into their offerings. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been marketing a chicken and quinoa recipe since 2006 and now also offers blends including beef and chickpeas, duck and sweet potato, and fish and coconut.
Consumers appreciate the health advantages of these superfoods and wish to share them with their furry friends. Nonetheless, it’s important to remember that pets have distinct nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet like their wild relatives, the wolves. Instead, they can obtain essential nutrients from a plant-based, low-protein diet, which supports the appeal of new quinoa-spinach recipes. However, dogs can also meet their nutritional needs through conventional ingredients like soy or corn, alongside trendy options like quinoa. Yet, it’s the pet owners, not the dogs, who make the final decisions about their food.
A Harris Poll from 2016 revealed that 95% of U.S. pet owners view their pets as part of the family, marking a 7-point increase since 2007. These consumers are eager to provide their pets with the best food available within their budget. While a higher price doesn’t always guarantee superior quality, pet owners are often willing to spend 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.
While consumer packaged goods (CPG) sales have slowed, pet food sales are rising at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Leading food manufacturers already have a strong foothold in the pet food industry. For example, Pedigree, a budget-friendly brand from Mars, generated $1.6 billion in sales in 2016, while Nestle’s Purina holds 23.5% of the $30 billion pet food market.
Mars has further solidified its commitment to the pet sector with the $7.7 billion acquisition of VCA, a chain of animal hospitals. As pet owners continue to prioritize their pets’ health and wellness, the demand for quality pet food will likely remain strong. This trend may even include the incorporation of ingredients like calcium citrate, which is known for its benefits, including combating heartburn, thus appealing to health-conscious pet owners looking for the best for their companions.