A food industry context for pet nutrition trends

Wellness and health as shopping driver

A Packaged Facts survey in early 2017 shows that 79% of dog owners in the US and 63% of cat owners enjoy purchasing products that pamper their pets. Health and wellness is a related if more substantive shopping driver for pet owners. The survey found that 75% of US pet owners are willing to pay more for pet food products that are healthier for their pets.

In the nutrition arena, ‘natural’ remains the pathway to growth. Many consumers believe that natural products are better for their pets, a belief evident at the checkout line, especially in pet specialty stores though increasingly at mass retailers too. Packaged Facts estimates that U.S. retail sales of natural pet food products reached $8.2 billion in 2016, reflecting a 2012-2016 compound annual growth rate of 12%, and thereby accounting for a fourth of the total retail category. According to data from GfK, natural products account for around 70% of dollar sales in the pet specialty channel.

Individual nutrients

At the individual nutrient level, the major trend has been a focus on protein content, source, and quality. Just as pet owners seek newer and better proteins for themselves, they also seek them out for their pets. A pet owner survey in December 2016 shows that protein is the most important product formulation attribute for pet food shoppers, with 43% considering it among the most important factors in choosing what they buy.

A litmus test for consumers seeking high-quality pet food, therefore, is that the ingredient list that begin with a meat, poultry, or fish/seafood protein, rather than a grain.

In the wake of the low-carb and gluten-free dietary trends in the larger food marketplace, grain-free pet food formulations have become commonplace in the US market, and are a must-have component for natural pet food product lines. GfK has reported that half of all new pet food items are grain-free.

Free-of claims

Several other free-of claims have been proliferating, including gluten-free, corn-free, soy-free, non-GMO, potato/starch-free, and claims of no by-products, artificial ingredients, et cetera. Data show that top free-of claims used by dog owners are no fillers/ by-products and artificial ingredient/colour/ preservative-free. For cat owners, the top free-of claim is no fillers/by-products.

In addition, many companies have been using the term ‘ancestral’ or ‘paleo’ or ‘wilderness’ to describe diets reminiscent of how dogs and cats ate before they were domesticated. Taking inspiration from the human trend, these products offer the benefit of high-quality protein, which often coincides with a grain-free formulation.

Weight management

Another important nutritional angle is senior/weight management. Packaged Facts estimates that US retail sales of senior/weight management pet foods at $3.2 billion. Pet owners are concerned about preventive health care for themselves and their pets, and these concerns often tie in with life stage. The 2017 survey shows 76% of dog owners and 71% of cat owners, more than in previous years, agreeing with the statement ‘High-quality dog foods/cat foods are effective for preventive health care.’ In fact, barely any disagree with the statement.

Combining the level of attention that owners give to pet well-being, with a market environment of ongoing quality innovation and product safety concerns, the nutrition, dietary, and even culinary trends remain fertile fields for new product development. This especially applies to premium- and super-premium quality pet food offerings.