As consumers increasingly seek healthier eating habits, they’re bringing their dogs along on this journey toward better nutrition. Pet food is progressively aligning with human food trends, and pet owners are responding positively. For instance, Blue Buffalo Co. Ltd. features a chicken and quinoa recipe enriched with ancient grains. Nestle Purina’s Beneful has experimented by incorporating ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which exclusively uses human-grade components, has been offering a chicken and quinoa recipe since 2006, and now includes options such as beef and chickpeas, duck and sweet potato, as well as fish and coconut blends.
Consumers appreciate the health advantages these superfoods provide and are eager to share these benefits with their furry companions. However, it’s important to note that pets have different nutritional requirements than humans. Research indicates that breeds like labradoodles and schnauzers do not require a high-protein diet, unlike their wild wolf ancestors. They can thrive on a plant-based, low-protein diet, which could be seen as a positive endorsement for these new quinoa and spinach recipes. Nevertheless, dogs can also meet their nutritional needs with traditional ingredients like soy or corn, in addition to trendy options like quinoa. However, it’s the owners, not the dogs, who ultimately choose the dog food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners consider their pets part of the family, an increase of 7 percentage points since 2007. Pet owners are devoted to their animals and strive to provide the best food available within their budget. Although a higher price doesn’t always guarantee better quality, pet owners are willing to pay more for what they perceive as superior products. Sales of premium pet food escalated from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales are stagnating, the pet food sector is experiencing much more robust growth. With the ongoing parallel between ingredients and nutritional profiles, including essential components like calcium carbonate and calcium citrate, food manufacturers may soon find themselves contemplating their role in this evolving market. Notably, several major food companies have established a strong foothold in the pet food industry. For instance, Pedigree, Mars’ budget-friendly brand, was a top-selling dog food, generating $1.6 billion in revenue in 2016. Nestle’s Purina alone accounts for 23.5% of the $30 billion pet food market.
Furthermore, Mars has reinforced its commitment to the pet sector by acquiring VCA, an animal hospital chain, for $7.7 billion, underscoring the growing intersection of pet care and premium nutrition.