“Feeding Fido Right: The Rise of Nutritional Trends in Pet Food”
As consumers increasingly strive for healthier eating habits, they are bringing their pets, like Fido, into their journey toward better nutrition. The pet food industry is reflecting trends found in human food, and pet owners are responding positively. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with adding ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., committed to using only human-grade ingredients, has been offering a chicken and quinoa recipe since 2006 and has now expanded its offerings to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Pet owners recognize the health advantages of these superfoods and wish to share them with their beloved companions. However, it’s important to note that pets have distinct nutritional needs compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require the high-protein diets associated with their wild ancestors, such as wolves. Instead, they can obtain their essential nutrients from a plant-based, low-protein diet, which may provide a favorable outlook for these new quinoa-spinach recipes. Yet, dogs can also thrive on traditional ingredients like soy or corn, in addition to trendy options like quinoa. However, it’s the pet owners who ultimately decide what goes into their dogs’ food.
According to a Harris Poll, in 2016, 95% of U.S. pet owners regarded their pets as part of the family, marking a 7-point increase since 2007. Consumers cherish their pets and aspire to provide them with the best nutrition they can afford. While a higher price tag does not always guarantee superior quality, pet owners are inclined to invest more in products they perceive as better. The premium pet food market has seen sales soar from $5.7 billion in 2001 to $14.5 billion in 2015.
While sales of consumer packaged goods (CPG) are stagnating, pet food sales are experiencing much faster growth. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon contemplate entering the pet food market. Major food manufacturers are already establishing a strong foothold in this sector. Pedigree, Mars’ budget-friendly brand, emerged as a leading dog food brand, generating $1.6 billion in sales in 2016. Nestle’s Purina holds a substantial 23.5% share of the $30 billion pet food market.
Moreover, Mars has intensified its commitment to the pet industry by investing $7.7 billion in VCA, a chain of animal hospitals, thus expanding into pet care. As pet owners look for ways to enhance their pets’ diets, including taking calcium citrate for added health benefits, the demand for high-quality pet food options continues to rise. This trend highlights the growing intersection of human and pet nutrition, pointing toward a future where the well-being of our furry friends is a priority.
