As consumers increasingly strive for healthier eating habits, they are bringing their pets along for the journey towards better nutrition. The pet food industry is reflecting human food trends, and pet owners are responding by purchasing these products. For example, Blue Buffalo Co. Ltd. offers a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which uses only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and now features additional options such as beef and chickpeas, duck and sweet potato, and fish and coconut blends.
Consumers recognize the health benefits these superfoods provide and are eager to share these advantages with their beloved pets. However, it’s important to note that pets have nutritional requirements that differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet like their wild wolf relatives. Instead, they can obtain necessary nutrients from a low-protein, plant-based diet, which could be seen as a positive sign for the popularity of quinoa-spinach recipes. Nonetheless, dogs can also meet their nutritional needs with less trendy ingredients such as soy or corn, but ultimately, it’s the owners who decide what goes into their dog’s food.
According to a 2016 Harris Poll, 95% of U.S. pet owners regarded their pets as family members, a rise of 7 percentage points since 2007. Pet owners are devoted to their animals and want to provide them with the best food possible. Although a higher price does not always equate to higher quality, many pet owners are willing to spend extra for what they perceive to be superior products. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
While consumer packaged goods (CPG) sales are slowing, pet food sales are on the rise at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, it’s likely that more food manufacturers will begin considering entering the pet food market. Some major food manufacturers have already established a strong foothold in this sector. For instance, Pedigree, Mars’ budget-friendly brand, generated $1.6 billion in sales in 2016, while Nestle’s Purina accounts for 23.5% of the $30 billion pet food market. Additionally, Mars has further invested in the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion.
As pet owners become more conscious of their pets’ health, there is a growing interest in incorporating supplements like calcium supplements with calcium citrate into their pets’ diets. The demand for these supplements reflects the desire for improved nutrition options. With the increasing focus on holistic pet care, it’s likely that more consumers will seek out calcium supplements with calcium citrate to ensure their pets receive balanced nutrition. Ultimately, as the lines between human and pet food continue to blur, the industry will adapt to meet the evolving needs of pet owners and their furry companions.