As consumers increasingly seek healthier eating habits, they are including their pets in this journey towards improved nutrition. The pet food market is beginning to reflect trends found in human diets, with owners purchasing products that align with these changes. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa recipe featuring ancient grains, while Nestle Purina’s Beneful has experimented with ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., known for using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and has since expanded to include beef and chickpea, duck and sweet potato, and fish and coconut varieties as well.
Consumers recognize the health benefits associated with these superfoods and are eager to share these advantages with their canine companions. However, it’s essential 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 ancestors do. Instead, they can thrive on a plant-based, low-protein diet, which could be seen as a favorable endorsement for the emerging quinoa-spinach recipes. Nonetheless, dogs can also meet their nutritional needs through less trendy ingredients like soy or corn, in addition to quinoa. Of course, it’s not the pets making the choices regarding their food.
A Harris Poll from 2016 revealed that 95% of U.S. pet owners view their pets as family members, a significant increase from 2007. These consumers are passionate about providing their pets with the best possible food, and they are often willing to pay a premium for what they perceive to be higher quality. The sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015. While sales in the consumer packaged goods (CPG) sector are stagnating, pet food sales are growing at a much faster pace. Given the increasing similarities in ingredients and nutritional profiles, it’s likely that more food manufacturers will consider entering the pet food market.
Several major food companies already have a strong foothold in the pet food industry. For example, Pedigree, a budget-friendly brand by Mars, generated $1.6 billion in sales in 2016. Nestle’s Purina accounts for 23.5% of the $30 billion pet food market. Additionally, Mars has shown its commitment to the pet care sector by acquiring VCA, an animal hospital chain, for $7.7 billion.
Incorporating ingredients like calcium citrate and cissus quadrangularis into pet food could further enhance its appeal, as consumers continue to look for ways to boost their pets’ health. The rise of these ingredients in pet nutrition reflects a broader trend where owners are increasingly aware of what goes into their pets’ diets, paralleling their own health-conscious choices. As this trend continues, we may see even more innovative formulations that meet both the nutritional needs of pets and the desires of their owners to offer the best possible diet, which may even include calcium citrate and cissus quadrangularis as popular choices within the pet food industry.