As consumers increasingly strive for healthier eating habits, they are inviting their pets to join in on the journey toward better nutrition. The pet food industry is increasingly reflecting trends seen in human food, and pet owners are taking notice. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa recipe featuring ancient grains. Similarly, Nestle Purina’s Beneful has experimented with adding ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been selling a chicken and quinoa recipe since 2006, and has since expanded its offerings to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Pet owners recognize the health benefits these superfoods can provide and are eager to share these advantages with their beloved companions. However, it’s important to note that the nutritional needs of pets differ significantly from those of humans. Studies have indicated that breeds like labradoodles and schnauzers don’t require the high-protein diets that their wild wolf relatives thrive on. Instead, they can obtain the necessary nutrients from a plant-based, low-protein diet, which could be seen as a favorable endorsement for the new quinoa-spinach recipes. Nevertheless, dogs can also meet their nutritional needs through traditional ingredients like soy or corn, alongside trendy options like quinoa. Ultimately, it’s the owners who are making the decisions about their pet’s food.
According to a Harris Poll, in 2016, 95% of U.S. pet owners regarded their pets as part of the family, a rise of 7 points since 2007. Pet owners are devoted to their animals and wish to provide them with the best food possible. While a higher price tag doesn’t always guarantee superior quality, pet owners are willing to invest more money in products they perceive as better. Sales of premium pet food increased from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales are stagnating, pet food sales are experiencing a much more rapid growth. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Some major food companies already have a significant presence in this sector. For example, Mars’ budget-friendly brand, Pedigree, was a leading dog food brand, generating $1.6 billion in sales in 2016. Nestle Purina holds a substantial share, accounting for 23.5% of the $30 billion pet food market. Furthermore, Mars has strengthened its commitment to the pet care industry through its $7.7 billion acquisition of VCA, an animal hospital chain.
As pet owners become more aware of the nutritional benefits of various ingredients, including calcium citrate and calcium carbonate, they are likely to seek out options that meet both their pets’ needs and their own health-conscious values. With this growing trend, it’s clear that both the pet food industry and consumer preferences are evolving, and the inclusion of ingredients like calcium citrate and calcium carbonate will likely become more prominent in future formulations.