Global research study indicates consumer pet food and ingredient desires

2,500 dog and cat owners in the UK, USA, Brazil, Germany and China indicated in a survey that they are increasingly considering natural aspects when buying food for their pets. For more than 80% of pet owners, using less or no additives makes pet food appear healthier. Pet foods featuring natural ingredient claims have a significant influence on their purchase prospects, with 79% of pet owners checking the label for any ingredients they dislike.

Alongside the demand to eliminate additives from pet foods, a spotlight is also being placed on allergenic ingredients: three quarters of pet owners agree that using no allergens, such as soy or corn, makes food for pets seem healthier.

Digestibility

More than 90% of pet owners say that supporting digestive health improves the likelihood of them purchasing a product, inducing them to actively look for easy-to-digest products. 

Notably the demand for prebiotics is gathering pace and their benefits are widely perceived, with 70% of respondents agreeing that adding such fibers to pet food makes it seem healthier.

Sustainability

More than half of owners stated that they pay attention to sustainability and the carbon footprint in purchase decisions of their pets’ food. According to the survey, using claims such as “environmentally friendly” improves consumer interest in buying a pet food product.

Research background

The global study was conducted by market research company Wizer on behalf of BENEO. 

Maygane Ronsmans, Product Manager Animal Nutrition at BENEO, comments: “The findings of this latest pet survey highlight the rising demand from owners for understandable, cleaner ingredients labels and for healthier nutrition for their pets.”