As consumers increasingly strive to adopt healthier eating habits, they are also including their pets in this journey towards better nutrition. The pet food market is progressively reflecting the trends seen in human food, and pet owners are responding by making these purchases. For instance, Blue Buffalo Co. Ltd. provides a chicken and quinoa recipe featuring ancient grains, while Nestle Purina’s Beneful has experimented with incorporating blueberries, pumpkin, and spinach into their offerings. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been marketing a chicken and quinoa recipe since 2006 and now also offers beef and chickpea, duck and sweet potato, and fish and coconut blends.
Consumers appreciate the health advantages associated with these superfoods and are eager to share these benefits with their furry companions. However, it is essential to recognize that the nutritional requirements of pets differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet, unlike their wild ancestors. These dogs can obtain their essential nutrients from a plant-based, low-protein diet, which seems to endorse the new quinoa-spinach recipes. Nevertheless, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, in addition to the trendy quinoa. However, it’s important to note that dogs don’t select their own food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners regarded their pets as family members, marking a 7-point increase since 2007. Pet owners deeply care for their animals and wish to provide them with the best food available. While a higher price tag does not always guarantee superior quality, pet owners are willing to invest more for what they perceive as better products. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015. As consumer packaged goods (CPG) sales slow down, the pet food segment is growing at a much faster pace. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers might soon consider entering the pet food market.
Several major food manufacturers already hold substantial positions in the pet food industry. Pedigree, a budget-friendly brand from Mars, was among the top-selling dog foods, generating $1.6 billion in sales in 2016. Nestle’s Purina commands 23.5% of the $30 billion pet food market. Furthermore, Mars has significantly increased its investment in the pet care sector by acquiring VCA, an animal hospital chain, for $7.7 billion.
In terms of nutritional content, many pet food brands are now exploring the benefits of plant-based calcium versus calcium citrate, as pet owners become more aware of the importance of these ingredients. This trend reflects a broader shift towards healthier options not only for humans but also for their beloved pets. Ultimately, the focus on plant-based calcium versus calcium citrate will likely continue to gain traction as consumers seek the best dietary choices for their canine companions.