Global trends according to Mintel
While the US remains the largest global pet food market in volume sales, the Chinese market is rapidly expanding, as one of Mintel’s top five fastest growing markets. What are the latest food trends there and elsewhere?
Concerned Chinese pet parents
While China is a shining star in the pet food sector, it still has a long way to go before reaching maturity, underlining the huge potential it holds for pet food brands. Fuelled by a growing trend of singlehood and childlessness, Chinese people’s interest in pets and dedication to them has been rising.
Owners tend to see pets as their friends, or even children, which drives their willingness to spend more on their companions. Chinese pet owners increasingly look for pet food products that mirror their own attitudes, lifestyles and concerns. Pet food brands are doing all they can to convey naturalness, highlighting raw materials, origin and alternative processing methods such as freeze-drying, air-drying and steam cooking.
Veterinary herbs
Concerns about pets’ health are driving Chinese pet owners to embrace preventive care. More veterinary pet food ranges with functional claims have come onto the market, often underpinned by the addition of Chinese medicinal herbs.
Vigor & Sage Ginseng Well-Being, with fresh chicken & seaweed, is an example of a complete adult cat food that provides a holistic combination of carefully selected fresh meat, beneficial herbs, fruit and vegetables. Cookeys Freeze Dried Chicken for Cat is made using natural fresh ingredients, and is processed according to a freeze-drying technique to lock in nutrients and taste.
US superfoods for pets
Americans look at all the products and services available to them and ask themselves: ‘why don’t they have this for my pet?’ And products for pets are looking more like products for people as time goes on, from fresh food delivery to anti-anxiety offerings. This is one of the major factors driving the US market forward.
Appealing to superfood-loving pet owners, Halo Healthsome Garden of Vegan sweet potato, carrot & quinoa dog treats comprises US-sourced vitamin-rich root veggies, with protein from chickpeas and superfood quinoa from South America.
Digestive health in the UK
In the UK, a plant-based diet is high on the agenda. Mintel research shows a third (34%) of UK dog food buyers believe it is good for pets to regularly have a plant-based meal instead of a meat-based one.
Following other human food trends, Mintel research reveals that digestive health is also important, as three-quarters (76%) of cat and dog food buyers believe that actively looking after pets’ digestive health is essential for their overall health. They are joined by 44% who believe that pet food with ‘good bacteria’ (such as fermented foods) is good for pets’ health. This comes as 42% of pet food buyers consider their pet a ‘foodie’.