As consumers increasingly strive for healthier eating habits, they are also involving their pets in this journey towards better nutrition. The pet food industry is progressively aligning itself with trends in human food, and pet owners are responding positively. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa ancient grains recipe, while Nestlé Purina’s Beneful has incorporated ingredients like blueberries, pumpkin, and spinach into their products. Honest Kitchen Inc., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and has expanded its offerings to include beef and chickpea, duck and sweet potato, and fish and coconut blends as well.
Consumers recognize the health benefits associated with these superfoods and are eager to share these nutritious options with their beloved pets. 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 a high-protein diet akin to their wild wolf relatives. Instead, they can thrive on a plant-based, low-protein diet, which could favorably position these new quinoa-spinach recipes. Nevertheless, dogs can obtain their nutritional requirements from traditional sources such as soy or corn, alongside trendy options like quinoa. Ultimately, it’s the pet owners, not the pets, who are making the choices about dog food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets part of the family, marking a 7-point increase since 2007. Pet owners are passionate about providing their furry companions with the best food possible. While a higher price tag doesn’t always guarantee superior quality, consumers are often willing to spend more on products they perceive as better. The sales of premium 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 experiencing growth at a much faster pace. Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon contemplate entering the pet food market. Notably, several major food companies already have a strong foothold in this sector. For example, Pedigree, Mars’ budget-friendly brand, was a top-selling dog food, generating $1.6 billion in 2016. Nestlé’s Purina commands 23.5% of the $30 billion pet food market. Additionally, Mars has reinforced its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion.
As this trend continues, innovative products such as Citracal calcium chews may also find their way into pet nutrition discussions, highlighting the growing intersection between human and pet dietary needs. With more pet owners prioritizing health for both themselves and their pets, the demand for quality pet food that reflects these values is likely to persist.