Nordic consumers embrace raw diets for their pets

The demand for fresh and raw dog food has surged globally in recent years, and the Nordic countries are no exception.

This rise is largely driven by increased interest among dog owners in the possible benefits of a more natural, raw-material-based diet.

Influenced by trends in human nutrition and the push to reduce ultra-processed foods, many people are seeking these options for their pets.

Growth trajectory

Biologically appropriate raw food (BARF) typically consists of meat products, organs and frozen items.

Within the raw food segment, this also includes supplements as well as freeze-dried and air-dried options, which are notable for not being heat-treated.

According to customer feedback, raw-fed dogs experience glossier fur, healthier skin, better digestion and improved appetite. They also show stronger paws, firmer stools and more stable energy, and recover more quickly from injuries.

BARF has been a growing trend in the Nordic countries for the past 2 decades. Apart from in Sweden, national brands tend to dominate their respective markets.

For example, Finnish company Snellman Petfood is the largest manufacturer of raw food and one of the largest dog food manufacturers in the Nordic countries. Its market share is over 50% of frozen BARF food in Finland, and also in Sweden.

The company exports around 10% of its products to other countries, mainly to Denmark, Germany and Hungary.

“The demand is rising in all markets, including in the Nordic countries. In Finland, the growth has been between 10 and 20% a year since we started 20 years ago,” Snellman Petfood’s CEO Magnus Pettersson tells PETS International.

Standout brands

In Norway, local market leader VOM og Hundemat has a loyal customer base with a preference for Norwegian products. At the moment, the firm exports around 20-30% to 13 different countries and sees great potential for future growth.

“The market for raw food in the Nordics is experiencing an increase in small-scale producers, which creates a more varied competitive situation. Our 20 years of experience in the industry, on the other hand, strengthen our position as a reliable choice for consumers who value quality and expertise,” says CEO Ole Magnus Østby.

VOM and Snellman Petfood have both emerged as standout brands in Sweden, capturing significant attention.

Carl Haglind, CEO of VOM Sweden, estimates that BARF companies account for around 5% of the total market revenue, with the rest coming from dry food and wet canned food.

However, he points out that there were hardly any BARF products on sale 15 years ago.

“There were maybe 5 or 6 suppliers, and the industry was very underdeveloped. So in that sense the market has grown, and we have taken a large market share. During the past few years, it might have stagnated, but it is still growing,” he states.

Strong focus on research

Unlike the commercial dry food industry, which frequently introduces new ingredients in response to trends, the raw food segment has not seen as many shifts in this regard. However, there has been a strong focus on scientific research.

Snellman Petfood is one company that has long supported research into how different feeding methods affect the well-being of dogs.

Recently, the company made a significant donation to the University of Helsinki’s DogRisk research team, which studies the impact of dogs’ eating habits on their health and longevity.

Downsides of ultra-processed food

Pettersson explains that an increasing number of pet parents are turning to BARF for their cats and dogs, driven by research that highlights the health risks associated with refined and ultra-processed foods.

“Cats and dogs consume by far the most ultra-processed food of all animal species. In comparison to other animals, they tend to be sicker, and veterinary costs are higher. These challenges are part of why BARF is gaining popularity,” he says.

He adds that the meat preferences are pretty much the same across the Nordic countries. People tend to feed their animals the same kinds of meats they eat themselves: chicken, beef, turkey and pork, he says.

Some people ask for reindeer, deer and rabbit, but those meats are a lot more expensive to acquire than beef or pork. According to Pettersson, consumers’ wishes might be more exclusive than what they actually buy in stores.

Avoiding allergens

Meanwhile, there is a growing demand for raw dog food free from common allergens, causing the BARF industry to search for new protein sources.

“Dogs are experiencing something similar to what humans went through 20 years ago during the allergy boom among children. Everyone is trying to find a protein source that no one else has,” Haglind notes.

To make it easier for people to access and use raw food, during the last 2 years Snellman Petfood has invested in freeze-dried products. These are considered suitable for the BARF segment since they are not heat- treated but dried under negative pressure.

This method preserves vitamins, enzymes and proteins, while maintaining the taste and nutritional values of the food.

The product series is called Vaisto and is presented as a lightweight, compact and convenient alternative for raw food diets.

It preserves the quality of fresh raw food while being easy to transport, making it ideal for trips, competitions or hikes where freezer access is limited.

Investing in innovation

But for Pettersson, the most important trend and innovation in BARF is to make the food more natural by reducing the amount of processing involved.

As the company’s most recent major innovation, he mentions the Hellä series with fermented vegetables, launched a few years ago.

This uses a fermentation process in which 2 different types of lactic acid bacteria and fermented vegetables are mixed in with the raw meat. Adding fibers and oils, and striving for a better omega-3 and omega-6 balance, are all part of the development process.

VOM Norway has also made significant investments to meet the increasing demand for raw food, focusing on advanced production technology and modern machinery to enhance both efficiency and quality.

“For example, we have invested in freezer spirals for all products, so that the finished goods will be frozen faster, which is also positive for the quality of the product,” comments Østby.

“The production machines have also become more efficient and we are able to produce all-fresh products faster than before, again to extend the shelf life with the customer,” he says. Moreover, the company has expanded its cold storage capacity with a new 600 sq m facility, ensuring a stable supply of raw materials and finished products.

Further expansion

In Sweden, VOM is working to expand its customer base by entering the grocery trade, which is a relatively new market for raw food in the country. “We are making substantial investments to reach beyond the zoo shop customers and into mainstream grocery stores,” says Haglind.

BARF producers are also exploring innovative packaging solutions to enhance their products. Some packaging now mirrors the design of meat products for human consumption, and manufacturers are considering how to tailor these packages to suit a wide range of dog breeds.