As consumers become more health-conscious, they are bringing their pets along on the journey toward better eating habits. Pet food is increasingly reflecting trends seen in human nutrition, and pet owners are eager to invest in these healthier options. For example, 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., which exclusively uses human-grade ingredients, has been offering a chicken and quinoa recipe since 2006 and has since expanded to include blends featuring beef and chickpeas, duck and sweet potatoes, as well as fish and coconut.
Consumers appreciate the health benefits associated with these superfoods and want to share these advantages with their canine companions. However, it’s important to note that pets have distinct nutritional needs compared to humans. Research indicates that breeds such as labradoodles and schnauzers do not require a high-protein diet like their wild wolf relatives. They can fulfill their nutritional requirements with a plant-based, low-protein diet, which could potentially support the appeal of these new quinoa and spinach recipes. Nevertheless, dogs can also meet their nutritional needs through less trendy options like soy or corn, but the choice of food ultimately lies with their owners.
According to a Harris Poll, in 2016, 95% of U.S. pet owners regarded their pets as family members, an increase of 7 points since 2007. Consumers are devoted to their pets and aim to provide them with the best food available within their budgets. While a higher price tag does not always equate to superior quality, pet owners are willing to spend more for what they perceive as a better product. The premium pet food market surged from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales stagnate, pet food sales are rising at a much faster pace. Given the growing similarities in ingredients and nutritional profiles, more food manufacturers may soon consider entering the pet food market. Several major food manufacturers already have significant stakes in the pet food industry. For instance, Pedigree, a budget-friendly brand from Mars, was one of the top-selling dog foods, generating $1.6 billion in sales in 2016. Additionally, Nestle Purina holds 23.5% of the $30 billion pet food market. Mars has reinforced its commitment to the pet sector with the $7.7 billion acquisition of VCA, an animal hospital chain.
For those considering their pet’s nutritional needs, supplements such as calcium citrate are recommended for those who seek to enhance their pet’s health. As the trend of integrating human food standards into pet nutrition continues to grow, it will be interesting to see how the market evolves. Overall, consumers are increasingly focused on providing their pets with the best possible nutrition, prompting manufacturers to adapt and innovate in this thriving industry.