As consumers increasingly strive for healthier eating habits, they are bringing their pets along for the journey. The pet food industry is reflecting trends seen in human nutrition, with pet owners eager to purchase these healthier options. 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 using only human-grade ingredients, has been offering a chicken and quinoa recipe since 2006, and has since expanded to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Consumers appreciate the health benefits associated with these superfoods and wish to share them with their furry companions. However, it’s essential to recognize 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 ancestors. They can obtain their necessary nutrients from a plant-based, low-protein diet, suggesting that these new quinoa-spinach recipes could be beneficial. Nevertheless, dogs can also meet their nutritional needs with less trendy ingredients like soy or corn.
According to a Harris Poll conducted in 2016, 95% of pet owners in the U.S. view their pets as family members—a notable increase from 2007. Pet owners are passionate about providing the best food for their companions, and they are often willing to pay a premium for perceived higher quality. The market for premium pet food skyrocketed from $5.7 billion in 2001 to $14.5 billion in 2015. As consumer packaged goods (CPG) sales decline, the pet food sector is experiencing much faster growth. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food arena.
Several major food companies already have a strong foothold in the pet food market. For example, Mars’ budget-friendly brand, Pedigree, generated $1.6 billion in sales in 2016, while Nestlé Purina commands 23.5% of the $30 billion pet food market. Mars has also reinforced its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion. With this surge in interest, it’s possible that even chemist warehouses like Chemist Warehouse may start to stock specialty pet foods enriched with ingredients such as Citracal calcium citrate, catering to the health-conscious pet owner.