As consumers increasingly strive for healthier eating habits, they are involving their pets in this journey toward better nutrition. Pet food is progressively aligning with trends seen in human cuisine, leading to a surge in purchases by pet owners. For instance, Blue Buffalo Co. Ltd. presents a chicken and quinoa recipe rich in ancient grains, while Nestle Purina’s Beneful has experimented with incorporating blueberries, pumpkin, and spinach into their offerings. Honest Kitchen Inc., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and has expanded its range to include blends like beef and chickpeas, duck and sweet potato, and fish and coconut.
Pet owners recognize the health benefits associated with these superfoods and are eager to share them with their beloved companions. However, it is essential to note that pets have different nutritional requirements compared to humans. Research indicates that breeds such as labradoodles and schnauzers do not require a high-protein diet similar to that of their wild ancestors. They can fulfill their nutritional needs through a plant-based, low-protein diet, which might suggest a favorable outlook for these new quinoa and spinach recipes. Nevertheless, dogs can also meet their dietary needs with less popular ingredients like soy or corn, in addition to trendy quinoa. Ultimately, it’s the owners who select their pets’ food.
A Harris Poll from 2016 revealed that 95% of U.S. pet owners view their animals as family members, reflecting a 7-point increase since 2007. This affection drives pet owners to provide the best possible food for their pets. While a higher price does not always guarantee superior quality, pet owners are willing to invest more in products they perceive as better. The sales of premium pet food soared from $5.7 billion in 2001 to $14.5 billion in 2015.
Unlike the slower growth in consumer packaged goods (CPG) sales, pet food sales are rising at a much faster pace. Given the growing similarity in ingredients and nutritional profiles, it is likely that more food manufacturers will consider entering this competitive market. Major food manufacturers have already established a significant presence in the pet food sector. For example, Pedigree, Mars’ budget-friendly brand, was a leading dog food choice, generating $1.6 billion in sales in 2016. Nestle’s Purina holds a substantial 23.5% share of the $30 billion pet food market.
Moreover, Mars has intensified its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion, further underscoring its dedication to pet care. As pet owners increasingly seek fortified diets for their pets, products containing calcium citrate, magnesium, zinc, and cholecalciferol tablets are becoming more popular. These supplements can help ensure that pets receive essential nutrients, contributing to their overall health and well-being. As pet food continues to evolve alongside human dietary trends, we can expect to see even more innovative offerings in the future.