As consumers increasingly seek to eat more healthily, they are also including their pets in their journey towards better nutrition. Pet food is evolving to reflect trends in human nutrition, and pet owners are responding positively. Companies like Blue Buffalo Co. Ltd. have introduced recipes featuring chicken and quinoa with ancient grains. Similarly, Nestle Purina’s Beneful has experimented with incorporating ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for its use of 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.
Pet owners are aware of the health benefits associated with these superfoods and wish to share them with their furry 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 ancestors, the wolves. They can obtain necessary nutrients from a plant-based, low-protein diet, which seems to support the popularity of quinoa-spinach recipes. Nonetheless, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, in addition to trendy options like quinoa. Ultimately, it’s the owners, not the dogs, who choose their food.
According to a Harris Poll, in 2016, 95% of U.S. pet owners regarded their pets as family members, up from 88% in 2007. This deep affection drives consumers to provide the best food possible for their pets. While a higher price does not always guarantee higher quality, pet owners are often willing to invest more money in products they perceive to be superior. The sales of premium pet food soared from $5.7 billion in 2001 to $14.5 billion in 2015.
As sales of consumer packaged goods (CPG) stagnate, the pet food market continues to expand at a significant pace. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food arena. Some major food manufacturers already have a strong foothold in this sector. For instance, Mars’ budget brand Pedigree was a leading dog food brand, generating $1.6 billion in sales in 2016. Nestle’s Purina holds a significant 23.5% share of the $30 billion pet food market. Furthermore, Mars has intensified its commitment to pet-related ventures by acquiring VCA, a chain of animal hospitals, for $7.7 billion.
In addition to nutrient-rich ingredients, many pet owners are also becoming aware of supplements like twinlab calcium citrate with magnesium, which can support their pets’ overall health. As the trend towards healthier pet diets continues, the demand for such supplements may rise, further influencing the pet food landscape.