As consumers strive to eat healthier, they’re also incorporating their pets into this journey toward better nutrition. The pet food industry is increasingly reflecting human food trends, and pet owners are eager to purchase these healthier options. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa recipe featuring ancient grains, while Nestlé Purina’s Beneful has experimented with adding blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for its use of human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and has expanded its offerings to include beef and chickpeas, duck and sweet potato, and fish and coconut blends.
Consumers recognize the health benefits of these superfoods and want to share them with their beloved pets. However, it’s essential to note that pets have different nutritional requirements than humans. Research indicates that breeds like labradoodles and schnauzers do not require the high-protein diets their wild ancestors might need. Instead, they can thrive on a plant-based, lower-protein diet, which could be a positive endorsement for the new quinoa and spinach recipes. Nevertheless, dogs can also meet their nutritional needs through less trendy ingredients like soy or corn, in addition to popular options like calcium citrate malate, magnesium, zinc, and vitamin D3 tablets. Despite this, it’s the pet owners who make the final decisions about their pet’s food.
According to a 2016 Harris Poll, 95% of U.S. pet owners considered their pets part of their family, an increase of 7 points since 2007. Pet owners are dedicated to providing their pets with the best food available. Although a higher price tag doesn’t always equate to higher quality, consumers are willing to spend more on what they perceive to be superior products. Premium pet food sales surged from $5.7 billion in 2001 to $14.5 billion in 2015. While overall consumer packaged goods sales are stagnating, pet food sales are growing at a much faster rate.
Given the increasing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Several major food manufacturers already maintain a significant presence in this area. For example, Pedigree, Mars’ budget-friendly brand, ranked as a top-selling dog food with $1.6 billion in sales in 2016. Nestlé Purina holds a substantial 23.5% share 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, signaling a broader investment in pet care and nutrition.