Humanization: Transferring technology to the pet industry

Health 

A key global issue in pet health is the rising incidence of obesity amongst our pets, which mirrors human obesity patterns. The pet market has already begun to tap into human health trends with foods to support weight loss and exercise aids for pets that leverage trends in human health and fitness. Pet versions of popular human fitness equipment have also now joined the market, such as specialised treadmills, like GoPet™ Treadmills and Treadwheels for both dogs and cats. 

With increasing interest in monitoring human health to support the safe implementation of health regimes, such as controlled feeding and weight reduction, smart, wearable health and fitness monitoring devices are growing in popularity, as more people proactively integrate preventative healthcare into their daily lives. Systems developed specifically for pets have been on the market for a while, including Voyce – a smart collar for dogs manufactured by US-based i4C Innovations – which utilises non-invasive, radio frequency based technology and special algorithms to collect and analyse data and provide owners with information about their dog’s health and fitness via an app that is accessible with all major smart phones, tablets and computer browsers. So far, the first devices introduced for general health monitoring in pets are for dogs and cats, but there is potential for adaptation to other pet species.

Whistle is a wireless device that monitors dogs’ activities, including walks, play and rest, and provides insight into daily behaviour, as well as long-term health trends. The device attaches directly to the dog’s collar. Using powerful motion detection technology, it analyses activity and transfers this information to an app accessible by owners. Whistle’s manufacturers have developed a database that helps provide owners (and veterinarians) with recommendations based on the dog’s breed, age, size, and the baseline of that individual dog’s previous behaviour patterns.

Medicine

Personalised medicine is a rapidly emerging approach to human medicine that separates patients into different groups, with medical decisions, practices, interventions and/or products tailored to the individual patient based on their predicted response or risk of disease. With huge advances in this field in human medicine, interest is growing in applying this more widely in the veterinary sector. In addition, on-going research into genetics in pet species continues to shed light on certain breed-related health conditions and could lead to possible solutions, some of which could be commercial opportunities.  

Food

In the pet food sector, pet owners’ expectations all over the world are increasingly shifting from a demand for ‘high quality (for pets)’ to ‘humanized’. This means that they want pet food options that address the same health concerns that currently influence human food production. 

Consumer interest in healthier foods in the majority of countries in the world continues to strengthen. Consumers want to buy food products with ‘natural’ ingredients for themselves and their pets. In addition, many are looking for functional foods with demonstrable benefits that can reduce the risk of disease and promote good health. A very high proportion look for natural (‘clean label’) ingredients – fresh, natural and minimally processed foods made without genetically modified organisms (GMOs), artificial colours, and flavours; and they prefer foods made from fruit and vegetables. Natural foods with beneficial ingredients appear to be most desirable. This has led to more widespread use of ingredients, such as fruit in pet foods, as well as an increase in appropriate and innovative technologies in manufacturing. 

In many countries, increasing food and manufacturing regulations for production of pet foods, as well as human food, are altering the technological landscape of pet food manufacture.

And in pet food accessories, personalised feeding regimes using portion control such as that provided by the SmartFeeder™ from US-based Petnet™, are becoming popular. The SmartFeeder was developed to improve pet health, increase pet owners’ peace of mind, and save costs. Featuring customisable, automated pet food portioning, it sends alerts and notifications to pet owners when their pet needs feeding, has been fed, and has finished eating. It requires WiFi access. 

Comfort and safety

Another trend in the pet product market is the increase in number and sophistication of products designed to comfort animals. This also reflects the growth in enhanced comfort to luxury levels in human products, such as pet clothing made from technologically advanced fabrics, heated beds and snuggle blankets.

Mirroring the pet food sector, increasing safety regulations apply to pet products, as well as human food in many countries. And similarly, this influences pet product manufacture.

Sustainable solutions

Environment has become an important consideration for consumers and companies (pet food or other) as Corporate Social Responsibility (CSR) gathers global momentum. Reducing eco-footprint is a key priority in this and has become incorporated into corporate priorities across the board, in both small and big companies. Across the pet food industry, a broad spectrum of measures to reduce the eco-footprint on a wide-ranging scale have already been implemented and many more will follow. This aspect of humanization impacts manufacturers’ entire activities, as well as their products: efficiency, traceability, packaging, and disposal are just some of the elements in creating environmentally-friendly pet products. 

Further opportunities? 

Humanization is an ongoing trend in the pet industry. It can create new opportunities and support further growth. To transfer technology successfully from human to pet products requires sound research, wise investment and skilled marketing, but undoubtedly it is an interesting prospect for many.