‘Healing’ botanicals in pet food

What are the benefits?

In line with the humanisation trend, pet food producers continue to develop nutritional products with attributes that pet owners seek in their own food and drink. As with human food, botanicals can help to deliver benefits for immune health in pet food. Additionally, since they are natural products, botanicals can contribute to sought-after ‘clean labels’ for premium ranges

Botanicals like turmeric or ginseng are trending in human food for their perceived or proven health benefits, and these could prove popular in ‘humanised’ pet food too. However, although human food can offer inspiration for the next on-trend botanicals, pet food producers should only use botanicals that are proven to benefit the unique needs of different types of animals.

Pet products with botanical ingredients

In the UK, Natures Menu Country Hunter contains a number of botanicals, including catnip – to ease stress, resulting in a relaxed/happy cat – and yucca to support joints, skin and digestive health. Meanwhile, Hollings’ 100% Beef Bars with Nettle are a 100%-natural, healthy treat for dogs. Nettle acts as a natural antihistamine, aids the respiratory system, is a natural anti-inflammatory and can help with arthritis. In the Czech Republic, the Natural Trainer Sensitive range is made with  and magnesium for joint care, and natural-origin ingredients such as spirulina.

Kefir emerges in pet food

The explosion of interest in gut health has prompted a rise in launches of fermented drinks such as kefir and kombucha. Consumers have become more knowledgeable and trusting of the benefits these products can provide to gut flora and, in turn, overall health. The gut health trend has also reached pet food. In Canada, Open Farms has launched a kefir-based organic meal topper for both cats and dogs, which contains nine active probiotic cultures and 1.5 billion bacteria per ounce.

Meeting the dietary and nutritional needs of pets of all ages

Other brands are ensuring that owners can meet the nutritional needs of their pets with age-appropriate foods. In the US, Pet Craft Supply Co.’s Salmon Freeze-dried Dog Treats are rich in protein from a single animal source: 100% natural salmon. The product is naturally wholesome with no by-products, grain, soy, fillers or colourings. Meanwhile, the Well & Good Digestive Probiotics Chew contains naturally occurring microorganisms and provides adult cats with prebiotics and probiotics in a soft chew format to help promote a healthy digestive system. Last but not least, the I and Love and You Baked & Saucy range is a holistic range of food for puppies, adult and senior dogs. It contains farm-raised chicken as its first ingredient and prebiotics and probiotics for healthy digestion and balance.

As the nuclear family increasingly disappears and pet owners become pet parents, we are likely to see more human food trends migrate to the pet food category, as described in the Mintel Trend ‘Creature Comforts’