As consumers increasingly strive for healthier eating habits, they are bringing their pets along for the journey. The pet food industry is progressively aligning itself with human food trends, leading to a rise in sales. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestlé Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for its use of human-grade ingredients, has been offering a chicken and quinoa recipe since 2006 and has now expanded to include blends featuring beef and chickpeas, duck and sweet potatoes, and fish and coconut.
Consumers appreciate the health benefits associated with these superfoods and wish to share them with their furry friends. However, it is important to note that pets have distinct nutritional needs compared to humans. Research indicates that breeds such as labradoodles and schnauzers do not require the high-protein diets that their wild wolf ancestors thrive on; instead, they can obtain necessary nutrients from a plant-based, low-protein diet. This finding could lend support to the popularity of quinoa-spinach recipes. Nevertheless, dogs can also meet their nutritional requirements through traditional ingredients like soy or corn, alongside trendy options like quinoa. Ultimately, it’s the pet owners who make the final decision on their dog’s food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets to be part of the family, which marks a 7-point increase since 2007. Pet owners are eager to provide the best food they can afford for their beloved animals. While a higher price does not always equate to better quality, consumers are prepared to spend more on perceived premium products. Sales of high-end pet food skyrocketed from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales stagnate, pet food sales are rapidly rising. With growing similarities in ingredients and nutritional profiles, more food manufacturers may soon contemplate entering the pet food market. Several major food corporations already hold significant positions in this sector. For example, Pedigree, a budget-friendly brand from Mars, generated $1.6 billion in sales in 2016, while Nestlé’s Purina commands 23.5% of the $30 billion pet food market.
Additionally, Mars has further committed to the pet care industry by acquiring VCA, an animal hospital chain, for $7.7 billion. As the industry evolves, products such as those containing calcium citrate 100 mg are gaining attention, as pet owners seek to enhance their pets’ health. The integration of such ingredients in pet food could revolutionize the market, fostering a new era where pet nutrition closely aligns with human dietary trends.