As consumers increasingly strive for healthier eating habits, they are bringing their pets along in this journey toward better nutrition. Pet food is increasingly reflecting trends in human diets, and owners are responding positively. For instance, 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., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and now features beef and chickpea, duck and sweet potato, and fish and coconut combinations as well.
Consumers recognize the health benefits of these superfoods and are eager to share them with their beloved pets. However, it’s important to note that the nutritional needs of pets differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet akin to their wild wolf relatives. They can derive essential nutrients from a plant-based, low-protein diet, which could be a favorable endorsement for these new quinoa-spinach recipes. Nonetheless, dogs can also meet their nutritional requirements through less trendy options like soy or corn, in addition to fashionable quinoa. Unfortunately, it’s not the pets who are choosing their food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners considered their pets a part of the family, an increase of 7 points from 2007. Pet owners are devoted to their animals and aim to provide them with the best food they can afford. While a higher price doesn’t always correlate with better quality, pet owners are willing to invest more in what they perceive as superior 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 are stagnant, pet food sales are rising at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, many food manufacturers may soon consider entering the pet food market.
Several large food manufacturers already have a notable presence in the pet food industry. Pedigree, Mars’ budget-friendly brand, ranked as a top-selling dog food, generating $1.6 billion in sales in 2016. Nestle’s Purina commands 23.5% of the $30 billion pet food market. Furthermore, Mars has reinforced its commitment to the pet sector by expanding into pet care through its $7.7 billion acquisition of VCA, an animal hospital chain.
As the industry evolves, concepts like signature care and calcium citrate may become more prevalent, further enhancing the nutritional offerings available to pets. With the increasing awareness of health benefits, pet owners are likely to continue seeking out high-quality food options that align with their values, making room for innovative products in the pet food landscape.