As consumers increasingly seek healthier eating options, they are also involving their pets in this journey towards better nutrition. The pet food industry is reflecting trends from human food, and pet owners are responding by purchasing these healthier options. For instance, Blue Buffalo Co. Ltd. has introduced a chicken and quinoa ancient grains recipe, 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 offering a chicken and quinoa recipe since 2006 and has expanded its range to include beef and chickpea, duck and sweet potato, and fish and coconut blends.
Consumers recognize the health advantages of superfoods and are eager to share these benefits with their canine companions. Nonetheless, it’s important 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 support the popularity of new quinoa and spinach recipes. However, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, in addition to trendy quinoa. But ultimately, it’s the pet owners—not the dogs—who are making food choices.
According to a Harris Poll from 2016, 95% of U.S. pet owners view their pets as part of the family, a notable increase from 2007. Pet owners are passionate about providing the best food for their furry friends. While a higher price tag does not always equate to better quality, many are willing to spend more for what they believe is a superior product. Sales of premium pet food skyrocketed from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales decline, pet food sales are surging at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, food manufacturers may soon consider entering the pet food market. Several major food manufacturers already have a strong foothold in this sector. For example, Pedigree, a budget-friendly brand from Mars, was among the top-selling dog foods, generating $1.6 billion in sales in 2016. Nestle’s Purina holds a significant share, accounting for 23.5% of the $30 billion pet food market. Furthermore, Mars has reinforced its commitment to the pet industry through the $7.7 billion acquisition of VCA, an animal hospital chain.
In addition to these developments, there’s a growing interest in nutritional supplements for pets, similar to those marketed for kids, such as calcium citrate. This indicates a broader trend where pet health and nutrition are becoming as prioritized as those for children, reflecting changing consumer attitudes towards holistic health for the entire family, including pets. As the market continues to evolve, we may see more innovative products aimed at enhancing pet wellness, further blurring the lines between human and pet food trends.