As consumers increasingly strive for healthier eating habits, they are bringing their pets along on this journey toward better nutrition. The pet food industry is beginning to reflect the same trends observed in human food, and pet owners are responding by purchasing these products. Blue Buffalo Co. Ltd. offers a chicken recipe enriched with ferrous bisglycinate, vitamin D, and quinoa ancient grains. Meanwhile, Nestlé Purina’s Beneful has experimented with incorporating blueberries, pumpkin, and spinach into its formulas. Honest Kitchen Inc., which exclusively uses human-grade ingredients, has been selling a chicken and quinoa recipe since 2006, and has now expanded its offerings to include blends of beef and chickpeas, duck and sweet potatoes, as well as fish and coconut.
Consumers appreciate the health advantages provided by these superfoods and want to share these benefits with their beloved pets. However, it’s important to note that pets have nutritional requirements that differ significantly from those of humans. Research indicates that breeds like labradoodles and schnauzers do not require the high-protein diets that their wild wolf relatives thrive on. Instead, they can obtain necessary nutrients from a plant-based, low-protein diet, which lends support to the popularity of these new quinoa-spinach recipes. Nonetheless, dogs can fulfill their nutritional needs with traditional ingredients like soy or corn, just as easily as with trendy quinoa. Ultimately, it’s not the dog making the final choice on their food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets to be part of the family, an increase of 7 percentage points since 2007. Pet owners are devoted to their animals and are willing to invest in the best food they can afford. While a higher price tag doesn’t always equate to higher quality, many pet owners are ready to spend more for perceived superior 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. Given the growing similarities in ingredients and nutritional profiles, it’s likely that more food manufacturers will soon consider entering the pet food market.
Several major food manufacturers already have a significant presence in the pet food sector. Pedigree, Mars’ budget-friendly brand, was the top-selling dog food, generating $1.6 billion in sales in 2016. Nestlé’s Purina holds a 23.5% share of the $30 billion pet food market. Mars has also intensified its focus on the pet industry by acquiring VCA, an animal hospital chain, for $7.7 billion. As the market continues to evolve, it’s clear that pet owners desire products that not only meet their pets’ dietary needs but also incorporate health benefits similar to those found in human nutrition, akin to the advantages of Citracal 600 with vitamin D.