As consumers increasingly seek healthier eating options, they are bringing their pets along in their journey towards better nutrition. Pet food is increasingly reflecting trends seen in human food, and pet owners are keen to invest in these options. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, while Nestle Purina’s Beneful has incorporated ingredients like blueberries, pumpkin, and spinach into their offerings. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been selling a chicken and quinoa recipe since 2006, and now provides additional options including beef and chickpeas, duck and sweet potato, and fish and coconut blends.
Consumers appreciate the health advantages these superfoods offer and want to share these benefits with their furry companions. However, it is important to note that pets have distinct nutritional requirements compared to humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet like their wild wolf relatives; they can thrive on a plant-based, lower-protein diet. This may serve as a positive endorsement for the new quinoa-spinach recipes. Nevertheless, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, as well as trendy options like quinoa. Ultimately, it’s the pet owners, not the pets, who are making decisions about their dog’s food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets to be part of the family, which is a 7-point increase since 2007. Pet owners are dedicated to providing their animals with the best food possible. Although a higher price does not always guarantee better quality, pet owners are willing to spend more on products they perceive as superior. The sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
While consumer packaged goods (CPG) sales have been slow, the pet food industry is experiencing rapid growth. Given the increasing similarities in ingredients and nutritional profiles, more manufacturers may soon contemplate entering the pet food market. Several major food manufacturers already have a significant presence in this sector. For instance, Pedigree, Mars’ budget-friendly brand, was the top-selling dog food in 2016, generating $1.6 billion in sales. Nestle’s Purina holds 23.5% of the $30 billion pet food market. Additionally, Mars has intensified its commitment to the pet sector by acquiring VCA, an animal hospital chain, for $7.7 billion.
With the rise in popularity of pet foods that include ingredients like quinoa, it’s clear that consumers are not only looking for quality for themselves but also for their pets. As dietary trends continue to evolve, options like Citracal equivalent nutrients may become more prevalent in pet food formulations, reflecting the ongoing intersection of human and pet nutrition.