As consumers increasingly strive to adopt a healthier lifestyle, they are bringing their furry friends along for the journey towards better nutrition. The pet food industry is increasingly aligning with human food trends, and pet owners are responding positively. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with adding ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc. has been offering a chicken and quinoa recipe made from human-grade ingredients since 2006, and has now expanded its line to include beef and chickpea, duck and sweet potato, as well as fish and coconut blends.
Consumers recognize the health benefits associated with these superfoods and wish to share these advantages with their canine companions. However, it’s important to note that pets have nutritional needs that differ from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require the high-protein diets that their wild wolf ancestors thrived on. Instead, they can obtain essential nutrients from a plant-based, low-protein diet, which could encourage the popularity of quinoa and spinach recipes. Nevertheless, dogs can also meet their nutritional requirements through less trendy options like soy or corn. Ultimately, it’s the pet owners who make the choices regarding their dog’s food.
According to a 2016 Harris Poll, 95% of U.S. pet owners view their pets as part of the family, marking a 7-point increase since 2007. Pet owners cherish their animals and aspire to provide them with the best food possible. While a higher price does not always guarantee superior quality, pet owners are willing to invest more in products they believe are better. The sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015. Meanwhile, while sales of consumer packaged goods are stagnating, the pet food market is experiencing significantly faster growth. As the parallels in ingredients and nutritional profiles continue to grow, more food manufacturers might soon contemplate entering the pet food sector.
Several major food manufacturers already have a robust presence in the pet food market. For instance, Pedigree, Mars’ budget-friendly brand, was a top seller in dog food, generating $1.6 billion in 2016. Nestle’s Purina accounts for 23.5% of the $30 billion pet food market. Furthermore, Mars has reinforced its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion. With the rising interest in pet nutrition and the potential benefits of ingredients like life extension calcium citrate for both pets and humans, it seems that more food brands may soon be looking to get involved in this thriving market.