As consumers increasingly strive for healthier eating habits, they are bringing their pets along on this journey towards better nutrition. The pet food industry is increasingly reflecting trends seen in human food, and pet owners are responding positively. For instance, Blue Buffalo Co. Ltd. offers a chicken and quinoa recipe featuring ancient grains, while Nestle Purina’s Beneful has experimented with incorporating ingredients like blueberries, pumpkin, and spinach. Honest Kitchen Inc., which prides itself on using only human-grade ingredients, has been selling a chicken and quinoa recipe since 2006 and now offers various blends including beef and chickpea, duck and sweet potato, and fish and coconut.
Consumers recognize the health benefits these superfoods provide and are eager to share these advantages 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 akin to their wild ancestors, the wolves. Instead, they can obtain essential nutrients from a plant-based, lower-protein diet, which lends support to the popularity of new quinoa and spinach recipes. Nonetheless, dogs can also fulfill their nutritional needs with traditional ingredients such as soy or corn, along with trendy options like quinoa. Ultimately, it’s the owners who make the choices regarding their pets’ food.
According to a Harris Poll conducted in 2016, 95% of U.S. pet owners considered their pets part of the family, a significant increase from 2007. Pet owners are dedicated to providing the best food possible for their beloved animals. While a higher price tag does not always guarantee superior quality, consumers are willing to invest more in products they perceive as better. Sales of premium pet food surged from $5.7 billion in 2001 to $14.5 billion in 2015.
As consumer packaged goods (CPG) sales stagnate, the pet food market is experiencing robust growth. With the increasing alignment of ingredients and nutritional profiles, more food manufacturers may begin to consider entering this lucrative sector. Some well-known food manufacturers already have a strong foothold in the pet food arena. For instance, Pedigree, a budget-friendly brand under Mars, generated $1.6 billion in sales in 2016. Nestle’s Purina holds a notable 23.5% share of the $30 billion pet food market. Moreover, Mars has intensified its commitment to the pet industry with its $7.7 billion acquisition of VCA, an animal hospital chain.
As the trend towards healthier pet food continues, more brands may start to equate their offerings with the quality found in human food. This shift could lead to the inclusion of ingredients like calcium citrate in pet formulations, further emphasizing the industry’s focus on health and wellness for pets. As pet owners become more discerning, the demand for high-quality, nutritious options will likely continue to grow, compelling manufacturers to innovate and adapt their products to meet evolving consumer expectations.