Mega health trends in pet food

Immune function

Because of its ability to impact multiple body systems, enhancing immune function remains high in consumers’ minds for their pets. Identifying unique ingredients to achieve healthy immune function is key to distinguishing one’s brand. One set of ingredients to consider is antioxidants that can blunt an inflammation response. Microbiome ingredients (for example, prebiotics, probiotics, and postbiotics) can also be used to enhance immune function.

Digestion

Digestive wellness continues to drive product innovation due to high consumer awareness and interest. While probiotics are frequently used to support digestive claims, some reports suggest that probiotic use in human foods may be slowing. But room still exists in pet foods to apply probiotic innovation. Ingredient suppliers’ increased marketing of postbiotics is driving greater attention to these GI-enhancing substances. While prebiotics are often added at trivial levels to enhance the label image, brands keen to improve the health of pets have an opportunity to increase prebiotics to functional levels.

All natural

Rare is the brand today that does not carry a natural claim. That said, responsible manufacturers specify natural ‘with added vitamins and minerals’ due to the non-natural origin of some of these minor ingredients. This ‘natural’ caveat has created an opportunity for creative companies to market foods with no added synthetic vitamins. Removing vitamins and minerals from products may appeal to some consumers but hopefully those marketing such products will perform testing to ensure pet health.

Sustainability

The global trend of seeking sustainably sourced products has likewise impacted pet food products. In pet food, protein sources are the most marketed sustainable ingredient. Given the pressure on protein supply, thankfully the number of sustainable protein sources continues to grow. Threats to sustainability loom, however. For example, sustainably sourced plant proteins have come under assault due to a purported association between legumes (that is, peas and lentils) and dilated cardiomyopathy in dogs. Improved scientific rigour and deliberation are warranted before making claims that prematurely tarnish otherwise healthy, sustainable protein alternatives.

Human-like foods

Finally, several manufacturers and brands have attempted to capture growing health trends by offering alternative product forms. Groups have marketed more human-like foods for pets believing they will be perceived by consumers to impart greater health benefits. Chief among these newer product formats is refrigerated pet foods. The more lightly processed cooking process results in food products that are stored refrigerated until use. Alternatives such as freeze-dried, air-dried and baked product formats are stable at ambient shelf conditions and aid in creating further product differentiation.

Pet products have and will continue to be influenced by human food trends. Responsibly made pet products that prioritise the health of the pet and meet other consumer needs, such as sustainability and desired product formats, will foster further innovation in the dynamic pet food marketplace.