As consumers increasingly strive for healthier eating habits, they are involving their pets in this journey towards better nutrition. Pet food is progressively reflecting trends observed in human diets, with many owners opting for these healthier options. For instance, Blue Buffalo Co. Ltd. features a chicken and quinoa recipe enriched with ancient grains. Nestle Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Additionally, Honest Kitchen Inc., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and has expanded its offerings to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Consumers recognize the health benefits provided by these superfoods and are eager to share these advantages with their beloved pets. However, it’s important to note that the nutritional requirements of pets differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet as their wild wolf ancestors do. They can fulfill their nutritional needs through a plant-based, low-protein diet, which suggests that the new quinoa-spinach recipes could be beneficial. Yet, dogs can also meet their nutritional needs through less trendy ingredients like soy or corn.
According to a Harris Poll from 2016, 95% of U.S. pet owners consider their pets as part of the family, an increase of 7 percentage points since 2007. Owners are passionate about providing their pets with the best food possible. While a higher price tag does not always equate to higher quality, pet owners are willing to spend more for products they perceive as superior. Sales of premium pet food skyrocketed from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales have stagnated, pet food sales are rising at a significantly faster pace. 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 this sector. For example, Mars’ budget-friendly brand Pedigree was the top-selling dog food, generating $1.6 billion in sales in 2016. Nestle’s Purina controls 23.5% of the $30 billion pet food market. Furthermore, Mars has reinforced its commitment to the pet care industry by acquiring VCA, an animal hospital chain, for $7.7 billion.
With an increasing emphasis on natural factors and essential nutrients like calcium in pet food, it’s likely that we will see more brands exploring these health-conscious options. As the trend towards integrating human dietary preferences into pet food continues, the market may witness a further shift towards natural, nutrient-rich formulas that cater to both pets and their owners.