As consumers increasingly strive for healthier eating habits, they are including their pets in this journey towards better nutrition. The pet food industry is increasingly reflecting human food trends, with owners actively purchasing these healthier options for their furry friends. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has experimented with incorporating blueberries, pumpkin, and spinach. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and now offers varieties that include beef and chickpeas, duck and sweet potatoes, as well as fish and coconut blends.
Consumers recognize the health benefits associated with these superfoods and wish to share them with their beloved pets. However, it’s important to note that pets have different nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet as their wild wolf relatives do; they can obtain necessary nutrients from a plant-based, low-protein diet, which may seem to favor the rising popularity of quinoa and spinach recipes. Yet, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, not just trendy quinoa. Ultimately, it’s the pet owners who make the decisions about their dog’s food.
According to a Harris Poll from 2016, 95% of U.S. pet owners view their pets as family members, reflecting a 7-point increase since 2007. Consumers are eager to provide the best food they can afford for their pets. While a higher price doesn’t always guarantee better quality, pet owners are generally willing to spend more on perceived premium 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, pet food sales are rising at a much faster pace. With the increasing similarities in ingredients and nutritional profiles between pet and human food, more manufacturers may soon consider entering the pet food market. Notably, some food industry giants already have a solid foothold in the pet food sector. Pedigree, a budget-friendly brand by Mars, was the top-selling dog food, generating $1.6 billion in 2016. Nestle’s Purina accounts for 23.5% of the $30 billion pet food market. Mars has further solidified its commitment to the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion, demonstrating their belief in the growing relevance of pet care.
Additionally, incorporating elements like calcium citrate drug class into pet nutritional formulations may become a focal point as the industry evolves, ensuring pets receive essential minerals while maintaining an appropriate diet. As the demand for healthier pet food continues to rise, manufacturers may explore these innovative ingredients to enhance their offerings.