As consumers increasingly strive for healthier eating habits, they are inviting their pets to join them in this quest for better nutrition. The pet food industry is reflecting trends seen in human food, and pet owners are responding by purchasing these products. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with adding blueberries, pumpkin, and spinach to its offerings. Honest Kitchen Inc. has been using only human-grade ingredients and has been selling a chicken and quinoa recipe since 2006, now expanding to include beef and chickpeas, duck and sweet potato, and fish and coconut blends.
Consumers recognize the health advantages of these superfoods and wish to share these benefits with their furry companions. However, it’s essential to understand that pets have different nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet akin to their wild wolf relatives; they can obtain necessary nutrients from a plant-based, low-protein diet, which bodes well for these new quinoa-spinach recipes. Nonetheless, dogs can also meet their nutritional needs through less fashionable ingredients like soy or corn, alongside trendy options like quinoa. Ultimately, it’s the humans who select the dog food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners view their pets as family members, marking a 7-point increase since 2007. Pet owners are eager to provide their pets with the best food they can afford. Although a higher price does not always equate to superior quality, pet owners are willing to spend more on products they perceive as better. Sales of premium pet food soared from $5.7 billion in 2001 to $14.5 billion in 2015. While consumer packaged goods (CPG) sales have been sluggish, pet food sales are on the rise at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon contemplate entering the pet food arena.
Some major food manufacturers already have a significant presence in the pet food market. For example, Pedigree, a budget-friendly brand owned by Mars, was a leading dog food brand with sales of $1.6 billion in 2016. Nestle’s Purina commands 23.5% of the $30 billion pet food market. Furthermore, Mars has reinforced its commitment to the pet sector by acquiring VCA, an animal hospital chain, for $7.7 billion, further solidifying its position in the pet care industry.
As pet owners become more health-conscious, they are also looking for pet foods rich in beneficial components, such as calcium citrate found in yogurt, to enhance their pets’ diets. This growing trend of incorporating superfoods and nutritious ingredients, including calcium citrate, is likely to continue influencing the pet food landscape. By sharing the same health-focused values, pet owners are eager to ensure their pets enjoy foods that not only meet their dietary needs but also align with the principles of healthy eating that they themselves pursue.